Irish Product Ten Times Less Fattening Then Sugar

Fusion Nutraceuticals has developed a "next-generation" sugar alternative that has the main characteristics of sugar but not the health downsides. This Dublin-based firm is seeking BES-scheme investors before year-end to provide €750,000 to finance the development and commercialisation of its own patented product in the coming year.

Since its establishment in 2007, the company has won significant orders for a sucralose-based sweetener range called SucraPLUS. Now, it is intensifying efforts to capture a growing share of the €50 billion global sugar market by producing its own new product that will be identical to sugar in look, feel and taste but without the calories.

Shane Delaney, Fusion's co-founder and CEO said: "We set up in 2007 to exploit market opportunities arising from the expiry of patents for sucralose a high intensity sweetener made from sugar with superior qualities to other sweetener ingredients such as aspartame and saccharin.

"We raised €200,000 previously from BES funding, identified a pharmaceutical firm who could supply sucralose and began producing and packaging the SucraPLUS sweetener range with industry accredited companies in Ireland.  Now, it is available in 9 international markets globally under the SucraPLUS brand name and as a private label for large retailers.

"Building on this experience, we are now at an advanced stage in developing and launching our own patented product, which will appeal to global consumers and industrial markets. It addresses the perceived gaps between granulated sweetener and sugar which have been holding back the market growth of sugar alternatives. It tastes the same and has a similar texture.  It is suitable for baking and cooking, the calorie content is almost zero and it is suitable for those who cannot eat regular sugar," he said.

Patent documentation has been filed which can include the use of ingredients that can provide significant health benefits.

"Globally, health issues like obesity, diabetes and chronic dietary related medical conditions are greatly influencing consumer purchase decisions. Also manufacturers of soft drinks, cereal and confectionary products will be required to respond to consumer preferences in a more health-conscious world. Sugar is almost ten times more fattening then our new product.

"This new product will tap into this growth market. It will be licensed to leading manufacturers globally, earning income from territorial licence rights and patent income from sales.  In the six year period up to 2016, Fusion is forecasting total revenues in excess of €10m

"The €750,000 BES funding will enable us to complete consumer trials and commercialisation of the new product and it will support the continued sales growth of our SucraPLUS range," he said.

The company is in advanced discussions with a leading consumer goods company in India who plan to establish a dedicated manufacturing facility and produce the product under licence for distribution within India (where the retail sugar market is estimated at €4.5bn) and other Asian countries.

"We plan to replicate this commercial arrangement with other major companies in North America, South America, Europe, Asia Pacific and other selected regions," he said.

Minimum investment in the BES scheme €5,000, with a maximum of €150,000 permitted under the BES legislation. The investment must be received on or before 31st December, 2010 to enable investors to claim tax relief in the 2010 tax year. The €750,000 funding will entitle investors to a 25% equity interest in the Company.

During this funding round the promoters and management will invest in excess of €60,000 while Enterprise Ireland has indicated support of around €140,000 to the business. Bord Bia is also assisting the company with market research and sales strategy.

The company's headquarters are located in the Northwood Business Campus, Santry, Dublin 9 and they employ seven staff.  For more details: www.fusionnutra.com

For further information please contact Brendan Bracken (086 2586628) or Carina O'Neill (087 2228124), Bracken Public Relations 01-6773277.

Note to editors:

• Fusion Nutraceutical customers for SucraPLUS include Asda (UK), Spar International (Europe), Aldi (US) and leading distributors, Alphanexa (UAE), Valimex (Spain), Nutrifood (Indonesia), Arkopharma (France, Spain),UpaFarma (Turkey) Kelkin (Ireland). Discussions are underway with additional retailers in France, Spain and the U.S., and sales of €1.4m are projected for this product next year with interest coming from Asia, the Middle East and Europe.


• Sugar has 16 kcals per 5 ml spoon and Fusion's new product has only 1.7 kcals per 5ml.


• According to the WHO 220 million people globally have diabetes.  The HSE National Clinical Lead for Diabetes says there are 140,000-150,000 people with the condition in Ireland and its project to rise to 195,000 within five years,


• The second SLAN survey showed that 47% of Irish people are overweight (34%) or obese (13%). Obesity related illnesses account for at least 2,500 deaths in Ireland annually.