Milling & Baking News - October 5, 2021 - 28

TUES | 10 05 2021
Birthday cake donuts, devil's food cake and cake pops serve as examples of comfort food.
than 600 primary US grocery shoppers of
the ages 18 to 78. Seventy-two percent said
chocolate lifts their mood, and 59% said it
boosts their energy. Seventy-six percent
said they use chocolate as a personal
reward, and approxiately 30% said their
chocolate consumption increased during
COVID-19.
" Consumers often seek comfort in the
foods and flavors of their youth, which
explains the uptick in peanut butter-andjelly
and s'mores flavored products, " said
Gretchen Hadden, marketing manager
for Cargill Cocoa & Chocolate. " The last
18 months imparted immense stress and
uncertainty on individuals and families,
but it also taught many to appreciate the
simple pleasures in life and the emotional
benefit of treating oneself. That's where
chocolate comes into play, whether it is
in confection form, bakery, ice cream or
some other chocolatey treat. "
Nearly half of consumers prefer milk
chocolate, but dark chocolate is more closely
associated with indulgence, she said.
" White chocolate, a common choice
for brands' seasonal offerings, has its
own nostalgic appeal as consumers may
associate it with holiday celebrations and
loved ones, " Ms. Hadden said.
Baked treats and snacks such as brownies
and cakes play a role in many nostalgic
28 MILLING & BAKING NEWS
and comforting products, she said.
" Ingredients like our Gerkens Duchess
cocoa powder, which is designed
specifically for baked goods, can help
brands deliver on sensory expectations, "
Ms. Hadden said. " It boasts an appealing
chocolaty smell and taste confirmed by
consumers and an appetizing red-brown
color. Developers can also use chocolate
chunks and drops to up the indulgence
factor, creating Instagram-worthy
appearances and unique textures. "
FONA International, Geneva, Ill., recognized
chocolate in its State of Snacking
2020 report, saying traditional and nostalgic
dessert flavors may be paired with
spicier flavors, like a dark chocolate cayenne
brownie.
PERMISSION TO EAT HONEY
Permissible indulgence fits into the
comfort food trend, Ms. Barry said.
" Consumers are looking for comfort
food to taste amazing in the moment but
then not give them a guilty feeling after
consumption, " she said. " As an all-natural
sweetener made by honeybees, honey
provides product developers with the
unique ability to sweeten comfort foods
with an ingredient consumers love. "
Honey may evoke memories, often
memories associated with geography.
" If you grew up in the Southeast, orange
blossom or tupelo honey is likely to evoke
fond memories, " she said. " Whereas if
you grew up in the Midwest, alfalfa honey
may recall memories of baking with a
grandparent. Around the world, there
are more than 3,000 varietals of honey, all
dependent on where honeybees forage for
nectar. This in and of itself can lend to nostalgic
and comforting feelings and tastes
of home, childhood, family gatherings and
foods that remind us of good times in life. "
Cakes, cookies, bread and cereal can be
associated with comfort.
" It comes as no surprise that baked
goods and comfort foods are synonymous,
especially baked goods that use
honey, " Ms. Barry said. " If you think about
it, honey is one of the only sweeteners that
product marketers broadcast on the front
of packages, as well as including it in the
name of products.
" However, honey does much more than
just sweeten bakery foods. It also provides
flavor and functionality. In comforting
breads, honey naturally extends shelf life,
and in cookies, honey's humectancy keep
products moister for longer. Honey truly is
a unique ingredient that provides comfort,
flavor and functionality, all in an ingredient
that is made by honeybees. " MBN
- Jeff Gelski
bakingbusiness.com
DAWN FOODS
http://www.bakingbusiness.com
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