Wellness Foods - August 2008 - (Page 7)

Formulating for Boomers lighted boomers with sweet tooths and has been copied by other chocolate companies the world over. “Coronary heart disease and cholesterol management are key issues for boomers,” says Pam Stauffer, global marketing programs and communications manager at Cargill Inc. (www.cargill.com), Wayzata, Minn. “Clinical studies support the cholesterol-lowering power of phytosterols – plant-derived sterols and stanols,” says Stauffer. Cargill has a list of ingredients for heart health, including CoroWise plant sterols for cholesterol reduction, Prolisse soy protein isolate, Barliv barley beta glucan and Leci PC phosphatidylcholine. Omega-3 fatty acids are key nutrients essential for heart health. The anti-in ammatory action of longchain predominantly marine-sourced eicosapentaenoic acid (EPA) and docosahexaenoic acid (DHA) fatty acids and the shorter-chain plant-derived alpha-linolenic acid (ALA) may be added to a variety of food products through advances in micro-encapsulation and other ingredient coating technologies. “Omega-3 fatty acids with the right balance of natural vegetable oils are the key to changing our lipid pro le” explains Rick Werner, vice president and general manager of Smart Balance (www.smartbalance.com), Boulder, Colo. Its original spread started out with “the perfect blend of polyunsaturated, monounsaturated and saturated fats,” as determined by researchers at Brandeis University, as a way to improve cholesterol, but the company since has added omega-3s to improve the health pro le. Likewise, Unilever (www. unilever.com), Englewood Cliffs, N.J., is taking advantage of the FDA heart-health claim and endorsement from the National Cholesterol Education Program to promote these fat soluble compounds in Promise activ SuperShots. These refrigerated minidrinks (100ml/3.3 oz.) help consumers remove cholesterol from their system. Unilever’s long-term commitment in helping consumers manage cholesterol is evident by the patents led for processes and food and ingredient compositions comprising statins. Statins work by blocking the action of a liver enzyme needed to make cholesterol. Unilever is banking that statin-enriched soybean oil will offer consumers the pleasure of fried foods without the cholesterol downside. In terms of naturalness and simplicity, it’s hard to beat oat ber, which has proven particularly powerful at lowering levels of LDL cholesterol. The Quaker Oats Co. (www.quakeroats.com), Chicago, had the rst product to receive the FDA heart-health claim: oatmeal. But the PepsiCo division is building the franchise with, among other things, its Take Heart Instant Oatmeal line. Cereal manufacturers followed. General Mills Inc. (www.generalmills.com), Minneapolis, made hearthealthfulness a key claim for its Cheerios brand, which is made from whole grain oats. Kellogg Co. (www. kelloggs.com), Battle Creek, Mich., went a step further by developing the Smart Start Healthy Heart line, which, in addition to oat bran, includes includes psyllium ber plus potassium. Unilever had boomers in mind when it created Promise activ Supershots as a daily drink for reducing cholestrerol. Creaky bones Whether it’s arthritis, osteoporosis or a number of other bone and joint issues, baby boomers learn the hard way that 50- or 60-year-old parts don’t operate as well as new ones. Aging wears down the joint cartilage. So do physically active lifestyles and high-impact sports. Nevertheless, vitality and physical activity are important for baby boomers. Marketers are taking note that some 70 million boomers and adults are affected by www.wellnessfoodsonline.com August 2008 | 7 http://www.cargill.com http://www.quakeroats.com http://www.smartbalance.com http://www.smartbalance.com http://www.generalmills.com http://www.kelloggs.com http://www.kelloggs.com http://www.wellnessfoodsonline.com

Table of Contents Feed for the Digital Edition of Wellness Foods - August 2008

Wellness Foods - August 2008 Balance for Boomers Vitamins for Eye Health Nutraceutical Spirits New Views on Fiber

Wellness Foods - August 2008

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