Sirco maximizes EFSA-approved heart health message

Sirco, the 100% fruit-based heart health drink, is launching two new products that will maximize the use of the brand’s EFSA-approved heart health claim.

Sirco contains Fruitflow, a bioactive ingredient from ripe tomatoes that has been scientifically proven to help maintain normal blood platelet aggregation, and therefore healthy blood circulation.

Explaining the significance of this action, leading TV GP, Dr Hilary Jones, said:  “Most people now recognize that cholesterol furs and causes narrowing of the arteries, but they do not understand that it is the thrombus or blood clot, caused by platelet aggregation (getting sticky) that causes potentially fatal heart attacks and strokes.”

Fruitflow is the first ingredient to receive scientific substantiation for a heart health claim from the European Food Safety Authority (EFSA). It is recommended for people likely to experience prolonged immobilization, long haul travel, hospital stays and long periods of computer and desk work.

Eric Bates, from brand owner Multiple Marketing (which also owns Eat Natural), says Sirco is seeing major benefits from having secured approval from EFSA for its heart health claim under the EU Nutrition and Health Claims Regulation. “Lots of companies are making heart health claims, but Fruitflow is the only product whose claim has been approved by EFSA. It achieved this by the high quality of the science that supported its 700-page claims dossier. Working with someone as well-known and respected as Dr Hilary Jones is also helping the brand get considerable media attention.”

Sirco has a new 100% fruit juice formula and is available in Blackberry & Apple and Pomegranate & Orange versions and retails at £1.99 for litre packs, and £1.14 for 250ml bottles. It is available through The Health Store, Suma, Tree of Life and Community Foods.