Portfolio Updates
PROVEXIS ANNOUNCES UK LAUNCH OF HEART-HEALTH DRINK
19 December 2005
Provexis plc, has confirmed the imminent launch of Sirco, a heart health juice that has been clinically proven to reduce the risk of heart attack and stroke.
Set for UK release in January 2006, Sirco is the first heart health product to contain the patented 'Fruiflow' technology, which has been developed to help regular 'healthy' consumers reduce the risk of heart attack and stroke. The natural bioactive works by thinning the blood, which will reduce the chances of a thrombosis, or internal blood clot. Sirco is approved by the leading heart charity, HEART UK, to "help to maintain a healthy heart and benefits circulation".
Provexis has secured an initial distribution base with two of the five largest supermarket retailers, which for reasons of commercial confidentiality cannot be named at present. Both retailers will distribute Sirco nationally, and will stock one litre packs of both flavour variants; apple and blueberry & orange.
Commenting on the forthcoming launch, Dr Stephen Franklin, Provexis Chief Executive said, "This marks a significant milestone for Provexis and we are delighted that we gave secured distribution with two of the largest UK supermarkets".
"Both retailers are ideal outlets in te rms of the demographics and target market for this product. We will be investing in media advertising as well as in-store activity to ensure we maximise this substantial opportunity".
Provexis is also developing a 250ml bottle of Sirco for distribution to retailers in mid 2006. This product will have an extended shelf life and is intended to widen the distribution base to include independent chemists, convenience stores and food service industry channels such as health, education and travel outlets.