Vitiva extends meat line in quest to move beyond extract supply

By Guy Montague-Jones

- Last updated on GMT

Related tags: Shelf life, Meat

Slovenia-based Vitiva has extended its SyneROX portfolio for meat applications in a bid to be recognised as more than just a supplier of natural rosemary extracts.

The ingredients company said the meat industry is now seeking more ready-to-use products that are pre-blended and pre-customised.

Technical sales director Dusanka Dimitrijevic told that Vitiva is responding to this demand by extending its SyneROX range and introducing “Mix & Match” shelf-life management solutions.


The idea is to be more than just a supplier of extracts but to function as a blender and supplier of natural solutions for all sorts of problems found in meat production such as short shelf life, colour maintenance and microbial instability.

To address meat production and preservation challenges, the new SyneROX line contains formulations for oxidation management, as well as reduced use or complete removal of acetates and other synthetic antimicrobial stabilisers.

In addition, Vitiva said the new range allows meat producers to remove synthetic vitamin C and replace it with natural alternative for clean-label status.

Ohad Cohen, CEO of Vitiva, said: “Meat manufacturers will be able to choose among different combinations of natural SyneROX ingredients to answer their specific protection needs and help them target most the critical success factors for their meat products.”

Semi natural

There is even the possibility to incorporate ingredients that are not fully natural. Cohen added: “Semi-natural and other customized formulations also will be available for companies seeking increased differentiation in this highly competitive marketplace.”

Dimitrijevic said the identity of the company remains very much attached to natural ingredients and solutions that enable food manufacturers to reduce their reliance of synthetic preservation. The head of marketing at Vitiva said offering semi-natural formulations remains within this spirit of helping companies move into natural territory, and addressing the needs of specific customers.

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