Senior product development manager Jeremy Bartos was speaking to NutraIngredients-USA after ChromaDex struck a deal that will see Walgreens carry two BlūScience lines (HeartBlu and EternalBlu) by the end of the first quarter and two more (MemoryBlu and Blu2Go) by the end of the second quarter.
pTeroPure – ChromaDex’s proprietary synthetic copy of an antioxidant called pterostilbene found in blueberries – has been available via leading supplement brands for some time, he said.
However, the BlūScience supplement brand - which debuted at GNC stores last fall - was developed by ChromaDex to create more ‘buzz’ around the ingredient, said Bartos.
Functional foods and beverages
Discussions were also progressing with food and beverage manufacturers looking to incorporate pTeroPure in products this year following its recent launch in the Dodo Organics range, added Bartos.
While ChromaDex secured self-affirmed GRAS (Generally Recognized as Safe) for pTeroPure last summer, it is hoping to secure a no objections letter from the FDA by the end of this year to provide added reassurance for potential customers, he said.
“As for applications, we’ve had a lot of interest from companies of all sizes making everything from ice cream and yogurt to cereals, granola, cookies and snacks.
“The biggest challenge is getting a formulation suitable for beverages as pTeroPure is lipophilic, but we’re working to develop a water soluble version.”
Health claims
Interest in the health benefits of pterostilbene was focused on cardiovascular health, cognitive function and anti-aging, he said, with a human clinical trial on its effects on cholesterol, blood pressure and markers of oxidative stress well underway and a new trial on cognitive function in the pipeline.
ChromaDex holds exclusive worldwide rights to patents pending for pterostilbene for these and other health benefits based on technology licensed from the University of Mississippi, as well as through additional intellectual property developed by ChromaDex or in conjunction with leading research institutions.
Regulatory status queries in light of NDI draft guidance
Bartos acknowledged that the Food and Drug Administration’s (FDA’s) new draft guidance on new dietary ingredients (NDI) appeared to raise questions marks over the regulatory status of pTeroPure (the FDA says synthetic copies of botanical constituents are not dietary ingredients).
However, ChromaDex had sought legal advice and been advised that as pTeroPure is self-affirmed GRAS and has been present in the food supply, an NDI notification would not be required as long as there is no chemical alteration as defined by FDA and the conditions of use /target populations do not change, he said.
Goal to get BlūScience products in 25,000 stores by year end
Ann Deren-Lewis, vice president of marketing at ChromaDex, said her goal was “to have BlūScience available at more than 25,000 retail outlets by the end of 2012”.
She added: “The Q1 national rollout of the product is being matched by a comprehensive television, print and online advertising strategy with a focus on developing education and awareness around the benefits of both pTeroPure and our BlūScience line of retail products."