NSFI gets indulgent with Novation

By Jess Halliday

- Last updated on GMT

Related tags Maize Milk Nutrition

National Starch Food Innovation (NSFI) has added another product to its Novation clean label starch line. Derived from tapioca, it is billed as an ingredient that can bestow indulgence on a product, with reduced oil, fat or cream.

Clean label starches are of interest as there is a swell of consumer resistance to additives listed as E-numbers or with chemical connotations. NSFI by-passes this issue with its Novation line, all products in which can be simply labelled as ‘starch’.

With its new tapioca-based cold water swelling starch, known as Novation Indulge, the company is angling at the premium food market. It “enhances the textural quality​” of a wide range of prepared foods, the company says, including ice-creams, dips, dressings, cheese cake toppings and smoothies.

On the one hand, it allows for products to be made with less fat content, thus addressing consumers’ yearning demand for foods that are not so bad for them – but still taste as good as the original, full fat version.

On the other, formulators may also benefit as dairy derived ingredients such as milk powder, milk proteins, fat or butter, on which a creamy, luxurious texture usually depends, are subject to price fluctuations. This can leave food firms with an unexpected expense, should the price of a core dairy component suddenly sky-rocket.

Laura Goodbrand, European marketing manager for wholesome foods at NSFI recognised the fine line they have to tread.

“It’s a tough environment for food manufacturers,”​ she said. “They need to develop innovative new products which answer the multiple needs of today’s consumer – for high quality, convenient, better-for-you foods – while remaining cost-competitive. Novation Indulge ticks all these boxes and adds that important extra element of luxury that will have consumers coming back for more.”

Goodbrand told FoodNavigator.com that the performance of the ingredient is down to the company's proprietary technology.

The announcement of Novation Indulge comes just a month after NSFI launched two other starches in the Novation line, 4300 and 5300. Both of these are cold water thickening starches from waxy maize, and are said to be especially suitable for use in mayonnaise, dressings, dips, gravies, pizza toppings and fruit pie fillings.

The company says the new addition can actually be used in conjunction with 4300 and 5300, where an especially indulgent edge is required.

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