Holland & Barrett to launch first-ever effervescent curcumin (HydroCurc)

Published: 25-Jun-2020

Holland & Barrett International, the UK's leading health and wellness retailer, has officially launched the first commercially available effervescent product containing Pharmako Biotechnologies' HydroCurc, called Vitaboost Turmeric.

Vitaboost Turmeric is expertly blended with HydroCurc and vitamin C for joint health and immune health benefits.

HydroCurc utilises award-winning LipiSperse — the patented delivery system that provides superior absorption and format breadth for lipophilic ingredients.

LipiSperse allows curcumin particles to freely disperse in aqueous environments such as the watery gastrointestinal tract and/or various drink applications.

LipiSperse was developed by Australian company Pharmako Biotechnologies Pty Ltd. LipiSperse won Most Innovative Idea at the inaugural European Specialist Sports Nutrition Awards: the ESSNawards.

“Curcumin has two main challenges owing to its lipophilic nature: poor absorption and limited functionality,” said Mariko Hill, Product Development Executive at Gencor.

“HydroCurc is a novel form of curcumin that provides a higher efficacy at lower dosages, as well as has the ability to be incorporated into a wider range of innovative formats such as effervescents, RTD drinks and gels — beyond pill-fatiguing capsules and tablets.”

A published pharmacokinetic study helps demonstrate the superior absorption of HydroCurc compared with standard curcumin with 807 nmol/mL seen in blood after a single dose – the highest absorption seen in industry to date.

Holland & Barrett executives personally experienced the benefits of HydroCurc in an effervescent format as a recovery drink last June whilst participating in a grueling charity cycle tour in Flanders.

The tour benefiting the Addenbrokes Charity Trust (ACT) was organised by Gencor and Pharmako's UK agents, Cambridge Commodities Limited.

ACT supports innovation in patient care across Cambridge University Hospitals NHS Foundation Trust, which runs Addenbrooke’s and the Rosie hospitals, helping the highest quality of care available to every patient.

The anti-inflammatory benefits of HydroCurc were required after the long days in the saddle and the infamous Flanders cobbles.

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