Until quite recently, rosemary has been seen primarily as a food flavouring. But with the emergence of new deodorising methods, it is increasingly possible to tap the herb for its antioxidant and functional properties without compromising the sensory characteristics of the end product. The new SyneRox formulation is claimed to be the first shelf life-extending product aimed at chilled pâtés, which do not tend to retain sensory properties for very long because of their high fat content - typically between 30 and 40 per cent. Vitiva CEO Ohad Cohen told FoodNavigator.com that the new formulation was developed in response to a specific request from a customer that wanted to extend the shelf life of its products beyond two days. He said that the new formulation has proven to be highly efficient in protecting pâtés from unwanted odour, taste and colour, and shelf-life can now be up to three times as long. "Usually, fresh pâtés are made for immediate consumption and are prone to rancidity. Our R&D team has succeeded in overcoming this challenge and in providing an excellent solution." The name SyneRox is derived from the words 'synergy', 'rosemary' and 'antioxidants'. The new formulation combines rosemary with other synergistic ingredients, but Cohen said that the identity of these ingredients is a closely guarded secret. In January the company introduced another formulation under the SyneRox line to protect sensitive polyunsaturated fatty acids from degradation during processing and storage. This version is marketed largely on a cleaner label angle, since it can be used instead of synthetic alternatives including butylated hydroxyanisole (BHA), butylated hydroxytoluene (BHT), and propyl gallate, which have upper safe limits associated with them. Although both versions of SyneRox are rosemary-based, Cohen said that they are "completely different". Vitiva has also targeted the meat ingredients market with its VivOx line, with uses including acting as a natural microbial agent for processed chicken and other poultry products. Formulations in the VivOx line are made up mostly of carnosic acid combined with other polyphenols. They retain some mild rosemary odour and flavour. Likewise, the Inolens range is carnosic acid and antioxidant-based, but the bitterness is considerably reduced and the rosemary flavour and odour are much milder. Cohen said that Inolens effectively opened the door to new applications for rosemary that would previously have been unworkable, including omega oils and chocolate. Vitiva's other two rosemary extract lines are Ursole, primarily for cosmetic uses, and AquaRox, a water-soluble extract rich in rosmarinic acid that is mainly aimed at supplements and nutraceuticals.