The powder, first created in early 2007, is made with early black cranberries and so is rich in the flavonoids proanthocyanidin, LIH claims. One daily 'PACran softchew' is recommended by the company to support urinary tract health. The PACran powder is distributed in EU by Lallemand, under exclusive license from US based company Decas Botanical Synergies. Since its original launch last year, PACran has been used in supplements, beverages, snack bars and gum across Europe, but the new chews are the first cranberry product to be created specifically for the sweets market. "After the launch last year of cranberry functional chewing gum, PACran softchews represent another convenient and enjoyable alternative to deliver cranberry active ingredients," said company general manager Nicolai Jensen. Jensen explained the product was created because of the swift development of the functional and healthy confectionery market, which Euromonitor valued at $7.4bn (€5bn) in 2005 - 24 per cent of the total functional food market. "Indeed, the functional confectionery market is expected to drive the whole confectionery market," Jensen added. Cranberry extracts have long been espoused as a treatment for urinary tract problems, as several scientific studies, including one carried out by the American College of Nutrition in 2006, suggest that certain substances in the fruit can hinder bacteria from sticking to the lining of the bladder. The powder is also low in calories, and may reduce the E-coli bacteria in women, the company claims. The popularity of cranberries in food and supplements increased massively last year, and 900 products were launched with the berry as an ingredient compared to 54 the year before, according to market analysts Mintel. The US is currently dominating the market, where the number of functional cranberry product launches increased from 16 to 270 in 2007. Europe and the rest of the world saw a rise from 9 to 176 launches. Leading the way in the bloc was the UK, followed by France, Sweden and Japan, the analysts added. Cranberry is not the only functional ingredient proving popular with confectioners, however, many of who are turning to "superfruits". These ingredients often have high antioxidant levels or nutrient content, and so help companies to dispel ideas that chocolate is an unhealthy and fatty food. According to a report from Global Business Insights, pomegranate, goji and grape will become increasingly prevalent this year, taking over from more traditional fruit additives such as strawberry and orange.
