Tour DSM's supermarket of the future at Fi Europe 2011

Tour DSM's supermarket of the future at Fi Europe 2011

DSM will demonstrate how its food, beverage and nutritional ingredients will shape the food and beverage industry by inviting visitors to Fi Europe 2011.


DSM stands 3H13 and 3J12, Fi Europe, Paris, 29 November – 01 December 2011.

DSM will demonstrate how its food, beverage and nutritional ingredients will shape the food and beverage industry by inviting visitors to Fi Europe 2011 to take a trip to a supermarket of the future.

The must-see stand will feature a number of new products to be unveiled as part of the DSM’s drive for innovation, as the company looks to further develop its extensive ingredients portfolio. There will be a range of prototypes and on-stand events for visitors to enjoy and, back by popular demand, DSM will host a presentation by marketing expert Peter Wennström. Held on Thursday morning, the session will focus on developing consumer relevant food and beverage products, using Wennström’s renowned FourFactors® Brand Analysis System.

“The concept for this year’s show is a supermarket of the future, showcasing DSM’s commitment to providing innovative, forward-looking solutions for global markets,” comments Hans-Christian Ambjerg, President at DSM Food Specialties. “Consumers find our ingredients on supermarket shelves all over the world and, with a range of applications and new innovations on display; we look forward to demonstrating how our ingredients can bring real value to our customers’ brands now and in the future.”

As ever, DSM is committed to providing natural, sustainable ingredient solutions, with the launch of its breakthrough Maxavor® range of natural flavor ingredients. This unique range of products can be declared as yeast extracts, while offering process flavor functionality. This emphasis on ingredients from nature will also be reflected in the company’s health and nutrition offering, with DSM showcasing ‘life’sDHA™’ an algae-derived omega-3 product from Martek Biosciences—now part of DSM, as well as new natural carotenoids following the recent acquisition of Vitatene.

Visitors to the on-stand bakery will be treated to a tantalising array of freshly baked goods, including cakes made with DSM’s latest innovation in baking enzymes, CakeZyme®—a new range to improve the quality and shelf life of cakes.

On the first two days of the exhibition, DSM will host a ‘happy hour’ buffet, giving visitors the chance to relax after a busy day at the show and sample tasty food and drinks created with the company’s breakthrough ingredients. Through a range of tasty samples, including a variety of cheeses from across the globe enhanced with DSM’s cultures and enzymes ranges, and a delicious selection of savory ‘finger food’, visitors will be able to experience the taste, texture and ‘wow factor’ that DSM’s ingredients can bring to end products.

After sampling the tasty food on offer, visitors can quench their thirst with a drink from the ‘healthy cocktail bar’. Here, DSM representatives will be serving nutrient-rich non-alcoholic beverages corresponding to DSM’s Heath Benefit solutions, which include ‘Upgrade your Vision’ and ‘Essentials for Men’ to name but a few.

As healthy vision is a top consumer health concern, DSM, with the help of three professional athletes, will also be offering visitors the opportunity to have their eyes tested for lutein and zeaxanthin deficiency.

“We wanted to make this year’s FiE an interactive and enjoyable experience, and, with our innovative stand concept, we think visitors will be excited by what we have to offer,” comments Gareth Barker, head of global marketing for human nutrition and health at DSM Nutritional Products. “We, too, are looking forward to partaking in industry discussion, meeting visitors and demonstrating the benefits of our many products to both new and existing customers.”

DSM – Bright Science. Brighter Living. ™

Royal DSM N.V. is a global science-based company active in health, nutrition and materials. By connecting its unique competences in Life Sciences and Materials Sciences DSM is driving economic prosperity, environmental progress and social advances to create sustainable value for all stakeholders. DSM delivers innovative solutions that nourish, protect and improve performance in global markets such as food and dietary supplements, personal care, feed, pharmaceuticals, medical devices, automotive, paints, electrical and electronics, life protection, alternative energy and bio-based materials. DSM’s 22,000 employees deliver annual net sales of about € 9 billion. The company is listed on NYSE Euronext. More information can be found at


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