One area that could enhance awareness is to team up the Capros-branded ingredient, reported to have an ORAC value of almost 1,800, with better known superfruits like pomegranate. According to the company, recent in vitro and in vivo tests combining pomegranate extracts and the ingredient developed from the Indian gooseberry, Phyllanthus emblica, enhanced the overall antioxidant profile of the mixture, with a synergism between the ingredients. "These results are quite remarkable, and may open up a whole new way of looking at the potential applications of superfruit ingredients," said Lucien Hernandez, president and CEO, Natreon. "While Capros has a superior ORAC value on its own, it is exciting to see that its antioxidant powers can boost other superfruit compounds to unheard-of heights," he added. The company sees the pairing of Capros with superfruit heavyweights like pomegranate as an ideal way of boosting awareness of the ingredient. "Awareness is extremely low," Hernandez told NutraIngredients-USA.com. "But by piggybacking on pomegranate we could boost awareness. Pomegranate juice makers may see the ingredients as a line extension or a way of enhancing the overall antioxidant activity of their products." And beverages are where Hernandez sees the most potential for the ingredient. "From a regulatory perspective, Capros can be used in foods. It is very hydroscopic so it's ideal for beverages. It will also work well because superfruits are very popular in beverages," he said. He adds that the flavor impact is very low, and the yellow-brownish color adds only a slight hint to the formulation at the concentrations used (about 250 mg per 300 to 500 ml serving). Challenging the folklore Traditionally, the Indian gooseberry has been considered a rich source of vitamin C, but detailed HPLC analysis of the fruit has shown that there is, in fact, no vitamin C, said Hernandez. Indeed, the key bioactives are tannins, he said. In terms of the health benefits, Hernandez says it is something of a panacea, with considerable benefits for cardiovascular health. One of Natreon's long-standing customers has the rights to the product for use in cosmetics and skin health, he said, although Natreon does not position Capros as a 'beauty from within' ingredient. "We give our customers the scientific ammunition to go in the direction they want to go," he said. The ingredient is available in the US, and in Asia via the recently signed partnership with Maypro. "We're talking to people in Europe," said Hernandez.