Pharmachem adds strategic muscle to EU StarchLite arm
up marketing of its StarchLite ingredient in Europe, with the
appointment of a specialist consultant.
Derived from white-bean, StarchLite has been shown to delay the digestion and absorption of carbohydrates; reduce the Glycemic Index (GI), and caloric impact of starchy foods. Pharmachem originally sold the ingredient for dietary supplements under the name Phase 2 Neutraliser, but it recently gained GRAS status in the US, opening up the route to foods.
The product's use in foods is particularly pertinent to the European market, where consumers tend to be more accepting of functional food to help them meet their nutrient targets than they are of dietary supplements.
According to Euromonitor International, the fortified and functional packaged foods market was worth €7.9bn at retail in the 14 biggest Western European markets.
Pharmalite already has a marketing partnership for StarchLite with UK-based Acceptus Ingredients and blends, and Alan Hayes, an industry veteran of 18 years with particular experience in the functional food and drink sector, will provide strategic support.
Kaare Axelson, managing director for Acceptus, said: "Alan's lengthy experience and key business relationships in the functional foods industry will be an invaluable asset as we continue to develop the European market for the StarchLite ingredient."
Hayes and the company are currently formulating a strategy for Europe, which will be communicated in due course.
The StarchLite product has also been sold in the US as consumer product called Carb Counters, to be sprinkled directly over starchy foods.
