Baking & Snack - August 2016 - 55



In Pursuit of
Lifestyle Nutrients
Most demographic segments can use
a boost of nutrients essential to optimal
performance. Bakers can help.
by Donna Berry


There's a tremendous shift occurring in the way we eat
and drink, and we are in the thick of it, according to
Melissa Abbott, vice-president of culinary insights, The
Hartman Group. Consumers want more from their food
and beverage choices, with wellness and deliciousness
going hand-in-hand.
That "more" Ms. Abbott referred to suggests nutrients
that go beyond basic nutrition. This is not to be confused
with the more that comes from traditional food fortification, which continues to be of upmost importance in
preventing dietary deficiencies that can lead to disease.
Rather, this new more is all about lifestyle fortification.
It's personalized nutritional enhancement for a specific
life stage or health condition.
Lifestyle fortification presents bakers with an
opportunity to differentiate their products in the
crowded marketplace by giving them a boost of extra
nutrition. This is either by adding isolated vitamins,
minerals and micronutrients, or selecting whole food
ingredients concentrated in the vital components to-

day's consumers want for their bodies to function as Bars provide a readily portable format
for enhanced fortification.
best as possible.

Why fortify?
Fortification refers to the act of supplementing foods
with nutrients not previously present in the food or
not naturally occurring at high enough levels to serve a
functional purpose in the body. The term is often confused with enrichment, which describes the practice of
adding back nutrients lost during processing.
The latter is what millers do with wheat flour marketed as enriched. They add back vitamins and iron
depleted during refinement. Enriched flour is also fortified. Since 1988, the Food and Drug Administration
has required that all flour marketed as enriched be supplemented with folic acid, a B vitamin not inherent to
wheat. Millers also have the option to fortify enriched
flour with calcium and magnesium.
"Fortification of foods helps millions of people meet
their nutrient requirements annually," said Hugh Welsh,
president, DSM North America. "Before food fortification, deficiency diseases were prevalent in the US.
"Research consistently shows that people who avoid
fortified foods are at increased risk of micronutrient deficiencies," he said. "It is very difficult to eat a nutritionally dense diet, meaning one that provides all the required
nutrients in recommended amounts and maintain a
healthy body weight. When people restrict the amounts / August 2016 Baking & Snack 55

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