Fenchem commits to boosting US sales
the US functional food market with its range of antioxidants and
fibers - a move which will increase competition among Western
firms.
In order to cash in on the large US market, Fenchem said it will focus on the study of functional ingredients, such as natural antioxidants, to be applied in food products. The ingredients supplier has already made inroads into the US market and landed its North American branch Fenchem Inc last year. In the past, Western ingredient producers have been under pressure from chinese firms which have offered products at lower prices. The firm hopes its large warehouse system will help keep prices competitive and guarantee delivery of its products within two to three days. "The competitive price and fast delivery are keys for our successful development in North American market," a spokesperson told NutraIngredients.com. Earlier this month the firm announced it would commit to using research and development to find natural antioxidants in response to demand. Its natural antioxidants range so far include Tocovet, a natural vitamin E succinate. G-Tea is a green tea extract, Grapurit a grape seed extract and Pomgreat a pomegranate extract. "These natural antioxidants are ideal substitute of artificial antioxidants due to health concerns to be used in foods and beverages," spokesperson Junny Liu said. The dietary fiber ingredient In-fibre and the flax-lignan based Liveflax, aimed at women's health, are both available on the market. The US functional food and beverage market is estimated to be worth some $29bn in sales last year, according to Global Industry Analysts. Fenchem's commitment is inline with its aim to double its US turnover in the next three years. Last summer it opened an office in Los Angeles to help achieve this. A Fenchem spokesperson was unavailable for further comment prior to publication.
