Teijin Expands BARLEYmax™ Super Barley Marketing in Europe

TOKYO, Oct. 18, 2023 -- Teijin Limited has unveiled a strategic collaboration with Sonneveld Group B.V., a prominent international food ingredient and product manufacturer specializing in the bakery and pastry sector, to introduce Teijin's highly nutritious BARLEYmax™ super barley to the European market.

BARLEYmax breadmix prototypes

Sonneveld Group is an integral part of Orkla, a leading industrial investment company with a portfolio of twelve independent suppliers offering a range of consumer goods, spanning from food, snacks, confectionery, biscuits, to healthcare products. Sonneveld Group's European Bakery Innovation Centre (EBIC) serves as an open innovation hub, connecting various stakeholders in the European bakery supply chain, including raw material suppliers, bakery equipment manufacturers, bakeries, retailers, food service, bakery ingredient producers, and European governments.

Leveraging the extensive sales channels of Sonneveld Group, the overarching business reach of Orkla, and the expansive network within the European industry through EBIC, Teijin is set to champion the adoption of BARLEYmax™ among local food manufacturers. This initiative aims to replace conventional barley, particularly in bread and other health-focused food products in the Benelux and Scandinavian regions. Future plans encompass expanding distribution channels in Europe, including France and Germany, in addition to Teijin's existing channels in Spain, Portugal, and Italy, to fortify its presence in the European functional food ingredients market.

Sonneveld will join forces with Teijin to present three BARLEYmax™ breadmix prototypes at iba 2023, the premier trade fair for the baking and confectionery industry, scheduled from October 22 to 26 in Munich, Germany. Dr. Peter Weegels, Director of EBIC, will deliver a presentation on BARLEYmax™ as the healthy and delectable choice.

BARLEYmax

BARLEYmax™ boasts nearly 40 times more dietary fiber than white rice, a substantial increase compared to the 15 times more offered by rolled barley. It is enriched with dietary fibers such as fructan, β-glucan, and resistant starch, each with varying digestive rates, catering to beneficial gut bacteria. Additionally, BARLEYmax™ contains essential nutrients like iron, zinc, niacin, and vitamin B6, which are often lacking in contemporary diets. According to data referenced from the Standard Tables of Food Composition in Japanese Food Labeling Standards, BARLEYmax™ maintains an excellent nutritional balance and contains lower sugar content compared to other grains.

BARLEYmax™ is renowned for its mild flavor, devoid of bitterness or harshness, offering a more savory and sweet taste compared to conventional barleys. Furthermore, it is virtually odorless. Owing to its array of benefits, it has gained popularity in various applications, including cooked rice, cereals, confectionery, and bread, both in Japan and across Asia, as well as in regions where health consciousness is on the rise, such as the United States and Australia. Notably, BARLEYmax™ was developed by Australia's national science agency, the Commonwealth Scientific and Industrial Research Organisation (CSIRO).

In Europe, barley has a rich history in culinary culture, with widespread use in bread and cereals. According to Teijin's research, European demand for barley exceeds that of Japan, with demand being approximately 15 times higher for cereals and 30 times higher for bread. Moreover, European consumers are showing a growing preference for bread and cereals rich in dietary fiber, driven by increasing health awareness and the demand for high-performance food ingredients with abundant dietary fiber content.

Considering the distinctive taste of conventional barley, which is not universally favored, Teijin anticipates that Europe holds immense promise for BARLEYmax™. Supported by robust confidence and preliminary research findings, Teijin previously entered into agency agreements with Emilio Peña S.A. (EPSA), a Spanish manufacturer, importer, and distributor of food additives and ingredients in June 2022, and Garzanti Specialties S.p.A., a historic Italian distributor specializing in food ingredients and food supplements in September 2023, to introduce BARLEYmax™ to the European market. As a result, BARLEYmax™ is currently under evaluation by several food manufacturers in Spain, Portugal, and Italy for its application in bread, cereals, and other nutritious food products.