SINGAPORE May 2019
 
Nutrixin Appeel to boost Cardiovascular Health
 
One product that has captured our attention during Superfoods Asia 2019 was Nutrixin Appeel, a functional beverage manufactured by Singapore-based Innovfood Pte Ltd. Nutrixin Appeel was launched officially on 24 April 2019 and is designed and developed to boost the cardiovascular health of its consumer.
Dr Loke Wai Mun, Director of Innovfood owes the creation of this new product to his PhD majors in the clinical effects of dietary polyphenols (flavonoids and phenolic acids) in cardiovascular health. He said, “I have worked on these class of naturally occurring compounds for the past 12 years. The clinical evidence supporting their nutraceutical properties is abundant, but there is no finished food product with sufficient amount of these polyphenols for their optimal efficacy. In our inaugural product - Appeel, the apple polyphenols are harnessed and concentrated to deliver their intended efficacy. The philosophy of Nutrixin is to harness and amplify the goodness of nature for our consumers.”
Nutrixin Appeel is positioned as a premium product packaged in a 150ml glass bottle and retails at S$10 (US$7.31). Dr Loke said its target consumers are primarily those belonging to the Generation X i.e. age 30 to 55 years old. The company is also reaching out to the Millennials and late Baby Boomers. Dr Loke asserted that unlike juice products, Nutrixin is not about fruit juice but the essence from selected fruits. He added, “Nutrixin products are designed and developed to boost the health of our consumers. They are free from artificial flavourings, colourings, and preservatives. In Nutrixin Appeel, we are offering the cardiovascular protective properties of apple polyphenols. The apple polyphenol content is measured and declared on the nutrition information panel on the product label, and its level is at least 5 folds higher than other fruit beverages.”
Nutrixin Appeel is presently available for sale only on its dedicated e-commerce website www.nutrixin.sg, however the company is also exploring other suitable channels for distribution in the near future. Innovfood is also considering export if it can find a suitable partner.
Innovfood is also planning to launch 2 other products, Oranpeel and Grapeel within this year. Oranpeel is an orange peel essence beverage designed and developed to boost the gastrointestinal health, while Grapeel is a grape peel essence developed to boost the cognitive functions.
Nutrixin Appeel is currently manufactured in ISO-22000 and Halal certified facility.
 
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