From a recent article :12 Apr 2017 19:19
Victoria Taylor, senior dietician "It must be remembered that ingredients with a heart health benefit should only be used as an adjunct to a healthy, balanced diet, not a replacement for one, and they won't be a substitute for prescribed medication"
Julian Mellentin, director, New Nutrition, sees a very limited future for heart-healthy added ingredients in food and beverages: "Consumers are over-supplied with options, and anyway, heart-health is not high on their radar".
What's more, he believes the competitive environment of drugs and naturally healthy foods puts heart-health added ingredients at a competitive disadvantage: "When people want to eat for heart health, they are faced with a wealth of naturally healthy options, such as consuming more oats or oily fish or eating more dark-skinned fruit, all of which are more appealing and none of which promise to be a magic bullet. And if their cardiovascular condition is more serious, doctors prescribe drugs like statins not foods".
Mellentin uses the example of Omega-3 to demonstrate how difficult it is to make a success of adding heart-healthy ingredients to foods, saying "over 95% of food and beverages launched with omega-3 for heart health have been withdrawn. The remainder linger in niches".
And having an EU-approved health claim is no guarantee of success. Sirco juice, which secured the first ever EFSA product-sepecific health claim for it's proven benefit to improve blood circulation, is a case in point, "It has never got beyond a super-niche status and sales are far below what was expected"
http://mobile.foodmanufacture.co.uk/Ingredients/Heart-health-ingredients-Can-consumers-be-won-over
The truth is, if fruitflow ever was going to make it big, it would not have taken anywhere near this long. And that suggests the big retailers just aren't that excited about it - and neither are consumers. At best, fruitflow is a weak product of limited scope and limited demand. The big retailers can, and do, move VERY quickly when they spot a golden opportunity; by now, fruitflow products should be gracing every shelf of every supermarket up and down the land. By now, Provexis ought to have a whole range of fruitflow products - huge diversification. And yet the reality couldn't be more different. After years and years of seemingly crawling along at an absolute snail's pace, PXS progress has been woeful - fruitflow remains a scarcely available product which most people haven't even heard of.