Provexis gets heart charity endorsement for new drink
entered into an initial three-year agreement with the registered
heart health charity, Heart UK to endorse its new juice drink
Sirco.
The product, based on a proprietary tomato extract that has been shown in trials to reduce the risk of thrombosis, a major cause of heart attack and stroke, is expected to launch in national retailers this year.
Under the new deal, it will carry the Heart UK logo. It will also carry the claim: 'Helps to maintain a healthy heart and benefits the circulation.'
The charity will collaborate with Provexis in research and educational activities designed to increase awareness of family heart health issues, said Provexis.
Dr Stephen Franklin, chief executive officer of Provexis, said the move fits with the company's strategy to differentiate in the functional food industry by investing in R&D and developing products "that taste great, deliver proven health benefits, and carry credible health claims supported by strong scientific proof".
