Naturex revamps image, hones market focus

The French botanical ingredients firm was founded in 1992, and specialises in plant extracts with flavouring, colouring, antioxidant and nutraceutical properties After a period of growth, it has now decided to operate under three business units: Food & Beverage, Nutrition & Health, and Personal Care. The intention is to develop specific extract product ranges for each market. In 2008 Naturex saw total revenues of €93.2m in 2008, some 90 per cent of which came from outside France. Last year its nutraceutical business made up 56.8 per cent of revenue; food and flavour cames in the second place, accounting for 32.8 per cent. Pharmaceuticals and cosmetics made up relatively small parts of Naturex’s business – 4.8 and 2 per cent respectively. Despite the delineation of the new units, the company will retain its corporate capabilities in the areas of sourcing, production, R&D and sales and marketing, however, and these functions will support all three of the business units. New image The company has also today unveiled its new logo, which bears the baseline Ultimate Botanical Benefits. Jacques Dikansky, president and CEO, said: “The introduction of the logo and the enhancement of our visual identity are in line with our growth strategy.” The new logo and graphics is intended to “make the product ranges more easily understood”, the company said. They will start appearing on documents over the coming weeks, as existing stocks are used up. Amongst the company’s current offerings are Nat’Arom extracts, oleoresins and essential oils, Nat’Color natural colours, and Nat’Stabil rosemary extracts with antioxidant properties, all of which are intended for the food industry. It also has a Nat’Activ line of botanical extracts that are understood to have health benefits, and which are formulated for use in nutraceuticals. Naturex has its headquarters in Avignon, France and has operations in France, Morocco, the US and Italy, amassed through acquisitions.

Naturex revamps image, hones market focus

Naturex has divided its business into three distinct business units so as to develop products that are targeted to the main markets it serves, and has unveiled a new corporate image.

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