English retailer launches first commercially available effervescent curcumin product

Image courtesy of Gencor

England’s leading health and wellness retailer, Holland & Barret International, has launched the first commercially available effervescent product to contain Pharmako Biotechnologies’ HydroCurc, called Vitaboost Turmeric. Pharmako is the sister company of Gencor Pacific (Irvine, CA). HydroCurc utilizes a patented delivery system called LipiSperse, which is a cold-water-dispersible technology that makes curcumin, which is otherwise hydrophobic, more readily dispersible and therefore more bioavailable.

“Curcumin has two main challenges due to its lipophilic nature: poor absorption and limited functionality,” said Mariko Hill, product development executive at Gencor, in a press release. “HydroCurc is a novel form of curcumin that provides a higher efficacy at lower dosages, as well as has the ability to be incorporated into a wider range of innovative formats such as effervescents, RTD drinks and gels — beyond pill-fatiguing capsules and tablets.”