Tate & Lyle gives Promitor fibers new marketing push

By Lorraine Heller

- Last updated on GMT

Related tags Dietary fiber

Tate & Lyle has set up a new US marketing platform for its
Promitor fiber products, designed to provide manufacturers with
easily accessible information on the ingredients and their uses.

The UK-based ingredient supplier introduced its Promitor Soluble Corn Fiber and Promitor Resistant Starch on the US market in June last year. Last month, it launched a third product in the line Promitor Soluble Corn Fiber 60A, for dry mix applications. The firm this week announced the launch of a website for the ingredient line, which provides food and beverage processors in the country with detailed technical data, and information on suitable applications. The site, PromitorFiber.com, also includes videos and podcasts from Tate & Lyle scientists and health professionals, which cover topics including the technical benefits of the ingredients and consumer perspectives of fiber. In addition, the firm's Health and Nutrition Sciences team present a number of related nutritional studies. The website, which is said to provide manufacturers with "fiber facts at their fingertips",​ also includes lists of ready-made prototypes available from Tate & Lyle and a sample request facility. "We are seeing strong interest from food and beverage manufacturers to provide nutritional benefits to their consumers via the addition of fiber, including several products in or near market launch,"​ said David Lewis, business development manager, Health & Wellness, Tate & Lyle. Fiber benefits ​ Soluble fiber has been researched for its benefits to digestive health, as well as weight management since it can boost satiety - that is, help the consumer feel fuller for longer, thus reducing the tendency to snack. In the US, the daily recommended intake for fiber is 25g for women and 38g for men. Average consumption falls short, with current intake ranging between 12 and 16g per day. Promitor line ​ Tate & Lyle's Promitor resistant starch product is designed to replace flour and can be used in baked products and snacks, including cereal, crackers, cookies, bread and pasta. The corn fiber product replaces sugar in product applications, and can be used in foods and beverages ranging from cereal coatings, soup and sauces to jams, fillings, confectionery and dairy products. Both ingredients in the Promitor line are prebiotic fibers and claim to be well-tolerated and have a low glycemic response. The company claims its Promitor Resistant Starch​ differentiates from other products on the market as it is more process stable. According to the firm, competing products do not survive well in extreme process conditions, meaning that the levels of fiber added through the ingredients are actually diminished during the manufacturing process. Promitor Resistant Starch claims to have "more thermally stable crystals",​ which are not melted at high temperatures and which therefore allow for the entire amount of fiber added to a product to be retained. Promitor Soluble Corn Fiber​, can be used to replace traditional sweeteners such as liquid and dry corn sweeteners, sucrose and other sugar alcohols. As a result, the ingredient can help cut calories by almost half, said the firm. The ingredient also claims to be more acid stable than competing products, meaning it does not break down in products with a low pH. The corn fiber comes in both liquid and powder form, and because it is soluble it is efficient and easy to work with, said Tate & Lyle. The latest addition, called Promitor Soluble Corn Fiber 60A​ (after its 60 per cent dietary fiber content), is said to be best suited to a variety of dry mix products, such as beverages, desserts, and savory products like soups and sauces.

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