SUBSCRIBE

Breaking News on Food & Beverage Development - North AmericaEU edition | APAC edition

News > Suppliers

Read more breaking news

 

 

'You can feel the difference in half an hour...' PLT on why Zembrin could be a blockbuster

By Elaine WATSON , 20-Nov-2012
Last updated on 20-Nov-2012 at 15:56 GMT2012-11-20T15:56:15Z

Mood-elevating plant extract could be a blockbuster, predicts PLT

One of the most interesting new product launches at Supply Side West last week was stress-buster Zembrin, the first patented, standardized and clinically studied extract of Sceletium tortuosum, a succulent plant known by the San people of South Africa as ‘Kanna’.

Zembrin, which was launched by New Jersey-based PL Thomas (PLT) and South African partner HG&H Pharmaceuticals, “has the potential to be a blockbuster product in food and dietary supplements”, PLT director of business development Seth Flowerman told FoodNavigator-USA.

“It is experiential, meaning that you can really feel it. It’s also rapidly acting - it works in as little as half an hour. This is already a major factor in driving re-use.

“It’s also different from anything that’s really out there. Its price per dose is also comparable, if not lower, than competitive branded ingredients."

Improvements in mood, cognitive set flexibility and executive function  

Zembrin made its debut at the Supply Side West show in Las Vegas this year

Zembrin was recently studied in a trial at the University of Western Ontario in Canada designed to establish whether a 25mg daily dose enhances cognition in healthy, non-depressed subjects.

Statistically significant improvement for the Zembrin group was seen in cognitive set flexibility and executive function including processing speed, while a positive effect on mood was also noted, said Flowerman.

The extract, which has gone through the new dietary ingredient notification process for supplements and is also self-affirmed Generally Regarded As Safe (GRAS),has a neutral flavor and color and is fully soluble, making it suitable for incorporation into products such as bars or beverages as well as supplements, he said.

Click here for more details.

More must be done to make the healthy choice the easy choice CSPI says

Companies, retailers must do more to make the healthy choice the easy choice, CSPI says

Consumer interest in healthy eating is at an all-time high, and in many ways...

FOOD VISION USA 2016 TRAILBLAZERS: Shaka Tea

FOOD VISION USA 2016... THE TRAILBLAZERS: Shaka Tea puts māmaki on the map, 'We're building an authentically Hawaiian brand'

Launching a new brand in the ready-to-drink tea market is not for the faint-hearted,...

FOOD VISION USA 2016 TRAILBLAZERs: Afineur cultured coffee

FOOD VISION USA 2016... THE TRAILBLAZERS: Afineur taps into fermented trend with ultra-smooth cultured coffee

Afineur – one of three winners in this year's trailblazers challenge at Food Vision USA –...

VoxPop: How small brands can keep image after big company acquisition

VoxPop: Do consumers still ‘trust’ smaller brands after they've been acquired by larger companies?

Large companies are buying up smaller brands here and there, yet the size of...

VoxPop: Is a plant-based diet the future?

VoxPop: Is a plant-based diet the future? We ask people in the industry

At November’s FoodVision USA, we snatched several attendees to get their take on the...

Plant-based burger just another protein option, says Beyond Meat

Plant-based burger just another protein option, says Beyond Meat: ‘All of a sudden, the meat aisle becomes the protein aisle’

The Beyond Burger – the first refrigerated plant-based patty to sit in the meat...

6 steps to take to “do good” and expand appeal to modern consumers

6 steps companies can take to “do good” and expand their appeal to modern consumers

Modern Americans expect much more from food companies today than they did in the...

FOOD VISION USA Innovate or die, says Rabobank

FOOD VISION USA: Dude, where's my consumer?

Many ‘legacy’ food and beverage brands are losing market share because they have “lost...

Sally robot salad maker offers mass customization, reThink Food

Rise of the machines: Meet the new wave of robots heading to your kitchen and your favorite restaurant

From robotic hands on rails above your worktop that will make your dinner, and...

Soup-To-Nuts Podcast: Using food influencers to market products

Soup-To-Nuts Podcast: How to select and best use food influencers to market products

While Americans are becoming more adventurous in what they eat, they often still need...

Soup-To-Nuts Podcast: Global cuisine, complex nutrition claims in 2017

Soup-To-Nuts Podcast: Global cuisine will rise in 2017 along with complex nutrition claims

Despite a rising nationalism in the US born out of the contentious presidential election...

Soup-To-Nuts Podcast: The rise of vegan cheese alternatives

Soup-To-Nuts Podcast: The cultivation and rise of vegan cheese alternatives

There is no denying that vegan is on the rise with consumers looking for...

Soup-To-Nuts Podcast Defining, meeting consumer demand for clean label

Soup-To-Nuts Podcast: Defining and meeting consumer demand for clean label

The predictable upcoming onslaught of annual New Year’s resolutions to “eat better” could lead to surge...

Soup-To-Nuts Podcast: Expanding cranberries’ appeal beyond the holidays & to a new generation

Soup-To-Nuts Podcast: Expanding cranberries’ appeal beyond the holidays & to a new generation

For most Americans cranberry sauce is a Thanksgiving staple, but it isn’t the dish...

Soup-To-Nuts Podcast Evolving soy’s marketing strategy beyond protein

Soup-To-Nuts Podcast: Evolving soy’s marketing strategy beyond protein

Soy may be best known in America as a source of high-quality protein, but...

Soup-To-Nuts Podcast: Is low-FODMAP the new gluten-free?

Soup-To-Nuts Podcast: Is low-FODMAP the new gluten-free?

For the 45 million Americans who suffer from irritable bowel syndrome, identifying food that...

Soup-To-Nuts Podcast: Ugly produce can help cut costs & generate sales

Soup-To-Nuts Podcast: How ugly produce can help companies cut costs & generate sales

Most Americans are trained from a very young age to believe that beautiful is...

Soup-To-Nuts Podcast: How to better reach Hispanic shoppers

Soup-To-Nuts Podcast: How to better reach Hispanic shoppers

With a collective spending power of $1.5 trillion, the Hispanic and Latino population in...

Soup-To-Nuts Podcast The rise and evolution of meat snacks in America

Soup-To-Nuts Podcast: The rise and evolution of meat snacks in America

In the past few years, Americans’ growing demand for protein and desire for on-the-go...

Key Industry Events

 

Access all events listing

Our events, Shows & Conferences...