Exciting New Oil Shown to Help Control Weight
DECATUR, Ill., Dec. 3 /PRNewswire-FirstCall/ -- Archer Daniels Midland Company (NYSE: ADM) today announced the launch of Enova(TM) brand cooking oil -- a revolutionary new cooking oil clinically shown to help with the fight against body fat and obesity.
"Enova oil is an exciting and entirely new type of oil, the first and only cooking oil that can help millions of Americans with their struggle to maintain a healthy weight and fight obesity," said G. Allen Andreas, Chairman and Chief Executive. "It's also an example of ADM's corporate commitment to developing nature-based solutions for the pressing problems of the world."
The product will be marketed by ADM Kao LLC., a joint venture between ADM and the Kao Corporation of Japan formed in June 2001. Enova oil will initially be available in the Atlanta and Chicago metro regions, beginning as early as January 2003. To be sold in 20 oz. bottles through grocery and other retail food stores, the product has been the subject of much anticipation in the food industry.
Developed in Japan by Kao, Enova oil was introduced as Healthy Econa Cooking Oil in Japan in 1999. It has since become the best-selling oil in the Japanese market. More than 15 years of research and numerous studies have indicated that the oil helps reduce both body weight and fat mass when used as part of sensible diet.
What it is
Beginning with all-natural soybean and canola oil, Enova oil is produced from a patented process that increases concentrations of diacylglycerol (DAG), a naturally occurring component found in all vegetable oils. In 2000, Kao successfully notified the FDA of the GRAS (Generally Recognized As Safe) status for Enova oil.
With its great light taste, Enova oil can be substituted for ordinary cooking oils in salad dressing, home frying, baking and cooking -- or in virtually any recipe in which vegetable oil is used.
How it Works and Health Benefits
While Enova oil contains the same amount of calories and fat as conventional oils, it is metabolized differently. Because of its chemical structure, more of Enova oil is burned directly by the body as energy, rather than stored as fat. This means Enova oil can actually help people maintain or lose weight when included in a sensible diet.
A study* recently completed by the Chicago Center for Clinical Research has shown that, over a 24-week period, people who incorporated Enova oil into a calorie-controlled diet reduced their weight by an average of 3.6 percent, and their body fat mass by 8.3 percent. Studies have also shown that Enova oil can help reduce post-meal serum triglycerides by 30 to 50 percent.
Manufacturing and Marketing
Enova oil is currently being produced in Decatur, Illinois. In addition, ADM Kao is developing plans to expand Enova oil production capacity. The launch of Enova oil will be supported in the two lead markets through a marketing campaign that includes television and print advertising, in-store product sampling and public relations outreach to consumers and to health professionals. Enova oil will also be available for sale nation-wide at www.enovaoil.com .
ADM Kao is also working with leading U.S. food companies to incorporate Enova oil into a wide range of prepared foods, including bottled salad dressing, margarine and mayonnaise.
"We estimate the long-term U.S. sales potential to be in excess of $150 million per year," said Andreas. "This launch is the first step in a major effort from two leading companies to bring the health benefits of Enova oil to the U.S. market. We believe it has the potential to change the way people cook and eat."
*Maki, K. C. et al (2002). "Consumption of diacylglycerol oil as part of a reduced-energy diet enhances loss of body weight and fat in comparison with consumption of a triacylglycerol control oil(1-3)."American Journal of Clinical Nutrition, 76, p. 1230-6.
Enova(TM) oil is a product of ADM Kao LLC. a joint venture of Archer Daniels Midland Company and the Andrew Jergens Company, a US subsidiary of the Kao Corporation. Headquartered in Decatur, Illinois, ADM Kao brings together ADM's long experience in vegetable oil processing and functional food development with Kao's scientific innovations and marketing experience in Japan.
Archer Daniels Midland Company (ADM) is a world leader in agricultural processing. The Company is one of the world's largest processors of soybeans, corn, wheat and cocoa. ADM is also a leader in soy meal and oil, ethanol, high fructose corn syrup (HFCS) and flour. In addition, ADM is building a position in such value-added products as specialty food ingredients, bioproducts and nutraceuticals (such as Vitamin E and sterols). Headquartered in Decatur, Illinois, ADM has over 24,000 employees, more than 260 processing plants and net sales for the fiscal year ended June 30, 2002 of $22.6 billion. Additional information can be found on ADM's Web site at http://www.admworld.com/.