The ingredient supplier has extended its Novation line of clean label starches with the launch of it Novation Endura series, said to have the “highest process tolerance ever available in a functional native starch”.
“With more consumers around the world clamoring for ‘natural’ front-of-package claims and simple back-of-package ingredient lists, we wanted to help manufacturers seize the opportunity for clean label positioning,” said Aaron Edwards, Director, Global Wholesome Ingredients, Ingredion.
“The solution is the next-generation process tolerance delivered by Novation Endura functional native starches.”
Debut
The company launched the Novation Endura 0100 starch last week, said to offer manufacturers, “a clean label and great textures in their most challenging applications, such as a glossy rich creaminess in spoonable dressings, yogurts and dairy desserts, and a hearty thickness in soups and sauces”, added Edwards.
According to a 2012 proprietary Ingredion research, almost 73% of consumers worldwide say a short, simple ingredient list is important or very important when considering their food and beverage purchases. The company’s Endura 0100 starch can be labeled as ‘starch’ or ‘corn starch’.
The company’s research also indicated that 60% of consumers worldwide would switch brands for a ‘natural’ label. Label claims for the new ingredient include ‘natural’, ‘additive free’ and ‘no artificial ingredients’.
The ingredient range is available in North America, Europe, and Asia.