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An Exclusive Digital-Only Issue Better-For-You BREAKFAST CEREALS

05 Market Watch: Cereal by the Numbers

08 Building BFY Cereals

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05 08 16 Market Watch: Building BFY Breakfast Cereals Takeaways for Your Business Cereal by the Numbers Demands for improved nutrition have Food product designers are taking Three in four Americans report prompted developers to reduce sugar advantage of various resources— regularly eating cereal, and more and sodium as well as increase fiber including ingredients, formulation than 40 percent of cereal consumers in ready-to-eat (RTE) cereals. Product strategies and information—to choose it as an evening or late-night developers have a host of ingredients produce better-for-you breakfast meal or snack. Increased snacking that can boost fiber levels in better- cereals. trends are shaping how cereal is for-you (BFY) breakfast cereals being consumed, while a focus without skimping on taste and other on health and wellness is driving sensory attributes. innovation in the category.

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3 Food Product Design | Better-For-You Breakfast Cereals foodproductdesign.com NUTRITION l HEALTH l FOOD l BEAUTY

Ingredient Marketplace 2015 moves to Orlando

Ingredient Marketplace is the leading destination to streamline the process of finding ingredients, contract manufacturers, packaging companies and more that aid in successful launches of finished products. The new location is more centrally located for attendees and the Orlando World Center Marriott will allow for the expo, conference and accommodations to reside under one roof.

April 7-9 Expo Hall April 8 & 9 Ingredient Marketplace. Where buyers and sellers connect. Orlando World Center Marriott Registration Opens Early December 2014 *supplysideshow.com Market Watch: Cereal by the Numbers By Judie Bizzozero | Managing Editor

e’ve heard it time and time again, breakfast is the most important meal of the What’s more, Americans continue to eat day. Our mothers told us that every morning, and in recent years, science has as a snack, with more Wproven that moms really do know best. Countless studies have found eating a than 40 percent of cereal consumers nutritious breakfast offers many benefits, including improved concentration, better choosing it as an evening or late-night weight control, increased strength and endurance, better heart health and even meal or snack. Cold cereal also plays a lowering the risk of type 2 diabetes. crucial role in snacking, as two in five Unfortunately, today’s fast-paced cold-cereal eaters consume it as a snack culture has many Americans shifting right out of the box, while 15 percent mix away from the traditional sit-down it with other ingredients to make their own breakfast of eggs or a heaping bowl customized snack mix. of cereal in favor of convenient Cereal sales, which include ready-to-eat “on-the-go” breakfast items such as (RTE) cereals, hot cereals and cereal bars, granola bars, yogurts or bagels, and continue to rebound from the diminishing restaurant chains like McDonald’s and sales experienced a few years ago. New Starbucks have increased their breakfast market data from the “Consumer and offerings. This means cereal Innovation Trends in Cereal Products manufacturers need to think outside the 2014” consumer insight report from box and offer innovative and nutritious Datamonitor, London, revealed the global products that suit the eating habits of cereal market reached $41 billion in sales today’s consumer. in 2013, with RTE cereals gobbling up 69 The global cereal percent of the market share, followed by The Global Cereal Market cereal bars (21 percent) and hot cereal market reached There is no doubt that convenience foods (10 percent). and foodservice have taken a bite out of Globally, the RTE cereals category has a $41 billion in sales traditional breakfast cereal sales, but compound annual growth rate (CAGR) of 4 in 2013, with RTE cereal manufacturers can rest easy percent, while the hot-cereal category isn’t knowing cereals are consumed by 90 far behind at 3.5 percent. Cereal bars are cereals gobbling up percent of families—and 97 percent of the fastest-growing category, with an families with children—in the United estimated 4.7-percent growth from 2013 69 percent of the States. According to the 2014 “Cold and to 2017, most likely due to the convenience market share. Hot Breakfast Cereals in the U.S.” report and nutritional value of the products. from Packaged Facts, Rockville, Maryland, In terms of the top-five markets for three in four Americans report regularly cereals, the United States rings up the eating cereal. More than 60 percent of ’s share of cereal purchases, totaling American adults still eat hot cereal, while $17.2 billion, followed by the United three in five cold-cereal eaters and two in Kingdom ($3.7 billion), Mexico ($2.8 five hot-cereal eaters consume cereal billion), Canada ($1.8 billion) and Australia daily or a few times a week. ($1.7 billion).

5 Food Product Design | Better-For-You Breakfast Cereals foodproductdesign.com and Kellogg’s make up 60 obesity. As such, the industry is under Grape-Nuts and said it is exploring percent of the global RTE cereal market, pressure to reduce sugar content of their whether it will add more non-GMO followed by Cereal Partners Worldwide (a products, especially cereals marketed to verified products to the Post Foods 50/50 joint venture between Nestlé and children—obesity has more than doubled product line. General Mills), PepsiCo and Post in kids and quadrupled in adolescents in Kellogg’s jumped on the protein Holdings. Private-label cereals also have the past 30 years. The Yale Rudd Center bandwagon in 2012 with the rollout of its gained traction in the marketplace during for Food Policy & Obesity’s “Cereal FACTS Special K Protein ® cereal, featuring the past five years as cost-conscious 2012 Report” found from 2009 to 2012, 10 g of protein and 3 g of fiber. Post consumers try to keep rising grocery cereal companies improved the nutrition Foods followed suit in 2013 with its Great costs in check. of most cereals marketed directly to Grains® Protein Blend Cereal, featuring According to Datamonitor, 39 percent of children. Overall nutritional quality a combination of protein, whole grain new cereal product launches in 2013 came improved for 13 of 16 child-targeted and fiber, designed to increase metabolic from Europe, compared to 24 percent in brands, and the average nutrition score rate. In February 2014, the company North America and 21 percent in Asia for children’s cereals improved from 40 added to the Great Grains line with the Pacific. Interestingly, the global share of out of 100 in 2009 to 43 in 2012. Of the two Great Grains Digestive Blend cereals cereal product innovation from countries in 22 different varieties of child-targeted featuring 7 g of fiber and more than 40 g Asia Pacific increased from 2011 to 2013, cereals available in both 2008 and 2011, of whole grains. showing growth potential for cereal product 10 (45 percent) reduced sodium, seven Consumer interest in better-for-you innovation from emerging markets such as (32 percent) reduced sugar and five (23 (BFY) foods is extremely relevant to the China and India. percent) increased fiber. category, and product innovation is being Product designers also must consider driven by demand for high-protein, high- Factors Driving Growth new nutritional demands from the fiber and low-sugar options. Cereal Factors contributing to the growth of the increasingly health-conscious consumer, makers use a number of standout U.S. breakfast cereal market include and those changing preferences already ingredients to boost the healthy halo of increased demand for convenience in have impacted many big names in the RTE cereals, such as vitamins, minerals breakfast products, new product RTE cereal category. For example, earlier and proteins, but fiber fortification has development and increased marketing this year, General Mills announced its become a hot trend since most Americans initiatives. But according to Datamonitor, original will no longer contain fall short of their recommended daily health and wellness is the most genetically modified organisms (GMOs) intake. What’s more, incorporating fiber important trend driving innovation in the due to consumer and activist pressure. ingredients can aid with weight cereal category. While Cheerios were never made with management by boosting satiety without Consider the current U.S. adult obesity GMO oats, the company made changes adding significant calories. rate, which is up to 27.7 percent from an to its sourcing to ensure other However, when choosing a fiber for average of 27.1 percent in 2013. While ingredients, such as sugar and corn incorporation into a BFY breakfast cereal, sugar consumption has steadily declined starch, come from non-GMO corn and product developers must consider a for more than a decade, sugar is blamed non-GMO pure cane sugar. In January number of factors that can affect the as one of the primary contributors to 2014, Post released a non-GMO verified overall outcome of the finished product. ■

Top 10 RTE Cereal Brands in the U.S. 1. 6. Special K (General Mills) (Kellogg’s) 2. Frosted Flakes 7. Frosted Mini- (Kellogg’s) (Kellogg’s) 3. Honey Bunches of Oats 8. (Post Holdings) (General Mills) 4. Cheerios 9. Fruit Loops (General Mills) (Kellogg’s) 5. Cinnamon Toast 10. Raisin Bran (General Mills) (Kellogg’s)

Source: Information Resources, Inc., 2013

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VENTURE CAPITAL The highway to strategic investment Inside: -What investors are looking for and what could hamper the process -How strategic partnerships play into early stage financing -How to tie in PR as a cornerstone for ingredient positioning Download Today. #TheBRJ Demands for improved nutrition have Developers have a host of ingredients Navigating fiber formulation Editors' Review prompted developers to reduce sugar that can boost fiber levels in challenges in better-for-you and sodium as well as increase fiber breakfast cereals without skimping RTE cereals. in RTE cereals. on taste and other sensory attributes.

Building Better-For-You Breakfast Cereals By Judie Bizzozero | Managing Editor

e live in a diverse world where consumer preferences and The Better-For-You Push needs are constantly changing, especially in the area of health Over the years, sugary breakfast cereals W and nutrition. While a hectic lifestyle usually means grabbing have been blamed for an increase in a meal when we can, one thing remains constant—the morning meal obesity rates, especially among children. is as important as ever when it comes to jumpstarting the day. As such, many manufacturers pledged to Ready-to-eat (RTE) cereals are one of reformulate their best-selling children’s the most popular breakfast choices, but breakfast cereal brands by reducing they also are becoming a go-to snack sugar and sodium levels and increasing throughout the day due to their whole-grain levels. healthfulness and convenience. According to a 2013 study published According to consumer insight from the in Procedia Food Science (2013;(2):20- “Consumer and Innovation Trends in Cereal 26), cereal makers are making good on Products 2014” report from Datamonitor, their promises to increase fiber and London, health and wellness is the most decrease sugar and sodium content. important mega-trend influencing the For the study, USDA researchers global cereal products category. Why? examined nutrient data and ingredients Cereal products’ Because cereal products’ nutritional for Kellogg's and General Mills RTE nutritional benefits benefits are backed by decades of research cereals. They figured mean values for confirming their role in fighting several sugar, dietary fiber and sodium in are backed by diseases, including diabetes, heart disease, the manufacturers’ cereals between digestive disorders and obesity. What’s 2005 and 2011. During this time decades of research more, consumers are paying more attention period, findings indicate that sugar confirming their role to what is in the products they consume, levels fell 10 percent and sodium fell and they are looking for clean-label 14 percent, while fiber levels rose in fighting several ingredient claims such as natural, organic 32 percent in the cereals studied. In and GMO-free. This presents product the second part of the study, diseases. developers with the opportunity to create researchers compared 83 products better-for-you (BFY) RTE breakfast cereals existing in both 2005 and 2011. They by reducing levels of less-nutritious found a higher percentage of cereals ingredients or swapping them out for reduced sugar and sodium (52 percent healthier versions, and supplementation and 58 percent, respectively) than with any number of fortificants. increased (22 percent and 16 percent),

8 Food Product Design | Better-For-You Breakfast Cereals foodproductdesign.com and more cereals increased in fiber, while adult men should consume and/or avoided, and the nutrition and fiber (51 percent) than decreased 30 to 38 g/d. Unfortunately, only 3 claims goals. According to FDA, a food (19 percent). The study’s authors noted percent of all Americans meet the item can carry the claim of “more or the reasons for small increases in recommended intakes, according to the added fiber” when it contains at least sugar and sodium and decreases in 2003-2004 National Health and Nutrition 2.5 g of fiber more than the reference fiber are unknown, but “may be the Examination Survey (NHANES). amount. A “good source of fiber” claim result of specific product can be made when the food item reformulations.” contains 2.5 to 4.9 g of fiber; and a In addition, the RTE cereal category “high-fiber” claim can be made when lends itself to fortification with a host of a food item contains 5 g or more of ingredients such as vitamins, fiber per serving. minerals, proteins, pre- and probiotics, and other Formulating With Fiber nutrients. And while Among the easiest fortification is nothing applications for fiber new, 64 percent of fortification are grain- regular breakfast based processed eaters consider foods, which cereals with added makes RTE nutrients to be breakfast cereal more or an ideal sector significantly more for innovation. nutritious, noted And since many Datamonitor. cereals Previously, inherently fortification’s contain fiber, the main role was addition of more viewed as fiber is easier to preventing the accomplish without effects of vitamin and adverse organoleptic mineral deficiencies. consequences. Now, evidence shows that “The trend of BFY RTE nutrients offer other benefits. breakfast cereals is a new Recently, the focus has been on challenge for the food industry as fiber, which the 2010 USDA Dietary product manufacturers have to Guidelines for Americans singled out as innovate with new wellness products a “nutrient of concern” that is and/or reformulate existing ones,” said alarmingly low in the U.S. diet. The Vanessa Agnolutto, communications health benefits of fiber are numerous manager, Nexira, Rouen, France. “The and well-studied. In addition to When making BFY RTE breakfast sensory experience and taste are major protecting against heart disease, cereals, it’s important to clearly define keys to a product’s success. While a different fibers have been shown to the targets at the beginning of the natural or organic origin may trigger a exert varying benefits, including project, including the product first purchase, consumers will not functioning as a laxative, enhancing the attributes, ingredients to be featured repurchase if the product does not immune system, regulating blood sugar satisfy sensory expectations.” and blood lipid levels, providing satiety, “After taste, when adding positive improving mineral absorption and The sensory nutrients such as protein or fiber, and preventing cancer. experience and taste removing negative nutrients such as The Institute of Medicine (IOM), grams of sugar per serving, it’s Washington, recommends people of all are major keys to a important to maintain the overall ages should consume 14 g of fiber for density of the product," said Carol every 1,000 calories consumed. Adult product’s success. Lowry, senior food scientist, Cargill, women should consume 21 to 29 g/d of Minneapolis. "Formulation changes that

9 Food Product Design | Better-For-You Breakfast Cereals foodproductdesign.com Most fibers have a low caloric contribution, which makes them ideal candidates to help reduce sugar, fat and other higher- caloric components in RTE cereals. result in product-density changes cereals, in particular, are an area in soluble enzyme-treated starch to translate into packaging-size changes. which developers can utilize gums to not enhance the expansion, create a light Typically, this isn’t something a only replace some of the functionality of crispy texture and help counteract the manufacturer wants to take on.” sugar but also to add dietary fiber.” negative effects of the added ingredients. With increasing emphasis on weight Fiber Challenges “This will help to create a BFY cereal that management, fiber ingredients are The use of functional ingredients in food is similar in look, size and texture to the becoming more popular in cereals. formulations also needs to mesh with base formula,” she said. Most fibers have a low-caloric technical challenges in terms of Joseph O’Neill, president and general contribution, which makes them ideal solubility, texture and stability. When an manager, BENEO, Inc., Morris Plains, New candidates to help reduce sugar, fat ingredient is added to a formulation, Jersey, cautioned that different cereal and other higher-caloric components in often something else in the traditional forms have different requirements when RTE cereals. Since most consumers cereal will need to be reduced or using functional ingredients. “Replacing lack fiber in their diets, cereal brands removed, which can drastically affect the sugar with inulin and oligofructose can are addressing the needs of weight- finished product. help provide a variety of functional conscious consumers through “Most importantly, texture and flavor are benefits,” he said. “Inulin and high-fiber formulations. important considerations that should not oligofructose are prebiotic fibers Steve Jakeway, Ph.D., vice president, suffer in reformulating a product as ‘better- naturally derived from chicory root. In business development, BioNeutra North for-you’,” said Cheryl Borders, manager, granola cluster cereal manufacturing America, Edmonton, Alberta, said soy food applications, technical service, they are effective binders, whereas consumers are actively reviewing the edible beans, ADM, Decatur, Illinois. extruded flaked cereals benefit from the total grams of sugar per serving and She added, “Whole grains, edible bean improved structural integrity that inulin attempting to choose a cereal that powders, oats and soluble corn fiber provides. Inulin also gives extruded delivers first on taste, then on reduced increase dietary fiber content, but it is puffed cereals increased bowl life.” sugar content. “With increased fiber, important to be mindful that the finished there is increased satiety. Consumers product must maintain good texture and Functional Fiber Choices can have prolonged feelings of fullness flavor and not produce off-flavors. When Consumer interest in BFY foods is and, thereby, reduce the total calories working with insoluble, high-fiber extremely relevant to the category, and consumed daily to promote weight products, you want to avoid creating a cereal makers are embracing the loss,” he said. gritty mouthfeel in the end product. In opportunity to develop and market Dan Grazaitis, food scientist, TIC Gums, addition, you need to avoid impacting fortified products to address specific White Marsh, Maryland, agreed that the bowl shelf life.” needs such as diabetes, digestive health combination of boosting claims such as When reformulating to make a BFY and weight management. “reduced sugar” and “added fiber” are cereal by adding fiber or protein, the For example, a diet high in fiber and key to manufacturing and marketing a expansion or puffing capacity might whole grains can help lower the risk of BFY cereal. “Throughout the food and decrease and texture might be altered. developing diabetes and heart disease, beverage industry, manufacturers are Sarah Wood, Ph.D., manager of R&D, according to a study published in The actively searching for ways to reduce Penford Food Ingredients, Centennial, American Journal of Clinical Nutrition sugar content,” Grazaitis said. “Breakfast Colorado, suggested using a highly (2013;98(2):594-619). The researchers

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46480-FPD-WoN104-HS-FP.indd 1 10/20/2014 10:36:47 AM Key Themes in Health & Wellness Focus is on nutrition and energy. Consumers are seeking a nutritious, well-balanced diet and manufacturers are responding by highlighting the fiber content of products to promote the health benefits. Consumers have also expressed a preference for wholesome food products that sustain them throughout the day.

Reduced/fewer food “villains.” The nutritional composition of cereal products, particularly those targeting children, continues to be a growing concern. Consumers are therefore paying significant attention to the ingredients in the products they consume.

Effective weight-management option. Cereal products are perceived as an effective way to reduce weight without compromising on nutrition; they are emerging as popular meal-replacement choices for lunch or dinner.

Opportunities to make cereals more functional. Added nutrients with functional properties, such as vitamins and minerals, can be used to boost the health halo of cereal products and attract consumers.

Source: Datamonitor International said the strongest evidence for health “For cereals that are not high-fiber, Inulin and oligofructose are fiber benefits came from cereal fiber, including the benefit of adding it [IMO] would be ingredients that also offer functional breakfast cereals, breads and brown rice increased ‘invisible’ fiber without the benefits to some applications, primarily with high-fiber content. bloating and gas that can come with digestion, and in sugar and fat Stephens commented: “Cereals other fibers like inulin and fructo- replacement. Inulin and oligofructose addressing glucose management needs oligosaccharides (FOS),” Jakeway said. fiber ingredients are naturally sourced are an extreme niche because they are “It’s easy to formulate with and does “invisible” soluble dietary fibers made branded as diabetic-friendly foods. This not typically cause technical issues in from chicory roots that allow cereal glycemic management gap in the any way. The cereals have increased makers to discretely incorporate it into mainstream breakfast category presents shelf-life when using it, given the RTE breakfast cereals without affecting opportunities to use fibers, such as humectancy properties, assisting with taste, texture, appearance or mouthfeel. resistant starches, to help minimize moisture balance.” glucose response, reduce calories and add fiber.” In terms of digestive health, prebiotics Inulin and and probiotics are entering the breakfast category in niche segments, oligofructose are and the functional ingredients are slowly gaining awareness. fiber ingredients that BioNeutra’s isomalto-oligosaccharide also offer functional (IMO) is made from enzymatic conversion of starch and functions as a benefits to some dietary fiber, prebiotic and low-calorie sweetener. This makes it ideal for RTE applications, cereal applications because it can add primarily digestion. to the total fiber of the product without changing flavors and texture.

12 Food Product Design | Better-For-You Breakfast Cereals foodproductdesign.com “In addition, they help the body absorb Formulation challenges concerning more calcium for stronger bones. Also sugar reduction differ depending on the Resistant starch also they have been proven to support weight sugar’s functionality and purpose within can be used to management by helping you to eat less,” a recipe. “For example, if sugar is O’Neill said. applied as a coating or frosting, it not increase dietary fiber, Lowry promoted the benefits of only gives the final product taste and chicory root fiber, both for its functional texture but also adds to the overall which can be properties and nutritional profile. appearance,” Grazaitis said. “Maintaining beneficial for the “Chicory root fiber can be used in both this appearance is crucial to successfully an extruded cereal piece and the market a cereal as the same, but a BFY maintenance of a coating," she said. “Liquid chicory root version, of its full-sugar counterpart.” fiber works well in the coating, However, simply reducing the sugar healthy digestive tract. particularly since it has characteristics content will change the type of coating similar to traditional corn syrup. and overall texture, and adjusting usage level several questions must be processing parameters could be costly. Chicory root fiber is less sweet and addressed: Will the gums hold too TIC Gums offers an alternative to the lower in sugar than traditional corn much moisture and cause a chewy traditionally used gum arabic that can syrups. An added benefit of increasing product? Will the gums increase lower sugar and maintain frosted fiber content with chicory root fiber viscosity and cause issues in appearance. “This product is unique as it includes the potential to reduce sugar. manufacturing? Could there be an allows the manufacturer to apply less of If chicory root fiber is used to replace interaction with other ingredients?” the frosting, therefore reducing the sugar sugar in a frosted item, the process In order to overcome these challenges, content, while maintaining that desired may need to be changed or additional understanding the application and breakfast cereal ‘crunch’,” Grazaitis said. ingredients be included to create a production is critical and a well-balanced “In addition, since [it] dries white, the frosted appearance. Due to lower blend of gums is the best solution. visual attributes remain consistent with sweetness, high-intensity sweeteners Low-viscosity fiber ingredients allow the white frosting for which sugar is or increased flavor may be needed.” even more fiber to be added without traditionally responsible.” When using powdered chicory root fiber affecting the texture of the final product, Resistant starch also can be used to in the coating, more water may be Grazaitis said. increase dietary fiber, which can be needed in the coating slurry to adjust for Acacia gum also is a native source of beneficial for the maintenance of a the increase in solids. “There may be a soluble dietary fiber that is all-natural healthy digestive tract. Resistant different mouthfeel after the drying step and GMO-free and a choice ingredient for starch can be included in an extruded as compared to a sugar and/or syrup fiber fortification of RTE breakfast cereals puff, or may be added to a cereal slurry,” Lowry said. “Usage level will play because it offers advantages for coating. Chad Rieschl, senior research a role in balancing mouthfeel with fiber digestive health. food technologist, Cargill, Minneapolis, label claims.” “Thanks to its high solubility and no said when used in a coating, resistant added viscosity, it is easy to starch may alter the perceived texture incorporate in many applications to of the coating, and it may cause a enrich products with fiber and whitening effect. When used in a puff, reinforce their health benefits,” it may alter density and texture. Agnolutto said. “For RTE breakfast Grazaitis said: “By nature, cereals applications, it has a lubricant all gums are sources of effect and improves the shape of the soluble fiber. In addition cereals. Moreover, it helps extend the to providing a source of bowl life and crispiness of the cereals.” fiber, gums emulsify, texturize and stabilize Whole-Grain Goodness by interacting with While whole grain is more of an water. In the case of RTE expectation for today’s BFY RTE breakfast cereals, the breakfast cereals, it is becoming more ideal texture may be common to pair other nutrients and described as maintaining benefits with whole grains to provide fracturability, hardness and noise. multiple benefits for heart, gut, weight When determining the gum type and and glucose management.

13 Food Product Design | Better-For-You Breakfast Cereals foodproductdesign.com “The latest fad is using whole grains Rye is another whole grain that as the cereal base, which is a whole- delivers more fiber compared to the Newer functional foods approach to offering fiber and common breakfast cereal grains. fibers include protein in a breakfast cereal product,” Whole-grain chopped rye can be used said Jennifer Stephens, marketing as an inclusion in granola and clusters resistant starches director, Penford Food Ingredients. “In and has more than 14-percent fiber. addition, newer functional fibers Other flours, such as amaranth, from sources such as include resistant starches from sources quinoa, millet, sorghum, teff and potato, corn and such as potato, corn and , and buckwheat, can be used in multigrain inulin (chicory root extract) are being crisps and flakes to add whole-grain wheat, and inulin used to improve the overall health of nutrition, exotic interest and culinary the product.” authenticity. Even legume flours, (chicory root extract). Adding whole grains, such as whole- including garbanzo and fava bean grain corn products, is another way to flours, can be used in RTE cereal enhance nutrition; however, ingredients and flake applications to add fiber, containing insoluble fibers may alter protein and other nutrients. texture and density of the cereal piece. “Sprouted grains are on trend with Rieschl said corn fiber or corn bran can consumers, and sprouted white be included in a puff-type cereal, whole wheat flour can be used in providing a coarse, ground appearance. a number of ways in RTE “When used in an extruded product, it breakfast cereals—as an may increase density and change addition to the flake, crisp or texture, while using too much may even a baked cereal inclusion,” change the appearance too Arndt said. “Stabilized wheat bran dramatically,” Rieschl said. “Usage and germ flour, and toasted, may be balanced by increasing or defatted wheat germ can be used in adding ingredients with greater RTE breakfast cereal expansion properties or a change to formulas to boost fiber, processing conditions.” vitamins, minerals and Ardent Mills offers a number of grain antioxidants [levels]. ingredients that can boost the fiber Whole grain and seed beyond that of whole wheat, oats, mixtures, such as a corn and rice, which are commonly blend of crushed wheat, used in RTE breakfast cereals. chopped rye, millet Elizabeth Arndt, research fellow, seeds, high-fiber barley research, quality and technical flakes, flax and solutions, Ardent Mills, Denver, said the sunflower seeds, can company’s high-fiber barley has more add texture and visual than 30-percent dietary fiber and three appeal to RTE cereals.” times the level of beta-glucan Keep in mind that no matter compared to oats, and 10 times the how many hours are spent fiber of brown rice. Arndt said high- developing BFY RTE cereals or fiber barley flakes work well in granola, how many dollars are spent on cluster and muesli cereals, while the marketing the products’ flour can be used in direct-expanded healthy attributes, taste is crisps and other shapes to increase critical and will keep consumers fiber and other whole-grain nutrients. coming back for seconds. ■

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eady-to-eat (RTE) breakfast cereals are breaking free from their reputation as these challenges, developers can rely on being sugar-laden and lacking in key nutrients. Demands for improved nutrition a host of ingredients to improve nutrition Rhave prompted developers to reduce sugar and sodium in their products, as well in breakfast cereals while maintaining as increase fiber and whole grains. taste and other sensory attributes. In this latest Food Product Design For example, chicory root fiber, a Digital Pulse, “Better-For-You Breakfast prebiotic fiber, can be used both in an Cereals,” industry experts explore how extruded cereal piece and the coating developers are improving nutrition in RTE without affecting taste, texture cereals and address the challenges that appearance or mouthfeel. Other prebiotic can occur when formulating—or fibers—which contribute to digestive health and a healthy metabolism, and reformulating to create—more-healthful help the body absorb more calcium for products. stronger bones—include inulin and As snacking rises in popularity, oligofructose. breakfast cereals are no longer restricted Grain ingredients are also used to to the confines of breakfast. Whether increase fiber content in BFY cereals, but grabbing a handful straight from the box Developers can rely also may contain insoluble fibers that or enjoying a bowlful any time, a cereal’s can alter texture and density of a cereal health-and-wellness benefits can serve on a host of piece. This means developers must be as a selling point for consumers. Many ingredients to mindful to avoid creating an end product better-for-you (BFY) breakfast cereals with a gritty mouthfeel. Some popular improve nutrition in feature increased fiber, protein and grain ingredients include whole wheat, whole grains. Reduced sugar and sodium oats, corn and rice. Other less-common breakfast cereals are two other important components of additions include sprouted grains; while maintaining BFY breakfast cereals. However, fibers ancient grains, such as chia, quinoa and and other ingredients can alter the flax; protein-containing ingredients; and taste and other texture, flavor or quality of a product, and whole grain and seed mixtures. must be carefully considered to ensure Food Product Design offers several sensory attributes. the product provides what consumers resources for food product developers want most—good taste. looking to improve nutrition in their cereal Select consumers are willing to eat a products, including the “Functional high-fiber cereal at the cost of less-than- Foods” and “Formulating with Fiber” desirable texture or taste. But as the Digital Issues, and the FoodTech Toolbox focus on health continues to move Gallery, “Whole and Ancient Grains: From mainstream, the average consumer Amaranth to Zizania.” ■ won’t be back to buy a product that skimps on quality or flavor. To combat —By Rachel Adams | Associate Editor

16 Food Product Design | Better-For-You Breakfast Cereals foodproductdesign.com Vice President, Health & Nutrition Jon Benninger Subscription Customer Service 800/581-1811 Vice President, Sales, Health & Nutrition Danica Cullins Audience & Content Coordinator, Strategic Account Director Amy Thorlin List Rentals Manager Carisa Frisby Senior Account Executives Anthony Arteca 480/990-1101 Ext. 1042 Ioana Neacsu Karen Salas Account Executive Barbara Westberg EVENTS DEPARTMENT Senior Vice President of Events, Vice President, Content, Heather Granato Director of SupplySide Dana Hicks Health & Nutrition Senior Director of Events Sarah Waschler Executive Editor Lynn A. Kuntz Event Manager Marisa Freed Managing Editor Judie Bizzozero Education Manager Natasha Weaver Associate Editors Alissa Marrapodi Rachel Adams Sales Director, SupplySide Lily Wang Senior Event Sales Manager Todd Willis Marketing Manager Melissa Black Event Sales Manager Todd Berger Content Marketing Manager Karen Butler Associate Event Sales Managers Thomas Baker Audience Marketing Director Katherine Hecker Alex Koupal Audience Marketing Manager Amanda Saye Trish True Marketing Coordinator Jillana Szeto Exhibit Operations Manager Lola Ortega Exhibit Operations Coordinator Vanessa Cruz Vice President, Marketing Services Danielle Dunlap Event Registration Coordinator Carrie Freese Creative Director Joseph DiPastena Art Director, Health & Nutrition Andrew Rosseau Art Director Darcey Saxton Media Operations Manager Melissa Ewing Program Manager Jill Klinkerman

EDITORIAL ADVISORY BOARD Swamy Anantheswaran, Ph.D. Donald Goodman, Ph.D. Lowell Satterlee, Ph.D. Robert Vander Zanden, Ph.D. Professor of Food Engineering President M & D Technologies, Inc. Director, Food and Agricultural Adjunct Professor and Lecturer Pennsylvania State University Columbus, MS Products Research Center Clemson University University Park, PA Oklahoma State University Stillwater, OK Clemson, SC

President John Siefert Chief Financial Officer Kelly Ridley Controller Amie Higginbotham Human Resources Director, Americas Heather Wood

PUBLISHED BY MEMBER OF: INFORMA EXHIBITIONS LLC • National Assn. of Flavors and Food-Ingredient Systems CORPORATE HEADQUARTERS • Flavor and Extract Manufacturers Assn. 3300 N. Central Ave., Suite 300 • American Assn. of Cereal Chemists Phoenix, AZ 85012 • Food Update Foundation Phone: 480/990-1101 • Canadian Institute of Food Science Fax: 480/990-0819 and Technology Email: [email protected] • American Society of Baking Website: foodproductdesign.com • American Dairy Science Assn.

17 Food Product Design | Better-For-You Breakfast Cereals foodproductdesign.com