UK-based Provexis, the first company to win approval for an Article 13.5 health claim in Europe, has revealed that its flagship Fruitflow heart health ingredient is now being used in seven consumer products across the world and has promised there will be more to come in 2012.
In addition, in co-operation with its sales and marketing partner DSM, the company said it had developed a powdered form of the ingredient for use in tablet and capsule form—increasing potential for Fruitflow in the dietary supplement market.
Fruitflow is a tomato extract associated with the maintenance of healthy blood circulation. It shot to prominence two years ago when it became the first ingredient to be approved by the European Food Safety Authority under Article 13.5 of the EU’s Nutrition & Health Claims Regulation. Article 13.5 is reserved for proprietary and newly emerged science.
Stephen Moon, CEO of Provexis, said: “DSM continue to aggressively market Fruitflow and they have seen interest in all major global markets. The technology is currently supplied to seven regional consumer brand owners in various international markets and further launches are expected in 2012.
“The technology is attracting interest in the US, Europe, Asia and Latin America in the food, beverage and dietary supplement sectors. Commercial negotiations are in place with multi-national and global brand owners.”
He added: “The key next steps are to optimize this product for use in tablet and capsule format and this work is being undertaken concurrently with ongoing commercial discussions.”