Functional Food

Name:

Professor:

Institution:

Course:

Date:

Lipids, being fatty substance are not miscible with blood and thus remain within the circulatory system. They are needed by the body in small amounts for cellular metabolism thus different lipids are of different functions. Increased level of lipids in the blood stream (lipid elevation) leads to hyperlipidemia. The main categories of lipids in the body include cholesterol, phospholipids and triglycerides. Some of these are large molecules known as lipoproteins are transported in the body via the blood stream. (Low density lipoproteins and high density lipoproteins, LDL and HDL respectively.)

High levels of LDL cholesterol in the blood circulation lead to building up of adipocytes in the coronary blood vessels. The fat accumulates to such levels that there is narrowing of the vessels leading to high blood pressure. This condition makes the lumen of the heart vessels smaller in diameter and thus results in to a heart disease. Likewise the deposition may lead to hardening of the vascular system, a condition called atherosclerosis. This may lead to symptomatic characteristics such as heart attack or a fatal heart failure. (Michael Ian, G & James. A. T, 2007)

Recommendation on proper intake of lipids.

It is imperative to understand the dietary values and the effects of intake of the above mentioned protein types. In such consideration, so as to reduce the risk of cardiovascular diseases related to fatty foods, one should take more of the foods that contain HDL. HDL helps to clear up blood and reduce cholesterol circulatory levels. An individual should be aware of the blood cholesterol level recommendation for age their group so as to maintain the same and keep fit. Dietary options for fatty foods include monounsaturated fats such as olive oil peanuts and avocados. Nutritious diet helps you sustain a fit weight for a pleasing HDL reckoning. HDL lipids help to counter the body’s accumulation of cholesterol esters which are among the LDL group. The sources of HDL are majorly planted i.e. vegetables and fruits which are easily digested and incorporated in the body for metabolism. Animal lipoproteins are majorly LDL thus are not easily broken down in the cellular energy production. This means that intake of such proteins would lead to their amassing in the body blood circulation and notably in the coronary blood vessels leading to coronary thrombosis and other cardiovascular related defects. It is also advisable for a smoker to quit smoking since it will help to increase the level of HDL in the body. In case of severe conditions of hyperlipidemia, consulting a physician is of great importance.

Bioavailability: Phytosterols are important components of a diet and are not synthesized in the body thus they are obtained from foods such as such as fruits and vegetables. Some of these sources include: sunflower oil (which contains a relatively high amount), olive oil, beans and bananas, which are undoubtedly bio-available. Phytosterol may be obtained from these sources by solvent extraction as well as by molecular distillation after which they may be purified to manufacture pharmaceutical products in the extraction of the product; vegetable oils are treated with steam. The treatment is done in a vacuum pressure and this leads to formation of a by-product, deodorizer sludge. Such a procedure ensures that the finest phytosterol components are obtained for efficacy in the production of a drug.

The phytosterol is then acquired from the sludge by three step method. The sludge is first converted into liberated phytosterols through saponification: addition of a strong base under the influence of a catalyst. Esterification is then carried out on the free fatty acid, usually done by addition of methanol. Methanol is the most preferred since the methyl ester obtained is highly volatile. Phytosterol is then concentrated by physical crystallization, chemical extraction by means of use of a solvent or by both methods. (Christensen, J. A et al, 2004)

Employment of the mentioned procedure above ensures that the phytosterol achieved is of a high safety since the methods of extraction are of high quality and standard.

Efficacy and safety: A drug manufactured using phytosterol can be used to counter high cholesterol levels in the blood. Target markets for the drug would be hospitals, clinics, as well as individuals with elevated cholesterol levels. The appropriate brand name would be one that suggests its purpose, efficiency and reliability in comparison with already available products in the market. A good brand name would also help in easy identification of the drug thus consumers would easily identify with it.

Structure and physical property

Phytosterols inhibits cancer related to the ligaments of cooper of the female breasts and also stomach cancer. They attack the carcinogenic substances through nucleophilic reaction. i.e. back side attack. It is insoluble in water but soluble in organic substances thus able to dissolve in cholesterol to break down the adipose tissues. The diagram below shows a sample structure, it is similar to that of cholesterol, CHL.

Properties of anticancer ingredients: promote self programmed cell death, prevention of cancer cell growth and metastasis.

Rice is one of the most used foods in a large world’s population. After harvest, it is processed to attain its edible component as well as to improve its nutritional value. The preliminary processing techniques include drying the grain which ids dine to reduce the moisture substance of the grains. This may be achieved by passing it through heated air or by exposure to the natural sunshine. (HYPERLINK “http://www.google.co.ke/search?tbo=p&tbm=bks&q=inauthor:%22International+Rice+Research+Institute%22&source=gbs_metadata_r&cad=7″International Rice Research Institute,1999).

The dried gains are known as rough rice. Then hulls are then removed from the grains by a machine which rolls the grains between two sheets of metal after which the debris is removed by sifting. This process removes the kernel hulls and the un-hulled grains are separated from the rest and returned to finish the process. Milling is carried out and the bran layer of the grain is maintained thus most of the nutritional components of the rice are not lost.

To retain the nutrients within the grain during milling, white rice is sheered at high pressure so as to shift the mineral components and vitamins to from the bran stratum to the inner kernel. Already milled rice is soaked into a bath containing minerals and vitamins which form a cover on the grains. To enhance the milled rice with vitamin A, the bath mentioned above should contain the vitamin. The addition of the vitamin is done by a process called fortification and thus this improves the nutritional value of the milled rice.

Addition of vitamin A: is of importance since it helps to counter its deficiency in the diet. Such enhancement is done in Golden rice whereby beta-carotene content is added. In some cases, vitamin A may be increased by soaking the milled rice in vitamin A.

An appropriate name for an anti-cancer ingredient would be cancerphilic supplement. With this anticancer ingredient, the diner will be sure of no risk of fat related diseases. The ingredient meets the international standards of drugs and it will be incorporated in world market.

Product positioning and marketing

A new product in the market such as the cancer-philic supplement requires the producer to carry out the feasibility study of the market. The producer needs to understand that the new drug in the market may not outdo all other existing drugs but supposing the drug is effective, it takes a high rank in the market. The producer needs to focus on the points of differentiation between the new product and the already existing ones. These points of differentiation are strong points for the drug to sell out to the prospective consumers. They include a completely different brand name which is appealing and additional specification of improved counter cancer characteristics such as incorporation of new ingredients including vitamins and other components.

This would help the customers to give a solid reason as to why they prefer your product to other existing ones. It is of equal importance to evaluate the market through market research. In product positioning, the producer needs to conduct sell out segmentation and define the prospective market target and place the product in the correct space i.e whether the market would be economy, luxury or health. But for our case, the target is the health sector including clinics, public hospitals and private health centers. (Nieman, G. & Barber, J, 1998).

References

Michael Ian, G & James. A. T, (2007). Lipid Biochemistry: An Introduction: Chicago, Taylor & Francis.

Christensen, J. A et al,(2004). Encyclopedia of Health Psychology: New York, Springer.

International Rice Research Institute, (1999). Rice: Hunger Or Hope: New York, Int. Rice Res. Inst.

Nieman, G. & Barber, J, 1998, How to Franchise Your Own Business: Ohio, Juta and Company Ltd