Kirin Holdings’ Immuse paraprobiotic launches in Europe to address immunity demands

21 Apr 2021 --- Kyowa Hakko’s parent company, Kirin Holdings is releasing its paraprobiotic immune activator Immuse, which includes Lactococcus lactis strain Plasma, in the European market. 

The ingredient stimulates the body’s natural defenses and comes amid booming demand for immunity ingredients spurred by the COVID-19 pandemic. 

“Immuse is a unique patented strain discovered by Kirin researchers in Japan and the first lactic acid bacteria that have been clinically researched to directly activate plasmacytoid (pDC) dendritic cells,” Oksana Ritchie, head of marketing Europe, Kyowa Hakko Europe, tells NutritionInsight.

“The launch is suitable for those looking to support their immune health, including athletes looking to get their immune system ready for training and boosting upper respiratory health. There is also evidence that Immuse may help with work productivity,” Ritchie adds.

Target markets and applications
pDC cells are a pivotal component within the immune system, Ritchie says, and provide a “comprehensive and broad range of immune support.”

“In addition to its unique mechanism of action, Immuse is also a very versatile ingredient which can be included in tablets, capsules, RTD beverages and foods,” she adds.

Paraprobiotic immune activator Immuse, which includes Lactococcus lactis strain Plasma, is now available in the European market. The ingredient has already been sold in Japan for a number of years and was successfully launched in the US in 2020. In these markets, Immuse is sold in gummies, tablets, yogurt and functional beverages.

“Finally, we can bring this product to the European customers who are constantly looking for innovative ingredients to support their immune health. The immune market in Europe is booming and we are excited to offer this market a new product,” Ritchie says.

Immunity at a cellular level
The paraprobiotic is designed to support year-round health by prompting pDC to activate Natural Killer Cells (NK cells), Killer T, Helper T and B cells.

These cells are then delivered to the bloodstream and distributed throughout the body as the first line of immune support. Conventional immune ingredients typically activate only one or two of these cells.

Immuse is supported by 11 human clinical trials, consisting of nine efficacy and two safety studies, to determine the long-term impact of Immuse and its broad range of immune support.

The trials validated that Immuse provides clinically researched immune support; activates the immune system via pDC; proactively supports the immune system and stimulates the body’s natural defenses.

“This mechanism of action differentiates Immuse from more conventional lactic acid bacteria or other immune ingredients,” explains Ritchie. 

Consumer appetite for health-fortifying offerings has risen over the last year and has been accelerated by the ongoing COVID-19 pandemic. 

“In Tune with Immune” was pegged as one of Innova Market Insights’ Top Trends for 2021, reflecting how immunity and health will steer the development of functional ingredients in the coming years.

According to Innova’s Consumer Survey 2020, six out of ten global consumers are increasingly looking for F&B products that support their immune health, with one in three saying that concerns about immune health increased in 2020.

What is a paraprobiotic?
Paraprobiotics is a fairly recent term and refers to inactivated (non-viable) probiotics with health benefits similar to those by live probiotics, Ritchie explains. 

Paraprobiotics refers to inactivated probiotics with health benefits similar to those by live probiotics. 

Immuse is a paraprobiotic, meaning a heat-treated probiotic that is more stable and heat resistant, which translates into no refrigeration required, she adds.

“Therefore, there is no need to worry about the survivability of bacteria like you have to with probiotics.”

Ritchie says that as a forward-thinking company, Kirin Holdings is always looking for ways to expand its business. It seeks to invest in research and develop and bring scientifically-supported ingredients to the market.

For this reason, the company ventured into paraprobiotics and probiotics research. 

“Probiotics and paraprobiotics are becoming increasingly popular amongst immune-supporting ingredients.”

“Paraprobiotics particularly provide the added advantage that they have a longer shelf life, are easier to formulate with versus probiotics and are a safer alternative to probiotics for individuals with weakened immune systems,” she concludes.

Kirin Holdings recently launched Eyemuse, touted as the first heat-treated probiotic strain for healthy eye function and found that the strain may reduce eye fatigue via its ability to support a balanced immune response.

Moreover, Beta-lactolin, Kirin Holdings’ new functional ingredient, launched in beverages, yogurts and supplements in Japan to “support the maintenance of memory, which declines with age.”

By Kristiana Lalou

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