What is a "food-derived bioactive technology" and a "functional food"?
It is becoming increasingly accepted by the scientific community that there are links between specific food groups and their capacity to help reduce the risk of certain diseases. For example, some compounds specifically found in broccoli have been shown to reduce the risk of some cancers. Consuming the actual food may be insufficient to maximise the health benefit due to a number of factors including: the quantity of the food that would need to be consumed; the frequency with which it would need to be consumed; and the way in which the food is prepared prior to consumption.

These health-promoting compounds can be extracted from the food source (called a food-derived bioactive technology) and reintroduced into consumer-friendly lifestyle products which are proven to maintain health (a functional food). Therefore, instead of eating four large servings of broccoli per week, the same benefit may be technically delivered via a 250ml orange juice drink containing the bioactive if consumed once per week.

How is Provexis differentiated from other companies in the market?
Provexis is an evidence-based business which means that we only develop food-derived bioactive technologies and functional food products that have been scientifically proven to deliver a health benefit. This is a different approach from those that promote functional food products in a more generic way with less scientific evidence. We believe that functional food products with strong scientific proof carrying health claims and endorsements will endure and prosper as this rapidly growing market matures.

Provexis is also differentiated with regard to our speed-to-market credentials and the fact that we can create shareholder value via a combination of technology licensing and own brand development.

What food-derived bioactive technologies are being developed by Provexis?
Provexis has developed Fruitflow, a patented extract from tomato that has been proven to inhibit blood platelet aggregation, thereby reducing the risk of thrombosis. A thrombosis is an aberrant blood clot that can lead to heart attack and stroke. Provexis has integrated Fruitflow into a fruit juice beverage called Sirco. When launched - initially in the United Kingdom - it will be the first functional food carrying the claim Helps maintain a healthy heart and benefit circulation with a measurable benefit within hours of consumption.

Provexis is developing a proprietary extract from a special breed of broccoli (non-GMO) which is enriched in compounds known to reduce the risk of specific cancers. Provexis intends to use this food-derived bioactive to underpin a new range of functional beverages with scientifically proven protective properties.

In addition, Provexis is developing a patented extract from plantain with a view to developing a novel medical food for the dietary management of Inflammatory Bowel Disease, specifically Crohns Disease in the first instance.

Provexis aims to push ahead with new health products Apr 7 2006




Daily Post


HEALTH and medical foods developer Provexis yesterday said its trading was in line with market expectations and said new products were in the pipeline.

The Liverpool-based company has enjoyed rapid progress in recent months, marketing its health juice drink, Sirco, which it claims can reduce the risk of a heart attack or stroke.

The drink is now available in hundreds of Sainsbury's, Waitrose and Tesco supermarkets in the UK and Provexis is aiming to expand its market to the United States.

In yesterday's statement it said: "The company continues to develop its product pipeline with two other technology platforms which are intended to underpin new product launches in 2007 and 2008.

"The first of these will be a functional beverage, containing a glucosinolate-enriched broccoli extract for reducing the risk of specific cancers. The second product will be a medical food, based on a patented extract from plantain fruit, designed to extend remission time in patients with Crohn's Disease."




http://iccheshireonline.icnetwork.co.uk/0100news/0200businessfarmingnews/tm_objectid=16915508&method=full&siteid=50061&headline=provexis-aims-to-push-ahead-with-new-health-products-name_page.html

I have been tracking back over various sites for information that might give any other leads for any agreements. Couldn't find anything particularly enlightening although this article from january about the issues of marketing products that deal with illness/death/ cancer etc. came up with the following that reminds us that Fruitflow is looking to be incorporated (licensed) into a variety of different product markets. Whether this means various licenses in different sectors or with a company that operates in various sectors........

"
However, trying to sell these products without harping on about diseases is difficult, admits Stephen Moon, commercial director of functional ingredients and foods group Provexis, which is about to launch its Sirco blood thinning drink and license its Fruitflow tomato extract (Sirco's active ingredient), to other manufacturers for use in JUICES, DAIRY PRODUCTS AND SNACKS.

"The technical side isn't hard," he says. "Fruitflow is robust and adaptable, water soluble and easy to mask; it can stand heat treatments and has a good shelf life in most products [six months]. The difficulty is getting the message across. It works by reducing the mechanism [platelet aggregation] responsible for blood clots. That's what kills you when you have a heart attack. But how do you talk to consumers about that?"

http://www.foodmanufacture.co.uk/news/fullstory.php/aid/2659/Don't_mention_the_c-word.html

GN

bit of bad news which should see the sp drop today. buying opportunity or is it time to get out ??

Provexis PLC
20 April 2006


PROVEXIS PLC
('Provexis' or the 'Company')

Change to current Sirco Listings

Provexis, the nutraceutical company that develops scientifically-proven
functional and medical foods, announces that J Sainsbury will de-list SircoTM
from 17 May 2006.

In a quarterly range review, the retailer announced a wide-ranging
rationalisation of chilled juice brands, encompassing both established brands
and some newer products, including Sirco(TM).

This decision by J Sainsbury has no impact on our distribution agreements with
Tesco and Waitrose and Sirco(TM)continues to see an increasing rate of sale in
both the 550 Tesco stores and 120 Waitrose stores in which the product is sold.
Furthermore, the Company is in discussions with other major multiple and high
street retailers to extend distribution of the existing one litre product and
also the forthcoming 250ml single-serving pack.

Commenting on the news, Dr Stephen Franklin said:

'Naturally we are frustrated to lose a customer in the early stages of launch,
whilst we are establishing the brand with consumers via our national marketing
campaign. However, we understand that this decision has been made by J Sainsbury
as a result of the significant rationalisation of its juice category. Our
remaining customer base is extensive and we are increasing the rate of sale at
these stores. In addition, we are progressing discussions with other retailers
in order to increase our distribution within the multiple grocer and health
channels.'

Hi bosley,

I have been reading the much more extensive posting on iii though some of it seems to be more bickering than discussing.....

I have just bought a few more with the view that this is an over reaction and that the news also suggest sales are doing well in the other stores. It has also been noted that the licensing agreements are the key to success and that this product is to some extent only a proof of concept.

Results in a few weeks may hold the key for this longer term outlook/growth.

agreed global nomad. it does look like an over reaction but the news did spur the company to give an indication of how well sales are going in the other stores. i don't understand why they seem to be targeting the traditionally higher end supermarkets. what's wrong with asda/morrisons? surely they are not being snobbish? hopefully , the results will give some numbers rather than percentages. i hate percentages as they can be so misleading.

A minor hiccup. pxs has huge potential. Very short sighted of Sainsbury's to reject a potential 'brand name' product imho. It's not helped by the fact of being a single product company at the moment.

Nothing to say they won't re-instate in the future.

Patience.

jtf

If youve had a good day please consider giving a donation to the lads dressed as Elvis racing 350 miles to the North Pole on behalf of Great Ormond Street Hospital It makes the London Marathon seem like a stroll in the park!
To donate or view how theyre getting on visit
http://www.elvispolarchallenge.co.uk/
thanks for your time

Reckon Sainsbury is not significant in terms of the larger picture. Agree GlobNom (should that be lobGnome?) that this is really proof of concept for the larger licensing deals, particularly in US. Given its minor significance, lopping 1/6th off the sp makes little sense and gives a buying opportunity.

Eric

absolutely, stay on the rails GWR

Really surprised to see continual weakness given that the Sainsbury delisting was not that significant in the larger scenario: licensing deals; additional clients; US. Buying opportuntity.

Eric

Topped up today. It seems to me that the potential numbers from licensing deals could be way ahead of the cap. The current sp is one-third back from the peak following the announcement of the three super-market deals; suspect the Sainsbury setback is a mere hiccough. But my main argument is that we have not had an announcement for some time yet they are busy developing opportunities, particularly in the US. Such a deal must lead to a re-rating of the share.

Eric

I don't think the current price of PXS makes much sense. The drop on the Sainsbury news was on pretty low volume, signifantly less than a single day's trading in Novemeber and January. The price is approximately that before the news from the supermarkets but PXS has clearly made good progress since then with Sirco, US approval has been obtained and we also know now that talks are progressing re licensing the Fruitflow product for use with other drink which sounds potentially much more profitable than building up your own distribution business. My view is that the sp will return to around 10p, probably by the end of the month, and then take a significant jump when a licensing deal is done. I am in with a CFD so plan to accumulate as the sp rises.

Eric

I bought a small holding today... think the Nestle deal should be announced soon!
Also read in the metro yesterday that DVT is affecting computer users (so as long as PXS makes people aware that this helps blood thinning & circulation, think we have a potential BIG winner!)

some news today. does anyone else think that maybe the company is focusing too much on the science and less on sales?

Provexis PLC
16 May 2006


PROVEXIS PLC

('Provexis' or the 'Company')

SircoTM science to be published in leading scientific journal

Provexis, the nutraceutical company that develops scientifically-proven
functional and medical foods, announces a major international scientific
endorsement for its lead product SircoTM. Two scientific papers, which detail
the clinical efficacy of SircoTM, are to be published by the American Journal of
Clinical Nutrition (AJCN). The AJCN is internationally recognised as the
highest-ranked peer-reviewed journal in the nutrition field.

SircoTM, a chilled fruit juice, is the first heart health product to contain the
patented FruitflowTM technology. FruitflowTM is a natural bioactive extract from
tomato that works by reducing blood platelet aggregation within hours of
consumption. Platelet aggregation plays a significant role in the formation of a
thrombus (internal blood clot) which can cause a heart attack or stroke.

SircoTM is currently available in the UK in the chilled juice category in over
550 Tesco and Waitrose stores. The product is targeted at adults who are keen to
maintain cardiovascular health.

Commenting on the news of the acceptance by the journal, Dr Stephen Franklin,
CEO of Provexis, said:

'We are delighted that the science behind FruitflowTM has been accepted for
publication by the highest-ranked peer-reviewed scientific journal in the field.
We have remained resolute in our belief that the FruitflowTM technology is
world-class and that this would be recognised by the most stringent scientific
review process in the field of clinical nutrition.'

'The acceptance of two separate scientific papers, published in this
internationally accredited journal is a significant milestone for the Company
and an essential precursor to initiating a number of key commercial activities'.


For further information please contact:

Provexis plc

The science needs to be there to back up the claims especially when it comes to marketing - and not only to consumers but also to potential partners/licencees.

As far as I am concerned the more the better. we don't want this to come across as some b/s marketing or quack cure all.

The market is clearly split but many people who take care of themselves (or can afford to) are going to be educated enough to be curious about claims. A level of sceptisism about the credibility of some scientific claims and journals already exists but that is probably not an issue.

Various manufacturers in the past have had to withdraw products or marketing/ads when printed claims were found to be misleading and that seriously damages a products credibility. So ensuring that your claims can be substantiated is very important.

GN

gn , agreed. my point was that maybe the focus is on pleasing the scientists and not consumers. pxs have said that the problem they have found is in explaining to joe public the benefits of sirco without getting too scientific or gory. other companies have managed to find a way, actimel, benecol, mmmmmmm danone , etc. i'm sure if pxs started using some of that 2.5 million advertising budget they bragged about then maybe they too can find a way.

bos: I think you have misse the point that this is an American journal. Iexpect this is an essential point of the PXS marketing campaign with the objective of landing licensing deals. The scientists of companies like Nestle must the key players in landing such deals. Good to see the recovery from yesterday's fall on the back of this announcement.

Eric

nice day today for pxs. eric, i don't think i've missed the point. all i'm saying is that, when all is said and done, this is a product. the product has to sell. other companies have managed to get across the scientific message in their advertisements , so it can be done. it it would be a real pity if pxs used this difficulty in explaining the science to joe bloggs as an excuse for lacklustre sales. i mean, would sainsbury's have dropped it if it was flying off the shelves? i'm still holding .... i just don't understand why the company isn't advertising the product all over the tv!! that's all it needs.

Fair point, bos. My point though is that the real money will not be made from selling drinks through the UK supermarkets but from licensing the product which they are best doing in the US to get the volume; similar to the 'idea' of SEO and Greenseal but that might not be the best parallel! I think that is why the market has responded positively to the US Journal.

Eric

morning boys and girls....

What yesterdays sp performance showed us all was just how much this share will respond to news - whether we think the nature of yesterdays news was important or not. Clearly there are enough who think it marks a significant point - now imagine what will happen when a sales related news is issued ie a licencing agreement ..with a major company perhaps..

just thinking about all the actimel type drinks and how long they took to reach the point they are at now - certainly not in a few months - they have been around for several years and only really took off in a big way last year for all kinds of reasons..so brands do take time to build and it will happen...

GN