DuPont Launches Ingredient Branding Programme

DuPont has launched a programme to position its healthy food ingredients under the brand Solae™. The consumer ingredient brand is based on more than 30 years of science and expertise in soya protein by the DuPont Protein Technologies International (PTI) business.

The programme offers food marketers the opportunity to align their existing brands with brand licensing agreements and promotional support.

"There's a lot of information in the marketplace about soya protein. We want to differentiate ourselves with a brand consumers can trust and know that our soya ingredients are providing the health benefits they expect," said J. Erik Fyrwald, vice president and general manager, DuPont Nutrition and Health. "We know that more than 70 per cent of consumers polled want nutritious foods. When they see the Solae™ mark on packages, they will be assured that their families are getting great tasting, nutritionally advanced products."

The first product to carry the Solae™ mark is 8th Continent™ soyamilk, which recently began hitting US dairy cases in the northeast, west coast and mid-Atlantic regions. 8th Continent™ soyamilk is the first product from a joint venture between DuPont and General Mills, which began in August 2000.

In addition, a wide range of other products using the Solae™ brand is expected to follow, including meat, dairy, baked goods, cereals, healthy beverages and snack foods. The company also launched a web site, with features including information on products, the science of health benefits and recipes, to name a few.

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