Provexis utilising Fruitflow learnings for new heart health extracts
“We have closely analysed a range of plants and cruciferous vegetables containing isothiocyanates in order to develop the most effective combinations,” said CEO Stephen Moon.
“These include certain strains of broccoli, mustard seeds, watercress and some ingredients we would like to keep confidential at this stage.”
Moon said the company was building on a longterm relationship with Professor Richard Mithen at the Institute of Food Research in the UK, who has extensively researched isothiocyanates’ ability to reduce the risk of developing certain cancers.
Moon said the company’s experience in winning for Fruitflow the first article 13.5 emerging and proprietary science health claim under new EU rules, would play a significant part in the new ingredients’ commercialisation pipieline.
“The learning from Fruitflow will help us in accelerating this new extract to market, for example by us planning trials at the outset to more effectively gain regulatory clearances and to result in optimally consumer-friendly claims. We expect to run two human trials this year and then have a third and final trial, specifically to support regulatory clearances ahead of a commercial launch, complete by the end of 2012.”
He added in a statement: “The functional foods market is buoyant and with companies such as Nestlé and Danone making considerable investments in product development, the clinical foods market is also projected to grow significantly going forward.”
Fruitflow
He said Provexis was “impressed” with the commercialisation and refinement work going on at DSM for Fruitflow.
“DSM continue with their marketing and selling efforts in all major markets and are making significant progress with a wide range of global, multinational and national brand owners in the functional food and dietary supplement sectors. DSM are also devoting significant resources to the refinement of Fruitflow powder for dietary supplements. We continue to be impressed by the progress DSM are making and this endorses our decision to partner with them.”
