Avesthagen targets US with organic Indian superfruit

By Neil Merrett

- Last updated on GMT

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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