Wellington
Before Somnaceutics Ltd., the original developer of a milk-based sleep enhancer, carried outclinical trials in 2007, its founding scientists looked at a whole group of milk peptides and theirbioactive properties.
"We didn't initially set out to identify a sleep product," says Guy Wills, former chief executiveof Somnaceutics, the original commercialising entity, which late last year was acquired by healthand wellness products manufacturer New Image Group . "Thesleep product was a consequence of work we did when we found that if we carried out an enrichmentprocess, the product had a calming effect."
This was validated by clinical and market trials, and the decision was made to scale upproduction.
"The beauty of the product and process is that it is natural, and no more demanding thanestablished milk pasteurisation," he says. "It was something we could introduce into standard dairyprocessing environments."
About 10-12% of the national dairy herd has the desired sleep-inducing peptide, and the companyhas created sub-herd farmer partners to supply the raw material.
"The way the product is processed along with the additives, accelerates a natural process thatenhances its protein profile," Wills says.
Its intellectual property (and patents) is around the special milk and the processing, which "isvery difficult to copy," he says.
He strongly advises any other entrepreneurs looking at the pharmaceutical/nutriceutical market todevelop from a 'investment ready' point of view.
NZTE has an extremely useful
"If you do that thinking pre-concept, before you start your research, you're much better off," hesays.
"You're much better doing it then rather than going too far down the track."
The New Image Group is also very open to engaging with others on any research on bioactiveproducts, "early on, before you slip up," he says.
"That way you'll be able to hit the ground running, and be able to market through our channels.
"At the end of the day, I believe we need to think of New Zealand as one team and look to be in apremium, differentiated space that provides a sustainable competitive advantage," he says. "Then we can move up the value chain and get our fair share from what we do best."