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ADD BACK FLAVOUR FOR PREMIUM OJ

Added: (Thu Feb 22 2001)

Pressbox (Press Release) - Flavour ingredients specialist Treatt plc is helping users of frozen concentrated orange juice (FCOJ) in their fight to retain customers and market share in the fiercely competitive orange juice market. Using Treatt’s innovative range of natural juice add back systems, derived solely from orange, at low dosage levels in FCOJ, gives products that ‘not from concentrate’ (NFC) flavour. They improve taste, aroma and mouthfeel and help to keep today’s demanding consumers coming back for more.

Experience in the USA shows that although NFC (not from concentrate) sales have rapidly grown to dominate the orange juice market with 46% of total US$ spend, reconstituted orange juice is still the largest sector by volume*. Sales of FCOJ are being similarly affected in Europe by the rise in sales of NFC. “In the battle for consumer loyalty, taste and aroma are critical. This is why our juice add backs are of such interest to juice producers,” comments Hugo Bovill, Managing Director, Treatt plc. “Our range of orange juice add-backs are tailored to meet the customer’s
individual requirements. They will be of significant interest to anyone who wants to improve product quality and meet consumer demand, without the need for enormous capital expenditure.”

Treatt manufactures a wide range of orange juice add back products to comply with local legislation. The company, which exports to over 80 countries world-wide, is familiar with the different regulations, in particular in France and Germany, regarding the addition of juice add backs. Treatt’s add backs can also enhance and improve juices from different regions of the world. Each product offers a specific flavour and aroma. Used in combination with other fractions, they provide users of FCOJ with the flavour profile to suit their local market and their distinctive tastes.

Treatt specialises in the creation of problem solving flavour add-back systems for the juice industry. Its range of add backs also includes lemon and grapefruit. Treatt manufactures a wide range of other innovative flavour and fragrance ingredients including essential oils and their fractions, aromatic chemicals and TreattaromeTM FTNF (From the Named Food) natural distillates.
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*A. C. Nielson, September 2000

For further information, please contact Giles Bovill, Treatt plc, Northern Way, Bury St Edmunds, Suffolk, IP32 6NL, UK. Tel: +44 (0) 1284 702500. Fax: +44 (0) 1284 703809. Email: giles.bovill@rctreatt.com. Internet: www.treatt.com


For further press information, please contact Olivia Kehoe, Barrett Dixon Bell, Craig Court, 25 Hale Road, Altrincham, Cheshire, WA14 2EY, UK. Tel: +44 (0) 161 925 4700. Fax: +44 (0) 161 925 4701. Email: olivia@bdb.co.uk. Internet: www.bdb.co.uk

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