Fibre for All Seasons

WITH most fibres, a high surface area is required to bind large amounts of water and these fibres are generally purified to present primarily insoluble fibres. Water is held by hydrogen bonding, a relatively weak mechanism easily broken during cooking, baking, freezing and storage. In contrast Citri-Fi is not purified, and therefore left holistic to include both soluble and insoluble fiber, proteins, sugar and fat. Fiberstar uses a patented mechanical process that opens this holistic fibre structure to create an open porous fibre matrix that has high internal surface area. Multiple binding mechanisms bind and hold more water and oil through cooking, baking, freezing and storage than other fibres, and help manufacturers who use Citri-Fi in their formulations to enjoy higher yields and profit margins.

Fiberstar Inc. explains how Citri-Fi also helps manufacturers across Asia create desirable products that fulfil these megatrends:

? Natural functional ingredients
? Foods that have "clean" labels and no preservatives
? Food products that offers convenient meal solutions

Given what you know about the market and consumer preferences in Asia, what product applications will likely be successful?

Generally speaking, in spite of mega trends being considered in developed countries, emerging economies tend to search for a balance between those factors and cost. The rising economic power of many Asian countries attracts competition from aboard. At the same time, local manufacturers are speeding up to compete on a global scale. Considering that most of the countries in Asia region are developing countries, however, to predict a specific application's probability for success seems narrow. Rather, I believe that products that have the ability to satisfy the trends and also provide cost reduction will be the products that prosper.

Do you think manufacturers should be concerned about the demographics and focus specific market niches, such as elderly, athletes and active consumers, or infants and toddlers?

To define your market is always important for a marketer. The consumers, under different market segments, have different preferences. For example, whilst elderly prefer low calories food to reduce the fat in-take, athletes are looking for high protein content food to shape and define their muscles. Mothers look for healthy food to feed their children, whilst everything that matters to children is taste and package. Focusing and defining its market segments helps marketers satisfy the need of its target market, boost the sales and create success.

What type of products in Asia use Fiberstar products?

Citri-Fi is widely used in the Asian food industry to accomplish variety of objectives including cost reduction, quality and nutritional improvement. This fibre helps manufacturers to meet those challenges by moisture management, by partially or totally replacing oil and fat, eggs and synthetic or unhealthy ingredients.  Amongst all these applications areas, meat, bakery and dressing and sauce applications account for the highest rate.

Products in Asia that use Citri-Fi include dumplings, bakery mixes, fruit fillings, jams, cheese and traditional Asian foods, such as surimi, kimchi, kanhomjeeb, salapao, pad Thai noodles, and so on. These food products apply 0.25% to 1% of Citri-Fi in the total formula weight to control moisture and oil.

Furthermore, we have instant drinks, soups and sauces that use Citri-Fi to prevent oil and water separation, control consistency, add viscosity and improve nutrition management. There are also fruit cups, fish and pork sausages, cookies, sponge cakes and so on, which apply Citri-Fi to partiaodziez