Any ailment affecting the vasculature can be referred to as cardiovascular disease (CVD). CVD has become a major global health issue, responsible for more deaths worldwide than any other disease. Awareness of the major risk factors — poor diet, insufficient exercise and smoking — is often fairly high: yet, cardiovascular related events such as heart attack and stroke remain the cause of more than 23% of deaths worldwide.1
Experts believe that there are three key factors that contribute to an optimally functioning vasculature. These include healthy circulation, as well as the maintenance of normal cholesterol and blood pressure levels. The industry is currently saturated with products that address the latter two areas; yet, healthy circulation remains largely unaddressed. Recognising a market need, DSM offers the scientifically substantiated technology Fruitflow to help customers benefit from this lucrative and underrepresented segment.
Feel the Fruitflow
Derived from natural sources, Fruitflow works by keeping the platelets in a ‘smooth’ form that helps them to circulate normally through the blood vessels without sticking to each other or to the blood vessels themselves. These beneficial effects of Fruitflow are commonly expressed as ‘keeping the blood thin.’
In today’s environment, navigating regulatory hurdles can be a challenge
Published clinical studies have demonstrated that Fruitflow reduces platelet aggregation in up to 97% of individuals within 1.5 hours of consumption. When consumed on a regular basis, the effects last for a full 24 hours. No side-effects, allergenic reactions or incompatibility with other medication have been reported following its prolonged use in eight clinical studies.2 Fruitflow does not disrupt the normal blood clotting process, which is needed following injury.
In today’s environment, navigating regulatory hurdles can be a challenge. As such, a health claim remains a useful tool in communicating the benefits of an ingredient to consumers. Fruitflow has received validation from a number of key regulatory bodies: it was the first ingredient to receive an approved Article 13.5 health claim from the European Food Safety Authority (EFSA) and it also received regulatory approval in the US, where it has GRAS status.
The Perfect Match
DSM has done qualitative consumer research showing that dietary supplements are consumers’ preferred format to deliver the benefit that Fruitflow offers. To cater for this demand, DSM has recently launched a dry powder format of Fruitflow. Designed for all dietary supplement products including soft gels, capsules, tablets and stickpacks, the ingredient enables manufacturers to target a broader consumer base. Used at a dosage of 150mg, Fruitflow powder is extremely effective, highly concentrated and derived from natural sources.
Fruitflow in action
Launched to the European and US markets in May 2013, DSM has already experienced considerable interest in the dry powder format of Fruitflow. In the US, a number of successful dietary supplement products incorporating Fruitflow are already on the market and include OptiFlow liquid capsules. Marketed by Bricker Labs, these convenient capsules contain both Fruitflow and resVida, DSM’s leading resveratrol brand. The two ingredients work in synergy to help keep hearts happy and healthy. In Europe, dietary supplements that feature Fruitflow include Circulease. Launched by Healthspan, the product is marketed at consumers looking for natural support for healthy circulation.
Summary
The global heart health market is flourishing as more and more consumers turn to fortified products as a way of keeping their hearts healthy. In terms of regional development, the European and North American markets are booming and, in the US, heart health is one of the key concerns for which consumers purchase supplements, representing approximately 25% of the market share.3 Asia and Latin America are also experiencing rapid growth and the market is projected to be worth $15 billion worldwide by 2018.4
In the US, heart health is one of the key concerns for which consumers purchase supplements
Although food and beverage products continue to experience healthy sales, dietary supplements are likely to continue to dominate the market thanks to their convenient format and association with health and well-being in the minds of many consumers. The launch of the new powder version of Fruitflow gives manufacturers the opportunity to capitalise on this trend, delivering a highly beneficial ingredient in a format that will appeal to a large number of consumers.
Fruitflow is part of DSM’s ‘Guard your heart’ health benefit platform, along with OatWell oat beta-glucan that is proven to reduce the cholesterol level in the blood. DSM offers a complete portfolio of omega-3s that includes MEG-3 EPA/DHA from fish oil, without the fishy taste, life’sDHA, a vegetarian form of DHA derived purely from algae and life’sOmega, a vegetarian form of DHA and EPA. DSM also offers vitamins, minerals and other functional ingredients for optimal cardiovascular health.
References
1. www.who.int/mediacentre/factsheets/fs310/en/index.html
2. N. O’Kennedy, et al., “Effects of Tomato Extract on Platelet Function: A Double-Blinded Crossover Study in Healthy Humans,” The American Journal of Clinical Nutrition 84, 561–569 (2006).
3. Healthfocus Europe (www.healthfocus.com).
4. www.companiesandmarkets.com/News/Food-and-Drink/Global-heart-health-ingredients-market-the-most-prominent-within-Asia-Pacific/NI5918.