Scanvit next to add Reducol to milk drink
healthcare company will be the next firm to benefit from its
cholesterol-lowering plant sterols.
Forbes Medi-Tech said that Scanvit will use Reducol in its milk-based drinks.
"The Scandinavian market has demonstrated a strong preference forfunctional foods and Scanvit has the infrastructure to take advantageof such an opportunity," said Charles Butt, CEO of ForbesMedi-Tech.
Jukka Santavirta, the chairman of Scanvit, noted that Finland was one of the original sterol markets where products such as Benecol were launched.
"Reducol's clinically proven ability to lower cholesterol provides a distinct competitive advantage in one of the world's most well-developed functional foods market," she added.
Forbes will supply Reducol from its manufacturing joint venture, Phyto-Source, in Pasadena, Texas, while Scanvit will be responsible for the sale and marketing of Reducol as part of a product launch planned for early 2005.
Applications for additional food groups are expected to be filed before year-end, according to the company.
Earlier this month UK dairy foods company Fayrefield Foods became the first company to launch foods containing Reducol in the EU.
Fayrefield, which makes and exports both branded and private label dairy products throughout Europe, the Middle East and North America, said the product would attract extra interest because it is 'GM-free'.
The majority of plant sterol ingredients on the market are derived from soya but traditional sources of the crop, or GM-free varieties, are becoming increasingly difficult to source.
This has held back the use of sterols made by soy processors Cargill and ADM on the European market. Forbes' ingredient however is derived from by-products of the forestry industry.
Fayrefield's first product is due to reach the market during the first half of 2005.
The EU Commission granted novel foods approval for the use of Reducol in milk-based products earlier this month.