Vitamin D goes nanoparticle-free: Prinova taps into “fiercely competitive” category

06 Nov 2020 --- Prinova Europe has developed a line of nanoparticle-free powders of vitamin D, touted by the company as “the world’s hottest micro-nutrient right now.”

“We have not seen any other producers of the fat soluble forms of vitamin D willing to make this change since the market is limited to infant nutrition,” Xavier Pollono, sales director for Europe & APAC, tells NutritionInsight.

“Demand has come from our customer base in the infant sector where there is growing concern about the use of nanoparticles in infant formula. Key countries where this is a hot topic are France, Germany, Australia and New Zealand,” Pollono continues.

A wave of popularity
Tony Gay, head of technical sales and NPD for nutrition division at Prinova Europe, adds that although vitamin D is high in demand, it also makes the category “fiercely competitive.”

In powder form, both vitamins are free-flowing and are easily dispersible despite not containing any anti-caking agents. 

“Nanoparticle-free” is a key selling point for Prinova Europe’s vitamin D portfolio.The absence of these anti-caking agents – made possible by a production method exclusive to Prinova – makes them the only nanoparticle-free products of their type available on the market, according to the company.

This is “a key selling point” for Prinova, noting the mounting consumer concern in relation to the safety of nanoparticles, especially in infant nutrition products.

“Prinova’s vitamins D3 and D2 provide an edge so that manufacturers can create products that address consumers’ concerns and align with their preferences.”

Safe, clean label formulations
Prinova has previously brought attention to the potential dangers of silicon dioxide nanoparticles, which are often used in infant nutrition premixes.

“Nanoparticles are found in the anticaking agents used to keep powder products free-flowing so maintaining a free-flowing product was a key challenge we had to overcome,” Pollono explains.

Nanoparticles have a width of no more than ten atoms, which makes them more likely than larger particles to enter cells, tissues and organs. Once inside the body, nanoparticles have unconstrained access to the brain, liver, kidneys, spleen and lungs once inside the body, according to Prinova.

Prinova’s vitamin D portfolio comprises vitamin D3 from cholecalciferol, manufactured in Europe, and US-produced vitamin D2 from ergocalciferol, which is suitable for vegans. They are non-GMO and halal-certified and are stable even at higher temperatures.

Concerns about nanoparticles in infant formula have spiked interest in Prinova’s new vitamin D offerings.Vitamins D3 and D2 from Prinova are suitable for a wide range of applications, including infant nutrition, supplements, dairy, beverages, cereals, bars and sports nutrition. Oil-based formats are also available.

Traction around vitamin D
The nutrition industry has seen a surge of interest in vitamin D supplementation given that some researchers have pointed to a link between vitamin D deficiency and increased risk of acute viral respiratory infection.

The popular link has sparked a colossal debate – from governments seeking strong scientific evidence in favor of supplementation to businesses using COVID-19’s association with vitamin D as a strategic marketing tool.

While industry innovation is moving full steam ahead, the lead author of the UK’s current CoronaVit trial, recently shared with NutritionInsight that in the short-term, fortification with vitamin D may be “a bridge too far.”

For more COVID-19 business developments, visit this regularly-updated news feed for the coronavirus information and insights you need to guide your business through this challenging period.

Edited by Anni Schleicher