DSM debuts Fabuless in North America

By Shane Starling

- Last updated on GMT

Related tags North america Nutrition

DSM Nutritional Products has taken its clinically-backed, branded
weight management ingredient, Fabuless, into the US for the first
time in a one-shot drink.

The ingredient that is derived from oat and palm oil, has been formulated into SlimShots, a 0.32oz vanilla-flavored mini-shot.

The SlimShots brand name has been on sale in a number of European markets for several years as well as New Zealand, Australia and other Asian markets but these are not related to the US launch.

The products are marketed by a US company called IdeaVillage and are available in specialty outlets as well as general retail outlets like supermarkets.

Global brand manager for Fabuless, Jörgen Quick, said DSM had waited to partner with the "right party" before entering the world's biggest market for weight loss products.

The ingredient is present in similar products in about 20 markets and is represented on every continent, he said.

"Now that we have launched in the US we expect further launches will follow and we are working with selected parties toward this," he told NutraIngredients.com.

"SlimShots is a dietary supplement form but we are increasingly targeting Fabuless at other food categories such as dairy products."

Although SlimShots is designed to be used in a similar way to a dietary supplement, it could be mixed into foods such as coffee, yogurt, shakes and cereals.

Quick emphasized that Fabuless is increasingly being incorporated into food and beverage products such as drinking yogurts.

The most popular product containing Fabuless is Optimel Control, a 100ml drinking yogurt made by Dutch dairy giant, Campina that is performing well in Germany and the Netherlands and has been launched in Russia.

It is similarly ambitious for SlimShots to achieve significant market share in the booming weight management sector estimated to be valued at about $4.65bn in the US alone.

"Fabuless has already experienced commercial success in Europe and we believe the launch in North America further demonstrates its widespread consumer appeal," said Frank DeJianne, senior marketing manager for Fabuless in North America.

"DSM will continue to invest in new Fabuless flavors and applications to help customers solidify their brand positioning with the consumer, while exploring additional opportunities in the functional foods marketplace."

Fabuless is marketed on its ability to reduce feelings of hunger and therefore aid in calorie management.

It works by coating oat and palm oil so that digestion does not occur until the droplets are deep in the small intestine.

This undigested fat, says DSM, triggers an 'appetite satisfied' signal in the brain.

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