GNT unveils new Chinese name for its colouring foods
The Netherlands-based GNT Group has unveiled a brand identity for its clean-label colouring foods – 爱百瑞 (pronounced ‘Iberry’).
As the company explained, the region represents a highly important market for the business, with millions of shoppers now seeking out products that contain natural colours.
In fact, research highlighted by the company shows that 73.2% of Chinese consumers agree that they specifically want to avoid artificial colours – a greater proportion than in both the US (55.6%) and the UK (51.6%).
The company said that in localising its brand in China, this will increase levels of recognition and awareness among its customers, helping GNT to understand their needs better. In Europe and the rest of the world, its range of Colouring Foods is known as Exberry. The name 爱百瑞 has been selected for the Chinese market because it evokes positive feelings as follows:
· 爱= Love
· 百 = Prosperity
· 瑞 = Longevity
The new brand was revealed by GNT’s CEO, Hendrik Hoeck, at a special event in Shanghai, organised to coincide with the Food Ingredients Asia-China 2019 trade show.
He said: “China is a very important market for GNT Group and we are privileged to work with many trusted and innovative customers. The creation of 爱百瑞 as an exclusive brand for China celebrates these successful partnerships and confirms our ongoing commitment to delivering high quality and reliable natural colouring solutions for the Chinese food and beverage market.”
爱百瑞 colouring foods are natural colour ingredients obtained exclusively from fruits, vegetables and edible plants using gentle, physical processes such as pressing, chopping, filtering and concentrating. Consequently, they are not classed as additives but foods with colouring properties and, therefore, qualify for cleaner and clearer labelling declarations.
GNT’s 爱百瑞 colours are perfect replacements for artificial colours and animal-based colours such as carmine. They comply fully with China’s Group Standards for Colouring Foods. Made with GNT’s own innovative processes, they can impart almost any colour shade to foods and beverages and are ideally suited for industrial use.