The initial situation
When a strong portfolio is difficult to understand
Loryma develops functional ingredients for the food industry.
Existing solutions focused primarily on technological properties such as:
• Texture
• Stability
• Flavor
However, it was not always immediately apparent to product developers and food manufacturers which specific applications could be derived from them.
The portfolio therefore required a clearer structure and understandable communication.
The target audience
If the aim is to reach product developers and food manufacturers
Loryma’s solutions are aimed primarily at:
• Food manufacturers
• Product developers
• Innovation departments within the food industry
• International brand manufacturers
This target group is primarily looking for functional ingredients that enable the development of new products or the optimization of existing formulations.
Communication therefore needed to clearly convey the specific applications made possible by Loryma’s solutions.
The communication concept
When technology gives rise to accessible product worlds
The strategic approach was to structure the portfolio based on application areas for food manufacturers rather than on technical properties.
This resulted in new, clearly defined product categories:
• Veggie – solutions for vegetarian and vegan alternatives
• Stabilization – functional ingredients for consistency and shelf life
• Breadings – coating solutions for food products
• Coatings – functional surface solutions
This structure immediately highlighted the opportunities available to product developers.
The stand solution
When strategy becomes visible
The new structure formed the basis for consistent communication across all channels.
It was incorporated into, among other things:
• Brand communication
• Trade fair appearances
• Product presentations
• Sales materials
This transformed a technically oriented portfolio into a clearly understandable product offering for the food industry.
The result
When clear positioning opens up the market
The new structure made Loryma’s product portfolio significantly easier to understand.
Product developers could immediately see:
• which solutions were relevant to their applications
• what innovations could be developed from them
At the same time, the new portfolio structure laid the foundation for further communication initiatives—including the subsequent trade fair appearance at IFFA in Frankfurt, which attracted significant international attention.
