That article 13 opinion rejected many health associations like blood pressure and anti-inflammation but backed hydroxytyrosol to protect LDL (low-density lipoprotein) particles from oxidative damage at 5 mg of hydroxytyrosol per day.
DNP global marketing manager Ruedi Duss told us the firm’s ‘elaVida’ offering was sourced using only olive fruits and was being sold in 15% and 40% versions.
“We are about the olive fruit, not by-products,” he said, after the launch at Vitafoods Europe last week.
To arrive at the EU-backed claim Duss said 33 mg of 15% elaVida was needed. That would deliver 5 mg of hydroxytyrosol in foods, drinks and supplements and cost, “below €0.05 per dose.”
DNP is also targeting jojnt health and energy claims in other regions like Asia.
While it has just entered the sector commercially, DSM has filed several patents around hydroxytyrosol dating back to 2008.
Duss said the company was engaged in further research on the compound, which DSM said, “complements the activity of vitamin E and vitamin C.”
Players in the sector include Italian supplier Indena, US supplier Creagri and Spanish supplier Genosa.
The EFSA-approved claim states: “Olive oil polyphenols contribute to the protection of blood lipids from oxidative stress.”
High-dose algae DHA-EPA omega-3
The firm also gave its high-dose, algae-sourced EPA (eicosapentaenoic acid