National Starch changes starch name to improve brand awareness

Related tags National starch Dietary fiber

National Starch has changed the name of its Novelose resistant
starch in an attempt to build brand awareness for the line in
Europe.

The Novelose line will now be called Hi-maize to resolve confusion over its two brands and to improve communication with consumers. The Hi-maize name already has strong consumer-awareness in the Asia-Pacific region, said the company.

"Our intention is to build on this in Europe, as brand awareness adds consumer-valued credibility to Hi-maize containing foods,"​ said Mike Croghan, global business director of nutrition at National Starch.

Hi-maize​ is rich in fibre and also has prebiotic properties which are said to improve digestive health and energy.

National Starch acquired its resistant starch brand from Penford Australia in 2002 and is promoting the line as key to a nutrition strategy. Studies continue to show the value of wholegrain fibre for heart health and reducing weight and risk of cancers.

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