Novozymes helps America fight fruit stains

World leader in bioinnovation and industrial enzymes, Novozymes, launches a unique new laundry detergent enzyme on the American market.

The enzyme Novozymes XPect® is specifically designed to remove fruit and pectin stains. Developed in response to healthy eating trends and higher fruit consumption, XPect is being showcased this week at the AOCS (American Oil Chemists’ Society) Annual Meeting & Expo in Cincinnati, Ohio.
 
America is on a quest to eat healthier. In some ways, this trend has been growing since the 1980s and the invention of Diet Coke. But now, it is more obvious than ever. From grass roots and government initiatives like Michelle Obama’s Let’s Move program to Jamie Oliver’s reality show revolution, a movement is under way to get especially children to eat more fruits and vegetables.
 
According to some statistics, these efforts may be working. Recent market research by Euromonitor reveals that North America is one of the largest fruit markets in the world, and by the year 2014 fruit consumption is expected to have risen by 14% since 2004. Also, new applications like low-fat dairy products, which contain commercial pectin extracted mainly from citrus fruits, have boosted the North American market for pectin – it has grown by nearly 35% over the past seven years. 
 
More fruit, more tough stains
Eating more fruit is great – the only drawback is that more fruit ends up on clothes. And American consumers agree that fruit stains are tough. According to a survey conducted by Userneeds, 63% of respondents agreed that fruit stains are a serious problem, with 17% saying that fruit stains ruin their clothes. 
 
“Traditional laundry detergents don't have the ingredients to effectively remove fruit and pectin stains. Typical bleach detergents only mask them. XPect efficiently removes a wide range of fruit stains by powerfully dissolving the pectin that makes up the stain. We hope that will be a huge help to moms and dads trying to raise healthier, fruit-loving kids,” says Teresa Neal, Regional Marketing Manager at Novozymes North America. 
 
XPect was launched in Europe in October 2010. Now it is being introduced to the American market as a liquid enzyme that can be blended into the detergent manufacturers’ formulations.