Vitiva places a strong emphasis on the natural origin of its ingredients. Its rosemary extracts, for instance, are marketed as alternatives to chemical preservatives in a range of food applications, including meat and meat products, fish and seafood, oils and citrus flavours.
The UK is observed to be leading the curve in natural foods, as consumers are increasingly wary of E-numbers and chemical-sounding ingredients lists. A recent study of Mintel’s Global New Product Database found that 36 per cent of all food and beverage products launched in the UK in 2008 made ‘natural’ claims, including ‘‘no additives/preservatives’, ‘organic’, and ‘wholegrain’.
On a global basis, 23 per cent of products launched in 2008 made ‘natural’ claims.
To be closer to this high-potential market, Vitiva has opted to establish a dedicated office, which is headed by newly-appointed UK regional sales manager Steve Sutton-Wild.
Sutton-Wild said that the new set-up will “provide local service, superior technical support and after sales support to an extensive customer base”.
The CEO of Vitiva, Ohad Cohen, also has plans to increase the firm’s reach in other product sectors. “We plan to penetrate new food categories with innovative solutions for food and beverage fortification,” he said.
The firm has already made moves in this direction, since in 2007 entered the lutein market with the launch of encapsulated VitaLutS, which is said to allow for smaller, more manageable, forms than previous industry standards. Lutein is a nutrient that it particularly renowned for eye health.
The new UK office will serve not only the food sector, but also the nutraceuticals, cosmetics and pet food industries. It will also be reponsible for sales in Ireland.
Vitiva also has a subsidiary office in Cannes, France, which it opened in February 2007.