Seaweed & Co. eyes European market potential, inks Univar Solutions as distribution partner

08 Jul 2019 --- Global chemical and ingredient distributor Univar Solutions will distribute UK-based Seaweed & Co.’s PureSea seaweed ingredient products across various European countries. PureSea’s portfolio includes a range of easy-to-use and convenient seaweed-derived products, which reportedly deliver benefits for consumers’ food, health and nutrition. Although the seaweed ingredients have already been used in products featured in major UK retailers, as well as in multinationals, the partnership with Univar will allow the ingredients to be accessed by a broader market.

“Due to the scale we are able to achieve with PureSea, the markets being considered are global. We have to be strategic in our approach and focus on the markets and countries where we see the greatest potential – particularly across Europe – but we are ready to go and can very quickly scale,” Dr. Craig Rose, Founder and Managing Director, Seaweed & Co, tells FoodIngredientsFirst.

Gary Abraham, Head of Supplier Management EMEA / Ricky Wilson, Kaiser Chiefs / Dr. Craig Rose, Founder & Managing Director, Seaweed & Co. “Our PureSea range of seaweed ingredient products will benefit from Univar Solutions expertise, broad network and state-of-the-art Technical Solutions Centers,” continues Dr. Rose. “We look forward to further growing our business with one of the leading ingredient distributors in the world.”

The company notes that the European market is ready for further seaweed innovation. This is partly because consumer’s mindset around seaweed is shifting. “Interestingly, the long-held belief that seaweed was only for Asian cooking has been turned on its head, generating intrigue due to the innovation opportunities it can offer producers. Seaweed ingredients have made multiple television appearances recently, so it’s no surprise that it would naturally spur consumer interest,” explains Samuel Russell, Marketing Manager EMEA at Univar Solutions.

Seaweed & Co. is based in the Scottish Outer Hebrides and uses patent pending technologies in its research-driven, sustainable production. The products are appropriate for savory applications such as baked goods, meats, coatings, soups, sauces and gravies, and its nutritional qualities make it suitable for functional foods such as food supplements, green blends and sports nutrition. It has a fully traceable supply chain, and as seaweed is the only natural vegan source of the essential nutrient iodine, it permits six EU approved health claims.

The PureSea range includes three powders and granules in natural and smoked flavors. Additionally, there is a flavorless variety which is a highly-dispersible microencapsulated fine powder which protects any finished product from the more savory seaweed flavors, and therefore can be used in sweet products such as beverages and smoothies.The supply chain is fully traceable.

The products can potentially be used for weight management, as a natural iodine source and to manage blood sugar release, according to the company. Additionally, they can be used to reduce sodium levels as it is a natural shelf-life enhancer, and has umami flavor-boosting properties due to its glutamate levels.

“We are very pleased to add Seaweed & Co. as a strategic supplier for our food ingredients market as this presents a tremendous opportunity to drive new growth through organic, natural and sustainably sourced products,” says Gary Abraham, Head of Supplier Management in Europe, Middle East and Africa for Univar Solutions. “The PureSea portfolio enables us to enhance our solutions-based offering for our customers and meet emerging demands for seaweed ingredient products.”

Europe, Univar B.V. is a subsidiary of Univar Inc. The company recently agreed to distribute Compañia Española de Algas Marinas (CEAMSA)’s natural texturizing solutions, some of which are also seaweed-derived.

The health benefits of seaweed
Seaweed contains a wide range of minerals, trace elements, vitamin groups, amino acids and essential fatty acids which help create a varied diet and healthy lifestyle. The global commercial seaweed market is set to continue growing thanks to increased demand for organic, natural and sustainably sourced products, predicts Russell. 

Environmental threats are not getting in the way of the seaweed industry. Ethical and environmental claims are some of the most sought by consumers when it comes to food, he adds. “With the rise of the internet and social media, information is at our fingertips making the consequences of our actions a lot more visible. When the effects of topics such as food waste and the environment are so often in front of our eyes, its logical that efforts to counteract these will influence our decisions. Brands are increasingly being judged by their corporate social responsibility goals so products that evidence this are beneficial to all.”

Research into all the potential applications for the numerous types of seaweed is ongoing. Microalgae compound fucoidan may be used in cancer treatment, as it can limit cancer cells in their ability to make proteins, utilize energy and repair damage to themselves.

Researchers recently mapped the genome of one of the seaweed species, which contains fucoidan, ito-mozuku (Nemacystus decipiens). This could be useful to seaweed agriculture as scientists predict that pollution and rising ocean temperatures may blunt the yield of the seaweed, forcing farmers to adopt new cultivation techniques.

However, the seaweed industry continues to grow despite environmental threats. The third largest producer of seaweed-derived carrageenan, Gelymar S.A., recently completed a US$15m production capacity expansion in Chile. The move took 24 months and doubles production capacity to about 10,000 metric tons of product.

By Katherine Durrell