Micreos Rebrands Food Borne Illness Products

16 Nov 2016 --- Micreos is rebranding its key products which fight food borne illnesses so the food industry can more easily convey the benefits of the technology its uses to consumers.

Netherlands-based Micreos specializes in developing phage technology to help with food safety. Phages are naturally occurring viruses that kill bacteria.

They can be targeted to kill only unwanted pathogens such as Listeria and Salmonella, while leaving the beneficial bacteria intact.

Micreos is now rebranding its two key phage products, Listex and Salmonelex, which will now be called PhageGuard Listex and PhageGuard S. 

There will be no change to the products themselves, which sit inside Micreos’ Food Safety division.

Doctor Bert de Vegt, managing director at Micreos, said the new names are more “descriptive” and help “communicate the message that our phage products are a smart, green and easy way to combat food borne illnesses”.

The rebranding follows consumer research undertaken by Micreos, which is also rebranding the website of its food safety division, which can now be found at www.PhageGuard.com.

Doctor Vegt added: “The study told us a lot about consumer perceptions. We knew our organically-produced phages were being used successfully by many food processors around the world but many of the advantages of phages could be communicated more clearly to the public.” 

“Equally important. We wanted to help our customers in the food business explain the reasons behind their use of phages to their customers. We decided the best way to do that would be to ask consumers about their perception of phages. Their answers provided us with tools and a direction for the narrative.”

“Product names help our food processing partners talk with their customers about the advantages of these two organic solutions, to help create a safer food environment for families, children and people with compromised immune systems.”