Tate & Lyle has introduced tapioca-based CLARIA Bliss starch to the Europe, Middle East & Africa (EMEA) region, responding to what it says is growing demand from consumers for cleaner label products.

An extension to the line of CLARIA Functional Clean-Label Starches, the launch of CLARIA Bliss in EMEA follows its debut at the Institute of Food Technologists Food Expo in Chicago last year.

CLARIA Bliss has functionalities like modified tapioca starches and can, says the company, help manufacturers develop high quality and great tasting products. With tolerance to shear, heat and acid, even under extreme conditions like ultra-high temperatures (UHT) and homogenisation, CLARIA Bliss is said to make it easier than ever for food manufacturers to develop products with cleaner labels and differentiated texture.

Its launch follows market research from Innova that shows the number of food products defined as clean-label sharply increased in Europe in categories such as chilled desserts (+54%) or ready meals (+39%) between 2014 and 2016.

“At a time when 86% of European consumers regard food and beverages as processed if they contain ingredients they don’t recognise, CLARIA Bliss can help manufacturers maintain great taste in their products,” said Yves Maltête, VP Global Product Management, Texturants at Tate & Lyle. “It will also allow them to simplify their ingredient list in a variety of applications, including delicate dairy desserts, clear sauces, chilled ready meals or filling of fresh baked goods.”

CLARIA Bliss delivers on the growing tapioca-based starch trend, which has seen launches of products including tapioca ingredients increasing on average by 25% each year since 2010, Tate & Lyle notes. Tapioca is, it says, popular among manufacturers and consumers for its clean flavour and colour, soft gel texture and non-GMO and gluten free attributes. CLARIA Bliss thickens and sets to form a soft, translucent gel that the company believes is especially desirable in applications like a dairy custard or in speciality sauces.

“There is an enormous opportunity for our customers around the world to simplify ingredient lists and take advantage of demand for cleaner labelled products,” said Maltête. “We want to partner with our customers to help them meet these challenges, and retain their competitive edge locally and globally. With our expanded CLARIA line now including CLARIA Bliss, it’s easier than ever to make that a reality.”