Vitiva Rosemary Extracts Approved Food Antioxidants

MARKOVCI, SloveniaThe rosemary extracts sold under VivOX®, INOLENS® and SyneROX® brands by Vitiva are in compliance with the new legislation under EU directives 2010/67/ EU and 2010/69/ EU, according to a recent announcement from the company. These directives define purity criteria and application range for rosemary extracts as antioxidants.

Adding rosemary extract to approved food additives in the antioxidant category significantly expands the horizons of its use and brings the benefits of this natural and potent ingredient to a wide EU audience, which is in constant quest for friendly label products with a natural image," says Ohad Cohen, CEO of Vitva. The long-awaited move of the EU legislation community to accept carnosic acid and carnosol-based rosemary extract as a safe natural alternative to synthetic antioxidants, will allow food manufacturers to significantly expand their food portfolio by launching high-quality and innovative products with a natural image. Now that our customers are finally able to complete important projects and launch new products with our extensive oxidation management systems, I anticipate a large number of new product launches in Europe during 2011. "

Vitiva develops value-added rosemary extracts and customized solutions for food applications using proprietary technologies.

Versatility, quality, active ingredient standardization and the proven benefits of Vitivas rosemary extracts are well known to a wide customer base all over the world," Cohen added. As a leader in this category, Vitiva sees a significant new potential coming its way, brining new opportunities for strong business development and growth."

Vitiva also provides application-specific solutions based on natural extracts for the food, cosmetic, pharmaceutical and nutraceutical industries. Its extensive portfolio includes: VivOX®, INOLENS®, AquaROX® and SyneROX® products for oxidation management as well as other natural solutions covering food safety, water binding and food enhancement, to replace synthetic additives and ingredients. Vitiva offers extensive technical support to help its customers launch new products in a timely manner.