Joint pain continues to emerge as one of the most debilitating conditions among Australia’s aging population but that can now be addressed with superfoods company LiveVerdure’s (ASX: LV1) latest product TheraJoint+, turmeric capsules that have been approved by Australia’s Therapeutic Goods Association (TGA).

TheraJoint+ is part of LiveVerdure’s 13 Seeds brand and is the brand’s first product to receive TGA approval, enabling the Company to market the health benefits of the capsules.

Although turmeric is already present across spice and herb cupboards around the country, it also possesses anti-inflammatory properties that results in reduced pain and joint discomfort. The herb has been used for hundreds of years in both Western and herbal medicine and is also known in health circles as a digestive aid.

Sales of TheraJoint+ have already commenced under LiveVerdure’s direct-to-consumer (DTC) strategy which retains high margins by cutting out distributors such as pharmacies and supermarkets.

“LV1 is actively working towards becoming a leading DTC health and wellness brand by delivering exceptional products at affordable prices straight to consumers,” said LiveVerdure Managing Director, Ran Vaingold.

“When LV1 commenced R&D on a new product, once again we turned to the best market research resources one can find – our existing database of loyal customers. With over 40,000 people within our reach, we listened to their concerns and in turn developed TheraJoint+, an exciting and effective product that more than meets their needs.”

Developed in response to their own market research, LiveVerdure created TheraJoint+ in consultation with some of Australia’s top pharmaceutical scientists. According to the company, the highly potent supplement is 3 to 5 times more powerful than the average turmeric supplement currently on the market.

Beyond marketing to their existing customers, LiveVerdure intends to list TheraJoint+ on the Amazon US and Amazon Australia marketplaces shortly. The Company expects to see significant growth in the market for products like TheraJoint+ in coming years. This will be driven by its inherent anti-cancer, antioxidant, and anti-inflammatory properties, which they expect will result in wider adoption of turmeric in health and wellbeing.