AkzoNobel Functional Chemicals, Amsterdam, The Netherlands, selects Viachem Ltd., Plano, Texas, to be its sales and marketing representative in the United States for its Akucell line of carboxymethyl cellulose (CMC) food additives. The sales and marketing efforts will target food, bakery, beverage and processed food manufacturers that use specialty ingredients and food additives.
Most processed food contains cellulose gum, which provides the right composition and appearance for the final product. CMC additives act as thickeners and stabilizers; they also control crystallization, moisture retention and fat uptake to give food manufacturers composition and customer-pleasing results in their final products.
Says Bob Myers, commercial manager for AkzoNobel Functional Chemicals North America, “We have great confidence that Viachem will rapidly expand market share for Akucell with its unique model for marketing, selling and distributing specialty food ingredients. Viachem has an excellent track record of selling other AkzoNobel products to food and beverage manufacturers,” he adds. “As a well-known and trusted supplier, Viachem is unmatched in the industry.”