Taking the FODMAP Friendly Concept to European Markets
26 Nov 2015 | FODMAP Friendly
A diet low in FODMAPs is scientifically proven as an effective dietary therapy for Irritable Bowel Syndrome (IBS) and symptoms of an irritable bowel. A Low FODMAP Diet has also been proven to reduce symptoms of fatigue, lethargy and poor concentration. The trend started in Australia through a program and subsequent products from Sue Shepherd. But the branded product range is now being launched in Europe too under the “FOPMAPPED for you!” banner.
This is Rob Wires at Food Matters Live in London.
I'm here with Tim Martin from the certification program for FODMAP friendly.
Tim, what is, what is FODMAP and what, what is, what are low FODMAP foods?
FODMAPs, it's an acronym for fermentable oligosaccharides, disaccharides, monosaccharides, and polls.
They're poorly absorbed carbohydrates that lead to IBS type symptoms when they're malabsorbed in the in the gut.
OK, and this is a trend that really started in Australia, I researched and founded in Australia, down in Melbourne there.
And we've created a certification program which is registered worldwide.
It's the only program registered worldwide, that certifies packaged foods that are laboratory tested to be low in FODMAPs.
So for all those IBS type sufferers, they now are able to go to a supermarket and just look for the logo on products and purchase a product.
What's the key to formulating this type of product?
For the long range that you've created?
How have you gone about doing this?
Oh, obviously selecting products that are all low in FOD maps, and formulating them so that as a single serve in a serve when all mixed together, the levels of those FOD maps are below the scientific threshold levels and that the actual product tastes good.
It has to taste good.
If it doesn't taste good, then it's not palatable to anyone.
So what type of ingredients have you been using then to achieve that?
Range of special formulas in some of this, but look, we've got our pasta sauces, we've got our, our curry sauces, we've got our butter chickens, we've got a new one which is our sweet chili and Thai and lemongrass, and look, they're using, if I can say just products that are all low in FODMA that are formulated together, all natural type products, preservative free, and, good for.
Health and the range was originally launched in Australia, obviously, but now you're starting to look for expansion over here in Europe.
Can you explain a bit about this branding because this is a new launch now for you over here, the certification program or the brand the brand, the brand.
Yeah, the brand obviously new over here and it's got a fantastic acceptance while we've been across here.
People are looking at this convenience factor.
Without having to be able to have to go home and cook foods themselves by using their own raw ingredients to create something that's low in FODMAP, they now have a packaged food, and, consumers are just asking us, where can I buy it?
Where can I buy it?
Is there a consumer understanding of this concept?
Yes, it is, we've been totally surprised about how many people are aware of FODMAPs over here and how many people are actually on a low FODMAP diet.
I was in a seminar recently giving a presentation, and probably 90% of the room had heard of Fod maps and probably 20% of the room were on a diet low in FOD maps.
So it, , there's a huge demand here for products that are low in FODMA.
And when are you launching this range over here?
Hopefully very soon.
We're obviously working with a few distributors and they've obviously been contacted by a number of retailers that, , looking to get on board, so hopefully very soon.
Tim, thank you very much, my pleasure.
