Danisco targets bread makers with two new enzyme launches
new enzymes, a lipase to enhance flour performance and an amylase
to extend the shelf-life of bread, targeted at bread makers.
These bakery products will support the Danish firm's 20 per cent share of the global bakery enzyme market.
Eyeing market growth of 7 to 10 per cent for lipases, and a steady 2 to 4 per cent for amylases, the new enzymes produced using fermentation technology with genetically modified microorganisms, extend the range of Danisco's one-stop supply portfolio.
"Lipases can fit into every single country. We see it as a very fast growing category," says Jan Sindesen, president of Danisco Specialities.
An extension of the company's Grindamyl range, the new glycolipase (Powerbake) claims to help optimise the industrial bread production process by making flour perform more effectively.
"The better usage of flour will result in more uniform and high-quality bread products to the consumers," asserts Danisco, targeting an annual DKK500 million market with this latest lipase.
Both enzymes are the fruit of Danisco's five year collaboration with US biotech firm - that now belongs to the Danish ingredients company - Genencor.
The second enzyme, Grindamyl Max-Life "helps maintain the soft and fresh texture in bread and prevents the development of a dry and hard crumb structure and crust,"says Danisco.
Previously sourced from outside, Max-Life's development brings the amylase in-house into Danisco's portfolio, extending choice to customers and targeting a DKK600 million annual market.
The firm claims the enzyme, by extending the shelf life of bread, reduces retailers' waste.
The main application is in sandwich bread products, mainly sold in North America, Europe, Japan and Australia.
Unlike the lipase enzyme that will seek to carve out new markets, "we don't have to create this market, it's already there," Sindesen tells FoodNavigator.com.
Available in the US, both enzymes await regulatory approval in Europe, that may occur in the next six months.
Number one enzyme firm Novozymes, together with Danisco, DSM, AB Enzymes and Chr Hansen dominate the food enzyme market, worth €200 million in 2004.
Opportunities for growth in this mature market lie in developments, driven by biotechnology, that provide food and beverage makers with the right tools to meet consumer trends, claims market analysts Frost & Sullivan.
In 2004 starch and sugar processing, bakery, and dairy enzymes constituted the largest share of the market: but the highest growth rates were witnessed in the nutrition and dietary supplements market.
From 2005 to 2011 the market is expected to trundle along at about 3.5 per cent, with revenues hitting about €240 million by 2011.
As reflected by the Danisco launch, research continues to focus on improving product performance of existing products and on the development of novel enzymes for specific niche applications.
"At a time of increasing price sensitivity and increasing market competition, on-going product development is crucial to survival," say Frost & Sullivan.
Pledging substantial annual investment in research and development, maintaining close contact with leading universities and research institutions worldwide, and patenting and licensing of new products is of paramount importance.
Prices for bulk and commodity enzyme products have decreased since 2000 due to consolidation activity in the markets, and technological advances in production methods. Many enzyme products are considered commodity ingredients. The dairy market is a prime example where prices of dairy enzymes have decreased, a trend that is expected to continue.
Although prices for the same product will vary according to the application. An amylase sold into brewing applications will be priced differently to the same product sold to a flour mill or to bakery manufacturer.
Even within the same application or end-user sector, prices can vary considerably for the same product depending on the quantities sold.
Depending on the conditions during the fermentation process and the degree of purification, enzymes will usually have varying side activities-which can positively or negatively influence the value of a product for a certain application.
Prices can also vary depending on the microorganism used. For example, animal rennet would cost more than pectinases.
Conventional enzymes are usually higher priced due to the higher effort required to make them. Genetic engineering greatly improves productivity and cost-effectiveness in existing processes, and these enzymes are typically lower in price.