Notes

[Alt Text] Three customers in a grocery store with upset expressions on their faces. 

[Transcription]

##IT’S A JUNGLE

Dare you send out a new product with anything less than carotenoids. 

In all of retailing, you won’t find a more competitive market than foods. And with all the jockeying for share-of-self, share-of-mind and share-of-market… rich, ripe, natural-looking colors make a strong argument for buying.

That’s where Roche carotenoids come in. They are chemically identical to naturally-occurring colors and provide a full range of rich yellows, oranges and tomato reds. But because they’re synthesized, Roche Beta Carotene, Apo-Carotenal and Canthaxanthin are also consistent and readily available in a wide variety of market forms. In some applications, like French dressings, they are more economical and have better color shelf life than competitive colors. And, like nature’s own colors, they need no certification.

There is ample proof that consumers are willing to pay for quality.

And in the case of a new product, slight additional cost, if there is any, can easily be recovered along with other developmental expenses.

For further information call us at (201) 235-4115 or write to Chemdex Information Services, Roche Chemical Division, Hoffman-La Roche Inc., Nutley, New Jersey 07110.

#Carotenoids. Colors that reproduce nature’s hues.

Notes: This advertisement plays with the idea that the food industry is extremely competitive, with grocery stores packed with an abundance of options for customers. This idea is conveyed in the image, headline, and opening paragraph of the text. Roche claims that by including their bright and long-lasting colors in your product, it will attract consumers and lead to profit. The advertisement exhibits the values of appearance within the food industry. Additionally, Roche highlights that their carotenoids have the same chemical structure as naturally occurring colors, exhibiting proximity to nature as a value within the food industry. Despite the product’s similarity to natural colors, it has economic and convenience benefits that come with being technologically engineered, making it a value-added product.