National Starch

INDUSTRY: INGREDIENTS

National Starch Food Innovation (NSFI) is the food and nutrition division of National Starch & Chemical. The product engineers at NSFI create revolutionary products used as ingredients in the food and supplement industry.

THE PROJECT

With Fiore’s three decades of experience working extensively in the flavor and food ingredients area with global industry leaders, NSFI turned to them to assist in preparing for two new product launches: Q-Naturale (quillaja) and Hi-Maize (natural resistant starch). Both ingredients offered advancements in the industry standards for similar products, with Q-Naturale rivaling gum arabic in the baked goods and snack arena and Hi-Maize making huge improvements in taste and texture for dietary fiber supplements.

THE PROJECT

Fiore refined and developed the brand identity and created a wide range of promotional materials. At the same time, Fiore helped chart programs to build market awareness via a multi-tiered promotional and public relations strategy with a strong, cohesive message. This broad reaching strategy targeted trade journalists; the business news press, lifestyle journalists, notable syndicated broadcasters, industry associations, and thought leaders.
The launch brought NSFI to the spotlight in both newsworthy and memorable ways – establishing both the breakthrough products and the brand as leaders and innovators.