National Starch Food Innovation Introduces STARCHOLOGY Marketing Concept

National Starch’s new global marketing campaign focuses on how the world of food is reacting to STARCHOLOGY. Costly ingredients such as tomatoes and butter, for example, are concerned about being pushed aside by STARCHOLOGY solutions.

Jul 26 2010 --- National Starch has a new word for the driving force behind all the technologies, capabilities and ingredient solutions the company provides customers: STARCHOLOGY.

STARCHOLOGY was the centerpiece of a new identity that debuts at the IFT Food Expo. “What’s the source of the value National Starch provides? It’s our people living our Core Principles of deep understanding, passionate determination, relentless innovation and more,” said Tony DeLio, National Starch global vice president, marketing and innovation. “That’s how we can bring our customers unique problem-solvers like DIAL-IN Texture Technology for the shortest path to the perfect texture. And QNaturale beverage emulsifier that gives drinks stability and clarity. STARCHOLOGY is the guiding force behind our mutual value creating win-win solutions that benefit our customers.”

National Starch Food Innovation demonstrated innovations that spring from STARCHOLOGY across bakery, savory, dairy and beverage applications. National Starch speakers also helped to advance knowledge in texture, fiber and nutrition in technical sessions and symposia. These efforts all bring the company’s new tagline to life: “Unleashing the power of STARCHOLOGY.”

National Starch’s new global marketing campaign focuses on how the world of food is reacting to STARCHOLOGY. Costly ingredients such as tomatoes and butter, for example, are concerned about being pushed aside by STARCHOLOGY solutions. The tongue-in-cheek ads will appear in print and online to help make food and beverage manufacturers aware of how National Starch’s experts can help them overcome their challenges.

NSFI’s IFT prototypes and live cooking demonstrations will show manufacturers just how our newer starch-based solutions can help them create innovative products that excel in texture, health, clarity and value.? said Terry Thomas, National Starch vice president-general manager North America. ?Starch ingredients also serve as an excellent alternative to costly ingredients, which can dramatically reduce formulating costs. Product concepts being displayed represent four major product categories:

Bakery Includes a cost-reduced/fat-reduced brownie, made with HOMECRAFT Create 765 specialty flour. Gluten-free sugar and chocolate chip cookies are also being presented to show how National's proprietary DIAL-IN Texture Technology can help manufacturers create products with the same taste and texture as a traditional cookie. Hi-maize 260 resistant starch and Hi-maize whole grain corn flour also being presented in the form of a whole grain savory cornbread and a fritter (also made with NOVATION 1900). Studies have linked numerous health benefits to natural resistant starch, including weight management, glycemic management, and digestive health.

Dairy - Includes National’s advances in optimizing dairy textures. Visitors can sample yogurts that match up to consumer-preferred textures, helping dairy producers match or differentiate from competitors. Featured prototypes include a flavored yogurt made with N-DULGE 2000, as well as Fromage Frais an indulgent dairy dessert with a European flair. A ?light? chipotle sour cream dip made with PRECISA Cream served with uniquely textured chips will also be featured.

Savory - Includes an eclectic collection of tastes. A Vegetable Black Garlic Mango Stir-Fry made with FRIGEX W, for process tolerance, and N-DULGE C1, for added body (sauce) will be on display. Syrian Za'atar Pulled Chicken dish made with ULTRA-CREATE (sauce), a one-piece instant texturizing solution that provides easy dispersion, opacity and body, will also be featured as well as a Meatball dish with Cuban Espresso Sauce. The sauce is made with N-DULGE C1 (for enhanced mouthfeel), FRIGEX W (for improved body and cling), and NUTRIOSE FM-06 (for fiber enrichment). The meatballs are made with ULTRA-SPERSE 3, for moisture retention, succulence, yield improvement, a bland flavor profile, and easy dispersability. Four types of spoonable delights are also available for sampling:

• Carrot Ginger Soup made with PRECISA Cream 50 (for cream reduction without loss of texture).
• Chilled Sweet Pea Soup with Mascarpone Mint Gelato, made with HOMECRAFT GOLD (for fat reduction without loss of texture) and NUTRIOSE FB06 (for fiber enrichment).
• Smoked Tomato Soup made with NOVATION Prima 600 (for heat and freeze/thaw stability), served with Cheddar-Apricot Fritters.
• Black-Eyed Pea Coconut Stew made with HOMECRAFT GOLD (combines key flour attributes and a functional native starch to create one optimized texture solution).

National Starch’s PRECISA CLING 50 is featured in a Spicy Memphis-Style Barbecue Sauce (also made from TEXTAID) and a Pasta Porcini Puttanesca dish to demonstrate how it can effectively reduce the need for costly tomato ingredients. NOVATION 5600 is demonstrated in the form of an antioxidant-packed super fruits topping (with Aronia berries, pomegranate, wild blueberries, and anthocyanins) served with Haloumi cheese and a South African Almond Peppadew Sambal dip. NOVATION 5600 is easily dispersible and offers instant viscosity with a smooth texture, as well as acid stability.

Beverage - Includes a fortified beverage, Coola Jazz, made with Q-NATURALE natural emulsifier and NUTRIOSE soluble fiber. Recent technical work shows Q-NATURALE provides superior performance and clarity in clear and alcoholic beverages. Both forms of beverages will be displayed, including side-by-side comparisons of beverages made with Gum Arabic vs. Q-Naturale (for high-oil loading with better clarity).

Two gluten-free meal solutions are also being featured, including a Smoked Mac 'n Cheese Sauce made with HOMECRAFT Create 860 and NOVATION 8600, served with gluten-free Pasta. Gluten-Free Breaded Chicken Strips with Aji Amarillo Yellow Pepper Sauce (PRECISA Cling 20) will also be displayed to demonstrate the benefits of ULTRA-SPERSE A, HOMECRAFT Create GF 20, and BATTER-BIND S in batters and HOMECRAFT Create GF 10 in breadings.