Univar eyes sodium reduction in bakery, extends distribution with Kudos Blends

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11 Aug 2017 --- Univar BV, a subsidiary of Univar Inc., global chemical and ingredients distributor, has extended its distribution agreement with Kudos Blends to cover the Pell brand of innovative raising agents, including sodium reduction solutions. The now exclusive agreement spans across Europe. 

“Kudos Blends is a market-leading developer and producer of baking powders, specializing in potassium-based, sodium-free alternatives for an extensive variety of food applications,” said Gary Abraham, commercial manager for Univar Food Ingredients in EMEA.  

“Kudos’ high-quality ingredients allow our customers to achieve appropriate rise and finish in the process of baking doughnuts, crumpets, cakes and more,” notes Abraham. 

The portfolio, offered exclusively by Univar, contains a variety of single- and double-acting baking powders that vary in speed of release for the precise desired effect during the baking process. In addition, many of the ingredients are potassium-based, thereby reducing sodium in our customers’ end products, which is an important consumer-driven trend in the European market. 

Abigail Dillon, EMEA Product & Marketing Coordinator at Univar Food Ingredients spoke with FoodIngredientsFirst: “The bakery segment is extremely versatile, where many health, social and environmental trends are appearing and remaining long-term. In terms of “health”, consumers demand goods which are gluten-free, clean label and sugar/salt/fat reduced. Socially, consumer trends around bakery include authenticity, on-the-move/convenience, and premiumization. Finally, as a mix of health and environment, the trend of vegan/animal-free is becoming increasingly important, driving manufacturers to look at replacing eggs and butter in their baked goods.”

What will this partnership be able to offer consumers that it couldn’t before? “Previously, the distribution agreement between Kudos and Univar only covered UK and Ireland. Now we are able to bring Kudos’ innovative and inspiring solutions to customers and food manufacturers across the whole of Europe,” explains Dillon.  

“Baked goods are a very large contributor to sodium intake in our diets, due to the sheer volume of baked goods that we consume,” she notes. “It has long been driven into consumers’ minds that sodium is associated with many health problems. With that in mind, although sodium reduction is by no means a new or emerging trend, consumers are strong on their opinion that a reduction in sodium is an improvement in nutritional profile.”

Kudos, which is headquartered near Kidderminster, UK, was recognized with the prestigious Queen’s Award for Enterprise in the International Trade Category in 2016. The Queen’s Award for Enterprise recognizes a company for its role in the local community, environmental impact and the quality of its relationships with suppliers, partners, employees and customers.  

“The relationship with Univar is key to our strategy for an ambitious growth plan to further develop our international sales,” adds Dinnie Jordan, Managing Director for Kudos Blends. “We have been working with Univar in the UK now for some time and they have proven to be the perfect distribution partner to assist us with developing overseas sales.” 

By Elizabeth Green

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