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Award-winning ingredient is boost to brain power

“The human brain starts working the moment you are born and never stops until you stand up to speak in public,”” quipped British judge George Jessel about 150 years ago. It’’s often a reality though; the brain seems quick to choose its own moments for lack of performance.

French company, Naturex, manufacturers of natural ingredients for the pharmaceutical, cosmetic, nutraceutical and food industries, has been researching ways to overcome this all too common human condition for some time and has come up with what it terms, a natural solution for cognitive performance -– Cereboost – which can safely be incorporated in any food, beverage and supplementary product.

Cereboost has been launched as one of Naturex’’s Natlife lifestyle products and is designed to improve working memory and increase cognitive performance. Says Sharon Bolel of Sharon Bolel Chemical Marketing, the sole distributor of all Naturex products in South Africa, ‘”t has become increasingly difficult to maintain optimal cognitive performance in today’’s stressful, fast-paced and demanding lifestyles. This trend has seen more and more people searching for ways to boost their brain power – and, in line with the leading consumer demand for natural products,– the more natural the solution to cerebral slowdown, the better.”

“‘Cereboost is an impressive product, and one we are proud to represent,’” continues Bolel. “‘It is produced from high quality American ginseng and has a specific and unique profile in ginsenosides – a type of phytochemical found only in ginseng.’”

At the recent USA Nutracon Conference, Cereboost was granted the NutrAward 2010 for the Best New Ingredient of the year. The award recognises companies that are investing in rigorous and measurable scientific studies to prove the efficacy of their proprietary ingredients or technologies. ‘”This prestigious award emphasises the global potential of Cereboost,”’ adds Bolel.

Naturex, true to its commitment to scientific substantiation of its products, commissioned a randomised, double-blind, placebo-controlled, crossover clinical study on Cereboost. The results showed that a 200mg daily supplementation with Cereboost has been clinically proven to improve working memory and improve attention. These results contribute to increased cognitive performance and healthy cognitive functioning.

‘”The subjects in the trial who were supplemented with Cereboost were shown to experience a significant improvement in the cognitive areas of working memory and alertness. I believe this demonstrates that this ingredient is ideally in line with consumer demand to naturally maintain high cognitive performance – at any age,” remarks Bolel. “‘’I’m looking forward to seeing the innovative, exciting, and most of all, effective, ways of using Cereboost in food and beverage products that our manufacturing industry sector will come up with. After all, life in South Africa is exceptionally stressful and demanding –- and a regular boost to the brain power could do wonders for our productivity levels, our economy, and possibly even positively influence our politicians!’”

Sharon Bolel Chemical Marketing; www.sharonbolel.co.za