Fismer Lecithin focuses on market pole position [Interview]

Lecithin, a naturally occurring substance derived from sources that include egg yolks, sunflower, rapeseed and soy, is a multi-purpose ingredient used in numerous applications and product categories. It is often used as an emulsifier in foods, improving the texture and quality of various products.

Despite its ubiquitousness however, Peter Fismer, founder and CEO of Fismer Lecithin, was able to identify a gap in the market. With more than 30 years of experience in the lecithin industry, he felt that what was missing was a customer-focused business, dedicated solely to lecithin. This led to the establishment of Fismer Lecithin in 2014.

Fast, customer-focused and personal

“We recognised that no one on the market was really specialising in lecithin,” Fismer explains. “The other issue we found was that there was a ‘service valley’ – when customers needed something or had a question, there was no one on the other end of the phone. We thought we saw an opportunity.”

Fismer believes that many multinationals are simply unable to cater to specific client needs, nor adapt quickly enough when situations change. He argues that while many ingredient firms can offer a laundry list of products, they are unable to answer specific questions that customers might have.

“Our customers are lecithin customers,” he says. “Our focus is not only on having the best products, but on having the best lecithin team on the market. We are faster, more customer-focused, and more personal.”

An example of Fismer Lecithin’s innovative approach is the importance placed on addressing every aspect of a potential consumer’s needs. “We bring our sales and quality assurance (QA) people together when we meet a client,” says Fismer. “We bring the data and expertise we need to explain our products, not just our prices. This means we are ready to answer every question.”  

Customised lecithin for specific needs

In terms of products, the company offers 181 types of lecithin for a diverse range of industries, including dietary supplements, animal feed, pharmaceuticals and cosmetics. The food sector is however front and centre to Fismer Lecithin’s operations. “We develop customised lecithin products tailored to specific needs, whether organic, vegan, or non-GMO,” says Fismer.

The company’s product portfolio encompasses native and speciality lecithins, available in both liquid and powder forms, including sprayable and non-declarable options (GMO- and allergen-free). Additionally, the company offers organic lecithin products, produced according to certified organic standards. Fismer Lecithin also develops lecithin formats that meet specific customer requirements.

End products include an innovative, phosphatidylcholine (PC)-enriched lecithin that addresses moisture-induced cracking and imperfections in chocolate coatings. The company also has solutions to achieving smooth and spreadable peanut butter, as well as enhanced texture in baked goods. Lecithin can promote a smoother, more elastic dough, resulting in a consistent crumb structure and desirable mouthfeel. Other benefits include extended shelf life.

“We look at what our customers need,” says Fismer. “Chocolate makers for example are suffering because of high costs, so we developed a lecithin compound that can help manufacturers save costs. We can do this because we have the knowhow –nobody else is able to do product development like us.” 

Health applications and new opportunities

Fismer points out that lecithin's emulsifying power doesn't just improve food texture.

As a natural substance, it is free from artificial additives and can offer additional nutritional value. Lecithin is a rich source of choline, a vital nutrient for brain function and development. Studies have suggested that choline could play an important role in supporting cognitive health and could even potentially reduce the risk of cognitive decline as we age.

Furthermore, in the digestive system lecithin can help break down fats and oils, allowing them to mix with water. This promotes better digestion and facilitates the efficient absorption of essential nutrients from food.

“Health applications exploded during the Covid pandemic,” notes Fismer. “We are developing products, and currently looking into what we can offer in terms of health and functional benefits.”

New research also indicates that lecithin could play a role in regulating cholesterol levels. By potentially lowering ‘bad’ LDL cholesterol and increasing ‘good’ HDL cholesterol, lecithin could contribute to a healthier cardiovascular system.

Looking to the future, Fismer Lecithin intends to explore these new opportunities, and continue to service the market with its unique focus on lecithin. “Our aim is to achieve pole position in this market,” says Fismer. “Things are moving in the right direction. We will be opening our US facility in the next quarter, and we are starting to hire key staff. We believe that nobody has our products, not in Europe nor the US.”