Frutarom reveals thirst for liquid curcumin

With an eye on serving the Asia Pacific market, Frutarom Health is expanding the regional focus of its turmeric formula NovaSOLCurcumin.

The liquid curcumin formulation is designed for use in beverages and sports nutrition drinks, and ‘boasts among the highest bioavailability of curcumin ingredients’, says Frutarom.

“Driving interest in curcumin is a rapidly growing consumer awareness of its multiple health benefits,” says Wouter Haazen, product manager of Frutarom Health. “Because of typically poor bioavailability of standard curcumin extracts, product makers have sought formulations with increased bioavailability.

“Following our success in Europe – more than 50 products containing NovaSOL Curcumin are in the EU food supplement market – Frutarom plans to replicate this success in other regions.”

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