Vitafoods comes to Asia

ORGANISERS behind Vitafoods Europe, the leading global event for the nutraceutical, functional foods and functional drinks industry, are taking the event to Asia for the first time this September.
Vitafoods Asia will be the first event of its kind wholly dedicated to the nutraceuticals, functional foods, functional drinks, dietary supplements and nutricosmetics industries. With a global exhibitor base, the event will attract a completely pan-Asian visitor audience looking for new products, services and innovations, partners and distributors.
"Asia Pacific is the second biggest global market for functional foods, behind only the USA," explains Chris Lee, Vitafoods Asia event director. "An increasingly ageing population combined with a growing awareness of health and wellbeing issues have contributed to a heightened interest in the benefits delivered by these products."
To be held 7 to 9 September at AsiaWorld-Expo in Hong Kong, Vitafoods will be the setting of many product launches from the world's leading ingredients developers. "Not surprisingly the response to the event has been phenomenal – we have some of the world's biggest and most innovative suppliers exhibiting, plus keynotes from the region's key associations such as HSIAS and AAHSA," notes Mr Lee.

Innovations platform
Another popular visitor attraction will be the New Product Zone, which will feature innovations made in the last 12 months from around the globe. Current exhibitors include BASF, Danisco, DSM, Ingredia and Institut-Rosell Lallemand.
With many product launches anticipated, Frutarom has already announced the launch at Vitafoods Asia of its latest campaign to alleviate jet lag symptoms in a natural way. Showcasing a selection of botanical extracts targeting jet lag symptoms, this "Jet Lag Campaign" has been especially created for people battling symptoms caused by circadian dysrhythmia, and offers a range of ingredients that help to balance the body's inner clock.
Visitors will have the opportunity to sample functional ingredients that are presented in various food and dietary supplements applications including Danisco's PinVita Phytosterols, derived from a natural and sustainable pine source, that help to keep heart and arteries in shape by reducing cholesterol absorption.
BASF, including recently acquired Cognis, will together present their latest Newtrition concepts and the now well-established Cognis Newtrition 'Eat.Feel.Live.' business and communications strategy.

Insights and trends
The three-day event will also feature a packed seminar programme with free-to-attend sessions. "Regulation and harmonisation are just some of the issues we will be covering in the free-to-attend conference sessions, as well as advice with the regulations for on exporting to Europe and importing from Europe," Mr Lee said.
Keynote speakers include Daniel Quek, VP of Cerebos Pacific, chairman of the ASEAN Alliance of Health Supplements Associations and president of Health Supplements Industry Association Singapore. Market research firm Datamonitor will also provide market analysis and introduce future trends.
"We are extremely excited about launching Vitafoods Asia. It presents a huge opportunity to bring together a pan-Asian visitor audience to do business under one roof in a market that is growing very quickly. Mr Lee concluded.
Vitafoods Asia has the backing of the key associations and organisations in the region, including The ASEAN Alliance of Health Supplement Associations (AAHSA), the Asian Food Regulation Information Service, the Herbs & Herbals Export Promotion Association of India, and the Philippine Association of Food Technologists (PAFT).

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