Naturex promotes heart health and showcases its consumer-centric approach at Vitafoods

Every year, 17.5 million people die from cardiovascular disease, representing 31% of all global deaths. With ageing populations growing in most OECD countries, and earlier onset in emerging economies, cardiovascular disease will continue its upward march. As consumers are looking for relevant preventive solutions, natural heart health is becoming a very promising market segment.

CocoActiv, a new look at cardiovascular disease

Impaired endothelial function can be assessed by Flow Mediated Dilation (FMD) and is recognised as one of the earliest risk factors in cardiovascular disorders. Improving FMD by 1% lowers risks of cardiovascular disease by 8%.

Cocoa beans contain flavanols that, through their beneficial effect on the endothelium, improve blood vessel elasticity by 23%. Consequently, flavanols contribute to healthy blood flow, a reduction in hypertension and increased heart function. At Vitafoods 2016, Naturex will be showcasing CocoActiv, a ready-to-market cocoa-based solution that combines quality sourcing (in collaboration with Barry Callebaut group), scientific expertise and an authorised EFSA 13.5 health claim, namely 'cocoa flavanols help maintain the elasticity of blood vessels, which contributes to normal blood flow.'

Dr Pascale Fança Berthon, PhD, Scientific Co-ordinator at Naturex, will be giving a talk on 'High-flavanol cocoa extract: how can it be used to maintain cardiovascular health? on 10 May at 2:40pm.

Integrated solutions that significantly reduce time to market

How long does it take for an idea to become a marketable product? One of the key issues faced by the selfcare market, is finding a quick and effective way to meet consumers demand. At times, 9–18 months may elapse before a product is launched and industrials constantly strive to shorten this timeframe. Naturex, as a natural solutions provider, will be demonstrating its ability to support its customers with tailor-made partnerships and various service opportunities.

Customers will be offered three consecutive levels of service, ranging from Virtual Springlab, to Concept to Ready-to-market. The Virtual Springlab level includes trends analysis, product positioning, regulatory and formulability checks, reducing a product’s time to market to 12 months.

The Concept level cuts time to market by another 3 months by creating a relevant marketing application concept. Customers who will opt for the Ready-to-Market level will see their time to market reduced to just 6 months. This level of services eliminates the need for industrial trials, adjustment of organoleptic properties, submission of health dossiers and packaging design, all of which will have been taken care of by Naturex.

This new selling paradigm is sure to bring game-changing opportunities to the supplements category. Stop by Naturex’s stand (H10) to learn more!