Cholesterol-lowering ingredient market-tested in Australia and U.S
consumer product test market launches in Australia and the U.S
containing its phytosterol-based...
Canadian company Formbes Medi-Tech Inc. announced the first consumer product test market launches in Australia and the U.S containing its phytosterol-based cholesterol-lowering ingredient, Phytrol (TM), branded as Reducol (TM). Phytrol (TM) is a proprietary, phytosterol-based cholesterol-lowering compound exclusively licensed on a worldwide basis to Novartis Consumer Health, Inc. for use as a functional food ingredient, dietary supplement and inclusion in certain over-the-counter products. "The two test launches represent the first third-party consumer products to contain Phytrol (TM) as an added ingredient," said Tazdin Esmail, President and Chief Executive Officer of Forbes Medi-Tech. Based on the market introductions currently planned, initial Phytrol (TM) revenue projections for Forbes are expected to be in the region of US$10-12 million for fiscal 2001.
