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

Protein trends: Saturation point or just the tip of the iceberg?

Protein trends: Saturation point or just the tip of the iceberg?

Does the huge demand for protein have the legs to last? And if so,...

Fibers from food waste offer clean label option

Fibers from food waste offer clean label option

Multifunctional fibers made from fruit and vegetable peals and pulps that would otherwise be...

Space... the final frontier for food science at Food Vision USA

Space... the final frontier for food science at Food Vision USA

To boldly go... where no food conference has gone before? Space food is on...

How is Californian drought affecting almond supply?

How is Californian drought affecting almond supply?

Stacey Humble

Vice president of global marketing, Almond Board of California

Lights, camera, action! Edible insects in focus at IFT 2015

Lights, camera, action! Edible insects in focus at IFT 2015

No self-respecting food conference would be complete these days without a session on edible...

Flavour tourism: On the trail of Europe's future trends

Flavour tourism: On the trail of Europe's future trends

What will the next flavour trends be, where does inspiration come from and how...

Key trends in food and nutrition: Naturalness, NPD and more co-branding?

Key trends in food and nutrition: Naturalness, NPD and more co-branding?

After a few years of negativity, the industry has a spring in its step...

How to succeed as a start-up in Europe (and not get swallowed by Big Food)

How to succeed as a start-up in Europe (and not get swallowed by Big Food)

Julian Mellentin

Director, New Nutrition Business

What does ‘responsible innovation’ really mean?

What does ‘responsible innovation’ really mean?

Many food firms talk about the need for ‘responsible innovation’, but what does this...

Shifting demands: Where will the growth in healthy foods come from?

Shifting demands: Where will the growth in healthy foods come from?

With an ever increasing consumer demand for healthier food products, many within the industry...

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

Saturated fats may not cause heart disease: Researcher

Saturated fats may not cause heart disease: Researcher

Prof. Philippe Legrand

Director of the biochemistry laboratory, Agrocampus Ouest

Key Industry Events