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Dispatches from Israel

Herbamed pushes boundaries of cereal bar supplements

By Rod Addy , 25-Jun-2012

Israel’s Herbamed aims to grow healthy cereal bar market
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Israel-based Herbamed is seeking commercial partners for a range of fortified cereal bar supplements it claims can address global nutrient deficiency needs.

The bars contain a range of ingredients, from vitamins and minerals to coenzyme Q10, which has been the focus of interest for claimed heart health benefits.

In this exclusive podcast, Herbamed chief executive Alon Nahoum tells FoodNavigator that the bars not only carried some strong nutritional claims, but had robust science to back them up.

The manufacturer, which is based in Rehovot in Israel, has worked with researchers, including scientists at the renowned Ben Gurion University, on many studies. These had revealed some impressive results, including positive findings on cholesterol reduction.

The bars would sit well in health food stores and would suit the supplements market and contained only natural ingredients, so bore clean label credentials.

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