Essante Worldwide has formulated an exciting new product that solves both of these problems. KidsPops are packed with nutritional benefits that have been cleverly designed as a great tasting lollipop. Your children's treats can now double as one of the "essentials" in their daily diet!

Getting a child to put a great tasting lollipop in their mouth is much easier than getting them to swallow a tablet. Besides, studies have shown that up to 90% or more of the pill or capsule supplements taken orally pass through the digestive system un-absorbed.

By using a supplement that bypasses the digestive system and can be absorbed into the system nearly instantly, absorption is increased tremendously. The body, when taking supplements in this manner, is said to absorb up to 99% of the nutrients, and there are NO adverse stomach reactions as well!!

The Physician's Desk Reference (page 1542, #49) shows that 85-90% of the vital nutrients in liquid supplements are absorbed in 22 to 30 seconds. Compare this to the four hours it takes a mere 10%-20% of the nutrients in pills to become absorbed into the body. That means for every $100 you are spending on nutrients, you are literally flushing about 90% of it down the toilet. Because of this lack of absorption, companies must use mega doses of nutrients which can cause taxation on the kidneys.

Growth involves an incredibly intricate balance of varying anatomical growth rates, physiological changes, and shifting hormones. While growth in childhood is slower than in infancy or adolescence, energy output is high, with hard play periods that include plenty of running, jumping, and testing new physical skills. In addition to fuel for growth and normal activity levels, a child's diet must provide for the accumulation of nutrient stores in preparation for the accelerated growth spurts of the teen years.

Unfortunately, one clinical study after another show that our children do not receive the nutrition they need from their diets. In addition to problems caused by high intake of fat, particularly saturated fat, many children are simply not getting enough of the essential nutrients.

Less than 25 percent of young people eat the recommended five servings or more of fruits and vegetables each day. And nearly one quarter of all vegetables consumed by children and adolescents are french fries. Adequate amounts of key nutrients such as zinc, Vitamin B6, magnesium, and calcium are missing from the diets of more than 50 percent of children from two to ten years old.

Childhood nutrition is not only important for a child's developing years. Maintaining optimal health is a lifelong challenge. More and more medical research is showing that it is the poor diet and bad habits that are established in childhood that develop into degenerative diseases of middle and old age.* With this in mind, it is important to focus today on maintaining a child's health through proper eating patterns.

KidsPops Vitamin Pops contain a full array of antioxidants, vitamins, and minerals, in amounts designed especially for active, growing children. Children love lollipops and the assorted FUN flavors of KidsPops. Parents love it too, because Essante Worldwide uses only natural flavors and sweeteners.