The company introduced a gelatin-free beta-carotene supplement in May 2005, called CaroCare, derived from the naturally occurring Blakeslea trispora microorganism and containing 7.5 per cent natural beta-carotene. The new addition, called CaroCare Nat. Beta Carotene 20%, means DSM can now offer a higher concentration of the carotenoid hailing from a natural source â€" and that is suitable for people who prefer products that contain no animal derivatives. DSM has two other 20 per cent beta carotenes: its core BetaTab 20% which uses animal gelatin, and BetaTab 20% S, which is nature-identical (based on a synthetic process). DSM has identified an opportunity in catering to the vegetarian and allergen-free market for supplements, a niche said to be expanding partly as consumers opt for non-animal products in response to food scares, and partly as manufacturers look to attract consumers with specific dietary needs. Other products in the animal- and allergen-free range include vitamin A, vitamin E, vitamin D3, All-Q (CoQ10), lutein, and Optisharp (zeaxanthin). Mauricio Adade, president of DSM Nutritional Productsâ€™ Human Nutrition and Health business, said the new addition â€œaims at providing customers the peace of mind that the end-consumer increasingly requiresâ€. But DSM is not alone in targeting this drive towards differentiation. Its main competitor in the vitamin sector BASF also has a range of vitamins intended to meet all market tastes, billed as allergen-free, kosher certified, halal certified, and GMO-, BHT-, dioxin-, and gluten-free. CaroCare 20% V is aimed at the direct compression and dietary supplement market and is expected prove particularly popular in multivitamin formulations. â€œIt is designed to address the most demanding formulation and regulatory challenges,â€ said Adade.