Frutarom launches ‘naturally delivered’ fruit-based supplements

By Will Chu

- Last updated on GMT


Related tags: Nutrition

Israeli company Frutarom Health BU is to make available its fruit-based range of supplements formulated to supply nutraceuticals via a new fruit-based delivery system.

The "Frutaceuticals" uses a nutrition delivery concept based on Ultra Rapid Concentration (URC) technology developed by Taura Natural Ingredients that works by evaporating moisture from heat-sensitive fruits whilst maintaining the raw material’s integrity.

“The fully automated system creates stable products that do not need added sugar, bulking materials, or preservatives,”​ said Peter Dehasque, CEO of Taura.

Made from real fruit, these supplements are designed to deliver the taste, texture and goodness of true-fruit chews and, according to its makers, provide a real alternative to current delivery systems for healthy ingredients.

While gummies are popular, they can be perceived as unhealthful sometimes because of added sugar and gelatin,” ​said Maider Gutierrez, director of Marketing for Frutarom Health.

“These real fruit pieces allow manufacturers to maintain cleaner labels by using simple ingredients that consumers trust. The new supplement snacks contain branded ingredients, including Neuravena, AB-Fortis, and Portusana.”

These ingredients form the mainstay of Frutarom's EFLA Line, a range of health ingredients such as herbal extracts.

Neuravena (EFLA 955) for example is a bioactivity tested wild green oat extract sourced from a strain of Avena sativa L​. known for its positive effects on cognitive markers.

Meanwhile, Portusana (EFLA308) is Frutarom’s branded purslane herb extract, produced from the leafy green vegetable Portulaca oleracea ​purported to have antidiabetic properties and high stores of nutrients such as fibre, vitamins, and minerals and omega-3 fatty acids (α-linolenic acid).

Frutarom’s AB-Fortis is a microencapsulated form of iron, designed to fortify foods with this mineral without changing the appearance, palatability or taste of these foods.

‘A proven successful concept’

“We focused on ingredients that answer today’s consumer demands for health and wellness, and that offer a solution to leading health concerns,”​ said Gutierrez.

“Each ingredient is backed by proprietary science supporting its efficacy. It is a proven successful concept: innovative, natural, good-tasting products with verified health benefits.”

The delivery system could also provide some much-needed relief from consumers suffering from ‘pill fatigue,’ a documented phenomenon particularly among those of the Baby Boomer generation.

Here, consumers, who may already be taking prescription medications, do not want to consume more pills. While some do not taste good, many are not easy to swallow.

“Today’s consumers prefer alternative delivery systems, even more so when those products are tasty and natural,”​ commented Gutierrez.

According to New Hope Network, there is a growing trend in for new delivery systems for healthful ingredients.

In the US, two-thirds of gummies (which began as a candy format) sold are as supplements taken by adults who do not want pills or capsules.

Pill and capsule alternatives, such as chewables, gummies, liquids, or powders accounted for €11.1bn ($13.3bn) 34% of the €32.4bn ($38.8bn) supplement industry in 2015.

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