The Singapore-based firm main business is fortified eggs, which contain astaxanthin, selenium, vitamin E, and DHA, amongst others.
Feeding hens a mixture of corn, flax seed, probiotics, spirulina and astaxanthin, the eggs produced are said to boost antioxidant and anti-inflammatory properties that help relieve skin conditions such as eczema, decrease wrinkles, increase elasticity, as well as help maintain immune system, and enhance calcium absorption.
“While many are enjoying NuYolk eggs, due to its superior taste and aesthetically pleasing orange yolks, some customers are worried about the cholesterol in the egg yolks, or do not like eggs at all. We wanted a product that can cater to this special group of customers,” said Ron Koh, director at NuYolk.
The honey, marketed as a health supplement, has no cholesterol, and contains 10 times the antioxidants than in its fortified eggs.
Koh said the firm chose to work on honey as a delivery format for because “most consumers do not like to be popping pills and capsules daily.”
Blended with New Zealand raw multifloral honey, the elixir also contains astaxanthin in the form of Haematococcus Pluvialis, anthocyanin from bilberry extract, and sulforaphane from broccoli sprout extract.
Together, the antioxidant activities of astaxanthin, anthocyanin and sulforaphane assist in protecting the body from the damaging effects of free radicals.
Antioxidants help reduce oxidation in the body, which play a preventive role in the onset of many conditions including eye diseases like cataracts and macular generation, cognitive diseases like Alzheimer's and Parkinson's, and relieves inflammatory skin conditions such as eczema, psoriasis and even keratosis pilaris.
The Elixir is marketed to support general well-being, eye, cardiovascular and skin health.
“We have feedback on Elixir improves inflammatory skin conditions like eczema even faster and more effective than NuYolk eggs,” Koh told NutraIngredients-Asia.
“Mostly we hope consumers have a nice boost to their immune system during this pandemic era. A heightened energy level throughout the day can be seen in most users,” he added.
Each bottle of Elixir consists of 120 grams of antioxidant honey, which is red due to the presence of the red micro algae (Haematococcus Pluvialis), and has berry and herbal notes.
Each 5g serving contains 24mg of astaxanthin, 80mg of anthocyanin and 10mg of sulforaphane.
“It is the first in the world to incorporate astaxanthin, anthocyanin and sulforaphane in a base of raw multiflora honey,” added Koh.
It can be taken direct, mixed with water or juice, or spread on bread.
The ingredients for Elixir are imported from New Zealand and China, and manufactured in Singapore.
Currently, it is sold on NuYolk’s online store.
The firm is working on another product, Elixir Gold which it hopes to launch in 2022.