Frutarom: Our focus in the USA is our branded ingredients

By Stephen Daniells

- Last updated on GMT

© iStock/peshkov
© iStock/peshkov

Related tags: Nutrition

Frutarom Health is eyeing growth in the US market, with its branded ingredients leading the way, supported by proprietary science.

“We see a higher interest for ingredients which efficacy and safety are supported by science,”​ Maider Gutierrez, director marketing and sales operations for Frutarom Health, told NutraIngredients-USA.

The company’s best-selling ingredient in the US currently is its Neuravena green oat extract for brain health, which is supported by five clinical trials published in peer-review journals*. “Neuravena answers this market demand for ingredients with clinical substantiation,” ​she said. 

“Cognitive health is a key focus for us and we are strong in this segment,”​ she added. “There is an increasing interest from consumer for natural options to help them keep their mind sharp in order to meet the high demands of work and everyday life.

“This trend offers opportunities for the functional food and dietary supplement industry in the brain health sector by providing not only solutions to improve peak performance in the young and middle aged but also to preserve cognitive performance in the aging population allowing them to stay active.”​ 

Health conditions

The company also focuses on a range of other health conditions for its ingredients, including bone and joint, cardiovascular, cognitive, digestive, immune, urinary, slimming & detox, antioxidant, and energy.

There is some overlap of where the ingredients are positioned, particularly for cognitive health which covers a variety of endpoints, including energy, attentions, memory. AB-Fortis (encapsulated iron), for example, is positioned as both a cognitive ingredient and for energy.

Frutarom has also been exploring new delivery formats for nutrients. At Vitafoods 2017 in Switzerland,​ the company highlighted its functional beverage line, including juices and coffees.

“We see a growing interest for new delivery systems of nutraceuticals in the USA,” ​said Gutierrez. “This growing demand is driven by younger consumers who are seeking different ways of taking supplements such as drinks or powders, and are eagerly waiting for the next innovative and convenient delivery system.

“Baby boomers, in the other hand, as the highest consumers of tablets and pills will also profit from more concentrated forms as they take a higher number of supplements per day. All consumers is general are looking for more natural ways of taking their supplements.”

The company also presented the capabilities of its 2015 Taura acquisition, which through its Ultra Rapid Concentration (URC) technology can deliver fruit concentrates or purees for use in a wide range of food products, including healthy snacks, breakfast cereals, confectionery, convenience foods and baked goods.

Frutarom Health

Gutierrez also explained Frutarom Health’s new portfolio structure, which separates its products into four groups:

Plant Branded: Branded plant extracts with proprietary science supporting their safety and efficacy.

Plant Standard: Standardized plant extracts are derived from select source species, such as traditional Mediterranean ingredients like citrus, olive and rosemary.

Bioscience: Minerals, vitamins, marine-derived compounds and unique ingredients supported by proprietary research.

Pharma: Pharma-grade herbal extracts, which are very important for the EU market, particularly for Germany, Austria, Switzerland and France, said Gutierrez.

* Neuravena references

Kennedy et al. Nutritional Neuroscience​, 2017, Vol. 20, pp. 135-151.
Dimpfel et al. J Altern Complement Med.,​ 2011, Vol. 17, pp. 427-434.
Berry et al. J Altern Complement Med.,​ 2011, Vol. 17, pp. 635-637.
Wong et al. J Hypertens.,​ 2013, Vol. 31, pp. 192-200.
Fujii et al. Pharmacometrics,​ 2008, Vol. 75, pp. 47-53.

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