Market Overview

ellura™, the Only Cranberry Product on the Market Containing the Clinically Proven Effective Dosage of 36mg PACs, Assesses the Cochrane Review


Study illustrates the need of cranberry dosing standardization for efficacy

Atlanta, GA (PRWEB) October 24, 2012

ellura (, the only dietary supplement on the market that is clinically proven to have the required dose of cranberry juice PAC to promote a clean urinary tract, issues today a response to the 2012 Cochrane Review.

“The ellura team applauds the Cochrane Review of cranberries for preventing urinary tract infections, which we believe fairly represents the connection between various cranberry products and urinary tract health,” says Terri Jackson Wade, CEO of Trōphikōs, the company that markets ellura in the U.S. “The key message from the Cochrane Review is that, while there is clinical proof that cranberries contain the anti-adhesion ingredient called PACs which can prevent UTIs, most cranberry products, including juices, do not contain enough of the PACs to be effective. The exception is cranberry tablets and capsules that contain the clinically proven 36mg PACs, and that are standardized by the validated measurement BL-DMAC. This is the rationale behind our product ellura.”

ellura is a natural cranberry supplement that helps to avoid the cycle of suffering and chronic antibiotic use associated with recurring UTIs by maintaining a clean urinary tract. ellura is the only product that contains the clinically proven 36mg PAC (proanthocyanidins) in one daily capsule to flush bacteria from the urinary tract and is the only cranberry supplement available in the U.S. that meets the standards of the French FDA (ANSES) health claim, the only issued nutritional health claim for cranberry worldwide.

ellura's executive team reports some points for clarification found in the Cochrane findings:

  • In the majority of clinical studies that used “tablets and capsules”, the “cranberry powders” were insufficiently or wrongly characterized because the standard BL-DMAC method was not used. The PAC content they reported, reproduced by Cochrane as an example of compliance, was incorrect. One study reports the measurement of only the “A-type” PACs in the “powder” which is at present scientifically impossible to measure.
Since the FDA does not regulate food supplements based on their active ingredient – in the case of cranberry PAC quantity and quality, many products contain cranberry presscake in which the active ingredient is much less expensive and offers less bioavailability. Amy Howell, PhD was misquoted in the following statement (pg 13): “Howell 2010 suggested that at least 36 mg of cranberry PAC equivalents is required to be effective, divided into two doses, one in the morning and one at night.” The correct dosing is one 36 mg PAC dose per day (in most patients). In a few more difficult patients 76 mg PAC may be needed. The reference to twice per day is regarding a 76 mg PAC dose given in the form of a 36 mg PAC dose in the morning and evening. Again, a 36 mg PAC dose is appropriate for most patients. Cranberry in its juice form currently cannot be recommended for the prevention of UTIs. “(Cochrane) not an acceptable conclusion even though the high dropout rate of up to 55% in many juice studies depends on the high daily quantity and the taste/sugar content of the cranberry drinks.” However, the failure to produce hard evidence is more often blamed on issues within the clinical research itself than on the cranberry juice, as uncharacterized, non-standardized ingredients are routinely used without application of the cranberry PAC science, resulting in products used that do not have sufficient bioactivity to be beneficial. This has led to inconclusive or poor results in many cases. Both 300 mL of 27% cranberry juice cocktail and one capsule of ellura (known as Urell in Europe) bring the same 36 mg of bioactive PACs/day measured by the same BL-DMAC method. Both have historically proven their efficiency for maintaining urinary tract health by reducing uropathogenic bacterial adhesion. The strict prerequisites in terms of characterization and appropriate measurement and dosing of cranberry PACs should be followed, so additional funding for cranberry research will be well-spent and contribute to more successful results for cranberry usage with urinary tract health.


“The ellura team is passionate about the promise of prevention for millions of Americans who suffer from UTIs,” says Jackson Wade. “We plan to continue the march with additional clinical studies that show how ellura, with its 36mg PAC, is changing lives around the globe.”

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