Recently appointed VP of sales & new business development Richard Staack told NutraIngredients-USA that should the FDA approve a health claim petition that has been filed for the cholesterol-lowering properties of barley, the market is likely to explode with new ingredient products.
Cevena is getting in there early and is seeking to secure a significant market share before its competitors get in on the action.
"There is a major progression in the dietary supplement and functional food marketplace in response to continued research on diet and health, and consumer requirements," said Cevena president and CEO Kimmo Lucas.
"We feel the time is perfect to expand our international operations and bring our innovative well-researched ingredient, Viscofiber, a high beta glucan concentrate, to the US nutraceutical industry."
Viscofiber is a high-viscosity beta-glucan derived from the fibrous cell walls of either oats (50 percent concentrate) or barley (60 percent concentrate).
It is extracted using a patented fractionation process that does not alter the structure of the natural grain but preserves the beta-glucan's original high viscosity.
The company claims it is the richest beta-glucan material available, 20 to 30 times more viscous than the next leading concentrates. Viscosity is understood to be the main property responsible for soluble fiber's ability to lower blood lipids.
The product was launched at Expo West in March and a few small sales to supplements manufacturers have ensued over the last two months.
But Staack said that Cevena foresees uses for Viscofiber that reach beyond the supplements market. It has the potential to be used in a wide range of food products including bars, beverages, dressings, fat replacements, yogurt, ice-cream, baked goods and breakfast cereal, and also have applications for personal care.
"We are working with a couple of global food companies right now," said Staack, "and are anticipating some larger launches in the next 30 to 60 days."
As for the medium long-term, Staack said: "We are hopefully going to be the leading soluble fiber on the market within 12 to 24 months."
Two independent clinical trials into the efficacy of Viscofiber in addressing healthy cholesterol levels and maintaining healthy glycemic response, carried out at the University of Toronto, have yielded positive results but have not yet been published.
The company says that Viscofiber's ability to reduce total and LDL cholesterol comes about through the formation of a gel in the small intestine that surrounds bile acids and prevents them from being recycled back to the liver. To replace these bile acids, which are excreted, the liver is forced to take cholesterol out of the blood.
The glycemic response reduction claim is attributed to the product's high viscosity, which increases the duration of intestinal transit and delays digestion of carbohydrates.
With 16 years industry experience, Staack's credentials for taking Viscofiber to market include his most recent role as VP of business development at SourceOne Global Partners, the company behind the Sytrinol cardiovascular wellness ingredient, and a spell as business development manager for Cognis Nutrition & Health.
Staack said that his experience has given him excellent knowledge of the cholesterol-lowering ingredient market, which will help him make the most of Viscofiber's potential in his new role.