Phytopharm is in the final stage of developing a product based on the active extract of the hoodia plant - with the first due to hit the market in the second half of next year.

The firm set out in 2005 on a five-stage development programme to research products using the active extract of hoodia gordonii. Unilever, Phytopharm's partner, has been contributing to the work, and will offer up to £21m (€30m) in funding.

In addition to this, Phytopharm will receive an undisclosed royalty on sales of all products containing the extract.

Progress

Dr Daryl Rees, chief executive, said: "Hoodia extract, our weight management product partnered with Unilever, has continued to make good progress through the final stage of development prior to registration and commercial launch.

The firm said the efficacy of the hoodia extract has been demonstrated in a double-blind, placebo-controlled clinical study.

Now, extracts of the active molecules are the subject of a global patenting programme, with major patents granted in the US, UK, Europe and Japan and other "major territories."

The final stage includes supply chain expansion and consumer studies.

Fakes

Inexpensive Hoodia imitations are currently discrediting the market.

Hoodia has been blighted with fake products masquerading as the genuine item. The extract has been particularly vulnerable to adulteration due to the fact it is a rare and thus expensive botanical.

In the last three months the Phytopharm and Unilever have been on the warpath at other, shoddy, Hoodia products.

A management statement out today said the two firms become aware that "many companies" are selling products over the Internet and in some stores.

They said: "Analysis of these products has demonstrated that the great majority of them contain little or no Hoodia. Phytopharm and Unilever have made contact with the relevant authorities concerning this development and are

satisfied with the progress being made to limit these activities."

The export of genuine South African hoodia is strictly controlled, and it comes accompanied with paperwork certifying its provenance.

Hoodia

Hoodia gordonii, a plant that grows wild in the area stretching from the Ceres-Karoo, through the Northern Cape, to the Kalahari, has been consumed by the bushmen for thousands of years to suppress appetite on hunting trips.

Research into its appetite suppressing properties and the isolation of the active ingredient P57, has spawned immense interest in the plant in the West. As appetite management gains credence as an approach to weight management, demand has exceeded supply.

Extracts of the cactus-like plant hoodia gordonii have become one of the hottest products in the natural weight loss category.

Phytopharm had initially struck a deal with drug company Pfizer to bring the product to market but after this fell through last year, it set its sights on the booming meal replacement market. The active ingredient is now under license to Unilever.

The weight loss and management market is estimated be worth $7bn (€5.2bn) globally.