Food Processing - June 2008 - (Page 29)

By Hollis Ashman, Jacqueline Beckley and Jennifer Vahalik, Consumer Understanding Editors C o n s U m E r tA s t E t E s t Double the fiber, double the fun Pepperidge Farm does its competitors one serving better, delivering a tasty whole-grain bread that might take some getting used to. lour … water … yeast. With such a basic ingredient list one would expect to find only a couple of variations of bread. Instead, even the most run-of-the-mill supermarket has a bread aisle with an astonishing array of offerings from the softest, lightest whites, to the darkest, heartiest pumpernickels. Flour … water … yeast … inulin? With the current focus on the healthfulness of whole grains, the trend toward high-fiber foods seems here to stay. The Institute of Medicine recommends 20-35g of fiber per day, but the average American only consumes 4-11g. Legumes, wheat bran and prunes top the list of fiber-rich foods, but how many people shout “prunes!” or “beans!” when asked what food they couldn’t live without. Very often the answer is “bread.” People eat a lot of bread. In fact, bread sales were just over $6 billion in 2007, a 2.7 percent increase over 2006. This increase was due to the introduction of breads with health benefits such as organic ingredients, higher protein and especially those with higher fiber. But there is only so much fiber a traditional loaf of bread can hold before it collapses under its own weight. Additionally, more wheat equals more calories – not a good way to go for people who are trying to cut calories. Enter inulin, a naturally occurring polysaccharide from roots and rhizomes that contains only a third to a quarter of the energy density of other carbohydrates. Add to the mix issues with wheat pricing and supply, and the prospects of boosting fiber content and lowering the amount of wheat needed to make bread become very attractive. Against this scenario, Campbell Soup Co. introduced Pepperidge Farm Whole Grain Bread–Double Fiber. Understanding the marketplace F In a goal to maintain market relevance, Pepperidge Farm has been capitalizing on wellness needs by bringing to market innovative food products that not only satisfy daily nutritional requirements but also have great taste. Pepperidge Farm recognizes the need for whole grains and also that many people instinctively prefer the taste of a whiter/lighter wheat taste. To bridge this gap, the unit came up with Pepperidge Farm Double Fiber Bread, which brings together taste and nutritional benefits not widely available in recent years. Pepperidge Farm is using the concept of focused innovation combined with high-impact benefits (double fiber) to create a bread product that can meet the day-to-day needs of families and individuals looking for a food-based way to get more fiber in their diets. foodprocessing.com June 2008 food processing • 29 http://foodprocessing.com

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Food Processing - June 2008 Editor's Plate NewsBites Show Report The Trends Rollout Food Biz Kids Consumer Taste Test A Bevy of New CEOs Ingredients Packaging Plant Operations MRO Q&A New Supplier Products Toops Scoops Contents

Food Processing - June 2008

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