DSM has unveiled new brand identities for its gellan gum and xanthan gum portfolios. DSM Hydrocolloids, the company’s specialty hydrocolloids business, says it is strengthening its foothold in the industry with its expertise in gellan gum, service excellence, customer-led innovation and purpose-led strategy. This, DSM says, marks the company’s determination to further expand its product portfolio and become a trusted biogum partner.

The brands are:

+ Gellaneer – recognizes DSM reputation as a global pioneering partner for gellan gum innovation and application needs.

+ ClariXan - the food grade and personal care xanthan offerings are known for its high level of transparency and also the clarity of service, knowledge and advice provided by the technical experts.

+ XanTreme - the xanthan offerings for industrial, oil and gas applications provide superior functional stability under harsh operating conditions, a key requirement.

The new branding is one of the many steps DSM Hydrocolloids says it is taking to amplify its mission – to help customers solve complex problems in food and beverage applications and turn their best ideas into high impact and high demand products and solutions.

Each brand is said to preserve DSM’s legacy – to provide pioneering products and solutions that are trusted for their quality and performance. The focus on pioneering biogum solutions and servicing customers with clarity signals the importance the company places on customer and stakeholder intimacy, DSM notes. DSM says it believes that only with a collaborative and open flow of ideas and innovation with customers and stakeholders can the company continue to be empowered and foster pioneering progress to create brighter living for all.

The new branding will appear across DSM Hydrocolloids marketing channels and brochures. Packaging and signage at DSM’s two biogum facilities, DSM Zhongken and DSM Rainbow, will be changed so that each facility will use the same branding. The company says it is confident that this new branding will help prevent the counterfeiting and sale of products using the name DSM Rainbow outside of DSM’s authority.