Notes

[transcription]

# Hercules Food Gums

## Give You Remarkable Control

## Of A Very Remarkable Control

## Of A Very Slippery 

## Ingredient…

## Water

At Hercules, modifying water is our business. Tapping into our broad line of food gums, we will help you find unique ways to gel, stabilize, thicken, suspend, immobilize, or bind water to:

• Mimic fat, by gelling water into soft, fat-like particles. 

• Develop moister, lighter, long-lasting baked goods, by binding water effectively. 

• Create butter-like melt in low-oil spreads by stabiliing the water-in-oil emulsion. 

• Develop delicious dairy products by stabilizing proteins in cultured dairy products

• Build better beverages, providng instant thickening in dry-mix drinks.

Talk to our food scientists at Hercules’ state-of-the-art Food Technology Center. We’ll help you manipulate water molecules to make water do what you want it to.

## HERCULES FOOD GUMS

### PLANT-BASED - GENU (Carrageenan), HERCULES (Locust Bean Gum), SUPERCOL (Guar Gum)

### CELLULOSE-BASED - BENECEL (Methylcellulose), AQUALON (Cellulose Gum), KLUCEL (Hydroxypropyl Cellulose)

### CITRUS-BASED - SLENDID (Fat Replacer), GENU (Pectin)

## Technology –> Teamwork –> Taste

## Wilmington, Delaware 

[alt text]

Water flows from a faucet into a loop that appears to defy gravity before splashing at the bottom of the page. A triangle chart categorizes different types of food gums, with examples listed under each section.

[additional notes]

The ad takes a technological/scientific approach; feels more sterile than other food ads (lack of color and food imagery).

- Sarah Giovennella