The company introduced a gelatin-free beta-carotene supplement in May 2005, called CaroCare, derived from the naturally occurring Blakeslea trispora microorganism and containing 7.5 per cent natural beta-carotene.
The new addition, called CaroCare Nat.
Beta Carotene 20%, means DSM can now offer a higher concentration of the carotenoid hailing from a natural source â€" and that is suitable for people who prefer products that contain no animal derivatives.
DSM has two other 20 per cent beta carotenes: its core BetaTab 20% which uses animal gelatin, and BetaTab 20% S, which is nature-identical (based on a synthetic process).
DSM has identified an opportunity in catering to the vegetarian and allergen-free market for supplements, a niche said to be expanding partly as consumers opt for non-animal products in response to food scares, and partly as manufacturers look to attract consumers with specific dietary needs.
Other products in the animal- and allergen-free range include vitamin A, vitamin E, vitamin D3, All-Q (CoQ10), lutein, and Optisharp (zeaxanthin).
Mauricio Adade, president of DSM Nutritional Products’ Human Nutrition and Health business, said the new addition “aims at providing customers the peace of mind that the end-consumer increasingly requires†.
But DSM is not alone in targeting this drive towards differentiation.
Its main competitor in the vitamin sector BASF also has a range of vitamins intended to meet all market tastes, billed as allergen-free, kosher certified, halal certified, and GMO-, BHT-, dioxin-, and gluten-free.
CaroCare 20% V is aimed at the direct compression and dietary supplement market and is expected prove particularly popular in multivitamin formulations.
“It is designed to address the most demanding formulation and regulatory challenges,†said Adade.