“We texture taste”
Hydrosol Brand relaunch:
Focus on old and new strengths
Dr. Matthias Moser
CEO Food Ingredients Division
In recent years Hydrosol made a name for itself with its new solutions in the plant-based space. As a result, in the autumn of 2020 that booming unit was spun off to form the new company Planteneers, which is growing rapidly along with the industry. And Hydrosol? “We texture taste” is the new motto. Dr. Matthias Moser, CEO of the Food Ingredients Division of Stern-Wywiol Gruppe, talks about what’s behind the tagline and what core competencies the company is focusing on.
For over 25 years Hydrosol has addressed the market as “The Stabiliser People.”
Now it’s “We texture taste.”
Why the new tagline?
We steadily built out our port-folio in the past decades and massively expanded our capabilities, in breadth as well as depth. And not just that – we’ve also deepened our relationships with raw materials suppliers in international markets. At the same time, we’re focusing more and more on trend-oriented solutions. These strengths will be even more central to our activities going forward.
What exactly does that mean?
It’s no longer just about stabilisation and texturing. It’s about enjoyment and indulgence in general, whether in the premium or the economy categories. What makes a food enjoyable are good flavour and the right texture. So “We texture taste” is the perfect way to describe our daily business.
Does this new tagline also mean a new offering for your customers?
Yes and no. Our core competency is naturally texturing food products. But developments in the plant-based market alone show how much the food industry has changed in the last few years. Health has been a strong driver for decades. The indulgence factor was a parallel trend. But now we’ve reached a new level. Consumers now want healthy indulgence, coupled with convenience. Today, food has to meet demanding criteria and fit a modern lifestyle.
What solutions does Hydrosol offer to meet these demands?
“Free from” concepts are a broad field which is becoming more and more important. Consumers want products that are free from E-numbers and low in sugar, fat and salt. But they cannot be free from flavour – on the contrary, in this category foods have to tick all the boxes. More than that, they have to offer surprising new flavour experiences. The same goes for the consistency. Hydrosol’s core competencies are thus more in demand than ever before.
So stabilising and texturing foods remain in the focus?
The technological capabilities we’ve built up in almost three decades are naturally a core element. The many labs with state-of-the-art equipment in Ahrensburg, as well as our Technology Centers in other markets like Mexico, Russia and the United States, are proof of it. We’ll continue to move ahead with this decentralisation, with the focus on convenience, health and clean label. Simultaneously, we’re boosting our service and innovation by adding to our scientific, digital, commercial and qualitative core competencies.
What does that mean in practical terms?
One example in the scientific arena is the separation of applications and innovation. That means that in future we will continue to develop custom solutions for the applications and needs of our customers. At the same time, our scientists and technologists are working even more intensively on innovations that will let our customers make an impact in their markets and successfully enter new markets.
And what about other areas?
Digitalisation will likewise play a greater role. Our goal is to offer optimum service to customers on-site. We combine that with our commercial efforts, including regular in-depth seminars for our worldwide Sales Network Partners. In the qualitative area, consistently high product quality is our goal.
What products or categories are you currently focusing on for new developments?
Clean and lean label products are a major focus in general, across all categories. In the milk area we see great potential in special products for children, especially in the “free from” space. We’re also devoting research to cultivated meat and acellular-produced milk proteins.
Can you give a specific example of your latest product development work?
We recently added to our Stabiprime MFD range for the growing market for milk mixed beverages. It helps dairies make very diverse milk beverages for children and adults. In addition to trendy flavours, these drinks address a wide range of consumer wishes, from low-fat, low-sugar and lactose-free, to high protein and vitamin-enriched.
What will Hydrosol stand for in the future?
For multifaceted service, as a sparring partner for new product development and the improvement of existing recipes. At the same time, we’re a reliable supplier of innovative compounds that our customers can use to make premium products as well as economy foods. We’re also going to be boosting our regional expertise through our regional Technology Centers.
How are you different from the competition?
We have one critical advantage of over market players – as a subsidiary of Stern-Wywiol Gruppe we’re owner-operated und independent. That means we can continue to react faster and more flexibly to customer demand as we move ahead. What’s more, the close collaboration with our sister companies offers additional possibilities for our customers, for example in enriching foods with vitamins and minerals. This advantage, coupled with the clear focus on our strengths, will further drive the business growth of Hydrosol. I’m sure of it. We texture taste – and so in our way, we’re helping to shape the future.