Show time! Your guide to Vitafoods 2010

If the record number of suppliers exhibiting at this year's Vitafoods show in Geneva is anything to go by, confidence levels in the health ingredients market might, at face value, appear to be equally high. Probe a little deeper, however, and there are some major regulatory and financial challenges facing the sector.

The most obvious hurdle is the EU health claims Regulation, which some ingredients suppliers claim is proving a bigger barrier to innovation than the weak economy. Indeed, many customers are refusing to commit funds to projects until there is more clarity over what, if any, claims they will be able to make on pack in future.

And so far, the outlook is not very promising, with many of the ingredients on show at Vitafoods failing to impress the European Food Safety Authority (EFSA), which has rejected a series of widely-used health claims on everything from antioxidants and glucosamine to probiotics.

Meanwhile, with the economy still emerging from recession and many firms keeping a tight rein on spending, blue sky new product development (NPD) is not top of everyone's agenda.

But economic and regulatory woes aside, this year's show promises to be as action-packed as ever, playing host to the Finished Products Expo; a supplier seminar theatre and a major conference.

So what do the exhibitors have to offer?

BRAIN, EYES & Cardiovascular HEALTH​

Many cognitive claims have yet to be assessed by EFSA, but thus far at least, it has given short shrift to almost everything purporting to benefit the grey matter, from tryptophan to GABA, zinc, phospholipids, pantothenic acid, sialic acid, inositol and even selenium. Nevertheless, scores of mental health ingredients still awaiting assessment from EFSA are on offer at Vitafoods from Cereboost a brain health ingredient from Naturex made from American ginseng, to the Sharp-PS range from Enzymotec, which contains concentrated phosphatidyl-serine a soy-derived ingredient claimed to boost memory and mental acuity.

Only the omega-3 fatty acid DHA has, to date, had any success in the 'brain food' category, securing EFSA's backing for the following claims: 'DHA intake can contribute to normal brain development of the foetus, infant and young children'; 'DHA intake can contribute to normal development of the eye of the foetus, infant and young children'; and 'DHA intake can contribute to the visual development of the infant'. EFSA has also concluded that long chain omega-3s can help reduce blood pressure and blood concentrations of triglycerides.

It has not, however, approved any claims about DHA and cognitive function in children or adults.

Nevertheless, the major players in omega-3s will be out in force at Vitafoods to help customers navigate through the regulatory minefield, including Ocean Nutrition Canada, Martek Biosciences, Cognis, Lipid Nutrition, Bioriginal, DSM, Lonza, Glanbia Nutritionals, Croda Healthcare and Epax. Neptune Technologies and Aker Biomarine will also highlight the benefits of krill oil to tackle heart disease and inflammation.

When it comes to heart health, omega-3s are not the only game in town, however. DSM, for example, will be promoting tensVida (which is rich in milk peptides claimed to reduce blood pressure) and resVida resveratrol (a natural antioxidant).

As for eye health, lutein will be heavily promoted at Vitafoods, despite EFSA's rejection of a health claim in this area. Indeed, so convinced are exhibitors Kemin and Cognis of its merits that both have pledged to resubmit claims about lutein under article 13.5 of the claims legislation. For those seeking lutein from a more unusual source (Kemin and Cognis both extract it from marigolds), Roquette will be highlighting the benefits of lutein derived from Chlorella, a fresh-water alga also rich in protein, vitamins and minerals.

Mood food​

Ingredients to enhance mood and relaxation will feature strongly at Vitafoods, with DSM highlighting its green tea extract Teavigo, and Taiyo Europe promoting Suntheanine, a pure form of L-theanine from green tea claimed to reduce stress, improve sleep quality and boost concentration.

Bio Serae, meanwhile, is launching Serenzo, a new patented citrus extract claimed to "reduce inflammation induced by stress". The firm, which has so far conducted rat studies on the ingredient, has not yet submitted a health claim application for it however. Finally, Copalis will be promoting Protizen, a bioactive peptide claimed to help punters beat stress.

WEIGHT MANAGEMENT​

There is no question that firms able to offer ingredients that genuinely help us manage our weight more effectively could be onto a winner. However, while there are still plenty of fat-busting and appetite-suppressing claims in EFSA's in-tray awaiting assessment, it has, to date, issued a big thumbs down to everything promising to help battle the bulge, from guar gum and barley beta-glucan to cocoa, Jerusalem artichoke and oat grain fibre.

Two Vitafoods exhibitors still anxiously waiting to see what EFSA has to say on this topic are Cognis and Lipid Nutrition, which will be promoting conjugated linoleic acid (CLA) from safflowers, which is claimed to reduce body fat and increase lean muscle mass. Both firms offer CLA in oil and water-dispersible powder forms, enabling them to add CLA to milk drinks, fruit juices, yogurts, baked goods, dressings and cereals. Lipid Nutrition will also be promoting PinnoThin, which is derived from Korean pine nut oil and claimed to stimulate hunger-suppressing hormones CCK and GLP1.

Other companies in the weight management market include Rousselot, which will be promoting its 97% protein Peptan hydrolysed collagen for diet bars and drinks to promote feelings of fullness; Glanbia Nutritionals, which will be showcasing Prolibra (a milk mineral complex claimed to boost lean muscle mass and reduce fat); and Frutarom, which will be promoting its green mate leaf extract Finomate, fenugreek fibre FenuLife and extracts of green coffee bean and algae for weight management applications.

Meanwhile, DSM will be promoting a spray-dried version of its hunger-busting palm and oat oil emulsion Fabuless, while Roquette will promote the satiating effects of its Nutralys pea protein.

Probiotics​

Perhaps the biggest losers in the health claims stakes in Europe have been probiotics, which have yet to secure a positive opinion from EFSA. However, with many firms planning to resubmit claims, and others still awaiting assessment, there is still hope that the regulatory landscape could improve. At Vitafoods, Danisco will be focusing on novel delivery vehicles for probiotics, from its innovative Unistraw concept, enabling manufacturers of long shelf-life drinks to release probiotic bacteria via the straw as and when the drink is consumed, to flavoured yogurt bears. Chr Hansen, meanwhile, will be presenting two new probiotic strains: lactobacillus F19 and lactobacillus fermentum PCC, while Frutarom will be showcasing a chewing gum containing an oral probiotic for immune support following a tie up with Tab Labs, which has developed proprietary cold-press technology to make the gum without destroying the bacteria.

Prebiotics​

As for prebiotics, most of which have not yet been assessed by EFSA, Vitafoods hosts several suppliers hoping to get a slice of the action. One such is Lonza, which will be presenting ResistAid and FiberAid prebiotic fibres that are soluble in hot and cold water and stable against a wide pH and temperature range. Taiyo Europe, will be highlighting Sunfiber a tasteless, odourless and water soluble fibre claimed to have excellent stability with respect to pH, heat and freeze/thaw conditions, while GTC Nutrition will be promoting Purimune a stable and soluble galacto-oligosaccharide to support immune health.

JOINTS AND BONES​

All of the stalwarts of the supplement aisles glucosamine, DHA, chondroitin and chondroitin sulphate, hyaluronic acid, shark cartilage and gamma-linolenic acid have all been given the thumbs down from EFSA on the grounds that the subjects of the clinical trials cited as evidence were not representative of the healthy population.

But we should not consign them to the medicine cabinet just yet, as there is still a very slim chance that the Standing Committee on the Food Chain and Animal Health might agree with applicants that arthritic volunteers may be appropriate subjects for clinical studies in this particular field. Regulatory hurdles notwithstanding, bone and joint health remains a core category at Vitafoods, with products on offer from several exhibitors including Solchem Nature, which will present JointSol a supplement designed to help maintain bone density as well as ease joint pain; and Danisco, which is promoting natural vitamin K2 for bone health derived from natto.

Bio Serae, meanwhile, is targeting this market with Osteol a complex of bioactive milk proteins claimed to lower inflammation and tackle cartilage degeneration, while Bio Iberica will be promoting chondroitin sulphate, glucosamine, sodium hyaluronate, hydrolysed and native collagen.

Waitaki Biosciences will be showcasing a range of products for joint and bone health, including Pernatec: an anti-inflammatory green shell mussel powder; MCH-Cal, a calcium complex for bones; and Soluble Collagen II Complex: a combination of type II collagen and glycosaminoglycan claimed to assist in the restoration of connective tissues in degenerative diseases such as osteoarthritis.

BEAUTY FROM WITHIN​

While few firms have successfully taken cosmeceuticals out of the dietary supplements aisles and into the mainstream functional foods market, scores of Vitafoods exhibitors are nevertheless hoping to woo punters with co-enzyme Q10, hyaluronic acid, ceramide, collagen and a host of botanicals claiming to hydrate, plump and protect the skin.

One company keen to get a slice of the action is Israeli firm Algatechnologies, which is showcasing highly concentrated astaxanthin a potent antioxidant derived from microalgae targeting skin and eye health.

Rousselot, meanwhile, will be promoting its Peptan Beauty range of hydrolysed marine-sourced collagen for smooth and glossy skin, available in powdered form in 'beauty sticks' and as a concentrated liquid in ampoules.

Other firms hoping to increase their presence in the beauty from within market include LycoRed, which will highlight Lyc-O-Mato. This helps protect skin against damaging UV-induced free radicals and is also claimed to increase skin density, thickness and smoothness.

Frutarom, meanwhile, is showcasing several cosmeceuticals including marine extract Collactive, green tea extract EFLA 942, LinumLife flax lignans, SoyLife soy isoflavones, Superberry 6000 fruit extract, birch leaf extract and Agnus castus extract.

Cognis has a range of beautifying ingredients including vitamin E, mixed tocopherols, mixed carotenoids and lutein esters, while Kemin will be promoting FloraGLO lutein for healthy eyes and skin.

Sabinsa is also presenting a wide range of phytonutrients with beauty from within applications, while Copalis will be showcasing a clutch of marine-derived ingredients claimed to improve the texture and structure of skin and protect its elasticity.

The whole package​

Finally, for firms interested in broad health concepts rather than specifics, DSM Nutritional Products has developed ingredients and blends built around consumer trends, including: Defy your Age, Nourish your Beauty, Essentials for Women, Flex your Joints, and Enhance your Immunity.

For the exhibitor list and details of what's on offer at Vitafoods, visit www.vitafoods.eu.com