Notes

Xanthan gum is being poured into a magic hat, forming a hill. Surrounding the hat are two bunnies and a magician’s wang.

“Shear” magic for your product.

RHODIGEL xanthan gum

Adding a small amount of RHODIGEL to a formulation will increase the viscosity dramatically. Yet with a bit of sheer, the liquid will easily flow.

This pseudoplastic behavior is sheer magic for applications requiring an increase in viscosity that can easily be reversed temporarily.

The magic continues when RHODIGEL is used in conjunction with VEEGUM. Together, you get emulsion and suspension stabilization over a broader viscosity range than with either separately.

That can save you money.

This combination is ideal for skin lotions and creams when stability, easy viscosity adjustment and creamy smoothness are required.

Food Grade quality RHODIGEL and Industrial quality RHODOPOL xanthan gums outperform most other gums. They are more pseudoplastic and keep their pseudoplasticity at lower concentrations.

Get all the facts from Specialties Dept., R.T. Vanderbilt Company, Inc., 30 Winfield Street, Norwalk, CT 08655 (203) 853-1400

*Registered trademark of Rhone-Poulenc Industries

Effectiveness and profit are promoted in this ad. RHODIGEL seems to offer “stability, easy viscosity adjustment, and creamy smoothness” in skin lotions and creams, which highlights its effectiveness. Profit is promoted directly and indirectly. Directly, by saying that this product “can save you money,” and indirectly, by saying that it “outperform[s] most other gums.”

This particular ad stood out to me intially because of its visual. Like a Florasynth ad in the Food Technology journal, this ad includes a magic hat, wand, and bunnies.

Perhaps most surprising was finding out that RHODIGEL can be used with VEEGUM, which is a product I’ve seen in another Vanderbilt ad in this journal. It seems that they work better in combination, allowing for “emulsion and suspension stabilization over a broader viscosity range.” 

Christy Lam