Milling & Baking News - December 17, 2019 - 7

Editorial

Lagging dairy in 'functional' products for kids

ith a proud history of enrichment totaling flavored milk with no added sugar. The impending admore than 70 years, it's fair to describe flour- dition of added sugars on Nutrition Facts Labels likely
based products as the first functional food was an influence in Borden's decision to sweeten the
powerhouse. A functional food is defined as one "con- product with stevia, and sugar concerns also guided
taining health-giving additives and having medicinal a recent (non-functional food) collaboration between
benefit," and the effectiveness of enrichment has been McDonald's and Dairy Management Inc., which manproven by benefits that included the virtual elimination ages the dairy checkoff. Beginning in January, McDonor dramatic reduction of the incidence of serious medi- ald's will offer reduced-sugar, low-fat (1 per cent) flacal conditions, including beriberi, pellagra and anemia. vored milk, replacing a nonfat product containing 33
Folic acid fortification was another, later triumph.
per cent more sugar. D.M.I. said the addition of a small
The truth is, though, the milling and baking indus- amount of fat enhances the flavor and mouthfeel and
tries never led the development of these historic in- helps enable the decrease in added sugar.
novations. They were mandated by the government.
Other dairy companies are eyeing child-friendly
Now, other segments of the food
trends. In late October, Horizon
Amid a proliferation of other
industry are chasing the market
Organic introduced Growing
bread varieties and in the face of Years branded milk, created for
for functional foods, and the
limited shelf space, most of the
baking industry appears retichildren between the ages of 1
cent to jump in. This difference
and 5. Groupe Danone, which
brands targeting children have
seems especially evident beowns the Horizon brand, said the
gone away or been rebranded
tween the bread and dairy marproduct was developed based on
with a family focus.
kets when it comes to functional
the recognition that a small child's
products targeting children. For decades, the standard nutrition is not the same as those of an adult. The product
bearer in the bread market for children was Iron Kids, has DHA omega-3 fatty acids to promote brain health,
a brand owned by Bimbo Bakeries USA. Introduced in choline to transport DHA in the body, prebiotics for gut
1990 with an emphasis on added fiber, the product was health and vitamin D and calcium. A similar nutritional
updated by Sara Lee Corp. with added calcium and a focus is behind the products of Ingenuity Brands, a San
crustless version in 2002 and then reformulated again Francisco start-up offering Brainiac branded drinkable
in 2011. Other companies have pursued this market as yogurt made with omega-3 fatty acids and choline.
well. Hostess Brands L.L.C. in 2012 introduced SmartThe timing of the dairy industry's moves toward
white for Kids, with as much fiber as whole wheat and products aimed at children seems apt in numerous
fortified with calcium.
regards. In addition to tapping into many prevailAmid a proliferation of other bread varieties and ing trends, the introductions come on the eve of the
in the face of limited shelf space, most of the brands 2020 edition of the Dietary Guidelines for Americans.
targeting children have gone away or been rebranded With a mandate from the 2014 farm bill, next year's
with a family focus. B.B.U. recently confirmed with- guidelines will offer customized eating guidance for
out comment the discontinuation of Iron Kids. Com- pregnant women, as well as for infants and toddlers.
pany posts on B.B.U.'s Facebook page suggest slugWhether in bread or other grain-based categories,
gish sales were to blame.
plenty of avenues for innovation in healthful prodThe view that functional products targeting children ucts appear ripe for exploration. Bread aisles in recent
are not fertile ground is not one shared by the dairy years have seen a proliferation of different products
industry. A wave of such products is coming to market. targeting consumers' ever more diverse preferences,
In August, Borden Dairy Co. introduced Kid Builder but space should be saved for innovative products admilk in chocolate and strawberry flavors, fortified with dressing the special needs of and opportunity offered
vitamins A and D and described as the first Borden by younger consumers. MBN
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Milling & Baking News - December 17, 2019

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