Baking & Snack - May 2008 - 57

58

FUNCTIONAL FOODS

sustainability reference points especially when
hen
considering value-added functional foods.
The Hartman Group, a Bellevue, WA-based
sed
market resource for consumer insights and
nd
analysis, stated, "One thing our research has
as
shown is that if consumers cannot undererstand or pronounce an ingredient on the
he
food label, they will generally consider it
bad, no matter where it comes from," said
d
Kate Peringer, marketing communicationss
manager, The Hartman Group. "We recom-mend that food formulators use ingredientss
that are simple, clean and easy if they wantt
to have consumers' confidence."

NAME

ᮣ Hole and Hearty's organic, whole-grain bagels
have a nutritional profile
similar to a vitamin- and
nutrient-packed smoothie
or nutrition bar.
HOLE AND HEARTY

BAKING & SNACK / May 2008

Reading the Fine Prin
t

The Hartman Group, Bellev
ue, WA, is a market
research group providing
consumer insights and
knowledge acquisition. Its
report "Label Readership
on the Rise" found that aut
henticity and a quest for
truth in production, the inc
lusion or exclusion of
certain ingredients and foo
d safety concerns were
the top reasons consumers
read labels. Below are
the "Always Read" label ele
ments.
1. Expiration date, "sell
by date" (60%).
2. Nutrition Facts panel
(50%).
3. Freshness date, "made
by date" (50%).
4. Ingredients List (47%).

BEYOND TEXTBOOK. Because it's impossible to calculate the level of each consumer's
knowledge regarding functional ingredients,
education and easy access to that information are crucial to success. A report from
Research and Markets, Dublin, Ireland, reported that around the age of 10, children
begin making purchase decisions regarding
health and wellness products. The report,
"Children's Wellness 2006: At the Intersection of Hope and Anxiety" found that
children's role in the household attitudes
on health and wellness continues to increase. This is partially because schools and media play
a significant role in educating children about health and
nutrition practices - in turn, making children more
educated than their parents and guardians on matters regarding health and wellness.
FAMILIAR IN FORM. As the old saying goes, change can be scary, and
that also applies to new ways to eat.
Recognizing that people typically

AGE



Baking & Snack - May 2008

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Contents
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