Israel-based Novel Creation has developed Maximum Red Alga, a dietary supplement that contains AstaPure 10% astaxanthin oleoresin. The liquid supplement is available in all pharmacies, drugstore chains and health food stores in Israel and will be launched in the U.S. and Europe in 2012. Maximum Red Alga was developed utilizing an advanced technology that enables oil-soluble ingredients, such as natural astaxanthin, to be incorporated into water-based formulations while keeping their natural properties and delivering their health benefits more effectively.