"The European market expects vitamin B12 formulations that address specific problems," said Udi Alroy, marketing director at LycoRed. "We are prepared to penetrate the European market with our full line of B12." The move to target the European market follows LycoRed's move to become a leading formulator of vitamin B12 in the US after the acquisition of H. Reisman Corporation. The flagship ingredient in this line is the company's vitamin B12 Stablets, a patented product purchased by LycoRed from Pfizer a few years ago. The ingredient is said to be indeal for multivitamin formulations due to its highly stability that prevents cross interaction. Currently, vitamin B12 poses two main challenges to manufacturers, said the company: stability and uniform distribution. The vitamin B12 in the Stablets formulation is chemically bonded to a pharmaceutical ion exchange resin that protects the B12 from pro-oxidants and from cross-interactions and thereby increases stability. The vitamin B12 is uniformly distributed in the resin at one per cent concentration. According to LycoRed, this concentration is suitable for multivitamin formulations, and can be used in tablets and hard shell as well as softgel capsules. The full range of vitamin B12 formulations offers concentrations of the vitamin of 0.1, 1 and 5 per cent, and all of the vitamin B12 formulations are non-GMO, allergen-free, halal, kosher and vegetarian. Many companies are targeting Vitafoods as the ideal launch pad for their ingredients. Indeed, Chr. Hansen are to launch their new phytonutrients range, Fenchem will launch its new omega-3 and flax lignan ingredients, and Kemin Health will launch its Slendesta slimming ingredient in Europe.