Lipid Nutrition's PinnoThin will help chocoholics feel full

By Alex McNally

- Last updated on GMT

Related tags Lipid nutrition Food Nutrition

Holland's Lipid Nutrition will for the first time see its satiety
ingredient PinnoThin added to chocolate bars in the UK market.

The firm has been busy over the last few months seeking new applications for the use of the ingredient. Most notably the firm entered into a contract with Tate & Lyle for the use of the ingredient in its Enrich portfolio. This agreement is separate from the Tate & Lyle deal, and will see the ingredient added into Naturally Gorgeous' range of six chocolate bars, to be sold at Selfridges stores in the UK. PinnoThin is available as a dietary supplement across much of Europe, but there should be more food products coming out with the ingredient over the next few years, the firm told this morning. Lipid Nutrition said the move to see PinnoThin in chocolate is a "miracle cure for chocoholics"​ who can control their intake of calories "without sacrificing taste."​ The firm said satiety is set to be a big trend in 2008. John Kurstjens, global marketing manager, said: "Weight management will be big this year. People are moving away from wanting foods which offer less fat, less sugar. That is changing. People want natural products with active ingredients."​ He added that by adding PinnoThin into an indulgent food like chocolate, it meant consumers could still treat themselves but feel like eating less. Indeed, a report from analysts Mintel said that while the market in the UK for food products aimed at dieters has shrunk by £20m over five years, appetite suppressants have risen as a niche market by £2m over the same period of time. Kurstjens said PinoThin was suitable for a whole host of applications, including dairy, beverages and bars. PinnoThin contains pinolenic acid derived from the seeds of the Korean pine nut tree (Pinus koraiensis​). The pine nut oil in the ingredient works by increasing two hormones in the gut which sends signals to the brain, telling it you are full and do not want to eat anything else. Track record​ In October Tate& Lyle said it will use the ingredient in its Enrich range which helps food and beverage makers add extra nutrients to products without losing taste. Tate & Lyle are thought to be in talks with other firms to see the range added into finished food products. In April, Lipid Nutrition was awarded most innovative ingredient at the First International Conference on Innovations and Trends in Weight Loss and Weight Management for PinnoThin. With 50 per cent of Europeans and 62 per cent of Americans classed as overweight, the food industry is waking up to the potential of products for weight loss and management, with the category already estimated to already be worth $7bn worldwide.

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