Solabia-Algatech Nutrition launches cold water dispersible astaxanthin powder for premixes

04 Feb 2021 --- Israel-based Solabia-Algatech Nutrition has launched a microencapsulated powder containing 2.5 percent AstaPure natural astaxanthin for ready-to-mix supplements and beverages.

Extracted from the antioxidant-rich Haematococcus pluvialis microalgae, the powder completely disperses in cold water in seconds.

“We see an increasing demand for astaxanthin globally. The US market is still the largest market for natural astaxanthin for use in dietary supplements, but in APAC we are noticing a growing trend of using astaxanthin in food and beverages as well,” Efrat Kat, vice president of global sales at Solabia-Algatech Nutrition, tells NutritionInsight. 

“Consumers are seeking safe, natural, better-for-you alternatives in their diet, such as functional foods and beverages. But they also want new, easy delivery systems in addition to pills and tablets,” she adds.

AstaPure astaxanthin cold water dispersible (CWD) powder is odorless and has a neutral flavor, making it suitable for multiple applications, such as premixes, isotonic waters, sports drinks and smoothies.

Formulating for water-based applications
AstaPure boasts a high concentration of astaxanthin – more than 95 percent of total carotenoids. 

As a natural carotenoid, astaxanthin is highly soluble in oil, so incorporating astaxanthin into water-based liquid applications used to be more challenging, explains Doron Safrai, CEO of Solabia-Algatech Nutrition. 

Kat reveals that the company uses a very gentle, proprietary microencapsulation technology to create AstaPure CWD powder. 

“At the same time, [microencapsulation] also helps overcome the challenge of keeping the astaxanthin stable by protecting it from exposure to light and oxygen.” 

The new formulation is positioned for ready-to-mix supplements, drinks, and suspensions, including sports drinks and better-for-you beverages.She continues that the entire AstaPure line of natural astaxanthin is extracted using supercritical CO2 extraction technology without any use of other solvents. 

“This allows us to obtain a highly pure astaxanthin oleoresin, free from any unwanted residues associated with other extraction technologies. Moreover, the CO2 technique is sustainable and environmentally friendly,” she concludes. 

Demand for astaxanthin
AstaPure natural astaxanthin is a powerful antioxidant, affirms the company. More than 500 studies describe its diverse health benefits, including immune support, eye health, beauty from within, healthy aging. 

With changes in foodservice operations and many public venues closed in the last few months, there has been increased consumer interest in grab-and-go powder beverages with functional ingredients and specific claims, explains Kat.

Innova Market Insights reveals the top positioning in supplements with astaxanthin in 2020 were skin health, eye health, heart health, mood and immune support. 

Last year, Solli Brawer, chief scientific officer at Solabia-Algatech Nutrition, explained astaxanthin’s immunity-supporting action, which is attributed to its antioxidative and anti-inflammatory effects. 

Branding with ingredients
Kat stresses that as astaxanthin gains traction in the market, differentiation through quality will be an important factor in consumer purchasing.

The main growth is the category is noted for astaxanthin brands such as AstaPure, she says, which is sourced from well-established companies that emphasize ethical and sustainable cultivation technologies. 

“Overall, customers realize that not all astaxanthin is created equal.” 

The growing world of microalgae
Astaxanthin from the microalgae Haematococcus pluvialis was recently highlighted for its applications in supplements for e-gaming, for its contribution to better concentration, memory and mental agility. 

Last December Algalif Iceland expanded its production of astaxanthin with a US$30 million investment.

By Missy Green