Cargill's Soy Isolate in New Ad Campaign

Cargill's Soy Isolate in New Ad Campaign

MINNEAPOLIS--Cargill announced a new creativeimage and campaign for its soy isolate Prolsse, which will be featured inan ad campaign beginning in November. "Inconspicuously Good" is themessage behind--and the tagline for--the new campaign. The message is meant tocommunicate the product's lack of the "beany" flavor commonlyassociated with soy protein, according to the company (www.cargill.com).

"We are specifically targeting food applications in thefunctional bar and beverage markets, where our superior taste and solubility areespecially attractive," said Michele Schwemin, marketing manager forCargill's Soy Protein Solutions business.

In related Cargill news, the company's Health & FoodTechnologies unit announced Oliggo-Fiber brand inulin, a soluble fiberderived from chicory root, has been self-affirmed GRAS (generally recognized assafe) by an independent panel of experts. According to the company, theself-GRAS determination allowed for enhanced marketing efforts surrounding theingredient, which was featured at Health Ingredients Europe 2002, held Sept. 17to 19.

"We're pleased Oliggo-Fiber is GRAS for use in a widevariety of foods," said Jim Kappas, sales and marketing director ofspecialty ingredients for Cargill Health & Food Technologies. "We'refocused on opportunities with dairy products where Oliggo-Fiber may help boostcalcium absorption."