Activeberry, an all-natural performance ingredient for athletes and consumers with active lifestyles, will be launched by Frutarom Health. The product is made from blackcurrant, a known source of antioxidants and anthocyanins, as well as other potent bioactive molecules. Using a unique technology that maintains the properties of the natural berry, while at the same time assuring the quality and safety of the product, the ingredient is produced without solvents or other chemicals. Activeberry can be easily applied to supplements and nutrition bar formulations. “With the launch of Activeberry, Frutarom Health strengthens its position in the sport nutrition market, adding to its already substantial portfolio of active, natural ingredients,” says Itay Shafat, PhD, product manager for Frutarom Health.

The sports nutrition category showed an impressive increase in launch activity in 2017 with a year-over-year growth of +18 % (2017 vs. 2016), according to Innova Market Insights. “Sportification” moves toward the mainstream of food and beverage branding, with a growing number of NPD launches tracked with sport-related claims comprising 25 % CAGR from 2013 to 2017. Natural claims experienced strong growth as well. Together, new sport-related food and beverage launches tracked with a natural claim rose more than 20 % CAGR from 2013 to 2017. Related claims are gaining ground in mainstream food and beverages. Moreover, within sports-related nutrition, “better-for-you” claims (health, clean label, and free-from claims) have increased their market penetration to 49 % in 2017, up from 42 % in 2013.