OREANDA-NEWS. Frutarom Health BU reports a surge in demand for its EFLA® HyperPure Line in the US market since the beginning of 2016. The unprecedented growth can be considered a result of diminishing consumer trust in supplements and the call for short ingredient lists.

"We've received increased attention from US supplement manufacturers concerned about possible contamination, and thus are seeking botanical extracts with safety assurances—as with the EFLA® HyperPure seal," explains Holger Riemensperger, General Manager for Frutarom's Health BU. "Our HyperPure technology has become an industry standard for safety and purity. Customers want to know more about this patented process; they understand it helps create a competitive advantage for their herbal supplements."

According to a 2015 consumer survey from New Hope Network's NEXT Data and Insights division, 19.5% of core supplement users have "less trust" in supplements than in 2013. Among general consumers of supplements, a "slightly less concerned" 15.4% have less trust in these products than in 2013. Among general consumers, 31.4% said they "never trusted" supplements.

Frutarom's HyperPure technology, originally used in the company's Swiss pharmaceutical-grade facility, gently processes botanical nutraceuticals, without impairing their bioactivity or health benefits. This sustainable, "eco-green" technology maintains the nature of the ingredient while achieving improved solubility. "By using the proprietary HyperPure technology, we can ensure the removal of a wide range of contaminants," explains Matthias Kreuter Ph. D., CSO of Frutarom's Health BU. These include: pesticides, polycyclic aromatic hydrocarbons (PAHs), and unsaturated fatty acids that undergo rapid peroxidation, degrading other ingredients and producing undesired by-products such as heptanol. "We can guarantee pure and safe ingredients without compromising on its potency and bioactivity," adds Kreuter.

"Consumers deserve the best quality products and should not compromise on cheap, untrusted solutions," contributes Riemensperger. "For today's consumer, it is all about trust and transparency; they're actively seeking healthy products, but at the same time want to know these products are completely safe to use. With HyperPure, they have that assurance."