Provexis Plc · LSE:PXS
Provexis — Food Matters Live 2014
26 slides from Provexis's conference presentation, Nov 19, 2014
Slide 1: Fruitflow - the EFSA approved natural food ingredient to support cardiovascular health
Food Matters Live Event Fruitflow®- the EFSA approved natural food ingredient to support cardiovascular health by maintaining healthy blood flow Bernd Mussler, PhD, MBA , Innovation Project Director, DSM Nutritional Products November 19, 2014
Slide 2: Four ways to improve the working of a healthy heart
Four ways to improve the working of a healthy heart Promote healthy heart function 4. Support healthy circulation 1. Promote healthy blood lipids and blood vessels 3. Promote healthy blood 2. Prevent LDL cholesterol pressure oxidation Fruitflow® offers a healthy solution for consumers and differenti
Slide 3: Huge population requiring anti-platelet therapy…but the risks may outweigh benefit
Huge population requiring anti-platelet therapy…but the risks may outweigh benefit There is a strong unmet need of consumers looking for a healthy remedy to prevent Cardiovascular problems! Page
Slide 4: What is Fruitflow? Heart health is a major consumer concern
What is Fruitflow®? Heart health is a major consumer concern Fruitflow® is the first ingredient with an European Food Safety Authority Art. 13.5 health claim “Helps maintain normal platelet aggregation, which contributes to healthy blood flow” • 50 million consumers in the US take anti-thrombotic Fr
Slide 5: Metabolic diseases are associated with chronic inflammation and platelet activation
What is Fruitflow®? Metabolic diseases are associated with chronic inflammation and platelet activation Atherothrombosis Atherosclerosis Adapted from Davi et al. 2007 • Chronic inflammation induces platelet activation • Activated platelets release pro-inflammatory mediators that amplify the inflamma
Slide 6: The Mediterranean diet - a healthy diet
The Mediterranean diet - a healthy diet Typical Mediterranean diet Mediterranean diet pyramid • Vegetables – leafy vegetable raw and cooked – raw tomatoes – onion – garlic and other vegetables … • Fruits (fresh in summer, dried in winter) • Legumes (beans..) • Grain (whole wheat bread), nuts, Pasta
Slide 7: Tomatoes an integral part of the Mediterranean diet
Tomatoes an integral part of the Mediterranean diet Tomatoes are important components of the Mediterranean diet Page 6
Slide 8: What is Fruitflow
What is Fruitflow® • The first natural, scientifically substantiated solution for healthy blood flow • Fruitflow® demonstrated in 8 human studies to reduce platelet aggregation and thus improve blood flow and works in 97% of subjects. The effect takes place within 1,5 hours of consumption. • It is a
Slide 9: What is Fruitflow? Commercial forms
What is Fruitflow®? Commercial forms of Fruitflow®: Fruitflow® composition: Fruitflow® I Fruitflow® II SD Liquid form (Syrup) Powder format Active dose: 3 g / 250 Active dose: 150 ml drink mg/daily dose or portion Safe and stable (24 Safe and stable (> 18 months at 8°C) months) Simple sensory maskin
Slide 10: Fruitflow - How does it work? In the consumer world
Fruitflow ® –How does it work? In the consumer world… Page
Slide 11: Fruitflow - How does it work? In the scientific world
Fruitflow ® –How does it work? In the scientific world… Whole blood Platelet labeled with fluorescence marker Glass tube coated with collagen Collagen triggers platelet aggregation Whole blood Platelet labeled with fluorescence marker Glass tube coated with collagen Collagen triggers platelet aggreg
Slide 12: Fruitflow acts on the first stage of the clotting process: Platelet activation
Fruitflow acts on the first stage of the clotting process: Platelet activation •Three major factors in cardiovascular disease: cholesterol, blood pressure and platelet aggregation, the cause of blood clots. •Fruitflow® is the only functional food ingredient addressing platelet aggregation Non activa
Slide 13: Tomato antiplatelet compounds
Tomato antiplatelet compounds • Tomato antiplatelet components (totalactive fraction, tAF) have been isolated and characterised 100% 90% • tAF components can be separated into 80% distinct bioactive subfractions, AF1, AF2 Thrombin 70% and AF3 Proportion of inhibitory activity, normalised 60% Arachid
Slide 14: What is Fruitflow? Acts on different activation pathways
What is Fruitflow®? Fruitflow acts on different activation pathways Main platelet receptor-ligand interactions Fruitflow lowers expression of active form of GIIb/IIIa Conclusions • Fruitflow works on multiple aspects of the initial clotting mechanism • Aspirin works on only one specific pathway • Fr
Slide 15: Fruitflow - strong clinical evidence
What is Fruitflow®? Fruitflow® - strong clinical evidence N / Gender / Duration / References Design Outcomes measured Significant effect Study Population Dosage 1. O’Kennedy et al R, SB, PC 23 / M F Single dose Platelet Aggregation + 2006a Cross-over Healthy 18 g WSTC I PT and TCT - 2. O’Kennedy et
Slide 16: Analytics of Fruitflow
Analytics of Fruitflow • Fruitflow is a natural multi-component product • 3 major compound clusters • Nucleosides (AF 1) • Polyphenols (AF 2) • Flavonoids (AF 3) • Representative marker selected • Adenosin • Chlorogenic acid • Rutin Page
Slide 17: DSM's services to increase Fruitflow's awareness
DSM´s services to increase Fruitflow´s awareness DSM to strengthen the awareness of customers and end consumers : Analyses of consumer needs and consumer communication paths Customized solution for the sales channels Food & Beverage, Pharmacy (over the counter) and/or „Multi Level Marketing“ C
Slide 18: Consumer understanding – basis of marketing and essential for product success
Consumer understanding – basis of marketing and essential for product success Consumer understanding of „Heart Health“ Heart health is one of the major health concerns of consumers (especially age groups 50+) • Cholesterol, blood pressure and heart muscle are associated with heart health • Important
Slide 19: Innovative product forms
Innovative product forms Consumer clearly prefer galenic applications like tablets and capsules Innovative “life style” forms increase consumer interest Concepts of functional food (except beverages) like Syrup or spreads are not accepted by consumers Tomato and margarine Not as food, or Page bars d
Slide 20: Turn key solution concepts – Fruitflow a natural blood thinner
Turn key solution concepts* – Fruitflow® a natural blood thinner Concept developed to approach Aspirin®-user and educated consumer “warning concept” with serious medical warning notices Page * Concepts developed for consumer group testing , national regulation needs to be considered if concept shoul
Slide 21: Scientific and legal support of customers
Scientific and legal support of customers • Publications in non peer reviewed journals convenient for consumers • Legal support of customers to increase Health Claim value Page 20
Slide 22: Fruitflow the natural alternative to Aspirin?
Fruitflow® the natural alternative to Aspirin®? Consumer research shows: • Majority of consumers know the “blood thinning” effect of Aspirin® and also the associated gastro-intestinal side effects (bleeding risk) • Consumers are concerned about the bleeding risk and thus try to refrain from daily in
Slide 23: Page
“Fruitflow® helps maintain normal platelet y oggregation, which contributes to healthy blood flow” ao O °C eo aan “ PO \\* ‘ “ > 4 > FiSA 2012 : Fruitflow® one of the most innovative products of the year +
Slide 24: Conclusion & Value proposition
Conclusion & Value proposition • Fruitflow® earned the first approved EFSA 13.5 health claim: “Helps maintain normal platelet aggregation, which contributes to healthy blood flow” • Fruitflow® is a natural, scientifically substantiated solution that contributes to healthy blood flow • Strong scienti
Slide 25: Thank you !
Thank you !
Slide 26: How is Fruitflow produced?
How is Fruitflow® produced? concentrate permeate Tomato Milling Decanter Evapo Pasteurization Fruitflow® I Ultra- -ration Storage filtration Fruitflow® II Spray Resin drying Fruitflow® II SD Fruitflow® I Water, Sugar Page