PNI strengthens marketing platform for berry concentrates

By Lorraine Heller

- Last updated on GMT

Related tags Urinary tract infection

Proprietary Nutritionals Inc (PNI) has grouped together its berry concentrates under one line, in an effort to highlight the ingredients’ antioxidant properties for condition-specific applications.

The Berry-Max line contains concentrated fruit extracts, including cranberry, pomegranate, blueberry, cherry, bilberry and elderberry.

According to the company’s spokesperson Tom McCartney, most of these ingredients were already available to supplement and functional food manufacturers in the US, but many were “add-ons”,​ launched without much of a marketing push.

“The introduction of the products under one line formalizes their availability for global distribution,”​ he told this morning.

Condition specific

The firm’s Cran-Max ingredient – probably the most well-known in the line – targets applications for urinary tract infections. A clinical study published in January 2007 in The Gynecologist’s and Obstetrician’s Journal​ found that a Cran-Max cranberry supplement was “nearly twice as effective as a cranberry extract capsule in reducing the recurrence of lower urinary tract infections (UNI),” ​claimed PNI.

Over the study period, 10.8 percent of patients taking the Cran-Max supplement suffered a recurrent UTI compared with 18.9 percent of patients taking the cranberry extract containing 36 mg of pro-anthocyanidins A (PAC).

The other ingredients in the Berry-Max line are currently being marketed based on the generic science supporting the benefits of the fruits, but the firm said that “ultimately we will pursue formal research”.

Pom-Max, a pomegranate extract, is the newest addition to the line, launched in recent months. It is marketed for cardiovascular health.

The blueberry concentrate Blue-Max is marketed for its mental and visual benefits, while the bilberry concentrate Bil-Max is said to help improve vision problems and circulation.

Elder-Max, and elderberry ingredient, is rich in vitamin C and flavonoids and is marketed as an immune booster, while the cherry concentrate Cherry-Max contains bioflavonoids and anthocyanins that may reduce inflammation and support healthy joints.

Supply chain

The ingredients are produced by PNI’s partner BDM Biotechnologies, in the firm’s facilities in the US. According to the company’s Mark Greene, the facilities are “Part 111 Compliant,” ​in accordance with GMPs.

The new agreement with BDM has ensured a secure supply of the ingredients to BDM. This will enable it to “pursue the global market more aggressively,” ​said McCartney.

And PNI’s president Dean Mosca said: “We’ve been in the business of supplying proprietary branded berry concentrates for some time.”

“Introducing the Berry-Max line is a way of demonstrating our commitment to the growing market for antioxidant-rich berry concentrates. We’re working with manufacturing partners to develop these super-fruit powders in a variety of supplements, foods and beverages.”

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