Vilas TATA Chemicals Nutraceuticals March24 2015

Sustainable Health Essentials

Nutraceutical Products Science and Entrepreneurship possibilities

Vilas Shirhatti

Chief Adviser Nutritional Solutions Business Tata Chemicals Limited, Mumbai

March 24, 2015 [email protected]


Demand Supply

Gap to be met = opportunities

Have the right Science to design and support your product

Agri production Soil quality Changing nutri density Heavy dependence on rains Processing technologies Packaging technology Consumer education Farmer education Loss of biodiversity

Changing consumer life style Convenience Optimum nutrition Prevention Smart foods Increasing need of phytonutrients Increasing deficiencies Changing food habits Life style diseases


Interdependent dynamics: Consumer: Technology: Products

Any one could be the father of a disease but, the mother certainly is food

Time Scale Early Civilisation 2015 and beyond

Consumer

Expectation

Survive

Satisfy

Thrust

And

Hunger

Taste

Enjoyment

Indulgence

Culture

Status

No

Adverse

Effect

On

Health

convenience

Positive

Health

Benefit

Life style fit

Designed

For

Me

Science

Technology

Response

Type

Of

Food

Roasted

Or raw

Meat

vegetables

Basic

Cooked food

Confectionary

Bakery

Sweets

Alcohol

White poisons

Low or zero

-Fat

-Sugar

-Trans

Cholesterol

Personalised

Food

products

Enriched

Omega 3

Antioxidant

Prebiotic

probiotic

Agriculture

Animal Breeding

Food

Processing

Technology

Balanced

Nutrition

Optimum

Nutrition

Nutrigenomics

Personalised

Nutrition


The main thing is that we are all together at the same table, and not the food that is on it

Bridging the generation Gap

Please, Mom and Dad: Just Have a Taste


Consumers bombarded with information


Reality check: Some hard facts

India capital of life style diseases Diseases are striking at younger age 2014 Mumbai marathon : young participants had cardiac arrest Fat and sugar consumption increasing Seemingly healthy teenagers are battling severe vitamin and protein deficiency: Bad food habits Increasing stress levels, reduced physical activity Increasing vitamin D deficiency Increasing Iron and Zinc deficiency 40% of children are obese 10% of children are allergic to gluten


Reality check: Some hard facts

2009-10

Nutritionist recommends 5 servings( 5x100gm )of fruits & vegetables per day for good health, breakfast most important meal of the day

Fruit and Vegetable Consumption (% of the population)

One in every four individual across Metro goes hungry in the morning

Dietary Fibres as ingredients Breakfast bars with nutritional ingredients


Nutritional intake grows in India


Mic

ron

utr

ien

t In

take

Calorie Intake

Overnourished 80 million (Excess Calorie)

Calorie Sufficient, Nutrition Deficient

570 million

Undernourished

380 million Calorie

Defecient

Adequate/Excess Deficient

Suff

icie

nt/

Exce

ss

Def

icie

nt

Indias Dietary Pattern

ICMR Norms of Fruits & Vegetables

80% of norm level Defined by NSSO


People buy benefits, not ingredients. In industry we get excited about the next hit ingredient, but consumers are driven by benefits. Ingredients only take off when consumers see the benefit that the ingredient brings as being credible and relevant to their lifestyles. Even better for marketers, when consumers can draw their own conclusions about the benefits of your ingredient or product, then you dont need to make a strong health claim. The message that a food or food ingredient has a natural and intrinsic health benefit is one of the most compelling for many people.

Consumers Love :Naturally Functional

Success of almonds as an ingredient (and a snack in their own right) as well as coconut waterfrom zero to more than a $1 billion business in the West in 7 years or emergence of quinoa, chia, blueberries and other would be superfruits,


Indias new consumers : Priority

Taste: consumers seeking enjoyment or variety

(i.e., snacks, new sauces or luxury items)

Convenience: Convenience: consumption

driven by difficulty in making/storing items (such

as pickles or curd) or by lack of food preparation

time (instant noodles or idli batter mix)

Health: choices influenced by concerns for

wellbeing (for example, low-fat yoghurt or

wholegrain bread)

Ideology: choices based on a brand's values

(sustainably fished or organic produce


Food Category Movement

Food Type Provides Claims

Commodity/Proprietry Calories None

Fortified, Enriched

Enhanced

Calories, Nutrition None, Nutri Content

Functional Balanced Nutrition Health Benefit, risk

reduction

FSDU (Infant Food,

Sports nutrition)

Special nutritional

needs

Nutri content, Health

benefit

Dietary/Health

Supplements

Meeting deficiencies Risk reduction,

prevention

Health Benefit

Nutraceuticals Cure, Risk Reduction Semi quantitative

Medical Food For a medical condition Risk reduction, meeting

nutri needs

Food

Drug Cure

Curative

Confirmative claims

Restricted

Food


Regulation of Foods : FSSAI


There is a link between the ingestion of certain

nutrients or dietary supplements and the prevention of chronic diseases such as cancer,

heart disease, and osteoporosis

-Statement from the preamble of DSHEA

Nutraceutical Science

The discovery of essential nutritional components from nature for the proper support of good health equates

directly to the body's innate ability to sustain health and recover from disease.

Lucrative markets for a wide variety of related products

Science, acceptable quality and approved standards are extremely important if sustainable market shares and consumer

confidence in this category has to be established.


Nutraceuticals

"A nutraceutical is a

product isolated or

purified from foods

that is generally sold

in medicinal forms

not usually

associated with

food. A nutraceutical

is demonstrated to

have a physiological

benefit or provide

protection against

chronic disease."

Nutraceutical, a portmanteau of the words nutrition and pharmaceutical, was coined in 1989 by Dr. Stephen L. DeFelice, founder and chairman of the Foundation of Innovation Medicine (FIM) (Crawford, New Jersey). The term is applied to products that range from isolated nutrients, dietary supplements and herbal products, specific diets and processed foods such as cereals, soups, and beverages.

Foods consumed as

part of usual diet with

the intention of

maintaining and/or

providing health

benefits, including

physiological benefits,

beyond basic nutrition

through inherent

properties or added

ingredients at claimed

levels to deliver the

claimed benefits.

Product (other than tobacco)

that is intended to

supplement the diet; contains

one or more dietary

ingredients(including vitamin

s; minerals; herbs or other

botanicals; amino acids; and

other substances) or

their constituents;

is intended to be taken by

mouth as a pill, capsule,

tablet, or liquid; Dietary Supplement Health and

Education Act (DSHEA)

Nutraceuticals Functional Foods Dietary Supplements


Nutraceuticals: Breaking News

Marriage of Nutritional ingredient with a Pharma ingredient

Curcumin Spice ingredient Generates reactive O2 Poor solubility Weak against cancer cells

Thalidomide Was banned drug Highly toxic Breaks down in body Changes microenvironment

Cancer researchers in the US and China have created this hybrid compound that kills multiple myeloma cells


No Life without Stem cells


Consumer desirability


Food for Health and wellness


GAC Fruit from Vietnam

Lycopene content 70 times more than tomato Beta carotene 10 times more than carrot zeaxanthin that protects the tissues of the eyes against exposure to ultraviolet rays,

Now cultivated in AP state and has become an economical source of Lycopene

The unique combination of antioxidants in Gac fruit enhance heart health by specifically combating atherosclerosis, or hardening of the arteries. Additionally, both lycopene and beta-carotene show protective activity against the risk of heart attack. Increases the sperm count, a solution for male infertility


Protein for weight loss


Protein For Endurance


Caffeine-Containing Herbals

Guaran

Kola nut

Yerba mat

Green and black tea

Cocoa

Coffee arabica


Understanding Resveratrol (French Paradox)

Beneficial in fighting cardiovascular disease. , helps reduce cholesterol Could increase the nitric oxide synthesis of cardiovascular endothelial cells, inhibit thrombosis and protect cardiovascular function. Not only resveratrol but also flavonoids in red wine could be helpful for heart disease. Many scientists argue about whether resveratrol or flavonoids is good for CVD Could inhibit thrombosis formation and flavonoids could effectively decrease blood lipids. Resveratrol and flavonoids have antiaging benefits Nano technology to improve bioavailability

Dose, Chronic Effect, Life Style Product, Economy of benefit


Oxifend Fruit complex from Newzealand


Comparative HPTLC profile of Berberine in different market samples


Beer with superfoods: truly odd, yet oddly delicious

Mixing Beer with :Ale with gingko leaves, walnut oil, hawthorne berry, and even garlic, turmeric: six to eight superfoods, designed to complement each other. Organic beers get their distinctive flavors and aromas from a carefully crafted collection of superfoods : first to successfully mix essential oils with beer.

Beer Brains: a nut brown ale, mildly hopped, brewed with honey with notes of almond and banana'. Ingredients include walnut oil, gingko leaves, flax seed oil, blueberries, pomegranate, and acai berry. Beer Brains charitable organization is the Alzheimers Foundation of America.

Its definitely about creating an unique flavor and aroma and profile were not just putting superfoods into beers, its a balancing act.


Cheese and wine go together, and now cheese and beer make a natural pairing thanks to an unusual new cheese. Koiwai Kirin Plus-i Cheese Cubes are made to go with beer, but are also fortified with ornithine, which is said to help liver function recovery after drinking alcohol.

High Protein Bar

Isotonic drinks

Whey Protein

concentrates

Pizza enriched

with ME, DHA

Smoothie with added

Dietary fiber


World's first healthy pizza invented by Scots scientists and Glassgow University Nutrition Professor

Each has a calorie content between 514 to 570 and contains vitamins A,C, E, zinc, calcium, fibre and iron. One of the secret ingredients is seaweed which replaces salt and boosts the vitamin content.


Gannon is now set to further develop the Curry Dave range to include curry sauces, bhajees and pakoras.

Combining two of the nation's (UK) favourites , curry and pizza

Curriza

Currizza available in 107, TESCO stores in UK .

Launched with four flavors Chicken Korma, Chicken Madras, Chicken Tikka and Sweet Potato & Spinach

Despite Tesco announcing plans to streamline its product offering, demand for Currizza bucked the trend with Curry Dave launched in 107 Scottish Tesco stores this January.


Moringa applications


Strategy for New Nutraceuticals

Classical Health

Tradition (CHT)

Oral Health

Tradition (OHT)

Source

Traditionally trained folk healers/ village physicians

Not traditionally trained but experienced in certain health practices (eg.Dai,bonesetters,specialists in

treating poisons, jaundice, mental disorders)

Aged people or different ethnic communities including women treating the patients based on the

knowledge acquired from their predecessors.

Individuals who acquired(educated group) certain knowledge from their predecessors.

Tribal- tribal communities/ physicians/ aged individuals.

Vedic / classical texts and treatise like Rigveda, Atharvaveda, Charakasamhita

(Text on ancient Indian Medicine)

Susrutha samhita (Text on ancient Indian

surgery ),Ashtangahridaya ((Text on ancient

Indian medicine & surgery) &other numerous

related text books in both sanskrit and

regional languages


Tip: If you suffer from anaemia eat one date (khajoor) with two kadi patta leaves on and empty stomach every morning. This will not only help keep your iron levels up it will also help make you stronger and beat the symptoms of anaemia. Lever damage:Tip: This remedy is very effective to strengthen the liver. Heat one spoon of homemade ghee, add the juice of a cup of kadi patta, some sugar and freshly powdered pepper. Remember to only heat this mixture a little as Kaempferol boils at very low temperatures and will evaporate if overheated. Diabetes Tip: To help keep your blood sugars under check you should ideally add kadi patta to all your meals. Alternatively having fresh leaves on an empty stomach everyday can also help.


Good (garbanzo) bean - which is high in protein, low in fat, low-GI, gluten-free

I grew up in India and roasted chickpeas were a very common snack. I would get a paper cone full of them after school. But I never thought of them as healthy, just that they were tasty and warm and fresh.

The roasted chickpea snacks come in four flavors: Sea Salt, Cracked Black Pepper, Smoky Chili Lime and Sweet Cinnamon and are sold in 2.5oz bags with an MSRP of $2.69.

Americans are more familiar with garbanzo beans in a can or in a tub of hummus than in the snacks aisle. They get that chickpeas are healthy and nutrient dense, and once they try the roasted variety, many people are addicted. They are really tasty and satisfying, but you dont feel guilty after eating them, because they are high in fiber and protein and low in fat. The fact that they are gluten-free is an added bonus,

Looking beyond Chips and Nuts


Chips have long been made from potatoes and corn, but a chip made from fungi? Taiwan Agriculture Products chips, made with a different type of fungus and promoted as being high in fiber. Healthful new ingredients like beans and lentils are beginning to enter the chip market, but the use of a type of fungus as an ingredient is both unexpected and novel, Fungi have had some success in meat replacement products, but salty snacks, including chips, are new territory. This innovation may challenge the perception that chips must automatically be considered junk food.


Nutrient/

Millet

Amaranth Quinoa Buck

Wheat

Ragi

Fox Tail

millet

Pearl

millet

Carbs 66 63.9 73 72.6 63.2 67

Protein 19 16 11 7.7 11.2 11.8

Fat 6 6.9 2.5 1.7 4 4.8

Fibres 5.6 3.5 9.9 18.8 17.6 20.4

Minerals

Ash

3.2

3.3

1.6

3.8

2.5

3

GI 53 35 54 110 50 55

All are nutritionally superior to Rice and wheat

Pseudo Cereals Nutrition Chart


Table 3--- Micronutrient composition of major cereal crops (mg/kg). Crop Iron (Fe) Zinc (Zn) Sorghum 17 to 76 10 to 55 Pearl millet 30 to 146 25 to 85 Maize 10 to 63 13 to 58 Wheat 29 to 57 25 to 53 Rice 6 to 24 14 to 35


A lot of room to boost pulse intakes for heart benefits: New analysis supports cholesterol Lowering effects of pulses

One daily serving of beans, peas, chick peas or lentils may slash bad cholesterol level says a new meta analysis that supports the cardiovascular benefits of pulses.

Innovative food companies have already started using whole pulse floor in to breads, cereals, Biscuits, food coatings etc.


Legume Dietary fiber content

Chick pea 25.6

Ground nut 6.1

Kidney bean 25.4

Mung bean 15.2

Pea 16.7

Soy bean 11.9

Cluster bean 4.3

Lentils 11.7

Pigeon Pea 15.0


Mission Impulseible


Pulse proteins at centre plate

Protein for body building

Beverages Smoothies

Baked goods Breakfast cereal

Sustainable Health Essentials Nutritious puffed rice made with new method created by Cornell researchers.

Supercritical fluid extrusion (SCFX) of Rice

8% Dietary Fiber, 21.5% Protein Iron, Zinc, Vit A,C, at RD values (100 gm) Complete retention of added minerals 65 to 75% retention of added Vitamins All essential AA retained at 98% No loss due to Millard reaction No oxidation losses Protein and AA level equal to reference reco of FAO?WHO


Traditional foods on new platform

Potential of unripe bananas (green bananas and yellow and green plantains) High content of starch and fiber Natural gluten substitutes, sugar replacer, fibers Unique functionalities such as: viscosity enhancer, gelling agent, binder, foam stabilizer, emulsion stabilizer, and natural volumetric bulking agent Heat treatment confers multiple technical, sensory and cost advantages Provides a bland taste.


Indian medicinal plants are rich sources of substances that have several therapeutic properties such as being cardioprotective and chemopreventive, among other effects. These can form the basis for a healthy and curative nutrition. These plants can provide useful ingredients for functional foods.

Indian Medicinal Plants


Incidence of certain neurodegenerative diseases among people living in the Asian subcontinent, where people regularly consume spices, is much lower than in countries of the western world. Extensive research over the last 10 years has indicated that nutraceuticals derived from such spices as turmeric, red pepper, black pepper, licorice, clove, ginger, garlic, coriander, and cinnamon target inflammatory pathways, thereby may prevent neurodegenerative diseases. Further rese arch in to the pathways of how these spice based nutraceuticals act can lead to solutions for preventing the Neurodegenerative diseases

Indian Spices: Cure to Neurodegenerative diseases


Oils enriched with

Natural

Antioxidants

Prevent formation

Of oxycholesterol

Oils enriched with

Omega 3 fatty acids

Blended Oils with

Close to ideal

Fatty acid composition

Oils enriched with

MCT

Oils enriched with

Phytostanols and

Phytosterols and esters

Designer oils

From selective

breeding

Oils with DAG

Oils enriched

With special

Benefit Phyto chemicals

Edible Oils as Functional Foods

Interesterified oils

Protein or carbohydrate

Based fat substitutes


CVD

PEPTIDES

ISOFLAVONES

BOTANICALS NUTRCEUTICALS

ANTIOXIDANTS

VITAMINS

PRO/PRE BIOTICS

SALT K/Na

BETA GLUCAN

DIETARY FIBERS

CHITOSAN

STEROLS

LIPIDS Edible Oils

Functional Foods and CVD


Fujiccos Black beans tea, Sapporos Isoflavon black tea, Houses Black bean cocoa, Kibuns Black soybean milk, Yakults Black vinegar drink Lottes Five black-grain cookies.

Healthy Black Foods

Black functional foods found in the Japanese market:

Black foods often Contain high level of isoflavones, anthocyanins, calcium, Protein, magnesium, Iron, Essential fatty acids etc.


Condition-Specific Designing

Cardiovascular Health

Diabetes

Digestive health

Joint health

Eye health

Immunity

Cognitive health

Sports

Antioxidants/wellness

Antiaging

Mens health

Womens health

Skin health

Hair health

"The condition-specific marketing approach has become a commonly used method to differentiate products based on specific health benefits."


Fuel used during Physical activity

Sports Nutrition: Macro Picture


Sports Nutrition: Micro Picture

Three Energy generating Mechanisms in Body

Football Game

ATP-PC (high intensity short

bursts)

Anaerobic (intermediate

bursts)

Aerobic (long efforts of low to

moderate intensity)

If 10 km in total area covered, around 3 will be done in fast pace of which

1 may be at top speed

Variations in intensity, requires all 3 energy systems (low very high) High requirements of carbohydrates


PremierLeaugeupto38games- ChampionsLeagueupto13games- FACupupto6games- CarlingCupupto8games- Plusinternationalgamesupto10+

Increasingly Smaller Recovery Periods

With increasingly smaller recovery periods in which players are expected to recover from match play and injury, good nutrition is

becoming increasingly more important


Objective Give the body carbohydrates to maximize blood sugar and glycogen stores. Hydrating the body well enough to keep up to the sweat losses. Endurance enhancement supplements like Powerglide will not only add up to the carbs but will also hydrate the body

Just before the match


The Stack - Advertised as potent thermogenic fat burner

Ephedra

Caffeine

Aspirin

Ephedra

Guarana

Willow bark


Products without Legitimate Evidence to Support Claims

Boron Garcinia Cambogia Nitric Oxide

Carnitine Ginkgo Biloba Pycnogenol

Ginseng Branched Chain AA Pyruvate

Chrysin Glutamine Taurine

CoEnzyme Q10 Tribulus Terrestris Hoodia

Cordyceps Conjugated Linoleic Acid Turmeric

DHEA 5-Hydroxytryptophan Whey Protein

Lysine Hydroxycitric Acid/HCA Yohimbe


Multi Thronged approach


Nano technology in food science and technology


Ingredients


Stem Cells in Wellness

Stem cell nutrition addresses a brand new way to support health and has the potential to eclipse the massive antioxidant supplement business. Supplement containing Fucoidan helps increase the number of adult stem cells or master cells that are released into the bloodstream before migrating into tissues where they reproduce and become new healthy cells, effectively helping the body renew and repair itself. There is a growing body of evidence that there is a direct link between health and the number of circulating stem cells, as the development of many degenerative diseases has been linked to a reduced number of naturally circulating stem cells when compared to a healthy population

Stemtech $200m business in five years


Stemtechs SE2 is the world's first all-natural supplement documented to support the release of adult stem cells from bone marrow. Our advanced supplement puts more stem cells in the bloodstream, and the effect lasts longer.

StemFlo is a cutting-edge mixture of antioxidants and special enzymes that support optimal blood flow, even to the smallest capillaries. StemFlo supports the smooth flow of adult stem cells and nutrients to all parts of the body assisting and supporting in your bodys Stem Cell Nutrition*.

StemSport Advanced Formula Activity, exercise and stress damage muscle fibers or cells in your body naturally. This damage limits your performance and your bodys ability to rebuild and rejuvenate muscle tissue after activity. StemSport Advanced Formula teams StemEnhance and StemFlo together giving you the edge on bodily renewal through increasing your circulating adult stem cell count and impacting your speed of recovery*.

Nutraceuticals to promote stem cells


Cost Spread of Nutraceuticals


Overcoming Consumer Perceived Barriers


Naturally healthy with some intrinsic health benefit

Get positive media attention for their naturally healthy value Have a perception in consumers minds of being natural and seem less processed than alternatives Connect to the other big trends or enable you to create a product that makes the connection Very importantly: Theres a secure supply chain that can make these ingredients widely and reliably available.

Five factors of success:


Advantage India : High Potential for developing

Nutritional solutions business

Nutritional Solutions towards building a healthy India

A biodiversity hot spot (Legumes, fruits, vegetables, medicinal plants)

Many years of traditional wisdom,

Leader in Ayurveda, aromatherapy

Herbs and spices used traditionally in food preparations

Rich and diverse food habits and cooking styles with nutritional rationale

Highly under utilized or ill utilized biomass

Pan Indian/ Pan global taste development

Only 5% of food sold is packed and branded

Only 2% of vegetables and fruits processed

Capital of Life style diseases, Precipitation at younger age


Sense of Pride

Indian Pules and Millets

Soybean- USA

Olive Oil EU

Palm Malaysia

Quinoa USA

Rice Bran Oil- India

UN - Year of Pulses or Year of Jowar


The Omics


Nutrigenomics


Thank You

Sustainable Nutritional Solutions For A Healthy Life Style

As the food and drinks industry continues to evolve to meet

the consumers' demand, there is an urgent need for a wider debate into the ethics of producing foods that offer

the potential to prevent disease at prices that can be

afforded only by select portions of society.

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Vilas TATA Chemicals Nutraceuticals March24 2015

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