British campaign takes astaxanthin to the people

By Shane Starling

- Last updated on GMT

A Higher Nature astaxanthin-based product...set to receive marketing support from its supplier AstaReal
A Higher Nature astaxanthin-based product...set to receive marketing support from its supplier AstaReal

Related tags: Nutrition

Swedish-Japanese astaxanthin specialist AstaReal is working with its UK brand partners to push awareness of the carotenoid’s skin health benefits – even in the absence of approved health claims.

Food supplement brands like Higher Nature and Ingenious Beauty are part of the print and online campaign that will run for the rest of the year to “educate readers about the science behind astaxanthin.”

A nutritionist, Suzie Sawyer, has been engaged “for a series of media events and briefings.”

An AstaReal spokesperson told us other UK brands were expected to come onboard soon for the campaign that will also highlight differences in quality in the astaxanthin supply.

A similar campaign has been underway in Sweden for some time for AstaReal’s own-label Astaxin consumer brand but this UK effort will be the “first campaign that will link manufacturers and promote the ingredient itself.​ 

We are seeing a growing trend for ‘beauty from within’,”​ the spokesperson said, adding, “Brexit means nothing.”

Science for & against

astaxanthin powder
Astaxanthin powder. ©iStock

Science has linked the typically algae-sourced carotenoid to skin health, anti-ageing, muscle performance, cardiovascular health, cognitive function, vision and immunity but that 400-paper body of science has to date failed to impress the health claims panel at the European Food Safety Authority (EFSA). Under the strict EU nutrition and health claims regulation (NHCR) 15 astaxanthin applications have been rejected​ by EFSA scientists.

AstaReal harvests its astaxanthin from the microalgae Haematococcus pluviailis ​at closed photobioreactor sites in Sweden and the US.

The firm said it is no longer a member of the recently formed Natural Algae Astaxanthin Association (NAXA)​ "over concerns about the association’s ability to affirm the quality of its membership’s astaxanthin ingredients."

At the time, Joe Kuncewitch, national sales manager for AstaReal, said “NAXA membership may give the false impression that all members are offering astaxanthin of equivalent quality. However, NAXA only confirms that member companies are producing astaxanthin from algae. They don’t perform extensive quality testing.”

Related news

Show more

Related products

show more

Whitepaper: Optimizing immunity with vitamin D

Whitepaper: Optimizing immunity with vitamin D

DSM Nutritional Products | 16-Jun-2022 | Technical / White Paper

With vitamin D science evolving rapidly since the COVID-19 pandemic, our new whitepaper breaks down the latest research on the role of vitamin D in supporting...

Happier with indication-specific probiotics

Happier with indication-specific probiotics

Winclove Probiotics | 07-Jun-2022 | Product Brochure

From the very founding of Winclove Probiotics, our aim to help people, society, and the world has been an essential part of our business DNA.

Stronger Bones Begin with MenaQ7® Vitamin K2

Stronger Bones Begin with MenaQ7® Vitamin K2

Gnosis by Lesaffre | 06-Jun-2022 | Infographic

By activating the K-dependent protein Osteocalcin, Vitamin K2 as MK-7 enables the body to properly utilize calcium, binding it to the bone matrix.

Botanicals you can rely on, from ADM

Botanicals you can rely on, from ADM

ADM | 02-Jun-2022 | Product Brochure

Today more than ever, consumers are striving to support their overall well-being in a convenient way, with foods, beverages and dietary supplements that...

Related suppliers

Follow us

Products

View more

Webinars