Sabinsa targets European expansion with focus on postbiotics and brain health

01 Feb 2024 --- Sabinsa Corporation will intensify its efforts in the European market in the coming years with an enhanced focus on postbiotics and brain health supplements, the president of European operations at Sabinsa, Dr. Umar Jan, tells us in an interview.

“We are intensifying our efforts in the European market,” Jan tells Nutrition Insight. “As president of European operations, I am focused on this region. We’ve established local offices in France, Spain, the UK, Hungary and Poland. This expansion will continue to bring our products closer to European consumers.”

“In the next few years, we will focus on postbiotics like ImmunoSpore, brain health products such as Sabroxy and clinically studied blends like LivLonga for liver health, particularly for the nutritional segment.”

Novel food status
Sabinsa currently holds more than 450 patents globally. The company’s primary goal is to penetrate the European market and make its products accessible in every geographical area. According to Jan, a significant milestone was achieving the Novel Food status for Curcumin C3 Reduct from the European Food Safety Authority (EFSA).

“This is just the start as we aspire to set new industry benchmarks in the European market. Our strategy emphasizes differentiation. Our offerings are innovative, not generic,” Jan says.

“We also aim to secure more novel food approvals within the increasingly stringent European regulations. Our expertise and experience equip us to meet these challenges effectively.”

“We prioritize quality and commit to maintaining our European customers’ trust. We offer premium ingredients that are at the forefront of innovation. Our technical expertise is also a key focus, ensuring our team can effectively collaborate with product development teams to explain our scientifically advanced products.”

Key ingredients
The company is promoting several vital ingredients, including Curcumin C3 Reduct, the only EFSA-approved curcuminoid metabolite in the EU. It will also promote Cirpusins, the company’s innovative weight management product backed by clinical studies and Nigellin, standardized to between 5–20% thymoquinone against allergies.

In addition, Saberry, known for its beta glucogallin standardization and lipid and sugar balance benefits will be prioritized. Moreover, it will focus on Shagandha, a standardized Ashwagandha supported by clinical studies, which helps alleviate stress, anxiety and depression symptoms.

Jan continues: “Our products stand out due to our commitment to the environment and a sustainable, reliable, responsible supply chain that is compliant with European regulations. Our brands like BioPerine, Digezyme, Curcumin C3 Complex, Forslean and Boswellin are leaders in their respective categories. These products differentiate the finished products from generic offerings.”

By Inga de Jong

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