Whole food supplements have emerged as a compelling alternative to chemically synthesized supplements. Unlike isolated bioactives, which lack essential cofactors, whole-food supplements provide a comprehensive spectrum of nutrients that work collaboratively, enhancing one another’s efficacy. In essence, these supplements nourish the body in a balanced and synergistic manner, mirroring the natural nutrition found in whole foods.

Discoveries by market research agency FMCG GURUS:

• 67% of global consumers are now more attentive to natural ingredient claims when seeking food and drink.
• Consumers want real and authentic ingredients that they feel offer nutritional value.
• Natural claims are of high importance; they are associated with products being healthier, safer, better quality and more trustworthy.
• Consumers want real and authentic ingredients; they want to avoid chemicals deemed harmful to people and the planet.

Whole fruit supplements are part of the whole food movement. They offer enhanced bioavailability due to their natural matrix, which is more readily absorbed by our bodies.

At Anagenix we only work with whole fruit and we handle it very carefully, which means the fruit powders we make come through the production process with their natural matrix intact. Our proprietary freeze-drying and powdering processes preserve bioactive content, so that our products remain effective at a low dose. Every nutraceutical ingredient we produce delivers nutrients in a form that our bodies are naturally designed to receive.

In the pristine environment of New Zealand, the sun’s ultraviolet intensities during summer surpass those of similar latitudes in the northern hemisphere by at least 37%. This abundant ultraviolet light, particularly UVB, triggers a remarkable response in plants, leading to higher volumes of bioactives and polyphenols in their leaves and fruits. These natural compounds act as a shield against harmful UVB rays while offering numerous health benefits to consumers.

Polyphenols, classified as micronutrients with potent antioxidant activity, play a crucial role in promoting human health. Additionally, they act as prebiotics, enhancing the ratio of beneficial bacteria in the gut and supporting digestive health and overall well-being.

At Anagenix we harness the benefits of New Zealand’s exceptional growing environment, while actively contributing to its healthy future. Our commitment to sustainability encompasses initiatives to protect the natural environment, minimise our carbon footprint and support the responsible growers in our value chain.