Regional opportunity: Singapore distributor banking on clinical trial evidence to drive growth of Japanese King Agaricus brand
Manufactured by Japanese firm Toei Shinyaku, King Agaricus 100 is a supplement that claims to improve immunity, help mitigate the side effects of chemotherapy, and aid in liver and heart health.
The product is based on the KA21 strain of the Agaricus blazei mushroom.
Singapore distributor Inspire Healthcare said it caught its attention due to its clinical research.
“Cancer is on the rise, and our team thought that it was a good opportunity. It was also a product backed by 32 clinical papers with 25 years of research behind it. Not many supplements have such an extensive number of clinical trials behind it.
“For drugs, it’s a totally different story altogether. Big Pharma spends billions of dollars for drug research. But for supplements to do so many clinical trials, it really suggests something and implies that a product works. So, we took the product upon Inspire Healthcare,” Maddy Ho, account manager, told NutraIngredients-Asia.
Evidence-based approach
The Singapore team now wants to put King Agaricus 100 to test among cancer patients who are on chemotherapy. It is planning to work with local oncologists to weave in King Agaricus 100 in to their cancer management regimes.
“I know there are some oncologists who use supplements like calcium and vitamin D in their practice. We wanted more solid evidence and a firm stand to back up King Agaricus 100, especially locally. When we join hands with the doctors, they’re more likely to lean towards using King Agaricus 100,” she added.
It is currently collaborating with the cancer unit of a healthcare institution on a clinical trial, which is due to be concluded by the end of the year.
It then hopes to drive exports across South East Asia and China. Ho explained the importance of Singapore’s positioning in its export ambitions: “For South East Asia, people always look to Singapore as it is a first-world country.
“In the medical space, doctors here are looked up upon by our regional neighbours. So, the trials are very crucial for King Agaricus 100 to be successful in these markets around us. We’re looking at Indonesia, Philippines, Thailand, as well as Malaysia.”
Other product formats
While the clinical research is still in the preliminary stage, Inspire Healthcare highlighted its ambitions to incorporate the King Agaricus 100 formula into other product formats, such as soups, porridge and ready-to-eat (RTE) meals.
“When we successfully launch King Agaricus 100, we will look at other products. Can we work with our other subsidiaries in R&D to incorporate King Agaricus 100 into food? Like acai berries, it is a super food. We want to position King Agaricus 100 as a superfood, which you can incorporate into your everyday diet.”
