Highly bioavailable curcumin solution
19 Sep 2018 | Frutarom Health
At Vitafoods Asia 2018, Frutarom Health highlighted a highly bioavailable curcumin product. “We offer a liquid curcumin where the body gets it in a liquid form rather than a powder form. With that the body is able to absorb it much better: in fact 185 times better when compared to the normal powder. Also because it is liquid it allows for application in a beverage. So we expand the possibilities from tablets and capsules into the food space, where you can get a very important health ingredient that is very trendy because the joint health is important, you get it in a liquid and form beverage. You are no longer taking a pill but rather a food item. We see this as very conducive to the Asian consumer who prefers food delivery systems,” says Raimund Hoenes at Frutarom Health.
Wires of the Vita Foods Asia in Singapore and I'm here with Ryman Huis from Fruit Rome and Ryman, some of the products that you're launching here include a very bioavailable curcumin to particularly target Asian markets.
What is the product and how does it succeed?
OK, very interesting question.
It's called Nobasoul curcumin, and it's a liquid curcumin, so.
The body gets it already in a liquid form instead of a powder, and with that the body is able to absorb it much better, actually 185 times as bioavailable as the normal straight up powder.
Also, because it's liquid, it allows the application in a beverage.
Especially, so you expand the possibilities from tablets or capsules into the food space where you can get very important ingredient, health ingredient that is very trendy because joint health is a super important topic.
You can get it now in a liquid form and in a beverage format, so it's not like taking a pill, but you're taking a food item.
We see this as very conducive to the Asian consumer who prefers food delivery systems.
Curcumin is really trending at the moment.
It's one of these things that everybody is looking at.
Yes, and it's really a product that works within hours.
You can feel it immediately, unlike some of our other products that are more like preventative ingredients.
What else are you highlighting here?
I guess one of the other things is really around immunity.
Yes, correct.
We have a very new clinical study with our echinacea product where we have much better results because our Extract is a more complex extract than you would normally get.
We take the whole flower and really condense it down into a powerful extract, and we have now rebranded the product.
It's called EcoShield to really highlight the fact that it shields you from the immune challenges that you face.
All this comes with the background, of course, from a business perspective of fruit rums being acquired by IFF and the.
The takeover of a kind of also a fruit or health division in particular is a bit of a departure for IFF as a company, but where do you see kind of correlations between this portfolio and the IFF portfolio when it comes to flavors?
And do you see kind of interesting R&D perspectives in this regard?
I do.
If you look where IFF or the flavor industry in general is heading is heading towards more natural solutions, and we are just going beyond the natural solution in taste.
We are providing the health benefits as , and I think there is a lot of functional foods that are being developed that are also being developed by the existing consumer base.
The bigger leading companies, and I believe some of our ingredients are very suitable to be also incorporated into foods.
So I think to be at this connection between the food and the health is an interesting element that we can bring to the table.
Do you have any specific examples of something that you might like to see happen?
I think this curcumin product is a good example where you have the flavor system and you can add health.
There are many other products where you can really put a healthy ingredient, a natural health ingredient into a food.
I think the opportunities are limitless.
You're confident, confident for the future going forward under the banner, very excited about it.
Thank you very much.
Thank you.
