Supermarket Perimeter - June 2021 - 27

eggs, sesame, soy and seeds. The West Nyack, NY-based producer of
muffins, brownies and cakes originally chose a dairy-free callout but
soon realized other families in search of allergen-free bakery items
looked for a vegan callout, a code word for no eggs and no dairy.
" People have begun to identify plant-based foods as comfort foods
and vegan doesn't have to exist with the negative connotations, " said
Marty Koffman. " We've seen a huge play with online and e-commerce
from those looking for better-for-you foods offered online. "
For a growing number of consumers, vegan is becoming a
serendipitous path leading to delicious and indulgent sweet goods
both better for you and free from particular ingredients. When Just
Desserts, Fairfield, Calif., became a nut-free bakery it learned that many
consumers were also looking for products free from dairy and eggs.
Today, the producer of vegan hand-crafted cakes, cupcakes and mini
cakes finds being plant based and free of the other major allergens is
increasing the appeal of its offerings.
" We recognize that a broad demographic finds the appeal of a plantbased
diet while a smaller sub-group is focused on a more rigorous
perspective and particularly value the vegan certification, " said Michael
Mendes, CEO and managing partner of Just Desserts.
Agents of change
As vegan products move from niche to mainstream, the movement is
strengthened by Millennials and Gen Z who prioritize better nutrition
and more accountability from the foods they eat and the businesses
they patronize.
Witnessing these consumer attitudes and increased interest in vegan
and plant-based foods, Délifrance looked to innovate and adapt to the
evolving needs of its customers and their consumers. The top-volume
exporter of frozen baked goods in the United States, imported by
Overseas Food Trading, Fort Lee, NJ, offers vegan croissants made with
spelt and quinoa and its newly launched Vegan Baskets, a savory vegan
puff pastry that's free from palm oil and additives.
" Even consumers who aren't vegan are opting to flex their diet as part
of their health and wellness focus, " said Aurelie Negrier, international
business development manager of Paris-based Délifrance. " Plant based
is synonymous with this and is impacting our attitudes to good-for-you
products. "
A survey from FMCG Gurus, a UK-based market research company,
found 46% of North American consumers say they will be more
attentive to sustainability claims after COVID-19. At the height of
the pandemic, when many traditional products in the grocery store
were out of stock, some consumers took a chance on plant-based
alternatives, with many finding themselves pleasantly surprised,
according to Sarah Hickey, senior director of insights and market
research at Dawn Foods, Jackson, Mich.
In a study conducted with Datassentials, Dawn Foods found that
86% of consumers who tried a plant-based food during COVID would
like to continue using this alternative after traditional products became
available. Lack of product availability during the lockdowns also placed
a spotlight on the ability of natural resources to replenish themselves
with reduced human interference. This resulted in growing optimism
that some elements of damage done to the environment can be
reversible, Hickey continued.
" Plant-based items generally have less impact on the environment, "
said Eric Richard, industry relations coordinator, IDDBA, Madison, Wis.
" This measure of sustainability is important to many generations,
especially younger consumers who are driving this, but lots of savvy
shoppers are doing their homework. "
Just Desserts has
found a sweet spot
for consumers looking
for both vegan and
free-from.
Repeat performance
After clearing the hurdles of all-natural and clean label, vegan
processors must successfully formulate without the key
ingredients of eggs and dairy. One of the biggest challenges
is egg replacement, which plays a critical role in helping
to maintain moistness through shelf life, providing aeration,
emulsification and structure and influencing color and flavor.
Certain baked goods - cakes and batters, in particular - tend
to face additional challenges because they specifically rely on eggs to
provide volume, resilience and emulsification viscosity, shared Kathy
Sargent, global innovation director, Corbion.
" Goods that already have a moist or creamy texture work best as the
changes in proteins are less noticeable, " she said. " Additionally, some
egg replacers may contain allergens like gluten or dairy, so bakers
should consider the needs of their consumers when replacing eggs in
their formulations for vegan products. "
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Supermarket Perimeter - June 2021

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