Specialty chemicals company LANXESS AG is to launch its first natural product: Natural Choice is an innovative flavor that also increases the shelf life of beverages. Typical applications include non-carbonated soft drinks containing fruit juice such as still lemonade and isotonic sports drinks. Philipp Borgs, Product Manager Beverage Technology in the Material Protection Products (MPP) business unit, said: "We are now launching our new product in the United States, which is the world's biggest market for soft drinks, with annual sales amounting to 38 billion US dollars. Following a successful launch, other countries will follow."
Natural Choice is a fruity, lemon-tasting formulation, consisting entirely of natural ingredients. The main constituents are citrus fruit peel oil, lecithin and beeswax.
The Beverage Technology unit of LANXESS, which also supplies the successful microbial control agent Velcorin, will present the new product at this year's conference of the International Society of Beverage Technologists (ISBT), due to take place from April 11-13 in Florida at the BevTechTM ’11 exhibition.
"It is an ideal forum, because in the United States there is strong consumer interest in drinks with natural ingredients, and Natural Choice will now open up this market for us. Before now, we had no opportunity to access it. With Natural Choice, we are giving the industry an innovative product that helps them produce soft, fruit-containing drinks in a natural and sustainable manner," said Ingo Broda, head of Beverage Technology at MPP.
"Natural Choice is only the beginning. We are continuing to carry out active research in natural, bio-identical products for the food and beverage industry, and this will be our mission for the next few years," added Broda.
The launch of a natural product is a further example of the commitment shown by LANXESS to Green Chemistry. The leading manufacturer of synthetic rubber owns shares in the U.S. company Gevo Inc., an expert in the production of bio-based raw materials. The two parties are working on methods to produce isobutene from renewable raw materials, which is then used for rubber production.
The MPP business unit is part of LANXESS’ Performance Chemicals segment, which recorded sales of EUR 1.98 billion in fiscal 2010.
LANXESS (lanxess.com) is a leading specialty chemicals company with sales of EUR 7.1 billion in 2010 and currently around 14,850 employees in 24 countries. The company is represented at 45 production sites worldwide. The core business of LANXESS is the development, manufacturing and marketing of plastics, rubber, intermediates and specialty chemicals.