Holista to accelerate global marketing of flatbreads in partnership with Kawan Food

HOLISTA TO ACCELERATE GLOBAL MARKETING OF FLATBREADS IN PARTNERSHIP WITH KAWAN FOODS

JUNE 3, 2020 @ 9.03PM

The low-GI tortilla is being unveiled to the world at a time when stay-at-home restrictions have driven up demand for food products worldwide.

The Food Ingredients division of Holista Colltech Ltd announced that scientific validation from the Sydney University has rated its proprietary all-natural GI Lite formula for tortillas, with a Low Glycemic Index (“GI”) reading of 54, which is at least 30% lower and healthier compared to traditional versions of flatbreads sold around the world.

The study was conducted to determine the glycemic index (GI) value of one tortilla product in 10 healthy adults and was completed according to the international standard methodology for the determination of the GI of foods.

Foods and beverages with a GI value of 55 or under are currently classified as low GI products. The results from the Sydney University Glycemic Index Research Service (“SUGiRS”) will now enable the company to accelerate its marketing efforts of low-GI tortillas among the flatbreads in international markets including the United States and China.

Holista - Kawan Food partnership
Holista has an existing partnership with Bursa Malaysia-listed Kawan Food Berhad (“Kawan Food”) to develop the low-GI flatbreads which are currently sold in Malaysia as roti canai, a favourite local staple.

SUGiRS’ reading of 54 for GI Lite tortilla indicates that the patented, plant-based formulation can lower the GI of flatbreads by between 30% to 40% compared to similar flatbreads, without using chemicals or altering the mouth-feel, and with minimal changes to the production process.

The GI measures a food’s impact on blood sugar. A lower GI is healthier as more time is taken to digest and absorb glucose. A higher GI spikes up blood sugar levels, causing diabetes and increasing the chances of obesity, stroke and heart disease.

Holista, has previously announced to ASX - a partnership with Kawan Food (which exports frozen food to over 40 countries) to develop a range of healthy Asian flatbreads. Since then, Kawan Food’s low-GI roti canai (roti prata) using GI Lite has been selling well in Malaysia.

As previously announced to ASX, SUGiRS’ scientific validation of the roti canai and chappati flatbreads was a reading of 50 for chappati and 53 for paratha, a famous Malaysian flatbread which is also known as roti canai.

With the scientific validation from SUGiRS, Kawan expects to launch the low-GI tortilla in the United States and China in the fourth quarter of 2020. The earlier plans for the launch were delayed by movement restrictions imposed due to COVID-19. The low-GI flatbreads will be produced at Kawan Food’s manufacturing plant in Pulau Indah.

Tortilla market to grow
According to an October 2019 article from Report Linker, the worldwide tortilla market is projected to grow at a compounded annual rate of 4.9% to US$14.5 billion by 2025, propelled largely by a 7.8% annual growth rate for flatbread wraps in China.

The report estimates the U.S. market for tortillas to maintain its growth at 3.8% per year due to the rising popularity of Mexican cuisine.

Holista’s U.S. subsidiary Holista Foods will continue to work with Kawan Food to widen distribution channels in North America. Dr Rajen Manicka, CEO of Holista Colltech, said “The global flatbread market is growing rapidly due to lifestyle and food trends. With the test results from a world-renowned institution, we will accelerate efforts to offer healthier versions of flatbreads at a time of rising obesity and incidence of diabetes.