PERTH, Australia, KUALA LUMPUR, Malaysia and BUFFALO, N.Y., July 12, 2016 /PRNewswire/ -- Holista CollTech Limited ("Holista") has entered into a joint-venture partnership with Nadja Foods LLC ("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 and Nadja Foods have formed a 51-49 joint venture, Holista Foods ("Holista Foods"). Nadja Piatka -- a former guest on the Oprah Winfrey show and baked goods supplier to major food chains such as McDonald's and Subway -- will assume the post of CEO at Holista Foods with Dr. Rajen Manicka taking up a board seat.
Australia Securities Exchange-listed Holista announced on 12 January 2016 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 Glycemic Index ("GI") reading of 53 in tests at a leading University in Sydney, 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 healthy 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.
Nadja Piatka, Founder and CEO of Nadja Foods, said: "Consumers are more educated on making healthy food choices and are waiting for products to meet this demand. 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."
Dr. Rajen Manicka, Chairman and CEO of Holista, said: "We are excited by this landmark partnership that cements our strategic positioning in North America, the world's largest market for baked goods. 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."
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SOURCE Holista CollTech