TOPIC: Co-Creating the Future of clean in Mena:Agile Enzymatic Innovation with Novonesis

The laundry industry is entering a transformative phase that demands benefits well beyond traditional stain removal and fabric care. This change is driven by the consumers who are asking for more from their products and formulators are faced with the challenge of innovating at a rapid pace to meet the needs of differentiated performance and better cost in a variety of different formats whether it’s in powders, liquids or pods
We believe that formulators in the Middle East and North Africa are no different and to be able to tackle local challenges, the solutions need to be tailored to fit the needs. Through regional insights driven approach, Novonesis is introducing innovation for the region that is strengthened by our 40-people-strong Regional Application Center where we unlock category needs to unlock product development. Why do formulators benefit from this?
❑ It reduces time to new product development with ready for market formulation guidance for your laundry detergent, fabric softeners, hand and automatic dishwash formulations
❑ The collaboration enhances speed to market leaving behind competition e.g. in liquid blends, our newest enzymatic blends reduce the use of stabilizers and the need for long stability tests
❑ It provides laundry formulators with the opportunity to take cleaning to the next level with enzyme-driven technologies like PDE (phosphodiesterase), which tackle one of the most persistent challenges in the region: invisible body grime, leading to persistent underarm yellowing and malodor
❑ .. and it provides the opportunity to unlock benefits in a cost effective and sustainable way Novonesis biosolutions simplifies routines by enabling easy-to-use products in any format, and our on the ground Senior Sales, Technical Services and Marketing colleagues based in the region, backed by our Regional Application Center team, ensure agile, end-to-end support.
Our continued presence at DETEX in every edition and the showcasing of our innovation year after year at the prestigious event is a
testament to Novonesis providing superior differentiation for our partners in the region.