August 29th, 2006 

MIRTOSELECT^® NEW LOGO CAMPAIGN
Another mark of quality introduced by Indena

Milan, August 29th, 2006 - Indena S.p.A., world leader in the identification, development and production of active principles derived from plants announces the filing of a new logo for its signature product Mirtoselect^®.

Commenting on the news, Christian Artaria Marketing Director of Indena noted that: "It was Indena which developed the bilberry extract containing 36% anthocyanins, also known as anthocyanosides, exclusively extracted from the Vaccinium myrtillus fruit. 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". 

Prices of wild fresh bilberry fruits, specifically of Vaccinium myrtillus, have doubled if compared to the 2004 harvest. This is due to a particularly hot and dry season, an increased demand from the food industry and growing consumer interest in the beneficial properties of these berries.

"In markets where uncontrollable natural forces have made prices skyrocket, there is the unfortunate risk of adulteration becoming more widespread. We can not change the market price of the fruit, but we have given our customers a validated tool to understand what they are buying and the new Mirtoselect^® logo will be perceived as the ultimate seal of Indena quality", says Christian Artaria

Last year, Indena validated an HPLC method that allows the identification and the direct quantification of all the bilberry anthocyanins both in plant material and in extracts. This method is able to identify unequivocally the botanical raw materials used for manufacturing and evaluating the composition of the extracts, making it possible to detect anthocyanin extracts produced from different plant materials and thus verify their consistency.

To learn more about the logo campaign visit www.mirtoselect.com

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Lorenzo Petracco lorenzo_petracco@cohnwolfe.com
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