Lesaffre pushes yeast’s benefits with reworked website
Lesaffre has modernised its exploreyeast.com website to inform as many people as possible about the benefits of this microorganism for food, but also its many other applications in sectors as varied as baking, health and well-being, agriculture and even bio-fuels.
The global player said that nourishing nine billion people in 2050 in a healthy way while saving the planet’s resources is a major challenge that yeast and, more broadly, the fermentation process can help meet. However, yeast, this microorganism that originated in nature, remains unknown to the general public. In fact, according to a study conducted by Lesaffre, only 17% of those questioned were able to give a precise definition of yeast.
To raise awareness, exploreyeast.com offers contents translated into four languages and a variety of information through a fun and educational approach. On this site, Lesaffre uses the hashtag “#PoweredByYeast” to illustrate the passion that drives the group’s teams to explore the superpowers and benefits that yeast brings to the production of many fermented products, particularly in terms of texture, taste and nutritional composition.
Exploreyeast.com has a better flow in its navigation, offers articles ranging from the explanation of the difference between natural baker’s yeast and baking powder, to easy cooking recipes. What is yeast? How is it used? Where is it found? What are its health benefits? Exploreyeast.com provides answers to all these questions.
“Integrated in the composition of many foods and even in the production of biofuel, yeast is omnipresent in our daily lives. However, it suffers from a great lack of knowledge, even though it is one of the most promising products of the future, particularly in terms of meeting the challenge of tomorrow’s food. With more than 170 years of expertise in this field, Lesaffre has a role to play in raising public awareness of yeast, its benefits, and its decisive role in the fermentation process,” said Thomas Lesaffre, marketing director at Lesaffre.
“The potential of yeast is incredible, especially in the field of human health. At Gnosis by Lesaffre, we use its exceptional nutritional composition to improve human health and well-being. Making the benefits of yeast and its many applications known to as many people as possible was the driving force behind this educational website”, says Philippe Caillat, marketing director at Gnosis by Lesaffre, Lesaffre’s entity dedicated to human health.