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Neutraceuticals
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Sustainable Health Essentials
Nutraceutical Products Science and Entrepreneurship possibilities
Vilas Shirhatti
Chief Adviser Nutritional Solutions Business Tata Chemicals Limited, Mumbai
March 24, 2015 [email protected]
Sustainable Health Essentials
Demand Supply
Gap to be met = opportunities
Have the right Science to design and support your product
Agri production Soil quality Changing nutri density Heavy dependence on rains Processing technologies Packaging technology Consumer education Farmer education Loss of biodiversity
Changing consumer life style Convenience Optimum nutrition Prevention Smart foods Increasing need of phytonutrients Increasing deficiencies Changing food habits Life style diseases
Sustainable Health Essentials
Interdependent dynamics: Consumer: Technology: Products
Any one could be the father of a disease but, the mother certainly is food
Time Scale Early Civilisation 2015 and beyond
Consumer
Expectation
Survive
Satisfy
Thrust
And
Hunger
Taste
Enjoyment
Indulgence
Culture
Status
No
Adverse
Effect
On
Health
convenience
Positive
Health
Benefit
Life style fit
Designed
For
Me
Science
Technology
Response
Type
Of
Food
Roasted
Or raw
Meat
vegetables
Basic
Cooked food
Confectionary
Bakery
Sweets
Alcohol
White poisons
Low or zero
-Fat
-Sugar
-Trans
Cholesterol
Personalised
Food
products
Enriched
Omega 3
Antioxidant
Prebiotic
probiotic
Agriculture
Animal Breeding
Food
Processing
Technology
Balanced
Nutrition
Optimum
Nutrition
Nutrigenomics
Personalised
Nutrition
Sustainable Health Essentials
The main thing is that we are all together at the same table, and not the food that is on it
Bridging the generation Gap
Please, Mom and Dad: Just Have a Taste
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Consumers bombarded with information
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Reality check: Some hard facts
India capital of life style diseases Diseases are striking at younger age 2014 Mumbai marathon : young participants had cardiac arrest Fat and sugar consumption increasing Seemingly healthy teenagers are battling severe vitamin and protein deficiency: Bad food habits Increasing stress levels, reduced physical activity Increasing vitamin D deficiency Increasing Iron and Zinc deficiency 40% of children are obese 10% of children are allergic to gluten
Sustainable Health Essentials
Reality check: Some hard facts
2009-10
Nutritionist recommends 5 servings( 5x100gm )of fruits & vegetables per day for good health, breakfast most important meal of the day
Fruit and Vegetable Consumption (% of the population)
One in every four individual across Metro goes hungry in the morning
Dietary Fibres as ingredients Breakfast bars with nutritional ingredients
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Nutritional intake grows in India
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Mic
ron
utr
ien
t In
take
Calorie Intake
Overnourished 80 million (Excess Calorie)
Calorie Sufficient, Nutrition Deficient
570 million
Undernourished
380 million Calorie
Defecient
Adequate/Excess Deficient
Suff
icie
nt/
Exce
ss
Def
icie
nt
Indias Dietary Pattern
ICMR Norms of Fruits & Vegetables
80% of norm level Defined by NSSO
Sustainable Health Essentials
People buy benefits, not ingredients. In industry we get excited about the next hit ingredient, but consumers are driven by benefits. Ingredients only take off when consumers see the benefit that the ingredient brings as being credible and relevant to their lifestyles. Even better for marketers, when consumers can draw their own conclusions about the benefits of your ingredient or product, then you dont need to make a strong health claim. The message that a food or food ingredient has a natural and intrinsic health benefit is one of the most compelling for many people.
Consumers Love :Naturally Functional
Success of almonds as an ingredient (and a snack in their own right) as well as coconut waterfrom zero to more than a $1 billion business in the West in 7 years or emergence of quinoa, chia, blueberries and other would be superfruits,
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Indias new consumers : Priority
Taste: consumers seeking enjoyment or variety
(i.e., snacks, new sauces or luxury items)
Convenience: Convenience: consumption
driven by difficulty in making/storing items (such
as pickles or curd) or by lack of food preparation
time (instant noodles or idli batter mix)
Health: choices influenced by concerns for
wellbeing (for example, low-fat yoghurt or
wholegrain bread)
Ideology: choices based on a brand's values
(sustainably fished or organic produce
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Food Category Movement
Food Type Provides Claims
Commodity/Proprietry Calories None
Fortified, Enriched
Enhanced
Calories, Nutrition None, Nutri Content
Functional Balanced Nutrition Health Benefit, risk
reduction
FSDU (Infant Food,
Sports nutrition)
Special nutritional
needs
Nutri content, Health
benefit
Dietary/Health
Supplements
Meeting deficiencies Risk reduction,
prevention
Health Benefit
Nutraceuticals Cure, Risk Reduction Semi quantitative
Medical Food For a medical condition Risk reduction, meeting
nutri needs
Food
Drug Cure
Curative
Confirmative claims
Restricted
Food
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Regulation of Foods : FSSAI
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There is a link between the ingestion of certain
nutrients or dietary supplements and the prevention of chronic diseases such as cancer,
heart disease, and osteoporosis
-Statement from the preamble of DSHEA
Nutraceutical Science
The discovery of essential nutritional components from nature for the proper support of good health equates
directly to the body's innate ability to sustain health and recover from disease.
Lucrative markets for a wide variety of related products
Science, acceptable quality and approved standards are extremely important if sustainable market shares and consumer
confidence in this category has to be established.
Sustainable Health Essentials
Nutraceuticals
"A nutraceutical is a
product isolated or
purified from foods
that is generally sold
in medicinal forms
not usually
associated with
food. A nutraceutical
is demonstrated to
have a physiological
benefit or provide
protection against
chronic disease."
Nutraceutical, a portmanteau of the words nutrition and pharmaceutical, was coined in 1989 by Dr. Stephen L. DeFelice, founder and chairman of the Foundation of Innovation Medicine (FIM) (Crawford, New Jersey). The term is applied to products that range from isolated nutrients, dietary supplements and herbal products, specific diets and processed foods such as cereals, soups, and beverages.
Foods consumed as
part of usual diet with
the intention of
maintaining and/or
providing health
benefits, including
physiological benefits,
beyond basic nutrition
through inherent
properties or added
ingredients at claimed
levels to deliver the
claimed benefits.
Product (other than tobacco)
that is intended to
supplement the diet; contains
one or more dietary
ingredients(including vitamin
s; minerals; herbs or other
botanicals; amino acids; and
other substances) or
their constituents;
is intended to be taken by
mouth as a pill, capsule,
tablet, or liquid; Dietary Supplement Health and
Education Act (DSHEA)
Nutraceuticals Functional Foods Dietary Supplements
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Nutraceuticals: Breaking News
Marriage of Nutritional ingredient with a Pharma ingredient
Curcumin Spice ingredient Generates reactive O2 Poor solubility Weak against cancer cells
Thalidomide Was banned drug Highly toxic Breaks down in body Changes microenvironment
Cancer researchers in the US and China have created this hybrid compound that kills multiple myeloma cells
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No Life without Stem cells
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Consumer desirability
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Food for Health and wellness
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GAC Fruit from Vietnam
Lycopene content 70 times more than tomato Beta carotene 10 times more than carrot zeaxanthin that protects the tissues of the eyes against exposure to ultraviolet rays,
Now cultivated in AP state and has become an economical source of Lycopene
The unique combination of antioxidants in Gac fruit enhance heart health by specifically combating atherosclerosis, or hardening of the arteries. Additionally, both lycopene and beta-carotene show protective activity against the risk of heart attack. Increases the sperm count, a solution for male infertility
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Protein for weight loss
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Protein For Endurance
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Caffeine-Containing Herbals
Guaran
Kola nut
Yerba mat
Green and black tea
Cocoa
Coffee arabica
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Understanding Resveratrol (French Paradox)
Beneficial in fighting cardiovascular disease. , helps reduce cholesterol Could increase the nitric oxide synthesis of cardiovascular endothelial cells, inhibit thrombosis and protect cardiovascular function. Not only resveratrol but also flavonoids in red wine could be helpful for heart disease. Many scientists argue about whether resveratrol or flavonoids is good for CVD Could inhibit thrombosis formation and flavonoids could effectively decrease blood lipids. Resveratrol and flavonoids have antiaging benefits Nano technology to improve bioavailability
Dose, Chronic Effect, Life Style Product, Economy of benefit
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Oxifend Fruit complex from Newzealand
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Comparative HPTLC profile of Berberine in different market samples
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Beer with superfoods: truly odd, yet oddly delicious
Mixing Beer with :Ale with gingko leaves, walnut oil, hawthorne berry, and even garlic, turmeric: six to eight superfoods, designed to complement each other. Organic beers get their distinctive flavors and aromas from a carefully crafted collection of superfoods : first to successfully mix essential oils with beer.
Beer Brains: a nut brown ale, mildly hopped, brewed with honey with notes of almond and banana'. Ingredients include walnut oil, gingko leaves, flax seed oil, blueberries, pomegranate, and acai berry. Beer Brains charitable organization is the Alzheimers Foundation of America.
Its definitely about creating an unique flavor and aroma and profile were not just putting superfoods into beers, its a balancing act.
Sustainable Health Essentials
Cheese and wine go together, and now cheese and beer make a natural pairing thanks to an unusual new cheese. Koiwai Kirin Plus-i Cheese Cubes are made to go with beer, but are also fortified with ornithine, which is said to help liver function recovery after drinking alcohol.
High Protein Bar
Isotonic drinks
Whey Protein
concentrates
Pizza enriched
with ME, DHA
Smoothie with added
Dietary fiber
Sustainable Health Essentials
World's first healthy pizza invented by Scots scientists and Glassgow University Nutrition Professor
Each has a calorie content between 514 to 570 and contains vitamins A,C, E, zinc, calcium, fibre and iron. One of the secret ingredients is seaweed which replaces salt and boosts the vitamin content.
Sustainable Health Essentials
Gannon is now set to further develop the Curry Dave range to include curry sauces, bhajees and pakoras.
Combining two of the nation's (UK) favourites , curry and pizza
Curriza
Currizza available in 107, TESCO stores in UK .
Launched with four flavors Chicken Korma, Chicken Madras, Chicken Tikka and Sweet Potato & Spinach
Despite Tesco announcing plans to streamline its product offering, demand for Currizza bucked the trend with Curry Dave launched in 107 Scottish Tesco stores this January.
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Moringa applications
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Strategy for New Nutraceuticals
Classical Health
Tradition (CHT)
Oral Health
Tradition (OHT)
Source
Traditionally trained folk healers/ village physicians
Not traditionally trained but experienced in certain health practices (eg.Dai,bonesetters,specialists in
treating poisons, jaundice, mental disorders)
Aged people or different ethnic communities including women treating the patients based on the
knowledge acquired from their predecessors.
Individuals who acquired(educated group) certain knowledge from their predecessors.
Tribal- tribal communities/ physicians/ aged individuals.
Vedic / classical texts and treatise like Rigveda, Atharvaveda, Charakasamhita
(Text on ancient Indian Medicine)
Susrutha samhita (Text on ancient Indian
surgery ),Ashtangahridaya ((Text on ancient
Indian medicine & surgery) &other numerous
related text books in both sanskrit and
regional languages
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Tip: If you suffer from anaemia eat one date (khajoor) with two kadi patta leaves on and empty stomach every morning. This will not only help keep your iron levels up it will also help make you stronger and beat the symptoms of anaemia. Lever damage:Tip: This remedy is very effective to strengthen the liver. Heat one spoon of homemade ghee, add the juice of a cup of kadi patta, some sugar and freshly powdered pepper. Remember to only heat this mixture a little as Kaempferol boils at very low temperatures and will evaporate if overheated. Diabetes Tip: To help keep your blood sugars under check you should ideally add kadi patta to all your meals. Alternatively having fresh leaves on an empty stomach everyday can also help.
Sustainable Health Essentials
Good (garbanzo) bean - which is high in protein, low in fat, low-GI, gluten-free
I grew up in India and roasted chickpeas were a very common snack. I would get a paper cone full of them after school. But I never thought of them as healthy, just that they were tasty and warm and fresh.
The roasted chickpea snacks come in four flavors: Sea Salt, Cracked Black Pepper, Smoky Chili Lime and Sweet Cinnamon and are sold in 2.5oz bags with an MSRP of $2.69.
Americans are more familiar with garbanzo beans in a can or in a tub of hummus than in the snacks aisle. They get that chickpeas are healthy and nutrient dense, and once they try the roasted variety, many people are addicted. They are really tasty and satisfying, but you dont feel guilty after eating them, because they are high in fiber and protein and low in fat. The fact that they are gluten-free is an added bonus,
Looking beyond Chips and Nuts
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Chips have long been made from potatoes and corn, but a chip made from fungi? Taiwan Agriculture Products chips, made with a different type of fungus and promoted as being high in fiber. Healthful new ingredients like beans and lentils are beginning to enter the chip market, but the use of a type of fungus as an ingredient is both unexpected and novel, Fungi have had some success in meat replacement products, but salty snacks, including chips, are new territory. This innovation may challenge the perception that chips must automatically be considered junk food.
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Nutrient/
Millet
Amaranth Quinoa Buck
Wheat
Ragi
Fox Tail
millet
Pearl
millet
Carbs 66 63.9 73 72.6 63.2 67
Protein 19 16 11 7.7 11.2 11.8
Fat 6 6.9 2.5 1.7 4 4.8
Fibres 5.6 3.5 9.9 18.8 17.6 20.4
Minerals
Ash
3.2
3.3
1.6
3.8
2.5
3
GI 53 35 54 110 50 55
All are nutritionally superior to Rice and wheat
Pseudo Cereals Nutrition Chart
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Table 3--- Micronutrient composition of major cereal crops (mg/kg). Crop Iron (Fe) Zinc (Zn) Sorghum 17 to 76 10 to 55 Pearl millet 30 to 146 25 to 85 Maize 10 to 63 13 to 58 Wheat 29 to 57 25 to 53 Rice 6 to 24 14 to 35
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A lot of room to boost pulse intakes for heart benefits: New analysis supports cholesterol Lowering effects of pulses
One daily serving of beans, peas, chick peas or lentils may slash bad cholesterol level says a new meta analysis that supports the cardiovascular benefits of pulses.
Innovative food companies have already started using whole pulse floor in to breads, cereals, Biscuits, food coatings etc.
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Legume Dietary fiber content
Chick pea 25.6
Ground nut 6.1
Kidney bean 25.4
Mung bean 15.2
Pea 16.7
Soy bean 11.9
Cluster bean 4.3
Lentils 11.7
Pigeon Pea 15.0
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Mission Impulseible
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Pulse proteins at centre plate
Protein for body building
Beverages Smoothies
Baked goods Breakfast cereal
Sustainable Health Essentials Nutritious puffed rice made with new method created by Cornell researchers.
Supercritical fluid extrusion (SCFX) of Rice
8% Dietary Fiber, 21.5% Protein Iron, Zinc, Vit A,C, at RD values (100 gm) Complete retention of added minerals 65 to 75% retention of added Vitamins All essential AA retained at 98% No loss due to Millard reaction No oxidation losses Protein and AA level equal to reference reco of FAO?WHO
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Traditional foods on new platform
Potential of unripe bananas (green bananas and yellow and green plantains) High content of starch and fiber Natural gluten substitutes, sugar replacer, fibers Unique functionalities such as: viscosity enhancer, gelling agent, binder, foam stabilizer, emulsion stabilizer, and natural volumetric bulking agent Heat treatment confers multiple technical, sensory and cost advantages Provides a bland taste.
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Indian medicinal plants are rich sources of substances that have several therapeutic properties such as being cardioprotective and chemopreventive, among other effects. These can form the basis for a healthy and curative nutrition. These plants can provide useful ingredients for functional foods.
Indian Medicinal Plants
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Incidence of certain neurodegenerative diseases among people living in the Asian subcontinent, where people regularly consume spices, is much lower than in countries of the western world. Extensive research over the last 10 years has indicated that nutraceuticals derived from such spices as turmeric, red pepper, black pepper, licorice, clove, ginger, garlic, coriander, and cinnamon target inflammatory pathways, thereby may prevent neurodegenerative diseases. Further rese arch in to the pathways of how these spice based nutraceuticals act can lead to solutions for preventing the Neurodegenerative diseases
Indian Spices: Cure to Neurodegenerative diseases
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Oils enriched with
Natural
Antioxidants
Prevent formation
Of oxycholesterol
Oils enriched with
Omega 3 fatty acids
Blended Oils with
Close to ideal
Fatty acid composition
Oils enriched with
MCT
Oils enriched with
Phytostanols and
Phytosterols and esters
Designer oils
From selective
breeding
Oils with DAG
Oils enriched
With special
Benefit Phyto chemicals
Edible Oils as Functional Foods
Interesterified oils
Protein or carbohydrate
Based fat substitutes
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CVD
PEPTIDES
ISOFLAVONES
BOTANICALS NUTRCEUTICALS
ANTIOXIDANTS
VITAMINS
PRO/PRE BIOTICS
SALT K/Na
BETA GLUCAN
DIETARY FIBERS
CHITOSAN
STEROLS
LIPIDS Edible Oils
Functional Foods and CVD
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Fujiccos Black beans tea, Sapporos Isoflavon black tea, Houses Black bean cocoa, Kibuns Black soybean milk, Yakults Black vinegar drink Lottes Five black-grain cookies.
Healthy Black Foods
Black functional foods found in the Japanese market:
Black foods often Contain high level of isoflavones, anthocyanins, calcium, Protein, magnesium, Iron, Essential fatty acids etc.
Sustainable Health Essentials
Condition-Specific Designing
Cardiovascular Health
Diabetes
Digestive health
Joint health
Eye health
Immunity
Cognitive health
Sports
Antioxidants/wellness
Antiaging
Mens health
Womens health
Skin health
Hair health
"The condition-specific marketing approach has become a commonly used method to differentiate products based on specific health benefits."
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Fuel used during Physical activity
Sports Nutrition: Macro Picture
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Sports Nutrition: Micro Picture
Three Energy generating Mechanisms in Body
Football Game
ATP-PC (high intensity short
bursts)
Anaerobic (intermediate
bursts)
Aerobic (long efforts of low to
moderate intensity)
If 10 km in total area covered, around 3 will be done in fast pace of which
1 may be at top speed
Variations in intensity, requires all 3 energy systems (low very high) High requirements of carbohydrates
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PremierLeaugeupto38games- ChampionsLeagueupto13games- FACupupto6games- CarlingCupupto8games- Plusinternationalgamesupto10+
Increasingly Smaller Recovery Periods
With increasingly smaller recovery periods in which players are expected to recover from match play and injury, good nutrition is
becoming increasingly more important
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Objective Give the body carbohydrates to maximize blood sugar and glycogen stores. Hydrating the body well enough to keep up to the sweat losses. Endurance enhancement supplements like Powerglide will not only add up to the carbs but will also hydrate the body
Just before the match
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The Stack - Advertised as potent thermogenic fat burner
Ephedra
Caffeine
Aspirin
Ephedra
Guarana
Willow bark
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Products without Legitimate Evidence to Support Claims
Boron Garcinia Cambogia Nitric Oxide
Carnitine Ginkgo Biloba Pycnogenol
Ginseng Branched Chain AA Pyruvate
Chrysin Glutamine Taurine
CoEnzyme Q10 Tribulus Terrestris Hoodia
Cordyceps Conjugated Linoleic Acid Turmeric
DHEA 5-Hydroxytryptophan Whey Protein
Lysine Hydroxycitric Acid/HCA Yohimbe
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Multi Thronged approach
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Nano technology in food science and technology
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Ingredients
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Stem Cells in Wellness
Stem cell nutrition addresses a brand new way to support health and has the potential to eclipse the massive antioxidant supplement business. Supplement containing Fucoidan helps increase the number of adult stem cells or master cells that are released into the bloodstream before migrating into tissues where they reproduce and become new healthy cells, effectively helping the body renew and repair itself. There is a growing body of evidence that there is a direct link between health and the number of circulating stem cells, as the development of many degenerative diseases has been linked to a reduced number of naturally circulating stem cells when compared to a healthy population
Stemtech $200m business in five years
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Stemtechs SE2 is the world's first all-natural supplement documented to support the release of adult stem cells from bone marrow. Our advanced supplement puts more stem cells in the bloodstream, and the effect lasts longer.
StemFlo is a cutting-edge mixture of antioxidants and special enzymes that support optimal blood flow, even to the smallest capillaries. StemFlo supports the smooth flow of adult stem cells and nutrients to all parts of the body assisting and supporting in your bodys Stem Cell Nutrition*.
StemSport Advanced Formula Activity, exercise and stress damage muscle fibers or cells in your body naturally. This damage limits your performance and your bodys ability to rebuild and rejuvenate muscle tissue after activity. StemSport Advanced Formula teams StemEnhance and StemFlo together giving you the edge on bodily renewal through increasing your circulating adult stem cell count and impacting your speed of recovery*.
Nutraceuticals to promote stem cells
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Cost Spread of Nutraceuticals
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Overcoming Consumer Perceived Barriers
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Naturally healthy with some intrinsic health benefit
Get positive media attention for their naturally healthy value Have a perception in consumers minds of being natural and seem less processed than alternatives Connect to the other big trends or enable you to create a product that makes the connection Very importantly: Theres a secure supply chain that can make these ingredients widely and reliably available.
Five factors of success:
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Advantage India : High Potential for developing
Nutritional solutions business
Nutritional Solutions towards building a healthy India
A biodiversity hot spot (Legumes, fruits, vegetables, medicinal plants)
Many years of traditional wisdom,
Leader in Ayurveda, aromatherapy
Herbs and spices used traditionally in food preparations
Rich and diverse food habits and cooking styles with nutritional rationale
Highly under utilized or ill utilized biomass
Pan Indian/ Pan global taste development
Only 5% of food sold is packed and branded
Only 2% of vegetables and fruits processed
Capital of Life style diseases, Precipitation at younger age
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Sense of Pride
Indian Pules and Millets
Soybean- USA
Olive Oil EU
Palm Malaysia
Quinoa USA
Rice Bran Oil- India
UN - Year of Pulses or Year of Jowar
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The Omics
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Nutrigenomics
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Thank You
Sustainable Nutritional Solutions For A Healthy Life Style
As the food and drinks industry continues to evolve to meet
the consumers' demand, there is an urgent need for a wider debate into the ethics of producing foods that offer
the potential to prevent disease at prices that can be
afforded only by select portions of society.