News

Holista, Nadja partner on low-GI

15 Jul 2016

Holista has entered into a joint venture partnership with Nadja Foods, headed by celebrity food expert Nadja Piatka, to promote its low-GI reducer for white bread and baked products for North America.

Holista has entered into a joint venture partnership with Nadja Foods, headed by celebrity food expert Nadja Piatka, to promote its low-GI reducer for white bread and baked products for North America.

Nadja Piatka, who is a baked goods supplier to major food chains such as McDonald's and Subway, will assume the post of CEO at Holista Foods.

Holista announced on 12 January 2016 what it described as a breakthrough natural formula which, when added to white flour, dramatically reduces blood sugar levels without changing the taste or texture of the final product. It recorded a Glycaemic Index ("GI") reading of 53 in tests at a leading university in Sydney, said to be the lowest-ever recorded for a "clean-label" white bread.

Holista also achieved a GI reading of 48 for muffins – the lowest-ever clean-label reading for this product category -- at GI Labs, a nutrition research organization in Toronto, Canada.

Holista Foods will develop and market low-GI baked goods for distribution to fast food companies, retailers, schools and hospitals. Its range of products currently includes white bread, muffins, croutons and brownies.

According to market research by Satistica, the baked goods market in North America is estimated at US$37 billion and growing at 2% a year.

"Consumers are more educated on making healthy food choices and are waiting for products to meet this demand,” said Nadja Piatka, Founder and CEO of Nadja Foods. “As the low-GI movement gains traction, Holista's low-GI reducer will revolutionize North America's food industry without compromising taste and quality. After collaborating with Holista the last few months, I am honoured to launch Holista Foods and lead it as CEO."

"We are excited by this landmark partnership that cements our strategic positioning in North America, the world's largest market for baked goods,” said Dr. Rajen Manicka, Chairman and CEO of Holista. “As a trusted brand and a preferred supplier to the world's biggest food companies, Nadja Foods is the best advocate of our low-GI products."