Frutarom to release NovaSOL Curcumin in new markets

Frutarom has announced that it will expand the distribution of its NovaSOL Curcumin ingredient to other regions such as Asia, following its success in Europe.

The NovaSOL Curcumin functional ingredient is a liquid formula derived from solubilised turmeric, and can be used in sport nutrition drinks and other functional beverages.

According to Frutarom, drinks containing turmeric can often have an ‘unappealing’ flavour or appearance. However, the NovaSOL liquid is water- and fat-soluble, which allows formulators to incorporate it into beverages in lower doses, improving the taste of finished products.

The formulation contains high levels of curcumin, and is 185 times more bioavailable than standard curcumin extract.

Research conducted by Innova Market Insight suggests that sports drinks which contain high levels of curcumin have helped consumers recover more effectively from sporting activity, and have helped to improve their joint health and immune health.

According to Frutarom, the bioavailability of standard curcumin extracts is typically quite poor, which has led to increased demand for formulations with increased bioavailability from manufacturers.

As a result of its popularity in Europe, Frutarom will now introduce the ingredient to other regional markets.

A statement from the company claims that it will particularly focus on the Asia Pacific market, as the popularity of drinks containing turmeric is growing in the region.

Wouter Haazen, product manager at Frutarom Health said: “Following the success in Europe – more than 50 products containing NovaSOL Curcumin are in the EU food supplement market – Frutarom plans to replicate this success in other regions.

“We will also simultaneously expand market segments, such as in functional beverages.

“[When we developed NovaSOL Curcumin] We went the extra mile, leveraging our expertise in healthy ingredients, attractive natural colours, and appealing flavours.

“Frutarom’s experts developed beverage compounds containing NovaSOL Curcumin in a concentrated syrup formula that can easily incorporate into beverages and provide a comprehensive solution of vivid colour and great taste.”

NovaSOL Curcumin was developed by Aquanova AG, and Frutarom has marketed the ingredient in Europe since 2013.