IFF Health's brain-boosting ingredient receives claims approval in Australia and New Zealand

15 Jan 2020 --- The Food Standards Australia New Zealand (FSANZ) authority has listed claims for IFF Health’s (formerly known as Frutarom Health) cognitive ingredient’s brain-boosting properties. Sharp-PS is a soy phosphatidylserine (PS) ingredient that can now claim to maintain and/or improve cognitive function and brain health. According to the company, the move provides Australian and New Zealand brands the option to add the ingredient to their products, opening new opportunities to launch functional foods products targeting brain health and cognition.

The recognition will help food producers to add a functional cognitive claim on the package of their product, Dr. Itay Shafat, Product Manager for Cognitive Line at IFF Health, tells NutritionInsight. Sharp-PS is especially suitable for the dairy and confectionary applications such dairy powders, yogurt, cheese, chocolate and others, he says. 

“Moreover, IFF Health will approach relevant food companies and support them in all aspects – technologically, marketing – development of new products based on Sharp-PS,” he adds.

The launch comes at a time when there is a pronounced interest in supplements and functional food products that can aid with brain health and cognition. Hectic lifestyles have led consumers to seek out brain-boosting and stress-relieving formulations to increase productivity and performance. Innova Market Insights reports that physical and mental health are now equally important to consumers. According to the market researcher, botanical ingredients are increasingly featuring in related NPD. In brain health launches, the use of Ginkgo biloba jumped by 21 percent from 2014 to 2018, while hemp increased by 16 percent.

“The ability to include brain health and cognitive claims with Sharp-PS is exciting and creates a unique opportunity for IFF and for better-for-you food and beverage makers in Australia and New Zealand,” says Pinni Raveh, Sales Manager for IFF Health. 

As the aging population grows, consumers are actively seeking alternative delivery formats for their health ingredients.“The benefits of PS consumption have been demonstrated in numerous clinical and pre-clinical studies, leading FSANZ to link its consumption to these benefits,” notes Dr. Shafat. “As the interest in brain health and cognitive capabilities continues to rise within the aging global population, the timing of this approval could not have been better.”

Dr. Shafat also notes that phosphatidylserine is ideal for inclusion into food and beverage matrices as it has no taste or smell, neither does it affect mouthfeel. “We are able to serve customers a complete set of solutions, from taste modulation systems, through natural colors, food protection, health ingredients and more – all to create unique products that will answer consumers’ needs,” he says.

With global trends such as the aging population and an increase in brain-health awareness, “pill-fatigued” consumers are actively seeking alternative delivery formats for their health ingredients, according to IFF Health. 

In related news, in September 2019 and building on the reported success of its NovaSOL Curcumin ingredient, IFF Health launched a formulation of solubilized curcumin and Boswellia serrata extract. The ingredient delivers clinically-tested high bioavailability at low, easy-to-digest doses. IFF aims to tap into the lucrative food, beverage and supplement market once more with the new combination product, as consumers increasingly demand natural and bioavailable products.

Moreover, last month, the company’s joint venture with AAK, Advanced Lipids, launched two new additions to its Infat range of ingredients for infant formula. Infat Pro offers higher levels of SN-2 palmitate, which are structured triglycerides that mimic the composition and the structure of human milk fat. SN-2 is already known to offer a range of benefits for babies, including longer sleep duration and reduced crying. Infat MF, on the other hand, presents a special blend containing milk fat. 

By Kristiana Lalou

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