Indena Files New Logo for Mirtoselect

MILAN, Italy—Indena S.p.A. filed a new logo for its Mirtoselect® bilberry extract. According to the company, rising prices for Vaccinium myrtillus—attributed to a hot, dry season and increased consumer and industry interest—are raising the possibility of adulteration; Indena’s move is to provide consumers a validated tool to understand the quality of its bilberry product. In 2005, Indena validated an HPLC method that allows the identification and direct quantification of all bilberry anthocyanins in both plant material and in extracts.

“Indena developed the bilberry extract containing 36 percent anthocyanins, also known as anthocyanosides, exclusively extracted from the Vaccinium myrtillus fruit,” said Christian Artaria, marketing director. “For this reason, Mirtoselect is already a well-known brand and many of our customers are already displaying it in their labels as a sign of quality. The new logo will make the product more distinctive and appealing, and is aimed to be a clear sign of assurance of the perfect consistency and quality of our product.”

For more information, visit www.indena.com or Booth #4053 at SupplySide West.