- New poll reveals half of 18-35 year olds are concerned they do not get enough Vitamin D in their regular diet or through sunlight exposure
- Xampla’s plant-based microcapsules provides a new opportunity for brands to increase vitamin content in a 100% digestible way
- The next-generation technology guards vitamins from UV light, pH imbalance, and pasteurisation, protecting Vitamin D even inside clear bottles.
UK technology company Xampla has launched its breakthrough vitamin microcapsule product to market, enabling brands to micropackage vitamins within beverages without the risk of degradation during transit or storage.
The announcement comes as polling of 4,000 UK adults by Yonder, commissioned by Xampla, reveals young people are among the most concerned with health and wellbeing with half of 18-35 year olds saying they do not get enough Vitamin D in their diets, as opposed to just 25% of 65+ year olds.
Xampla’s natural technology wraps a microscopic droplet of vitamin oil in plant-based material to guard the vitamin, such as Vitamin D, from UV light, pH imbalance, and pasteurisation. This enables brands to add Vitamin D-led health claims to a wide range of beverage products, including those shipped in clear liquids and clear bottles.
The Cambridge-based company’s vitamin microcapsules increase the volume of effective vitamins without affecting the taste of the product. Consumers will be able to get more nutritional value out of the beverages they already enjoy, from the brands they already know and trust. The technology can be used to package any oil-based vitamin or flavouring, including Vitamin A, D, E or K.
Previously, brands either relied on costly ‘overage’ of vitamins and nutrients, accepting that the ingredients would deteriorate during the products lifetime, or simply would not add vitamins at all. Xampla’s technology presents a new opportunity for brands to increase vitamin content of their product line, in a 100% digestible, vegan, and gluten-free form.
Products that support a healthy lifestyle are a significant trend in the industry, with a third of consumers (33%) choosing drinks containing vitamins over those that do not.
As we approach the colder months, 69% of the British public are looking to guard against winter colds, flu and Covid by taking extra vitamins and nearly three in five (57%) say they prefer to increase their vitamin intake through food and drink products. The company’s consumer survey also shows that 69% of parents consider the vitamin content of food and drink they give to their children.
Xampla announced a partnership with global drinks manufacturer Britvic earlier this year to develop new innovations for the drinks industry. Its vitamin microcapsules are a drop-in solution and fit seamlessly with existing industry manufacturing processes
Simon Hombersley, CEO of Xampla, said:
Xampla’s microcapsules offer an opportunity for big beverage brands to get the vitamins people need directly to them inside everyday products.
The trend for benefit-led products has been steadily growing over the last ten years. Young people and parents are particularly concerned with the health and wellbeing properties of their products, particularly in the post-Covid context and as we approach the colder months.
Our vitamin microcapsule provides a much needed, simple solution for brands to micropackage Vitamin D safely in clear bottles, and the potential to micropackage a whole range of other nutrients in future. We are working with multi-nationals to bring this product to supermarket shelves.