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About Dick Stroud

Dick Stroud is the founder of 20plus30, a marketing strategy consultancy specialising in the 50 plus market. He is the UK’s leading expert on using interactive channels to communicate with the over-50s market.

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50-Plus Marketing

News, views and opinions about the most powerful group of consumers - the 50-plus market.

Thursday, January 12, 2012

A glimpse of the future - burn body fat with a pill?

During the coming decade we are going to see some 'interesting' new pharmaceutical/food developments that will have a massive market with the older age group.


Already we have products for cholesterol and intestinal issues - soon there will be products to counter the effects of muscle loss. The big daddy of them all could be this development described in Technology Review. 


Researchers have discovered a natural hormone that acts like exercise on muscle tissue—burning calories, improving insulin processing, and perhaps boosting strength. The scientists hope it could eventually be used as a treatment for obesity, diabetes, and, potentially, neuromuscular diseases like muscular dystrophy. 


It sounds like it is a long way from being something that you can buy at the pharmacy but it gives an insight into where research is being channelled. Watch this space. Dick Stroud 

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