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A hand holding a glass beaker pours a pink liquid straight down. Mid pour the liquid turns into a pink powder, which collects in a mound at the bottom of the page. 

[Transcription]

SYLOID Silicas turn liquids into powders,. but there's more...

High-porosity SYLOID silicas absorb up to three times their own weight of many liquids, which can later be released when exposed to moisture vapor orliquid water. Thus, liquid ingredients such as flavors, vinegar, oils, vita- mins andother nutritional additives can be turned into easy-to-handle powders.

SYLOID silicas are odorless, tasteless, finely divided amorphous powders. The FP grades are accepted by the FDA, and meet the requirements of the USP and FCC. All grades meet the highest standards of product quality to ensure consistent high performance in varied applications.

Anti-Caking Agents. SYLOID silicas provide moisture adsorption plus the coating and separating of individual grains of powder to provide free flow. Excellent as an in-plant processing aid or for on-shelf product protection.

Dispersants for Powders. SYLOID conditioning agents help prevent the lumps which tend to form when food powders are stirred into water. These lumps are often difficult to disperse or dissolve. Another function of SYLOID silica is to improve flow properties of the dry powder.

Moisture Scavengers. SYLOID silicas can help protect products by removing trace quantities of moisture that can decrease shelf life or cause premature reaction between two or more ingredients.

Specific Applications. Foods presently being improved by SYLOID conditioning agents include: flavors; dried whole eggs and egg yolks; seasoning powders; salt and seasoned salt; chili powder; spices; dried soup powders and bases; instant cocoa; spray-dried flavors; milk substitutes; tomato powder; dried orange crystals; dried lemon powder; dehydrated honey; dehydrated molasses; meatcuring compounds; parmesan cheese powder; Vitamin E; non-dairy coffee whitener; sugar; glucose; dehydrated dates.

For the complete application story or the fast answer to a specific problem, call (301) 659-9010, or write:

W.R. Grace & Co. FT580 Davison Chemical Division, Department APR-В P.O. Box 2117 Baltimore, MD 21203

DAVISON CHEMICAL

A DIVISION OF W.R. GRACE & CO. We've got the chemistry to make good things happen.

Visit us at the IFT-Booth #922, #923, #924.

[additional notes]

The advertisement opens up with the description of the product, useful for gaining the attention of the specific audience of the ad, which include food science professionals and researchers. Syloid Silica is used to convert liquids into powders for production, to control moisure, and prevent caking. In addition, the advertisement states that the product meets the standards of the FDA (Food and Drug Administration), USP, (US Pharmacopeia) and FCC (Food Chemicals Codex). The fact that these acronyms are not defined in the ad shows that it is directed towards an audience that the author assumes will already know the definitions. These are three organizations responsible for setting regulations and standards for ingredients used in Ultra-Processed Foods. The author of the ad assumes that readers will be familiar with these three organizations as the ad is directed towards those working in the food science industry.