Based on its recent analysis of the health ingredients market, Frost & Sullivan recognizes ChromaDex, Inc. (ChromaDex) with the 2010 North American Frost & Sullivan Award for Most Promising Ingredient of the Year for the unique ingredient it offers under the brand name pTeroPure™ pterostilbene, a 99% pure form of trans-pterostilbene—a compound found in small berries, other small fruits and in the bark and heartwood of some trees. It is a phytoalexin produced by plants to fight infections from bacteria or fungi and has shown promising health benefits while gaining rapid traction in the nutraceutical industry.
ChromaDex uses a patent-pending, sustainable process and green chemistry to produce pTeroPure pterostilbene in a dose of pterostilbene equivalent to that contained in over 300 pounds of blueberries. "ChromaDex's sustainable process provides a commercially viable manufacturing source, setting the foundation for the company to serve a multitude of markets beyond just the nutraceutical industry," remarks Frost & Sullivan analyst Sneha Pasricha.
Pterostilbene has similar properties to resveratrol, a compound credited for giving red wine its healthy properties. However, it has higher potential for cellular uptake due to its lipophilic nature and longer half-life in the body (105 minutes versus resveratrol’s 15 minutes). These highly beneficial properties are expected to guarantee huge market potential for pterostilbene in the human nutrition industry.
One of the key factors that provide a marketing edge to pterostilbene is the concerted research initiatives undertaken by ChromaDex in collaboration with pertinent research institutions. The company's studies, along with those of the USDA and University of Mississippi, show that pterostilbene may positively impact clinical conditions such as cardiovascular diseases and cognitive decline. Studies have also indicated positive outcomes for diabetes, blood pressure, cancer, oxidative stress and anti-ageing.
Prior to the formal launch of pTeroPure pterostilbene in September 2010, ChromaDex carried out a soft launch of the product in April 2010. Between April and September 2010, the ingredient was incorporated in three finished products in the nutraceutical industry. However, after the formal launch (between September and December 2010), it was employed in 11 more finished products with an additional 12 set to launch by the summer of 2011. Such a positive market acceptance is a strong evidence of the ingredient's growth potential.
"In addition to the persistent research endeavors, ChromaDex adopts a combination of strategies that ensures a promising growth potential for the branded multi-functional ingredient," notes Pasricha. "The company is not only planning to expand the application potential of the compound beyond nutraceuticals, but is gathering patents to strengthen the Intellectual Property body for pterostilbene. It is using smart market positioning and distribution strategies and also is looking to foray to other geographical markets outside the United States."
The marketing and promotional activities for pTeroPure pterostilbene are primarily targeted at end-product manufacturing companies. ChromaDex actively advertises its multi-beneficial health ingredient in trade publications, regularly participates in trade shows, seminars and exhibitions, organizes webinars and uses monthly mails to make its clients aware of special pricing/promotions and to provide new marketing material.
As more pTeroPure pterostilbene-containing end-products are made available in the market, this campaign is expected to help enhance consumer awareness of pterostilbene and the products containing it. Co-branding on finished products is another key marketing tool pursued aggressively by ChromaDex.
"An ingredient with proven efficacy and safety that addresses the needs of multi-populations is bound to be successful," concludes Pasricha. "Moreover, a sustainable production process and apt promotional, market positioning and penetration initiatives are likely to further bolster the ingredient’s potential and future market acceptance."
ChromaDex has exhibited the necessary best practices and growth strategies needed to drive the uptake of its promising pTeroPure in the health ingredient market. Based on the growth potential the compound holds, Frost & Sullivan is proud to present it with the 2010 Frost & Sullivan Most Promising Ingredient of the Year Award. The award recognizes the unique selling features of the product evident in its current market acceptance along with its immense growth potential. It also recognizes the company’s continuous research efforts and marketing and promotional endeavors.
Frost & Sullivan's Best Practices Awards recognize companies in a variety of regional and global markets for demonstrating outstanding achievement and superior performance in areas such as leadership, technological innovation, customer service and strategic product development. Industry analysts compare market participants and measure performance through in-depth interviews, analysis and extensive secondary research in order to identify best practices in the industry.
ChromaDex™ is an innovative natural products company that provides proprietary, science-based solutions and ingredients to the dietary supplement, food & beverage, cosmetic and pharmaceutical industries. ChromaDex is a publicly-traded life-sciences company (OTC stock symbol CDXC.OB)
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