Vitiva takes on US with rosemary-derived antioxidants

By Staff Reporter

- Last updated on GMT

Related tags: Nutrition

Slovenia's Vitiva is turning its attention on the US natural
antioxidants market, where it hopes its rosemary-derived
ingredients will capture the attention of healthy food

The company, owned by Aktiva Group, has recently tapped Frutarom's VP global sales and marketing to be its new CEO. Cohen, in turn, has appointed nutraceuticals consultant Dr Harold Wiener to the senior management team.

Having developed propriety technology to extract the antioxidants carnosic acid and rosmarinic acid from rosemary, Vitava says it has a 70 share of rosemary-derived active ingredients market in Europe. Its line includes natural oil and water-soluble products in both powder and liquid forms, with varying concentrations.

"We intend to increase sales by developing innovative products based on natural rosemary extracts for a variety of food applications,"​ said Cohen.

As well as being used to make processed meat and edible oils healthier, the extracts are also claimed to extend the shelf life of foods without the need for synthetic petrochemical antioxidants.

Cohen also revealed that the company is set on further expansion in the marketplace: "Our new strategy includes new joint ventures and acquisitions of nutraceuticals and flavor companies with growth potential,"​ he said.

Related topics: Antioxidants/carotenoids

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