Univar Solutions enters exclusive partnership with Ashland for cellulose ethers across EMEA
This collaboration will introduce an extensive array of cellulose ethers to the food and beverage industry in EMEA, enhancing texture, stability, and processing for food manufacturers.
EMEA – Univar Solutions B.V., operating through its Foodology by Univar Solutions business, has forged an exclusive distribution agreement with Ashland Inc. to bring Ashland’s portfolio of cellulose ethers and polyvinylpolypyrrolidone (PVPP) to food and beverage manufacturers across the Europe, Middle East, and Africa (EMEA) region.
The partnership is positioned to expand access to functional ingredients that improve texture, stability, and processing performance in applications ranging from dairy and bakery to plant‑based and gluten‑free formulations.
The new partnership covers a range of products, including methylcellulose (MC), hydroxypropyl methylcellulose (HPMC), carboxymethylcellulose (CMC), hydroxypropylcellulose (HPC), ethylcellulose (EC), and polyvinylpolypyrrolidone (PVPP)
In today’s food and beverage manufacturing, cellulose ethers play a versatile, functional role in next-generation applications serving diverse markets, including vegan foods and beverages, plant-based meats, and gluten-free bakery products.
These ingredients enhance mouthfeel, prevent separation, and enable clean-label formulations amid rising consumer focus on health and sustainability.
Univar said the agreement will enable it to offer Ashland’s specialty cellulose ether derivatives alongside its existing ingredient portfolio, providing customers with a broader set of formulation tools and technical support.
Ashland’s cellulose ethers are widely used as thickeners, stabilisers, and emulsifiers, and the addition of PVPP supports clarity and stability in beverage applications, including brewing and non‑alcoholic drinks.
The agreement rolls out in phases: starting January 1 in key European markets like the United Kingdom, Ireland, France, Spain, Portugal, Germany, Austria, Switzerland, and Hungary; expanding March 1 to the UAE, Saudi Arabia, Lebanon, Kuwait, Bahrain, Jordan, and Oman; and reaching Turkey by April 1.
Univar emphasized that the partnership combines its distribution reach and technical services with Ashland’s ingredient innovation to help manufacturers accelerate product development and scale production more quickly.
Industry commentators say the deal addresses two converging trends: growing consumer demand for plant‑based and clean‑label foods and the need for reliable supply chains for specialty functional ingredients amid global sourcing pressures.
For food formulators, the partnership promises easier access to application support, regulatory documentation, and local inventory, thereby shortening development cycles and reducing time to market.
This move aligns with EMEA’s food-tech boom, driven by EU clean-label mandates and Middle Eastern premiumization.
Cellulose ethers, sourced renewably from plant cellulose, support agribusiness by stabilizing emulsions in low-fat products and improving yields for grain processors.
For manufacturers, it means reliable access to functional solutions amid volatility in raw materials driven by climate shifts.
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