New GENESTRA BRANDS™ HMF Baby Probiotics are Safe and Effective in Reducing Eczema in Babies

TORONTO, Feb. 18, 2015 /CNW/ -- GENESTRA BRANDS, a trusted Seroyal brand offering safe, effective, and reliable natural health products backed by clinical and traditional evidence, is proud to announce its new HMF Baby B and HMF Baby F probiotic supplements. The HMF Baby probiotic has been found to be safe and effective in reducing incidence of eczema and sensitivity to common food allergens in infants. HMF Baby B is designed for breast-fed babies, and HMF Baby F is ideal for formula-fed babies.

The probiotic strains used in HMF Baby B and HMF Baby F probiotic formulas was evaluated in a recent clinical trial. Key findings from the 2014 placebo-controlled clinical trial conducted by Allen et al. showed that probiotic supplementation in babies from birth to 6 months reduced skin prick sensitivity to common food allergens by 44 percent and reduced atopic eczema by 57 percent.

Additionally, a 2010 safety study conducted by Allen et al., found that the usage of these probiotic strains did not increase adverse event incidence, number of visits to the doctor, and did not have a negative impact on mothers' assessment of infant health. Based on these findings, the authors concluded that usage of the probiotic formula was safe during early infancy.

"A healthy gut flora plays an important role in early immune stimulation, and variations in gut colonization at early ages have been associated with the development of atopic disease such as eczema," said Dr. Nigel Plummer, key research contributor at GENESTRA BRANDS. "Our new HMF Baby probiotic supplements support early colonization of bacteria in an infant's gut to reduce incidence of skin sensitivity."

According to the Canadian Dermatology Association, it is estimated that up to 17 percent of Canadians suffer from Atopic Dermatitis at some point in their lives, and it usually starts in infants and young children. HMF Baby B and HMF Baby F both provide Lactobacillus and Bifidobacterium – two of the most common categories of probiotic bacteria that tend to be lower in infants with atopic dermatitis or skin sensitivity.

HMF probiotics are proprietary, non-pathogenic, human-sourced microflora bacterial strains that exhibit strong epithelial adherence and a naturally high tolerance to stomach acid. The HMF Baby supplements are available in a powder format that dissolves easily into breast milk, formula or water and are free of gluten and soy.

For more information about GENESTRA BRANDS or the HMF Baby products, please visit

As part of Seroyal's uncompromising commitment to quality, each batch of finished product undergoes rigorous testing for purity and potency prior to release for sale to our clients.


Allen 2014
Stephen J. Allen, Sue Jordan, Melanie Storey, Catherine A. Thornton,
Michael B. Gravenor, Iveta Garaiova, Susan F. Plummer, Duolao Wang,
Gareth Morgan. Probiotics in the prevention of eczema: a randomized controlled trial. Arch. Dis. Child. 2014; 99: 11 1014-1019

Allen 2010
Stephen J. Allen, Susan Jordan, Melanie Storey, Catherine A. Thornton, Michael Gravenor,
Iveta Garaiova, Susan F. Plummer, Duolao Wang, and Gareth Morgan. Dietary supplementation with Lactobacilli and Bifidobacteria is well tolerated and not associated with adverse events during late pregnancy and early infancy. J. Nutri. 2010; 483-488

GENESTRA BRANDS™, a trusted brand of Seroyal®, a business unit of Atrium Innovations Inc. supports individualized treatment plans with more than 400 professional-grade nutraceutical products in a variety of formats. For more than 28 years, Genestra products have been proven safe, effective, and reliable, backed by clinical or traditional evidence. Genestra Brands™ is headquartered in Richmond Hill, ON, Canada. For additional information, please visit

Atrium Innovations Inc. is a globally recognized leader in the development, manufacturing, and commercialization of innovative, science-based natural health products which are distributed in more than 35 countries.  The Company owns healthcare practitioner and specialized retail product brands that are at the forefront of science, innovation and education.  Atrium has over 1,500 employees and operates seven manufacturing facilities complying with current Good Manufacturing Practices. Additional information is available at

Gabriella Gasparich
Chemistry Communications
p: 412-224-6070

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