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DSM unveils new branding for gellan and xanthan gum ingredients as plant-based trend gathers pace

Zoom in font  Zoom out font Published: 2019-01-24  Views: 16
Core Tip: Royal DSM has unveiled new brand identities for its gellan gum and xanthan gum portfolios amid the growing demand for plant-based ingredients
Royal DSM has unveiled new brand identities for its gellan gum and xanthan gum portfolios amid the growing demand for plant-based ingredients. DSM Hydrocolloids (DHC), the company’s hydrocolloids business, is seeking to strengthen its foothold in the industry with its knowledge in gellan gum, customer-led innovation and purpose-led strategy. The move marks the company’s steps to further expand its product portfolio and become a trusted biogum partner.

“With the trend towards natural, healthier and sustainable consumption, we have witnessed an accelerating shift away from ingredients produced via chemical processes towards those derived from natural processes such as fermentation based and natural extraction. Biogums, given they are fermentation derived, have been a benefactor of this trend,” DSM China President, Dr. Jiang Weiming, who is overseeing the DHC business, tells.

DHC started with a focus on gellan gum and has gradually expanded its suite of biogum offerings. Biogums are considered clean label and have a natural image, hence, have been used to substitute off-trend hydrocolloids, such as Carboxymethyl cellulose (CMC) and carrageenan. According to Dr. Weiming, gellan gum has been used to partially replace gelatin as consumers are more frequently shifting towards vegan products.

“From a supply chain reliability and price stability perspective, food manufacturers prefer biogums over plant extracted hydrocolloids as they are relatively immune from the effects of climate change,” he explains.

In addition, gellan gum has also benefited from the shift towards plant protein applications, drinkable yogurt, drinkable jellies, sports nutrition formulations and increased demand for foods that satisfy consumers with dysphagia. Biogums are also widely used in personal care applications.

“As consumer demand in these markets grows, coupled with increased understanding on the benefits of biogums, naturally the demand for these ingredients will also continue to grow,” Dr. Weiming notes.

The brands are as follows:

Gellaneer – recognizes DSM reputation as a global partner for gellan gum innovation and application needs.

ClariXan – the food grade and personal care xanthan offerings are known for their high level of transparency and also the clarity of service, knowledge and advice provided by the technical experts.

XanTreme – the xanthan offerings for industrial, oil and gas applications provide superior functional stability under harsh operating conditions, a key requirement.

The new branding is one of the many steps DHC is taking to amplify its mission – to help customers solve complex problems in food and beverage applications and turn their best ideas into high impact and high demand products and solutions.

The focus on pioneering biogum solutions and servicing customers with clarity signals the importance the company places on customer and stakeholder intimacy, according to DSM. 

The new branding will appear across DSM Hydrocolloids marketing channels and brochures. Packaging and signage at DSM’s two biogum facilities, DSM Zhongken and DSM Rainbow, will be changed so that each facility will use the same branding.

The company is hopeful that this new branding will help prevent the counterfeiting and sale of products using the name DSM Rainbow outside of DSM’s authority.

“Notwithstanding the differences in consumer demand by segment and by region, applications that provide consumers with protein, nutritional fortification, convenience as well as help food manufacturers mitigate the risks of price and supply volatility, will benefit the most,” Dr. Weiming explains further.

In essence, the applications can be split by food, beverage and personal care:

Dairy and plant protein: Dairy consumption is led by increasing demand in the developing world for higher protein diets, while the plant protein trend is more evident in the wealthier mature economies of the US and Europe, driven by consumer concerns as to the environmental impact of dairy industry and health concerns surrounding dairy consumption.

Confectionery: Increased vegan trends and consumer segments demanding non-animal sources, have given rise to gellan gum being used to substitute gelatin.

Drinkable jellies: A good source of energy and nutritional supplements in an easy to consume and carry format. With the increased demand in active and elderly nutrition, drinkable jelly formats which originated in Japan are increasingly being replicated in other regions.

Personal care: The increasing middle-class income means that more of the world’s population is purchasing more beauty-related products to look good and feel good. Hence the increased demand for applications that use biogums, such as facial masks, deodorants, toothpastes and so on.

“DHC is focused on pioneering further applications and new biogums. As we progress our development efforts, we will ensure that we maintain close communication with our stakeholders, customers and consumers at all levels on topics of interest,” Dr. Weiming concludes.

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