Commercial Success for DSM’s Fabuless

30/05/08 Fabuless, the successful weight management ingredient from DSM, proven to increase the feeling of satiety, has been selected as the key ingredient in SlimShots, an exciting, new sugar-free supplement shot on the U.S. market. This latest introduction follows a number of commercial successes worldwide for Fabuless and signals its strong position in the global weight management market.

SlimShots, marketed by IdeaVillage, is available in .32 oz mini-shots, contains just 20 calories and comes in a great-tasting vanilla flavor. SlimShots is an ideal complement to a balanced diet and sustainable weight management program. It can be consumed on its own or mixed with other products, such as coffee, yogurt, shakes and cereal. Clinical studies on Fabuless have demonstrated that hunger feelings are reduced and calorie management is improved. Fabuless starts to work within a few hours; triggering the body’s natural appetite control mechanism and inducing the feeling of satiety.

Recent independent consumer research has highlighted appetite reduction as an appealing weight management product claim. Fabuless provides proven appetite reduction capabilities. It helps consumers meet the challenges of improving weight maintenance and reducing food intake.

Frank DeJianne, Senior Marketing Manager for Fabuless in North America, said, “Fabuless has already experienced commercial success in Europe and we believe the launch in North America further demonstrates its widespread consumer appeal. 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 an innovative combination of oat oil and palm oil (both naturally occurring dietary lipids) that is formulated in a unique and stable emulsion. Its microstructure prevents the digestion of palm oil droplets until relatively deep in the small intestine. Because undigested fat arriving in the ileum (the latter part of the small intestine) triggers an 'appetite satisfied' signal to the brain, consumers feel no need to take in more calories, can eat less and still feel satisfied.