Tate & Lyle launches Promitor branded fibers

by Jeff Gelski
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LONDON — Tate & Lyle, P.L.C. on June 7 introduced a new range of dietary fibers that will be marketed under the Promitor brand name and will join the company’s Wellness platform. Tate & Lyle plans to develop a portfolio of soluble and insoluble dietary fiber ingredients under the new brand.

Manufacturers will be able to use the range of fibers in such categories as beverages, bakery, dairy, soups, sauces and dressings, snacks and cereal coatings. Manufacturers will have the opportunity to use the Promitor logo front of pack. The Promitor brand name is taken from a Roman god associated with bringing the harvest in from the fields.

"There is a real opportunity for food manufacturers to give consumers the fiber they need to eat in the products they want to eat," said Harvey Chimoff, director of marketing, Americas, for Tate & Lyle. "The prototypes that we have taken to our customers show that Promitor branded dietary fibers are easily incorporated into a wide range of food and beverages with no impact on taste."

Tate & Lyle’s research shows about two-thirds of respondents in the United States and Europe acknowledge fiber helps to promote digestive health and the immune system.

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