The ingredient Coll2, rich in biologically active type II collagen and glycosamino glycan (GAG), is prepared by a patented process and is intended for both supplements and functional foods. "We are extremely excited to launch Coll2 at this year's Vitafoods exhibition in Geneva," said Crag McIntosh, CEO, Waitaki Biosciences. "Scientific trials have demonstrated the effectiveness of Coll2 both when used to decrease wrinkles and to reduce skin inflammation - key cosmeceutical applications." A recent study by Kline & Company valued the global market for what it terms 'nutricosmetics', supplements aimed at outward appearance, at $1bn. The company forecasts that the market is set to double over the next five years. To date, the trend has been more marked in Europe and Japan, with the North American market not catching on at the same pace. The collagen ingredient is sourced purely in New Zealand and contains between 55 and 65 per cent type II collagen and 12 to 15 per cent GAG, mostly in the form of chondroitin sulphate. Steve Caulton, Waitaki's regional export manager for North America and Europe, told NutraIngredients.com in that while other type II collagens are available to formulators, the Waitaki ingredient has the advantage of being sourced in New Zealand - a BSE-free country. "Formulators can be confident that they are getting a natural ingredient from one of the world's cleanest, safest sources," added McIntosh. Caulton also said that the patented process produces an ingredient with long collagen chains similar to those found naturally in cartilage. The company is launching the ingredient simultaneously into the growing joint health market, and with Caulter highlighting its potential use in health drinks. This strategy would tap into a growing trend to put joint health ingredients into beverages. Mintel analyst Carla Ogaia told NutraIngredients.com last year that the beverage format could work well for joint health based on the success of a number of heart health beverages launched recently. The time may have come for the next big thing and joint health is a possible contender, she believes. Ogaia said that there may also be growth potential for joint health foods. But new functional products are usually initially produced in a liquid format, as demonstrated by the probiotic drinks market. Liquid products appeal to consumers as they are easier to take and more portable.