Ingredient That Could Save Lives Triumphs

By Ubm, PRNE
Tuesday, November 23, 2010

MADRID, November 24, 2010 - DSM Nutritional Products triumphed at this year's HiE Excellence Awards
with Fruitflow(R) - the first natural, scientifically substantiated solution
for the promotion of healthy blood flow. As well as winning the Most
Innovative Health Ingredient Award, DSM also won an Excellence Award in the
category of Heart Health.

"We are absolutely delighted that the uniqueness of Fruitflow(R) has been
recognised by the industry with this prestigious award," said Will Black, VP
of new nutritional ingredients at DSM Nutritional Products. To date
Fruitflow(R) is the only ingredient with an approved health claim from the
European Food Safety Authority (EFSA) under Article 13.5, opening the way for
it to be marketed with the claim: "Helps maintain normal platelet
aggregation, which contributes to healthy blood flow", a claim some believe
will save lives.

Commenting on DSM's entry, Henry Dixon chair of an international panel of
judges said, "DSM's entry shows the world what this industry is capable of
and the importance of the job we are doing. Not only did their entry for
Fruitflow(R) show in-depth consumer insight, ground-breaking science and
clear positioning, but also the opportunity for manufacturers to address the
issue of heart health, a significant and real global health issue."

In a new format to the awards, companies were invited to compete in five
separate categories, with one award being made in each category and one
overall winner. The categories were: Heart health; digestive health;
nutrition for the young and old; sports performance and weight management.
Danisco won the award in the digestive health category for Grinsted(R)
Fibreline, its healthier bread technology. In their award statement, the
judges have high praise for the ingredient system, which they stated "brings
the benefits of fibre to a broader audience, enabling bakers to create
products with real processing and health benefits." Innophos succeeded in the
nutrition for young and old category with VersaCal Clear; and Chr. Hansen's
L. Fermentum PCC won in the category of sports performance, finally bringing
the benefits of probiotics to the sports industry, supporting the immune
health of athletes. No award was made in the category of weight management as
the judges, while praising the potential of the entries, felt that none of
entrants met their strict criteria.

Teaming up with the Union for Ethical Bio Trade for the first time, this
year saw the launch of the Biodiversity Awards. The Biodiversity Leadership
award went to Coop Switzerland, with Lotus Foods and Marks & Spencer being
given honourable mentions. Unilever's allanblackia project won the
Biodiversity Innovation award, with a honourable mention being given to

The IUFost Award for Young Scientist of the Year was given to Peng Zhou,
with the IUFost Lifetime Achievement Award going to Professor Ralph
, MBE, Consultant in Food Science, Food Technology and Food Law.

UBM Portfolio Director Greg Cherry said, commenting on this year's Hi
Excellence Awards, "The level of innovation shown at this year's Awards
highlights the fact that despite the economic downturn and the environment
created by increased European Health Claims Legislation, innovation is still
alive and ongoing."

The Hi Excellence Awards are held every two years as part of Health
ingredients Europe and Natural ingredients, the only global nutraceutical,
functional & supplement ingredients events dedicated to showcasing the
world's most innovative ingredients. This year's event was held in Madrid
from the 16-18 November. More information can be found at

Leonie Reindertsen, Marketing Manager, Leonie.Reindertsen at, +31(0)20-4099543, or Mobile, +31(0)6-50801849

will not be displayed