Press

PomeGreat relaunches brand with new packaging and unique extract

PomeGreat, the UK’s leading producer of pomegranate juices and blends relaunches this week with new packaging and a unique new ingredient which is set to shake up the category.

The new ingredient is a 100% natural whole-fruit pomegranate extract with multiple health benefits.  Known as PurePlus™, it is being added exclusively to the juice drinks across the entire PomeGreat range and is currently hitting the shelves at Morrison’s, Asda, Sainsbury’s, Waitrose and Tesco.

Cardiovascular disease, hypertension, inflammation, sexual dysfunction and some types of cancer are among the conditions which can be treated by the extract, which is being called the Swiss Army Knife of natural pharmaceuticals.

Despite this significant upgrade to the PomeGreat juice drinks, there will be no extra cost to the consumer because all recommended retail prices (RRPs) remain the same.

The secret of PurePlus™ is that it is extracted from the seeds, skin and pith of the pomegranate – the parts which are normally discarded as inedible, but which contain 75% of the fruit’s beneficial antioxidants, known as punicalagins.

Its addition to the range will give PomeGreat the edge over its competitors in the sector, none of whom use the whole fruit in their juices.

PurePlus™ is manufactured using a patented natural process at a £30 million state-of-the-art plant run by a leading biotechnology company in Southern Spain. It is being backed by a £2 million research programme.

The new deep purple packaging has a luxurious look and shows off the new PomeGreat logo, which for the first time uses a whole pomegranate to reflect the use of the whole fruit in the juice drinks range.

It positions the brand as a premium product and is a great springboard to enable PomeGreat to lead the pomegranate juice category.

Adam Pritchard, CEO of PomeGreat, said: “We are very excited about bringing the new PomeGreat to market.  This amazing extract enables us to offer the full health benefits of the whole pomegranate to the public for the first time. We have exclusive access to this unique ingredient and are adding real value to our products without increasing the price.”

“We have always been an ambitious brand and are striving to take a lead in the pomegranate category. By teaming up with a cutting-edge biotechnology company, we are significantly enhancing our products whilst keeping them natural and free from any artificial additives.”

He added: “We are passionate about delivering a premium quality product to our customers and have a range of exciting new products in development. We want to offer a complete range to customers in order to suit every lifestyle.”

The new-look PomeGreat  range includes the chilled and long life pomegranate juice drinks, plus the blueberry, cherry and beetroot blends. Its appearance on the shelves follows the highly successful launch of PurePlus™ capsules in the UK.

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About PomeGreat

We are a small private company, and one of our founders, Adam Pritchard, continues to run the business which he helped to create in 2001.

It’s a straightforward story of a couple of friends who tasted pomegranate juice from a street vendor in Peshawar in 1999, and who were amazed by the unique flavour. There then followed several years of painstaking research before the idea of bringing it home and selling it to supermarkets and health stores could become a reality — PomeGreat first made an appearance on the shelves in 2003, and since then has expanded rapidly.

Foremost in the minds of its creators was the obsession with creating a great tasting drink, which sounds obvious now, but so many others have made the mistake of assuming people will drink anything if they believe it’s doing them good!

In order to get the taste we wanted, we had to become experts in pomegranates, where to find and harvest them at their best, how to press them to preserve all the goodness in the juice, and how to blend them to create the PomeGreat drinks that so many buy today!

Being able to include PurePlus™ across our range is just another step in bringing the very finest products to you.

www.pomegreat.com

www.pomegreatpureplus.com

 

For more information:

James Horne - 07775 615476 - e: James.horne@1238kmh.com

Tracey Harrison - e: tracey.harrison@1238kmh.com

New pomegranate extract could be the biggest breakthrough…

... in natural pharmaceutical medicine in 200 years.

• “Amazing extract” improves heart health, reduces blood pressure, treats inflammation, reduces risk of cancers and tackles sexual dysfunction

A new extract from pomegranates that promises to be a major multi-purpose, all-natural pharmaceutical is being hailed by medical experts as the biggest discovery in natural medicine since the discovery of Aspirin in Willow trees in 1829.

The extract, tested in a £1.2 million research programme, unlocks for the first time the beneficial properties of the skin and the pith of the fruit, which have been too bitter for human consumption. 

Scientists estimate that more than 75% of the beneficial properties of the pomegranate, which is already recognized by many experts as one of the most medicinal fruits in the world, are locked in the skin and pith.

The new extract contains concentrated punicalagins, a beneficial phytonutrient that is virtually unique to pomegranates.  Punicalagins are found in the inedible husk, rind and the inner yellow membranes surrounding the juice arils of the fruit. Some punicalagins are found in the juice, but concentrations are low and processing methods frequently remove the benefits.

Dr Sergio Steinberger, head of research at Probelte, the company behind the breakthrough, said: “We’ve been throwing away the skin and the pith of pomegranates for thousands of years because they’re inedible and we haven’t had the science to enable us to release the benefits.  This amazing extract now enables us to bring the full health benefits of the pomegranate to the public for the first time.”

The extract goes on sale in the UK today under the brand name Pomegreat PurePlus. PurePlus, which will be available as one-a-day capsules, is produced at a new state-of-the-art plant in southern Spain and extracted from a unique species of pomegranate grown in orchards surrounding the factory. 

“Our research to date has identified a surprising array of benefits from consumption of PurePlus”, said Dr Steinberger. “Pomegranates have been the subject of a great deal of promising scientific investigation in recent years, but we have yet to fully understand all the beneficial properties locked in the skin and pith of the fruit.  The initial results of our research are extremely promising.  The extract is looking like a veritable fountain of youth.”

According to Dr Steinberger, PurePlus is set to provide a real alternative to products offered by pharmaceutical companies but without any of the potential side effects.

Health benefits identified so far include:

HYPERTENSION: PurePlus delivers a significant reduction in systolic blood pressure, similar to the effect of taking Captopril.  It reduces hypertension by acting on the enzyme ACE.  Being a natural solvent-free product, PurePlus has no side-effects.

SEXUAL DYSFUNCTION: Patients with erectile dysfunction reported performance improvements. Punicalagins stimulate the production of nitric oxide, a vasodilator that helps improve blood circulation and venous return. This has a powerful effect on the mechanism of erection.  In a satisfaction survey after 30 days of daily consumption of PurePlus, all participants reported an increase in their libido.

INFLAMMATION: a beneficial effect on a number of inflammatory ailments, including arthritis and inflammatory bowel disease. The bioactive compounds of pomegranate extract (polyphenols) reduce inflammation by acting at the level of the genetic transcription factor NFkB. The anti-inflammatory effect is similar to that achieved by taking Ibuprofen.

CANCER: Laboratory tests point to a 12% decrease in prostate cancer cell proliferation and an inhibitive effect on breast cancer cell motility and invasion. The bioactive compounds in PurePlus also deliver anti-inflammatory, antiproliferative and apoptotic effects on prostate and colon cancer.

CARDIOVASCULAR DISEASES:  PurePlus has a positive impact on the cardiovascular health of atherosclerotic patients with carotid artery stenosis.

DIABETES: Laboratory tests indicate that PurePlus stimulates the production of insulin.

ULTRAVIOLET PROTECTION: The bioactive compounds of pomegranate extract absorb at a wavelength that protects cells from damage caused by UV radiation.

ANTIMICROBIAL: PurePlus inhibits Staphylococcus aureus growth and enterotoxin production.

Adam Pritchard, CEO of Pomegreat, said: “This is a great discovery and we are delighted to bring this new supplement in the UK.  Extracting the goodness from pomegranates is very difficult.  In many senses it is an inconvenience food.  The new extraction facility, backed by extensive research, is unlocking the new health benefits of the pomegranate and the secrets of a fruit that has been celebrated for its health benefits for thousands of years.”

Pomegreat PurePlus goes on sale in capsule form in the UK from today.  It is available exclusively from www.pomegreatpureplus.co.uk 
 

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More information:

Hamish Thompson - 07702 684290 - e: hamish.thompson@1238kmh.com

Tracey Harrison - e: tracey.harrison@1238kmh.com

Workers feel less stressed thanks to pomegranate juice…

Pomegranate juice, which was recently found to reduce stress levels in busy executives, is to be made available in offices throughout the UK via vending machines.

The juice, supplied by West Country-based PomeGreat, will come in special vending machine 300ml pouches. These are mixed, filled and chilled while the customer waits, thanks to new energy-saving technology.

They will be available from new environmentally-friendly vending machines in UK businesses, schools and leisure centres. 

Research recently found that drinking pomegranate juice causes a measurable drop in stress hormone levels. According to the study of 60 volunteers by Queen Margaret University, Edinburgh, daily consumption of 500ml of PomeGreat Pure, caused a significant reduction in the level of the stress hormone cortisol in saliva. 

It also led to a significant reduction in both systolic and diastolic blood pressure in all volunteers.

Research Scientist, Dr Emad Al-Dujaili who led the study said: “On the basis of these findings there is a justified argument for busy workers to drink pomegranate juice to help alleviate chronic stress and maintain good health.” 

“There is a growing body of evidence that pomegranate juice delivers wide-ranging health benefits that merit further research. It is very rare indeed for an all-natural juice to offer the range of health benefits that we are seeing in pomegranate juice.” 

The new PomeGreat pouches are dispensed by vending machines from The Green Drinks Company, which have the lowest carbon footprint of any cold drinks vending machines in the world. 

When the customer makes a selection, filtered water is mixed with fresh pomegranate concentrate to create a tasty juice drink. 

The water is chilled as it is used, consuming substantially less energy than systems which constantly refrigerate drinks. This typically saves about £200 of electricity per machine each year. 

The juice is then packed and sealed within the pouch. 

Adam Pritchard, PomeGreat CEO, said: “We’re delighted that Britain’s stressed workers and hard-working students now have the chance to unwind with a drink of PomeGreat at the touch of a button.” 

Recent research by the mental health charity Mind recently found that 41% of British employees describe themselves as currently stressed or very stressed in their jobs.

– Ends –

About PomeGreat

At PomeGreat we are passionate about pomegranates.  Pomegranate juice is all we produce so we make it our priority to do it very well.  In fact we spent well over a year perfecting PomeGreat Original but we believe the result was well worth the wait. Our passion for the pomegranate and obsession with quality is reflected in every delicious drink we produce.

Adam Pritchard, founder, CEO and pomegranate expert, ensures only the best quality pomegranates are squeezed into each carton of PomeGreat, so that you can enjoy the healthy goodness of this ruby red and refreshing fruit drink.  For more information, visit our website: www.pomegreat.com or follow us on Twitter @pomegreat.

For more information:

Tracey Harrison

tracey.harrison@1238kmh.com

+44 (0)7708 044671

Stay safe in the sun and get the perfect bikini body with pomegranate juice…

  • Pomegranate juice protects skin from UV damage, say scientists
  • Natural antioxidants increase the body’s defences against harmful exposure
  • Pomegranate juice consumption may reduce waist lines, study finds

Drinking pomegranate juice gives the body added protection against the sun’s harmful rays, according to scientific research.

Everyone knows that they should use high-factor sun cream to reduce the risks from UV exposure, which can cause skin cancer. But could we all do more to ensure sun safety?

A study by the Department of Dermatology at the University of Wisconsin found that pomegranate juice and oils protect the skin from UV damage because of the natural antioxidants they contain.

Pomegranate juice has a higher concentration of antioxidants than juices like apple, orange and cranberry and is an excellent source of polyphenol antioxidants, which are crucial in the protection against UV rays.

PomeGreat, the UK’s leading pomegranate juice maker, is packed with antioxidants. Varieties include the not-from-concentrate Pure, and Original Juice Drink and Ruby, which both contain the juice of eight pomegranates.

Adam Pritchard, PomeGreat CEO said: “Of course, the best way to stay safe in the sun is to wear plenty of high factor sunscreen and to stay in the shade. But we can all take care of ourselves from the inside as well as the outside, and we’re delighted that pomegranate juice gives us added sun safety.”

For those in search of the perfect beach body, pomegranate juice may also play a role in reducing fat in the abdominal area, reducing beer bellies and deflating “muffin-tops” according to a study by Queen Margaret University, Edinburgh. 

As part of an independent research project conducted by nutrition scientists at Queen Margaret University, healthy volunteers were asked to drink a daily bottle of PomeGreat pure juice over a period of four weeks.  An unexpected outcome of the research was an early indication that pomegranate juice may help to redistribute fat away from the abdominal area.

The study showed a significant reduction in plasma NEFA (a measure of blood free fatty acids composition) following 4-week consumption of PomeGreat Pure fruit juice in 11 out of 19 subjects.   Elevated levels of NEFA is often associated with type II diabetes and obesity, and has also been associated with adiposity, or body fat. A reduction in plasma levels may be beneficial in reducing such metabolic syndromes. In addition, there was a significant reduction in insulin resistance (measured as HOMA-IR) that may also impact loss of abdominal fat and improve the well-being of people with Type 2 Diabetes.

Notes to Editors

  • The University of Wisconsin research was published in Experimental Dermatology periodical in 2009.
  • PomeGreat Pure is available at Waitrose and Morrison’s RRP £3.29 for 500ml and £1.99 for 250ml.
  • PomeGreat Orginal (RRP £1.39)and Ruby (RRP £2.15) are available at Tesco, Asda, Sainsbury’s, Morrison’s and Waitose and other leading supermarkets.

For more information:

Tracey Harrison - 07708 044 671 - tracey.harrison@1238kmh.com

Stressed at work? A daily drink of pomegranate juice could be the answer…

  • New university study finds that pomegranate juice reduces stress hormone levels in British workers.

Frazzled British workers are being thrown a lifeline today with the news that a glass of pomegranate juice per day will deliver a measurable reduction in their stress hormone levels. A recent study found that 41% of British workers claim to be stressed or very stressed in their jobs.  Researchers at Queen Margaret University, Edinburgh studied the physiological effect of daily consumption of 500ml of PomeGreat Pure pomegranate juice over a two-week period.  Sixty volunteers from a range of working environments took part in the study.  

The study found that daily consumption caused a significant reduction in the level of stress hormone cortisol in saliva and a significant reduction in systolic and diastolic blood pressure in all volunteers.  Cortisol (hydrocortisone) is a steroid hormone, or glucocorticoid, produced by the adrenal gland. It is released in response to stress.

Volunteers also showed an improvement in arterial health as measured by pulse wave velocity.

Volunteers were also assessed on mood status using a specialist test.  After consumption of pomegranate juice most subjects reported that they were more enthusiastic, inspired, proud and active and all reported that they were less distressed, nervous, guilty and ashamed according to the attributes tested. 

The full results of the study will be presented at an international conference in Barcelona in October.

Research Scientist, Dr Emad Al-Dujaili who led the study said: “On the basis of these findings there is a justified argument for busy workers to drink pomegranate juice to help alleviate chronic stress and maintain good health.” 

“There is a growing body of evidence that pomegranate juice delivers wide-ranging health benefits that merit further research.  It is very rare indeed for an all-natural juice to offer the range of health benefits that we are seeing in pomegranate juice.”

A recent study by the charity Mind found that stress is prevalent in the British workforce, with 41% of respondents describing themselves as currently stressed or very stressed in their jobs. Two-thirds said they had been put under more pressure by management since the economic downturn.

An earlier study by Queen Margaret University researchers found that pomegranate juice may redistribute weight around the body, moving flab away from bellies and muffin tops.

The study showed a significant reduction in plasma NEFA (a measure of blood composition) following 4-week consumption of PomeGreat Pure fruit juice in 11 out of 19 subjects.   A reduction in plasma NEFA may indicate a reduction in waist circumference. 

- Ends -

Study detail and methodology

A controlled cross-sectional intervention study was carried out on 60 volunteers recruited from several work environments. The subjects vary in age (21-64y, mean=39.1 ±13.8y), sex (22 males and 38 females) and BMI (25.6± 4.5kg/m2) and were asked to drink one bottle of PomeGreat® Pure juice (500mL/day) for 2 weeks. There was a significant reduction in systolic and diastolic blood pressure (Systolic BP reduced from 122.4 to 119.6 mmHg, p<0.001; Diastolic BP reduced from73.3 to 72.2mmHg, p<0.001), and improvement in  the mood PANAS-X test score (overall score increased from 73 to 77, p=0.0008; positive score increased from 29 to 31, p=0.017; and negative score decreased from 16 to14, p=0.029).There was also a significant reduction in Pulse wave velocity as measured by a Viacorder (7.1 to 6.9m/s, p=0.003). The stress hormone cortisol levels in saliva were also assessed on 3 days, before, during and at the end of intervention. There was a significant reduction in salivary cortisol levels (P value ranged from 0.03-0.001) at all 3 time points tested (AM, noon and PM) per day.

In conclusion, the study shows that consumption of pure pomegranate juice for 2 weeks has significantly reduced blood pressure and the feeling of stress and nervousness in a large group of office workers from different disciplines. This was substantiated by the reduction in the stress hormone levels. There was also an improvement of arterial health and the above results may suggest that pomegranate juice intake can alleviate work-related stress levels in addition to the cardiac protective effect of pomegranate.

Most british workers have at least 48 weakdays per year…

  • Below-par days are endemic in British business, study finds
  • Low energy levels at work could be major contributor to shortfall in competitiveness of British business
  • Underperformance may be linked to poor diet says wellbeing expert 

An omnibus poll of 2,000 British workers for juice producer PomeGreat has identified a new category of working day. Workers were asked to quantify the average amount of time they spend during an average working week feeling below par or less energised.  So-called “Weakdays” hover between working days and sick leave and are defined by low energy levels, daydreaming and the creation of the illusion of work without any real quantifiable output.  

Sixty-three percent of respondents said that they lacked energy or enthusiasm for their work at least one day per week. Fifteen percent said that they lacked energy or enthusiasm for work every day.  The figures were higher in Scotland and London with 22% and 18% respectively viewing every day as a weakday.  Only 4% said that they never had a weakday.

PomeGreat advisor and professional well-being expert Dr Dorian Dugmore said: “If workers are less than effective for what works out to two months a year, the hidden cost to British business is huge.  It’s little wonder that there are near ceaseless concerns about British competitiveness and productivity if most of us are working for so long with flat batteries.”

The answer may lie in poor management of nutrition, according to Dr Dugmore.  “Our diets tend not to be optimised for our working days and this means that many of us are listless and lacking in energy for significant parts of our working lives.  We often put this down to our natural need for an afternoon siesta, but there is more to it than that.  Foods and drinks that give slower energy release, for instance, are far better for us and can help us to maintain energy levels and enthusiasm throughout the day.”

Studies have found that healthier foods and drinks can have a significant impact on personal performance at school or in the workplace and PomeGreat is calling for clearer guidelines for workers on how to manage their nutrition during the day to maximise performance.

Adam Pritchard, CEO of PomeGreat, said: “We’re all familiar with the afternoon slump but our study shows that the problem may be more widespread.  Small changes to our diets could make a huge impact on our personal productivity and the success of British business.”

As part of their drive to improve the workplace diet PomeGreat have launched trials of office-based vending machines for their juice and have introduced a lunchbox-friendly 250ml bottle.

Research conducted by Vision Critical, part of Angus Reid Public Opinion, in March 2011. 2,000 GB adults were surveyed, drawn from their Springboard UK online panel and is balanced on age, gender, region and social grade.

In addition to weighting by age, gender, social class and region (weighted and unweighted figures shown in the tables). Angus Reid also weighted its raw data by newspaper readership and past vote. Age, gender and region figures are from the Office of National Statistics and social grade is from the Market Research Society Occupation Groupings. Newspaper readership is derived from a combination of NRS data and our own research to account for variations in questions asked. Past vote weighting is done separately for Scotland as well as England and Wales (together).

-Ends –

About PomeGreat

At PomeGreat we are passionate about pomegranates.  Pomegranate juice is all we produce so we make it our priority to do it very well.  In fact we spent well over a year perfecting PomeGreat Original but we believe the result was well worth the wait. Our passion for the pomegranate and obsession with quality is reflected in every delicious drink we produce.

Adam Pritchard, founder, CEO and pomegranate expert, ensures only the best quality pomegranates are squeezed into each carton of PomeGreat, so that you can enjoy the healthy goodness of this ruby red and refreshing fruit drink.  For more information, visit our website, http://www.pomegreat.com or fo,llow us on Twitter @pomegreat

More information:

Hamish Thompson
hamish.thompson@1238kmh.com
07702 684290

 

PomeGreat launches “Pomegranates for Peace” campaign to support the peace effort in Afghanistan…

  • Campaign backed by leading British gardener and broadcaster Toby Buckland puts power in the hands of UK consumers
  • Contribution from every carton of PomeGreat sold will go direct to boosting pomegranate production in Afghanistan and ending the opium trade
  • Campaign aims to create thousands of hectares of new pomegranate orchards per year, replacing poppies as Afghanistan’s leading cash crop

PomeGreat, the UK’s leading supplier of pomegranate juice, is launching a campaign today that it hopes will make a substantial contribution to the peace effort in Afghanistan.

Pomegranate juice is rapidly emerging as an international export opportunity for farmers in war-torn Afghanistan.  The growing popularity of pomegranate juice means that pomegranate farming now yields a better price per hectare for Afghan farmers than opium poppy production. A contribution from all cartons of PomeGreat juice and juice blends sold in Asda, Sainsbury’s, Morrisons, Tesco and Waitrose will go direct to the cultivation of new pomegranate orchards in Afghanistan, clearing thousands of hectares of opium poppies.

Launching the campaign today, Toby Buckland says: “I am delighted to give this campaign my full support.  Planting is all about hope and this brilliant enterprise promises enormous hope to a region where the seeds of conflict and poverty have reaped so much misery. This is truly planting for peace, a sustainable agricultural project with the potential to put an end to the opium trade in Afghanistan and bring prosperity to Afghan farmers.”

PomeGreat will make a contribution for every carton of juice it sells from today towards the farming initiative. Each pound raised will buy a pomegranate sapling and the firm aims to plant 1,000 hectares of saplings in Afghanistan every year. Afghan farmers currently earn $2,500 per hectare a year from pomegranates, compared with $1,200 per hectare from poppies.  PomeGreat hopes that retailers will consider match-funding the campaign.  PomeGreat juice and juice blends are on sale in most supermarkets, including Asda, Tesco, Waitrose, Morrison’s and Sainsbury’s.

Adam Pritchard, CEO of PomeGreat, says: “Agriculture in Afghanistan is at a cross-roads and our initiative could mark the beginning of a transformation from dependence on a cash crop linked to conflict to one linked to peace and well-being.”

The red ball-shaped fruit thrives in the arid conditions in Afghanistan.  Pomegranate juice is growing in popularity in the UK and worldwide and a series of recent studies have pointed to numerous health benefits.

Toby Buckland adds: “We are determined to have a direct impact on the peace effort in Afghanistan through our work with local farmers and producers.  This campaign puts a lot of power in the hands of UK consumers and we are confident that this switch in indigenous agriculture will have a transformative effect on the agricultural economy in Afghanistan.”

Toby adds:  “Afghanistan has been in my thoughts since designing a Memorial Garden for the 45 Commando Royal Marines, at their base in Arbroath. Talking to the men, who will shortly be deployed to Afghanistan for a 4th tour of duty, has given me an insight into the issues and complexity of the region and that’s why I strongly believe this practical on-the-ground campaign will really help.”

PomeGreat regularly visits Afghanistan.  Meetings with farmers throughout the country have confirmed their desire to shift production away from poppies to pomegranates.  All money raised through carton sales will be channeled through the not-for-profit organisation The PomeGreat Foundation, and the planting and nurturing of the pomegranates will be organised on the ground in Kandahar and Helmand provinces by the charity Roots of Peace.  Its founder Heidi Kuhn says:  “We are delighted to be working with PomeGreat on this vital initiative.  The world wants to see peace in Afghanistan, and we believe that persuading farmers to plant pomegranates instead of poppies is a step towards that.”

Pomegranate juice has been linked with a wide range of health benefits and sales of the juice have risen dramatically in the UK in the last six months.  

- Ends -

About pomegranates…

A pomegranate (Punica granatum) is a fruit-bearing deciduous shrub or small tree growing between five and eight metres tall. The pomegranate is mostly native to the Iranian Plateau and the Himalayas in north Pakistan and Northern India. It has been cultivated in the Caucasus since ancient times, namely in Armenia, and today, is widely cultivated throughout Iran, Azerbaijan, Afghanistan, India, Pakistan, Bangladesh, Iraq, Egypt, China, Burma, Saudi Arabia, Israel, the drier parts of southeast Asia, the Mediterranean region of Southern Europe, and tropical Africa. Introduced into Latin America and California by Spanish settlers in 1769, pomegranate is now cultivated in parts of California and Arizona.  In the Northern Hemisphere, the fruit is typically in season from September to February. In the Southern Hemisphere, it is in season from March to May. The pomegranate is a very ancient fruit, mentioned in the Homeric Hymns and the Book of Exodus.

More information / photography / interview bids for Toby Buckland: 

Hamish Thompson / Tracey Harrison
e: hamish.thompson@1238kmh.com
t: 07702 684290

 

PomeGreat Pure hits the shelves at Morrisons…

PomeGreat Pure, the not-from-concentrate pomegranate juice, has gone on sale at Morrisons. The 500ml bottles are now on the shelves in the chiller cabinets at more than 200 stores nationwide (RRP: £2.99) 

Pure is the premium product from PomeGreat, the UK’s leading pomegranate juice maker. It is a blend of two varieties of hand cut and pressed pomegranates and has a great, naturally sweet flavour.

The blend is packed with antioxidants, and has a higher concentration of them than other fruit juices, including orange, apple and cranberry. Recent studies have highlighted the numerous health benefits of pomegranate juice. Research carried out on behalf of PomeGreat at Queen Margaret University, Edinburgh, found that volunteers who drank a glass of Pure a day had significantly lower blood pressure after two weeks. The study also found that the juice may help to reduce abdominal fat.

About PomeGreat

At PomeGreat we are passionate about pomegranates.  Pomegranate juice is all we produce so we make it our priority to do it very well.  In fact we spent well over a year perfecting PomeGreat Original but we believe the result was well worth the wait. Our passion for the pomegranate and obsession with quality is reflected in every delicious drink we produce.

Adam Pritchard, founder, CEO and pomegranate expert, ensures only the best quality pomegranates are squeezed into each carton of PomeGreat, so that you can enjoy the healthy goodness of this ruby red and refreshing fruit drink.  For more information, visit our website, http://www.pomegreat.com or fo,llow us on Twitter @pomegreat.

More information:

Tracey Harrison
07708 044671

 

Super-juice offers double dose of good health

 

Juice lovers could gain a double health boost by drinking a unique blend of pomegranate and beetroot. The drink is the only one on the market to combine the superfruit and super-vegetable, both of which have an increasing list of scientifically proven potential health benefits.

The very latest research, released this week, found that beetroot juice may help people to enjoy more active lives. Subjects who drank it during University of Exeter trials used less oxygen while walking, reducing the amount of effort needed by 12 per cent. 

This follows earlier studies showing that both beetroot and pomegranate juice reduce blood pressure, while the beetroot drink enables people to exercise for up to 16 per cent longer. Meanwhile, scientists at Queen Margaret University in Edinburgh discovered earlier this year that pomegranate juice may help reduce abdominal fat.

The pomegranate and beetroot blend is made by UK firm PomeGreat, and is surprisingly sweet despite its 13 per cent beetroot content. So it may prove more palatable to those who don’t like the vegetable’s earthy taste.

Adam Pritchard, PomeGreat CEO, said: “Pomegranate and beetroot really are the wonder fruit and the wonder vegetable. We are delighted to be able to bring them together in one really tasty juice.”

The pomegranate and beetroot blend is available in Waitrose, Morrisons and Booths, rrp £1.39 a litre.

About PomeGreat

At PomeGreat we are passionate about pomegranates.  Pomegranate juice is all we produce so we make it our priority to do it very well.  In fact we spent well over a year perfecting PomeGreat Original but we believe the result was well worth the wait. Our passion for the pomegranate and obsession with quality is reflected in every delicious drink we produce.

Adam Pritchard, founder, CEO and pomegranate expert, ensures only the best quality pomegranates are squeezed into each carton of PomeGreat, so that you can enjoy the healthy goodness of this ruby red and refreshing fruit drink.  For more information, visit our website, http://www.pomegreat.com or fo,llow us on Twitter @pomegreat.

More information:

Tracey Harrison
07708 044671

Hamish Thompson
07702 684290

 

“Ashes Secret Weapon” on the way to team hotels down under…

November 2010

  • PomeGreat juice shipment en route to England cricket team to boost morale
  • Psy-ops campaign will see Australian team HQ targeted as well by the juice brand with the undermining

PomeGreat (pronounced “Pommy Great”), the UK’s leading pomegranate juice producer, is shipping supplies of its juice to the England and Australian team hotels down under to motivate the Poms and undermine the Aussies.

Adam Pritchard, CEO of PomeGreat, said: “We’ve been thinking about the motivational potential of our name – and the potential to boost team spirits.  It has been a very encouraging start to the tour and we’d like to give our lads all the help that we can.”

He added: “We’re imagining the talk in the Australian dressing room as our parcel is opened.  ‘What have you got there Ricky?’ ‘PomeGreat, mate.’”

Pomegranate juice has been linked with a range of potential health benefits in scientific studies.  A number of studies have found that it can reduce blood pressure and a study by Queen Margaret University earlier this year pointed to the possibility that pomegranate juice could reduce waistline fat.

Both teams are very protective of the vital statistics of their players, but some estimates suggest that the average Australian team waistline is larger than the English waistline, which may lead to more sluggish behaviour on the field.

PomeGreat samples are also on their way to cricket commentary teams and cricket correspondents.  Earlier this summer, cricket commentator Jonathan Agnew sang the praises of pomegranate juice on his Twitter feed as part of his personal campaign to banish “moobs”.

- Ends -

About PomeGreat

At PomeGreat we are passionate about pomegranates.  Pomegranate juice is all we produce so we make it our priority to do it very well.  In fact we spent well over a year perfecting PomeGreat Original but we believe the result was well worth the wait. Our passion for the pomegranate and obsession with quality is reflected in every delicious drink we produce.

Adam Pritchard, founder, CEO and pomegranate expert, ensures only the best quality pomegranates are squeezed into each carton of PomeGreat, so that you can enjoy the healthy goodness of this ruby red and refreshing fruit drink.  For more information, visit our website, http://www.pomegreat.com or fo,llow us on Twitter @pomegreat.

More information:

Hamish Thompson
07702 684290

Tracey Harrison
07708 044671

 

Pomegranate juice lowers blood pressure & could reduce abdominal fat, study finds

Independent study on leading drinks brand PomeGreat points to health and dietary benefits of the increasingly popular juice.

Pomegranate juice reduces blood pressure and may play a role in reducing fat in the abdominal area according to a study by Queen Margaret University, Edinburgh. The study utilised PomeGreat Pure juice produced and supplied by PomeGreat, the UK’s leading supplier of pomegranate juice blends.

As part of an independent research project conducted by nutrition scientists at Queen Margaret University, healthy volunteers were asked to drink a daily bottle of PomeGreat pure juice over a period of four weeks.  The scientists witnessed a “significant” reduction in blood pressure, with a fall recorded in more than 90 per cent of the group.  High blood pressure, or hypertension, is among the causes of heart disease, strokes and kidney failure.

Dr Emad Aldujaili and Dr Catherine Tsang, lead researchers at the School of Health Sciences, Dietetics, Nutrition & Biological Sciences at Queen Margaret University, Edinburgh, said:  “There is no doubt that pomegranate juice is beneficial in reducing the risk of cardiovascular disease because our results showed a significant and consistent lowering of blood pressure.”

In the latest trial, 24 healthy volunteers consumed 500ml of PomeGreat Pure every day for four weeks.  Blood pressure (both systolic and diastolic) was lowered by an average 5 mmHg (millimetre of mercury) – and by up to 12 mmHg in one case.  Dr Aldujaili will present his findings at the International Functional Food meeting at Oxford Brookes University in November 2010. An unexpected outcome of the research was an early indication that pomegranate juice may help to redistribute fat away from the abdominal area.

The study showed a significant reduction in plasma NEFA (a measure of blood free fatty acids composition) following 4-week consumption of PomeGreat Pure fruit juice in 11 out of 19 subjects.   Elevated levels of NEFA is often associated with type II diabetes and obesity, and has also been associated with adiposity, or body fat. A reduction in plasma levels may be beneficial in reducing such metabolic syndromes. In addition, there was a significant reduction in insulin resistance (measured as HOMA-IR) that may also impact loss of abdominal fat and improve the well-being of people with Type 2 Diabetes.

Dr Emad Aldujaili: “There is early evidence that consumption of pure pomegranate juice may influence abdominal fat.  We believe that these initial finding merit examination in a more detailed study.  The subjects in our latest study had a healthy body mass index, making the impact more difficult to observe.  In future research we will investigate the effect on overweight or obese subjects in whom the effect may be more evident.”

PomeGreat’s chief executive Adam Pritchard said: “We are encouraged by the results of this study.  Blood pressure is a real issue for many people and firm evidence of the effect of pomegranate juice is positive news.  We’re excited, also, by the early indications that pomegranate juice may shift middle age spread – or younger age spread for that matter – and we are exploring options for a more detailed investigation with the team at Queen Margaret University.”

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More information:

Hamish Thompson
E: hamish.thompson@1238kmh.com
T: 07702 684290

 

Unusual new breakfast juice blend ‘beets’ stress…

A new juice blend which combines beetroot and pomegranate looks set to become the breakfast drink of choice for stressed workers.  The juice hits the supermarket shelves this week after new research suggested drinking a glass of beetroot juice lowers blood pressure.

The blend, from pomegranate juice specialists PomeGreat, has a 13 per cent beetroot content but is surprisingly sweet and may prove more palatable for people who don’t like the vegetable’s rather earthy taste. It offers a double benefit because pomegranates themselves are rich in nitrates and antioxidants, adding to the potential stress-busting properties of the mix. The pomegranate content is 20 per cent.

So frazzled workers will be gulping down a glass with their cereal and toast at the start of yet another hectic day.  About 16 million Britons suffer form high blood pressure, which is a major risk factor for coronary heart disease, strokes and heart attacks and is also linked to diabetes and kidney disease.

The research, published this week in the US journal Hypertension, discovered that blood pressure is significantly lowered within 24 hours in people who drink beetroot juice or take nitrate tablets. The higher the blood pressure, the greater the impact of the nitrates.

Adam Pritchard, owner of PomeGreat, said:  “We were looking for a new breakfast combination that packs a healthy punch and liked the idea of including beetroot.

“Increasing the antioxidant hit in our drinks is hard to do as pomegranates are already full of them, but beetroot brings its own goodness to the mix. Although this is an unusual fruit-vegetable mix, we were amazed at the taste and I’m confident that we have an unlikely breakfast winner on our hands.”

Amrita Ahluwalia, author of the study and professor of vascular pharmacology at Barts and the London School of Medicine and Dentistry said: "We showed that beetroot and nitrate capsules are equally effective in lowering blood pressure, indicating that it is the nitrate content of beetroot juice that underlies its potential to reduce blood pressure.”

Cardiovascular disease kills over 110,000 people in England every year.  More than 25% of the world's adult population is hypertensive, and it has been estimated that this figure will increase to 30% by 2025.

The new pomegranate and beetroot juice is available from Morrisons and Waitrose at £1.39 rrp for a litre carton.

ENDS

More information / samples:

Tracey Harrison
07708 044671
tracey.harrison@1238kmh.com

Hamish Thompson
07702 684290
hamish.thompson@1238kmh.com

About PomeGreat

At PomeGreat we are passionate about pomegranates.  Pomegranate juice is all we produce so we make it our priority to do it very well.  In fact we spent well over a year perfecting PomeGreat Original but we believe the result was well worth the wait. Our passion for the pomegranate and obsession with quality is reflected in every delicious drink we produce.

Adam Pritchard, founder, CEO and pomegranate expert, ensures only the best quality pomegranates are squeezed into each carton of PomeGreat, so that you can enjoy the healthy goodness of this ruby red and refreshing fruit drink.  For more information, visit our website, http://www.pomegreat.com or fo,llow us on Twitter @pomegreat.

 

UK’s leading pomegranate juice company, gets more fruity with addition of beetroot and cherry…

PomeGreat increases its antioxidant hit on the shelves with new flavours

PomeGreat, the UK’s leading pomegranate juice brand, has added yet more flavours to its range with the introduction of Beetroot and Cherry to its ambient range. The new flavours are available from April and will increase the choice for consumers alongside original pomegranate, the blueberry and raspberry versions.  PomeGreat will be offering its fans an even bigger variety and hit of antioxidants and goodness.

Adam Pritchard, Chief Executive said: “We have wanted to include Cherries for some time as they are widely considered to be the UK’s home grown super fruit.  We liked the idea of a home- grown fruit and vegetable playing a part in our juices.  Increasing the antioxidants in our juice is hard to do as pomegranates are already full of them, but Cherries and Beetroot bring their own goodness to our drinks.”

Cherries have been linked to maintaining healthy blood and Beetroot has been associated with lowering blood pressure and aiding cardiovascular health. The new additions will increase PomeGreat’s presence in the market and can be found in the ambient aisle of the supermarkets.  The new juices will cost £1.39 rrp.

PomeGreat is the UK’s leading pomegranate juice company, founded in 2004.  It sells around 8 million litres a year, with an estimated marketshare of 60%. PomeGreat is available in all major supermarkets and established the pomegranate juice category in the UK when it launched in 2004.

PomeGreat has also just become the first international company to purchase any form of fruit juice from Afghanistan, leading the way for international companies by re-opening trade dialogue with a country once famous for its pomegranates. PomeGreat is committed to purchasing a minimum of 500 tons of pomegranate concentrate and 500 tons of fresh fruit from Omaid Bahar Ltd, Afghanistan’s first fruit processing facility.

For further information about stocking PomeGreat please call 01225 904 000 or visit www.pomegreat.com. 

 

UK’s leading pomegranate juice company, makes further commitment to creating change in Afghanistan

PomeGreat joins forces with charity partner, Children in Crisis

PomeGreat, the UK’s leading pomegranate juice brand, has taken another step to further its commitment to Afghanistan by joining forces with the charity “Children in Crisis.”  The pomegranate juice expert has formalized its partnership with the UK based charity to help raise awareness and funding for existing or new Children in Crisis educational projects in the country.

This news comes on the back of PomeGreat’s pledge to source over 500 tonnes of pomegranates and 500 tons of pomegranate juice from Afghanistan’s first fruit processing facility, Omaid Bahar.  PomeGreat’s intention to not only source it’s fruit from Afghanistan but to work closely with Children in Crisis to help change the lives of children there, makes for refreshing news from the war-torn country.  Few businesses are willing to involve themselves in the country currently, but this has not stopped PomeGreat and Omaid Bahar’s pioneering venture.

Adam Pritchard, Chief Executive said: “I have believed for some time that until someone takes a chance to get involved with positive steps for Afghanistan’s future nothing will change there.  Investing in children is the road to providing them with a future, and something as fundamental as education is a privilege to get involved with.  We really feel that Children in Crisis is a rewarding partner and we are committed to trying to make real change in Afghanistan with them. It’s also a way for us to give back to the country that we are now sourcing pomegranates from.”

Children in Crisis exists to improve the lives of children around the world affected by conflict, deprivation, poverty or other hidden crises, by working in partnership with local communities to provide education, healthcare and protection. Olivier de Givenchy, Chairman of Children in Crisis said: “We are delighted to be able to partner with PomeGreat, a company that has the commitment and vision to see that education is where it all starts.  They share our passion for change in Afghanistan and we are looking forward to our journey together.”

PomeGreat is the UK’s leading pomegranate juice company, founded in 2004.  It sells around 8 million litres a year, with an estimated marketshare of 60%. PomeGreat sells to all major supermarkets and has established the pomegranate juice category in the UK since its launch in 2004.  In February 2010, PomeGreat became the first company in the world to sign a deal to export pomegranate juice and pomegranates from the Omaid Bahar factory in Kabul.

For further information on PomeGreat please visit www.pomegreat.com and for Children in Crisis visit www.childrenincrisis.org.

For further information about PomeGreat and its partnership with Children in Crisis, please contact Karina Aguirre karina@indigocow.com or Vicky Stoakes Vicky@indigocow.com at Indigo Cow PR on 01273 773 516. 

To find out more about Children in Crisis and its work please contact Anna Cooper, Corporate Partnerships Manager at annac@childrenincrisis.org / 020 7627 1040.

 

2.37pm – It’s when britain feels great…

New research shows Britain’s mid-afternoon lull is a thing of the past

Long gone is the post lunchtime slump. It’s now been discovered that 2.37 in the afternoon is the time when we’re feeling at our best and able to tackle even the most tedious of jobs, without a second thought.

This is according to a new report out today by PomeGreat, the pomegranate juice experts, which examines how happy and positive Britain as a nation is feeling and with spring about to come into full bloom, it seems things are looking on the up. With the worst of the economic doom and gloom now behind us, 43% of people say they feel better than they did a year ago which is good news as more than three quarters of us (76%) say we believe good things happen when we’re feeling great.

Over 2,000 people who were polled by PomeGreat were also asked to rate how great they feel on a scale of one to a hundred and the results show most people gave themselves a pretty healthy 62 out of 100, a full three points higher than last year’s findings, indicating a rise in our outlook.

Brits are also learning to appreciate the more personal things in life, from marrying a loved one to going on holiday and heart-warmingly almost a half of people surveyed said the birth of their child is the event in their life which made them feel the greatest.

TV life coach Jeremy Milnes believes a positive outlook helps good things happen: “Happiness can bring highly desirable benefits, such as better health, longer life and successful relationships,” he says, “so think positive and feel on top of the world!”

It seems that 2010 is the year to adopt a positive mental attitude with gusto as positivity is in the air. Respondents said that a change of government this summer and a victory in the Football World Cup (13% and 10% respectively) would make them feel happier. 

For more information visit www.pomegreat.com

For further information about PomeGreat, please contact Karina Aguirre or Vicky Stoakes at Indigo Cow PR on 01273 773 516 / 07747 534 519  karina@indigocow.com / vicky@indigocow.com

The research for PomeGreat was carried out between 29/01/2010 and 09/02/2010, by Opinion Matters on a sample of 2216 UK Adults.

 

UK Pomegranate juice company announces world’s first partnership with Afghanistan fruit factory

FEBRUARY 2010

PomeGreat, the UK’s leading pomegranate juice company, has become the first international company to purchase any form of fruit juice from Afghanistan, committed to purchasing a minimum of 500 tons of pomegranate concentrate and 500 tons of fresh fruit from Omaid Bahar Ltd, Afghanistan’s first fruit processing facility.

PomeGreat is leading the way for international companies by opening trade dialogue with Afghanistan, despite its problems. The country once famous for its pomegranates, before years of war cut trade routes and forced the loss of traditional markets, is slowly regaining its position with the help of international aid forces who are working to restore old trade routes that were once broken.

Omaid Bahar is Afghanistan’s first fruit processing facility, based in Kabul. Opened in October 2009, with the support of USAID, the facility hopes to produce and export fruit concentrate and fresh fruit to all global markets. The pioneering deal with PomeGreat is worth an estimated £3 million over 2010 / 2011 period.

Adam Pritchard, Chief Executive, PomeGreat Ltd has been waiting since he formed the company for this opportunity: "Being given the chance to source the best pomegranates in the world, from their spiritual home is something I couldn’t overlook.  The Afghan pomegranate is the best in the world and in ten years sourcing pomegranates from many other countries, I have never previously encountered juice of the quality Omaid Bahar is offering. My long-term aim is for pomegranates and other fruit juices from Afghanistan to become a valuable and valid commodity that can be exported around the world.”

The first batch of juice is expected to arrive in the UK during March 2010.  

Mustafa Sadiq, owner of Omaid Bahar said: “I am proud to have built this factory and the commitment from PomeGreat gives me great hope for the future that I can fulfill the needs of international markets with our superior production of juice.”

PomeGreat is the UK’s leading pomegranate juice company and sells around 8 million litres a year, with an estimated market share of 60%.  PomeGreat sells to all major supermarkets and has established the pomegranate juice category in the UK since its launch in 2004.

For more information visit www.pomegreat.com

For further information about PomeGreat, please contact:
Karina Aguirre: karina@indigocow.com
or Vicky Stoakes: vicky@indigocow.com
at Indigo Cow PR on: 01273 773 516 / 07748907748 / 07747 534 519

Notes to editors:

Omaid Bahar Factory

The Afghanistan Minister of Agriculture, Irrigation and Livestock inaugurated the Omaid Bahar factory in October 2009.  Minister Rahimi said: "Thirty years ago, Afghanistan exported 20 percent of the world's raisins. Today is not just the start of a factory, it is the rebirth of Afghanistan in the global economy.

The facility will use Afghanistan's produce to compete in two world markets.  Firstly by producing fruit juice concentrate of the country's pomegranates, apples, melons, apricots and peaches and secondly the fresh fruit division which will sort, grade and package fresh produce for export to international markets - including the UK and United States.

The facility will increase exports, create jobs and improve livelihoods throughout Afghanistan.  Omaid Bahar will buy fruit from 50,000 Afghan farmers from provinces including Kandahar, Helmand, Wardak, Ghazni, Paktya, Farah and Kapisa.  The facility will create 200 jobs with Afghan women comprising approximately 35 percent of staff.

 

Six Nations & six reasons to drink Pomegranate juice…

1.    Watching competitive sports increases the heart rate and blood flow through adrenaline, which can build pressure on the heart.  Pomegranate juice is known to be high in antioxidants, which are thought to help maintain healthy heart function, by keeping the arteries clear of plaque.

2.    If rising blood pressure is something of a problem, then a recent study at Queen Margaret University, Edinburgh, found that after just two weeks of drinking PomeGreat Pure juice, 60% of respondents experienced a lowering of blood pressure. 

3.    Slowly sipping a healthy juice like PomeGreat rather than a fizzy drink can actually help to calm the nerves.  The secret is to savour every sip, rather than gulping it down and remembering to breathe in between.

4.    Pomegranate juice is rich in antioxidants with levels 3 times greater than green tea or red wine.  Antioxidants are the substances that reduce the damage due to oxygen, such as that caused by free radicals.

5.    When a great day has been had on the pitch, pomegranate juice has even been shown to help tackle things in the bedroom.  For men trying for a baby, it has been shown that pomegranate juice may even improve sperm count and mobility.

6.    Keeping it up in the bedroom can be hard after a long day of over excitement when a game is on.  In fact, this magic men’s juice may help to tackle some causes of erectile dysfunction, as regularly drinking pomegranate juice can help to keep the arteries clear, which ensures there is healthy blood flow to all parts of the body.

PomeGreat drinks are all natural so contain no artificial sweeteners, colours, or preservatives of any kind. They have four distinctive flavours each consisting of a divine taste that can be addictive. Flavours include acai berry, cherry, blueberry and the original pomegranate. Each drink is mixed with pomegranates to create an exciting blend of super fruits that are tailor made to suit every taste bud.

Pomegranate juice makes for a refreshing alternative to other juices – not only because the taste is so exciting but also because it offers a range of health benefits that other juices could only wish for in their wildest dreams.  The fruit is even believed to have been what Eve tempted Adam with, which adds to its mystique as one of the world’s most fabulous fruits.

So next time you watch the rugby remember to have your jersey, your flag and a glass of pomegranate juice to make sure you are fit for all 80 minutes of excitement and beyond.

 

Pomegranate juice lowers blood pressure in 2 weeks

14 July 2009

Study conducted at Queen Margaret University on PomeGreat Pure

A new trial (i) has found that after drinking pure pomegranate juice for just two weeks, the majority of healthy volunteers experienced a lowering of systolic blood pressure.

Previous studies on pomegranate juice and its effects on blood pressure have taken place over a longer time period, but this study was designed to show the potency of this super juice. The study found that 69% of participants experienced a decrease in systolic blood pressure at some point during the intervention, with 57% experiencing a consistent decrease (ii). The study also found that 89% displayed an increased antioxidant capacity in their urine after 14 days of drinking PomeGreat Pure (iii), a new 100% pure pomegranate juice.

The study was conducted by Queen Margaret University’s fourth year nutrition students Kirsty Davis and Fiona Mounter and was supervised by Dr. Emad Al-Dujaili, Senior Lecturer in Biochemistry who said: “Consumption of the PomeGreat Pure juice has a potential in reducing systolic blood pressure. In a pilot study in healthy volunteers, about 70% of those who consumed half a litre of the juice for 2 weeks showed a reduction in their systolic blood pressure by 3-7mm Hg."

The students secured samples of PomeGreat Pure to conduct the trial, which required volunteers to drink 500ml of the juice a day. Blood pressure was taken alongside other indicators like weight, waist ratio and body mass index throughout the trial. It is thought that the blood pressure lowering benefits of pomegranates are due to the direct action of its active phenolic compounds plus the juice’s superior antioxidant properties (iv) which are three times greater than cranberry juice, red wine and green tea (v).

The blood pressure trial is the first using PomeGreat to take place under Dr. Al-Dujaili’s supervision and looks set be the first of a number of trials to test the juice on a range of health issues.

Further trials can be tracked on the PomeGreat website at www.pomegreat.com.

For further information about the trial or PomeGreat, please contact Vicky Stoakes at Indigo Cow PR on 01273 773 516 / 07747 534 519 / Vicky@indigocow.com

Notes to editors:

(i) 19 healthy volunteers completed the trial in two weeks and blood pressure, BMI and waist circumference were tracked alongside total phenolic content in urine and saliva before and after the intervention and antioxidant capacity of urine and saliva before and after the intervention

(ii) For each heartbeat, blood pressure varies between systolic and diastolic pressures. Systolic pressure is peak pressure in the arteries, which occurs near the end of the cardiac cycle when the ventricles are contracting. Diastolic pressure is minimum pressure in the arteries, which occurs near the beginning of the cardiac cycle when the ventricles are filled with blood.

(iii) PomeGreat Pure is the newest addition to the PomeGreat range of juice drinks and is available in a 500ml bottle with an RRP of £3.29. The juice can be found in the chiller cabinet of all Waitrose stores, many independent stores and health food retailers.  It contains 100% pure pomegranate juice.

(iv) Aviram et al 2000; Gil et al 2000.  Oxidative stress is a major contributor to cardiovascular disease as reactive oxygen species contribute to endothelium-dependent contraction and to increased vascular resistance.  The high antioxidant capacity of pomegranate juice could neutralize oxidative damage and restore endothelial function and therefore reduce blood pressure, Kitiyakara and Wilcox 1998.

(v) Aviram et al, 2002. The Lipid Research Laboratory, Technion Faculty of Medicine, The Rappaport Family Institute for Research in the Medical Sciences and Rambam Medical Center, Haifa, Israel.

 

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