The company is launching the first functional food using its Fruitflow technology in the UK in January.
The Sirco fruit juice drink will carry the claim that it 'helps to maintain a healthy heart and benefits the circulation'. It will be positioned as heart healthy juice, an emerging category in the functional food market.
But the firm is keen to tap into the US market for heart healthy foods, which it says is expected to reach US$34 billion in sales by 2010.
Its tomato extract has been proven in human trials to inhibit blood platelet aggregation and thereby reduce the risk of thrombosis, a primary cause of heart attack and stroke.
Sirco will be differentiated from cholesterol-lowering foods already available on the European market as its benefit is derived from blood thinning and is said to have an effect from the first serving.
The technology gained patent protection in Europe in July 2003, and in Australia in August 2004. Provexis is also expecting to get patents in Japan, Mexico and Canada in the near future.
However Dr Stephen Franklin, chief executive officer of Provexis, noted that it now has patent protection in its two largest target markets, the United States and Europe.
"We can start to make significant in-roads into the US functional food market," he said.