According to the company, the pervasive health and naturalness trend is causing consumers across the globe to request foods with fewer and simpler ingredients; as a result, the food and beverage industry’s demand for colouring foodstuffs is increasing.
“We have been offering colouring foodstuffs as part of our natural colours portfolio for years,” said business development senior director Luc Ganivet, who heads up Chr. Hansen’s colouring foodstuffs team. “But now, based on valuable customer feedback, we have expanded the popular FruitMax family of colouring foodstuffs, adding 10 new shades to the range. Our FruitMax assortment now offers around 100 visually enticing shades suitable for a variety of applications in the confectionery, ice cream, beverage, dairy and fruit preparation industries.”
“Moreover, we have revitalized our organizational, technical and regulatory framework surrounding the FruitMax solutions,” Ganivet continued. “Customers will benefit from a specialised colouring foodstuffs team ensuring skilled full-service support, including formulation and application expertise, and regulatory guidance. Chr. Hansen’s colouring foodstuffs competencies are rooted in our natural colours “Global Expertise Centre” in Montpellier, France, and we support the important German colouring foodstuffs market out of our recently upgraded “Industry Technology Center” in Nienburg, Germany.”
Chr. Hansen believes that FruitMax appeals directly to the health-conscious consumer who requests foods that contain less processed raw materials and recognisable ingredients. “With FruitMax, there is a clear link to nature. The solutions are processed from carefully selected natural sources. This gives food manufacturers the opportunity to ‘colour food with food’ without making compromises on taste and appearance. Our FruitMax products hold clear labelling upsides for the food producers whether operating in Europe, South America or Asia,” Ganivet concluded.
