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Yeast inception: live yeast itching for new markets

French company’s live yeast product provides a case study in cultural barriers

Lesaffre Human Care, a division of Lesaffre International, headquartered in Lille, France, has been making yeast products for over 150 years, and since a 2004 joint venture with Archer Daniels Midland, has held the Red Star brand of nutritional yeast, sold effectively in the U.S. market since 1975. So why are they having a slow start with their new yeast product, ibSium® in U.K. and U.S.

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