The new ingredient – branded FiitNS (pronounced ‘fitness’) – contains a range of extracts from Mediterranean fruit and vegetables, said the company, and compliments the company’s existing range of blended fruit and vegetable extracts for weight management (Sinetrol), and anti-aging (Oxxynea).
According to findings from a randomized, double-blind, placebo-controlled study with 17 people, a daily dose of 900 milligrams of FiitNS for 90 days was associated with significant improvements in self-reported vitality and well-being, which increased by 52 and 53 percent, respectively.The exercise regime was set at a low activity level, equivalent to less than 30 minutes in three training sessions.
Measures of body fitness also improved, said the company, with abdominal fat decreasing by 7.07 kg, compared to 2.98 kg in the placebo group, and waist size shrinking by 1.98 cm in the FiitNS group, compared with 0.67 cm in the placebo group.
The study will be submitted for publication later in the year, said Eric Mota, managing director of Fytexia. The company's facilities are located in the heart of the South of France’s wine country, close to the town of Beziers. The facilities are accredited ISO 22000 and GMP.
US focus
The ingredient, available as a soluble purple/pink powder is intended for dietary supplements and functional beverages, said the company.
The US functional beverages market is predicted to grow 19 percent in current prices and 7 percent in inflation-adjusted prices between 2009 and 2014, according to market researcher Mintel. The market includes energy drinks and fortified waters and is valued at $8.6bn by Mintel.