Fabuless from DSM Enjoys Asian Success

These launches demonstrate the global appeal of Fabuless and are the commercial reflection of consumer research carried out earlier this year to determine interest and demand for the product in this region.

25/11/08 The international success of Fabuless, DSM’s revolutionary weight management ingredient, continues with news that it is the key ingredient in a number of retail concepts now available in the Asia-Pacific region. These launches demonstrate the global appeal of Fabuless and are the commercial reflection of consumer research carried out earlier this year to determine interest and demand for the product in this region.

Four new products have been introduced to the Asian market this year. They include SlimOne, a 100% natural dietary supplement from Vietnamese company, Dong A Pharma. SlimOne has been specifically developed to support those looking to control their weight, helping them to feel fuller for longer. Smart Conscious, from Monage Co, is available online in Japan and claims to enable consumers to change their lifestyle without going on a diet. The Taiwanese can now purchase FrenchWise, a dietary supplement which helps prevent the yo-yo diet effect, allowing consumers to eat less in a safe and natural way. The Australian product, Aliten, from Novogen, is positioned as a weight management solution; consumers can eat less from the first dose and so promote a positive approach to weight control.

Emily Tellers, product manager Fabuless, commented: “These latest launches highlight manufacturers’ confidence in Fabuless in Asia. With its clinically proven efficacy which substantiates the claims that it helps consumers eat less, Fabuless enables manufacturers to offer a clear point of differentiation with their products. Demand for effective weight management concepts is growing significantly in the Asia-Pacific region thanks to the area’s rapid economic development and the shift from an active, agricultural lifestyle to a sedentary, urban lifestyle.

Encouraging results from recent independent consumer research means we can be even more confident of continued commercial success in this area. This study, commissioned by DSM, evaluated the effectiveness, overall appeal and purchase intent of products containing Fabuless among male and female respondents aged between 25 and 45. The feedback was positive, with Fabuless perceived as highly effective at controlling snacking and respondents revealing a high purchase intent for Fabuless-enriched products.”

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.