Snac World - February 2018 - 30

A snack product's
target consumer
has a major impact
on the decision to
go with natural or
artificial flavors or a
combination of both.

Ingredients. These can guide a snack producer
through decisions about natural, artificial, clean label
and free-from.

FOR BETTER OR WORSE
Consumer perception of ingredients is driving the
call for natural flavors and can inform the decision
to go with natural, artificial or a combination of both
types of flavors.
"Understanding the expectations of the anticipated consumer helps determine the acceptability
of flavors and whether natural or artificial would be
desired or acceptable," said Darla Byerly, senior
food scientist, Fuchs North America. "Some consumers are not label-conscious and may not object
to artificial flavors, while others are highly aware and
want to know what is in their food."
If the target consumer is label-conscious, then
price is less of an issue. If a snack food is going to
be sold in a retailer such as Trader Joe's or Whole
Foods, natural flavors become a higher priority.
"Certain retailers have very defined lists regarding
what is deemed acceptable or unacceptable, and
the use of flavors is subject to those lists if the food
is to be sold in those outlets," Ms. Byerly said.
Despite the appeal of "natural" on the label, certain flavors require some compromise on the part
of the snack producer and consumers. They tend
to be more expensive and have a less robust flavor
than their artificial counterparts. "When consumers
are making that choice, they understand that the
flavor isn't the same as something that's artificially
flavored," Mr. Patel said.
Knowing when it's worth it to make that compromise is key.

THE PRICE HAS TO BE RIGHT
Price is one of the top drivers for decisions on what
flavors to choose for snack products. Natural ingredi-

SNAC WORLD 2018

ents tend to be more expensive than artificial, and that
can be a key reason why the snack industry has been
slow to adopt. "Generally, snack producers don't want
to pay as much because snacks are a cheaper product," Mr. Muller-Thym said. "As natural flavors come
down in price, we're seeing more in snacks."
The cost is driven by a few things. "Some of these
flavor compounds just aren't available naturally,"
said Nick Lombardo, applications scientist, Culinary,
Flavorchem Corp. "Some that are available might be
scarce, and that is going to drive up the cost."
Consumers are also becoming more adventurous
in their flavor demands, something Virginia Dare
has noticed and answered. "Although Virginia Dare
has responded to the market need for exotic flavors
with Dragon Fruit, Mangosteen, and Papaya flavors,
extending the range may present challenges, as
raw materials for some exotic flavors are not always
readily or commercially available," Mr. Springsteen
explained. Increasing commercial availability is possible, but it is a process. "Without these raw materials, it's challenging for formulators to create these
natural flavors. As demand for these previously
niche flavors grows, raw material availability grows,
making natural flavors easier to develop."
Natural flavors also often require higher quantities
to deliver the profile consumers expect. "Natural
flavors may have less overall impact than an artificial
counterpart and can have a higher cost in use,"
Ms. Byerly said.
When snack producers aim for a low price point
for their product, and the targeted consumer isn't
necessarily concerned with clean label, artificial ingredients' lower prices and typically high flavor intensities make them a good choice. "It's much more
economical for a manufacturer to use an artificial
flavor," Ms. Loomis said.
If labeling is a concern, however, manufacturers
will either swallow that higher ingredient cost, offset

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Fuchs North America

Consumers already
know what that snack
product "should" taste
like and expect the same
sensory profile regardless
of the change.

Table of Contents for the Digital Edition of Snac World - February 2018