Transcript 16 September 2010

Novozymes XPect®
- The natural choice for fruit stains
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NOVOZYMES PRESENTATION
Novozymes XPect®
Respond to consumer needs
Proof of concept
Build your brand with XPect
Summary
AGENDA
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NOVOZYMES PRESENTATION
NOVOZYMES XPECT®
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NOVOZYMES PRESENTATION
Novozymes XPect®
– The natural choice for fruit stains
•
Provides unique stain removal
benefits on a wide range of pectinbased stains from:
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•
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Fresh fruits like tomatoes, citrus
fruits, banana, berries, and others
Pectin-based food products like
tomato sauces, jams, jellies, juices
and yogurts
Offers low wash temperature benefits
as it enables the same or better
performance at low wash temperatures
compared to normal wash temperatures
on a variety of fruit- and pectin-based
stains
Novozymes opens a brand new detergent enzyme category with XPect
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TRENDS AND
CONSUMER NEEDS
NOVOZYMES PRESENTATION
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NOVOZYMES PRESENTATION
More fruit consumption = more fruit stains
.
• People around the world are
eating more fruit and
vegetables as they adopt
healthy and active lifestyles
470
+3%
460
450
Volume of fruit globally
(thousands of tons)
• Fruit production and
consumption has been
growing by ~ 3 % per year
worldwide
.
480
440
430
420
410
400
+3%
390
380
370
360
0
2004
Source: Euromonitor 2010
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
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NOVOZYMES PRESENTATION
Pectin-based products are on the rise
.
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Usage of commercial pectin has grown by almost 70% in the past
seven years and is forecasted to double in volume from 2003 through
2013*
•
This increase is due to the popularity of low-fat dairy products where
pectin is used as a texturiser
•
Pectin is one of the more well-known hydrocolloids used in food
products
.
95
+6%
Volume; globally
(thousands of tons)
90
85
80
75
70
+8%
65
60
55
50
0
2004
Source: Euromonitor 2010 and Mintel 2010
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
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NOVOZYMES PRESENTATION
New applications boost the global market for
pectin usage
Leading categories for pectin usage worldwide
% Share 2009
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Drinking yoghurt
51
Spoonable yoghurt
15
Jams and preserves
12
The traditional application
for pectins, jams and
preserves, now accounts
for only 12% of total use
Flavoured milk drinks with fruit juice
10
Drinking yogurt as a
healthier alternative to soft
drinks has also propelled
increase in pectin use
Pectin is gaining popularity
due to its use low-fat dairy
products as a texturiser
Chilled and shelf stable desserts
4
Ice cream
3
Fromage frais and quark
2
Pastilles, gums, jellies and chews
2
Source: Mintel 2010
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NOVOZYMES PRESENTATION
Consumers agree: fruit-based stains are tough
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CONSUMER SURVEY RESULTS
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42% claim that jams and jellies are
some of the most frequent causes
of stains on clothes
76% experience that especially
processed and/or cooked tomato
stains are a problem to wash off
.
72% of respondents agreed that fruit
stains are a serious problem
Don’t know 4% 2% Others
32%
No problem
53%
Hard to remove
19%
Ruins clothes
•
Berries (raspberries, strawberries,
and others) and tomatoes rate as
some of the most difficult fruit
stains to get rid of
Question: What are the biggest problems you face with
fruit stains? Pick all that are relevant.
Source: Consumer survey conducted by Userneeds on behalf of
Novozymes across Germany, Spain, the United Kingdom, and the
United States, 1,250 respondents, 2010
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NOVOZYMES PRESENTATION
PROOF OF CONCEPT:
UNIQUE STAIN
REMOVAL
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NOVOZYMES PRESENTATION
XPect® offers superior performance over a
wide variety of pectin-based stains
Commercial EU liquid detergent 1
Commercial EU liquid detergent 1 + XPect
90
Wash performance
(Reflectance 460 nm)
80
70
60
50
40
0
Pure
pectin
(KCH141)
Technical stains
Fresh
baby
food
Fresh Tangerine
banana
Pear
Strawberry Goose- Chiquita Mango
sauce
berry fruit juice smoothie
jam (KCH138)
Fruit-based stains
Ragu
Napolina Heinz
spaghetti tomato tomato
puree
ketchup
(AISE
stain)
Heinz
chili
sauce
Tomato-based stains
Wash conditions: Full scale wash, EU front loader 13 L; 35 ml EU liquid detergent (1) /wash, 0.4 wt% XPect; 14°dH, 40°C
Heniz
tomato
pure chili
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NOVOZYMES PRESENTATION
XPect® offers superior performance over a
wide variety of pectin-based stains
Commercial EU liquid detergent 2
Commercial EU liquid detergent 2 + XPect
90
Wash performance
(Reflectance 460 nm)
80
70
60
50
0
Pure
pectin
(KCH141)
Technical stains
Fresh
baby
food
Fresh Tangerine
banana
Pear
Strawberry Goose- Chiquita Mango
sauce
berry fruit juice smoothie
jam (KCH138)
Fruit-based stains
Ragu
Napolina Heinz
spaghetti tomato tomato
puree
ketchup
(AISE
stain)
Heinz
chili
sauce
Tomato-based stains
Wash conditions: Full scale wash, EU front loader 13 L; 75 ml EU liquid detergent (2)/wash, 0.2 wt% XPect; 14°dH, 40°C
Heniz
tomato
pure chili
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NOVOZYMES PRESENTATION
XPect® effective on fruit stains in a powder detergent
Commercial EU powder detergent 1
Commercial EU powder detergent 1 + XPect
90
Wash performance
(Reflectance 460 nm)
80
70
60
0
Pure
pectin
(KC-H141)
Technical stains
Gooseberry Fresh Strawberry Mango Tangerine
Fresh
jam (KC- banana
sauce
smoothie
baby food
H138)
Fruit-based stains
Napolina
Ragu
tomato Spaghetti
puree
(AISE
stain)
Heinz
tomato
ketchup
Heinz
Chili
Sauce
Tomato-based stains
Wash conditions: Full scale wash, EU front loader 13 L; 100 g EU powder detergent (1)/wash, 0.15 wt% XPect; 14°dH, 40°C
Heinz
Tomato
Puree
Chili
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NOVOZYMES PRESENTATION
HOHENSTEIN PROOF
OF CONCEPT
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NOVOZYMES PRESENTATION
Hohenstein Institute trials show XPect effect in
liquid detergent – higher performance achieved
Stain completely
removed
EU liquid detergent C
EU liquid detergent D
EU liquid detergent C + XPect
EU liquid detergent D + XPect
5,0
4,0
3,0
2,0
1,0
Stain is
clearly visible
Apple
Banana 1
Banana 2
Ketchup
Lipstick
Sauce
forest fruits
Hohenstein panel score scale: 5 means completely removed and 1 means clearly visible
Two commercial EU detergent were used on Hohenstein homemade stains
Wash conditions: EU full scale, 75 ml EU commercial liquid detergent/wash, 0.2 wt% XPect, 40°C, 15°dH
Smoothie 2
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NOVOZYMES PRESENTATION
Hohenstein Institute trials show XPect effect in
powder detergent – higher performance achieved
Stain completely
removed
EU powder detergent A
EU powder detergent B
EU powder detergent A + XPect
EU powder detergent B + XPect
5,0
4,0
3,0
2,0
1,0
Stain is
clearly visible
Apple
Banana 1
Banana 2
Ketchup
Lipstick
Raspberry
sauce
Hohenstein panel score scale: 5 means completely removed and 1 means clearly visible
Two commercial EU detergent were used on Hohenstein homemade stains
Wash conditions: EU full scale, 67.5 g EU commercial powder detergent/wash, 0.2 wt% XPect, 40°C, 15°dH
Peach
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NOVOZYMES PRESENTATION
PROOF OF CONCEPT:
EVEN GOOD AT 20°C
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NOVOZYMES PRESENTATION
Same or better performance at
20°C vs. 40°C with XPect
Commercial EU liquid detergent 3 at 40°C
Commercial EU liquid detergent 3 at 20°C
90
Commercial EU liquid detergent 3 + XPect at 20°C
Wash performance
(Reflectance 460 nm)
80
70
60
50
0
Hartleys
blueberry jam
Eden carrot
Juice
Tangerine
Fruit-based stains
Napolina
Ragu Spaghetti Heinz tomato
tomato puree
ketchup
(AISE stain)
Tesco pasata
Heinz Chili
Sauce
Tomato-based stains
Wash conditions: Full scale wash, EU front loader 13 L; 75 ml EU liquid detergent (3)/wash; 0.2 wt% XPect; 14°dH
Heinz Tomato
Puree Chili
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NOVOZYMES PRESENTATION
Same or better performance at 20°C vs.
40°C with XPect in a powder detergent
Commercial EU powder detergent at 40°C
Commercial EU powder detergent at 20°C
Commercial EU powder detergent + XPect at 20°C
86
84
82
Wash performance
(Reflectance 460 nm)
80
78
76
74
72
70
68
66
64
0
Fresh banana
Tangerine
Fruit-based stains
Fresh Baby food
Heinz tomato ketchup
Tesco pasata
Tomato-based stains
Wash conditions: Full scale wash, EU front loader 13 L; 80 g EU powder detergent/wash; 0.2 wt% XPect; 14°dH
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NOVOZYMES PRESENTATION
BUILD YOUR BRAND
WITH XPECT®
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NOVOZYMES PRESENTATION
Marketing detergents with XPect®
Benefits that you can translate into brand claims
Let us inspire you to define the
quality, personality, and uniqueness
of your brand
Translate the benefits of XPect into brand
claims for your detergent and cater to a
broad or niche consumer base as per
your go-to-market strategy
XPect is ideal for:
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Liquid detergents
Color powder detergents
Pre-spotters
Boosters
.
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NOVOZYMES PRESENTATION
Brand claims you can expect with XPect
Catering to modern life styles
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
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Easy to use/convenient
Efficient cleaning
Worry free
Ideal detergent for the whole
family
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Higher cleaning power
The end of fruit and tomato stains
Easy and efficient
Marketing to the eco-conscious
consumer
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Eco-efficient and high performing
Low temperature washing
Bio-based ingredients
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SUMMARY
NOVOZYMES PRESENTATION
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NOVOZYMES PRESENTATION
XPect®…more out of your detergent
 XPect offers excellent
fruit and pectin-based
stain removal that are
not matched by current
detergent ingredients
 XPect enables low wash
temperature
detergents
 With XPect, you can
build new brand claims
and increase brand
differentiation
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