Food manufacturers are casting about for alternatives to E-numbers as consumers are increasingly suspicious of the effect of artificial additives on health.
Although E-numbers apply to natural additives too, the mistrust has tarnished the whole system and spurred the 'clean label' trend to cater to consumer preferences for natural foods.
UK-based Ulrick & Short has built its business around catering to this growing trend.
The company first introduced clean label starches derived from cereals for use in place of E-numbered modified starch in 2000, and brought them under the Synergie brand in 2003.
The new addition, described as an "agglomerated cold-water swelling starch " is derived from waxy wheat.
Andrew Ulrick told FoodNavigator.com that it is similar to the existing Synergie "pre-gelled" starch in that it is pre-cooked and does not need heating in order to activate its thickening properties.
However the agglomerated version is in granular form, which he said makes it easier to disperse in cold systems.
In addition to the pre-gelled starch, the company has also previously offered "cook-up" starches, which require heat and water to activate the starch as a thickener.
Ulrick stressed that his company uses no chemicals, artificial enzymes or genetically modified organisms to produce its natural ingredients.
While a number of different process are used, the fundamental reason for the ingredients' functionality goes back to selection of the crops.
Ulrick & Short works mainly with tapioca, waxy corn and wheat, and is also conducting research on sweet potatoes.
But Ulrick said that tapioca starch from the Far East, for instance, is very different in functionalities to that from South America.
Even more specifically, the company goes right back to varietal selection and agronomy when developing its ingredients.
"It's about the way the crop is grown for functionality ," he said.
Some crops are selected for the mouth feel they deliver, others for their thickening properties, others for their gelatinatination point.
In the majority of cases Ulrick & Short works directly with the farmers who grow the crops and, since it prefers vertical integration, it likes them to do the processing themselves.
The company works closely with the growers/processors through the development stage to ensure access to the correct variety, and collaborates on the factory settings.
The new Synergie agglomerated cold-water swelling starch is being launched at the Food and Drink Expo in Birmingham, UK, April 6 - 9.
Ulrick & Short will also be promoting its Delyte clean label tapioca starch, which is used as a fat replacement in baked goods like cakes, muffins, biscuits, breads and pastries.
The company, which is based in Pontefract, West Yorkshire, will be exhibiting as part of The Regional Food Group for Yorkshire and Humber stand.
Around 95 per cent of the company's sales are currently to the UK food industry, where the clean label trend is particularly strong.
The remaining 5 per cent of sales are in Germany, The Netherlands and Ireland, but Ulrick said that there are plans to increase European activities as the clean label trend is spreading.