DSM Acquires CreaNutrition Oat Beta Glucan Brand

Following the certification of the cholesterol-reducing effect of OatWell oat beta-glucan by the European Food Safety Authority (EFSA) in 2011, the sale of the OatWell oat beta-glucan brand’s exclusive legal marketing rights to DSM is a further milestone in the history of SOF and CreaNutrition.

20 Dec 2012 --- CreaNutrition and Swedish Oat Fiber (SOF) have announced that DSM Nutritional Products will take over the distributorship rights for the OatWell oat beta glucan ingredients and as well acquire the OatWell brand from SOF for an undisclosed sum. The deal is effective as of January 1, 2013 and includes provisions that DSM will assume the sales, marketing, regulatory and all other related commercial activities outside the Nordic region from CreaNutrition, the subsidiary of SOF that is currently responsible for these activities. SOF will enhance focus on production of OatWell products at their dedicated plant in Bua, Sweden.

Following the certification of the cholesterol-reducing effect of OatWell oat beta-glucan by the European Food Safety Authority (EFSA) in 2011, the sale of the OatWell oat beta-glucan brand’s exclusive legal marketing rights to DSM is a further milestone in the history of SOF and CreaNutrition.

“This is the first time that DSM is entering the fiber business. OatWell is a well recognized brand, particularly in Europe and North America and even in Asia and Australasia. We are by far the number one oat beta glucan brand in the worldwide market,” Ruedi Duss at CreaNutrition told FoodIngredientsFirst. Duss pointed branding efforts from Migros (Switzerland), at www.friendoatwell.com as a good example of successful branding with Oatwell.

"We are excited by the prospect of partnering with DSM Nutritional Products and broadening the market for OatWell ingredients. DSM will be able to utilise its global market reach, technology base and application skills to channel and accelerate the growth of our OatWell product portfolio. The agreement strengthens the position of OatWell as the market leading ingredient brand of oat beta-glucan. DSM will provide our customers more choice and flexibility in creating new food, beverage and dietary supplement formulas for their brands," the company reported.

The CreaNutrition team of Ruedi Duss and Adrian Meyer will be integrated into DSM’s organisation as of 1 January 2013. CreaNutrition reported in a statement that “An account manager from DSM will contact you in the next few weeks to answer any questions that you may have in terms of the day-to-day business.”

OatWell products are sold around the world to food and beverage manufacturers and dietary supplement producers who wish to add the health benefits of oat beta glucan to their products. OatWell oat beta glucan has clinically proven health benefits in the areas of cholesterol reduction, blood glucose control and general gastrointestinal health. The EFSA (Article 14.) and the FDA are among the major health authorities that have approved beta glucan for cholesterol reduction and the associated reduced risk of developing heart disease.

“We are very excited by the prospect of partnering with DSM Nutritional Products to broadening the market for OatWell ingredients. This collaboration allows both partners to focus on their respective areas of related expertise,” said Åke Andersson, CEO of Swedish Oat Fiber.
 
“OatWell beta glucan is a great fit with our existing Health and Nutrition ingredient portfolio and compliments our extensive heart health solutions by providing our customers more choice and flexibility in creating new food, beverage and dietary supplement formulations for their brands,” said Will Black VP Marketing at DSM Nutritional Products.

Oat beta-glucan won positive opinions from the European Food Safety Authority (EFSA) and final EU Commission permitted health claims relating to lowering of serum cholesterol, lowering of postprandial blood glucose levels and improvement of bowel function.

EFSA recognises that not all dietary fibers provide the same physiological benefits.The EFSA opinions will aid physicians and other healthcare professionals in guiding individuals to make appropriate selections to increase dietary fibre in their diet. Oat beta-glucan is an ideal fibre to lower the risks of cardiovascular disease and metabolic syndrome because it helps lower cholesterol levels and control blood glucose levels. It is vital for health conscious people to select the right dietary fiber to deliver the desired health benefits. Proven to lower cholesterol for a healthy heart

Bioactive* oat beta-glucan has been proven to reduce blood cholesterol levels. High cholesterol is a risk factor in the development of coronary heart disease. This benefit is achieved with a daily intake of 3g bioactive oat beta-glucan and the claim can be used for foods with at least 1g.

Proven to reduce glycemic response reduced sugar level: The reduction of post-prandial glycaemic response relates to “carbohydrate metabolism and insulin sensitivity” which are critical in the management of impaired glucose tolerance, common in obesity. This benefit is achieved when products contain at least 4g of bioactive oat beta-glucan for each 30g of available carbohydrate per meal.

Improvement of bowel function promotes digestive health: Oats offer the unique combination both bioactive soluble and insoluble dietary fibre. The effect is “gut health” and refers to the improvement of bowel function which occurs with increasing faecal bulk. The benefit is achieved when a product contains at least 6g of oat grain fiber per 100g or 3g per 100 kcal.

Weight control: Studies with the specific outcome of weight and appetite control are currently examining the concept that bioactive oat beta-glucan can promote these positive outcomes. Studies show that a benefit is achieved with a daily intake of 3-4g bioactive oat beta-glucan.