Cosucra Awarded for Superior Brand Leadership
Cosucra entered the emerging European satiety ingredients market in 2008, with the launch of two of its established ingredient types - Fibruline/Fibrulose and Pisane.
24/11/08 The 2008 European Weight Management Ingredients Brand Leadership of the Year Award is presented to Cosucra Groupe Warcoing (Cosucra) in recognition of the company’s unique ability to distinguish itself from the competition through the execution of its ‘Satiety Ingredients’ concept campaign.
“Cosucra has been recognised for successfully extending its business, from low caloric prebiotic fibres to satiety promoting ingredients,” notes Frost & Sullivan Industry Analyst Dr. Deborah Cross. “This change has led the company to reshape its business strategy, enter a brand new functional ingredients segment and redefine the dynamic European weight management ingredients market.”
Cosucra’s creation of distinct brands like Fibruline, Fibrulose and Pisane for satiety purposes, and their additional recognition as the first ever synergistic providers of the satiety product combination of both proteins and fibres, has been a key achievement of Cosucra’s success in 2008.
Cosucra entered the emerging European satiety ingredients market in 2008, with the launch of two of its established ingredient types - Fibruline/Fibrulose and Pisane. Fibruline and Fibrulose are inulin-type fructans and are categorised as fibre ingredients, while Pisane is a pea protein. Uniquely, therefore, Cosucra provides both carbohydrate-based and protein-based products to cover the whole range of satiety-improving ingredients.
“The properties of Fibruline, Fibrulose and Pisane in enhancing satiety make them essential ingredients with highly beneficial individual features,” remarks Dr. Cross. “However, Cosucra’s ability to combine both products, offering a dual-function satiety enhancing ingredient, should put the ingredient producer at the forefront of the satiety ingredients market. In contrast, other participants usually target only one type of nutritional satiety ingredient, namely carbohydrates, proteins or lipids.”
The weight control benefits of Fibruline and Fibrulose have reinforced their appeal, while expanding the range of their health claims. These inulin- and fructo-oligosaccharide-based ingredients also act as sugar and fat replacers in food products. Fibruline and Fibrulose, therefore, provide multiple dietary benefits as satiety-enhancers, and also act as a source of prebiotic fibre. These functional ingredients target foods which are consumed in between meals.
Cosucra has designed a highly successful campaign to promote brand awareness about Fibruline/ Fibrulose and Pisane as satiety ingredients. The company utilises a range of channels to reach out to customers, such as food media e-bulletins, technical / white papers, an automatic pop up site on www.cosucra.com, and also personal visits and magazine articles.
Exceptional sales and marketing strategies with defined expert teams focused on nutritional, regulatory and technical services have boosted the brand profile of the company’s offerings. Cosucra offers a partnership approach with technical support to its customers throughout all stages of product development. It also undertakes custom-formulation to meet the diverse needs of food and beverage consumers.
“The complete range of satiety ingredients and the possibility for innovative, bespoke formulations, backed by strong functionality have positioned Cosucra as a brand leader in the functional foods market,” says Dr. Cross. “A customer-centric business approach comprising structured marketing and branding initiatives along with long-standing relationships with customers has added value to Cosucra’s business.”
The Frost & Sullivan Award for Brand Leadership of the Year is presented to the company that has demonstrated that it has exceptional brand leadership activity in its industry.
Frost & Sullivan Best Practices Awards recognise companies in a variety of regional and global markets for demonstrating outstanding achievement and superior performance in areas such as leadership, technological innovation, customer service, and strategic product development. Industry analysts compare market participants and measure performance through in-depth interviews, analysis, and extensive secondary research in order to identify best practices in the industry.
