SUBSCRIBE

Breaking News on Supplements & Nutrition - EuropeUS edition

News > Suppliers

Read more breaking news

 

 
Dispatches from FIE 2011

VP on Bio Serae and CNI merger: “It was difficult for the customer to understand who we were”

By Shane Starling , 07-Dec-2011
Last updated on 08-Apr-2012 at 03:21 GMT2012-04-08T03:21:14Z

VP on Bio Serae and CNI merger: “It was difficult for the customer to understand who we were”

When French firm Iranex announced in November that it was merging Bio Serae Laboratoires and Colloides Naturels International (CNI) to form Nexira (an anagram of Iranex), some wondered about the wisdom of scrapping two established and recognised brands.

But executive vice president, Olivier Houalla, told NutraIngredients, it was time for a new identity that consolidated the two companies’ activities under a new moniker that spoke of the innovation ambitions of the new entity in science and offerings.

“They were well established but in the meantime it was becoming an agglomeration of different brands, different companies…it was difficult for the customer to understand who we were so we decided to merge all the names, all the companies under a single umbrella.”

“The goal is to … gain a power in innovation and launches of new products.”

Claim wins and losses

Speaking of a 2008 European Union health claim rejection for a weight management-focused Bio Serae cactus ingredient, Houalla said, “to be honest it has not really affected the business. It slowed the business after the rejection for a couple of months but then it is back to normal…The claim is useful but maybe it is not always completely necessary to sell a product.”

The company launched an olive leaf extract that benefitted recently from a positive cholesterol-beneftting European Food Safety Authority (EFSA) opinion.

Related products

Food manufacturers must encourage healthy choices

Food manufacturers’ role in delivering ‘a fitter future’

Food and drink manufacturers must do more to encourage consumers to make healthy choices...

Upcoming EU sports nutrition law revamp – a win for industry?

Upcoming EU sports nutrition law revamp – a win for industry?

Craig Simpson

EU food law expert , Steptoe & Johnson

Smart combinations: Juices blend fruit and vegetable ingredients for nutritional punch and flavor appeal

Smart combinations: Juices blend fruit and vegetable ingredients for nutritional punch and flavor appeal

Vegetable ingredients may boost the nutritional content of beverages: but when it comes to...

Refreshment and nutrition drive demand for vegetable ingredients

Refreshment and nutrition drive demand for vegetable ingredients

Vegetable ingredients are winning favor with consumers who value them as a healthy part...

Marketing to the ‘elderly'

Marketing to the ‘elderly’: Overcoming the taboo of getting old

There is a need for public health strategies and products to address Europe's rapidly...

The 4 biggest mistakes in healthy marketing

The 4 biggest mistakes in healthy marketing

The Healthy Marketing Team tells us what NOT to do when marketing a healthy...

Top snacking trends

Top snacking trends revealed as UK leads innovation

Health and indulgence are key trends shaping the snack market as the UK leads...

Protein could give endurance athletes an extra edge, says Arla Foods

Protein could give products for endurance athletes an extra edge, says Arla Foods Ingredients

A new fast absorbing protein from Arla Foods Ingredients could help crack open the...

IPA chief: "Regulators are starting to turn the corner on probiotics"

IPA chief: "Regulators are starting to turn the corner on probiotics"

A new-look International Probiotics Association is creating dialogue with key regulators around the world,...

FiE 2015: Our best bits

FiE 2015: Our best bits

Our teams of journalists were out in force at Food Ingredients Europe (FiE) last...

New tech on EFSA’s horizon: Crowdsourcing and cyber assistants

New tech on EFSA’s horizon: Crowdsourcing and cyber assistants

New technology like crowdsourcing and artificial intelligence computers is the future of risk assessment,...

EFSA’s Bernhard Url: Science should reserve one private room for open debate

EFSA’s Bernhard Url: Science should reserve one private room for open debate

Since taking the European Food Safety Authority (EFSA) throne last summer, Dr Bernhard Url has become...

Seadragon sets out to breathe fire into Kiwi fish oil

Seadragon sets out to breathe fire into Kiwi fish oil

The town of Nelson will welcome New Zealand's first omega-3 fish oil processing plant...

The taste test: How do you make a probiotic drink taste good?

The taste test: How do you make a probiotic drink taste good?

Probiotic fruit drinks face different challenges to their dairy counterparts - but both face...

African probiotic project reaching 10,000 infants a day

African probiotic project reaching 10,000 infants a day

Professor Gregor Reid

Chair , University of Western Ontario & Human Microbiology and...

Germvangelist set to shake Probiota with holistic shout

Germvangelist set to shake Probiota with holistic shout

Jason Tetro

Researcher, author, The Germ Guy

Creepy proteins will be hot

New proteins are creeping on trend

Alternative proteins are a “hot area” of interest and products such as sandwich spreads...

Dairy ingredients giant on Indonesia: ‘A lot of opportunities here’

Dairy ingredients giant on Indonesia: ‘A lot of opportunities here’

Jake Riddle

General manager, Kerry Asia Pacific

Indonesia stakes claim as SE Asia's most important food market

Indonesia stakes claim as SE Asia's most important food market

Indonesia's food industry will continue to grow in importance as its population of around...