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July 2014
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foodproductdesign.com
Functional
Foods &
Beverages
09
Functional
Beverages
16
Power of
Protein
23
Crossing
Generational Lines
JULY 2014
09
16
23
Formulating Functional
Beverages
Power of Protein
04 Editor's Page
06 Market Watch:
Functional Foods
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Editor's Page
A Functional
Perspective
T
Lynn A. Kuntz
Executive Editor
foodproductdesign.com
Market Watch
Market Watch:
Functional Foods
ising awareness among consumers toward health benefits of foods and their
nutritional benefits for potential disease prevention and overall wellness are
key factors driving the global market for functional foods and beverages.
The functional
foods and
nutraceuticals
market is reporting
a significant level of
investment in new
technology and
application within
the nutrients and
food industry.
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Functional Food
Market Challenges
Addressing the skepticism to
avoid over efficacy of functional
foods, health claims and delivering
on those claims in a consumeracceptable manner.
Providing additional value that
compensates for the increased
product costs, especially during
hard economic times.
Improving product quality,
especially texture and flavor,
so they compare favorably to
regular products.
Regulatory limits on health
claims made by functional foods
and beverages.
Excerpted from Food Product
Designs Functional Foods Market
Survey Slide Show.
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Editors' Review
Formulating
Functional
Beverages
By Rachel Adams | Assistant Editor
Elements of Design
Consumers are looking for beverages
that help deliver a portion of nutrients
required to keep up with the demands of
active lifestyles, said Tom Burrows,
director, strategic marketing, soy
proteins, ADM, Decatur, Illinois. The
ingredients that can be used in the
functional beverage market segment are
as diverse as the beverages themselves,
which span everything from highlyconcentrated shots of energy and
vitamin/mineral blends to balanced meal
replacements and refreshing drinks for
sports recovery. The common theme
through all these products is the delivery
of additional benefits to consumers
beyond simple hydration.
Determining what that benefit isand
how consumers will receive itis the
first, and possibly most important,
consideration when designing a
functional beverage.
I look at the benefit of the product
depending on the market you are trying
to reach, said Angela Skubal, flavor
application scientist/technical sales,
Prinova Flavors, Carol Stream, Illinois.
There are different nutritional blends
that each market would like to see.
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11
Smooth Moves
Texture, mouthfeel, viscosity and
suspension can all be important
considerations when designing a
functional beverage. Proper use of
gums and starches can aid in providing
Texture and
suspension are
two barriers
common in
functional
beverages.
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Plant-Based Nutrition
Vitamin D is an important nutrient many
consumers dont get enough of; in fact,
almost 50 percent of Americans are
deficient in vitamin D, and the U.S.
Department of Agriculture (USDA) has
deemed vitamin D a shortfall nutrient
in the American diet.
Vitamin D can be added to a variety of
functional beveragessuch as juice or
milkto enhance nutrition. PLT Health
Solutions, Morristown, New Jersey,
offers a highly concentrated vitamin D
ingredient that can be added to nearly
any beverage. The powder ingredient is
derived from mushrooms, and delivers
40,000 International Units (IU) of
vitamin D per gram.
According to Barbara Davis, Ph.D.,
director, medical & scientific affairs, PLT
Health Solutions, the ingredient will not
affect the quality of a beverage, due to
its low usage rates. To attain a good
source claim, it is being added at only 1
milligram per serving; an excellent
source claim is just 2 milligrams per
serving, she said. Even if were
supplying the entire daily value of
vitamin D, were only talking about 10
milligrams per serving. At these levels
Protein Power
In the functional foods arena, one
might consider the current landscape
proteins heyday. Despite the fact
consumers get adequate protein in their
diets, the nutrients association with
health and weight management, and its
efficacy in sport nutrition have made
itand products containing itwildly
desired. Beverages are no exception.
In beverages, animal-based proteins,
such as whey or gelatin, can lend
flavors characteristic of the protein
13
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Powered by Probiotics
Consumers are starting to understand
that probiotics are a good thing that they
need to take every single day, and theres
also a trend toward making probiotic
food products more convenient for
consumers, said Mike Bush, senior vice
president, Ganeden Biotech, Maryfield
Heights, Ohio.
There are several probiotic strains,
which must be chosen based on the
intended application. In some juices,
probiotics such as Lactobarcillus
plantarum 299v (Lp299v) work
successfully. Other beverage formats,
such as high-temperature short-time
(HTST), hot-filled and high-pressure
processing (HPP) are limited to
spore-forming strains due to their
extreme durability.
Ganedens Bacillus coagulans GBI-30,
6086 probiotic ingredient can be added
to beverages that are refrigerated
throughout the supply chain, which
keeps the organism from germinating
in the product. The beverage can be
pasteurized to a point, so it can go
through HTST or hot fill, or HPP or a
variety of things like that, but to keep
the organism from germinating in the
product, we require that it be kept at
below 30 degrees throughout its entire
supply chain, Bush said. Possible
applications include HPP juices, milk
and kombucha.
Depending on the application, the
probiotic can be added before, during or
after the heat-treatment process.
14
Encapsulation can
protect sensitive
ingredients
against conditions
that may impact
their efficacy.
Ensuring Efficacy
Creating a beverage that provides
benefits consumers are seeking, and also
provides quality sensory attributes and
good taste is only part of the challenge.
Product designers must ensure
functional ingredients remain effective
through the products shelf life.
To ensure stability throughout shelf life,
it is critical that each functional
ingredients efficacy is evaluated in the
finished product to ensure that the
beverage system, and factors such as pH,
processingparticularly exposure to high
temperaturesand packaging, dont
impact the functionality, Ringo said.
Sensitive ingredients can also be
protected from degradation during
shelf-life via encapsulation, Ringo said.
Encapsulation can protect sensitive
ingredientsnutrients/flavorsagainst
conditions that may impact their
efficacy such as interactions with other
ingredients, light, temperature
extremes, enzymes, oxidizing agents
and oxygen, she said.
Whether pumping up a beverage with
protein or making vitamin D the shining
star of tomorrow mornings juice, adding
functional ingredients to a beverage can
make it easier for consumers to address
their needs, and ultimately, aid in
successful product formulation.
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Follow Cognizin
*These statements have not been evaluated by the Food and Drug Administration.
This product is not intended to diagnose, treat, cure, or prevent any disease.
Editors' Review
The Power of
Protein
By Rachel Adams | Assistant Editor
16
More than
85 percent of
consumers who
purchase
functional foods
choose products
that are high
in protein.
purchase functional foods choose
products that are high in protein because
they see them as being good for you.
Protein enhancement adds value to a
variety of foods, such as drinks, dairy
products and bars, both in terms of
nutritional value and formulation, said
Shanna Smidt, director, business
development, Glanbia Nutritionals,
Fitchburg, Wisconsin. With the health
benefits of a protein-enriched diet
increasingly recognized by consumers,
functional food manufacturers are
actively targeting the mainstream
audience with foods that offer a
protein boost.
foodproductdesign.com
17
Product launches
in the United
States containing
pea protein have
grown more than
200 percent
since 2011.
lysine, arginine and branched-chain
amino acids (BCAAs) isoleucine,
leucine and valine. Pea protein isolates
are being used in a wide range of
products, including baked goods,
cereal bars, desserts, soups, powdered
drinks and soy milk alternatives.
Other plant-derived proteins, such as
rice protein, have proven efficacy in
sports nutrition by aiding in muscle
recovery and repair. In fact, a recent
study compared the benefits of rice
protein to those of whey, where
participants consumed 48 grams of rice
or whey protein isolate immediately
following training. At baseline, week four
and week eight, participants were
measured for muscle thickness, body
composition, bench press and leg press
strength. Researchers found rice protein
consumed after resistance exercise
decreased fat-mass and increased lean
foodproductdesign.com
Protein Considerations
Quality is an important consideration
when choosing protein ingredients for
nutritional applications. Protein quality
can be measured using the Protein
Digestibility Corrected Amino Acid Score
(PDCAAS), which encompasses aminoacid composition and the level of
amino-acid bioavailability. The PDCAAS
ranges from 0 to 1, with 1 representing
the best quality. A high-quality protein
that representing a score of 1is readily
digestible and contains the dietary
essential amino acids in quantities that
correspond to human requirements. Soy
protein, whey protein isolate, casein and
milk protein isolate all represent a
PDCAAS of 1. However, according to the
Digestible Indispensable Amino Acid
Score (DIAAS) methodadopted by the
Food and Agricultural Organization for
the United Nations in 2012whey
protein isolate represents a score of
1.25 and milk protein concentrate
represents a score of 1.31.
The DIAAS method measures the
digestibility of individual essential amino
acids at the ileumthe end of the small
intestinein a pig model, compared to
the PDCAAS, which measures fecal crude
protein digestibility using a rat model.
Some consider the DIAAS method more
valid, as it more accurately reflects the
ability of the body to utilize essential
amino acids.
Plant-derived protein ingredients, such
as isolates, concentrates and
hydrolysates, digest more quickly than
vegetable protein from whole-food
18
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20
51 percent of
consumers
specifically eat
bars as a source
of protein, and
38 percent
seek protein
beverages or
shakes.
Applied Physiology, 2014; DOI: 10.1152/
japplphysiol.01093.2013).
Bars, protein shakes and beverages
have long been go-to applications for
protein. In fact, the 2014 IFIC survey
found 51 percent of consumers
specifically eat bars as a source of
protein, and 38 percent seek protein
beverages or shakes.
We continue to see a growing
interest in sports nutrition products
and higher-quality proteins, the main
applications being ready-to-drink
(RTD) beverages, powder mixes and
bars, Henry said. However, new
products are being introduced
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Protein
consumption
may provide
additional
weight-loss
benefits to
consumers in
that it may
reduce calorie
intake after
consumption.
Disease Control and Prevention (CDC)
arent far off; CDC recommends
56 grams of protein per day for the
average man, and 45 grams per day for
the average woman.
Protein consumption may provide
additional weight-loss benefits to
consumers in that it may reduce calorie
21
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Editors' Review
Generational Lines
By Judie Bizzozero | Managing Editor
he rate of growth in the global functional foods sector has outpaced that of the
mainstream food and beverage market in the past few years. Euromonitor
International, Chicago, estimated global sales of functional foods and
beverages reached $237 billion in 2013, while U.S. retail sales of functional foods
and beverages hit $58.4 billion in 2013.
23
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2014
Nomination Details
http://bit.ly/ECAwards2014
/SupplySideEvents
@SupplySide
#ECAwards
Generation X
Generation X , those born between
1965 and 1979, is 49 million strong and
spends more on groceries per month
than any other generation, an average
$323.10, according to data from Acosta
Sales & Marketing, Jacksonville, Florida.
In April 2014, the Institute of Food
Technologists (IFT), Chicago, released its
list of top 10 functional food trends for
2014 that was based on a cohort of
material. It found many adult consumers
who once relied on nutritional
supplements have made the switch to
fortified and functional foods. In fact,
nearly 9 in 10 adults made a strong
effort to consume more nutrients,
vitamins, minerals, herbs/botanicals and
fish/fish oil/omega-3s in their diets.
Maintaining a healthy digestive system
and immune health also are top health
priorities, and probiotics will play a key
role in 2014.
Millennials
Generation Y, more commonly known as
Millennials, born between 1980 and
1999, number 72 million and their view
of food choices has been a driving factor
in the functional foods market this year.
According to IFTs functional foods trend
outlook, this group views its food as
healthier, more expensive, more natural/
53%
53%
53%
50%
50%
48%
36%
21
Fiber
Whole
Grains
Protein
Calcium
19
29%
31%
Fats/Oils
Caffeine
18
Sodium/
Salt
Sugars
Calories
26%
Mono/
Polyunsaturated
Fats
25
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26
Trending Ingredients
There are a number of stand-out
ingredients currently trending in the
functional food and beverage category,
including omega-3s, whole grains, fiber,
vitamin D, calcium, protein, antioxidants
and probiotics. Ingredient suppliers are
tasked with ensuring their ingredients
are a good fit for applications that
consumers will really want, and they
place a lot of emphasis on meeting
specific needs and demands.
A growing body of research points to
dairys key role in sports nutrition, and
these ingredients can help provide
digestible, high-quality protein for
Supporting
healthy growth
and development
is critical
throughout
childhood, and
the child-specific
food and
beverage market
is expected to
grow quickly
over the next
few years.
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Increased
consumer
concern about
digestive
health,
immune health
and weight
management
is driving high
interest for
protein, fiber
and probiotics.
building and repairing muscle,
carbohydrates for energy, and vitamins
and minerals to strengthen bones and
replace electrolytes. Schouw Andersen
particularly called out dairy proteins as
flagship ingredients in the functional
sector. In particular, he said whey protein
offers benefits that cut across all
generationsfrom consumers in their
teens to people in the latter stages of
their lives.
He commented: Whey is perfect for
assisting with recovery, which may
appeal to younger active Millennials. It
also assists with maintaining lean
muscle mass, something that
Generation X consumers will value as
they look to maintain a healthy weight.
It is also an easily digested form of
protein that is rich in amino acids,
which is perfect for older consumers,
such as Baby Boomers, who are looking
to counter conditions associated with
aging, such as sarcopenia.
Traditionally, whey protein was largely
the preserve of bodybuilders and was
consumed in the form of a powder
designed to be dissolved into water to
create a shake. However, as the benefits
28
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Additional
Resources
Hungry for more information?
Food Product Designs FoodTech
Toolbox offers a wealth of resources
on the science behind developing
functional foods and beverages:
How to Succeed in Functional
Foods Image Gallery
Future Fats: Bringing on
Health and Functionality Report
Soy Protein Ingredients
Infographic
Food Innovation video
Prebiotics and Intestinal
Microbiota video
29
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Lynn A. Kuntz
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Melissa Black
Karen Butler
Katherine Hecker
Amanda Saye
Katie Egley
Jillana Szeto
Danielle Dunlap
Joseph DiPastena
Andrew Rosseau
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