Danisco targets women

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Related tags: Ingredients company danisco, Taste

The American arm of Danish ingredients company Danisco announced
this week that in order to capitalise on the most influential
segment of US shoppers in America - women - the company has
launched a new juice bar novelty idea, Elevations 1000.

The American arm of Danish ingredients company Danisco announced this week that in order to capitalise on the most influential segment of US shoppers in America - women - the company has launched a new juice bar novelty idea, Elevations 1000.

Directly targeted at the female of the species, the new product has also been influenced by the current trend towards health.

"We view women as a sector of shoppers with tremendous buying power,"​ said Cathy Miller, technical applications director for ingredients at Danisco. "Elevations 1000 is specifically targeted towards women 20-40, and those that are looking for something that has a more healthful connotation."

The company claims that with Elevations 1000, novelty manufacturers can create a popular fruit and vegetable juice bar, with the taste of mango, carrots and apple. "It's a unique bar. There's really nothing quite like it on the market as far as combining interesting concentrates like the carrot and apple together,"​ added Miller. "There are a lot of really popular juice-based beverage mixtures on the market right now. We just took it to a frozen form."

Danisco added that while carrot and apple juice concentrates were used in combination with Danisco's natural mango flavour, the clean base of the new novelty bar makes the flavour combinations endless. In addition, claims Danisco​, manufacturers can brandish the non-fat label for these products.

The company added that the pectin/guar gum blend helps to control ice crystals, slows melting and allows for a very clean flavour release. "The pectin not only aids in flavour release, it gives the concentrates and mango more bright, vivid tastes, without any masking properties,"​ concluded Miller.

Related topics: Cereals and bakery preparations

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