our story

ellura has received traditional herbal medicine approvals worldwide

ellura is an approved Traditional Herbal Medicine with the indication: Used in the prevention of recurrent uncomplicated acute urinary tract infections (cystitis) in women.



South Africa
United Kingdom

cranberry origins

The choice of the cranberry-starting material is based on 15 years of experience with many cultivars and geographies. It takes into account the variety, extraction yield, PAC content, and Anti-Adhesion Activity (bioactivity), which are the main historical criteria.

chilean bogs

The cranberry bogs are located in the Patagonia Lake Region near Lanco, Chile. The proximity to the equator provides extended hours of intense solar exposure and a long growing season. The duration and intensity of sun exposure increases the potency, quantity, and quantity of the PAC. PAC production is a direct response to the sun. Less than 4% of the total annual cranberry production comes from Chile. The cranberry harvest is March-May following the hot Chilean summer, December – February.  The North American harvest is September – November following a much less intense summer. The Chilean bogs offer near-perfect acidic soil conditions for cranberry growth (pH 4.9-5.5).

medical grade formulation

Our complex, proprietary manufacturing process extracts high levels of A-type PAC from pure concentrate cranberry juice extract which allows the PAC in ellura to bind to the bacteria. Whole berry products and other products have little to no effect because the PAC in those products bind to the skin, seeds, and flesh of the berry instead of the bacteria.

monograph highlights importance of standardized cranberry supplements to initiate bacterial anti-adhesion

The American Herbal Pharmacopoeia (AHP) released a 96-page review for dietary supplements made from cranberry. Studies referenced in the monograph were conducted by leading authorities of all things cranberry and were initiated by Trophikos, the makers of ellura, and our European partners. These studies have shined a spotlight on the importance of standardized PAC (proanthocyanidins) in promoting bacterial anti-adhesion. ellura remains the only supplement in the U.S. standardized to the recommended 36 mg PAC delivered in one capsule and proven to reduce the adhesion of E.coli and other bacteria to the urinary tract wall – the first stage in development of a UTI. Click here for the UTI section of the monograph. For a copy of the complete monograph, please email [email protected].

the journey


French company Pharmatoka petitions AFSSA (the French food safety agency) to confirm that PAC (proanthocyanidins) can inhibit bacteria from sticking to the urinary tract – known as the anti-adhesion effect.

AFSSA issues a health claim based on studies using supplements with 36 mg PAC.


French DGCCRF (Directorate General for Competition, Consumer Affairs and Fraud Control) requires commercial products listing the claim to use the DMAC method [4-(dimethylamino) cinnamaldehyde] to measure PAC.


The French food safety agency (now called ANSES) reviews additional studies and reaffirms that cranberry supplements with 36 mg PAC perform as claimed.
Click here to learn more about the DMAC/A2 method now considered the gold standard in measuring PAC content.

global launch!

After the 2004 confirmation, Pharmatoka launches urell®, the only cranberry product to contain 36 mg PAC measured by DMAC/A2. Urell gains in popularity and is rolled out worldwide, entering the U.S. market as ellura in late 2010. Today, a rapidly growing base of physicians and patients all over the globe trust ellura to maintain a clean urinary tract.

measuring PAC

In the past, several measuring methods were used to quantify PAC (proanthocyanidins) in cranberry supplements. However, these methods factored in additional compounds within the cranberry. Scientific and government agencies sought for one validated and standardized measuring method and agreed on the DMAC/A2 assay method (dimethylamino/cinnamaldehyde), developed by Brunswick Laboratories, Southborough, MA. See the story at dmac-asso.org¹.

1″The dosage of cranberry proanthocyanidins (PACs) in food supplements: challenges and latest developments” by G. Haesaerts in: Phytothérapie (France), Springer-Verlag, August 2010.

The BL-DMAC method was published in 2010 after an international lab validation backed by the US cranberry industry, the Cranberry Marketing Committee of the USA (who financed the study) and the Cranberry Institute.