Novasal is a Dutch food ingredient company focused on sodium reduction through natural magnesium salt. Based in Veendam and rooted in the magnesium source operated by Nedmag, it positions itself as a practical solution for food producers that want to lower sodium without sacrificing taste, texture, or functionality. The company serves manufacturers across a wide range of food categories, including bakery, dairy, snacks, meat, sauces, spreads, fish, and plant-based alternatives. Its core promise is to help customers improve nutritional profiles and often Nutri-Score, while keeping familiar salty and savory flavor profiles intact. Core Values Healthier nutrition : Novasal is built around reducing excessive sodium intake and improving the nutritional profile of foods. The company emphasizes that replacing part of sodium salt with magnesium salt can support better mineral balance and often improve Nutri-Score. No compromise on taste : A central value is maintaining the expected salty and savory flavor of foods while lowering sodium. Novasal repeatedly positions itself as a sodium-reduction solution without loss of flavor, bitterness, or product quality. Practical innovation : The company focuses on solutions that fit real manufacturing conditions, including existing recipes and production lines. Its products are designed to be easy to apply and supported by technical know-how. Natural origin : Novasal highlights the natural origin of its magnesium salt from the ancient Zechstein Sea. This natural sourcing is presented as part of its identity and product credibility. Unique Aspects Natural magnesium source in Veendam : Novasal’s ingredient is derived from a magnesium source in Veendam, extracted from the ancient Zechstein Sea. This origin is a distinctive part of the brand story and underpins the product line. Broad functional performance : The company states that its magnesium salt can do more than reduce sodium; in some applications it can also help preserve flavor, support conservation, improve dough handling, and extend freshness. Cross-category applicability : Novasal is positioned for use across many food categories, from bread and bakery products to dairy, snacks, meat, sauces, spreads, fish, and plant-based foods. That breadth makes it a versatile reformulation tool rather than a niche ingredient. Technical co-development : Novasal emphasizes hands-on support from food technologists and product developers, including recipe adjustment and process optimization. This makes the company more than a supplier of salt ingredients; it acts as a reformulation partner.
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