Notes

[alt-text]

An array of food sits on a table including a salad, loaf of bread, ice cream sundae, and a bowl of chips. There are two beverages on the table one includes a glass of orange juice and one contains an orange liquid with a foam layer on top. 

[Transcription]

Kelco's Keltrol System.

We help you keepwater under perfect control through thick and thin.

When water out of control drains all the appeal out of an otherwise great food idea, you should start thinking about Keltrol xanthan gum from Kelco. We're in a unique position to help because we developed the idea that the "system" could get results impossible with other gums or even with complicated mixtures of ingredients. So you can trust Kelco's technical representatives to be well schooled in when, why, or if our Keltrol System willwork for you.

Keltrol functions at low concentrations to thicken, suspend, emulsify and stabilize. Even under extremes of temperature and pH. But what's more significant, it also adds the remarkable quality of pseudoplasticity. When shear rate increases, viscosity decreases. And vice versa. For perfect control through thick and thin.

Kelco now has two large manufacturing facilities for Keltrol in full operation. Between our Keltrol System and our Keltrol experience, we've got everything it takes to help you keep water under perfect control. Through thick and thin.

isit Kelco at IFT '80, Booths 637 638, 705 and 706.

Keltrol is a registered trademark of Kelco, Dwision of Merck & Co., Inc

[additional notes]

Like the advertisement mentions, xantham gums are used as a thickening agent and stabilizer for foods. One definition that this ad uses is the word “shear” which is the force required for emulsifiers to bind mixtures to eliminate separation. Another is the concept of pseudoplasticity which is a behavior of liquids when shearing stress increases so does the rate of flow. Since the audience of the magazine is primarily a scientific crowd, the advertisement author’s do not focus on defining concepts and instead make the assumption that readers are familiar with these terms.