Supermarket Perimeter - January 2021 - 23

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Authenticity and
transparency

Targeted diets

Sugar reduction

Fortiﬁcation

Personalized health and wellness
often necessitate a unique diet.
Mintel found that one in three
Millennials and Centennials/
Gen Z profess to follow a
lifestyle embracing variations
on vegan, keto, paleo, high
protein and Mediterranean
diets. As the primary buyers
of ethically sourced and
sustainable products, Millennials
are more likely to follow these
dietary-based lifestyle choices,
according to Innova Market
Insight. Continuing mainstream
appeal and acceptance of plantbased offerings prompted Barry
Callebaut, Chicago, to present
a series called Eating Lifestyles
via BC LIVE. The " bite-sized "
sessions demonstrated how to
win with consumers who are
choosing lifestyles like vegan
and keto. During the series, the
company introduced the new
dairy-free " milk-like chocolate "
and a dairy-free plant-based
high-protein coating.

The inﬂuence of gluten-free,
keto and paleo diets that restrict
sugar continue to intensify
sugar's bad-guy reputation. In
order to meet renewed interest
and consumer expectations
around reduced-sugar products,
bakers have the option of
reformulation or downsizing
full-sugar portions. Using a
combination of stevia, erythritol
and chicory root ﬁber, Cargill can
help bakers reduce sugar content
by 25% while also beneﬁtting
digestive health. " Whether bakers
are boosting protein, cutting
sugar or crafting keto friendly
formulations, the key to success
is making the required ingredient
adjustments without diminishing
sensory appeal, especially in
indulgent treats, " said Allison
Leibovich, senior technical
service specialist, bakery, Cargill.

The use of natural ingredients to
provide health beneﬁts continues
to win over consumers looking
for better-for-you options.
Innovative solutions provided
through the ongoing efforts of
food scientists continue to take
fortiﬁcation to the next level. For
example, addressing heart health
through the application of plant
sterols and supporting immunity
using postbiotics.

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Protein power
The health halo of protein
continues to ﬁnd applications
throughout the better-for-you
category. Use of plant-forward
ingredients and heirloom grains
such as spelt, einkorn, barley,
quinoa, chia and chickpeas
offer ways to formulate with the
addition of more protein and
ﬁber while also telling a story of
sustainability and transparency.

Food is about more than its
effect on the body. It also
includes understanding the
environmental impact of a
product on local communities
and its overall sustainability.
Ardent Mills' quinoa portfolio
of North and South Americangrown quinoa includes identity
preserved varieties that are
traceable to the source and that
also promote soil biodiversity
and water conservation.
" Consumers are going to lean
toward better-for-you products
that are more thoughtfully
crafted and that also can give
them a unique experience, "
said Hailey Rogers, R&D chef,
Ardent Mills.

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Organic
Long a favorite of consumers in
search of healthy foods, organic
certiﬁcation can also offer a
new way to provide consumers
with an increased level of food
safety reassurance with trusted
traceability built-in throughout
the supply chain. That's more
important than ever, as more
Americans put health and food
safety front and center. Bob's Red
Mill, a supplier of organic, nonGMO and Fair Trade Certiﬁed
products, believes consumers
desire to know where their food
comes from and its impact on
environmental systems. " Our
relationship starts at the source
with the farmer who produces
the grain, " said Matt Cox, senior
vice president of marketing Bob's
Red Mill, Milwaukie, Ore.

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Planet friendly
54% of Gen Z are concerned
about the sustainability of the
planet. They want to know if a
product was sustainably and
ethically sourced, its journey
through the supply chain and
if the company shares their
personal beliefs and values.
These concepts drive sales by
calling out the products' ability
to lighten the impact on
the Earth's resources.

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Sustainability
The sustainability and environmental claims of a product, its ingredients
and packaging resonate among Gen Z and Millennial shoppers. The
holistic approach considers better for the individual and good for the
planet, too. Cargill's Sustainable Cookie Concept reduces the carbon
footprint with responsibly sourced chocolate chips, pea protein, palm
oil, stevia, and quinoa and pastry ﬂours.

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JANUARY 2021 - 23
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Supermarket Perimeter - January 2021

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