26 Mar 2018 --- Arjuna Natural Ltd launches a high-potency, all-natural Ashwagandha extract: Shoden. Shoden is said to be made up of 35 percent glycowithanolides – the most active component of ashwagandha, which has been used in India for centuries to reduce anxiety and stress. Arjuna Natural Ltd states that this percent of glycowithanolides is high in comparison with similar products on the market.

Arjuna Natural Ltd claims to have developed a method of purification based on traditional Indian processes to extract alkaloids, which can be toxic, from the ashwagandha.

Ashwagandha
“Results following tests of Shoden in multiple trials at Arjuna’s R&D lab proved the ability of this gentle process to ensure a pure, safe-to-use ashwagandha,” says Benny Antony, PhD., Joint Managing Director for Arjuna. The activity of each product batch is guaranteed tested and confirmed by in vivo testing, he adds.

Arjuna Natural Ltd has announced their investment in several further clinical studies of Shoden at top research institutes, of which the results will become available in the coming months.

Innova Market Insights reports +18 percent average annual growth for new product launches featuring ashwagandha as an ingredient (Global, CAGR 2013-2017). In 2017, 59 percent of all new product launches tracked with ashwagandha as an ingredient were supplements, while 13 percent of all new product launches followed with ashwagandha were soft drinks, compared to just 4 percent in 2013. In 2017, 49 percent of all new product launches reported with ashwagandha as an ingredient featured an energy claim.

The repurposing of centuries-old herbs, plants, and medicines from the East is a familiar feat in the modern market, as demonstrated in the Innova Market Insight data.

The growing demand for clean label solutions offers a unique opportunity for botanical ingredients of Indian origin. These can be relayed to Western markets and for many offer a more natural preventative alternative to pharmaceutical solutions. Furthermore, Arjuna states that ashwagandha can be used not only in supplements but also in dairy drinks.

Natural alternatives to drugs appeal to consumer’s desire for natural and clean label products, which translate into the idea of natural and clean health.

NutritionInsight has previously reported on all-natural, Indian derived products from Arjuna, such as their high potency turmeric extract .

Arjuna Natural Ltd will be launching Shoden at Vitafoods in Geneva, this May.