Hussell said there were major differences between the ingredients in terms of life on-market – Corowise [plant sterol] has been on-market for much longer than Barliv [beta glucan], which is still “getting traction” after a couple of years.
But the ingredient was buoyed by a recent positive European Food Safety Authority (EFSA) health claim opinion for cholesterol management.
“It’s an EFSA so it yet to be ratified fully – so obviously we need to wait for that but we are able to discuss that with customers and say this is the likely outcome.”
Corowise debuted in the US in 2003 and was forecast for mainstream success but even high-profile alliances with the likes of Coca-Cola Minute Maid in North America have not driven the ingredient beyond niche status – something Hussell said the company accepts and is working with, especially in Europe.
New sterol versions have been produced to add application flexibility.
“It’s an opportunity for manufacturers looking to make smaller runs of product, more flexible scheduling,” he said. “We are trying to create more specialist products which can as more unique products which fulfill a particular function so you do end up with some niche applications as a result of that.”