By using an alternative opacifier, the Swiss biotechnology giant's new clean label capsule offers a natural semi-opaque look that masks unattractive food supplement ingredients without the use of titanium dioxide, also known as E 171.
The common white pigment that has a long history of use in food supplement applications but with strong ongoing public debate on the ingredient’s safety, the marketing of titanium dioxide-containing foodstuffs will be suspended in France beginning January 1, 2020.
Speaking during the launch of the capsule at Vitafoods earlier this month, Beth Tormey, head of Lonza’s global business unit, told NutraIngredients that as consumer awareness increases, supplement producers are seeking more natural alternatives that are free from titanium dioxide.
“Consumers want to be absolutely certain the product they are using is safe.
“Many consumers may not be worried yet about the inclusion of titanium dioxide but we are making sure our clients can stay ahead of the curve in the future as this may become more influential on purchasing decisions.”
Lonza also showcased its expanding portfolio of clean label food coloured capsules at Vitafoods, including the Vcaps Plus Blue Spirulina, Purple Carrot, Red Radish and Spicy Yellow.
Stephane Vouche, marketing manager at Lonza, told NutraIngredients: “We are very proud to present a completely new generation of capsules which are clean label which is a major trend in the industry today.
“We are offering different base colours with true food colouring, that means no e-numbers.
"The purple carrot capsule also offers a lot of masking capabilities.”
Tormey added that these capsules should help with the development of ‘trustworthy’ supplements.
“The vegan and vegetarian capsules are coloured with food, essentially taking a food, such as a red radish, turmeric, or a purple carrot, and combining them to make any colour of the rainbow.
“The clean label preference is a huge shift we are seeing. Consumers are overwhelmed with the amount of information and science and brands talking science for the sake of science is overwhelming.
“Consumers really want transparency and a deeper understanding of how the product is made. They want it to be pure and simple but they don’t want to compromise on the health benefits they see.
“So we’ve worked hard to find the right balance between it all and we've developed marketing materials to explain the process in a clear and simple way.”