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Vitiva plans rosemary extract launch for beauty beverages

By staff reporter , 27-May-2009

Slovenian extracts firm Vitiva is gearing up for the launch of a new rosemary extract for clear, hot-filled beverages next month, which it says has a neutral taste and colour.

Vitiva launched its first AquaRox ingredient four years ago, and last year it introduced AquaRox 80, a version that contains a minimum of 80 per cent rosmarinic acid for use in clear liquid applications, tables, soft gels, and some food applications.

However the new version, AquaRox10, opens up a new use in hot-filled beverages. Billed as a “unique and natural water-soluble rosemary extract”, AquaRox 10, will be launched to the industry at the IFT trade show in Anaheim, USA, at the beginning of June.

It is standardised to 10 per cent rosmarinic acid, a caffeoyl ester and antioxidant – and the company says it maintains its high ORAC activity even at high processing temperatures.

The rosemary herb has a characteristically strong flavour and green colour, which may restrict the use of some extracts in food applications. Vitiva’s offering, however, is claimed to be set apart from some other rosemary extracts in that it does not affect the organoleptic properties of the final product.

Ohad Cohen, CEO of Vitiva, called AquaRox 10 a “breakthrough antioxidant ingredient”.

“This highly potent ORAC ingredient can help beverage manufacturers in creating a tasty and healthy beverage.”

Beautiful beverages

The company is also highlighting the possibility of the ingredient in drinks aimed at the growing beauty-from-within market – a use Cohen says is down to rosmarinic acid’s effects on skin and hair health.

The company did not cite specific research to support this claim. But recent research in the skin health area includes a study published in the journal Food Chemistry and Toxicology in February, which concluded that orally-taken rosmarinic acid is a photo-protective agent, which could help protect against the effects of solar UV on the skin. (Food Chem Toxicol. 2009 Feb;47(2):386-92).

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