Safeway to sell the more fulfilling yoghurt

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The Independent Online
SCOTIA, the drugs company behind Olibra, the new ingredient used in yoghurts which makes you feel fuller for longer, revealed yesterday it had teamed up with St Ivel to create a range of new desserts. Unigate, which owns St Ivel, will market the new products in the UK, Ireland, France and Italy.

Olibra was developed from a natural fat extract that triggers the release of chemicals that make the brain think the stomach is full. Scotia launched Olibra in January when it went on sale in Sweden as the key ingredient of Maval yoghurt, in partnership with the Swedish food group Skanemejerier. Since its launch, Maval has won 2 per cent of the Swedish fruit yoghurt market and Scotia now plans to introduce Olibra to consumers around the world.

Olibra is being introduced in the UK under the brand name Skane Dairy Maval in an initial deal between Safeway and Skanemejerier. It is likely to be extended to other supermarkets by the end of the year.

Scotia also announced that it is trimming its product portfolio from 20 drugs to five. It is concentrating on cancer treatments which could be an alternative to chemotherapy.