Satiety ingredient to reach new European markets

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Satiety ingredient to reach new European markets

By Dominique Patton

http://www.foodnavigator.com/news/ng.asp?n=62775 & m=1fne926 & c=xeiqgoegavfxtla

26/09/2005 - An emulsion of common plant oils that makes consumers feel

full will be offered by new companies in Europe in coming months as they

seek to benefit from the strong demand slimming products.

Called Olibra, the ingredient is expected to be popular with both food

and supplement makers as it is made from commonly used foods – palm oil

and oats. This gives it a significant advantage over new ingredients

that must first be put through safety tests.

Unlike other weight loss products, the ingredient does not actually

reduce weight gain but is said to make consumers less likely to overeat.

This effect has been shown in clinical studies, with one demonstrating

that when replacing milk fat, the ingredient can lead to a 20-30 per

cent reduction in caloric intake at subsequent meals.

Among the new customers convinced of the potential of the ingredient

made by Sweden's Lipid Technologies Provider (LTP) are French company

Physcience Laboratory, which will be the first to launch Olibra as a

supplement in Europe.

The product will reach its home market in November, just in time for the

post-Christmas slimming season, followed by a launch in Belgium.

Both countries have rapidly growing slimming supplement sales. The

French market for slimming products reached €123 million in 2004, 28 per

cent of the country's total supplements sales, and has seen growth of 22

per cent over the prior year, says the trade association Syndicat de la

Dietetique et des Complements Alimentaires.

Slimming products in Belgium are growing from a small base to a retail

value of €29 million in 2004, or 14 per cent over the prior year,

according to figures from Euromonitor.

Olibra is already offered in supplement form by the leading US retailer

GNC in its 4,500 stores. The satiety ingredient is produced by LTP and

packaged as a 7.5g single dose ‘mini-shot', which is then distributed by

the retailer under its brandname ‘Total Lean Reduce'. The supplement can

be added to normal food at breakfast and/or lunch, or taken alone as a

single shot.

n Quick, managing director of LTP, declined to reveal how much

ingredient was being sold in the US but said “we are shipping quite

large quantities to the US each month”.

Olibra has also been launched in a drinking yoghurt in Italy and is

expected to reach the Nordic countries in other food products by the end

of this year, added Quick.

" The number of companies working with the ingredient for food products

is increasing, " he told NutraIngredients.com.

" We expect things to really increase volume-wise next spring. "

He added that in the long-run, the food market will be bigger than the

supplements market.

Japan and southeast Asia will also be targeted.

--

ne Holden, MS, RD < fivestar@... >

" Ask the Parkinson Dietitian " http://www.parkinson.org/

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