This fat replacement product has the potential to generate significant interest, as it can be utilized in a diverse range of food items, according to the GRAS notice submitted to the FDA in 2015. Epogee claims that the product effectively reduces caloric intake due to its chemical composition, which helps resist digestion. It has undergone “rigorous testing” in over 60 studies and has been deemed safe for consumption at levels up to 150 grams daily—approximately double the amount typically found in an average U.S. diet. Additionally, this product aligns with many health-conscious trends that modern consumers seek, such as being gluten-free, allergen-free, non-GMO, and vegan. It is particularly appealing to those aiming to reduce caloric intake; for example, about 10 grams of fat generally provides around 90 calories, while the equivalent amount of this fat replacement contains only about 7 calories and 0.8 grams of fat.
However, the history of fat substitutes may lead to some skepticism regarding the product’s effectiveness. A cautionary example is Proctor & Gamble’s Olestra, which gained GRAS status in 1996. Initially hailed as a fat substitute that avoided intestinal absorption, Olestra was included in certain Frito-Lay potato chips and Pringles Light crisps. Unfortunately, it also hindered vitamin absorption and caused gastrointestinal issues for consumers, resulting in sales plummeting from over $400 million in 1998 to $200 million by 2000.
Epogee is proactively working to avoid a similar outcome as Olestra. Rowe informed Food Navigator that Epogee’s fat replacement is safer due to its superior chemistry and that it does not inhibit the absorption of fat-soluble vitamins, nor does it have the “weird mouthfeel” associated with Olestra. Nonetheless, the ingredient does face some labeling challenges. Currently, it would need to be listed as “esterified propoxylated glycerol,” a term that may not appeal to consumers increasingly interested in clean labels. The company is striving to adopt a more consumer-friendly name, which could enhance interest from food manufacturers.
Despite the existing hurdles, Epogee’s pursuit of a successful fat replacement product has recently been bolstered by an $8.3 million investment from HG Ventures, the corporate venture arm of The Heritage Group. The funds will be used to expand production capabilities and accelerate technical advancements.
Since the FDA revoked GRAS status for partially hydrogenated oils in 2015, manufacturers have focused on replacing these oils in their products. Many have opted for healthier fats and oils rather than branded lab-created fat replacements. For instance, Cargill launched a hybrid canola oil last year with reduced saturated fat, enabling manufacturers to decrease the fat content in their products by approximately 35%. However, these alternatives, while beneficial for calorie-conscious consumers, cannot compete with Epogee’s claim that its product can reduce fat calories by up to 92%.
Epogee appears confident that its fat replacer is a distinctive innovation. Rowe stated that he is unaware of any other technology that can match its effectiveness, versatility, and safety. If these assertions hold true and no rival products emerge to challenge this offering, Epogee could have a highly sought-after ingredient for food producers, retailers, and consumers alike. Moreover, as more people look for health supplements, the integration of calcium citrate gummy vitamins could complement the dietary trends associated with lower fat consumption, further enhancing the appeal of products that incorporate Epogee’s fat replacement.