Phytaphix to roll out plant powders for immunity, inspired by founder’s battle with MS
30 Sep 2020 --- Ireland-based Phytaphix, which specializes in plant-based nutrition products, is launching an immune support product at the beginning of October dubbed Immune Phix. The founder of the company, Dr. Conor Kerley, speaks to NutritionInsight about how his journey with multiple sclerosis (MS) inspired him to launch the supplements range.
“Immune Phix has been specifically designed to support immune health. It contains vitamins B12, B3 and D3, as well as trace elements (magnesium, selenium and zinc), antioxidants and phytonutrients (carotenoids, polyphenols and flavonoids),” Dr. Kerley explains.
“We are initially launching online via our own e-commerce website and the release will be mainly for Ireland and the UK, but we have capability to supply products to any market within the EU,” he adds.
Safety approvals in place
Immune Phix has received European Food Safety Authority (EFSA) approval for three claims:
- Vitamin B12, Vitamin C, vitamin D, selenium and zinc contribute to the normal function of the immune system.
- Vitamin C, selenium and zinc contribute to the protection of cells from oxidative stress.
- Vitamin B12, Vitamin C and magnesium contribute to the reduction of tiredness and fatigue.
Each aspect of Immune Phix is scientifically formulated to target immune health. A novel aspect of Immune Phix is its high content of antioxidants and phytonutrients. These nutrients are lacking in many nutrition products but have been shown to support immune health and reduce infections, Dr. Kerley supports.
Immune Phix comes in a “delicious powder” that is berry flavored. The berry flavoring comes from elderberry and cherry powder, which are alternatives to chemical flavorings.
“A serving of Immune Phix is the equivalent of one teaspoon or 5 g, which can be added to any food or drink. Some people add Immune Phix to water, milk, a smoothie, a yogurt or porridge, for example,” Dr. Kerley notes.
The base ingredients include berry and cherry powders such as elderberry, acerola cherry, Indian gooseberry and strawberry. In addition to Irish mushroom powder, there is also vitamin D3 from marine algae, Irish Sea marine minerals as well as 100 percent organic Japanese Matcha Green Tea.
Immune Phix is suitable for adults and children, is gluten-free and appropriate for both vegans and vegetarians.
More NPD in the pipeline
“At Phyaphix, we have multiple nutrition products in the pipeline,” Dr. Kerley details regarding the company’s future plans.
In addition, the company is working on developing nutrition solutions to help with sleep, stress, energy levels and mood.
“The world today is much changed from even six months ago. In the past we would have had many meetings with suppliers, partners and retailers. However, our face-to-face dealings have been canceled,” he explains.
“In addition, we like to meet people and explain who we are and what our product is. However all exhibitions we were due to attend and exhibit at have been canceled. Therefore, we are going to launch online initially. 2020 has been a challenging year for so many, including us here at Phytaphix,” Dr. Kerley notes.
Kerley won the 2019 British Association for Cardiovascular Prevention and Rehabilitation NRDF award for design of a nutrition product to lower blood pressure. He was diagnosed with multiple sclerosis in 2003 at the age of 15 and this led him to become interested in lifestyle, especially nutrition.
“I designed, funded, conducted, analyzed and published multiple human intervention studies and won several awards. I decided to set up a science-based nutrition products company in 2018 and spent 2019 working on regulations and ethics to commence clinical research on our blood sugar and blood pressure products,” Dr. Kerley explains.
Phytaphix is one of only six finalists in the worldwide 2020 Emerging Technologies completion of the Royal Society of Chemistry.
By Kristiana Lalou
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