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

By Elaine WATSON , 20-Nov-2012

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.

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