Danisco’s lactitol polyol performs a dual role – as both a laxative and a sweetener – something the new branding clarifies, James Dedman, senior business director in the Sweeteners Division at Danisco BioActives said.
“Lactitol is known more as a sweetener so we now have a brand that affirms its use in the laxative segment,” he said. “For now the Asia-Pacific will be the key market as we have momentum there already. Rates of constipation are increasing although we are still trying to get to the bottom of just why. The rise of western diets is one factor and high consumption of carbohydrates through things like rice and bread.”
OsmoAid is being marketed as a, “less harsh laxative” than some pharma treatments that can be “unpalatable or bring unwanted side effects” even though it may itself be regulated as a pharmaceutical in some jurisdictions.
Dedman said lactitol for use in the food and beverage market and OsmoAid were priced differently due to differing levels of regulatory, analytical and scientific support work, and that region would also effect price.
The company highlighted the product’s function in a statement, noting it:
- Lower colonic pH and stimulate peristalsis (the rippling and wave-lie motion that contract and relax the bowel muscles)
- Increase the osmotic pressure in the intestinal lumen, resulting in an increase in faecal volume.
“Numerous studies conducted on constipated adults have demonstrated that OsmoAid is highly effective as it significantly increases stool frequency, is well tolerated with no unnecessary adverse effects and is considered a pleasant treatment,” the company said.
Oral intake of 150mg-40g/day was recommended by the firm for all population groups without side-effects.