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 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.
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.