Proprietary Nutritionals has acquired the marketing rights for the potent cranberry extract - CranMax - from Bio-Shield.
The product is strongly positioned to beat urinary tract infections (UTIs), according to the National Institute of Health, an experience that will hit 80 per cent of all women in their lifetime.
"There is a large market for women and seniors that are looking for an effective, off-the-shelf supplement that can reduce the symptoms of UTIs and promote urinary tract health," said Dean Mosca, president, Proprietary Nutritionals.
"Our cranberry extract is perfectly positioned to fill that need because it is a potent, cost-effective and clinically proven supplement. Potential for consumer compliance with CranMax extract is also much greater because the required dosage is only 500mg per day. Many other cranberry supplements require consumers to take up to 12 capsules per day," he added.
According to the company initial marketing efforts will focus on working with manufacturing partners to develop UTI formulations, women's and senior's products containing CranMax extract which can be easily formulated into tablets, capsules, bars and drinks.
Thereafter, once thorough distribution is established, a two-pronged, national branding program will be launched to educate medical professionals, and consumers.
"Our extract is made from 100 per cent of the cranberry, including pulp, fiber, seeds, skin and highly concentrated juice, without the use of carriers, solvents, preservatives, sugars, water, flavorings or color,' added Mosca.
"In addition, it incorporates a patented, Bio-shield technology that protects the cranberry from destruction by gastric acid, delivering the nutrients to the lower gastrointestinal tract where they can be more effectively absorbed at the target site."
In addition to CranMax Proprietary Nutritionals also acquired the worldwide rights to other Bio-shield products, including BLUE-MAX, blueberry infused powder, BIL-MAX, bilberry infused powder and EYE-MAX, a formula containing Blue-Max, Bil-Max and lutein.