The Novel Care line combines a range of ingredients with Frutarom's taste and efficacy formulation technologies. The resulting products claim the proposition of "health and indugence", according to both companies.
The supplements are based on a liquid system that delivers effective doses of lipid soluble and water soluble active ingredients. At a daily dose of up to 15ml, each bottle of Novel Care provides consumers with an easy-to-manage, full-month's supply of either 14 different condition-tailored health formulations.
The 30 day bottle eliminates the need to buy multiple daily shots and replaces a tablet dose with just one sip. The dose can either be swallowed in concentrate form or diluted with a glass of water.
The company told FoodNavigator that although the supplements were similar in appearance to functional drinks, they were pitched at the supplement market and would need to be substantially altered to suit the drinks aisle of mainstream retailers.
Variety of active ingredients
Unique Novel Care's formulations are made from a variety of active ingredients, such as algal astaxanthin and coenzyme Q10 (CoQ10), fruit antioxidants or essential minerals, such as calcium or iron.
The product line was perfected using emulsion technology that enables oil soluble ingredients to be easily incoporated into water-based formulation. It bypasses the need for synthetic emulsifiers, while boosting the bioavailability of the active components, said Frutarom.
"Novel Creation came to us with a great vision for liquid-based products that are easy to swallow and highly bioavailable for more complete absorption," said Eli Pintus, Frutarom research and development scientist. "There was a unique development challenge to incorporate fat soluble ingredients like CoQ10 and astaxanthin into a liquid dose form, while preventing microbial contamination, maintaining the shelf life of the active ingredients and encompassing a good flavour. We used the full extent of our taste and health solutions, uniting our flavour and health technologies to create these products."
Additional formulations for children
Ramin Armin, chief executive of Novel Creation, said: "Customer response to this new line was exciting and supported the development of additional formulations suitable for children. The combination of highest quality active ingredients, technical know-how, advanced formulation capabilities and taste solution expertise - all from Frutarom - enabled us to easily meet all our development challenges."
Following the successful launch of the products in pharmacies and health food stores in Israel, the formulations are now being offered globally by Frutarom to its customers. The company claims they are already generating strong interest from the market.