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Beauty drink prototype, 'the crown jewel' for Frutarom at food trade show

By Shane Starling and Katie Bird , 10-Jun-2009

A beauty drink prototype made with Frutarom’s new ingredient Collactive is the prize offering from the company at this year’s IFT trade show.

Israeli-company Frutarom is demonstrating a number of prototype functional beverages at its booth at the Institute of Food Technologists show in Anaheim, California.

The beauty drink debuting at the show contains the anti-wrinkle ingredient Collactive, which is the result of collaboration between Frutarom and France-based company Copalis.

‘Crown jewel’

The Israeli ingredients giant called the beauty beverage the ‘crown jewel at the Frutarom booth’.

Alongside the anti-wrinkle drink, the company showcased prototypes of sports and energy drinks featuring organic and botanical extracts and ‘new sweeteners’, in an attempt to illustrate the combined potential of Frutarom and its recent acquisition Flavor Specialities Incorporated.

“We are proud to share our booth with the FSI team and to showcase functional and energy beverages based on FSI’s natural flavors and Frutarom’s healthy ingredients,” said Frutarom USA president, Rafi Friedman, in a statement.

“The integration of FSI was a strategic move that will strengthen our position in the US market, specifically in the beverage market. Frutarom will continue to seek opportunities to increase its presence and share in the US.“

The prototypes include:

· a pomegranate-açai two-oz “No-Crash energy shots”

· an organic drink sweetened with stevia

· a CoEnzyme Q10, omega-3 and vitamin-fortified sports drink

· a Latin American-influenced drink with exotic flavors and pineapple-guava

· iced coffee versions including Café Mocha and French Vanilla

 

These prototypes are just a few examples to show our visitors how Frutarom can be a reliable partner for tasty and healthy success,” Friedman added.

Frutarom bought Californian firm, Flavor Specialties Incorporated, in March, a move it acknowledges is designed to increase its “presence and share in the US.“

Keen to buy

Israel-based Frutarom is one of the more aggressive players in the food ingredients space and has made a number of acquisitions in recent years. It has shown few signs of slowing down due to the economic recession, buying out UK flavour firm, Oxford, in the first week of January.

It made seven purchases in 2007 alone, a move that was accompanied by an increase in sales of 25 per cent to US$474.3m in 2008, and a 34.8 per cent jump in annual gross profit to bring home $176.3m.

Its acquisition of 20-year-old Flavor Specialities cost $17.2m; Oxford cost $12m.

Frutarom trades in 120 countries, has 1,500 employees worldwide and manufacturing facilities in Europe, North America, Israel and Asia.

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