FDBusiness.com

Bread Innovators Focus on Wholegrain and Fiber Claims

 Breaking News
  • Sysco Grows European Business Sysco Corporation is to acquire Kent Frozen Foods, a successful UK-based food service distributor with revenue in the year ended 31st December 2016 of £47 million. The acquisition, which is conditional upon approval from the Competition and Markets Authority, will see Kent Frozen Foods join Sysco’s other UK businesses, including Brakes, Fresh Direct and M&J [...]...
  • Nestlé Nominates Three New Independent Directors to its Board Nestlé has announced that it proposes Pablo Isla, Chief Executive Officer of Inditex; Kasper Rorsted, Chief Executive Officer of adidas; and Kimberly A. Ross, former Chief Financial Officer of Baker Hughes, for election to its Board of Directors. The elections will take place at the company’s Annual General Meeting on April 12, 2018. At that time, three current directors, [...]...
  • Increased Funding For Promoting Europe’s Agricultural Products The European Commission has launched the calls for proposals for programmes to promote European agricultural products throughout the world and within the EU. A total of €169 million is available to co-finance the programmes, up from €142 million in 2017. Programmes can cover a wide range of issues from general campaigns on healthy eating to [...]...
  • The Coca-Cola Company Announces New Global Vision to Help Create a World Without Waste The Coca-Cola Company has announced that it is fundamentally reshaping its approach to packaging, with a global goal to help collect and recycle the equivalent of 100% of its packaging by 2030. This goal is the centerpiece of the Company’s new packaging vision for a World Without Waste, which the Coca-Cola system intends to back with a multi-year investment that [...]...
  • Partnership that Mitigates Cross Contamination Fits Like a Glove Two world leaders in their respective fields have combined their expertise to create Europe’s first bona fide antimicrobial nitrile gloves. Unigloves new Fortified single use gloves incorporate silver ion technology from BioCote®, which has been scientifically proven to destroy 90% of bacteria within just 15 minutes and 99.5% in only two hours – BioCote is also proven effective [...]...

Bread Innovators Focus on Wholegrain and Fiber Claims

Bread Innovators Focus on Wholegrain and Fiber Claims
February 12
12:46 2014

Tracked bread launch numbers have generally continued to rise globally and within that products using health claims of some kind made up over 42% of the total in 2013. This does vary regionally, however, rising to over 75% in the US and Australia and 70% in Latin America; but falling to less than 30% in the non-traditional bread markets in Asia.

Lu Ann Williams, Director of Innovation at Innova Market Insights reports that: “As a result of the growing influence of health claims regulations, particularly in the EU and North America, the functional bread sector has generally seen much lower levels of new product and promotional activity over the past few years.”

“This does not mean that interest in healthier options has reduced, however, but more that the positioning of bread has changed to focus more on a generally healthy and nutritious image, rather than making specific claims,” she adds.

Innova Market Insights divides health claims and positioning into two types – passive, such as low and light, organic, gluten-free, etc., and active, which involve the addition of particular ingredients, such as calcium, protein, fiber, etc., or the promotion of specific benefits such as heart health or digestive health. Globally, passive claims dominated in the bread market, with over 40% of launches using them in 2013, compared with just 5% using active claims of some kind. Again this varies regionally, with over 11% of launches using active claims in the US, compared with 6% in Asia and 3% in Europe.

The most popular health claims in the bread market overall referred to naturalness, with one-fifth of 2013 launches using one or more claims relating to naturalness, an additive- or preservative-free formulation or an organic positioning. Nearly 17% used either high-in-/source-of-fiber claims or a wholegrain positioning. In terms of active health claims, usage was much lower, with the most frequently used being vitamin and mineral fortification, featuring on 1.5% of launches, ahead of omega 3/DHA fortification and heart health, with about 1% each.

The US, with its mature and highly competitive market looking for differentiation and its ongoing consumer interest in health, had an even higher level of interest. Over one-third of tracked launches used claims relating to naturalness and a similar percentage utilized fiber/wholegrain claims. US consumers continue to focus on healthier breads, fortified with healthful ingredients or featuring reduced levels of sodium, sugar and fat. Wholegrain products have continued to grow in popularity and the use of ancient grains is also continuing to increase.

For more information about Innova Market Insights visit www.innovadatabase.com.

About Author

mike

mike

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • January 19, 2018International Green Week
  • January 20, 2018Sigep Rimini
  • January 24, 2018International Bulk Wine and Spirits Show (IBWSS)
  • January 28, 2018ProSweets Cologne (Int'l Sweets and Biscuits Fair)
AEC v1.0.4

Jobs: New Product Development

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements