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Innovfood’s Nutrixin Rebrands To Emphasize Its Nutraceutical Character

October 13, 2020: 12:00 AM EST
The 2019 Singapore-based immunity product, apple peel essence, was relaunched to strengthen its association to nutraceuticals and downplay it as a fruit juice. In addition, the company rolled out two more functional beverages with cognitive and digestive functions. The company said apple peel essence was unveiled in “an attractive and artistic packaging” that unfortunately “gave the wrong impression to consumers who associated our brand to apple juice.” The product, however, is a nutraceutical containing five times the polyphenol and 100 times more quercetin found in apples. The two new beverages are grape peel essence for metabolic and cognitive functions and orange peel essence for digestive and immunity benefits.
Guan Yu Lim , "Triple ap-peel: Singapore’s Nutrixin expands functional beverage range for cognitive, immunity and digestive health", Food Navigator USA, October 13, 2020, © William Reed Business Media Ltd
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