While Flavonoids and Carotenoids in Superfruits Degrade Rapidly
Provo, UT (Vocus) March 2, 2010 -- Tahitian Noni International (TNI) again set itself apart from the superfruit industry when they announced that the iridoids in noni are extremely stable, unlike the flavonoids and carotenoids–touted as beneficial by the major superfruits–that degrade rapidly.
Iridoids possess a simple chemical structure that makes them inherently strong in stressful environments. As a result, iridoids retain their chemical composition even when exposed to oxygen, light, and heat—activities that occur during processing and pasteurization that often degrade or break down weaker chemical compounds. The same chemical composition also means that iridoids remain stable over long periods of storage. This stability explains why noni iridoids retain virtually full potency from tree to the bottle and have a guaranteed shelf life of at least two years.
Flavonoids and carotenoids are most bioavailable when eaten fresh. After just four months of storage at room temperature, the flavonoids in açaí pulp lose up to 80% of their stability. Rapid flavonoid degradation in açaí and mangosteen juices explains why there is no significant research to substantiate açaí-based and mangosteen-based product claims.
“What makes noni really unique is its phytochemical makeup,” says Jeff Wasden, TNI’s new vice president of Global Marketing. “The most celebrated nutrients in food plants are flavonoids and carotenoids. These nutrients have great potential when eaten fresh, but when they undergo processing and pasteurization, they degrade rapidly and fail to deliver their promised benefits.”
Wasden says noni is much different. “The 12 different iridoids in noni retain their potency after processing because the iridoid bonds don’t crack under pressure. They stand up to extremes. That means that, unlike our superfruit competitors, you’re getting all the promised health benefits of the noni fruit when you drink Tahitian Noni Bioactive Beverages.”
About the Company
Tahitian Noni International is a global, research-driven bioactive products company that was the first to introduce the health benefits of the noni plant—a bioactive-rich, adaptogenic plant, containing iridoid compounds—to the world outside of Tahiti. Tahitian Noni International is the leader in the discovery, development, manufacturing, and marketing of noni-based bioactive products. Headquartered in Provo, Utah, Tahitian Noni International has a presence in over 70 markets around the world, and is the worldwide leader in bioactive beverages.
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