Campina targets appetite control with Fabuless deal
this week after ingredients firm DSM signed a deal to put its
Fabuless satiety product into a new Optimel dairy drink from
Campina.
Campina, one of Europe's largest dairy firms, has used Fabuless to develop Optimel Control, a one shot dairy drink aimed at weight conscious consumers in the Netherlands.
The launch is another success for Fabuless and shows how weight management through appetite control is moving closer to mainstream health and wellness trends.
Fabuless, a combination of oat and palm oils, works by preventing the digestion of palm oil droplets until relatively deep in the small intestine. Undigested fat arriving in this part of the small intestine, known as the ileum, triggers an 'appetite satisfied' signal to the brain.
Lucas Hendrikse, director for DSM's dairy ingredients division, said: "Research has shown that straight-forward and effective weight management is a key requirement for modern consumers. By incorporating Fabuless into its new Optimel Control shot drink, Campina can offer a delicious product that helps consumers to manage their calorie intake easily and efficiently."
Four studies conducted at the University of Ulster have indicated that the ingredient reduces in calorie intake at subsequent meals by between 12.5 to 29 percent, with effects lasting more than eight hours.
DSM's Fabuless deal with Campina follows others in Italy and Portugal. The ingredient is also sold in supplement form in the US, France, Spain and Scandinavia.
Hendrikse recently told DairyReporter.com the group was looking to expand Fabuless into new markets in the near future, potentially helping more dairy companies to improve their position in added value markets.
"In new functional products, our company is focused on substantiated [health] claims to help companies to raise the value of their products."
Consumer education will also be key in getting products like Fabuless further into the mainstream.
DSM has a consumer-oriented website explaining how Fabuless can help people 'resist temptation', and was conducting consumer research to ascertain their understanding of this, the firm told DairyReporter sister site, NutraIngredients.com, at the recent HIE show in Germany.
The group has also divided its dairy ingredients business into two categories, one for added value and one for efficiency, to better communicate its portfolio to food firms.
