Frutarom launches Neuravena for US stage

By Clarisse Douaud

- Last updated on GMT

Related tags: United states

Frutarom is bringing its wild green oat ingredient Neuravena to the
United States, where it plans to build-up the brand's awareness
using the marketing recipe used for LinumLife.

The Israeli company developed Neuravena from wild green oat variety avena sativa L​., which contains phytonutrients though to influence the activity of cerebral enzymes relating to mental health and cognitive function. The ingredient was introduced in Europe at Vitafoods last May. As the company strengthens the science behind its product at its European facilities, it is simultaneously launching it in the US – where it says there are obvious marketing advantages that allow them to market more aggressively. "I think we have the luxury in the United States that everybody speaks the same language,"​ Laurent Leduc, vice president marketing & business development Frutarom USA, told NutraIngredients-USA. "So we have a mass of consumers that can be targeted with one single promotion."​ Leduc was previously president of Acatris Health North America division. Acatris Health was acquired by Frutarom in late 2006. "At Acatris we were strong at developing consumer demand for our ingredients,"​ said Leduc. "It's a challenge but we've been pretty successful with LinumLife for example."​ The company said it developed branded flax lignan ingredient LinumLife Extra for the United States through a website and brochures directed directly at consumers. "What we've done in the past is created brochures for US consumers,"​ said Leduc. "We conduct consumer education supported by clinical studies."​ Following pre-clinical studies, the company will test its ingredient with larger human study. These studies are designed to reinforce the science behind an ingredient, but also to open new potential for marketing. "We may find a new angle for consumer demand,"​ said Leduc. For the moment the company is reaching out specifically to groups it says want to improve their brain function. "The aging baby boomer wants to stay sharp,"​ said Leduc. " But younger workforce is overworked and stressed and looking to stay sharp as well."

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