Food Business News - February 12, 2013 - (Page 28)

Beverage Trends offer benefits beyond the bowl new beverage segment has oatmeal consumers swapping spoons for straws. A crop of oat-based smoothies, juices and milks recently has emerged, marketed as fiber-rich, grab-andgo breakfasts for the busy and, in some cases, lactose intolerant. Available in flavors from coffee to mango-peach, the products boast such benefits as reducing cholesterol and aiding digestion. But will consumers warm up to the idea of potable porridge? A “There’s a track record of success with oatmeal and other oat-related products, so transferring those benefits to a beverage isn’t really much of a stretch,” said Gary Hemphill, a director at Beverage Marketing Corp., New York. “There are a lot of trends working in favor of products like oat beverages. People want a healthier refreshment, they are open to products with functional benefits, and they like product variety.” Mr. Hemphill sees drinkable oats as part of a larger trend in better-for-you beverages Sneaky Pete’s Naturally Oatstanding Beverage Flavors: Apple, grape, mango, peach Nutrition: 40 calories and 3 grams of fiber per 12-oz serving Simpli OatShakes Flavors: Chocolate, coffee, tropical fruit Nutrition: 120 to 160 calories and 1 to 8 grams of fiber per 8.4-oz serving Alpina Renew Oat Smoothie Flavors: Original, coffee, hazelnut Nutrition:120 calories and 3 grams of fiber per 8-oz serving Oatworks Flavors: Strawberry banana, pomegranate blueberry, mango peach Nutrition:150 to 160 calories and 2 grams of fiber per 10.8-oz serving Bolthouse Farms Breakfast Smoothie Flavors: Strawberry, peach Nutrition: 190 calories and 3 grams of fiber per 8-oz serving Naked Fruit Juice and Oat Smoothie Flavors: Apple raisin, blueberry Nutrition: 320 to 350 calories and 5 grams of fiber per 9.5-oz serving 28 FOODBUSINESS NEWS ® that includes coconut water, aloe vera juice and probiotic drinks. “In a lot of these cases, volumetric opportunities are not large for these products, but they are profitable because their price points are generally higher,” Mr. Hemphill said. “People are willing to pay more for a product that provides benefits.” The most marketed benefits across product lines are the heart-healthy perks of oat’s beta-glucan soluble fiber. Swedish company Biovelop patented a process for extracting beta-glucan from oats into a colorless, taste-neutral powder, the proprietary ingredient in Oatworks oat and fruit smoothies. Other products are made with oat flakes, oat flour or oat bran concentrates. Textures vary by product, providing different opportunities for consumers, said Ken Sadowsky, a beverage industry expert who has been watching the category. Oatworks and Simpli OatShakes have a thick, creamy consistency and might be used as a meal replacement or mid-morning snack, he said. Mr. Sadowsky identified the least viscous option as Sneaky Pete’s Naturally Oatstanding Beverages, whose fruit flavors and colorful, cartoony packaging seem to suggest a low-calorie alternative to children’s sugarsweetened beverages. Other products, such as Simpli Naked Oat, are positioned as dairy alternatives, a category currently dominated by almond milk. Bigger brands are dipping a toe in oatbased drinks. Campbell Soup Co.’s Bolthouse Farms offers two flavors of parfait breakfast smoothies, blending fruit juice, yogurt and oat flour. PepsiCo, Inc.’s Naked Juice is testing its fruit juice and oat smoothies in limited markets. “Generally, it takes a lot of sampling and an effort to educate consumers and build awareness of a new product,” Mr. Hemphill said. “A year or two from now, we’ll have a better idea of the potential of the category.” FBN February 12, 2013

Table of Contents for the Digital Edition of Food Business News - February 12, 2013

Food Business News - February 12, 2013
China problems may challenge Yum! Brands in 2013
Tyson Foods sees chicken demand rising
Kellogg frozen foods business on the fast track
Table of Contents
Web Contents
Editorial - Starbucks is redefining brand loyalty
General Mills settles Yo-Plus lawsuit
Green Mountain Coffee sees single-serve pack sales rise 21% in first quarter
Soren Schroder named next c.e.o. of Bunge Ltd
New Mexico legislature blocks bioengineering labeling bill
Pork prices may be volatile in 2013
Kraft Foods fills newly-created marketing post
Hershey has big plans in nuts and fruits
American Licorice Co. to expand in Indiana
Unilever to close spreads plant in Atlanta
Greek yogurt may be going to school
Frito-Lay to launch Taco Bell-inspired Doritos
Kellogg income rises on cost-savings, Pringles acquisition
China problems may challenge Yum! Brands in 2013
Juice, baking business come into focus for Starbucks
New product pipelines pump up protein
Washington - 'Smart snack' guidelines get favorable reviews
Market Insight - Per capita calories rise on added fats
Beverage Trends - Oat beverages offer benefits beyond the bowl
Ingredient Innovations - Fiber boosts for whole grain items
Harvard’s approval of 10:1 ratio draws critiques
Beverage Business News - Nothing to see here
New Food Products
Ingredient Market Trends - Open outcry trading of hard red winter wheat futures to shift to Chicago
Ingredient Markets
Supplier Innovations and News
Ad Index
Food Business in the News

Food Business News - February 12, 2013