nbt may 2012

nutraceutical business & technology

Volume 8 N

umber 3

May/June 2012

ISSN

1745-8307

• ingredients • functional foods • nutraceuticals • supplements • raw materials •

Volume 8 Number 3 May/June 2012

• ingredients • functional foods • nutraceuticals • supplements • raw materials •

Functionalingredients

Boosting the benefitsof omega-3s

Nature’s secret: arionaberries

regulationTransparency, needed now! sportsnutritionA new kid in the blocks

INDUSTRY issuesChanging the pill paradigm

The latest range of sports and

recovery beverages makes waves

w w w . n u t r a c e u t i c a l m a g . c o m

VitaFoodsEURopE aND FINIShED productsexpo a powERFUl

platForm

DRINKSWITH A

NBTa 2012pREvIEw

Going for gold

As top performers in the areas of sports nutrition, weight management, clinical nutrition and infant health, our family of branded ingredients delivers the nutritional benefits that today’s consumers demand from their wellness products. Naturally sourced, clinically proven and scientifically based, our ingredients support and enhance your functional foods, beverages or dietary supplements.

Find out how to add vitality to your company’s performance with nutritional solutions from Stepan Lipid Nutrition.

The perfect recipe for an active, healthy lifestyle starts here.

Stepan Specialty Products B.V. Museumlaan 161541 LP, Koog ann de ZaanThe Netherlands Phone: +31 (0) 75-727-1000 Email: [email protected]

*Trademarks owned by Stepan Specialty Products LLC.

Visit us at Vitafoods Europe, May 22-24, Booth #1373

03contents

Sports Nutrition62 Sports Nutrition: A New Kid in the BlocksFilip Van Hulle

Market Trends66 Health and Wellness Trends in ScandinaviaEwa Hudson

70 A Prescription for Lower Carbon HealthcareDr Paul Taylor

74 Prostate Health Cocktail: Not Your Average Vitamins!Dr Cheryl Strelko

Technology 76 Recent Advances in the Analysis of Stevia Leaf Extracts Christopher Crafts, Deanna Hurum, Jeffery Rohrer and Ian Acworth

Last Word76 Innovate to Survive Chris Lee

Industry Issues78 Changing the Pill ParadigmGeorge Pontiakos

0303Volume8 Issue3

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Show Preview04 Vitafoods Europe and Finished Products Expo: The Most Powerful Nutraceuticals PlatformLynne Evans

GOED Report26 How Much EPA and DHA is Enough?Adam Ismail and Harry Rice

Executive Profile28 Operating in the Wriggling RoomDr Kevin Robinson with Dr Atle Skattebol

Opinion30 Constant Industry Transparency: The Time is NowRoy Henderson

Functional Beverages34 Marula Fruit: The Next Beverage InnovationSybille Buchwald-Werner, Cynthia Suarez and Katie Beckett

38 The Whey to Long-Term WellnessSuzane Leser

40 Cholesterol Reduction in Beverages and SpreadsOlivier du Châtelier

42 The Rise of Relaxation DrinksHarmony Villemin

46 Going for GoldBruce Bennett

Functional Ingredients48 Strength in Numbers, Part IIDr Fernando Schved, Batia Hassidov and Sharon Galperin

52 Boosting the Benefits of Omega-3s with Olive PolyphenolsCarlos Peña

56 What’s Good for the GooseDr Puya Yazdi

58 Nature’s SecretMelanie Bush

May/June 2012Contents4658

38

52

20-25NBTA Preview20-25 NBTA II: Going for GoldDr Kevin Robinson

www.nutraceuticalmag.com May/June 2012

4 show preview

The most important

global event

to concentrate

exclusively on

nutraceuticals,

raw materials and

functional food and

drink ingredients — Vitafoods Europe — is set to celebrate its 15th

anniversary by staging its biggest edition to date. Vitafoods Europe and

the colocated Finished Products Expo, which take place from 22–24

May 2012 at Palexpo, Geneva, are on course to exceed last year’s

record-breaking event, which saw more than 10,000 attendees benefit

from cutting-edge insights from leading industry experts.

Vitafoods Europe caters to a rapidly growing nutraceuticals

industry, projected to be worth $207 billion by 2016. Set against

the background of a booming market, both events will welcome

hundreds of ingredient suppliers, dietary supplement manufacturers

and equipment and service providers during their course, along

with thousands of industry experts who will be discussing the key

developments that are shaping the market. The event will welcome

international brands such as BASF, Biofortis, Croda Europe, Davisco

Foods International, Danisco, DSM Nutritional Products Europe,

Frutarom, Glanbia Nutritionals, Naturex and Ocean Spray International,

whereas exhibitors at Finished Products Expo include Ubifrance,

Bariatrix Europe, Medex, Nature’s Plus and NOW International. Visitors

to both shows will also have the opportunity to do business with

and discover new ingredients from global nutraceutical companies;

exhibitors from a range of countries, including China, Israel, Croatia,

Poland, Slovenia, South Africa and New Zealand will be present across

the two shows.

The New Products Zone, located at the show entrance, will act as

a guide for visitors wishing to plan a route that encompasses new

products of interest — and more than 150 of them are expected this

year. Highlights will include BioActor’s Bonolive, the market’s only bone

health ingredient made from olive polyphenols, and DDS Plus 3, which

contains the award-winning formula found in Probioplus DDS, from

UAS Laboratories/Probiotic Co. New for 2012, poster sessions on

the exhibition floor will give researchers an opportunity to share their

innovative projects with other potential collaborators, researchers and

commercial partners or investors. Chris Lee, event director of Vitafoods

Europe, said of the new feature: “It is essential to support fresh ideas

and new projects that will keep the nutraceutical industry as forward-

thinking as possible. The poster sessions will provide an opportunity for

scientists from around the world to demonstrate their original research

and for visitors to learn more about their results and how it could affect

product development in the future.”

The free-to-attend supplier seminars will give visitors the chance

to see some of the latest products in action and obtain detailed

information on the benefits to their business. More than 25 sessions

will take place during the 3 days, including Chris Kilham from Naturex

discussing medicine hunting for superplants, Véronique Fabien Soulé

from Rousselot examining the nutritional properties of Peptan Collagen

Peptides in the framework of the EU health claims regulation and

Dr Frank Shönlau from Horphag Research investigating Pycnogenol

and its role in improving cognitive function.

VitaTrend, a joint

initiative between

Vitafoods and Innova

Market Insights, will

examine emerging

trends that will impact

new product activity

in the nutritional and functional food market: at the forefront of this

year’s sessions will be the impact of the publication of the European

Commission’s ‘union list’ for generic health claims. VitaTrend will

feature daily 30 minute presentations by Innova Market Insights experts

from 10.30–11.00 and 16.00–16.30 and visitors can take part in an

interactive tour of these trends. In addition, the international food and

nutrition policy consultancy EAS will offer visitors free one-on-one

sessions tailored to the needs of their companies, which will include

advice on regulations regarding product formulas and labelling to assist

marketing plans.

Also on the show floor, Mintel’s Product, Ingredient and Consumer

Insights Pavilion will feature presentations and tasting sessions that

investigate trends by bringing research to life; company experts will

provide real market examples and forecast how trends will shape

the future of the industry. Alongside this, the International Pavilions

will enable visitors to meet with new suppliers and learn about local

products from regions throughout the world, including China, France,

India, Belgium, Serbia, Korea and the USA, whereas the Service

Pavilion will help visitors to source services — from regulatory experts

to contract manufacturers.

The colocated Finished Products Expo will host its own dedicated

features, including the New Products Zone, which offers visitors a

guide to where the latest innovations are being showcased. A highlight

of this year will be NEWtritious’ Kherb Appeal, an instant pudding that

curbs appetite and provides an excellent source of fibre, vitamins and

minerals. Also expected to be popular with visitors is the Tasting Bar @

A PoWeRful PlATfoRM

www.nutraceuticalmag.comMay/June 2012

staff

Susanne FässlerMarketing Communication ManagerFrutarom Switzerland Ltd

Jörg GrünwaldPresidentAnalyze & Realize ag

Dr Michelle H. Jones Manager, Regulatory and Scientific Affairs Archer Daniels Midland Company

John KurstjensMarketing ManagerLipid Nutrition

Chris LeeEvent DirectorIIR Exhibitions

Ulla FreitasManagerScientific Affairs, NutritionLonza AG

Theodor GraserHead Pharma Industry DSM Nutritional Products Ltd

Denzil PhillipsFounderDenzil Phillips International

Pedro VieiraMarketing ManagerKemin Health Europe

Robin WardManaging DirectorExcelsa Pharmaceuticals Sagl

John Wilkinson Consultant Phytochemist and DirectorHerbal Sciences Int. Ltd

Dr Paul BerrymanChief ExecutiveLeatherhead Food International

Norbert WeitkemperManaging DirectorVital Solutions GmbH

To subscribeProfessionals working within the industries we cover may purchase a year’s subscription by sending a cheque for £100.00 made payable to Via Media UK Ltd, Wesley House, Bull Hill, Leatherhead, Surrey, KT22 7AH

No part of this magazine may be reproduced, stored in a retrieval system or transmitted in any form without permission.

Copyright © 2012, Via Media UK Ltd. All Rights Reserved

Volume 8 Issue 3May/June 2012 ISSN 1745-8307

ContributorsEditorial DirectorKevin Robinson+44 (0) 1392 202 [email protected]

Assistant EditorCharlotte Hodgson +44 (0) 1372 364 130 [email protected]

Art Director/ProductionPaul Howells +44 (0) 1372 364 [email protected]

Web Design/MarketingClaire Day+44 (0) 1372 364 [email protected]

General ManagerMiranda Docherty+44 (0) 1372 364 [email protected]

SalesGill Healy+44 (0) 1372 364 [email protected]

Financial OfficerCherelle Saunders+44 (0) 1372 364 [email protected]

editorial Advisory Board

The publisher endeavours to collect and include complete, correct and current information in nutraceutical

business & technology, but does not warrant that any or all such information is complete, correct or current.

The publisher does not assume, and hereby disclaims, any liability to any person or entity for any loss or

damage caused by errors or omissions of any kind, whether resulting from negligence, accident or any other

cause. nutraceutical business & technology does not verify any claims or other information appearing in any

of the advertisements contained in the publication, and cannot take any responsibility for any losses or other

damages incurred by readers in reliance on such content.

For more informationFor further details about Vitafoods Europe and Finished Products Expo, visit www.vitafoods.eu.com or www.finishedproductsexpo.com

FPE, which provides the opportunity to sample the latest innovations in

the functional food and drinks market and vote for the best product in

each category.

Vitafoods Europe ConferenceAway from the show floor, Vitafoods will host its annual scientific and

commercial conference with an agenda that has been shaped and

peer reviewed by its new executive advisory board, which consists

of renowned scientists and commercial experts. More than 40

presentations will discuss consumer trends, the global performance

of functional food and drink, health claims, clinical trials and human

testing, brain and mind health and regulation. Delegates will be able to

learn about essential nutrients and cognitive function, generating food

structures to aid consumer weight management and how to better

measure food quality.

Dr Stephen DeFelice, renowned for coining the term ‘nutraceutical’

in 1989, will lead the conference discussing the past, present

and future of the nutraceutical revolution. Other speakers include

representatives from Coca-Cola Europe, the European Food

Information Council, Leatherhead Food Research, Solae Europe, Vital

Solutions, Hellenic Food Authority (EFET) and Stratum Nutrition. “The

conference is a respected forum for scientific developments and,

with the peer-reviewed content, we’re confident that the programme

for 2012 will have sessions to help R&D, brand and corporate

management to develop products in new markets and discuss new

applications,” commented Lynne Evans, conference producer.

Visitors, exhibitors, delegates and speakers will also be able to

attend the Vitafoods Europe Discussion Forum, which regularly

attracts more than 300 participants, chaired by Guy Valkenborg from

EAS and featuring a panel of leading experts in the fields of marketing,

regulation, ingredients and finished products. The 2012 discussion

will focus on “The Future of Innovation in Europe: Key Areas of

Opportunity and Concern in the Next Five Years.’


6 show preview

Oh Soy EffectiveADM (Stand 1449) will be showcasing CLARISOY 100 — the world’s first vegetable-based protein that offers clarity and high-quality protein nutrition — to the European market. CLARISOY 100 is the first isolated soy protein that enables protein fortification in transparent and refreshing low pH beverage systems, such as sport and recovery drinks. The ingredient is also 100% soluble and transparent for beverage systems with a pH of less than 4.0, so manufacturers can comfortably formulate up to 10 grams of protein and maintain beverage clarity. In addition, the company will showcase its CardioAid range of phytosterols and phytosterol esters, which have approval as novel food ingredients and can be used in a variety of food and beverage applications targeted at reducing blood cholesterol levels. They help manufacturers of functional foods to capitalize on the approved EU health claim that states the following: “Plant sterols have been shown to lower/reduce blood cholesterol.”

As part of its effort to promote good health, ADM will also be offering Novasoy soya isoflavones, which help to combat the tell-tale signs of the menopause, including hot flushes, and are suitable for supplements, functional foods and beverages. Another highlight will be Novatol, a natural source of vitamin E, which is needed by the body to protect cells and support natural defences. Also on show will be the Decanox range of natural antioxidants for food, feed and cosmetic use (www.adm.com)

The Whey ForwardLeading whey protein supplier, Carbery (Stand 1125), will be showcasing its nutritional expertise in healthy ageing. The company’s range of whey protein concentrates, isolates and hydrolysates are ideal for enriching a range of functional and everyday products to promote health and wellness for the over-50s. Highly bioavailable and rich in branch chain amino acids (BCAAs), whey protein helps to build skeletal muscle when consumed as part of a healthy and active lifestyle. Sarcopenia, the natural process of muscle wastage that results from ageing, is a growing concern for people aged 50 and above. On its stand, Carbery will be highlighting the important link between protein consumption and the promotion and maintenance of muscle mass and discuss its extensive knowledge and in-depth expertise in the strength-building properties whey protein. Visitors will also learn about how Carbery’s Carbelac, Isolac and Optipep ranges can be used to create a variety of appealing products that meet consumer demand for condition-specific foods and beverages.

“Whey protein is a key nutrient in building and maintaining muscle mass,” comments Noel Corcoran, sales and marketing director of Carbery Food Ingredients. “At Vitafoods, we will be demonstrating how our ingredients and deep understanding of sarcopenia can help food manufacturers to develop consumer-winning health and wellness products. A number of studies indicate the importance of consuming protein in conjunction with physical exercise and a balanced diet — and an ageing population means that limiting the impact of sarcopenia is now more important than ever. Our diverse ingredient portfolio can respond to this need and also cater for the popular sports nutrition market where muscle and strength building is just as important.” Carbery’s whey protein ingredients can be incorporated into a range of products including supplements, meal replacements, bars, beverages, soups and sauces. Customers can draw on the joint expertise of Carbery and its sister company Synergy, which specializes in flavours, to create appealing products that enable consumers to boost protein intake without compromising the eating experience (www.carbery.com)

intera 210x297 iodine.indd 1 12/12/11 12.55


The Bridge to HealthThe integration of Danisco has made DuPont (Stand 1226) one of the world’s premier specialty food ingredients and food safety businesses, creating unprecedented opportunities for manufacturers of foods, beverages and dietary supplements. Following 2011’s acquisition, DuPont has built on the already well-established offering in the area of nutrition and health to offer customers a more extensive product portfolio backed by greater resources and a stronger science focus than ever before. “Given the vast capabilities of our Nutrition & Health team, I am confident in our ability to bring even greater benefits to our customers and partners,” said Craig F. Binetti, president, of DuPont Nutrition & Health. “We’re leading the way with a wide product range, strong application expertise and unrivalled food and nutrition science.”

Focusing on the desires and needs of consumers, the company will continue to use several condition-specific platforms as the basis for its nutrition and health portfolio. These platforms encompass key areas such as cardiovascular, digestive, immune and bone health, in addition to weight management and sports performance. Visitors to the stand will be able to talk to experts about health-promoting ingredients from the DuPont Danisco range, including HOWARU premium probiotics and PinVita phytosterols (www.dupont.com)

8 show preview

A Fruitful FutureFrutarom Switzerland Ltd (Stand 2134) is set to launch a comprehensive range of ingredients for the immune health market, including innovative ingredients for the daily support of the immune system. The company’s goal is to provide its customers with a full range of natural solutions to target a range of immune health concerns, rather than focusing on just one aspect of this category. Its strategy is to offer specific solutions for key health indications — not to simply sell a catalogue of miscellaneous products. The ingredients in this new range are versatile enough to allow the creation of purpose-designed formulations.

Frutarom will showcase some of its latest research findings at the show and invites visitors to sample of a variety of product applications based on its ingredients. Its goal — to become the preferred partner for successful, tasty and healthy products — reflects its commitment to deliver the most flavourful and healthy solutions to customers. Frutarom sees research and innovation as a core competency and its global R&D team benefits from a wealth of experience accumulated during 75 years. The company has the distinct advantage of a broad range of in-house raw materials and close collaborations with universities, research institutes and start-ups (www.frutarom.com)

Licorice Extract Enters the Ring Kaneka Pharma (Stand 1436) will showcase new application possibilities for its patented licorice extract Glavonoid, which has recently been granted novel food status by the European Commission. The polyphenols, derived from licorice root (Glycyrrhiza glabra L.), have been found to ameliorate abdominal obesity and target visceral fat thanks to a unique two-way efficiency profile. Glavonoid can be used in functional food applications such as milk, yoghurt and fruit- or vegetable-based beverages, in addition to food supplements aimed at the weight management and bodyshaping markets. Moreover, Kaneka will present new application forms for coenzyme Q10 and its active form, Ubiquinol.

An advanced, patented manufacturing process ensures that Glavonoid does not contain any glycyrrhizinic acid, which is regarded as having cortisone-like side-effects and is the reason that licorice has not been used more widely thus far. Glavonoid contains 30% licorice glabra polyphenols, is standardized on 3% Glabridin and is proven to be safe. Glavonoid offers unique dual support in fighting visceral fat: on the one hand it increases the body’s own fat-burning ability and on the other hand it decreases fat synthesis by down-regulating genes that are involved in fatty acid development. As visceral fat is significantly involved in developing metabolic syndromes and obesity, slimming and weight management are major driving forces in today’s markets, products containing Kaneka’s licorice extract hold great potential.

Visitors to the stand will also be able to gain insights into the latest application forms for Kaneka Q10, a naturally derived coenzyme Q10, and its active form, Ubiquinol (Kaneka QH). The natural instability of Ubiquinol has traditionally posed a great challenge to product developers: as a powerful antioxidant, it reacts immediately with oxygen when exposed to air and loses its outstanding bioavailability. Kaneka has overcome this problem and succeeded in producing a stable form for the first time. The company will present new application forms for Ubiquinol, such as recently developed pellets and sticks (www.kaneka.be)

Aenova – Your Global Partner for Solid Dosage Forms

The Aenova Group is a leading service provider for the development and manufacturing of solid dosage forms such as soft and hard capsules, tablets, VegaGels® and effervescent products. With a broad offering of food supplements and OTC products, Aenova is your partner of choice in developing innovative business solutions for the international healthcare market.

www.aenova.de

Members of the Aenova Group

Visit us at

Vitafoods

booth 1464

Anzeige Vitafoods FIN gross www 060312.indd 1 16.03.2012 16:47:31

The Building Block of InnovationManufactured and marketed worldwide by Rousselot (Stand 1341), Peptan collagen peptides are enjoying increasing success, which can be linked to several scientific studies that have proven its effectiveness in addition to its easy integration into applications. The same collagen that’s found in human bones and skin, Peptan helps to fight skin ageing and improve skin hydration. Studies have demonstrated that a dose of 10 grams of collagen peptides a day meets the daily adult requirement for beneficial effects for joint and bone health. A 97% pure protein, Peptan collagen peptides have a satiating effect, may play an important role in weight maintenance programmes and can also be used in sports nutrition to help to restore muscles after exercise.

Available as a powder in different molecular weights and densities, Peptan is easy to integrate into products; Rousselot will be highlighting its new formulations at the show, including nutritional beauty, slimming and sports nutrition bars. Several examples of antiageing masks and serums for cosmetic applications will also be demonstrated. Visitors interested in Peptan can attend Rousselot’s 30 minute seminar on “The Nutritional Properties of Peptan Collagen Peptides in the Framework of EU Health Claim Regulations,” which will be led by Veronique Fabien-Soulé, Rousselot’s regulatory affairs director (www.rousselot.com)

9show preview

Tea at TaiyoTaiyo GmbH (Stand 1360) will be launching a completely taste-free green tea extract at Vitafoods 2012. Sunphenon XLB-100 delivers the full benefit of green tea to any beverage application and removes the characteristic bitter taste that is often associated with it. This latest addition to Taiyo’s expert portfolio of health ingredients for food and beverages highlights the company’s commitment to providing manufacturers with ingredient solutions that mirror consumer demand for

health without forfeiting taste. Taiyo’s range of natural green tea extracts has been developed through extensive research into the properties of camilia sinesis — or green tea — and contains highly purified green tea polyphenols, shown to have numerous biochemical and physiological benefits.

Sunphenon offers antioxidant, antimicrobial, deodorant and thermogenic (or fat burning) activities, whereas Suntheanine, through the amino acid L-theanine, promotes clarity of thought, concentration and reduced reaction to stress. Completing the range of health solutions are Sunfiber, a 100% natural soluble fibre and Sunactive, a zinc delivery system for successful application in foods, beverages and supplements. “We are very excited to be launching this innovation at Vitafoods,” commented Josef Skrna, marketing manager at Taiyo GmbH. “Advances in science and technology have furthered our understanding of the body and its responses and facilitated the development of ingredients that meet the ongoing demand for improved health and well-being. In supplying this truly ‘tasteless’ ingredient, we hope to expand the new product development business possibilities of our customers.” Representatives from Taiyo will be available for consultation throughout the event and visitors to the stand can learn about the benefits of green tea in fortified foods and beverages.


10 show preview

Weighed in the BalanceSolbar (Stand 2153) will be presenting a newly developed line of soy-protein isolates for the weight management market, which will include innovative textured products designed for a complete healthy and balanced meal that helps to ensure an optimal daily consumption of protein. Many studies have shown that high-protein meals are more satisfying than high-carbohydrate or high-fat meals when based on measures of satiety. Soy protein isolate is a naturally complete protein with a protein digestibility corrected amino acid score (PDCAAS) of 1.00 and a low glycaemic index.

The new line is based on two fundamental principles: taste and health. Solbar Q741 is a low-viscosity soy isolate with a great flavour profile that has excellent suspension properties and can be easily introduced into nutritional shakes and recovery meals. Solbar Q813 will be demonstrated in bar applications (in both protein and cereal bar formats) to highlight the high protein levels that can be achieved by using Solbar’s hydrolysed, low-viscosity soy protein isolate, without an adverse effect on shelf-life or flavour. As a global leader in the soy ingredients market, Solbar is committed to the highest-quality soy protein solutions. The company aims to improve the health, wellness and nutrition of people around the world by expanding its range of soy proteins and soy isoflavones (www.solbar.com)

Specific Needs, Specific Foods This year, Roquette (Stand 1454) will highlight a selection of plant-based ingredients that will be of particular interest to innovative creators of sports and weight management food formulations and those wishing to offer products that support ageing. A pioneer in numerous sectors, including oral health and foods for particular needs, Roquette has been closely involved in the nutritional and functional improvement of foods and pharmaceuticals for more than 50 years. Focused on the naturalness of its offerings, Roquette food experts will present a selection of functional ingredients backed by innovative concepts and by nutritional data. Delivering clear breakthrough solutions, they will open up new opportunities for formulators of functional foods and nutraceuticals who wish to meet consumer demands reliably.

Roquette’s stand design will be based on three themes to maximize clarity, immediacy and visitor satisfaction: keep shape (weight management solutions), keep fit (sports nutrition solutions) and keep young (healthy ageing solutions). For instance, visitors to the weight management area will be able to sample an innovative quick-dissolving powder mix that company experts define as “the twice-a-day boost to feel full for longer.” The mix, which contains Nutriose soluble fibre, makes an attractive fruity drink with the clinically proven ability to induce a satiety effect. In the sports nutrition solutions area, visitors will find a prototype, AminoSustain, which strengthens the sustainable-innovation possibilities of Nutralys and is a blend of whey and Nutralys pea protein that offers digestion rates tailored to optimize amino acid supply and develop muscle for recovery and training periods. Thanks to this protein combination, the product concept delivers organoleptic, nutritional and technological benefits. In the healthy ageing solutions area, there will be a tasty pana cotta-like dessert that fully responds to specific needs of seniors. This high-protein source of fibre is free from lactose and dairy and constitutes a new way to provide older people with a highly reliable and 100% vegetable dessert.

Each of the solutions areas will therefore allow visitors to discover new formulation ideas that are backed by specific ingredient characteristics — and that’s not all: those seeking formulation help will find solutions tailored to their needs. Finally, thanks to the comprehensiveness of its range of plant-origin excipients, Roquette can offer solutions that meet the requirements of different manufacturing processes (www.roquette.com)

An Ocean of KnowledgeOcean Spray Ingredient Technology Group (Stand US14) will be revealing its latest cranberry research at the show. The cranberry’s potential role in supporting whole-body health is well documented, supported by a substantial bank of more than 50 years of scientific research. The most recent findings add further weight to the cranberry’s holistic health proposition and will help to extend the knowledge of its health benefits. This research follows the recent publication of a study by Finnish researchers, which shows that cranberry juice may reduce recurrences of urinary tract infections in children. The results found that, compared with placebo, regular drinking of cranberry juice lowered the number of UTI recurrences in children by 43% and reduced the need for antibiotics by 34%; the equivalent of 6 days per patient per year. The cranberry is recognized for its role in maintaining urinary tract health in adult women and these findings demonstrate that its juice can also benefit younger patients who might otherwise face long-term antibiotic use.

Christina Khoo, senior manager of research sciences at Ocean Spray, commented: “Ocean Spray is committed to supporting independent research into the health benefits of cranberries and we have seen a number of significant scientific breakthroughs in recent years. Last year, we announced our strategic partnership with Artemis International, specialists in phytonutrient ingredients for nutraceutical applications. This has cemented our commitment to continuing to drive the commercial growth of cranberrybased nutritional products and we look forward to sharing our latest advancements with the nutraceutical industry at this year’s show.” Ocean Spray has also announced its collaboration with Complete Phytochemical Solutions, LLC on a project to improve the accuracy of measuring and quantifying PACs in cranberries. Through the partnership, Ocean Spray hopes to develop a new cranberrybased PAC standard, derived from cranberry fruit. Accurate quantification of PAC content in cranberry products is a vital component in establishing intake guidelines for consumers and is essential for monitoring the efficacy and shelf-life of dietary supplements (www.oceanspray.com)

Lyc-O-MaticLycoRed (Stand 2069) will reveal the results of new studies into Lyc-O-Mato, the natural lycopene extract for cardiovascular and prostate health. Essential hypertension is one of the most common cardiovascular health problems in the developed world and is an indisputable risk factor for morbidity and mortality. At the Vitafoods Europe Conference, Dr Esther Paran will introduce the conclusions of this and other clinical research into Lyc-O-Mato’s abilities to help to protect against prehypertension and hypertension as cardiovascular risk factors and explain the effect of tomato and tomato products, such as Lyc-O-Mato, as important antioxidant sources in the diet. Included will be a description of her pioneer study on tomato extract capsules for the reduction of blood pressure in hypertensive patients and she will demonstrate the superior beneficial effect of natural lycopene extract on blood pressure compared with synthetic lycopene. LycoRed’s Lyc-o-Mato natural tomato complex contains a full complement of carotenoid antioxidants and is ideal for creating products to help to prevent cardiovascular and prostate disease (www.lycored.com)

For more information on our award-winning ingredients, visit capsimax.com or lutemax2020.com.

OmniActive Health Technologies continues to receive global recognition and acclaim. Recently, OmniActive received two awards for ingredient and technology innovation.

Capsimax™ and Lutemax 2020™ showcase OmniActive’s breakthrough technologies and formulations that enhance the body's ability to absorb and utilize health promoting ingredients. By delivering nutrients in bioavailable, scientifically validated and stable forms we provide our valued customers with the innovative partnership they require to develop truly outstanding consumer products.

omniactives.com

The Frost & Sullivan 2011 Global Eye Health Ingredients (Lutein & Zeaxanthin) Product Differentiation Excellence Award

Nutrition Business Technology Award for Most Innovative Ingredient, presented at Vitafoods

Thank you for noticing.

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Omni-Awards-NBT-Vitafoods.pdf 1 2/2/12 2:27 PM

For more information on our award-winning ingredients, visit capsimax.com or lutemax2020.com.

OmniActive Health Technologies continues to receive global recognition and acclaim. Recently, OmniActive received two awards for ingredient and technology innovation.

Capsimax™ and Lutemax 2020™ showcase OmniActive’s breakthrough technologies and formulations that enhance the body's ability to absorb and utilize health promoting ingredients. By delivering nutrients in bioavailable, scientifically validated and stable forms we provide our valued customers with the innovative partnership they require to develop truly outstanding consumer products.

omniactives.com

The Frost & Sullivan 2011 Global Eye Health Ingredients (Lutein & Zeaxanthin) Product Differentiation Excellence Award

Nutrition Business Technology Award for Most Innovative Ingredient, presented at Vitafoods

Thank you for noticing.

Visit u

s

at Vit

afood

s

booth

1281

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CM

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Omni-Awards-NBT-Vitafoods.pdf 1 2/2/12 2:27 PM


12 show preview

Polar InnovationPolaris (Stand 2032), a major player in the nutritional lipids arena, offers a range of health ingredients based on oils that are rich in polyunsaturated fatty acids. Under the banner, “Omega-3 at all steps of your life,” the company is targeting women’s health with an exclusive marine oil; this high quality oil is rich in omega-3 DHA and — produced using a high technology deodorization process — has a neutral taste. Any woman, whatever their physiological situation (pregnancy, breastfeeding or the menopause), can enjoy the inconvenience-free benefits of marine omega- 3. Regarding child health applications, the same innovative lipochemistry technology has been used to produce a DHA-rich marine oil with an orange flavour.

Polaris is an expert in lipid engineering and, thanks to its patented QualitySilver process, which stabilizes polyunsaturated-rich oils and delays the beginning of oxidation, can provide pure, highly stable marine and vegetable oils. The organoleptic and nutritional properties of these oils are thus preserved. The company has also developed its technological know-how and also offers bespoke molecular distillation services, courtesy of new state-of-the-art facilities and custom manufacturing skills: high value health ingredients are purified, concentrated and deodorized in a green chemistry environment. Armed with this capacity, and anticipating future nutrition industry requirements, Polaris offers innovative and effective solutions for any specific development project. Polaris is a prime partner for specialists in the nutraceutical, food-processing, cosmetics and pet supplement sectors (www.polaris.fr)

Functional IndulgenceLeading bar manufacturer VSI (Stand 3030) presents its innovative range, including slimming and meal replacement bars, sports bars, beauty bars and other functional variants. All bars are composed with scientifically backed functional ingredients and offer a truly indulgent experience, be it sweet or savoury. In addition, premium bars that simply link healthy snacking and great taste will be presented. Combining current market trends and innovative ingredients, VSI has recently developed a savoury meal replacement bar — a breakthrough that embraces the trend of hearty snacks — and wasabi, bacon, pizza and chili samples with crispy textures are currently available. With an eye on the desires of sweet-toothed consumers, VSI has also created bars with delicious jelly layers for pure indulgence. In addition, the Dutch company is formulating a recipe for a thick jelly layer made exclusively from natural syrups.

The VSI range comprises bars that are high in protein, low in carbohydrate, low in sugar or that contain innovative slimming ingredients, including the following: Pinnothin, which is derived from the seeds of the Korean pine nut tree and promotes a feeling of satiety; L-carnitine, which aids fat burning; caffeine, which provides a natural boost and antioxidants to support the immune system. Serving as meal replacements for dieters, performance supporters for athletes or simply as pocket-sized snacks, VSI’s bars have a convenient, nutritious and above all tasty appeal that meets the demands of both customers and consumers completely (www.vsi.nl)

A Sunny OutlookConsumers are fed up of slimming in pain! Combining great taste and nutritional expertise, Nutrisun (Stand 3323) will offer its latest innovation: a slimming breakfast. The company’s breakfast products (PanMix, YogMix and a few surprises) are easy to prepare, high in protein and delicious. Nutrisun channels its nutritional expertise into developing innovative products and for the last 15 years has been offering the benefit of its substantial experience to help its clients to develop tailor-made dietetic products for the weight management, sport, well-being and health markets (www.nutrisun.fr)

From Micro to MacroKelatron (Stand 2290) will use the event to stage the European launch of its unique range of micro and macro nutrients, produced in collaboration with Innophos, its parent company. The combination of Kelatron’s expertise in high-quality mineral chelates and Innophos’ capabilities in phosphate fortification provides manufacturers of supplements, sports nutrition and functional food and drink products with access to an industry leading selection of premium ingredients. Highlights include Kelatron’s K-Pure portfolio, Innophos’s award-winning Versa-Cal Clear and TCP-DC, a new tricalcium phosphate for compressed and chewable tablets.

Exhibiting for the first time at Vitafoods, the company will present a wide range of fully reacted, highly stable and bioavailable chelates such as K-Pure calcium bis-glycinate. Calcium is valuable in muscle function, nerve transmission, connective tissue maintenance, weight management and the regulation of blood pressure in addition to bone and tooth health. Manufacturers can combine the ingredient with other chelated minerals to develop supplements for specific health conditions or life stages, such as heart health or pregnancy. K-Pure chromium picolinate is a source of chromium, which is critical to optimizing insulin levels and its combination with picolinic acid, the human body’s natural chelator, maximizes the bioavailability of chromium and other vital trace elements such as zinc, manganese, copper, iron and molybdenum, according to early research. Suitable applications include sports nutrition and weight management products.

Visitors interested in antioxidants will be able to learn more about Kelatron’s Bio Sel-5000. This l-selenomethionine is a highly bioavailable and easily utilized source of selenium, which various independent studies have revealed to play a valuable role in the prevention of cancer. Latest statistics show nearly 13 million new cases of cancer were diagnosed in 2008, so there is considerable consumer, political and medical interest in finding new and better ways to prevent it. Also featured at the stand will be Versa-Cal Clear, the acclaimed calcium phosphate for clear beverages that has no effect on the colour, taste or mouthfeel of the finished product. Highly soluble, transparent and specifically formulated for this growing market, it is an excellent source of calcium and phosphorous; nutrients that are essential to bone and dental health. Technical and applications experts will be available throughout the exhibition to consult visitors on suitable ingredients for their required product profile or to discuss new projects (www.kelatron.com)

The Relaxation IngredientAlways willing to offer new market opportunities to its customers, Ingredia Nutritional (stand 1338) has developed a full range of relaxing drink concepts featuring Lactium, which it will be presenting at the show. The stress-moderating properties of this 100% natural ingredient have been clinically proven as effective by many studies, the latest in 2010, at different dosages. This innovative range of relaxing drink concepts features beverages that target acute, moderate or chronic stress symptoms among different populations depending on their Lactium dosage, type, flavour and time of recommended intake. Proposed as ready-to-use concepts, the drinks are designed to be source of inspiration for customers and Relax Water, a 500 ml translucent, flavoured, refreshing drink featuring 300 mg of Lactium, will be available to taste at the stand. This product is suitable for all age ranges and is designed to help the whole family manage chronic stress, thus increasing quality of life (www.ingredia.com).

New Concepts from Laboratoire PYCLaboratoire PYC (Stand 3120), the French supplier of high-protein products and food supplements, will once again be present at the Finished Products Expo to introduce its latest innovations. Visitors will discover innovative solutions for weight control, including the company’s latest ready-made ‘Soup-in-a-Cup’ natural concept — a healthy mix of vegetables and satiating proteins. The company has launched a seven vegetable soup that contains more than 17 g of protein per cup with a reduced amount of sugar and fat (138 kcal per cup). The product contains no colours or preservatives, only natural flavours and the concept has been a success. Even more recent formulae will be on show at the stand. The company has also added new instant high-protein powder mixes to its range of weight-management solutions — 59 powder mixes are now available in stock.

In addition, Laboratoire PYC has just introduced instant, high-protein cakes, which can be prepared in less than 2 minutes using a microwave and may be eaten by consumers without guilt: one portion provides fewer than 2 g of sugars and 18 g of high-quality protein. Laboratoire PYC is also a leading European supplier of food supplements in stick-packs; new instant beauty drinks in this format will be introduced at the stand (www.laboratoire-pyc.com)

Advanced Gelatin SolutionsGELITA (stand 1248), a major player in the global collagen protein market, will present Bioactive Collagen Peptides, which stimulate body functions, and GELITA RXL gelatin for the improved shelf-life and stability of hard and soft capsules. Verisol, administered orally and easily incorporated into a variety of products, influences the skin’s collagen metabolism from the inside to increase skin elasticity and reduce wrinkles. Fortigel stimulates the cartilage cells to increase the production of both collagen and proteoglycans, the two major components of cartilage, to improve joint mobility, reduce pain and thus provide a higher quality of life. Also to be presented is Peptiplus, which provides the healthy, purine-free nutrients required for the many processes that take place in muscles and cells. The collagen peptides replace energy used up in training, are good for the figure and easily absorbed by the body so that its energy is readily available. Whether in energy bars or sports beverages, the protein provider is perfectly soluble and excellent in taste.

GELITA RXL is a specially optimized gelatin that reduces the cross-linking of gelatin capsules. It increases dissolution properties, improves shelf-life (especially at high temperatures and humidity) and allows manufacturers of H&N, OTC or Rx products to explore new fill materials that were previously thought impossible to encapsulate. As the first and only pure gelatin solution to this problem, the ingredient is protected by US Patents 7,485,323 and 7,897,728 and other related international patents have already been granted or are pending.

SOFRIENDLY SOHEALTHY SOEASYNature got it right!

SO FRIENDLY: Ingredient from non-GM corn or wheat & labeled as a soluble fibre. Its excellent digestive tolerance ensures consumer comfort. SO HEALTHY: Clinicals show prebiotic, satiety & weight management benefits. Useful to enrich fibre and to lower sugars, fats & calories. SO EASY: High process stability assures no fibre loss. Natural tasting & fast dissolving, easy to use in any application!

For more information, please visitwww.nutriosesolublefibre.com

12004_AP_TEE_SHIRT_COURT_GB REVUE : NUTRACEUTICAL_BUISNESS_TECHNOLOGY FORMAT : 105 x 297 mm

VISIT US AT

VITAFOODS

May 22 – 24, 2012

GENEVA, Palexpo

Stand 1454


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A Strong StandardHaving helped food, beverage and pharmaceutical manufacturers to introduce or improve more than 30,000 products in its 25 year history, Fortitech (Stand 2053) continuously sets the standard in the field of fortification with unparalleled expertise. Solely dedicated to the development and manufacture of custom nutrient premixes, Fortitech can source in excess of 1400 ingredients from a comprehensive selection of vitamins, minerals, amino acids, nucleotides and nutraceuticals, enabling manufacturers to target the specific needs and demands of any consumer demographic with strategic nutrition. The company’s premixes are used in a variety of applications, including baby formulas, cereals, bars, dairy products, nutrition and sports drinks, juices, snacks, waters, candies, spreads and supplements. During the event, Fortitech will be sampling an energy enhancing gum that is fortified with Taurine, Guarana and B-vitamins.

In 2011, Fortitech received FS 22000 certification for all of its facilities. Having led the industry with a stringent and comprehensive quality standard that meets and in many cases exceeds industry regulations, this new certification, fully approved by the Global Food Safety Initiative (GFSI), is 100% food safety driven and targets the food manufacturing sector. Currently, Fortitech is one of the first manufacturers to have received global FS 22000 certification across all domestic and international facilities. Fortitech is also committed to helping to decrease the number of people suffering from vitamin and mineral deficiencies in low-income regions of the world; the company’s World Initiative for Nutrition (WIN) works with manufacturers to develop high-quality fortified foods that are available and affordable. This often includes working to meet the specific needs of non-governmental organizations and governmental and international agencies that are aiming to improve nutrition. With on-demand support from Fortitech’s six facilities worldwide, WIN delivers nutritional solutions that are practical, effective and quality assured (www.fortitech.com)

In the Palm of Their HandCarotech (Stand 1058), the largest, and only GMP-certified, palm tocotrienol/tocopherol producer in the world, will be presenting their latest scientific breakthrough at the show. There is growing scientific evidence of the beneficial effects of a natural full-spectrum palm tocotrienol/tocopherol complex (Tocomin/Tocomin SupraBio) in conferring neuroprotection. Professor K.H. Yuen from the School of Pharmaceutical Sciences, Universiti Sains Malaysia, will be presenting the results of a double-blind, placebo-controlled clinical study that shows that tocotrienols (Tocomin SupraBio, Carotech Inc.) afforded neuroprotection in human volunteers. This is to date the largest human clinical trial on tocotrienols.

The role that full spectrum vitamin E (tocotrienols and tocopherols) plays in supporting cognitive health in the elderly will also be explained by Professor Patrizia Mecocci from the University of Perugia. In a multicentre European study (AddNeuroMed project), Professor Mecocci and her team showed that low plasma levels of all vitamin E forms and increased oxidative/nitrosative markers may be linked to mild cognitive impairment and Alzheimer’s Disease. In another study (Kungsholmen project), the researchers also showed that older Swedish adults who have high plasma levels of all vitamin E forms have a lower rate of Alzheimer’s Disease.

“We are pleased that our research collaborators have made these important scientific discoveries on tocotrienols and are able to share these exciting findings at Vitafoods Europe Conference,” remarks Dr. Sharon Ling, vice president of Carotech UK (www.carotech.net). She added that in addition to brain health, Tocomin SupraBio has been found to reverse non-alcoholic fatty liver condition, promote hair growth and support cardiovascular and skin health. The patented SupraBio system is a self-emulsifying delivery system that guarantees consistent and increased oral absorption of tocotrienols by up to 300% — it is the most bioavailable tocotrienol/tocopherol complex on the market. Carotech will showcase its full range of natural phytonutrients, available in various forms (oil extract, water dispersible powder and compressible beadlets), which cater for dietary supplements, functional food and drink, cosmetic and personal care applications. These include Tocomin, a natural full spectrum palm tocotrienol/tocopherol complex and TocoBev, a water-dispersible, natural full-spectrum palm tocotrienol/tocopherol complex (powder).

Sternly SuccessfulSternVitamin (Stand 1364) focuses on tailor-made micronutrients, co-operating with its customers to develop special vitamin and mineral premixes for fortifying foods and for use in the production of food supplements. At Vitafoods, the company will be demonstrating the benefits of modern production technologies as well as the latest innovative products from its range. One example is fluid-bed drying, which enables the specific enhancement of food product attributes. Food supplements are generally used to compensate for specific nutritional deficits or to ensure a suitable intake of certain nutrients, but in some cases an excessive intake of vitamins and minerals can have a detrimental effect on health. This is why nutritionists are demanding statutory limits to daily consumption and a

regulation for the whole European Union is currently in preparation. The manufacturing process used for the products plays a crucial role in enabling suppliers to comply with the future statutory limits; an important aspect of this is the homogenous distribution of active ingredients in the end product. It must be ensured that the content of the substance is exactly equal in all the tablets or capsules to avoid an overdose or underdose.

In the processing of dry, coarse powders with particle sizes between 50–100 µm, the risk of separation is greatest when individual components differ in respect of their size, density, shape or rate of settling. This is how Dr Sabine Hildebrandt, a food

chemist from SternVitamin’s research and development department, puts it: “When powders are made into tablets, the active ingredients may separate during filling or pressing. The result is inaccurate dosing. Particularly with low-dose nutrients such as vitamin B12, vitamin D and biotin, fluctuations in the content of the active ingredient have an adverse effect. To prevent this, the granulation of powdered masses has become an established step in the process of tablet production.” In a granulate, the individual components can no longer separate; the process greatly improves the rheometric properties of the powder and thus the accuracy with which the substance can be dosed. In some cases it is granulation that makes tableting possible at all.

As it permits very gentle processing of the products and a great diversity of applications, fluid-bed technology has become a principal formulation method in the food and pharmaceutical industries. By spraying into liquids during agglomeration, granulation or coating, it is possible to determine the exact physical and application-related attributes of solid products and, by agglomerating the nutrients with the excipients, separation may be reliably prevented during the tableting of, for example, food supplements. Moreover, grain-formulated powder from fluid-bed drying dissolves and disperses much more readily in liquids than fine, spray-dried powder and is also easier to handle. In addition, as a result of their compact form, the granulates are simpler to dose and cause much less dust. Another point in favour of fluid-bed technology is gentle processing of the products. With careful control of the drying temperatures, the product is normally only exposed to moderate heat, from 40–70 °C, which minimizes thermal damage; a crucial advantage in the processing of heat-sensitive ingredients such as vitamins. To produce granulates for precise dosing, SternVitamin uses the new fluid-bed drying plant at the facility of its sister company, SternMaid, where two dryers with different capacities are available. A small, pilot-scale unit that has been in operation since the beginning of 2012 is used for test runs to develop and optimize new functional ingredients. Production will subsequently be upscaled to a multi-purpose industrial unit for batch or continuous operation which is due to be commissioned in the summer of 2012 (www.sternvitamin.de)

Dr Sabine Hildebrandt

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High Quality IngredientsLonza is one of the world’s leading suppliers to the pharmaceutical, healthcare and life science industries. For the nutrition market, Lonza supplies high quality health ingredients supported by scientific research, regulatory compliance and marketing support. Clear benefits and a broad array of product applications make our products attractive for the dietary supplement, food and beverage, and pharmaceutical industries. At this year’s Vitafoods, Lonza will be presenting its portfolio of branded health ingredients. Carnipure is high quality L-carnitine, a nutrient essential for energy metabolism. Extensive research shows that Carnipure can play a beneficial role in many areas of health, such as sports nutrition, weight management, infant nutrition, male fertility and pregnancy. Made from naturally occurring microalgae, DHAid is a purely vegetarian source of omega-3 DHA. Health benefits of DHAid include the support of brain development and function, as well as heart and eye health. ResistAid is a natural immune ingredient derived from North American larch trees. It supports both innate and adaptive immune systems as well as gastrointestinal health.

The Memree brand covers a line of products that contain high quality, soy-based phosphatidylserine. Phosphatidylserine is an important structural component of cell membranes and is found in concentrated amounts in brain cells. Products in the Memree line include MemreePS for cognitive health and MemreePlus for cognitive health, stress reduction and exercise recovery applications. Lonza is the leading supplier of vitamin B3 in the form of niacin and niacinamide. Vitamin B3 is an essential vitamin needed for protein, carbohydrate and fat metabolism. At Stand 1435, the company we will be showcasing products containing these ingredients (www.lonzanutrition.com)

Astaxanthin Water Soluble EmulsionAlgatechnologies, Israel (Stand 2052), the leading manufacturer of natural astaxanthin, will launch a 2% natural astaxanthin liquid-emulsion format under the AstaPure brand name. Natural astaxanthin is a lipid-soluble ingredient and can usually used in oil-based formulations. However, owing to its extremely powerful antioxidant properties, there is a high demand in the market for a water-soluble form that can be introduced in “oil-in-water” cosmetic formulations and as an active functional ingredient for beverages. Since the FDA recognized natural astaxanthin as GRAS, there is a growing demand from food and beverage manufacturers seeking water-soluble formulations of the AstaPure brand. The astaxanthin emulsion is produced under patent-protected, ISO- and GMP-certified technology. It is a ready-to-use formulation and can easily be introduced into liquid-filled capsules or any other water-soluble application. The AstaPure line also includes a 10% astaxanthin oleoresin, 2.5% astaxanthin beadlets, 2% astaxanthin vegetarian beadlets, cold-water-dispersible beadlets, 3% astaxanthin powder and 4 mg astaxanthin capsules (supplied in bulk). All products can be used in multiple forms of dietary supplements, cosmeceuticals and functional foods (www.algatech.com)

Shotter Appointed BioFilm ChairmanBioFilm Ltd (www.biofilm.co.uk), Europe’s leading producer of thin film products, has announced the appointment of Peter Shotter as non-executive chairman of the company. Peter has more than 30 years of experience working at a senior level in the Consumer Healthcare and FMCG industry in the UK and Europe. He has been involved in the development of a number of well-known household brands, including Boots and Seven Seas. Recently, he retired from his position as president and CEO of Merck KGaA Consumer Healthcare Division where, during this period, he led the division to substantial growth. Commenting, Peter said: “BioFilm is well placed for growth with its state-of-the-art manufacturing facility and a pipeline of innovative consumer healthcare and wound care products in the Thin Dissolving Film format. I am looking forward to joining the company and helping to commercialize these products and developing the business into a world leader.” BioFilm CEO, Trevor Morgan, said: “Peter’s appointment is an important step in the development of the BioFilm business. His extensive business skills and, in particular, his knowledge and experience of the consumer healthcare markets around the world will prove invaluable as we seek to grow our business internationally. We look forward to working with Peter in pursuit of these goals.”

Improving Iodine Intake from SeaweedEveryone agrees that iodine is important for human well-being and that a lack of this element in the diet can cause an array of problems, including goitre and hypothyroidism. Moreover, a serious deficiency of iodine during the development of the foetus and the baby may cause irreversible damage to the brain and the central nervous system and, therefore, permanent mental retardation. The European Food and Safety Authority (EFSA) has approved two claims regarding this problem: ID 273, related to iodine and its contribution to normal cognitive and neurological function and ID 274, related to iodine and thyroid function, the production of thyroid hormones and normal energy metabolism. Studies have also reported that adequate iodine intake is necessary to maintain normal cell-mediated immunity and suppress certain autoimmune diseases.

The most immediate way for humans to obtain a greater iodine intake is through food, but not all food-bound iodine is bioavailable. To evaluate the bioavailability of AlgeaFood iodine, a test and protocol schedule were developed by the Endocrinology Department of the University of Pisa. A sample of 18 healthy people with no thyroid-related pathologies was randomly given a jar of tablets that, in some cases, contained AlgeaFood tablets and, in others, identical placebo tablets. The results showed a significant increase in iodine in the subjects who took the AlgeaFood tablets compared with the subjects who took the placebo, confirming the bioavailability of AlgeaFood iodine for the human body (www.algea.com). Visit AlgeaFood at Stand 1143.

Inspired InnovationIn November 2011, Colloïdes Naturels International and Bio Serae Laboratories merged to become Nexira (Stand 1232). The family run group, founded in 1895, is the world leader in acacia gum (gum Arabic) and a premier supplier of natural nutraceutical ingredients and botanical extracts for the food, nutrition and healthcare industries. Nexira’s three divisions — Food, Health and Technology — offer global expertise in areas from raw material sourcing and proprietary processing technologies to formulation support. At Vitafoods, this year, Nexira is reinforcing its capabilities in the organic ingredients market by launching a new extract made from organic olives, Oli-Ola, which contains a guaranteed level of hydroxytyrosol, a phytonutrient with strong antioxidant properties that has been shown to reduce the risk of cardiovascular disease by preventing low-density lipoprotein (LDL) oxidation. As hydroxytyrosol has an approved EFSA claim regarding the protection of low-density lipoproteins from oxidative damage and the maintenance of normal blood high-density lipoprotein (HDL) cholesterol levels, using this new olive extract will enable companies to make a cardiovascular health claim, which is a significant marketing advantage for the nutraceutical industry. Nexira’s Health division offers the nutraceutical industry active botanical extracts with multiple health benefits. Their large range of ingredients is guaranteed to the highest standards of quality and purity. In addition, Nexira continues to invest in scientific studies to enrich the backing of its premium ingredients and confirm their natural properties (www.nexira.com)

May/June 2012 www.nutraceuticalmag.com

Flavoured Omega-3 Emulsion Omega-3 industry leader, Croda (Stand 2038), has revealed that Vitafoods 2012 will be used as the launch platform for its new omega-3 emulsion, Incromega 3mulsion. The delicious 3mulsion is ideal for inclusion in convenient sachets or syrup applications. Just one single-serve sachet or a spoonful of the flavoured emulsion will provide a full omega-3 RDI (250 mg EPA+DHA). “This is a really exciting addition to the Incromega range, bringing to the market a new and innovative way of enabling consumers to get their omega-3 RDI” said Laura Kelly, marketing manager at Croda. “The market for omega-3 softgel capsules has experienced significant growth in the last few years; however, we recognize that this delivery form does not suit everyone. The flavoured 3mulsion can be included in single-serve sachets and syrups, perfect to be taken as a sweet treat after dinner or to be added to a children’s lunchbox.” Croda’s Incromega lipid range offers highly concentrated EPA and DHA ingredients with proven health benefits. These concentrates provide potent solutions, delivering clear health benefits to the consumer. Incromega marine oils are manufactured using Croda’s industry leading PureMax technology, which minimizes impurities within the oils and guarantees 100% quality testing on every batch, so that customers can feel confident in the quality of the oil they receive (www.croda.com/healthcare)

Solid Dosage Highlights from AenovaEurope’s leading manufacturer of solid oral dosage forms, the Aenova Group (Stand 1464), is exhibiting two innovative products from its portfolio for the first time at Vitafoods in Geneva: CaloriSorb, a class III drug for weight reduction, and a new technology for manufacturing three-layer-tablets. CaloriSorb contains a natural polymer that reduces calorie absorption from dietary fats and helps with weight control. The innovative three-layer technology allows several interactive substances to be combined in a single tablet and each layer to be given a different release profile. Alongside these innovations, Aenova is exhibiting its high-quality effervescent products and its range of standard products at Vitafoods. The group, which has a strong presence on the global market, provides technologies to meet a wide range of customer requirements, including the manufacture of soft gelatin capsules, tablets and effervescent products. Aenova also offers its customers a complete portfolio of services, ranging from development, production and analysis through to packaging and logistics (www.aenova.de)

Rousselet - Peptan Generic - 105x297 - PR.indd 1 07/02/2012 17:31


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New Nutrient Platforms from DSMGlobal supplier of health and nutrition ingredients, DSM (Stand 2030), is

launching three Health Benefit Solutions and the dietary enzyme Tolerase L at

this year’s Vitafoods. Designed to meet the ever-evolving requirements of the

modern consumer, these new platforms feature a range of vitamins, minerals and

functional ingredients for three growing areas of consumer interest: relaxation

and sleep, improved mental energy and wakefulness, and nutrients that cater

to the specific nutritional requirements of vegetarians. The key ingredient in the

vegetarian platform is life’sDHA, a form of DHA derived from algae. life’sDHA has

supported the nutritional needs of more than 60 million babies and is now included

in more than 500 food and beverage products worldwide. Essential for brain, eye

and heart health, this omega-3 is often lacking in vegetarian diets as the primary

food source is oily fish such as salmon and tuna. ‘Energize your mind’ features a

number of ingredients, including gingko biloba, ginseng and coenzyme Q10 that

help the mind stay alert, whereas ‘Relax your mind’ features nutraceuticals such

as chamomile and lemon balm that help to calm the mind and prepare the body for

sleep.

To help consumers get the optimal amount of nutrients from food, beverage

and dietary supplements, DSM is also introducing Tolerase L at this year’s show.

Tolerase L is an acid lactase that is active at low pH levels, making it particularly

effective at digesting lactose in the stomach and therefore ideal for use in dietary

supplements as a digestive aid. Tolerase L helps to eliminate lactose intolerance

discomfort and increase the quality of life of consumers with lactose intolerance or

malabsorption. Back by popular demand, visitors will be able to sample the Health

Benefit Solutions, including Energize your mind, Relax your mind and Essentials for

vegetarians through a range of tasty samples. To find out more about DSM’s Health

Benefits solutions, in-depth consumer insights and extensive market knowledge,

visit our brand new website (www.dsm.com/human-nutrition)

New Yoghurt Cultures with WOW Effect!For the third year in a row, global bioscience company Chr. Hansen (Stand 2140) has launched a series of new YoFlex and probiotic nu-trish yoghurt cultures. This time, the focus of Chr. Hansen’s well-oiled innovation machine has been on developing cultures with second-to-none taste and texturing properties, among other things — but not solely — to perform well in low fat milk. More than 20 million tons of yoghurt is consumed every year, corresponding to each person on Earth eating up to 4 kg a year. So far, less than 20% of this volume is low fat yoghurt, even though low fat represents a major part of new product launches during the past 5 years. “If the amount of yoghurt with reduced fat has not grown any faster, it is because the quality has not been good enough. Consumers refuse to accept a poor taste or a thin, watery mouthfeel, no matter how healthy the product may be,” explains Morten Boesen, marketing manager, Fermented Milk Cultures, Chr. Hansen.

“Another predominant market trend, back to nature, has made it even more complicated for yoghurt producers. The natural trend is driving product development towards using an absolute minimum of ingredients, which, for yoghurt, means milk, cultures and possibly fruit — that is, no stabilizers, thickeners and flavours added to compensate for the lack of fat. So far, high quality yoghurt has been contradictory to healthy and fat reduced — but not anymore! Chr. Hansen’s new cultures can do the trick and unite them,” promises Boesen. The new portfolio of seven cultures, three of them with the well-documented BB-12 probiotic strain for improved gut and immune health, enables dairies worldwide to deliver on all three parameters at the same time: exquisite taste, healthy and clean label. “The Creamy and Premium cultures developed during the past 2 years provide the creaminess, texture and good taste normally provided by fat and additives, so there is no longer any excuse for not producing delicious, clean, natural yoghurt with optimal nutritional properties,” Boesen says (www.chr-hansen.com)

Imagine having a new application for your next blockbuster supplement.

Sounding out the unmet needs of tomorrow’s nutrition is essential for a successful business. We want to discover and meet these needs—open minded, with deep insight and in a constant, fruitful dialog with you.

We are looking forward to your feedback at www.newtrition.basf.com

201446_BASF_210x297_NBT_12-05-02.indd 1 11.04.12 12:14

Imagine having a new application for your next blockbuster supplement.

Sounding out the unmet needs of tomorrow’s nutrition is essential for a successful business. We want to discover and meet these needs—open minded, with deep insight and in a constant, fruitful dialog with you.

We are looking forward to your feedback at www.newtrition.basf.com

201446_BASF_210x297_NBT_12-05-02.indd 1 11.04.12 12:14


20NBTA preview

in association with

NBTA II: GoING foR GolDThe contestants in this competition won’t be focusing on bronze or silver medals, the spotlight of anticipation will most certainly be trained on the gold envelopes that, when opened — after several rounds of intense judging by a distinguished panel of experts — will reveal the names of the worthy winners of the second annual Nutraceutical Business & Technology Awards.

And we’re back! The Olympic Games may well be coming to

London this summer, but another equally hard fought competition

— and just as international — will come to a head on 23 May

during Vitafoods Europe when the second Nutraceutical Business &

Technology Awards reaches its climax. And unlike platinum sponsor

Aker BioMarine, we may not be able to offer you the chance to meet the

famous Olympic biathlon gold medalist, Ole Einar Bjørndalen — who

claims to use the company’s Superba Krill Oil supplement to boost his

omega-3 levels — we can certainly provide a five-star gala dinner evening

of entertainment and innovation. Henrik Traaholt, business director at

Aker BioMarine, described the NBTA as a professional gathering place for

the industry’s high-level leadership and one of Europe’s most important

events for natural ingredient suppliers. As a showcase for innovation and

the new home of credible awards that recognize success in the functional

food and drink sector, it’s the obvious place for Aker BioMarine, a market

leader in krill harvesting and processing, to have a significant presence

and further establish itself as “the shaper of the biomarine industry.” As

I write this, the judging process is still under way; the shortlist has been

announced and the final round of assessment, analysis and comparison is

being done. The tension is almost palpable.

Last year, when we launched the event in association with Vitafoods

Europe, we didn’t know what to expect, we didn’t know what the

reaction would be. As it turned out, all our fears were allayed; as Miranda

Docherty, Event Director, said at the time: “With more than 250 industry

professionals in attendance, an impressive list of finalists and award

winners, it was hard to believe that this event was the first of its kind.” I

remember the fierce competition and the exceptional standard of entries,

and we were all delighted with the number and quality of the submissions.

The reaction and buy-in from the industry was impressive and more than

we could have hoped for. But that was then, and this is now. Can we pull

off the “difficult second album” and do it all over again? Know what? I

think we can!

Thomas Jahn, marketing manager at Fertin Pharma A/S, one of this

year’s gold sponsors, noted: “After the successful launch of the NBTA

event last year, we were very keen to support the event once again. We

see the event as an excellent opportunity to put ourselves in touch with

the beating heart of the nutraceutical industry. As Fertin is fairly new to the

nutraceutical industry, we are interested in building awareness around our

company and chewing gum technology … and the NBTA event provides

an ideal setting for this.” So far, I am thrilled that so many industry players

have decided to have another go at getting their hands on one or more

of the awards. Many of the companies that competed last year are back

to take another swing. And, clearly, word has spread; a whole brigade of

new organizations has heard the call and submitted nominations. Early

on, it became apparent that I was going to have to add extra people

to the judging panel: the entries were stacking up fast. As ever, I am

extremely grateful to the judges for generously donating so much of their

time and expertise. It has been a challenging and fascinating task to get

to this point, and I’m very much looking forward to the winners being

announced on the night.

In addition, I think, perhaps, the bar has been raised. The standard

and volume of nominations received has made it an incredibly difficult

decision for the judging panel. The judges have asked more questions

about the entries, some of the highest scores have been given — and

some of the lowest — and it has been an almost impossible task to

separate the frontrunners in several of the categories. It has become the

norm, not the exception, to involve a tiebreaker judge to help to make a

final decision. Sincerely then, I do congratulate the finalists, you’ve already

done incredibly well.

NBT Business RoundtableAlso returning to the schedule is the NBT Business Roundtable,

sponsored and endorsed by Ninapharm. We are delighted to welcome

back Euromonitor’s Head of Health and Wellness Research, Ewa Hudson,

as moderator as, on the agenda this year, we take a slightly different tack.

With the functional food sector undergoing unprecedented change and

the spotlight being placed on quality, purity and sustainability, the debate

will focus on “Nutraceuticals: An Industry in Transition.” We will be asking:

What does the nutra industry need to do to remain viable and keep the

pharma wolf from its doors? Populating the top table, we are honoured to

be able to include

• Dr Alfred Jenssen, Sanki Mayor Innovation Center, Tokyo, Japan

• Dr Emiri Nishi, Ninapharm, Japan

• Dr Paul Berryman, Chief Executive at Leatherhead

Food Research, UK

• George Pontiakos, President/CEO of BI Nutraceuticals, USA

• Adam Ismail, Executive Director, GOED, USA

• George Paraskevakos, President, International Probiotics

Association, Switzerland.

The topics up for discussion consist of purity and quality (dry

labbing and botanical adulteration), sustainability (global

sourcing issues and the facts and fiction surrounding

marine sustainability), IP and litigation (Is the nutraceutical

industry already getting litigious?) and some of the

challenges that the functional food sector is presenting to

Big Pharma: the accelerated absorption of antioxidants

from fish-based omega-3s, antiageing and inflammation

reduction, and the legal status of probiotic health claims in

Europe. Ewa Hudson commented: “It is an honour to moderate the NBT

Roundtable and I would like to thank Dr Kevin Robinson, Via Connect and

Via Media UK Ltd for inviting me to take on this role again. I hope the NBT

Roundtable will be the most interesting and spoken about event of the

year within the nutrition space.”

Chris Lee, Portfolio Director at Vitafoods, recently commented:

“Innovation is the lifeblood of any organization; it helps us to discover new

ways of working, improved products or technologies and, in a business

context, to stay ahead of the competition.” I couldn’t agree more and

would reiterate that the NBTA is the ultimate platform upon which

Vitafoods attendees, sponsors and industry professionals can network

and celebrate new and significant developments with those companies

and individuals that have successfully demonstrated their outstanding

contributions to the industry. In closing, as part of the organizing team,

I would, once again on their behalf, like to extend our sincere thanks

to the 20-plus sponsors who are supporting this year’s event and

highlight headline sponsor, Naturex, platinum sponsor, Aker BioMarine,

gold sponsors, Fertin Pharma and Biotivia, and silver sponsors, Croda,

Horphag, Stratum Nutrition, OmniActive Health Technologies and Biocell

Technology. Biotivia’s James Betz added: “The decision to become

a gold sponsor was an obvious one for our management. To us at

Biotivia, the contribution that NBTA makes to facilitating the fundamental

communication process amongst the disparate members of our industry

is unique and invaluable. I am not aware of any other forum or event that

brings together the core staffs of so many interrelated companies in such

a productive and enjoyable setting.” We are also very grateful to BASF for

sponsoring the champagne reception. It’s going to be a fantastic evening

and I very much look forward to seeing you all there.

21NBTA preview

NBTA in a NutshellDebuting in 2011, in partnership with Vitafoods Europe, the NBT Awards recognize excellence in R&D, marketing, business and technology within the nutraceutical and functional food industries. Its mission is to deliver a set of benchmarks that provide a pan-European/global audience of nutraceutical professionals with the opportunity to recognize significant developments in quality of service, health management, research and development, and relationship management, and will also provide a recognized and tangible reward for the successful companies. Offering both a professional and social platform, NBTA provides an opportunity to gain maximum exposure from professionals in the fields of functional foods, cosmeceuticals and nutraceutical ingredients.

When and Where?Wednesday 23 May

The Starling Geneva Hotel and Conference Centre

Geneva, Switzerland (www.shgeneva.com)Champagne Reception: 7:00 pm

Gala Dinner: 8:15 pm

Awards Presentation: 9:30 pm

Carriages: 11:30 pm

Dress Code: Evening/Business


22NBTA sponsors

hEaDlINE SpoNSoR

Pantone 3425 C

Pantone 1797 C

Cyan 100 %Jaune 80%Noir 40%

Magenta 100%Jaune 100%Noir 10%

Naturex (www.naturex.com)Naturex manufactures natural speciality ingredients for the Nutrition & Health, Food & Beverage and Personal Care industries. Headquartered in

France, Naturex employs over 1200 people and has 16 production units located in Europe (France, Italy, Spain, Switzerland, Poland and England),

the United States (New Jersey and California), Brazil, Australia, Morocco and India. In addition, the group has several sales offices worldwide.

Aker BioMarine (www.superbakrill.com)Aker BioMarine is a sustainable biotech company and supplier of

Superba Krill Oil. 100% pure krill with unique phospholipid EPA and

DHA Omega-3s and the naturally occurring antioxidant astaxanthin,

Superba has clinically proven efficiency. Superba is easy to swallow,

easy to digest, and easily absorbed into the body’s cells. Aker is the

only krill fishery to earn MSC Certification for sustainable harvesting

and only Superba Krill products have 100% traceability from sea to

shelf.

Lab Dom (www.labdom.com)With state-of-the-art laboratories and

highly professional medical staff based in

Switzerland, as well as the European Union

and Asia-Pacific, Lab Dom (Suisse) Inc.

is committed to innovative research and

development in the rapidly expanding fields

of bio-regenerative medicine and anti-aging

cellular therapy fields.

Fertin (www.fertin.com)Located in Denmark, Fertin Pharma A/S

is a full service manufacturer of medicated

chewing gum. With a strong commitment to

quality and innovation coupled with almost

100 years experience with chewing gum,

through its’ affiliated companies, Fertin is

amongst the world’s preferred suppliers when

it comes to medicated chewing gum.

Biotivia (www.biotivia.co.uk)Biotivia Bioceuticals bridges the health and

wellness gap between conventional dietary

supplements and pharmaceuticals. Biotivia’s

relentless adherence to a strict evidence based

product development strategy synergized by its

extensive knowledge of plant derived therapies,

fueled by intelligent innovation, has established

the company in a class of its own.

plaTINUM SpoNSoR

GolD SpoNSoR GolD SpoNSoR GolD SpoNSoR

NBTA SPoNSoRS


23NBTA sponsors

Horphag Research (www.pycnogenol.com)Horphag Research is the exclusive

supplier of Pycnogenol®, a natural

extract of French maritime pine

bark. Pycnogenol® is a powerful

antioxidant, selectively binds to

collagen and elastin, is a natural

anti-inflammatory, and aids in the

production of endothelial nitric oxide

which helps to vasodilate blood

vessels. Among others, applications

are cardiovascular health, skin care, eye health, joint health, among

others. Over 280 scientific publications and 90 clinical trials have

confirmed Pycnogenol’s safety, quality and efficacy. ISO, GMP

certified, and GRAS-approved.

BioCell Technology, LLC (www.biocelltechnology.com)BioCell Technology,

LLC, founded in 1997,

is in the business of

researching, developing,

branding, and

distributing novel dietary ingredients which are supported by science to

improve quality of life. BioCell Technology’s branded ingredients which

include patented BioCell Collagen, i-Sabi, and EstraFlex CMO, are

available under licensing to marketers and manufacturers of finished

products.

Stratum Nutrition® (www.stratumnutrition.com)Stratum Nutrition® is

Empowering Product

Innovation with specialty

and functional ingredients

for foods and supplements. Visit Vitafoods stand #1189 to learn about

our newest ingredients: BLIS K12™ and BLIS M18™ - oral probiotics

with science evaluating their effects on upper respiratory health,

immune support, and the health of teeth and gums.

OmniActive Health Technologies (www.omniactives.com) OmniActive Health

Technologies provides

naturally sourced

ingredients for healthcare,

foods and personal

care products. Known for technological innovation, OmniActive

enhances the nutritional benefits of ingredients through patented and

patent pending technologies. A recipient of multiple global awards,

OmniActive’s breakthrough technologies enhance the body’s ability to

absorb and utilize health promoting nutrients.

SIlvER SpoNSoRS

NBT Awards Finalists 2012Best New Plant/Process/Technology• Atlas Filtri Engineering • Capsugel Inc. • 3i Nature SAS • IRB Tec

Most Effective Marketing Campaign• Kaneka Pharma Europe NV • Lab Dom (Suisse) Inc. • Naturex

Outstanding Application in Health Management• Biothera • Fertin Pharma AS • NourishLife, LLC • Horphag Research • Kaneka Pharma Europe NV

Best New Finished Product• Aker Biomarine • Naturex • Barry Callebaut • Lallemand SAS • Herbal T SAS

Most Improved Product Safety and Quality• Capsugel Inc. • Horphag Research • Trace Minerals Research

Most Effective Strategic Product Development• Horphag Research • Kaneka Pharma Europe NV • Naturex

Environmental Excellence• Croda • IRB Tech • Seagreens Ltd • Algea AS • OmniActive Health Technologies

Most Innovative Ingredient• Kitozyme • Biocell Technology • Kaneka Pharma Europe NV • Lab Dom (Suisse) Inc. • Naturex

Innovation in Personal Care• Indena SpA • Sabinsa Europe GmbH • Provital Group • IRB

BASF Group (www.human-nutrition.basf.com)

BASF and Cognis – which is now part of the BASF Group –

presented their latest Newtrition™ concepts and finished products

at Vitafoods, in Geneva, 10-12 May 2011. The newly-formed BASF

Human Nutrition Group combines the two complementary nutrition

businesses, offering customers the benefits of an extended product

range, enhanced market strengths and expertise, technical skills and

resources.

chaMpaGNE REcEpTIoN SpoNSoR

Croda Health Care (www.croda.com)Superior quality makes

Croda Health Care a supplier

of choice when looking for

omega 3 ingredients to add value to your nutritional or food offering.

Our IncromegaTM lipids are a range of omega 3 concentrates with high

levels of EPA and DHA that offer potent solutions with recognised health

benefits.

SIlvER SpoNSoRS


24 NBTA sponsors

Sabinsa Europe GmBH (www.sabinsaeurope.com)Sabinsa Europe GmbH represents

Sabinsa’s marketing and sales

platform as well as the service for all

of our customers across Europe. We

combine the advantages of Sabinsa’s

unique product portfolio with the local

logistic requirements and provide an outstanding service to all of our

European customers. Our Mission is to provide high level customer

service, technical back up, formulation development services and

the introduction of new patented products for the diverse needs of

the manufacturers in the industry. Sabinsa Europe is the independent

marketing arm of Sabinsa Corporation.

LycoRed (www.lycored.com)LycoRed, manufacturer of unique

natural tomato complex containing

high levels of lycopene and

phytosterols. Recent evidence shows

its beneficial effect on cardiovascular health as well as blood pressure

level that is already within the normal range. LycoRed manufacturer

also, natural carotenoids, microencapsulated vitamins, minerals

and other special ingredients in addition to premixes for the Food &

Beverage industry.

Kitoyzme (www.kitozyme.com)KitoZyme Headquartered in

Liege, Belgium is a manufacturer

of leading-edge functional

biopolymers and a full-service

provider of medical device products. More precisely, KitoZyme

develops and produces - chitosan (and derivatives), chitin-glucan

and beta-glucan, exclusively extracted from renewable, non-GMO

and vegetable sources.” With its highly-skilled team, KitoZyme has

developed expertise in product development, quality management,

clinical development, regulatory affairs, marketing and distribution.

Capsugel (www.capsugel.com)From assisting our customers

with formulation challenges

to helping them bring innovative new products to market faster,

the world-class people at Capsugel provide a unique combination

of scientific, technological and global market expertise, delivering

high-quality capsules and services at every step of the dosage form

development process.

Solbar (www.solbar.com)Solbar is a global leader in specialty

soy proteins and soy isoflavones.

This February Solbar became a part

of CHS a leading farmer-owned

American cooperative. Solbar will be presenting a newly developed

line of soy-protein isolates for the weight-management market.

The new line includes innovative textured products based on two

fundamental principles: taste and health.

aDDITIoNal SpoNSoRS Genosa ID (www.genosa.com)Genosa ID is the global leading

producer of an olive fruit extract

with a high concentration in 100%

natural hydroxytyrosol (Hytolive®).

Hydroxytytrosol is the major and most

active ortho-diphenol present in virgin olive oil and olive fruit. It is a

very simple, stable, active and bio-available molecule, manufactured

under an internationally patented technology characterized by the

sole use of physical and mechanical processes, without solvents, the

only 100% natural product.

Ninapharm (www.ninapharm.com)Founded in Annecy (French Alps) in

1993, NINAPHARM’s core business is

focus on the development of antioxidant

actives for cosmetics, nutraceutical and

pharmaceutical fields. The uniqueness

of the laboratory comes from the combination of controlling the

production of its antioxidants raw materials and an advanced

chemistry. This allows the company to offer solutions from bio-actives

solubility and in-vivo absorption using its in-house Nanotechnology

platform, to its medicalized food concepts. With a Blue ocean

strategy, Ninapharm supported the development of several world

success products, from top slimming formula in Europe, to top

sales anti-aging cosmetics in Japan, making Ninapharm famous as

Innovator’s supplier.

3i nature (www.3inature.com)3i nature is an industrial company

specialized in the formulation,

development and production of high

quality nutraceuticals for 25 years.

Our i, 2i, 3i offers cover the nutraceutical market from stabilized

solutions available on the market over 12 weeks to specific formula,

generic health claim and clinical health claim. Our pharma offer and

GMP plant extend our vegetal expertise to pharmaceutical status.

Herbal T (www.herbalt.net)Herbal T is an industrial company

specialized in the production of

HTVE® - High Technology Vegetal

Extracts – for the food & beverage markets. Create with us. Herbal

T has a strong expertise on teas, spices & herbs and intermediate

food product markets. He is your partner to develop and strength the

innovative nature of your products.

IRB (www.irbtech.com)IRB is an Italian green biotech company

focused on research, development and

manufacturing innovative plant active

ingredients from plant cell cultures for

nutritional applications. Thanks to its optimized

and eco-sustainable HTNTM platform, IRB

industrially produces the unique biotech plant

extracts approved in Europe as food supplement ingredients.

CreAgri Inc. (www.creagri.com)CreAgri Inc., a California

based Nutraceutical

company, is the inventor and

developer of HIDROX®, the

world’s first formulation of

organic olive polyphenols rich

in Hydroxytyrosol. Its mission

is to promote health and wellness creating superior natural

products striving to strike a Creative Balance between Nature

and Technology®. CreAgri develops science-based processes

that are eco-friendly and compatible with sustainable agricultural

practices. Clinically proven in inflammation driven conditions,

Hidrox® is still the he only formulation of Hydroxytyrosol to be

GRAS, Kosher, Halal and CCOF Organic Certified.

Algea (www.algea.net)Algea was founded in 1937

thanks to a strong intuition

about the potential of using

seaweed for nutrition. This is how a pioneering activity began

at the extreme northern latitudes of Norway and just beyond

the boundaries of the Arctic Circle, where the ecosystem is still

intact and uncontaminated by human presence. Here, for over

70 years, Algea has been collecting and processing seaweed

which is unique in the world, using a process that preserves

the incredibly characteristics of the seaweed and is of minimum

environmental impact. This is how Algea skilfully transforms the

seaweed into an ingredient for products for human nutrition,

animal nutrition, cosmetics and fertilization.

Kaneka Pharma Europe N.V. (www.kaneka.co.jp)KANEKA Pharma Europe

(subsidiary of Kaneka

Corporation - Japan) is the

leading manufacturer of high quality natural safe and innovative

health ingredients.

As experts in Coenzyme Q10 made via a unique yeast

fermentation process (KANEKA Q10TM), KANEKA has

developed other active ingredients:

• KANEKA QHTM Ubiquinol: the “New generation of Bioactive

CoQ10“

• GLAVONOIDTM: the NOVEL FOOD approved ingredient for

weight management

• KANEKA NAGTM: the bioactive form of glucosamine to

support joint and skin health

www.nexira.comTel.: (+33) 232 83 18 [email protected]

Olive extract with approved health claim

Guaranteed hydroxytyrosol contentOli-Ola™ is an olive extract with guaranteed hydroxytyrosol content.

Protection of LDL cholesterolEFSA approved health claim for cardiovsacular health.

Sustainable olive extractOli-Ola™ is made from organic olives and is solvent-free.

1203 Pub Oli-Ola half NBT.indd 1 29/03/2012 11:10:30


26GoeD report

The Agency for Healthcare Research and Quality (AHRQ) in

the United States has recently published a review and meta-

analysis of evidence from prospective cohorts and randomized

controlled trials on the relationship of eicosapentaenoic acid (EPA)

and docosahexaenoic acid (DHA) intake to cardiovascular or all-

cause mortality. According to the authors, the maximal positive effect

of EPA and DHA for mortality risk reduction appears to plateau at a

mean daily intake of 200 mg, with no evidence that higher intakes

are accompanied by a significant change in risk. Although GOED,

like many in the industry, would have liked to see recognition of a

greater intake than 200 mg/day, it is in line with the 2009 European

Food Safety Authority (EFSA) Panel on Dietetic Products, Nutrition

and Allergies (NDA) Scientific Opinion on Dietary Reference Values for

fats, not to mention a 2011 British Journal of Nutrition publication on a

meta-analysis funded by GOED members. GOED considers the report

to be a positive development in the US.

In 2009, the NDA proposed setting an adequate intake (AI) for

adults of 250 mg/day for EPA and DHA, based on considerations

of cardiovascular health. The panel relied heavily on a meta-analysis

that demonstrated a significant threshold effect at intakes of 250 mg/

day for cardiovascular mortality. At the time, the panel considered

the meta-analysis to be “the best available estimate to establish an

AI for DHA and EPA on the basis of CVD risk in healthy populations,

for which DRVs are meant.” During the public consultation on the

Panel’s Draft Opinion on Dietary Reference Values for fats, GOED

provided significant comments, including some specific to dose and

associated cardiovascular benefits. In general, we encouraged the

panel to consider 250 mg/day a minimal, rather than optimal, intake.

GOED recognized a positive correlation between realized benefits and

intake with increasing doses towards 250 mg/day. However, owing

to uncertainties inherent in the analysis, the benefits gained above

250 mg/day are not as clear and it could only be concluded that

maximum efficacy lies above 250 mg/day, but closer to 500 mg/day

when looking at CVD risk. Although the NDA did not change its opinion

and the level remained at 250 mg/day, GOED still considered this to be

a win: some of the population will not realize the maximum benefits at

250 mg/day — but there are individuals who will.

The findings from the AHRQ report are in line with a meta-analysis,

funded by GOED members, in individuals with no reported coronary

heart disease (CHD). The two meta-analyses followed similar

approaches and reached similar conclusions. The main difference

was in the studies included and, interestingly, the different inclusion/

exclusion criteria did not significantly alter the conclusions. Americans

and those conducting business in the US should keep in mind that this

report provides recognition from a government agency (AHRQ) that is

relied upon by both the Institute of Medicine (IOM) and the Food and

Drug Administration (FDA) to conduct many of its scientific reviews.

Of particular interest is a discussion on Dietary Reference Intakes

(DRIs). It’s worth noting that after the IOM called a DRI committee to

undertake a review of the evidence and potential revision of the values

for calcium and vitamin D, the AHRQ was commissioned to provide a

systematic review of the scientific literature for use by the committee.

Although the AHRQ review could have been executed for any number

of reasons, it’s difficult not to imagine that it has something to do with

a pending DRI review for EPA and DHA. Recommended intakes are

important because they allow for nutrient content claims that help

consumers to know whether a product contains a significant level of a

particular nutrient.

In the US, there is currently a qualified health claim concerning the

consumption of EPA and DHA omega-3 fatty acids and a reduced

risk of coronary heart disease. Although GOED does not believe that

this claim accurately reflects the current state of the science, given

the substantiation requirements necessary to demonstrate “significant

scientific agreement” for an authorized health claim, it’s not clear how

much the AHRQ report will help. Despite the FDA wanting to see data

in healthy individuals, the agency gives the most weight to intervention

trials. The AHRQ report contains data in healthy individuals but the

studies are prospective.

However, it is important to note that greater EPA and DHA

consumption may offer benefits beyond the reduction of mortality;

EFSA has published scientific opinions affirming that high-level

consumption (>2000 mg/day) can help to maintain normal triglyceride

and blood pressure levels. In addition, its opinion on DRVs for fats

included a recommendation that pregnant and nursing women

consume an additional 200 mg/day of DHA above the EPA and DHA

DRV for adults of 250 mg/day. As omega-3s affect multiple systems

in the body, it is always important to remember the bigger picture!

To conclude, although the 200 mg/day of EPA and DHA cited by the

AHRQ report may be short of what the industry would like to see as a

daily intake recommendation, it is in line with the NDA and the meta-

analysis funded by GOED members in terms of mortality risk. GOED

remains hopeful that the AHRQ report will advance the efforts to obtain

an actual recommended level and an authorized health claim.

HoW MuCH ePA AND DHA IS eNouGH?

For more informationAdam Ismail, Executive Director and Harry Rice, VP, Regulatory and Scientific AffairsGlobal Organization for EPA and DHA Omega-3s (GOED)1075 East Hollywood AvenueSalt Lake City, Utah 84105, USATel. +1 801 746 1413www.goedomega3.com

ReferencesA full list of references to support the research and statements made in this column is available from the authors.

Cré

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ages

Active ingredients backed by science

Choose the best for your life

Natural solution for hot fl ashes www.lifenol.com

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EUROPE - GLOBAL HEADQUARTERSPhone +33 (0)4 90 23 96 89E-mail: [email protected]

Natural solution for urinary tract health www.utirose.com

Through its NAT life™ range, Naturex offers you a line of innovative trademarked plant extracts with the commitment to bring solutions:

- to improve your quality of life - for a healthy and serene life.

The scientific approach is one of the major factors in the success of NAT life™’s ingredients:

- in-depth bibliographic researches- development and precise technical characterization of the extracts- one, or several, clinical studies to prove their activity- complementary in vitro, in vivo or clinical studies to explain the ingredients’ bioavailability, mechanism of action, and safety.

Besides this important scientific support, NAT life™ products are full concepts with:

- projects development assistance- regulation support- patented process and applications- marketing, valuable clear and simple sources of information.

Provide your customers with both natural ingredients and proven results, choose NAT life™ by Naturex.

F_NAX_0083 Nat Life Ad for NBTA_Layout 1 23/04/2012 09:36 Page 1

Cré

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Active ingredients backed by science

Choose the best for your life

Natural solution for hot fl ashes www.lifenol.com

Natural solution to relieve stresswww.cyracos.com

Naturally manage your weightwww.svetol.com

Natural energy boosterwww.powergrape.com

Natural solution for cognitive performancewww.cereboost.com

EUROPE - GLOBAL HEADQUARTERSPhone +33 (0)4 90 23 96 89E-mail: [email protected]

Natural solution for urinary tract health www.utirose.com

Through its NAT life™ range, Naturex offers you a line of innovative trademarked plant extracts with the commitment to bring solutions:

- to improve your quality of life - for a healthy and serene life.

The scientific approach is one of the major factors in the success of NAT life™’s ingredients:

- in-depth bibliographic researches- development and precise technical characterization of the extracts- one, or several, clinical studies to prove their activity- complementary in vitro, in vivo or clinical studies to explain the ingredients’ bioavailability, mechanism of action, and safety.

Besides this important scientific support, NAT life™ products are full concepts with:

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Provide your customers with both natural ingredients and proven results, choose NAT life™ by Naturex.

F_NAX_0083 Nat Life Ad for NBTA_Layout 1 23/04/2012 09:36 Page 1


28executive profile

NBT: How and when do R&D, product

development and marketing converge in

building a brand, whether it’s pharma, nutra or

personal care?

AS: In today’s market, I think that any

company that does not have an integrated

team in place, wherein all these aspects are

taken into consideration from the get go, are

doomed to fail. It has to be a multifunctional

team approach.

NBT: Marketing must change and consumer

education is critical. Is it right and proper

for the healthcare industry to sell directly to

consumers? Will the traditional doctor-referral

approach be a thing of the past, benefiting

CPG companies who have more experience?

AS: Yes, marketing must and will change to

follow the trends that at any given point exist

in the community in which the marketing

is being done. This varies to a great deal,

depending on where you look in the world.

One general trend, however, is that the

consumer is getting more educated. Be it

through the Internet, newspapers or magazine

articles, the consumer now knows more and

more about diseases and what is important

for maintaining general health. The healthcare

industry is an extremely diversified business

ranging from companies that produce purely

nutritional supplements to those producing

only pharmaceuticals. I think it is very

appropriate for the healthcare industry to

sell directly to consumers when it comes to

supplements aimed at maintaining health and

well-being. I think we need to be a little more

careful when it comes to pharmaceuticals.

To my knowledge, only two countries in the

developed world allow direct-to-consumer

advertising of pharmaceuticals, the US and

New Zealand. Neither of these, however,

allows direct sales to the consumer. This

needs to be done through the traditional

prescription/pharmacy route. I think this

route will continue to be the mainstay with

regards to the treatment of disease. We need

to remember that no drug is without side-

effects and society feels a need to safeguard

its constituents against improper use. The

process of a physician prescribing and a

pharmacist dispensing effectively maintains

this safeguard. Clearly, we do see a trend

that when a drug has been on the market for

a very long time and has a very good safety

profile, then the lowest dose is made available

for general sale to the public. I’m sure that

this is a trend that will increase in the years to

come.

NBT: With Big Nutra already experiencing a

fierce patent infringement suit concerning an

omega-3 formulation, is the industry already

following in the footsteps of the highly litigious

pharmaceutical sector? Are there lessons to

be learnt and preventive steps to be taken?

AS: IP is core to any business that has

invested money into research and product

development. In many senses, it is a relatively

new area for Big Nutra and a reflection of

the fact that Big Pharma and Big Nutra

are converging to a great extent. For Big

Pharma, IP has been alpha-omega since the

beginning; but, considering that most new

drugs are synthetic compounds, it is also

easy to get good patent protection on them.

For functional foods, this is not the case; the

compounds are, for the most part, naturally

occurring and hence non-patentable as such.

One then needs to look into formulation and

use patents. These are traditionally much

weaker patents that the composition of

matter patents that are usually seen in Big

Pharma. Unfortunately, I think Big Nutra is

headed down the same path as Big Pharma.

The protection of IP through litigation seems

to be a prevailing pattern as long as big

money is at stake. I think that the only thing

the nutraceutical sector can learn from this

is to always plan ahead and to patent every

interesting find.

NBT: As the nutra market grows, food

companies are more likely to see near-term

success than drug-oriented ones. Are clinical

trials and analytical science the only benefits

that Big Pharma can bring to the table? And

will that be enough for market success?

AS: I actually disagree with the first statement.

With the growing nutraceutical market

also comes a greater societal demand for

evidence. This is where the nutra and pharma

sector will be converging more and more

in the years to come. We already see the

contours of stricter and stricter codes for

marketing and the types of claims that can be

put forward in the nutra sector. I don’t think

that the pure marketing muscle of the big food

companies is enough in this instance. The

approach that Big Pharma has traditionally

employed — the scientific documentation of

claims — will prevail.

NBT: The Advertising Standards Authority

(ASA) has set up a ‘common pool’ of

experts to specifically analyse cosmetic

advertisements for false or misleading claims,

following a string of adjudications made

recently. With nutra meeting personal care

and pharma meeting nutra, will this be a

cross-industry problem and how can it be

regulated?

AS: We need to remember that in the nutra

and pharma world, we are dealing with the

health of consumers. This, in my opinion, is

no light matter. The market should therefore

have no room for participants that do not

take this seriously. Health claims should

be documented. There are very clear

rules regarding how pharmaceuticals are

documented and marketed. We should work

towards having the same type of rules, albeit

in a lighter version, in the nutra sector. This

work is already under way, but there is still

enough “wriggling” room that companies

that do not take this seriously still are able to

operate.

oPeRATING IN THe WRIGGlING RooM

For more informationAtle SkattebolChief Medical OfficerEPAX ASTel. +47 7013 [email protected]

Continuing to look at the convergence between the pharmaceutical and nutraceutical industries,

Dr Kevin Robinson recently caught up with Dr Atle Skattebol, chief medical officer, EPAX AS, to

discuss some of the issues that are bringing the sectors together … and keeping them apart.

www.dsm.com/human-nutritionwww.qualityforlife.com

The freedom toenjoy dairyImproves health, comfort and wellbeing oflactose-intolerant people

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www.dsm.com/human-nutritionwww.qualityforlife.com

The freedom toenjoy dairyImproves health, comfort and wellbeing oflactose-intolerant people

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30opinion

The advent of the Internet and, in

particular, social media has opened

a global minefield of easily accessed

information. Although this is not the

subject of this article, it is pertinent because

consumers are more aware than ever about

what is available to them and the efficacy and

ethical state of products. The impact of the

fact they are willing to share their opinions with

everyone in their network can determine the

business success of a product or service …

and it is this fact that needs to be considered

most when marketing new products.

Regarding the nutraceutical and functional

foods industries, this savvy purchasing culture

demands products that work and labels

that are clear and which detail exactly what

the product contains and what it does.

Consumers are also wise to marketing

claims and often take them

with more than just a

healthy pinch of salt.

Their indifference

or their dismissal

of a product is

difficult to win back.

People increasingly

rely on personal

recommendation

from peer groups

and consumer

activists. They

trust word of

mouth — far

more than

marketing speak

— to influence

their health and

lifestyle choices.

Entire television programmes (such

as Dr Oz in the USA) and social media

campaigns are now blatantly exposing how

so called “health” supplements don’t work. A

recent university led study conducted in South

Africa shows for example that all omega-3

fatty acid supplements have been measured

and found to be wanting. The result: entire

ranges of products removed from the shelves;

more prevalent consumer dissatisfaction and

distrust. This should send a warning to the

entire alternative health industry who, in the

main, have been used to selling hundreds of

bottles of ineffective products based on hype.

So why do these products more often than

not fail to work or not match up to consumer

expectation? And why is the industry culpable

in perpetuating this state of affairs? The

answers are complex and mostly unpalatable

but they need to be faced — or digested —

before this multibillion dollar industry does

irreparable harms to itself and others.

Historically, marketing and label claims

have been allowed to state benefits of almost

magical proportion. Who wouldn’t want to

improve their mental or sexual prowess, look

like a supermodel, shape up like Mr Universe

or lose two dress sizes in a month — simply

by consuming a pill or drinking a potion

(shake or smoothie)? Science has proved that

natural products do work, if consumed in the

right quantities, but outlandish claims and

unethical practices are and will damage the

industry in the long-term. We can’t just blame

the marketing department though. We also

need to look to the source — the suppliers

of the ‘active’ ingredients — and the lack of

sufficient quantity and quality of the ‘actives’

themselves.

CoNSTANT INDuSTRy TRANSPAReNCy: THe TIMe IS NoWThe phytochemical industry needs to ‘activate itself ’ by instituting ethical self-regulation before

it becomes so sick that it resorts to consuming its rival allopathic medicines. It’s time for the

industry to grow up, own up and take charge of itself, if it is going to survive. Although challenges

abound and complexities rule, there is an irrefutable truth that needs to reign.

All procedures are carried out according to pharmaceutical GMP standards.

ETNOVIA OY | Teollisuustie 16 | FI-60100 Seinäjoki Finland | Tel. +358 6 429 2500 |Fax + 358 6 429 2510

[email protected]

Please visit us at stand 3352 @Vitafoods/Finished Goods Expo in Geneva 22-24 May, or contact us for further information.

Finnish contract manufacturing company with pharmaceutical GMP

● Specialized in powders and granulates packed in sachets● Tablets and hard gelatine capsules● Clinical trial manufacturing

● Late stage customization● Blistering, bottling, re-packaging

All procedures are carried out according to pharmaceutical GMP standards.

ETNOVIA OY | Teollisuustie 16 | FI-60100 Seinäjoki Finland | Tel. +358 6 429 2500 |Fax + 358 6 429 2510

[email protected]

Please visit us at stand 3352 @Vitafoods/Finished Goods Expo in Geneva 22-24 May, or contact us for further information.

Finnish contract manufacturing company with pharmaceutical GMP

● Specialized in powders and granulates packed in sachets● Tablets and hard gelatine capsules● Clinical trial manufacturing

● Late stage customization● Blistering, bottling, re-packaging

Consumers are beginning to read

labels carefully. They are beginning to take

responsibility for their health decisions,

understanding perhaps for the first time

that the need for the right levels of ‘active’

ingredients (phytochemicals) are required

to have the desired effect. And it is here

that the real danger lies. Can you imagine

if the pharmaceutical industry included too

little of the specific ‘curing’ chemical in their

products, rendering said product useless,

causing death (worst case scenario)? The

outrage and the impact would be immediate.

So, when is the phytochemical industry

(from which the pharmaceutical industry

derives its allopathic synthesized molecules)

going to wake up to the need to supply high

efficacy ‘actives’ according to clinically proven

science?

Grist for the MillBy way of example, when analysed by a

leading South African university, two capsules

of DCD Hoodia gordonii extract equating

to 800 mg (containjng 12 mg of P57, the

scientifically researched and quantified active

ingredient) were equal to 164 capsules of a

so called high efficacy Hoodia extract content

proclaimed by a recognized retail brand in

South Africa. In another instance, the USDA

showed that one cup of green tea needs to

contain 1253 ORACS/100 g to be effective.

But the Oxidative Stress laboratory at Cape

Peninsular University of Technology (CPUT)

tested a number of green teas available in

South Africa and these values varied from 250

to 800 ORACS per 100 g. Tea companies

only do a flavour and nose (organoleptic) test

on each batch to make sure the tea tastes

the same; but, at no time do they ever test or

worry about the active that made us desire

to drink that particular tea in the first place. I

know that I am one of many consumers who

have recently noticed how tea seems to be

weaker these days.

There is either a genuine lack of knowledge

on the part of contract manufacturers in terms

of the actives and the science behind them

or, more worryingly, a laissez-faire approach

in general to supplying and accepting

substandard extracts, which is now prompting

governments around the world to get their

acts together. Millions of dollars are spent on

scientific research to determine a plant’s make

up, what the ‘active’ ingredients might be

and how much is needed to be effective. Yet,

when it comes down to it, the right level of

‘active’ is frequently not included. This results

from many reasons, including the following:

• the manufacturer buys the cheapest

extract they can find (no active or very

little active present) just to claim the

product contains it

• the initial extraction process denatures

the ‘actives’ by the use of harmful heat,

oxidation and/or chemicals, whereby

only a fraction of the scientifically proven

dosage is extracted and used

• lack of standardization: the scientifically

quantified clinical dosage that needs to

be the same in every batch isn’t, because

the science is usually conducted on

wild plants; when commercialized, it is

unsustainable, resulting in growing and

using cultivated material wherein the

active content is vastly reduced

• science also determines that a certain

level of ‘active’ is present in the plant,

such that X equals a certain amount

needed to obtain Y effect, deriving a

specific ratio; with the use of cultivated

plants, however, that ratio is no longer

relevant and therefore the ‘actual active’

content is different, which should be

mentioned on the certificate of analysis

(COA) … but often isn’t.

For example, if the ratio is 100:1 (100 kg of

product used to produce 1 kg of extract),

when asked what the ‘active’ content is,

certain extract suppliers are often unable

to quantify. In fact, in some instances when

we have queried the COAs, we have been

given “detectable” as an answer. What does

that mean? From this, I can only determine

that the industry itself does not know the

right questions to ask of suppliers, as the

COAs are often incorrect and frequently

inflated and don’t appear to be challenged.

How is it possible to manufacture and then

sell a product that has an inclusion ratio of

“detectable”? Even worse, and a widespread

practice, is the inclusion of other compounds

not listed on the COA that boost a certain

active count, giving a false reading (when we

performed a fingerprint analysis on a green

tea sample from the Far East, for example,

we found a high ORAC value but almost no

phenolics as the sample contained Black

Wattle — nothing to do with tea).

A Call to ArmsBecause there is no proper industry

regulation, certain regions have been

allowed to enter the market and flood it with

substandard extracts that are, at times,

proven not to even be the plant material from

which the extract has supposedly been taken.

These substandard extracts are delivered

at such cheap prices that not even the best

of intentions can overlook the profit margin

that can be enjoyed by using them. The

result, ethical extractors have stores filled

with excellent products that meet scientific

requirements but that sell very slowly, if at all.

The consumer gets a product that doesn’t

work and the cycle perpetuates. Owing to

the propensity for alternative health products

to fail, consumers will stick with allopathic

medicines and all the associated chemical

toxicities. Surely it would make sense for

manufacturers to make products using the

proper extracts in the first place (that are

still cost-effective to make) and that do not

have a known negative effect on either the

environment or the person for whom they are

intended to help?

The transformation of medicine during the

last 4000 years goes like this:

• 2000 BC: “Here, eat this root.”

• 1000 BC: “That root is heathen. Say this

prayer.”

• 1850 AD: “That prayer is superstition.

Drink this potion.”

• 1940 AD: “That potion is snake oil.

Swallow this antibiotic.”

• 2000 AD: “That antibiotic is artificial. Here,

eat this root.”

Making and selling products that actually

work, and with which consumers can see the

results, would negate the need for enormous

marketing budgets to find new audiences.

Existing consumer baselines would effectively

market your product for you (by word of

mouth), generating natural market expansion.

This would result in a win-win situation, which

is not hypothetical; it is entirely achievable …

but it is not exactly what the pharmaceutical

industry wants to hear right now. I just

worry that if the industry doesn’t open its

ears and take note, there will be massive

regrets in the future. The 21st century is in

our hands and if we can hold farmers of raw

materials, extractors of actives and contract

manufacturers of these products to regulate

themselves, we will have amazing products

that will work as designed. You decide which

option the consumer would ultimately choose

and where the long-term gains are to be had.

For more informationRoy Henderson, CEOGreen Cell Technologies and Dynamic Extractions and FormulationsTel. +27 21 782 [email protected]

32opinion


Non-dairy probiotics since 1980

“Immunity is in the colon,” we claimed it already in 1989. Together with the colonic fl ora, the humoral and the mucosal functions are also very much involved in the whole process. Colonic bacteria are also enzyme factories and these enzymes are playing a very important role in an immune response. Enzymes can spread and can react very quickly, entering into many metabolic and hormonal processes. Some hormonal dysfunctions can be taken care with success with specifi c proteolytic enzymes. This is why we created a very effi cient product well accepted by most of the women from puberty to menopause and beyond: Biolatte LADYZYM.More locally, many women’s ailments, for example vaginal candida, are treated with antibiotics with questionable results. These pathogens can become antibiotic resistant and the infection can spread to the local mucosa. When the mucosal barrier is damaged, there are risks for a long term infection with long term consequences. Therefore, we created a unique (patent pending) vaginal capsule with specifi c strains to control the infections together with a specifi c micro-organism to protect the vaginal mucosa. All this contained in an allergen-free capsule: Biolatte MADAME.Both products have shown to give an high rate of remission and have been extremely well tolerated.Mens sana in corpore sanum...

Visit us at stand 3420 and on www.biolatte.com/ee

WE DO NOT TAKE CARE OF THE COLON ONLY...

Non-dairy probiotics since 1980

“Immunity is in the colon,” we claimed it already in 1989. Together with the colonic fl ora, the humoral and the mucosal functions are also very much involved in the whole process. Colonic bacteria are also enzyme factories and these enzymes are playing a very important role in an immune response. Enzymes can spread and can react very quickly, entering into many metabolic and hormonal processes. Some hormonal dysfunctions can be taken care with success with specifi c proteolytic enzymes. This is why we created a very effi cient product well accepted by most of the women from puberty to menopause and beyond: Biolatte LADYZYM.More locally, many women’s ailments, for example vaginal candida, are treated with antibiotics with questionable results. These pathogens can become antibiotic resistant and the infection can spread to the local mucosa. When the mucosal barrier is damaged, there are risks for a long term infection with long term consequences. Therefore, we created a unique (patent pending) vaginal capsule with specifi c strains to control the infections together with a specifi c micro-organism to protect the vaginal mucosa. All this contained in an allergen-free capsule: Biolatte MADAME.Both products have shown to give an high rate of remission and have been extremely well tolerated.Mens sana in corpore sanum...

Visit us at stand 3420 and on www.biolatte.com/ee

WE DO NOT TAKE CARE OF THE COLON ONLY...


34functional beverages

In Western countries such as Germany, for example, most people

know about marula because of Amarula, a marula distillate-based

liqueur. Amarula has been marketed for several years and became

particularly well known through advertisements linked to the soccer

world cup in 2010. In comparison with Western countries, marula fruit

preparations have been used for centuries in Africa and are closely

connected to the culture of local people. The nutritional and cultural

value of marula fruit has been recognized for generations in Africa and

is one of the most commonly used indigenous wild fruits in the region.

Marula trees are found right across Africa, from Tanzania in the

east, through sub-Saharan Africa to South Africa. The ripe fruit is light

yellow in colour with a leathery skin enclosing white fibrous flesh. This

flesh, which surrounds a large nut used for its oil, is succulent with a

unique acidic and pleasantly refreshing flavour. The fruits are popular

with children and are often consumed straight from the tree providing

a nutritious and refreshing snack. The juice of ripe fruits has been

traditionally prepared in different ways to obtain both alcoholic and

non-alcoholic beverages.2 In southern Africa, marula juice extraction

is primarily done by the women of the household and the trees are

known for their strong cultural significance.3 The marula season starts

after the rainy season during spring, a time of natural plenty, ease

and happiness. During this period, various marula celebrations, so

called marula festivals, take place. Marula wine, Omaongo, plays an

important role and is often offered as a gift to the hosts. The wine is

produced by fermenting marula juice, from which the skin has been

removed and the pulp remains on the seed. The resulting beverage

can be further distilled to produce a strong liqueur.4 The wine, also

sometimes called beer, can be purchased in open markets in Africa

and it is perceived to be a high value product. Along with various non-

alcoholic marula beverages, another popular local product is marula

jelly, which is often added to porridge.5

Our marula story began in northern Namibia several years ago when

we learnt about a women’s co-operative in Owanboland that was

producing oil from marula nuts. The women in the region have used

this oil for centuries as a moisturizer and, today, it can be found in

cosmetic and skincare products across the world. Our attention was

captured and the women of the co-operative then introduced us to

the products that can be made from the refreshing fruit pulp. Trading

marula products is an important income source for many of the women

in the co-operative and they happily relate the impact it has on their

lives and families. As more women saw the benefits of joining the co-

operative and participating in the marula trade, the co-operative grew

and developed, reaching more than 3000 members and impacting on

many more. Selling marula products has changed the lives of many

women and allows them to pay school fees for

their children, pay hospital fees and purchase food.

Another benefit concerns the conservation of the

trees and the women tell us how they now protect

the trees they harvest from, as well as cultivating

new ones. The stories the women tell us about

harvesting marula trees and producing the various

products has inspired us to help grow and promote

this industry.

A key requirement to support the growth of

a potential marula industry is to understand the

marula fruit composition and its beneficial nutritional

effects. In addition, a deep understanding of the

ripening process is necessary to implement quality

control and harvest timelines and procedures,

which comply with industry requirements. Several

scientific studies on marula composition have been

published, investigating the properties of the trees

and the fruits.2,5,6 Those studies that have been

published on marula fruit do not seek to understand the phytochemical

changes that take place during the ripening process of Namibian

marula fruits, nor do they explore how this information can be used to

develop the commercial potential of the fruits. It was very clear to us

that the women of the co-operative have an intricate understanding

of the fruit ripening process and the methods used for processing

MARulA fRuIT: THe NexT BeVeRAGe INNoVATIoNMarula (Sclerocarya birrea) conjures up different memories and images for different people

around the world.

“WHeN I THINK ABouT MARulA, I THINK ABouT All THe HouRS We SPeNT uNDeR THe TRee, ABouT THe RefReSHING JuICe, WHICH I SquISHeD ouT fRoM THe fRuITS DIReCTly INTo My MouTH; I THINK ABouT SuMMeR, fuN, ColouRful DReSSeS AND THe feSTIVAlS.”MApo, 20 yeArS old, owAMBA, NAMiBiA

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36strap


the pulp into various end products. However, this knowledge had not

been applied to the quality control parameters that are necessary to

develop a robust quality assurance programme at the point of harvest.

By correlating the knowledge of the harvesters, and the results of

analytical tests, it can be demonstrated to industry that adequate

quality control based on ripening characteristics can be implemented

to achieve commercial-scale processing. Furthermore, we considered

it crucial to identify parameters that could be tested using technical

expertise and equipment available locally in Namibia.

With a clear understanding of the supply chain in place in Namibia,

we designed our study to investigate the physical (colour, fruit size,

firmness) and phytochemical changes (sugar content, acid content, dry

matter) that occur in the fruits during the ripening process. Samples

from 40 different trees and 8 days of ripening were analysed. The

ripening day as well

as the preferred day

to harvest the fruits

was determined.

It was possible to

define a time period

that was suitable to

process the fresh

fruits into juice,

fermented or non–

fermented, or into

juice concentrates.

When it came to

the identification

of the quality of a

tree and its fruits,

the analytical

results of quality

control parameters

commonly used

in industry were

compared and correlated with the sociocultural parameters traditionally

used by the rural population involved in fruit harvesting and supply.

The colour and the firmness of the fruits change during the ripening

process. When the fruits are ripe and ready to eat, they are soft with

a nice yellow colour. At the same time the fruits develop a special

flavour. These parameters help the harvesters to recognize the best

fruits ready to obtain juice. We found a close correlation between the

analytical definition of ripeness and those fruits that the harvesters in

the field identified as ripe. This indicates the real potential of Namibian

harvesters to act as key quality control assessors in the supply chain

of marula fruits to the international market. Marula fruits from northern

Namibia were found to be an important source of carbohydrates,

antioxidants and minerals. The sugar content is relatively stable

throughout the ripening process and is similar to other fruits such as

mango and pineapple. Besides the nutritional and refreshing benefits,

“WHeN I THINK ABouT MARulA, I THINK ABouT AMARulA, ABouT A NICe eVeNING WITH THe GIRlS, HAVING fuN AND CHATTING ABouT All THe IMPoRTANT ISSueS IN lIfe.”KATie, 20 yeArS old, GerMANy



marula offers interesting flavour properties. The pH, and therefore

acidity, decreases during the ripening process whereas the sugar

content and secondary metabolites increase. This provides the

potential to develop beverages of varying sweet to sour profiles, which

can be customized to meet consumer taste preferences.

These new findings demonstrate a real potential to extend the

supply chain and to start the promotion of marula fruit as the basis

for new, innovative beverage applications. A market study showed

that there is an increasing market for marula beverage formulations.

Marula fruit is already used as the base for juices, teas and other

beverages, bringing a unique and exotic twist to juice mixtures, herbal

infusions and milk-based drinks. It is often found in formulations

with other topical fruits including pineapple, lychee and passion

fruits or with herbs synonymous with Africa such as rooibos and

honey bush.7 Products can be found throughout Africa, Europe and

America. For example, in Brazil several chocolate-based products

with marula aroma were launched in 2008 and 2009 and, during the

same timeframe in the US, ice-cream and jams with marula were

introduced to the market. In Europe, the launch products were mainly

focused around alcoholic beverages, flavoured waters and nectars.

Nevertheless, the total number of products on the market compared

with other tropical fruits, such as pineapple or passion fruit, is still

small. Marula is an exciting, innovative African fruit that combines the

spirit of Africa with great taste and nutritional values. Marula is backed

with a secure, ethical and sustainable supply chain and not only

meets industry and consumer demands but promotes the market for

indigenous African natural products, benefiting rural producers and

their communities.

For more informationSybille Buchwald-Werner, founder and managing director, and Cynthia Suarez, scientific managerVital Solutions GmbHHausinger Strasse 4-8, D-40764 Langenfeld, Germany.Tel. +49 2173 1098 202. [email protected]

Katie Beckett, scientific managerPhytoTrade Africa. 5 Calvert Avenue, London, E2 7JP, UK.Tel. +44 207 739 8822. [email protected]

References1. F. Gous, et al., “Selection and Processing of Marula Fruit (Sclerocarya birrea subsp.

caffra), Lebensm.-Wiss. u.-Technol. 21, 259–266 (1988).2. S.E. Shackleton, et al., “A Summary of Knowledge on Sclerocarya birrea subsp.

caffra with Emphasis on its Importance as a Non-Timber Forest Product in South and Southern Africa, Part 1: Taxonomy, Ecology, Traditional Uses and Role in Rural Livelihoods,” Southern African Forestry Journal 196, 67–78 (2002)

3. A. Botelle, A History of Marula Use in North-Central Namibia, Eudafano Women’s Cooperative Ltd and CRIAA SA-DC (Windhoek, Namibia, 2001).

4. J. Hall, “Sclerocarya birrea (A. Rich.) Hoscht,” in L. Oyen, and R. Lemmens, Eds., Plant Resources of Tropical Africa, Precursor (PROTA Programme, Wageningen, the Netherlands, 2002) pp 127–131.

5. E. Palmer and N. Pitman, Trees of Southern Africa (Balkema, Cape Town, South Africa, 1972–1974) pp 1188–1193.

6. N. Dlamini and S. Dube, Studies on the Physiochemical, Nutritional and Microbiological Changes During the Traditional Preparation of Marula Wine in Gwanda, Zimbabwe,” Nutrition and Food Science 38(1), 61–69. (2008).

7. Mintel GNPD: www.gnpd.com/sinatra/gnpd/frontpage/ (July 2011).

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We’re taking a (super)critical look at extract quality

FLAVEX® Naturextrakte GmbH · [email protected] · www.flavex.com

A5 quer-4c-D-F-E:Layout 1 07.09.2010 15:23 Uhr Seite 3


With life expectancy on the increase, the current focus for

many people is on how to live a healthy and active life

for longer. In the same way, wellness is no longer seen

merely as the absence of disease, but as a condition that

individuals can play an active role in creating for themselves. A key threat

to our ability to stay healthy and active as we grow older is muscle wast-

age (sarcopenia), resulting in loss of strength, mobility and functionality.

A moderately active lifestyle, combined with an optimal intake of protein,

helps to slow muscle wastage in later life. However, as lifestyles become

ever more hectic, time-poor consumers are looking for convenient ways

to achieve a healthy diet. Thanks to research and development, whey

protein fortified beverages can now offer appetizing solutions to meet

these consumer demands.

Muscle Mass Decline Through AgeingAs adults enter the fifth decade of life, they begin to experience a slow

rate of decline in overall muscle tone and strength — as well as bone

density — affecting mobility and quality of life. Protein tissue accounts

for approximately 30% of whole-body tissue. However, by the age of

70, this can decline to 20% or less. Maintaining muscle mass and bone

density throughout life therefore become critical to our ability to lead a

healthy and active lifestyle for longer.

Protein and Healthy AgeingProteins are required to repair tissue and sustain muscle growth, as

well as provide energy and function in many other important biological

processes. As large molecules, they are broken down upon digestion

into smaller clusters of amino acids. They are then absorbed by the

body and used to make new proteins that, in turn, become the building

blocks of muscle fibres. As EFSA has recently recognized, protein

plays a key role in “promoting protein synthesis,” which enables the

reconstruction and repair of muscle proteins. It also acknowledges

that: “healthy ageing requires the maintenance of bone density. Protein

is required for the maximum effectiveness of calcium in the remodelling

of the bone matrix.”

As we grow older, our metabolism slows down. This has led to

suggestions that the recommended daily protein needs for older

people (entering the fifth decade of life) should be higher, as compared

with the 0.8 g/kg/d protein recommended for adults in their prime.

One strategy to stimulate muscle protein synthesis to its highest is

the intake of fast-digesting high quality proteins. Nutritional support

through the consumption of the right balance of high quality proteins

with every meal can be an essential dietary requirement for those

people who want to follow and maintain an active and healthy lifestyle

for longer.


Suzane Leser, nutrition manager for lifestyle

nutrition at Volac, highlights the long-term

advantages of whey protein in wellness

drinks.

THe WHey To loNG-TeRM WellNeSS


Why Whey? Derived from milk, whey protein is, biologically, a high-value protein; it

contains one of the highest natural concentrations of branched-chain

amino acids (BCAAs), which are necessary as building blocks for the

synthesis of new proteins and, therefore, muscle. Whey protein also

contains a high level of the BCAA leucine — an amino acid that plays

a key role in triggering muscle protein synthesis. It can be more easily

digested and absorbed by the body than many other proteins. This

can be helpful for those over the age of 50 as the metabolism and thus

the rate of muscle protein synthesis slows down. Easily digested and

fast acting, whey protein has a key role to play in promoting muscle

synthesis and, therefore, in protecting the body from the loss of muscle

mass in later life.

Active Lifestyles Demand ConvenienceIn 2011, 868,000 people in the UK will reach 50 years of age; that’s

32,000 people more than in 2010. Evidence suggests that a significant

proportion of the over-50 population is committed to leading an active

life for longer. Data from the 2008 London Marathon revealed that

almost 60% of the 34,500 runners were over 35 years old, and nearly

3% (over 1000 participants) were aged over 60 years. In addition, a

BUPA survey published in 2011 suggests that nearly a quarter of over-

60s work out at least five times a week. As their protein requirement

increases with age, maintaining an optimal intake of high quality protein

is important to this segment of the population who are committed to

maintaining an active lifestyle. However, consuming a healthy balanced

diet whilst pursuing an active lifestyle and meeting the pressures of

work, although essential, is not so easy.

In this environment, such consumers are constantly searching for

ways to successfully manage their lifestyles and are therefore open to

new product choices that will help them to stay healthy and active for

longer. Whey protein provides the consumer with a busy and active

lifestyle the opportunity to maintain that lifestyle for longer — by not

only helping to maintain muscles, but also contributing to reduce

sugar and fat intake in meals and snacks. This provides potentially

rich pickings for innovative manufacturers to develop products that

can provide consumers with the optimal nutritional balance whilst

combining taste and convenience.

Overcoming the Challenges of ManufacturingUntil recently, the addition of whey protein to clear beverages has not

been without its challenges. A protein

that withstands pasteurization and

remains clear in solution throughout

the shelf-life of a typical near-water

beverage has been the subject of

much research and development.

Volac, however, has answered

the processing critics with the

development of Volactive Hydrapro

— an enhanced, fat-free whey

protein isolate that combines high

solubility with heat stability and

a long shelf-life. This enables

manufacturers to combine the

benefits of this high quality whey

protein with carbohydrates and

fluids in a clear, convenient and

refreshing beverage.

ConclusionAs we seek to live active and healthy lifestyles

for longer, consuming high quality proteins, such as whey protein,

becomes vital. However, with hectic lifestyles continuing into the over-

60s and beyond, consumers require convenience. With the barriers to

using whey protein in a ready-to-drink format now overcome by the

development of Volactive Hydrapro, manufacturers of wellness drinks

can now offer whey protein in a refreshing on-the-go format that will

enable consumers to achieve a balanced diet containing adequate

amounts of protein for long-term muscle and bone health whilst

pursuing a busy and active lifestyle.

For more informationSuzane LeserNutrition Manager, Lifestyle NutritionVolacTel. +44 1223 208 [email protected]

Suzane Leser


High cholesterol is linked with cardiovascular disease (CVD) and,

as such, is one of the most pressing global health concerns.

This means that a clinically proven health benefit linked to

cholesterol reduction is one of the strongest features an ingredient can

have. We all know that heart disease is a big problem in Europe, with

CVD causing two million deaths each year in the 27 countries of the

European Union. This is 42% of all deaths and costs the EU economy

an estimated €192 billion a year.1

CVD: Causes and Potential SolutionsThere are many different types of CVD, all with different causes.

However, the majority are related to atherosclerosis, which is a

condition in which cholesterol, fat and fibrous tissue build up in artery

walls. In coronary heart disease (CHD), the arteries that supply blood to

the heart are narrowed. Risk of CHD increases according to a number

of factors. These include heredity, male gender, advancing age,

smoking, obesity, diabetes, lack of physical activity and high blood

pressure. However, a high blood cholesterol level is also a significant

risk factor. Cholesterol itself is an essential part of our body’s cells. It is

produced within the body and transported as part of special particles

called lipoproteins, which have several different properties (for example

low-density lipoprotein [LDL] and high-density lipoprotein [HDL]).

Cholesterol can also be absorbed from food, and if we eat a diet

including excessive saturated fat, we can develop a higher proportion

of low-density lipoprotein (LDL) cholesterol — which is strongly

linked to the development of atherosclerosis and an increased risk of

CVD. The most important common-sense dietary method to lower

cholesterol is to reduce the amount of saturated fat consumed, but we

can also reduce cholesterol by increasing our intake of certain foods.

Clinically Proven to Lower LDL CholesterolPlant sterols are clinically proven to lower LDL cholesterol, the form

associated with heart disease, without impacting on ‘good’ HDL

cholesterol.2 Studies have demonstrated an 8–15% reduction in LDL

cholesterol, with no adverse effects. Plant sterols, also known as

phytosterols, occur naturally in a range of plants. Fruit and vegetables,

breads, other whole grain products and most vegetable oils contain

some plant sterols. The main problem is that it is difficult to consume

enough of these foods every day to take in sufficient plant sterols to

maintain normal cholesterol levels — so one way to get an effective

amount is by consuming plant sterols that have been added as a

functional ingredient.

One such ingredient is Cargill’s CoroWise, a non-GMO plant extract

that can be added to low fat and fat-free milk-based drinks without

affecting the flavour or texture. An example of CoroWise being used as

an ingredient in milk is Avonmore Heart Active milk from Glanbia. This

was launched in Ireland towards the end of January this year, where

Avonmore is the number one brand, and was backed by a television

advertising campaign. Sales are reported to be going well.

Using Sterols in Dairy Food ProductsCoroWise can also be used in milk-based fruit, soya and yoghurt

drinks, providing them with a fresh clean taste and smooth texture.

Other permitted applications (accepted as a novel food ingredient by

the EU3) include the following:

• yellow fat spreads, excluding cooking and frying fats and butter or

other animal fat-based spreads

• salad dressings, including mayonnaise and spicy sauces

• cheese-type products

with a fat content of less

than 12 g per 100 g, in

which milk fat and/or

protein has been partly

or fully replaced by

vegetable fat or protein

• rice milk

• rye bread.

CoroWise is

available in

CHoleSTeRol ReDuCTIoN IN BeVeRAGeS AND SPReADSAs consumers look for healthy food and drink options, Olivier du Châtelier, business

development manager, Cargill Health and Nutrition EMEA, explains below how plant sterols

can help to deliver a valuable health benefit in dairy beverages and other products.



powder, ester (used for oil-based applications) and

aqueous dispersible forms for maximum flexibility.

The innovative ES-101E plant sterol powder can

be used in dairy and non-dairy beverages and via

the fruit preparation/flavouring base for yoghurt/

yoghurt drinks. It does not affect taste and includes

a higher concentration of plant sterols than any

steryl esters instant version. It also contributes

half the calories, with ES-101E at 185 kCal/100 g

compared with the water dispersible steryl esters

version at 370 kCal/100 g. ES-101E is much easier

to handle and incorporate in high concentrations

compared with steryl esters and can be stored at

room temperature.

Heart Health Products Continue to GrowThe demand for heart health products is growing,

demonstrated by the number of new products

launched in the heart health functional food

category. According to market researchers, Innova,

in 2009 there were a total of 233 products launched

across the EU with a heart health claim, 163 in the

food category and 70 in the beverages category.

The figures from Innova also show the sterol-

enriched food market, too, is booming. Around €1.2

billion of sterol fortified foods were sold in 2011

across the key markets of the EU, Australia, Japan

and the US, with annual growth averaging 5–8% in the EU.

ConclusionPlant sterols are clinically proven in a number of studies

to reduce LDL cholesterol. Cargill’s CoroWise creates

new possibilities for delivering proven cholesterol lowering

benefits in functional beverages and other foods without

affecting appearance, taste or aroma. Under current EC

health claim regulations, food manufacturers can claim that

products containing CoroWise may help to maintain a healthy

cholesterol level, thus contributing to heart health.4

41

References1. The European Heart Network, European Cardiovascular Disease

Statistics 2008 (www.ehnheart.org).2. www.efsa.europa.eu/EFSA/efsa_

locale-1178620753812_1211902054931.htm.3. Foods with Added Phytosterols as per Commission Decisions

2004/333/EC to 2004/336/EC.4. http://eurlex.europa.eu/LexUriServ/LexUriServ.do?uri=OJ:L:2009:

277:0003:0012:EN:PDF

For more informationOlivier du ChâtelierBusiness Development ManagerCargill Health and Nutrition [email protected]

functional beverages

Bioriginal Europe/Asia BVBosland 40, 3258 AC

Den Bommel, Netherlandswww.BioMegaSDA.com

[email protected]

At Vitafoods Europe 2012 Bioriginal will introduce a few emulsion concepts. Please visit our stand and taste the new emulsions. By tasti ng this new health concept you have the chance to win an original Bioriginal bike. Bioriginal helps to improve your healthy lifestyle. Vitafoods Europe, May 22-24, Geneva. Standnumber 1243.

Customer recipe opti ons are:• Essenti al Fatt y Acids: the full Bioriginal range of marine and plant bases oils can be included (e.g. Fish oils, Flaxseed oil, Evening Primrose oil and combinati ons of these)• Various (natural) fl avour opti ons• Vitamins additi on(s)• Diff erent sweetener opti ons

More effi cent uptake of EPA & DHA from Emulsions

400%

300%

200%

100%

0%EPA+DHA through oil

EPA+DHA throughemulsions

EPA+DHA through capsules

Bioriginal emulsionsBioriginal is proud to present a new product range:

A market innovati on to att ract new supplement consumers. Bioriginal emulsions bring a new opti on of consuming Essenti al Fatt y acids (Omega’s) in an easy and pleasant way. The emulsions have a great taste and a smooth and creamy texture. There are several opti ons for health/nutrient claims: • Daily serving provides high amount of Omega’s.• The emulsions bring higher bioavailability than current delivery forms (see fi gure below).

At Vitafoods Europe 2012 Bioriginal will introduce a few emulsion concepts. Please visit our stand and taste the new emulsions. By tasti ng this new health concept you have the chance to win an original Bioriginal bike.

Bioriginal helps to improve your healthy lifestyle.

Vitafoods Europe, May 22-24, Geneva. Standnumber 1243.


42 functional beverages

The largest nutraceutical soft drinks market is that of Japan ($8.3

billion in 2008), followed by the US ($6.2 billion). In Europe, the

largest market is the UK ($3.1 billion in 2008), which is twice

as large as the German market. Both these countries have enjoyed

superior growth rates because of their strong interest in personal

health issues and their openness to new products. The biggest

growths in the next few years are now expected to be in Spain and

France.

With time, the nutraceutical soft drinks market has diversified and

now offers a tremendous number of different products. Originally

featuring energy drinks, then sports drinks, it has expanded to

include functional dairy drinks (probiotics, yoghurt drinks) and now

includes many other types of functional drinks such as soy and other

non-dairy drinks, juices, healthful sodas, enhanced water, tea and

coffee. The growth of the functional drinks market has encouraged

levels of innovation and new product development that are probably

unmatched in any other consumer packaged goods sector. Although

energy drinks and sports drinks still accounted for more than 50% of

new functional drinks in 2009, many other functional benefit trends are

emerging. New products now target heart health, digestion, beauty,

brain function, bone and joint health, immunity, weight control and

stress management.

Relaxation Drinks: A Growing Trend Antienergy drinks have also been carving out an attractive niche in

recent years. These new functional drinks, also called antienergy

or alertness drinks, are formulated to help people unwind or focus

better. The first relaxation drinks emerged in Japan in 2005. They

quickly spread to the US: 127 million litres were sold on the US

market in 2010, which is actually twice what it was in 2008. In the

past 3 years, nearly 100 new relaxation drinks — including different

sizes and flavours — have appeared on the US market, according to

Datamonitor. This new trend in the beverage market has started to

emerge in other geographies too, such as the EU.

At a time of growing health consciousness, more and more

consumers are reaching for drinks that they consider to be

healthier, while turning away from carbonated soft drinks. As

US consumption trends show that Americans are always willing to try

new products, relaxation drinks are set to gain further market share

during the next decade. By 2014, US volume sales of relaxation drinks

will exceed 300 million litres, according to Zenith International experts.

Such products should also see significant growth in the European

market, benefiting from the expected growth of the functional drinks

market in that area.

Relaxation Drinks Ingredients Relaxation drinks contain ingredients that are likely to promote sleep

or reduce anxiety. The very first antistress drinks were formulated with

GABA (gamma amino butyric acid), a neurotransmitter with a relaxing

and tranquilizing effect. Other common active ingredients found in

relaxation drinks are melatonin, a hormone that has been shown to aid

sleep and fight insomnia, L-theanine, an amino acid primarily found in

green tea that promotes relaxation; B vitamins and minerals such as

potassium, which is associated with muscle relaxation. Another angle

that has been pursued under the relaxation banner is that of natural

antistress drinks, mainly featuring herb extracts. Although most of

these new drinks have not undergone clinical trials as such, at least

some of their ingredients have been shown to be effective. However,

these ingredients are often used at levels that may be too low to be

effective.

THe RISe of RelAxATIoN DRINKSThe nutraceutical soft drink market has been growing at an impressive rate during the last

few years (just below 10% per year since 2003); this growth is expected to continue for the

next 5 years at least.

An Effective Stress Relief IngredientLactium is a GRAS, patented, 100% natural ingredient based on a milk protein

hydrolysate that contains a bioactive peptide and is proven to help manage stress. This

ready-to-use ingredient can be incorporated into liquid matrixes at the recommended

dosages. Moreover, it is suitable for the formulation of translucent beverages. Lactium

does not suppress stress factors but helps consumers to deal with occasional or

everyday stress, decreasing stress-related symptoms such as sleep disorders, impaired

memory and concentration, mood disorders and weight gain, for example. Discovered by

Ingredia Nutritional’s R&D team, in collaboration with academic research a decade ago,

the soothing properties of Lactium have been assessed by numerous clinical studies.

Indeed, it has been clinically proven that Lactium reduces stress-related symptoms,

based both on individual statements and physiological stress parameter measurements.

Clinical Evidence of Stress-Moderating PropertiesLactium’s efficacy has been assessed at different daily intakes and during short and

long periods of use. An initial study assessed the effect of a daily intake of 150 mg of

Lactium compared with a placebo for 30 days on stress reactivity in healthy subjects.

Results revealed that blood pressure reactivity after mental stress was lowered by a daily

oral intake of 150 mg of Lactium for 30 days. This effect was particularly significant in

high stress responders. This study demonstrated Lactium’s efficacy compared with a

placebo for chronic stress management when used for at least 30 days. Another study,

performed in the Clinical Investigation Center of Necker-Enfants Malades Hospital (Paris,

France) focused on evaluating the effects of a high intake of Lactium (400–800 mg) on

physiological responses to stress in acute conditions. Results showed that Lactium

consumption regulated haemodynamic parameters during stress tasks, when compared

with a placebo. This study highlighted Lactium’s ability to help consumers deal with

acute stress. A study performed on females with stress-related symptoms aimed to

investigate whether a daily intake of 150 mg Lactium for 30 days would modify various

stress-related symptoms in physiological, psychological and social areas. After the 30-

day supplementation, Lactium (150 mg/day) induced significant improvements in five

areas: digestive, cardiovascular, intellectual, emotional and social troubles for the subjects

who showed the highest intensities of their major symptoms. This study showed that

Lactium has a true stress-relief efficacy on stressed people. An additional study evaluated

the efficacy of Lactium intake for 28 days on sleep disorders, based on the fact that the

most commonly occurring forms of chronic insomnia are associated with stress, anxiety

and mild depression. The Lactium or placebo products were consumed daily for 28

days and subjects assessed their sleeping-disorder improvement by filling in a self-rating

questionnaire. Lactium showed a positive impact on sleep quality, sleep latency and

daytime dysfunction. As a consequence, Lactium can be used in the formulation of sleep

quality improvement products. The most recent study aimed to determine the effect of

mild (14 days) and long-term (42 days) consumption of 150 mg and 300 mg of Lactium,

respectively, in healthy subjects when submitted to stress. In addition to the positive

effect of Lactium on haemodynamic parameters at a daily intake of 150 mg, which was

confirmed, its efficacy was also proven for a daily intake of 300 mg during 15 days. These

soothing properties were measured using both physiological parameters, such as systolic

“AT A TIMe of GRoWING HeAlTH CoNSCIouSNeSS,MoRe AND MoRe CoNSuMeRS ARe ReACHING foRDRINKS THAT THey CoNSIDeR To Be HeAlTHIeR, WHIleTuRNING AWAy fRoM CARBoNATeD SofT DRINKS.”



blood pressure and heart rate (Figures 1 and 2) and

level of anxiety (Figure 3). This study demonstrates

the efficacy of a daily intake of 300 mg of Lactium on

acute stress management when used for at least 14

days.

A Range of Innovative Concepts By combining clinically proven soothing properties,

both in acute and chronic stress conditions, and

a remarkable industrial flexibility, Lactium offers

multiple options for the formulation of relaxing drinks,

backed with persuasive communication towards

consumers. Depending on Lactium’s dosage and

period of use, such beverages can be designed

for stress prevention (150 mg/day), chronic stress

management (300 mg/day) or acute stress relief

(600 mg/day). Always willing to help its customers

innovate and find new market opportunities, Ingredia

Nutritional has imagined a full range of Lactium-based

relaxing drink concepts. This portfolio of finished

products comprises ten relaxing drinks that target the

Serenity family: a representative, modern, Western-

type household composed of two active adults, one

teenager and one child. Each member of the Serenity

family is likely to face stressful situations at work, at

home or at school. Unfortunately, it only takes one

stressed person to impair the quality of life of his/her

whole family.

Those functional drinks are designed to preserve

the quality of life of the Serenity family by helping

one or several members control or even prevent

stress. The time of recommended intake can also

differ depending on the targeted benefit: in the

morning to stay calm all day, at night to promote

sleep, to help stop snacking or quitting smoking

without stress, to promote certain skills or for an

immediate soothing effect etc. Each concept of this

range has been carefully considered to be specifically

adapted to the expected population and benefit.

This innovative range includes soda cans to help

cope with acute stress, “good night” milky shots to

fight chronic sleeping disorders, soothing syrup for

children and an “easy detox” beverage to deal with

tobacco-withdrawal symptoms — all providing the

correct amount of Lactium. The turnkey concepts of

this range can all be used as is or be customized in

terms of flavouring, packaging, etc. Besides, they are

also meant to be a source of inspiration for Ingredia

Nutritional customers. In all cases, this concept

range aims to helping them make the best of this

remarkable ingredient and launch innovative products

that keep them one step ahead of their competitors.

For more informationHarmony VilleminProduct ManagerIDI Inc. (Ingredia Group)[email protected]

4

2

0

#2

#4

#6V1 V2 V3

STA

I Sco

reVa

riatio

ns (V

n V

1)

Figure 3: STAI questionnaire scores recorded during the study.

Placebo (N=52)Lactium 300mg (N=55)

Varia

tion

bet

wee

n th

e av

erag

e H

R o

n S

1-S

5 an

d t

he r

est

valu

eVa

riatio

ns (V

n-V

1)

Figure 2: Variation in heart rate in stress and rest situations.

2

0

-2

-4

-6

-8V1 V2 V3


2

0

-2

-4

-6

-8V1 V2 V3

Varia

tion

bet

wee

n th

e av

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e S

BP

on

S1-

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and

the

res

t va

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Varia

tions

(Vn-

V1)

Figure 1: Variation in systolic blood pressure (SBP) in stress and rest situations.


As healthy consumers become more aware of the benefits of

sports nutrition, drinks manufacturers have been quick to

ride the sports fever wave and find innovative solutions for

formulation. In particular, the advantages of consuming protein are

becoming more appreciated, and manufacturers are looking at different

ways of incorporating proteins into beverages.

Protein PowerSales of sports drinks have increased steadily since 2009, with new

figures showing that worldwide sales reached 15,000 litres in 2011.1

Sports drinks have now shed their ‘bodybuilder’ image as recently

launched products aim to attract not only elite athletes, but sports

enthusiasts of all levels. Drinks manufacturers are shifting their attention

to protein-fortified sports beverages as the potential benefits of protein

are becoming well documented and its important role in muscle

synthesis takes centre stage. Protein molecules contain branched

chain amino acids called leucines, which may help to support muscle

growth and development by stimulating muscle protein synthesis.

Consumers are being encouraged to increase protein intake, and the

Food Standards Authority in the UK now recommends a daily intake of

55 g of protein to maintain a healthy diet.2

Preparing for SuccessAthletes must consider their pre-, during and post-exercise nutritional

requirements. To prepare their bodies for a workout, athletes consume

protein to increase the amount of amino acids available to muscles

during exercise.

Recovery TimeAfter exercise, athletes need to increase their levels of key nutrients

to boost immunity and to prevent oxidative muscle stress. Again,

protein plays a pivotal role in the recovery phase as it can help to repair

muscle tissue and build muscle mass. Drinks manufacturers have

often been presented with challenges when formulating with protein

in sports beverages. To overcome this, manufacturers are innovating

with ingredient solutions. ADM, for example, has recently launched

CLARISOY to help add protein to clear beverages that would ordinarily

cloud. A transparent, isolated soy protein, CLARISOY is the world’s

premier plant-based protein to provide clarity and 100% solubility in

sports drinks. CLARISOY 100 is the first product in the range and

offers manufacturers the ability to deliver five or more grams of protein

per serving in transparent beverages with a pH of less than 4.0.

The FutureConsumer demand remains high for convenient sports beverages with

specific functionality. There are a wide variety of ingredients that can be

easily formulated into sports beverages, and tailored to suit the needs

of athletes at different stages of exercise. Recent innovations in the

sports nutrition market, and a continued growth in the number of non-

elite athlete consumers, mean the sector is set for sustained success.

GoING foR GolDInterest in sport is higher than ever this summer. Consumers are increasingly looking to mimic

the success of their heroes and there is growing interest in sports nutrition — an important

part of the training process — as a result.

References1. Euromonitor, Sports and Energy Drinks Market Sizes (January 2012).2. Food Standards Agency, FSA Nutrient and Food Based Guidelines for UK

Institutions (2006).

For more informationBruce BennettGeneral Manager, ADM Specialty Products — OilseedsADM International SàrlA One Business CenterZA Vers de la Pièce, Route de l’EtrazCH-1180 Rolle, Switzerland.Tel. + 41 21 702 [email protected]




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48functional ingredients

Stevia extract sweetener has been known and used for hundreds

of years in South America and has been approved for use

in foods and beverages for more than 40 years in Japan.

Purified steviol glycosides are now approved as safe, high-potency

natural sweeteners by regulatory boards worldwide. Their main

benefits incorporate high stability at high temperatures, including UHT

processes, stability across a wide pH range (3–8) and suitability for

products with a long shelf-life. What’s more, they offer a non-toxic,

non-carcinogenic, plaque-retardant, anticaries, low Glycaemic Index

(GI), natural sweetening alternative that enables the development of

products with significant sugar and calorie reduction.

In the first part of this article, we explained the origin of steviol

glycosides, why stevia-based sweeteners hold new promise for

natural high intensive sweeteners (HIS) and presented the benefits

of steviol glycoside in creating reduced-sugar, naturally sweetened

products. We also examined the challenges associated with replacing

sugar and formulating with this natural sweetener, including replacing

the bulk of sugar and overcoming the absence of its contribution to

formulation. We demonstrated the flavour profile and characteristics of

steviol glycosides, including off notes that may be described as bitter/

liquorish/metallic and the lingering aftertaste. We also indicated that

a good means of overcoming such challenges is combining steviol

glycosides with other sweeteners and that particularly successful

results are achieved when combining them with fructose.

Fructose (ß-D-fructopyranose), also known as fruit sugar or

laevulose, is a simple carbohydrate. Found mainly in fruits and

root vegetables, it is a highly soluble sugar (80% at 20 °C) and is

characterized by a high relative sweetening value (RSV) of 1.2–1.7

(sucrose RSV=1), which depends principally on temperature and pH

conditions. The lower the temperature and pH, the higher the fructose

RSV will be. Therefore, a fructose RSV of 1.7 may be obtained by

using fructose in food and beverages such as yoghurts and fruit juices,

which are characterized by a low pH and consumed chilled.

Fructose’s key features include a high level of sweetness, flavour-

enhancement capabilities, ingredient synergy, shelf-life stability, high

solubility, browning, humectancy, a high freezing point depression

and a low viscosity level. This unique combination makes it an ideal

ingredient for lower-calorie food formulations. Fructose has been found

to have a low Glycaemic Index (Gl=20), with a slow release of energy

that is not insulin dependent and its low water activity level increases

shelf-life and improves texture and mouthfeel.

Fructose’s various sweetening characteristics come into play

when attempting to formulate for different applications. For example,

in carbonated soft drinks, fruit beverages and fruit preparations,

fructose can offer potential calorie reductions of 15–20%. In addition

to intensifying fruity flavours, fructose also shows special flavour-

enhancing interactions, enabling the formulation of quality fruit-

flavoured beverages. In frozen dairy applications, its high freezing point

depression ability enables the formulation of softer, ‘spoonable’ and

‘creamy’ ice creams. In bakery applications, the water activity (aw)

decreases by up to 0.05 when 30% of the sugar content is replaced

with fructose, improving the baking process and assuring a longer

shelf-life.

The potential of combining sweeteners to achieve optimal flavours

is proving invaluable to food and beverage developers. The impact of

these combinations has various possible explanations, for example

the effect created when complementary taste profiles are combined.

When a number of sweeteners, each of which possesses different

qualities, are mixed, it is possible to identify the characteristics of each

component, but individual qualities are expressed to a lesser intensity.

Formulating with just one sweetener will require high dosages of the

HIS, meaning that its more intensive off-notes will be noticed. Mixing

high-intensity sweeteners enables the creation of additional flavours

that go beyond sweetness, such as bitterness, liquorish flavours,

cooling effects and metallic or soap-like tastes. Combining several

high-intensity sweeteners may help to dilute off-tastes.

Another potential benefit to be gained by using combinations of

two or more sweeteners relates to the sequence of sweetening and

flavour appearance. This can be seen when one ingredient appears

first, or lasts longer, whereas another has a later onset or ends earlier.

In such a case, the combination of both ingredients complements the

sweetness profile, ensuring a harmonious flavour. This phenomenon

also provides an excellent means of achieving sugar-like tastes in

reduced sugar or sugar-free products.

Fructose has been found to possess characteristics that make it a

particularly effective ingredient when combined with other sweeteners,

particularly steviol glycosides. When the latter are combined with

fructose, the previously mentioned phenomena are expressed to

particularly good effect. To achieve the required sweetness level, both

sweeteners are used in lower dosages and, as a result, the steviol

glycosides’ ‘off notes’ are reduced dramatically, their lingering taste is

suppressed and the overall flavour of the product is greatly improved.

Fructose has a unique sweetness profile: rapid appearance and short

duration. When considering Figure 1, it becomes clear that combining

fructose with other sugars such as sucrose can result in improved

sweetening characteristics.

Moreover, when fructose is combined with steviol glycosides, its

rapid sweetness appearance balances their relatively late onset,

preventing ‘emptiness’ in the initial sweet sensation and balancing

the overall product’s sweetness flavour. The late onset of steviol

glycosides is compensated by the rapid appearance of fructose and

any sweetness drop is accommodated by the continuity of sucrose’s

sweetness sensation.

The rapid appearance of fructose is believed to activate the

taste sensors and allow the flavours in formulations to be better

expressed. Furthermore, fructose’s sweetness profile is harmonious

STReNGTH IN NuMBeRSPart 2

Figure 1: The sweetness response of different sugars.

Fructose

Sucrose

Dextrose

TIME

INTE

NSI

TY

Download your FREE Tech Paper "In Demand Nutrients Targeting Weight Management" at fortitech.com/weight

©2012 Fortitech, Inc. All Rights Reserved.

tel +45 58 24 05 00 email [email protected] blog fortitalk.com

Food & Beverage Custom Fortification is the Key. As the epidemic of obesity and related health conditions continues to worsen worldwide, consumers are looking to nutrition as a safe, effective way to lose weight and make healthy lifestyle changes. Offering expert consultation and the industry’s highest quality custom nutrient premixes, Fortitech can help you quickly transform and develop products to seize this opportunity. Any nutrient. Any application. Anywhere in the world.

WEIGHT MANAGEMENT MEANS OPPORTUNITY

TRANSFORM

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Download your FREE Tech Paper "In Demand Nutrients Targeting Weight Management" at fortitech.com/weight

©2012 Fortitech, Inc. All Rights Reserved.

tel +45 58 24 05 00 email [email protected] blog fortitalk.com

Food & Beverage Custom Fortification is the Key. As the epidemic of obesity and related health conditions continues to worsen worldwide, consumers are looking to nutrition as a safe, effective way to lose weight and make healthy lifestyle changes. Offering expert consultation and the industry’s highest quality custom nutrient premixes, Fortitech can help you quickly transform and develop products to seize this opportunity. Any nutrient. Any application. Anywhere in the world.

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with that of steviol glycosides, particularly considering their key

formulating drawbacks; a lack of mouthfeel and lingering taste.

The additional incorporation of soluble fibres such as inulin, FOS

(fructo-oligosaccharides), polydextrose or gums can further enhance

mouthfeel to more closely imitate a real sugar taste. Blends that

combine steviol glycosides with fructose have proved to be particularly

successful, owing to their ability to significantly reduce calories and

sugar and still offer a natural, sweet-tasting solution.

Many successful applications have employed the use of sweetening

blends containing sucrose, fructose and steviol glycosides to obtain a

30–70% sucrose reduction without necessitating the addition of any

sweetening enhancers or masking agents. As with any truly successful

sweetening synergy the combination of sweeteners must consider the

overall flavour profile of a product, incorporating bitterness, sourness,

acidity and more. Galam’s food and beverage application teams have

found the steviol glycosides/fructose combination to work across

a number of applications. In fruit preparations an optimal balance

between sweetness and sourness can be achieved to help to reduce

aftertastes and remove the need for masking agents. In dairy products

the lack of mouthfeel resulting from sugar and fat reduction can be

overcome and in yoghurt applications the combination can reduce

bitterness and aftertaste. Furthermore, cocoa-based drinks benefit

from improved sweetness intensity and enhanced original flavour.

Tables I and II are two examples of formulations in which

combinations of crystalline fructose and steviol glycosides replaced

significant amounts of sugar. In the first, Galam’s sweetening

experts were required to reduce the sugar content of an iced coffee

formulation; they managed to reduce 56% of the sugars in addition to

achieving a sugar-like sweet taste and fullness for the new formulated

product by replacing sugar with fruitose (Galam’s crystalline fructose)

and stevia. Such a product provides an ideal example of the impact of

the synergy between the two natural sweeteners.

The beverage market sector is a very important one to stevia

sweetened products — and it has experienced a significant annual

growth in countries where steviol glycosides have been approved.

Galam’s sweetening experts responded to the challenge of

reformulating various fruit-flavoured soft drinks by significantly reducing

the sugars (by approximately 50%), without affecting the sweetness

level or flavour.

The principal aim of sweetening blends is to provide maximum

sweetness in minimum quantities and achieve a sugar-like taste.

However, this is an intricate process and every application and

formulation carries its own unique challenges. The task is made

particularly complex because sweetness levels are not the only factor

influenced when sweetening ingredients are introduced. Manufacturers

across every food and beverage category are concerned with the

technological impact of their choice of sweetener. Potential impacts

range from texture, mouthfeel, product appearance and aftertaste to

the enhancing and screening of additional flavours, cooling effects in

the mouth, product stability, browning, its affect on freezing/melting

qualities and the sounds produced when chewing — not to mention

an abundance of further challenges that inevitably emerge during the

production process. Good sweetener synergy holds much greater

promise than improved potential sweetness; in fact, it can enhance the

products’ overall taste profile. This revelation has significantly altered

approaches to formulating new products and has had a big impact on

the food and beverage industry — now each application can have a

unique, optimally blended flavour.

Part 2

Table II: Ingredients of a grapefruit juice sweetened with HiSweet Stevia.

IngredientsReference

(%)Grapefruit Juice (%)

Water 85.35 90.69

Grapefruit base 4.00 4.00

Sugar 10.50 1.97

Fruitose (crystalline fructose) - 3.14

Citric acid 0.15 0.14

HiSweet 3500c* - 0.06

Total* HiSweet 3500c - based on Reb-A and fructose

100.00 100.00

Figure 2: Sweetness response of sucrose, fructose and steviol glycosides (95% purity) in water solution (room temperature, pH 6.8).

Fructose

Time (sec)

Swee

tnes

s in

tens

ity (%

RS) Steviol Glycosides

Sucrose

IngredientsReference

(%)Grapefruit Juice (%)

Milk (3% fat) 81.780 84.850

Water 10.000 10.000

Sucrose 5.500 —

Fruitose (crystalline fructose) — 2.315

Potato starch 1.000 1.000

Stabilizer 0.022 0.0220

HiSweet 3500b* — 0.095

Instant coffee 0.600 0.600

Flavour 0.100 0.100

Soluble fibre 1.000 1.000

Total* HiSweet 3500b - based on Reb-A 95% and fructose

100.00 100.00

Table I: Ingredients of a reduced-sugar iced coffee sweetened with HiSweet stevia.

For more informationSharon Galperin Corporate Marketing Manager GalamTel. +972 4637 5026 [email protected]

AuthorsDr Fernando Schved, VP Business Development and R&D, Batia Hassidov, Food Applications Department Manager and Sharon Galperin, Corporate Marketing Manager, Galam.

Bioriginal Europe/Asia – May 2012Vitafoods Preview

At Vitafoods Europe 2012 Biorginal will launch a new product range:

Bioriginal Europe/Asia BVBosland 40, 3258 AC

Den Bommel, Netherlandswww.BioMegaSDA.com

[email protected]

A market innovati on to att ract new supplement consumers.Bioriginal emulsions bring a new opti on of consuming Essenti al Fatt y acids / Omega’s in an easy and pleasant way. These healthy emulsions have a great taste and a smoothand creamy texture.

Bioriginal emulsions can be consumed with food products (e.g. ice-cream) but also are delicious to eat straight from a spoon. One spoon (8ml) of Bioriginal emulsion provides the daily doses of the essenti al Omega’s/essenti al fatt y acids.

The bioavailability of the Essenti al Fatt y acids has been proven to be higher if they are consumed via emulsion. See below the graph summarizing several studies.

More effi cent uptake of EPA & DHA from Emulsions

400%

350%

300%

250%

200%

150%

100%

50%

0%EPA+DHA through oil

EPA+DHA throughemulsions

EPA+DHA throughcapsules

Bioriginal emulsions

Bioriginal emulsions off er new opti ons for your brand. There are many opti ons, diff erent Essenti al Fatt y Acids – both from marine and plant sources, diff erent fl avours, sweetener and vitamin opti ons are possible.Bioriginal can provide the complete emulsion including packaging & labelling.

Come to visit our stand speak with the Bioriginal team about the opti ons and taste the delicious Bioriginal emulsions.

Bioriginal Europe/AsiaStandnumber 1243.

A market innovati on to att ract new supplement consumers.

The bioavailability of the Essenti al Fatt y acids has been proven

Bioriginal emulsionsBioriginal emulsions


52 functional ingredients

BooSTING THe BeNefITS of oMeGA-3S WITH olIVe PolyPHeNolSTo date, omega-3 fatty acids and phytosterols are understood to constitute an effective

approach to decreasing levels of low-density lipoprotein (LDL) and cholesterol.

However, it is also necessary to focus some attention on the oxidized LDL species

that already exist in the arteries.

100% vegetal, no added carrier, solvent-free, a soft and non-selective process

Respect of plant integrality

Respect of traditional use of plants, compliant with European Pharmacopoeia

Concentrated actives 1 dose HTVE = 3 doses of plants

Reduced daily dose 1 intake/day

100% know-how, patent and upstream protection & control

Clear and valuable labeling Ex : « ingrédients : HTVE® Lemon Balm - concentrated extract and Lemon Balm powder (Melissa offi cinalis) »

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Any question ? Feel free to contact us : [email protected] or call +33 (0) 470 906 318

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For more informationCarlos PeñaGenosa I+D, SAParque Tecnológico de Andalucíac/Iván Paulov, 8(1A)E-29590 Campanillas, Málaga, Spain.Tel. +34 952 028 [email protected]

Half of the deaths in Europe are currently attributed to

cardiovascular diseases. According to the American Heart

Association’s statistical update on heart health and stroke,

artherosclerosis accounts for nearly 75% of all heart disease-related

deaths. Artherosclerosis, the thickening and hardening of the walls

of the arteries, is a process promoted by LDL that becomes oxidized

by free radicals. “Our aim,” said a Genosa spokesperson, “is to raise

consumer and industry awareness about the benefits of adding

olive polyphenols — such as hydroxytyrosol — to their omega-3

formulations, so that the potential for preventive health is doubled:

a reduction in cholesterol and triglycerides and, at the same time,

the ability to protect that cholesterol from oxidation.” Usually, the

company added, people who suffer from high levels of cholesterol

also have elevated levels of oxidized LDL. Last April, olive polyphenols

(standardized according to hydroxytyrosol content) received a positive

opinion from EFSA on the basis that they contribute to the protection

of blood lipids from oxidative stress.

Wishing to identify whether omega-3 consumers — whether

obtained from foods or dietary supplements — would be willing to

continue their consumption if Hytolive was added to them, including a

slight cost increase, Genosa tasked TNS (a Spanish market research

and opinion survey company) with the job of conducting such a poll.

The survey took place in Spain earlier this year (16–20 February 2012),

involving consumers from different geographical parts of the country.

The number of participants was 1032, comprising 538 men and 494

women. They were asked: “How often do you consume products

that have a high content of or are rich in omega-3s?” Almost 650

participants stated that they consume omega-3 one or more times per

week (30%), one or more times per month (19%), sometime during the

year (14%) or infrequently (7%). Thirty per cent of the participants did

not, apparently, consume these kinds of products.

Those 649 people were then informed about the properties of

Hytolive — a 100% natural extract obtained from the olive fruit, using

only a physical/mechanical, solvent-free extraction process. They were

told that Hytolive is rich in hydroxytyrosol, the most abundant and most

active polyphenol (antioxidant) present in table olives and virgin olive oil,

and were informed about its potential benefits for cardiovascular health

and the “attractive combination of omega-3 and Hytolive in terms of

reinforcing its performance by using a complimentary approach.” After

this explanation, the were asked: “Now you know about Hytolive,

would you be willing to pay a bit more if it was included in any of the

omega-3 products that you consume?” The results were as follows:

• 73% of those polled said yes (74% men and 73% women)

• men and women showed almost identical behaviour, so sex is not

a decision driver

• by age, the most willing people are 35–44 years old (77%) and

45–54 years old (74%)

• the percentages are also similar in the different Spanish

geographical areas

• no significant differences were detected regarding social status

• civil status was not relevant, although married people and couples

showed a higher predisposition (73% and 80%, respectively).

Genosa felt that it was important to underline such promising results

despite the current hard economical situation in the country.

Hytolive Gets GRAS StatusGenosa has gained GRAS status for Hytolive. A panel of independent experts has deemed Genosa’s olive fruit extract, Hytolive, to be safe for human consumption. For safety assessment purposes, a maximum intake of 43 mg/person/day of hydroxytyrosol is considered to be appropriate. Hytolive is an olive fruit extract with a rich composition of natural hydroxytyrosol, obtained using a physical/mechanical, solvent-free extraction process that is internationally patented. Hydroxytyrosol is the most abundant and active orthodiphenol derived from virgin olive oil and table olives.

In addition, a European Food Safety Authority (EFSA) panel recently approved the claim that “a cause and effect relationship has been established between the consumption of olive oil polyphenols (standardized according to the content of hydroxytyrosol and its derivatives) and the protection of LDL particles from oxidative damage.” This is considered to be a key decision in the recognition of hydroxytyrosol as a component for the treatment of cholesterol. To bear the claim, 5 mg of hydroxytyrosol and its derivatives in olive oil should be consumed daily.” Genosa is a Spanish company that has made significant investments in R&D, production and the commercialization of a natural, purified and selective extract that is rich in natural hydroxytyrosol in a very competitive way.

“olIVe PolyPHeNolS ReCeNTly ReCeIVeD A PoSITIVeoPINIoN fRoM efSA oN THe BASIS THAT THey CoNTRIBuTe To THe PRoTeCTIoN of BlooD lIPIDS fRoM oxIDATIVe STReSS.”

Not all isoflavonesare created equal

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Visit us at Vitafoods 2012Stand No.2153

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The market for solidly researched and safe brain health

supplements will simply continue to grow. However, brain

health is not just about focusing on the brain — it is a holistic

matter. As evidenced by the “French Paradox,” a population that

eats polyphenol-rich foods tends to have lower heart disease and

stroke rates. A healthy cardiovascular system may lead to healthier

brain function. Flavanoids have been studied for half a century; but,

in the past decade, an abundance of studies strongly suggest its

antioxidant power. The precursor to unhealthy levels of inflammation

includes the presence of oxidative stress and, if one remembers,

unhealthy levels of inflammation can lead to brain-related health

issues. The function of antioxidants is not to remove harmful oxidants

entirely but, instead, to keep them at a level below which they will not

trigger an unhealthy inflammatory response. Polyphenols, extracted

from red wine, which were later discovered to be flavonoids and

resveratrol, may inhibit oxidative stress, thus leading to the explanation

of the “French Paradox.” Some years back, the Lancet published

an epidemiological study in the Netherlands, the “Zutphen Study,”

suggesting that there might be an inverse correlation between the

incidence of stroke and the dietary intake of flavonoids. In this instance,

the focus was on whole brain health, strokes, etc., and not just

memory function. Since that study, flavonoids, the six subtypes (flavan-

3-ols, flavanones, flavonols, flavones, anthocyanins and isoflavones)

and other polyphenols have demonstrated beneficial effects towards

healthy ageing and maintaining healthy brain function. Among the

flavonoids, only fisetin and quercetin were able to maintain intracellular

antioxidants in the presence of oxidative stress.

Cyvex’s Cognisetin is a patented ingredient licensed from the

Salk Institute for Biological Studies and recently received a Notice

of Allowance (NOA) for a key patent specific to methods of using

flavonoids to enhance memory by the US Patent and Trademark

Office, titled “Methods of Using Flavonoids to Enhance Memory.”

Cognisetin, as a flavonol subclass of flavonoids, is not only a powerful

antioxidant, in that it maintains mitochondrial function in the presence

of oxidative stress, “but what makes it unique,” states Dr Puya Yazdi,

medical director at Cyvex, “is its ability to be permeable through the

blood brain barrier, directly affecting healthy mitochondrial function in

relation to ATP levels in the brain.” Cognisetin helps to promote healthy

brain function by modulating the brain’s supply of neurochemicals

(neurotransmitters, enzymes and hormones) and maintaining a healthy

oxygen supply to the brain. In addition to Cognisetin being nootropic,

promoting healthy memory and cognitive function, it is also considered

to be a sirtuin activator, like resveratrol in wine. (Also, interestingly

enough, a sirtuin activator may correspond to the Caloric Restriction

Theory of Ageing.) Further investigation and subsequent published

studies on fisetin in peer reviewed academic journals led to a 2 year

grant from the Michael J. Fox Foundation that validated Cognisetin’s

support in vivo. The main point, for continued healthy brain function,

is to keep levels of inflammation at a healthy level. Maintaining healthy

levels of inflammation requires keeping oxidative stress under control.

Keeping oxidative stress under control is not only good for the heart,

but also for the brain. Maintaining a healthy brain and participating in a

healthy ageing lifestyle requires a holistic approach. Sometimes what is

good for the heart is not good for the head, but in this case, it’s good

for both.

WHAT’S GooD foR THe GooSeThe population as a whole is ageing at a rapid rate, and the realities of age-related deficits

such as the reduction of cognition, memory, learning tasks and incidences of stroke are rising.

The boomer generation, experiencing these effects, has contributed significantly to the market

growth of cognitive support supplements; the segment has exceeded $300 million in sales in

the US.

For more informationDr Puya Yazdi Medical DirectorCyvexTel. +1 949 622 9030www.cyvex.com

Pioneer in Natural CoQ10

Leading Manufacturer ofPatent protected ingredients

Study consisted of two steps:Step 1: supplementation with Ubiquinone (Q10)Step 2: supplementation with Ubiquinol (QH) for those volunteers who did not feel any beneficial effects with Q10

CoQ10, a powerfull antioxidant vital to the production of energy.Kaneka Corporation manufactures both forms of CoQ10: Ubiquinone (Kaneka Q10TM) and the active

antioxidant form Ubiquinol (Kaneka QHTM)

Ubiquinone and UbiquinolPresented at 6th Conference of International

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Ubiquinone Intake

Ubiquinol Intake

Responder: 41%

Non-responder: 59% Responder: 74%

Non-responder: 26%

Conclusion:More than 70% of the non-responders to Ubiquinone felt the “energizing” effect with Ubiquinol within only 10 days and with a dosage of only 100 mg.

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Although it has thus far maintained a

rather inconspicuous status, despite

its incredible wellness benefits,

those who have discovered the aroniaberry

recognize it as one of the original and true

superfruits — and for that reason, it may just

be nature’s best-kept secret. Aroniaberry

(Aronia melanocarpa) is a deciduous shrub

that is native to North America but was

introduced to Russia in the late 1800s. Since

then, most of its cultivation has been unique

to central and eastern European countries,

namely Poland. Jan Mills, president of

Artemis International, Inc., pioneered the

movement to bring aroniaberry cultivars from

Poland to the US in the 1990s, placing them

in universities around the country to study

the propagation and health benefits of the

unique berry.

Researchers have discovered that

aroniaberry (also known as chokeberry, not

to be confused with chokecherry) ranks

consistently among the top fruits in terms

of antioxidant levels. The oxygen radical

absorbance capacity (ORAC) value measures

the antioxidant activity of foods in human

tissue. Compared with other raw fruits and

berries, the ORAC value for aroniaberry

(16,062 µmol TE/100 g) is roughly four

times the value of pomegranates (4479),

three times that of blueberries (4669) and

red raspberries (5065), two and a half times

that of blackberries (5905), two times that

of blackcurrants (7957) and one and a half

times the value found in cranberries (9090).

The aroniaberry’s high antioxidant value

is a direct result of its exceptionally high

content of anthocyanins — the colour

pigments that give it its almost black

appearance: the darker the berry, the higher

the anthocyanin content. It has among the

highest-known anthocyanin levels, placing

it above other North American cultivated

berries and well-known superfruits. In

addition to antioxidant activity, researchers

have been investigating its effects in the

areas of cardiovascular disease, cancer,

inflammation response, immune support,

gastric support and glucose metabolism.

Research is currently under way to further

our understanding of the mechanisms of

action involved in its health benefits, but the

observed positive effects appear largely to be

a result of its unique and potent anthocyanin

profile. For example, several studies have

demonstrated the ability of aroniaberry

anthocyanins to inhibit lipid peroxidation

— this may be one mechanism by which it

offsets free radical induced cardiovascular

disease states.

In the area of cardiovascular health,

studies have shown that not only does the

aroniaberry possess antioxidant benefits, but

it has the ability to reduce blood pressure,

improve circulation and blood lipid profiles

and reduce markers of inflammation that

are linked with cardiovascular disease.

In a human clinical trial, subjects taking

aroniaberry anthocyanins experienced a

decrease in systolic and diastolic blood

pressure, a drop in LDL-oxidation and a

reduction in C-reactive protein (CRP), a

factor involved in inflammation. In another

human pilot study, subjects who consumed

aroniaberry anthocyanins experienced

an increase in flow-mediated dilation of

the brachial artery, indicative of improved

circulation. A newer human study, conducted

in 2011, revealed that 1 month of aroniaberry

supplementation resulted in the normalization

of hemostasis parameters in patients with

Metabolic Syndrome, as well as favourable

changes to the overall potential for plasma

clotting, clot formation and lysis and in the

lipid profiles of the subjects.

Animal studies in the related area of

glucose metabolism have also shown that

this superfruit has an antihyperlipidemic

effect in rats with hyperlipidemia and the

ability to decrease cholesterol and lipid

peroxidation in diabetic rats. Humans who

consumed aroniaberry juice for 3 months

exhibited lower fasting glucose levels and

improvements in glycosylated hemoglobin

levels, total cholesterol and lipid levels.

The aroniaberry has also been extensively

studied in cancer research. Preliminary

studies showed that, compared with various

other fruits, a standardized aroniaberry

extract was the most potent inhibitor against

colon cancer cells and revealed a greater

growth inhibition of colon cancer cells

NATuRe’S SeCReT It is no secret that berries can contribute

to overall health and wellness; they

possess potent antioxidant capacities and

are packed with phytochemicals, which

research has linked to a multitude of health

benefits. One berry in particular has been gaining

popularity in the US for its studied health benefits and particularly high antioxidant capacity.

Lyc-O-Mato® – The original natural tomato complex . Over 50 clinical studies based on a unique composition of phyto-nutrients.

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than non-tumorigenic normal colon cells. When

placed into animal models, the aroniaberry extract

exhibited a protective role in colon carcinogenesis

by reducing the number and size of aberrant crypt

foci and lowering colonic cell proliferation.

Additional health benefits observed include

antibacterial and antiviral effects in vitro, anti-

inflammatory activity in animal studies, protection

against hepatotoxicity and a significant protective

effect on gastric mucosa against gastric

hemorrhagic lesions in a dose-dependent manner

in rats. Antioxidant activity has been extensively

studied both independently and as part of other

experimental designs and shows a definite trend

towards the aroniaberry demonstrating significant

antioxidant activity, either directly or indirectly. In

one study, aroniaberry juice produced a significant

drop in the free radical damage induced by

strenuous rowing exercise in human subjects.

The benefits observed in research studies

suggest great promise for the aroniaberry in a

range of commercial applications to support

various aspects of health. The berries, their juice

concentrates and powders and their standardized

extracts are suitable for use in both functional

foods and supplements. The increasing interest

in formulating beverages and foods to include it

is a sign that the market is embracing this unique

berry. A renewed venture in cultivating the berries

in the Midwest of America has many US growers

developing recipes for jams, jellies, juices, sauces

and salsas. Commercially, aroniaberry concentrate

is also used in the food industry as a colourant to

supply a natural red-purple hue in products with

poor colour stability or simply to enhance colour

generally.

In the dietary supplement industry the

standardized extracts, juice powders and juice

concentrates are used in the manufacture of

capsules, tablets, stick packs, chewables and

other product forms. With a standardized extract,

formulators are able to deliver a precise and

consistent level of the beneficial aroniaberry

anthocyanins in each serving. An increasing

number of supplement formulators are seeking to

include this unique, high-ORAC berry. However,

although their popularity is growing, they are still

less accessible and palatable in their raw form

when compared with other berries, which makes

dietary supplementation a popular alternative

means of benefiting from all that aroniaberries

have to offer.

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62sports nutrition

Already well known in the cosmetics

and medicinal sectors, coenzyme Q10

and its active form, ubiquinol, have

been largely underestimated in the field of

sports nutrition before now. This might be

because, for many years, the permissible

daily intake of coenzyme Q10 was limited

to 30 mg; and, early study results were

based on dosages that were too low to

show any beneficial effects. Today, higher

doses are allowed in the EU and new studies

with higher dosages of up to 300 mg have

demonstrated better and more useful results

for athletes. It seems that the time is now

right for Q10 to make its way into a new

generation of sports nutrition products.

Amateur and professional athletes alike can

benefit from supplementation with ubiquinol

or Q10, as all types of physical training lower

the body’s Q10 levels. As a consequence,

energy is produced less efficiently and

performance decreases. In addition, low

ubiquinol levels make the body more prone

to attack from harmful free radicals, which

are produced in the body’s cells during

physical stress. Studies have also shown that

supplementation with ubiquinol can have an

immune-strengthening effect.

What is Coenzyme Q10?Coenzyme Q10 is a vitamin-like nutrient

and the only fat soluble antioxidant that

is produced naturally in the body. As an

essential part of the body’s intracellular

respiratory chain, the coenzyme is vital for

energy production in the mitochondria. It

plays an essential role in electron transport

during oxidative phosphorylation and, thus,

in mitochondrial production of ATP — the

energy in each of our cells and all of our life

processes. Almost all (96%) of aerobically

generated energy is produced by Q10.

Organs such as the heart and muscles, which

use a lot of energy, depend on a sufficient

supply of Q10 and produce less energy and

strength if they are lacking Q10.

Moreover, coenzyme Q10 provides

protection against free radicals. It is the

most important fat-soluble antioxidant in the

body besides vitamin E. Q10 should not be

compared with the multitude of water-soluble

antioxidants, which move freely in the blood

and have rather non-specific effects. Along

with vitamin E, Q10 has the special task of

protecting the very sensitive cell membranes

and this gives it a unique position amongst all

antioxidants.

SPoRTS NuTRITIoN: A NeW KID IN THe BloCKSCoenzyme Q10, a vitamin-like nutrient, shows performance-

enhancing effects in athletes. And, with its active form, ubiquinol,

recently becoming available, new opportunities are opening up for

sports nutrition.

Q10 and ubiquinol act as powerful antioxidants against free

radicals in the mitochondria.

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Ubiquinol: A Highly Bioactive FormStudies have shown that the reduced form

of Q10, namely ubiquinol, is much more

bioavailable than Q10, which allows very high

plasma levels to be achieved (Figure 1).1,2 This

active version of the coenzyme does not have

to be transformed by the body before use

and thus has much higher bioavailability than

its precursor. Until recently, it was impossible

to use ubiquinol in supplements or functional

foods; it reacts strongly with oxygen as soon

as it is exposed to air and degrades back into

coenzyme Q10. However, using an innovative

process, the Japanese company Kaneka has

succeeded in developing a ubiquinol that is

stable and suitable for use in supplements

and functional foods without degradation.

Q10/Ubiquinol Levels in AthletesPublished scientific papers show that trained

athletes often have lower Q10 plasma

levels than untrained people.3 In addition,

intense training and exercise leads to a

decrease in Q10 plasma levels in athletes.4

It has also been shown that athletes have

lower plasma levels during periods of heavy

training than in training-free periods, such

as during the winter.5 This may be caused

by different mechanisms. Athletes appear

to have a greater requirement for Q10,

which is not fulfilled by normal food intake

and biosynthesis in the body. Highly trained

athletes can therefore have lower Q10 levels

in their tissues and blood, and this can limit

their performance. Thus, it is especially

important for athletes to monitor their Q10

plasma levels and to include supplements in

their diet as necessary.

Better Performance, Less FatigueRecent studies show a link between Q10

plasma levels and performance capacity:

the higher the Q10 plasma level, the

higher the performance capacity and the

longer the time until fatigue is experienced.

These effects have been demonstrated in

professional athletes. A Japanese study with

kendo athletes proved that supplementation

with coenzyme Q10 leads to a significant

decrease in exercise-induced muscle tissue

microinjuries.6 Results of another study

showed that athletes were less exhausted

after the ingestion of Q10 compared with a

control group.7

Further possible effects that may prove to

have valuable sports sector potential have

already been shown in animal trials. An

immune strengthening and virus suppressing

effect was observed in a study with influenza-

infected mice. As susceptibility to infections

is one of the main issues for athletes, regular

ubiquinol supplementation could be highly

beneficial. Another mouse model showed

a direct performance increasing effect,

even after a single dose of ubiquinol.8 The

researchers observed a “significant increase in

the running time” of the supplemented group.

Human studies into these effects will follow.

For example, an ongoing study with trained

elite athletes in Germany is investigating how

athletes in particular can

benefit from high Q10

plasma levels. Initial

results are expected later

this year.

Safe: No DopingUbiquinol can be safely

used in a large range

of sports supplements

and functional foods

for sportspeople —

alone or as part of a

multicomponent system.

Combinations with

vitamin E or with other

antioxidants such as

vitamin C are possible. According

to the Deutsche Sporthochschule

in Cologne, Germany, ubiquinol

is not categorized as “doping.”

As such, it is part of the “Kölner

Liste” of tested, doping-free

substances.

64sports nutrition

References1. K. Hosoe, et al., “Study on Safety and

Bioavailability of Ubiquinol (Kaneka QH) After Single and 4-Week Multiple Oral Administration to Healthy Volunteers,” Regulatory Toxicology and Pharmacology 47, 19–28 (2007).

2. H. Ikematsu, et al., “Safety Assessment of Coenzyme Q10 (Kaneka Q10) in Healthy Subjects: A Double-Blind, Randomized, Placebo-Controlled Trial,” Regulatory Toxicology and Pharmacology 44, 212–218 (2006).

3. V. Wyss, et al., in G. Lenaz, et al. (Eds.), Highlights in Ubiquinone Research (Taylor and Francis, New York, New York, USA, 1990) pp 303–306.

4. G.P. Littarru, et al., “Metabolic and Diagnos-tic Implications of Blood CoQ10 Levels,” in K. Folkers, T. Yamagami and G.P. Littarru (Eds.), Biomedical and Clinical aspects of Coenzyme Q, Vol. 6 (Elsevier, Amsterdam, the Netherlands, 1991) pp 167–178.

5. G.P. Littarru, Energy and Defense (Casa Editre Scientifica Internazionale, Rome, Italy, 1994) p 84.

6. M. Kon, et al., “Reducing Exercise-Induced Muscular Injury in Kendo Athletes with Supplementation of Coenzyme Q10,” Br. J. Nutr. 100(4), 903–909 (2008).

7. K. Mizuno,et al., “Antifatigue Effects of Coenzyme Q10 During Physical Fatigue,” Nutrition 24(4), 293–299 (2008).

8. H. Maruoka, et al., “Effects of Exercise and Food Consumption on Plasma Oxidative Stress,” J. Phys. Ther. Sci. 24, 37–41 (2012).

For more informationFilip Van HulleSales and Marketing ManagerKaneka Pharma Europe, QOL DivisionTel + 32 2 663 [email protected]/www.kanekaQ10.info

Ubiquinol in Sport • Enhances performance • Reduces fatigue • Aids recovery: fewer muscle microinjuries • Strengthens the immune system • Protects against free radicals • Non-doping substance

Figure 1: A comparison of data from two separate studies.

90mgQH

150mgQH

300mgQH

300mg

Ubiquinone

600mg

Ubiquinone

900mg

Ubiquinone

Ubiquinol (QH)

Ubiquinone (oxidized CoQ10)

Mcg

of C

oenz

yme

Q10

per m

L of

Pla

sma 8

7

6

5

4

3

2

1

0

1

2

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66market trends

Although there are obvious similarities between the markets in

the region, they are by no means totally homogenous when it

comes to consumer preferences or regulatory environments.

In terms of total annual value sales, Sweden is Scandinavia’s biggest

market for health and wellness foods and beverages, with sales

amounting to almost €3.8 billion in 2010, although Norway, Finland

and Denmark were not far behind. However, in terms of annual per

capita spend, Norway stands out as the clear leader, with €655 in

2010, whereas Sweden came bottom with €407.

Denmark Launches the “Fat Tax”The Danish government is known for being at the forefront of taking

drastic regulatory action when it believes the nation’s health to be at

stake. No doubt, many will remember the instance of 2004 when it

forced breakfast cereal manufacturers to reformulate their products

because the fortification levels of certain vitamins and minerals were

considered to be potentially dangerous to the Danish population’s

health. In 2011, chiefly motivated by the fear of spiralling obesity

statistics, the Danish government introduced a “fat tax” on 1 October,

which applies to foods that contain in excess of 2.3% saturated fat.

This includes snack foods, butter, milk, dairy products and meat, with

not even the iconic Danish bacon being spared. The policy makers

estimate that the measure will cut the consumption of saturated fat by

around 10%. Whether this will translate into an actual slimming down

of the Danish population and/or lead to a reduction in cardiovascular

disease, only time will tell.

Fortified/Functional Product Acceptance is DividedOwing to Denmark’s restrictive regulations in the area of food

fortification, value sales of fortified/functional packaged foods and

beverages are comparatively low. In line with the prohibitive regulatory

environment, the prevailing consumer attitude towards fortified/

functional products is not too positive either — many view these

products as “adulterated” or “synthetic” and generally inferior to their

standard counterparts. Hence, there is a strong drive towards “natural”

and organic foods in Denmark. In contrast, fortified/functional products

have a long history in Finland, where innovations such as xylitol-

sweetened gum and cholesterol-lowering spreads were pioneered,

before taking off on a global scale. Benecol cholesterol-lowering

spread from Raisio Oyj, for example, was launched in Finland in the

mid-1990s.

The ties between industry and research institutions are strong

in Finland, and fortified/functional products are widely accepted

by consumers as health promoting and reliable. This is reflected in

Euromonitor International’s health and wellness statistics, which show

that fortified/functional foods and beverages accounted for slightly

more than one third of total health and wellness sales in Finland in

2010, claiming around the same share as naturally healthy foods.

In Denmark, fortified/functional products accounted for just an

18% share, whereas naturally healthy and organic foods combined

accounted for just over half of total Danish health and wellness sales.

Danish per capita spend on organics in 2010 was 10 times that of the

Finnish spend.

Scandinavia, home to a number of major dairy players, such as

Arla and Tine, has also long been a hotbed of dairy innovation, with

interesting new launches appearing on a regular basis. And although

launch activity has, admittedly, declined since the onset of the financial

crisis, innovatively marketed products are still popping up in the region.

For instance, in 2011, Tine, Norway’s leading dairy company, launched

YT Between Meals, a line of curd-based spoonable dairy products in

pots with added berries, fibre and grains. Developed in collaboration

with nutrition experts at the National Sports Centre, they are promoted

as being high protein snacks that aid muscle growth and, because

they release their energy content slowly, boost endurance. They are

targeted at physically active people, especially gym goers, with the

tagline “Perfect on your way to fitness.” The products are designed to

be eaten before exercise and/or for consumption as a daily snack. For

added convenience, a spoon is included in the packaging.

In Better for You, Keyhole is KeyThe green Keyhole nutrition label, a voluntary labelling system

designed to help consumers choose healthier foods, has been

in operation in Sweden for more than two decades. In 2006, the

scheme’s success gave rise to the Nordic Keyhole Project (NKP), a

collaborative effort co-ordinated by the Nordic Council of Ministers

(NCM, a pivotal forum of regional interstate communication), leading

to the scheme’s implementation in Norway and Denmark in 2009.

Finland, although part of the NCM and an active NKP project partner,

decided, for the time being, not to participate in the rollout because

it employs an equivalent label, the “Heart.” To qualify for the Keyhole

symbol, which can be used on packaged foods as well as meals sold

through consumer foodservice outlets, foods must meet a number of

criteria; they must not exceed set levels of fat, sugar, salt and contain

a minimum amount of dietary fibre, when applicable. The exact

requirements vary according to the food category, of which there are

25 in the scheme.

In practice, the Keyhole symbol is found on many better-for-you

(BFY) products, denoting choices that are lower in salt, sugar and fat

HeAlTH AND WellNeSS TReNDS IN SCANDINAVIAEuromonitor International highlights some of the current trends that are shaping the health and

wellness landscape in the four key Nordic markets of Denmark, Norway, Sweden and Finland.


68market trends

and higher in fibre than their standard equivalents. However, products

that contain artificial sweeteners are not permitted to use the Keyhole

symbol, which presents a major drawback for the makers of BFY

reduced-sugar beverages. The Keyhole symbol is well recognized

by Scandinavian consumers. A recent survey conducted by the

Norwegian Department of Health Affairs, for instance, found that some

82% of Norwegians were aware of the symbol, with 69% of consumers

perceiving the Keyhole as making the purchase of healthy products

easier and 71% stating that it played an important role in their food

purchase decision making. During trade interviews in Norway, many

respondents said that they considered brands lacking the Keyhole

symbol as not being “real” BFY products. Norwegian food giant

Orkla Group launched a range of BFY products in 2011, including

several sporting the Keyhole symbol, for example low-in-salt Pastella

wholegrain fettuccine and Grandiosa pizza with a low salt and fat

content, plus wholegrain for added fibre.

BFY Category Faces ChallengesOverall, BFY products registered a positive growth performance in the

four Scandinavian markets researched by Euromonitor International

during the 2005–2010 review period, but owing to category maturity

and trends towards “more natural” foods, hopes for sustained future

category growth are somewhat limited. A case in point is Sweden,

the market in which BFY products registered the most sluggish

CAGR (a mere 1%), characterized by a marked decline in BFY food

and beverages uptake in the second half of the review period. Value

sales of BFY beverages contracted by 30% between 2007 and 2010,

and those of BFY packaged food by 8%. The main reason behind

this lacklustre performance is the growing popularity of the ‘Low

Carbohydrate High Fat’ (LCHF) diet trend, popularized by opinion

leaders in the health and wellness field, such as blogging celebrity

physician, Annika Dahlias. Contrary to what one might expect, the

LCHF trend has not benefited sales of BFY reduced-sugar soft drinks

as these usually contain artificial sweeteners, which have been much

maligned in the Swedish press. Instead, Swedish consumers have

gravitated towards natural foods … and the organic category has

enjoyed fairly buoyant growth. In Denmark, BFY reduced-fat dairy

products plummeted in both volume and value terms, also because

consumers started to switch to organic products instead. In BFY

packaged food in 2010, reduced-sugar bakery products delivered

the most dynamic performance, driven by avid discussions about

sugar’s negative impact on health in the Danish media. Reduced-sugar

breakfast cereals registered the highest growth rate of 4% in 2010.

However, the introduction of the “fat tax” in 2011 might serve to spark

off renewed growth in the BFY reduced-fat category in the coming

years.

Drive Towards Healthy Breakfast CerealsThere is a marked movement towards healthier breakfasts across

Scandinavia. As mentioned, health-conscious Danes are homing in on

natural products made from whole grains with a low-sugar content.

These changing consumer preferences are manifesting themselves

in a shift towards muesli and hot cereals. They also offer the lowest

unit prices, equating to best value for money, a factor increasingly

important across the region owing to the changing economic climate.

The strong substitution trend towards muesli and hot cereals in

Denmark dates back to 2004; but, up until 2008, premium branded

and organic products drove these two dynamic categories. Since then,

precipitated by the onset of the recession, the value-for-money trend

has sent consumers flocking to discounters and private label offerings.

And yet, health remains of key importance for Danish consumers. Hot

cereals, which consists almost entirely of natural, no-added-sugar

oatmeal products often eaten with fresh cold milk and strained raisins,

enjoyed the most dynamic value growth during the 2006–2011 review

period. This traditional Danish breakfast cereal is clearly experiencing

a huge renaissance. In Sweden and Norway, where muesli is regarded

as the healthiest type of breakfast cereal, the category outperformed

all other breakfast cereal categories in terms of value growth during the

2006–2011 review period.

In Finland, in family breakfast cereals, muesli is holding on to its

position as the most popular, and is predicted to retain its retail

volume share of 52% in 2011. Healthy nutritional content and weight

management are key points of focus among manufacturers and

consumers alike. This was the case across all categories, except

children’s breakfast cereals, which, up to 2011, had only witnessed a

few health positioned new product launches, such as Kellogg’s Rice

Krispies Multi Grain from Nordisk Kellogg’s Finland. However, with

regard to products targeted at adult consumers, the trend for low

carbohydrate dieting, which is not just confined to Sweden, has made

some consumers of RTE cereals look for non-carbohydrate alternatives

for breakfast. This could threaten the breakfast cereals category in the

future, including muesli.

Outlook: SluggishEuromonitor International predicts that health and wellness food and

beverage sales in the four key Scandinavian markets will be fairly flat

during the forecast period, with CAGRs expected to range between

1–2%. This will not be due to falling interest in health and wellness,

but be down to a drive towards value-for-money offerings, including

private label products. The migration towards organic products is likely

to continue, so fairly dynamic growth in this category, particularly in

Finland and Sweden, is still expected. In Norway, the highest value

growth is predicted to come from the emerging food intolerance

category, led by lactose-free and gluten-free foods.

For more informationEwa HudsonHead of Health and Wellness ResearchEuromonitor InternationalTel. +44 207 251 [email protected]


7070

However, the agenda is now shifting towards the wider carbon

impact of the company. There is an increasing awareness that

carbon emissions outside the direct organizational control

represent an opportunity to improve efficiencies and reduce emissions.

In the healthcare sector, this could apply to the carbon embodied in

a particular ingredient used to make a finished product, how chemical

waste is disposed of by a supplier or the release of greenhouse gases

contained, for example, in the propellant of an inhaler used by patients.

This is important because the NHS, which represents approximately

25% of England’s public sector emissions, estimates that 60% of the

emissions can be allocated to procurement. Healthcare companies

recognize that significant savings could be made in their indirect

emissions and there is increasing pressure for them to demonstrate

this to their customers. There are however certain challenges to

overcome:

product development: A new drug or finished product can

take many years to develop, from initial R&D through to approval by

regulatory bodies. It is very difficult to then change the components,

packaging and delivery model of such products because it can require

expensive retesting and new regulatory approval. This contrasts with

the retail sector wherein product specifications can change within

days in response to a new low carbon innovation. The challenge for

companies, therefore, is to design the carbon and associated cost out

of products during the initial R&D phase.

patent system: When a pharmaceutical company is granted a

patent for a new drug, it is important that that product reaches the

market quickly to meet the needs of patients, to recover the costs

involved in the R&D phase and to maximize the patent lifetime. The

urgency to bring the drug to market means that it may not necessarily

be made as efficiently as possible

relationship with suppliers: Companies with fast moving

consumer goods and high volume sales are more able to quickly

use different raw materials and suppliers to reduce emissions. In

contrast, this is more difficult for healthcare companies because of the

specific and complex chemical processes and more limited number of

suppliers who produce the active ingredients. This makes collaboration

with these suppliers more important if reductions are to be achieved

across the supply chain.

A PReSCRIPTIoN foR loWeR CARBoN HeAlTHCARe

A combination of drivers related to regulation, efficiency and

reputation has encouraged many organizations to look at how they

can measure and reduce carbon in their own businesses.

market trends


72 market trends

Supply chain characteristics: The

large number of chemical components that

are often used to produce a dosage form

introduces another challenge for healthcare

companies. The process becomes more

complicated at the very start of the supply

chain, which makes it more challenging

to obtain detailed information on carbon

impacts.

packaging: Drugs and nutraceutical

products are packaged to meet regulatory

requirements, which may not be the

most carbon efficient design. Given these

regulations, it can be challenging to

implement innovative designs that save

carbon.

With this in mind, how can pharmaceutical,

nutraceutical and healthcare companies

respond?

production techniques: The production

of many drugs can be expensive and

requires complicated chemical processes

that generate significant amounts of waste.

Optimizing the production process to increase

yield and minimize waste will increase profits

and save carbon.

product use phase: GlaxoSmithKline

revealed in its 2010 Sustainability Report

that an estimated 40% of its overall carbon

footprint comes from indirect emissions

resulting from the use phase of its products,

such as propellants in inhalers. This shows

that the use and disposal of pharmaceutical

products can make significant impacts on

emission reductions.

Collaboration: The industry is looking at

more collaborative approaches to sourcing

and refining raw materials. Whereas

individually, companies may procure a

chemical ingredient at a lower volume than

other industries, a collective approach to

encourage suppliers to adopt less carbon

intensive processes can help bring about

change. Collaboration might also be an

effective approach to tackle the regulatory red

tape encountered when changing a product

to a lower carbon design.

expert help: The assessment of reducing

carbon across a value chain can be

complex. It is important that the assessment

meets the aims of the company and adds

value. Concerned companies should start

evaluating this area now and seek expert

guidance. For example, new technology

and processes such as RFID tagging, the

use of two-dimensional barcodes and new

packaging techniques can all help to optimize

stock control, reduce wastage and improve

logistics. As well as generating cost savings,

these developments should also have a

positive impact on the environmental footprint

of healthcare and pharmaceutical products.

As discussed, the unique business model

and nature of the healthcare industry mean

that this is one of the most complex sectors

for measuring, managing and reducing

carbon emissions. However, as customer

expectations increase, working to reduce

the carbon impact of their products is an

area in which forward-thinking companies

can genuinely differentiate their brand and

products from the competition.

For more informationDr Paul Taylor is an experienced sustainability consultant who has provided technical leader-ship to value chain footprinting across a wide range of sectors. The Carbon Trust Advisory helps large businesses to harness opportunities and manage risks in the move to a green econ-omy. Its paid-for professional services include strategic business advice, carbon footprinting, new product/service design and value chain decarbonization (www.carbontrust.com).

Visit us at Vitafoods Stand 1443


74 market trends

To many people, the idea of using an

over-the-counter supplement to treat

prostate cancer is laughable. The

American Cancer Society warns against

such a practice, stating that such alternative

treatments are rarely shown to have any

clinical efficacy and may do more harm

than good. However, a number of currently

active clinical trials are exploring the benefits

of dietary supplements to prostate cancer

patients. Data from these trials may drastically

change public opinion on the merits of such

treatments. Armed with clinical evidence of

efficacy, safety and minimal side-effects, these

dietary supplements may have the potential

to infiltrate the prostate cancer treatment

algorithm.

The dietary supplement Prostate Health

Cocktail (PHC) has the potential to become

an alternative option to androgen deprivation

therapy (ADT) for men with recurrent prostate

cancer. PHC is produced by OncoNatural

Solutions, Inc., and is a combination of

nutrients, minerals, herbs and vitamins.

According to the company, each ingredient

in PHC was independently shown to prevent

prostate cancer development, kill prostate

cancer cells or improve the symptoms of

benign prostate cancer enlargement. By

enrolling patients in an FDA approved Phase II

clinical trial studying the effects of PHC on

prostate serum antigen (PSA) levels, the

company is taking a critical step to foster

the credibility of its product. The repute

of PHC is also boosted by the reputation

of its developer, Dr Jacek Pinski, MD,

PhD. His experience as codirector of the

Prostate Cancer Research Program at the

University of Southern California (USC) Norris

Comprehensive Cancer Center and Hospital

(which has no stake in the company, but is

sponsoring the clinical trial) will certainly help

to strengthen the perception of legitimacy

that PHC needs to be considered as a valid

treatment option. Although safety data has

not yet been reported, it is highly unlikely that

PHC will have severe side-effects as all of its

ingredients are already available as over-the-

counter dietary supplements. According to

OncoNatural’s website, ingredients in the PHC

cocktail include epigallocatechin (green tea),

lycopene, saw palmetto, genistein, selenium,

and vitamins D and E.

According to a 9 April 2012 press

release, preliminary data showed that PHC

stabilized the PSA levels in 83% of men who

had previously undergone radiotherapy or

radical prostatectomy. The single-arm study

examined whether treatment with PHC alone

(3 times daily) could stop PSA levels from

increasing in men whose PSA levels continued

to go up following localized treatment. In

general, stabilization of PSA levels is not as

clinically reliable as improvement in overall

survival. However, since increasing PSA levels

are often correlated with disease progression,

the FDA still considers it to be a valid endpoint

representing clinical benefit in Phase II trials.

With only 28 participants enrolled, the current

trial is quite small, which will limit the reliability

of the final data. However, the well-defined

study design helped to compensate for the

small sample size. The study criteria included

stipulations on the duration between initial

cancer treatment(s) and the start of PHC

treatment, the types of previous treatments

that were allowed, the staging of the disease,

and the initial PSA levels and doubling time.

There is currently no curative option for

men with prostate cancer once surgery

and/or radiotherapy have failed. ADT, while

overwhelmingly the treatment of choice

for this stage of prostate cancer, is far

from perfect. It is costly, has a number of

unpleasant side-effects and, with time,

prostate cancers become androgen-

independent, which renders ADT useless.

GlobalData spoke with a representative

from OncoNatural Solutions who maintains

that PHC is not designed to replace current

treatments. But the reality is that the

weaknesses of ADT provide ample room in

the market for another palliative treatment

such as PHC that is cost effective and likely

to be free from harmful side-effects. It remains

to be seen whether PHC can extend the

overall survival of patients compared with

ADT. The representative could not confirm

to GlobalData if OncoNatural Solutions was

interested in launching any additional studies.

However, we believe that if the current trial

continues to be successful (as these results

are preliminary), a Phase III clinical trial with a

primary endpoint of increased overall survival

is on the horizon. If such data were positive,

it would easily position PHC to encroach on

the market share currently dominated by

AstraZeneca’s Zoladex and Casodex, and

Abbott’s Lupron.

Even if future trial results for PHC are

positive, it will not be easy for OncoNatural to

successfully market an OTC “nutraceutical”

such as PHC as a treatment option for a

life-threatening disease. PHC must first

shed the inevitable stigma that dietary

supplements are significantly less effective

than pharmaceuticals for treating serious,

complex diseases such as cancer. This

will not be an easy task; studies have long

suggested the benefits of taking vitamins

and minerals for the prevention of various

diseases, but nutraceuticals are yet to claim

solid ground in the treatment regimen of a

high-stakes ailment like cancer. However,

with enough valid clinical evidence and a

market hungry for inexpensive new solutions,

GlobalData believes supplements such as

PHC are capable of changing the minds of

both clinicians and consumers.

PRoSTATe HeAlTH CoCKTAIl: NoT youR AVeRAGe VITAMINS!

For more informationDr Cheryl StrelkoOncology and Infectious Diseases AnalystGlobalDataTel. +44 1204 543 [email protected]

3-5 October 2012 Jakarta International Expo,Kemayoran, Jakarta, Indonesia

Access to a population ofBOOK

YOUR STAND

Huge market to feed - Indonesia is the world’s 4th most populated country with a food processing industry serving 255 million people

Significant exposure - Fi Asia 2010 in Indonesia was attended by over 7,700 food professionals from all over the world

Presence alongside market leaders - Fi Asia exhibition attracts major players such as Firmenich, Kraft International, CP Kelco, DSM, Brenntag, Fortitech and BASF to name but a few. Showcase your products alongside theirs to set your stall out in the industry.

The only dedicated food ingredientsexhibition in the ASEAN region

For more information or to book a stand:UBM LiveTel: +31 2040 99544Email: [email protected]

UBM Asia (Thailand)Tel: +66 2 642 6911Email: [email protected] www.ingredientsnetwork.com/Asia-Indonesia

After record-breaking shows in Indonesia and Thailand, Fi Asia is returning to Jakarta in 2012 to bring the industry together once again. With high quality products and a growing consumer market, Southeast Asia is now the destination for the industry's key players.

3-5 October 2012 Jakarta International Expo,Kemayoran, Jakarta, Indonesia

Access to a population ofBOOK

YOUR STAND

Huge market to feed - Indonesia is the world’s 4th most populated country with a food processing industry serving 255 million people

Significant exposure - Fi Asia 2010 in Indonesia was attended by over 7,700 food professionals from all over the world

Presence alongside market leaders - Fi Asia exhibition attracts major players such as Firmenich, Kraft International, CP Kelco, DSM, Brenntag, Fortitech and BASF to name but a few. Showcase your products alongside theirs to set your stall out in the industry.

The only dedicated food ingredientsexhibition in the ASEAN region

For more information or to book a stand:UBM LiveTel: +31 2040 99544Email: [email protected]

UBM Asia (Thailand)Tel: +66 2 642 6911Email: [email protected] www.ingredientsnetwork.com/Asia-Indonesia

After record-breaking shows in Indonesia and Thailand, Fi Asia is returning to Jakarta in 2012 to bring the industry together once again. With high quality products and a growing consumer market, Southeast Asia is now the destination for the industry's key players.


76 technology

Traditional natural sweeteners such as sucrose have a relatively

low potency and, therefore, require large quantities to be added

to the food and beverage products to obtain the desired taste.

As the industry moved to artificial sweeteners, the potency increased

and, therefore, the relative amount added decreased. This trend

continued with stevia and its primary component, rebaudioside A,

which is more than 200 times sweeter than sucrose. Now, as

manufacturers strive to produce consistently safe products, traditional

analytical techniques are often lacking the sensitivity to meet their

needs. In the beverage industry, the use of high pressure liquid

chromatography (HPLC) with UV detection has been common practice

for decades. However, the chemical structure of rebaudioside A (reb A)

and the other compounds extracted from stevia lack a strong UV

chromophore, so this analytical approach lacks sensitivity. In 2005, a

new HPLC-based universal approach was introduced called charged

aerosol detection (CAD). This nebulization-based detection technique

measures the charge applied to non-volatile analyte particles, and

has sub-nanogram on-column sensitivity. This detection technique

was first published for the analysis of stevia extracts by the Coca-

Cola Company in 2008.1 Since that time, several alternative analytical

methods have been developed and published. This article focuses in

on two newly developed solutions that meet the analytical requirements

of the industry.

Trimodal HILIC Technique The first challenge for the manufacturer occurs

during the isolation and purification of the

desired sweetener — typically reb A from

raw plant material. As many of the extracted

compounds are quite similar, their structural

likenesses make chromatographic separations

challenging. Several current compendia

methods (JECFA, USP) rely on hydrophobic

interaction liquid chromatography (HILIC)

separations on amino phase columns that are

often time consuming and have a reputation

for retention time instability for individual

steviol glycosides. By modifying the methods

to use HILIC conditions with the Thermo

Scientific Acclaim Trinity P1 column — a

trimode column with anion exchange, cation

exchange and reversed phase functionality

— multiple compounds, including reb A and

related impurities, are consistently separated.

Charged aerosol detection can be used

when a volatile mobile phase of ammonium

formate rather than phosphate or phosphoric acid is employed, which

adds flexibility to the analytical method. The CAD method is sensitive,

with limits of quantification (LOQs) of 2.3 µg/mL by CAD, compared

with 7.0 µg/mL by UV-210 nm absorbance for reb A. Retention

time variability between mobile phase batches was within 1.3% for

rebaudioside A, indicating that the method is rugged and reproducible.

Reversed Phase TechniqueThe ability to monitor the production process and test the final

ReCeNT ADVANCeS IN THe ANAlySIS of STeVIA leAf exTRACTSAs the functional food industry continues its push to find suitable alternatives to high calorie

sweeteners, new analytical detection techniques are being brought to the forefront.

Figure 1: A comparison of data from two separate studies.

Column: Acclaim RS:C Polar Advantage II 2.2µ 2.1 x 250 mmColumn Temperature: 40 ˚CInjection Volume: 5 µC LMobile PhaseA: Deionized Water (DI) + 0.1% Formic AcidMobile PhaseB: Acetonitrile + 0.1% Formic Acid

Flow Rate: 0.7 mL/minGradient 5 to 60% B in 9 minutes hold 1 and returnTotal Run Time: 16 minutes

8.5 min

20 min

“THe STRuCTuRAl lIKeNeSSeS of exTRACTeD CoMPouNDS MAKe CHRoMAToGRAPHIC SePARATIoNS CHAlleNGING.”

rapid production of NATURAL EXTRACTSby medicinal plants

manufactured and marketed by ATLAS FILTRI ENGINEERING | a division of ATLAS FILTRI s.r.l. | Via del Santo 227 | I-35010 Limena (Italy)Tel +39.049.76.90.55 | Fax +39.049.76.99.94 | [email protected] | www.atlasfiltri.com | www.naviglioestrattore.com

INNOVATIVE RAPID DYNAMIC SOLID-LIQUID EXTRACTOR

- superior quality of the extract compared to thetraditional methods of maceration or percolation

- reproducibility of the extract’s composition- standardized concentration of active principles

in the phytocomplex- active principles unaltered

thanks to the extraction at room temperature- faster extraction- formulation of ingredients

at food and natural grade

Visit us at

Geneva - Switzerland22 - 24 May 2012

Service Pavilion 06

NAVIGLIO ESTRATTOREMEDIUM SERIES5 - 10 - 20 - 30 - 40 lmodeldimensions mm 800 x 650 x h1550

technical data sheet


77technology

For more informationChristopher Crafts, Deanna Hurum, Jeffery Rohrer and Ian AcworthChromatography and Mass Spectrometry Division, Thermo Fisher Scientific (www.thermofisher.com)

References1. J.F. Clos, et al., “Photostability of Rebaudioside A and Stevioside in

Beverages,” J. Agric. Food Chem. 56(18), 8507–8513 (2008). 2. From Saccharin to Stevia — Advances in Sweetener Analysis, www.dionex.

com/en-us/events/webinars/lp-111091.html (September 2011).

product both for uniformity and stability is another challenge. The

most common technique used in liquid chromatography is the use of

reversed phase with a non-polar stationary phase (typically using C18

chain lengths) and materials eluted according to their hydrophobicity

(from polar to non-polar). This technique has seen significant expansion

during the past decade with smaller particle size columns and the

development of UHPLC systems that are able to handle the increased

backpressure resulting from these columns. UHPLC columns were

recently used for the analysis of steviol glycosides in beverages (as

discussed below). A 2.1 x 250 mm Thermo Scientific Acclaim RSLC

Polar Advantage II column with a particle size of 2.2 µm and a simple

gradient from 95% DI water with 0.1% trifluoroacetic acid (TFA) to 60%

acetonitrile + 0.1% TFA in 9 minutes was performed. The total method

time for the analysis was reduced by a factor of three (approximately)

while increasing resolution of the reb A by more than 20% by changing

to the small particle size from 5 µm (Figure 1). The LOQ is <10 ng

on column for both the HPLC and UHPLC method with additional

improvements noticed on the UHPLC method. This level of sensitivity

is more than tenfold lower than the observed LOQ with UV at 210 nm

for this particular analytical method. Both the HILIC method and the RP

method were discussed in more detail in a recent webinar.2

Conclusion Because the sweetness and potential aftertaste of the different

compounds in stevia leaf extracts is very important, many companies

must ensure that their products are produced consistently using

a viable analytical method. Charged aerosol detection has great

applicability throughout the manufacturing process to ensure that

product quality and consistency remains uniform. The charged aerosol

detector’s universality and enhanced sensitivity compared with UV

detection allows additional components from stevia to be detected in

foods and beverages.

rapid production of NATURAL EXTRACTSby medicinal plants

manufactured and marketed by ATLAS FILTRI ENGINEERING | a division of ATLAS FILTRI s.r.l. | Via del Santo 227 | I-35010 Limena (Italy)Tel +39.049.76.90.55 | Fax +39.049.76.99.94 | [email protected] | www.atlasfiltri.com | www.naviglioestrattore.com

INNOVATIVE RAPID DYNAMIC SOLID-LIQUID EXTRACTOR

- superior quality of the extract compared to thetraditional methods of maceration or percolation

- reproducibility of the extract’s composition- standardized concentration of active principles

in the phytocomplex- active principles unaltered

thanks to the extraction at room temperature- faster extraction- formulation of ingredients

at food and natural grade

Visit us at

Geneva - Switzerland22 - 24 May 2012

Service Pavilion 06

NAVIGLIO ESTRATTOREMEDIUM SERIES5 - 10 - 20 - 30 - 40 lmodeldimensions mm 800 x 650 x h1550

technical data sheet


78 last word

In particular, it is crucial for the nutraceutical,

raw materials and functional food and drink

ingredients industries wherein companies

are constantly looking to find the next

breakthrough ingredient. For this year’s

Vitafoods Europe, we’re focusing heavily on

the role that innovation plays throughout the

event. At our scientific conference, Dr Jason

Halford from the University of Liverpool

will discuss The SATIN (Satiety Innovation)

Project — Generating Novel Food Structures

to aid consumer weight management. The

industry has yet to develop a lasting range of

commercially viable satiety enhancing foods

that are acceptable to the consumer. Subtle

changes to the microstructure of food can

enhance satiety signals that arise along the

length of the GI tract. The SATIN project uses

in vitro modelling and novel food processing

technologies to combine novel structures and

functional ingredients to develop commercially

viable satiety enhancing products.

In addition, Dr John Stewart, Open

Innovation Manager at Tate & Lyle plc, who

will be chairing the sessions on digestive

health at the conference, cites the practice

of Open Innovation as commonplace in non-

food sectors such as IT, communications and

Big Pharma. Open Innovation is a practice

in which different industries, companies and

teams use an extensive array of approaches,

depending on their structure and stage of

adoption. Many tools are familiar, such as

technology scouting and licensing, venture

investing, participation in research consortia,

supplier ‘challenge days,’ online portals and

the use of intermediaries. Dr Stewart stresses

that more food ingredient companies, large

and small, must learn the value of Open

Innovation and accept this as the norm.

At Tate & Lyle, Dr Stewart has dedicated

a team to manage ‘Open Innovation.’ As

well as scouting new technologies, the team

of ‘intrapreneurs’ creates an easy access

route for smaller partners to work with the

company. A recent example from this is

SODA-LO, an innovative, clean label salt

product that enables sodium reduction in

food without loss of flavour. Eminate Ltd (a

University of Nottingham subsidiary) created

the technology but, with limited resources,

took the ingredient as far as it could go

without partnering with a global player. The

collaboration with Tate & Lyle will see SODA-

LO being developed further to reach new

customers and markets.

At Vitafoods Europe, we’re not just

embracing innovation as part of our

conference. This year’s New Products

Zone provides all attendees with inspiration

for new ingredients within the exhibition.

More than 150 new products from leading

manufacturers will make up the New Products

Zone and contain many ingredients that

visitors have never seen before. Products

include CaloriSorb from Aenova Holding

GmbH, which reduces fat absorption for

weight management; BONOLIVE from

BioActor, the only bone health ingredient from

olive polyphenols; Mucosave from Bionap

Srl, the first ingredient specifically created

for mucosal protection, and Lactobacillus

casei 431, a probiotic chewable tablet from

Chr. Hansen A/S.

Finished Products Expo, which is colocated

with Vitafoods Europe, will have its own New

Products Zone at its entrance where the

latest functional foods, drinks and dietary

supplements launched in the last 12 months

will be on display. Products will include

Novisyn from Fulcrum Health Limited, which

is a pure, oral form of Hyaluronan; HHIce

Cream Probiotic Defense from NEWtritious,

a soft-serve frozen yoghurt mix that supports

immune function and Nature’s Plus Sugar

Armor from Nature’s Plus, which blocks up to

50% of sugar and starch absorption per meal

to increase weight loss.

But it’s not just the products on display at

this year’s show that will make a mark on the

industry. In the past 15 years since Vitafoods

was first launched, there has been a great

wealth of innovation, which has essentially

transformed the face of the functional food,

drink and dietary supplement industry. In

particular, the antioxidant category, one of

the largest markets for nutraceuticals, has

evolved hugely, offering great opportunities

for functional food and dietary supplement

applications. We’ve also noticed an increase

in prominence of fatty acids such as CLA and

omega-3, -6 and -9, which have become

increasingly important in both of these sectors

during the past few years too. Functional

ingredients from the sea have also served

the dietary supplement and functional food

market well during this time, particularly the

likes of algae, astaxanthin and krill, whereas

herbs and botanicals have become integral to

functional food and beverage development.

However, whilst our exhibitors are doing

all they can to ensure that their offering is

as cutting-edge as it possibly can be, we’re

acutely aware that the show itself needs to

reflect their efforts. As a result, during the

last few years we have focused a great deal

of effort on ensuring that the show is as

innovative as possible. We’ve also extended

INNoVATe To SuRVIVeInnovation is the lifeblood of any organization; it helps us to discover new ways of working, improve products or technologies and, in a business context, to stay ahead of the competition.


80last word

this commitment to the rest of the Vitafoods

portfolio too. South America is set to be a

key player during the next decade, which

is why we staged our first Vitafoods South

America event in Brazil in March. There is also

a growing market for dietary supplements in

Asia, so we are launching a Finished Products

feature zone there in September to cater to

this demand. I really believe that organizations

that harness innovation can create a

competitive advantage and I look forward

to seeing and hearing all about the latest

creative concepts from the nutraceuticals,

raw materials and functional food and drink

ingredients companies in Geneva from 22–24

May 2012.

For more informationChris LeePortfolio Director at Vitafoods www.vitafoods.eu.com

Chris Lee

The debut of Vitafoods Asia proved to be a hit with exhibitors and visitors alike when it launched in Hong Kong in September 2011.With more than 2150 attendees from over 40 different countries, including Australia, Malaysia, China, Japan, Thailand, Vietnam and Cambodia, making their way through the doors during the course of the three-day event, the nutraceuticals, functional food and drink ingredients show really exceeded targets. Asia Pacific is the second biggest global market for functional foods behind the USA, with a market value expected to reach $48 million in 2012. Speaking of the show’s success, Event Director Chris Lee commented: “We’re delighted that the event was received so well; it just goes to show that the market for pan-Asian nutraceutical, functional foods and functional drinks ingredients is very strong. Plans are already well under way for next year’s show and we’re now planning the strategy to give even more value through education and innovation for visitors and exhibitors to Vitafoods Asia 2012.” More than 125 exhibitors showcased their innovative products, including international brands such as BASF, Chr Hansen, DSM, Ingredia, Naturex, Danisco and LycoRed, plus regional companies such as Yigeda Bio-Technology, Shaanxi Jiahe Phytocham, Handan Chen’Guang Precious Oil and Huisong Pharmaceuticals.

A spokesperson from Chr Hansen, said: “We are very satisfied with the event and never expected to have had so many good visitors from South East Asia.” Popular visitor attractions included the Seminar Theatre with a host of exhibitors presenting sessions on some of their latest research, nutraceutical and functional food and drink innovations. Keynotes from Daniel Quek, President of HSIAS and Chairman of AAHSA on Regulatory Harmonization in ASEAN and Katrina Diamonon, Consumer Insight Analyst at Datamonitor on functional food trends in Asia were particularly well received. Other features that welcomed a high number of visitors included the EAS free one-on-one advisory sessions and the New Products Zone, which showcased innovative new market launches from the last 12 months. Innova Market Insights also explained the latest trends and business opportunities for companies across Asia in VitaTrend.

Professor Yang, of the Chinese Nutrition Society, commented: “I congratulate Vitafoods Asia for its milestone in creating a huge opportunity to facilitate the growth of the functional foods industry in Asia. Like all other nutritionists in the industry, we are confident that the show will become a significant platform for exchange of ideas and information, thereby delivering innovative products and enhanced health services for the masses.”

Launch of Vitafoods Asia a Great Success

Discover a world of innovation in ingredients and raw materials for

Nutraceuticals I Functional foods Functional drinks I Dietary supplements

• Meet over 150 international ingredients and raw materials suppliers

• See the New Products Zone featuring over 75 of the latest innovations

• Attend over 25 free seminars

• Learn about market and trend forecasts from Vitatrend

• Hear free keynote presentations

• Receive free Regulatory Advice from EAS

• Find new products to distribute in the Finished Products Zone

• Gain market insights from Mintel

• Debate the issues at the Vitafoods Asia Discussion Forum

And much more...

Register today at www.vitafoodsasia.com/nbt

FREE

TO ATTEND

REGISTER NOW

Media & Association Supporters

Supported by Organised by


82industry issues

For more informationGeorge PontiakosPresident and CEOBI [email protected]

Having functional benefits from a whole

food ingredient can add value and

maintain a clean label, which makes

it all the more appealing to the informed

consumer. Plus, it also has the added benefit

of extending an existing product line into a

new demographic.

The current trend of using a well-known

food mixed with something more exotic,

such as chia seeds in apple sauce, can peak

consumer interest and tempt them to try

new functional foods. This strategy should

extend far beyond the standard bar and

cereal categories that are currently driving

this change. Ingredients

offered by BI, for example,

such as chia, quinoa and

baobab fruit, which have been

eaten for centuries in their

indigenous nations, not only

add functionality, but also

have added marketing value

because of the unique stories

behind these ingredients.

Even though the current

consumer is well informed and

willing to try new functional

foods, they are still looking

for convenience, especially

when it comes to functional

beverages. For example, the

“shot platform” has been

wonderfully successful in the

energy market and somewhat

successful in pro- and

prebiotic solutions. But, the

food and beverage industries

continue to be focused on

providing discreet attributes to

singular products. Yet, neither

market is driving the long

ball play, which provides the

functional load benefit of a pill

or a tablet in a food source.

Compliance is the number

one issue in the nutrascience

industry, just as it is in

the world of Big Pharma.

Consumers never finish a

total dosage course: taking

a pill, having to remember to

take a pill, having to swallow

a pill, is truly tedious; the vast

majority of consumers don’t

like this process. Being able

to get the efficacy benefit

in the normal choreography

of eating is a far better

approach. The food and

beverage industry has the retail footprint, the

geographic scale and the R&D dollar budget

to totally disrupt this market. But, as yet, I

have not seen the focus or drive to do so. It

is a challenge to engineer a 500 mg efficacy

load into a food delivery vehicle, given the

taste, stability and shelf-life metrics that must

be overcome; but, I believe the company

that can remove a few femtoseconds out

of today’s digital consumers by providing

a functional, preventive tasty attribute

will redefine the nutrascience market and

dominate the health and wellness landscape.

The consumer is looking for an innovation

platform of wellness, focused on health and

prevention that provides safe, efficacious

solutions across their buy responsibility. From

the mother feeding a family, to the millennium

driving a career, to a boomer living an active

lifestyle, all are beginning to recognize the

value of complexity reduction. By reducing

the complexity of health and wellness, a

company’s food/beverage product platform

could, would and should provide a single

point solution.

Marketing a company’s breakfast, lunch

snack and dinner line as a homogenous

wellness programme, all designed to

complement each other in a complete value

proposition, may eliminate the confusion

consumers have concerning what is good and

what is hype. We, as an industry, are behind

the mindshare curve. When trusted advisers

are social media or sponsor-driven pseudo

experts, we allow others to frame our market,

which negatively affects operational efficiency,

time-to-market deployments and fulfilment

lead times. Changing the market and

disrupting an industry requires a commitment

beyond just R&D. One must have a synergistic

approach on digital strategy, a wellness focus

and components to address that focus, all

bound into a co-ordinated innovative product

set. Asking a consumer to press the “like

button” will not get us there.

CHANGING THe PIll PARADIGMConsumers, no longer just those who support the natural and organic cause, are becoming more informed and critical about the food they eat.

Bioavailabilityis a serious

business.

Polyphenols can do a lot of good. But often the problem is getting them where they’re needed, because they suffer degradation in water and find it hard to cross the lipid-rich membrane of the gastrointestinal system. Which is why Indena invented the Phytosome® solution. In a Phytosome®, poorly soluble bioactives are formulated into soy lecithin. This disguises them as lipids, protecting them from water degradation and shuttling them across the phospholipid membranes. In this way, a Phytosome® mimics the dietary intake of these bioactives and improves their bioavailability. To know more about the active principles formulated by Indena as Phytosome®, visit www.indena.com or contact Indena today.

www.indena.com Headquarters: Indena S.p.A. Viale Ortles, 12 – 20139 Milan Italy tel. +39.02.57496

Indena Biotechnology (Shanghai) Co., Ltd - Unit 03, 16/F, Cross Tower, 318 Fu Zhou Road - Shanghai 200001 - Chinatel. +86.21.22815900 Indena France S.A.S. - 23, Rue de Madrid - 75008 Paris - France - tel. +33 1 45229128

Indena Japan Co., Ltd. - KDDI Bdl. 21F. 1- 8-1 Otemachi- Chyoda-Ku Tokyo 100-0004 - Japan - tel. +81.3.3243 9924Indena USA Inc. - Two Union Square, 601 Union Street, Suite 330 - Seattle WA 98101- USA - tel. +1.206.340.6140

Aker BioMarinewww.superbakrill.com [email protected]: +47 24 13 00 00 The superior omega-3

100% Krill Oil

Small Size

No Aftertaste

No Burps

Traceability

More Bio-Efficient

Greater Stability

Healthy Skin

Healthy Heart

Healthy Joints

Healthy Brain

Eco-Friendly

From the Purest Waters on Earth

So much.So little.Superba™ Krill Phospholipid EPA/DHA Omega-3s

Superba™ Krill Oil is an excellent pure source of marine omega-3 fatty acids. The omega-3’s EPA & DHA from krill are present in the highly bio-efficient phospholipid form, which provides unique health benefits. Superba™ Krill Oil is also extremely tolerable and free of repeating or “fishy burps”.

Omega-3 Phospholipid EPA & DHA are important building blocks for healthy cell membranes. The ratio of EPA & DHA to other fatty acids in the membrane is called the Omega-3 Index – a strong indicator of cardiovascular health. In a recent human study, Superba™ Krill Phospholipid EPA & DHA had a significantly improved Omega-3 index compared to ordinary fish oil.

AkerBioMarine is the only krill harvester that has been awarded the prestigious Marine Stewardship Council certification for its eco-friendly harvesting and traceability from sea to shelf.

Visit us at VITAFOODS Stand # 1359

VITAFOODS_26APR12.indd 1 27.04.12 11:16

nbt may 2012

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