More product formats: Aussie nutra brand seeks to incorporate active ingredients into pantry staples
Renovatio’s functional apple cider vinegar, available in 500 ml bottles, was recently launched and can be found in 1,065 stores across Australia - notably at Woolworths supermarkets.
The product marked multiple firsts for its portfolio – firstly, as a liquid-formed product and secondly, putting Renovatio in a new aisle or category in the supermarket.
Dr Vincent Candrawinata, founder and technical director at Renovatio, told NutraIngredients-Asia it was an opportune time to develop the new product:
“When Woolworths did their annual review, they usually release an official statement on what they are trying to achieve. At the same time, we were seeing the development of the healthy pantry aisle - it started with two small shelves and one side of the aisle, to two facing aisles now.
“In around September and October , Woolworths contacted us and see if we can apply our technology into some of the pantry staples like salad dressing or sauces.”
What does the science say?
The research team subsequently conducted a few studies of their own to incorporate their patented technology in different sauces such as sweet chilli, tomato ketchup and salad dressing, but eventually concluded on apple cider vinegar.
They found that their activated phenolics was able to elevate the benefits in apple cider vinegar due to it being “a very high-potency antioxidant because of the high absorption or bioavailability.”
Aside from the anti-inflammatory property that activated phenolics is known for, apple cider vinegar contains pre- and probiotic content that supports digestive health, weight loss and tackles problematic skin concerns.
One of its studies included a 3-weeks’ trial conducted with 25 respondents pertaining to the effect of consuming their apple cider vinegar - both topically and orally - on skin care.
“Of respondents with skin conditions including itchiness, soreness, and stinging – 100% reported significant improvements with 59% reporting that it cleared these conditions completely,
“Of respondents with skin issues that impact their decisions on clothing, work, social and leisure within their day-to-day life 55% saw it solve their skin concerns completely. 90% of respondents who had significant impact to their day to day life saw it reduced to a minimal impact.”
Unique selling proposition
Candrawinata said that most apple cider products in the market usually contained only “remaining fibre from processing the [apple cider] vinegar.”
“We’re hoping that [our activated phenolics] can not only maintain the benefits of apple cider vinegar, but further enhance our gut and digestive health function. 70% of our general health which include our immune system, skin health, energy levels originate from our gut health.
“So we're trying to also build a routine for people to incorporate this in their daily life. Some people may not like taking tablets or powder, so this is basically another way to offer our activated phenolics to people with different lifestyles,” he added.
Renovatio’s apple cider vinegar product can be taken topically by mixing it with water in baths, or taken orally as a shot, mixed into smoothies or water, or topped on salads.
He now hopes the innovation will serve as a springboard for the brand to expand to South East Asia.
“One of the good things about Australian products is that the high level of standards and strict quality set by the regulatory bodies.
“I think that's the reason why other markets such as Indonesia, Singapore, Malaysia, China, Taiwan, Vietnam, they like Australian products in general, because they trust the quality of the products.
“Hopefully this translates into our apple cider vinegar because Australia is closer to Singapore or Indonesia to import products compared to from the U.S,” he said.
Going back to the (grass)roots
Renovatio claimed that the position it takes when it comes to product development is “real products with real science that works.”
Additionally, Candrawinata emphasised the importance of product accessibility.
“I don’t mind if people associate our brand with being a basic brand, because I don’t want people to think that our brand is an expensive or luxurious brand and then not actually taking it. If you think we’re a basic brand, let us be the base of your health – something that you take every day,” Candrawinata said.
When it comes to how customers access the brand, Candrawinata also revealed that he wants to create a “grassroots movement”, where his customers can feedback with “user-generated content [on the brand’s social media platforms]” and through his weekly podcast show for the brand.