POM, which is best-known for supplying finished goods to retailers, first announced its move into the ingredients supply market last year with the launch of its POMx pomegranate polyphenols as functional ingredients.
The new 100% Pomegranate Concentrate is available in powder and liquid forms, and is “made without any added fillers or ingredients”, claims the firm.
“Through its proprietary technology, POM Wonderful is able to extract more of the polyphenol-rich juice from its pomegranates, and those beneficial polyphenols and other nutritious attributes are retained in the POM Concentrate.”
Given that POM controls its supply chain from cultivation of its California Wonderful variety pomegranates to juice and ingredient extraction and packaging, it is well-positioned to move into the ingredients market, said the firm.
POM, which makes the 100% pomegranate juice POM Wonderful, has launched a flurry of product extensions in recent years from nutrition bars, teas and antioxidant supplements to shots, teas, fresh fruit and juice concentrate.
It has also hit the headlines more recently over its high-profile battle with the Federal Trade Commission (FTC) over health claims about its products. Click here for details.