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Premium snacking strategy delivers success

for Mondelez

N e w N u t r i t i o n

B U S I N E S Swww.new–nutrition.com April 2017 iSSn 1464-3308Volume 22 number 8

T H E J O U R N A L F O R H E A L T H Y E A T I N G , F U N C T I O N A L F O O D S & N U T R A C E U T I C A L S

Pages 14-16Pages 5-6 Pages 11-13

Continued on page 3

By Dale Buss

Mondelez has had an immediate success with Good Thins, its first savoury snack brand in more than a decade. Good Thins became the number-1 new snacking brand in America in 2016.

Mondelez is now following it up with the recent unveiling of Vea better-for-you savoury biscuits.

Good Thins, made with potatoes, chickpeas or rice instead of standard cracker commodities such as wheat or corn, earned sales of nearly $79 million (€75 million) in the 52 weeks ended January 22, suggesting annual sales

of $100 million (€94 million) in Good Thins’ first year, in US supermarkets, drug stores, discounters and convenience stores where sales are monitored by SymphonyIRI, a Chicago-based market-research firm.

That achievement made Good Thins the No. 1 new snacking brand in the US in 2016 and already bigger than many familiar better-for-you brands that have been in the market for a decade or more.

Vea, introduced at a presentation by Mondelez executives to consumer-packaged-goods financial analysts in

February 2017, is described as savoury crackers and “crunch bars” made with no artificial ingredients, colours or flavours and inspired by bold tastes from around the globe.

“Good Thins is a statement,” said Ken Harris, managing director of Cadent Consulting, and a long-time participant in the industry. “That sales level is acceptable. Of course they want to be over the $100 million mark on their way to $1 billion, but for year one, it is acceptable performance. And Vea is the next [step].”

Swiss innovator quietly builds

global high-value health niche

IngredientsGRADEAPASTEURIZEDCULTUREDWHOLEGOATMILK,ORGANICFRUITJUICEBLEND(ORGANICCANESUGAR,WATER,ORGANICAÇAÍ,ORGANICBLUEBERRYJUICECONCENTRATE,NATURALFLAVORS,ORGANICPOMEGRANATEJUICECONCENTRATE,PECTIN,ORGANICLOCUSTBEANGUM,FRUITANDVEGETABLEJUICE[FORCOLOR],CITRICACID,SODIUMCITRATE).LiveAc;veCulturesBIFIDOBACTERIUMLACTIS,S.THERMOPHILUS,L.CASEI,L.RHAMNOSUS,L.ACIDOPHILUS,L.DELBRUECKIISUBSP.LACTIS,L.DELBRUECKIISUBSP.LACTIS,L.DELBRUECKIISUBSP.BULGARICUS,LACTOCOCCUSLACTISSUBSP.CREMORIS,LACTOCOCCUSLACTISSUBSP.LACTIS,LACTOCOCCUSLACTISSUBSP.LACTISBIOVARDIACETYLACTIS,ANDLEUCONOSTOCMESENTEROIDESSUBSP.CREMORIS.

NUTRITIONSNAPSHOT:REDWOODHILLFARMGOATMILKKEFIR

Source:www.redwoodhill.com

Free-from fresh porridge poses shelf challenge

What does creating a success look

like?

April 20172

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C O N T E N T S & C O N T A C T S

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E D I T O R I A L

A2 Milk ............................................................... 7Alpro ................................................................... 7Arla ...................................................................... 7AVH Dairy ........................................................ 11Bettinhoeve........................................................ 11Bimbo Bakeries ................................................. 23Blue Moose........................................................ 22Cadent Consulting .............................................. 1Caffe Nero ......................................................... 15Cedar’s Foods .......................................... 22,23,24Compass Group ................................................ 26Chobani ............................................................ 23Cypress Grove ................................................... 11Danone ................................................................ 7Earthbound Farms ............................................ 26Engine 2 .................................................. 22,23,24Emmi Dairy ................................... 5,6,7,11,12,13Facebook ........................................................... 16FitNet ........................................................... 25,26Good Thins ............................................. 1,3,4,5,6Google ............................................................... 25

Hain Daniels Group .......................................... 14Heineken ............................................................. 9Heinz ................................................................... 9Hood Lactaid ...................................................... 7IBM .............................................................. 25,26Indena .......................................................... 19,21Instagram .......................................................... 16Jackson-Mitchell ................................................ 11Lacteos Caprinos............................................... 11Lactofree ............................................................. 7Laurie’s Foods............................................... 17,18Le Petit Chevrier ............................................... 11Lifeway .............................................................. 11Moma ................................................................ 16Mondelez ................................................ 1,3,4,5,6Mueller Dairy .................................................... 16Nabisco Ritz Crackers ..................................... 4,5Naturex ................................................... 19,20,21Nisa ................................................................... 16Ocado ................................................................ 16Orowheat .......................................................... 23

PepsiCo ................................................... 22,23,24Pret a Manger ................................................... 15Redwood Hill Farm ..................................... 11,12Sabinsa Europe ................................................. 20Sabra Dipping Co. .................................. 22,23,24Sainsbury ........................................................... 16Siggi’s ................................................................ 26Spring Sheep Milk ............................. 5,6,7,8,9,10St. Helen’s Dairy ............................................ 7,13Strauss ............................................................... 22Tribe .................................................................. 22Twitter ............................................................... 16Vea ................................................................ 1,3,4Waitrose........................................................ 14,16Weight Watchers ............................................... 25Whole Foods Market ......................................... 12Yorkshire Provender ................................ 14,15,16Zespri .................................................................. 9Zipongo ........................................................ 25,26

LEAD STORY

1,3-5 Premium snacking strategy delivers success for Mondelez

EDITORIAL

5-6 What does creating a success look like?

7 Sorting the sheep – and the goats – from the cows

CASE STUDIES

8-10 DAIRY: NZ backs innovation in value-added sheep milk

11-13 DAIRY: Swiss innovator quietly builds global high-value health niche

14-16 START-UP: Free-from fresh porridge poses shelf challenge

17-18 FERMENTATION: Sauerkraut gets modern health food revamp

19-21 INGREDIENT: European turmeric market heats up

22-24 CATEGORY: Is the high-growth hummus market over the hill?

25-26 TECHNOLOGY: App helps employees eat better

NEW PRODUCTS

27-31 Functional & healthy-eating new product launches

REPORTS

32 Fermentation: how to make a trend into an opportunity

33 Consultancy

IMPORTANT NOTICE

34 A polite reminder to our subscribers

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35 Report Order Form

36 Subscription Order Form

April 2017 3


E D I T O R I A L

Indeed, Tim Cofer, chief growth officer for Mondelez, said in a news release that “well-being is a significant growth opportunity for us, both in developed and emerging markets. In fact, 2017 will be our biggest year ever in the well-being space with unprecedented innovation and renovation of our portfolio.”

GLOBAL LEADER IN SNACKS

The company said it intends to be the global leader in well-being snacks, with the category representing 50% of its portfolio by 2020, up from 35% today.

That makeover began with Good Thins as Mondelez sought to add better-for-you brands to the savoury arena as it did with BelVita breakfast biscuits in cookies, beginning in 2010. That brand now is available in more than 50 countries and is closing in on $1 billion (€940 million) in annual sales behind its positioning as a “sustained energy” product.

Good Thins was created in response to consumer demand for snacks that start with real ingredients combined with intriguing flavours, baked thin and crispy, the company said. They contain no artificial flavours or colours, no cholesterol, no partially hydrogenated oils and no high-fructose corn syrup. Garlic, spinach and sweet potato figure in some of the formulations.

The crackers contain 60% less fat than typical fried potato chips. Rice-based varieties come in four gluten-free flavours:

• Veggie Blend• Simply Salt• Poppy and Sesame Seed• Sea Salt and Pepper

The chickpea-based variety has a Garlic and Herb flavour.

Mondelez noticed the increase in wholesome savoury snacks over the last few years and saw an opportunity for Good Thins. “We were able to use our consumer insights and testing and keeping a close eye on shifts in ingredient trends,” said Richard Buino, a Mondelez

marketer. “We knew we needed to start with ‘real’ ingredients – like wheat, potato and rice.”

In fact, Mondelez also recognized how the base of the product affects texture, taste and overall performance of each chip, so the various SKUs are shaped differently too. “And thanks to our

technical know-how,” Buino said, “we’ve been able to combine these ingredients with enticing flavours.”

Mondelez left nothing to chance in introducing its first new savoury brand in some years, gearing up its extensive national distribution and marketing network to try to ensure success for such

an important initiative. It created robust national sampling in-store and shopper-marketing programmes tailored to each retailer, encouraging consumers to “Try SomeTHIN GOOD!”

Mondelez also created a 30-second and two 15-second television spots for Good Thins, running on major TV networks, as well as digital advertising on Facebook.

“ON TREND IN EVERY WAY”

The success of Good Thins “puts other companies on notice that Mondelez is serious about better-for-you snacks and they are willing to put their money where their mouth is,” Harris asserted. “They crossed over from ‘if ’ to ‘when’ with this product line. They will be a player in this space if there is business to be had.”

Vea is supposed to be what Mondelez called “a key pillar” of its efforts to achieve leadership in better-for-you snacks and to drive incremental growth, especially with new consumer groups. They are what Mondelez described as “on trend in every way: no artificial ingredients, colours or flavours, no trans

“Mondelez intends to be the global leader in well-being snacks, with the category representing 50%

of its portfolio by 2020, up from 35% today.”

NUTRITION SNAPSHOT: GOOD THINS SWEET POTATO

NUTRITIONSNAPSHOT:GOODTHINSSWEETPOTATO

Source: www.goodthins.com

April 20174



fats and non-GMO Project Verified”.The name is supposed to symbolize

the brand’s purpose of “savouring the journey,” and Vea is aimed at “the on-the-go, well-being-focused millennial consumer – open to discovery, adventure and authenticity.” For example, the package design is meant to throw a wrinkle in usual big-brand savoury snacking, in “contemporary stand-up pouches”.

Also to that end, Vea is baked with “authentic ingredients and visible herbs and spices to deliver layers of complex tastes – all delivered in innovative forms, such as crunch bars, world crisps and seed crackers”. Among the “bold regional flavours” in Vea are:

• Thai Coconut• Tuscan Herbs• Peruvian Sweet Potato• Greek Hummus

“We created Vea from scratch with a truly global perspective,” Cofer said, “and it truly underscores the best of what we’re doing across a wide range of growth capabilities, including breakthrough innovation and fearless

digital marketing” as well as real-time data analytics and comprehensive distribution across multiple growth channels.

Vea will be available in the US and Canada in July with other global markets following.

Adding to Mondelez’s better-for-you experimentation are Crisp & Thins baked versions of its iconic Ritz crackers brand, which were introduced in the UK in 2016 and are headed to the US in 2017.

E D I T O R I A L

NEW NUTRITION BUSINESS © New Nutrition Business

$

0

5

10

15

20

25

30

Nabisco Ritz Crackers

Original (390 g)

Nabisco Wheat Thins Original

(260 g)

Fritos Corn Chips Original

(280 g)

Lays Lightly Salted Potato Chips (220 g)

Quaker Popped Rice Crisps

Cheddar Cheese (172 g)

Popchips Potato Sea Salt

(99 g)

Nabisco Good Thins Potato

Original (106 g)

Blue Diamond Almond & Nut Rice Crackers

(120 g)

Price per pack (USD)

Price per 1 kg (USD)

1.98 2.98 1.98 2.98

24.8

17.6

10.9 10

2.98 2.48

11.4

5.1

2.56

20.2

2.56

24.3

CHART 1: PRICE COMPARISON GOOD THINS

“Véa are on trend in every way:

no artificial ingredients, colours or

flavours, no trans fats and non-

GMO Project Verified”.

April 2017 5


E D I T O R I A L E D I T O R I A L

What does creating a success look like?

The Case Studies in this issue of New Nutrition Business illustrate what the best minds in our business are doing to create success.

Success comes more surely to the brands that understand how changing consumer dynamics have created new rules. These are:

1. Creating the new is smarter than extending the old

2. Be unashamedly premium3. Finely targeted niches are the place

to start4. Connect to the key consumer trends

1. Creating the new is smarter than extending the old

Companies, especially big companies, love extending their existing brands. It’s a common misconception among timid marketers and over-cautious senior managers that it’s less risky to extend existing brands and more risky to launch new brands. Executives believe that the new product will benefit from the halo effect of the established brand. And of course people fall in love with their own

brands and imagine that there’s no limit to what they can do.

If this was true in the past, it’s not true any more. The reality is that while brand extensions rarely fail, they also tend to have only modest success.

As Symphony IRI – which collects supermarket sales data on behalf of industry – pointed out back in 2012, brand extensions mostly perform worse than new brands.

Mondelez could have launched its new Good Thins brand (see page 1) as an extension of one of its existing established brands, such as Nabisco Ritz Crackers, a $900 million (€830 million) annual sales brand.

But Mondelez did what more companies are learning that you have to do, which was to give Good Thins its own identity. The result? Good Thins was the most successful new snack brand of 2016, earing $79 million (€73 million) in retail sales.

Mondelez is building on the success of Good Thins with the launch in late 2017 of a savoury biscuit. And is it launching this as an extension of the

newly successful Good Thins? It is not. The company is creating yet another new brand, called Vea.

At the opposite end of the scale from Mondelez, New Zealand entrepreneur Scottie Chapman’s start-up company Spring Sheep Milk (see Case Study on page 8) was conceived specifically to create a new market and a new brand, using sheep’s milk to create a point of difference.

2. Be unashamedly premium

Mondelez’s Good Thins became a success despite selling at a super-premium price – measured on a price per kilo basis, an impressive 360% premium to the company’s Nabisco Ritz Crackers (see chart on page 4).

Achieving that premium wouldn’t have been possible if Good Thins had been an extension of a legacy brand that’s price-driven, such as Ritz.

Measured by volume, Good Thins is small. Its $79 million of sales in 2016 is




April 20176



E D I T O R I A L

equivalent to about 3.2 million kilos. By comparison, to achieve the same retail sales value Mondelez’s Ritz brand would need to sell 15.5 million kilos.

Not many people with business experience would choose to expend effort selling five times as much volume to get the same amount of dollars. Why not instead focus on a premium market and get more money for your efforts and your kilos?

Emmi Dairy has been quietly building a goat’s milk business since 2010 (see Case Study on page 11) precisely because it generates higher margins than cow’s milk. Historically a dairy selling only products from cow’s milk, Emmi has not hesitated to go after a niche where there are better margins. Goat’s cheese is often super-premium priced, compared to cow’s milk cheese. And yet consumer demand is increasing every year.

3. Finely targeted niches are the place to start

Many companies have built production lines that assume that the high-volume mass-market brands are still the future. That made sense 15 years ago, but it makes less and less sense now.

All categories are splintering. There are always emerging sub-segments and ever-more-finely targeted products. These are all lower-volume opportunities, but they come at higher price points (see 2 above). A wealth of small, nimble companies are taking advantage of these opportunities and in many cases eroding the market share of bigger, more price-competitive brands.

Interestingly, it seems that the more finely you target, the more likely you are to succeed. John Stanton, Ph.D., professor of food marketing at Saint Joseph’s University in Philadelphia, found in a study of 1,500 food products launched in 2010-12 that 66% were successful – much higher than the just 20%-30% that’s often claimed is the success rate for new products. He

explains that:“As supermarkets and food

manufacturers become more targeted, one might expect it to be more difficult to ‘hit a smaller target’. The reverse appears to be true. It may be that when everyone was aiming at the average American consumer they weren’t focused enough. But when they realized there really is no average American, then they were forced to aim their new products more carefully.”

There is no average consumer any more. Fragmentation of consumer beliefs and product categories is everywhere and the prospering of finely-targeted brands is the sign of this new normal.

Swiss dairy group Emmi has $3.2 billion/€3 billion in sales and operations around the world, but that has not stopped the company from having a niche focus worthy of a small entrepreneurial company. Emmi describes goat milk dairy products as “one of the dairy industry’s most attractive niche markets worldwide” and it has made growing its presence in this low-volume but high-value, high-growth niche a key strategic focus since 2010.

Similarly, New Zealand group Spring Sheep is focused on creating a new niche business, focused on selected

Asian markets and appealing to a small segment of consumers who are looking for an alternative to cows milk.

4. Connect to the key growth trends

Snackification is one of the top-10 Key Trends and has been for our industry for perhaps 15 years. Hence Mondelez has set itself the goal of being a global leader in well-being snacks, with the category representing 50% of its portfolio by 2020, compared to 35% today.

The quest for products that support digestive wellness is another of the biggest and most-established consumer trends.

A small but growing number of consumers in the west and in Asia believe that they experience bloating or other digestive discomfort when they drink cow’s milk. Their need has driven the market for plant milks and other alternatives, almost all of which are marketed with “easier to digest” messages.

Both Spring Sheep Milk and Emmi (with goat milk) are connecting to this trend, communicating their products’ “easier to digest” advantage.

COMMENT

There are still senior executives in our industry who are uneasy with niches, reluctant to prioritise new brand creation over brand extension and uncomprehending of how common it has become for brands with benefits to earn big price premiums. For some people it feels safer to cling to the belief that low price matters most and stay on that high-volume, low-margin treadmill.

Meanwhile, in their very different ways, companies like Mondelez, Emmi Dairy and Spring Sheep milk are showing that whether you are a global giant or a bold start-up there are some new rules and some other, more successful, ways of building a business.

“As supermarkets and food manufacturers

become more targeted, one might expect it to be more difficult to ‘hit a smaller target’. The reverse appears to be

true”.

April 2017 7


E D I T O R I A L E D I T O R I A L

Sorting the sheep – and the goats – from the cows

From Switzerland to New Zealand, the niche-focused, creatively-minded are emerging as winners. And there is better example than the quiet emergence of niches like sheep milk and goat milk. Spurned by the volume-obsessed giants, such premium niches are the best place for profits.

Entrepreneurs, large and small, have been working on these clearly-emerging opportunities for a decade. They saw how the fragmentation of consumer beliefs about health is fragmenting markets – even in traditional commodities like liquid milk. The entrepreneurs saw how focusing on premium niches with benefits was a smarter strategy than focusing on volume – and today they are reaping the rewards.

Unlike most dairy producers, Swiss dairy group Emmi has never fallen into the trap of focusing only on the high-volume, low/no-margin markets. It has always grown by picking on premium niches with nutritional advantages and growth potential.

“The segment of goat’s milk products is growing whereas consumption of cow’s milk is stagnating or even declining in some countries,” an Emmi spokesperson was quoted as saying. “In addition, they generate higher margins compared to conventional cow’s milk products.”

On the back of that simple understanding Emmi has been quietly building itself into an international force in this premium growth niche.

Meanwhile, at the opposite side of the world in New Zealand, Scottie Chapman at Spring Sheep (see case study on page 8) believes that sheep-dairy products will play well internationally because the milk is rich and creamy, nutritionally dense, easy to digest and on-trend with the increasing second-guessing of cow-milk consumption by consumers worldwide, and their turn toward alternatives including goat milk and vegetable-based “milks”. Sheep milk provides 60% more calcium than

bovine milk, he noted. Many consumers are intolerant of bovine milk. Sheep are grass fed, an attribute that consumers increasingly seek in other markets, such as beef.

His commercialization plan is well worked-out – targeting smaller markets and focusing on creating value with brands rather than the dog-eat-dog world of ingredients.

As a category, standard cow’s milk struggles with the same issues that other broad, traditional categories do. It is increasingly competing against newer, more finely targeted categories that resonate better with specific consumer groups.

Spring Sheep and goat milk respond to the reputation that milk has gained – and is continuing to gain - among a steadily-growing number of consumers for being difficult to digest.

While standard cheaply-priced white milk slides, the growth story in milk is premium (and often super-premium) specialty milks whose proposition is digestive wellness:

1. In the US, plant milks’ “easier to digest” message has lifted the category to a 10% value share of the liquid milk market. It’s becoming a

similar story in other markets, such as the UK where the Danone-owned Alpro brand grew 19.7% in 2016 and has become the UK’s 2nd-biggest milk brand.

2. Lactose-free is also thriving. In the US, Hood’s Lactaid grew by 15.4% by value, to $121 million/€114 million, and 13% by volume in 2016. In the UK Arla’s Lactofree lifted its sales by 18.7%.

3. In Australia, the A2 milk brand, with its digestive wellness message, has taken a 10% share of the price-driven Australian milk market, despite selling at a 100% premium. Entering the UK for the first time in 2016 it earned $2.5million/€2.2million in sales in its first year.

And it’s not just a western trend. Tiny UK goat’s milk producer St Helens Dairy found that the easier-to-digest message of its products was a hit with Chinese consumers; in the Middle East local dairies, such as Almaria, are marketing low-lactose milks for the first time.

Taste is also a factor on which goat milk, sheep milk and others are playing successfully.

Milks with benefits that make sense to the consumer are winning – even while selling at premium or super-premium prices in a market marked by a commodity price that leaves no room for profit. We can see now that the entrepreneurs were right – and the volume-hunting inmates of corporate boardrooms were not so smart as they thought.




April 20178



D A I R Y C A S E S T U D Y

NZ backs innovation in value-added sheep milkA Kiwi entrepreneur is working with the New Zealand government to create appealing products, robust export markets and an expanded supply chain for sheep milk in an attempt to turn an abundant national resource into a global dairy competitor and a much stronger contributor to the domestic economy. By Dale Buss.

Spring Sheep Milk aims to develop a market-driven, end-to-end value chain for sheep milk generating annual revenues of between NZ$200 million ($138 million/€130 million) to NZ$700 million ($484 million/€454 million) by 2030. The vehicle will be a new Primary Growth Partnership program with the NZ government that kicked off in January with a NZ$12.6-million ($8.7 million/€8.2 million) investment by the Ministry of Primary Industries and a NZ$19-million ($13 million/€12 million) investment by Spring Sheep Milk, which is a joint venture of Landcorp and other New Zealand investors through SLC Ventures LP.

“Sheep milk has so many natural attributes,” Scottie Chapman, CEO of Spring Sheep Milk and head of the private investment group, told New Nutrition Business. “Sheep dairy already is a huge business in the Mediterranean, southern Europe and northern Africa. Our plan is to create sustainable demand in 11 countries and do it with new product pathways.”

Already, the joint venture, called Sheep Horizon Three, is attacking global markets with innovative products such as a sheep-milk chewable tablet meant as a calcium fortifier, and a probiotic milk powder, with plans for new products such as child-oriented milk powders and even sheep-milk gelato in the future portfolio.

Beyond expanding international demand for sheep-milk products in what already is a US$8-billion (€7.5 billion) market globally, the goal of Sheep Horizon Three is to establish a platform for industry to build up to 55 NZ sheep farms over time. These farms will develop

production systems optimized for New Zealand conditions and managed by farmers with specific sheep-milking expertise.

Chapman believes that sheep-dairy products will play well internationally because the milk is rich and creamy, nutritionally dense, easy to digest and on-trend with the increasing second-guessing of cow-milk consumption by consumers worldwide and their turn toward alternatives including goat milk and vegetable-based “milks”. Per litre of milk produced, sheep generate 30% less pollution than cows, he said.

Sheep milk provides 60% more calcium than bovine milk, he noted. Many consumers are intolerant of bovine milk. Sheep milk is tastier with a better aroma, Chapman maintained. Sheep are grass fed, an attribute that is increasingly sought in other markets, such as beef.

“We have five pillars,” he explained. “Super nutrition, being easily digestible, superior taste and aroma, a pure and sustainable source, and safe and trusted, having the government relationship. This is the first public-private partnership in the history of New Zealand agriculture.”

VALUE, NOT VOLUME

But, Chapman cautioned, Sheep Horizon Three is a “demand-led” play. “It’s about value, not quantity – about creating what sheep milk can do, not what cows and goats can do. We’re a boutique sheep-milk nutrition company from New Zealand, and what we’re doing is taking the goodness of sheep milk and finding areas where it can perform better than cow or goat milk.”

Chapman grew up on a sheep farm in New Zealand, then left the islands after

Source: Springsheep NZ


April 2017 9


D A I R Y C A S E S T U D Y D A I R Y C A S E S T U D Y

college for an international career in the food business, working for Zespri kiwi fruit and then Heinz in Japan, where he stayed 13 years. He returned to New Zealand and started up a hard-cider producer, Old Mout, which Chapman sold to Heineken after seven years. Then he launched a private-equity firm with the proceeds.

The entrepreneur also did some consulting work for state-owned enterprises, which raised the idea of creating “alternative value chains” for the nation’s abundant sheep livestock beyond meat and wool. “There were too many commodities,” Chapman said “We wanted to find ways to make money off sheep that wasn’t in bulk.”

Selling liquid sheep milk for export was out of the question, he explained, because “New Zealand is a long way from other markets, so fresh is difficult. We had to go frozen or ambient. And New Zealand has a great existing capacity to turn milk into powders.” Such products “would give us a two-year shelf life instead of 15 days. And when you’re on an island at the bottom of the world, that’s what you must do.”

He scoured the world for potential markets for value-added dairy products and determined that “we could build a really interesting proposition around New Zealand sheep milk.” Among other things, Chapman eyed potential in other major alternative-dairy markets, such as the Middle East.

US and Japanese consumers have created huge demand for imported sheep-milk cheese because there is little domestic production of sheep dairy in those countries. But otherwise, around the world, domestic consumption of sheep milk in each country and region matches pretty closely to domestic production.

Also, Sheep Horizon Three faced rival sheep-milk ventures in New Zealand: two major sheep-milk producers. But they are Chinese-owned – and all of their products go to the Chinese market. For that and other reasons, Spring Sheep isn’t attempting to crack the Chinese market.

“It’s too high-risk,” Chapman explained. “We don’t need the mass volume of China, and we’re trying to create a brand anyway. It’s better to go into smaller countries and get a larger share of the market. Plus we don’t want to rely on just one market; New Zealand already is dependent enough on China in other ways.”

SIGNIFICANT PUSH

So Chapman has identified 11 countries for a significant push by Sheep Horizon Three over the next six years. The first was Taiwan, where the partnership began a marketing push in early 2015. Another early target was United Arab Emirates, where camel milk is popular. This year, Chapman plans to focus on Malaysia and Vietnam, then Singapore and Hong Kong.

“We’re sticking with our side of the world and with the UAE for now, mostly,” Chapman said. “And down the line, with some of our products, we’ll look to America, but we’re not going to that side of the world yet.”

The venture has been equally strategic when it comes to product development.

For one thing, he explained, “We are only going to do branded, finished products, not ingredients.” And of course each product must be value-added.

“Value-added” might seem to suggest that Spring Sheep should get into sheep-milk cheese. “But we don’t want to do cheese,” Chapman said. “Europeans are already very good at it, so we’d just be tucked underneath.”

Instead, from the start Chapman has focused on other value-added products that would play on the perceived nutritional superiority of sheep milk over bovine milk and also work within the supply-chain limitations of New Zealand sheep milk.

The chews, he said, “give you calcium without the problems of bovine milk.” The products are chewable and functional, he said, “designed for children and a great way to get calcium into children” and also for adults who are bovine-lactose intolerant. Similar products “are already big in the bovine space, and they’re very big in the goat space, so we’re providing an option in sheep milk. There’s really strong demand in Asia for milk chews.”

One key to Spring Sheep’s hopes



April 201710




in the chew market is its variety of flavours: manuka honey, strawberry with added calcium and vitamin D3, and blackcurrant with added calcium and DHA. “We have some fantastic flavours,” Chapman said.

Another primary product is a powder that is about 80% sheep milk and includes probiotics and prebiotics. “Sheep milk is naturally easier to digest, and with the bacteria, we are assisting in gut health as well,” Chapman said. “That added value of probiotics is really big in Asian markets.”

Next in line for introduction might be milk powders in the form of supplements aimed specifically at the growth needs of children from two through five years old. Also, Spring Sheep has developed a

range of gelatos.“Anything that can be done with dairy,

we’ll experiment with,” Chapman said, including UHT milks and ready-to-drink value-added products. “But some of them are seven- to 10-year plays, not even a five-year play. There’s a whole lot of work we’d need to do.”

In the meantime, the other major priority for Sheep Horizon Three is to build up the supply chain of ewes in New Zealand; the venture is satisfied with the state of the rest of the supply chain, meaning milk-processing factories, and their capabilities for serving growing demand for sheep-dairy products.

But in terms of farms, Chapman said, “There will be many eventually. But we’re not in a rush to get there because

we want to be completely demand-driven. We’d rather have less milk than more in any given year so we don’t crash the price on our shelves. We will crank up as we have demand.”

The NZ government is eager to assist with this part of the venture in part because of its conclusion that sheep-milk production is much easier on national waterways than the pollution that comes from bovine-milk output, Chapman said.

Also, in general it’s more difficult to scale up production with sheep because they are more temperamental than cows. “If they’re not happy, they won’t give you milk,” Chapman said. “And after four days of that, they’re done for the season. We have to keep them happy.”

Source: adapted from www.springsheepnz.com


April 2017 11


D A I R Y C A S E S T U D Y D A I R Y C A S E S T U D Y

Swiss innovator quietly builds global high-value health nicheEmmi Dairy is a small Swiss-based dairy that has used creativity and innovation to create a health, nutrition and indulgence business stretching from Europe to Asia to South America and the US. Its next step is goat’s milk, which the company calls “one of the dairy industry’s most attractive niche markets worldwide”. By Julian Mellentin & Dale Buss.

A nutritionally-attractive alternative to both cow’s milk and almond milk, the goat milk market is a high-margin growth niche that is coming to life – and Swiss-based Emmi Dairy is giving it new direction and momentum from the US to Europe.

Emmi entered the goat milk products business in 2010, when it acquired Cypress Grove in California and the Le Petit Chevrier brand in Switzerland. Its goat milk network now comprises three goat milk processors in the US (Jackson-Mitchell,Cypress Grove, Redwood Hill Farm), two in the Netherlands (Bettinehoeve and Goat Milk Powder) as well as trading company AVH Dairy, which is also based in the Netherlands but operates on a global scale. These are all small- to medium-sized companies that are characterised by interesting positions in selected segments.

The newest acquisition is an 80% stake in Spanish company Lácteos Caprinos, a business with annual sales of around €13 million ($13.8 million). Spain is Europe’s second-largest producer of goat’s milk, accounting for 20% of volume, after France.

In the US – where Emmi is expanding rapidly – goat milk has been sold as a reliably less-allergenic alternative to cow’s milk, and a small but growing number of consumers are also embracing its nutritional advantages. Goat milk products have also gained cachet in culinary applications over the last few decades.

Many California goat-milk companies have enjoyed double-digit growth for several years now. But at this point, although the family-owned Meyenberg

brand is the US market leader and the only nationally distributed fluid-goat-milk brand, it has only reached about $30 million (€28 million) in annual sales.

“We’ve grown much more rapidly in the last five years than earlier because goat milk has gone very much mainstream,” Carol Jackson, former

co-owner of Jackson-Mitchell, told New Nutrition Business. “Now you find it in almost all leading grocery stores as well as in Walmart and Target.”

In the United States, according to the US Agriculture Department, in 2014 there were about 30,000 dairy goat farms spread across all 50 states, with the largest number concentrated where dairy-cow farms are most plentiful: in California and Wisconsin. Jackson-Mitchell, for instance, contracts with 30 different producers for its goat milk, including 25 in California.

Goat-milk producers and advocates also cite several significant advantages over cow’s milk:

• Goat milk includes only traces of the alpha S-1 casein protein which is allergenic in its significant quantities in cow’s milk; and because of that goat-milk curds are smaller, making them easier to digest.

• Goat milk also has less lactose• Goat milk is what Jackson called

“naturally homogenized”, yielding a smooth, creamy mouthfeel.

• Goat milk is higher in three essential fatty acids.

• It contains 13% more calcium, 47% more vitamin A, 34% more potassium and 250% more niacin, as well as higher amounts of vitamin C, chloride, copper and manganese.

Typically goat milk is more expensive than cow’s milk, retailing at a 30% premium.

Redwood Hill Farm & Creamery – an Emmi acquisition – began in 1968. Former owner Jennifer Bice began serving the California market of health-

“A nutritionally-attractive alternative to both cow’s milk and almond milk, the goat milk market

is a high-margin growth niche that is coming to life – and Swiss-based Emmi Dairy is giving it new

direction and momentum”

April 201712




food stores with goat-milk yogurt, kefir and cheese. “All the new health-food stores wanted goat milk,” Bice recalled. “But to build the business, we figured that all the customers drinking goat milk also would eat yogurt or kefir or cheese, so that we’d be able to sell more goat-milk products to them – and get more customers.”

Redwood Hill began selling cultured goat-milk kefir in 1970, decades ahead of when kefir based on cow milk finally would make its way to the mainstream US market via companies such as Chicago-based Lifeway.

“People barely even knew then in America what yogurt was, much less kefir, so we were a little ahead of our time,” Bice remembered. “Naturally, it didn’t sell that well. But then we re-launched it in 2008 and since then it’s sold like gangbusters.”

The launch of yogurt manufacture in 1982 was more successful; Redwood Hill has been making goat-milk yogurt continuously since then, and Bice said that the brand’s one-quart size – which retails for $5.99 (€5.61) to $7.99 (€7.48) – is a best-selling SKU across the entire natural-foods sector.

Later in the 1980s, the company also began making goat-milk cheese. Under Emmi, she said, the company is developing a new kefir flavour and additional cheese varieties.

The way Bice tells it, however, the real factor in the explosion in demand for goat-milk products wasn’t just California hippie-era health-food stores but a culinary phenomenon called “California cuisine”. A number of chefs began using goat cheese at their restaurants, and upscale consumers couldn’t help but notice – and eat goat cheese.

“When people were paying $50 to $100 for dinner and were served goat cheese as part of it, they looked at it in a different light,” Bice explained. “We still find today that cuisine is the gateway for many new customers. They will have the cheese at some restaurant and then go to the store and see goat yogurt and goat kefir.” IRI reports that goat cheese, while

still a niche accounting for just 0.35% volume share of natural cheese sales in the US, nevertheless enjoyed 8% growth in 2016, despite its premium price.

For many years, she said, Redwood Hill’s revenues grew at a pace of 20%-30% a year, only having slowed to about 10% a year over the last several years as the revenue base has gotten bigger. “It’s still kind of amazing to me,” she said, “and so gratifying to see this kind of change in my lifetime.”

Overall, US goat milk sales appear to be up about 15% a year. Whole Foods Market – a bellweather of changing consumer interest – now stocks goat milks, butters, infant formula and cheese in most of its stores. The lower calorie, higher calcium profile of goat cheese attracts some buyers. Others are attracted by the idea that goat milk comes from small family farms rather than industrial farms or that it’s “more natural”. And some millennials see it as having a lighter environmental footprint than cow’s milk. Improvements in processing have also improved the palatability and attractiveness of goat milk products to more mainstream consumers over the past 5-10 years.

All of these developments clearly signal an opportunity to Emmi Dairy. Unlike most dairy producers, it has never fallen into the trap of focusing only on the high-volume, low/no-margin markets and has always grown by picking off premium niches with nutritional advantages and growth potential.

“The segment of goat’s milk products is growing whereas consumption of cow’s milk is stagnating or even declining in some countries,” an Emmi spokesperson was quoted as saying. “In addition, they generate higher margins compared to conventional cow’s milk products.”

The case of goat milk shows, as so often in our industry, that opportunity lies in unexpected niches that many companies distain for their lack of scale. But sooner or later, an entrepreneur or a company – like Emmi with an entrepreneurial culture – identifies the niche and sets out to unleash its potential. For any company with growth ambitions, figuring out these niches and the keys to building, patiently, over the long-term, is increasingly the most important key to success in today’s increasingly fragmented and competitive food and beverage market.MEYENBERGOFFERSGOATMILKINARANGEOFFORMATS

Meyenberg offers goat milk in a range of formats.


April 2017 13



Source: www.sthelensfarm.co.uk


CHINESE SHOPPERS BOOST GOAT MILK DEMAND

In the UK goat milk surfaced among the top-10 brands for the first time in 2016, with sales of the St Helens Dairy brand up by 1.3% at £15.2 million.

St Helens Dairy, a 30 year-old company, is the UK’s largest producer of goat’s milk, yogurt and butter, with sale totaling £21 million. Since focusing on export markets since 2008, exports now account for 25% of the company’s sales and the company expects total revenue growth of 15% in 2016-17.

St Helen’s is enjoying a surge in demand from China, where the company began by selling in 200ml packs only –a size that is much more relevant and user-friendly for Chinese consumers than western-style 1-litre packs.

The company reports that TV shopping channels have been a big driver of sales growth, with one channel selling 20,000 litres in 30 minutes. The company’s UK provenance is an advantage in a market in which consumes are looking for the re-assurance of safety and quality.




NUTRITION SNAPSHOT: REDWOOD HILL FARM GOAT MILK KEFIR

INGREDIENTS

Grade a pasteurized cultured whole goat milk, organic fruit juice blend (organic cane sugar, water, organic açaí , organic blueberry juice concentrate, natural flavors, organic pomegranate juice concentrate, pectin, organic locust bean gum, fruit and vegetable juice [for color], citric acid, sodium citrate).

LIVE ACTIVE CULTURES

Bifidobacterium lactis, s. Thermophilus, l. Casei, l. Rhamnosus, l. Acidophilus, l. Delbrueckii subsp. Lactis, l. Delbrueckii subsp. Lactis, l. Delbrueckii subsp. Bulgaricus, lactococcus lactis subsp. Cremoris, lactococcus lactis subsp. Lactis, lactococcus lactis subsp. Lactis biovar diacetylactis, and leuconostoc mesenteroides subsp. Cremoris.

April 201714



S T A R T - U P C A S E S T U D Y

Free-from fresh porridge poses shelf challenge

Family-run business Yorkshire Provender has built on success in catering and fresh soups to launch a range of premium, free-from, fresh and chilled porridge recipes. But while free-from may be popular, having a chilled product in this category has challenges for listings and consumer awareness. By Paul GanDer.

Even where a new product answers a consumer need and offers fresh opportunities to retailers, the very fact that it is innovative enough to create a new sub-category can actually count against it. The new product begs the questions: Where does this go in-store? How do consumers know where to look for it? The issue can be exacerbated if there is more than one novel element to the product. This is the challenge currently facing a range of fresh porridge variants just introduced in the UK by Yorkshire Provender, best known for its chilled soups. As well as creating a premium, chilled, ready-to-heat porridge fixture away from the dry, ambient mixes, the entire range is also gluten-free, and contains at least one dairy-free option.

Yorkshire Provender, which is currently going through formal approval by UK authorities for an agreed acquisition by Hain Daniels Group, originally grew out of hospitality business the Yorkshire Party Company. The catering side is still going strong, but in 2007, owners of both businesses Belinda and Terry Williams

began channelling the energies of their workforce during quieter periods of the year into a range of fresh soups for retail. In production terms, fresh porridge is not such a huge departure from fresh soups. As Williams puts it: “We’re predominantly a hot-fill site. That’s how we get our shelf-life.”

The way the business as a whole has been built up has been “very risk-averse”, she says. “We didn’t build from the top down, as many do, obtaining a loan to support the idea. We grew the company organically, borrowing from our existing business. That told us that we were getting the product right. We started with

five soups and quickly grew to seven. Moving from seven to eight soups was difficult, because getting eight facings in any retailer is really hard. We’re now at 13, and Waitrose takes 10 of those.”

That retail business is now on its third site, employs 40 staff and has commercialised 13 different soup recipes. Turnover for this retail part of the business is £6.5 million ($7.9 million/€7.5 million) and is forecast to hit £8.3 million ($10 million/€9.6 million) for the next financial year.

In January this year, Yorkshire Provender added to its retail range with the three fresh porridge variants:

• a dairy version with honey• a dairy version with honey, apple and

cinnamon• a dairy-free version with cranberries

and pumpkin seeds.

Front-of-pack (FOP) labelling highlights the range’s gluten-free status and the fact that it is ‘fresh jumbo oat’ porridge.

The foodservice sector has always

“The brand’s “most important” declaration is the ‘honestly

delicious’ strapline.”

April 2017 15


S T A R T - U P C A S E S T U D Y S T A R T - U P C A S E S T U D Y

been important for Yorkshire Provender, and this is a part of the business that co-founder Belinda Williams would like to grow. When fresh porridge was first developed for foodservice, Yorkshire Provender had existing routes into the major café chains such as Prêt à Manger and Caffé Nero, since it already supplied them with bespoke soups.

“These chains are a part of the business we’d really like to focus on and grow,” she says. “It’s becoming less and less important for people to cook at home.”

DOUBLE-EDGED CHALLENGE

The split in terms of revenue between retail and foodservice is currently around 80/20, she says. Customers include the high-street café chains, and it was in this part of the foodservice sector that the company first launched three tailored versions of its fresh porridge for different customers. The recipes have since been changed again for the retail variants.

It is always challenging when a company which has established a name in one category (in this case fresh soups) extends into a completely new category. “The challenge for us is double-edged, because there’s no existing product category for our fresh porridge to fit into,” says Williams. “We’ve discussed putting it into the soup fixture. At the

moment, it’s in [fresh] free-from. To be honest, it’s lost in there. We feel it could be next to milk products, such as coconut drinks and probiotics, or next to the yogurts and bircher mueslis. It should also be in the grab-and-go section.”

The company’s concerns are not only to do with consumer signposting. It is clearly thrilled that its porridge range is

listed in upmarket UK retailer Waitrose. “But it is only in the 48 Waitrose stores which have a fresh free-from bay,” she says.

FOP labelling does not leverage oat nutrition, although a back-of-pack (BOP) message mentions ‘slow-release energy’. Regarding nutritional claims, Williams says: “We thought gluten-free was the

NUTRITIONSNAPSHOT,YORKSHIREPROVENDERJUMBOOATSPORRIDGE

Source: www.yorkshireprovender.co.uk

NUTRITION SNAPSHOT: YORKSHIRE PROVENDER JUMBO OATS PORRIDGE

April 201716



S T A R T - U P C A S E S T U D Y

most important, but there’s huge growth in dairy-free, too.” Another central claim across the range is that it is ‘naturally sweetened with a touch of honey’, despite the fact that this makes the porridge unsuitable for vegans. In some ways, Williams says, the brand’s “most important” declaration is the ‘honestly delicious’ strapline.

“We had a huge debate about adding honey, and whether we should use anything at all to sweeten it,” says Williams. “But we decided that people don’t want to fiddle around sweetening the porridge themselves.”

That said, Yorkshire Provender allows for the fact that consumers are likely to want to “pimp their porridge”, as she puts it. The BOP information suggests that the product can be eaten hot or cold, and points out that the microwaveable pot leaves ‘room on top for your added extras’.

As well as Waitrose, the porridge range is available through online retailer Ocado and the Nisa convenience chain. “We should also be launching with Sainsbury’s in May,” says Williams.

Each 300g pot retails at £1.79 ($2.17/€2.06) through Ocado. This compares with dry porridge mixes which

tend to cost £0.70 – £0.75 ($0.80-$0.85/€0.86-€0.91), says the company. In fact, Moma no-added-sugar plain porridge costs £1.30 ($1.58/€1.50) for a 70g (dry) pot, also via Ocado.

There are other rare examples of ‘fresh’, ready-to-heat porridge in UK retail. One of these is being launched by Müller in spring 2017, says Williams, but is more aligned in look and feel with the yoghurt and creamed rice fixtures where the brand is already established. Retailer Marks & Spencer also has an own-label chilled porridge, which again is “very rich” and – she argues – does not have the “premium” appeal of the Yorkshire Provender product.

The company believes its core audience for the porridge range is essentially the same demographic of young office-goers and professionals who buy grab-and-go lunches to heat up in the office microwave and eat at their own desk. Many of the young consumers the range is targeting will not have eaten porridge before, Williams suggests.

“We’re active on Twitter, Instagram and Facebook, but we need a bit more distribution before we ramp up our activity, otherwise it will just frustrate people knowing about the product but

not being able to buy it,” she says. Otherwise, marketing has been

limited to online promotions with Ocado and cross-promotions and coupons in Waitrose.

Regarding the range’s current berth in the free-from chiller cabinet, Williams says: “We’d like to get more support on-shelf, so that shoppers are directed to our products.” Given that consumers are encouraged to add their own ingredients to the porridge, it should come as no surprise that the brand is considering a cross-promotion with a toasted seeds brand.


0

5

10

15

20

25

Yorkshire Provender Fresh Jumbo Oat Porridge with a

Touch of Honey (300 g)

Moma Golden Syrup Porridge (75 g)

Quaker Oat So Simple Golden Syrup (57 g)

Kellogg's Crunchy Nut Porridge (50 g)

Price per pack Price per 1 kg

£17.4 $21.2/€19.9

£5.96 ($7.3/€6.8)

£1.3 ($1.6/€1.5)

£1.79 ($2.2/€2.1) £0.99

($1.2/€1.1)

£17.3 ($21.1/€19.8)

£0.99 ($1.2/€1.1)

£19.8 ($24.2/€22.7)

CHART 1: PRICE COMPARISON OF FRESH AND DRY PORRIDGES

Yorkshire Provender channelled its capacities during quieter months into a range of fresh soups for retail – the business now turns over £6.5 million a year and growing.

April 2017 17


S T A R T - U P C A S E S T U D Y F E R M E N T A T I O N C A S E S T U D Y

Sauerkraut gets modern health food revamp

Sauerkraut may have a very traditional image, but Laurie’s Foods has given this well-established fermented food a modern twist with a range of zingy flavours to promote both health and enjoyment. For Laurie himself, sauerkraut has taken him on a personal journey to health and wellbeing – and he hopes that the current trend for fermented foods is more than just a passing fad. By Caroline MaCDonalD.A few years ago, Laurie Lathom-Sharp realised that he needed to pay more attention to his diet. A 27-year-old personal trainer, he was suffering from sluggish digestion, low energy and mild depression. Seeing a nutritionist was a first step toward better health, but after researching the potential health benefits of fermented foods, he found himself looking for fresh, raw sauerkraut. Unable to find any, he started making his own. Soon he realised that other people must also be frustrated at the lack of quality sauerkraut – and so Laurie’s Tummy Loving Foods was born.

His three varieties of unpasteurised sauerkraut – sold in 410g pouches – have since made their way from a home-kitchen business to more than 200 health food stores across the UK.

So what is behind the rise and rise of fermented foods, and his sauerkraut in particular?

Lathom-Sharp’s suspicion is that gut problems are becoming increasingly common as more people consume a poor quality western diet, and this has led many

to seek food-based solutions.“We have ended up with a lot of

interest in gut issues,” he told New Nutrition Business. “Gut health has moved on from the advent of simply taking Yakult and supplements. We are realising that foods can really help people out.”

In raw sauerkraut, lactobacillus bacteria formed in the fermentation process are thought to aid digestion, increase levels of vitamins B and C, and break down lactose and gluten, potentially making them easier to digest.

Although he credits healthy eating – and sauerkraut in particular – for a major turnaround in his own health, Lathom-Sharp is particularly enthusiastic about simply eating for enjoyment, savouring the texture and flavour of foods, while reaping almost incidental health benefits.

“People will be at a particular level with how they treat themselves,” he said. “The thing with sauerkraut is you can bring it into any meal even if you are still eating junk. You can stuff sauerkraut into a cheeseburger. You can add a bit of health and nutrition into anything, either a junk

food diet or a really healthy diet. It brings different taste and texture and can take the place of other less healthy condiments like ketchup.”

The Laurie’s Food range comprises three varieties:

• Original Sauerkraut • Beet Kraut flavoured with juniper and

black pepper• Kimchi Kraut, which has a hot, spicy,

smoky flavour

A pouch of the original variety has a recommended retail price of £4.69 ($5.72/€5.41), and the others are £5.39 ($6.57/€6.22).

Lathom-Sharp says sauerkraut is not an easy food to define. It can be used as a condiment or as a side dish, some people eat it straight out of the pouch as a snack, and it can also be used as an ingredient, stuffed into baked potatoes, for example, added to sandwiches, or mixed through stir fries and soups.

“What I’m trying to get away from is people’s idea of sauerkraut where it’s kept in a jar at the back of the cupboard and

Source:www.lauriesfoods.co.uk

Source: www.lauriesfoods.co.uk

April 201718



F E R M E N T A T I O N C A S E S T U D Y

comes out a bit limp. It has a lot of texture and crunch to it. It brings a lot of zing. You can really add a lot of flavour into some very bland meals, like plain veggies and meats and fish.”

Although fermented foods have seen a recent surge in popularity, Lathom-Sharp is hesitant to embrace this trend at face value, concerned that even diet and wellbeing are disposed to fashions and fads. He says there is still quite a long way to go to establish fermented foods like sauerkraut in the mainstream over the long term.

“People want overnight solutions and fixes,” he said. “I believe that getting yourself back to true health can be quite a long journey even if you feel better quite quickly. …I hope it stays with us and stays as part of our diet.”

His approach to bringing raw sauerkraut to a wider audience is simply to produce a delicious, quality product and encourage people to eat it because it tastes good.

“What I’d like to do is create a health food that isn’t a health food because they are generally seen as a bit boring. Especially sauerkraut has a very traditional image,” he said.

He has ignored pressure to invest in social media marketing campaigns,

focusing instead on product quality, distribution and logistics.

Fermented raw foods are challenging from a production perspective, however, particularly when the aim is to produce them on a commercial scale. A consistent product, in terms of taste, colour and texture, is difficult to achieve, and depends on the bacteria in each batch, where the ingredients are grown and when they are harvested.

“We do have to be careful if we change suppliers of anything,” he said. “The thing about raw is that these foods are a bit wilder. They are affected by temperature and the weather. The product is not always going to be completely consistent so some people might try a product one month and then try it again and it tastes a bit different or appears a bit different, but we haven’t changed anything.

“Supermarkets have this issue with appearance but I hope my customers will understand that nature comes with a lot of variation.”

Despite current curiosity about fermented foods, he is in no hurry to expand. At its roots, the business still hasn’t grown much from the days when he was slicing mountains of cabbage in his kitchen. Lathom-Sharp still makes the product himself with the help of just one

assistant.“My health and energy is more

important than the size of my business so I will only grow my business in a way that means I wouldn’t lose my health and the life that I want,” he said. “We are trying to keep it a really simple business getting the key aspects right, the quality of the product and the distribution.”

“I would like everybody to have access to health foods,” he added. “Just for the taste and texture I think people would really like that. It would be good to grow but I want to make sure it’s done at the right time and for the right reasons.”

While the sauerkraut itself has been an important part of regaining his health, his is also a story of finding personal fulfilment in running a company, which in turn has improved his health. Making sauerkraut was just as important as the sauerkraut itself.

“It wasn’t necessarily that the sauerkraut was the answer to my health issues but I realise now that making sauerkraut into a business was a big part of my healing,” he said. “For me, health and wellbeing is a huge topic. We can’t expect to find true health just in our diet, but when we get it right and it works for us, our diet is a platform for further healing and can help us change our lives.”

Source:www.lauriesfoods.co.ukSource: www.lauriesfoods.co.uk

April 2017 19


F E R M E N T A T I O N C A S E S T U D Y I N G R E D I E N T C A S E S T U D Y

European turmeric market heats up

If you want to understand what the emerging hit ingredients are, one of the best places to start is by talking to ingredient suppliers, who are the first to see shifts in demand. European ingredient companies report surging sales, which should take away any doubts product developers have about the growth potential of turmeric. By Caroline MaCDonalD.Consumer interest in turmeric is on the rise, as global Google searches for the spice reached their highest ever level in January this year. Some internet searchers seek out particular supplement brands, others look for information on current food trends, like the turmeric latte, while others want to know if turmeric could help with a specific health issue. Scientific research has surged in recent years too, and many European suppliers say academic interest has translated into increased consumer awareness and improved sales – whether or not consumers really understand the science.

NO HEALTH CLAIM NEEDED

Meanwhile, the European Food Safety Authority (EFSA) has put 15 health claims for turmeric ingredients on hold, relating to their anti-inflammatory and antioxidant effects, as well as their purported benefits for the liver, skin, nervous system, joints, and digestive health. However, the current freeze on health claims has not been enough to dampen their appeal and European suppliers seem unfazed.

“We have seen that you don’t necessarily need a 13.5 claim to find a space in the market,” said Alexis Manfré, global category manager at Naturex, which specialises in natural ingredients. “You see a lot of media related to turmeric benefits. As there’s a real relief and benefit for the consumer, who then gains trust in the product.”

Alongside traditional media, he said

that social networks are also helping to bolster the botanicals market, especially as westerners look to Indian Ayurveda and traditional Chinese medicine for health-boosting compounds.

Cosimo Palumbo, marketing director at ingredient giant Indena, is also upbeat about the market’s growth potential. He told New Nutrition Business that consumers don’t necessarily understand the mechanism of the company’s Meriva-brand turmeric formulation but feel a benefit once they try it. “We say that Meriva is an experiential ingredient,” he said.

So, what benefits are consumers looking for? “From our perspective, there has been a bit of change among consumers. Some of the words associated with turmeric on the web are related to an anti-inflammatory ingredient,” Palumbo said. “…They want to know about golden milk and skin health – the consumer knows probably more than the B2B community about turmeric and

“We have seen that you don’t necessarily need a 13.5 claim to

find a space in the market...You see a lot of media related to turmeric benefits. There’s a real relief and benefit for the

consumer, who then gains trust in the product.”

Alexis ManfréGlobal Category Manager, Naturex

SABINSAMARKETINGEMPHASISESTHEQUALITYOFITSCURCUMINPRODUCT

Source:www.sabinsa.com

SABINSA MARKETING EMPHASISES THE QUALITY OF ITS CURCUMIN PRODUCT

April 201720



I N G R E D I E N T C A S E S T U D Y

skin health. They search more for the spice, but not so much for the dietary supplement form.”

That said, although most European turmeric imports end up being sold as a ground spice, the supplements market is still the largest – and fastest-growing – segment of the curcuminoid market in Europe, and globally.

Dr Ajax Mohamed, resident director at Sabinsa Europe GmbH, which supplies botanical extracts including a curcumin complex, said, “More and more people are aware of the benefits of taking turmeric as a supplement and we have seen growth of more than 50% over five years.”

He said that about 80% of the company’s extracts go into supplements.

European turmeric imports reached about 16.5 thousand tonnes in 2015 after growing 7.5% a year since 2011, according to Eurostat figures. A report from Radiant Insights is even more optimistic about European demand for curcumin – turmeric’s main active ingredient – predicting market growth of more than 17% per year to 2022, and outstripping annual global growth of about 12% over that period.

TURMERIC VS. CURCUMIN

Outside of the health and nutrition sector, there is still some confusion about the difference between turmeric and curcumin, with the two terms often used interchangeably. Turmeric spice is the ground root, sold in powder form, while curcumin is an extract. On average, about 3% of turmeric powder is curcumin and other curcuminoid compounds (80% curcumin, 18% demethoxycurcumin and 2% bisdemethoxycurcumin), thought to be responsible for turmeric’s health benefits. Most commercially available extracts are sold with a standardised curcuminoid content of 95%.

Despite rapid market growth, turmeric is not without its challenges, principally its bioavailability and solubility, as well as processing challenges and adulteration

concerns. And crop failure can lead to price spikes, such as in 2009 when Indian drought caused prices to quadruple, from about $50 per kilo of extract raw material in 2008 to about $200 in 2010. Suppliers indicate that prices have since stabilised at around $100-$150 (€95-€102).

“One of the main concerns about turmeric is that because the market is growing so fast, we need to make sure

we have a sustainable supply chain and a traceable supply chain,” said Manfré. He told New Nutrition Business that Naturex intends to add organic and traceable turmeric ingredients to its range by early spring.

“The main point regarding organic extract is consumers and customers are now asking for organic as a quality standard. Even if it’s not the main demand, [organic] has become a sign of

CHART 1: MAJOR EUROPEAN IMPORT MARKETS FOR TURMERIC

Five European markets account for more than 85% or European turmeric imports.

% of European imports

0

5

10

15

20

25

30

UK Germany Netherlands France Spain

30%

21%

19%

8.9%

5.8%

Source: CBI Centre for Promotion of Imports from Developing Countries, the Netherlands

CHART 2: FASTER-GROWING EUROPEAN IMPORT MARKETS FOR TURMERIC

These four small European markets show the fastest growth rates.

% annual growth rate

0

5

10

15

20

25

30

35

Hungary Italy Ireland Austria

+35%

+29%+28%

+13%

Source: CBI Centre for Promotion of Imports from Developing Countries, the Netherlands


April 2017 21



complete trust and traceability in your supply chain.”

Of course, organic is much more expensive than conventional extract and it currently remains a market niche, albeit one that Naturex considers worthy of investment. The company’s best-selling turmeric ingredients are those that tackle processing concerns, Manfré said, including a granular grade to reduce time-consuming cleaning associated with fine powder ingredients, and a coated grade, which doesn’t stain equipment.

TACKLING QUALITY ISSUES

Sabinsa is also keen to emphasise product quality, especially as more stringent rules have come into force in Europe regarding the solvents permitted for extraction, pesticide residues, pH and heavy metals. In addition, cheaper, petrochemical-derived synthetic curcumin is a problem for the industry, said Mohamed.

“One has to be very sure when one talks about curcumin – the quality matters a lot,” he said. “When someone gets curcumin 95, the only way to check whether a product is natural or synthetic is carbon dating. It’s a very big problem.”

For Indena, another concern is product safety linked to new market entrants touting curcumin ingredients with increased bioavailability.

“Improving bioavailability enhances the power of a well-known ingredient. But are you sure you are not playing with safety and tolerability?” said Palumbo, pointing out that Indena’s Meriva product has undergone clinical trials involving about 2,000 subjects to ensure a lack of long-term side-effects.

While suppliers are unified in the belief that dietary supplements will continue to be the preferred delivery mechanism for turmeric ingredients, there has been increased interest from the food and drink sector, especially with the development of water-soluble formulations.

Potential applications could include curcumin-containing gels for sports nutrition, ‘beauty from within’ products,

or curcumin shots and drinks as anti-hangover products, for example. Naturex is also touting its expertise in natural colours to help manufacturers work with turmeric’s appealing deep yellow colour along with its ‘gingerbread-like’ flavour, while Indena has developed a topical formulation for Meriva to help fast-track development in the cosmetics sector.

FOCUS ON BIOAVAILABILITY

However, dilution of active compounds in these applications means that increased bioavailability in the supplements sector remains the principal focus for many suppliers.

Indena, for example, uses dietary phospholipids to increase absorption for its Meriva ingredient through a technology called Phytosome. And Sabinsa’s C3 Reduct ingredient is standardised to 95% tetrahydrocurcuminoids, the ultimate metabolites of curcuminoids in the body. The company’s original Curcumin C3 Complex combines curcuminoids with its bioavailability enhancer BioPerine, derived from black pepper.

In Europe, the BELFRIT list of botanicals approved for use in supplements in Italy, Belgium and

France provides a clear market for such ingredients, and experts say the list could prompt further harmonisation across the EU. Currently, other countries allow the sale of curcumin ingredients as long as they adhere to generic legislation concerning packaging, labelling and safety.

“Meriva is more popular in BELFRIT countries,” said Palumbo. “It’s also where we see the real interest from entrepreneurs in the dietary supplements industry.”

“The BELFRIT list provides a good example in my opinion about how a frozen situation can be overcome,” he added.

NATUREXHELPSMANUFACTURERSWORKWITHTURMERIC’SDEEPYELLOWCOLOURANDGINGERBREADFLAVOUR

Source:www.naturex.com

NATUREX HELPS MANUFACTURERS WORK WITH TURMERIC’S DEEP YELLOW COLOUR AND GINGERBREAD FLAVOUR

There has been increased interest in turmeric from the food and drink sector, especially with the development of water-soluble formulations.

April 201722



C A T E G O R Y C A S E S T U D Y

Is the high-growth hummus market over the hill?

The trend for high-growth healthier categories to hit maturity and flattening sales much sooner than brand-owners would like – or expected – continues. The latest success story to go ex-growth is the once-booming US hummus market. Despite a surge in product innovation as manufacturers try to keep the interest of today’s restless food explorer consumer, the category’s best days may be behind it. By Dale Buss.Beset by competition and product fatigue, the US hummus market lost momentum last year as the three biggest makers saw sales fall between 1% and 4% for 2016 compared with the previous year. And while a big product recall by the leading brand undoubtedly had a negative impact, the category was already showing signs of running out of steam before the recall problem came along.

Sabra’s sales fell by more than 1%, to $459 million, for the 52 weeks ended December 25 2016, in US supermarkets, drug stores, discounters and convenience stores, as measured by SymphonyIRI, a market-research firm.

The PepsiCo-owned brand is by far the largest hummus brand in the United States with around a 60% share of the total Refrigerated Spreads category. Sabra – a joint venture between PepsiCo and Israeli-owned firm Strauss – can take a lot of the credit for creating America’s hummus boom.

Sabra introduced Americans to what was – for most – a new, exciting food and made it acceptable to Americans for dipping, spreading and snacking. The fresh, refrigerated nature of the product, its simple ingredient list and the mention of protein all helped. Powered by Sabra, the US market grew from $350 million (€327 million) in 2009 to around $800 million (€749 million) by 2015.

The No. 2 brand, Tribe, saw sales decline in 2016 by more than 4%, to about $60 million (€56 million), from a year earlier. And the No. 3 brand, Cedar’s, experienced a 3% slide for the period, down to about $30 million (€28 million).

The category’s annus horribilis, after

years of strong growth, began with increasing erosion of its market by yogurt dips and other new competitors and ended with Sabra recalling product as a precautionary measure against listeria concerns.

A surge in products and flavour combinations is luring shoppers from hummus to dips and spreads. Millennials, in particular, gravitate toward new and unusual flavours and have been drivers of the chip and dip categories. Adventurous Millennials are least likely to eat the same types or flavours and most likely to eat products with non-traditional bases, such as Greek yogurt dips, or quinoa chips. As a result brands with innovative flavours or bases – and particularly new brands – appeal to them.

In fact, one of the up-and-coming hummus brands, Blue Moose of Boulder, offers not only hummus but also pesto, salsas and a line of cheese spreads. “What they figured out is that while hummus will get you in the door” of a retailer, “having a cheese product or others is really the thing that makes the difference,” Ken Harris, managing director of Cadent Consulting, told New Nutrition Business. “Retailers are pretty fickle. They don’t want just another hummus even if it’s tutti frutti flavour. In many cases a lot of these flavours of hummus are part of a long tail anyway.”

Mike Schall, brand development leader for Engine 2 hummus and spreads, agreed that “there’s just a constant flow of innovation and flavours in this broad category. It could be coming from yogurt; it could be coming from the whole guacamole segment. These are products that traditionally

The category’s annus horribilis, after years of strong growth, began with increasing erosion

of its market by yogurt dips and other new competitors and ended with Sabra recalling product as a precautionary measure against

listeria concerns.

Source: www.cedarsfoods.com

Packaging twists remain important in the category – such as Cedar’s snack packs and single-serve portion control options.


April 2017 23


C A T E G O R Y C A S E S T U D Y C A T E G O R Y C A S E S T U D Y

were centre-store and are now migrating out to dairy.”

However, some hummus players argue that the threat posed by other types of dips and spreads is overblown and, in fact, is fading. “We haven’t felt any [impact] from it,” Sam Wolman, senior vice president of sales and marketing for Cedar’s Foods, told New Nutrition Business. “We think we see a lot of churn in the yogurt-dip category. A lot of entries have come and gone in the last couple of years. We don’t think there’s a clear trend there yet.”

One of the challenges for savoury yogurt dips, such as Greek yoghurt giant Chobani’s year-old Meze line, Wolman noted, is that it’s difficult for them to boast a “clean label” compared with hummus, which usually is just chickpeas, olive oil, garlic, tahini, lemon juice and salt, with extra ingredients depending on the flavour, such as red peppers or pine nuts. “Yogurt needs to have live and active cultures, and one thing we believe has driven Cedar’s success in hummus is our clean label. The vast majority of dairy dips also have a pretty complex ingredient statement and are pretty reliant on preservatives.”

Still, Harris said, the hummus category “was flattening out before the recall, but that really hit the re-set button.” The recall included 57 varieties of Sabra that were sent to US and Canadian retailers, covering all of its hummus products except organic SKUs.

The company issued the recall because the infectious organism Listeria monocytogenes was found at a manufacturing facility where it was made. Sabra already had recalled about 30,000 cases of hummus in 2016 for a listeria scare.

According to Schall of Engine 2: “It’s hard to say whether the recall caused any reticence on the part of the consumer, but as the category continues to grow and mature, we’ll see some slower growth rates.”

Here’s how three major hummus brands are trying to stave off an extended category slowdown:

Sabra: The immediate priority remains recovering from the recall, although the action didn’t seem to dent its sales much relative to other hummus brands. And recovery includes making sure it doesn’t happen again.

“In collaboration with external experts, we invested in additional technologies to establish and maintain a state-of-the-art facility and upgraded processes and protocols to advance our commitment to the safety of our products,” Eric Greifenberger, vice president of marketing for Sabra Dipping Co., told New Nutrition Business.

Beyond that, Sabra has pivoted heavily toward new types of products to supplement its traditional hummus line. That has included guacamole products. Another example is Sabra Spreads, a squeezable, hummus-based condiment with 75% fat than mayonnaise. It comes in three flavours:

• Garlic Herb• Honey Mustard

• Sea Salt & Cracked Pepper.

“It fits with a healthier lifestyle and into the ritual of the 49% of Americans who eat a sandwich every day,” Greifenberger explained, calling Spreads “an incredible guilt-free innovation for the condiment category.”

The marketing launch for Spreads included in-store promotions such as an integration with Bimbo Bakeries’ Arnold Brownberry and Orowheat breads and the development of more than 100 new sandwich recipes featuring Sabra Spreads.

Sabra also offers several flavours of Greek-yogurt dips, including one called Farmer’s Ranch, which Greifenberger called “a recognizable favorite in the expanding category and a known flavour to new purchasers and their families.”

The company also is focusing on packaging innovations “from both the hummus and guacamole categories to fit the needs” of millennial consumers who

Sabrahaspivotedheavilytowardsnewtypesofproductstosupplementtradi7onalhummus,includingguacamoleansqueezablehummus

Source: www.sabra.com Sabra has pivoted heavily towards new types of products to supplement traditional hummus,

including guacamole and squeezable hummus.

April 201724




are “looking for convenience and variety in their busy lives” and are “focused on better-for-you alternatives to traditional snacks,” Greifenberger said.

Cedar’s: The brand overall is continuing to “see real strong growth” despite its SymphonyIRI sales numbers for 2016, Wolman said.

“We attribute that to our authentic flavour profile and our commitment to a clean ingredient statement. That’s what our customers tell us, and we get a lot of direct communications from our customers, expressing their loyalty to our product and to our simple ingredient list.”

Wolman maintained that new flavour SKUs “still drive a lot of excitement in the category, making it sort of a treasure hunt in the hummus set.” For instance, Cedar’s new Pineapple Jalapeno flavour

has given the brand “tremendous growth,” he said, as has a new organic line.

Packaging twists remain important too, he said, citing Cedar’s snack packs of hummus and single-serve “portion-control options. We believe they become lunchbox staples,” Wolman said.

Engine 2: Hummus is one of the biggest-selling product categories sold by the exclusive Whole Foods brand, which forged its relationship with the giant better-for-you chain seven years ago.

Engine 2’s original hummus flavour remains “a gateway into the category,” Schall said, whereupon many consumers migrate to more adventurous flavours such as Jalapeno Cilantro and Spicy Black Bean. He said that continuing flavour migration will be important to keeping growth in the category.

“We may just see flavour combinations that we haven’t seen before, such as sweet and savoury combinations, and more ethnic combinations,” Schall explained. “But like most other categories, the extremes will migrate to the mean. You have consumers who are basically enjoying traditional roasted red pepper and garlic.”

Schall predicted more hybrids as well in terms of basic raw materials of hummus-like products, including the use of other forms of legumes such as lentils.

Cedar’ssaysnewflavourss0lldrivethecategory;itsPineappleJalapenoflavourhasgiventhebrand“tremendousgrowth”.

Source: www.cedarsfoods.com

NUTRITIONSNAPSHOT:ENGINE2JALAPENOCILANTROHUMMUS

Source: www.engine2diet.com

Cedar’s says new flavours still drive the category; its Pineapple Jalapeno flavour has given the brand “tremendous growth”.

NUTRITION SNAPSHOT: ENGINE2 JALAPENO CILANTRO HUMMUSNEW NUTRITION BUSINESS © New Nutrition Business

$

15.2 14.1

4.99

14.7 13.2

3.99

18.9

0

5

10

15

20

25

Engine 2 Traditional Hummus (227 g)

Tribe Classic Hummus (283 g)

Cedar's Cucumber Garlic Dill Tzatziki

(340 g)

Sabra Classic Hummus (283 g)

Sabra Classic Guacamole (227 g)

Cedar's Hommus with Hommus Chips Snack Pack (85 g)

Price per pack (USD)

Price per 1 kg (USD)

2.99 4.29 4.29

1.99

23.4

CHART 1: PRICE COMPARISON, HUMMUS AND DIP CHART 1: PRICE COMPARISON, HUMMUS AND DIP

April 2017 25


T E C H N O L O G Y C A S E S T U D Y

App helps employees eat better

Consumers won’t pay for their own health, but their employers will – that’s the thinking behind a digital platform that uses algorithms and a virtual tether to tell employees what they should eat. By Dale Buss.

With a catchy name, an app and a website, the startup founded by a Harvard-trained physician and digital-health entrepreneur not only helps employees navigate a company’s cafeteria menu to find choices that best meet a set of preferences and health goals, but also assists them with off-hours takeout meals and even recommends what they should be fixing in their own kitchens.

For a monthly per-person fee of $1 to a few dollars per capita paid by an employer with an interest in making staff fitter and cutting health-insurance bills, Zipongo steers employees to the most healthful options in the company cafeteria, and also offers recipes, shopping lists and discounts on grocery items such as fruits and vegetables.

“Consumers just will not pay for their own health; that’s why there are zero successful digital-health consumer-oriented companies, and Weight Watchers doesn’t count because they make their money from food and the in-store experience,” Jason Langheier, founder and chief executive officer of Zipongo, told New Nutrition Business. “We call it ‘Eating Well Made Simple,’ and it’s just that: connecting health personalization with the convenience aspect, making it easy to select the right foods, making it easier to cook and prepare food, and easier to get it on the table for your family.

“And in using our selection and buying tools, we don’t advertise unhealthy foods to you. We’re pushing you in the direction of healthy foods.”

In an era of continued stubbornness in Americans’ chronic diet-related health maladies, ranging from diabetes to obesity to hypertension, Zipongo is a welcome

additional tool for the employers that ultimately foot the medical bills.

Google, IBM and other tech companies were among the first employers to sign up for the service, and after six years in business, Zipongo has signed up more than 150 companies, including many in the Fortune 500, and across most industry verticals. It also works with the food-benefits management plans of most of the large health insurers and wellness platforms in the country. On average, Zipongo charges a little more than $50 (€47) a year per capita for a complete set of its services.

Zipongo just closed on an additional $18 million (€17 million) in venture financing, bringing its total financing to $28 million (€26.5 million) to date. Langheier declined to disclose revenues but said they’re doubling each year.

With a long career in medicine – as an emergency-room volunteer when he was a teenager, as an emergency medical technician, as a neuroscientist and then as co-founder of the pediatric-obesity

programme at Boston Medical Center – Langheier concluded that “healthier food is what makes the difference” for allowing Americans to escape the clutches of obesity and other debilitating, life-shortening conditions.

Langheier also was a medical entrepreneur, establishing a not-for-profit organization that promoted fitness and also a company that offered “personalized cancer-decision support”. He also was the chief technology officer for a health enterprise-software company.

“CRAZY-HIGH LEVEL OF CHANGE”

With all of that experience, about a decade ago he turned to his entrepreneurial impulses to promote his passion for improving Americans’ health through eating. He founded a Zipongo predecessor called FitNet which used a digital and mobile platform to help people make the best food choices and track their decisions – “the kind of thing that’s pretty commonplace online now”.

Source:www.zipongo.com

Source: www.zipongo.com

April 201726



T E C H N O L O G Y C A S E S T U D Y

But, Langheier told New Nutrition Business, consumers’ response to FitNet was disappointing. “It tended to attract only people who were interested in episodic weight loss, or people who were athletes,” he said. “We wanted to serve a much broader audience, including people who were struggling all the time.”

Two major insights helped Langheier evolve FitNet into Zipongo. The first was that “people really were attracted to the recommendation part of our system. They wanted to know, ‘How can you help me make the right decision next time?’ So we started focusing on that, and decided to try to create a crazy-high level of behavior change”.

WALKING AWAY FROM CONSUMER

MODEL

It was now 2011, and FitNet had become Zipongo, still aimed mainly at consumers, charging them $20 (€19) or so a month. The site created Groupons that customers could purchase and exchange only for “healthy” groceries, so, Langheier observed, “We had a ton of influence on what you bought”. It worked with brands such as Earthbound Farms organic produce and Siggi’s high-protein, Scandi-style yogurt.

“It worked amazingly well, but we faced two obstacles,” Langheier recalled. “First, it was hard to scale, because the average grocery store didn’t want to give up a purchase occasion to a Groupon coupon. And, second, when we went to bigger brands, so much of their marketing budgets are tied up with older brands that are less healthy. That would lead us to uncomfortable conversations with their scientists, who wanted us to change our [health-]scoring criteria. But that would have been the fastest way for us to lose trust with our customer.”

However, such frustrations led Langheier to his second major move that cleared the way for Zipongo’s success: He gave up on trying to accomplish major dietary-health gains through consumers. “We walked away from that model and decided to work with employers and health plans,” he said.

Many employers already had been moving in the direction of recommending what their workers eat. For example, IBM, which became an early adopter of Zipongo, long has worked to steer employees to healthier eating, even using a “traffic light” system to indicate which cafeteria foods might be good choices. And in 2007, the company offered a $150 cash rebate for IBM families recording their healthier eating habits in a confidential online system for eight weeks, according to the New York Times.

“We strongly believe eating healthy is a social endeavor, both at work and at home,” Dr. Kyu Rhee, chief health officer at IBM, told the newspaper last year. “It makes no sense if you eat healthy at the office and then eat badly at home.”

Zipongo took off when it tapped into such corporate sentiments and also began working with so-called “wellness” companies such as Benefitfocus, which take advantage of a provision in Obamacare that requires insurers to cover obesity screenings and nutritional counseling for many employees. It began working with major health plans such as Blue Cross Blue Shield of South Carolina and Independent Health.

Zipongo has three major areas of influence:

• within companies themselves • through restaurant recommendations • through ideas for preparing food at

home

Users plug in their preferences – spicy, gluten-free, protein-rich – and personal medical data if they want, such as blood-pressure levels. Then, for example, through Compass Group, one of the Big Three of US institutional foodservice companies in the US, Zipongo makes recommendations to employees about what to eat in the company cafeteria.

“We’re pre-integrated into the menu data with Compass systems and so we can give an employee a personalized, pre-fixed mini-menu each day that will fit within their preference sets,” Langheier explained. “Maybe you’re vegan, or you have this allergy, or you’re trying to improve your blood pressure. It’s, ‘Try

these foods; you’ll like them; and they’re offered in the cafeteria today.”

Google began using Zipongo in 2013, and about half of employees who signed up for it used the app at least once a month in 2014, a Harvard Business School case study concluded. “We do think we can help our employees make food choices that are better for them as an individual,” Michiel Bakker, director of global food services at Google, told the Times.

However, Bakker also noted one of the caveats for consumers and companies in Zipongo. “What we don’t want to do,” he said, “is to start saying what people can and can’t eat.”

FINE LINE

And that is a problematic fine line for Zipongo because the company’s recommendations hew closely to a nutrition philosophy established by Walter Willett, an iconic nutritionist at Harvard who has an extremely negative view of red meat and sugar – and who trained Langheier.

The Zipongo founder claimed that “the Harvard methodology” is the most accepted by nutrition and medical fields these days, but one clue to his biases was his complaint that the new US Dietary Guidelines, which are issued every five years, were “politicized” by not being tough enough in recommending a “ratcheting down” of Americans’ red meat consumption.

As it grows in favour with companies, data-privacy protection is another issue that Zipongo is having to address. The company retains the right to share aggregate user information with business partners, but Langheier said that Zipongo doesn’t sell any information on its users to advertisers and that any data shared with employers for the purposes of analyzing the service is anonymized.

President Donald Trump’s threats to “repeal and replace” Obamacare also have been giving Langheier pause. But he said that most such proposals emphasize “more incentives to be healthier”. And that would be good news for Zipongo.

April 2017 27


T E C H N O L O G Y C A S E S T U D Y N E W P R O D U C T S

Country Company Brand & Product DescriptionPART 1: NORTH AMERICA – FOODS & BEVERAGES

All new product information is sourced exclusively from Mintel’s GNPD (Global New Products Database), which can be visited at www.gnpd.com. Mintel can be contacted at 18-19 Long Lane, London EC1A 9PL, U.K.. Tel. +44-(0)20-7606-4533, Fax +44-(0)20-7600-3327

FUNCTIONAL & HEALTHY-EATING NEW PRODUCT LAUNCHESEach month we summarise new product launches from around the world.• Part 1: North America • Part 2: Rest of the World

BAKERYCanada Weston Bakeries Country P’tits Pains de la

Moisson Wild Blueberry Flat BreadFlat bread made with whole grains, real fruit, Quebec wild blueberries, flaxseeds and oats. Contains no artificial flavours or colours and is a source of fibre, iron and energy. Each 75g portion provides 15g of whole grains, 5g of fibre, 7g of protein and 3g of real fruit.

Canada Loblaws President’s Choice Blue Menu Multigrain with Quinoa Bread

A whole grain product made with flaxseeds, quinoa, sunflower seeds and sesame seeds. It is a source of fibre and provides 50 calories per slice.

USA Simple Mills Simple Mills Everything Sprouted Seed Crackers

Made with plant-powered nutrient-dense ingredients, free from GMOs and from gluten, grains, dairy, soy, and anything artificial. Made via a sprouting process that removes the layer that keeps nutrients inside and makes the seed’s vitamins and minerals more accessible to the body. Sprouted seeds also have a higher protein and fiber content and a lower glycemic index. Paleo friendly and high in ALA Omega-3 fatty acid.

Canada Weston Bakeries Country Harvest Protein Wholegrain Loaf

Made with 100% wholegrain cereals and contains 9g of protein, 2g of fibres, 19g of wholegrain cereals and 0.5g of omega 3 per 45g portion. It is free from artificial colours, flavours or trans fats.

USA Hipsnacks HipSnacks Vegan Omega Doodle Cookie

Natural cookie enriched with omega 3 chia. Provides fiber, protein, calcium, amino acids, antioxidants, and folate. Free from trans-fat, preservatives and artificial ingredients. Chia seed is natural, vegetarian and the highest source of omega 3; it is high in fiber, protein and calcium; contains powerful antioxidants and high levels of amino acids.

BREAKFAST CEREALSUSA Hy-Vee Hy-Vee Lower Sugar Maple &

Brown Sugar Instant OatmealSaid to be smart for the heart and lower in sugar, containing 50% less sugar than regular maple and brown sugar oatmeal.

USA Seven Sundays Seven Sundays Original Cinnamon Currant Muesli

Sweetened only with fruit and honey. 100% wholegrain. Free from gluten, refined sugar and GMO. Provides 7g protein, 5g fiber and 6g fiber.

USA General Mills General Mills Girl Scouts Caramel Crunch Sweetened Wholegrain Corn Cereal

Provides 11g wholegrain per serving, and contains no high fructose corn syrup, colors from artificial sources or artificial flavors.

CHOCOLATE CONFECTIONERYUSA Raaka Chocolate Raaka Smoked Chai Virgin

Chocolate BarMade with 66% un-roasted cacao, lapsang souchong tea and chai spices. This creates a vegan chocolate that is smoky and sweet.

USA Theo Chocolate Theo Coconut Turmeric Chocolate Clusters

Organic and an excellent source of iron. Contains 50mg of cocoa flavanols per serving, that are unique phytonutrients that can contribute to heart health by supporting healthy blood flow. These clusters are made with dark chocolate and whole food ingredients quinoa, coconut, turmeric, dark chocolate and sorghum.

DAIRYCanada The Field Roast Grain Meat Field Roast Coconut Herb with

Black Pepper Vegan Chao SlicesA vegan product with no GMO or lactose.

USA WhiteWave Foods Silk Almond & Cashew Protein & Nut Milk

Almond and cashew milk with added pea protein. It contains 2g sugar and 10g protein per serving, and 50% more calcium than dairy milk. The milk is free from GMO, dairy, lactose, gluten, soy, carrageenan, cholesterol, artificial colours and artificial flavors.

USA P.S. Let’s Eat Elli Quark Creamy German Style Apple Pie Quark

A spoonable fresh cheese which is high in protein and said to have a better protein-to-carbohydrate ratio than Greek yogurt. Contains probiotic and is free from added sugar, artificial sweeteners, GMO ingredients, gluten and gelatin. 95% lactose free.

USA Icelandic Milk & Skyr Siggi’s Vanilla Triple Cream Icelandic-Style Strained Yogurt

Contains 9% milk fat, is all natural and made with rBST free whole milk. The yogurt is free from aspartame, sucralose, gelatin, artificial colorings, preservatives, high fructose corn syrup or gluten.

USA Icelandic Milk & Skyr Siggi’s Whole-Milk Drinkable Swedish Style Blueberry Flavor Drinkable Yogurt

Made with five simple ingredients. It is all natural and does not contain aspartame, sucralose, gelatin, artificial colorings, preservatives, or high fructose corn syrup. 17g of sugar, 8g of protein, 180 calories and 10 billion probiotic cultures per serving.

USA REBBL Rebbl Super Herbs Turmeric Lemon Tart Super Herb Elixir

With whole turmeric, coconut milk, lemon and honey. Turmeric features body balancing benefits, and the drink has been carefully formulated with black pepper to help increase bioavailability of curcumin. Contains fit-body fats (coconut MCTs), which support an efficient metabolism, providing an immediate and sustained source of smooth, clean energy. The product is free from caffeine, GMOs, soy and dairy.

Canada Earth Balance Earth Balance Vegan Cooking & Baking Sticks

Vegan product great for baking. Contains 78% vegetable and palm oil and is made with non-genetically engineered ingredients. It is free from gluten and retails in a 454g pack containing four units.

FRUIT & VEGETABLESUSA Veggie Noodle Co. Veggie Noodle Co. Beet Spirals Spiralized vegetables used as an alternative to pasta. Organic, free from

gluten and GMOs.USA B&G Foods Green Giant Fresh Sweet Potato &

Cauliflower CrumblesGluten and GMO-free.

USA Great Eastern Sun Emerald Cove Pacific Wakame Dried seaweed which is non-GMO verified and contains no gluten or fat. HOT BEVERAGESCanada Loblaws President’s Choice Feeling

Energised Siberian Ginseng and Ginger Root Herbal Tea

A revitalising blend of ginseng, ginger and ashwagandha root, with yerba mate and peppermint leaves to keep the user energised.

USA Christoffel Capital Miracle Tree Organic Moringa Superfood Tea with Ginger

Contains no caffeine, GMO’s, gluten, sugar, salt, starch, yeast, wheat, corn, soy, milk, egg, shellfish or preservatives. Moringa has been used worldwide to combat malnutrition and is rich in vitamins, minerals and amino acids.

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N E W P R O D U C T S

PROCESSED FISH, MEAT & EGG PRODUCTS

Canada Green Guru Juice Sojo 100% Arabica Coffee Infused with Hemp Seed

Blend of 100% Arabica medium roasted and ground coffee with 100% Canadian hemp seed that contains omega-3 and omega-6 and is one of the most nutritious seeds in the world. Gluten and GMO-free.

JUICE DRINKSCanada A. Lassonde Lassonde Be Pure Oasis

Classic 100% Apple Calcium JuiceMade from concentrate with added calcium, vitamins C and D. The product contains no added sugar and provides two fruit servings per bottle.

USA TruVibe TruVibe Eat Clean Organic Beet, Carrot, & Matcha All-in-One Meal

A blend of beets, carrots, celery, orange, pear, lemon, matcha powder, chia seeds, rice and pea protein, Himalayan pink sea salt, reishi and chaga mushrooms, ginseng, olive oil, vegan probiotics, cinnamon, goji, hemp seeds, baobab, and açai. Organic, vegan, gluten free, GMO free and cold pressured. Contains 90% juice, essential fats, 15g of plant protein, 1188mg of omega-3, 2985mg of omega-6, and 1 billion CFU Ganeden BC30 probiotics. It also contains antioxidants and medicinal mushrooms, minerals and fiber to support the digestive and immune systems.

BEVERAGESUSA Capital Soul Capital Kombucha Mango Chili

Kombucha with Cold-Pressed JuiceMade from loose tea leaves and flavored with cold-pressed juice from fresh fruits, vegetables and herbs. Low in sugar and rich in probiotics that aid digestion.

USA REBBL Super Rebbl Herbs Cold-Brew Coffee Protein Coconut Milk

Cold-brew coffee, plant protein, coconut milk and herbs. Contains MCTs from coconut which support efficient metabolism and provide a sustained source of smooth and clean energy.

USA Aloha Aloha Vanilla Bean Plant Based Protein Powder

Free from gluten, soy, GMO, dairy, preservatives, sweeteners. Said to promote lean muscle formation. Good source of iron and magnesium. Made with whole-food ingredients including omega-3-rich hemp seeds, pumpkin seeds and peas in combination with vanilla beans and coconut cream.

USA Julian Bakery Julian Bakery Coconut Cream Paleo Egg White Protein Powder

100% egg white protein. An easy to digest formula that can help to reach or maintain wellness and weight loss goals. Paleo friendly and helps muscle gain. Free from gluten, whey, soy and GMO. Amino acids for optimal recovery. Contains 21g of protein and 3g of carbs per scoop.

USA Nature’s Way Products Nature’s Way Alive! Energy Max Berry Blast Flavored Water Enhancer

With herbal caffeine and high potency B-vitamins. It is organic, sweetened with stevia, contains less than 1% juice, and is free from GMO, sugar, yeast and preservatives.

USA Suja Life Suja Grapefruit Jalapeño Drinking Vinegar

Contains water, grapefruit, coconut water, beet, ginger, stevia, vegan probiotics and jalapeño. It contains 48 probiotics, 15 calories and 3g sugar per serving. Organic, cold pressured and gluten free. This blend of organic coconut vinegar is said to help gut health.

USA Blue Island Coffee Blue Island Organic Coconut Mocha Cold Brew Coffee

Made with 100% Arabica coffee beans. Helps rejuvenate the mind, energize the body and inspire the spirit. Organic and contains 300mg of caffeine.

USA So Good Brand Coffee So Good Cashew Mocha Cold press coffee with raw cashews, raw cacao, agave nectar and sea salt. Organic and free from dairy, GMO, additives, preservatives, artificial flavors and concentrates.

Canada Burnbrae Farms Burnbrae Farms Egg Creations! Veggie & Feta Whole Eggs Liquid

Made with whole eggs and said to be ideal for omelettes, scrambling, quiches and baking. It contains 7g of protein per 63g serving and no gluten, artificial flavours or preservatives.

USA Global Village Fruit The Jackfruit Company Tex-Mex Jackfruit

Free of cholesterol, gluten and soy. It is an excellent source of fibers and contains 50 calories per serving. Rich in body-cleansing and hunger-satisfying fiber, and can be used in place of meat with fewer calories.

SAUCES & SEASONINGSUSA Ozuké Ozuké Beets, Dulse & Kale Organic, paleo and probiotic. No gluten or GMO.USA Ozuké Ozuké Citrus & Ginger Kraut With vegan, live, raw vegetables, probiotics and no gluten or GMOs.

Organic and paleo friendly.USA Farmhouse Culture Farmhouse Culture Organic

Horseradish Leek KrautWith active probiotic cultures to nourish the body, mind and spirit. Pack is free from BPA, PVC plasticizer and phthalate.

SAVOURY SPREADSUSA Yumami Food Yumami Go-Dip Lentil, Roasted

Onion and Shiitake with Popped Nori Chip Snack

Contains 6g of bean protein and 4g of fiber, and is free from GMOs, gluten, nuts, dairy and added sugar.

SIDE DISHESUSA Cie 2 Ameriks GoGO Quinoa Organic Red and

White Quinoa MacaroniOrganic pasts free from GMO and gluten.

SNACKSCanada Rachelle-Béry Rachelle-Béry Les

Collations Organic Goji Sport MixProvides energy to be productive all day long. Free from GMO, sulphites, preservatives, hydrogenated oil, gluten, artificial colours or flavours.

USA SkinnyPop Popcorn Skinny Pop Sharp Cheddar Popcorn Mini Cakes

Made from 100% popcorn, sunflower oil and salt. 22g or more of whole grains per serving. It is free from dairy, GMO, gluten, peanut, tree nut, preservative, artificial flavors, trans fat and artificial ingredients.

USA EduFoods Bitsy’s Brainfood Smart Crackers Sweet Potato, Cinna-Graham Organic Veggie Puzzle Shaped Snacks

Organic, free from GMOs and provides half a serving of vegetables per serving. Contains vitamin A for bones and eyes; vitamin B for the brain; carrots which are full of antioxidants; and vitamin D for bone and brain health.

USA Trader Joe’s Trader Joe’s Seasoned Kale Chips with Cashew Butter & Tahini

Kale leaves tossed with cashew butter, sesame seeds, carrot powder, onion powder and seasonings. Air crisped at low temperature. Described as a nutrient superhero of a snack and a good source of vitamin A, fiber, vitamin C, calcium and iron.

USA Mamma Chia Mamma Chia Chia Squeeze Cherry Beet Vitality Snack

With chia, fruit, vegetables, protein and fiber. 1200mg omega 3s per pouch.

SOUPCanada Happy Planet Foods Happy Planet Korean Hot & Sour

Soup with Kimchi and VegetablesVegan and free of gluten, preservatives and dairy.

Canada Boned Broth Company Vegan by Boned Broth Hemp Heart Broth

Can be sipped straight-up for a post-workout boost or made as soup for a filling meal. A gluten-free source of iron and fibre.

USA Wild Is Wild Is! Classic Superfood Vegetable Broth

With kale, spinach, carrot, broccoli, celeriac, watercress, onion, cabbage, basil and green tea. Contains vitamin A for healthy vision, immune function, bone health and cell integrity; vitamin C, to reduce free radicals and contribute to healthy immune function and maintenance of bone health; vitamin K to support normal blood clotting; beta carotene, to neutralise free radicals; and lutein, to support eye health.



N E W P R O D U C T S N E W P R O D U C T S

Country Company Brand & Product DescriptionPART 2: REST OF THE WORLD – FOODS & BEVERAGES

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BAKERY

Switzerland Migros-Genossenschafts-Bund Blévita Chia and Cranberry Biscuits Rich in fibre and free from preservatives, colours and lactose.

Italy Fooditalia CiaoCarb Protomax Stage 1 Attack Lemon Chocolate Flavoured High Protein Cookie

High in fibre and low in carbohydrate. It contains 16g protein and 4g carbohydrate per portion.

Mexico A Tu Salud Nopalia Baked Cactus Crackers Features more fibre and less calories. Made with organic fresh cactus and free from added fat, gluten, cholesterol, trans fats and preservatives.

France Terra Cérès Océrès Almond and Buckwheat Organic Sponge Soft Cake

Made with raw and less refined French ingredients. Free from gluten, dairy products, palm oil, soya, corn, additives, flavourings and preservatives. The pack is free from bisphenol A, styrene, phthalate and aluminium.

Italy Fooditalia CiaoCarb Stage 2 Stabilization Prototoast Cocoa Food Preparation

Vegan product high in fibre. Contains 10 g of protein and only 4 g carbohydrate per 50g portion.

BREAKFAST CEREALS

Peru Ecoandino Agroindustria Organica EcoAndino Hearty Flakes Purple Corn, Quinoa, Yacon and Cacao Flakes

100% organic, free from gluten, GMO, additive and sugar. Quinoa contains all essential aminoacids, and is a great protein source. Purple corn has a rich composition of phytochemicals. Yacon has an excellent source of FOS and increases blood glucose levels. Cacao is a source of antioxidants, and has high content of polyohenols and magnesium. Cacao can help to improve memory, increase bliss, reduce heart disease, boost immunity and energy. Purple corn flakes is a source of anthocyanins (antioxidants), proteins, carbohydrates and essential fatty acids which are easily digestible.

Germany Iswari Superfood Iswari Organic Breakfast Mix with Barley Grass & Banana

A super food made from naturally gluten-free and raw vegan materials. It has a low glycemic index.

Czech Republic Felici Graci Professional Cereals Functional Rice-Chia Mild Meal with Ice Cream Taste

A source of protein which contributes to the maintenance of muscle mass, calcium for maintenance of normal teeth and bones. Features a low fat content, and reducing consumption of saturated fat contributes to the maintenance of normal blood cholesterol levels.

Singapore Owl International OWL Nutrifield Soy Multigrain Soy Cereal

Blend of oats, black rice, brown rice, cereal and soybeans fortified with vitamins and minerals. Enriched with dietary fibre and nine types of vitamins. Low in fat and sugar, high in calcium and wholegrains, and contains 25% lower in sugar. Also has 25% more dietary fibre than regular cereal beverages.

Germany Nutrisslim Nature’s Finest by Nutrisslim Body Cleanse Muesli

Contributes to better digestion. Rich in fibre and contains no added sugars or salt, no preservatives, flavourings or colourings.

CHOCOLATE CONFECTIONERY

Indonesia Khatulistiwa Kopi & Kakao Bali Pod Bali Cacao Beans in Palm Nectar Dark Chocolate

Comprises cacao, a superfood packed with antioxidants and nutrients, supporting hearth and cardiovascular health, reducing stress and boosting the metabolism. Palm nectar is a nutritious organic low GI sweetener rich in vitamins and minerals, making it a sustainable and healthy alternative to refined sugar.

DAIRY

UK All Market Vita Coco Original Coconut Milk Alternative

Free from added sugar, gluten, soy, dairy, preservatives and colours. Made with coconut cream and Vita Coco’s coconut water. Naturally sweet and packed with electrolytes. With added calcium, vitamins and minerals.

Iran Golzar Bahman Feridan Dahati Camel Yogurt Drink Prepared from fresh camel’s milk. Contains iron, calcium, vitamins B, C, B16 and is good to treat diabetics; to help decrease blood cholesterol and regulate blood pressure; to help treat asthma, constipation and ulcers.

Colombia Alival Quinua Plus by Soy Plus Quinoa and Soy Drink

Naturally free of lactose and cholesterol, enriched with vitamin D and calcium. A good source of fiber high in calcium, which along with a balanced diet and life style supports healthy bones and may help to prevent osteoporosis. Naturally free of saturated fats which reduces the risk of cardiovascular disease and low in sodium which may reduce the risk of hypertension.

DESSERTS & ICE CREAM

Slovakia Ehrmann Ehrmann High Protein Chocolate Pudding

Free from lactose, gluten and added sugar. It provides 20g protein per 200 g tub.

HOT BEVERAGES

Denmark Fredsted The F. By Fredsted Tummy Love ‘’In a Mug’’ Organic Ginger, Turmeric & Cardamom Tea

A herbal blend of all-organic ginger, turmeric and cardamom that can be enjoyed after finishing a meal as it is kind to the stomach.

Singapore Super Food Marketing Super NutreMill Smart Grains Wholegrain Blueberry & Apple Bits Soy Beverage

A blend of fruits, flaxseed, soy and whole grains. Contains good proteins which are naturally cholesterol free; oats and cereal to help keep consumers fuller and release energy steadily throughout the day; blueberries and apples rich in vitamins and minerals; and flaxseed which has essential heart healthy fatty acids. Low in sugar and is said to help maintain healthy and strong bodies.

Germany DM Drogerie Markt DM Bio Sage Tea Said to be beneficial for the throat and has an intensive taste.

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JUICE DRINKS

India Thirukochi Coconut Product Company

Thirukochi Premium Neera Natural Energy Health Drink

Diabetic-friendly and free from any added sugar. Has a glycemic index value of less than 50. This drink contains all essential amino acids with higher argine, cysteine and tyrosine.

UK Innocent Innocent Super Smoothie Berry Protein Smoothie

Contains strawberries, raspberries, coconut milk and soya protein, which is an important building block for strong bones and healthy muscles. This smoothie is a source of vitamin C, which helps the body’s normal energy yielding metabolism, as well as protein, which contributes to a growth in muscle mass and the maintenance of normal bones. This product is said to make drinking protein easy.

Singapore F&N Foods F&N Fruit Tree Fresh Wonders Zesty Lime with Organic Chia Seeds Juice

Made from 100% juice with no added sugar. Contains the goodness of antioxidants including vitamins A, C and E which help protect cells in the body from free radicals; contains omega-3 and omega-6; vitamin A, which is essential for eye health; and vitamin C which contributes to normal function of the immune system.

India Antidote Antidote Pineapple Spearmint Flavoured Chia Bomb Lemonade

Organic drink high in dietary fibre. A source of complete protein (4.5g per ounce), omega-3 and all essential amino acids. Boosts energy with three times the iron of spinach, five times the calcium of milk and two times the antioxidants of blueberries. It revs up metabolism.

Ecuador Leansa Amati Amaranth Drink with Maracuja and Goldenberry

A vegan and gluten-free product that contains zero additives, is medium in sugar, and is free from fat and salt. The amaranth is said to be the best food of vegetable origin for human consumption, improving health and helps balance the body and mind.

MEALS & MEAL CENTERS

Malaysia Wonson Enterprise Vesbo Instant Porridge with Bird Nest

Contains minerals and is a source of iron, magnesium, phosphorus, and zinc, and it is high in protein and low in fat. Bird nest is said to be a traditional beauty food that promotes immunity and speeds up recovery; seaweed contains vitamins, calcium and protein and it detoxes and cleanses internally; and abalone mushrooms contain concentrated protein, dietary fibre and eight types of amino acids.

BEVERAGES

India Mala’s Fruit Products Mala’s Cumin Cordial Made with the freshest cumin and the juiciest limes, and is used to make cocktails, mocktails and sherbat. Said to be good for the digestive system.

India Sri Nuthatch Nutricare Technologies

Udupi Ruchi Temptas Mango Juice Powder

A 100% natural juice powder with essential nutrients that contains no preservatives or artificial colours. This premium product is suitable for vegetarians and is enriched with vitamins and minerals to support immune health.

India Dindayal Industries Dindayal Premium Thandai Concentrate

A natural product made with almonds, saffron, pistachios and other natural ingredients. It is a healthy refresher especially prepared for hot weather, and relaxes mind and body, while filling the body with energy and stamina by rejuvenating and refreshing it.

Germany Joy.Foods Joy.Foods Organic Almond Protein Powder with Calcium

Organic powder obtained from Sicilian almonds. The product is rich in dietary fibre, free from GMO, gluten and lactose. It contains 50% protein and eight essential amino acids and calcium, which supports healthy bones and teeth. Contributes to a normal muscle function and energy metabolism.

Brazil Bionetic Industria e Comercio de Alimentos e Suplementos Nutricio

VeganWay Palatinose Slow Carb Natural Flavor Slow Absorption Carbohydrate

Without lactose, gluten or sodium. An excellent energy repository for athletes, being a functional carbohydrate of slow absorption due to its low glycemic index. The vegan product prolongs the feeling of satiety, reduces tiredness, supports fat burning and contains no GMO.

Brazil Dealoe Química Fina Supply Life Life Tea Mate Tea with Ginger

A 100% natural drink that contains zero sugar and is rich in antioxidants. It is said to be nature thermogenic, combats ageing and is rich in minerals. This product is free from gluten and lactose.

South Korea Noa Potions Distribution Noa Relax & Focus Blueberry & Birch Functional Drink

A low calorie blueberry and birch flavoured functional drink with green tea, melissa extracts, sugar and sweetener. Green tea and melissa extracts help cope with stress and maintain focus, and the green tea extract is equivalent to 15 cups of green tea. The product is caffeine free.

Italy Biolilium BIOlilium BeviNatura Organic Fennel Infusion

A beverage that combines real infusion of medicinal herbs with properties from organic agave juice and fennel which help digestion, freshen breath and relieve bloating. This infusion is also recommended for a spiritual renewing and strength, while distressing and decreasing tension.

South Korea Good Night Drink Good Night Drink’n’Dream Relaxation Drink

A carbonated soft drink which helps to relieve feelings of stress and improve sleep quality. Made from 100% natural herbal extracts.

Ireland Tranquini TranQuini Positively Relaxed Drink Functional drink made with a natural herb blend and green tea extract with natural theanine. Contains 25% DRV of vitamin B12 which contributes to normal brain function, natural flavours, zero artificial colours, no preservatives and at least 30% less sugars than regular sugar-based soft drinks.

Indonesia Ayyomi Farm Ayyomi Omega 3 Eggs Eggs low in cholesterol, with a reddish yolk. They are good for heart, intelligence and brain functions. Also rich in vitamin A, D, E and in selenium.

France Terres Et Cereales Terres et Céréales Bio Soya Proteins

An organic product is said to be a perfect alternative to animal proteins. It contains twice more protein than most of meats and is suitable for people following a hyper-proteic diet.


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SAUCES & SEASONINGS

Germany This is Seaweed This is Seaweed Kelp Flakes Seaweed is rich in iodine, which is health promoting for the thyroid and therefore supportive for metabolism. Furthermore it contains four times more iron than broccoli.

India Sri Raghunath ji Overseas Persian Foods Asafoetida Aromatic, hand pounded, hand cleaned and 100% raw. It makes food easier to digest. This vegetarian product is free from added colours and preservatives.

Mexico Supermercados Internacionales H-E-B

H-E-B Healthy Healthy Marinara Pasta Sauce with Seaweed Oil

An excellent source of vitamin A and fiber. Each serving contains 64mg of DHA omega 3.

SAVOURY SPREADS

Germany Naba NAbio Tomato Hemp Spread Ogranic and vegan superfood spread made of sun ripened tomatoes and nutty hempseed. The high nutrient density of the hemp seed strengthens the body’s immune activity, supports the memory thanks to its omega-fatty acids content and promotes digestion with a variety of dietary fibres and the chlorophyll.

SIDE DISHES

Czech Republic Rej Rej Wholemeal Semolina Spaghetti Made for an active lifestyle, the product is high in fibre. Made with semolina flour, which is said to be technologically ideal, because it does not overcook and does not stick.

Slovakia Layenberger Nutrition Group Layenberger LowCarb.One Fusilli Protein Pasta

Made with gluten free ingredients and high quality proteins. Contains less than 15% of carbohydrates and 65% of protein. It contains an average of 75% less carbohydrates than traditional pasta. It is high in protein and free from GMO.

Czech Republic Ethical Foods Explore Cuisine Organic Chickpea Spaghetti

High in fibre and protein.

Brazil Art In Grãos Brasil in Grãos Quinoa Flakes Rich in proteins, vitamins and minerals. It has a combination of essential amino acids ideal for children, the young and the old, with the lysine amino acid that is related to the development of intelligence, memory and learning. In addition, it is also rich in iron, magnesium and other important minerals to leave the body healthy.

Netherlands Ethical Foods Explore Asian Organic Black Bean Spaghetti

in protein and fibre. The vegan product contains only beans and is free from gluten and GMO.

SNACKS

Peru Ines Cabellos Susano Sanatti Double Bitter Chocolate Kiwicha Bars

These bars contain phosphorus, fiber, calcium, iron and vitamins B and E. They contain kiwicha that stimulates growth, reduces inflammation, prevents certain chronic diseases, strengthens the osseous system, improves the immune system, maintains healthy hair and provides dietary fiber. The bitter chocolate in this product contains antioxidants, which is very good for the heart, brain and has a positive effect on the mood.

UK Urban Fruit Urban Fruit Sriracha Chilli Coconut Chips

This gluten-free product is all natural, suitable for vegans, never fried, and full of fibre. It is crunchy and contains no refined sugars.

UK Ape Ape Salted Chocolate Crispy Coconut Curls

High in fibre, free from gluten, suitable for vegans, and contains 96 calories. Provides one of the 5 a day.

Switzerland Martorana Snacks Roberto & Giuseppe’s Pastinos Pesto Flavoured Real Pasta Gourmet Snack

A snack made with 100% Italian pasta. It features a low GI carbohydrate value and is free from artificial colours, flavours, MSG, or hydrogenated fat.

Indonesia Bumi Food Industri Goodliving Chips Seaweed Flavoured Banana Chips

A low-sodium product with natural oils and is free from preservatives. It contains amino acids, tryptophan and vitamin B6, which together help the body produce serotonin, the natural chemical that alleviates mental depression.

India Meghraj Marketing Daadi’s Wellness Range Green Gram Khakhra

This 100% natural, roasted product contains green gram which is considered to be a vegetarian super food packed with protein and vitamins, low in carbohydrates and high in fibre, and good for weight management.

SOUP

France Nature et Aliments Plaisance Bio Instant Nettle Dry Soup

Rich in fibres and ready in 20 seconds. The organic certified product is free from palm oil.

Germany Naturawerk Natura Low Carb Tomato Soup With a reduced carbohydrate content, it is suitable for a low carb diet and is formulated with additional pea protein. This low calorie product with a low glycemic index is suitable for vegans and free from yeast.

France Soupologie Soupologie Sweet Potato, Coconut, Curry and Crude Cocoa Soup

A source of vitamin A that supports immune system, and rich in fibres. It is vegan and contains no gluten, dairy products or sugars added.


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April 2017 33


I M P O R T A N T N O T I C E N E W P R O D U C T S





SUGAR & GUM CONFECTIONERYSUGAR & GUM CONFECTIONERY

NEWFermentation: how to make a trend into an opportunity

Ordering is easy…see inside back cover or visit www.new-nutrition.com

Published February 2017

If you have any doubts about the growth potential of the fermented foods trend, dismiss them now.

The sign that fermentation has reached its tipping point came with the decision by PepsiCo, the

world’s second-biggest food and beverage company, to acquire fermented drinks maker KeVita.

Seven powerful elements are lining up in favour of fermentation, from its connection to the most

powerful consumer trends, to its embrace by food explorers and product developers.

The market for fermented foods is probably now where the probiotic yoghurt market was 15 years

ago. It’s a good time to take a calculated risk.

Given how quickly ideas spread in our connected world, how quickly even big companies are

learning to take risks on emerging categories, then waiting to see what happens and entering later is

probably the least wise strategy you can adopt.

PDF

32

33www.new-nutrition.com

© New Nutrition Business 2017

Fermentation 2017

Key Trend 2: Sweet success for sourest of drinks?

Case Study 4: To many, the idea of imbibing something as sour, acidic and generally distasteful as vinegar – especially

with bacterial blobs floating in the midst of it – may seem beyond the pale. But thanks to better-for-you

entrepreneurs, drinking vinegar is finding its way onto retail shelves. Millennials’ wandering tastes have combined with the fermented-beverage

craze, the growth of probiotics, the alcoholic apple-cider phenomenon, raging experimentation with cocktail ingredients, and sundry other trends to give the world something that has been basically dormant for centuries: drinking vinegars.

Powered by entrepreneurs, plus the growing endorsement of established beverage brands, drinking vinegars already have elbowed their way onto

shelves in Whole Foods Markets and other foodie havens and seem determinedly ascending.Suja, the pioneer in high-priced cleansing juices, just launched its first drinking vinegar in five flavours and believes that drinking vinegars “could be a mass-market product,” Heather MacNeil, vice president of marketing, told New Nutrition Business. “We see it playing in the same space as kombucha.”

And, asserted Jess Sanchez-McClary, founder of drinking-vinegar startup McClary Bros., “There’s been a big rise

in interest in kombucha and fermented foods in general, and the palate of the

public is changing to a tart profile.” But the entire proposition has run into some high-profile doubts, including from Kevin O’Leary, a hugely successful entrepreneur from Canada who assessed McClary’s chances when Sanchez-McClary appeared on Shark Tank in

late 2015. “Let’s be honest,” O’Leary assailed her. “It’s four guys and a dog that drink this stuff. Why are you doing this to yourself ?”And some who’ve been around the

beverage industry for a while also are skeptical that drinking vinegars will really enter the beverage mainstream, in

the US at least.“Drinkable vinegar is interesting because it pushes us further into how

we define ‘health’ benefits in food and beverage,” said Tom Pirko, president of Bevmark and a leading beverage-industry consultant. “It is the extreme

health craze that has led us to this, since probiotics have proven largely ineffective. But there are behavioural and psychological aspects to doing something that seems counter-intuitive. How far are consumers willing to go to foster better health?”

16 www.new-nutrition.com


Fermentation 2017

3.3 Vegetable snacksBecause convenience rules, snacks are also likely to do well. Selling fermented pickles in glass jars sounds great and in line with the hipster ethic that currently pervades the fermentation start-ups, but it’s a format that’s just not convenient enough for the majority even of early adopters (unless it’s something very familiar and easy, such as a fermented form of ketchup). But don’t go for a snack format that doesn’t chime with ideas of fermentation in consumers’ heads – such as probiotic chips or cereal. Credibility comes from showing a natural connection and from reassurance of traditional usage hence kombucha and other fermented teas, vegetables, kefir. But move too far to a format that doesn’t make sense to the consumer and you have too big an education job to do and too wide a credibility gap to cross.

Better to deliver, for example, an on-the-go salad for one with a fork/spoon in the pack, positioned as a snack or as a side dish and sold in the chiller cabinet. It’s true that there are shelf-stable bacteria that can be used in fermentation, but it’s also true that:a) chilled with a short shelf-life is a more credible way to present a product based on live bacteria to a consumer market that has learnt from the yoghurt category that chilled is the “right way”

b) consumers (especially the most health-conscious, urban food explorers who will be the first to make the market grow) believe that if something is chilled it’s somehow fresher and healthier

VegetablesandfermentaGongotogetherinthemindsofconsumers.

NEW NUTRITION BUSINESS

© New Nutrition Business

A HOST OF START UPS ARE REINVENTING VEGETABLES AS TASTY FERMENTED SNACKS

Vegetables and fermentation go together in the minds of consumers.

4



Fermentation 2017

sauerkraut are all cultured and fermented,

but Americans fear fermentation.

Especially if you do it yourself, they don’t

understand it. ‘What are these bubbles

growing in my food?’

“A lot of people will say, ‘If it’s bubbling

or growing, throw it out.’ The US isn’t like

other cultures that are used to fermented

foods.”On the other hand, some argue

that Americans actually have a greater

appreciation for fermented foods than

Europeans do at this point.

“I think this phenomenon is still fringe

in Europe and will take five years or so to

catch on, whereas it appears to be more

mainstream already in the US,” said Paul

Kinder, co-founder of Rhythm Health,

a UK company that makes sauerkraut

as well as fermented drinks based on

coconut milk and bacteria cultures (see

Case Study 3). But it’s clear that consumer

interest in Europe is surging. And while

Europe’s highly restrictive health claims

environment might on the surface make

it difficult for marketers to talk about

fermentation, the reality is:

1. European consumers, like consumers

anywhere, buy products that

they believe are naturally healthy

(blueberries or almonds, for example)

– whether they have a health claim or

not is irrelevant to their decision.

2. Describing a product as fermented

is describing a process, not a health

benefit – there is no barrier to this,

the media will fill in the gaps for you.


Chart X: Fermented product launches in the US

0

10

20

30

40

50

60

70

80

2010 2011 2012 2013 2014 2015 2016

Fruits & Vegetables

Soup Dairy alternatives

Meals and Processed fish, meat & egg

Bakery Sauces & Seasonings

Juices Beverages

Source: Mintel GNPS with search term “fermented”

in “Product description with word variants”

CHART 3: FERMENTED PRODUCT LAUNCHES IN THE US


Chart X: Fermented product launches in the UK



0

10

20

30

40

50

60

70

2010 2011 2012 2013 2014 2015 2016

Fruit & Vegetables

Snacks Sauces & Seasonings

Soup Meals and Processed fish, meat & egg

Dairy Alternatives

Bakery Juices Beverages

CHART 4: FERMENTED PRODUCT LAUNCHES IN THE UK


Chart X: Fermented product launches in Europe

(excluding UK)



0

50

100

150

200

250

300

2010 2011 2012 2013 2014 2015 2016

Soup Snacks Fruit & Vegetables

Meals and Processed fish, meat & egg

Desserts & Ice Cream

Dairy Alternatives

Bakery Sauces and Seasonings

Juices Beverages

CHART 5: FERMENTED PRODUCT LAUNCHES IN EUROPE

(EXCLUDING UK)

Source: Mintel GNPD with search term “fermented”


Source: Mintel GNPD with search term “fermented”


D

4



Fermentation 2017

1. Fermentation at a tipping point

1. It connects to the strongest and

longest-lasting consumer trend,

digestive wellness, which has been the

key driver behind the growth of the

yoghurt category in most countries for

15-20 years and has led to the success

of major brands such as Danone

Activia, Yakult Honsha and Meiji’s

Bulgaricus. The same consumer

desire has driven the success of the

plant milks market – where “feeling

better inside” has long been used

as a brand message – as well as the

lactose-free and gluten-free markets.

2. Thanks to the millions invested in

marketing and consumer education

by the dairy industry, consumers

accept the idea of beneficial bacteria

– even in cultures, such as the US,

where the concept was completely

unknown before.

If you have any doubts about the growth potential of the fermented foods trend, dismiss

them now. The sign that fermentation has reached its tipping point came with the

decision by PepsiCo, the world’s second-biggest food and beverage company, to acquire

fermented drinks maker KeVita – which has sales of less than $50 million – in late 2016.

This massive vote of confidence from a company that is notably conservative won’t

have been taken lightly, and reflects the number of positive factors lining up in favour of

fermentation:

Image courtesy of Storey Publishing

Fermentation:

how to make

a trend into an

opportunity

by Julian Mellentin

Published by

April 201734



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