Baking&Snack - December 2011 - 43

INGREDIENT R&D | FLAVORS

Alth h Although sweet flavors dominate b k usage, th savory di t d i t bakery the dimension i can change product development dynamics … dramatically.

BY LAURIE GORTON tepping out of the ordinary gets new products noticed. As a marketing tactic, it certainly attracts attention. So why pick an expected sweet flavor for your next bakery project when a savory alternative might be just the spark to ignite new levels of excitement? After all, the tactic works wonders in other food categories. For example, Jones Soda Co. earned news coverage throughout the mass media with its 2003 launch of a turkey-andgravy-flavored soft drink. In its 2011 holiday pack, the company offers Ginger Bread soda. Adding magic to the confectionery business, Jelly Belly Candy Co. turned Bertie Bott’s Every Flavour Beans, under license from the Harry Potter books and movies, into a market reality and a mouth-popping experience. “Novel flavors draw customers’ attention in a crowded grocery market,” said Rudy Roeskin, general manager, corporate vice-president of food ingredients, QualiTech, Inc., Chaska, MN. “By incorporating savory flavors into food categories that traditionally use sweet ingredients, food makers have exponential options in product development.” With a lot of legs, these emerging flavors can walk between categories, and developments already show up on store shelves. “Savory flavors are getting attention for bread, biscuits and wraps,” said Phil Sprovieri, vicepresident of sales and marketing, Flavorchem Corp., Downers Grove, IL. He described Mediterranean herb blends, black pepper, seafood spice, Middle East, sweet fennel, Italian oils, habanero pepper and

Jewish deli spices such as those used to pickle corned beef. “We developed these for artisan bread use, but the tortilla makers really like these, too.” Consumer foods keep getting more exotic and gourmet as people’s palates become worldlier. Rising ethnic influences set the stage for today’s popular Hispanic, Italian and Asian flavors. “People crave bigger, bolder and more exotic flavors in their everyday food choices,” observed Bruce Murphy, vice-president, Mother Murphy’s Laboratories, Greensboro, NC. “Sweet baked goods are common, but the savory side changes the dynamic and adds an unexpected taste that consumers want.” Multiple trends involving food, societal changes and demographics now converge to create opportunities for savory flavors to find their way into baked foods. “Americans are realizing that they enjoy flavors outside their time-tested comfort zone,” Mr. Roeskin said. “Also, the ‘foodie’ community has taken a cue from the celebrity chefs and is embracing new and unexpected flavor profiles; it’s become cool to substitute savory for sweet. “Americans are becoming more conscious about what they eat,” he added. “Not only are they seeking to satisfy their palates, but they also want to satisfy their soul. This means consumers are looking to indulge with snacks that are either healthier, produced locally or both.” The emphasis on snacks marks a change in American dietary patterns. “Snacks have evolved into the fourth meal of the day for consumers,” said Claude-Emilie Martimbeau, opera-

tional marketing manager, North America, Bio Springer, Montreal, QC, citing figures from an NPD Group report that stated consumers say the eat 21% of all meals as snacks. SNACK IMPACT. Snack foods account for 24% of all savory flavor use, according to Mintel statistics quoted by Mr. Sprovieri. Three basic savory styles characterize most flavored snack foods, according to Dave Hays, marketing director, snacks, Givaudan Flavors, Cincinnati, OH. Cheese accounts for a 50% market share, mostly in cheddar (often called plain cheese) or nacho, based on cheddar. Barbecue comes in at a bit less than 10%, and sour cream and onion ranks a little more than 5%. He explained that the rest combined — mostly hot and ▼ Savory flavors added to a crunchy sweet topping impart new snap and appeal to baked snacks.
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Baking&Snack - December 2011

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