Forbes MediTech and Fayrefield form new company for Europe
reaffirmed its commitment to building the European market by
forming a new company to distribute cholesterol-lowering foods
direct to retailers, in collaboration with Fayrefield Foods.
The new company, to be known as Forbes Fayrefield, is born out of a series of successful collaborations between the two companies since 2004, when they signed a supply agreement for Forbes' Reducol ingredient. Fayrefield has since formulated private label products using Reducol for leading supermarkets Tesco in the UK and Albert Heijn in the Netherlands.
Reducol-containing ingredients are also available in Kesko stores in Finland.
Last month Fayrefield announced the launch of a cheddar-like cheese product containing Reducol, under its own Heartfelt brand. Chris Swire, commercial director of Fayrefield told NutraIngredients.com that the company plans to build acceptance of this radical concept and build some momentum behind it before it is included in any private label ranges.
However the new venture, of which Forbes owns 51 per cent and Fayrefield 49 per cent, excludes existing UK customers with respect to yoghurt, yoghurt drinks, margarine, milk and milk-based products, and any products under the Heartfelt brand.
Charles Butt, president and CEO of Forbes MediTech, said: "With multiple product launches and marketing opportunities in continental Europe, the new venture is well-positioned to reach retailers looking for healthier alternatives to existing branded products.
"The strength of Forbes' product innovation and ongoing development combined with Fayrefield's experience in retail chain distribution will be a tremendous asset for reaching new customers."
Studies on the ingredient suggest that consuming the daily recommended amount of Reducol, on top of a healthy diet, can help lower cholesterol by up to 24 per cent.
