SUBSCRIBE

Breaking News on Food & Beverage Development - EuropeUS edition | Asian edition

News > Business

Read more breaking news

 

 
Dispatches from FIE 2011

VP on Bio Serae and CNI merger: “It was difficult for the customer to understand who we were”

By Shane Starling , 07-Dec-2011
Last updated on 08-Apr-2012 at 03:21 GMT2012-04-08T03:21:14Z

VP on Bio Serae and CNI merger: “It was difficult for the customer to understand who we were”

When French firm Iranex announced in November that it was merging Bio Serae Laboratoires and Colloides Naturels International (CNI) to form Nexira (an anagram of Iranex), some wondered about the wisdom of scrapping two established and recognised brands.

But executive vice president, Olivier Houalla, told NutraIngredients, it was time for a new identity that consolidated the two companies’ activities under a new moniker that spoke of the innovation ambitions of the new entity in science and offerings.

“They were well established but in the meantime it was becoming an agglomeration of different brands, different companies…it was difficult for the customer to understand who we were so we decided to merge all the names, all the companies under a single umbrella.”

“The goal is to … gain a power in innovation and launches of new products.”

Claim wins and losses

Speaking of a 2008 European Union health claim rejection for a weight management-focused Bio Serae cactus ingredient, Houalla said, “to be honest it has not really affected the business. It slowed the business after the rejection for a couple of months but then it is back to normal…The claim is useful but maybe it is not always completely necessary to sell a product.”

The company launched an olive leaf extract that benefitted recently from a positive cholesterol-beneftting European Food Safety Authority (EFSA) opinion.

Related products

EU referendum: vote to stay, says Greencore boss

Four reasons to stay in the EU: Greencore boss

Four factors explain why the food and drink industry would be much better off...

Smart combinations: Juices blend fruit and vegetable ingredients for nutritional punch and flavor appeal

Smart combinations: Juices blend fruit and vegetable ingredients for nutritional punch and flavor appeal

Vegetable ingredients may boost the nutritional content of beverages: but when it comes to...

Refreshment and nutrition drive demand for vegetable ingredients

Refreshment and nutrition drive demand for vegetable ingredients

Vegetable ingredients are winning favor with consumers who value them as a healthy part...

Marketing to the ‘elderly'

Marketing to the ‘elderly’: Overcoming the taboo of getting old

There is a need for public health strategies and products to address Europe's rapidly...

What opportunities does the backlash against sugar create?

What opportunities does the backlash against sugar create?

From links with obesity and type 2 diabetes to government taxes, sugar is currently...

Eat with your eyes: Making sense of multi-sensory food

Eat with your eyes: Making sense of multi-sensory food

Food should taste and smell good but what else should and can it do...

The 4 biggest mistakes in healthy marketing

The 4 biggest mistakes in healthy marketing

The Healthy Marketing Team tells us what NOT to do when marketing a healthy...

How the food industry can boost consumer health

Three changes food industry must make to boost health

Food and drink manufacturers must make three changes across their businesses to help boost...

Food industry new starters offered top tip

Food business starters should be hungry for knowledge

Young people starting their food business careers should hungry for knowledge about the roles...

FiE 2015: Our best bits

FiE 2015: Our best bits

Our teams of journalists were out in force at Food Ingredients Europe (FiE) last...

New tech on EFSA’s horizon: Crowdsourcing and cyber assistants

New tech on EFSA’s horizon: Crowdsourcing and cyber assistants

New technology like crowdsourcing and artificial intelligence computers is the future of risk assessment,...

Lab meat, plant proteins and insects: Which alternative proteins will feed the world?

Lab meat, plant proteins and insects: Which alternative proteins will feed the world?

The quest for alternatives to animal-derived proteins has led to a huge amount of...

Food firms should prepare for pre-recession spending

Prepare for pre-recession spend – top economist

Food manufacturers should prepare for a positive three years ahead, as the changing economy...

Creepy proteins will be hot

New proteins are creeping on trend

Alternative proteins are a “hot area” of interest and products such as sandwich spreads...

Salt reduction not a priority for UK consumers: LoSalt survey

Salt reduction not a priority for UK consumers, finds LoSalt survey

Caroline Klinge

sales and marketing manager, LoSalt

‘Nice wine, no corkscrew?’ Mirabeau En Provence wins 8m+ YouTube views

‘Nice wine, no corkscrew?’ Mirabeau En Provence solution strikes YouTube gold with 8 million+ views

Mirabeau En Provence owner Stephen Cronk says the desire for a direct consumer connection...

DSM claims craft brewer interest in gluten-free beer enzyme

DSM claims craft brewer interest in gluten-free beer enzyme

DSM Food Specialities claims that, far from being cautious, craft brewers are embracing the...

Smoothie brand Froosh warns of ‘social washing’ within supply chain

Smoothie brand Froosh warns of ‘social washing’ on supply chain sustainability

Scandinavia’s top-selling smoothie manufacturer Froosh has called for ‘trade not aid’ in developing countries...

Saturated fat guidelines out, food guidelines in?

Get rid of nutrients and focus on foods in guidelines, says sat fat researcher

Benoit Lamarche

Saturated fat researcher, Laval University

Key Industry Events