Taura Fruit snacks Hero

Press Release - Taura partners with US-based health and wellness company Viva 5

Taura Natural Ingredients, a global manufacturer of fruit pieces, flakes and pastes for cereal, bakery, snacks and confectionery, has teamed up with Viva 5 to bring novel 100% fruit-based gummy supplements to the North American market. Taura is part of global market leader IFF-Frutarom and this partnership fits in Taura’s strategy to expand its presence in the growing market of health & wellness.

Fruit as a delivery system

The fruit pastes and pieces of Taura can serve as a delivery system for active ingredients in consumer healthcare products and in healthy snacking products. In consumer healthcare there is a clear demand for healthier and more pleasant alternatives to pills, to respond to the needs of health-conscious supplement consumers. Taura has already established and will continue to establish cooperation agreements with strategic partners in Europe and Asia. The new partnership with Viva 5 is a next step on the growth path of Taura.

Alternatives to pill-form

Gummies have become a popular alternative to pills in the dietary supplement aisle, drawing both new consumers and those suffering from pill fatigue, and have taken market share away from traditional delivery forms like capsules and tablets. In fact, according to the Nutrition Business Journal, alternatives to pill-form supplements made up 47% of dietary supplements in 2017, up from 34% in 2015. New research from Transparency Market Research estimates that the gummy vitamin market will grow at a compound annual growth rate of 5.2% between 2017 and 2025 to reach $4.17 billion. Yet, despite these sunny projections, traditional gummies come with several drawbacks. Many are created with animal-based gelatin, contain artificial colors & flavors or utilize an unhealthy sugar base.

Next generation gummy

Viva 5 and Taura have joined forces to create a next generation gummy that is healthier than traditional gelatin and pectin based VMHS gummies, without the need for unnatural sugar or even added sugar. Thanks to Taura’s exclusive Ultra Rapid Concentration (URC®) process, these new gummies are flavored and sweetened with real fruit— good news for consumers concerned about the high refined sugar content in standard gummies. URC technology quickly and precisely extracts moisture from the fruit to protect its integrity and create innovative real fruit materials with low water activity, high fruit content and long shelf life. As a result, this proprietary process creates shelf-stable pieces of fruit and fruit pastes that don’t require additional bulking agents, flavors, colors, sweeteners or preservatives … while delivering the taste and texture of real fruit. The whole fruit gummies can also be customized with various fruits and vegetables, including organic versions, to suit consumer preferences.

Strategic partnership

“By partnering with Taura, we now have the ability to offer a truly clean and healthy alternative to traditional gummy supplements,” notes Albert Dahbour, Executive Vice President of Sales at Viva 5 Corporation. “We are excited to be one of the first companies in the USA to deliver innovative, next generation vitamin gummies in the second half of this year. This will truly be a game changer for brands looking for a whole fruit based alternative in the popular and expanding VMHS gummy market.”

Ideal for the creation of clean and natural gummies, Viva 5 will incorporate these whole fruit blends into organic and conventional gummy formulas which will be GMO-free and allergen-free. In addition, these whole fruit gummies can be customized with a wide range of active ingredients. In anticipation of extremely high demand, Viva 5 has recently invested in state-of-the-art gummy manufacturing technology - that will be operational in Q4 of this year - to facilitate production of these whole fruit VMHS gummies.

“At Taura, we are extremely excited about our new strategic partnership with the nutritional supplement experts at Viva 5,” said John Luebbers, VP of Sales for Taura Natural Ingredients, North America. “Together, we are taking gummies to the next level by producing real fruit based, nutritionally “better for you” gummies. A perfect solution to the needs of health conscious supplement consumers.”

Both Viva 5 and Taura will be exhibiting at the upcoming SupplySide East at Meadowlands Exhibition Center in Secaucus, N.J. The tradeshow will take place April 9-10, 2019, Booth C122


April 09, 2019


Liesbeth Buffels



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