Biovelop’s Promoat attracts global interest
That's according to David Peters, Biovelop head of sales and marketing. After the launch of the first UK product to contain PromOat, Marks & Spencer (M&S) Super Juice, in January Biovelop is talking to other beverage and smoothie makers. "This concept has attracted interest in developing a whole line of healthy foods from M&S-style retailers," said Peters.
Biovelop aims to launch jointly branded products under PromOat and retailers' own-labels.
It was also appealing to mayonnaise processors, he added. "It's a very powerful functional ingredient, a very strong water binder that you can use to make an emulsion as a base for mayonnaise and dips. It gives the lovely mouthfeel of a full fat product without fat."
It could be used to make low fat hotdogs and soups, he said.
The first products should hit shelves by mid 2011, said Peters. "We're working on products in the US, Asia and Europe. I couldn't place a bet on which would launch first. We have seen a lot of interest in the US, because there's pressure on big food companies there to address healthy eating in the light of the obesity problem."
He said interest in PromOat had been fuelled by the European Food Safety Authority's endorsement of the health claim 'Oat beta-glucan has been shown to lower/reduce blood cholesterol. Blood cholesterol lowering may reduce the risk of heart disease.'
He said meeting demand was a challenge, but was confident European capacity could cope, adding: "We're ready to press the button on a new facility in the US."
