Fruitflow heart-health close to full-scale roll-out

Life-sciences business Provexis and ingredients supplier DSM are gearing up for a full-scale launch of Fruitflow, the only functional product so far to be subject to an approved Article 13.5 health claim under the EU's Nutrition & Health Claims Regulation

Life-sciences business Provexis and ingredients supplier DSM are gearing up for a full-scale launch of Fruitflow, the only functional product so far to be subject to an approved Article 13.5 health claim under the EU's Nutrition & Health Claims Regulation.

At its annual meeting with stockholders earlier this month Provexis' chairman Dawson Buck said plans to formally launch Fruitflow, the company's all-natural tomato extract that improves blood circulation, were nearing completion.

"Working with our strategic partner DSM Nutrition we aim to commercialise successfully our Fruitflow heart-health technology," he told shareholders. "To date, DSM has completed the initial manufacturing trials for the product. The marketing strategy is now being finalised and the technology will feature at some major trade exhibitions later in 2010. In parallel, DSM has already entered into commercial discussion with major brand owners."

Health Ingredients Europe, which takes place in Madrid on November 16-18, will be the first trade show at which DSM will promote Fruitflow. Will Black, the company's VP of new nutritional ingredients, said: "Fruitflow fits well with our nutritional ingredients portfolio. It has strong science-backed evidence and targets one of the chief areas of concern for consumers — heart health.

"With our strong applications expertise and knowledge of the functional ingredients and supplements markets we're excited about the new opportunities we can now take to our customers."

Netherlands-based DSM secured exclusive global rights to market Fruitflow in June this year. The previous December, Provexis had earned full Article 13.5 approval for the claim: "Helps maintain normal platelet aggregation, which contributes to healthy blood flow."

More than nine months on, Fruitflow remains the only ingredient to enjoy Article 13.5 approval.

Under the terms of the agreement between the two companies, DSM is responsible for manufacturing, marketing and selling Fruitflow via its global sales force, while Provexis contributes scientific expertise.

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