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Bayn to extend sweetener reach in Norway with distribution deal

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Swedish supplier Bayn has inked a distribution deal with Norwegian flavour firm Storms for its range of sugar-reducing ingredients.

As a family-owned flavour, colour and fruit concentrate supplier operating in Norway since 1897, Storm will take over the sales, distribution and marketing of Bayn Europe's two brands Eureba and Navia.

The Navia ingredient range is based on natural botanical extracts and includes stevia as well as tomato-derived lycopene colouring, rosemary extract preservative and a range of natural flavours.

The Eureba portfolio contains a range of high intensity sweetener blends and bulk sweetener blends made from polyols (alcohol sugars) and dietary fibres to either reduce or replace sugar.

CEO of Bayn Europe Lucy Dahlgren said the partnership, signed last week and which will take effect after a six-month trial period, was significant for the Swedish firm.

"Storms has extensive experience in distributing ingredients, which we value and we appreciate their focus on product development support."

'We cannot work with a commodity distributor'

"The sugar reduction solution market is an emerging market, it needs knowledge application with specialty ingredients. We cannot work with a commodity distributor whose focus is on volume and price,” she added.

"We are happy to see that [Norwegian] food producers, especially with premium products, are interested in sugar reduction and look for healthy and tasty solution. Our next market targeting will be China where there are 140 million diabetics and child obesity is increasing dramatically," Dahlgren added. 

"Sugar reduction is a strong trend and high on all food producers' agenda," said the CEO of Storms, Rolf Storm. “Sugar reduction is more than just sweetening with stevia. Therefore, we are pleased to work with Bayn's sugar reduction solutions focusing on flavour and consistency, and which are also easy to use.”

Storm supplies flavours and aromas for cold and hot drinks (both alcoholic and non-alcoholic) as well as flavours for ice cream, baking and dairy products.

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