The extract contains antioxidants more powerful than green tea, a common anti-ageing ingredient in cosmetics applications, according to the Auckland-based company Kiwifruit Extract Ventures (KEVL). "We discovered a range of powerful antioxidants in the undigested parts of the kiwifruit that appear to be many times more potent than green tea and equal to the most powerful antioxidant ingredients on the market today", said Spratt, CEO of the company. In addition, the company references studies that suggest the extract has other important beneficial effects on the skin. "Studies have shown that kiwifruit extract improves skin radiance, reduces the appearance of fine lines, and reduces the dark circles under the eyes", said Spratt. These antioxidant properties, in combination with a selection of essential fatty acids, make the extract perfect for an anti-ageing ingredient according to the company. Furthermore, the company claim the kiwi extract may hold real benefits for the skin both through topical application and oral use, adding to the growing number of beauty foods and nutraceutical supplements currently on the market. The extract is a relatively new addition to the skincare market, appearing in products that make anti-ageing or anti-oxidant claims; however product launches have been relatively small in number and stable over the past few years, according to Mintel's ingredients database. The New Zealand based company is currently developing a collection of kiwi extract based compounds and is reportedly in discussions with an international cosmetic company regarding a multi-year licensing agreement around recently filed patent applications for the extract. Previously, the company, created in 2006, has concentrated on the manufacturing and marketing of omega-3 oil extracted from the seed of the fruit. The seed oil extract contains high levels of omega-3 fatty acids in the form of alpha-linoleic acid, and provides a valuable vegetarian alternative to the more common fish derived sources of omega-3. The omega-3 extract has also proven popular with cosmetics companies both in Europe and the United states, with significant quantities having been sold to a well known French cosmetics company, according to KEVL. The extract may become increasingly popular in today's cosmetics market, as the current climate favours plant derived ingredients due to the ever growing trend for natural and organic product. Furthermore, the anti-ageing market is still looking strong with global sales standing at over $12bn in 2006 and predictions of 39.5 percent growth for the global market over the period 2006-2011, according to Euromonitor.