Natural Products Insider

NOV-DEC 2016

INSIDER is the leading information source for marketers, manufacturers and formulators of dietary supplements, healthy foods and cosmeceuticals. Since 1997, INSIDER has been serving the needs of the global nutrition industry.

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16 INSIDER November/December 2016 Other adjuvants, according to Carol Cheow, CEO of Cactus Botanics, include corn dextrin micelles and a BSA-dextran emulsion. Another solution, according to Imaizumi, is to "make small particles and increase the surface area." The company's Theracurmin utilizes this approach to create a submicron crystal solid dispersion of curcumin. "Our patented technology achieved micronized curcumin powder and mixed with a natural dispersant [gum ghatti]," Imaizumi said. "This modifi cation greatly enhances water dispersibility and stability." Verdure's Longvida® offers Solid Lipid Curcumin Particles (SLCP™) technology, which, according to Cropper and Marshall, "allows the free form of curcumin to survive digestion and circulate in the bloodstream and throughout the body." OmniActive's CurcuWIN utilizes the company's UltraSOL™ nutrient delivery system, which, Doyle noted, "signifi cantly increases the absorption of poorly absorbed nutrients like curcumin by increasing their solubility." Further, UltraSOL technology preserves the bioactivity of curcumin after it's absorbed in the body, she said. Acumin by Novel Ingredients uses a patented, non-chemical process in which the turmeric nutrients are standardized and blended back together within a natural turmeric matrix. According to company materials, the process creates a "dual-phase polar/non-polar emulsion that is ideally suited to pass through the lipid membrane." Taking Absorption Further: Effi cacy Ensuring the active metabolites reach the bloodstream is critical, but, ultimately, testing the product for clinical effi cacy is what matters. "Of course, we encourage product developers to look beyond absorption numbers and critically review the effi cacy of the products," Cropper and Marshall said. "Enhanced absorption claims based on detection of total (free curcumin and glucuronidated) curcumin in the plasma does not translate into enhanced effi cacy. Absorption is simply the beginning of ingredient development and does not always equal effi cacy." OmniActive's CurcuWIN, for example, is supported by research demonstrating the ingredient is 46 times more absorbable than standard curcumin and signifi cantly more bioavailable than other enhanced curcumin formulas, offering greater cellular uptake, 7 Doyle said. The ingredient was also studied to determine its benefi ts on cardiovascular health, and was shown to signifi cantly impact vascular health at a dose of 200 mg curcumin. Dose is another important consideration when studying the effi cacy of curcumin ingredients. "Not only do [fi nished product formulators] want an effi cacious ingredient, they will want one with proven absorption at a clinically available dose that makes sense for their fi nal product," Cropper and Marshall said. "Oftentimes, clinical trials use doses that are not reasonably applicable in a fi nished product, or that may result in a lack of compliance at the studied dose—it's tough to manage six capsules/tablets at various intervals throughout the day." Considering research and market opportunities, Doyle underlines an important point: "A key area that will ensure curcumin continues on its current growth trajectory … is conducting research in healthy subjects, to support effi cacy, claim substantiation and comply with increasingly stringent regulatory requirements. The bottom line is that a good quality curcumin formula with good science and absorption should provide greater effi cacy while affording smaller dosages. And that means greater cons umer compliance." Supplements: Curcumin For a list of references, email Synthetic Curcumin Increasing demand for curcumin— at a low price—drives synthetic market "There are several suppliers in the market that are resorting to the unethical practice of delivering curcumin in the synthetic form without revealing it as such," asserted Shaheen Majeed, marketing director, Sabinsa. "There's a market for it because it's cheap, and some manufacturers, unfortunately, don't look behind the curtain when buying by price." A product containing synthetic curcumin is considered adulterated, and hasn't been studied for effi cacy or safety, posing a potential risk to consumers. "Product adulteration always creates a negative impact in the market eventually," Majeed said. "Picture one of our industry critics testing bottles on shelves and identifying synthetic curcumin labeled as natural. The headlines could kill off sales of one of the industry 'brightest new stars' overnight." He added FDA does not consider synthetic versions of herbs as being the same as natural, "So selling it legally would require an NDIN (new dietary ingredient notifi cation), which requires proof of safety. To our knowledge, no one has gone through that process. Ultimately, it jeopardizes consumer trust and loyalty." Cosimo Palumbo, sales area manager North America, Indena S.p.A., explained commercially available natural curcumin is actually a mixture of three curcuminoids: curcumin (70 to 75 percent), demethoxycurcumin (15 to 20 percent) and bisdemethoxycurcumin (5 to 10 percent). "Most published literature on curcumin does not make a clear distinction between pure [curcumin] (monomolecular curcumin, generally obtained by synthesis) and the mixture of the three curcuminoids obtained by extraction from turmeric," he said. "However, owing to the high price of natural monomolecular curcumin, and the only recent bulk commercial availability of synthetic monomolecular curcumin, it can be reasonably assumed that all the clinical data reported to date with curcumin refers to turmeric curcumin, while ambiguity remains for most of the pre-clinical animal and biochemical data." To ensure manufacturers are sourcing natural curcumin, Sonya Cropper, vice president of marketing and innovation, and Kristen Marshall, marketing coordinator at Verdure Sciences, suggested utilizing a solid quality and traceability program. Majeed added, "Reliable and well-established methods such as stable isotope ratio analysis can ensure and prevent adulteration of natural curcumin over synthetic. Regular audits of your suppliers can also help curb synthetic supply. Always verify your suppliers and test to confi rm."

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