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Avesthagen targets US with organic Indian superfruit

By Neil Merrett , 02-Jun-2008

Avesthagen is hoping to step up its superfruit offerings with the launch of a new powdered extract derived from an India, which it claims offers an antioxidant-rich food and cosmetics ingredient for US manufacturers.

The company says that its organically certified AmlaPure extract, sourced from the namesake Amla fruit, can offer supplement, functional food & beverage and nutria-cosmetics makers an ingredient with a high Oxygen Radical Absorbance Capacity (ORAC) value.


Unlike other ingredients made from Amla, which are often sourced from dried fruit, the fresh organically grown supply used for the extract is also naturally rich in antioxidants like tannins, gallotannins and polyphenols, claims Avesthagen.


Antioxidant needs


The ORAC system is a commonly used value used to measure antioxidant capacity in a given composition.


Antioxidants have the ability to neutralise free radicals that can damage the body's cells. Free radicals can build up in the body and cause oxidative stress, which is thought to contribute to the ageing process and several diseases.


Along with its reported high ORAC value, the company says that the extract is also standardized to two per cent natural vitamin C.


Indian goosebury


Amla, also known as the Indian goosebury, has long been known in its native India for having protective antioxidant qualities, and is increasingly being sought after by global consumers, says group chief executive officer, Alex Moffett.


"For centuries, Amla has been respected for its healing properties and is a traditional Ayurvedic rejuvenator, powerful adaptogen and detoxifier," he stated. "The fruits are widely used in India in herbal jams, syrups, jellies, candied confections, pickled preserves, relishes, and tomato sauce,".


According to the group, this knowledge has been backed by testing that has linked Amla to reduced levels of stress-induced oxidative damage such as lipid peroxidation that can lead to cardiovascular disease.

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