A new Canadian low calorie, natural alternative to sugar is being launched in Europe under a partnership between BioNeutra — one of Canada’s leading natural ingredient companies and Gee Lawson, the nutritional division of LEHVOSS UK.
The introduction of VitaFiber IMO to the European market makes it the only combination low calorie natural sweetener and dietary fibre available on the continent.
“It can help with the duel problems of weight gain and digestive health — both growing issues in Europe,” says BioNeutra CEO Dr Jianhua Zhu.
The WHO estimates that 59% of European adults are overweight or obese, just behind Americans whose rate is 61%.
Using its science, studies and clinical research, including a Health Canada approved trial and a unique patented process, BioNeutra transforms starch molecules from agricultural crops such as non-GMO corn, pea and tapioca into functional healthy molecules of isomalto-oligosaccarides (IMOs) using a natural enzymatic process without any chemical modification.
“With our continued success in the US and other countries throughout the world, we are excited to have LEHVOSS as our distributor to expand our presence into Europe,” says Dr Zhu.
Jonathan Shorts, Head of LifeSciences LEHVOSS UK Ltd/Gee Lawson, says: “Adding VitaFiber to our portfolio gives us the opportunity to provide our customers with a product underpinned by science which is a weight management/digestive health solution."
"We are excited by this partnership, which enables us to bring VitaFiber to this important region of the world that demands value, science and quality.”
VitaFiber IMO has been reviewed by the world’s top health regulatory authorities including the EFSA and approved for sale in 36 countries on four continents. It’s used by makers of ice cream, protein bars, yogurt, beverages and confectionaries.
Its bulking, binding properties are particularly important to manufacturers searching for ways to make products that health conscious consumers are seeking.
VitaFiber is now part of the Gee Lawson range of specialty ingredients, distributed in Europe by LEHVOSS.