Clariant launches innovative VITIPURE® solutions helping to reduce the added sugar consumption in China at FIC 2019

• Clariant’s VITIPURE SR series enable food and beverage producers to reduce unhealthy levels of added sugar in their products without compromising sweet taste and mouthfeel.
• VITIPURE solutions help food and beverage producers to meet consumer trend for healthier and ‘clean label’ ready-to-drink (RTD) products
• Clariant has already opened VITIPURE eXperience space in Shanghai dedicated to developing tailored solutions for Chinese food and beverage customers

Shanghai, March 5, 2019 – Clariant, a focused and innovative specialty chemical company, today announced it will be showcasing their new portfolio of VITIPURE sugar reduction solutions at Food Ingredients China (FIC 2019), March 18-20.

VITIPURE SR series focus on improving the nutrition of ready-to-drink (RTD) products, such as teas and juices. The series help F&B producers to eliminate high fructose syrup, added sugar and artificial sweeteners from their recipes and migrate to clean label solutions. Without compromising on sweet taste, flavour release and mouthfeel, the VITIPURE SR series are capable of reducing sugar levels according to the needs of RTD manufactures.

As consumers are growing more conscious of the value of a healthy diet, food consumption choices today no longer rest only on taste and cost. When making purchasing decisions, consumers are putting more focus on nutritious products made from natural ingredients. In China, where a traditional sweet taste in food and beverage products are still sought after, the consumption of added sugar remains high and unhealthy. F&B producers are now looking to strike a balance between maintaining a low-sugar composition without losing the taste appeal in their products.

Clariant’s VITIPURE SR series are based on high performing glycosilated steviol glycosides, provide a clean label alternative to reduce added sugars – and therefore calories - in RTD drinks. VITIPURE offers a clean, sweet taste without the bitterness associated with traditional steviol glycosides.

During the exhibition, Clariant will also announce the opening of its VITIPURE eXperience space, an application development laboratory and innovation hub located at its Shanghai regional headquarters. Dedicated to new product development, it will also support Chinese food and beverage manufacturers with tailored made solutions, working in collaboration with them from prototyping to commercialization.

“Our VITIPURE series offers tailor-made solutions for the food and beverage industry, backed by a deep understanding of natural ingredients and systems of the highest quality standards. It enhances multiple dimensions such as nutrition, sensory and mouthfeel, enabling food and beverage manufacturers to offer their consumers convenient yet healthier and more sustainable alternatives”, says Eduardo Costa, Head of Clariant Food Ingredients.

To learn more about VITIPURE and the VITIPURE eXperience, visit Clariant at booth 61U11 in Hall 6.1.

VITIPURE® IS A TRADEMARK OF CLARIANT REGISTERED IN MANY COUNTRIES.