Chinese ingredients supplier Fenchem is seeking substantial equivalence for its Cholevel branded phytosterol under European novel foods legislation,which it expects will be a big spark for the product line.

Fenchem says that the European market already accounts for 60 per cent of Fenchem's export sales. With novel foods approval Fenchem expects sales of the Cholevel brand, suitable for use in cholesterol-lowering margarine, mayonnaise and cream products to increase by between 30 and 60 per cent in the EU.

The company has sought substantial equivalence opinion through the food regulatory authorise in Finland, but Fenchem's Juan Liu stressed that this is not an indication that Finland - homeland of Raisio's Benecol brand of plant stanols - is more important than any other European market. Once an opinion is given in one EU member state, it is then circulated to all the others.

Fenchem is basing its petition on substantial equivalence to ADM's product.

It has previously differentiated Cholevol from other products on the market through its non-GM origins, since European consumers remain largely opposed to genetic modification.

Fenchem received IP (identity preserved) certification for soy-derived natural vitamin E, phytosterols and isoflavones from Swiss third party testing group SGS in March 2005.