Fruitflow, an ingredient derived from tomato extract, has the ability to maintain healthy platelet aggregation and improve blood flow. Developed by Provexis and launched in 2010 by DSM via a licensing agreement, it has gained a strong following thanks to its heart-health benefits. In fact, it was originally developed for the cardiovascular health market—for which it received an EU Article 13.5 health claim—with the capacity to be added to supplements and functional drinks. However, Fruitflow is now being recognized as a beneficial ingredient in sports nutrition.

Origins in Heart-Healthy Fruit Juice
Fruitflow originally landed on retailers’ shelves via the fruit juice brand Langer’s in the U.S. and Sirco in Europe, both of which have a heart-health positioning. These drinks are more expensive than other functional fruit juices; for example, Multiple Marketing’s Sirco is priced at €1.98 for 250 ml in Greece, but it is trusted for its heart-health benefits. Fruitflow’s scientific substantiation has been accepted by the European Food Safety Authority (EFSA), enabling Multiple Marketing to claim in its advertising that Fruitflow “helps to maintain normal platelet aggregation, which contributes to healthy blood flow and can reduce the risk of blood clots.”

Opportunities in Sports Nutrition
Heart-healthy juices, however, saw global sales of $115 million in 2012, accounting for just 1.4% of total sales of cardiovascular health-positioned products. In comparison, total sports nutrition sales (comprising fortified/functional sports drinks, protein products and non-protein products) reached $27.8 billion in 2012.

Therefore, there are opportunities aplenty for ingredients such as Fruitflow, which could make the leap from cardiovascular health to sports nutrition. In addition, the stronger sales potential should be a key driver for companies operating in the latter industry. Sports nutrition achieved nearly double the absolute sales growth of cardiovascular health-positioned food and drink over 2007-2012.

Science in Sport Benefits
Science in Sport (SiS), a sports nutrition company that manufactures endurance products such as isotonic gels, is one such player utilizing Fruitflow. It recently launched what it claims is the world’s first recovery gel, SiS Rego + Fruitflow, utilizing the ingredient’s functionality on blood vessels. SiS claims that the gel can benefit those individuals who undertake periods of intense exercise as it helps to ensure faster recovery when consumed before exercise.

The mechanism by which it is used in the gel aims to improve the recovery time by focusing on the pathway whereby the adrenalin and thrombin produced during strenuous exercise combine to activate blood platelets and increase blood coagulation. These activated blood platelets trigger inflammation, which Fruitflow then helps to reduce, therefore shortening muscular recovery time. According to DSM, Fruitflow’s action occurs 1.5 hours after consumption and lasts for 12-18 hours.

SiS has combined Fruitflow with Swiss chard extract as the latter has a high concentration of nitrate, which is broken down into nitric oxide. These functional ingredients combined help to improve control over platelet activation and therefore reduce inflammation. Perhaps, in a reverse of roles, cardiovascular health-positioned products could look to sports nutrition with the possibility of utilizing some of its key ingredients to drive innovation in the category.

Added-Value
Functional ingredients should be aware of opportunities that can exist beyond their original positioning. Fruitflow is just one example of how added-value functional ingredients can be utilized by more than one prime positioning. Those ingredients that provide health benefits should therefore look to explore opportunities beyond their prime positioning.

For further insight, contact Diana Cowland, Health and Wellness Analyst at Euromonitor International, at diana.cowland@euromonitor.com