POM launches bid to turn POMx into next big thing in functional ingredients

10-Nov-2011 - Last updated on 09-Nov-2011 at 22:48 GMT

Related tags Antioxidant

One POMx Pill is claimed to pack "the pomegranate antioxidant power of an 8oz glass of POM Wonderful 100% Pomegranate Juice"

POM Wonderful has branched out into the ingredients supply market with plans to launch its POMx pomegranate polyphenols as a functional ingredient for other manufacturers to use on a global basis.

POM, which is best-known for supplying finished goods to retailers, recently hired former B&D Nutritional Ingredients sales director Kyle Redfield to spearhead its drive into the manufacturing sector in a new role of industrial sales manager.

‘Tremendous response’ from supplement and food manufacturers

Given that POM controls its supply chain from cultivation of its California Wonderful variety pomegranates to juice and ingredient extraction and packaging, it was well-positioned to move into the ingredients market, said Global Produce vice president Brad Paris.

“We chose to enter this market due to the tremendous response POMx received from supplement and food manufacturers.

"As a completely vertically integrated pomegranate company we are well positioned to offer the finest pomegranate ingredients in the market.”

Available as a powder or a liquid, POMx is a concentrated source of polyphenol antioxidants from California Wonderful pomegranates and contains a broad spectrum of pomegranate polyphenol antioxidants, said the firm.

“Multiple parts of Wonderful variety pomegranates, including the peel, membrane, and juice sacs, are rich in polyphenol antioxidants. In 2005, POM Wonderful developed a patent-pending process to harness the high concentration of polyphenols found in all of these parts of the fruit.”

Flurry of product extensions

POM, which makes the 100% pomegranate juice POM Wonderful, has launched a flurry of product extensions in recent years from nutrition bars, teas and antioxidant supplements to shots, teas, fresh fruit and juice concentrate.

However, it has also hit the headlines more recently over its high-profile battle with the Federal Trade Commission (FTC), which has accused it of making deceptive disease prevention and treatment claims about its wares (which POM has strenuously denied).

Complex web of litigation

POM has in turn accused the FTC of exceeding its statutory authority by establishing a two-clinical trial standard to back health claims, and has also taken legal action against several rivals including Coca-Cola, PepsiCo, Ocean Spray and Welch Foods, accusing them of making misleading claims about the content of their pomegranate-containing juice products.

POM, which owns and operates the largest pomegranate farming operation in the US with orchards spanning 18,000 acres in central California, is set to meet Ocean Spray in court next week.