Also marketed as an entirely 'natural' ingredient, Biocell is promoting collagen II as also supporting joint and skin health-promoting benefits in a soluble, palatable and odorless form. The new applications will likely create a multitude of new product opportunities for the ingredient manufacturer and prospective formulators alike, as the beauty-from-within food and beverage category is very much on the upswing. Among potential applications, the California-based company cites vitamin waters, cosmeceuticals, beauty supplement drinks, fortified foods and juices, liquid joint support beverages, chewable dietary supplements and additional products. Market researcher Euromonitor has predicted beauty food and drinks will expand significantly over the coming years. Biocell is looking to put its ingredient as the active contributor to such products, offering the promise of healthy young looking skin. "We're proud to make Biocell collagen II available to functional food and beverage and dietary supplement manufacturers to market under their own brand names or formulas," said Biocell vice president Suhail Ishaq. The ingredient is a naturally-occurring combination of orally absorbable hydrolyzed collagen type II, hyaluronic acid and chondroitin sulphate. Biocell says it is clinically shown to improve joint comfort and mobility, renews cartilage and encourage healthy skin. Biocell launched the original version of the ingredient for the oral supplement joint health market in 2004. Then this year the firm rolled out another version for the cosmetic skin and hair care market following results from a bioassay indicating the ingredient is effective in helping to smooth out wrinkles caused by aging. "The newly produced and engineered taste-free version allows manufacturers to provide all of the multi-dimensional nutritional support of our popular BioCell Collagen II, with the added benefit of improved solubility and palatability," said Ishaq.