DSM buys OatWell beta-glucan brand
by Jeff Gelski
ZUG, SWITZERLAND — DSM Nutritional Products will acquire the OatWell brand from Swedish Oat Fiber AB and take over the distribution rights for the oat beta-glucan ingredients effective Jan. 1, according to Swedish Oat Fiber and its subsidiary, Zug-based CreaNutrition AG. DSM will assume the sales, marketing, regulatory and other related commercial activities outside the Nordic region from CreaNutrition. The European Food Safety Authority certified the cholesterol-reducing effect of OatWell oat beta-glucan in 2011.
Ruedi Duss, managing director of CreaNutrition AG, and Ake Andersson, chief executive officer of Swedish Oat Fiber AB, will be integrated into DSM’s organization as of Jan. 1.
“We are excited by the prospect of partnering with DSM Nutritional Products and broadening the market for OatWell ingredients,” they said in a joint statement. “DSM will be able to utilize its global market reach, technology base and application skills to channel and accelerate the growth of our OatWell product portfolio.
“The agreement strengthens the position of OatWell as the market leading ingredient brand of oat beta-glucan. DSM will provide our customers more choice and flexibility in creating new food, beverage and dietary supplement formulas for their brands.”