The well-recognised V-label helps customers around the world to identify vegan and vegetarian products and services quickly and easily.
With LUS' range of ingredients now being certified, this will make it easier for the company's clients to become certified also, helping them to promote their trustworthiness and transparency.
Trend vs Mission
René van Hoorn, Founder of LUS, says the word 'vegan' has become a buzz word over recent years and, with that, the launches of vegan consumer products have exploded.
"This means the growth in the vegan category is much higher than the increase in the number of vegan consumers, indicating that the driving force is not veganism but what it stands for to consumers: a more sustainable choice," he says.
“We have not stepped into this category because it is a trend or just to make some money. What we care about is the planet and doing what is right. That also means that we will not touch soy products and work palm-free.
When starting the company in 2019, we decided to make only vegan ingredients & products. This was a straightforward decision as our ambition is to build a sustainable health ingredients platform and what better way to do this than with vegan ingredients? It is clear to our customers: we fully support the change to a more sustainable (food ingredient) future and to back this up we decided to have our ingredients certified as vegan. As we researched the different available vegan labels out there, we noticed most of our clients using V-Label."
Value for consumer, value for brands
On a European consumer level, more than 95% of consumers say they know the label and 82% understand the meaning of the label and say it provides a trustworthy feeling upon which buying decisions are made. In fact, 79% of consumers say they are willing to pay more for certified products and 64% of shoppers prefer to buy products with a V-label (V-label survey 2021 which involved 23000 shoppers from 40 countries).
Van Hoorn adds: "We know and understand that labelling is something that adds most value on a consumer brand level. So why bother as a B2B company? The answer is quite simple: We care about the change. About making an impact. About inspiring our customers to also make the change. And having our ingredients certified makes it easier for you, as a customer, to have your final product also V-label certified."
Lus Health Ingredients sells a range of label claim-friendly ingredients, soft gels and private label products including glucose uptake blocker 'Reducose', vegan cod liver oil 'VeganCLO', 'Veganergy' palm free MCT powder, PalmFreeMCT oil, algae-sourced DHA oil 'Dmax', algae-sourced astaxanthin 'NatAxtin' and Omega3to1 DHA EPA soft gels.