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 

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More information:

Hamish Thompson - 07702 684290 - e:

Tracey Harrison - e:

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.

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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: or follow us on Twitter @pomegreat.

For more information:

Tracey Harrison

+44 (0)7708 044671

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. 

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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).

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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, or fo,llow us on Twitter @pomegreat

More information:

Hamish Thompson
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
t: 07702 684290


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 and for Children in Crisis visit

For further information about pomegreat and its partnership with Children in Crisis, please contact Karina Aguirre or Vicky Stoakes 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 / 020 7627 1040.


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


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

For further information about pomegreat, please contact:
Karina Aguirre:
or Vicky Stoakes:
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.


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