Belgium-based Cerestar Foods & Pharma Specialities Europe, now part of US agri-giant Cargill, launched the product - designed for pizza toppings, tomato sauces and mashed potatoes - two years ago and since then has worked to maximise the stability of the product.
"The stability, notably in the context of an acid environment like tomatoes, is better than before," Mark Wastijn, marketing director of Cerestar Food & Pharma Specialties Europe told FoodNavigator.com.
The modified starch, designed for a 'pulpy texture', can replace up to 30 to 40 per cent of the original product, pushing savings for the manufacturer working in the growing convenience sector.
In the UK alone, this sector has grown by a massive 70 per cent over the past 10 years, outstripping staple foods such as dairy, bread, meat and fruit and vegetables. Market analysts Mintel claim that with almost £17 billion spent on convenience food in 2003, the sector is also the largest segment of the food market. A figure that represents a billion pounds more than in 2002, and almost a third - 32 per cent - of the total spending on food.
Cerestar claims that when added to tomato sauce, the pre-gelatinised di-starch phosphate gives a tomato paste-like pulpiness, providing savings by reducing the quantity of tomato paste required by up to 30 to 40 per cent. Although, knocked by over production in 1999-2000, the global tomato processing industry has seen prices tumble in recent years with tomatoes currently selling in Europe about $50 to $60 a ton.
For mashed potatoes Cerestar, already experiencing strong sales for the C*PulpTex product, claims savings would principally come from reduced energy costs as its modified starch product replaces the more expensive processing, notably drying, costs.
"Availability of the ingredient is also a key appeal when matched against sourcing from crops, as well as guaranteed quality," added Wastijn.
Pizza toppings and tomato sauces currently make up the largest slice of sales at Cerestar for the 'pulpy texture' starch, followed by mashed potatoes, and finally a local market in Belgium and The Netherlands for almond paste. According to the marketing director, future developments may turn towards the dairy industry.
"We're also looking into combinations between C*PulpTex and a textured soy flour produced by our sister soy division," he added.
Cerestar sources its modified starch from non GMO European maize that is chemically modified and dried.