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Provexis Secures Further Distribution Agreement for Heart-Health Drink

Posted on: Tuesday, 10 January 2006, 15:00 CST

Provexis, the UK nutraceutical company and developer of functional foods, has announced a distribution agreement with a third supermarket chain for its Sirco heart-health juice drink.

Although Provexis declined to name the supermarket, the company did state that from February 2006, Sirco blueberry and apple variety will be stocked in approximately 200 of the retailer's key premier stores, bringing the total UK distribution base for the beverage to over 500 stores by the end of February 2006.

Sirco is already available in 211 Sainsbury's stores and is expected to be available in 100 stores of the second multiple supermarket chain from 23 January 2006.

Sirco is the first heart health product to contain the patented 'Fruitflow' technology. Provexis said Fruitflow has been developed to help regular "healthy" consumers reduce the risk of heart attack and stroke.

The natural bioactive works by thinning the blood, and this is said to reduce the chances of a thrombosis, or internal blood clot. Sirco carries the health claim "Helps to Maintain a Healthy Heart and Benefits Circulation" and is approved by the leading heart health charity, HEART UK.

Commenting on the expanded distribution, Dr Stephen Franklin, CEO of Provexis, said, "We are delighted to have secured a listing with a third major retailer. The distribution base of Sirco is expanding on schedule and will be sufficiently established to maximize the nationwide, multimedia, advertising campaign which will run throughout the Spring and early Summer."

Source: Datamonitor

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