DSM Introduces Powder Form of Cardiovascular Nutrient

14 May 2013 --- DSM is launching a dry powder format of cardiovascular nutrient Fruitflow at this year’s Vitafoods. Designed for all dietary supplement products including soft gels, capsules, tablets and stick packs, the ingredient will enable manufacturers to target a broader consumer base.

Used at a dosage of 150mg, Fruitflow powder is extremely effective, highly concentrated and derived from natural sources. It carries an approved EU health claim for maintaining healthy blood circulation and has GRAS status in the US.

Fruitflow helps maintain a healthy cardiovascular system by smoothing blood platelets and therefore reducing the risk of blood clots and other cardiovascular events. Published clinical studies have demonstrated that Fruitflow reduces platelet aggregation in up to 97 per cent of individuals within 1.5 hours of consumption. No side-effects, allergenic reactions or incompatibility with other medication have been reported following its prolonged use in eight clinical studies.1

Wouter Nieboer, Global Marketing Manager for Fruitflow, comments: “Cardiovascular health is one of the biggest consumer health concerns out there, with many people turning to dietary supplements as a drug-free and effective way of looking after their hearts. Many heart health products available today only address blood pressure or cholesterol. Fruitflow, on the other hand, is one of the only ingredients to address healthy blood circulation, with the new powder format opening up a world of commercial opportunity to dietary supplement brand owners. Our qualitative consumer research has shown that dietary supplements are the preferred way for consumers to enjoy Fruitflow, and we have already received much interest from brand owners.”

“This new addition to our already extensive range of heart healthy ingredients will enable manufacturers to differentiate their brands in an increasingly competitive market,” adds Nieboer. “With in-depth consumer insights and extensive formulation expertise, we can be with customers at every stage of the NPD process. One key way we can add value is by helping to create on-pack messaging that communicates the unique benefits of Fruitflow in a way that is compelling for consumers.”

Fruitflow is part of DSM’s ‘Guard your heart’ health benefit platform, along with well-known omega-3 brands MEG-3 and life’sDHA™. The portfolio also includes vitamins, minerals and other functional ingredients for optimal cardiovascular health.

1 O'Kennedy et al. 2006a, AJCN