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Natural – Opportunity or Threat pp yfor Sugar?

Presentation OverviewPresentation Overview

Why the interest in natural?yWhat is Natural? What about sugar?What about sugar? What about other competing ingredients?What is happening in the Food Industry?What is happening in the Food Industry?

– Examples of natural labelling– Challenges to naturalg

Challenges ahead

Why the interest in natural?Why the interest in natural?Natural was the No 1 product claim (2008)Most frequently featured on new productsMost frequently featured on new products launched globally in 2008 (Mintel Global New Products Database)Products Database)

– 23% of food and drink launches last year– 9% increase over 2007

Competing ingredients – using natural provenance

– Stevia, Reb A, ErythritolIncreasing questions from customersIs sugar natural?

What is natural?What is natural?Some Products do have legal definitions

– Eg. Natural Mineral water, Natural flavouringsM t d t h l l d fi itiMost do not have legal definitionsGuidance documents – labelling, advertising

– Must not mislead consumers– Minimal processing– To describe single foods of a traditional nature, to which

nothing has been added and which have been subjected only to such processing as to render them suitable for human to suc p ocess g as to e de t e su tab e o u aconsumption

– Processes that have significantly altered their original physical, chemical or biological state (not natural)No additives– No additives

– Foods not containing artificial or synthetic ingredients– Ingredients produced by nature, not the work of man or

interfered with by many

What about sugar?What about sugar?Most sugar companies/associations have statements – sugar & naturalstatements sugar & naturalThe Sugar Association asked FDA for clear rules and definitions for the use of ‘natural’ claims 2006

– Food that does not contain anything artificial or syntheticsynthetic

– Minimally processedSome sugar companies have ‘natural’ on g psugar packs – natural sweetener, natural preservativeS h d d TV i lSome have ads and TV commercials

Use of ‘natural’ on sugar packs in Canadag p

Sugar Ads in the USASugar Ads in the USA

Sugar TV Ads in the USASugar TV Ads in the USA

Sugar Ads in SpainSugar Ads in Spain

Sugar

Natural taste

What about sugar?What about sugar?

Is it minimally processed?y p

High temperatures, high pH, SO2, processHigh temperatures, high pH, SO2, process aids – biocides, anti-scalants etc.

DC Raw, Partially refined vs refined

Cane vs Beet

Competing IngredientsCompeting Ingredients

Syntheticy– saccharin, acesulfame K, sucralose

Made from natural ingredientsg– HFCS, Glucose syrups, polydextrose, isomalt,

invertNature identical

– Sorbitol, xylitol, erythritol, fructoseP t i t t t d f tPresent in nature, extracted from nature

– Sugar, inulin, fruit juices (concentrates), stevia. Reb AReb A

Competing IngredientsCompeting Ingredients

Canadian Products with all natural i di tingredients

BlueberryMilk ingredients, sugar, blueberries, honey, natural flavour, pectin, lemon juice concentrate, natural colour, active bacterial cultures. 

Canadian Products with all natural i di tingredients

Naturals Chocolate Ice CreamNaturals Chocolate – this uniquely natural chocolate ice cream leaves anatural chocolate ice cream leaves a clean and refreshing impression on the senses. It is made with natural ingredients, all-natural flavours, and will never contain any artificialwill never contain any artificial additives or preservatives!

946 mL

Ingredients: Evaporated whole milk, cream, sugar, cocoa, egg yolks, natural vanilla flavour, pure ground vanilla beansvanilla beans.

http://www.breyersicecream.ca/canada/products/product.cfm?u=58779‐79002&b=1&lang=en

Natural labelling – Pepsi RawNatural labelling Pepsi Raw

Natural labelling – Red Bull ColaNatural labelling Red Bull Cola

Natural labelling – Be NaturalNatural labelling Be Natural

Challenges to ‘natural’ labellingChallenges to natural labelling

Muller Little Stars100% Natural IngredientsAd ti i St d dAdvertising Standards Authority AdjudicationGelatine, inulin, natural Ge a e, u , a u acolours, concentrated fruit juices – NOT NATURAL!NATURAL!Use ‘likely to mislead’Ads to be withdrawnAds to be withdrawn

SummarySummary

Natural is seen as an opportunitypp y– Differentiation from artificials– Growing market

Many different views on natural– Geographical differences– Food manufacturers setting their own agenda

Ingredient manufacturers positioning their d t t l E th it l R b A HFCSproducts as natural – Erythritol, Reb A, HFCS

Must not mislead consumersRegulators looking closely at natural

Challenges aheadChallenges aheadNeed to ensure that sugar is seen as naturalHistorical & traditional provenanceHistorical & traditional provenanceMake sure that consumers are not misled if sugar is described as natural?sugar is described as natural?Is there any difference between DC raw, partially refined and refined sugar?partially refined and refined sugar?Is it over processed?How do we influence sugar users?How do we influence sugar users?Challenge other ingredients?Must share market intelligence & best practiceMust share market intelligence & best practice

Natural – Opportunity or Threat forNatural – Opportunity or Threat for Sugar?

AcknowledgementsAcknowledgements

Science and Communications CommitteeScience and Communications Committee MembersCEFS WG Food Law members

Thank YouThank You