SUBSCRIBE

Breaking News on Supplements, Health & Nutrition - North AmericaEU edition

'You can feel the difference in half an hour...' PLT on why Zembrin could be a blockbuster

1 commentBy Elaine WATSON , 20-Nov-2012
Last updated on 20-Nov-2012 at 15:56 GMT2012-11-20T15:56:15Z

Mood-elevating plant extract could be a blockbuster, predicts PLT

One of the most interesting new product launches at Supply Side West last week was stress-buster Zembrin, the first patented, standardized and clinically studied extract of Sceletium tortuosum, a succulent plant known by the San people of South Africa as ‘Kanna’.

Zembrin, which was launched by New Jersey-based PL Thomas (PLT) and South African partner HG&H Pharmaceuticals, “has the potential to be a blockbuster product in food and dietary supplements”, PLT director of business development Seth Flowerman told FoodNavigator-USA.

“It is experiential, meaning that you can really feel it. It’s also rapidly acting - it works in as little as half an hour. This is already a major factor in driving re-use.

“It’s also different from anything that’s really out there. Its price per dose is also comparable, if not lower, than competitive branded ingredients."

Improvements in mood, cognitive set flexibility and executive function  

Zembrin made its debut at the Supply Side West show in Las Vegas this year

Zembrin was recently studied in a trial at the University of Western Ontario in Canada designed to establish whether a 25mg daily dose enhances cognition in healthy, non-depressed subjects.

Statistically significant improvement for the Zembrin group was seen in cognitive set flexibility and executive function including processing speed, while a positive effect on mood was also noted, said Flowerman.

The extract, which has gone through the new dietary ingredient notification process for supplements and is also self-affirmed Generally Regarded As Safe (GRAS),has a neutral flavor and color and is fully soluble, making it suitable for incorporation into products such as bars or beverages as well as supplements, he said.

Click here for more details.

1 comment (Comments are now closed)

zembrin what is it?

Just listened to a non explanation of this product. No info as to what it is, how does it work, any side effects or limitation in use, purity of manufacture. Does it work like a drug? Any counter indications? Only a phase l trial? Why promote if there are no data?

Report abuse

Posted by Judith Wurtman
20 November 2012 | 18h352012-11-20T18:35:41Z

Related products

Review: B vitamins, the brain (& deficiencies)

Review: B vitamins, the brain (& deficiencies)

Dr David Kennedy

director of the Brain, Performance and Nutrition Research Centre ,...

Functional & sparking bottled water sales are “very hot in the US”

Functional & sparking bottled water sales are “very hot in the US,” analyst says

Once considered boring by many Americans, water is becoming a go-to beverage of choice...

CV Sciences forges ahead with CBD development

CV Sciences forges ahead with CBD development despite regulatory uncertainties

Ground breaking CBD firm CV Sciences is seeking to shed the stigma of what...

Work on soil improvement leads to mineral ingredient for supplements

Work on soil improvement leads to mineral ingredient for supplements

Work in organic agriculture led Mineral Biosciences to the development of a “fossil mineral”...

NOW Foods CEO: Transparency is key facet of brand equity

NOW Foods CEO: Transparency is key facet of brand equity

Transparency has become a watchword among dietary supplement companies. Jim Emme, president of NOW...

The rise of adaptogenic herbs: ‘These herbs help mitigate stress & we live in a stressful environment’

The rise of adaptogenic herbs: ‘These herbs help mitigate stress & we live in a stressful environment’

Interest in adaptogenic herbs is increasing, but how does industry communicate the benefits to...

Turmeric, matcha & mushroom among specialty teas driving sales

Turmeric, matcha & mushroom among specialty teas that are engaging Millennials and driving sales

Sales of tea in the US continue to climb steadily, thanks in part to...

FDA should focus on tainted products, GMPs, NDIs

FDA’s new dietary supplement office should focus on tainted products, GMPs & NDIs, industry leaders say

With the recent elevation of dietary supplement oversight from a division to its own...

How should mainstream retailers merchandise 'natural' foods?

How should mainstream retailers merchandise 'natural' foods?

How best to merchandise 'natural' foods? For some mainstream food retailers, a store within...

The ‘next generation’ of digestive health drinks? Rhythm tunes into consumer trends

The ‘next generation’ of digestive health drinks? Rhythm tunes into consumer trends

Rhythm Health believes its coconut-based kefir beverages and snacks can be the ‘natural successor’...

Overcoming the taboo of vaginal health – the next frontier of probiotics

Overcoming the taboo of vaginal health – the next frontier of probiotics

A paradigm shift is needed to force delicate women’s health issues like vaginal infections...

Lab meat, plant proteins and insects: Which alternative proteins will feed the world?

Lab meat, plant proteins and insects: Which alternative proteins will feed the world?

The quest for alternatives to animal-derived proteins has led to a huge amount of...

African probiotic project reaching 10,000 infants a day

African probiotic project reaching 10,000 infants a day

Professor Gregor Reid

Chair , University of Western Ontario & Human Microbiology and...

UK researcher backs supplements for omega-3 intakes

UK researcher backs supplements for boosting omega-3 intakes

Philip Calder

Professor, University of Southamption

‘You think Red Bull’s just gonna roll over? It’s not gonna happen!’

‘You think Red Bull’s just gonna roll over? It’s not gonna happen!’ Expert warns wannabes

Beverage brand development guru James Tonkin has warned wannabe entrepreneurs that going up against...

Coffee may hydrate athletes just like water: Researcher

Coffee may hydrate athletes just like water: Researcher

Sophie Killer

Doctoral researcher, Loughborough University

Caffeine in small doses and during training may boost performance

Caffeine taken during training and even in small doses may boost sports performance: Researcher

Sophie Killer

Doctoral researcher in exercise metabolism and performance nutrition

Psychobiotics can feed gut-brain health axis: 'It’s really an exciting frontier,' says professor

Psychobiotics can feed gut-brain health axis: 'It’s really an exciting frontier,' says professor

Professor John Cryan

Chair and head of the Department of Anatomy and Neuroscience,...

Algatech: Functional food on astaxanthin horizon

Algatech: Functional food on astaxanthin horizon

Israeli firm Algatechnologies will work towards gaining approval for its astaxanthin as a novel...