Food Business News - June 7, 2011 - (Page 76)

New Product Trends G D n-fr lute ains eg e Products abound on the shelves as baked goods companies respond emand for gluten-free products has certainly caught on and the market for products specifically formulated for consumers following a gluten-free diet is at $337 million, according to ConAgra Mills, Omaha. The market has grown despite the fact celiac disease only occurs in about 1% of the population along with a growing number of individuals being diagnosed with gluten sensitivity, which is separate from celiac disease. Despite the current popularity of gluten-free products, a large portion of the trend is in many ways similar to the lowcarbohydrate fad in the opinion of Melissa Abbott, director of Culinary Insights at The Hartman Group, Bellevue, Wash. While those with celiac disease and gluten sensitivity always will be consumers in the market, she said the group is a low percentage of gluten-free consumers and the rest of the market is based on a fad. “It’s a group of people looking to avoid another ingredient … and this is another version of taking carbs out of the diet,” Ms. Abbott said. Joel Warady, chief marketing officer with Enjoy Life Foods, Chicago, a manufacturer of ALLISON GIBESON agibeson@sosland.com gluten-free baked goods, said part of the growth of the glutenfree market is due to the fact some consumers mistakenly believe they may lose weight by going gluten-free. “What will happen is you will lose bloating, so you will feel thinner and for many people they will feel less lethargic because the bloating is going away,” Mr. Warady said. “There are people who go on the gluten-free diet because they just feel healthier, some of those people will go away when the next big thing comes, but the lifestyle (for those with celiac disease and gluten sensitivity) won’t go away.” General Mills, Inc., Minneapolis, offers more than 300 glutenfree products, including options from its Larabar, Betty Crocker, Bisquick and Chex brands. General Mills first introduced a gluten-free version of Chex in July 2008, and the company expanded the effort in 2009 to include gluten-free brownie, cookie and cake mixes from Betty Crocker in traditional grocery stores. In addition, General Mills found that glutenfree pancake mix was the top unmet need among those who wanted specially formulated gluten-free products, and as a result the company introduced a gluten-free reformulation of the Bisquick pancake mix in 2010. “Since the gluten in wheat flour provides the structure for traditional brownies, cookies and cakes, creating dessert mixes without gluten is a significant and remarkable technical achievement,” said Dom Alcocer, a marketing manager with General Mills. “To achieve this innovative line of products we experimented with several technical levers, including the formulation of the product and the consumer preparation directions. The research and development team leveraged the company’s expertise in dessert mix ingredients and preparation as well as consumer food testing expertise while conducting more than 75 experiments and creating more than 1,000 samples.” There is no mistaking that gluten-free products often come with a price premium. Mr. Warady acknowledged this challenge and said the cost of gluten-free products is driven by higher commodity costs, and for his company volumes would have to be unrealistically large to get the commodity costs down. In addition, the high price point is driven by standards a facility has to meet in order to be certified gluten-free. He said the most challenging aspect of formulating glutenfree is the density and texture of the products due to the fact gluten-free products tend to be denser, and the challenge is to make products light and airy. He said the best way to overcome this is to blend flours. There is also constant work needed to make sure glutenfree products meet consumer expectations of taste. “When we are working on flavors, we are always putting our products up against conventional products because we really do think from a taste standpoint, that’s got to be the gold standard,” Mr. Warady said. According to the Global New Products Database from Mintel International, Chicago, there were 1,936 new gluten-free products introduced in 2010, up from 1,232 in 2009. FBN 76 FOODBUSINESS NEWS ® June 7, 2011

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
Contents
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
BEVERAGE BUSINESS NEWS
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
INGREDIENT MARKET TRENDS
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
Classifieds
Marketplace
Ad Index
Food Business in the News

Food Business News - June 7, 2011

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