Food Business News - June 7, 2011 - (Page 61)

Clean Label Clear and concise W hen it comes to marketing “clean” or “simple” label products, the key is in delivering simple ingredient statements that feature clear and concise language to what oftentimes is a confused consumer base. Gone are extensive ingredient lists, replaced by lists with fewer ingredients and more “natural” products. In short, “simplicity” is taking over the food and beverage market. The average number of ingredients per product is declining in many categories, according to Mintel’s Global New Products Database. Fifty-six per cent of U.S. product categories showed decreases in the average number of ingredients per product between 2008-09, according to Mintel. That number only will grow as larger food and beverage companies get into the act. General Mills, Inc., Minneapolis, has taken the simple label trend to heart with the launch of several products spanning its entire portfolio featuring the “simply …” tagline. The General Mills I-Squad, a team of scientists, marketers and other specialists who guide business teams across General Mills on new product strategies (“I” is for “innovation”) conducted the research behind the “simply…” concept. The company said it conducted in-depth, in-home interviews, from which it was able to uncover defining characteristics that attracted people to simplicity. Among the characteristics was a desire to connect to how their food is made and a trust in the inherent goodness of basic ingredients they can pronounce. The General Mills I-Squad then created a framework to help all General Mills businesses respond directly to as many of the characteristics as possible. Among the first to move was Pillsbury, which in 2009 launched two batches of “simply…” cookies: chocolate chip and peanut butter. General Mills said its marketing team deliberately chose the brand name “simply…” to make it easy to broaden into other General Mills categories if proven a winner, and the company over the past year has expanded the name to Yoplait Simply… Go-Gurt, Fruit Roll Ups Simply Fruit and Pillsbury Simply… Breads & Biscuits. Two other companies prominently featuring the “simply” tag are H.J. Heinz Food and beverage companies make the most of simple ingredients, language on labels Co., Pittsburgh, and Weston Bakeries Ltd., Toronto. Introduced in March 2010 as an extension of its lifestyledriven products, Simply Heinz Tomato Ketchup is made with sugar instead of high-fructose corn syrup. The product is available in 32-oz and 15-oz ketchup bottles. Heinz more recently has extended its simple ingredients focus to its food service business. “The launch of Simply Heinz was our solution to meeting different consumer demands and lifestyle needs,” said Tracey Parsons, a spokesperson for Ingredient solutions help keep it simple W orking just as hard as prominent food and beverage companies to put “cleaner” products on the shelf are ingredient companies. American Key Food Products, Closter, N.J., has expanded its line of natural, simple label ingredients to include arrowroot starch and native pea starch. The company also offers native starches and fibers. “As consumers increasingly choose foods with simple, natural ingredients on the label, AKFP continues to offer more native starches that may replace modified starches or simply offer new natural ingredient options,” said Mel Festejo, chief operating officer at AKFP. “Also, our native pea starch is a good substitute for native potato starch, which is currently in very short supply. And arrowroot starch is one that most people are unaware of, but has properties that make it a natural in many foods.” AKFP said native pea starch may be used as alternative in foods such as meat and seafood, aseptic soups and sauces, dairy products and bakery fillings. The moisture management properties of OptiSol 5000 from Glanbia Nutritionals, Cheshire, U.K., make it an ideal flax-based ingredient for food formulators looking to develop simple label products, the company said. Developed from natural flax, OptiSol 5000 is rich in health-promoting A.L.A.s, enabling food developers to tap into the trend for fortified foods with an omega-3 fatty acids front-of-packaging positioning. OptiSol 5000 also increases fiber content and is a source of lignans, the company said. “The consumer desire for healthier food products is not just a passing trend,” said Marilyn Stieve, business development manager for Glanbia Nutritionals. “Consumers clearly recognize the benefits of omega-3s and manufacturers should take note. OptiSol 5000 enhances nutritional value and improves the eating quality of the uct. food product.” FBN June 7, 2011 FOODBUSINESS NEWS ® 61

Table of Contents for the Digital Edition of Food Business News - June 7, 2011

Food Business News - June 7, 2011
House bill cuts food safety funding
Enhancing water’s value
Wet weather muddies corn outlook
Web Contents
Editorial - Quest for ‘whole truth’ on food prices in France
MyPlate steps up in simple fashion
Breaking down MyPlate by food groups
Lawmakers look to halt sale of Lazy Cakes
McCormick to enter joint venture in India
Cal Pacifi c acquires SunOpta frozen fruit assets
Cargill Kitchen Solutions expanding in Iowa
F.M.I. hires new v.p. of food safety programs
Sealed Air to acquire Diversey for $4.3 billion
AdvancePierre Foods buys Barber Foods
Cargill acquires German chocolate business
Calavo to buy Renaissance Food Group
U.S. Foodservice acquires Great Western Meats
Clear sailing for Hain
Seneca Foods earnings down sharply in 2011
April red meat production down 4% from year ago
Sbarro now exploring alternatives to bankruptcy plan
Sherman Miller promoted to c.o.o. at Cal-Maine Foods
Nestle Health Science to acquire pharmaceutical maker
Emerging markets propel Heinz’s fi scal 2011 earnings
U.S.D.A. lowers cooking temp for some meat cuts
Campbell Soup focusing on volume sales, brand building
Buyout fi rm to acquire California Pizza Kitchen
Sanderson Farms suffers second-quarter loss
Wet weather muddies corn outlook
House bill cuts food safety funding
House panel seeks reduction in W.I.C. funding in fiscal 2012
Seeking middle market opportunities
Clear and concise
Ingredient solutions help keep it simple
Identifying natural partners for stevia
$tevia $upplier$ $eek profi t$ through international growth
Brain health for baby boomers
Bottled water volume, market share grew in 2010
Study recommends children should avoid energy, sports drinks
V8 introduces energy beverages
Smucker, Starbucks raising coffee prices
Nestle launches Aguas Frescas bottled beverage
Jamba introduces coconut water-based beverages
Enhancing water’s value
Gluten-free grains momentum
Balance Bar adds Café line
Pasta Prima launches two ravioli lines
Land O’Frost debuts Wrap Kit
Franz introduces artisan bread
Kraft launches Newtons Fruit Thins
Farley’s & Sathers adds ‘Splashers’
Häagen-Dazs introduces 2011 flavors
Mars updates Kudos granola bar line
Lifting of Russian export ban pressures world wheat market
Ingredient Markets
Packaging formats focus on convenience
Technology enables ultrasonic sealing
Ingredient’s small size aids in salt reduction
AKFP now offers arrowroot starch, pea starch
Tate & Lyle to resume U.S. sucralose production
Non-dairy ingredients achieve pareve certifi cation
Ad Index
Food Business in the News

Food Business News - June 7, 2011