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XanGo CMO Calls on Mangosteen Beverage Makers to Give
Consumers the Facts on Whole Fruit Claims
2006-07-18 - XanGo, LLC click
here for this article
from:
Breaking
News on Supplements & Nutrition - North America
Use whole fruit claim only where true, urges
mangosteen company
7/17/2006- XanGo, the maker of a xanthone-rich dietary
supplement from mangosteen, is seeking to build awareness
of the ‘superfruit’ and is advocating the
use of whole fruit claims only where they are truly
merited.
Mangosteen,
dubbed the ‘Queen of Fruits’, is the fruit
of a tropical evergreen tree found in southeast Asia.
Its healthy reputation stems from the 40-odd xanthones
- polyphenolic compounds that have been researched
for their role in immune, joint and intestinal health
- which are concentrated in the rind or pericarp,
as well as flavonoids.
On account of its healthy profile, mangosteen has become
renowned as a ‘superfruit’ - along
with others such as pomegranate, noni, and many berries,
all of which are tipped or growth this year as food
formulators vie to deliver products that meet consumers’
healthy demands.
XanGo
claims the credit for building the use of mangosteen
in the supplements market, but it is becoming an increasingly
competitive sector, with comparisons being made between
its nutritional profile an that of competitors such
as Pure Fruit Technologies’ MangoXan and Thai-Go.
As
the category grows, XanGo believes that its reputation
as a whole may be at stake if companies claim their
products contain the whole fruit when in fact they are
derived only from the pulp.
Chief
marketing officer Gordon Morton told NutraIngredients-USA.com
that misleading whole fruit claims are “a significant
concern”, and “many products”
that claim whole fruit actually use powders
or extracts - although did not provide
figures to illustrate the depth of the problem.
He
said that it is not so much a matter of seeking legal
or regulatory recourse in the event of misleading claims,
but “this is more about leadership and accountability.”
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“Whole
fruit should mean usage of the complete mangosteen,
pulp and rind, as nature intended. This is a consistent
whole fruit definition we should all honor.”
Whilst
in theory he would have no issues with powders for use
in supplements that replicate precisely the natural
nutrient ratio of the whole fruit (“it really
depends on how the power or extract is developed and
implemented”), Morton said that, even so, such
powders should not carry the whole fruit claim.
According
to Morton, XanGo Juice is experiencing “tremendous
growth in the US and internationally” -
especially in Japan, the UK, Mexico and Australia.
“XanGo's
objective is a billion-dollar threshold within 3-4 years,”
said Morton.
Datamonitor's
ProductScan Online identified mangosteen as one of several
antioxidant-rich fruits that, together, make up one
of its top ten trends to watch in 2006. Director Tom
Vierhile told NutraIngredients-USA.com that three food
and beverage products were identified by the market
researcher in 2005, compared to two in 2004 and one
in 2003.
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XanGo
CMO Calls on Mangosteen Beverage Makers to Give
Consumers the Facts on Whole Fruit Claims
2006-07-18 - XanGo, LLC
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Statement by Gordon Morton, Chief Marketing Officer,
XanGo, LLC
July 12, 2006
As creator of the mangosteen dietary supplement category,
XanGo is thrilled with consumer response to our xanthone-rich
dietary supplement, XanGo® Juice. Global consumer
enthusiasm demonstrates vast interest in the mangosteen
and its nutritious properties.
XanGo
advocates consumer education for sustained mangosteen
category growth. We encourage all category participants
to heed the findings and guidelines of credible scientific
sources.
XanGo
is especially concerned with marketing claims from mangosteen
product-makers pointing to usage of “the whole
fruit.”
Many
products within our category use powders, extracts or
select parts from the mangosteen and claim to deliver
“the whole fruit.” This claim can be misleading
to consumers in pursuit of mangosteen nutrients and
benefits.
Originating
in Southeast Asia, the mangosteen is nature’s
most concentrated source of xanthones. Credible research
demonstrates the role of xanthones in a stronger immune
system, joint flexibility and intestinal health. Research
shows the mangosteen’s xanthones are centralized
in the rind or pericarp, the outer skin of the fruit.
In
addition to xanthones, the mangosteen is rich in flavonoids,
antioxidant plant compounds known for their ability
to repair damage and provide a shield from environmental
toxins.
Our
proprietary formula for XanGo Juice begins with a puree
of the whole mangosteen fruit from the best farms. XanGo
sources and purees the whole fresh mangosteen -
pulp and rind - so you can receive the benefits the
way nature intended. XanGo Juice delivers the full benefit
of some 40 xanthones as well as the advantage of powerful
flavonoids through true usage of the whole fruit.
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Some
mangosteen products use only the pulp, the inner part
of the fruit. The use of the pulp and exclusion of the
rind where most of the xanthones reside is not the “whole
fruit.”
The
use of extracts of the mangosteen, pulp or pericarp,
can lead to a reduction of the fruit’s xanthone
and flavonoid values. By definition, extract clearly
does not mean “whole fruit.” Those who want
to market this amazing fruit should recognize nature’s
perfection. We can’t make the mangosteen better
by taking it apart.
Manufacturers
who aim to be part of this exciting category have a
right to make their mangosteen products their way. And
consumers in pursuit of the mangosteen’s health
benefits have a right to know the truth.
If
you say “whole fruit,” you should mean it.
For
more information, contact:
Bob Freeze, [email protected] Alexandra Bowman, [email protected]
(801) 766-3060 office, (801) 330-6407 cell (801) 766-2820
office, (801) 380-6023 cell
About
XanGo
XanGo, LLC is a recognized category creator as the first
company to market a premium mangosteen beverage, XanGo®
Juice, to consumers worldwide. A delicious daily dietary
supplement, XanGo Juice harnesses the nutritional attributes
of the whole mangosteen fruit through a proprietary
formula. Based in Utah, XanGo is privately-owned and
powered by a global network of independent distributors.
XanGo’s expansive operations include the United
States and numerous international markets such as Japan,
Australia, New Zealand, Mexico and Canada. For more
information on XanGo and XanGo Juice, visit www.xango.net.
Copyright
XanGo, LLC. All rights reserved.
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