Vaneeghen introduces mineral complex for plant-based joint health to EU market

23 May 2022 --- FutureCeuticals’ mineral complex for joint health – FruiteX-B – is now available for commercial use in the EU through the distributor Vaneeghen. It offers European brands a new tool in the joint health category beyond traditional glucosamine, chondroitin, collagen or botanical-based solutions.

The ingredient known as calcium fructoborate is identical to the same compound naturally found in certain fruits, vegetables, nuts and legumes. It is clinically backed to relieve joint pain; it is vegan and has been commercially available in the US for more than two decades. 

“You have these standard formulations and the market that can’t claim much, whereas FruiteX-B has over a decade of published studies that establish statistically significant improvements in joint pain relief,” Snezhana Kirina, marketing executive at Vaneeghen, tells NutritionInsight. 

“It’s very hard to be innovative within the joint health category. So it’s truly unique in that sense,” she continues. 

Snezhana Kirina, marketing executive at Vaneeghen.A new approach to joint health
Another point of differentiation is that FruiteX-B’s is fast-acting, underscores Kirina. 

“Clinical trials show joint health relief in just seven days, whereas similar formulations only show health benefits weeks or even months later.” 

It is also long-lasting, she adds. “After 90 days, you can also see benefits.”

Moreover, the product is vegan, highly bioavailable and comes in a small dosage. This gives formulators the opportunity to incorporate more ingredients in their products, she notes. 

Debut in Europe
Earlier this month, the European Food Safety Authority (EFSA) gave its positive opinion and approval of the ingredient as a novel food, opening the doors to the EU market.  

“The whole process [of novel food approval] was very long and difficult. So we are very happy it’s finally there,” she adds. 

“Several brands in the US have formulated supplements with this ingredient, and we expect new launches within Europe will do the same.” 

In on-pack positionings, Kirina anticipates brands will either highlight calcium fructoborate’s rapid efficacy while combining FruiteX-B with other established ingredients, or they will formulate in a way that enables the vegan claim. 

Product examples from the US that use FruiteX-B as a key ingredient.Plant-based supplements rising
Consumers' increasing scrutiny is driving the need for more plant-based, natural ingredients, which are also appealing on-pack. 

Kirina affirms the interest in plant-based, natural foods “keeps on rising” in the supplements category. 

As an example, supplements based on fruits and vegetables have the opportunity to colorfully display their sources on the box to grab consumer attention. 

Showing green and healthy vegetables appeals to consumers who are looking for a more holistic approach to health, and many of us directly link good mobility with overall wellness, Kirina adds.  

Furthermore consumers are becoming more educated, Kirina outlines. 

“A lot of consumers are more curious about supplements. They want to know if a vitamin is natural or synthetic, how bioavailable it is.” 

Opportunities in vegan joint health solutions 
Suppliers have been tapping into several plant-based sources for joint health solutions, specifically through the use of botanicals and the inflammation pathway. 

Last June, Cosmax launched a patented pau d’arco called Tabetri for joint health applications. The ingredient, which is native to the Amazon region of Brazil, comes from the inner bark of the Taheebo tree.

Meanwhile, PB Leiner flagged devil’s claw as a trending plant-based ingredient for joint health. From 2016-2019, Innova Market Insights reported that devil’s claw saw more than a 100% increase in the number of new product launches containing the ingredient. 

Curcumin has also been cited for its inflammation-relieving properties and use in the joint health arena. 

By Missy Green

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