Sanat wants to 'lead the botanical marketplace in Europe' with Euro OTC tie-up
Sanat and Bönen-based Euro OTC have worked together over ‘several years’ and seen ‘strong and mutual growth’ as a result of their collaboration. The companies now want to expand in Germany, the EU – particularly Scandinavia - and ‘wider markets’.
The Indian and German businesses have targeted the highly competitive European market for botanical ingredients because ‘the driver is not always price’ for buyers in the region, Euro OTC business development manager Richard Britton explained.
“There is an increasing demand for qualified, tested materials with a continuity of supply. This is especially evident where companies marketing finished products require a reliable data to support their marketing claims. There is a risk of exposing brand and product investment and product by using poor quality, inferior and sometimes adulterated materials,” he told FoodNavigator.
Since acquiring Hindustan Herbals in 2017, Sanat Products have ‘unrivalled manufacturing expertise’ in plant and herbal products. The Indian supplier produces ingredients at its USFDA-audited facilities, including clinically tested botanicals, natural extracts and spirulina.
“We had been substantially enhancing our manufacturing capabilities, and are determined to continue to lead the botanical marketplace in Europe,” Sanat director and business head Amit Sharma explained.
Sustainability, quality and traceability
Sanat's botanic ingredients are cultivated in newly-established fields with ‘high standards’ and new innovations, such as water-solubility and high bio-availability extracts for the beverage, pharma, food supplement and flavour sectors in Europe. The group is also investing in sustainable production processes, for example, solar energy is used to power its algae farms.
Euro OTC will leverage this quality and traceability message within its existing customer network in Europe, Britton revealed. “Euro OTC, in partnership with Sanat, are able to highlight a number of advantages and communicate these to their client network – in terms of quality and assurance. These include full traceability, external audits and testing.”
The partnership is also targeting ‘on trend’ ingredients and product development. “In terms of product specification, the partnership is able to exploit existing trends and new innovation to ensure that products are relevant to the ever-changing marketplace and of consistent quality.”
Earlier this year, Sanat entered into a partnership with Korean distributor Lohaspia to drive growth in Asia. Commenting at the time, Sanat's Sharma said the company is 'determined to be recognized as the premier manufacturer of natural ingredients in Asia'.
