Oat fiber as a trending health ingredient
09 Jan 2019 | Naturex
In November 2017, Naturex firmed up its presence in the natural nutrition market with the acquisition of Swedish Oat Fiber, a specialized manufacturer of oat dietary fibers, oils and proteins. Naturex, in turn now, has been acquired by Givaudan recently. Speaking to Nutritioninsight at HiE, Frankfurt 2018, Peo Crona said: “We only do oat-based products, such as oat beta-glucans, oat oil and oat flour. The sports nutrition market is one of the markets that the company is targeting where oat products can be mainly used as an instant powder for athletes or gym goers. When it comes to beta-glucans, oats have some excellent health claims. We are really going back to basics with these ingredients; they are clean label and very trendy among consumers.”
This is Rob Wis at the HAE in Frankfurt.
I'm here with Pio Krona, who is the managing director of the Naturx business, Swedish oat fiber.
Naturx in turn now has been acquired by Gviden recently.
PO, you were acquired by Nat about a year ago.
What is it that you bring to the business and what are you kind of presenting here at the show?
Yeah, we, we, we only do oat-based products.
Three different categories.
We have the oat beta glucose with a high fiber content and with strong health claims.
We also have oat oil suitable for as emulsifier, for example, in food, and we also have the oat flour, fine milled oat flour with Many types of applications, for example, in sports nutrition.
Why does it really work in the sports nutrition space, because that's obviously something that you're really touting.
It's one of the markets that we target, but one of many.
And it's mainly used as an instant powder for for athletes or people that is in the gym.
Beyond sports nutrition, what other kind of applications and benefits does it provide when it comes to the beta glucans, we have the strong health claims, so it reduces cholesterol levels.
It is good for your gut health and also for glyukemia.
OK.
You have a few concepts here that you're presenting at the show.
Yeah, we have some concepts.
These, these are examples of instant products, which you just pour into water and mix, and then you have a tasty, healthy product, lowering your cholesterol.
Are you still confident oats, very ancient kind of product, has been around forever, new kind of spin being given to it, I guess.
Yeah, it has been around for at least 6000 years, so, and it's known for being healthy and we also have a lot of clinical studies proving it.
Bit of back to basics, should we say when it comes to health marketing.
Yes, it is back to basic.
It's clean label, of course, so and it's really trendy also among consumers.
And you coming from the Swedish oat fiber business which was acquired and in turn acquired, what are some of your thoughts on that?
And do you, how do you See yourselves fitting within the portfolio of dividend, which is really a flavor supplier.
Yes, but they also want to be stronger in the health and wellness segment and that we really fit in.
OK, see opportunities.
Definitely.
OK, thank you very much.
Thank you.
