NOW CurcuFRESH™ Turmeric Named Botanical Product of the Year

July 18, 2018

nutra ingredients award logo thumbCurcuFRESH™, a minimally processed standardized curcumin juice powder with superior bioavailability from NOW®, was chosen as the Best Botanical Product of the Year in the inaugural NutraIngredients-USA awards presented July 17 in Chicago.

“We are delighted that the panel of independent judges chose CurcuFRESH out of all the nominees as the Botanical Product of the Year because we think it’s a remarkable breakthrough in delivering the benefits of curcumin,” said Leonid Ber, NOW Science & Nutrition Assistant Director, who was instrumental in the development of the unique product.

NOW and AKAY Flavours worked together to develop this solvent-free curcuminoid extract that is already naturally dispersed in its own matrix.

Dried turmeric root extracts are notorious for poor solubility and bioavailability, but CurcuFRESH is prepared using only fresh turmeric rhizome that is never dried or extracted using solvents. This process keeps curcumin in its native complexed form, leading to dramatically higher levels of beneficial, free, non-metabolized curcumin in the body, according to clinical studies.

The curcumin bioavailability of a single administration of CurcuFRESH was evaluated in human volunteers at doses 100, 250, and 1000 mg (containing 4.2, 10.5, and 42 mg curcumin, respectively), and was compared with curcumin bioavailability following supplementation with 95% curcuminoids extract ranging from 4.2 to 950 mg of curcumin.2 CurcuFRESH resulted in significantly higher free unconjugated curcumin plasma concentrations at all dose levels, compared to pure crystalline curcuminoids (p<0.05). More importantly, curcumin was detected in human plasma in unmetabolized, unconjugated, unglucuronated form. Following oral administration, curcumin normally undergoes extensive glucuronidation in the intestinal wall and in the liver. Glucuronated curcumin and curcuminoids have short elimination half-lives, and many beneficial properties of curcumin including the ability to penetrate blood-brain barrier are only attributed to its free form, and not to its glucuronated metabolites.3

There are two clinical trials using CurcuFRESH currently being conducted: one in middle-aged men with low-grade inflammation, and another one in the area of exercise recovery. Thus we can expect more exciting results from this unique formula demonstrating the health benefits of CurcuFRESH.

Available in 60 count Veg capsules (SRP $27.99) and in 2 oz powder (SRP $39.99).


  1. Lao CD, et al. BMC Complement Altern Med. 2006;6:10.
  2. Krishnakumar IM, et al. Journal of Functional Foods. 2015;17(0):55-65.
  3. Pal A, et al. Bioorg Med Chem. 2014;22(1):435-439.