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Peter Leighton, PARTNER | CMO & Product Strategist - New Market Entry | Price Packaging Positioning | Direct Sales Market - DSXgroup, LLC

Peter Leighton, PARTNER | CMO & Product Strategist

Peter was CEO of Advana Science, Inc., a life science company focused on commercializing novel natural compounds for the prevention and treatment of amyloid disorders such as Alzheimer’s disease, dementia and memory loss. Advana was created to generate downstream value from early research performed by its sister biotechnology company. Advana secured licensing deals and became revenue generating within 18 months of its founding. He served as Vice President of Marketing and Product Development at Natrol, Inc., an $80MM publicly traded company with brands that included Natrol, ProLab, Laci Le Beau, Annassa, Carb Intercept, Cravex, My Defense, Complete Balance, Ocusense and Omega Complex.   Recruited to redirect a growth and profitability strategy, Peter eliminated 18% of the product line and redirected assets into five product classes, resulting in significant increases in productivity and efficiency yielding $12MM in incremental revenue. His achievements helped drive a 300% increase in company stock value within 2 years.


As Senior Vice President of Marketing for Weider Nutrition International, Peter was responsible for 2,000+ SKUs of dietary supplements, functional foods and beverages.  Brands included Schiff, Move Free, Metaform, Excel American Body Building, Science Foods, FiBar, and Tiger’s Milk.  He helped the company achieve historic sales gains with revenues in excess of $350MM through multiple channels of distribution. At InterHealth Nutritionals, Peter launched and managed CitriMax, which became the bestselling HCA diet ingredient in the world and remains a leading product to this day. At Metabolife, he was responsible for transitioning into retail distribution and supporting the best-selling weight loss supplement in the world. He helped lead corporate and product strategy for the fastest growing supplement franchise in the U.S.

Peter is the founding partner of Abunda, an integrated consulting group and contributing writer for various publications including Nutraceuticals World, Frozen Food Age, Health Foods Business, Supermarket News, Natural Products Insider, World of Food Ingredients and Gourmet Retailer. He has delivered guest lectures on over 31 occasions at trade shows and conferences around the world.