Frost & Sullivan Recognises Allied Biotech Corporation’s Product Line Strategy Leadership Award

London, UK – 9th May, 2005 - Notching up another achievement, Allied Biotech Corporation has followed up its 2003 Frost & Sullivan Market Penetration Award with the 2005 Product Line Strategy Leadership Award for the European beta-carotene market.

The Product Line Strategy Leadership Award commends Allied Biotech Corporation for developing a comprehensive, unique and highly successful portfolio of market orientated and active beta-carotene formulations.

The company’s product line strategy has focused on ensuring wide coverage of varied application markets. At the same time, rapid identification of emerging market segments, such as beverages, has been followed by the launch of products geared to these markets.

“A strong research focus, sophisticated market knowledge and commitment to providing technical support to customers in the food and dietary supplement industries at every stage of the product development process have helped Allied Biotech Corporation rapidly establish a global market presence,” remarks Frost & Sullivan Food & Beverage Ingredients Programme Manager, Kathy Brownlie.

Although relatively new to the European beta-carotene market, the company has made strong gains with its efficient and superior quality beta-carotene formulations promoted under the Altratene^® brand. These have been developed especially for fats & oils, flavours, bakery, dairy, functional food and beverages.

A new line of high-potency beta-carotene emulsions has reinforced an already extensive product portfolio that includes oily suspensions and cold water dispersible powders. While these emulsions have been principally targeted to meet the needs of the beverages industry, they can also be used in other water-based products.

Reflective of the company’s incisive product line extension strategy, the new line of beta-carotene emulsions developed in a liquid, water-soluble and acid-stable form offer in certain applications an advance over traditional powders. While currently offered in a five per cent format, the company has the ability to customise them to meet specific customer demands for higher or lower concentrations.

Priced competitively and having high stability to variations in light, heat and pH, the Altratene^® Beta-Carotene formulations have gained widespread appeal. Efforts to resolve issues such as lack of uniformity in hues and water solubility are expected to further boost the appeal of new Altratene^® Beta-Carotene formulations.

This has been accompanied by rising brand awareness coupled with innovative distribution agreements with reputable international distributors, and has resulted in Allied Biotech Corporation making impressive market gains.

Within the synthetic beta-carotene segment, Allied Biotech Corporation has been able to challenge the traditional duopoly with its competitive pricing and high quality product strategies. Moreover, the company’s beta-carotene product range of powders has experienced strong growth based on its colouring properties as well as pro-Vitamin A benefits.

“A high degree of responsiveness to market needs has underpinned Allied Biotech Corporation’s effective product development strategies,” notes Ms. Brownlie. “In addition, the company has followed an effective strategy of identifying multiple applications of its existing products while continuously expanding its product line making the company a deserving recipient of this award.”

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