The Swiss company will as such draw on these distributors' existing networks in the North American market for distribution, marketing and technical support. Since buying the ingredient last year from US firm Larex, Lonza has been stepping up marketing of Fiberaid in Europe.
While previously available in the US, Fiberaid has only this year been available in Europe as a raw material. The new stepped-up distribution has been carefully crafted by means of partners with specific geographical strengths - distributors closer to consumer bases means a quicker turnaround time for orders, and possibly better service.
E.T. Horn is based in La Mirada, California. The company currently distributes Lonza's niacin and niacinamide in the Western US, and as such will be adding Fiberaid to this network. Located on the other side of the country, Del-Val is headquartered in Moorestown, New Jersey and will add Fiberaid to its offerings for Eastern market.
A branched polysaccharide, Fiberaid is extracted from western larch (L occidentalis) and tamarack larch trees using Lonza's patented water-wood-and-steam process. As a prebiotic, Fiberaid is said to have a beneficial effect on the gastrointestinal system, slowly fermenting to increase beneficial microflora like lactobacilli and bifidobacteria and decrease endogenous pathogenic bacteria.
Lonza says its ingredient is a soluble, tasteless and odourless prebiotic fiber that can be added to food and beverage products to boost their fiber content. In an effort to make the ingredient brand recognizable to consumers, Lonza has used a two-pronged marketing approach.
Firstly it has created a seal for the ingredient that can be used on packaging, and secondly, it has created a website for its product to communicate its potential benefits to consumers.
Lonza had already introduced such a seal for its ingredient Carnipure - a special grade of L-Carnitine. The compound is used to transport long chain fatty acids across the mitochondrial membrane for subsequent fat breakdown and energy production, and is typically used to support all bodily functions that have a high energy demand.