Asia Food Journal

May-June 2011
www.asiafoodjournal.com
MICA (P) 084/02/2011 PPS1595/07/2011 (020142)
Your Professional Guide To Ingredients and Processing
INGREDIENTS
Versatile Fat Substitute

MARKET TREND
Customization Wins
PROCESSING
Innovation Inc
SPECIAL REPORT
Provide quick hunger xes without compromising on nutrition
Ed ib Ch le i O na: il Re po rt
New Snacking Society
May-June 2011
MICA (P) 084/02/2011 PPS1595/07/2011 (020142)
Your Professional Guide To Ingredients and Processing
INGREDIENTS
Versatile Fat Substitute

MARKET TREND
Customization Wins
PROCESSING
ASIA FOOD JOURNAL IS PUBLISHED BY:
ISSN 2010-4200
Innovation Inc
SPECIAL REPORT
Provide quick hunger xes without compromising on nutrition
Ed ib Ch le i O na: il Re po r
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TEN ALPS COMMUNICATIONS ASIA PTE LTD 67 Ubi Avenue 1#06-06 StarHub Green, North Wing Singapore 408942 T: +65 6521 9777 F: +65 6521 9788 www.asiafoodjournal.com CEO Raymond Wong E: raymond.wong@tenalpsasia.com ASSOCIATE PUBLISHER Alvin Lim T: +65 6521 9759 E: alvin.lim@tenalpsasia.com EDITORIAL GROUP EDITOR Bob Gill T: +65 6521 9763 E: bob.gill@tenalpsasia.com EDITOR Sheila Wan T: +65 6521 9777 E: sheila.wan@tenalpsasia.com CONTRIBUTORS Angela Quintero, Chen Lina, Darren Ooi, Gerald P. Mcneill, James Andrade, Katrina Diamonon, Kees Van Doorn, Keith Graham, Linnie Mackenzie, Sarah Medina. SALES & AD ADMIN ACCOUNT EXECUTIVE Sean Chen T: +65 6521 9770 E: sean.chen@tenalpsasia.com ADMIN EXECUTIVE Chrissy Lee T: +65 6521 9751 E: chrissy.lee@tenalpsasia.com PUBLISHING SUPPORT PRODUCTION MANAGER Pauline Goh T: +65 6521 9772 E: pauline.goh@tenalpsasia.com PRODUCTION/MARKETING SUPPORT Eric Koh T: +65 6521 9748 E: eric.koh@tenalpsasia.com DESIGN MANAGER Honess Ho T: +65 6521 9769 E: honess.ho@tenalpsasia.com GRAPHIC DESIGNER Elsie Chin T: +65 6521 9771 E: elsie.chin@tenalpsasia.com MARKETING & DISTRIBUTION MANAGER David Low T: +65 6521 9784 E: david.low@tenalpsasia.com WEB EXECUTIVE Cindy Chen T: +65 6521 9773 E: cindy.chen@tenalpsasia.com Tiffany Mok T: +65 6521 9776 E: tiffany.mok@tenalpsasia.com CIRCULATION MANAGER Jean Chua T: +65 6521 9774 E: jean.chua@tenalpsasia.com CIRCULATION EXECUTIVE Levi Cheng T: +65 6521 9775 E: levi.cheng@tenalpsasia.com MANAGER (E-BUSINESS) Sam Soh T: +65 6521 9786 E: sam.soh@tenalpsasia.comV WEB DEVELOPER Franco Sevilleja T: +65 6521 9778 E: franco@tenalpsasia.com FINANCE FINANCE MANAGER Lim Ai Ling T: +65 6521 9740 E: ailing.lim@tenalpsasia.com WORLDWIDE SALES OFFICES AUSTRIA, GERMANY & SWITZERLAND Erhardt Eisenacher T: +49 228 2499860 F: +49 228 650076 E: info@eisenacher-medien.de JAPAN Sho Harihara T: +81 6 4790 2222 E: sho@yukarimedia.com SCANDINAVIA David Lansdowne T: +44 (0) 1442 87 77 77 F: +44 (0) 1442 87 06 17 E: davidl@lansdowne-media.co.uk UNITED KINGDOM /BENELUX /ITALY Stuart Smith T: +44 (0) 20 8464 5577 F: +44 (0) 20 8464 5588 E: stuart.smith@ssm.co.uk USA EAST COAST Jim Lees T: +1 610 626 0540 F: +1 610 626 0566 E: jameslees@prodigy.net USA WEST COAST Wayne Wiggins T: +1 415 387 7784 F: +1 415 387 7855 E: w.wigginsjr@mindspring.com
Editor's Note
Rebuilding Japan
The tsunami and a series of earthquakes that struck Japan since March 11 this year had got the world worried about the safety of the affected areas, their peoples and the economic impact on countries that import goods, especially electronic components and edible products, from the land of the rising sun. Since the natural disaster, Japan has enforced lower radioactive values for foodstuffs meant for sale in the country for at least a few months. The EU has therefore decided, in order to provide consistency between the pre-export controls by the Japanese authorities and those on the level of radio nuclides performed on feed and food originating in, or consigned from, Japan when the products enter the EU, to apply on a provisional basis the same levels in the EU and Japan, as these are lower than the existing EU values. Ahead of the EU-Japan summit at the end of May this year, the Confederation of Food and Drink Industries of the EU (CIAA) urged European decision-makers to consider a free trade agreement (FTA) covering food and drink products as the best option for future EU-Japan trade relations. In 2010, imports to the EU of Japanese agricultural products (of animal origin, sh and plants) was 187 million ($276.77 million) for agricultural products and 29 million for shery products. Meanwhile, MD Bangkok Exhibition Services David Aitken, organizer of ProPak Asia 2011 said the diversication of businesses of Japanese companies and their openness to receiving international support are positive approaches to the nations recovery. As Japan works tirelessly to rebuild the affected areas and conduct business as usual, concerned countries and organizations continue to pour in aid and resources. Such help and understanding will indeed help Japan emerge stronger and sooner from this difcult period.
Sheila Wan Editor, Asia Food Journal
ASIA FOOD JOURNAL is printed in Singapore by Sun Rise Printing & Supplies Pte Ltd. ASIA FOOD JOURNAL is published 10 times a year by Ten Alps Communications Asia Pte Ltd, located at 67 Ubi Avenue 1 #06-06 StarHub Green, North Wing Singapore 408942. All rights reserved. Please address all subscription mail to ASIA FOOD JOURNAL at the above address, or Fax +65 6521 9766. Annual air-speeded subscriptions for non-qualied subscribers at US$125. Single copies are available for US$25. Volume 8, Number 3.
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IN THIS ISSUE
MAY-JUNE 2011
Contents
CRUNCH FACTOR NEW SNACKING SOCIETY
Providing quick and nutritional hunger xes.
PG 08
Flexible extrusion snack processing.

PG 14
GRAB & GO
04 Read the latest industry news.
SPECIAL REPORT
08 New Snacking Society Provide quick hunger xes that do not compromise on nutrition. Sweet Treats The confectionery industry continues to generate new concepts for the modern world. Being Bold Identifying the next winner. Crunch Factor A exible extrusion process allows the continual development of new snack ranges. Crisp Texture Use a microwave or conventional oven to prepare crunchy and fat-reduced snacks.
CUSTOMIZATION WINS
Penetrating into new markets.
PG 24
11
12
14
INNOVATION INC
Moving away from the one size ts all strategy.
PG 30
16
INGREDIENTS
19 Heading East Understanding China's edible oil industry. Versatile Substitute Palm oil provides healthier baked and confectionery products than animal fat.
PROCESSING
26 Safeguarding Reputation X-ray and metal detection systems have taken Chinas food safety measures to a new level. Innovation Inc Move away from the one size ts all business strategy to remain competitive.
20
28
MARKET TREND
22 For Better Health Chinas consumption of health foods is expected to increase at a rapid rate due to imports and growing demand. Customization Wins Capitalizing on changing consumer trends in Asia.
MARKETWATCH IN EVERY ISSUE

01 35 36
33
24
EDITORS NOTE & SALES OFFICES CALENDAR OF EVENTS DO YOU KNOW?

BUSINESS
Industry Updates
JBT CORP LANDS JUICE PROCESSING PROJECT IN DUBAI JBT FoodTech business has signed two contracts with Aujan Industries Co. (Aujan) for 6.1 million ($8 million). Aujan is one of the largest privately owned beverage and confectionery company in the Middle East. JBT FoodTech will provide two complete high-speed lines to process Aujan's beverage recipe of smooth juice with real fruit pieces. The order was received late in the fourth quarter of 2010 with the project currently scheduled to be operational in the third quarter of 2011.
Beneos claims for ingredients receive EFSAs positive opinion

Beneo said all Article 13.1 claims for Isomalt and Palatinose (isomaltulose) have been positively evaluated by the European Food Safety Authority (EFSA). The claims relate to two areas in which the choice of food can make a difference: the maintenance of dental health and the concerns the reduction of post-prandial glycaemic response (low-glycaemic effect). The EFSA stated that the claimed effects are dental health, remineralization of teeth, not cariogenic and do not promote tooth decay reecting the scientic evidence as frequent consumption of sugars contributes to tooth demineralization. It concluded that the consumption of foods/drinks containing Isomalt or Palatinose instead of easily fermentable carbohydrates such as traditional sugars may help to decrease tooth demineralization. On the glycaemic claims led for Isomalt and Palatinose, EFSA established a cause and effect relationship between the consumption of foods/drinks containing isomalt or isomaltulose (Palatinose) instead of traditional sugars and a reduction in post-prandial blood glucose responses. The results conrm the scientic substantiation for both functional carbohydrates the EFSA acknowledges the advantage of using them to offer physiological properties to improve the health related properties of the nal product, and for the benet of the consumer.
GIVAUDAN EXPANDS INDUSTRY PROGRAM Givaudan is expanding its TasteSolutions health and wellness program by increasing investment and resources in taste technology to address food manufacturers sweetness challenges. The company continues to grow its discovery program to develop new natural ingredients from botanical sources and biotechnology. It also has a pipeline of articial molecules and US generally recognized as safe (GRAS) regulatory approval for a new sweetness modier to add to its existing avor ingredients palette to help create sweetness and mouthfeel solutions for sugar reduction.
Grab&Go
BUSINESS
DKSH and Ashland Aqualon Functional Ingredients to team up in Vietnam

US-based Ashland Aqualon Functional Ingredients (AAFI) has appointed DKSHs Business Unit Performance Materials to distribute its range of pharmaceutical excipients and coating systems, as well as functional ingredients (for the personal care industry). DKSH is already representing AAFI in the countrys food and beverage industry with aqueous systems solutions that are derived from renewable natural raw materials. It provides value-added services such as formulation laboratories and good storage practice (GSP) certied distribution centers.
CPW INVESTS CHF 35M IN MALAYSIAN FACTORY Cereal Partners Worldwide (CPW), a joint venture between Nestl and General Mills, will invest CHF 35 million ($40.1235 million) over two years in the construction of a new breakfast cereals factory in Malaysia. The factory due to begin production in 2012 will make Nestl breakfast cereal brands Koko Krunch, Honey Stars, Cookie Crisp, Koko Krunch Duo and Milo, for consumers in Malaysia, and for export to Singapore, Indonesia and Thailand. The new factory will source up to 80% of its raw materials from local suppliers.
4 Asia Food Journal May-June 2011
ANALYSIS
Researchers say crude oil prices impact rice production

Crude oil prices have a far reaching impact on the costs involved inrice production, as researchers mapped crude oil, rice and soybean oil prices between 1970 and 2008 and demonstrated the implications of world crude oil prices on the agriculture sector, in particular on rice production. The paper, in the Pertanika Journal of Social Sciences & Humanities (JSSH), suggests that soybean oil producers do not face the same problem and they should therefore not worry about the uctuation of crude oil prices. The study used data of the world crude oil prices and prices of rice in Malaysia and soybean oil in Rotterdam from 1970 to 2008. The Autoregressive Distribution Lag method was used, which allowed the team to investigate both short and long term dynamics. Their ndings show that there is a long-term relationship between the world crude oil price and the agriculture sector, with high production costs cutting into prot margins. The authors said these situations will worsen if the industry does not receive any subsidies or incentives from the government.
BUSINESS
Nestl takes major stake in Chinese company

Nestl has signed a partnership agreement with Chinese food company Yinlu Foods Group, taking a 60% stake in the company. Yinlus chairman Chen Qingyuan will continue to lead the company in the new partnership. The agreement builds on an existing partnership between the two companies, as Yinlu is a comanufacturer for ready-to-drink (RTD) Nescaf coffee in China. The family-owned company markets RTD peanut milk and ready-to-eat canned rice porridge. Its 2010 sales amounted to around CHF 750 million ($866.03 million). The transaction is subject to regulatory approval in China. Other details of the transaction, including the acquisition price, were undisclosed.
CREATING TOMORROWS SOLUTIONS
WHICH FL AVOR DO YOU WANT TO MAKE VEGETARIAN?
REGULATORY
IADSA saves additives from deletion at Codex

The submission of scientic and technological justication by the International Alliance of Dietary/ Food Supplement Associations (IADSA) saw positive developments for steviol glycosides and magnesium stearate at the Codex Committee on Food Additives (CCFA) meeting in China in March 2011. While the European Union (EU) delegation and other European countries showed reservations on almost all of the proposed maximum levels for steviol glycosides (INS 960), the Codex Committee on Food Additives (CCFA) agreed to take into consideration an increased level, from 1820mg/kg to 2500mg/kg as steviol equivalents, proposed by IADSA, for chewable supplements. Additionally, IADSAs technological justication staved off a proposal to delete magnesium salts of fatty acids which includes magnesium stearate, an essential additive for the production of supplement and confectionary tablets from the International Numbering System (INS). Instead, the additive was retained and assigned the INS number 470(iii). However, it will be evaluated by the Joint FAO/WHO Expert Committee on Food Additives (JECFA) before it can be added to the General Standard for Food Additives (GSFA). We are pleased to be able to provide scientic and technical research that contributes to Codexs work to improve the GSFA, said David Pineda Ereo, IADSAs regulatory affairs director. Our aim is to ensure that the adopted levels are both safe for consumers and consistent with those widely used by the global food supplement industry. Deleting key additives from the GSFA list and adopting very low levels could create unnecessary barriers to trade. Through our member associations we will continue to provide the necessary scientic and technical information to support Codexs work. Meanwhile, following concerns from EU and most Asian countries, the color erythrosine (INS 127) is no longer permitted in the GSFA.
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GRAB & GO
BUSINESS
Industry Updates
NEW EAS REGULATORY ADVISER IN ASIA International food policy consultancy EAS has appointed Evon Chan as a regional regulatory affairs adviser to utilize her expertise in food and nutritional product marketing across the Asian region. Before joining EAS Asia in Singapore, Chan has been working in the food industry in Malaysia, where her roles have included new ingredients analysis, regulatory compliance and ISO quality management.
Carotechs natural palm tocotrienol complex an award nalist

Carotech's patented and bioenhanced Tocomin SupraBio natural full spectrum palm tocotrienol complex has been selected as a nalist in the Most Innovative Ingredient category of the 2011 Nutraceutical, Business & Technology (NBT) Awards. Organized by Via Connect Ltd (Via Media UK Ltd) in partnership with Vitafoods Europe, the awards recognize excellence in R&D, marketing, business and technology within the nutraceutical industry. The award category honors the development of a novel active or functional component that combines innovative science or new product features that demonstrates substantial benets to end-user populations when compared with existing ingredients for that disease condition or health management application. Judging criteria include technical advancement, scientic merits, benets to manufacturers and breadth of application. The winners were announced on May 11, 2011 during the Vitafoods trade show in Geneva, Switzerland.
BUSINESS
Shareholders accepts Sartorius AG as a holding company

DANISCO BOOSTS HEALTH WITH PHYTOSTEROLS Danisco has signed a longterm agreement with US-based company Arboris to market its pine-derived phytosterols. Phytosterols are naturally occurring compounds with proven ability to reduce cholesterol. Backed by over 200 human intervention studies, regulatory authorities globally have recognized phytosterols for their cardiovascular health benet. The company expects to launch the new phytosterol range in May 2011.
A majority of shareholders of the Sartorius technology group has approved transforming Sartorius AG into a management holding company at the annual shareholders meeting in Goettingen, Germany in April. The executive board was granted authorization to enter into and implement the corresponding contracts. The shareholders also resolved to amend the Articles of Association in connection with the new legal structure. The holding company will in the future hold shares in and manage the operational Group companies. This new corporate structure, which is to be implemented by August 2011, ensures that the company will maintain its ability to generate dividends more consistently. It will also help support the exible control of the Group and unlock growth potential in the future..
GLOBALDAIRYTRADE TO OFFER CHEESE Fonterra said that cheddar cheese will be offered for sale on the globalDairyTrade electronic trading platform from the 19 July Trading Event. The addition will expand the range of products available on the platform to seven, including whole milk powder, skim milk powder, butter milk powder and anhydrous milk fat. The cheese to be offered is a dairy ingredient requiring further processing and is not a product that can be sold at retail.
BUSINESS
Chr. Hansen upgrades color facilities

Due to continued strong demand for natural colors in the global food industry, Chr. Hansen has extended its food coloring production plants located in South America and Europe. It has also inaugurated a new and improved color production facility in Lima, Peru. The plant, which will be a key production and sourcing platform in South America, will produce red carmine color for food applications. Its production plant in Avedoere, Denmark has been upgraded to meet customers demands, optimize energy consumption and improve the working environment for production staff. The Danish plant specializes in production of natural colors in yellow, red, green and white shades. Nothing indicates that the current trend of replacing synthetic colors with natural colors in the global food industry will ease off in the near future. The extended Avedoere and Lima facilities give us the opportunity to continue to increase production while at the same time improving our production economy, and easing the work for the plant staff, says Stphane Carladous, senior director, product supply & color sourcing, colors & blends division. In the nancial year 2009/10, organic growth in Chr. Hansens colors & blends division was 29%. This performance continued into the rst half of 2010/11 where organic growth for the division increased by 52%.
WHAT'S YOUR NEWS?

Tell us and tell the world sheila.wan@ tenalpsasia.com
BUSINESS
AWARDS
GEA issues 400M corporate bond

GEA Group Aktiengesellschaft has placed a 400 million ($592.16 million) bond in April. The bond, which was issued in 1,000 denominations, has a ve-year term and a xed coupon of 4.25%. With a reoffer price of 99.656%, the bond had a yield of 4.328% upon issuance. The organization is rated investment grade at Baa3/stable by Moody's and BBB-/stable by Fitch. The bond will also be rated by these agencies and it will be traded on the Luxembourg Stock Exchange. The bond was placed with both institutional investors and retail intermediaries in Germany and other European countries. The order book was oversubscribed. In the run-up to the issue, the organization held presentations to potential bond investors in Munich, Frankfurt, London, and Paris. GEA intends to use the proceeds of the issue primarily to renance its latest acquisitions Convenience Food Systems (CFS) and Bock Kltemaschinen.
Ocean Spray receives SQF certication

Ocean Spray has achieved the highest attainable safe quality food (SQF) certication for food manufacturing and distribution. Its four manufacturing sites located in Markham, WA, Tomah, WI, Wisconsin Rapids, WI and Middleboro, MA were awarded SQF 2000 Code Level III certication by NSF International in recognition of their comprehensive food safety and quality management systems. To achieve this certication, companies must complete and document a food quality assessment of their products and its associated processes. They must also identify the controls needed to ensure consistent food safety and quality levels, meet buyer product specications and satisfy domestic and international regulatory requirements. As supply chains become increasingly complex, investing in food safety and quality assurance is crucial. Manufacturers expect suppliers to demonstrate evidence of strict food safety and quality management systems. And we are the only sweetened dried cranberry manufacturer to have achieved this level of SQF certication, said Mike Stamatakos, VP Agricultural Supply and Development.
APPOINTMENT
D.D. Williamson staff named IFST Fellow

D.D. Williamson VP of Science and Innovation Margaret Lawson has received the distinction of Fellow from the Institute of Food Science & Technology (IFST). The senior category of membership of the IFST is awarded to those who have demonstrated a sustained level of exceptional professionalism and have made important achievements in relation to food. Lawson is the distinction of Fellow and past president of the IFT. A member of the Research Chefs Association, she also serves on the University Industrial Advisory Board for University of California at Davis, and Board of Advisors for Xengaru Fun Foods. She holds eight domestic and global patents.
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SPECIAL REPORT
SNACK FOODS

Provide quick hunger xes that do not compromise on nutrition.
BY KATRINA DIAMONON, ASIA PACIFIC CONSUMER INSIGHT ANALYST, DATAMONITOR
he market for savory snacks in Asia Pacic was valued at $23.5 billion in 2010, and it is expected to grow at a rate of 4.7% to 2014. Japan is by far the largest market for savory snacks, representing $14.5 billion in sales, with China as a distant second at $3.8 billion. The fastest growing markets are India ($628 million) and Malaysia ($199 million), which are forecast to grow at 12.2% and 8.0%, respectively, to 2014. The market across the region is dominated by processed snacks ($13.1 billion), potato chips ($4 billion) and nuts and seeds ($3.2 billion; see Chart 1).
Chart 1: Market value of savory snacks in Asia Pacic by category in 2010.
Due to growing concerns about food safety and integrity, more consumers are seeking products that are free from synthetic ingredients.
The healthy snack space is the major growth opportunity for industry players today. This is largely due to the fact that, while snacks effectively satisfy the needs of time-poor consumers, healthconscious shoppers are increasingly looking for quick hunger xes that do not compromise on nutrition.
Products that are tagged vegetarian are commonly found in countries of religious faith.
Rising health consciousness among consumers is driving the need for nutritious snacks in the retail sector.
A consumer survey conducted by Datamonitor in July/August 2010 found that 39% of consumers in the Asia Pacic region (namely Australia, China, India, Japan, Singapore and South Korea) agreed that they would feel guilty snacking in-between meals, illustrating the often-negative emotions associated with snacking. Furthermore, the survey revealed that nearly seven in 10 (69%) respondents said choosing food and beverages that are healthy, tasty and enjoyable has become more important to them compared to two years ago.
The Michael Seasons Feel Good Snacking line of gourmet potato chips from Hong Kong effectively captures the desire for simple products made in the traditional way without the use of additives. The snacks are touted as containing no articial avors or colors, and hydrogenated oils, to assure consumers that they can feel good about how the products are made. Gluten-free Gluten-free was the 10th most common product claim in savory snacks in 2010, reecting the growing inuence that food allergens and intolerance are having on consumers product choices. Indeed, 38% of respondents told Datamonitor in April/May 2009 survey that they routinely (most of the time or all the time) avoid certain food or drinks for allergy or intolerance reasons. This has driven the market for free from products, particularly those that are free from gluten.
Product claims
An analysis of the top product claims for savory snacks in the region revealed that the industry is responding to the unique needs and consumption habits of health-conscious consumers. Products tagged vegetarian are the most common, given the prevalence of vegetarian diets in countries of religious faith. As such, an array of snacks from salty (nuts and corn chips) to sweet (banana chips and dried fruit) help facilitate the vegetarian lifestyle of many consumers. Additives Product claims touting the absence of additives (such as no preservatives and articial color) rank high among the top claims in savory snacks launched in the region. As consumers express growing concerns about food safety and integrity, they are increasingly seeking products that are free from synthetic ingredients. Indicative of this intensifying concern, 60% of respondents told Datamonitor that knowing about the ingredients used in the grocery products they buy has become more important as compared to two years ago. Moreover, another Datamonitor survey conducted in April/May 2009 revealed that 50% of respondents were highly inuenced by claims of no articial additives (and colors, avorings and preservatives).
Gluten-free was the 10th most common product claim in savory snacks in 2010, reecting the growing inuence that food allergens and intolerance have on consumers product choices.
SPECIAL REPORT
The prevalence of high ber and high protein snacks reects the demand for more positive, inclusive health messages, rather than those that focus on eliminating certain ingredients from consumers diets.
Striking a balance between sensory benets and nutritional credibility is the ultimate challenge for snack manufacturers in the future.
They seek products that encourage the consumption of healthful, nutritious ingredients. In India, Hearteld Soy Wonders is a soy snack that promotes healthful and all-natural ingredients such as Omega-3 and axseed. Similarly, the Sunbeam Protein Blend from Australia is a nutritious mix of nuts and dried fruit, and is touted to be high in ber and protein.
The future
Consumers needs are becoming more complex, especially in the Gluten-free offerings address the specic dietary needs of those with food and drink sector. While time scarcity demands products that celiac disease and appeal to the growing number of consumers who are are quick to prepare and consume, rising opting for a gluten-free lifestyle to improve Rank Claim health consciousness is driving the need their health. Some 19% of respondents said 1 Vegetarian for them to be nutritious as well. Industry they were highly inuenced by gluten-free 2 Private Label players have responded to this in ways claims when making food and beverage such as adjusting formulations to eliminate 3 No Preservatives choices a considerably higher proportion articial ingredients and tailoring products than those who suffer from the disease. 4 No Trans Fat to a particularly dietary need (such as Accordingly, the range and availability 5 No Articial Color gluten-free). of gluten-free snacks in the region is 6 No Cholesterol The key however, is ensuring that such signicantly improving. 7 Natural products do not compromise on avor Indeed, an analysis of such savory snacks 8 No Articial Flavor and overall product enjoyment. Striking a launched in the region in 2010 revealed 9 Recyclable balance between sensory benets and nuthat products were introduced in a range 10 No Gluten tritional credibility is therefore the ultimate of categories, from potato chips to nuts and 11 No Articial Flavor challenge for healthy snack manufacturers seeds, and even popcorn. 12 No MSG in the future. 13 High Fiber Nutrition 14 Environmentally-Friendly The prevalence of high ber and high Snacks Launches 15 Organic protein snacks reects the growing desire Potato Chips 41% 16 No Genetic Modication among Asia Pacic consumers for more 38% Other Savory Snacks 17 Single Serving positive, inclusive health messages, rather Processed Snacks 10% 18 Double Trademark than those that focus on eliminating certain Nuts and Seeds 8% 19 High Protein ingredients from their diets. The July/ Popcorn 3% 20 No Additives August 2010 consumer survey revealed that over six in 10 (63%) consumers surveyed Table 1: Top 20 product claims for savory Table 2: Gluten-free savory snacks agreed that they are more interested snacks in Asia Pacic in 2010. Source: launched in Asia Pacic in 2010. Source: in hearing about what to eat, rather than Datamonitors Product Launch Analytics (PLA). Datamonitors PLA. what not to eat.
SPECIAL REPORT
SNACK FOODS
Sweet Treats
The confectionery industry continues to generate new concepts for the modern world.
One Swiss producer presents a CO2-neutral chocolate by calculating the emissions that arose along the entire production chain, which were offset by reforesting the rainforests with cocoa farmers.
BY KOELNMESSE
he confectionery industry saw new avors, creative ways of addressing sensitive groups of consumers, and product labeling by origin and climate-friendliness at the International Sweets and Biscuits Fair (ISM) held in Germany earlier this year.
Filled chocolates containing fruit and nuts such as almonds remain popular. One manufacturer is even targeting the "coffee-shop generation" with coffee-themed praline creations, and another is promising genuine authentic avor with a more intensive cocoa aroma. Sustainability One Swiss producer is presenting a CO2-neutral chocolate. To measure the overall CO2-footprint of a chocolate, the manufacturer researched and calculated the emissions that arise along the entire production chain. The calculations revealed that a 100g bar of dark chocolate is responsible for 150-180g of CO2 emissions, depending on the recipe used. The corresponding gure for a milk chocolate is 220-280g. A strategy was later developed to reduce this CO2 footprint in the coming years. In addition, the emissions involved were offset by reforesting the rainforests with cocoa farmers. The associated products are thus CO2-neutral and bear the Carbon Neutral Product label.
Chocolate
Of the confections, chocolate holds a great potential for creativity, as it remains the epitome of culinary pleasure and luxury, with concepts such as sweet olives in white chocolate, a combination of sauerkraut and chocolate and another with hay. However, the trend for single origin chocolates (those with a designated origin) is holding up well.
Gluten-free diet
Due to health reasons, more are embracing the gluten-free diet with products such as easy-to-prepare gluten-free bakery premixes, as well as those with additional benets and function. Others include products containing natural ingredients, high-ber recipes, sugarfree sweets and chewing gum.
Sweets
The sweets segment currently sees creative aesthetics involving a contemporary interpretation of traditional production. Besides bold colors and combinations, high-gloss surfaces and structures, manufacturers are dressing their products with packaging containing greetings for consumers to present them as gifts to their loved ones for example. Meanwhile, one reduced-sugar chocolate targeted at children has a cheerful reading material in the packaging to keep them entertained.
Conclusion
The adaptable confectionery industry continues to be an employer and generator of ideas, said Germany's Federal Minister of Economics, Rainer Brderle. And this is especially so for concepts that address concerns such as the cost of production, green efforts and breaking into new markets in the future.
The sweets segment currently sees creative aesthetics involving a contemporary interpretation of traditional production.
SPECIAL REPORT
SNACK FOODS
Being Bold
Identifying the next winner.
BY JAMES ANDRADE, VP, RESEARCH, DEVELOPMENT & QUALITY, KRAFT FOODS, ASIA PACIFIC
nternational brands often face big challenges when competing in Asia due to the need to adapt to local cultures. Inventing delicious tastes that delight Asians is one of the key challenges present in todays competitive food market. Food and beverage manufacturers should therefore develop the right tools and techniques to discover the latest innovations that can give them sustainable and competitive advantages over their peers.
Inventing delicious
While many successful innovations are derived from using standard tools and processes, true innovation starts with a decision to embrace growth and change, and not simply relying on past success. Manufacturers should be bold and pursue consumer insights that challenge conventional wisdom about their products and brands. Much can be inspired when they are audacious and think about their products at a larger scale. At its core, innovation is a decision and manufacturers can nd the processes and tools they need once they have decided to embrace the changes inherent within innovation. However, overcoming the fear of risk and taking the rst step towards innovation can be daunting to some. In Asia Pacic, Kraft Foods implemented decentralization strategies for different countries to continuously create new products that are tailored to the tastes of local consumers. In the Philippines, for example, a local phrase Ang Galing, which means cool or exciting, was used to market the Tang powdered beverage in-store and on television. This positioning featured avor combinations that included indigenous, local exotic fruit such as mango with strawberry and other citrus avors.
Local insights
Apart from taste, food safety and nutritional products that address local customer needs and expectations are pressing market trends.
It is important for manufacturers to provide more choices, solutions, variety, and innovation to consumers. This is particularly true in China, where demanding consumers are value conscious and seek unique taste experiences. Generally, consumers have high expectations on new products. Apart
Many companies believe that the way to gain consumer insight is by purchasing syndicated data, which their competitors are also doing.
from taste, food safety and nutritional products that address local customer needs and expectations are pressing market trends. For example, the Chinese typically consume rened grains but have whole grain intake levels that are signicantly below the recommended dietary intake level. While some products are positioned as whole grain, they merely contain added bran and not the endosperm, bran and germ in similar ratios that are found in the grain. To cater to this market, Kraft Foods launched Pacic whole grain biscuits Chinese Date, Sesame and Peanut variants after using advanced food processing technologies and research on local taste preferences.
Companies should take time to talk to and observe how consumers interact with their products in order to know more about them.
Creating innovation
Being successful with innovation is a collaborative effort among the marketing, marketing research and R&D departments. While marketing develops the strategy that sets the vision and focus, and marketing research provides local consumer insights, R&D marries technical capabilities with the strategy and insights. Besides the three, product and total consumer experience is needed. When the result of these factors delights or exceeds consumers expectations, success is achieved. Here are more details. Identity To position brands and products in the market, manufacturers should locate and know their playing elds. Despite being cream lled chocolate sandwich biscuits, Oreo has been able to stretch itself across multiple forms and occasions as a premium treat. In markets where consumers have less disposable income, the biscuits are sold in affordable single packs without lowering the price. The biscuit brand has created sharing moments, as depicted in media advertisements such as an elderly man teaching his grandson the way to twist, lick and dunk the biscuit in milk, and another showing one sharing an Oreo with basketball personality Yao Ming. Competitive edge Many companies believe that the way to gain consumer insight is by purchasing syndicated data, which their competitors are also doing. However, much insight is obtained from specic, customized knowledge about consumers. Companies should therefore take time to talk to and observe how consumers interact with their products. Unique capabilities There is a general misconception that innovative advantages are strictly reliant on R&D or intellectual property. From our experience with Vegemite spread products and Jacobs biscuit brands, besides possessing proprietary processing and ingredient bundles that provide a technical advantage, innovative execution of product offerings is also important. The go-to-market strategy such as the annual Jacobs Walk of Life program that promotes healthier lifestyles and signature positioning like the Oreo Twist Lick and Dunk - the way to eat Oreo biscuits, provide unique strategies that are not easily duplicated.
There is a general misconception that innovative advantages are strictly reliant on R&D or intellectual property.
Innovation starts with a decision to embrace growth and change.

Managing trade-off Consumers typically have a limited appetite and acceptance for food and beverages, which results to trade-off. It is important to know what the new innovative product will be replacing. Will it be a current product offering? Will it expand the target market? Will it substitute an existing product? If the new product cannibalizes a companys existing brand, what prot margin does it bring? If it is generating a higher prot margin, you may elect to keep the cannibal in the range. However, it is best to create new value or experiences for consumers.By considering the four points above, you are on the road to discover innovation with sustainable and competitive advantages. With a strong partnership and link with marketing, consumer insights and R&D, you can then establish the groundwork for a strong innovative process.
Manufacturers should be bold to pursue consumer insights that challenge conventional wisdom about their products and brands.
SPECIAL REPORT
SNACK FOODS
Crunch Factor
A exible extrusion process allows the continual development of new snack ranges in various sizes, shapes and avors.
BY KEITH GRAHAM, MARKETING MANAGER, BAKER PERKINS
Using twin-screw extrusion, snack food manufacturers can utilize a standard system to produce direct expanded products, as well as to progress in stages to produce specic and high-value snacks. The range of direct expanded products produced on such a system enables snack manufacturers to achieve corn curls, balls and puffs, chipsticks, maize rings and shapes such as rings, squares, rectangles stars, animal and letters of the alphabet. Die design is crucial in controlling shape, expansion and shell structure of snacks. It also provides end products of differing formulations and shapes using one extruder. Coupled with a modular format, shapes can be altered easily and cost-effectively by changing a product-specic die insert. Alternatively, a die producing a at rope from the extruder can be cut into a variety of sizes and shapes and marketed as mini crackers and bites, often with chunky toppings.
Co-extrusion system
A co-extrusion system, which can be retrotted to an existing single or twin-screw extrusion line, offers versatility as parts can be changed quickly. It can incorporate llings with contrasting textures and colors into a cereal outer, and create added-value products using attractive and extraordinary shapes. These snacks bring the wow factor to consumers when complemented by exotic avors and llings such as sweet and savory cream, fruit pastes, cheese and chocolate praline. Replacing traditional savory llings with fruit also increases the nutritional value of co-extruded snacks. A co-extrusion system consists of a cutter crimper, cream feed system and die. The cutter-crimper provides co-extruded pillow snacks with attractive surface textures such as grooves and highlights, creating snacks with a number of individual strands and a sweet or savory center. These snacks can be made 12-120mm long, enabling lled bars to be created as individually wrapped count lines. They can be coated with seasoning or sugar downstream for added-value. The exible extrusion process allows the continual development of new snack ranges such as croutons in various sizes, shapes and avors. It is the most cost effective solution for these bagged snacks compared to using conventional processes that require mixing, forming and baking of bread dough. These snacks have a light and crunchy texture, and a rm bite, which distinguishes the croutons from other extruded snacks. In another extrusion process, an adapted twin-screw extruder and a coat hanger die produces a thin, wide sheet of dough. After extrusion, the sheet is cut into regular, geometric shapes by a rotary cutter. The resulting shapes may be fried as a conventional snack, or baked for a lower fat content.
he competitive snack food industry today requires manufacturers to be equipped with the exibility to produce a range of products in order to meet the latest consumer preferences, bring them to market quickly, and to move into niche sectors easily.
An extruder can be used to make whole grains and multi-grain products such as shredded, expanded and cracker snacks.
Produce bite size cracker-style snacks using mixing, sheeting and laminating processes normally used in biscuit production.
Cost, consumers lack of condence in Chinese brands and low family income have hindered the growth of Chinas nutrition industry.
Credit-card shaped snacks are slim, at, rectangular co-extruded wafers that can incorporate sweet or savory llings, which may be eaten alone or as dipping products such as a peanut butter snack into a savory spread, or a tomato-lled snack into cheese.
Possibilities
The exibility of the extrusion process allows the introduction of snack concepts that involves the use of whole grains and multigrains (typically wheat, rye, corn, barley and rice), thereby improving the nutritional prole, taste and texture of snacks. Extruded croutons have a light and crunchy texture, and a rm An extruder can be used to make whole and multi-grains products bite, which distinguish them from other extruded snacks. as shredded, expanded and cracker snacks. These snacks would have reduced levels of saturated fat and salt, much to the delight of health-conscious consumers. Snack manufacturers can also opt to use equipment and processes from other Capture the Power: Buhler Aeroglide. industries to create new varieties: Cook grains in a unit that is usually Sanitation, product uniformity, efciency. Aeroglide driers, ovens, used for breakfast cereals to add roasters, toasters, puffers and coolers provide these critical elements intact, identiable whole grains to food processors around the world. extruded snacks. Produce bite size cracker-style snacks using mixing, sheeting and laminating processes normally used Buhler Aeroglide, Asia Pacic Region in biscuit production. Plaza Mont Kiara B-06-07, No. 2 Jalan Kiara, Mont Kiara 50480 Kuala Lumpur MALAYSIA Bake crackers in an oven. Tel +60-3-6411-9999, Fax +60-3-6411-9988 Use hot-air expansion of pellet aeroglide.sales@buhlergroup.com, www.aeroglide.com/food snacks as a healthy alternative to frying. Shredding, a cereal process, gives layered nets to snacks. Coat and avor oil-free snacks using a syrup cooker from the confectionery industry.
to
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Credit-card shaped snacks are slim, at, rectangular co-extruded wafers that can incorporate sweet or savory llings.
Innovations for a better world.
SPECIAL REPORT
SNACK FOODS
Crisp Texture
Crunchy and fat-reduced snacks can now be conveniently prepared in a microwave or conventional oven.
BY KEES VAN DOORN, R&D DIRECTOR, CRISP SENSATION
readcrumbed products typically have a negative image as a high amount of fat is needed to achieve a tasty and crunchy texture. They are either prepared in the fryer or baked in an oven, although fat is already present in them. However, manufacturers are increasingly keen to improve the nutritional value of these convenience foods in order to get into the good books of health-conscious consumers. Swiss-based company Crisp Sensation has successfully developed a new multi-stage production process for a coating system that can be prepared in a microwave, combination or conventional oven. The cooked products have a fat reduction of more than 50% and they do not need to be refried before consumption. The multi-layer coating system can be used for deep frozen crispy products such as schnitzels, chicken nuggets, cheese or vegetable sticks, sh ngers, combinations of these products, and even sweet applications.
Indulgence in, fat out

The technology creates products with a characteristic bite, which can be described as light crispness crunchy, not hard or tough and without any rancid notes, as the inner core, whether it is chicken, sh or cheese, stays juicy. This is achieved due to the waterresistant properties of the coating system that protects the core from drying out. Taste panels and acoustic crunch tests carried out at Wageningen UR Food & Biobased Research have proved the performance of the coating system. A break test and an acoustic crunch test showed that
Breadcrumbed products typically have a negative image as a high amount of fat is needed to achieve a tasty and crunchy texture.
A new coating system by Crisp Sensation is created from a type of crumb with a battering system and a stabilizing agent.
SPECIAL REPORT
even after storage of more than nine months, the products maintained their technological and sensory properties. The coating is free from avors, colors taste enhancers and preservatives, thereby main-taining the authenticity of the ingredients used, which also fullls the EFSA and FDA guidelines. The coating system requires the substrate to stay in the frying tunnel for 2.5 minutes compared to approximately one minute for conventional products. In order to achieve a throughput of about two tons per hour, conventional tunnels need to be longer, although leasing models are available. Additionally, there are no extra costs involved for active packaging using the coating system.
Coating technology
The coating system is created from a type of crumb with a battering system and a stabilizing agent in a multi-stage manufacturing process. It manages the water in the substrate and the shell, which protects the core from drying out by keeping water in. As the coating system is fat resistant, it does not absorb as much fat as conventional coatings do and it does not break during preparation. In order to use the coating technology and depending on the existing production facilities in a factory, minor adjustments to the cooling system might be necessary, since the technology is based on nitrogen freezing. For cost effectiveness, the company and its project partner Air Products offer leasing models for industrial use.
The coating system creates products with a characteristic bite, which can be described as light crispness.
Getting it right
The new coating technology is based on nitrogen freezing, which may require minor adjustments to the factorys cooling system.
Cooking deep frozen foods with the coating system requires consumers to use a microwave, combination or conventional oven. They can also choose to fry the products in a pan, although this increases the amount of fat needed than the previous cooking methods. For preparation in a combination oven, best results are achieved using a crisp/grill function. Even when using a conventional oven, the products have the typical light Ready prepared snack products using the coating system can crispness, as well as juicy and maintain their crispness and do not become soggy, even when succulent cores. kept warm for several hours. Such ready prepared snack products maintain their crispness and do not become soggy, even when kept warm for several hours, enabling ready meals to be kept in warming trays without losing quality. As the coating system offers sensorial properties, convenient preparation and reduced fat content, snacks for adults and meals for children and the elderly can therefore be developed, thereby providing health and convenience in the frozen foods sector.
The new coating system enables cooked products to have a fat reduction of more than 50% and they do not need to be refried before consumption.
INGREDIENTS
OILS/FAT
Under a new ruling, China does not require plant quarantine certicates for pre-packaged edible oils that do not need further packaging or processing.
To release the pressure of rising prices and stabilize the market, the Chinese government introduced measures such as auctioning canola and soybean oils and asking major edible oil producers not to raise the prices for small-packaged edible oils before March 2011. In the rst half of this year, prices for edible oils in China are expected to rise slightly due to insufcient supply in South America, less production and ination. In the second half of 2011 however, supply is expected to increase in the international market. The domestic edible oil market is predicted to stabilize with supportive government policies.
Heading East
China's edible oil industry and the smallpackaged oil market are growing at an average annual rate of 5-6% and 20-30% respectively.
BY CHEN LINA, ANALYST, BEIJING ORIENT AGRIBUSINESS CONSULTANT
Regulations
In August 2008 China released the Guidance on Promoting the Healthy Development of Soybean Processing Industry, which will limit the capacity of soybean oil processing at 65 million mt/year by 2012. It disallows a soybean oil processing enterprise to build or expand soybean processing projects if its capacity has reached 15% of the national total. However, in recent years, companies are still building new facilities, expand their businesses, and be involved in mergers and acquisitions. To ensure consumers health and safety, China has adjusted the requirements for imported edible vegetable oil. According to the new rule in 2011, plant quarantine certicate is no longer required for pre-packaged edible oils that do not need further packaging or processing. As for other vegetable oil products, the document Risk Analysis of Entry Plants and Plant Products stated that the authorities in exporting countries or regions should provide information on entry edible vegetable oils such as processing technology. Chinas State Administration of Quality Supervision (AQSIQ) carries out related risk assessments and decides whether the exporting country or region should provide plant quarantine certicate based on the outcomes of the assessments. Data from Beijing Orient Agribusiness Consultant (BOABC) has found that China's edible oil industry and the small-packaged oil market are growing at an average annual rate of 5-6% and 20-30% respectively. This year, the market share of small-packaged oil is expected to gradually expand and replace the dominance of bulk oils in the countrys edible oil market.
The market share of small-packaged oil in China is expected to gradually expand and replace the dominance of bulk oils in the edible oil market.
t the beginning of this year, Chinas soybean oil import increased by 28%. This is fueled by rising domestic income and improved consumption of edible oils, although the latter has yet to reach the worlds level. With rising population in the country, the demand for edible oils is increasing year by year, as the market develops steadily.
Chinas edible oil market is predicted to stabilize with supportive government policies.
Table 1: Edible oil consumption in China.

INGREDIENTS
OILS/FAT
Versatile Substitute
Palm oil provides healthier baked and confectionery products than animal fat.
A ripple mill cracks the nut of a palm fruit to separate the kernel and shell downstream.
BY GERALD P. MCNEILL, PHD, VP R&D, IOI-LODERS CROKLAAN
he continued economic growth in China, India and Southeast Asia in recent years has led to their people having more disposable income. This results in an increase in food consumption, as imports of edible oils into the countries rise. As these consumers become more sophisticated, the food industry is evolving to satisfy a growing demand for varied and indulgent food products. They were mainly derived from Europe and the US, and include a wide range of baked goods, snack foods and confectionery products, as well as those modied from local favorites. A majority of these products require vegetable oil or solid fat to produce the desired taste functionality and texture.
Baked goods
Baked goods are traditionally made using animal fat, before modern vegetables oils such as soybean and rapeseed were used. This is because animal fat such as butter, beef tallow and lard are solid at
room temperature (approximately 20C) and they impart a creamy texture to nished products. They tend to form very small crystals called beta-prime when processed, resulting in the ability to effectively entrap small air bubbles when mixed with dry ingredients. The presence of these air bubbles in nished products provides a desirable light or aky texture. However, manufacturers are using less animal fat in baked goods due to cost and cultural issues, and consumers have an unhealthy perception of them. Manufacturers have found palm oil to be an ideal substitute to animal fat in baked goods as it remains solid at room temperature and provides the same functionality as animal fat. It is the most widely produced vegetable oil in the world and one of the lowest cost commodity oils available. Pressed from the fruit of a type of oil palm tree, palm oil is versatile as it can be produced in various textures needed in bakery and snack food applications. IOI-Loders Croklaan for example uses a fractionation to generate palm oil components with various physical properties. The blending of these components has for example created a range of products called ShortFat, which satises the needs of bakery and snack food markets in Asia.
An unlimited variety of functionality, taste and texture for chocolate coatings and llings can be created by blending specialty palm and palm kernel oils.
Palm oil is a widely produced vegetable oil in the world and it is one of the lowest cost commodity oils available.
Chocolate and confectionery
Cocoa butter is a solid fat found in the cocoa bean, which provides the characteristic chocolate has. It is hard and brittle at room temperature but melts at body temperature. Despite these properties, the production of cocoa beans is not carried out on a large scale due to cost. However, alternatives to cocoa butter using fractionation can be cost-effectively created for industrial use. By blending specialty palm oil and palm kernel oil components, an unlimited variety of functionality, taste and texture for chocolate coatings and llings can be created. IOI-Loders Croklaans cocoa butter substitute CLSP is for example designed for fast-moving confectionery products. While it does not need tempering, it has limited compatibility with cocoa butter.
This is our second decade on the forefront of elimination of food borne pathogens through high pressure technology, offering you the broadest range of HPP equipment and services to bring successful HPP products to market. We are proud of the Avure QFP 350L, the most popular high production HPP food system worldwide. Our Avure QFP 215L is
From the depericarper system, the nuts of palm fruit enter into a nut polishing drum (pictured). The drum polishes the nuts in order to loosen the bers that are attached to the nuts. Stones and foreign materials are also removed in this process.
the most successful vertical press available. And the recently released QFP 100L has already become the most widely accepted midrange system ever offered. So, it's not surprising that Avure continues to lead in horizontal, vertical and laboratory systems and total HPP solutions. With the capacity, reliability and low operating costs of our equipment, unmatched food science knowledge and lab services, and a growing network of HPP contract services providers, Avure is uniquely positioned to help YOU deliver successful HPP products.
Nutrition
A chemical process called partial hydrogenation was introduced into Europe and the US 50 years ago to convert liquid vegetable oil into a semi-solid fat. The resultant fat is used as a low cost alternative to animal fat. It was promoted as healthy fat as it contains a low level of saturated fat. The hydrogenation process substituted saturated fat with trans fat, which also imparts a solid texture to the fat. Hydrogenated fat was widely used in the 1970s in the bakery and confectionery industries. However, scientists later discovered trans fat promoted the risk of heart disease and was seven times more unhealthy that saturated fat. In traditional markets such as Europe and the US, saturated fat was long considered to be unhealthy lauric fat such as coconut oil are popularly used in confectionery coatings but they contain almost 100% saturated fat, and contribute to an unhealthy perception in nished products. Palm oil was later considered by industry players to have a natural balance between saturated and unsaturated fat, containing about 50% of each. It became a healthy substitute for confections and baked goods that typically contain trans fat. With healthful benets and cleaner labeling using palm oil in baked and confectionery products, manufacturers can now continue to enjoy this versatile substitute to fat that consumers appreciate.
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MARKET TREND
SOY
For Better Health

Chinas consumption of health foods is expected to increase at a rapid rate due to imports and growing demand.
BY SARAH MEDINA, RESEARCH ASSOCIATE, BURCON NUTRASCIENCE CORP
The growing populations in the world need affordable protein that does not add undue stress on the environment.
id you know that China is one of the fastest growing health food markets in the world? The US Department of Commerce stated: With rapid economic growth and continued improvement of peoples livelihoods, the demand for health food from Chinas 1.3 billion people has expanded tremendously over the last 20 years. Meanwhile, a report published by the Nutrition Business Journal has identied China as the top country that will offer the greatest opportunities for the nutrition industry in the next ve years. The US follows as a close second.
The health food category typically includes dietary supplements, functional foods and those with dietary components that provide preventative health benets beyond basic nutrition. Currently, Chinas acceptance and consumption of health foods is far below than that of many developed nations. A 2010 research report on Chinas health food market estimated a consumer expenditure on health foods to be 0.07% of gross expenditure, as compared to 2% of that in Western nations. Factors such as cost, consumers lack of condence in Chinese brands and low family income have hindered the growth of Chinas nutrition industry. As the Chinese move from subsistence living to earning incomes where they can be classied as middle class, they will invariably spend a large portion of their new income on food. Retail sales of health food in China were estimated to be $13.7 billion in 2009, surpassing Japan ($12.9 billion), making it the second biggest health food market in the world after the US.
The Chinese diet

The Chinese have historically enjoyed healthy eating with a focus on fruit, vegetables and small quantities of animal protein. As much of the Chinese population is lactose-intolerant, broths, sauces and marinades are used to avor food instead of heavy and rich cream sauces. The Chinese diet includes soy products such as tofu and soy sauce. Protein drinks and nutritional bars that include soy protein isolates would be ideal in meeting the nutritional needs of this lactoseintolerant population. Chinas nutritionary reliance on small amounts of animal proteins and higher amounts of soy proteins shows a healthy and environmentally responsible culture. As Chinas population grows, food and water supplies, as well as food production will compete with housing and the growing of fuel crops for land. In the coming decades, as global agriculture will face the prospect of a changing climate and the challenge of feeding the world's growing population, as such, renewable plant protein will likely become a larger part of the solution that delivers food to regions that are vulnerable to food decits.
Earth-friendly soy
Soy protein is a complete and nutritious plant-based source for amino acids. Soy and canola proteins provide the body with these acids for proper growth, muscle tissue synthesis and a host of other functions. The global nutritional supplement industry has thus seen an explosive growth in the use of protein ingredients over the past 10 years.
Soy protein is a complete and nutritious plant-based source for amino acids, which the body requires for growth.
Experts believe that China's health food industry will continue to grow annually at about 20-30% to reach $65.9 billion by 2020.
Protein bars, once consumed only by endurance athletes, protein-rich meal replacement products and dietary supplements have become supermarket staples around the world. Protein supplements are also being increasingly and successfully promoted to geriatric consumers. Plant proteins are differentiated from animal-based ones in terms of health and wellness, affordability and impact to the environment rearing livestock causes more greenhouse gas emissions than driving cars. According to a report published by the United Nations Food and Agriculture Organization, the global livestock sector generates 18% more greenhouse gas emissions as measured in CO2 equivalent than transport. It is also a major source of land and water degradation. Plant protein production offers an environmentally-friendly alternative to animal derived proteins. The production of animal proteins is viewed as less "environmentally economic" when compared to the production of plant proteins. This is because producers must feed plant proteins to animals in order to produce animal proteins. The animals are also not efcient converters, pound for pound, of the proteins they consume.
Natures best solution for food preservation
Health-friendly soy
Plant-based products help to one ght against heart disease. Research has found soy proteins to be benecial in lowering blood cholesterol (LDL) that reduces the risk of coronary heart disease. With this evidence, 11 countries have approved health claims for soy protein's potential to lower blood cholesterol and the risk of coronary heart disease. In 1999, the US FDA issued a health claim about soy protein and its effect on heart disease stating: "25g of soy protein a day, as part of a diet low in saturated fat and cholesterol, may reduce the risk of heart disease. Plant-based diets are high in ber and low in fat. In numerous studies, high-ber, low-fat diets have been shown to lower the rates of certain cancers such as those of the colon, breast and prostate. They are also believed to reduce the risk of diabetes. Bio-contaminants and antibiotics in animal protein pose health concerns. Reported cases of E. coli, the avian u and BSE, along with the growing use of antibiotics in animal production have led to consumer concerns on the safety of animal-based protein products. Plant-based proteins have therefore beneted from these trends issues.
Food producers are under increasing pressure to deliver safe products while satisfying consumers desires for foods that taste great, have improved shelf life and label-friendly ingredients. The Purasal and Optiform family of ingredients, based on unique fermentation technologies, is the industrys answer to natural food preservation. Optiform solutions fight pathogens and help to ensure food safety Purasal solutions fight spoilage organisms, ensuring product shelf life
For more information, please visit:www.purac.com/preservation
Outlook
The growing populations in the world need affordable protein that does not add undue stress on the environment, as analysts expect the world to have nine billion people by 2050. A health food consumption survey issued by the Hong Kong Trade Development Council revealed that 77% of consumers surveyed value and rank immune enhancement as an important function, followed by nutritional supplement and anti-fatigue. While Chinas current annual per capital consumption of health foods is approximately $10, which is far below most western countries, experts believe that its health food industry will continue to grow annually at about 20-30% to reach $65.9 billion by 2020. New entrants into the Chinese health food market in the coming years will also drive food costs lower. With the inux of international brands, Chinese consumers will be condent in the functionality and quality of the products they purchase. As a result, the consumption of health foods in China is expected to increase at a rapid rate.
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MARKET TREND
INNOVATION
Customization Wins
Capitalizing on changing consumer trends in Asia.
Survey respondents said on average over 50% of Chinese consumers are willing to pay a little more for organic/green food, beverages and personal care products, and approximately 10% are willing to pay much more.
BY ANGELA QUINTERO, CONSULTING DIRECTOR AND HEAD OF GLOBAL CONSUMER & RETAIL PRACTICE, GLOBAL INTELLIGENCE ALLIANCE
Changing tastes
According to a survey by Global Intelligence Alliance (GIA) among 67 Asian consumer and retail industry professionals in China, India and Southeast Asia in November 2010, respondents said on average over 50% of Chinese consumers are willing to pay a little more for organic/green food, beverages and personal care products, and approximately 10% are willing to pay much more. Meanwhile, 25% of respondents in India and 18% in Southeast Asia said they are willing to pay much more for these products. The survey also revealed that consumers are less willing to pay more for organic/ green household or furniture and ttings products. Foreign products still preferred Despite the progress that local manufacturers have made in India, China and Southeast Asia, GIAs survey in the region revealed an overwhelming majority of the people in these markets believe foreign products are better than locally produced ones (93% in India, 94% in China and 88% in Southeast Asia). However, respondents acknowledged that local brands are improving in quality.
he Internet technology has enabled consumers to independently source and compare products from all over the world within a few clicks and in a matter of seconds. While this has beneted the sales of value for money products and services in recent years, consumers have now started to demand much more than value. In sophisticated European economies for instance, consumers are looking for value products that are either environmentally friendly or originate from companies that have strong social responsibility mandates. In less sophisticated economies such as Asias emerging markets, consumers in India, China and Southeast Asia are demanding quality and attributes such as organic and green labels.
Reaching new consumers

In order to reach deeper into the emerging markets and capture this large consumer base, companies in the food and beverage, retail, fashion houses, FMCG and consumer goods sectors need to be clever about the markets they target and the products they deliver. The game is no longer about entering China or India but to be present in hundreds of cities in these countries. Companies also need to be aware that the cereals and drinks the Shanghainese demand (approximately 16 million) are not quite the same as those in Chongqing (more than 31 million). Logistic companies have developed networks for manufacturers to reach fast-growing urban cities of emerging markets. The overwhelming use of the internet and media channels also create demand by delivering product information and enticing consumers to desire all kinds of products, especially foreign ones.
Customization
The Internet technology has enabled consumers to independently source and compare products from all over the world within a few clicks and in a matter of seconds.
From 2011 to 2012, 46% of respondents expect competing in the emerging markets and targeting new demographic groups (38%) will be the main industry challenges. And the customization of products, brands or the format and packaging will help companies meet these challenges.
Logistic companies have developed networks for manufacturers to reach fast-growing urban cities of emerging markets.
The success stories of companies penetrating into new and emerging markets have mainly been due to the extensive preparation and customization. Manufacturers therefore need to adapt their products to local tastes, preferences, requirements and constraints. Product In many cases, customization means changing the avor of a product to cater to local habits. Coca Colas Minute Maid Pulpy, a juice drink dense with pulp, is for example the customized version of the Minute Maid brand that is created to cater to Chinese tastes. The product recently became one of the companys brands that reached the $1 billion sales threshold. Message Occasionally, innovation has more to do with the image or the message delivered. An example would be Kit Kats have a break, have a Kit Kat slogan. The translated slogan in television advertisements is different from country to country. In Argentina, the company used elements from a popular local joke that would probably be banned or considered inappropriate in other countries. As a result, Kit Kat enjoyed a strong brand positioning in Argentinas confectionery market. Packaging In other cases, innovation might mean changing the format of a product. Indias CavinKare, which launched the shampoo sachet in the 70s, has made shampoo affordable for a large demographic group. With this simple but clever innovative format, the company positioned its Chik brand ahead of Unilever and P&G in India. A decade later, more companies were seen offering similar packaging formats worldwide.
GIAs survey found 93% of respondents in India, 94% in China and 88% in Southeast Asia believe foreign products are better than locally produced ones.
PROCESSING
CHECKWEIGHING/ METAL DETECTION
Safeguarding Reputation
X-ray and metal detection systems have taken Chinas food safety measures to a new level.
BY DARREN OOI, SALES MANAGER, PRODUCT INSPECTION, METTLER TOLEDO
The law demands that food producers prioritize inspection and records or risk facing regulatory, civil and criminal sanctions. Its aims to bring Chinas food safety level up to that of the European Union. By doing so, the Standing Committee of the Eleventh National Peoples Congress expects to increase exports to East Asia and promote domestic condence in food producers. Through these measures, the authority hope to lay past food safety incidents which saw general condence in the nations food safety plunge to low levels behind. The commitment of the Chinese government to cleaning up the local food manufacturing industry has brought plaudits from WHO and the US FDA. This means the responsibility of complying to sound food safety standards is expected to grow heavy on local food producers.
Regulations
The main improvements expected of food producers can generally be grouped into two categories: quality safety procedures, and increased recording of and access to information pertaining to them. Across China, tighter inspections have been accompanied by a higher investment in food safety technologies. The central investment in monitoring has recently been bolstered by a $100 million loan from the WHO. Food producers in China are expected to work towards regulatory reform and spending by modernizing inspection procedures in their factories. The penalties for not doing so can be severe. For example, in a move designed to avoid any repeat of the melamine scandal surrounding domestic baby formulae, dairy manufacturers without a new license from the General Administration of Quality Supervision, Inspection and Quarantine which is granted only after detailed onsite inspections will face suspension from trading as of March 2011. Similarly, Western standards such as the British Retail Consortium (BRC), the Safe Quality Food Institute and The Foundation for Food Safety Certication are now referred to more frequently as bases for achieving standards that are recognized worldwide. This has brought bold moves as seen in Chinese agriculture, where a Xinhua news report said Chinas Ministry of Health has set up 31 food safety monitoring centers in provinces and 312 more centers nationally. It also reported that the Ministry of Agriculture has expanded its monitoring of agricultural product safety to 259 largeand medium-sized cities. The new law requires food manufacturers to comply with standards and participate in a drive towards greater accountability. The Chinese government has taken the lead by providing details of their regulations on the Ministry of Health website. It has also begun a closer collaboration with Japan by granting mutual on-site inspections of facilities that produces processed food for export. Food manufacturers therefore need to present comprehensive information during inspections. This also calls for improvements in the availability of information to raise awareness of the standards necessary to avoid sanctions or costly product recalls. Besides regulatory bodies, consumers are also demanding stringent safety checks in food factories.
ince its introduction on June 1 2009, China's Food Safety Law began a wide and deep-reaching shift in the standards expected of food and beverage producers. Some 18 months later, the implementation of the new law has taken shape, as the changes are expected to be more comprehensive than the industry has initially anticipated.
Covering every base

Chinese food manufacturers are increasingly turning to x-ray inspection and metal detection systems in order to improve their safety standards and record keeping capabilities. These systems protect manufacturers from possible regulatory action, costly nes and product recalls by performing reliable and continuous checks during production while not slowing line speeds. They also enable producers to gain invaluable consumer trust, and elevate production standards to those seen in the EU, such as the Hazard Analysis and Critical Control Points (HACCP). Metal detection systems The accuracy and efciency of the latest metal detection technology
Chinas Food Safety Law demands food producers to prioritize inspection and records or risk facing regulatory, civil and criminal sanctions.
has taken food safety integrity to a new level throughout the entire production process, from the checking of bulk raw materials to the nal stages of packaging, metal detection systems detect and removing even the smallest trace of ferrous and non-ferrous metals. The detectors work in-line, hence removing the need to halt production in the case of contamination, and are easily integrated for maximum optimization of an existing line. Whether it is processing powdered materials, liquids, slurries or packed products, these systems operate at high sensitivity with minimal falsely rejected products, thereby helping manufacturers reduce unnecessary costs. X-ray inspection systems The x-ray inspection technology is equally comprehensive in its effectiveness, allowing compliance with Chinas Food Safety Law by offering an effective solution for the identication of dense contaminants. Even when the products are packaged in foil or metalized lm, the detection systems can perform automated checks for glass, metal, mineral stone and high-density plastics at high speeds. These systems can simultaneously perform a wide range of in-line quality checks such as measuring mass, counting components, identifying missing or broken products and packaging, inspecting seal integrity, and checking ll levels. Managing records Metal detection and x-ray inspection technologies can also double as a management tool for the maintenance of full and accurate records. These records improve traceability, allowing manufacturers to accurately identify the source of problems and prevent their
X-ray inspection and metal detection systems offer quality and improved record-keeping for product integrity and branding.
recurrence. At the same time, they satisfy stringent demands and onsite checks conducted by regulatory bodies. Operators can quickly and easily access information via intuitive displays and connectivity solutions.
Looking ahead
The adoption of x-ray inspection and metal detection systems can vastly improve food manufacturing standards, offering quality and improved record-keeping for product integrity and branding. And these systems can help producers in China to comply with food safety standards and meet consumer demands on food hygiene and product condence, while rebuilding the country's reputation in the global food industry.
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PROCESSING
TECHNOLOGIES
Innovation Inc
Move away from the one size ts all business strategy to remain competitive.
BY LINNIE MACKENZIE, AREA DIRECTOR, NETHERLANDS FOREIGN INVESTMENT AGENCY
onsumers can sometimes be hard to please they want choices, variety and expect differentiation and innovation from manufacturers, retailers and the food industry. These demands are creating a tougher environment for companies to build and sustain their businesses. Companies also face other complex issues, as they adapt to changes that will give them an edge over their competitors. Dynamism is also required between manufacturers and retailers to address everchanging consumer needs, as current and emerging trends inuence ckle taste buds.
Changing consumer dynamics

With better healthcare and longer life expectancies, people are working longer into retirement. This calls for products that will provide vitality and health to an ageing workforce. In addition, as women continue to form a major part of the workforce, many will share the responsibilities of grocery shopping with their male counterparts. Mintel says these demographic shifts will inuence the food trends for the coming year. Health and wellness are set to take center stage as consumers favor products that cater to their fast-paced lifestyles. Whilst functional foods bearing health claims are becoming more regulated, particularly in Europe and the US, sectors offering yogurt, multi-seed breads and fruit juices continue to enjoy a healthy image among consumers. Products advocating natural, clean labeling and lower salt/fat/sugar initiatives continue to impact the food chain. Initiatives such as the removal of articial additives and ingredients in products will continue this year, as manufacturers gradually reduce salt, sugar and fat levels in their products without changing the taste.
A healthy concept
Studies showed that yeast extracts can cut sodium levels in foods by up to 50% when used with other mineral salts.
Fuelled by consumers enthusiasm for functional foods, advances in technology will help manufacturers fortify food with nutrients without sacricing taste and texture. Online information provider just-food.
PROCESSING
are, for example, also found in parmesan cheese, ripe tomatoes and shiitake and portobello mushrooms. They also help to create a positive taste experience. Yeast extracts have been proven to help food producers achieve sodium reduction by repairing and improving the taste of a product so that consumers would not notice the lower sodium levels or the addition of alternative mineral salts. Studies showed that the use of yeast extracts can reduce sodium levels in foods by up to 40%, and up to 50% when used in combination with other mineral salts. In a recent study, DSM Food Specialties tested a combination of the most widely used ingredient solutions for sodium reduction. Researchers found that the combination of a natural taste-enhancing yeast extract and potassium chloride offered the best solution to salt reduction. The combination achieved up to 50% of salt reduction without compromising the avor and taste of the product. Given their effectiveness as salt reducers, yeast extracts can facilitate sodium reduction outside the traditional savory and culinary markets in everyday foods such as breads, processed meats, breakfast cereals, cookies and processed cheese. Meat substitute In 2005, FrieslandCampina launched Valess, which is dubbed as a healthy tasty alternative to meat. It was created by a retired hotel sous-chef using milk, protein and algae. The cooperative later conducted several feasibility studies and found a market potential for a healthy and tasty alternative to meat. It is healthy and low in fat and by adding iron and vitamins, FrieslandCampina says Valess has the same nutritional value as meat.
To make fried snacks healthier, Dutch company HiFri (High Tech Frying) designed a frying method that reduces 10-12% of fat from fried foods by using hot air and steam to transfer heat.
com estimates that the global functional food market is expected to reach at least $90.5 billion by 2013. However, fortication would not be the only thing on consumers minds they are also interested in low-fat, low-sugar, low-sodium and au naturel products. It will not be easy to dene the technology behind reformulation. The reduction of salt, sugar and fat in products for example requires a multi-disciplinary approach. Reformulation may also result in a loss of quality in terms of texture and mouthfeel, difculties in processing, microbiological risks and taste anomalies. Manufacturers therefore need to handle these issues comprehensively.
When less is more

The need to reduce sodium chloride or salt in products such as processed meats, sauces and soups has gained much attention from the media, government and health groups. While salt enhances avor and provides microbial and texture stability, over consuming it may cause one to develop high blood pressure. a result, many consumers are looking to reduce the levels of salt in their diet. High blood pressure can triple the risk of cardiovascular disease (CVD) and stroke. Industry sources say CVD kills more than 12 million people in developed countries every year, and it is currently the leading cause of death globally. The WHO predicts that by 2030, almost 23.6 million people will die from CVD every year. The largest increase in number of deaths is expected to occur in Southeast Asia the average Singaporean consumes 9g of salt a day, which is more than the WHOs recommendation of 5g per day. Processed foods are known to contribute 75% of salt in the diet. Food manufacturers are therefore working on ingredient innovations for salt replacement or use natural sea salt products, which are considered to be low in sodium and high in potassium. They are also looking at avor systems to replace conventional sodium chloride, and using complicated molecules to fool the sensory system.
Back to basics
Dutch companies such as DSM and Purac are creating ingredient options aimed at meeting consumer health demands without sacricing product appeal, by either reducing or replacing sodium in foods. Due to their natural avor-enhancing capabilities, yeast extracts have been used for more than 50 years in a broad range of products that require a savory taste prole. They include bouillon cubes, soups, sauces, chips, sausages and ready-to-eat meals. The same natural avor-enhancing components that are present in yeast extracts
Purac found that a range or organic acids and fermentation products with anti-microbial properties can be produced by fermenting corn or cane sugar with selected cultures.
Food manufacturers are using salt replacers or natural sea salt products and exploring avor systems to lower the amount of sodium in their products.
PROCESSING
Cutting back fat To make fried snacks healthier, Dutch company HiFri (High Tech Frying) BV designed a frying method that reduces 10-12% of fat from fried foods. Instead of frying fat, hot air and steam are used to transfer heat. The technology produces fried foods that are similar to those deepfried, providing the crunch consumers crave for but without the guilt and added calories. Unlike in regular deep fryers, where food is coated in a thin lm of fat that is continually replaced by another layer, no additional fat is needed using HiFri, as it generates the strong heat needed to create a crunchy crust. In addition, air and steam are circulated in a closed circuit, thereby using half the energy than that of a regular deep fryer.
Clean labeling
Consumers are paying more attention to the contents of their food, as they study the list of ingredients of a package prior to purchase. More are searching for authentic, unique and better-for-you products. Natural foods are also considered to provide health and wellness while products containing chemical ingredients are considered to be unsafe. Natural food and beverage products are perceived by consumers to taste better and be of higher quality than processed ones. Product claims such as no articial colors/avors/preservatives/ additives have become a basic requirement in product labels, as manufacturers comply with food safety standards while preservatives are necessary in some foods to keep them wholesome and safe for consumption, using natural preservatives can quicken the spoilage process and negatively affect the texture and avor of the product. These preservatives provide clean labels, a simple ingredient listing (without ingredients that sound chemical or articial), and are minimally processed as traditional techniques that are understood by consumers are used. Dutch ingredient specialist Purac has been working with preservatives for more than 80 years, and its core portfolio is based on lactates and lactic acid. The company found that by fermenting corn or cane sugar with selected cultures, a range of organic acids and fermentation products with anti-microbial properties can be produced. This controlled fermentation process creates effective fermentation intermediates (organic acids, polysaccharide and peptides). The resultant natural and label-friendly products help to extend shelflife and ght pathogenic and spoilage organisms in foods such as dips, deli products, gravies and meats. The simple label statements include cultured (cane or corn) sugar and vinegar.
To reduce the amount of waste commercially processed vegetables creates, Provalor designed a process to turn vegetable waste into high-quality, low calorie vegetable juices, mixes and dyes.
To make use of the trimmings and large waste streams processed vegetables and potatoes generate, EcoFuels created a fermentation process that converts them into heat and electricity.
Understanding behavior
Selecting and consuming food at the supermarket, restaurant, or from the kitchen is a highly active and dynamic consumer behavior. European research center in food science Wageningen UR has therefore set up a laboratory called Restaurant of the Future that is open to its employees who agree to be monitored for research. In its three years of operation, the laboratory collected a vast amount of data on the eating habits of its participants. The data is used to test products and ideas for food scientists, governments and especially the food processing industry, where the demand for new and improved products are crucial to business continuity. With nearly 85% of newly developed food products vanishing from the market within the rst year of their sale, scientists are exploring reasons for failure beyond the products. The restaurant and related laboratories have taken much of the uncertainty out of these launches, thereby saving manufacturers resources in getting new products to market.
Handling waste
Before the presence of pre-processed vegetables, most greens were prepared at home and vegetable waste and leftovers were fed to chickens or thrown onto the compost heap. To reduce the amount of waste commercially processed vegetables creates, Provalor, BV designed a process to turn vegetable waste into high-quality, low calorie vegetable juices, mixes and dyes. About 95% of the juices are exported to Germany, France, Spain and Belgium. To make use of the trimmings and large waste streams processed vegetables and potatoes generate, EcoFuels created a fermentation process that converts them into heat and electricity through fermentation. It has an installation that converts organic waste streams into biogas that is burnt to generate heat to dry vegetables and herbs, and electricity that is fed back into the grid. These bioconversion installation processes 120 million kilograms of biomass obtained from the vegetable processing industry each year, which produces 20 million kW of electricity which is enough to cover the annual power consumption of 6,000 households.
Banking on the future

Besides competition, co-operation determines the success of a product launch. Working with partners with complementary competencies has led to successful public-private partnerships in the thriving food industry of the Netherlands. The countrys Food Valley, which is located in Wageningen, provides a conducive environment for food researchers, academia and the government to collaborate on breakthrough technologies. Since 2005, the Food Valley has been presenting annual awards to companies to recognize innovations that best exemplify corporate social responsibility and cooperation between industry and research. The Dutch agro-food expertise thus shows strength and diversity, as companies continue to invest in an innovative dynamism for revolutionary discoveries in the future.
MARKETWATCH
Boschs infeed unit

Bosch will introduce its Intelligent Transport System (ITS), a product infeed unit for horizontal ow wrappers at Interpack 2011, in Dsseldorf,Germany. The system balances out product ow irregularities, creates dened spaces and synchronizes product and lm speeds. It ensures the product transport of sensitive and non-accumulable food and confectionery products. Due to its small deection radius, the ITS can transfer products directly to the packaging material of the horizontal ow wrapper. Despite its compact design, it achieves output levels of up to 1,400 products per minute. New formats can be introduced at the push of a button and without needing changeover time. ITS is a mechatronic system powered by linear motors, in which over 30 rotors are moved independently and wear-free. A programmable logic controller (PLC) monitors and permanently regulates each rotor. An ethernet-based, real-time bus system is used to enable the ITS to reach speeds of over 3m/s.
www.boschpackaging.com
MarketWatch
3M petrilm aqua plates for microbiology testing
www.3M.com.sg
We're keen to feature products in Asia! If youve seen something interesting, tell us about it. sheila.wan@ tenalpsasia.com
3M Food Safety said the 3M Petrilm Aqua Plates, which is used for testing bottled water, in beverage and food processing plants, will be exclusively available from two local distributors Chokim Scientic and Innovative Biotech. We are excited to bring this product to the beverage bottling industry to provide them with a new alternative testing process to traditional agar petri dishes, said Yong Wee Liau, APAC business development manager in the Asia-Pacic ofce located Singapore. Containing a water-soluble gelling agent, nutrients and indicators, the plates test for the most common contaminates that threaten a companys product such as heterotrophic count, coliform, yeast, mold, and enterobacteriaceae. Currently, many beverage and food processers produce their own agars or purchase premade dishes.
Treatts natural avors

Treatt USA will reveal the Treattarome portfolio of from the named food (FTNF) 100% natural distillates for use in food and beverage applications at IFT in New Orleans in June this year. The range of sweet and savoury avor ingredients include honey, ginger, mango, spearmint, green tea and habanero pepper. It is created using proprietary technology, and achieves the ne nuances of a avor while delivering ease of use. The clear and water soluble products are designed for applications such as beverages, alcoholic drinks, juices and dairy.
DSMs NSF-registered UVolve Instant Floor Coatings

DSM said its eco-friendly line of UVolve Instant Floor Coatings has received National Science Foundation (NSF) registration for incidental food contact (NSF non-food compounds R2 category), it an efcient and sustainable solution for food and beverage facilities for processing, handling, packaging and storage. The high-performance, instant-cure solution protects concrete oors. Unlike conventional oor coatings, UVolve signicantly minimizes impact on business operations during application, with low odor and near-zero volatile organic compounds (VOC) emissions during installation and an immediate UV cure for faster return to service. It can be applied in cold temperatures, especially refrigerated and freezer areas. Several UVolve Instant Floor Coatings systems are available, each offering different colors, nishes and anti-slip options.
www.treatt.com
www.dsm.com
MARKETWATCH
Two Fold Softwares next generation LIMS

Two Fold Software has released its enhanced Qualoupe Laboratory Information Management System (LIMS) software that features a simple-to-use intuitive user interface that offers clarity and exibility. The software also has features that are geared to enriching the user experience of the Qualoupe LIMS package, while assisting users to work simply, clearly and efciently at the same time. Qualoupes roles functionality has for example been designed to modify the users interface to reect the LIMS capabilities assigned to the users role. In Qualoupe you can dene a role for a lab technician who only needs access to, say, the sample manager and batch manager modules, said Paul Bateman, business development manager. This role can be used to quickly assign the rights and privileges to all laboratory technicians but because the role denition is linked to the user interface, the system presents only the assigned applications when a laboratory technician logs into the system, rather than them seeing all the functionality that exists. This simplies the user experience and prevents distracting the user with unnecessary functions.
www.twofold-software.com
Cognex expands software capabilities

Cognex Corp has launched its version 2.1 of VisionPro Surface inspection software for at products. This expands the capabilities of VisionPro Surface from defect detection and classication on continuous products to automated inspection of sheeted products and gauging of crossweb and downweb features on both continuous and sheeted products. VisionPro Surface is an easy-to-use, self-learning inspection and gauging software that is used to nd surface defects that affect product quality or process efciency. Unlike traditional surface inspection technologies that use signal processing to detect defects, the software works by monitoring the visual appearance of the material. The setup tools and visual user interface enable users to automatically inspect products. The advanced classication algorithms, and defect detection and gauging tools enable users to easily address a broad variety of at product inspection applications. The software offers a choice of four platforms for the application to be solved, including the new VisionPro Surface Sheeting.
www.cognex.com
Vitivas natural heat-stable color for meat applications

Vitiva brings to the market an all-natural heat-stable red color for meat applications. Called BrightnRED HS, it is based on a stabilized beetroot and spice extract, and it is designed to replace the carmine color. Traditionally, the meat industry uses the carmine color because of its appealing pink color and it can sustain the fresh appearance of meat and various meat products. During 2010, carmine prices increased dramatically due to events in the supply chain and cactus cultivation. The prices are expected to remain high for at least another two years, since the length of the cycle needed to grow and harvest the cochineal insect is three years, if all is well. There is a growing demand for replacing the carmine color with an all-natural and vegetarian colorant. And BrightnRED HS matches the desired carmine shades, while being of vegetal origin, 100% natural and non-allergen," said CEO Ohad Cohen.
www.vitiva.eu
Asia Food Journal
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Visit www.AsiaFoodJournal.com for the latest updates and developments in the food & beverage manufacturing industry.
CALENDAR OF EVENTS
SHOW PEVIEW
The Green Message

Sustainable packaging is the key to business productivity and prots, say manufacturers and suppliers.
roPak Asia 2011 is set to send the strong message Go Clean, Go Green, Go Together to exhibitors and visitors at the Bangkok International Trade and Exhibition Centre (BITEC) from June 15 to 18 this year. The four-day event for international manufacturers and suppliers of machinery, technology and materials and related elds will reect the industrys focus on the use of cleaner, environmentally-friendly technologies, as well as creating a greater awareness of environmental issues. With the growing signicance of Asia, especially in the manufacturing scene, companies in the region are urged to think about sustainable packaging solutions and concepts to realize greater business value, said David Aitken, MD of Bangkok Exhibitions Services (BES), the organizer of the ProPak Asia exhibition series. Riding on the green theme, the ProPak Asia conference and exhibition will also emphasize on the practice of material reduction and recycling. The 18th ProPak Asia event last year attracted 30,663 trade buyers from 59 countries from China, India, Indonesia, Japan, Malaysia, Myanmar, Pakistan, the Philippines, Singapore and Vietnam. It was estimated that the show generated direct sales of about $100 million, and post-show generation of $300 million. Other events happening during the show include the Brewing Conference 2011, the ASEAN Food Conference 2011 and the PharmaTech Seminar 2011.
Calendar
MAY 2011
11 - 14 HOFEX 2011 Hong Kong
www.hofex.com
13 - 15 ProPak China 2011/ China BevTek 2011 Shanghai, China

www.propakchina.com/ www.chinabevtek.com
25 - 29 Thaifex - World of Food Asia Bangkok, Thailand

www.koelnmesse.com.sg/ sites/worldoffoodasia
AUGUST 2011
25 - 27 Natural Products Expo Asia 2011 Hong Kong
www.naturalproductsasia.com
JUNE 2011
15 - 18 ProPak Asia/ PharmaTech Asia/ DrinkTech Asia/ PlasTech Asia/ CanTech Asia/ SeafoodTech Asia/ Lab & Test Asia 2011 Bangkok, Thailand
www.propakasia.com
SEPTEMBER 2011
31 Aug - 3 Food & Hotel Thailand 2011 Bangkok, Thailand
www.foodhotelthailand.com
www.propakasia.com
21 - 23 Food, Health, Natural ingredients (FiA, Hi, Ni) China Shanghai, China
http://asiachina. ingredientsnetwork.com
20 - 23 FHM 2011/ ProPak Malaysia 2011 Kuala Lumpur, Malaysia

www.foodandhotel.com / www.propak.com.my
22 - 25 Foodtech & Pharmatech Taipei 2011 Taipei, Taiwan

www.foodtech.com.tw
21 - 23 Fi Asia 2011 Bangkok, Thailand

http://asia-indonesia. ingredientsnetwork.com/
JULY 2011
6-8 Food Ingredients Philippines Manial, Philippines
http://philippines. ingredientsnetwork.com/home
28 - 30 Food & Hotel Vietnam 2011 Ho Chi Minh City, Vietnam

www.foodnhotelvietnam.com
Know of an industry event? Tell us about it.

sheila.wan@tenalpsasia.com
DO YOU KNOW?
IT'S A PECULIAR WORLD
Insured Milk
Chinas Natural Dairy has recently launched its high-end liquid milk in Chengdu and signed a contract with Ping An Insurance (Group) Company of China, which insured its products such as liquid milk and milk powder to gain consumer condence. The insured sum? Undisclosed.
3-DIMENSIONAL EXPERTISE
D
u SHRINK-WRAPPING
u CASE PACKING
u PALLETIZING
www.cermex.asia
CERMEX South Asia Pacific Co. Ltd. 5th Floor, Suite #501 - Iyara Tower 2/22 Chan Road, Tungwadon, Sathorn - 10120 Bangkok - Thailand Tel.: +66 (0) 2 678 5190 CERMEX Headquarters 87, route de Seurre - B.P.3 - 21910 Corcelles-ls-Cteaux - France Tel.: +33 (0) 380 707 100
sales.asia@cermex.fr
Ides & Compagnie
BEFORE WE PROTECT THE FOOD WE PROTECT THE FOOD

For almost 60 years we have designed cartons to keep food safe. But what good would they be if that food wasnt safe in the first place? Thats where our state-of-the-art processing equipment comes in, all of it systematically engineered, like this Tetra Therm Aseptic VTIS, to remove all harmful bacteria. The cartons just keep them out. Think of it as double protection from Tetra Pak. With two integrated lines of defence, no one protects food more. This is the Circle of Protection. tetrapak.com/protection
Tetra Pak,
and PROTECTS WHATS GOOD are trademarks belonging to the Tetra Pak Group. www.tetrapak.com

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May-June 2011

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