Xampla research among the UK public found that two in five consumers (39%)1 are concerned about their vitamin D intake, rising to half of those aged 18-341. Particularly in the UK as we go into shorter days and longer nights, the importance of Vitamin D for bone health and a healthy immune system is pulled into sharp focus.
With nearly three in five consumers (57%)1 preferring to boost their vitamin intake through food and drink products rather than tablets, a solution for transporting and storing vitamins – at their full efficacy – within consumer’s favourite products, is critical.
However, preserving essential vitamins, such as Vitamin D has been a significant challenge for brands to overcome. Though vitamin D is vital for our overall health, it is very easily degraded by sunlight, pasteurisation and low pH when it is added to products.
As a result, vitamin D added to, say, orange juice is significantly less potent when it reaches supermarket shelves than it was in the factory, and less potent again by the time it is poured into a glass.
Xampla and Britvic's partnership is therefore a game-changer for the food and beverage industry. Our groundbreaking collaboration will bring to market our micropackaging technology, which protects vitamins and nutrients in liquid from UV light, external pH and heat shock by encasing them in an edible layer of plant-protein material.
This incredible 100% vegan and gluten free technology isn't limited to just vitamin D; it can be deployed for micropackaging any oil-based vitamin or flavouring, including vitamin A, D, E, or K. Best of all, drinks using this technology can be transported in clear plastic bottles because the nutrients are already protected from UV light.
This is particularly important, as Britvic’s research has shown that consumers are 40% more likely to recycle clear bottles over coloured ones.
The exciting part of this partnership lies in its ability to bridge the gap between consumer needs and the limitations of traditionally unstable added ingredients. We are proud to have been supported by the UK’s innovation agency, Innovate UK, in recognition of the opportunity this presents for the industry.
Now an additional Better Food For All government grant, which recognises innovation in nutrition, will enable Britvic to increase the roll out of these microcapsules on an even larger scale.
In the future, you will find an array of drinks fortified with vitamins, housed in clear recyclable plastic bottles, on your local supermarket shelves. Together Britvic and Xampla are empowering consumers to make healthier choices without compromise.
Pete Hutton | Executive Chairman of Xampla
1 Polling commissioned by Xampla. Fieldwork completed by Yonder from 12 August to 16 August 2022 of 4,000 UK adults.
