Azucarera has launched a pioneering product in the bakery segment: a moisture-resistant bakery coating that maintains its consistency and texture after defrosting and is the first on the market not to contain palm oil. This differentiating product is the result of a collaborative innovation strategy between Azucarera and Blendhub, an innovation technology platform for the agri-food industry.

Manuel Ib?z, responsible for new products, Azucarera, said, "We were looking for very concrete collaborative innovation to improve product performance and at the same time to align it with today's consumer demands. And we chose Blendhub because traditional solutions are not enough to differentiate in the food industry. We look for innovative solutions and for that we need the best in each segment.”

Blendhub is a platform that integrates a network of expert formulators around the world. Sergio Bravo, director of Blendhub's production centre in Murcia, said, "We identify at each moment and for each client the best formulators to guarantee unique and pioneering products in the market, with tailor-made solutions for each specific demand.”

Paco Serrano, the product's formulator, said, "This product has emerged from the search for solutions to the problems of using sugar in the decoration of confectionery/pastry products, namely, moistening, agglomeration, dissolution with the heat of baking, etc. It is also more resistant to heat than existing products on the market and more environmentally sustainable, as it does not contain palm oil."

Collaborative innovation is a growing trend in the agri-food sector, since it allows to share knowledge and emerging technologies applied to innovation and food safety and traceability, which helps to improve competitiveness and differentiation on the shelf, while being more efficient and profitable.