German herbal extract company Plantextrakt last week launched a new antioxidant system for use in a range of functional foods.
Presenting the Oxbloxx brand at the Health Ingredients Europe show in Paris, France, Plantextrakt displayed a range of soft drinks, packaged in Tetra-pak containers, which included the natural antioxidant ingredients.
The company said the Oxbloxx formulas, which contain herbs such as hibiscus extract, peppermint, rosehip extract and also green tea compounds, could be used in confectionery, dairy products, baked goods and cosmetics.
Scientific research suggests that the antioxidant potential of polyphenols, naturally appearing in green tea, in combination with vitamins A, C and E have a cell-protective effect.
The drinks on display included Oxbloxx Apple, Raspberry, Peach and Blackcurrant.
"This is the first time we have introduced a registered brand. We have always offered high quality ingredients, but a brand is much easier to promote," said Peter Hoeger, marketing director of MB Management Services.
"It was evident at HiE that focusing on a single concept allows for a much stronger impact. From the sampling to the internet displays and booth design, our sales people found the new brand very easy to work with."
Customers using the antioxidant system in foodstuffs will also have the option of using the brand name and marketing material. Hoeger said that for some of its smaller to medium-sized clients, this would be seen as a significant benefit.
"This also narrows the gap between the suppliers and industry," he added.
Hoeger claimed that the Martin Bauer Holding company, which also owns Germany-based Phytolab and supplement and plant extract business Finzelberg, was planning to launch a new brand idea on an annual basis. Martin Bauer Holding launched a new corporate design earlier this year, as part of changes to the group's positioning. The company has also stepped up media advertising this year.
Following the global launch of Oxbloxx this month, Plantextrakt will also be promoting the new brand at Food Ingredients Asia in November. Display of the ingredients in functional beverages fits with the current trend for healthy soft drinks, seen increasingly on the stands at health shows this year.