Lamb is launching the drink, FRS (Free Radical Scavenging) Plus, in conjunction with NewSun Nutrition, of which he is the CEO, and backing up its claims with research carried out by scientists from the University of Harvard.
In addition to its general health benefits, Lamb believes the drink could be marketed to top level athletes as research has indicated it could help improve performance.
The FRS formula is a combination of the plant extract quercetin - found in the skins of apples, onions and red grapes - and green tea catechins to which seven B, C and E vitamins and metabolic enhancers have been added to “enhance the performance of the flavonoids”.
Lamb explained to NutraIngredientsUSA that the dietary supplement formula is the result of years of research and development by – most especially - Dr. Lan Bo Chen from Harvard Medical School's Dana-Farber Cancer Institute and Dr. Mitsunori Ono, a phytochemical expert based at the Beth Israel Deaconess Medical Center
“Animal studies have indicated that the ingredients in FRS Plus act synergistically to increase the level and duration of the antioxidant quercetin in the system,” said Dr Ono. "We believe that daily supplementation with FRS Plus can make a significant difference in people's daily lives and long-term health".
Marketing and taste
At present FRS Plus is only available to buy online in the US as an orange flavored supplement beverage in original and low-carb versions.
However, plans are afoot to broaden the availability and the range of flavors.
“The aim is to begin market tests in about six months so that the product should be ready to launch in May or June next year,” said Lamb, adding that NewSun will launch the drink in three other flavors which will most likely be “red berry, kiwi and lime and some kind of mango”.
Taste tests will also be carried out, but Lamb has no worries on this front.
“The drink doesn't taste like a smoothie you have made from your own fruit, but it tastes pretty good and has no artificial flavors.”
Initially the supplement will be launched in the US, but Lamb revealed that, “we have already reached agreements with some major beverage companies in Holland and Germany that will allow us to cover East and West Europe,” said Lamb.
He expects this launch to happen at roughly the same at that in the states.
The company is also looking at adding the supplement to a variety of applications such as chewing gum or nutrition bars.
“It could be put into anything with a controlled dosage,” said Lamb - one serving of FRS Plus contains 250mg of quercetin and 50mg of green tea catechins.
Health benefits
FRS Plus is said to help neutralize free radicals that can cause cellular damage. Free radical damage has been associated with premature aging, weakened immunity and over 60 diseases, including cancer, diabetes, arthritis, heart disease and Alzheimer's.
Lamb also believes the product could also be useful to top level sportspeople to help them restore balance in their body after working out. To illustrate this, he cited a double-blind, placebo-controlled study using the supplement that was recently carried out Pepperdine University with the Amgen Cycling team. The results suggested 3.1 percent performance improvement in those taking the product.
The researchers, led by Dr Holden MacRae suggested that strong antioxidants like FRS prevent oxidative damage of the cells and mitochondria by the free radicals produced in large quantities by athletes during hard training and competition. Since mitochondria produce energy, and damage makes them less able to produce energy, FRS has a positive effect on energy levels and prevents cell damage that can lead to disease and premature ageing.
Health claims
Lamb is certain of the supplement's ability to help with a variety of complaints from simply providing increased mental focus and concentration to having major long term benefits in fighting inflammation. He believes that quercetin is the miracle ingredient and that ”in 10 years it will be as well known as vitamin C".
However, the only health claims to be made on the product when it is finally launched onto the open market will be linked to anti-oxidants and free radicals because of US laws.
Lamb does not forsee any problems though in terms of marketing the product's apparent anti-inflammatory and energy-giving powers through word-of-mouth.
