Chr. Hansen Introduces New Members in the FruitMax® Family of Coloring Foodstuffs

Processed from edible, natural sources Chr. Hansen’s eight new FruitMax® coloring foodstuffs hit the health trend spot on.

The new shades represent a significant extension of Chr. Hansen’s FruitMax® range of coloring foodstuffs launched in 2007. Suitable for all key applications in the beverage, confectionery, ice cream, fruit preparation, and dairy industries the FruitMax® palette covers a wide variety of vivid shades of high quality and stability: from bright yellow and orange, over vivid red and violet, to natural brown.

Even closer to nature
“We are now adding eight new variants to the existing range of 21 coloring foodstuffs,” says Nina Brandi, Product Manager, Chr. Hansen’s Color Division. “Apart from adding new tones to the palette, the new shades stand out from the first generation FruitMax® shades in terms of raw materials and formulation. The innovations in these areas result in increased 'naturalness' of the products not including preservatives of any kind.

The health-conscious consumer
FruitMax® has a direct appeal to health-conscious, global consumers who increasingly prefer food with natural ingredients. “With FruitMax® there is a clear link to nature,” explains Pia Sjoegaard, Business Development Manager, Chr. Hansen’s Color Division. “The solutions are processed from carefully selected fruits, vegetables, herbs and spices.”

“We offer food and beverage manufacturers the opportunity to ‘color food with food’ without making compromises on taste and appearance. In some countries coloring foodstuffs allow food producers to label the colorings as food ingredients, not as E-numbers,” explains Pia Sjoegaard.

The rising consumer preference for natural ingredients is not least fuelled by the debate on synthetic vs. natural colors on the heels of the much-debated “Southampton study”. The study which was published in The Lancet in September 2007 concluded that six synthetic colors can aggravate hyperactivity in children.

Towards all things natural
“As the consumer’s knowledge on food safety and health issues has increased, he or she looks for products that can be distinguished as natural,” explains Pia Sjoegaard. “This trend towards ‘all things natural’ and away from ‘anything artificial’ equals a steadily growing market demand for natural colors and coloring foodstuffs.”

According to Leatherhead Food International, natural colors make up 31% of the $1.15bn international colorings market (2007), compared with 40% for synthetics. Today only 4% of the colorings fall into the coloring foodstuffs segment but that number is climbing steadily. Market research firm RTS Resource Ltd estimates an 8% annual growth for coloring foodstuffs in the UK, the biggest confectionery market in Europe.

“We now have an eye-catching FruitMax® shade for every application and they all match our customers’ high demands on technical qualities,” concludes Pia Sjoegaard.

Chr. Hansen will be showcasing the FruitMax® coloring foodstuffs at the ProSweets 2009 trade show in Cologne, Germany, Feb. 1-4.

The new FruitMax® shades are:

• FruitMax® Hazelnut
• FruitMax® Orange
• FruitMax® Peach
• FruitMax® Pink Grape
• FruitMax® Pomegranate
• FruitMax® Redcurrant
• FruitMax® Starfruit
• FruitMax® Yumberry

For further information on this press release, please contact:

Ulrik R. Soendergaard
Communications Consultant, Corporate Communications, Chr. Hansen
Telephone: +45 45 74 71 09
E-mail: [email protected]

Pia N. Sjoegaard
Business Development Manager, Commercial Development
Color Division, Chr. Hansen
Telephone: +45 45 74 73 03
E-mail: [email protected]

About Chr. Hansen
Chr. Hansen is a global biotechnology company that provides ingredients to the food, dairy, dietary supplements, and agricultural industries. The company is a leading supplier of food cultures, probiotics, enzymes, colors and functional systems which are applied in foods and beverages, dietary supplements and agricultural products.

For more information, please visit

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