Provexis, UK functional food developer has entered into an initial three-year agreement with the registered heart health charity, Heart UK to endorse its new juice drink Sirco.
The product, based on a proprietary tomato extract has been shown in trials to reduce the risk of thrombosis, a major cause of heart attack and stroke.
It will carry the Heart UK logo and also carry the claim:
'Helps to maintain a healthy heart and benefits the circulation.'
The charity will collaborate with Provexis in research and educational activities designed to increase awareness of family heart health issues. The move is expected to fit with the company's strategy to differentiate in the functional food industry by investing in R&D and developing products that taste great, deliver proven health benefits, and carry credible health claims supported by strong scientific proof.
Medindia on Cancer And Super Foods:
The most dreaded and rampart diseases today are diabetes and cancer. The interesting thing is that recent researches have proved that both these can be controlled by nutrition and diet. In the same league as social and preventive medicine c is the mantra for today's health conscious people. Cancer is a condition when the cells in the body start behaving abnormally and divide at a very fast rate.
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