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-

30

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

SNAXPO OFFICIAL SHOW ISSUE

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

Snac World - February 2018
Contents
SNAC LETTER - DRIVING CHANGE TO MEET INDUSTRY NEEDS
SNAC UPDATE - MOVING FORWARD IN 2018
NEW MEMBER UPDATE
SNAXPO18 SCHEDULE
SNAXPO MAP
SNAXPO EXHIBITOR LIST
PRETZELS, INC. - Perseverance leads to SUCCESS
INDUSTRY TRENDS - SNACKING all year long
FLAVORS - Balance the EQUATION
THE CHALLENGE OF SPICY
EXTRUSION - ROUGH AROUND THE EDGES
PACKAGING INNOVATIONS - Sized to Succeed
NEW SNACKS
PRODUCTS & SERVICES
Snac World - February 2018 - Snac World - February 2018
Snac World - February 2018 - Snac World - February 2018
Snac World - February 2018 - 2
Snac World - February 2018 - 3
Snac World - February 2018 - 4
Snac World - February 2018 - Contents
Snac World - February 2018 - SNAC LETTER - DRIVING CHANGE TO MEET INDUSTRY NEEDS
Snac World - February 2018 - 7
Snac World - February 2018 - 8
Snac World - February 2018 - 9
Snac World - February 2018 - SNAC UPDATE - MOVING FORWARD IN 2018
Snac World - February 2018 - 11
Snac World - February 2018 - NEW MEMBER UPDATE
Snac World - February 2018 - 13
Snac World - February 2018 - SNAXPO18 SCHEDULE
Snac World - February 2018 - 15
Snac World - February 2018 - SNAXPO MAP
Snac World - February 2018 - 17
Snac World - February 2018 - SNAXPO EXHIBITOR LIST
Snac World - February 2018 - 19
Snac World - February 2018 - 20
Snac World - February 2018 - PRETZELS, INC. - Perseverance leads to SUCCESS
Snac World - February 2018 - 22
Snac World - February 2018 - 23
Snac World - February 2018 - 24
Snac World - February 2018 - INDUSTRY TRENDS - SNACKING all year long
Snac World - February 2018 - 26
Snac World - February 2018 - 27
Snac World - February 2018 - 28
Snac World - February 2018 - FLAVORS - Balance the EQUATION
Snac World - February 2018 - 30
Snac World - February 2018 - THE CHALLENGE OF SPICY
Snac World - February 2018 - 32
Snac World - February 2018 - EXTRUSION - ROUGH AROUND THE EDGES
Snac World - February 2018 - 34
Snac World - February 2018 - 35
Snac World - February 2018 - PACKAGING INNOVATIONS - Sized to Succeed
Snac World - February 2018 - 37
Snac World - February 2018 - NEW SNACKS
Snac World - February 2018 - 39
Snac World - February 2018 - PRODUCTS & SERVICES
Snac World - February 2018 - 41
Snac World - February 2018 - 42
Snac World - February 2018 - 43
Snac World - February 2018 - 44
http://www.nxtbook.com/sosland/sw/2019_08_01
http://www.nxtbook.com/sosland/sw/2019_02_01
http://www.nxtbook.com/sosland/sw/2018_08_01
http://www.nxtbook.com/sosland/sw/2018_02_01
http://www.nxtbook.com/sosland/sw/2017_11_01
http://www.nxtbook.com/sosland/sw/2017_08_01
http://www.nxtbook.com/sosland/sw/2017_05_01
http://www.nxtbook.com/sosland/sw/2017_02_01
http://www.nxtbook.com/sosland/sw/2016_11_01
http://www.nxtbook.com/sosland/sw/2016_08_01
http://www.nxtbook.com/sosland/sw/2016_05_01
http://www.nxtbook.com/sosland/sw/2016_02_01
http://www.nxtbook.com/sosland/sw/2015_11_01
http://www.nxtbook.com/sosland/sw/2015_08_01
http://www.nxtbook.com/sosland/sw/2015_05_01
http://www.nxtbook.com/sosland/sw/2015_02_01
http://www.nxtbook.com/sosland/sw/2014_11_01
http://www.nxtbook.com/sosland/sw/2014_08_01
http://www.nxtbook.com/sosland/sw/2014_05_01
http://www.nxtbook.com/sosland/sw/2014_02_01
http://www.nxtbook.com/sosland/sw/2013_11_01
http://www.nxtbook.com/sosland/sw/2013_08_01
http://www.nxtbook.com/sosland/sw/2013_05_01
http://www.nxtbook.com/sosland/sw/2013_02_01
http://www.nxtbook.com/sosland/sw/2012_11_01
http://www.nxtbook.com/sosland/sw/2012_08_01
http://www.nxtbook.com/sosland/sw/2012_05_01
http://www.nxtbook.com/sosland/sw/2012_02_01
http://www.nxtbook.com/sosland/sw/2011_11_01
http://www.nxtbook.com/sosland/sw/2011_08_01
http://www.nxtbook.com/sosland/sw/2011_05_01
http://www.nxtbook.com/sosland/sw/2011_02_01
http://www.nxtbook.com/sosland/sw/2010_11_01
http://www.nxtbook.com/sosland/sw/2010_08_01
http://www.nxtbook.com/sosland/sw/2010_05_01
http://www.nxtbook.com/sosland/sw/2010_02_01
http://www.nxtbook.com/sosland/sw/2009_11_01
http://www.nxtbook.com/sosland/sw/2009_08_01
http://www.nxtbook.com/sosland/sw/2009_05_01
http://www.nxtbook.com/sosland/sw/2009_02_01
http://www.nxtbook.com/sosland/sw/2008_12_01
http://www.nxtbook.com/sosland/sw/2008_10_01
http://www.nxtbook.com/sosland/sw/2008_08_01
http://www.nxtbook.com/sosland/sw/2008_04_01
http://www.nxtbookMEDIA.com