The Slovenian company is looking to open up the market in Northern Europe.
"Vitiva expects to increase its sales in North Europe by 60 per cent over the next three years," says Ohad Cohen, Vitiva CEO.
An alternative to the "synthetic petrochemical ingredients available in the market" Vitiva is confident food makers will opt for their natural alternatives, that as well as being used to make processed meat and edible oils healthier, can extend shelf life of foods.
"We intend to provide natural powerful grades for new food applications in order to replace the synthetic petrochemical ingredients available in the market," says Aktiva group-owned Vitiva this week.
Market analysts Global Information pitch the global food preservative market at €422.7 billion, reaching €522 billion by 2008 thanks to a buoyant annual growth rate of 4.1 per cent.
Chemical-derived synthetic preservatives are viewed increasingly with some suspicion by consumers, pushing food makers to source natural preservatives, such as rosemary extract, instead. Amounting to growing opportunities for suppliers such as Vitiva.
Last year, for example, Unilever-owned UK frozen food manufacturer Bird's Eye announced a £4 million overhaul of its product range, removing all artificial colourings, flavourings and preservatives from the products.
Birds Eye beefburgers no longer contain E621 and E223, otherwise known as the flavour enhancer monosodium glutamate and the preservative, sodium metabisulphate. The two chemical additives have been replaced by rosemary extract.
Chr. Olesen Nutrition, a distributor of vitamins and amino acids, will represent Vitiva's product line.