Natural ingredients supplier CP Kelco has launched a new virtual experience to showcase its insights and new product offerings. Stefanie Chmura, senior director of marketing excellence at CP Kelco, discusses the move in detail.
“Our virtual experience platform features a range of educational content, including recorded webinars on sustainability, 2020 consumer trends and stabilizing dairy alternative beverages,” Chmura tells FoodIngredientsFirst.
“In addition, new materials are posted on key applications and how CP Kelco’s nature-based ingredients address a range of functional requirements for these applications.”
Also made available on the platform are a series of videos and brochures on CP Kelco’s newest innovation, Nutrava Citrus Fiber, whitepapers on texture trends and protein trends, and infographics on the company’s sustainable pectin production process and clean label formulations.
“Because this is a new marketing initiative for us, we will be learning and optimizing over the next six months while the virtual platform is open to visitors,” says Chmura.
“Our Phase II launch and expansion in November with the virtual test kitchen concept will allow us to refresh the site with new content and more opportunity for interactive engagement through live chats and events.”
In light of the event closures linked to COVID-19, Chmura comments, “Overall, we have missed interacting with customers, distributors and prospects in person and keeping our connections alive during this challenging year – so an important measure of success will be how well we engage and keep those connections active, albeit in a different form.”
CP Kelco will be measuring key aspects of the platform’s effectiveness through visitor registrations, repeat visits and downloads of its various content pieces. “And we hope to generate interaction, new leads and requests through our live chats and events as well as the Contact Us form on this site,” she says Chmura.
Test kitchen to arrive in the fall Pros and cons of going virtual
Over the last months, the spread of COVID-19 has prompted a domino effect forcing industry trade show cancellations around the world. As these challenging times prompt extraordinary innovation, industry turns to digital solutions – signalling the rise of the virtual trade show.
Chura concedes that a virtual experience cannot replace the ability to see, smell and taste F&B prototypes or to speak face-to-face and build relationships with your customers, prospects and partners.
“However, key benefits of virtual platforms include the ability to reach a broader, more international audience with your messages and content, and doing so more quickly and cost-efficiently without the significant investments required with tradeshows, such as travel, accommodations, meals, etc.”
After registering for the platform, visitors will be greeted by CP Kelco President Didier Viala at the entrance of the virtual environment. From there, visitors canare free to navigate through the lobby, where they can access insights on key market trends and the company’s latest ingredient solutions for a variety of applications.
“Of course, being at trade shows enables visitors to see different product innovations up close," says Jérôme Béra, senior vice president of global marketing at CP Kelco.
“The next best option for experiencing our unique F&B prototypes will be in our virtual test kitchen, scheduled to open later this fall. We strongly encourage people to return often to our virtual venue to explore what’s new.”
“Nutrava Citrus Fiber is our newest ingredient featured within the ‘What’s New at CP Kelco’ content hotspot of the virtual experience. We are actively exploring and developing new uses and applications for this innovative, functional fiber, which also contributes to dietary fiber intake,” Chmura highlights.
“In condiments, dressings, sauces, and soups, Nutrava Citrus Fiber peak not only can address clean label formulation needs, but also provides important functionality such as emulsion stability, smooth and squeezable texture, suspension, viscosity, pourability, sugar/fat reduction support and more.”
In fruit-flavored drinks, another key application area for the company spotlighted on the platform, CP Kelco’s Nutrava Zest Grade is formulated to support clean label needs and provide stabilization, suspension and enhanced mouthfeel and texture in reduced-sugar formulations.
Before the end of this year, CP Kelco plans to launch new Nutrava grades for additional applications.
Fonte: Food Ingredients First
