FDBusiness.com

Wheatgrass Gaining From Greens Revolution

 Breaking News
  • Pet Food Producer Achieves 30% OEE Improvement and Brand Security With OAL Connected Wagg Foods, a leading producer of high-quality pet food, has increased its OEE efficiency by 30%, secured its packaging lines from errors and ensured full compliance with retailers’ code of practice with OAL Connected, a modular suite of packaging line software. Known for its laser-focus on quality, nutrition and product development, Wagg Foods prides itself on [...]...
  • Hilton Food Group to Move into UK Fish Processing Hilton Food Group, the UK-based specialist international meat packing business, has agreed to acquire Icelandic Group UK (Seachill), a leading chilled UK fish processor, for cash consideration of £80.8 million. The acquisition will provide Hilton with entry into the processing and supply of fish in the UK. Robert Watson OBE, chief executive of Hilton Food Group. Founded [...]...
  • UK Health Costs of Obesity Soaring Money spent last year on junk food advertising in the UK far outweighs the amount Government is able to spend on healthy eating campaigns, leading to an unbalanced environment pushing us towards unhealthy choices, according to new analysis by the Obesity Health Alliance (OHA). Junk food brands are spending 27.5 times more on advertising their products [...]...
  • The End of EU Sugar and Isoglucose Quotas Will Benefit All Stakeholders EU sugar and isoglucose production quotas ended on 30 September 2017. At its recent conference at the Bibliothèque Solvay in Brussels, Starch Europe called on all stakeholders to embrace the benefits of this historic development. Speaking at the conference, Starch Europe president, Alain Dufait said: “As an industry, we find ourselves in a time of opportunity. [...]...
  • Scotbeef Purchases Blast Freezer From Blue Cube In a move to boost freezer capacity at its modern plant in Glasgow, leading UK fresh meat processing company, Scotbeef has purchased a BFT40 portable blast freezer from Blue Cube Portable Cold Stores – part of The Turner Group – after renting the unit for several years. Scotbeef is one of the largest privately owned fresh [...]...

Wheatgrass Gaining From Greens Revolution

Wheatgrass Gaining From Greens Revolution
May 18
10:10 2015

Wheatgrass is rapidly emerging as a health ingredient in the mainstream food and drinks market. Wheatgrass has long been available in health food stores and specialist outlets, but is now increasingly being used in supplements and food and drinks products. This is often occurring in combination with other components with a healthy image or perceived health benefits.

“Wheatgrass is the young grass of the wheat plant, Triticum aestivum,” explains Lu Ann Williams, Director of Innovation at Innova Market Insights. “It can be traced back in history for thousands of years and is associated with a raft of health benefits through supplemental nutrition to unique curative properties. Virtually all of these claims remain scientifically unproven, although it is recognized as a good source of potassium, dietary fiber and a range of vitamins and minerals.”

According to Innova Market Insights data, global launches of food and drinks products containing wheatgrass saw a double-digit increase in the 12 months to the end of February 2015. Tracked launches more than doubled over the past two years. Europe and North America had the highest launch numbers over the past year, with Europe accounting for 55% of the total and North America over 33%. The leading markets were the UK and the US.

Perhaps more significant, however, is the move away from supplement-type products and into mainstream food and drinks, which accounted for 40% of launches featuring wheatgrass recorded over the past year. Soft drinks products, primarily juice drinks and smoothies, accounted for half of this total, with some activity also evident in snacks, ready meals and dairy beverages.

In terms of soft drinks launches, there has been a range of activity from both specialist health companies and more mainstream operators. In the US, Bolthouse Farms launched a wheatgrass drink in early 2014 with its Daily Greens juice featuring green vegetables such as kale, spinach, cucumbers and romaine lettuce, as well as wheatgrass. Following on from this, specialist company Daily Greens extended its range with Replenish organic and cold-pressed Chocolate Organic Hemp Milk infused with wheatgrass and cocoa.

In the UK, smoothies market leader Innocent, successfully launched a range of three functional-style Super Smoothies, including one featuring wheatgrass, along with kiwi, lime, flax seeds, vitamins and selenium.

While launch numbers for wheatgrass products were relatively low in Australia and New Zealand overall, there were some innovative applications in dairy beverages, led by The Collective Dairy’s Green Machine Yoghurt Smoothie with kiwi, feijoa and spirulina, as well as wheatgrass. It has now also been launched in the UK.

Supplements featuring wheatgrass have been launched in a range of formats for a wide range of applications, including children’s and men’s supplements, meal replacements and sports and performance lines. Trends in product activity in this sector of the market may also indicate the next developments in this area, with some interest in supplements featuring combinations with other grasses, perhaps most notably barley and oat grasses, as well as a whole host of other green ingredients such as chlorella, spirulina, alfalfa and hemp, as well as more standard green vegetable extracts.

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

  • October 19, 2017PMA Fresh Summit 2017
  • October 21, 2017Food & Nutrition Conference & Expo 2017
  • October 22, 2017Serbotel
  • October 22, 2017Natexpo
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements