Prepared Foods March 2011

NutraSolutions

March 2011

www.PreparedFoods.com

Nutraceuticals in Processed Foods and Supplements page NS3

Beverages Bounce Back page 13

Salad Dressings and Sauces page 23

Soups and Side Dishes page 33

Dairy’s Diversity page 43

Convenience Meals and Processed Meats page 51

Cereals and Cereal Bars page 61

Snacks and Confectionery page 69

Boon in Baked Goods page 77

R&D SeminarsChicago Call for Presentations! page 18

NEW Award for Your Company! Excellence in Innovation pages 11, 42

PRODUCT DEVELOPMENT TRENDS & TECHNOLOGIES FOR FORMULATORS & MARKETERS

S H A R E D VA LU E S – S H A R E D S U CC E S S Brenntag Food & Nutrition North America is one of the most experienced partners within the food industry, offering a reliable supply of high quality ingredients from all over the world. Brenntag provides attractive tailor-made service packages from product development, on-site technical support and innovative logistical solutions, through to marketing and distribution, that sharpen your competitive edge.

manufacturers in a way that achieves market breakthroughs and generates sustainable, profitable growth. It is a task that requires extensive industry contacts, shared experience, a commitment to finding the right ingredients and the ability to anticipate trends.

America ensures that all documentation and safety requirements are met throughout the entire value chain. We constantly monitor product availability and manufacturing capabilities so that you can be assured of receiving consistent, high-quality ingredients.

These partnerships continue to expand with the addition of a full line of Stevia Extracts from Pyure Brands LLC. This exclusive North American distribution partnership enables both companies to offer our customer base additional products to promote health and wellness with cutting edge technology.

Pyure Brands is a market leader in the production and blending of Stevia Extracts to the Food, Beverage, and Nutritional industries. Brenntag North America and Pyure Brands market a product portfolio that includes Pyure Elite (Reb A 98%), Pyure Organic (Reb A 95%+), Pyure Premium (Reb A 60% 80%), Pyure Select (Reb A 40% - 60%), Pyure Stevioside 90%, and Pyure Blends (Maltodextrin and Erythritol blends).

Pyure Brands shares our commitment to food safety & quality, taking the additional step of employing Eurofins laboratories to retest all production lots before shipment to Brenntag for distribution.

Offering the Best in Products We are committed to building bridges between food producers and ingredient

By carefully selecting ingredients from manufacturers that meet our demanding quality standards, Brenntag North

See Food Master-INGREDIENTS, p. 20

Brenntag North America & Pyure Brands – Your Right Choice for Stevia! Brenntag North America 5083 Pottsville Pike, Reading, PA 19605 Phone 610 926 6100 x 3858 [email protected] www.brenntagnorthamerica.com

staff

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PreparedFoods.com NutraSolutions.com FoodMaster.com A Publication of Business News Publishing Co. II, LLC Editorial and Sales Offices 155 N. Pfingsten Road, Suite 205 Deerfield, IL 60106 847-405-4100

Senior Group Publisher Peter Havens [email protected]

Publisher Michael Leonard 847-405-4024 [email protected] Editorial [email protected] Chief Editor Claudia Dziuk O'Donnell 847-405-4057 Managing Editor Julia M. Gallo-Torres 630-962-0093 Business/New Media Editor William A. Roberts, Jr. 630-962-0089 Associate Editor Barbara T. Nessinger [email protected] NutraSolutions.com Kelley Fitzpatrick Content Editor, [email protected]

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Marketing Corporate Reprint Manager Jill L. DeVries 248-244-1726 [email protected]

New Products Conference R&D Applications Seminar-CHICAGO R&D Applications Seminar-EAST Margaret Whalen 847-405-4071 [email protected]

Clear Seas Research Executive Director Beth A. Surowiec [email protected]

Circulation Group Audience Development Manager Amy Schuler Corporate Fulfillment Manager Megan Neel Audience Audit Coordinator Carolyn M. Alexander

Subscription Information: Tel. (847) 763-9534, Fax (847) 763-9538, [email protected]

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March 2011 A BNP Media Publication Vol. 180, Issue 3

table of contents new product trends 11

Excellence in Innovation Awards Read about a unique opportunity to acknowledge outstanding product development teams and the innovation used to design and launch successful new products, while providing new products and companies with priceless worldwide exposure.

2011 New Products Annual 13

Beverages Begin to Bounce Back Beverages show innovative ingredients, flavors and applications, with functional attributes remaining key. Allnatural is popular, and caffeine is seen in real fruit beverages.

23

Salad Dressings and Sauces Top claims in global sauces and dressings include reduced-calorie, natural and non-allergen, while gluten-free grows notably.

Cover photo by T. J. Hine Prepared Foods’ 2011 New Products Annual highlights the best and most innovative products entering the marketplace

Mustard, garlic and Caesar rank as the top three flavors.

33

Soups and Side Dishes “Soup wars” reaped both negative and positive results, while

in 2010, while examining the major trends and influences

sodium content remains important. Bold flavors drive the rice

impacting food, beverage and nutritional product developers

segment, and brand names still hold sway in side dishes.

and their choice of ingredients. Information, such as sales data and statistics on product characteristics, is evaluated to offer a comprehensive examination of the industry at large. Such information enables product developers to formulate foods and beverages that meet consumer demands.

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43

Dairy’s Diversity Growth has been noted in low-/no-fat claims, while all-natural and hormone-free are clear winners this past year. Key to new launches are allergen concerns, pre-/probiotics and vitamin/ mineral fortification.

51

Convenience Meals and Processed Meats “Better-for-you” claims grew sizably last year, while whole grains and vegetables remain important. The refrigerated dinner sausage segment is expected to grow.

61

Cereals and Cereal Bars Breakfast is back in 2010, as cereal tallies for new cereal products are at an all-time high. Cereal bars—in all variations—appear to remain strong.

69

Snacks and Confectionery Sail to the Future Chocolate takes a sales dip, while savory snacks go up. Use of whole grains continues to rise, and gluten-free claims act as catalysts for snacks. Also, omega-3 health claims continue to show momentum.

77

Boon in Baked Goods Whole grains gain speed, while allergen-free offerings expand beyond gluten. Consumers still want to indulge, even amid a difficult economy.

97

Abstracts A Muscadine grape extract; keeping fruit flavor fresh; micro-particle sodium salt; and the latest industry news from “The In Box.”

nutrasolutions A Section on Solutions for the Development and Marketing of Nutritional Products. Please see www.NutraSolutions.com for more information.

NS3 Nutraceuticals in Processed Foods and Supplements

Fhej[YjiWdZh[fW_hi ZWcW][Z>W_h"DW_bi WdZIa_d 8ncVi^cZœ=CH^hVgZkdaji^dcVgn XdhbZXZji^XVa^c\gZY^Zci Xdbeg^hZYd[HdajW^a^oZY@ZgVi^c! VegdiZ^c[djcYcVijgVaan^ci]Z WdYn#8ncVi^cZœ=CHhjeeaZbZcih i]ZWdYnl^i]W^d"VkV^aVWaZ @ZgVi^cl]^X]V^Yh^cegdiZXi^c\ VcYgZeV^g^c\YVbV\ZY=V^g! CV^ahVcYH`^c#8ncVi^cZœ=CH^h Xa^c^XVaanegdkZcidWZZ[[ZXi^kZVi *%%b\eZgYVn š>W_h09b_d_YWbbofhel[dje h[ZkY[^W_hbeiiWdZ_cfhel[ ^W_hijh[d]j^"i^_d[WdZbkij[h šDW_bi0Fhel_Z[i_cfhel[Z ijh[d]j^ šIa_d0H[ZkY[iÓd[b_d[i WdZmh_dab[i HdaYjcYZga^XZchZ[gdb@ZgViZXAiY#

Results from “Prepared Foods’ 2011 R&D Trends Survey: Functional Foods and Beverages” show targeting health conditions range in boldness, while regulatory staffs influence ingredient choices. Also, rising star ingredients shine.

Roxlor International 1013 Centre Road Suite 106 Wilmington, DE 19805

p. 302-778-4166 f. 302-999-8155 e. [email protected] www.roxlor.com

Visit PreparedFoods.com for editorial archives, educational webinars, video presentations, and more.

new product trends Structural Changes in How Americans Eat & Drink

The NPD Group has been tracking how Americans Eat and Drink for over 30 years. Understand the structural changes that occur today and in the future. Identify new opportunities based on current trends as well as think about how consumers behave which will help interpret other research you may have. Click on

Find the video @

New Product Trends Videos

Successful Product Strategies for Launching Functional Foods

Functional Foods may seem like the logical way to move into Health & Wellness. Learn common factors experienced by both successful and unsuccessful entries into this marketplace. Gain insights into a number of factors that drive this market and enhance your probability of success with new functional foods products. Click on

Find the video @

NutraSolutions

March 2010

www.PreparedFoods.com

Nutritional Product Opportunities

Food Policy page 15

Sauces/Dressings page 31 page 41

How have the trends changed since last year?

Take a look at last year's archived New Products Annual issue from March 2010 to compare. Click on "Issue Archives" to get started.

page NS3

Meals

New Product Trends Videos

PRODUCT DEVELOPMENT TRENDS & TECHNOLOGIES FOR FORMULATORS & MARKETERS

Dairy Products page 51

Are you surprised at what you've found? Share your comments or ideas with us on:

Soups/Side Dishes page 63

Baked Goods page 73

Cereals/Health Bars page 79

Beverages page 85

Salty Snacks/ Confectionery page 93

Global Snacks

Click on

page 100

Find Prepared Foods archived issues @

R&D Seminars— East Educational Seminars pages 9, 116

Nominations Now Being Accepted! 2010 Spirit of Innovation Awards pages 13, 120

PF March Cover.indd 1

PreparedFoods.com

3/3/10 10:19:13 AM

Issue Archives

³My challenge was to reduce sodium in our new line of healthy flatbread pizzas. I was amazed at the quality of the better-for-you options, and chose a Sargento reduced sodium shredded cheese in a portion-pack for the meal kit…without sacrificing taste!

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Make it your ingredient.™

editorial views

Competitiveness

SAVE THE DATE! Join us at Prepared Foods’ 29th annual New Products Conference, September 11-14, 2011, at The Ritz-Carlton in Naples, Fla. It is the food and beverage industry’s premier event, where R&D, new product developers, marketing and executive management professionals gain valuable insights into new food and beverage products and trends from around the world. The 2011 New Products Conference will be laser-focused on the latest consumer and culinary trends, health and wellness, innovation, demographic research, international trends and more!

Excellence In Innovation Awards Enter your new product, and you could win a hotel stay at The Ritz-Carlton in Naples, Fla., complimentary registration to Prepared Foods’ New Products Conference and a specially designed crystal award to proudly display. That’s not all ... your product will receive recognition on-site at the New Products Conference and will be featured in editorial coverage in Prepared Foods, after the event! Visit www.ExcellenceInInnovationAwards.com for complete information.

Make plans to attend now! Prepared Foods’ 2011 New Products Conference has arranged a special rate of $189 plus tax per night for attendees at The Ritz-Carlton in Naples, Fla. Make plans now to ensure availability. Register today and save $300! For more information, visit PreparedFoods.com/npc or contact Marge Whalen at 847-405-4071 or [email protected].

The 2010 Dietary Guidelines for Americans have just been released. They rightfully will receive much attention and will be hugely impactful in years to come. This column is not about the Guidelines, however; it’s about competitiveness. I recently was listening to a CNBC news interview of Michael Porter, professor, Harvard Business School, who was introduced as a “competition and strategy guru.” Indeed, I still have one of my favorite business articles, “What is Strategy?” which Porter wrote for the NovemberDecember 1996 issue of Harvard Business Review. In it, he starts by writing, “Companies must be flexible to respond rapidly to competitive and market changes.” He says operational effectiveness is essential for superior performance, but not sufficient (for business success); a company can outperform rivals, only if it can establish a difference that it can preserve; and “strategic positions can be based on customers’ needs, customers’ accessibility, or the variety of a company’s products or services.” In his CNBC segment titled, “U.S. Competitiveness Problem?” he suggests our nation’s fundamental issue is competitiveness, not creating jobs or the budget deficit. “You can’t create jobs…[and] you can’t ultimately deal with the budget deficit unless you are competitive.” Although Porter has been feeling better about America’s competitiveness, he said “business as usual” no longer works. It is too simplistic to think that if a company makes a profit, that is a good enough contribution to society. Some of the biggest market opportunities come when companies take on profound issues of the day, he said. He was challenged to clarify what he meant. Porter had used the food industry as an example of what he was trying to say. “For decades, the [food industry’s] goal was to get consumers to eat as much as possible; to fill foods with sugar and salt, so products would be liked,” he said. Now, companies are thinking about nutrition. “It’s a different way [to make a profit] that’s also aligned with social needs.” Prepared Foods’ E-dition feature, “Analyzing the Guidelines,” by Steven Steinborn (on www. PreparedFoods.com), provides an overview of the 2010 Dietary Guidelines for Americans. I firmly believe there’s an important role for truly indulgent products in a healthy diet. However, the Guidelines also can be viewed as an outline of formulation challenges that open marketplace opportunities, or as a way to achieve “profits, but with a purpose.” I guess this column is about the Guidelines, after all.

Claudia Dziuk O’Donnell Chief Editor [email protected]

www.PreparedFoods.com

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March 2011

9

We offer sodium reduction solutions to satisfy any taste.

© 2010 Cargill, Incorporated

When you choose Cargill Salt to help you in sodium reduction, you get more than just quality ingredients. Not only do we offer products like Alberger® brand salt, Premier™ potassium chloride and SaltWise® sodium reduction system, we also have the food application expertise to help develop the right options for your food and beverage products. To learn more about how Cargill can help you reduce sodium without compromising taste, call 1-888-385-SALT or visit www.cargillsalt.com. collaborate

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2011 Excellence in Innovation Awards

Submit Now!

T

he Excellence in Innovation (EII) Awards are a unique opportunity to acknowledge outstanding product development teams and the innovation used to design and launch successful new products, while providing new products and companies with priceless worldwide exposure. Co-sponsored by Prepared Foods and the American Egg Board, the EII Awards recognize innovative new products introduced nationally (commercially) during 2010-2011, as well as the inspirational teamwork and creativity that made these new products possible. The EII Awards are steeped in a deep history of recognizing landmark food and beverage product launches, while rewarding true excellence in innovation, which Prepared Foods began over eight years ago. The Excellence in Innovation Awards will be presented in two categories: Retail and Foodservice. The winners will receive their awards during the EII Awards Ceremony at Prepared Foods’ New Products Conference. There, 1st place winners will also offer a presentation on the strategies involved in creating the winning product and the challenges the product development team had to overcome. The Excellence in Innovation Awards ceremony will precede the Awards reception on Monday evening, September 12, 2011. This visual presentation will highlight the teams’ major accomplishments and innovative aspects of the product. All 1st, 2nd and 3rd place winners will receive crystal awards in recognition of the honor. The six winners are encouraged to provide samples of the products, so that the 250 attendees of the New Products Conference are given the opportunity to taste the award-winning new products. Winners also will be recognized with a feature article in Prepared Foods, appearing in the October 2011 issue of the magazine. The Excellence in Innovation Award nomination is not intended to divulge any proprietary or confidential com-

pany or product information. The information provided is only intended to allow the judges enough description to differentiate between many innovative product development teams and their exciting new products. To submit a nomination for the 2011 Excellence in Innovation Awards, and for information on past award winners, go to PreparedFoods.com and click on “Excellence in Innovation” on the left-hand menu, under “Events.” Nominations in the appropriate category (Retail or Foodservice) must include a summary of the product; its innovative qualities; and the product development team and the challenges they had to overcome in formulating the product. More than one nomination per company is allowed; however, only one product may be submitted per ballot. The deadline for entering an Excellence in Innovation Award nomination is June 24, 2011. Winners will be notified in July 2011.

The New Excellence in Innovation Awards ■

Award acknowledges outstanding product development teams. No proprietary information is requested. ■ Two categories: Retail and Foodservice. ■ Winners announced at the New Products Conference and featured in a Prepared Foods cover story. ■ Deadline to enter: June 24, 2011. ■

www.PreparedFoods.com

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2011 New Products Annual beverages

Beverages Begin to Bounce Back ■ ■ ■ ■

Innovative ingredients, flavors and applications. Functional attributes are key. All-natural is popular. Caffeine in real fruit beverages.

William A. Roberts, Jr., Business/New Media Editor

F

ollowing a rather lackluster 2009, when new beverage introductions plummeted nearly by half, the number of new beverages appearing on U.S. store shelves increased slightly in 2010. Notable gains in carbonated soft drinks, fruit/flavored still drinks, juices and malt/other hot beverages more than offset some significant declines in energy drinks, flavored water and beverage mixes. That said, fruit/flavored still drinks, RTD (iced) coffee, malt/other hot beverages and coffee (a very small segment, in terms of introductions) were the only segments that even approached their 2008 numbers. Perhaps most notable among the segment declines from 2008 were the number of energy drink introductions. Per the Mintel Global New Products Database (GNPD), this segment hit a high of 328 new products in 2008; dipped by nearly two thirds to hit 110 in 2009; and plummeted to 62 in 2010. Men have traditionally been the primary target audience for energy drink manufacturers, and according to a July 2010 Mintel report, nearly 20% of U.S. men consume the beverages. However, that report also notes 11% of American women consume energy drinks. While this is far from a huge market penetration, it indicates there is room to grow and diversify. The past year saw a number of energy drinks around the globe target women, including a jelly drink promising beauty benefits and formulated with digestive fiber, collagen, hyaluronic acid and vitamins, which purportedly “support beauty from the inside out.” Hyaluronic acid was found in several beverage introductions in Japan, in fact, including that beauty-oriented

jelly drink Forte RN from Shiseido, Konjac Zero bush tea or redbush tea, proved one Calorie Grape Juice jelly of 2010’s hottest trends in the tea drink from Family Mart and a protein drink powindustry, benefiting from a healthder from DHC, which ful positioning—with antioxidant also added the ingredient to a range of protein properties 50% more potent than diet shakes. those of green tea. In North America, functional energy drinks have yet to embrace such cosmeceutical applications. A pair of introductions did aim to benefit the brain and nervous system: Neuro Headquarters added Neuro Sonic Sparkling Vitamin & Herbal Extract Beverage to U.S. beverage shelves. The lightly carbonated product incorporated L-theanine and caffeine to “put the brain into overdrive,” promising to improve focus while at work and school. Caffeine, along with taurine, was likewise a key addition to the NOS Energy Shot Coca-Cola released in Canada. The company noted the product was developed “for periods of increased mental and physical exertion” and promised to temporarily restore alertness or wakefulness. Vuka LLC attempted to merge the energy drink trend with health in its “intelligent energy” drinks. Described as a beverage for “people who drink energy drinks, coffee and other caffeinated beverages, but are also health conscious,” the developers incorporated all-natural ingredients.

Rooibos tea, also known as red tea,

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March 2011

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2011 Annual beverages CREATING TOMORROW’S SOLUTIONS

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Still Recovering Caffeine was absent from EPIX Grape Flavor Hydrating Drink from Neoalimentos S.A. de C.V., in Mexico. Low in sugar, the all-natural beverage aimed to hydrate the body and help muscles recover from exercise. Unlike some energy drinks, its ingredient legend was somewhat sparse: water, glucose, fructose, citric acid, malic acid, sodium citrate, potassium citrate, calcium nitrate, magnesium, vitamin C and natural flavor. All-natural did prove a popular positioning for energy drink introductions in the U.S. in 2010. Reed’s Natural Energy Elixir Drink contained 25% fruit juice, plus nine beneficial ingredients: ginger (described as a powerful antioxidant that increases metabolism, elevates mood, improves digestion and nutrition absorption); green tea; ginseng; goji; açai; camu camu (a Superfruit with what is claimed to be the highest concentration of vitamin C of any plant); jiaogulan (promising to help reduce stress); L-theanine; and B vitamins. Unlike most energy drinks, Reed’s product did not incorporate stimulants, other than the naturally occurring caffeine from green tea; instead, Reed’s sought to “increase basic health and energy levels and not to run the individual down,” claiming to get the consumer going naturally. While Reed’s may have been aiming for the unique, there were a number of energy drinks that positioned themselves as natural or organic: The Healthy Beverage Company’s Steaz Energy Berry Flavored Energy Shot claimed to be an organic fuel for the body, mind and soul, incorporating green tea, yerba mate, açai, guarana and B vitamins, as well as 150mg of caffeine. The same company added Steaz Diet Energy Organic Fuel Energy Drink in Mexico, featuring fair trade-certified green tea, Guayaki yerba mate, Sambazon açai fruit and guarana. Some of 2010’s biggest energy drink news, however, came from the promise of an introduction set to hit the market in 2011. Nestle USA and Jamba Juice Company are developing a line of ready-todrink energy beverages to launch in the Northeastern U.S. in early 2011. The line is expected to feature real fruit juice boosted with caffeine and will be available in three flavors: pomegranate blueberry, strawberry banana and crisp apple, each with no preservatives or artificial flavors, trans fat or high-fructose corn syrup (HFCS). While the omission of HFCS was among 2009’s stronger trends in carbonated soft drinks (CSD), the pace of such introductions appeared to slow in 2010. Canada saw Blue Sky Beverage introduce Blue Sky Cola Flavored Natural Soda formulated without HFCS, artificial colors, preservatives or caffeine, while in the U.S., Supervalu omitted the sweetener from the Blueberry Açai Soda addition to its Wild Harvest Natural line. The latter was sweetened with cane sugar and also noted it was caffeine-free. For that matter, caffeine and sugar were both absent from Duane Reade’s Seltzer Lemon Lime under its DR Delish brand. Flavored with natural ingredients, the product was also free of calories and sodium.

Just Relax One soft drink introduction managed to borrow a page from some energy drink launches, by promising a relaxation benefit.

March 2011

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See Food Master-INGREDIENTS, p. 123

2011 New Products Annual beverages specific consumption guidelines: Day Flight was tto reduce stress on daytime flights, while Night Non-alcoholic Beverage Introductions Flight was to ensure a peaceful period of sleep on F 2010 2009 2008 2007 2006 a red-eye or international overnight flight. Beverage concentrates 59 76 89 110 94 Nevertheless, functional soft drinks remained Beverage mixes 76 107 209 214 294 something of a niche market in the U.S. and Carbonated soft drinks 168 135 198 166 175 ccould well hold potential for future development, Coffee 7 8 4 18 20 eespecially when considering how functional attriEnergy drinks 62 110 328 161 198 bbutes have been a boon to such other segments as jjuice, water and energy drinks. Not that the U.S. Flavored water 81 140 229 151 159 iis completely devoid of functional CSDs—Hibix Fruit/Flavored still drinks 144 94 120 123 149 Corporation did add Ooba Sparkling Hibiscus, C Juice 180 131 220 233 199 hhigh in vitamin C and “a super antioxidant to Malt/Other hot beverages 75 35 79 129 74 hhelp maintain cardiovascular function.” Plus, Meal replacements/Other drinks 49 70 83 87 56 Bellibevies introduced a CSD designed to benefit B RTD (iced) coffee 27 15 29 28 20 consumers after enjoying alcoholic beverages. c RTD (iced) tea 120 81 189 135 138 Afterparty Hangover Recovery Drink promised A Sports drinks 67 34 81 49 29 every vitamin and mineral that alcohol depletes e Tea 2 1 12 0 4 from the system, as well as an herbal blend to f Total sample 1,117 1,037 1,870 1,604 1,609 hhelp detoxify the body and supercharge the liver; eelectrolytes for rehydration; and a natural pain New products, new formulations and new varieties/range extensions released in the U.S. during each calendar year. Search generated on January 4, 2011. rreliever to battle any headache. Source: Mintel GNPD Florida Brewery did add botanical and naturral ingredients to its CasCal Crisp White Soda Drink, an all-natural soda with hints of apricot, D magnolia and pear. Indeed, all-natural launches were abunMary Jane’s Soda attempted to bring the functional benefit dant in 2010, with Izze extending its range of sparkling to the CSD segment with Relaxing Soda, a natural blend beverages with Sparkling Birch Drink, an all-natural beverof kava extract and passionflower said to have a calming age formulated with birch extracts; Kristian Regale adding effect. Similarly, Next Generation Beverage’s Serenity a Sparkling Orange Juice Beverage, an all-natural sparkling Zen Beverage claimed to “enhance a Zen experience and juice drink made according to Swedish recipes; and Hotlips promote relaxation.” Relaxing benefits appeared to be introducing Black Raspberry Soda, made with all-natural something of a craze during 2010, with Peaceful Remedies ingredients locally sourced from near its headquarters in introducing Relaxzen shot-sized calming drinks, intended to Portland, Ore. Santa Cruz Natural took the natural soda calm the consumer during air travel. The two varieties had

Signs of Growth

See Food Master-INGREDIENTS, p. 60

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See Food Master-INGREDIENTS, p. 109-112

Network

PREPARED FOODS

SAVE THE DATE! August 2-3, 2011, Hyatt Regency O'Hare

"Great range of topics available"

"Hands-on experience, ability to evaluate products"

DON’T MISS THE KEYNOTE ADDRESS! The Making of Soaring Successes and Cheerless Failures in Products for Health Speaker: Bob Jones, Principal, Scientia Advisors LLC Arguably the biggest single trend in the food industry today is products positioned for health. However, foods and beverages with nutritional benefits have had mixed results when it comes to enticing consumers. There are no silver bullets; strategies that have worked spectacularly well for one product line or company often flounder with others. From years of experience within the food industry, Bob Jones will explore factors that have helped new products soar in the marketplace and offer insights into how to use these understandings in the development of wellness products that will succeed in the marketplace.

Non Commercial Technical Sessions Featuring: • Healthful Formulations

• Product Development Advances

• Flavors & Colors

• Prepared Foods

• New Emerging Ingredients

• Meats & Marinades

• Starches, Gums, & Fiber

• Dairy Foods

• Ingredient Systems for Weight Management

• Nutritional Beverages & Foods

• Baked Goods

• Confectionary & Desserts • Breakfast Cereals, Snacks & Bars

• Proteins

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2011 New Products Annual beverages Vintage Cola V Beverage natB Select Alcoholic Beverage Categories urally sweetu 2010 2009 2008 2007 2006 ened with Beer 336 70 214 95 82 cane sugar; c Cider 13 6 5 6 4 both products b were free of w Flavored alcoholic beverages 37 26 33 53 59 gluten and g Fortified/Other wines 9 7 9 2 2 caffeine. c Total sample 395 109 261 156 147 Ta m p i c o New products, new formulations and new varieties/range extensions released in the U.S. Beverages, during each calendar year. Search generated on January 4, 2011. meanwhile, Source: Mintel GNPD was w quick to boast about b the fortification of its Tampico Plus line. a step further with its certified-organic With the 100% recommended daily allowSparkling Mango Lemonade, a mangoance of vitamin C per 8oz serving that is flavored sparkling beverage from conalmost ubiquitous among juices, Tampico centrate, containing 11% juice. Likewise Plus also qualified as an excellent source adding the organic certification were of vitamins A and E, under the FDA’s NatureLand Products in Canada with its food labeling guidelines and, per the comPureiän Springs Cranberry Flavored Soft pany, was compliant with school beverage Drink; Taunusgold Getranke’s Organic guidelines for U.S. high schools. The prodKoala Cola Soda under its The Organimals uct was available in three flavor varieties: brand (a range of soft drinks sweetened citrus, mango and tropical. with agave syrup and “free of granulated Campbell Soup introduced V8 sugar, phosphoric acid, artificial flavors, V-Fusion + Tea Vegetable & Fruit Drink sweeteners, genetically modified organwith Tea Extract, a raspberry-flavored isms or gluten,” per GNPD); and Zevia’s beverage blending nine vegetables and Canadian introduction of a Lemon Lime fruit juices from concentrate with other Natural Diet Soda, one of an increasnatural flavors and green tea extract. ing number of beverages sweetened with Ocean Spray added its first Fruit & Veggie stevia. juice this year, with every 8oz glass conHealthier takes on CSDs will be almost taining two full servings of fruits and vegessential for the segment to maintain its etables. Campbell noted each 8oz glass strength, as health concerns over the drinks of the V8 product provided a combined have led to advertising restrictions and serving of fruit and vegetables, though nearly a complete eradication of the bevwith only 50 calories. In addition to the erages from schools around the country. raspberry variety, the Campbell range As such, one of the prime demographics also included pomegranate green tea and consuming CSDs, namely children and pineapple mango tea. teenagers, is being directed to fruit juice Mango could be found in a smoothie and other beverages perceived as healthier. from Beyond the Bean. The company’s Juices have particularly benefited from Sweetbird Mango & Orange Smoothie these moves, as schools around the country featured 100% ethically sourced fruit and have replaced any number of CSDs with no added sugar, while being 99% fat free. these beverages in their vending machines. Suitable for vegans and vegetarians, the However, some of the more interesting product was free from dairy, preservalaunches in the past year were products tives and genetically modified organisms. unlikely to make their way into these locaThe same was true of Ouhlala Gourmet’s tions. Trader Joe’s, for instance, added Ouh...làlà! Buddy Fruits Pure Blended Sparkling Clementine Flavored Juice Fruit To Go, an all-natural, sugar-free, Beverage, a blend of white grape juice and apple- and “multifruit”-flavored juiceclementine juice concentrate. Promising to-go, which was also available in apple, 84% juice with no artificial flavors, colors banana, cinnamon and strawberry. or preservatives, the line also included a

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See Food Master-INGREDIENTS, p. 109-112

2011 New Products Annual beverages Unlike the CSD segment, functional ingredients have made strong headway into juices and juice beverages. Nextfoods’ Goodbelly Kids brand, for instance, added a probiotic fruit drink with cherry flavor, multivitamins and calcium. Containing 30% juice from concentrate, the drink is formulated for children over 12 months, to support healthy digestion and strengthen immunity. Each serving of the dairy-, soy- and wheat-free beverage contains 10 billion live and active cultures. Meanwhile, Juice Bowl Products’ JB’s Juice Bowl Tomato Juice added vitamin C and other ingredients to its 100% tomato juice. Likewise enriched with vitamin C, Kirkland Signature Bolthouse do Brasil Bom Dia Mora Açaí con Mora Azul (Açai Berry with Blueberry Juice) was added to Mexican store shelves courtesy of Importadora Primex. Açai could also be found in Vita Coco Coconut Water with Açai & Pomegranate in the U.S. from Paraipaba Agroindustrial, which claimed the drink contained more electrolytes than leading sports drinks and 15 times the potassium, to keep the body properly hydrated and to prevent cramping. One of the segment’s most popular ingredients in recent years found its way into relatively new territory, with POM Wonderful’s launch of POMx Antioxidant Recovery. Capitalizing on the naturally occurring polyphenol antioxidants from the Wonderful variety of pomegranate, POM’s take on sports drinks aimed to speed muscle recovery, reduce sore-

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ness and neutralize free radicals. The company noted a placebo-controlled, double-blind crossover study demonstrated that when subjects consumed a daily dose of POMx, they experienced over 30% less strength loss, as well as 28% less muscle soreness as compared to the placebo. (The University of Texas at Austin research was published in the March 2010 issue of Medicine & Science in Sports & Exercise.) Functional benefits have proven particularly popular among teas introduced in North America. Supervalu’s Wild Harvest Organic Fair Trade True Green Tea was not only 100% organic, traditional Wuyuan green tea; it promised 185mg of flavonoid antioxidants, to fight toxins and free radicals in the body. Also in the U.S., RC Bigelow introduced the first tea with probiotics. Its Herb Plus Lemon Ginger Tea with Probiotics promised to support healthy digestion and maintain a healthy balance in the digestive tract. Herbal tea has long been consumed to aid digestion, but the new product enhanced the traditional properties of licorice root and ginger with probiotic bacteria. The range also included Wild Blueberry & Açai plus Antioxidant vitamins A and C for a healthy immune system; Cranberry & Ginseng plus B vitamins and choline for memory enhancement; and Pomegranate & Blueberry with omega-3 for heart health. Another tea, Loose Leaft Tulsi Tea from Organic India, promised stress relief and revitalization benefits. Tulsi,

2011 New Products Annual beverages the company claimed, promotes strong immunity and stamina, while enhancing calmness and clarity. Such functional benefits were not exclusive to loose-leaf teas, however, as a number of ready-to-drink (RTD) teas and other beverages sought to increase their appeal. In Mexico, Function: House Call Lemongrass Green Tea from MD Drinks featured vitamins A, B complex, C and E; antioxidants; and the powerful macronutrients chlorella and beta glucan to help keep the immune system healthy. Some of tea’s biggest news, however, centered around a CSD giant bringing a blended tea from Japan to American audiences. Coca-Cola is importing Sokenbicha, an unsweetened tea aimed at consumers open to alternative health remedies. Available at Whole Foods Markets, the tea is Coca-Cola’s largest tea brand in Japan and, in the U.S., will initially appear in five flavors, including green tea and a blend of cinnamon and ginger. The beverage is among the rare few to promise it benefits a healthy spleen, and the teas are “authentically brewed in Japan” and endorsed by one of Japan’s leading wellness experts, Nihondo.

Global Functions Coca-Cola has also introduced ideas initiated in the U.S. into Japan. In yet another attempt to incorporate dairy into carbonated soft drinks, Coca-Cola extended its Fanta brand in Japan to include Fanta Moo Moo White. The carbonated, dairy-based soft drink is formulated with lactic acid bacteria and calcium lactate and has 60mg of calcium per 100ml, nearly a third of the daily recommended amount for adults per bottle—a seldom-found positioning in the CSD segment. Similarly trying to capitalize on calcium-enrichment and Superfruits, Suntory added a baobab flavor to its Pepsi brand in Japan. The African baobab fruit promises six times more vitamin C than oranges and twice as much calcium as milk, per the company. Supporting the digestive system was the goal behind a number of launches in the CSD segment, notably Soprole’s launch of Next BioBalance 0% Mango and Orange Sparkling Drink in Chile,

but vitamin and mineral fortification proved a key trend in CSDs around the globe. Silver Ice Beverages introduced Rio Agni Sweetened Carbonated Beverage in India (promising vitamin C); Kirin Beverage added Kirin Lemon with vitamin B6 in Japan; vitamin C was key to Lebediansky’s Frustyle Shchipuchiy Napitok Malinoviy (Sparkling Raspberry Flavoured Drink) in Russia; and Nigerians saw Nigerian Breweries introduce Maltina Classic Non-alcoholic Malt Drink, “rich in essential vitamins and minerals,” including vitamins A, B and C. A coffee introduction in Taiwan took an even more functional approach. Biedermeier Direct Fire Café from Hey Song was an instant coffee with a number of functional ingredients said to improve metabolism and maintain a healthy digestive system. The formulation included a patented brindall berry extract, chromium niacin, citrus extract, green coffee extract and xylo-oligosaccharides. Likewise in coffee, Power Root introduced Cappuccino with Collagen in Egypt. The instant coffee added Marine Matrix Collagen to Colombian Arabica coffee. In Thailand, Montana Marketing Group also incorporated marine collagen, but added mulberry extract (to help reduce blood pressure, per the company), L-carnitine (to “help the metabolism of excess lipid”), garcinia (“to help the excretory system and reduce lipid storage”) and fiber. Also in Thailand, King Coffee Plus Instant Coffee, from Modern Bisnes Trade, was enriched with natural extracts, such as cactus, white kidney bean extract and oligofructose. The cactus extract purportedly suppressed the absorption of carbohydrates and sugar, while the white kidney bean extract was intended to promote “healthy weight management and healthy weight loss.” For more information on beverages, type “beverage formulations,” “beverage ingredients,” “functional drinks,” “natural drinks,” “energy drinks,” “L-carnitine,” “green tea” or “guarana” into the search field at www. PreparedFoods.com.

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2011 New Products Annual

Salad Dressings and Sauces ■

■ ■

PHOTO COURTESY MINTEL GNPD

sauces

Top claims in global sauces and dressings include reduced-calorie, natural and non-allergen. Gluten-free claims grow notably. Mustard, garlic and Caesar rank as top three flavors.

Kat Fay, Senior Analyst, Mintel International Group

S

ince 2007, dressings and vinegar launches have been on the decline. Global dressings and vinegar introductions went from 1,281 launches in 2007 to 1,233 in 2010. However, in observing the segment’s top claims, more natural ingredients, reduced-calorie contents and allergy restrictions stand as primary trends that drive product innovation. From 2008-2010, the gluten-free stance grew by a notable 116.7% in dressings and vinegar. Unilever and Kraft Foods were the two most active mainstream companies to introduce dressings and vinegar items; mustard, garlic and Caesar, respectively, ranked as the top three flavors in global dressings and vinegar.

Trends, Claims and Flavors Gluten-free showed the most robust growth among dressing claims, followed by low-/no-/reduced-allergen, low-/no-/ reduced-calorie, and no additives or preservatives. Dietary and health considerations are generally linked to the salad category, but the decline of the low-/no-/reduced-fat claims likely reflects the fact that taste can be an issue, or consumers are finally warming up to the idea of “good fats” associated with olive oils or avocados, for example. Kosher (+45%), vegetarian (+47%) and premium (+44%) claims also showed some growth between 2008-2010. Allnatural (-7%) and organic (-19%) claims declined slightly during that time period. From 2008-2010, Caesar, Thousand Island and French topped the global flavor trend in the dressings and vinegar segment. Not surprisingly, herb, ranch and honey were not far behind. Because dressings such as ranch and honey are

Extremely hot sauces generally are safe

prominently offered as dipping sauces from sodium concerns, in that they are in many restaurants used in modest quantities, and salt is less for chicken tenders, chicken wings or important to the product’s flavor profile. bite-sized burgDat’l Do-It Fiery Five Hot Sauce Gift Set, ers, their popularity is expected to launched December 2010, contains five continue into the hot sauces, including: Jalapeno, Smokin’ future (see chart Chipotle, Cayenne Hot Sauce, Datil Pepper “Salad Dressing Vi n e g a r Gold Hot Sauce and Habanero Heat Sauce. a n d Flavorings”). The increased prominence of allergies has been fueled by the long-standing peanut restrictions present in most elementary schools. Additionally, high-profile celebrities, such as The View’s Elisabeth Hasselbeck, have drawn attention to their own allergies to foods containing gluten by producing segments that feature gluten-free products. Dressings are no exception, so manufacturers are stepping up efforts to address this consumer segment by offering new flavors that are clearly labeled. One example of such clarity in labeling for consumers who cannot tolerate gluten is Salad Girl Lemony Herb Organic Salad Dressing, which is gluten-free. The versatile dressing is said to be the perfect marinade or dipping sauce for fresh lake trout or walleye. It retails in an 8oz jar. Also available are the following varieties: Blueberry Basil, Savory Strawberry, Crisp Apple Maple, Pomegranate Pear, Curry Fig and Sunny Pear. These products were displayed at the All Things Organic 2009 Trade Show in Chicago.

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2011 New Products Annual sauces garnishes and ingredients in complex, fromscratch recipes. Consumer packaged goods that directly comFlavor (inc. blend) 2010 2009 2008 Chg. 2010 pete with condiments can be found throughv. 2008 (%) out the supermarket: in the refrigerated secUnflavored/Plain 422 318 276 52.9 tion (dips); the salad dressing section (along Caesar 61 41 45 35.6 with mayonnaise); the spice/seasonings secThousand Island 37 24 31 19.4 tion (grilling rubs); and the international/ethnic Ranch 27 19 32 -15.6 foods section. Raspberry 34 17 26 30.8 While variety can generate confusion, it can Honey & Mustard 28 28 22 27.3 also stimulate experimentation, trial and purFrench 30 30 19 57.9 chase. Consumers looked to the well-stocked Apple 17 26 23 -26.1 shelves of supermarkets for a range of interestWine (Red) 11 27 19 -42.1 ing choices. Of all condiment sales, 97% took Herb 15 22 25 -40.0 place in supermarkets. The $1.3 billion ethnic sauces segment Note: Numbers of New Product Introductions saw steady increases prior to the recession, Source: Mintel GNPD and growth accelerated in 2008 and 2009, reaching 4.8% in 2009, driven by the appeal of salsa and soy sauce, and is expected to reach $1.4 The Sauce Market billion in 2011. Meat sauces, a $930 million segment in A certain degree of confusion is inherent in the condiments 2009, was among the fastest growing of any segment, and sauces market. Different segments are employed in very fueled by successful performance of barbecue sauces, distinct food applications. While condiments most often in particular; in 2011, meat sauces are projected at just accompany sandwiches, burgers, fries and grilled meats, over $1 billion. they are also frequently used as dips, spreads, seasonings,

Salad Dressing and Vinegar Flavorings

See Food Master-INGREDIENTS, p. 7

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2011 New Products Annual sauces Sales by Segment Natural Supermarket Sales of Condiments, by Segment, March 2010 and March 2008 2010* $Million % Salsa 17.8 34.3 Meat, fish and ethnic sauces** 12.1 23.3 Soy sauce and tamari 7.8 15.0 Mustard and ketchup 6.9 13.3 Pickles, relish and horseradish 4.6 8.9 BBQ sauces 1.6 3.1 Hot sauce 1.1 2.1 Total 51.9 100.0

2008* Growth Share Change $Million % 2008-10 (%) % Point 15.7 36.7 13.4 -2.4 9.3 21.7 30.1 1.6 6.3 14.7 23.8 0.3 5.7 13.3 21.1 0.0 3.8 8.9 21.1 0.0 1.2 2.8 33.3 0.3 0.8 1.9 37.5 0.3 42.8 100.0 21.3 -

pace with the overall condiments market. The catch-all segment, “other sauces,” grew 8.4% in 2009, faster than any other segment, while growth is expected to slow a little in 2011 (+7.8%). Hot sauces dominate, though even the most successful brand names (Frank’s, Tabasco) are comparatively small players.

Populations Influence Market

Asian populations tend to be quite positive about purchasing condiments of an ethnic or Asian persuasion; their population increase should support further growth in Asian condiment sales. This bodes well for consumption from an ever-increasing range of Asian cuisines, which are already enjoying broadening acceptance in mainstream American dining. Perhaps ironically, Hispanics under the age of 45 decidedly do not buy Mexican sauces, likely cooking much more

* 52 weeks ending March 22, 2008, and March 20, 2010. ** Includes shelf-stable sauces and marinades, such as cocktail sauces, meat and fish marinades. Also includes shelfstable “simmer” or cooking sauces. Does not include Whole Foods Market, private label items, bulk PLU items or olives. Source: Mintel/SPINS

In comparison to other condiment segments, ketchup and mustard occupies the middle ground, in terms of annual sales growth. With over 5% of the FDMx condi7/7/10 mentMicroThermics_halfpage_02.07.10.eps market, the segment is a household staple09:05:00 that kept

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2011 New Products Annual sauces from scratch. Home food preparation is a tradition maintained by younger Hispanics more than older members of the group; Hispanics aged 45+ tend to be assimilated into a broader range of culinary flavors, and their consumption of most condiments, including Mexican sauces, parallels the total sample.

■ Expand product lines to include items that can make low-sodium, or at least lower-sodium claims, especially in sub-segments, such as soy and other Asian sauces. ■ Disseminate recipe/serving messages on labels and bottles, and in point-

of-sale locations, advertising and promotions, emphasizing the flavor impact of a truly small amount of a condiment.

Diversity in Flavors and Brands Ethnic sauces deliver much-needed variety for the increasing number of

The Sodium Quandary When consumers were asked to report the top two nutritional claims important to them, rating 37 and 35%, respectively, were “MSG-free” and “low-sodium/sodiumfree.” This represents a serious challenge to condiments marketers. Consider the following single-serving information from assorted condiments products: Suree Fish Sauce contains a whopping 55% of the U.S. daily value of sodium in a 1tbsp serving; Mt. Olive Baby Dills (1 pickle serving) come in at 14%, and Grey Poupon Mustard at 5%, per 1tsp serving. In fact, as monitored by Mintel’s GNPD, “low-sodium” and “MSG-free” claims are conspicuously absent among the top 10 product claims across condiments segments. But, the concern for manufacturers should be that consumers are starting to realize nutritional facts panels and typical serving sizes are often unrealistically small. For example, a half slab of ribs is typically bathed in barbecue sauce, not just dabbed with 2 tbsp. Similarly, a single baby dill pickle is a modest snack for most. Consumers may be quietly cutting back on condiment usage, as sodium fears influence their behavior, and manufacturers may need to reformulate, reposition or otherwise pro-actively take note—or, the market may experience less than stellar growth in the coming years. Only the “other sauces” segment is generally safe from sodium concerns: an extremely hot sauce is generally used in quantities more modest than 1 tsp, and salt is unimportant to the product’s flavor profile. Hot sauce manufacturers should attempt to reach out beyond the extreme-flavor-loving male and talk to a larger audience about the product’s ability to deliver an abundance of taste, without large amounts of sodium, via a very small serving. For producers of condiments in all other segments, a few alternatives should be considered: See Food Master-INGREDIENTS, p. 82

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2011 New Products Annual sauces meals cooked at home. Mexican sauces, especially salsa, enjoy popular acceptance and dominate the segment; they are mainstream foods, at this point. Asian sauces, led by the well-established Kikkoman brand and smaller players in Chinese, Thai and Indian cuisine, also add spice to the mix. Tostitos, the main brand that couples a forceful presence in the chips section with another on the salsa shelf, operates at an advantage and is the single largest brand, as a result. Mexican cuisine’s inclusion of legumes as an ingredient and the tomato base of most of the sauces mean Mexican dishes made at home often include a healthy dose of vegetables. Similarly, Asian stir-fries often incorporate fresh vegetables. Use of ethnic sauces could increase with marketing directed to “better-for-you,” easy and flavorful cooking at home. Similarly, salsa’s reputation as a healthy snack with good nutritional value can and should be exploited. Six out of 10 consumers use tortilla chips, and whole-grain, organic and otherwise healthier chips are seeing growing demand, according to Mintel’s “Salty Snacks—U.S., August 2009.” Coupled with such chips and fresh, lean taco fillings, salsa should see even greater success. Frank’s RedHot Hot Sauce and Frank’s Original Cayenne Pepper Sauce are the only brands that show growth in share in 2009-2010. The Frank’s brand marketing places a strong

emphasis on wing recipes and contests, as well as tail-gating usage; the website offers up suggestions to spur usage. Sports tie-ins help communicate to the male consumer, many of whom favor hot sauce. Private labels gained share, but private label and brand names combined could not achieve even half the sales numbers of other companies. Hot sauce, in general, appeals to collectors, has many websites for devotees and enjoys a macho, extreme image. It is a very “special” specialty food, and restaurant- and chef-label products mix with odd, often racy souvenir bottles from cities known for spicy cuisine. Kat Fay is a senior analyst with Mintel International, a consumer, media and market research company with offices in Chicago and London. Mintel’s Global New Products Database (GNPD) is the company’s source of global product intelligence. This article draws from the Mintel report, “Condiments—U.S., July 2010.” Please visit http://reports.mintel.com for more information or call Mintel at 312-932-0400. For more information on sauces, dressings and condiments, type “dressings,” “sauces,” “marinades” or “dips” into the search field at www.PreparedFoods.com. Or, type “Marinades and Rubs,” for an exclusive Prepared Foods’ E-dition article on the subject.

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2011 New Products Annual soups/side dishes

Soup and Side Dishes ■ ■ ■ ■

“Soup wars” reaped mixed results. Sodium content is important. Bold flavors drive rice segment. Brand names still have clout in side dish segment.

Bill Patterson, Mintel International

T

his time last year showed good growth in many of the soup and side dish markets, as the recession was helping boost sales of categories that are seen as basic staples and everyday simple foods. But, the recession could only help these markets so far, and the combined impact of consumers’ needs for frugality, self-inflicted market damage by soup manufacturers and creeping private label have dampened sales figures.

Soup Woes The ready-to-serve (RTS) soup segment is still hurting from the advertising war between Campbell and General Mills. The ads, which called out suspect ingredients in each competitor’s soups, appears to have succeeded mainly at reminding consumers, already wary of added sodium in processed foods, that the soup aisle should be approached with caution. There does appear to be a market for healthier soups—given that the Select Harvest launch was a success by itself. However, the rest of the RTS segment and the soup category, as a whole, suffered. Condensed soup has suffered from some of the same negative perceptions as RTS soup, most notably the perception—and in many cases the reality—of excessive sodium content. In this environment, Campbell, the dominant condensed soup leader, has lowered sodium levels in more than 90 soup varieties since 2005, in many cases with the use of sea salt. These efforts, however, have not entirely insulated the condensed soup segment from rising health concerns and have not brought growth to the market.

Ramen, which accounts for more than half of dry soup sales, into the popularity of zesty has driven nearly all dry soup flavors with its new Fiesta segment sales growth. While convenience and value pricing Rice, which is seasoned rice has made ramen a popular meal with corn and bell peppers choice among time-starved and budget-conscious young adults, and can be microwaved in sales growth could not be sus60 seconds. tained in 2010. This is an indication that low prices have not entirely shielded ramen from concerns about sodium content that have plagued the soup category, as a whole. Many ramen, dry soup and bouillon products are particularly high in sodium, and leading brands have not been as aggressive as RTS wet and condensed soup competitors in providing low-sodium alternatives.

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Zesty Rice Rises Dry rice continues to dominate the rice segment, accounting for just over 50% of sales. Rice mixes also comprise a sizable portion of the segment, with 2010 sales of some $535 million (36% share). While sales of rice grew nicely in 2008, this growth tailed off in 2009, and sales fell in 2010. The sector benefited from consumers looking for convenient and cheap ways to feed the family; however, the beneficial impact of the recession has now waned.

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2011 New Products Annual soups/side dishes Branding the Way Store Brand Buying Behavior, by Type of Side Dish, March 2010* Q: You mentioned that you buy store brands for each of the following side dishes. Which of the following statements applies to you?

Regular dry rice Instant or ready-to-serve rice Rice mix/Flavored rice Couscous/Tabouli/Other wheat or grain salad item Macaroni and cheese Canned baked beans Refrigerated baked beans Refried beans Pasta mix Instant mashed potatoes Au gratin, scalloped or other potato mix Frozen potato dishes Prepared salad Stuffing mixes Refrigerated side dishes

Base Have always bought store brand # % 406 28 274 21 256 20 114 22

Buy store brand more with the recession % 28 30 32 29

Expect to stay with store brands when the recession ends % 29 35 34 38

Expect to switch to named brands when the recession ends % 4 7 5 8

None of these % 11 8 9 4

247 288 131 210 363 306 252

23 19 18 21 22 20 19

32 35 36 34 33 29 32

33 31 33 31 29 33 37

6 5 8 5 6 7 7

7 10 5 8 10 11 6

200 443 243 282

22 39 21 29

32 22 30 29

33 24 32 27

5 5 6 6

10 9 11 9

Source: Mintel; * base: adults 18+ with Internet access who buy store brands of the these products

In Mintel’s latest rice report, many of the rice brands saw sales declines, with a couple of notable exceptions being Knorr Lipton Fiesta Sides and Zatarain’s. Of all the brands in the segment, these two had the highest increases, and the link between the two is that they offer bolder flavors than traditional white rice. Old El Paso is looking to tap into the popularity of zesty flavors with its new Fiesta Rice, which is seasoned rice with corn and bell peppers and can be microwaved in 60 seconds or less. Based on Mintel’s exclusive consumer survey, these marketers are taking a smart approach to the market, as 24% of Hispanics said they are eating more flavored rice compared to a year ago.

Key Points: Mac and Cheese Having benefitted from frugal consumption during the recession, the dry macaroni and cheese segment is at its highest point since 2004, up from a low of $643 million in 2006. The sector has been boosted by innovations, like Kraft’s microwaveable Easy Mac—the original version of which has helped sustain the segment over the years. Licensed characters are a big part of this segment, but they sometimes have short popularity cycles and are susceptible

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to the ever-changing loyalties of children. This is simply a fact of the market, and manufacturers need to recognize that the “character of the moment” will likely continue to have an ever-shorter shelflife. Marketing will need to become increasingly nimble to stay relevant.

Organic and Natural New introductions of wet soups, both RTS and condensed, have outnumbered those of dry soups over the last five years by three or four to one, a margin which equates, roughly, to the market share relationship between the two forms. While the total number of soup launches fell slightly in 2010, the decline was the result of a 30% drop in dry soup launches. The number of wet soup launches held steady. Dry soup brands may be missing an opportunity to introduce new products that improve health perceptions and expand the selection of flavor experiences. Convenience and ease of preparation (microwaveable and ease-of-use) continue to dominate the list of packaging claims and, collectively, have appeared on the packages of well over half of new soup products launched in the last five years. Where manufacturers have reacted to consumer needs

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Opelousas, La

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2011 New Products Annual soups/side dishes Souping It Changes in Taking Soup to Work/School in Recession, by Household Income, September 2010* Q: “In the last couple of years (i.e., over the recession)…”

I increased the occasions when I took soup to work/school, and I am still doing it. I increased the occasions when I took soup to work/school, but now I am doing that less often. I decreased the occasions when I took soup to work/school, and I have not increased it since. I decreased the occasions when I took soup to work/school, but I have increased it since. There was not much change in the occasions I took soup to work/school.

All 387 %

<$25K 36 %

$25K-$49.9K 78 %

$50K-$74.9K 84 %

$75K-$99.9K 75 %

$100K+ 114 %

37

42

40

30

40

37

6

6

5

7

1

9

5

6

8

5

5

4

2

3

0

1

1

3

50

44

47

57

52

47

Source: Mintel; * base: adults 18+ with Internet access who take soup to work or school

that reflect an increasingly frugal mindset, the number of new soups that claim to be premium has declined over the last two years, while economy soups have reached a new high.

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As might be expected, both the number of new organic soup products and organic sales through natural stores have declined in the last two years. However, this belies growth of

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2011 New Products Annual soups/side dishes natural/more healthy in FDMx, where sales of brands such as Kitchen Basics, Swanson Natural Goodness and Campbell’s Chunky Healthy Request (condensed wet and RTS) have all grown—thus indicating consumers will buy soup with the right message. (See chart “Souping It.”) Pacific Natural Foods seemed to summarize all the perceived consumer needs in one broth, Pacific Natural Foods All Natural Chicken Broth, which is made with low-sodium, grain-fed chicken, contains no hormones/antibiotics and uses organic seasonings. Despite the fact that side dishes span a wide range of segments, many of the same themes emerge in new product introductions, and Mintel notes innovation in private label, health/organic, convenience, ethnic and premium.

not significant. So, as the recession appears to ebb, it would seem there are consumers who will stick with store brands. For some more dynamic segments, the immediate danger of store brands becoming significant players is still relatively low.

Store Brands vs. Name Brands For all of the side dish segments, except prepared salad, respondents indicate they normally buy name brands. There are fewer name brand prepared salads, and retailers market their own products aggressively, with prominent

What is Happening with Store Brands? Private label accounts for just over 14% of FDMx soup sales and grew 0.4% in the year to October 2010. While this may sound like minimal growth, and it is, more interesting is the fact that no single major manufacturer grew sales in this period—showing private label was still the major mover through 2010. However, even within the soup category, there are still mixed fortunes, and private label could not fight off the impact of the recession in RTS wet, condensed wet and refrigerated soups. There were gains in dry soup and RTS broth and strong private label growth in the small category of frozen soup. In the side dish market, where private label would be expected to be a major and growing factor, it only has a 12.1% share of the $1.2 billion sales. The lack of a stronger store brand position allows name brand manufacturers to maintain pricing levels, as consumers are not opting for the lower-cost options offered by private label. As is the case with soup, the fortunes for private label in the side dish category are mixed; they have not kept up with the brands in sales of the major categories (rice, and mac and cheese), yet have out-performed the brands in baked beans, refrigerated, frozen and shelf-stable side dishes, and stuffing mixes. While private label growth for side dishes has been slightly higher (and for soup, slightly lower than total FDMx sales growth in the past year), the difference is See Food Master-INGREDIENTS, p. 73

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2011 New Products Annual soups/side dishes shelf space next to high-traffic areas (i.e., deli). This raises awareness and helps store brands effectively compete with name brands. In many cases, the percentage of those buying name brands is 2-3 times greater than store brands. The gap is widest for rice mixes, pasta mixes and stuffing mixes. It is interesting that these are all mixes involving more than one or two ingredients, which makes it more challenging to get right. Given the tough economic times, it would be expected that private label would be a more attractive option. However, it appears name brand manufacturers have identified price points that appeal to consumers who want to treat themselves a little bit, by buying name brands. Among people who buy store brand side dishes, most expect to stay with these brands as the recession eases, with relatively few planning to switch back to brands. Mintel’s consumer research shows among store brand buyers, around a third are buying more store brands with the recession; a similar number expect to stay with store brands, when the recession ends. (See chart “Branding the Way.”)

More Taking Soup to Work or School Soup crosses the lines, when it comes to household income. While there are marginally fewer higher-income households that eat soup, among those who do, there are relatively few differences in soup eating habits across income groups.

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Higher-income households are marginally more likely than others to eat soup as part of a family meal at home, and more likely to eat is as a snack with others. Interestingly, among those in soup-eating households earning $50K or more, 20-30% take soup to work/school, peaking in the middle/ upper-income groups of $75K-$99.9K. The frugality associated with bringing soup to work or school is appealing to soup eaters at all income levels. Those with household incomes of $100K or more are nearly as likely as those with incomes below $25K to say they have increased the occasions when they take soup to work or school. Bill Patterson is a senior market analyst with Mintel International, a consumer, media and market research company with offices in Chicago and London. Mintel’s Global New Products Database (GNPD) is the company’s source of global product intelligence. This article draws from Mintel’s reports “Soup—U.S., January 2011,” “Side Dishes—U.S., June 2010” and “The Private Label Food and Drink Consumer—U.S., December 2010.” Please visit http://reports.mintel.com for more information or call Mintel at 312-932-0400. For more information on this category, type “soup” or “side dishes” into the search field at www.PreparedFoods.com.

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2011 Call for Entries

Congratulations to the 2010 Award Winners

For the past seven years, Prepared Foods has co-sponsored an award recognizing the teamwork involved in creating truly innovative new products, rewarding product development teams at companies large and small. Now with our new partner, the American Egg Board, Prepared Foods will continue to recognize innovation and creativity with the Excellence in Innovation Awards. Excellence in Innovation Awards will be presented in two categories: Retail and Foodservice, the winners will receive their awards during the Excellence in Innovation Awards Ceremony at the 29th Prepared Foods New Products Conference. Kraft Crackerfuls

Contest details can be found at www.ExcellenceInInnovationAwards.com The deadline for submitting new product nominations is Friday, June 24th.

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2011 New Products Annual dairy

Dairy’s Diversity ■ ■ ■

Growth in low-/no-fat claims. All-natural and hormone-free are winners. Allergen concerns, pre-/probiotics and vitamin/ mineral fortification key to new launches.

William A. Roberts, Jr., Business/New Media Editor

F

ollowing a 2009 which saw a drop in the number of introductions in every major segment of the dairy category, 2010 provided something of a rebound for dairy manufacturers, at least based purely on the level of introductions. Nevertheless, only butter, margarine/ other blends and cream matched or surpassed 2008 totals, per statistics generated from Mintel Global New Products Database. Indeed, dairy-based, frozen products and hard/ semi-hard cheese fell significantly short of their totals of two years ago. For the former, however, this is continuing a trend seen over the past five years. Some 533 dairy-based, frozen products entered the market in 2006, a number which fell to 311 in 2010. Though it may be a challenge to regard ice cream as healthy, a number of 2010’s introductions in the segment at least sought to appear healthier. Most notable of such efforts was the reduction or elimination of negatives; Häagen-Dazs expanded its Five line to include Lemon Ice Cream. Made with only five ingredients (in this case, milk, cream, sugar, eggs and lemon), the entire range attempts to capitalize on the natural trend that continues to prove to be among the nation’s strongest. However, also among its selling points was its fat reduction. The Five product had 10g of fat, compared with the 16g found in Häagen-Dazs’ Super Premium Ice Cream. Fat was also lessened in the Canadian introduction of Chapman’s Mac Nut Frozen Yogurt. Made with “100% Canadian milk” and comprising praline Macadamia nuts and

shortbread in dulce de leche yogurt, the product promised Dip, Marzetti sought to capital20% less fat than regular ice ize on the growing popularity cream. The David Chapman product was also available in of Greek yogurt, as well as the Rocky Road, Nanaimo Bar and healthy perception surrounding Caramel Pecan Crunch, the latter promising to be 96% fat-free the Mediterranean diet. and a source of calcium. Manufacturers targeted more than fat, however, as a number of introductions had calories firmly in their sights. Mars added 3 Musketeers Minis Ice Cream Bars, featuring chocolate ice cream surrounded with a chocolate coating and promising “90 calories or less” per piece. For its part, DolceZZa’s launch of Dulce de Leche Gelato targeted both fat and calories, boasting half the fat and half the calories of ice cream. “Hand-crafted every morning from fresh seasonal herbs, fruit and cheese,” other varieties in the range included dark chocolate, espresso Toscano and heirloom apple cider. Similarly, Dreyer’s Slow Churned Rich & Creamy Limited Edition Hot Cocoa Flavored Light Ice Cream promised half the fat and a third fewer calories than regular ice cream. This was a hot cocoa-flavored, light ice cream swirled with marshmallows and all-natural flavors. Nestlé, meanwhile, introduced The Skinny Cow Chocolate Cookie Dough Sundae Cups in Canada, a 99% fat-free dessert with 130 calories per 118ml cup. The range included Cookies

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2011 New Products Annual dairy was w available from Mt. Hood, whose Chocolate Avalanche Ice Cream featured dark chocolate A chunks and a swirling ribbon of chocolate fudge. c 2010 2009 2008 2007 2006 Organic Ville promised premium organic milk O Dairy-based frozen products 311 313 387 455 533 and a cream in its Organic Vanilla Ice Cream, while Hard/Semi-hard cheese 162 80 235 205 236 Pilgrim Joe’s assured it utilized milk from cows P Fresh cheese/Cream cheese 38 29 46 27 28 not n treated with rBST hormone in its super-preButter 42 28 42 28 22 mium, kosher-certified Pumpkin Ice Cream. For m Margarine/Other blends 21 14 9 26 21 its premium range of Ice Cream Miniatures, Aldi’s i Cream 38 25 31 13 15 Grandessa brand featured vanilla ice cream covG Liquid dairy other 8 6 13 7 6 ered in either milk or dark chocolate. e Total sample 620 495 763 761 861 While the global market for ice cream grew 3.5% in 2008, to reach $44.9 billion, Research *New products, new formulations and new varieties/range extensions released in the U.S. during each calendar year. Search generated on January 4, 2011. and Markets’ “Ice Cream: Global Industry a Guide” predicts sales of the cool treats will G increase 20.3% to $54 billion by 2013, with takei home ice cream sales accounting for 40.4% of the market & Cream Sandwiches, Vanilla Sandwiches, Caramel and revenue, and supermarkets and hypermarkets responsible Vanilla Cones, and Chocolate and Vanilla Cones. Also reducfor 39.2%. ing fat content in an ice cream launch in Mexico, Blue Bell’s In terms of yogurt, Greek forms of the frozen treat have Helado de Crema Sabor a Vainilla y a Chocolate was a vanillagained in popularity in recent years, to the point that the and-chocolate-flavored ice cream with no added sugar. Sugar segment accounts for more than 10% of all yogurt sales, and fat were completely absent from PhillySwirl’s Sweet 16 according to SymphonyIRI research. As Kraft Foods notes, Ice Cream Bars, which also boasted no gluten and 16 calories sales of Greek yogurt have more than doubled each of the per bar, with flavors including raspberry and vanilla, cherry last five years, and The NPD Group found the number of and vanilla, and orange and vanilla. consumers eating yogurt grew by 60% over the past decade. From HP Hood came a low-fat frozen yogurt under Kraft launched its first Greek yogurt in 2010, bringing its its Hood Frozen Tangy brand. Available in strawberry, Athenos brand to California and the Midwest. blueberry, mixed berry and raspberry vanilla varieties, the Marzetti presented a Greek yogurt in a slightly new forproduct launched in Canada was not only low in fat, but mat with Otria Greek Yogurt Veggie Dip. Formulated with also promised to be kosher-certified. The latter claim was an array of herbs and spices, the five-item range included also applied to Bliss Unlimited’s release of Luna & Larry’s garden herb ranch, salsa cilantro, chipotle cheese, cucumber Coconut Bliss Vanilla Island Frozen Dessert in Canada. dill feta and spinach artichoke. Each flavor boasted omegaThis non-dairy, agave-sweetened product was free of soy 3, as well—adding to the healthful perception Greek yogurt and gluten, certified organic and suitable for vegans. Back already has, by being associated with the Mediterranean diet. in the U.S., Baskin Robbins Raspberry Fudge Truffle à la Whole-fat dairy products actually received some positive Mode from DB Master Finance was an ice cream dessert health news of their own this year, when the December 21, described as mini raspberry-filled chocolate cups and white 2010, Annals of Internal Medicine reported research sugchocolate cookie pieces over chocolate fudge ice cream, a gesting whole-fat dairy products contain a fatty acid that layer of raspberry topping and a crunchy base of crushed may lower the risk of type 2 diabetes. Consumers with the chocolate cookies. Also kosher-certified, the range included highest levels of the fatty acid trans-palmitoleic acid reduce a Brownie à la Mode variety. their odds of diabetes by 62%, compared to those with the lowest levels of it, the research found. Furthermore, “people Premium Surprise who had higher levels of this fatty acid had better cholesterol With a troubled economy impacting consumer purchasing and triglyceride levels, lower insulin resistance and lower patterns, it might come as a surprise to see spending on prelevels of inflammatory markers,” said study author Dr. mium desserts; however, the argument could be made that Dariush Mozaffarian, co-director of the program in cardioconsumers are looking to treat themselves with affordable vascular epidemiology at Brigham and Women’s Hospital pleasures in the midst of a recession. Certainly, ice cream and Harvard School of Public Health. manufacturers managed to introduce a number of premium options for these consumers. Well’s Dairy added Premium Bunny Tracks Ice Cream, Drinking Dairy with vanilla-flavored ice cream mixed with thick fudge and According to Datamonitor, the global milk market grew by peanut butter caramel ribbons, chocolate-covered peanuts and 0.4% in 2009, hitting a value of $105.5 billion, and the analyst chocolate bunnies filled with peanut butter. A similar product group’s “Milk: Global Industry Guide” forecasts the segment’s

Dairy Releases Rebound*

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2011 New Products Annual

FULL potential dairy

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2011 New Products Annual dairy Made with partly skimmed milk, the Saputo Bakery drink promised to be an excellent source of calcium and vitamin D.

More with Less

satiety

Calcium content was also a hallmark of healthier cheese introductions in 2010, as the U.S. saw Tnuva introduce Tnuva Emek Light Edam Cheese slices, promising to be rich in calcium and to contain 68% less fat than regular cheese. Lucerine Foods noted its Light String Cheese was an “excellent source of calcium,” but with 50% less fat than regular, low-moisture, part-skim mozzarella

lower calorie

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cheese. Also bearing the “excellent source of calcium” promise, Raley’s Fresh Dairy Reduced Fat Four Cheese Mexican Style Blend combined reducedfat versions of Cheddar, Monterey jack, asadero and queso quesadilla, to create a product with 33% less fat than its regular Four Cheese Mexican Style Blend. Cheese also saw some experimentation with flavors in 2010. The September 12, 2010, Fresno Bee noted some California dairies had been producing more specialty cheeses in an effort to diversify their operations. Among the 250 varieties of cheese from the state was Barbara Martin’s Fromage Blanc, a soft, spreadable cheese including such flavors as Mexican herbs and jalapenos, roasted red peppers, parsley and dill. Goat cheese also made headway onto U.S. shelves, with World Import Distributors’ launch of Silver Goat Herb & Garlic Goat Cheese, (herb, and tomato and basil varieties also were available). A similar launch could be found in Mexico, where Pic-Nic Delicatessen added Mikonos Deli Queso de Cabra con Jalapeño (Goat’s Cheese with Jalapeno Pepper), a product that could also be found in onion, green olives and trout varieties. Partially a testament to the increased popularity of kefir, Karoun Dairies introduced Arz Labne Kefir Cheese. Made with live probiotic cultures, the product was free of rBST hormone and could also be used as sour cream, the company noted. Speaking of free-from statements, Daiya Foods’ DairyFree Mozzarella Style Shreds was notable for what it lacked: eggs, nuts, dairy, lactose, casein, gluten, soy, trans fat, cholesterol and preservatives. Claimed to melt as a dairy mozzarella and suitable for vegans, the product’s ingredient legend included water, tapioca flour, arrowroot flour, canola, safflower oil, coconut oil, pea protein, salt, natural flavors, yeast, vegetable glycerin, xanthan gum and flavoring.

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2011 New Products Annual dairy Dairy Around the Globe

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the Spain launch of Cheezly Edam Cheese. The Surya Enterprise product claimed to be “ideal for melting” and suitable for vegetarians and vegans, as it contained no milk, preservatives, cholesterol, hydrogenated fats, genetically modified ingredients or artificial colors. Also interesting about the product was a boast on its label: it featured the Good Shopping Guide logo, reflecting the company “treats humans, animals and the environment with respect.” Free from preservatives and colorings, Danone’s China launch of Huo Li Le Milk Drink did promise more than 2.3% of milk protein, as well as the same amount of vitamins as a yogurt drink. Mei Li Jian Milk took the concept of health a step further with Yi Yi Milk Mei Li Jian Gu Shan Fang Grain Flavored Milk in China. Ultra-high temperature (UHT)-treated, it was made with milk, red beans, jujubes and goji berries, and it featured different types of grain and fiber, promising to nourish blood, aid in beauty, improve general health and to be nutritious. In the same country, Shandong Deyi Dairy released Active Lactobacillus Yogurt Drink, bolstered with active lactobacillus and freshly squeezed fruit juice (to help the digestive system). There was little shortage of dairy drinks promoting digestive benefits in 2010. China also saw Shanghai Yuejia Foods Co. introduce AE90 Probiotic Cultured Milk Drink, promising to “multiply the friendly bacteria inside the stomach by 20% and to be good for intestinal health;” its ingredient legend included Streptococcus thermophilus, L. acidophilus and L. bulgaricus. Meanwhile, Austrian shoppers could try Kärntnermilch’s Raspberry Flavored Acidophilus Milk, a probiotic drink said to support the digestive system and featuring immune-strengthening L. acidophilus. Italian shoppers were the target for Trentinalatte’s Ogni Giorno Fragola (strawberry drinking yogurt), a probiotic drink containing live active cultures and ginseng. The latter purportedly helped regulate intestinal and digestive function, when consumed daily. For more articles on the dairy category, type the words “Demanding Dairy,” “dairy formulations” or “dairy ingredients” into the search field at www.PreparedFoods.com.

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2011 New Products Annual meals

Convenience Meals and Processed Meat ■

■ ■

“Better-for-you” claims (low-/no-/reduced-fat, -calorie, etc.) grew sizably. Whole grains and vegetables are important. Refrigerated dinner sausage segment is expected to grow.

David Browne, Mintel International Group

A

s the recession continued through 2010, and consumer confidence remained low, shoppers curtailed discretionary spending of all kinds, including eating out at restaurants as often as they would have liked. And, while consumers spent a good deal of time in the kitchen in 2010, as they did in 2009, it may come as a surprise that the $7.1 billion convenience meals market did not reap much of the benefit. Indeed, several factors contributed to lackluster performance in the sector, and Mintel expects that an improving economy will not help matters.

Meals Sectors in Decline In the $5 billion frozen meals category, sales declined 3.5% during 2009-2010 in FDMx* outlets. (See chart “Frozen Concepts.”) While performing better, the $2.1 billion shelfstable meals/meal kits category was flat during the same period. After adjusting for inflation, the picture was worse with both categories. In terms of leading companies, Nestlé and ConAgra have done a good job of keeping much of this business for themselves, with nearly two thirds of all frozen meals sales. Both companies benefit from a portfolio of diverse, well-established brands that appeal to a wide range of consumers seeking hearty portion sizes, lighter fare for weight management, and premium and value-based offerings. The two companies had contrasting years, however, in terms of sales performance. ConAgra grew sales of most

of its larger brands during 2009-2010, while efited from a portfolio of diverse, Nestlé’s were in decline. well-established brands appealing to Working in ConAgra’s favor is its value-based a wide range of consumers seeking Banquet brand, well hearty portion sizes, lighter fare for positioned in a down economy. Also, the weight management, and premium company’s innovative and value-based offerings. steaming meal preparation process has helped increase sales of Healthy Choice Café Steamers. Looking closer at the shelf-stable meals market, it is dominated by three companies, led by Kraft and its very successful (and recession-friendly) macaroni and cheese products. The number two company, ConAgra, was again successful in this sector (as with frozen meals), and Hormel Foods accounted for 17% of sales during 2009-2010, thanks to the success of its namesake prepared chili and its Mary Kitchen prepared dinners brand.

Both Nestlé and ConAgra have ben-

New Product Innovation As monitored by Mintel’s GNPD, all types of new convenience meal innovations have been in decline since 2008. This is not entirely surprising, since many manufacturers have cut back on innovations—due to costs of development, advertising, etc., in the challenging economic climate.

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2011 New Products Annual meals Frozen Concepts

Whole Grains and Vegetables Lead

Consumers of convenience meals say they are interested in seeing more of a variety of different product Q: How interested, if at all, are you in seeing more of the following types of frozen meals on concepts, according to Mintel’s custhe market? tom consumer survey (July 2010). Of 16 named concepts, 63% Total 18-24 25-34 35-44 45-54 55-64 65+ of consumers cite “whole-grain/ 1,647 224 344 294 319 234 232 higher-fiber versions,” which leads % % % % % % % the overall pack. From an ingreSum of “very interested” and dient perspective, many innova“somewhat interested:” tions in this sector are grain-based Whole-grain/higher-fiber versions 63 58 69 70 58 61 59 (e.g., pasta, bread, noodles, rice). Cheaper versions 62 70 68 65 60 59 49 Companies have capitalized on Versions with more vegetables 62 55 71 67 59 57 58 the continued popularity of whole Versions meant to serve 1-2 grains, with new or reformulated people instead of family-size 61 50 59 59 58 70 72 products that carry front-of-package Low-fat versions 60 55 67 65 56 54 62 logo endorsements, such as from Low-calorie versions 60 54 67 64 57 52 60 the Whole Grain Council, or their Low-sodium versions 59 51 66 60 53 61 64 own easy-to-see icons that provide Premium or gourmet versions 58 61 69 63 56 51 43 “grams-per-serving” indications. Versions with more interesting, “Versions with more vegetables” international/ethnic varieties 58 54 67 61 56 53 48 ranks third, behind “cheaper verAll-natural versions 56 61 68 63 49 50 42 sions,” and is favored by 62% of Versions with added vitamins 50 61 61 55 44 44 31 convenience meals consumers. Locally made versions (local or While frozen meals often include “mom and pop” brands) 50 48 58 54 45 47 44 vegetables, shelf-stable meals/kits Organic versions 44 49 57 53 33 35 28 typically do not, allowing consumVegetarian versions (does not ers the flexibility to add their own. contain meat, but may include: These two approaches appeal to the nuances consumers seek, dependeggs, milk, cheese, gelatin, etc.) 32 32 43 35 25 25 30 ing on the eating occasion (conGluten-free versions 29 33 37 37 21 24 19 venience vs. control/flexibility). Vegan versions (contains no But, marketers should continue animal products at all) 26 29 37 29 19 15 22 to emphasize vegetable content * Supermarkets, drug stores and other outlets excluding Walmart, as defined by SymphonyIRI; in packaging imagery, as well as base: adults 18+ with Internet access. claims, as this clearly resonates Source: Mintel GNPD with shoppers. Marketers should take note, however, that consumers will not expect to pay more for some Beyond overt claims of convenience/ease-of-preparation, of these concepts. In fact, interestingly, convenience meals which are common to these kinds of products, marketers consumers indicate they are more likely to pay a premium are increasingly speaking to product purity. Since 2005, the for concepts with whole grains, but not for those with more “no-additives/-preservatives” claim is the most common. vegetables. Perhaps, this is because vegetables are perceived Additionally, better-for-you claims, including low-/no-/ as an inexpensive addition, and consumers see whole grains reduced-fat, -calorie or -trans fat, all saw sizeable jumps in as a premium option—one for which they are already accusthe past year, particularly in the frozen meals category. tomed to paying more (in the bread and pasta aisles), or for Comparatively, “premium” and “organic” claims both such products as General Mills’ Fiber-One brand. saw sharper declines in 2009, no doubt fueled by the recession and manufacturers’ expectations that consumer interest Convenience Meals Come a Long Way would be with value-oriented products. However, in terms of As a somewhat mature market, the “TV dinner” has evolved organic products, frozen food manufacturers may be missing considerably. Ready to eat in just minutes (and sometimes just out on an opportunity, as 71% of consumers say they would seconds), frozen meals come in all shapes and sizes, somebe willing to pay a bit more for these types of products times portable and “hands-free,” stacking convenience upon (Mintel’s custom consumer survey, July 2010). Overall Level of Interest in New Frozen Meal Concepts, by Age, July 2010*

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2011 New Products Annual meals convenience, for the truly impatient and timestrapped consumer. Innovations now span across competing sectors, as well. No longer relegated to the freezer or the mac and cheese and canned spaghetti shelves, retailers market meal solutions in fresh/chilled prepared foods sections, too, including everything from side dishes to fully-cooked rotisserie chickens. One of the latest trends among some retailers, such as Safeway, includes private label/store brands of chilled meals packaged just like frozen dinners, but with decidedly upscale and “fresher” positioning.

slowly in 2009 (up 1.8% over 2008), and the expectation is that increases in 2010-2011 will also be moderate, larger increases are expected with animal products, like meat, pork, fish and dairy—all key ingredients in complex convenience meal formulations.

As companies pass along price increases, convenience foods of all kinds stand to look much less appealing, due to a poorer value proposition. While private label/store brands can ease some of the sticker shock for consumers, these brands are not top-

Challenges Facing the Sector According to Mintel’s custom consumer survey (July 2010), convenience meals consumers eat shelf-stable and/or frozen meals about 23 times a month (per household). Usage is particularly high among Millennials (aged 18-34); however, the numbers trend downward, as age increases. Among various meal types, pasta-based and meat-based meals have lower usage levels across all age groups, as pasta is easy to prepare, and canned meat meals may suffer from a perceived quality issue. Mintel believes the sector faces two primary challenges. Despite the recession, usage has not shifted much year over year. Marketers face an obvious challenge once the economy improves: how to retain consumers, as they start eating out again with greater frequency. The fact is, items such as frozen meals are not considered great-tasting or all that healthy, even among users, but the items’ convenience drives usage. Slight shifts in an improving economy will likely attract consumers to affordable, casual dining outlets. Already, foodservice purveyors have pushed value extensively, whether it is Chili’s and Applebee’s promoting combo deals, fast food outlets capitalizing with dollar and value menus, or pizza chains, such as Little Caesars and Domino’s, that have marketed $5 price point items. Ingredient costs could diminish the value proposition for convenience meals. According to the Bureau of Labor Statistics, the Consumer Price Index for all food rose significantly in 2008, with some products, including eggs, fats and oils, and bakery products, experiencing more than a 10% jump. While prices increased much more

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2011 New Products Annual meals of-mind options in the convenience meals market. Indeed, store brands of frozen meals accounted for less than 5% of sales during 2009-2010 in FDMx (while private label, shelf-stable meals/kits accounted for roughly 10% of sales in the same period).

Looking Ahead Frozen meals marketers will continue to seek out new ways to offer consumers more convenience and ease with these products, but it seems they may have pushed this about as far as it can go. The next dynamic

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stage of growth in the sector will likely come from other drivers, including copacking and co-branding between restaurant and retail brands. Notable brands that already compete in the space include Boston Market and T.G.I. Friday’s, but there is ample room for more. By incentivizing restaurant patrons with coupons for the retail products, it could drive both retail and foodservice revenues. Another growth opportunity involves the development of more ethnic/international flavors/varieties. Millenials and affluents (in households earning $75K+ annually), in particular, favor these types of foods. Increasingly, they are embracing “authentic” and often spicy foods from Indian and Asian cuisines. By targeting Millenials (who are typically heavier convenience meal users) with ethnically-infused options, marketers may keep them interested in the sector.

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Unlike convenience meals, the $10.4 billion processed meat market (which Mintel segments into lunch meat, dinner sausage and frankfurters; and breakfast meats, including bacon and breakfast sausage) has performed well since 2007 in FDMx outlets. This is thanks, in part, to an increase in recession-driven consumer behavior, including “brown-bagging” lunches and preparing more meals at home. However, upon closer examination, the two largest segments overall, sliced lunch meat and breakfast meats, had opposing growth trajectories since 2004. While sliced lunch meat performed well, growing 11% since 2004, the latter segment was down slightly (2%) during the same period in FDMx outlets. The difference in performance is driven by consumer attitudes and behavior shifts with breakfast meats, in particular. For example, sluggish performance in the breakfast meats sector is primarily due to obesity concerns. Bacon and sausage—two foods consumers know to be high in fat and less healthful overall—have likely experienced some reduction in usage. The increased popularity and usage of dinner sausage (which is made from a variety of meats and sold in a multitude of flavors) has likely cannibalized some sales of breakfast sausages. Finally, there has been a shift toward lessexpensive store brands. Indeed, sales growth

2011 Annual meals Fruit Adds Novel Flavor to Favorites Convenience meals attempted to offer a balanced meal, by emphasizing fruits and vegetables. For example, Healthy Choice launched one meal, Complete Meals Chicken Pesto Alfredo, which has chicken tenderloins in basil pesto Alfredo sauce with pasta and vegetables. For dessert, there is a cherry blueberry multigrain crisp, notes Mintel’s GNPD. Stampede Meat’s Meals Made Easy Apple & Cranberry Stuffed Pork Loin Roast featured slow-oven-roasted boneless pork, stuffed with Granny Smith apples and cranberry stuffing. Barber Foods introduced Premium Entrees Raw Stuffed Chicken Breasts, boneless chicken breasts with traditional stuffing, in varieties that included Crème Brie, featuring a stuffing that is a blend of Cheddar, Brie and mozzarella cheeses, with sliced apples and cranberries. For vegetarians, Quorn’s meatless and Soy-free Cranberry & Goat Cheese Chick’n Cutlets offered a high-protein meal with a good source of fiber. The cutlets are made of mycoprotein (a type of fungi), topped with goat cheese, cranberries and breadcrumbs; the meal is microwaveable. —Julia M. Gallo-Torres, Managing Editor

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The Innovation Front The healthier eating trend has also had an impact on innovation in the processed meat sector. Product launches including natural, uncured bacon or better-for-you variants, such as turkey bacon or lower-fat sausage, have helped to keep the breakfast meats category from declining further. The same is true with frankfurters, which grew just 3% from 2004-2010. While the recession bolstered sales starting in 2007, consumers think of these highly processed products as low-cost meal options. However, the premiumization of the segment is very evident, with the launch of nitrate-free “Angus” varieties of beef franks (from Oscar Mayer Selects, for example), as well as turkey franks and all-natural offerings. To some extent, this segment has also seen some blurring lately, as premium frankfurters and dinner sausages come to market. Convenience is a critical component of success in the processed meat sector, as well. Many of the latest innovations, particularly in the lunch meat segment, feature resealable packaging, such as press-to-close or slide zipper, as well as reusable plastic containers with closable lids. Indeed, even marketing serves to illustrate time-saving as a selling point, with “delistyle” products now available in thinly-shaved and thick-sliced varieties that lure consumers away from the deli counter by offering them products “without the wait.” Like the convenience meals sector, newer innovations (particularly dinner sausages) are attracting consumers with ethnically-infused, bold flavors, like jalapeño and spicy mango, which should also increase usage occasions. Some of these

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Challenges Facing the Sector The sector still faces many challenges. For one, price increases will deter

usage. Breakfast meats, like bacon, are expected to go up in price. According to a survey conducted by the American Farm Bureau (as reported by the Wall Street Journal, January 2011), a pound of bacon in retail costs 44% more than it did a year ago.

Consumers are also seeking less-processed foods. While they love the taste of processed meats, they like the idea of products with fewer ingredients, even if they are not all that much healthier. Can the industry respond by taking a page from another indulgent food sector—ice cream? Haagen-Dazs has successfully marketed its “Five” line extension by enunciating purity and simplicity. Selection in related sectors deters traffic here. Companies realize this, which is why brands like Jimmy Dean have thrived, by expanding into the breakfast entrées and sandwiches category. Furthermore, inexpensive foodservice offerings at virtually every turn keep consumers engaged. Ultimately, shoppers may be finding what they need elsewhere.

Looking Ahead Many of the same challenges and opportunities face both the processed meats and convenience meals sectors. With the vast majority of households using processed meats, Mintel does expect the market to grow, though this will mostly be due to price increases annually. While some growth is anticipated, as consumers who enjoyed eating-in more often continue to do so even as the recession wanes, other concerns discussed earlier will slow growth. A bright spot falls largely with the dynamic, refrigerated dinner sausage segment, which Mintel believes will continue to grow sales. David Browne is a senior analyst with Mintel International Group, a consumer, media and market research company with offices in Chicago and London. Mintel’s Global New Products Database (GNPD) is the company’s source of global product intelligence. This article draws from Mintel’s reports, “Breakfast Foods—U.S., November 2009,”“Lunch Meat—U.S., December 2009” (next update: May 2011),“Frozen Meals—U.S., September 2010,”“Shelfstable Meals—U.S., September 2010” and “Red Meat—U.S., November 2010.” Please visit http://reports.mintel.com for more information or call Mintel at 312-932-0400. For more information on this topic, type “meals,” “meal centers,” “convenience meals” or “prepared meats” into the search field at www.PreparedFoods.com. SFWB0209JR_OL.indd 1

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New Product Trends in Cereals and Cereal Bars ■ ■

■

Breakfast is back in 2010. Cereal tallies for new cereal products are at an all-time high. Cereal bars—in all variations—remain strong.

Tom Vierhile, Datamonitor

The concept of a “cereal bar” has

Hot Breakfast Cereals

Hot cereal tends to be marketed on the intrinsic some entries are dropping the “bar” nutritional value of oatmeal, but 2010 saw more descriptor altogether. General Mills’ focus on novel flavors Nature Valley Granola Thins Crispy and textures. Quaker True Delights advanced Squares look more like crackers the trend with flavors than snack bars. like Hazelnut Latte, but not at the expense of nutrition—since this product boasts significant fiber, protein, calcium and iron contents, plus 24g whole grains. Coffee-inspired flavors, like Hazelnut Latte, tap a new vein of flavor innovation for hot cereals, and Quaker further upped the ante with Hearty Medleys Fruits and Nuts Instant Multigrain Hot Cereal in 2010. The addition of nuts facilitates a new focus on mouthfeel for hot cereal, leveraging the chewy and crunchy texture of ingredients like almonds, apples and tart cranberries. And, just to show that kids were not being ignored in its push toward adult-oriented flavors to its hot cereal portfolio, Quaker added some fun with Mix-Up Creations Instant Oatmeal. Each box contains 16 packets of oatmeal in assorted Cinn-O-Man, Apple-tastic and Mapl-icious flavors. Consumers can mix any two packets to create a custom blend. This is a concept Kellogg also leveraged in

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utritionists like to say breakfast is the most important meal of the day, an adage taken to heart by cereal and cereal bar manufacturers in the U.S. in 2010. After a dismal 2009, new product launches rebounded in 2010, and several high-profile launches showed that breakfast was back. Datamonitor’s Product Launch Analytics logged a 32.7% uptick in new cereal product stock keeping units in 2010, vs. 2009’s tally, with 377 new breakfast cereals in the U.S. Historically speaking, that tally was the highest for at least the last five years. Cereal bars–a market encompassing everything from breakfast and snack bars to sports nutrition and meal replacement bars–also rallied. Some 550 new cereal bar SKUs made their way to the U.S. market in 2010, a 37.2% gain from 2009’s sum, says Product Launch Analytics. That total was the strongest since 2005, when 562 new cereal bars debuted. Consistent with a market firing on all cylinders, breakfast cereal launches were varied and well distributed between ready-to-eat (RTE) cold cereals and hot cereals. PepsiCo’s Quaker Oats unit, the standard-bearer in hot cereals, had a trio of major launches in 2010 to jump-start a market that has had about half the sales growth rate of RTE cereals (per Datamonitor).

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2011 New Products Annual cereal Cereal Claims 2010 Top Health Claims or Tags for New Breakfast Cereals in the U.S.* % of New Launches Making Health Claims

Natural High-vitamin High-fiber High-mineral No cholesterol Low-fat No preservatives Organic High-omega-3

2010 39.9 39.2 38.0 31.7 17.1 16.5 15.8 15.8 14.6

2009 40.2 17.1 27.4 11.8 6.8 9.4 9.4 15.4 6.8

Other noteworthy hot cereal launches included Cream of Wheat Cinnabon Instant Hot Cereal, bringing the popular Cinnabon pastry brand into hot cereals. Kellogg extended its Kashi GoLean brand into the market with a creamy, allnatural instant hot cereal with elevated levels of protein, fiber and whole grains. Red Engine Foods struck off in a different direction, with its BetterOats line featuring oatmeal packaged in new five-pouch Space Saving Pantry Packs. These boxes are slimmer than traditional oatmeal packaging, with a smaller footprint on-shelf. This introduction is reminiscent of similar efforts in beverages to create “refrigerator-friendly” packaging over the years, like Garelick Farms’ Kidsmilk, a 2000 debut in something called the “SmartJug.” These packaging devel-

Raising the Bars 2010 Top Health Claims or Tags in Cereal Bars in the U.S.*

* 2009 percentages included as a comparison. Source: Datamonitor’s Product Launch Analytics

% of New Launches Making Health Claims

its RTE cereal portfolio in 2010, with Pops MiXit Limited Edition Cereal. In Kellogg’s case, this cereal debuted in five flavors (Chocolate, Graham, Marshmallow, etc.)–all in 5oz packets–which consumers mix and match to create combinations that would make Clark Griswold blush with pride. Flavor customization is a trend food experts have been monitoring for years; however, it is hard to execute in packaged foods (or drinks). Given the obstacles of customizing a packaged product, it is impressive that two major cereal brands toyed with the concept in 2010, suggesting 2011 may bring more activity.

Natural High-protein High-fiber No gluten Organic No trans fat High-vitamin High-antioxidant Low-calorie

2010 52.3 41.1 33.1 30.5 22.5 21.2 18.5 17.9 13.9

2009 49.6 30.3 31.1 19.3 27.7 20.2 23.5 14.3 21.9

* 2009 percentages included as a comparison. Source: Datamonitor’s Product Launch Analytics

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opments eventually brought the ubiquitous Fridge Pack soft drink packaging. What does the future hold for hot cereal? More indulgent flavors, like those now common in cup yogurts could be on tap for 2011. If that transpires, look for dessert-inspired flavors, such as cinnamon roll, cheesecake, banana cream pie and maybe even chocolate chip cookie dough to debut. At the other end of the spectrum, products pushing the nutritional envelope with probiotics or omega-3s are likely to proliferate, as debuts like Pop Culture Probiotics Oatmeal illustrate. This entry contains live probiotic cultures in a product that is shelfstable. As for omega-3s, the percentage of new cereals (all types) in the U.S. containing the heart-healthy fatty acids more than doubled—from 6.8% in 2009 to 14.6% in 2010, per Datamonitor.

Ready-to-eat Cereals

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See Food Master-INGREDIENTS, p. 137

Turning to RTE cereals, 2010 was a robust year for product launch numbers, but less so for truly new and different products. Cinnamon was arguably the hot-button flavor of the year, popping up all over the place. “Cinnamon, spice and everything nice” may be a well-worn cliché, but there is something to the fact that cinnamon has health properties that are only now coming to light. For instance, how many consumers know cinnamon has one of the highest antioxidant levels of any spice? Less exotic than most spices, cinnamon uniquely works for consumers of all ages. That helps explain the breadth of cinnamon-flavored cereals in 2010, like Kellogg’s Cinnabon Crunchy Cinnamon Multigrain Cereal, Corn Flakes Simply Cinnamon and FiberPlus Antioxidants Cinnamon Oat Crunch, as well as Post Honey Bunches of Oats Just Bunches Cinnamon Cereal. Fiber was also hot in 2010, with 38% of (hot or cold) U.S. cereal launches touting elevated fiber contents, per Datamonitor. The trend was also evident in Canada, where Kellogg’s All Bran Buds with Fibres of Psyllium provides 44% of Canada’s recommended daily fiber requirement in just one 1/3-cup serving. Industry veterans remember the late 1990s, when psyllium fiber was touted as the next wonder ingredient. Kellogg’s ill-fated Ensemble line (cereal, pasta, frozen entrees, snack cakes, cookies, etc.) was built around psyllium seed-husk fiber. Will psyllium ride today’s fiber wave to future glory? Time will tell. Time also figures in the grain-based ingredients used for some of 2010’s most noteworthy cereals–time, as in ancient grains. Spelt is one example, featured in Bohlsener Muehle Matinee Muesli offered in Germany in a Spelt Chai Crunchy flavor. Quinoa is another ancient grain to watch, showing up in Organ Super Grain Multigrain O’s with Quinoa in the U.S. Harvested from some of the most desolate land on earth, high in the Andes Mountains of South America, quinoa is not really a grain, but is a seed that has emerged as an unlikely “Supergrain.” Quinoa’s popularity among food makers has helped push the wholesale price of the seed up sevenfold just since 2000, according to Associated Press reports. The torrid popularity of glutenfree foods has helped quinoa, since it is naturally gluten-free. The seed’s versatility that has enabled it to be used in everything

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2011 New Products Annual cereal from breads and pastas to cookies, tortilla chips and frozen entrees is also a factor. Another grain to watch is flax, which contains alpha-linolenic acid (ALA), a plant-based omega-3 that has become a familiar addition to

an array of packaged foods. General Mills’ Total 100% Nutrition Plus+ Omega-3s Cereal launched in 2010 in a Honey Almond Flax flavor containing 160mg of ALA per serving. Also formulated with flax were Barbara’s Bakery High Fiber Flax & Granola

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Cereal, plus Hodgson Mill’s Apples & More Muesli Cold or Hot Cereal. The latter is uniquely positioned as a cereal that can be consumed hot or cold. What other fortifiers should be watched? As with cereal bars, probiotics appear to have a promising future for RTE breakfast cereals. Attune Foods would concur. Best known for the probiotic bar of the same name, Attune introduced Probiotic Granola Munch in 2010, containing Attune probiotic yogurt chips. Like the firm’s bars, Attune suggests the product be refrigerated to extend the shelflife of the yogurt cultures. Taken to an extreme, these fortification approaches may lead to symptom-specific breakfast cereals. That is exactly what is happening in Australia, where Goodness Super Foods recently launched Digestive 1st and Heart 1st cereals. Each features BarleyMax, a non-GMO, natural whole grain with a higher fiber and protein content than usual. The BarleyMax ingredient reportedly was the result of more than 12 years of research and development. If there was a signature cereal bar trend in 2010, it was a move toward pure, natural

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Cinnamon was arguably the hot button flavor of the year and uniquely works for consumers of all ages. That helps explain the breadth

For more information about our innovative products contact us at 1-877-4CalFig / 1-877-422-5344 or visit our web site at www.californiafigs.com

of cinnamon-flavored cereals in 2010, such as Kellogg’s Cinnabon Crunchy Cinnamon Multigrain Cereal.

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2011 Annual cereal and so-called “naked” bars. This is part of a larger effort to move away from formulations perceived as being highly processed. This trend was pronounced in the sports and energy bar sector, a market Datamonitor expects to post nearly 7% sales growth in 2011, better than any other cereal bar sector. How else to explain the proliferation of branding like PowerBar Pure & Simple, Balance Pure Energy Bar and Balance Bare Energy Bar? All three, along with Kraft Foods’ Planters Nut-rition Energy Bars, allow consumers to see what is inside—without biting into the bar or analyzing it with a mass spectrometer. Not necessarily going in this direction were cereal brands like Kellogg’s Special K and Quaker’s Life. Special K Fruit Crisps look more like icing-drizzled toaster pastries than cereal bars, all with a cracker-like crisp texture. Weighing in at 100 calories each, they are pegged as the “new fruity, crispy way to manage your weight.” Quaker Life Soft Baked Nutrition Bars for adults are definitely more bakery-like and tout “bakery-inspired taste & texture” in flavors like Banana Walnut Bread. Indeed, the concept of a “cereal bar” has proven to be sufficiently elastic, in that some entries are dropping the “bar” descriptor altogether. General Mills’ Nature Valley Granola Thins Crispy Squares look more like chocolate-topped crackers than snack bars. Quaker True Delights Café Squares appear more bakery than bar. This is one tactic for dealing with bar fatigue. An even more novel approach is innovative flavors and tastes. Brazil is where one finds Ritter Cereal Bars in a new Caipirinha flavor that contains no alcohol (thank goodness), but is said to give the mouth a “warming sensation.” Will it lead to more alcoholic beverage-inspired flavors? Another way of livening up the category is to incorporate the latest health trend or fad. Superfruits fit the bill, thanks to introductions like Kellogg’s Nutri-Grain Superfruit Fusion in Strawberry Acai and Cherry Pomegranate flavors. The brand that started the whole pomegranate Superfruit craze–POM Wonderful–recently leveraged into cereal bars with the PomX Bar, a dipped bar in flavors like Espresso Dipped in Chocolate. What comes after Superfruits? Resveratrol, possibly, though the substance is much more widely used in supplements than food products, and efficacy remains a question mark. Attempting to change that is the Winetime Resveratrol Bar, billed as the firstever nutrition bar with resveratrol. One bar contains more resveratrol than is found in 50 glasses of red wine. Resveratrol could be an ingredient to watch, with consumer awareness jumping four-fold to 23% in 2009, says MultiSponsor Surveys.

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Tom Vierhile is director of Datamonitor’s Product Launch Analytics, part of the firm’s Consumer Markets Knowledge Center located at www.datamonitor.com. Vierhile has over 20 years of experience in new consumer packaged goods reporting and analysis and holds an MBA from the State University of New York at Buffalo. He can be reached at 585-396-5128 or [email protected].

Order a sample at savourysystems.com or call 888.534.6621

For more information on this topic, type “cereals” or “cereal bars” in the search field at www.PreparedFoods.com. See Food Master-INGREDIENTS, p. 130

www.PreparedFoods.com

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SAVVY SNACKING

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A natural complement to sweet and savory tastes

A variety of flavor possibilities

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AND YOU THOUGHT YOU WERE JUST ADDING ALMONDS.

A lot goes in with a little almond. We’re talking 13 essential nutrients to give health-conscious consumers a snack they can feel good about, and feel fulfilled after eating. Then there’s the tasty, satisfying crunch that keeps everyone reaching for handful after heart-healthy handful. Not to mention the natural, lasting energy, global appeal, and unmatched versatility. A snacking success story? We think so. Good news about good fat: U.S. Dietary Guidelines recommend that the majority of your fat intake be unsaturated. One serving of almonds (28g) has 13g of unsaturated fat and only 1g of saturated fat. Scientific evidence suggests, but does not prove, that eating 1.5 ounces per day of most nuts, such as almonds, as part of a diet low in saturated fat and cholesterol may reduce the risk of heart disease.

2011 New Products Annual snacks

Snacks and Confectionery Sail to the Future ■ ■ ■ ■

Use of whole grains continues to rise. Gluten-free acts as a catalyst for snacks. Chocolate takes a sales dip, while savory snacks go up. Omega-3 health claims show continued momentum.

Tom Vierhile, Datamonitor

E

conomists like to say a rising tide lifts all boats. An economic rebound in 2010 should have put wind in the sails of confectionery and snack makers, but that is not quite how things turned out. The confectionery market’s boat took on water in 2010, with new product launches in the U.S. dipping 6.4% vs. 2009’s counts, according to Datamonitor’s Product Launch Analytics. Most of the pain was concentrated in chocolates, with launches sliding 15.9% in 2010, though chewing gum was not far behind, with a 14% drop in new stock keeping units, says Product Launch Analytics. Sugar confectionery, a market that includes hard candies, mints, gummy candies and more, did chart a gain in new items of 11.4%, but it was not enough to compensate for declines elsewhere. The savory snack market’s boat proved more seaworthy, with a surge of new products pushing the market ahead by 32.9% in 2010. Growth was led by popcorn, with launches sprinting ahead 146.9%; processed snacks chalking up an 86.4% gain; and potato chips up 75.9%, per Product Launch Analytics. Even nuts and seeds gained, with launches 10% ahead of 2009. Popcorn’s 2010 expansion was mainly a flavor story, with ideas borrowed from beverages, cookies, candies and meats. Varietal wines inspired Angelic Gourmet’s Artisan Chardonnay Flavored Specialty Popcorn Made with Wine. Wintertime flavors, like Egg Nog and Gingerbread,

In 2010, chip makers launched

were featured with Popcorn Expressions Premium products with bolder, spicier, Flavored Popcorn from in-your-face flavors. Frito-Lay Signature Brands. Unpopped popcorns also got the flaturned up the heat with its vor message, with baconTostitos Artisan Recipes Tortilla flavored J&D’s Bacon Pop Microwave Popcorn. Chips in flavors like FireAs prolific as popcorn Roasted Chipotle. was, the most consequential trend of 2010 was in chips— where the big news was a move beyond potatoes and corn as ingredients. Adding fuel to the fire was the market’s embrace of gluten-free products. Among savory snacks, some 22.7% of 2010’s product launches made a gluten-free claim, way up from the 14.7% of launches making the same claim in 2009. Nobody knows how long the gluten-free mania will last. Market watchers remembering the low-carbohydrate fiasco, which had one of every five new foods making a low-carb claim in 2004, would probably adopt more of a “wait and see” attitude. But, if gluten-free does prove to be a fad, its most lasting legacy may be acting as a catalyst toward developing chips based on black beans, sweet potatoes, brown rice, popcorn, chickpeas and more.

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2011 New Products Annual snacks Hummus has rocked the dip market, and in the process, inspired unique chips, like Boulder Natural Foods’ Boulder Canyon Tortilla Style Chip made with Hummus & Sesame. This gluten-free chip is claimed to be the “perfect blend of hummus and spices.”

Target’s Archer Farms line was also ontrend, with its Archer Farms Hummus Chips made with chickpea flour. One advantage of using novel chip ingredients is the ability to make health claims not ordinarily seen in the market. Most traditional potato

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or corn chips cannot make the highfiber and -protein claims articulated by Mediterranean Snack Foods’ Cucumber Dill Baked Lentil Chips. Gluten-free, these chips have 70% less fat than potato chips. Also making a high-fiber claim are Beanitos Black Bean Chips, in a new Pinto Bean & Flax Chips variety. Flax is an ingredient on the rise—as food formulators add the seed for its unique taste and texture. A case in point is Snyder’s of Hanover Eatsmart Naturals Multigrain Tortilla Chips featuring flax, quinoa, sesame and chia seeds. Flax also enables some products to make omega-3-related claims. In fact, the high-omega-3 health claim was one of the few fortification claims to show upward momentum for savory snacks in 2010. According to Product Launch Analytics, 3.4% of 2010’s U.S. savory snack launches claimed to be high in omega-3s, up from 2.5% of entries in 2009. Moreover, omega-3s expanded into popcorn in 2010, with Pop Weaver Microwave Popcorn made with Canola Oil hailing the presence of omega-3s. Brown rice, rice and rice flour were other unusual chip ingredients. The latter, along with Arborio rice and whole-grain brown rice flour, combined to create New York Style Risotto Chips, billed as the first rice snack inspired by risotto. Light and crunchy, each serving of chips has 11g of whole grains, providing 13% of the recommended daily allowance. Snack makers are ramping up the use of whole grains in product formulations, with 10% of 2010’s savory snack launches made with whole grains, up from 6.4% in 2009. Brown rice mixed with oat flour added up to a new fiber-rich chip with 55% less fat than the leading potato chips. That is the story with Kellogg’s Blue Ginger MultiGrain Brown Rice Chips, sold in a Sour Cream & Scallion flavor. Kellogg claims the entry is part of a “new generation of chips that will help you think differently about snacking.” Popped corn may also have potential outside of the popcorn category. Such is the theory behind PopCorners Popped Corn Chips, which are air-popped with real corn, look like bumpy tortilla chips and claim to represent “the new shape of popcorn.” Popcorn Indiana’s Chip’Ins All Natural Popcorn Chips are similar.

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2011 Annual snacks Claiming Confectionery 2010 Top Health Claims or Tags for Confectionery Products in the U.S.* % of New Launches Making Health Claim

Natural No gluten No sugar Organic Low-calorie No fat No preservatives High-vitamin No artificial flavor No artificial color

2010 17.0 7.0 7.0 6.8 3.8 3.6 3.6 3.3 3.1 3.0

2009 15.7 4.7 6.9 5.7 5.2 3.3 3.4 3.7 3.4 2.6

*2009 percentages included as a comparison. Source: Datamonitor’s Product Launch Analytics

While grains, seeds and beans inspired many new types of chips, fruit has not had the same luck. Frito-Lay’s 2006 launch of Flat Earth Baked Fruit Chips was expected to be bullish for fruit-based chips, but, for the most part, Flat Earth has fallen flat. That is not to say companies are not trying. Shearer’s Foods new Tangos All Natural Tortilla Chips in a Blue Corn & Berries flavor feature real blueberries, strawberries and cranberries. Said to be high in antioxidants, they are among the 1.9% of savory snack launches from 2010 making a similar health claim. Sweet-tasting chips have always been a harder sell, since hot, spicy and salty flavors are so ingrained. This explains the garlic and cilantro flavors for Wal-Mart’s World Table Spiced Sweet Potato Chips, a launch that could be among the first wave of sweet potatobased chips. Time will tell if snack makers embrace the sweet potato as a more healthful alternative to regular white potatoes. Faced with competition from other types of chips, one might expect potato and tortilla chip makers to pull in their horns. But, the opposite happened in 2010—with bolder, spicier, in-yourface flavors and few apologies to health critics. Maybe that is why Datamonitor sees tortilla chips and potato chips enjoying 5-7% sales growth in 2011. Target’s Archer Farms brand out-innovated many with unique General Tso, Macaroni & Cheese and Greek Inspired potato chips. Frito-Lay turned up the heat with its Doritos 1st Degree Burn Blazin’ Jalapeno, 2nd Degree Burn Fiery Buffalo and 3rd Degree Burn Scorchin’ Habanero Tortilla Chips. Frito stayed hot with Tostitos Artisan Recipes Tortilla Chips, in flavors like FireRoasted Chipotle. Snack chip makers did make some concessions to health-aware consumers and government regulators. High sodium levels for processed foods were a major concern in 2010, and Frito-Lay addressed that with Lay’s Lightly Salted Potato Chips and Fritos Lightly Salted Corn Chips. Each has 50% less sodium than their regular cousins. Reduced-sodium and -salt claims did gain trac-

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March 2011

CUSTOMIZED COLOR FOR ALL APPLICATIONS

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See Food Master-INGREDIENTS, p. 127

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2011 New Products Annual snacks tion in 2010. According to Product Launch Analytics, 2.6% of 2010’s savory snack introductions made a “low-salt” claim vs. 0.4% in 2009. A few other 2010 launches pointed to new market directions. General Mills’ Fruit Roll-Ups Simply Fruit Rolls, with

“more than 90 percent real fruit juice and fruit,” illustrated processed snacks aiming to look less processed. Emerald Breakfast on the Go! Trail Mix saw trail mix go after the breakfast meal occasion, an untapped opportunity. Ritz Munchables Pretzel Thins blurred

See Food Master-INGREDIENTS, p. 64

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the line between snacks and crackers, with a pretzel-like exterior and a cracker-like interior. No review of snacks would be complete without a look at innovative packaging. Compostable packaging was a sore point in 2010, with Frito-Lay pulling its unique, but extraordinarily loud, 100% compostable SunChips bag. Hopefully, noise issues will not dog Boulder Canyon Natural Foods, which touted a compostable package for its Kettle Cooked Potato Chips, with bags made from wood pulp sourced from plantations that have Forest Stewardship Council (FSC) or similar certification. The year 2010 was not a banner year for confectionery products, but it did see the market addressing consumer concerns. One key concern (especially among women) was calories, an issue addressed with candy bar alternatives and new packaging wrinkles. Even so, just 3.8% of 2010’s new confectionery launches in the U.S. claimed to be low in calories, down from 5.2% in 2009. On the packaging side, Kraft Foods’ Milka Chocolate Bar in a Resealable Wrapper lets one eat part of the bar at a time, saving the rest for later. Mars’ Snickers 2 to Go Candy Bar uses “twist wrap” to reseal the bar’s wrapper, since a single “bar” consists of two small bars. The same packaging was used for Snickers Peanut Butter Squared, another two-piece bar. This “piece” approach to bars was also reflected with Nestle Noir Chocolate Tablet Bar, a Canadian offering with break-away pieces of chocolate in a unique wave-like shape. The new shape tries to turn a negative (portion-control) into a positive (enhanced sensory appeal), with a tongue-friendly shape. Wrapped candies are another way to control calories, without wringing the fun out of eating chocolate. Given obesity concerns, wrapped candies could be primed for a renaissance—good news for Godiva Chocolatier’s Gems, which are bagged and wrapped candies in Caramels and Truffles. Wafer-type chocolates are another way to cut the calorie count. Personified by Mars’ Twix brand, wafer bars proliferated, with 2010’s 3 Musketeers Truffle Crisp Bar sporting a calorie count of just 170 for a two-bar pack. Wafer bars, like Kit Kat or Twix, have been perceived to be “better-for-you” than traditional candy bars, but even they can go on a diet. A few months ago, Mars unveiled a new version of Twix in Europe called Twix Fino,

2011 New Products Annual snacks with a third fewer calories than the original Twix. To achieve this reduction, Mars ditched Twix’s traditional biscuit base for Fino, substituting a wafer base. An even more aggressive approach to weight loss was employed by Ador Chocolate Bars, a UK launch in 2010. These bars contain a proprietary, branded extract of pine nut oil appetite suppressant, to help consumers lose weight. Ultimately, candies are a treat; the more exotic, the better. The high end of the market tends to set flavor trends, like the growing use of floral ingredients. Imported from Belgium is Dolfin Chocolate, in flavors like Dark Chocolate with Violet. Lemon Berry Rose is a new flavor for Gnosis Chocolate’s new Handmade Raw Organic Chocolate. For the mass-market, caramel was a flavor to watch with Milky Way Simply Caramel, from Mars, while Nestle put some cash behind its Wonka brand. Wonka Exceptionals chocolate bars, pieces and more attempt to take the brand in more of an upscale direction than has been the case. Two of the most unusual new chocolates of the year were Komforte Chocolates Ramen Noodle Artisan Chocolate Bar and Baru Chocolate Paired Almond Dragees. The former has ramen noodles for a unique crunch, while the latter combines milk chocolate, roasted almonds and black olives for a one-of-a-kind flavor. Chewing gum introductions plunged by double-digits in 2010, but unique launches made up for the shortfall, explain-

Savory Health Claims 2010 Top Health Claims or Tags for New Savory Snacks in the U.S.* % of New Launches Making Health Claim

Natural No trans fat No gluten No preservatives No cholesterol Low-fat No artificial flavor No artificial color Low-calorie Organic

2010 35.1 28.9 22.7 18.0 12.3 11.3 9.1 8.6 8.1 8.1

2009 42.1 32.8 14.7 21.0 11.2 13.9 12.7 12.7 13.3 10.0

* 2009 percentages included as a comparison. Source: Datamonitor’s Product Launch Analytics

ing why gum is expected to be the top sales grower in confectionery in 2011, with 5.6% expansion projected. Wrigley 5 React debuted as a gum with a flavor that tastes different to each person. Cadbury Adams’ Stride Shift Flavor Changing Gum

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2011 Annual snacks

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staked a claim as the first-ever, flavor-changing gum, in flavors such as Citrus to Mint. Dessert flavors, like Key Lime Pie for Wrigley Extra Dessert Delights, took a new flavor direction. Meanwhile, Cadbury Adams’ went functional with Dentyne Pure, with NeutraFresh to neutralize bad breath. The firm’s new Trident Vitality took functionality up a notch with Rejuve, Vigorate and Awaken flavors. Sugar confectionery launches grew in 2010. Hershey’s Ice Breakers Frost were said to offer a frosted coating for a powerful cooling sensation and a mint center for long-lasting fresh breath. More medicinally oriented were EvoraPlus Probiotic Mints, the “first probiotic mints for complete oral care.” One of the strangest sugar confectionery launches seen in 2010 was Poprs Make Yogurt Sing! Magic Pop’n Crystals. When mixed into yogurt, these crystals change the color of yogurt and also pop for a new sensory experience. Tom Vierhile is director of Datamonitor’s Product Launch Analytics, which is part of the firm’s Consumer Markets Knowledge Center located at www.datamonitor.com. Vierhile has over 20 years of experience in new consumer packaged goods reporting and analysis and holds an MBA from the State University of New York at Buffalo. He can be reached at 585-396-5128 or [email protected]. For more information on this topic, type “snacks,” “savory snacks” or “confectionery” into the search field at www.PreparedFoods.com.

See Food Master-INGREDIENTS, p. 136

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2011 New Products Annual baked goods

Boon in Baked Goods ■ ■ ■

Whole grains gain speed. Allergen-free expands beyond gluten. Indulging amid a difficult economy.

William A. Roberts, Jr., Business/New Media Editor

J

udging purely by the number of introductions cited in the Mintel Global New Products Database (GNPD), the baked goods category appears to be one of the few which saw across-the-board increases in 2010. Baking ingredient introductions in the U.S. were well ahead of their 2009 levels and even managed to match 2008’s, while crackers continued a slow, steady upward climb. New cookie launches were well ahead of 2008, though significantly shy of their 2007 numbers. In fact, looking at the statistics from Mintel GNPD, whereas other categories had their introduction high-marks in 2008, baked good introductions appear to have hit their peak in 2007, at least in terms of the segments under review. That year saw nearly 2,600 new introductions, compared to 2,100 in 2010, but the past year was significantly ahead of the 1,500 launches of 2009. In breads, dollar sales of packaged wheat bread surpassed white bread for the 52 weeks ending in July 2010, when wheat bread sales had increased 0.6% to $2.6 billion, per Nielsen Co. White bread sales, meanwhile, declined 7% to $2.5 billion—but remained ahead in terms of volume, albeit with a shrinking lead. Americans had purchased 1.5 billion packages of white bread over the prior 52 weeks and 1.3 billion packages of wheat bread. No doubt, wheat bread’s rise has been a byproduct of its healthier reputation, as consumers have begun to see 100% whole-wheat/whole-grain breads as more nutritious than their white bread counterparts. However, white bread has its own benefits, and one 2010 launch, in particular, sought to strengthen its healthy reputation.

Sara Lee North American Fresh Bakery capitalize upon healthful benefits, the expanded its Soft & cake mix arena saw products firmly Smooth bread line to add Soft & Smooth concentrating on indulgence, includPlus Bread Made with ing Duncan Hines Triple Chocolate DHA Omega-3. The docosahexaenoic acid “ingredient-rich” cake mix. (DHA) omega-3 purportedly helps to support healthy brain development. The product was available in a Made Whole Grain White, as well as a 100% Whole Wheat variety. Each contained 12mg of DHA omega-3 per two-slice serving—at least 10% of the Institute of Medicine’s suggested daily amount for children. For consumers unable to enjoy wheat-based breads for fear of gluten, USDA scientists in Manhattan, Kan., developed a process to produce “high-quality, gluten-free bread.” The researchers at the Agricultural Research Service (ARS) Grain Quality and Structure Research Unit removed a certain amount of fat from a corn protein called zein; thus, they were able to produce a dough more similar to wheat dough, in addition to free-standing, hearth-type rolls that resembled wheat rolls. While the researchers had been able to develop some gluten-free pan breads from other grains, they had been unable to produce free-standing rolls, because the rolls would spread out too much. As noted in the results published in the November/December 2010 issue of Agricultural Research,

While certain segments sought to

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2011 New Products Annual baked goods consumers’ taste expectations. Edward & Sons Trading Co. added gluten-free, brown rice crackers called Rice Snax in four flavors: Lightly Salted, 2010 2009 2008 2007 2006 Onion & Garlic, Bar-B-Que and Salt & Vinegar. Baking ingredients & mixes 608 422 605 702 550 The bite-sized crackers promised 26g of whole Bread/Bread products 355 258 385 363 402 grains per serving and no trans fats, hydrogenated Cakes, pastries & sweet goods 388 307 600 535 473 oils or cholesterol. Another launch, Gluten Free Crackers 182 175 165 208 173 Pesto Sea Cracker from the company Two Moms Cookies 565 377 498 786 613 In The Raw, tried to combine the gluten-free trend Total sample 2,098 1,539 2,253 2,594 2,211 with the still-niche raw food trend; the dairy-, gluten- and wheat-free sea crackers were handmade New products, new formulations and new varieties/range extensions released in the U.S. during each calendar year. Search generated on January 4, 2011. using 100% raw and organic ingredients and free from added oils and refined sugars. In the cookie aisles, Glen Foods introduced removing some of the fat from the zein protein’s surface allowed the Gluten Free Oatmeal Chocolate Chip Cookies under proteins to stick to each other—much like wheat proteins do, giving the its Glenny’s brand, while Enjoy Life Natural Brands’ Chewy Chocolate Chip Cookies were free from wheat, zein-based dough the same elastic properties as wheat dough. dairy, peanuts, tree nuts, egg, soy, fish, shellfish and gluten. Certainly, gluten-free positioning was not Free and Clear Gluten-free was an active positioning for new products in 2010, limited to crackers and cookies. Nor, however, was and this followed an already-active 2009. In fact, per an Institute of allergen-aware positioning limited strictly to gluten. Food Technologists (IFT) report in March 2010, gluten-free product Liz Lovely introduced U.S. consumers to Chocolate development is on the rise globally and can be partially attributed to Moose Dragon Cookies, which were certified organic improved labeling regulations; increased awareness of gluten intoler- and vegan. Made using fair trade chocolate, the fudgy ance; and the advent of gluten-free products that are more in-line with chocolate chip cookies promised to be egg- and dairyfree and low in sodium, and the range included such other options as Snickerdudes, Macaroonies SockIt-To-Mes, Ginger Snapdragons, Cowboy Cookies, Cowgirl Cookies and Peanut Butter Classics. Allergen-free introductions were by no means limited to U.S. stores, either, as Cherrybrook Kitchen introduced Gluten Free Dreams Harina de Pastel de Chocolate (chocolate cake mix) in Mexico. Free from dairy, eggs, gluten, nuts, peanuts and wheat, the all-natural mix was koshercertified and suitable for vegans. The Cherrybrook Kitchen range also included Bizcocho de Chocolate y Nuezes (fudge brownies with nuts), Galleta Azucar (sugar cookies) and Galleta de Chocolate (chocolate chip cookies).

Mixing it Up

For a Treat As those products would suggest, the baked goods category is not without its indulgent aspects, and several introductions in 2010 clearly catered to that trend. For its biggest launch in the baking aisle, Duncan Hines introduced Amazing Glazes and Decadent Cakes. The former was described as a “one of a kind glaze designed to elevate the baking experience,” with the chocolate or vanilla variety promising to “help home chefs create spectacular desserts with professional results.” The company did note that, unlike traditional frostings, Amazing Glazes were not as heavy or sweet and were convenient. The range’s Decadent Cake line included what the company described as “incredibly indulgent” offerings: Triple Chocolate Cake, featuring real chocolate chunks See Food Master-INGREDIENTS, p. 113

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© 2010 American Egg Board

Lighten It Up

Add dd aeration i with ih eggs.

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Rivland rice flours... None better under the sun! A solid reputation for superior quality, consistent supply, friendly customer service, experienced technical support and a comprehensive product safety program has earned us the first name in rice flour. At Rivland, our neighbors grow the rice and our friends transport it from the fields to our mill. We all take personal pride in ensuring the quality and safety of our rice flour from the field to you. That’s why we know there’s none better under the sun! For information, please call or visit us on the Web.

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2011 New Products Annual baked goods and rich fudge, and Apple Caramel Cake, with real apples and rich caramel. Kraft Foods even attempted to capitalize on the indulgent aura of the term “cakes,” with its Oreo Cakesters brand, and the company noted its Nabsico 100 Cal Oreo Mini Cakesters contained no high-fructose corn syrup or trans fat. Kraft Foods also expanded its 100 Calorie Packs brand with the launch of Oreo baked chocolate wafer snacks; Lorna Doone baked shortbread cookie crisps; and Chips Ahoy! baked chocolate chip snacks. However, the 100-calorie trend lost a bit of steam in 2010, with the only other notable introduction being the Canadian launch of Christie Thinsations Chunks Ahoy! Fudge Drizzled Cookies from Christie Brown. While the U.S. launch of Golden Cherry Blintzes Filled Crepes from Old Fashioned Kitchen contained 100 calories per serving, the products also noted they were kosher-certified and free from preservatives and trans fat. Likewise free of trans fat—and all fat entirely, for that matter—Miss Meringue Vanilla Mini Meringues had 110 calories per serving, as did other varieties Peppermint Crush Mini Meringues and Chocolate Mini Meringues. Sapere Natural Foods’ All Natural Goji Berry Shortbread Cookies were also free of trans fats, but this organic product eliminated artificial colors, flavors and preservatives, as well as hydrogenated fats. In addition, the products promised to be low in calories, fat and cholesterol, while being a good source of fiber. High-fiber offerings abounded throughout the baked goods category, as the health-oriented trend continues to show its staying power. Promising to be “high in fiber,” Lucini Italia’s

Allergen awareness remains on the radar of a growing number of Americans, and catering to this group’s sweet tooth, King Arthur Flour introduced Gluten Free Brownie Mix. The front of the package noted the product was produced in a dedicated gluten-free manufacturing facility, while also proclaiming the product to be “wheat free, soy free and nut free.” Cinque e’ Cinque Tuscan Chickpea Frittata Mix also contained 9g of protein and no trans fat or gluten. Varieties included Tuscan Fiery Chili, Rosemary Cinque and Traditional Cinque.

Feeling 100% The 4g of fiber in Dave’s Killer Bread’s Rockin’ Rye Bread were complemented by 6g of protein and 100% whole grains. USDA organic-certified, the range also included Killer Blues Bread, Killer Good Seed Bread, Killer Power Seed Bread, Killer 21 Whole Grains Bread, Killer Good Seed Spelt Bread and Killer Cracked Wheat Bread. Whole wheat proved particularly popular in the U.S., and United States Bakery introduced 100% Whole Wheat Bread under its Franz brand. Free from high-fructose corn syrup and trans fat, each slice contained 3g of fiber and 8g of whole grains, and the range included such other varieties as Sweet Home Maple Brown Sugar Swirl Bread, Hawaiian English Muffins and New York Bagel Boys Bagels. The 100% whole-grain positioning proved key to Canada Bread Company’s Dempster’s Body Wise Multigrain Loaf,

See Food Master-INGREDIENTS, p. 10-11

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2011 New Products Annual baked goods Wholegrain Waffles boasted 6g of fiber and no artificial colors or flavors. The product was made with a blend of eight whole grains: amaranth, barley, brown rice, dark rye, millet, oats, quinoa and whole wheat, and it was sweetened with a touch of honey, per the company.

which provided 50Kcal per slice and claimed to be a good source of fiber. In the U.S., S.B. Thomas’ BetterStart Light Multi Grain English Muffins promised to be an excellent source of fiber and a good source of protein and thiamin. Van’s Natural Foods’

Healthy trends are here to stay. Are you? GrainEssentials® • White Whole Wheat XF Flour • Stone Ground Whole Wheat Flour • Ground Wheat Coarse • Flaked Rye Meal • Whole Durum Wheat Flour • Pure Wheat Baker’s Bran • Wheat Germ • Pizza Mixes • Multigrain Tortilla Base • 9-Grain Bread Base • Breaders and Batters

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See Food Master-INGREDIENTS, p. 16

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Those whole grains received additional positive health news last year, as well. A study published in the June 14, 2010, Archives of Internal Medicine found substituting brown rice or another whole grain for white rice can help reduce the risk of type 2 diabetes. The study of 39,765 men and 157,463 women found five or more servings of white rice a week increased the risk of type 2 diabetes by 17% and, per the researchers, supported “the recommendation that most carbohydrate intake should come from whole grains rather than refined grains to help prevent type 2 diabetes.” Dare Foods’First Galletas Integrales (wholegrain crackers) in Mexico featured whole grains and boasted of being 100% natural; low in saturated and trans fat; and kosher-certified. Also eliminating trans fat was the U.S. launch of Edible Adventures’ Biscotti Babies Double Chocolate Biscuits, a handmade, all-natural product made with whole wheat. Kashi added Roasted Garlic Whole Grain Crackers to its Heart To Heart range. The kosher-certified product promised six natural antioxidants and, per the manufacturer, featured added heart-healthy ingredients to promote healthy arteries and blood pressure. The product’s plant sterols were to reduce cholesterol, and the crackers’ heart-healthy vitamins included B6, B12 and folic acid. In addition, each serving featured 27g or more of whole grains. Eco-Grain 7-Grain Bread from EarthGrains was 100% whole-grain, allnatural and free of high-fructose corn syrup, artificial colors, flavors and preservatives. Perhaps most notable about the product was its sustainability. The manufacturer claims it is the first to quantify the percent of its product produced using sustainable practices.

The Global Mix The adoration for sweet treats was by no means confined to the U.S., as introductions around the world attempted to capitalize on the trend. Dr. Oetker introduced Thailand shoppers to Alphabet Icing, described as an easy-to-use product for decorating cakes, buns, cookies and any sweet treats, and the UK saw the same company launch Super Cook Scotbloc Chocolate Flavor Cake Covering in a milk chocolate variety, promising to be quick and easy to melt, while also providing a glossy finish. Furthermore, the

2011 New Products Annual baked goods product, available in white and dark chocolate varieties, was vegetarian and free of hydrogenated fats and artificial sweeteners, colors, flavors and preservatives. The latter three were also absent from Freedom Foods Pancake Mix, but setting this product apart was its omission of dairy, egg, gluten, nuts and wheat, GM ingredients and MSG. Gluten was a particular target of elimination in introductions around the world in 2010. In Finland, Ravintoraisio’s Provena Sunnuntai Gluteeniton Vaniljanmakuinen Kakku-Ja Muffinssimix (vanillaflavored cake and muffin mix) was free of lactose and gluten, as was the Italian introduction of Dr Schär’s Brown Bread Mix, a product suitable for bread-making machines, with no wheat and high in fiber. The same company introduced German consumers to Gluten Free Crackers and Fette Croccanti (cracker toast), both of which were free of wheat and lactose. In cookies, manufacturers tried to capitalize on the healthy benefits of certain aspects of a couple of launches. Galletas Gullón’s Gullón Diet-Fibra Biscoitos de Soja y Manzana (soy and apple cookies) contained high oleic sunflower oil, said to be among the healthiest edible oils, courtesy of its rich unsaturated fatty acid content. Spanish shoppers benefited from the whole-wheat flour and pea fiber, which provided another healthy boost: 8% dietary fiber. In Germany, Coppenrath Feingebäck touted the omega-3, fiber and calcium content of its Coppenrath

CI0209AAK.indd 1

100Kcal Hazelnut Cookies, in portion-controlling, 100-calorie bags. In the same country, the company also launched Gluten-Free Cocoa-Orange Cookies. Meanwhile, French shoppers found weight-control cookies from Gerlinéa. The Gerlinéa Matin Croquant Biscuits de Régime Hyperprotéinés were available in an apple and fig variety, naturally rich in fiber and promising vitamins, calcium, iron and magnesium. Similarly targeting a more healthful consumer, Hwa Tai Industries Berhad introduced CrackerPlus Wholemeal Crackers in Malaysia. The product featured added fiber and promised to be high in vitamins A, B1, B2, B6, D and E, as well as calcium, iron and protein, assuring that the vitamins were “important for eyesight, the release of energy from carbohydrates, the development of strong bones, and cell formation.” Looking ahead, such health-oriented introductions are likely to continue, with vitamin and mineral fortification, as well as whole grains, drawing particular attention. While cakes would seem unlikely candidates to capitalize on a healthy positioning, the incorporation of “ancient” grains could well give such launches something of a health aura. For more on the bakery category, type “baked goods,” “bakery,” “fiber,” “grains” or “gluten-free” into the search field at www. PreparedFoods.com.

1/22/09 3:28:28 PM

See Food Master-INGREDIENTS, p. 4-5

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March 2011

SOLUTIONS FOR THE DEVELOPMENT AND MARKETING OF NUTRITIONAL PRODUCTS

NUTRACEUTICALS

in Processed Foods and Supplements

NUTRACEUTICALS in Processed Foods and Supplements ■

Products targeting health conditions range in boldness.

■

Regulatory staffs influence ingredient choices.

■

Rising star ingredients shine.

Claudia D. O’Donnell, Chief Editor

A

t first glance, there seems to be little in common between metabonomics, an approach to understanding the metabolic regulation of an organism, and the recent introduction of Lucky Charms’ whole-grain cereal in Colombia. Both, however, represent facets of Nestle S.A.’s intent to provide better-for-you products. “Our focus is on food and beverage, particularly in nutrition, health and wellness, in both emerging and developed markets,” Jim Singh, Nestle’s CFO, was quoted saying, in an August 11, 2010, article on Bloomberg.com. As the world’s largest consumer packaged foods company with food and beverage sales of roughly $100 billion, Nestle’s strategy is noteworthy. Nestle’s interest in healthful products translates into its position as one of the world’s largest users of nutritional additives, as well. A November 2009 report from Freedonia, “World Nutraceutical Ingredients,” notes multi-national food and drug makers, such as “Abbott Nutrition, GlaxoSmithKline, Kellogg, Kraft Foods, Mead Johnson Nutritionals, Nestle, Pfizer and Unilever, comprise the largest customers for nutraceutical ingredients.” Going forward, Nestle is putting significant capital behind health positioning. Its efforts include Nestle Health Science S.A., a wholly-owned subsidiary of Nestle S.A. that became operational last month, and the Nestlé Institute of Health Sciences. The company states its purpose is to pioneer a new industry between food and

Noting it “makes two smoothies and provides one full serving of fruit,” Yoplait’s Triple Berry Smoothie Mix, introduced February 2010, invites consumers to “Join the millions of women who are working together to end breast cancer.” pharma—allowing Nestlé to “develop the innovative area of personalized health science nutrition to prevent and treat health conditions, such as diabetes, obesity, cardiovascular disease and Alzheimer’s disease…” The company’s website relays interest in such concepts as metabonomics, asking, “What metabolic profile are you?” and “Personalized nutrition–Getting to know the consumer better.”

Targeting Health Conditions Of course, a plethora of smaller companies have forged ahead with nutritional products, many targeting specific health conditions. In “Prepared Foods’ 2011 R&D Trends Survey: Functional Foods and Beverages,” when product developers—all actively involved in the product development of functional foods, beverages or dietary supplements—were asked: “During the next year, do you expect the following ingredients to become more or less important to your company’s product line?” the respondents indicated equal interest in ingredients for heart and digestive health. Following somewhat closely behind were www.PreparedFoods.com

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Addressing Health Conditions

and bioflavonoids to support the body’s natural immune system.” Some products directly promote their Digestive health benefits, while others show great creativity 57 and subtleties. Mintel’s GNPD unearths Heart health 57 recently introduced examples, such as Weight management 53 Preventive Beverages’ EVA Resveratrol Immunity 49 Antioxidant Beverage containing “30mg of ultra pure resveratrol.” The product’s Cognitive health 41 description notes: “Resveratrol is a powerAppetite suppression 37 ful antioxidant found in the skin of red 0 10 20 30 40 50 60 wine grapes, which may enhance and support cardiovascular health and increase % Indicating More Interest longevity.” In another example, Kyolic/ Total qualified respondents = 131 Source: “2011 Prepared Foods’ R&D Trends: Functional Foods & Beverages” Wakunaga’s Kyo-Dophilus Probiotic Dietary Supplement with Cranberry When asked, “During the next year, do you expect the following ingredients to Extract, launched December 2010 in the U.S., relies on consumbecome more, or less important to your company’s product line?” respondents ers’ understanding of the role cranberries and probiotics can indicated equal interest in ingredients for heart and digestive health. play in immunity. Mintel’s GNPD notes the product “is said to promote urinary tract and intestinal health…and also supports overall immune health.” ingredients for weight management and, then, immunity. Some companies, more commonly found in developing (See chart “Addressing Health Conditions.”) countries, make claims that take a relatively aggressive A multitude of ingredient options for the formulation of approach. For example, Mintel’s GNPD translates stateheart and digestive health products exist. Indeed, the FDA ments made by Pan Fiiller’s Cranberry Chip Cookies (introallows more health claims linking foods and ingredients duced in Mexico in April 2010), which link cranberries with with heart health than any other disease condition. As for a variety of health benefits. “According to the manufacturer, digestive health, an extensive array of unrelated ingredicranberries provide a rich source of the antioxidant phenolic ents can be formulated into products falling under that acid, which is beneficial to the health and natural defense umbrella. For one, digestive health includes a broad array against bad cholesterol, improving arterial blood flow. They of conditions, ranging from colon cancer and nutrient help to reduce contracting cancer; reduce dental plaque; and absorption to constipation, food intolerance and immunity. help eliminate stomach bacteria.” Even immunity, a rising star in regards to consumer “Softer” claims, such as those associated with beauty interest this last half-decade, is a multi-faceted concept, as (i.e., cosmeceuticals) and cognitive health, also abound. In the industry emphasizes “immune modulation” over March 2010, Coca-Cola launched Römerquelle Emotion in “immune enhancement.” While probiotics and prebiotics, such as fructo-oligosaccharides or FOS (e.g., inulin) and galacto-oligosaccharides (GOS), have maintained a higher Rising in Prominence profile in the U.S. food industry, research also continues in (% of Respondents Indicating an Ingredient would the probiotic role of other ingredients, such as soy oligoIncrease in Importance in Next Two Years) saccharides, sugar alcohol and more. 2011 2006 Immunity products also look beyond pre- and probiotics. Botanicals 38 27 For just a few examples, a search of Mintel’s GNPD shows Fruit extracts 37 24 January 2011 saw the U.S. launch of Perfectly Healthy Best Phytosterols/Stanols 32 16 Toddler Goat Milk, which touts its colostrum content— Amino acids 32 18 noting it contains immunoglobins, growth factors, antiConjugated linoleic acid 17 -bodies and other substances designed to help the body face a lifetime of invasion by various viruses, bacteria, Total qualified respondents = 131 in 2011, 215 in 2006 allergens and toxins. In the same month, Brazil saw the Source: “Prepared Foods’ 2011 and 2006 R&D Trends Survey: Functional Foods and Beverages” introduction of Quaker Granola 7 Grãos (7 Grain Granola), with a product description noting it provides ”quinoa, said Although a direct comparison should not be made between results from 2006 and to aid the immune system.” In July 2010, Walmark 2011’s “Functional Foods and Beverages” surveys, certain ingredients appear to be Imunactiv dietary supplement was introduced in Poland, trending upward, in regards to their importance in formulations. “specifically formulated with vitamin C, beta-glucan, zinc (% Saying More Interest in Ingredients for Specified Condition)

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Influencers of Ingredient Choices Function

Primary/Some Influence (%)

R&D (product development) Marketers/Sales (customer suggestion) Top administrators Regulatory Nutritional department Quality control Purchasing Formally identified technology “scouts”

95 90 83 77 69 61 42 40

Total qualified respondents = 131 Source: “2011 Prepared Foods’ R&D Trends: Functional Foods & Beverages”

Hungary. Mintel notes the Blackberry Lime-flavored water is claimed to help concentration. Unlike with dietary supplements, the FDA allows disease-related claims for foods. For example, the benefit of “reduced risk of certain types of cancer” can be made with foods, such as some fiber-containing grain products, fruits and vegetables. Few companies have made use of such a bold claim; however, “softer” associations are made. For example, in the U.S., Yoplait Smoothie’s Strawberry Banana Frozen Fruit & Frozen Yogurt Pieces subtly links its product to reduced risk of cancer, by helping to promote the “save lids to save lives” Susan G. Komen for the Cure breast cancer charity. The back label of the primarily fruit-containing product points out it is rich in antioxidant vitamin C, “which can help the body stay healthy by protecting the cells.” Indeed, the U.S. food industry’s historic shyness in regards to cancer references has been gradually diminishing. (Search for the March 2010 article, “Nutritional Product Opportunities,” at PreparedFoods.com.)

mulations. This topic was explored in this year’s “Functional Foods and Beverages” survey through a question, “Which functions within your company are influential in deciding whether any particular nutritional additive or component will be promoted on a product’s label?” Of the primarily R&D respondents, 95, 90 and 83% checked off “R&D (product development),” “Marketing/Sales” and “Top Administrators,” respectively. However, “Regulatory” came next, with 77% indicating personnel in these functions were influential. This was ahead of staff in the nutritional department, quality-control, purchasing or technology scouts. (See chart “Influencers of Ingredient Choices.”) Product differentiation through the use of ingredients with emerging beneficial reputations is a marketing strategy frequently chosen by consumer product companies. This may be a more difficult tactic to pursue than in the past, however. “Recent activity indicates that the GRAS system will be more frequently utilized by the FDA as an important tool to regulate ingredients and/or products that it deems to be unsafe or potentially dangerous,” says Justin Prochnow, of counsel, Greenberg Traurig. An example was November 2010, where the FDA issued warning letters to four different companies that were marketing and selling alcoholic beverages containing caffeine. The FDA went through a fairly detailed analysis of the process for determining GRAS status and declared that caffeine is not GRAS for inclusion as an ingredient in alcoholic beverages, says Prochnow. The warning letters provide a good road map as to how the FDA is likely to treat other products that contain what

Mass Market Nutritional Ingredients Ingredient/Ingredient Category

Claims, Ingredients and Regulations The ability of a product to communicate its health benefits to consumers is of paramount importance in marketing efforts and is, indeed, a sensitive challenge. A product’s success is impacted by many critical factors, from serendipity regarding an ingredient’s health benefits to strategic marketing support to potential regulatory constraints (in terms of what ingredients can be used and what claims are made). This translates to the sometimes overlooked role of regulatory personnel as influencers in the decision of which ingredients to highlight on packaging and, thus, incorporate into forThe survey listed 36 ingredients or ingredient categories and asked: “During the next year, do you expect the following ingredients to become more, or less important to your company’s product line?” As in the past, categories with consumerfriendly names comprising a variety of ingredients, and that are applicable to a broad range of products, tended to rank on top. NS6 MARCH 2011

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Dietary fiber Antioxidants Omega-3 fatty acids Probiotics Fruits—whole, not extracts Prebiotics Proteins for increased levels Botanicals Fruit extracts Green tea-based Amino acids with specific health benefits

Importance (%) More Less 64 50 50 50 46 44 41 38 37 37 32

5 4 7 6 5 11 10 9 9 13 15

Qualified respondents = 131 Total qualified respondents = 131 Source: “2011 Prepared Foods’ R&D Trends: Functional Foods & Beverages”

the agency considers to be potentially dangerous or unsafe ingredients. A letter was sent at the beginning of 2010 to a company with a melatonin-containing beverage. The FDA went through a similar analysis of the GRAS status of melatonin, finding that it was not GRAS for the particular purposes intended, adds Prochnow. As exotic ingredients are introduced into foods and supplements, the FDA may well use a comparable approach to attempt to control ingredients or products it considers to be potentially unsafe. “Due to the fact that the criteria for ingredients in conventional foods and beverages are more stringent than those for dietary supplements, it is likely the FDA will attempt to treat products as conventional foods or beverages, if there is any confusion over the intent of a company to market and sell a particular product,” suggests Prochnow. The December 2009 “Guidance for Industry: Factors That Distinguish Liquid Dietary Supplements from Beverages” indicates the FDA may treat products as conventional foods or beverages, even if a company is marketing a product as a supplement, if the characteristics of the product more closely resemble a conventional food or beverage. “The FDA then has more control over the ingredients that are legally allowed to be included in the product, since the ingredients must then either be approved food addi-

PAT Vitamins, Inc.

tives or GRAS. Thus, it becomes vitally important for dietary supplement companies to properly label products and be consistent in the marketing and advertising of such products, so that no case can be made for deeming such product to be a conventional food or beverage instead of a supplement,” Prochnow advises. As for claims, Prochnow notes current permitted claims are “authorized through statute or regulation, significant scientific agreement or petitions.” These include health claims, qualified health claims, nutrient content claims and structure/ function claims for both foods and dietary supplements. Looking more to the future, Prochnow says “natural” and “all-natural” claims will likely continue to proliferate. “The USDA has defined ‘natural’ for meat and poultry products; however, the FDA and the FTC have not adopted a formal definition of the term,” he notes. Of a more intriguing nature, “It is likely that new claims will continue to emerge in the area of ‘bioavailability,’ or the rate in which an ingredient or a product’s ingredients are absorbed,” predicts Prochnow. These are essentially claims answering the question: “How rapid and lasting is the intake of the ingredients?” and tout the fast-acting nature of products, he says. In conjunction with the claims being made about bioavailability, there may be a spate of newly identified bioactives, which will be able

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s a precursor to Vitamin A, Beta Carotene is vital to human health. As a member of carotenoids, Beta Carotene is also used in food products as a colorant. The key factors for formulators to consider are the stability and the consistency. We use both spray drying and microencapsulation process to offer superior quality of Beta Carotene ingredients:

• Beta Carotene 20 % Beadlet (Tablet Grade & CWD) • Beta Carotene 1 % SD Powder CWD (Natural Fermentation) • Beta Carotene 10 % SD Powder CWD (Natural Fermentation) • Beta Carotene 20 % SD Powder CWD (Natural Fermentation) • Beta Carotene 30 % Oil Suspension

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MARCH 2011 NS9

to be identified, isolated and manufactured by means of new, cutting-edge technology. Such new bioactives will likely be identified for a wide range of beneficial uses, such as weight loss and muscle growth.

NS10 MARCH 2011

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Ingredients of Interest For current commercially available additives, those positioned to assist with health are predicted to do better than more traditional ingredients. For example, a 2010 “Food & Beverage

www.PreparedFoods.com

Additives” report by The Freedonia Group Inc. estimates U.S. demand for food and beverage additives will, from 2009-2014, grow 3.5% annually to reach $8.5 billion. However, “nutraceuticals,” which includes vitamins, minerals, herbal extracts and probiotics, are projected to increase 6.3% during that period, to reach $890 million. Freedonia’s earlier “World Nutraceutical Ingredients” provides global statistics and predicts world demand for nutraceutical ingredients to reach $21.8 billion in 2013, which will serve a $236 billion global nutritional product industry. The report provides a laundry list of ingredients expected to have the best growth opportunities. It includes soy protein nutrients; the carotenoids lutein and lycopene; omega-3 fatty acids; probiotics; phytosterols; and the essential nutrients of vitamins A, E and D, calcium and magnesium. For ingredients more associated with dietary supplements, it lists ginkgo biloba and saw palmetto herbal extracts, and, lastly, glucosamine, chondroitin and coenzyme Q10. In Prepared Foods’ 2011 survey, the most popular ingredients are “tried and true” mainstream ones. When the survey asked, “During the next year, do you expect the following ingredients to become more, or less important to your company’s product line?” and then listed 36 ingredients or ingredient categories, those ranking at the top are categories with consumer-friendly names and awareness; are applicable for a broad range of products; and have few regulatory issues. Thus, some 64% said dietary fiber would become more important to their product line, while half (50%) of the respondents said omega-3 fatty acids and probiotics would become more important. (See chart “Mass Market Nutritional Ingredients.”) As in past surveys, broad ingredient categories ranked higher than more specific or specialized ingredi-

ents. Thus, while 50% of respondents said antioxidants would grow in importance, 37% responded so for the antioxidant ingredients green tea and fruit extracts and 30% for grape seed extract. Some 41% responded that “proteins, increased levels” would

become more important, while 32% said so for amino acids and 30% for specialized whey protein. About five years ago, “Prepared Foods’ R&D Trends: Functional Foods and Beverages” surveys conducted in 2005 and 2006 asked a similar ques-

Phosphates for Fitness ™

People are thirsty for enriched sport, fruit and dairy drinks. Innophos quenches the demand with a healthy range of nutritional and functional phosphates that provide a dual nutrient source and optimize your formulation. ◆ VersaCAL® Clear Calcium fortification for acidic clear beverages ◆ VersaCAL® MP Calcium fortification for milk and soy based beverages ◆ VersaCAL® DA Calcium fortification for fruit based beverages and fillings ◆ Vitrafos® Anti-microbial adjunct and calcium sequestrant ◆ Phosphoric Acid, FG Acidulant for soft drinks, colas ◆ Mono & Di-Potassium Phosphate Electrolyte in isotonic, enhanced water and sports beverages We are dedicated to finding new ways to maximize the potential of your beverages. Call Technical Assistance at (866) 631-7394. Call Innophos Customer Service today at (800) 243-5052 to place your order.

Innovate with Phosphate™ Innophos.com See Food Master-INGREDIENTS, p. 88-89

NS12 MARCH 2011

•

www.PreparedFoods.com

tion, in regards to “up-and-coming” nutritional additives. A direct comparison cannot be made, in that only 26 ingredients were listed, and not all were the same. That said, antioxidants, omega-3s and dietary fiber ranked in the top three for all surveys. Ingredients that appeared to have risen in rank include probiotics, with only a quarter of respondents saying they would increase in importance five years ago (compared to half this year). (See chart “Rising in Prominence.”) This also drove interest in prebiotics, where five years ago, roughly one fifth had said prebiotics would be growing in importance in the coming two years, while 44% said so in this year’s survey. Other ingredient categories appearing to have risen in importance include botanicals, fruit extracts, conjugated linoleic acid (CLA) and phytosterols/stanols. Reasons include a trend towards “natural” and multifunctional ingredients, such as with fruit extracts, to the FDA’s “no questions” response on a GRAS notification for CLA. The popularity of phystosterols/ stanols will be interesting to watch. Regulatory approval has grown, both in terms of the number of countries where they are permitted and also in the number of products they may be used in within the U.S. However, Bob Jones, principal, Scientia Advisors LLC, says, “Phytosterols seem to have everything required for success, including GRAS status, clinically demonstrated efficacy and the involvement of a number of wellregarded companies. But, I don’t think they will really take off, until more consumers truly care about lowering their cholesterol.” Although it has rightly been said that consumers buy products for their benefits, not their ingredients, ingredients can play a major supporting role in the success of any functional food, beverage or dietary supplement. And, sometimes, they make all the difference. NS

©ISTOCKPHOTO/STEVE GOODWIN

abstracts Muscadine Grape Extract Bio-Botanica Inc. has developed a powdered extract from red Muscadine grape, which is standardized to at least 10% natural trans-resveratrol. Muscadine grapes are native to the Southeastern part of the U.S. and are among the richest sources of antioxidants and other important constituents, notes the supplier. Bio-Botanica Inc. is a manufacturer of botanical extracts; their professional staff offers expertise in custom extracts and fortifying formulas with the best combinations of natural ingredients and blends to help enhance the natural value of products in various industries, including nutraceutical and food/beverage. Bio-Botanica Inc., 631-231-5522, ext. 138, www.Bio-Botanica.com

Dose of Daily D Lallemand Health Ingredients recently announced the launch of the latest addition to its Lalmin® range of yeast-based health ingredients: Lalmin Vita D—a dried, inactivated whole cell yeast (Saccharomyces cerevisiae) containing elevated levels of vitamin D. It is produced thanks to a unique, patented process at Lallemand’s yeast manufacturing plants. Standardized to contain 8,000IU of vitamin D per gram (or 200µg/g), Lalmin Vita D provides a natural, non-synthetic and safe form of the “sunshine vitamin,” according to the company; it is suitable for

tablets, soft gels, capsules and food fortification. Lallemand Health Ingredients, www.lallemandhi.com

Keep Fruit Flavor Fresh Variations in fruit types, growing areas and processing conditions can impact the flavor of straight juice products. David Michael & Co. offers a line of Fresh Flavors–non-characterizing flavors that, when added to a product using fruit, build back the freshness for a “just picked” sensation, says the company. Fresh Flavors also help to reduce the slightly stale taste juice products can develop over the course of their shelflife. David Michael & Co. will work with customers’ specific base ingredients in providing a Fresh Flavor that exactly matches the flavor needs of the application. David Michael & Co., www.dmflavors.com

Micro-particle Sodium Salt SALiTe™, developed for S K Patil & Associates Inc., by Sakharam K. Patil, PhD., and Ya-Jane Wang, professor, food science, University of Arkansas, is a low-sodium, micron to sub-micron particle ingredient made from regular salt and a bulking agent; it is a powder produced by a novel, patentpending process designed to produce micro-particle sodium salt. It is a regular salt without substitutes, such as potassium, magnesium salts, etc. Micro-particles dissolve faster and are perceived to reduce the concentration of salt in dry snacks, where salt and spices are applied to the surface. Advantages include co-blending with spices, flavors, colors and flow agents; increased salt dispersion, while enhancing salt sensation in the mouth; and stability in topical applications, with increased shelflife. S K Patil & Associates Inc., 219-922-1033, sakharam@ sbcglobal.net, www.skpatilassociates.com

THE IN BOX: For daily industry news updates, see the homepage of www.PreparedFoods.com and www.NutraSolutions.com.  TIC Gums named Amy McDonald vice president of sales.  John Thorpe was appointed president of Grain Processing Corporation, which also added Marco Vazquez as sales manager of its Mexico office.  Sethness Products Company introduced its newest Class I Powdered Caramel Color.  ADM announced “a major endowment” to the University of Illinois at Urbana-Champaign, to help the developing world preserve more of the millions of metric tons of grains that are lost each year to pests, disease, mishandling and other factors.  D.D. Williamson added Jason Armao to its Science and Innovation team as application project manager.

 Sargento Foods Inc. appointed Brian Riesterer as senior research scientist and hired Dan Riste as senior national account sales manager to new and existing accounts in Texas and Colorado.  Burgundy Botanical Extracts and P.L. Thomas announced an agreement for PLT to market and sell Burgundy’s botanical extracts for food and dietary supplements in the U.S. and Canada.  C. Peter Moodie has been appointed president of Enzyme Development Corporation.  Pamela’s Products added Lorraine Hood to its advisory board.  NuVal LLC appointed Mike Nugent general manager.  Stephanie Lynch is now vice president of sales and marketing for International Dehydrated Foods Inc. and American Dehydrated Foods Inc.

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June 11-14, 2011 | New Orleans, LA

®

IFT Is “Jazzing” It Up In New Orleans! Join us for hot solutions and cool products Are you serious about the science, and the business, of food? Then join your food science and technology colleagues (and competitors) as they travel from around the world to attend the IFT Annual Meeting & Food Expo. You’ll see the newest products, including ingredients, equipment, and processing/packaging; discover the hottest trends and how to turn them into a competitve advantage for your organization; and learn about the latest advances in food science. Plus, you’ll make important connections with other food professionals. Learn more about this year’s event and the Short Courses below, at ift.org/IFT11. Registration opens March 1.

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classified AUCTION

AUCTION ALERT ONLINE ONLY - April 6th, 2011 Swissland Packing Company, Ashkum, IL - Complete Veal Slaughter & Packaging Plant For Complete Information Visit www.Barliantauctions.com, call (630)553-6992 or Email [email protected]. To Bid Register at www.Bidspotter.com

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EXCEEDING EXPECTATIONS AS YOUR SEARCH PARTNER Our mission is to earn the privilege of becoming our client’s exclusive recruitment resource for key search activity. We do this by LISTENING to our clients needs to develop an understanding of the ideal candidate. We FOLLOW-UP throughout the entire recruitment process with conscientiousness and a respectful sense of urgency. We reliably DELIVER freshly recruited, qualified and interested candidates to fill our client’s positions. Our pursuit of excellence and our dedication to the Food Processing Industry, has earned our firm a reputation we are proud to have, and one that you can trust. To learn how your business can benefit from our extensive industry knowledge and experience, contact us today. JEFF HENSON, PRESIDENT CALVIN DEVOLL, DIRECTOR Phone / Fax: 866-898-9911 Web: http://www.hensonpartners.com

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INGREDIENTS

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C O - PA C K M A N U FA C T U R I N G S E RV I C E S

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advertiser index

Member of

NutraSolutions

September 2005

STAFF

www.PreparedFoods.com

Mood Food page NS3

Health Ingredients page NS11

Trans Fat and Allergen Labeling page 27

New Takes on Italian page 67

Foodservice Insights page 70

Michael Leonard Publisher Tel: 847-405-4024 Fax: 248-283-6574 [email protected]

DEVELOPMENT TRENDS & TECHNOLOGIES FOR FORMULATORS & MARKETERS

Oils & Fats page 73

Starches in Use page 81

Frozen Desserts page 95

Trends in Lab Testing page 105

Measuring Color page 115

NEW! KidsFoodTrends newsletter, a Sneak Peek See Insert

Almost Sold Out! Prepared Foods’ R&D Conference page 90

Time Running Out! New Products Conference 2005 page 164

page 13

Editorial & Sales Offices: BNP Media 155 N. Pfingsten Road, Suite 205 Deerfield, IL 60106 847-405-4100 www.PreparedFoods.com

EAST COAST & EUROPE Ray Ginsberg Senior Account Manager PO Box 878, Mt. Laurel, NJ 08054 Tel: 856-802-1343 Fax: 248-502-1043 [email protected] MIDWEST, SOUTHEAST & CANADA Greg Szatko Senior Account Manager 155 N. Pfingsten Road, Suite 205 Deerfield, IL 60106 Tel: 630-699-3638 Fax: 248-502-1032 [email protected]

WEST COAST & SOUTHWEST Wayne Wiggins Senior Account Manager 454 Funston Avenue, San Francisco, CA 94118 Tel: 415-387-7784 • Fax: 415-387-7855 [email protected] NEW PRODUCTS CONFERENCE/R&D APPLICATIONS SEMINAR Marge Whalen, CMP • Senior Event Manager 155 N. Pfingsten Road, Suite 205, Deerfield, IL 60106 Tel: 847-405-4071 • Fax: 248-786-1440 [email protected] PRODUCTION MANAGER Nann Barkiewicz 2401 W. Big Beaver, Suite 700 Troy, MI 48084 Tel: 248-244-6431 • Fax: 248-244-2081 [email protected] CLASSIFIED SALES MANAGER Suzanne Sarkesian • 2401 W. Big Beaver, Suite 700 Troy, MI 48084 Tel: 248-786-1692 • Fax: 248-283-6596 • [email protected]

PREPARED FOODS Volume 180, Issue 3 (ISSN 0747-2536) is published 12 times annually, monthly, by BNP Media II, L.L.C., 2401 W. Big Beaver Rd., Suite 700, Troy, MI 48084-3333. Telephone: (248) 362-3700, Fax: (248) 362-0317. No charge for subscriptions to qualified individuals. Annual rate for subscriptions to nonqualified individuals in the U.S.A.: $178.00 USD. Annual rate for subscriptions to nonqualified individuals in Canada: $216.00 USD (includes GST & postage); all other countries: $228.00 (int’l mail) payable in U.S. funds. Printed in the U.S.A. Copyright 2011, by BNP Media II, L.L.C. All rights reserved. The contents of this publication may not be reproduced in whole or in part without the consent of the publisher. The publisher is not responsible for product claims and representations. Periodicals Postage Paid at Troy, MI and at additional mailing offices. POSTMASTER: Send address changes to: PREPARED FOODS, P.O. Box 2147, Skokie, IL 60076. Canada Post: Publications Mail Agreement #40612608. GST account: 131263923. Send returns (Canada) to Pitney Bowes, P.O. Box 25542, London, ON, N6C 6B2. Change of address: Send old address label along with new address to PREPARED FOODS, P.O. Box 2147, Skokie, IL 60076. For single copies or back issues: contact Ann Kalb at (248) 244-6499 or [email protected].

Web Locator Denomega Nutritional Oils

The Fibred Group

How do you generate interest in your company? In the Prepared Foods Literature Review section! Contact Suzanne Sarkesian at (248) 786-1692, [email protected] for more information.

www.omega-360.com/www.denomega.com/

www.fibred.com

Denomega Nutritional Oils is the pioneer behind the premium taste and odor free Omega-360™ ingredients for use in Functional Foods and Dietary Supplements. Denomega’s range also includes Omega-3s for Clinical Nutrition and Pet Food. Contact us at Denomega, P.O Box 162, NO-1701 Sarpsborg, NORWAY, Tel: +47 69 11 81 11

FI-1 Soy Fibre® is a purified insoluable dietary fiber food ingredient. A free-flowing, pure white powder, absent of any off-flavors or odors when added to food products. FI-1 Soy Fibre® effectively reduces caloric density of foods and helps retain and control moisture as well as provide texture and mouth-feel. Contact us at (800) 598-8894, by fax(301) 722-7131 or visit our Web Site at www.fibred.com.

www.PreparedFoods.com

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March 2011

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advertiser index An applications-oriented educational A event for product developers August 2-3, 2011. Registration or sponsorship info available Aug at www.PreparedFoods.com/rd, or contact Marge Whalen • [email protected]

COMPANY RDC11 IndexBanAd_1210.indd

1

URL

PAGE 83

COMPANY

URL

Innophos, Inc.

Innophos.com

PAGE

NS12

iTi tropicals

ititropicals.com

20, 40

12/15/10 10:29 AM

AarhusKarlshamn USA Inc.

aak.com

ADM

adm.com/vegefull

ADM/Matsutani LLC

fibersol2.com

J.R. Short Milling Company

shortmill.com

58

Advanced Food Systems

afsnj.com

24

Merlin Development

MerlinDevelopment.com

76

Almond Board of California

AlmondBoard.com

68

MicroThermics, Inc.

microthermics.com

26

American Egg Board

aeb.org

79

National Starch Food Innovation

valuematters2national.com

American Key Food Products

akfponline.com

81

Nelson-Jameson

nelsonjameson.com

78

American Palm Oil Council

AmericanPalmOil.com

22

Nutraceuticals International LLC

nutraintl.com

NS8

1 46-47

2

17, 19, 21

Arizona Instrument LLC

azic.com/industry_foods.aspx

Owens-Illinois, Inc./O-I

o-i.com

Balchem Corp.

845-355-5302

75

P.L. Thomas & Co., Inc.

plthomas.com

Bay State Milling

baystatemilling.com

82

PAT Vitamins, Inc.

patvitamins.com

Bio-Botanica

bio-botanica.com

NS2

Pharmachem Laboratories

Phase2Info.com

72

Biothera

wellmune.com

PFs’ Excellence in Innovation Awards

ExcellenceInInnovationAwards.com

42

Blue Diamond Growers

bluediamond.com

45

PFs’ New Products Conference

PreparedFoods.com/npc

28

Blue Mountain Flavors

bluemountainflavors.com

55

PFs’ R&D Applications Seminar Chicago

PreparedFoods.com/rd

18

Brenntag North America, Inc.

brenntagnorthamerica.com

IFC

Proprietary Nutritionals, Inc.

pnibrands.com

60

California Figs

californiafigs.com

66

Purac America, Inc

purac.com/preservation

15

Caravan Ingredients

caravaningredients.com

63

Riviana Foods, Inc.

RivianaIndustrial.com

50

Cargill Salt Division

cargillsalt.com

10

Rivland

rivland.com

80

Cognis

cognis.com

59

Roha USA LLC.

rohagroup.com

73

David Michael & Co.

dmflavors.com

71

Roquette America, Inc.

nutriose.com

49

ESHA Research

esha.com

IBC

Roxlor International, LLC

roxlor.com

5

Flavor Dynamics, Inc.

flavordynamics.com

16

Sargento Foods, Inc.

SargentoFoodIngredients.com

7

NS10

3 31 NS9

Food Ingredient Solutions, LLC.

foodcolor.com

74

Savoury Systems International, Inc.

savourysystems.com

67

FoodMaster.com

FoodMaster.com

54

Siemer Specialty Ingredients

siemerspecialtyingredients.com

76

Fortitech, Inc.

fortitech.com/men

Solbar

solbar.com

65

French’s Flavor Ingredients

FrenchsFlavorIngredients.com

57

SunOpta Ingredients

sunopta.com/ingredients

64

Ganeden

GanedenLabs.com

38

TABASCO Brand Ingredients

TABASCOingredients.com

41

Garlic Company, The

thegarliccompany.com

39

Texas Pete

texaspetefoodservice.com

37

GNT USA, Inc.

gnt-group.com

70

Thai Trade Center/Thaifex World of food ASIA 2011

Gold Coast Ingredients

goldcoastinc.com

53

Tree Top, Inc.

treetop.com

32

Golden Peanut Company

goldenpeanut.com

62

United Soybean Board

SoyConnection.com/QUALISOY

NS7

Grain Millers, Inc.

grainmillers.com

48

United Sugars Corporation

unitedsugars.com

12

Grain Processing Corp.

grainprocessing.com/MALTRIN

27

Univar Food Ingredients/CP Kelco

univarusa.com

30

Grande Custom Ingredients

grandecig.com

2

Ventura Foods, LLC

venturafoods.com

35

Gum Technology Corporation

gumtech.com

29

Virginia Dare

virginiadare.com

OBC

Hilmar Ingredients

hilmaringredients.com

56

Wacker Chemie AG

wacker.com/food

IDF

idf.com

25

Watson Inc.

watson-inc.com

IFT 11 Annual Meeting + Food Expo

ift.org/IFT11

98

WCFN Free Webinar

http://webinars.preparedfoods.com

Ingredients Solutions, Inc.

IngredientsSolutions.com

36

NS5

thaitradefair.com

14 NS11

©

Boldfaced companies offer detailed product specification data in the 2011 Food Master to assist you. PREPARED FOODS provides this index as a service to readers. The publisher does not assume any liability for errors or omissions.

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8

84

32

10

14

Genesis® R&D

Nutrient evaluation Supplement info

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nutrient evaluation supplement

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G

enesis R&D ®

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Think of us as

Vanilla

Vanilla Extracts

Tea

Flavors

Masking

Extracts

Madagascar (Bourbon)

Concentrates

Indonesia

Oleoresins

Uganda

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Vanilla Powders

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