NEW PFIZER FLAVORING OFFERS 'NATURAL' CHOICE

LYNN KUNTZ

NEW YORK -- The Pfizer Food Science Group here has made it easier to formulate good-tasting food products that can carry the term "natural." The company has added Natural Veltol to its Veltol line of maltol and ethyl maltol. These compounds act as flavor enhancers and modifiers in a wide range of products

The word "natural" on the label confers food products with a certain consumer appeal -- more wholesome, more nutritious. By introducing a natural maltol extracted from plant material, the Food Science Group becomes the first company to offer sufficient quantities to support major brands. This will allow marketers to claim natural flavor in the ingredient panel and an "all-natural" claim on the front panel if the other ingredients meet that criteria.

"The Food Science exclusive extraction process allows us to meet a growing worldwide demand for natural maltol," said Stephen Box, marketing manager for flavor ingredients at Pfizer's Food Science Group. "This new product can be certified as natural in the U.S., Europe, Canada and many other countries and offers our customers a completely natural alternative to maltol derived from other sources."

While this ingredient is most often used in sweet products such as confections, beverages and dairy products, it also can provide the same benefits in products such as snacks, dressings and soups.