Food and Beverage Innovation December 2018 - 2019 February

Volume 17 ISSN 1570-9108 DOUBLE ISSUE Unilever to spread Magnum Vegan reach as trend set to mainstream in 2019 Unilever has introduced its Magnum suitability going forward, with plant-based Vegan ice cream to Australian markets milks and meat substitutes already rapidly with more European markets to follow this moving into the mainstream. year, as the trend towards reformulating The rise of veganism is indicative classic items in vegan forms accelerates. of a growing theme towards mindful At launch, Unilever, described it as a consumption. “velvety plant-based product” that provides Animal welfare and environmental “a creamy experience without the need concerns form clear goals among the for dairy.” “A first for the Australian following of such a strict diet. Vegan market, the 100 percent dairy-free range products are increasingly associated to will feature two of the brand’s signature ethical packaging (50 percent), organic flavors…allowing vegans the opportunity (31 percent), gluten-free (34 percent) and to enjoy and share a moment of pure GMO-free (27 percent) (CAGR 2014-2018). pleasure,” the company said. In 2018, 60 percent of all products with Last year, two new vegan versions vegan claims were reported in Europe. of the popular Magnum ice cream bars continued on page 3 were launched in Sweden and Finland. TOP MARKETTop SUBCATEGORIES market subcategories OF FOOD & BEVERAGES of food LAUNCHES & beverages WITH A “VEGAN” launches CLAIM (GLOBAL, 2018) Magnum Vegan Classic and Magnum with a “vegan” claim (Global, 2018) Vegan Almond, which are European Vegetarian Union approved, are made 6 from a pea protein base and covered in smooth dark chocolate. “The Magnum Vegan launch in Finland 4 4.9% and Sweden has been a huge success and 4.0% 3.8% launches in more European markets will 2 2.9% 2.9% follow this year. Additionally Cornetto Vegan, which offers a great alternative to a classic Cornetto, was launched in several 0 Cereal & Energy Bars Meat Substitutes Dairy Alternatives Drinks Chocolate Blocks Fruit-Based Snacks European countries and is currently Source: Innova Market Insights available in the Netherlands,” Erin Godbold, Senior Global Media Relations Contents in this issue Manager at Unilever tells Innova. “As in Source: Innova Market Insights, 2019 our European markets, we’re delighted Top ten trends 2019 summary report to be able to offer Australian consumers Clean label remains key and a running theme throughout our 2019 who choose not to consume dairy products list – in fact it has become a given. But it is the plant-based trend that has truly captured the limelight in the last couple of years and which the pleasure of Magnum in time for their is only going from strength to strength. It is driven by both health, 2019 summer,” she notes, confirming that sustainability and animal welfare concerns. the products uses the same formulation as 04 in the European products. There is a growing popularity for new ISM 2019 show review product development on a vegan platform, Consumers are on a big and broad journey of discovery and the with a 35 percent increase in product sweets and snacks sector is benefiting. They are moving out of their comfort zone to explore bolder flavors and multi-sensory food launches recorded with a vegan claim experiences. At ISM 2019 in Cologne, Innova Market Insights reported in 2018 from 2014, according to Innova how 19 percent of US consumers have increased their consumption of Market Insights. 22 confectionery because “there is more variety & novelty available.” The leading market sub-categories in 2017 for vegan claims on a global basis Plant-based start-up opportunity are cereal & energy bars (4.9 percent), Plant-based alternatives to animal proteins and crop gene editing tools are among the most promising areas for food technology meat substitutes (4.0 percent), and dairy investment right now, but the highly exciting field of cellular alternative drinks (3.8 percent). agriculture may be just too far down the horizon for traditional venture There should be no slowing down capital investors. This is according to Niccolo Manzoni, Co-Founder for new product innovation with vegan 35 and Managing Partner of Five Seasons Ventures. Contents

International news Start-up investment Editorial 01. Unilever to spread Magnum 36. Venture capital investor: Chief Editor: Robin Wyers Vegan reach as trend set to “The time for food tech is now” Email: [email protected] Editorial Director: Lu Ann Williams mainstream in 2019 40. The start-up pecking order: An Tel: +31 26 319 0652 Senior Analysts: Norma Sarma, 21. New Bock Chain beer engages industry view Photography: Maura Tates through TE-FOOD technology 42. Success for a clean label, plant- Founding editor: Michael Heasman PhD. based yogurt alternative Contributing editors Matthew Havers, Dr K.C. Baby, Top ten trends 2019 Tom Woerndl, Adam Bass 04. Introduction Innovation strategy Subscriptions & administration 05. The Adventurous Consumer 44. Innovation: How to satisfy an For subscription information or questions: Tel: +31 26 319 2000 07. The Plant Kingdom overly demanding society Fax: +31 26 319 0659 E-mail: [email protected] 08. Alternatives to All Annual subscription fee 09. Green Appeal Product labeling Published 10 times a year 12. Snacking Definitive Occasions 46. Portion sizes: a question of 1 year: €915/ US$980 2 years: €1595/ US$1700 14. Eating for Me perception Publisher: Patrick Mannion Email: [email protected] 15. A Fresh Look at Fiber Tel: +31 26 319 200 17. I Feel Good Packaging innovation Innova Market Insights 18. Small Player Mindset 48. Metal packaging innovation: Velperweg 18, 6824 BH Arnhem, The Netherlands 20. Connected to the Plate adopting a can do attitude Tel: +31 26 319 0650 49. Amcor capsule design Fax: +31 26 319 0659 ISM 2019 review simplifies wine bottle opening E-mail: [email protected] 22. Ruby, vegan and reduced www.innovadatabase.com sugar trends theme amid a sweet Product development strategy Innova (ISSN 1570-9108) is published ten times per year by Innova Market Insights BV, discovery mission 50. Making what people want ©2018. All rights reserved. Reproduction in whole or in part without written permission is strictly prohibited. The editors and authors have compiled this document with great care. Innova wish to point out that no warranty is made to the accuracy or completeness of the information in this document.

Companies in this issue A. Loacker 33 Decocino 22 Kellogg’s 6, 11, 16, 17 Ritrama 49 ABC 11 Dr. Klaus Karg 28 Kim’s Chocolates 33 Roelli Roelli 24, 31 ADM 19, 41 DSM 15 King Monty 27 Royal Fassin 34 Albert Heijn 11 Eat Natural 31 KKR 8 Sabinsa 17 Alfred Ritter 30 Elizabeth Shaw 29 Kraft Heinz 19 Saltillo 34 Aptar 15 Farm Brothers 26 Libeert 25 Saltwater 49 Ardgah 48 Felfoldi 28 Lucky Supermarkets 8 SC Heidi 33 Arjuna Natural 17 Firmenich 20 Lutti 34 Seeberger 29 Arla Foods 16 Five Seasons Ventures 35 Maestrani 27 Sly Nutritia 32 Auchan 21 Frankonia 32 Mars 19 Stella 33 Barry Callebaut 5, 25 Fruitfunk 29 McCormick 7 Synthite 45 Beyond Meat 19 Frunix 34 McDonald’s 3 Tesco 7, 47 Beyond Meat 38 General Mills 19 Memphis Meats 35 Toms Confectionery 32 Brads 16 Givaudan 3, 19 Mixfit 15 Tony’s Chocolonely 11 Brinkers 34 Givaudan 43 Mondelez 46 Trolli 26 Buhler 43 GNT 18 Moo Free Chocolates 27 Tropic Biosciences 35 Byron Bay 27 Greggs 7 Nestlé 43 Unilever 1, 7, 11 Campbell Soup Co. 14 Guylian 33 Nestle 5, 10, 11, 19 Upfield 8 Cargill 11 Habit 14 Newtrition 28 Velamints 30 Carlsberg 49 HEJ Natural 34 Noi Sirius 33 Veldhuyzen 7 Ceres Organics 17 Helwa 27 Novelty Food 27 Vermeiren 31 CERIA Brewing 48 HPW 24 Ocean Spray 28 Viba Sweets 25 Chocolat Bernrain 27 IBM 21 Peck Drinks 40 Viome 14 Chocolat Mathez 32 IBNX 48 PepsiCo 48 Waitrose 7 Coca-Cola 3, 11 Impossible Foods 19, 38 PepsiCo 6, 11 Walmart 21 ConAgra 13 Ingredion 19 Perfect Day 19 Wilmar 10 Coppenrath 31 Ingredion 7 PEZ 30 Yofix Probiotics 42 Corona 49 Jealous Sweets 28 Poppies International 32 Crown 48 Karma 15 Quorn 38 Danone 19, 41 Keef Brands 48 Ripple Foods 19

2 December 2018 – February 2019 International news continued from page 1 ‘going vegan in January’ has moved into the Latin America, albeit still a small market, mainstream. This is evident not only in the experienced an annual average growth of array of media and press coverage, but also 79 percent (CAGR 2014-2018). with the number of brands, restaurants and An analysis of the fastest growing nuts businesses that are creating new products & seeds tracked in global dairy alternatives and menus with a flexitarian, plant-based or launches (CAGR 2014-2018), found cashew vegan customer in mind.” (41 percent), almond (31 percent), walnut She notes how brands offering vegan- (17 percent), sesame seeds (13 percent) and friendly versions of old favorites will help hazelnut (12 percent) to all be trending. as many people as possible make the The Economist’s “The World in 2019” transition to a vegan lifestyle in a more predicts that veganism will be the most accessible way. popular topic of the new year, declaring “From artisanal vegan cheese, to 2019 “the year veganism goes mainstream.” plant-based ready meals available in According to the report, 25 percent of supermarkets, to 100 percent vegan menus Americans 25 to 34 years old identify as at traditional eateries – being vegan has vegan or vegetarian. US sales of vegan never been easier and we are excited to foods rose 10 times faster from January see a move away from a focus on animal to June 2018 than food sales as a whole, products, as businesses take heed of formulation in the gummies space. a spike largely attributable to millennials consumer demands,” she notes. Trolli went for a pectin/starch blend to and Gen Z members, who are increasingly In terms of product reformulation, items achieve the desired texture for their Trolli switching to a vegan lifestyle. such as vegan mayonnaise have allowed Big Apple product. An ISM 2019 show In late December, Unilever acquired the exploration of more options when it review begins on page 22 of this issue. Netherlands headquartered meat alternative comes to “grab and go” food that is free News of Unilever’s Magnum Vegan innovator from animal products. “Additionally, within expansion comes as the company reports The Vegetarian Butcher, as it seeks the UK, the fact that vegan sandwiches can lower-than-expected Q4 sales, which to expand its portfolio into plant-based be found all over the high street, in both were affected by flat volume growth in foods that are healthier and have a lower chain and independent stores, showcases developed markets. environmental impact. “The growing the importance of listening to consumer In the company’s first set of results trend towards following a vegan lifestyle is trends, and providing original, quality under the reign of new Chief Executive something Unilever is happy to be able to alternatives – that are also fairly priced,” Alan Jope, sales rose by 2.9 percent and support across different product categories she adds. “Naturally, we would like to there was an increase in profits for the full and across markets around the world,” see suitable alternatives replace animal year, which stood at €9.8 billion (US$11.21 says Godbold, when commenting on the products wherever they are used, including billion) in 2018 compared to €6.5 billion company’s launch. ingredients such as gelatin, beeswax and in 2017. News of a Magnum Vegan expansion lanolin etc., and this is probably the next Sales volume in the Americas and comes as the “Veganuary 2019” campaign, step for industry to explore,” she concludes, Europe remained flat, as pricing growth which ran throughout the month of in a call to industry. was offset by volume declines. The January, saw it match the total number of Veganism is clearly one of Britain’s company lists competitive pressures in pledges that the charity achieved in the fastest growing lifestyle movements and North America, particularly in ice cream previous four years combined. this year the Natural Food Show’s Vegan and mayonnaise, as well as declines in The UK-headquartered group behind World pavilion, will bring together more France as reasons for these lackluster the campaign says that it highlights how than 60 UK and international plant-based results. far veganism has come in the space of innovations, when it returns to London on Full-year results showed improved sales just a few years. 500,000 people across April 7-8, 2019. in developed markets were bolstered by a the world have now taken the “Veganuary With over a third (39 percent) of the “stand-out year for ice cream” in Europe, pledge,” and according to the group, show’s pre-registered visitors to date partly due to the heatwave experienced in “judging by what past participants tell looking to source both vegan and vegetarian many parts of the continent last summer. us, for every ten who took part in the food at the show, the Vegan World pavilion Ice cream had yet another strong year challenge, six will stay vegan.” “provides the perfect hot spot to see and helped by innovations on premium brands This year’s Veganuary campaign was, sample the best choice and innovations of including a new Magnum Praline variant for the first time, helped by 13 overseas the latest vegan food and health products and a non-dairy range of Ben & Jerry’s partnerships. Veganuary extended its global from all over the world.” (positioned as non-dairy flavor creations reach by running localized campaigns in The whole show will feature over made with almond milk, that are 100 India, Sweden, Brazil, Argentina, Chile, 400 natural and organic food and drink percent certified vegan). Peru, Singapore, Malaysia, Australia, South exhibitors in total, 60 percent of which are At the beginning of February, Africa, Japan, Iceland and Russia. expected to include vegan products. Unilever bought UK-based Graze, a “We at Veganuary are thrilled with The big story at ISM 2019 in snack box delivery brand which is sold in our most recent campaign,” Rachida Cologne, the world’s biggest snacks and supermarkets across the UK and US. n Brocklehurst, Digital Content Manager, confectionery fair, was the large number tells Innova. “Not only did we help 250,000 of vegan and vegetarian offerings on By Robin Wyers people to try vegan with us, the concept of display, particularly through gelatin-free

December 2018 – February 2019 3 Top ten trends 2019: Introduction 2019: A greener year, full of discovery?

2019 begins with the same turbulent atmosphere of uncertainty with which 2018 ended. Ongoing uncertainty dominates around Brexit, a fallout from a record breaking lengthy US government shutdown and intense discussion around the role of the food industry in contributing to climate change remain headline grabbers. The macro business dynamics of the uncertain market are bound to top the agenda in 2019 as will key product development themes such as clean & clear label, sugar reduction and protein fortification. Innova Market Insights still reports 13 percent CAGR in food & beverage launches with a clean label claim (Global, 2013-2017). Products with this type of positioning accounted for 29 percent of should be adopted for other categories, how regularly eating red meat can increase global new food & beverage launches in 2017. including confectionery. the risk of heart disease and the role gut bacteria play in that process. The research Clean label as a given Protein performance builds upon previous work showing Clean label remains key and a running The continued mainstreaming of the TMAO (trimethylamine N-oxide) – a theme throughout our 2019 list – in fact it sports nutrition sector is having a profound gut bacteria byproduct formed during has become a given. The term “clear label” impact on new product activity and partly digestion – can lead to the development which Innova Market Insights coined for spurring recent innovation in protein. of cardiovascular disease, including heart its 2015 trends list has now fully entered Innova Market Insights reports strong attacks and strokes. industry parlance. It is being used in several growth in sports related positionings marketing campaigns, including a current within mainstream food & beverage NPD. Other major themes for 2019 one from leading flavor supplier Givaudan A 188 percent growth has been reported The role for “sustainable eating and on their “Kitchen Ingredients” marketing. in new products with a high/source of agriculture” and how we achieve this will Each day there are new commitments made protein positioning and a 65 percent rise in come into greater will come into greater on a clean label platform, including those energy/alertness positions from 2013-2017 focus in 2019 with dietary guidelines one from the biggest foodservice operator of (excluding sports nutrition). In 2017, over of the areas being reviewed/modified as a all. In mid-December 2018, it emerged that 5 percent of new global food & beverage result. Mid-January saw the publication of the McDonald’s is to set limits for antibiotic use launches featured protein claims, with EAT-Lancet Commission on Food, Planet, in its beef supply chain by the end of 2020. CAGR of 29 percent from 2013-2017. Sporty Health, which put forward a recommended It followed a McDonald’s US announcement makeovers are giving a prominent spot to dietary plan for environmental health last from September 2018 that the fast food giant protein in mainstream food & beverages, week. The researchers are calling for a diet is scrapping all artificial flavors, colors and with amino acids booming, for example. In that consists of approximately 35 percent of preservatives from artificial sources from fact, the highlighting of BCAA and amino calories as whole grains and tubers, protein its top-selling classic burger portfolio. To acids on the front-of-pack of new products sources mainly from plants – but including achieve this change, artificial preservative(s) has enjoyed a global CAGR of 35 percent approximately 14g of red meat per day – and were removed from McDonald’s real from 2013-2017. 500g per day of vegetables and fruits. Moving American Cheese, Big Mac Special Sauce, to this new dietary pattern will require a the regular bun, the Quarter Pounder bun Plant-based growth drastic reduction of about 50 percent in the (also known as the sesame seed bun) and the But it is the plant-based trend that has global consumption of foods such as red meat Big Mac Bun. truly captured the limelight in the last and sugar, while the consumption of nuts, couple of years and which is only going fruits, vegetables and legumes must double. Sugar and alcohol reduction trends from strength to strength (see trend #2). It The report also came at the same time as the Sugar reduction will also remain key in is driven by both health, sustainability and Canadian government updated its official 2019 and beyond. The much debated sugar animal welfare concerns. Food Guide which recommends a plant-heavy tax which came into effect in the UK in May Recent news coverage around the health diet with less animal-based food. 2018 pushed formulators to go under the effects of consuming a large amount Sustainability will be a key theme in 2019 brix values that would lead to a specific levy. of red meat will only add to the body of and features strongly throughout our trends In fact, when it came to high sugar items, evidence around the benefits of trimming list. only regular Coca-Cola and Pepsi forwent back on meat consumption. Cleveland The following is a summary of the Innova Top a formulation change. Debate is now Clinic researchers have uncovered new Ten Trends 2019 report from Innova Market intensifying about whether a similar strategy mechanisms that demonstrate why and Insights.

4 December 2018 – February 2019 Top ten trends 2019: 1. The Adventurous Consumer

who are demanding flavor and We are entering an “age of the explorer,” THE textural insights and the food where an adventurous consumer is coming 2019: A greener year, full of discovery? ADVENTUROUS industry is responding with ever to the fore and demanding new flavorful CONSUMER more choice and gems to discover experiences with a true story behind them. and pass on. There is a focus on Globalization is sparking the consumer’s Sensory explorers are heightened sensory delivery, often curiosity to discover new food and drinks. uncovering more exotic combined with an element of the This is resulting in brands bringing more 1food options. As our unexpected. variety to the market. The connected world favorite chefs travel the world for • Richer experiences: Engagement with has led consumers of all ages to become one more series, we are swept up consumers through heightened sensory more knowledgeable of other cultures. by food discovery in broadcast delivery, storytelling and novelty. Heightened sensory delivery, storytelling programming and offered exotic • Excitement: Elements of surprise and and novelty are providing ways for options. Provenance shines unexpected flavor blends add excitement brands to engage with more adventurous, through in the authenticity of the to the food experience. enjoyment-seeking consumers. selection that ultimately makes its • World inspiration: Ethnic and exotic The rise of an “adventurous” consumer way onto our plates. We have all flavors gain traction, from Asian to is backed up by new consumer data. Innova become food critics Middle Eastern, Indian flavors and more. Market Insights consumer research (2018)

December 2018 – February 2019 5 Top ten trends 2019: 1. The Adventurous Consumer indicates that 7 in 10 US consumers “love Nestlé unveiled KitKat Ruby to chocolate to discover new flavors,” with similar lovers in Europe after its successful debut numbers of respondents reported in in Japan and Korea in January 2018. Kit China and the UK. The market researcher Kat Ruby is claimed to offer consumers a also finds that 28 percent of US, UK and new way of savoring chocolate. The crispy Chinese consumers have experienced a four-finger wafer bar is coated with ruby shift in their tastes towards more exotic or chocolate, derived from ruby cocoa beans adventurous flavors in snacks. This market (from ingredients supplier Barry Callebaut), dynamic has contributed to a 35 percent which has an intense berry-fruitiness growth in the use of a “discovery” claim in taste without the addition of any flavor or 2017 from 2016. These types of products color. Nestlé was the first to produce and feature claims that include the use of words launch this “fourth type of chocolate” – such as “discover,” “explore,” “uncover,” after dark, milk and white – to consumers “unveil” and “unravel.” worldwide through this global brand. More At the same time, rising consumer commercial applications of ruby chocolate interest in other cultures has resulted in a can be expected throughout 2019. 17 percent average annual growth in global The exploration route is also central to food & beverage launches with ethnic a new Kellogg’s Rice Krispies launch. The flavors over the 2013-2017 period (Ethnic brand rolled out its first new flavor in the flavors = flavors with name of country/ US in more than 10 years in January 2019: region of origin in brand/product name). Kellogg’s Strawberry Krispies. “Our fans are Some recent examples of trending ethnic explorers who constantly seek new varieties, flavors in NPD (CAGR, 2013-2017, Global) flavors and possibilities,” says Chris Stolsky, earlier editions, however, the Erste Ernte include: Associate Director of Marketing for Rice was not created in collaboration with the • 39 percent average annual growth in Krispies. “We are introducing Strawberry fan community, but the result of years of new food & beverages launches with Krispies to give them just that, a new cereal investment by Ritter Sport. The first cocoa Indian flavors. with endless moments of goodness packed harvest from sustainable cultivation of the • 36 percent average annual growth in in each bite.” Strawberry Krispies delivers own plantation is limited by nature and is food & beverage launches with Italian on one of fans’ top flavor preferences by enough for an edition of 30,000 tablets. flavors. pairing “the simplicity Rice Krispies are • 31 percent average annual growth in new known and loved for with a delicious new Snacking discovery food & beverage launches with Chinese natural strawberry flavor.” The discovery trend is particularly flavors. Also in the chocolate space, German prevalent in the snacking space, where bold • Strong average annual growth in food & chocolate brand Ritter Sport recently flavors are refining the snacking experience. beverage launches with Mediterranean launched the new limited edition Erste A look at the average annual growth of flavors (+23 percent) and Far East flavors Ernte (First Harvest) on the market. It is selected flavors in new snack launches (+15 percent). limited because only a small amount of (Global, CAGR 2013-2017) found exotic the raw material is available. The chocolate flavors (31 percent), beef flavors (15 percent) Creative discovery NPD was made from sustainably grown cocoa and chili flavors (14 percent) to be among the Some recent major launches from from the company’s own plantation “El most trending options. across the board are illustrative of this Cacao.” With its special editions, the Kettle Chips even uses the word trend. Nestlé’s KitKat Ruby, which was Waldenbucher family business manages “discovery” in the name of one if its lines, one of the most creative launches of the time and time again to involve its fans which was initially launched in 2017. The year, features the front-of-pack claim: and thus to retain them. There was a real company recently expanded its Discoveries “Discover a new chocolate experience.” hype about the “unicorn chocolate.” Unlike crisp range with the introduction of two new flavors. Buttermilk Chicken & Sriracha Mayo and Patatas Bravas With Paprika & Aioli feature bright packaging that is aimed at securing consumer attention on-shelf. The Patatas Bravas variant captures the flavor of the popular Spanish dish, featuring sweet tomatoes, paprika and creamy garlic flavors. The buttermilk chicken flavor is said to have “a crunchy, spicy, moreish taste of the Deep South.” It can also be about discovery closer to home. In mid-2018, PepsiCo UK snacks brand Walkers unveiled its latest flavor campaign as part of its 70th anniversary celebrations, featuring regional flavors and an on-pack promotion. The flavors are the most popular in different regions across the UK –

6 December 2018 – February 2019 Top ten trends 2019: 2. The Plant Kingdom

Smoky Bacon (The Midlands), Pickled Onion have been inspired by the street food scene market to £310 million (US$391.6 million). (Scotland), Worcester Sauce (South East), from three vibrant cities around the world: In response to growing demand Beef & Onion (Wales), Tomato Ketchup (The Mexico City, Mumbai and Bangkok. from shoppers looking to eat vegan and North) and Marmite (South West). Whichever way you play it, there are vegetarian meals, fellow UK retail player Heightened sensory delivery is diverse possibilities within this broad and Waitrose increased its vegan offering by breaking with convention when it comes highly creative trend. The adventurous 233 percent in 2018 to cater to their needs. to discovery. For example, the classic consumer can certainly inspire an Waitrose & Partners reports that its vegan confectionery brand Skittles now offers adventurous product developer with the party food range is proving popular with Sweet Heat, with unusual flavors such as winning products for 2019. t customers with sales up by 20 percent Sizzling’ Strawberry, Fiery Watermelon, since the initial launch in October. But Blazin’ Mango, Lemon Spark and Flaming’ THE PLANT the trend goes far beyond vegans alone. Orange. At the recent Health Ingredients Twenty-one percent of people now identify Europe (HiE) 2018 in Frankfurt, Innova KINGDOM as “flexitarian” (i.e., flexible vegetarian), Market Insights sampled a highly unusual according to research by Waitrose & black colored and lemon flavored cheese The plant-based market Partners in this year’s annual Food & from Veldhuyzen (The Netherlands). shows no signs of Drink Report. “Basiron’s Black Lemon’s dark color, 2slowing down. For the Product development to cater to smooth dairy and refreshing taste of lemon mainstream consumer, going plant- vegans and vegetarians is an almost daily and lime will activate your senses to the based is about achieving a healthy occurrence. For example, also in the UK, max!” the company writes in its promotion. and sustainable balance between in early December 2018 it emerged that meat and vegetables, rather than bakery company Greggs would launch Word on the street adopting an all-or-nothing way a vegan sausage roll in the New Year The incredible recent surge in interest of eating. The fashionable rise of in response to a petition from animal in street food flavors is also indicative “flexitarians” and “reducetarians” rights group PETA (People for the Ethical of this discovery trend. The McCormick means that new opportunity exists Treatment of Animals). The petition, which Flavor Forecast for 2018 highlighted the for hybrid foods that combine was signed by more than 20,000 people, rise in fusion flavors in the handheld animal-derived and plant- was about satisfying demand for what it category. This is led by street foods that can based proteins. But there is also describes as an “ever-expanding” vegan be purchased from carts, trucks and food plant-based potential for active market. courts. Examples it alludes to include Asian botanicals, natural sweeteners, Investments in plant proteins continue egg crepes (jianbing in China, danbing in herbs & seasonings and coloring within the ingredients space too. In mid- Taiwan) that could be stuffed with regional foodstuffs. December 2018, Ingredion announced American flavors, gyro/taco hybrids that • Healthier diets: Consumers increase several steps to accelerate production of combine elements of South American and their consumption of fruit and plant-based proteins globally, joining a Greek cuisine and dessert options made vegetables for healthier lifestyle. combined US$140 million of strategic with traditional Chinese Bao steamed buns. • Hybrids: Mainstream potential exists investments which will seek to expand Izakaya, or Japanese tasting plates, can offer for products that blend meat and plant the broad range of plant-based protein bite-size snacks with flavored glazes, seaweed ingredients. solutions. As a result, two North American seasonings and tangy dipping sauces. • In full bloom: Botanical flavors such as manufacturing facilities will produce NPD based on world flavor ranges floral, herbal and spicy continue to show pea-protein isolates and a range of pulse- have become increasingly popular too, strong growth. based flours and concentrates in 2019. while food truck and street food flavors Ingredion says that it’s making “significant have been a source of inspiration for NPD Plant-based growth has been a key capital investments” to transform a soy for retail. Innova Market Insights notes theme for several years, but the extent to processing facility in South Sioux City, that there has been a 24 percent growth which it grew into the total mainstream Nebraska, to produce protein isolates from in food & beverage launches with a food with both vegetarian and vegan options peas, having purchased the site in February. truck or street-food claim in the last year became incredibly clear throughout 2018. Ingredion has also entered into a joint (Global, 2017 vs. 2016). Amid this growing According to data from Innova Market venture agreement with Verdient Foods, interest for world foods, Schwartz has Insights, there has been a 45 percent Inc., a Canadian company that is jointly launched a Street Food Seasonings range average annual growth in food & beverage owned and operated by film director James in the UK. This new series of seasonings, launches with a vegan positioning (CAGR, Cameron and his wife Suzy Amis Cameron which includes flavors like Sriracha and 2013-2017). and a local Saskatchewan family office, PIC Caribbean Jerk, is claimed to be the perfect In December 2018, veganism was Investment Group. fix for adventurous millennials seeking hailed the “fastest growing culinary trend quick, easy and tasty meal ideas. In the of 2018,” by Tesco, which reported strong No slowdown Netherlands, Unilever brand Conimex sales for products with this positioning. The interest in plant-based nutrition launched an extensive Street Food line, The UK retailer recently predicted that one shows no signs of slowing down, as health, with regionally inspired options including in five guests would be preparing a meat- sustainability and ethics make plant derived a kit for Indonesian chicken satay with free Christmas dinner for guests this year. products and ingredients increasingly fried rice. In the UK, Walker’s Sensations In 2018, the demand for chilled and frozen popular. Innova Market Insights reports 64 Streetmix, which was launched in June, vegan food at Tesco soared by more than 50 percent average annual growth of food & is available in three different flavors that percent, helping to swell the UK meat-free beverages with a plant-based claim (Global,

December 2018 – February 2019 7 Top ten trends 2019: 2. The Plant Kingdom

CAGR 2013-2017). These products include products were the first to receive certified pint), low glycemic, Kosher and non-GMO the use of the words such as “plant-based,” status by NSF International, the certifying Project verified. The whole Arctic Zero line “plant based” and “100 percent plant.” agency, which has teamed up with the is sweetened with organic cane sugar and Companies and brands are greening PBFA. In October 2018, retail chain Lucky monk fruit and contains no sugar alcohols. up their portfolios to attract consumers Supermarkets launched a pro-plant-based Thriving on greater variety will be key who want to add more plant-based options food campaign in 70 of its stores across to the future of plant-based innovation. to their diets, while for the mainstream Northern California. Lucky Supermarkets, a Whether plants will be “the new cows” consumer, going plant-based is about subsidiary of The Save Mart, partnered with remains to be seen, but it is an ever achieving a healthy and sustainable balance the PBFA for its “Fall in Love with Plant diversifying platform that has evolved between meat and vegetables rather than Based” initiative, which ran until December far beyond a niche. But context is also adopting an all-or-nothing way of eating. 2. Described as “first-of-its kind,” the necessary. Of the meat & meat alternatives According to a 2018 Innova Market initiative is aimed at educating shoppers NPD tracked in 2017, 90.5 percent were Insights Consumer Lifestyles Survey, 8 about plant-based foods and helping them still meat products, compared with 9.5 in 10 consumers in the UK and US have find options instore. percent being meat alternatives. Plant- changed their own or their family’s diet to based alternatives are still the niche, albeit a be healthier, with over 43 percent of those A broader NPD base rapidly growing one. t consumers increasing their consumption of The dairy alternatives market has been fruit and vegetables “in order to be healthy.” a major beneficiary of the interest in plant- ALTERNATIVES based diets, with the growing availability TO ALL “Plants are the new cows” and promotion of plant-based alternatives The shift in the dynamics of this space is to traditional lines, especially dairy As more consumers clear when advertising strategy is assessed. beverages, but also cultured products such pay attention to health One of the most striking campaigns as yogurt, frozen desserts and ice cream, and sustainability, of 2018 came in the Netherlands, where creamers and cheese. 3replacement foods former Unilever margarine brand Becel has Plant-based and reduced sugar ice and ingredients are on the rise. been given a telling marketing spin. Last creams containing alternative proteins Alternative dairy, alternative year, Unilever agreed to sell its margarine are trending amid a rise in demand for proteins, alternative sweeteners, and spreads business to US private equity healthier desserts. For example, Magnum etc. – there is now an alternative firm KKR for €6.83 billion to concentrate launched two new vegan versions of its for everything. The broadening on faster growing products. In June 2018, popular ice cream bars in Sweden and footprint of plant-based proteins KKR reestablished under the corporate Finland last summer. The brand – owned means that the palette of options name Upfield. Now Becel has chosen a new by Unilever – added Magnum Vegan has expanded far beyond soy, brand positioning, with a highly interesting Classic and Magnum Vegan Almond, to encompass pea, wheat and tagline: “Plants are the new cows.” Becel which are European Vegetarian Union numerous other protein sources. has been positioning itself on a plant approved, to its existing product line. The Sustainability and health concerns platform since 2017 and under the Upfield ice cream bars are made from a pea protein around ingredients such as palm flag Becel goes even further, with the base and covered in smooth dark chocolate. oil that have received negative press launch of a new product range: 100 percent In February, it emerged that the product attention and is also leading to the vegetable drinks. This launch is supported line would be rolled out in Australia too. demand for new solutions. in communication with this striking tagline The product follows on from Unilever’s • More than health: After health, key in the Netherlands, Belgium and Portugal, introduction of a Vegan Cornetto to several drivers for consumers to buy food where it is also used for the established European markets in the past year. The alternatives are diet variety, novelty and margarine product. Magnum launch came as US low-calorie ice sustainability. Logo strategies are also helping cream maker Arctic Zero introduced a new • Choice: Alternatives spread to a more manufacturers to stand out, albeit at the line of non-dairy frozen desserts made with diverse category range while meat and danger of logo overload. For example, The faba bean protein. Arctic Zero Non-Dairy dairy alternative ranges continue to Plant Based Foods Association (PBFA) is low calorie (only 160-320 calories per grow. has launched a new Certified Plant Based • Proteins explored: The palette of protein program in the US, touted as the first options expands to encompass pea, and only plant-based food certification insects and numerous other sources. in the world. Selected Tofurky and Oatly Free from foods have gone far beyond the niche in recent years and this dynamic has not really slowed. Innova Market Insights reports a 16 percent CAGR in food & beverage launches with a free from claim in recent years (Global, 2013-2017). These products accounted for 24 percent of food & beverage launches reported in 2017. As noted in trend #2 (The Plant Kingdom), there are several reasons for the plant-based boom, but one of them is health related. In

8 December 2018 – February 2019 Top ten trends 2019: 3. Alternatives to All fact, 1 in 2 US consumers report health as a reason for buying alternatives to bread, meat or dairy (Innova Market Insights Consumer Survey, 2018). Key reasons listed for consumers to buy food alternatives were diet variety (36 percent), novelty (18 percent) and sustainability (17 percent). While the alternatives space is well established, what is new is the broadening of the trend to encompass alternatives to everything, particularly in the proteins space. For example, in the move to offer something new, we are also seeing an increasing variety of non-soy plant-based ingredients for beverages, including cereals such as rice, oats and barley and nuts, such as almonds, hazelnuts, cashews, walnuts continued to be the top ingredient for plant- Mandorla: Almond Spread (Brazil), which and macadamias, as well as coconut and based dairy alternative drinks, however, the features a strong front of jar “palm oil free” more unusual options such as lupin, hemp market penetration is decreasing. Almonds claim. and flaxseed. and oats also show strong growth over the Alternatives are being sought to stalwart The growth in this segment comes years, with a CAGR of 39 percent and 36 ingredients that have gained either a despite regulatory constraints on marketing percent, respectively (2013-2017). negative image for some consumers on a these types of products as milk following Generally one of the biggest trends in the health or a sustainability front. But taste and a European Court of Justice ruling in June alternative proteins space has been to look product performance will remain key. t 2017. Purely plant-based products can beyond the stalwarts of soy and pea protein. no longer be marketed with names such Others tipped for growth include almond, GREEN APPEAL as “milk,” “cream,” “butter,” “cheese” or chickpea, quinoa and even insect protein. “yogurt,” as these are strictly reserved by EU When we look at the fastest growing law for animal products. This debate about plant proteins as average annual growth Going green is no classification is intensifying in the US too. in new food & beverage launches with longer the reserve protein ingredients (CAGR, 2015-2017), the of Wall Street – it standouts include: rice protein (65 percent), 4has moved up the soy protein concentrate (60 percent), Main Street agenda too, as the pea protein (48 percent), soy protein (19 sustainability debate intensifies. percent) and potato protein (16 percent). The industry is increasingly committing to answering customer Palm oil scrutiny expectations, as 2020 targets Few ingredients come under pressure draw ever closer on the horizon. for alternatives as much as palm oil (see Consumers have high expectations trend #4), which is regularly linked to of corporations and brands to lead deforestation. It is therefore one of the key the way in helping to secure a ingredients that is being replaced. sustainable future. Companies are There is a strong rise in products responding more strongly to this claiming to be “palm oil free,” with 73 than ever before through long-term percent CAGR reported from 2015 to 2017. commitments as well as market In terms of the top global market categories actions and innovations across as a percentage of new food & beverage both product and packaging. This Dairy alternatives surge launches with a palm oil free claim in 2017, includes waste reduction through One of the biggest bakery (55 percent), spreads (7 percent), upcycled ingredients and post- results of the plant- cereals (5 percent), ready meals & sides consumer recycling, as well as based boom has been dishes (4 percent) and baby & toddlers improved biodegradability. the strong rise in dairy food (3 percent) dominated. In terms of • Meeting expectations: Brands are alternatives. There the top edible oils as a percentage of new marketing their commitment to has been a 17 percent food & beverage launches with a palm oil sustainable product development on- average annual growth free claim (Global, 2017), sunflower oil (53 pack. in dairy-free products percent) leads the pack, ahead of coconut • To the rescue: More efforts to fight food (Global, CAGR 2013- oil (14 percent). In fact 96 percent average waste by upcycling ingredients that were 2017) of these products, annual growth has been reported in new destined to be dumped. which include dairy “palm oil free” food & beverages containing • Sustainable packaging: Recyclable, alternative drinks sunflower oil (Global, CAGR 2013-2017). biodegradable and compostable and spoonable non- Recent launches containing sunflower materials present clear opportunities for dairy yogurt. Between 2013 and 2017, soy oil include Cremor Crema Spalmabile innovation.

December 2018 – February 2019 9 Top ten trends 2019: 4. Green Appeal

Going green is now a given but as 2020 and progress are regularly highlighted. 100 percent of Nestlé’s palm oil supply targets draw ever closer, it is high time that For example, in December 2018, Wilmar chain, certified or not, will be monitored actual updates are presented. Showing a International launched a new program for deforestation using satellite imagery,” company’s green colors is something that to map and monitor all of its suppliers. continues the company spokesperson. today’s “mindful consumer” expects. The palm oil giant plans to use satellites “This will enable us to disclose publicly A 2018 Innova Market Insights to monitor all of its palm oil suppliers, further what we find, where we choose survey found that 64 percent of US making it almost impossible for them to to suspend non-compliant suppliers, and and UK consumers expect companies get away with forest destruction. Wilmar where we choose to engage and improve to invest in sustainability. The survey is joining forces with Indonesia-based the situation.” found that consumers’ environmental Aidenvironment, a consultancy providing concerns outweigh social and ethical services and research on sustainable The cocoa sector ones when considering the brands that production and trade, to develop a Apart from palm oil, few food ingredient they buy. When we look at the “biggest comprehensive oil palm supplier group segments come under greater scrutiny social and environmental concerns when mapping database which allows the than the cocoa and chocolate sector. In the considering the brands that you buy,” land development activities of Wilmar’s past, the cocoa industry has been widely the total percentage concerned across six suppliers to be better monitored. criticized for its involvement in child global markets (US, UK, France, Germany, On the manufacturing front, by the labor and environmental degradation. China and Brazil) was as follows: waste end of 2018, Nestlé became the first global Reports of under-age minors being made & pollution (54 percent), sustainability food company to implement a “game- to work in Côte d’Ivoire, Ghana and other (51 percent), environmental (44 percent), changing” cutting edge satellite system cocoa-producing countries date back two fair (26 percent), support for social causes called Starling – developed by Airbus and decades or more. According to the 2018 (25 percent) and animal welfare (18 TFT – to monitor 100 percent of its global Cocoa Barometer, a report by 15 European percent). Looking at this survey in more palm oil supply chains. The purpose of this non-profit organizations, as many as 2.1 detail, the results found that, two-thirds system is to identify potential deforestation million child laborers are working in West of consumers say they would prefer a at an early stage. Starling uses cutting-edge Africa alone. Deforestation is one of the food & beverage product over another if technology combining high-resolution biggest causes of global warming and it claimed to be sustainable and planet radar and optical satellite imagery to threatening the ecosystem that provides friendly. However, a quarter will only buy provide “unbiased year-round monitoring” chocolate ingredients. if the price is similar. A third of US, UK of land cover changes and forest cover Industry has been working hard to and Germany require price parity to make disturbances. Data collected along with its address some of the bigger concerns. a switch. Over one third rate packaging analytics enable companies to manage risks For example, chocolate and cocoa as mattering most when considering the and perform field intervention strategies manufacturer Barry Callebaut has environmental/social/ethical impact of to drive changes. “By December 2018, published its Forever Chocolate Progress food & beverage products. This market dynamic has inspired product development, with 57 percent average annual growth reported in food & beverage launches with an ethical/ environmental claim (Global, 2013-2017). Consumers are more aware than ever about the role that food production plays in climate change and technology is helping to reinforce this message. For example, the BBC recently posted an online tool to help consumers work out the impact that their “meat or 2 veg” was having. The notion of a “circular economy” has been a buzzword in 2018 with agile companies responding to the growing movement towards a model in which we keep resources in use for as long as possible, extract the maximum value from them while in use, then recover and regenerate products and materials at the end of each service life – opposite to the traditional linear economy which centers on make, use and dispose.

Palm oil strategies The palm oil industry undoubtedly has its work cut out to change the dialogue around the ingredient, but commitments

10 December 2018 – February 2019 Top ten trends 2019: 4. Green Appeal

Report 2017/18, listing the progress made of cocoa, with the growth of other crops, marketing sustainability, particularly in towards its target of making sustainable including banana and pineapple, necessary the UK. The company has committed to chocolate the norm by 2025. According to securing the future of cocoa itself. “It is responsibly source their top 10 ingredients to the company, 44 percent of the cocoa really about farmers being entrepreneurs. by 2020 through a combination of and 44 percent of the other ingredients Of course we promote cocoa, but we also certification or direct investment in that the group uses for its products are believe that farmers should diversify their programs on the ground. The ingredients sustainably sourced. revenue with other different crops,” he told are corn, wheat, rice, potatoes, sugar (beet In November 2018, a partnership noted at ISM 2019 in Cologne. and cane), cocoa, palm oil, fruits (berries, involving Barry Callebaut, Dutch chocolate raisins/sultanas) and vanilla. company Tony’s Chocolonely and Dutch A more sustainable almond sector A recent interesting business venture supermarket chain Albert Heijn was The almond industry is are also suggests how to draw interesting announced. The aim of the partnership receiving substantial criticism for the attention to these types of strategies. is to raise the industry’s standards on high levels of water usage. Recently, Seven Bro7hers Brewery, based in Salford cocoa sourcing, in favor of a more equally the Californian almond sector, which (UK), just released its limited-edition divided cocoa chain. This step aims to produces 80 percent of the world’s Throw Away IPA made from Kellogg’s end child labor and modern slavery and supply of almonds, is strengthening its waste cereal. The new IPA is made from seeks to help cocoa farmers with incomes 2025 sustainability strategy by including Kellogg’s Corn Flakes that were too “ugly,” that sustain them. Tony’s Chocolonely further efforts around water efficiency. too big, too small or too overcooked to end has steadily been requesting that more Despite staunch criticism directed at his up in consumers’ cereal boxes. Normally, companies follow its example for cocoa sector in the wake of a long Californian the cereal that doesn’t pass quality control sourcing based on direct relations with drought that has now ended, Almond ends up as animal feed, but Kellogg’s cocoa cooperatives and traceable cocoa. Board of California (ABC) President sought out a new way to upcycle its food “This partnership with Tony’s Chocolonely and CEO Richard Waycott stresses how waste this time around. The 5 percent is part of all our sustainability efforts, sustainability has been a key pillar for ABV Throw Away IPA in a can is made from food waste reduction and packaging almond growers in the region for more from “ugly” Corn Flakes from Kellogg’s reduction to health initiatives and food than 30 years. The 2012-2016 drought Manchester factory. chain transparency. Recently we made food was a wakeup call for the state as a chains transparent for eggs and orange whole, rather than an actual stimulus for Packaging advances juice, utilizing blockchain technology. We innovation as such, he claims. Following Packaging is perhaps one of the easiest expect to take initiatives in more categories an unexpected frost in February 2018, ways to highlight the sustainability with a somewhat heightened risk as an that impacted last year’s harvest, this one advantage with major branding integral part of our sustainability policy,” promises to be “robust,” notwithstanding opportunities across the package Ronald van der Aart of Albert Heijn tells unforeseen events, ABC forecasts. itself. It is an area where almost daily Innova Market Insights. Waycott notes that the drought served announcements are made on sustainability The news was followed by an as a general wakeup call around proper targets. For example, in early December announcement from fellow supplier infrastructure and how water availability 2018, Nestlé Waters North America Cargill that it was seeking to eliminate conditions are worsening in the midst of announced that it will achieve 25 percent deforestation from its cocoa supply chain. climate change. “Everybody learned a lot recycled plastic use across its US product The Protect Our Planet plan provides during that period. While things like that portfolio by 2021, and set a bold ambition concrete actions the company is taking to are always stimulating, it wasn’t that we to reach 50 percent by 2025. achieve 100 percent cocoa bean traceability hadn’t invested in water use efficiency In November 2018, dozens of the and includes a commitment of “no further before this,” he notes. world’s largest companies – representing conversion” of any forest land in Ghana Waycott also stresses that the almond about 20 percent of all plastic packaging and Ivory Coast for cocoa production. It sector uses double the average of modern produced in the world, some of which also expands the company’s forest efforts irrigation systems in state agriculture, ends up in the ocean – joined a new to five origin countries (Brazil, Indonesia, boosting efficiency in water use. “Some commitment that aims to create a Cameroon, Ivory Coast and Ghana) as 80 percent of our almond industry now truly circular economy for plastic. Two well as the indirect cocoa supply chain, uses micro-irrigation systems. If you take hundred and fifty organizations, including while securing the future livelihoods and the state as a whole, it is about 43 percent. PepsiCo, Coca-Cola, Unilever, Colgate, SC resilience of smallholder cocoa farmers. That’s just one example of how we have Johnson and H&M, signed on to the new A diversification of trees on cocoa progressed.” commitment, which sets out a vision with plantations will be key to securing multiple steps. Companies are committing the future of the cocoa and chocolate Countering food waste to eliminate plastic when it’s problematic industry, the CEO of leading French Tackling food waste will be one of the or unnecessary, and to shift to reusable cocoa group, Cémoi recently said. The key platforms when it comes to future packaging in some cases. By 2025, they company purchases some 145,000 tons innovation in sustainability. Whether plan to make all plastic packaging either of cocoa beans each year, which accounts cutting out waste in the supply chain or reusable, recyclable, or compostable. Every for approximately 3 percent of the entire at the retail/consumer front, huge gains year, they’ll put out public reports on global volume. Patrick Poirrier, who must be possible. But it can also be about progress. heads Cémoi, stresses that today what reusing traditional waste ingredients in a These types of solutions will be key in a it promotes to farmers is that the onus new way for maximum efficiency. circular economy where waste is minimized should no longer be on the monoculture Kellogg’s has been very strong in and green credentials can be highlighted. t

December 2018 – February 2019 11 Top ten trends 2019: 5. Snacking Definitive Occasions

snacking trends have been appearing on particularly SNACKING our trends list for several years, with the in the case DEFINITIVE evolution from “snacks to mini meals” of takeaways OCCASIONS tipped to trend throughout 2018. and ethnic Innova Market Insights reports that options after For most consumers, 63 percent of millennials are replacing a night out. snacking is a part of meals with snacks because they are busy These are now 5 (Consumer Lifestyle and Attitudes Survey, increasingly daily life and always has been. What is changing, however, is 2018). But it is not only about addressing likely to be the way that people think about this demographic. With 50 percent of Gen prepared and snacking and what is considered X’ers “inclined to cut down on their sugar consumed at to be a snack. Snacking is no consumption” and 67 percent of boomers home to fulfil longer the optional extra, but the “making changes to their diet to become this eating definitive occasion. Snacking is a healthier,” you could argue that there are requirement. central focus of innovation across numerous product development avenues The demand all food & beverage categories, to follow for healthier snacking. for restaurant with 10 percent average annual quality meals growth of global launches with The space between in the home a snacking claim over the past 5 This market background is leading is driving years (CAGR, 2013-2017). Three to a revolution in the snacking segment, the interest square meals is no longer the with 10 percent average annual growth in lighter mantra either – a fourth, fifth reported in food & beverage tracked and more or even sixth meal culture is with a “snacking” claim (Global, CAGR convenient, emerging, as grazers look for that 2013-2017). New Innova Market Insights yet still tasty little extra pick-me-up during a consumer analysis showed that for US options, with authentic ethnic cuisine hectic day. consumers (2017), afternoon snack (27 continuing to be popular and flavors from • Blurring lines: Traditional meal times percent) and evening snack (2 percent) the foodservice sector increasingly in and occasions disintegrate, snacking is periods of the day hold the highest food evidence. no longer the optional extra. cravings. With cravings increasing as Bowl meals are a good example of • Balance is key: Consumers seek healthy, the day wears on, new opportunities are this, as their success in restaurants is indulgent, yet convenient solutions that opening up to target the innovation sweet now being extended into retail options fit busy lifestyles. spot that exists between snacks and ready for the grocery trade. Bowl presentation • Snackification: More brands expand meals. Within this, dairy products such is increasingly being thought of as their portfolio by creating snacking as high protein yogurts hold particularly convenient, novel, healthy and highly versions of their existing products. strong potential. For example, the customizable, where any flavor profile/ percentage of US consumers that have cuisine can be incorporated. Options Opportunities are arising for adding consumed yogurt for snacking moments include poke bowls, Buddha bowls, one more meal to our daily routine and is rising (2017 vs. 2015), with a 6 percent smoothie bowls, acai bowls and more. this is likely to be more of a substantial rise in those claiming to consume it as an This bowl trend is now moving into snack than a full fourth meal. This is most afternoon snack and 4 percent growth in the retail market too and is particularly often taken between supper and breakfast, those having a yogurt as an evening snack. strong in the US. Recent launches feature although there are also other occasions Fresh appeal also exists for snacks, with a choice of ethnic recipes, as well as during the day when another meal can 13 percent average annual growth being focusing on other trends of the moment, be added, such as a second breakfast, reported for fruit & vegetables with snack such as high-protein, vegan etc. ConAgra “elevenses” or, in the traditional British claims globally (2013-2017). Innova Market has been active with the launch of Sweet style, afternoon tea. Insights also notes how meat innovation & Spicy Chicken & Noodle Bowl and Snacking is becoming a central focus is moving to snacks. A strong 16 percent Creamy Vermont Macaroni & Cheese Bowl of innovation across all food & beverage CAGR has been reported for meat snack extensions to its Marie Callender frozen categories from dairy to spreads. In fact launches (global, 2013-2017), with the US meals range. meat snacks market worth an incredible The company has also developed its high US$1.4bn in 2017. protein Healthy Choice Power Bowls range A significant rise is also being reported with a variety of cuisine styles, including in energy claims to “fuel up” the day with traditional-US-style Turkey, Sausage & Egg, 16 percent growth reported in product as well as Unwrapped Burrito Scramble launches featuring energy claims (global, (Mexican), Roasted Red Pepper & Egg 2017 vs. 2015), with high protein products White Shakshuka (Middle Eastern) and offering optimal delivery. Pesto & Egg White Scramble (Italian).

Bowl meals trend Upmarketing for convenience This need for a mini meal or snack Soups are also benefiting from the in the evenings was once more widely fourth meal trend, particularly the more associated with the foodservice sector, upmarket and convenient wet options.

12 December 2018 – February 2019 Top ten trends 2019: 6. Eating for Me

reflecting the wide range of different These are highly diverse times with products within it, including pastry products increasingly customized to an products, coated snacks, spring rolls, egg individual’s needs. Advances in technology rolls, dumplings, tacos, mini pizzas and allow for greater diversification. Consumers hot dogs. are adopting nutritional patterns based There is growing use of ethnic on health and ethical criteria. The notion recipes, particularly Asian options, such of “food that works for me” has only as Chinese, Thai, Korean, Japanese and intensified with an increasing array of Indian. Recent launches in the US have options becoming available. Technologies included Cuisine Adventures Spanakopita that range from wearable fitness trackers and Franks in a Blanket; Totino’s Pizza to DNA and microbiome testing will drive Rolls in Cheese, Triple Cheese and demand for nutrition that has been tailored Supreme Sausage and Pepperoni variants; for a specific individual. It is the concept of Yves Veggie Cuisine Kale & Quinoa Bites bringing what dieticians have been doing and Vegan Falafel Balls; and Realgood for years to the mainstream. The future This is where traditional can and glass Poppers in Uncured Pepperoni & Cheese, of this trend may hinge on advancements jar packaging is increasingly giving way Artichoke & Cheese and Jalapeno & White in meal kit and delivery systems and 3D to bottles, cartons, pouches and more Cheddar options. printing. versatile lidded plastic pots (single and High-quality flavorful options that meet multi-portion). the demands of the adventurous consumer Ever smaller bases Although classics such as chicken, will be key to product development within The influence of this personalization vegetables, tomato, carrot and mushroom the innovative snacking space, as a fourth on product development is clear, as lead regarding flavor use for launches, meal becomes commonplace in the daily manufacturers look to meet the needs there has also been increasing interest on the go regimen. t of relatively small consumer bases. For in stronger flavors. This is particularly example, strong growth has been reported the case for ethnic options and the use of EATING FOR ME in the percentage of new food & beverage fashionable ingredients such as kale, sweet launches with selected dietary claims potato and quinoa. Green blends and fruit (Global, 2017 vs. 2016). Over this period, & vegetable fusions are also increasingly Consumers are a 76 percent rise was reported in “keto” in evidence, particularly for chilled soups. choosing their fuel product launches (from a small base), a 32 The use of a range of ancient grains more carefully than ever percent rise in “paleo,” a 28 percent rise in and other on-trend ingredients such 6before with foods that “plant-based,” 17 percent growth in “high in as sauerkraut and matcha tea are also are specifically adapted to their protein” and 14 percent growth in “vegan.” becoming more prominent. needs. Personalized nutrition is Of these specific diets, only the protein The UK, with its well-developed chilled on the rise and moving beyond variety (13 percent of respondents) was soups market, tends to be very active tailored diets. Wearable technology followed in the last year by consumers concerning limited edition soups, strong means that we know more and asked in an Innova Market Insights Trends flavors and more unusual ingredients. have more personal health KPI’s Survey (2018). Paleo (3 percent) and vegan Recent additions include Mexican Bean on hand than ever before. At the (3 percent) were very low on the list, while & Tortilla from New Covent Garden; same time, the growing role for keto (6 percent) and plant-based (9 percent) Indian Spiced Dahl, Italian Tomato, Kale nutrigenomics as a science means proved to be more popular. In fact, 29 & Borlotti Beans and Mexican Chicken & that ever smaller demographic percent of Chinese consumers, 13 percent Orzo from the retailer Asda; Pea & Leek groups are being targeted, while of US consumers and 8 percent of UK with Popcorn Sprinkles from Soupologie’s technologies that include AI and consumers said they had followed a high Soup to Go range; and Winter Spiced 3D printing make customization protein diet the past year, the survey found. Parsnip from Tideford Organic. ever more prevalent. But it is not just about nutrition. Choice in Finger foods trend foodservice and retail has never Other products offering a more been so great either, with fully substantial snack or mini meal option that customizable food options on are suitable as a fourth meal fall within the offer that answer each individual definition of finger foods/hors-d’oeuvres. preference. According to Innova Market Insights data, • Unique health profile: Consumers are these accounted for just 8 percent of global choosing foods that are adapted to their snacks launches in the 52 weeks to the end needs. of June 2018. • Personalized nutrition: Smaller This tends to rise higher in the demographics are being targeted developed regions, however, with North with the growing role of AI and America on 10 percent, Europe 12 percent nutrigenomics. and Australia/New Zealand on 12 percent • Endless customization: Fully over the same period. customizable food options on offer to The subcategory is highly fragmented, answer each individual preference.

December 2018 – February 2019 13 Top ten trends 2019: 6. Eating for Me

Genetic testing consumers in achieving their nutrition goals which new flavor would enter the market Direct-to-consumer (DTC) genetic testing and to support our mission to help keep the this year, with Cherry Cola emerging as the (GT) has become increasingly popular world’s growing population healthy.” winning flavor. in recent years. There are hundreds of On the product development front, E-commerce is emerging as an avenue companies like Ancestry.com and 23andMe, Karma, the creators of the Karma Push Cap for personalized packaging and leading to marketing genetic “insight” into athletic Technology, formed a collaboration with innovation as a result. E-commerce domains performance, ancestry, child talent – or Aptar Food + Beverage, a global specialist enable bespoke packaging personalization, even to help identify your true love (e.g., in dispensing, sealing and active packaging which aids in creating a relationship with Genepartner.com). solutions, to deliver instant-mix technology consumers and building brand loyalty. In Despite well-published concerns from to a range of market segments focused on addition to marketing campaigns, press healthcare professionals, government the rising trend of personalized, fortified releases and social media, packaging authorities and patient advocate groups nutrition. personalization is fast becoming the go-to about the lack of robustness of providing test The collaboration believes that the cap tool for customer engagement. Companies results directly to consumers, the DTC GT has the potential to extend beyond beverage like Mars and Kellogg’s have their own hype has still been skyrocketing. into other industries, including medical and E-commerce domains which enable bespoke Decreasing sequencing costs have pharmaceutical. packaging personalization. This aids in made genetic testing accessible to the creating a relationship with consumers and average consumer. This consumer hype Personalized packaging building brand loyalty. has been reflected by the 23andMe website But the trend towards personalization Consumers want to have something that announcement in 2017 that it has genotyped goes far beyond health of course. It can was created just for them, or indeed by them. more than two million customers. In also be about consumer involvement in Diversification on both the information addition to these lifestyle-related activities, product launches. For example, through technology and packaging front will allow for clinical genetic testing commercial interest #myoreocreation, Oreo let fans decide these highly customized solutions. t has grown significantly over the last few decades. After several years of regulatory Viome acquires Habit in personalized health advance challenges, the US Food and Drug Viome has entered into Administration (FDA) recently approved an agreement with marketing to the general public of tests for Campbell Soup Company ten diseases that have genetic risk factors. to acquire Habit, a leading DSM is one major supplier touting the personalized nutrition company that “takes the personalization route. In its 2018 outlook guesswork out of eating presented on June 20, DSM CEO Feike right.” Now operating Sijbesma highlighted the company’s intention as one, the two industry to pursue “enhanced organic growth, with pioneers become the most a purpose-led coherent set of business comprehensive solution on the market. For the activities, with value-creating acquisitions first time, consumers predominantly in Nutrition.” Exemplifying its have complete insight into what is going on in the body, and how to translate those interest in nutrition, the company acquired insights into powerful recommendations to address “whole-body” health. Financial an equity stake in personalized nutrition terms of the transaction were not disclosed. company Mixfit, making DSM the start-up’s The acquisition of Habit allows Viome to expand its core offering by tapping into Habit’s robust insights for consumer behavior modification. With this, Viome and largest shareholder with approximately 50 Habit will be able to provide a richer consumer experience and deepen personalized percent of shares. recommendations with nutrition plans and engagement tools. The investment builds on the previously “With Habit now part of Viome, we have the perfect articulation of personalized announced partnership between DSM and health,” said Viome founder and CEO, Naveen Jain. “I have always admired Habit’s Mixfit, which sought to combine DSM’s ability to engage and motivate the consumer. Combined with Viome’s deep insights from the microbiome, we are able to see the complete story our body is telling us expertise in essential micronutrients with the about our overall health.” technological edge of Mixfit to analyze health Viome is dedicated to creating a world where chronic diseases can truly be a matter data in real-time and address nutritional gaps. of choice and not a matter of bad luck. With advanced RNA sequencing technology At Vitafoods Europe 2018, Mixfit becoming more affordable and artificial intelligence becoming more powerful, Viome presented its Intelligent Nutrition Assistant is able to blend the two to understand the human body at the molecular level and provide personalized food recommendations based on each individual’s unique (Mina). After analyzing a person’s unique biology. makeup, alongside their diet, lifestyle and Habit was founded in 2015 with a mission to transform human health through its health goals, Mina dispenses beverages proprietary testing methodologies and personal nutrition guidance. Campbell Soup containing a customized mix of DSM’s Quali Company has been Habit’s sole strategic investor and majority shareholder since the Blends. “As consumers across the world company’s inception. Today, Habit has provided tens of thousands of consumers with personalized nutrition guidance to support individuals on their health journey. become more engaged in their health and “With the advent of big data and computational biology, I believe it’s possible to well-being, there is a growing need for a provide everyone in this country and around the world a personalized blueprint more personalized approach to nutrition,” to achieve their health and wellness goals,” says Habit’s Founder and CEO, Neil comments Jeremy Xu, President of DSM Grimmer. “Viome analyzes the gut microbiome at a molecular level with advanced Human Health & Nutrition. “This acquisition technology from the Los Alamos National Lab, which is a great competitive advantage and great foundation for creating the ultimate whole-body nutrition connects the complementary and unique solution.” expertise of both DSM and Mixfit to support

14 December 2018 – February 2019 Top ten trends 2019: 7. A Fresh Look at Fiber A FRESH LOOK AT FIBER

There is renewed interest in fiber as 7consumer interest remains strong. Several recent FDA success stories indicate that greater marketing efforts will go into an area that never seems to tire. Consumers are still mainly consuming fiber for digestive health, but newly discovered health benefits are driving applications too. The health of your gut is no longer a taboo topic and numerous innovators are thriving on gut feeling amid this market dynamic. • Gut feeling: Dietary fibers are enjoying a market boost through their prebiotic advantage. is recommended we consume 0.75g of fiber, unsurprisingly the majority of US • New applications: Fiber applications protein for each kg of weight, which, based consumers (64 percent) listed digestive move beyond cereal/bakery products, on average weights roughly equals 55g for health, but interestingly weight management playing a bigger role in sports nutrition. men and 45g for women. According to (24 percent) and energy (16 percent) also • Repurposing: Newly discovered health these recommendations, many people may featured. Innova Market Insights notes benefits of fiber propel further growth of be overconsuming protein. 55 percent average annual growth in new new product development. A large number of people do fall short sports nutrition launches with a fiber claim on their recommended daily fiber intake, (Global, CAGR 2013-2017). The ingredient on everyone’s lips however. For example, earlier in 2018, a But innovation within the fiber space in recent times has been protein. Yet Public Health England survey found that has been rampant as a whole. For example, it is becoming increasingly clear that only 9 percent of adults were achieving the Arla Foods has launched a new range of overzealous consumer consumption of daily intake goal of 30g. yogurts containing 4.7g of fiber in every the element may be a misplaced focus. A Product innovation within the fiber serving. recent study by UK consumer watchdog space suggests that this shortfall is being Higher intake levels of dietary fiber and Behind the Label flagged that not only addressed in new product development. whole grains are being linked with a lower are consumers overpaying for “protein- According to a consumer survey (2018) risk of non-communicable diseases, body enriched” products, they are probably conducted by Innova Market Insights, 44 weight and cholesterol levels, according consuming too much protein as it is. percent of US consumer are increasing their to an extensive analysis published in The The findings noted that many products consumption of fiber, with 33 percent of UK Lancet in January 2019. The research marketed as being “high in protein” deliver consumers doing so. At the same time, 21 highlights the importance of carbohydrate marginally more or the same amount of percent average annual growth has been quality in our diets, which may be protein as regular products, yet for double, reported in new product launches carrying particularly salient as low carb diets continue or even triple the price. Furthermore, a fiber claim. Newly discovered health to trend. “We understood fiber to be good the study notes that according to the benefits are driving fiber applications. When for us, but we didn’t realize just how good UK Reference Nutrient Intake (RNI) it asked for reasons why they are consuming it is,” study author, Andrew Reynolds of the University of Otago, New Zealand, notes.

NPD potential Innova Market Insights data shows that the digestive health market is undergoing an NPD boom with innovation happening in a diverse range of categories. This expansion is illustrated when we look at the diverse areas where growth in new product development is taking place. While dairy is still by far the largest category for digestive health claims, growth is very modest globally, with just 0.3 percent growth reported in terms of CAGR from 2012 to 2017. The fastest growing area is baby & toddlers nutrition

December 2018 – February 2019 15 Top ten trends 2019: 8. I Feel Good

Policy presents opportunity There is rising interest in the role A policy change suggests that innovation that nutrition can play in day to day life. in the fiber space will accelerate through It is not only about physical but also in 2019 and beyond. This is according to key emotional well-being, whether in terms of fiber ingredient suppliers, who state that mood, comfort or a clear mind. the eagerly awaited US Food and Drug An Innova Market Insights Consumer Administration (FDA) recognition of eight Lifestyle and Attitudes Survey (2018) fibers as “dietary fibers” last summer halts found that eight out of ten consumers at 19 percent, while soft drinks has been a period of uncertainty for manufacturers. agreed that mental health is as heavily driven by the rise of products The eight new fibers approved by the FDA important as physical health to their such as kombucha. Sports nutrition is are mixed plant cell wall fibers (a broad overall wellbeing, rising to nine out of also strongly on the rise as the benefits category that includes fibers like sugar cane ten respondents in China, the US and of probiotics and performance begin fiber and apple fiber, among many others); Brazil. This was found across all markets to trend and more scientific support arabinoxylan (derived from cereal grains); surveyed: US, UK, Germany, France, emerges behind their role in boosting alginate (derived from seaweed); inulin and Brazil and China. A Consumer Lifestyle performance. There is growth in both inulin-type fructans (derived from chicory and Attitudes Survey (2018) found of the key digestive health pillars. Fibers root); high amylose starch (resistant starch evidence that consumers are looking to and prebiotics have enjoyed CAGR of 14 2); galactooligosaccharide (derived from destress and therefore “taking time-out percent from 2012-2017, while probiotics milk sugar); polydextrose; and resistant to relax” was consistently valued in all are also strongly trending with growth of maltodextrin/dextrin. six countries, appearing in the top three 20 percent over this period. The probiotic space has indeed catapulted things consumers are most likely to do to The high consumer demand for fiber in recent years and the fiber trend will only treat or reward themselves. is already leading to a strong industry accelerate. Digestive health products that can Moods are typically described as response. This is illustrated by new fuse the two platforms for optimal benefits having either a positive of negative product activity. Innova Market Insights may well be one of the ways forward in this influence. The feeling of satisfaction, consumer research undertaken in 2017 dynamic space. Product launches such as happiness, joy and excitement can found that 1 in 5 US consumers are HI! Happy Inside show that these forward positively influence a person’s mood and placing a high importance on fiber. This looking functional foods launches are therefore emotional state. More brands market demand is spawning opportunity already hitting the market as a fresh look is are following this trend, resulting in with a more than doubling in launches being taken at fiber.t a growing prevalence for “feel good” reported when we take 2013 as a base claims. Everyone needs comfort and of 100. So the global launch activity in I FEEL GOOD empathy in their lives. A relaxing drink products with a high fiber claim has been or comforting food could calm nerves dramatic. For many consumers, and relieve stress. Comfort can also be There has been a more than 40 percent mental health is as derived from “guilt free” indulgence rise in NPD when we compare global important as physical and purchasing ethical goods. A good launch numbers with a probiotic claim health. Food & beverage functioning brain is key of course, with from 2012 to 2017. This is also interesting 8brands are tapping into active ingredients holding potential as 2012 was the year in which for the first this need with “feel good” language, here. Clear thinking, having the ability time the term probiotic was no longer brain health claims and “guilt-free” to concentrate and making and recalling allowed in the EU, which led to a wave messaging. There is a renewed memories are necessities for emotional of more indirect marketing approaches. interest in active ingredients that health. Reducing anxiety, stress and But if we look at some specific launches can benefit the mood, such as tension caused by caffeine or blood sugar we can see that the word “probiotics” is omega 3, GABA and gingko biloba. spikes could help restore the brain. being heavily applied in diverse product Brands are reaching out to the As a response, more brain boosting launches, particularly in the US. For “mindful consumer” with foods & innovations are being spotted on the example, Brads Broccoli Poppers: Radical beverages that satisfy the soul, as market too. Ranch (US) is a broccoli product that well as tackling the appetite. But it features the claim: “Added shielded is not just about active ingredients. How to make you feel good probiotics to promote digestive and Creatively packaged foods that More brands are following this trend immune health.” conjure up nostalgic images of towards emotional well-being and the In a nod to the current US digestive enjoyment and decadence can also communication of “feel good” claims are health boom, Kellogg’s recently launched allow for that momentary escapism increasingly seen. This is stimulating the new wellness brand HI! Happy Inside. that plays on emotions. product activity, with 36 percent growth The new product line answers a growing • Holistic well-being: Physical and mental reported in food & beverages with a feel market by delivering prebiotics, probiotics health are equally important to consumers. good claim (Global, 2017 vs. 2016) such and fiber in an all-in-one cereal. “This 3-in- • Feel good language: Brands are tapping as “happy” or “joy.” For example, we have 1 cereal makes digestive wellness support into the need for emotional comfort and seen launches such as Oreo Joy Fills and easily accessible in food that enriches relaxation. Sprig Jar of Chocolate Joy, but Happy people’s daily lives and provides a choice • A clear mind: Global launches are Inside from Kellogg’s (see trend #7) is that people will feel happy inside about,” featuring more mental performance also illustrative of this. the company writes. claims. Manufacturers can succeed in putting

16 December 2018 – February 2019 Top ten trends 2019: 9. Small Player Mindset a smile on consumer’s faces through education as necessary for their SMALL PLAYER nutrition (to help with relaxation or continued growth. mood), packaging deign (happy or funny New product launches featuring MINDSET images) or product shape (e.g. Ceres adaptogens, such as ashwagandha, have Organics Sweet and Salty Coconut included various innovative delivery forms Small players are Smiles). that include chocolates, chewing gums, shaking up the food But brain health claims are also on nutritional bars, burgers, soft chews, 9& beverage industry the rise, with more than twice as many gummy bears, juices, ready-to-drink (RTD) by taking on the classic FMCG products (excluding infant nutrition) beverages, coffee, tea and granola. giants in an increasingly high-tech reported with a brain health claim in Teas appear especially popular for the arena. The role of Silicon Valley 2017 than in 2013. As a result, we see use of adaptogens. In fact Innova Market start-ups in alternative proteins fortification for a well-functioning brain Insights has noted that in 2017, 24 percent breakthroughs has garnered ample through the use of nutritionals such as of all new product launches tracked with media attention. But the growing coffee fruit, vitamin B and DHA omega 3. adaptogens were teas. significance of small innovators in We see natural mood enhancers on However, ready-to-drink beverages general is a global phenomenon. the rise in sports nutrition, with trending are also popular adaptogen-containing Their role as thought leaders has ingredients for platforms such as mood, options. At Expo West 2018, reishi, lion’s driven multinational companies focus and concentration including mane, chaga and cordyceps were found and legacy brands to invest in them phenylethylamine for an “intense spike in products across the show floor as a – and learn from them. in mood and sense of well-being,” health ingredient, for example. They Many of the big boys are venturing theacrine to “support mood, focus and were also featured in coffee and tea by into the funding space or setting concentration and energy without jitters” brands like Wonder Fuel and Choice, as a up investment competitions. and L tyrosine to “provide cognitive powder supplement in Om products and Kombucha, cellular agriculture, enhancement, mood and motivation Nutrasumma Plant Protein. clean meat and insect proteins are improvement.” just some of the on-trend platforms An ashwagandha boom in this golden age of creativity. Adaptogenic herbs thrive Boosted by growing consumer demand Products that are clean label, natural for natural remedies to fight the daily • Locavore lifestyle: The power of local and have health benefits are in vogue, and stresses of modern life, ashwagandha is hooks consumers and drives start-up busy lifestyles are putting a spotlight on seeing an impressive uptake in usage in innovation. foods and beverages that can offer some particular. Innova Market Insights data • Social mission: Small brands are stress relief and mood balancing effects. has shown an comparative increase of 48 drawing attention with social/ethical It’s no wonder then that adaptogens percent in the number of food & beverage stories that inspire food giants. – claimed to stabilize physiological launches globally when comparing 2015 • Smart investments: Major players processes and promote homeostasis and 2018. This market potential has launch venture funds and incubator – are having a moment. Featured in a not gone unnoticed by suppliers, with programs to attract early-stage startups. growing number of product categories, Arjuna Natural and Sabinsa among those The role of start-ups in shaping the suppliers tip ongoing research into announcing the launch of ashwagandha future of the food & beverage industry is their capabilities as well as consumer ingredients in 2018. pronounced. Innovation in plant-based The US leads in the commercial foods, insect-based ingredients, vegan application of ashwagandha in food & solutions, kombucha and cold-brewed beverage launches. In fact, Innova Market coffee are all platforms where high Insights reports that the number of food innovation has occurred through start-ups. & beverage launches reported in the US Their strength as thought leaders has is three times higher than those reported driven multinational companies and legacy in India (2015 to 2018), ashwagandha’s brands to invest in them. These companies country of origin. also have a marketing advantage. A 2018 Suppliers note that ashwagandha has Innova Market Insights trends survey found application in various delivery found that 2 in 5 US and UK consumers forms including chocolates, chewing gum, prefer small brands “because they are more nutritional bars, soft chews, gummy bears, dedicated to their products and have a juices, RTD beverages, coffee, tea and personal story.” This is completely on trend granola. Sports nutrition is the leading of course, as 20 percent growth has been category for the ingredient, Innova Market reported in food & beverage launches with a Insights further notes, with one in three social ethical claim (Global, 2017 vs. 2016). product launches tracked globally between 2015 and 2018 belonging to this category. The great disruptors The role for nutrition in addressing Continuously evolving consumer cognitive health issues will only intensify demands, together with the need to achieve as the link between “food for thought” and a sustainable future, are helping to fuel “I feel good” grows far beyond the concept start-ups with convention challenging of “mood food.” t innovation. For example, Goldman Sachs

December 2018 – February 2019 17 Top ten trends 2019: 9. Small Player Mindset participated in a US$65m investment the plant-based segment in Ripple Foods in early 2018, a start-up where a wealth of focused on milk-like beverages made from innovation is still taking yellow pea. place. But looking The global meat substitutes market is forward, 2018 was the forecasted to be worth USD$4.2 billion year in which cellular in 2022. As the example of Beyond Meat agriculture became (highlighted in trend #2) demonstrates, more than a pipe dream. it pays to go big on plants. Last summer, The cell-cultured meat Beyond Meat already had an initial total space has been heating funding of US$72m achieved from a very up recently, marked by diverse cast of backers that includes Tyson a number of innovators Foods (5 percent), Humane Society, General launching cell-culture Mills and the actor Leonardo DiCaprio. A patties and meatballs. fellow player in the space, Impossible Foods, In mid-December 2018, it emerged Israeli tech start-up, this breakthrough not only has already achieved funding of US$396 firm Aleph Farms had created the first cell- obtains the true texture and structure of million. The company is focused on the grown minute steak, using its capabilities beef muscle tissue steak, but also the flavor production of a plant-based burger created for growing different types of natural beef and shape, establishing a new benchmark with synthesized heme to replicate bleed. cells into a fully 3D structure similar to in cell-cultured meat technology. It came On the innovation front, it is certainly conventional meat. According to the food- just weeks after an important US policy The “sunshine spectrum”: GNT tips yellow and orange colors to thrive in 2019 NPD

Coloring foods leader GNT is tipping the broad “sunshine spectrum” of colors ranging from bright yellow through to deep orange to stimulate colorful food and beverage development in 2019. This market dynamic is happening as consumers seek out products that inspire upbeat, positive emotions and unite people with a feeling of joy, in what Innova Market Insights terms “I Feel Good” in its top ten trends list for 2019. GNT has harnessed this trend in a new collection of coloring foods – EXBERRY Sunshine Shades. Ranging from bright sunbeam yellow to warm harvest orange, they are all derived from raw materials rooted in nature, including pumpkin, carrots and turmeric. It also comes as GNT expands the base of sourcing for its yellow and orange colors to encompass turmeric, with more intense yellow and orange color options set to be launched in 2019, as a well as a digital B2B platform to showcase the “instagrammability” potential of these coloring foods. The “sunshine spectrum” choice was revealed days after Pantone tipped the pinkish hue of “Living Coral” as its top color for 2019 and as Firmenich revealed hibiscus as its “flavor of the year for 2019.” For Paul Collins, Managing Director of GNT UK, this broad base of sunshine colors holds more potential in the food & beverage industry as a whole. “If you look at the background to Coral Red, the basis is not grounded in food, but rather in fashion, fabrics, textiles, clothing and beauty. You could, of course, extend it to food and we are able to do that, but that is not the basis. We want to clearly ground our choice in what is relevant to the food & drinks industry. It is not in response to Pantone as we are not in competition,” he stresses. GNT’s 2018 choice was purple, but the similarities with Pantone’s choice for that year (“Ultra Violet”) was pure coincidence, Collins claims. The announcement plays into a rising role for food in emotional well-being. A recent Innova Market Insights Consumer Lifestyle and Attitudes Survey (2018) found that eight out of ten consumers agree that mental health is as important as physical health to their overall well-being, rising to nine out of ten respondents in China, the US and Brazil. More brands are following this trend towards emotional well-being and the communication of “feel good” claims is increasingly seen. This is stimulating product activity, with Innova Market Insights reporting 36 percent growth reported in food & beverages with a “feel good” claim (Global, 2017 vs. 2016) such as “happy” or “joy.” Color can also be key to this emotional well-being trend. “We have gone back more to the basics of taking a look at food and drink and what is happening. One of the key drivers that you see is many elements that could relate to people’s connection and engagement with food; things like emotion and mood. This is where color comes into play as a particular color or shade of color has associations with elements of mood,” Collins explains. Sunshine colors taken out of context can also address the number one trend for 2019: “The Adventurous Consumer,” despite their ubiquitous nature. For Collins, beyond the notion of “I Feel Good,” sunshine colors taken out of context can also address the number one trend for 2019: “The Adventurous Consumer,” despite their ubiquitous nature. “There is no color that doesn’t already exist – it is about how you use them. We don’t think it is just about yellow or naming one particular yellow, it is about the yellow-orange spectrum,” he stresses.

18 December 2018 – February 2019 Top ten trends 2019: 10. Connected to the Plate

announcement whereby the US Department For example, in 2018, PepsiCo CONNECTED of Agriculture (USDA) and the Food and announced the launch of its Nutrition Drug Administration (FDA) revealed that Greenhouse accelerator program in North TO THE PLATE they would jointly oversee the production America, an innovation initiative designed to of cell-cultured food products derived from discover and support emerging brands in the livestock and poultry. The regulatory news food & beverage sector. The North American Never in history could spell a step forward in bringing cell- program follows the launch of PepsiCo’s 10 have we been cultured food to the mainstream consumer. Nutrition Greenhouse in Europe, now in its more connected to the plate in Another significant 2018 advance second year. front of us. Sharing food and in the disruptive innovator space came Suppliers are also investing in the dining pictures is no longer the from Perfect Day, which teamed up with start-up space. In December 2018, Swiss- reserve of a nerdy foodie – “the agricultural processor and ingredient headquartered flavor giant Givaudan instagrammability of food” truly giant ADM to develop and commercialize revealed plans to open a new innovation has widespread appeal, particularly animal-free dairy proteins. The move in platform for the food industry. Coined among millennials. Food & cellular agriculture will effectively allow it MISTA, the new platform will seek to help beverages are at the heart of many to scale up the production of its cow-free start-ups and established corporations social connections. Technological dairy. It plans to use ADM’s fermentation to optimize ideas and products, scale-up advances are key enablers for infrastructure to reduce the cost of making projects, search for partners and build consumers to get closer to their its animal-free whey protein. The joint dynamic teams to meet the constant food, literally, but also in terms of development agreement will lead to the challenges of the food industry. MISTA transparency, knowledge and chat/ supply of the world’s first animal-free dairy is claimed to be more than an incubator sharing on social media. proteins to the food industry in 2019, or accelerator “as it advances innovation • Knowledge top of mind: Smart and in what is arguably a milestone in the by helping companies develop new ways clean nutrition labels contribute to reinvention of dairy. Perfect Day raised of thinking through a hyper-connected satisfying consumer curiosity. US$24.7 million in a Series A funding platform with a more collaborative and • Consumer engagement: Social media from Temasek, a Singapore state-owned inclusive approach.” Joining Givaudan as facilitates consumer co-creation for new investment company earlier in the year. founding members of MISTA are Danone, product development. Mars and Ingredion. From alternative • Brand transparency: Blockchain Investing in start-ups protein to health and well-being and technology presents opportunities It is clear that significant players are biotechnology, MISTA helps companies to improve product traceability and going small in their strategy in order to pick develop new strategies, says Givaudan. transparency. up on these trends. Just some examples of Today’s dynamic food business incubator programs in place come from environment requires a speedboat rather Food is a highly valued source of General Mills (301 Inc.), Nestlé (TERRA than a tanker approach. The big players are social connection and reward. An Innova Accelerator), Danone (Danone Manifesto therefore increasingly looking to start-ups Consumer Lifestyle and Attitudes Survey Ventures), Kraft Heinz (Springboard to both test the water and to help them (2018) in six major markets (US, UK, Incubator), Kellogg’s (eighteen94 capital) navigate the choppiest of seas, through their France, Germany, China and Brazil), and Unilever (Unilever Ventures). nimble creativity. t found 42 percent of consumers to say

December 2018 – February 2019 19 Top ten trends 2019: 10. Connected to the Plate

“they enjoy food and dining experiences most, out of their leisure-time experiences and events.” The survey reported that 27 percent of Millennials “choose to go out to a restaurant when they want to treat and reward themselves.” One in four Millennials and Boomers “like to treat themselves to premium food and drink and dine-in with friends or family,” it also noted. The notion of “the Instagrammability of food” is taking the food & beverage industry by storm, with the recent color hit widely known as “millennial pink” – inspired by Pantone’s 2015 pick, Rose Quartz – highly influenced by this market dynamic. Just to reiterate the growing importance of social media on how food is perceived, an Innova Market Insights Trends Survey (2018) found and purchasing decisions in multiple Cirkus, Global Director of Strategic that 55 percent of Chinese consumers, 43 industries, including fashion, home Foresight. He continued: “This speaks to percent of US consumers and 24 percent furnishings and industrial design, as the increasing interconnectedness of our of UK consumers aged 26-35 years share well as product, packaging and graphic worlds, and the blurring of boundaries pictures of their food online once a week design. Past selections for Color of the demarcating where trends actually begin.” or more. The survey found that 1 in 5 US Year include: 2018: Ultra Violet; 2017: Innova Market Insights has reported a consumers are influenced by social media Greenery; 2016: Serenity, 2015: Rose 50 percent average annual growth of new when buying food & beverages. Quartz and; 2014: Marsala. product launches tracked with hibiscus The choice of this color is relatively flavor (Global, CAGR 2014-2018). Popular Sharing is caring replicated within the flavors space, where categories where hibiscus is often listed Social media is playing an increasing supplier Firmenich recently announced as an ingredient are tea, iced tea, drink role in global food trends, offering an hibiscus as “Flavor of the Year” for 2019 concentrates and mixes, as well as juice opportunity for vibrant natural food colors. based on the growing appeal of florals and juice drinks. In tea applications, For several years, we have seen products in food and drink, and the trend towards there has been 55 percent growth in NPD marketed on color platforms and the trend curiosity in consumption. (Global, CAGR 2014-2018) and in ice tea is showing no signs of slowing down. According to the company, hibiscus applications there has been 62 percent Color-rich foods and spices such as meets the need for consumers’ desire to be growth in NPD (Global, CAGR 2014- beetroot, spirulina and turmeric are connected with new unique experiences, 2018). increasingly being recognized for their yet not straying too far from their comfort health properties. zones. “We see a lot of mirroring this True traceability They are often being featured in a wide year between Pantone’s Color of the Year But it is not only about social media range of healthy or clean food products. and our Flavor of the Year,” noted Mikel sharing. We are also becoming more Pantone named “Living Coral” (a pink-tinted hue), as its color of the year for 2019, inspiring colors suppliers and packaging manufacturers to think about what the food & beverage implications may be. The shade, part orange, part pink, is a warm and welcoming one that adds life and playfulness, according to Jeffrey Beers, founder and CEO of his eponymous design firm. 2018’s color was Ultra Violet, a deep purple hue. “Vibrant, yet mellow Pantone 16-1546 Living Coral embraces us with warmth and nourishment to provide comfort and buoyancy in our continually shifting environment,” the company writes in a promotion. For 20 years, Pantone’s Color of the Year has influenced product development

20 December 2018 – February 2019 Top ten trends 2019: 10. Connected to the Plate connected to the origin of the products in front of us. New Bock Chain beer engages through TE-FOOD technology A 2018 Innova Market Insights trends Canadian companies Hamill Farms, survey found that 8 in 10 US consumers Canada Malting Co., Red Shed are more likely to buy brands that are Malting and Last Best Brewing & honest and transparent about how and Distilling have teamed up with where products are produced. technology provider TE-FOOD to Food producers and distributors face deliver a new and engaging consumer a myriad of challenges throughout the experience through the use of journey from harvest to fork. Not only is blockchain technology. the global food supply chain becoming The cleverly named “Bock Chain” – a more complex and diverse, but changes in new beer that was officially launched consumer attitudes have also placed new last week – uses blockchain to trace the beer grain ingredients from field pressures on companies to bring more, to can. The technology is being increasingly used to facilitate traceability in food and cheaper, products to market faster. ingredients, giving consumers greater visibility over where their food comes from, With a rising number of product how it’s been processed and what it has been in contact with. recalls around the world, identifying food TE-FOOD International GmbH positions itself as the most popular blockchain based contaminants is critical for maintaining farm-to-table food traceability solution. It serves over 6,000 business customers and supply chain integrity and consumer handles 400,000 business transactions each day. TE-FOOD provides a wide range of safety. tools for food companies to track and trace food quality and logistics data throughout Recent scares suggest that full the supply chain. traceability back to the exact location on Marton Ven, CMO of the company, notes that during 2018, blockchain=based food the farm can also help through the use of traceability was heralded by many people as the savior in the current consumer new technology such as blockchain. dissatisfaction. “While blockchain cannot solve all problems on its own, it is an important step forward,” he tells FoodIngredientsFirst. Amid the background of E. Coli food “Currently blockchain has a strong PR advantage for food companies. It is a hot safety scares around lettuce, in September topic, a synonym of cutting-edge technology, where the companies which are 2018, Walmart said it was lauding the making the headlines show that they are leading the innovation in their industry,” he benefits of tracking lettuce and spinach notes. through the supply chain through the use In 2019, as retail chains like Auchan, WalMart, Carrefour, or Albert Heijn are rolling of blockchain. out their implementations and Ven now expects more retailers and food producers Walmart and Sam’s Club are urging starting their own experiments with blockchain based food traceability. “Although lettuce and spinach suppliers to contribute the larger companies have most of the news headlines about blockchain based food to a blockchain database that can quickly traceability, the interest will be growing among smaller companies, mostly to benefit and efficiently identify contamination. from the possibility of direct communication to the consumers,” he adds. Their suppliers have resultantly received For Ven, food traceability is on the verge of a technological shift on each front: • Data collection/capture: IoT technology becomes cheaper, more reliable and easier a letter requesting that they trace their to use, replacing more tasks from weight measurement to temperature monitoring. products all the way back to the farm This will lead to trustless data collection. using blockchain technology. • Data analysis: Artificial intelligence and big data technologies will enable Walmart says suppliers are expected to food companies and authorities to analyze supply chain activities in depth to find have all these systems in place by this time anomalies. next year. All fresh leafy greens suppliers • Data processing and storage: Blockchain based data processing automations, and are expected to be able to trace their the immutable distributed ledger technology will complete the trustless supply chain products back to farm(s) (by production idea, where no single company or people need to be trusted to ensure that the data is lot) in seconds – not days. To do this, genuine and correct. suppliers will be required to capture In the case of Bock Chain, the barley for the beer was grown and harvested at Hamill digital, end-to-end traceability event Farms in Penhold, Canada, then transported to Canada Malting in Calgary Canada for malting, then to a third-party lab for quality assurance, on to Red Shed Malting information using the IBM Food Trust in Penhold for roasting and finally to Last Best Brewing & Distilling in Calgary for network. brewing and packaging. We are becoming more connected to “Blockchain technology allows drinkers to trace their beer all the way back to the our plate and technology advances are only farm,” notes Phil Brian, Director of Brewing at Last Best Brewing & Distilling. “With becoming greater enablers. brewery supply chains becoming more complex, it’s fantastic to work with local The role of digital advances in sharing farmers and see exactly where the barley in our beer comes from.” for both pleasure and business success The Bock Chain can features a QR code on the label, which users scan on their phone will remain a key theme in 2019 and to view details about the product and its origins. The QR code unlocks a microsite beyond. n containing videos, photos, maps, data, timestamps and more to capture the journey from seed to can. A time-lapse video shows the barley growing in the field and animated maps By Robin Wyers illustrate the journey from location to location. Each stop features photos, videos and descriptions of the processing at that site, including timestamps and analysis. The following is a summary of the Innova Top The microsite also enables consumers to share their Bock Chain experience via a social Ten Trends 2019 report from Innova Market link. “We encourage everyone who drinks this beer to appreciate not only the flavor, Insights. For more details on how to order the but the local story through this experience,” says Kyran Flett, Canada Malting Co. full report: [email protected]

December 2018 – February 2019 21 ISM 2019 review Ruby, vegan and reduced sugar trends theme amid a sweet discovery mission

Consumers are on a big and broad journey of discovery and the sweets and snacks sector is benefiting. Consumers are moving out of their comfort zone to explore bolder flavors and multi-sensory food experiences. According to a 2018 Innova Market Insights consumer study, 66 percent of US consumers say they “love to discover new flavors.” New consumer insights on sweets & snacking trends around the world illustrate how flavor experimentation and discovery hold potential to thrive in the innovative sector. At ISM 2019 in Cologne, Innova Market Insights reported how 19 percent of US consumers have increased their consumption of confectionery because “there is more variety & novelty available.” This market dynamic has led to a surge in interest in snacks with chili flavors, for example. China is truly the land of the adventurous consumer, with 60 percent of Chinese consumers stating that they “love to discover flavors from other cultures.” This has led to 60 percent growth in growth in confectionery launches with a dessert flavor (China, 2018 vs. 2017). “The notion of an adventurous consumer really fits within the snacks and sweets industry,” says Irene Kersbergen from Innova Market Insights. “Globalization and social media has led to more traveling and awareness of different cultures. These consumers also want to try out these new flavors. So we see the rise of products with bolder flavors, but also adding an element of surprise,” she adds. Ruby chocolate, for example, which was note on it. When it comes to social media, the most prominent marketing story on we also see more voting campaigns, the show floor is an example of something allowing consumers to pick their favorite different. “Nestlé markets its KitKat Ruby flavor or engage directly with their as ‘discovering a new chocolate experience’ consumer,” she adds. so it is really catering to this adventurous At ISM 2019, Decocino, the leading consumer,” adds Kersbergen. baking decorations maker in Austria, partnered with renowned online TV vlogger Social media impact Sally Özcan, who presented bakery concepts Social media trends are only further using the company’s product solutions. She fueling this notion of discovery and notes how social media is impacting food personalization. “Social media and marketing and bakery trends. “Social media digitalization is such a theme right now. is very fast, so when you do something, When it comes to personalization, you everybody is sharing it. So the industry has can go online and put your name or face to be really fast, they have to look at what is on a product,” says Kersbergen. “So you on the social media channels, they need to can easily personalize your product, post a look at what customers want and will have picture on the packaging or offer a personal to make it,” she notes. Sally Özcan

22 December 2018 – February 2019 ISM 2019 review

The definitive occasion conscious diet. In addition to At ISM 2019 in Cologne, Innova Market vegetarian and vegan options, as Insights presented the latest confectionery well as gluten-free and lactose- insights on product development from free offerings, products with around the globe. Beyond the notion of an vegetable-based proteins, natural adventurous consumer, snacking as “the ingredients and sustainably grown definitive occasion” was also highlighted. raw materials were among the In Germany, mindful consumption most important trends of the is driving innovation, with 70 percent trade fair. A range of sugar-free/ growth reported in snack and confectionery sugar-reduced and fat or salt- launches with a fiber claim (2018 vs. 2017). reduced sweets and snacks were There was 40 percent average annual exhibited at ISM 2019 too. growth reported in snack and confectionery This dynamic is also illustrated launches with a vegan claim (Germany, in confectionery trends around 2014-2018). the world. For example, in Brazil, a packaging]. You can print on the print, but “We see a lot happening in snacks. huge opportunity exists for healthy at the same time this paper is completely Snacking is no longer an optional extra, indulgence. Seventeen percent average biodegradable,” she adds. there is really a fourth meal culture annual growth has been reported in Schommer also noted the rise of emerging,” notes Kersbergen. snacks and confectionery launches with reformulation through sugar and fat But targeting different needs is also key, both health and pleasure claims (Brazil, reduced options, but stressed that she stresses. “Millennials, for example, 2014-2018). Forty-eight percent average indulgence is still key. “We want to have want to have snacks on the go, while other annual growth has been reported in snack the same taste as the traditional product. generations really want to have healthier and confectionery launches with a sugar Indulgence is still very important as people snacks. So you see vegetable-based and rice- reduction claim (Brazil, 2014-2018). don’t want to compromise. Sweets and based snacks trending, as healthier options For Sabine Schommer of Koelnmesse, snacks only accounts for about 5 percent come to the market,” she notes. There is the ISM 2019 organizers, one of the most of our nutrition input. We don’t eat them plenty of innovation ongoing, including important trends shaping the industry for health, but we want to indulge when the rise of mushroom-based snacks. “This as a whole today is healthy snacking. we have a little break. So taste is the also relates to feeling good in terms of “Regular meals are increasingly being most important thing for the industry emotional well-being, as mushrooms substituted by on the go snacks. But to consider. If you keep a balanced diet, do have a medicinal image. So it meets when people are on the move, they still snacking is somewhere where you can be both the healthy snacking and emotional look for a healthy treat,” she points out. more lenient,” she notes. wellbeing trends,” she points out. A second major trend is sustainability. “For example, this year’s ISM packaging On trend launches Beyond a niche prize went to a company who invented Around 1,660 exhibitors from 76 Custom-made products for individual a chocolate Santa Claus that is usually countries gathered for the world’s largest consumer were under focus at ISM 2019. wrapped in aluminum foil. This company industry get-together for the sweets and Hereby the manufacturers take into [Chocal Aluminiumverpackungen snacks industry at ISM 2019, which was account the consumers’ growing need GmbH, Germany] has developed a special held in Cologne at the end of January. for a healthier and more sustainability- paper to wrap them in [Chocal paper Whether vegetarian, vegan, gluten-free, lactose-free, sugar reduced, fat reduced, traditional recipes or newly interpreted ones – there was a wealth of innovation on display. Custom-made products for individual consumer needs are proving to be increasingly prominent on the sweets market. For instance, in addition to the classics comprising of dairy milk, nut or nougat, several chocolate manufacturers at the show presented interesting mixtures between sea salt and brittle, a wide range of berries and amaranth or white chocolate with matcha. Value is being placed on individuality in the world of filled chocolates too. Besides handmade chocolates filled with gold- plated heart-shaped chocolate aromas, several exhibitors offered chocolates for on-the-go in a compact bar format. What’s more, the cultural origin of products is increasingly being considered. Alongside the classic advent calendar, there were

December 2018 – February 2019 23 ISM 2019 review

Ramadan calendars or Halal and kosher Innovation winners everyday snacks come in three hemptastic chocolate. The top three innovations of the “New flavors: Cocoa & Almonds, Cranberry & The sustainability of the products Product Showcase” were as follows: Goji and Cashew & Coconut. in this segment, for instance of cocoa, 1. HPW with Fruit Roll-Up (Switzerland). 3. Roelli Roelli Confectionery with Roelli continues to be important, with Ritter Swiss fruit innovator HPW scored the Roelli Swiss Cannabis Gum (Switzerland). Sport among the examples of brands ISM Innovation prize for the second year Roelli Roelli scored with a new cannabis highlighting their sustainability running with Fruit Roll-Up, a 100 percent chewing gum that has no intoxicating standards. The focus of the consumers dried fruits from the tropics, following effect. Each piece of gum contains 5mg of lies on the origin of the foodstuffs and up on a 2018 win for a fruit ball option. the antioxidant cannabidiol (CBD). One their quality. Fruit Roll-Ups are presented as a delicious pack of Swiss Cannabis Gum contains This is also reflected in the frequency and efficient energy supply without added 120mg of CBD – roughly equivalent to six of the organic, vegan or fairly traded sugar, concentrate, cereals or nuts. The grams of hemp – but with one significant labels on the packaging of numerous company uses only sun-ripened fruits difference: it doesn’t get the consumer products. Around 400 companies from Ghana “with the sweet tropical high. Roelli Roelli claims to be the first participating at ISM alone state that they flavors you love.” “This is one of the very company to pack so much CBD into a piece offer organic products. few fruit products without added sugar of gum, while remaining completely legal. There is also individuality among the or concentrated fruit. It is a wonderful Swiss Cannabis Gum is easy to dose and snacks and in-between meals. Here the snacking product for kids. It is made from doesn’t have a bitter flavor, unlike tinctures color and taste of the products plays an fruit pulp, with 100 percent mango or and other cannabis products. “On the important role. pineapple, without anything added. We just contrary, it keeps breath fresh and helps From crisps in diverse colors (purple, finished the product development and will maintain the natural flora of the mouth,” yellow and orange), to bread snacks with now start selling it,” says Hanspeter Werder the company writes. Swiss Cannabis Gum Asiatic and Oriental flavors, through to at the company. The company operates as is currently exclusively available at popcorn with a green tea or salty egg yolk a bulk producer for fruit and can also make pharmacies and chemists, or through the taste – there are no limits to the creativity. products out of this fruit. “So last year we company’s online shop. The product was Generally a trend towards vegetable or received an innovation award for fruit balls. developed in cooperation with fruit chips and vegetable snacks is clear. It is 100 percent fruit that has been crushed Medropharm, a Swiss company specialized Mediterranean, exotic or grassland spices, into a pulp. This is offered in UK, Sweden in the development and production of such as turmeric or Pandan are frequently and Germany with reputable retailers and products that contain CBD. Swiss Cannabis used for hearty snacks, in addition to we will launch soon in Spain and Portugal,” Gum is the first product launched by the a wide assortment of cheeses (Gouda, he adds. Roelli Roelli Smart Division, consciously Cheddar and Emmental). pointing the way forward with chewing gum Exhibitors offered a wide selection of that offers oral hygiene with added value. protein products for sports enthusiasts, The company was founded in 1997 by the but also for health-conscious gourmets. brothers Andreas and Kristofer Roelli. These include, for instance, protein balls with coconut, protein coffee, keto hot chocolate or protein wafer snacks. Furthermore, in order to guarantee an optimum provision of nutrients, exhibitors also presented dried meat and fish snacks. On the sweets market, products containing plant-based proteins and natural ingredients such as spelt or hemp seeds are being manufactured more frequently too. 2. Katjes Fassin GmbH & Co. KG with Sugarfree was still an ongoing the Hemptastic Hemp Bar (Germany). important trade at ISM. In 2017, 300 This product is promoted as “a delicious Andreas and Kristofer Roelli exhibitors presented sugar-free products at combination of tasty food and fancy the trade fair. In the year 2018, this figure flavors.” It is packed with super ingredients had already increased up to 363. and over 20 percent raw hemp seeds. These For ISM 2019, more than 400 exhibitors featured these types of solutions as the growth of suppliers exhibiting sugar-free products has risen further. In addition to various sugar-reduced chocolate, bakery, sweet and chewing gum products, manufacturers are offering for instance roasted almonds or dried vegetables and fruits without refined sugar that are sweetened with a sugar substitute such as agave juice instead.

24 December 2018 – February 2019 ISM 2019 review

Ruby trends at ISM 2019 brand and sharing this story in the new anything so consumers can just taste it the launch,” Sofia Popova, Director Marketing way it is. They should just put away any EMEA at Barry Callebaut. The supplier expectations they have of chocolate because unveiled ruby in Shanghai in 2017, after it is very fresh with berry notes,” she adds. more than ten years of development. Libeert explained that Barry Callebaut Since its launch, this new variety has supported them in several tests conducted been introduced in Asia Pacific, Europe, with the chocolate, as there are issues to the Middle East and South Africa by both keep in mind when working with ruby consumer and artisanal brands, including chocolate, so that the color is not impacted. Prestat, Baci Perugina, KitKat, Leonidas and “We present our product in an all paper Fazer. packaging and we did not go for a transparent packaging. As it has a natural color, it would disappear and become grayer in the light. Oxygen influences the taste and color of the chocolate. So, we made sure it n Barry Callebaut gave ruby, promoted was in a high end box to conserve and as the “fourth type of chocolate,” its first protect the chocolate,” she notes. moment in the major trade show spotlight at ISM 2019. This new type of chocolate is made using the ruby bean. A unique processing method by Barry Callebaut unlocks the flavor and color tone that are naturally present in the bean. The taste experience is described as an intense sensorial delight – a tension between berry- fruitiness and luscious smoothness. Barry Callebaut is now upscaling production at its Weeze manufacturing facility in Belgium for ruby chocolate. Just over one year after Nestlé debuted their KitKat Ruby in Japan and South Korea, at least eleven chocolate manufacturers presented new ruby chocolate products, from hollows to pralines, at the event. The next major launch using this chocolate innovation is also from Nestlé under the Les Recettes n Andreas Steffen, Managing Director of L’Atelier brand in a tablet form in Europe, Viba Sweets, which manufactures the including France. “Nestlé see the benefits Heilemann brand, also discussed the and all the media attention that ruby launch of their line and the challenges chocolate attracts to the brand. Next to that involved in working with ruby chocolate. they see the consumer interest and how “We are one of the few companies that well as an innovation it has performed. present a range of ruby chocolate products,” Nestlé will continue talking about the ruby Steffen explains. “We don’t want to have only one product. A range is the best way to see what is possible with ruby. We started with pure ruby chocolate, but to have more Sofia Popova, Director Marketing EMEA at Barry enjoyment, we went with pralines [Ruby Callebaut Crowns]. Thirdly, we went with the n Libeert presented a chocolate gifting box for “precious moments,” which has now been rolled out in Belgium, Germany and the Netherlands. “Barry Callebaut selected different partners and we were selected for a hollow chocolate,” Lily Libeert, Marketing Manager at the fourth-generation Belgian company (turnover €30 million) Libeert says. “So with our design team looked to develop what would be the ideal shape for a ruby chocolate. Eventually, we settled on the shape of the ruby itself. There are four stripes on the hollow to subtly indicate that it is the fourth chocolate. We did not add

December 2018 – February 2019 25 ISM 2019 review combination of dark chocolate and ruby n Maestrani Schweizer Schokoladen AG still be gelatin products, but that customers chocolate [Ruby Stones]. It is almost similar presented Minor Finezza Ruby Limited are increasingly asking for vegetarian to working with white chocolate. But you Edition. The chocolate confectionery is options too, which means that this launch have to be careful when you have light or made with almond cream and a ruby was important. “So of course we want to humidity on it. The packaging is therefore chocolate coating. Minor Finezza Ruby is have some products for them too. Our Dino also very difficult. From production to presented as the latest creation from the Rex product, which was launched 3 years packaging you need to keep many things in iconic Swiss brand: “refined, feminine ago, had a really big impact. So we want to mind. When light or humidity comes onto chocolate flavor with delicate almond chips have a share of this market,” she adds. it, it will be gray, so we don’t use windows,” and a layer of fruity ruby chocolate.” he adds. n Ludomar Txokolatl Group S.L. (Spain) has launched Ruby World. The company’s Chocolate Passion line ranges from ruby chocolate small squares, tasty ruby snacks and bars to premium pralines with ruby fillings. The line consists of: Gin and Tonic & Ruby, Salty Licorice & Ruby, Matcha Tea, Pistachio & Ruby, Mandarin & Ruby, Dark Biscuit & Ruby, Lotus Flower, Salt & Ruby Yuzu, Wasabi & Ruby, Chili, Jasmine & Ruby. “Explore together with us this new ruby world and enjoy the trip,” the company writes.

n As an expert in Choco Petit Beurre Biscuits, Wernli (Switzerland) is now presenting an absolute global innovation with the new Choco Petit Beurre Ruby concept. “The strong aromas of fruits and red berries in the pink ruby chocolate create n Farm Brothers is expanding its an entirely new and unknown taste organic cookie range with Vegan Cookies. experience – and without any colorings or The new plant-based cookies are “slow- artificial flavorings,” the company writes. baked, delicious and full of wholesome ingredients.” Not only that, they are also Vegetarian and vegan options claimed to have a very limited ecological The big story at ISM 2019 was the large footprint. There are two new flavors to number of vegan and vegetarian offerings choose from: Vegan Almond Brownie on display, particularly through gelatin-free and Vegan Maple Pecan. The company formulation in the gummies space. is committed to not just using organic n Friedewald Confectionary BVBA n Trolli went for a pectin/starch blend to ingredients, but also to directly support (Belgium) has launched Ruby Belgian achieve the desired texture for their Trolli organic farmers. That’s why they also Chocolate Macadamia. The product is Big Apple product. The colorful apple rings donate 0.5 percent of turnover to their presented as a beautiful combination of are produced with real apple juice, with Soil Fund, which goes to farmers who are Belgian Chocolate and “the world’s most the most popular apple varieties offered in making healthy soil. luxurious South African macadamia nut.” these sour fruit gums. The red-orange ring tastes like Braeburn, the orange-yellow ring comes with the taste of Golden Delicious and the dark and light green version tastes like Granny Smith. “The fruit gum formula does not contain any animal-derived ingredients, so vegans can also appreciate the intense fruit flavor of the Trolli Big Apple rings.” The launch is an expansion of Trolli’s vegetarian range, which had already included Trolli Dino Rex. “Our new product is Big Apple,” Suzanne Kulla at the company explains. “It is a sour product with a very specific consistency because it is not made with gelatin, but rather a starch and pectin blend. It has a softer consistency and also the flavors come out better.” She notes how the main focus for the company will

26 December 2018 – February 2019 ISM 2019 review n Byron Bay Cookie Company is • Dark Chocolate With Chia/Grapefruit: free and made in Switzerland from pure expanding its gluten-free range with the A vegan alternative with crunchy chia natural raw ingredients. maestrani.jpg release of a new Vegan Cookie. The Maple seeds and a refreshing taste of citrus. n Helwa Wafelbakkerij BV (The & Pecan cookie is “crammed with pecans A combination giving a unique taste Netherlands) offers a vegan protein snack and juicy cranberries” and naturally experience. made with a 40g wafer bar with 24 percent flavored with maple syrup. “This delicious n UK-based Moo Free Chocolates has added pea protein, roasted pumpkin seed, flavor blend calls for an indulgent treat redesigned its Mini Moos and Choccy no added sugar and Belgian dark chocolate. that can be enjoyed by everyone, whether Drops in a bright, vibrant packaging that The product claims to have been created they follow a vegan diet or not,” the ties the range together and attracts new without compromising on the taste and company writes. The new vegan cookie also consumers. The product is still certified texture of the bar. introduces a fresh new look for Byron Bay vegan and free from dairy, gluten and Cookies “single wrap” cookie range, with soy. Moo Free Chocolates has been the packaging featuring bespoke illustration manufacturing premium “milk” chocolate from Australian illustrator Chloe Joyce. alternatives since 2010. During this short The rest of the popular range will also be time, the company has grown rapidly due revamped throughout 2019, with each to year-on-year increases in demand for its flavor profile featuring a different scene vegan and organic chocolates which are inspired by the coveted Byron lifestyle. also free from milk, lactose, wheat, gluten n Novelty Food (Norway) presented the and soy. colorful brand VGAN, which consists of a series of high-quality, tasty vegan chocolates that target a conscious consumer who does not compromise the taste. VGAN is 100 percent vegan, organic, gluten-free and contains no refined sugar. In the production only exceptionally high- quality, fairtrade cacao beans from small n King Monty (Belgium) has launched family-run farms in Nicaragua, Colombia King Monty Chocolate Sticks. The Belgian and Ecuador are used. The VGAN brand chocolate is composed of 100 percent plant- consists of five different flavors: based ingredients. It is vegan, dairy-free • Mylk Chocolate With Hazelnuts/ and gluten-free. It uses Ecuadorian origin Mulberry: A vegan mylk chocolate cacao: 71 percent. with hazelnuts and white mulberries. The distinct flavor of white mulberries is created by the sheltered climate in which they grow. • Light Chocolate With Almonds And n Maestrani Salty Caramel: A vegan alternative with Blueberries & toasted almonds, sweetened with the Amaranth Tablet nectar of the coconut flower, which has been launched, results in the unique color and flavor. where organic and • Mylk Chocolate: A vegan mylk fairtrade quality dark n Chocolat Bernrain AG (Switzerland) chocolate. The unique texture is a result Swiss chocolate is has launched Stella Tigernut 70g Vegan, of the combination of cocoa butter and fused with blueberries Organic+Flo STELLA 70g milk chocolate coconut cream. and amaranth. The with Tigernut + Cranberries, which is made • Sugar Free Dark Chocolate: A sugar product is claimed to to organic and fairtrade standards. The free vegan dark chocolate, with a high offer a powerful taste cocoa content. The increased amount of experience. The 80g cocoa butter gives it a juicy texture. tablet is vegan, gluten-

December 2018 – February 2019 27 ISM 2019 review product offers a vegan taste combination Healthy snacking n Following global successes with of tigernut, cranberries and caramelized n Newtrition Sp. z.o.o. has launched candy-filled straws and artfully-presented almonds. The design is aimed at enhancing Royal Coconut Protein Balls, presented as cake-mixes, Felfoldi’s is now offering a the company’s vegan, organic & fairtrade “temptation you do not have to resist.” The high-quality dry cheese snack. Let’s Cheese! line. Feel FIT brand promises “great taste, no added ingredients n Corte Diletto Ltd. (UK) has launched is presented as a and a casual style.” “When it comes to Nouri Healthy Balls. Nouri is a new new generation of food, consumers are much more critical brand of healthy, all natural balls. They innovative sweets than ever before. Demand for high-quality are vegan, sugar- and gluten-free, with a and snacks aimed snacking is rising and that’s exactly why we really indulgent taste. Only a few months at Millennials developed Let’s Cheese! especially for the after its launch, Nouri has been expanded and Generation new generation who don’t want to choose internationally. It can be found in the mini Z. The range between fun and quality,” says owner bars of some of the top hotels in the world, includes products Joseph Felfoldi. alongside other popular treats. The brand that are high in is claimed to offer health and indulgence protein and fiber, combined. with no added sugar and with a minimal amount of additives. Launched in October 2018, Royal Coconut Protein Balls are crunchy wafer balls sprinkled with coconut flakes. The products have a creamy filling with coconut flavor and a whole almond inside. Feel Fit coconut pralines are a source of protein and fiber and have no added sugar. n Ocean Spray’s Crunchy Cranberries are presented as a revolution for sweets and snacks. This innovative new product adds an extra “kick” to every chocolate and snack. Promoted as “a trending n Jealous Sweets (UK) is positioned as texture, bright red in color, extremely a permissible indulgence line for adults, easy to use, and very versatile – Crunchy n Dr. Klaus Karg KG has launched Hütts, which features both a sugar-free and vegan/ Cranberries are a revolution on the fruit positioned as new wholegrain delights. vegetarian positioning. market and for the confectionery industry.” Just like all the other specialties produced Crunchy Cranberries contain less sugar by the family-owned business, Hütts are per serving than freeze-dried cranberries, made exclusively with wholegrain flour, are mechanically very stable, not prone wholesome grains, a bit of olive oil and to dusting or breaking, maintain their other natural ingredients. A total of six consistency during processing, stay crunchy different varieties – three for Dr. Karg’s for 12-15 months and attract/absorb less classic range and three for the organic moisture than freeze-dried cranberries. range – of the wholegrain products are available. For example, “The hearty mountain cheese, Emmental cheese, onions, and herbs with a flowery aroma in Hütts Mountain Cheese & Herbs “will remind you of green mountain pastures.” In another example, “the fruity freshness of tomatoes is combined with hearty Emmental cheese, onions, and the summery aroma of basil in Hütts Tomato & Emmental Cheese.”

28 December 2018 – February 2019 ISM 2019 review n Hellema – Hallum B.V. offers Nature beautifully presented in eye-catching and to present nuts & fruits as an option amid Bakes Peanut Bars and Peanut, Fruit & colorful re-sealable sharing bags containing the healthy snacking trend. Nut Bars. The products are claimed to 110g,” the company writes. contain “the perfect combination of nuts, delicious oven-roasted peanuts and juicy dried fruits. We don’t use any sweeteners, syrups or honey in these bars, just carefully sourced natural ingredients.” The products are presented as a wholesome snack that’s rich in fiber and protein, all with no added sugar.

n The demand for healthy snacks for children is a market in itself and Dutch- based startup Fruitfunk saw that there was an increasing need for an alternative to sweets snacks. In 2014, the company launched Fruitfunk snacks, which are made entirely from fruit. The moisture is removed from the fruit within a short n LäkkerPro has developed crispy and n Newtrition Sp. z o.o. sp.k. (Poland) time. The unique process maintains good tasting chips based on protein from has launched Feel Fit Wake-Up Protein the fibers, minerals and a large part of fava beans in combination with 25 percent Granola. The granola is presented as an the vitamins from the fruit. More often hydrolyzed meat protein from either beef, extremely nourishing, healthy and tasty than not, responsible snacks are aimed pork or chicken. Flavored with chili, bacon breakfast based on wholegrain oat enriched at adults, but Fruitfunk believes that by or chipotle. This salty snack is positioned with protein. It is also extremely crunchy putting popular children’s characters on as a good alternative to the many sweet, thanks to its special recipe. Big clusters of their packaging, it can help make sweets protein whey products. With a high level of granola make it easy to eat straight from and snacking fun for children too. Daan all nine amino acids (close to the UN FAO’s the cup as a tasty snack or it can be mixed Schapendonk of Fruitfunk discusses how recommendations), their product is a good with milk or yogurt. One cup meets 15-20 supplement to the daily protein intake. percent of the daily intake of magnesium, With less than 5 percent fat and 1 percent iron, zinc, phosphorus and vitamin sugar and with more than 30 percent B1, because this high-quality product protein, LäkkerPro’s chips are marketed is a natural source of these minerals. as a good alternative for health conscious Additionally, granola is rich in fiber, consumers. The products are nutritious including beta-glucans which help to lower with vitamin D, vitamin B12 and iron. cholesterol. There is no palm oil or glucose syrup used.

n Elizabeth Shaw has revealed its innovation in “permissible self-treating” with a range of “delightfully different” chocolate covered fruits in handy pouches. The unique range of natural fruits comes in four varieties: Zingy raspberries in marbled chocolate; Luscious cherries in rich dark n Highlighting a brand’s heritage and chocolate; Sweet strawberries in white tradition remains strong, also amid a chocolate; and Tangy orange peel in dark nostalgia craze. Seeberger is marking its chocolate. “Today’s shoppers are looking 175th anniversary this year with a classic for both – luxurious treats and reducing and nostalgic pack for its nuts and fruits the guilt. Our moreish fruity chocolates are mix. At ISM 2019, the company was keen

December 2018 – February 2019 29 ISM 2019 review the company has expanded their healthier with a lower blood glucose response. This cocoa for its entire range. Last year, 90 confectionery line for children. “While is Beneo’s answer to growing consumers percent of this cocoa was certified to UTZ traveling around the world we saw a lot of interest in ‘better carbs’ and their wish to and 10 percent in accordance with Fair healthy snacking going up, but not really balance blood sugar levels while enjoying Trade standards. existing yet. We considered using children’s an indulgent treat.” licensing and making them ambassadors for healthy food. We started with small fruit candies for the fruit aisle. We added some fruit bars too, which are 100 percent from fruit,” he explains. “We have gone to address the seasonality route with a healthy advent calendar, but also everyday snacking is ready for the healthy part. We want to be the healthy snacking leader for kids. We now started with kids of 3-8 years of age. Now we really see that we try to hit toughest market group which is 12-18 years of age. That’s the most difficult target group n Alfred Ritter GmbH & Co. KG and the one we want to address. You really presented its new Ritter Sport Cocoa need to work on branding in a completely Selection, with cocoa as a core element of a different design. It will be different flavors new brand strategy. With only three and texture, with a focus on branding,” he ingredients – cocoa, sugar and milk in one notes. variety – the recipes are “reduced to the essential and guarantee an authentic cocoa Other ISM 2019 NPD highlights flavor.” The three varieties are distinguished n Velamints Expressions presents mints by their cocoa content (55 percent, 61 as stylish accessories, where consumers can percent and 74 percent). For each variety, “have a matching eye-catcher for every Ritter Sport uses cocoa from only one outfit,” with manufacturer Ragolds country of origin, i.e. Ghana, Nicaragua and n PEZ has come up with a totally updating the look, style and flavors of their Peru. This single-origin principle is a innovative concept for L.O.L. Surprise: the Expressions range. Two new flavors have special feature in the volume market and PEZ dispenser head is hidden inside the now been launched to complement the aims to enable consumers to experience an pack. This picks existing line: Cherry Acerola and entirely new dimension of cocoa as a up on something Blackcurrant. natural raw material. Introduction of the kids just love and Cocoa Selection is the result of a long and which is a key intensive analysis of cocoa as a raw material element of L.O.L. in all of its various facets, the company Surprise’s success: says. “We have been highlighting our most the surprise factor. important ingredient, which is cocoa for L.O.L. Surprise our chocolate,” says Bianca Kulik at the balls are wrapped company. “We have been working on in several layers of traceability in Nicaragua for more than 30 packaging. Each n Functional ingredients manufacturer, years, where we are also working with the layer unveils a hint Beneo, showcased and sampled the first farmers on quality and paying special of which surprise toffees with its functional carbohydrate, bonuses for sustainably certified cocoa. doll ultimately Palatinose [isomaltulose]. The new product This year we are presenting new single awaits. Some of the concept has been created to offer origin chocolates. All three of them have dolls appear quite consumers a healthier toffee alternative. It very few ingredients, so that we can really often, while others replaces more than 30 percent of the high highlight the cocoa and the tastes of the are rare. According glycemic sugars contained in a standard origin. Everyone who enjoys chocolate can to the company, toffee recipe, supporting a lower blood see and taste how colorful the cocoa is,” she this makes them glucose response. Thomas Schmidt, adds. Ritter Sport’s Caco-Nica program in sought-after Marketing Director at Beneo comments: Nicaragua sees it works closely with around collector’s items and in just two years “Traditionally, toffees conjure up pure 3,500 cocoa farmers. Ritter Sport is also has turned L.O.L. Surprise into one of the indulgence and nostalgia but at the same successively establishing this principle of world’s most popular toys. As of summer time a relatively unhealthy image for actively promoting sustainable cocoa 2019, the cute little dolls will also be consumers. However, the new toffees with farming and the ensuing partnerships with available in the form of PEZ dispensers Palatinose that Beneo presents at ISM farmers and producer organizations in – in nine varieties. PEZ is continuing preserve the traditionally creamy-sweet other countries, too. Since early 2018, Ritter the collector’s theme, too: three of the taste and the pleasant bite and mouthfeel of Sport claims to be the first and as yet only characters will appear quite often, three their traditional counterparts. But they have major chocolate bar manufacturer to only half as often and three – very glittery – a significantly better nutritional profile, procure exclusively certified sustainable varieties will be rare finds.

30 December 2018 – February 2019 ISM 2019 review n Roelli Roelli Confectionery offers Bright special. Eat Natural has also launched Eat n Byron Bay Cookie Company Pty Ltd. Smile Gum – for naturally white teeth. Natural Fruit & Nut Bars Protein Packed now offers Organic Wildlife Biscuits which “What this dental care chewing gum has Salted Caramel, which contain no colorings “allows young fans to follow Byron the Bear that others don’t is activated carbon. It or preservatives and are gluten-free. as he embarks on his Wildlife Adventures reduces tooth discoloration and gently n Vermeiren Princeps N.V. (Belgium) supporting the protection of Australia’s brightens teeth,” the company writes. offers Speculoos Bio Fairtrade, which are precious wildlife.” Each biscuit box is Bright Smile Gum is sugar-free and single-packed biscuits wrapped in a printed wrapped up with a bright and colorful features active tea tree oil to help maintain foil. The biscuits are produced with illustration featuring the character in a oral flora and peppermint oil to provide high-quality ingredients according to an different wildlife scene: the beach, the long-lasting fresh breath. Bright Smile artisanal baking method. The product is subtropical rainforest and the ocean. A Gum is ideal for dental care throughout the positioned as “your ideal biscuit to go with portion of the proceeds supporting day, without a toothbrush. When chewed a cup of coffee or tea.” Other flavors Australia Zoo Wildlife Warriors’ for at least 20 minutes, this sugar-free available in this 25pc wrapped foil: conservation efforts, an initiative Byron Bay chewing gum helps to neutralize plaque traditional – traditional with chocolate chips Cookies feels passionate about. With no acids. or almond chips. artificial colors or flavors, “these gluten-free biscuits will appeal to parents looking for a premium quality, certified organic biscuit,” the company writes.

n Eisblümerl Naturkost GmbH (Germany) n I Guinigi Lucca SRL (Italy) has offers Schoko- launched a spelt flour tart with apricot jam. Kokos Aufstrich. This product is perfect as hunger cruncher The chocolate- and suitable for everyone. It’s now available coconut spread is with its new single-serve package, to produced with preserve its aromas and flavors. precious organic cacao, which is delicate to spread n Coppenrath Feingebäck GmbH and free from (Germany) has launched the Cocktail palm oil. The Bakery line. The Caipirinha cookie in the product fuses the range consists of two crispy cookies. The exotic flavor of fine coconut flakes and mild layer of creme between the cookies features vanilla, which harmonizes with the taste of a sweetish taste of lime. “A lovely nuts and cacao. combination of different flavors make this n Eat Natural has introduced For cookie irresistible,” the company writes. Breakfast Low Sugar, a cereal composed of The practical resealable closure helps to hand-mixed ingredients that are slowly maintain the cookies freshness until the roasted which makes the granolas taste so

December 2018 – February 2019 31 ISM 2019 review last bite. To contribute to the sustainable n Van Crombruggen N.V. (Belgium) has Muslim and Jewish culture. “Finally, a development strategy of the family bakery launched BioXtra Biscuits. These organic premium chocolate that meets the Coppenrath, the conventional plastic blister biscuits are packed in a biological-based requirements for halal and kosher, to give was replaced with an environmentally- and biodegradable packaging. everyone the intercultural pleasure of friendly paper case. It can be folded without chocolate,” the company writes. Nine any adhesives and replace the plastic blister varieties are available. – environmentally friendly. Other options n Toms Confectionery Group A/S are: Pina Colada and Strawbery Kiss (Denmark) has launched Anthon Berg cookies. Single Malts Scotch Collection, promoted n Coppenrath Feingebäck GmbH as a unique new concept of the world- (Germany) has launched a Sugarfree Butter famous liquor-filled chocolate bottles. Five Cookie Delightful, created without sugar. single malt Scotch whiskies with different The experienced baking specialist has flavor profiles are presented, ranging from extended its sugarfree assortment with a the smooth and naturally rich and new variety: Butter Cookies. The sugarfree pleasurably warming, through the Butter Cookie single wrapped are perfect massively peat-smoky and dry. for on the go. You can find three cookies in five single packages.

n Frankonia Schokoladenwerke GmbH (Germany) has launched Frankonia no sugar added and lower carb chocolate options. Their “NSA” High Protein are made without sugar added and contain 30 percent high-quality protein. “Thus NSA high protein & lower carb stand for uncompromising indulgence and is made for all people who want to/have to reduce their sugar consumption and appreciate a protein-enriched nutrition,” the company writes. Instead of sugar, the company uses n Chocolat Mathez (France) presented the maltitol for sweetening. The high protein Truffles Bar, offering a unique experience n Poppies International N.V. (Belgium) content contributes to an increase or to share. With this new product, Chocolat has launched Fruity Selection Frozen maintenance of muscle mass. Mathez is tapping into a new market: Macarons. “Delicious, lovely, light and snacking. Original, trendy and fun are brittle: this classic bite-sized treat from the highlighted as the keywords related to this French cuisine certainly owes up to its new packaging. enormous worldwide popularity!,” the company writes. These almond meringue cookies now come in Fruity flavors (Blood orange, Lime, Coconut, Strawberry, Passion fruit and Blueberry). These brand new macarons are claimed to surprise with their bold flavors and colors.

n Iftarlade Halal & Kosher Chocolate Bar (Germany) combines the qualities of German chocolate art with the traditions of

n Sly Nutritia Ltd. (Romania) has expanded the Sweet & Safe Stevia Chocolate line with matcha, coconut and lemon options. The Super Stevia Chocolate No Sugars Added, Sweetened With Steviol Glycosides contains “no flawed ingredients,

32 December 2018 – February 2019 ISM 2019 review only what’s good, nutritious and your convenience and enjoyment.” The company writes. A light layer of Matcha wholesome. A no sugars added chocolate, range also features two products with cream filling, a good 71 percent of the with natural sweetener from stevia plant, reduced sugar content, using stevia-based product, is enclosed between two light and packed with antioxidants and fibers,” the sweeteners instead. Every time that a crispy wafer layers, delivering a refined and company writes. consumer buys Guylian’s Belgian Chocolate bold taste. n Noi Sirius HF (Iceland) has launched Bars, they are supporting both Project Sirius Chocolate Liqurice Caramel. The Seahorse and Project Cocoa, which support product allows the consumer to enjoy the cocoa farmers. taste of the company’s classic chocolate n Stella has also launched a 70g dark combined with the unique flavor of biodynamic chocolate with 70 percent Icelandic licorice. “Feel the heat, splendor cocoa from Brazil. The product is and heavenly flavor of our Obsidian positioned as “a unique, tenderly melting caramel. Or maybe you prefer the original pleasure made of finest Swiss chocolate in name of the black caramel; Hrafntinna. We biodynamic quality.” The black design has present a unique rollercoaster ride, where been adapted to their single origin line. your taste buds will be tested to the limits and they will embark on a very strange journey. They will be brought to the high peaks of sweetness with our traditional Icelandic chocolate, only to be brought down to the deepest depths of geological existence in the strong licorice powder and the sweet licorice caramel,” the company writes. n Kim’s Chocolates N.V. (Belgium) has launched Cachet Fun Bar in a 180g format. The new range of bars is offered in six flavors. For example, Go Bananas! features 40 percent cacao milk chocolate with banana and caramel for a “fun and playful flavor sensation.” Other options in the line include Go Ahead… Go Nuts!

n A. Loacker AG – SpA (Italy) has launched Classic Double Choc in a 175g format. The new wafer is made with three light and crispy dark wafer layers with 7 percent cocoa content. The company filled the three wafers with two special Loacker cream filling layers, which are made using n Guylian’s Master Chocolatiers have exquisite cocoa and chocolate (75 percent of created a new product range, “out of the product). It is all made with no added love for sustainable cocoa”: a selection flavorings, colorings, preservatives, or of 6 different (4 x 25g) Guylian Belgian hydrogenated fats. n S.C. Heidi Chocolat S.A. (Romania) has Chocolate Bars. Each of the Mini Chocolate launched Heidi Colors of Summer, a Bars is embellished with the iconic Guylian limited edition line made with colors and Sea Horse and “individually wrapped for flavors from natural summer fruit ingredients. Every piece of handdrawn chocolate has its own look and taste to offer one-of-a kind experience for the chocolate lovers. The line consists of: Dark & Orange, Milk & Pink and Milk & White (with coconut pieces).

n A. Loacker AG – SpA RITTEN (Italy) has launched Specialty Matcha – Green Tea. “After the harvest of the green tea plant, matcha farmers steam and dry the leaves and ultimately, finely grind them. The precious powder is stored in a dark and airtight space to preserve its refined taste and natural, bright green color,” the

December 2018 – February 2019 33 ISM 2019 review

Productos Industrializados Saltillo (Mexico) n Makulaku Lakritsa Oy (Finland) has intolerance and/or sorbitol intolerance. has launched Breathfusion Healthy Gum, a launched Happy Reindeer Organic Licorice compressed gum with health ingredients. Bar. The licorice bar is all organic and all This new concept with own technology, is vegan, made with natural flavors and based on a unique format with “perfect without colors, with “no nasties and shape.” Their compressing gum technology non-GMO.” The company offers two allows for the addition of herbal extracts, flavors: black soft licorice and filled vitamins minerals. The sugar free premium strawberry. formula is made of xylitol, natural flavors & colors and well-known healthy ingredients. Healthy Gum comes in an 8-stick blister pack, presented in different functional ingredients: Collagen, Aloe Vera and Fiber. It is also available for private label with custom formulations. n Brinkers Food B.V. (The Netherlands) has launched Nusco Protein, a line of products that are all high in protein (22 percent of protein).” They contain no added sugar, and are gluten and palm oil free. Nusco Protein fits within a conscious lifestyle and is available in five variants: Smooth Hazelnut (the classic with 13 percent hazelnuts), Crunchy Hazelnut (with crunchy pieces), White Spread (creamy and tasty), Duo Swirl (delicious mix of milk and hazelnuts) and Sea Salted Caramel (heavenly combination of caramel n Royal Fassin B.V. (The Netherlands) has and sea salt). launched Back To The Fruits, a new fruit concept, based on real fruit. The product n HEJ Natural (Germany) has launched contains natural fibers, is suitable for HEJ Crispy Protein Bar, positioned as “a vegetarians and delivers only 37 kcal per delicious but healthy chocolate bar.” The portion. The total fruit content represents Crispy Protein Bar convinces with top 97 percent. The company offers two fruit values: 14g protein and less than 2g sugar varieties: Strawberry and Forest Fruits. per 45g bar. The bars are made without any collagen protein or palm oil – and they are completely made without any added sugar. The Crispy Protein Bars are available in three flavors: Lemon & Cheesecake, Crunchy Brownie and Cookies & Cream. n The Lutti brand featured several innovations to meet the trend towards reduced sugar. For example, they presented a fizzy sweet with 40 percent less sugar. Lutti featured a strong vegetarian positioning for its Vegaiezz and Fruities products. n

n Frunix (Austria) offers hard candies that are fructose-free. Their cough candies are made without fructose or sugar alcohols. The cough candies are based on fructose- free glucose syrup flavored with the essential oils: eucalyptus, sage, thyme and menthol. The products are presented as the By Robin Wyers solution for people with fructose

34 December 2018 – February 2019 Start-up investment Venture capital investor: “The time for food tech is now” Small players are shaking up the food & and Spain stand out in terms of number of beverage industry by taking on the classic rounds, according to the report. FMCG giants in an increasingly high-tech Innova Market Insights recently listed arena. “Small Player Mindset” as a key trend for The role of Silicon Valley start-ups in 2019, where small players are shaking up alternative proteins breakthroughs has the food & beverage industry by taking on garnered ample media attention. But the the classic FMCG giants in an increasingly growing significance of small innovators in high-tech arena. Their role as thought general is a global phenomenon. Their role leaders has driven multinational companies as thought leaders has driven multinational and legacy brands to invest in them – and companies and legacy brands to invest in learn from them. “Many of the big boys are them – and learn from them. venturing into the funding space or setting A recent report that Five Seasons up investment competitions. Kombucha, Ventures authored with DealRoom on The cellular agriculture, clean meat and insect State of European Food Tech 2018 found proteins are just some of the on-trend that an estimated investment of €1 billion platforms in this golden age of creativity,” was made in “next generation” food tech the market researcher notes. A 2018 Innova companies in Europe in 2018. There was Market Insights trends survey found that Niccolo Manzoni, Co-Founder and Managing 63 percent annual growth in investment in two in five consumers in both the US and Partner of Five Seasons Ventures “next gen” since 2013, in 1,241 companies. UK prefer small brands “because they are Manzoni has been investing in Food Europe produced 9 unicorns (companies more dedicated to their products and have a Tech since 2014, and created and managed with a value of €1bn turnover or more) in personal story.” a portfolio of 10 high-profile Food Tech Food Tech, in the Food Delivery segment in Plant-based alternatives to animal companies, including Impossible Foods, the past five years, according to the report. proteins and crop gene editing tools are Clara Foods, Beyond Meat, JUST, Perfect The report stresses that the next generation among the most promising areas for food Day and Clear Labs, as part of a leading of European Food Tech entrepreneurs is technology investment right now, but the European family office. Through his family gearing up for growth, with €252 million highly exciting field of cellular agriculture office, Manzoni previously invested in invested in primary production companies may be just too far down the horizon for US-based in vitro meat innovator Memphis (including genetic breeding, farming robots traditional venture capital investors. This is Meats, where he gained significant and vertical farms) in 2017 and a higher according to Niccolo Manzoni, Co-Founder exposure to this space. level anticipated for the full 2018 calendar and Managing Partner of Five Seasons Manzoni has a board seat on Tropic year. New brands and innovative food Ventures, a Paris-based venture capital Biosciences, which is a company in which concepts are emerging too, with over €400 firm focusing on the food and agricultural his company has invested (as part of a million going into companies offering technology space. He also singled out US$10 million round in June 2018 Series solutions (including powdered vegan pet food and personalized nutrition as A funding). Tropic Biosciences develops food, cultured meat and other plant-based platforms that the investment company, “high-performing commercial varieties solutions). The UK, Germany and France which has a funding budget of €75 million, of tropical crops which promote grower lead, in line with venture capital, but Italy is looking towards. wellbeing, enhance consumer health, and improve sustainable environmental practices, using cutting edge genetic editing technologies.” In a detailed interview with Innova, he offers insights into the current innovation climate with advice for food and agro technology start-ups.

What is the current market environment for food start-ups? Timing is everything and we believe that the time for Food Tech is now.Some five years ago, it really started when US food technology companies began to attract interest from the venture capital industry. This trend expanded to Europe quite quickly.

December 2018 – February 2019 35 Start-up investment

I think there has never been a better meet these ever increasing demanding incumbent food industry is less acquainted time for food and agro tech to raise money consumer tastes and preferences. to, who have instead opted for traditional than the current environment. We believe • Thirdly, when you look at the cost of retail. Consumers are moving to online the time is now due to a convergence of scientific discovery and bringing a purchase. The road to the consumer is factors, which are coming to the table at product to market, it is going down. The not as easy as opening a website with this time and making the space right for cost decrease has made it possible for shopping options. It is really about creating investment and disruption. traditionally lower market products, or a thriving community with a specific or • First and foremost, consumers are industries, such as food and agriculture, series of demographics to make your asking for better food products, with to take products to market in a quick product appealing. In this way, you can whatever that means for them. There fashion, without much financial make every single user and consumer be has been a proliferation in “free from” investment. In the food space, for an ambassador for your product. It is quite items (i.e. gluten free, fat free and example, you have co-packers who are remarkable that some new companies who sugar free). For many people that’s now quite abundant in Europe. They have only been selling online, now enjoy a what “better food” means. For others, can take a product to market quite better a brand reputation and recognition it means clean label, so free from quickly and focus on the marketing. You among certain consumers than those who artificial ingredients. For others, it can tell a specific story to consumers, have been around for hundreds of years. means a healthier balance of nutrients which is something that the larger food This is quite a new trend. and ingredients, coupled with the companies have neglected over the past At the opposite end of spectrum, there convenience of a specific format. Over few years. is deeper tech. Five Seasons backed a the last 5 years, consumers have become company in the agricultural biotechnology a lot more vocal in looking for food These start-ups are typically far more high space, which has been implementing one of products that they feel are better for tech than the commoditized image of this the most revolutionary technologies of this then. There is a big consumer pull there. sector as a whole. century [Tropic Biosciences]: gene editing • On the flipside, you have large Yes. You also see it on the commoditized applied to crops. This is clearly much corporations who have been relatively side of the food industry, like some heavier tech than the direct to consumer slow in adapting to these consumer ingredients have clearly moved into the model. There is room for both types of trends. This allows the market to favor commodities space. But equally, we can get companies in this market. smaller, more innovative and humble really excited about the breadth of products It is harder to find product innovation competitors, who have popped up left, and competitive technological advantages on the more commoditized front. The right and center. These have taken that some of these companies have created. exception is on the deeper tech side, where market share from them, with some It could be as light touch or heavy touch as there is an opportunity to offer products at estimates finding that in the US, there you like. a cheaper price, better quality or both. has been a loss in market share of For example, if you look at the larger But there does seem to be a lot 1-2 percent per year from the large touch of food technology, you have direct of disruption when it comes to new incumbents, for example. They have not to consumer models. You see companies solutions on the value chain, whether for adapted their product ranges or business who are now distributing and selling procurement, distribution or both. It is model in their global approach to products online. This is something that the about analyzing the different steps of the

36 December 2018 – February 2019 Start-up investment value chain for commoditized ingredients, which make this product either overcome deep technology on both sides of the pond. which either shave off some of the price, or some specific disease, which is maybe This could, for example, be on the biocontrol make the product better for their ultimate affecting some of these crops, or creating space in agriculture, or for making some users. some consumer traits to make the products ingredients in a more cost effective way or a either tastier or better for consumers. They higher quality level. What are examples of companies where can also make some traits which are closer So I think there’s quite a lot happening you see particularly high innovation from to the producers or processors of coffee on the deep technology space. Some of those a technological standpoint? such as a lengthening of shelf-life. There would be more traditional and investable Tropic Biosciences is applying gene are several other example of US companies opportunities, while others would lend editing and CRISPR technology to tropical applying similar technologies to crops, but themselves less to venture capital fund crops to start with, specifically bananas and the actual numbers are still very limited. investment. But nonetheless there is quite a coffee. They are working on specific traits We are also seeing companies tying quite lot of innovation happening there.

December 2018 – February 2019 37 Start-up investment

There is quite a countertrend against at so many levels that consumer acceptance They appeal to consumers in different GM technology, even in the US. It is will eventually occur. ways. Companies such as Impossible interesting that you would invest in that Foods and Beyond Meat have proven space. Is there really a future for these Do you think that the European drought that you can make a delicious product at technologies if the consumer discussion last summer may eventually help change the right price. and perception evolves? the dialogue, as we look to cope with the • The second platform, in order of The US has been extremely open to gene impact of climate change? complexity, is the fermentation-based editing. Not long along the US Department I hope so. If you look at the historical alternative protein platform. You could of Agriculture (USDA) expressed a positive rulings in Europe on this matter, it has think of Quorn in the UK, for example, opinion towards gene edited crops. In been quite opposed rather than in favor. which has expanded internationally. July 2018, The European Court of Justice Even GMO crops still have a negative This field usually requires high capital expressed a negative opinion in relation regulatory pathway to follow in Europe, expenditure, since the fermenters are to them. But Europe has taken a pretty while the US has been more open. If quite expensive. But the product coming negative stance when it comes to anything gene editing emerges as one of the most out at the other end is good. Quorn is by related to genetic modification anyway. widespread and effective technologies far the most successful and perhaps the Ultimately, when it comes specifically to available, either Europe will adopt it or first to use some very good technology gene editing, you have to think about what just lag behind. This will mean that the and processes to make a plant-based the benefit for the consumer or farmer European seed companies will have a product out of fermentation. ultimately is. When we take the example of competitive disadvantage compared to non- • The third platform indeed relates to coffee, the livelihood of the coffee farmers European companies. clean meat and cellular agriculture. in tropical areas is pretty tough. They are This area is definitely at the forefront really struggling as coffee is a difficult plant Another field that is attracting a lot of technology. It’s extremely deep to grow. So using technology to facilitate of recent industry debate is “cellular technology that is basically about their lives and increase the yield could agriculture.” What can you say in terms creating a new body of science. It is thereby reduce the cost for the processors of the development in that space? potentially extremely revolutionary. But downstream and the distributors. This I think the area that we are getting really at the same time you should consider would eventually benefit the final consumer excited about is the shift away from animal- that because it is so asymmetrical, with a better tasting product or just derived proteins, whether meat, dairy or it could either be a revolution or go offer a better product from a nutritional both. There are three main approaches down to zero. Because of the high standpoint. when it comes to any non-animal derived technological risk and that nobody I think that the point of having a social protein: has done it before, it carries benefits. license with consumer acceptance is key. It • The simplest one is plant-based, which It will be super important to have is something that all companies operating is a super exciting area that we are consumer acceptance on a product in the gene editing space will have to work looking at very closely. We are seeing that gets manufactured in a petri dish on. The final say is not there yet, but we companies emerging across Europe and as opposed to from an animal. Some have to see how this evolves. We are quite the world as a whole, who are coming up consumers may find this ok, but for positive that this will drive societal change with meat- or dairy-mimicking products. others it may seem like “frankenfood,”

38 December 2018 – February 2019 Start-up investment

which is not something consumers are traditionally interested in. Realistically, we are at least 5-7 years away from a first product launch at small scale. In terms of mainstreaming, we are in my view over 10 years away.

But is it an area that you, as a venture capital fund, would be interested in? The plant-based area is certainly interesting for us. However, within clean meat we have seen quite a few companies gaining investment too. I previously invested through the family office I worked with into Memphis Meats. So I got quite some exposure to this space. Because of the time horizons, it doesn’t lend itself to a traditional venture capital fund, which is typically 10 years. Having said that, we are seeing lots of family offices and also a number of funds who are taking an interest in this space. Rounds are happening and there is definitely investable interest. This is because of the potential for this industry to really turn things upside down. food, direct-to-consumer distribution that that may to be trigger to a whole Where else may you be looking to models and a number of other wealth of innovation. invest in the next couple of years? innovations. We are also looking at a few other areas. We have a few themes that we are • Secondly, we are looking quite closely practically going after. We think that into personalized nutrition as a theme. Personalized nutrition is still a relatively within the Food Tech space, there are a This is the holy grail of the food vague concept. It is so difficult to define few areas where there are a combination industry. It is about giving a consumer how a company might proactively address of factors making it investable. Also exactly what they need from a and how small of a demographic you there are a number of start-ups making it nutritional standpoint to feel well and could target. What might such a start-up exciting. to lead a positive life. In that respect, do? • One of them is pet food. This is a very we are seeing a number of companies You need to have a few elements on interesting area where there hasn’t with several different business models the table to make a personalized nutrition been a huge amount of innovation in that can deliver either personalized solution effective and potentially scaleable. recent years. Now we are seeing really supplements to consumers, or even • First you need to be able to integrate interesting early stage companies personalized meals and nutrition enough consumer data from various who are using a combination of new solutions. There is such a revolution sources, ranging from your Apple product formulations, personalized pet happening in technology right now Health center on your iPhone, to your wearables. It could be about consumer surveys and other things that you can integrate into one platform. And you are able to process into an insight and something meaningful. • It is about transforming a data platform into actionable insights. You can have my body and lifestyle parameters, but what does that actually mean for my diet? There is a whole body of science which has been looking at the benefits of specific products for many years, including minerals and micronutrients. This has assessed that cause and relationship between taking these specific nutrients and their impact. Putting something into the platform that can translate data points into insights is the second necessary step.

December 2018 – February 2019 39 Start-up investment

• The third is to come up with a product with a life coaching app or a supplement program, which you can The start-up pecking take over a period of time. Or if it is a meal, or ingredient, to identify what the product is. order: An industry view • Fourthly, and the most neglected area, is to have a feedback loop. This is about The Peck Drinks brand is marketed as the first range of RTD protein smoothies the consumer actually perceiving that made using 66 percent free range egg whites. Kings Farm Foods Ltd., the they are feeling better and that there company behind the brand, had a lot of eggs that were not considered suitable for is a measurable impact on their life. retail due to appearance, size, color etc. Following four years of R&D, they were In food, the most immediate thing able to create a dairy equivalent protein drink (without the milk) using a natural, may be losing weight. But even that minimally processed protein source, with 90 percent of the protein coming from is not a one day or one week thing. liquid egg white and 10 percent from soy beans. Matthew Havers, founder of the So demonstrating efficacy is very innovative start-up, discusses the pathway to market for the company’s line. challenging. As a livestock farmer, you hate it when With a lot of ugly eggs and a lot of We have seen interesting companies your animals are at their less than best. But effort, we set about trying to see if we could focusing on one or two of the four steps in our instance, it actually caused NPD that replicate the success of dairy innovation to that I described and doing that really well. radically moved us from a conventional create products that have all the remarkable None, so far, has been able to focus on family farm, to a highly unconventional nutritional qualities of egg, but in a new the full spectrum; from data, to product, manufacturer of added value egg products. delivery mechanism, for different occasions to feedback loop. We are on the hunt for I’ll start at the beginning. We have and different consumer groups. At the time, those who are either the best at the step 16,000 free range laying hens on our farm I was a keen sportsman and would always they are covering or able to cover all of that in Suffolk, UK. I’m a fifth-generation farmer, have a supply of powdered protein products with an effective solution that scales and however haven’t always been a farmer. to supplement my diet with. I wondered gets lots of consumers hooked to it. I previously worked for a major FMCG why were there not more egg powdered insights company. From working with blue- products? Western Europeans largely have What would be your advice for start-ups chip Food & Beverage NPD teams I realized few digestive issues with dairy products, but today in the food & beverage space in that I could combine my heritage and globally it is entirely different. order to succeed and get the scaleability passion of food production with consumer With very few protein drinks being free to succeed? insights to develop our own products. A from dairy products, we set about targeting The single most important point of few ideas were flying around, but it was the an RTD as the first launch. Eggs were the failure for pitches that we get from early winter of 2015 where “the one” was found. logical choice for us because: stage companies is to define what the It was a very mild, wet winter. These 1. We had hundreds of them, problem is that they are looking to solve. conditions gave rise to a lot of soil borne 2. They are an absolute powerhouse for While the problem may be clear in some nasties that gave the hens’ health challenges. nutritional goodness and; cases, how is their solution able to answer A hen that feels less than perfect will lay a 3. Everyone consumes eggs in one way it? There is quite a lot that entrepreneurs less than perfect egg. Unfortunately these or another, consumer perception is could do in order to frame how their “less than perfect” eggs aren’t deemed largely positive and it would require little solution fits within solving that specific suitable for retail and so go for processing as education on the benefits. problem. And believe it or not, most an ingredient. Due to market fluctuations, Eggs have seen a year on year growth for companies fail on that basic task. supplier volatility and egg prices, these the past 10 years, with young adults being Secondly, there are a lot of extremely second grade eggs often get squeezed out the largest driver. These same consumers talented people out there, even coming of the market, and essentially become an are actively making healthier choices with out of many years of experience at very underpaid, underutilized product that in regards to what goes into their shopping large companies. I would say “embrace some instances end up as food waste. basket. Protein claims are widespread, which that talent and embrace that having that knowledge onboard. Don’t work against the food industry to destroy incumbents as a goal. You should sometimes work with them, albeit at not too early of a stage. This can be useful when it comes to getting the scaleability right. Framing the problem and how your solution fits within it and getting the right talent onboard, so that you can correct mistakes and go through those cycles much faster and avoid the common pitfalls is key. That will help get you to market faster. n

By Robin Wyers

40 December 2018 – February 2019 Start-up investment has led to more scrupulous interrogation of momentum. A small marketing push resulted nutrition and ingredient decks. Protein has in two major retailers contacting us totally cold. become a marketing tool, with a vast number We listed with them with almost zero sales of products on offer featuring vastly more under our belt. Going straight in with a major carbohydrate, sugars and fat than protein. A retailer was a real bumpy ride. There were lots clean deck is no longer an advantage, but a of tough learning curves, especially since none necessity. We chose to boast about egg because of us had come from a FMCG background on it is minimally processed, the highest quality the branded side of things. of protein as well as striving to make a dent in We now have talks beginning with food waste. Consumers now realize that not all international distributors and retailers. This is protein sources are alike, and while veganism a huge plus for us because the UK seems to be gets a lot of column inches, there are very few way behind other markets for attitudes towards plant products that can provide all essential liquid egg. I think these talks will certainly be amino acids with a good protein content delayed in the event of a rough UK exit from without a lot of associated carbohydrates and the EU, but this background will also have its will be vastly greater as time goes on. difficult to overcome plant flavors. benefits. We have almost finished developing Regarding progress, it’s amazing what Product development and the a new solution that competes with a similar a nomination for an award can do to a manufacturing process was a 24-month product made by a European competitor. This profile. Every growth step we have had headache. While egg may be used in product could become too expensive to import has been as a result of winning grant thousands of applications and for hundreds in the future, meaning that we could be well funding, nominations or awards. 2019 of purposes, it rarely remains in liquid form. positioned to pick up a large amount of new sees us on the shortlist for innovator and When we looked for technical expertise and business. food manufacturer of the year for “Made manufacturing assistance, we were told we I think in big picture terms. Speaking in central and East England.” In 2018 we would have to pretty much build from the honestly, I think start-up companies are hit won Poultry Innovation of the Year. In 2017, ground up. No-one could tell us how egg, fruit or miss when it comes to Brexit. A large we were awarded 15k in grants and 2016 juices, soybeans and other ingredients would proportion of food and drink start-ups are saw us receive 25k in grants. These are all interact. We then wanted to make it that gunning for a slice of the UK pie without even big wins for a start-up with no past FMCG little bit more difficult by aiming for a long, considering opportunities elsewhere. Some manufacturing expertise. ambient stable shelf-life with minimal heat. As will take it to the next step and look to foreign For other start-ups, my advice would be to you can imagine, this was incredibly difficult,. markets – one brand I know well doubled their “find a way,” and be relentless in your efforts After all, scrambled egg in a bottle isn’t much turnover with one order to a Middle Eastern to make your dream product come true. of a desired product. Every food textbook will distributor. The whole Brexit debacle has No-one will face more barriers than we have. tell you heat time/temperatures for bacterial made government bodies suddenly wake up to But there is always a person, company, or kills, but we are well below all of those promoting British brands/start-ups overseas. gem of information that is just waiting to be temperatures. Luckily, egg white comes with a The UK scene is absolutely alive with great found and solve your problem. The second set of its own bacteria fighting compounds. new companies; consumers have never had so bit of advice would be to bootstrap it and have Fast forward to a January 2018 launch much choice. faith in your gut. Smarter is often better than and we had 101 teething issues to manage, For us, I see our future in white label harder. For example, one of the most frequent meaning that most of our resources were being larger than our own branded products. remarks about Peck is its strong branding and taken away from sales and marketing. As a Since we started development of our new appearance. We crowdsourced all our designs start-up company with a new product and long-life egg white product, we’ve found for one-fifth of the price of the cheapest design limited budget, we were pretty much at a close to 50 tons of similar product comes in agency quote. Don’t believe that professionals standstill for a long time. We did a soft launch from the EU every month, mostly aimed at can always do something better than you can. previously to do a “bells and whistles” market the health & fitness markets. We’re lining But don’t make the mistake of thinking your uptake appraisal. This is the posh way of up a whole roster of new flavored products ideas and methods are bulletproof either! n saying we got thousands of people to try it, just targeted at different markets – age specific, to make sure egg wasn’t too much of a barrier. convenience, sports and performance and The author, Matthew Havers is the Founder of PECK drinks in the UK. The results shocked even us. Feedback was breakfast goods. These will all be launched www.PeopleWhoPeck.com phenomenal and from that moment we built within the next 36 months, so our offering Protein biotech investment: ADM and Danone among US$33m in Series A financing Sustainable Bioproducts, a biotechnology company specializing in edible proteins, has raised US$33 million in Series A financing from premier venture capital funds and two of the world’s largest food and agribusiness companies. Sustainable Bioproducts’ technology emerged out of fundamental research into extremophile organisms that live in Yellowstone National Park’s volcanic springs. That work led to the development of an innovative fermentation technology, which can grow protein with high nutritional value and minimal impact on the environment. 1955 Capital, a Silicon Valley-based venture fund founded by Andrew Chung, led the Series A financing round. Among the participants are Breakthrough Energy Ventures, a US$1 billion investor-led fund created to help stop climate change, ADM Ventures, the venture investing arm of global food and feed ingredient provider Archer Daniels Midland Company (ADM), Danone Manifesto Ventures, the venture investing arm of French food and beverage company Danone, Lauder Partner; and the Liebelson family office. Sustainable Bioproducts is currently is based out of the University of Chicago’s Polsky Center for Entrepreneurship and Innovation.

December 2018 – February 2019 41 Start-up investment Success for a clean label, plant-based yogurt alternative Yofix Probiotics Ltd., the winner of They have low amounts of calcium, iron, Greenhouse in Europe. Over the past six PepsiCo’s European Nutrition Greenhouse and fiber. Also, almond and coconut milk months, each start-up has received dedicated Program 2018, has launched its first dairy- are not high in protein, a nutrient in high mentorship from a carefully selected free, soy-free yogurt alternative line with demand by yogurt consumers. But the PepsiCo expert to help them overcome three fruit flavors. The products are based Bio 5 formula contains all these nutrients market challenges and address important on a unique, clean label formula made from naturally, without need for fortification. early-stage business issues such as corporate just a few natural ingredients. The line is “Yofix will be launched globally,” says structuring, marketing positioning and traditionally fermented and contains live Steve Grun, CEO of Yofix. “And, we will be branding. probiotic cultures plus the prebiotic fibers developing new plant-based dairy substitutes PepsiCo also gave each finalist a €20,000 that feed them. for milk, yogurt drinks, cream cheese, grant to kick-start the program and help The new product line is environmentally- coffee creamers and even ice cream. Our them accelerate their businesses to the friendly and vegan. It leaves a low carbon proprietary manufacturing technology and next level. All ten companies have grown footprint since there is no use of cow milk. formulations are highly flexible and require significantly, not only in terms of strategic Unlike almond or cashew, it does not require minimum investment for versatility.” brand evolution and expansion, but also a great amount of water. Most importantly, The company launched the plant-based financially, with sales of the collective group the production process is carefully designed yogurt line with Strauss Dairies in Israel at during the six-month program increasing to ensure zero waste. All raw materials the end of 2018 under the ONLY brand in by 145 percent compared to the same period utilized in production remain in the final three flavors to target the rapidly expanding last year. product. demand for vegan, flexitarian, and lactose- Yofix was chosen as the recipient of the Health-conscious consumers recognize intolerance populations. The start-up was €100,000 prize after an extensive review yogurt as an immune-boosting source the first company to join The Kitchen, of beneficial probiotics. But these same the leading food-tech incubator and seed consumers are increasingly conforming to investor in Israel, and part of the Strauss vegan and flexitarian diets. They are seeking Group Ltd., the main investor in Yofix. plant-based dairy alternatives, as are millions “We are planning to expand outside of of lactose-intolerant and lactose-sensitive Israel, so we will be using the money to consumers. conduct market research, invest money in Behind Yofix is Ronen Lavee, an marketing and sales. We also want to expand agricultural mechanical engineer with our line of products, so there is currently lots lactose intolerance. Lavee returned to Israel of R&D going on,” Steve Grun, CEO of Yofix after eight years in Asia, and could not find notes following the announcement. a dairy-free yogurt alternative with good Earlier this year Yofix was announced – flavor and texture. He experimented with along with nine other breakthrough brands more than 100 fermented formulas based in the food and beverage sector – as a finalist on natural ingredients until he found the in the second edition of PepsiCo’s Nutrition Steve Grun, CEO of Yofix “Bio 5 formula.” It uses no added sugars, preservatives, or colors. Yet has the texture and great flavor of yogurt. Typically, gums and thickeners are added to dairy-free yogurts to stabilize them, but the Bio 5 formula, together with Yofix’s advanced technology, created similar texture and stability of yogurt, without additives. Moreover, since dairy-free yogurts often lack key vitamins and minerals, fortification is required to match dairy yogurt’s nutritional value. “I did not want to compromise on taste or nutrition in the product, nor compromise on the natural aspect” says Lavee, CEO and founder of Yofix. “The ingredients used in our products are simply grains, seeds, fruit and live cultures.” Most dairy alternative yogurts available are high in fat, and use a single base ingredient such as soy, almond, or coconut.

42 December 2018 – February 2019 Start-up investment and assessment period, carried out by nine Performance with Purpose 2025 agenda, Sometimes they are very innovative members of the Nutrition Greenhouse which is aimed at continuously improving companies and they understand that they selection committee. The company the products they sell through transforming have their own great teams innovating significantly scaled up its operations their portfolio and offering more nutritious internally but sometimes small companies during the six-month program, including options. PepsiCo is therefore working have great ideas and it is a great thing for completion of a manufacturing facility in to offer more whole grains, fruits and bigger companies to also look outside and September 2018, a nationwide new product vegetables, dairy, protein and hydration as support them,” he concludes. n line launch in Israel, as well as the strategic they expand their nutrition portfolio. As part development of an international go-to of their 2025 agenda, the company’s goal Listed Yofix advantages: market plan. is for the rate of sales growth of nutrition • Clean label, fermented yogurt The PepsiCo Nutrition Greenhouse products to outpace the rate of sales growth alternative. was first launched in 2017 to support of the balance of our portfolio. • Dairy-free, soy-free alternative breakthrough food and beverage nutrition PepsiCo continues to expand its range of yogurt. brands aimed at European consumers. In nutritious offerings, launching new brands • “Bio 5 formula” has no added 2018, its second year, ten companies were and leveraging iconic brands to launch sugars, preservatives, or colors. chosen based on uniqueness in the market, exciting new products: • Excellent flavor with great texture product quality and positioning, focus on • Off the Eaten Path range in the UK, a of yogurt. health & wellness and a scalable business series of vegetable- and legume-based • Same or better nutritional value as dairy yogurt. model. A US version was also announced at products like Rice and Pea Chips and Pea • Traditionally fermented with the end of last year. and Pinto Bean Sticks. leading-edge technology to enable All ten companies joined the six-month • Quaker Oats Porridge to Go range in mass-production for commercial program in June 2018, each receiving a the UK to meet increasing consumer supply. €20,000 grant. Company founders were demand for everyday on the go, healthy, • Highly flexible system requiring paired with functional and brand experts filling and affordable products. minimal investment for expanding from some of PepsiCo’s leading brands to • Tropicana Essentials – a new duo of product-line portfolio. help them achieve accelerated growth. The juices designed to offer consumers • Environmentally friendly, vegan. program included a dedicated schedule of delicious drinks which meet the desire • Processing system designed to in-person workshops and virtual training, for functional benefits too. ensure zero waste. designed to address critical early-stage Grun welcomes the recent trend towards • Low carbon footprint – uses no dairy or other animal ingredients. business issues and overcome immediate bigger companies investing or incubating Unlike almond or cashew, requires market challenges. start-ups. “It’s great that big companies are minimum water usage. The program is a key part of PepsiCo’s seeing the potential of smaller companies.

Future Food Initiative: Bühler, Givaudan and Nestlé collaborate

Leading food industry players have joined forces to financially back a new project which aims to accelerate the development of healthy food products that leverage consumer trends. Bühler, Givaudan and Nestlé are co-founding the Future Food Initiative (FFI), designed to step up the search for sustainable, plastic-free packaging and to secure access to affordable nutrition as part of the global challenge of addressing hunger, malnutrition and sustainability. Launched by the Swiss Federal Institute of Technology ETH Zürich and research institute the Ecole Polytechnique fédérale de Lausanne (EPFL), the FFI sees three industrial partners co-funding the project to the tune of CHF 4.1 million (US$4.1 million). Its overarching goal is to expand research and education in the area of food and nutrition sciences at the interface of universities and enterprises. “We are working for a more sustainable food system from farm to fork. The FFI will contribute valuable research to help address open questions and challenges related to sustainable nutrition,” a Nestlé spokesperson notes. The initiative also seeks to bring together competences from academic and industrial research to build competitive skills for future employment opportunities. “The first call of the program is focused on studying ancient plant varieties to develop tasty, nutritious food as well as alternatives to animal proteins in milk. The detailed aspects of this call and future areas of research are subject to further discussion and approval,” the spokesperson notes. Nestlé continues its sustainability journey by not only co-funding this latest project, but by also ramping up efforts to lead the industry to change. The world’s largest food and beverage company has already committed to making 100 percent of its packaging recyclable or reusable by 2025. Nestlé is also accelerating its journey towards reaching full supply chain transparency by disclosing a list of its suppliers alongside a variety of data on its 15 priority commodities which cover 95 percent of the company’s annual sourcing of raw materials. These include soy, meat, hazelnut and vanilla. The company aims to avoid that any of its packaging ends up in landfills or as litter. It has instead adopted a circular economy model in which packaging, particularly plastics, are actively reused.

December 2018 – February 2019 43 Innovation strategy Innovation: How to satisfy an overly demanding society Modern science and technology has helped the flavor, food, cosmetic and other non-food industries to improve their product qualities, profits and social responsibilities. Developments have allowed the rise of advanced equipment for processing, ingredients in formulations and sophisticated instruments for analysis. But societal demands are increasing on a daily basis in terms of health, safety and global & local regulatory requirements. This is due to the increase in consumer knowledge, audiovisual communications in social media and the regulatory requirements of different countries. To maintain the international standard for products and facilitate the trade between the countries a harmonized food standards was formulated by the Codex Alimentarius Commission. Scientific and profit margin. Continuous innovation is noble organizational climate. research is continuously carried out in the only force which can push organizations different fields to confirm the quality to the next level. According to Rogers (1995), A continuous process compliance of processes, products as well the starting point of any innovation can Inventions and innovations may not as the ingredients. Various International be identified as an invention. Sometimes always be successful but a continuous Organization for standardization (ISO 9000: invention and innovation are closely linked strategy on these themes is key for the Quality Management Standard, ISO 14000: to the extent that it is hard to distinguish one success of an organization. Typically, Environmental Management Standard, ISO from another. innovations are happening in various 22000: Food Safety Management Standard, segments such as products, process, and ISO 17025: Laboratory Management Invention vs. innovation analysis, marketing and even in the Standard.) helping the organizations Invention is the identification of a new selection of raw materials and ingredients. to maintain the standards. To cope up method of production, isolation of a new In a fast moving world, product with the emerging requirements of the molecule, measurement and quantification innovations are mandatory for improving modern consumer, advanced research and of the new molecule, identification quality, reducing prices, enhancing innovations are required in each and every of a new function, development of a appearance, satisfying the continually field, including the standardization process. new formula or a strategic move of an changing regulatory requirements and organization for a better change at first sometimes for attracting new customers. What is innovation anyway? time. It requires sufficient knowledge, Similarly, market innovations will help The term “innovation” was first used by aptitude, experience, dedication, trigger the discovery of new geographical Schumpeter at the beginning of the 20th infrastructure, advanced analytical locations, customers, applications and century. On a broader spectrum, innovation instruments and a clear vision. It can meet the demands of existing customers can be defined as the application of new originate from an individual, incident or with new applications. In many cases, ideas and knowledge to the products, group of people. the success of the products and process processes, analysis or other aspects of the When the new idea is converted innovation can only be attained through activities of a firm and that can lead to the into a commercial business for the first successful innovations in the field upsurge of value addition in product quality time it will be termed as innovation. of production technology. Leonardo The innovation process is very complex da Vinci conceived the idea of an and multidimensional since many advanced airplane but could not realize factors interact to make possible the it commercially because the “internal emergence of this process. The successful combustion engine” had not been invented innovations required necessary resources, at the time. It means many inventions a strong motivation, sufficient fund, require complementary inventions and skilled and well-informed employees, innovations to succeed at the innovation good knowledge about the regulatory stage. The success of the organization requirements, virtuous marketing can be seen through the success of the strategies, well balanced logistics and a innovations made in the firm.

44 December 2018 – February 2019 Innovation strategy

The innovation matrix Four types of innovation matrix were identified: (a) Incremental innovation; (b) Technology innovation; (c) Business model innovation and; (d) Radical innovations. The incremental innovations help to make improvements in existing products, solving problems at manufacturing time, help for controlling and short-term creativity, giving support to the customers for building confidence. It requires experienced and knowledgeable employees with a mind of passion of creation. It will help to maintain the existing business with marginal university research centers or by acquisition possible with the adequate skill, effectiveness progression. of other companies or technologies. only comes from dedication, consistency The second matrix of technology will come only from commitment and innovation helps to make significant Not an island repeatability. Finally, accuracy only comes technological changes which will aid to In an organization, innovation is not an from precision. deliver quantum leaps in performance or island and it cannot survive as such either. It Similarly, the selection of technology important architectural changes and product has lots of cross functional slices. The success and equipment is also very important. range. It requires deep knowledge in science of an innovation is directly linked with how Ultimately, the end target of any business is and technology and that can be generated effectively coordinated the cross functional to make a profit. So systematic and thorough internally or can be out sourced either as team at the time of commercialization of the market research is required to evaluate the equipment or manpower. It will help to find innovation. According to Galunic (1998) three opportunity of the new innovations before future business, new products and more hurdles can be readily observed in front of all spending money. profits. innovations: The third matrix business model (a) Fundamental uncertainty inherent in The driving force innovation will do make significant change innovation projects; In one word innovation is the driving in the business dimension with respect to (b) Need to move quickly before somebody force of any organization for future deep understanding of market dynamics and else did; developments with respect to the economy, competition. (c) Prevalence of “resistance to new ways” – profit, organizational harmony, regulatory The last and forth matrix is radical or inertia – at all levels of society. requirements and sustainability. An innovation which leads to the substantial The hurdles of innovation can be easily organization with continuous research and changes in both technology and business overcome by the openness of team members development can only serve the society and model dimensions, otherwise it can be among the innovation group. Because the nation in an effective way. considered as a game change. It required every new innovation consists of a new The success of an innovation is always clear vision and mission with a substantiable combination of existing ideas, capabilities, dependent on various factors involved in research inputs. skills, resources etc. Open discussion the organization. This involves developers, between the team members will get chance producers, quality assurance team and the Innovation weightage to complement each other for attaining the marketing team. After all, a well refined Many school of scientists have different common goal. management team with clarity on thoughts, opinions about the weightage of innovations clear vision of mission, and sympathy and required at different innovation matrix. The prerequisites empathy in mind can only lead, motivate The most widely accepted ratio (Davila et Skilled and knowledgeable employees, and finally achieve the intended goal. So al – Making Innovation Work, 2005) is adequate equipments, well-furnished “innovation” that can only satisfy the over that 70 percent innovation is required in production facilities, sufficient fund and well- demanding society. n existing products and technology, 15 percent studied business or marketing strategies are The author, Dr K.C. Baby, is Vice innovation is required in the semi-radically the prerequisites for a successful innovation. President at Synthite’s CVJ Creative new process and with enhanced technology, When we are consolidating and dividing the Center in India. Synthite is a supplier 5 percent innovation is needed in radically factors further we can notice that human of various ingredients, including flavors new and beings, equipments and money are the major and extracts. 10 percent is required in the radically new components. References: business. Among the three components, human Everett M. Rogers.1995. The Joint Commission Journal This all means continuous research on beings are very important and a company on Quality Improvement. Addictive Behaviors 21 (7) 324 existing products and technology will help should be judicious while selecting people for -328 (16)30155-9. R Shelton, M Epstein, T Davila – Filadelfia to sustain the business while the future innovation. Idea generation can only happen (Pennsylvania): Wharton School Publishing, 2005. expansion is required new technology and from a creative mind. Visualization is only Chumpeter J. 1934. Capitalism, socialism, and democracy. New York: Harper & Row. new products. It can be either developed with possible with sufficient scientific knowledge Galunic, D.C. and Rodan, S., 1998. Resource internal capabilities or has to be sourced from at a relevant area. Research modeling is only recombinations in the firm: Knowledge structures and the potential for Schumpeterian innovation. Strategic outside. This can either be in the form of possible with observation, execution is only management journal, 1193-1201.

December 2018 – February 2019 45 Product labeling Portion sizes: a question of perception

Calculating calorie values or assessing how many nutrients are delivered in a meal, requires assumptions about consumption by weight or volume. To get to per-pack values means assuming the size of the average customer, their appetite, their food-serving habits, and how much they actually eat of the food that is served. Variations can be used to create an “average” model which will be guidance if not pinpoint accurate in all circumstances. However, now that nutritional labeling is becoming widespread and governments are actively suggesting that they enforce nutrient levels, the question of what makes a portion is taking on aspects of legal liability. Are you, as a manufacturer, knowingly reference portion.” In this study, “Portion (Yes, “Thins” are higher in calories over-feeding children, or encouraging numbers for snacks were also better per gram than standard biscuits, at 4.9 buyers to ignore “sensible” portion sizes? estimated than portion numbers of meals calories compared to 4.74). Are you making it easy to stick to dietary and beverages, perhaps due to people guidelines, or harder? There have already being more accustomed to consuming Manipulating pack sizes in snacks is been legal cases in the US around portions these foods in isolation, although in some also visible in many snack products to and responsibility in fast food: how close cases (e.g. crisps, chocolate bar) differences get near or below the 100-calorie mark. are we to similar moves in packaged foods? were small.” “Better for you” options (vegetarian, However, there is a caveat: “foods “low-fat”) may score worse in other Perceived portion sizes categorized as snacks appear to be less respects, including calories. An item that is normally served by satiating than those considered meals • Jacobs Cracker Crisp Thins: 130g pack portion, such as a pie or pizza, may and so people may consider an acceptable (5.2 x 25g servings, 119 calories per affect usership if it is ready-divided in portion of these foods as a larger amount serving) (why 5.2?). the box or package. Eating more than than what is recommended.” • Tyrells Mixed Root Vegetable Crisps: one portion then becomes a conscious Crisps are “invisible calories.” Chocolate 125g pack (approx. 5 servings, 127 choice. Individual packs or portions may is probably invisible, too. But at least calories). reduce consumption at each occasion, you notice when you eat more than one • Walkers Lights Crisps: multipack (6 although they do not prevent you from bag-full. Boxing meals or foods with their packs of 24g, 115 calories per pack). eating more than one “portion” in one day. accompaniments is one way to make a And even here, if the “portion” looks too lower-weight pack look better value, but small, consumers may simply ignore that. means more packaging and may mean There’s no law against eating two. including more perishable elements. Some research on packing foods as Consumers who respond to labels do single portions shows an impact on the not necessarily split the calorie count reducing perceived portion size. However, within a ready meal into its components; even respondents who are “lean” and they look at overall calorie “delivery.” After well-educated, tend to assume bigger all, they intend to eat the whole thing. “portions” than the actual number of servings would imply. This is according to Lightweighting: “thins” and “crisps” a UK study undertaken on students at the Mondelez, a maker of sweet biscuits University of Chester. and savory snacks, has promoted “thin” “On average, participants rated the versions of their major brands, while number of portions displayed as less than PepsiCo is promoting “lights” in their the reference number of portions in 19 out snack ranges. “Thin” or small packs do not of 24 foods that were presented in larger necessarily influence deemed serving size, portions (more than single portion), while however. they rated the number of portions as more • Oreo standard (vanilla): 154g pack, 14 Some products are inherently lighter than (eight foods) or equal to (one food) biscuits, 52 calories per biscuit (11g). in weight per volume than baked biscuit the reference amount in all the nine foods • Oreo Thins: 192g pack, 8 servings of or crisps, notably extruded and popped that were presented as less or equal to one 24g (4 biscuits), 118 calories per serving. products.

46 December 2018 – February 2019 Product labeling

Products made from “healthy” ingredients “Lite” options Calorie-counted products such as can end up heavier, and not necessarily Another option to reduce calorie counts ready meals are not usually described lower calorie. per pack is to make the product less calorie- as “lite.” Reduced-calorie or low sugar • Metcalfe’s Skinny Popcorn, 6 packs of dense. When calorie-counting was seen as “diabetic” foods are now very limited and 17g, 82 calories per pack. a major route to dieting and weight loss, no longer supported by diabetes health • Popchips popped chips: 85g pack (3.7 “lite” options of many foods were launched organizations: other “healthy” options are servings, 97 calories per serving). and some are still in the market. Their now recommended. • EatReal Hummus, Lentil & Quinoa impact has become limited because most “Slimming” products like SlimFast are Chips: 5 packs at 22-25g, 116g, (103-121 are highly dependent on bulking agents still available, in milk based drink or bar calories per pack). like lactose or non-digestible starches and formats, as a weight loss program. But • Walkers Wotsits: multipack (12 packs of artificial sweeteners and flavors, which is note that a 325ml bottle of the “Chunky 16.5g, 90 calories per pack). (Good luck no longer in line with perceived “healthy Chocolate Shake” is 204 calories, more working out the 3.7 servings size from eating.” energy dense than Monster Energy (63 the Popchips pack, though. Wotsits are a The food sectors where “diet” and cals/100g compared to 47 cals/100g). bright orange extruded maize snack with “lite” are still mainstream options are That is not a strictly fair comparison but no health references at all). sugar confectionery and chewing gum, illuminates the difficulty about “slimming” There are lots of reasons why a dairy, yogurt, and in the beverage sector, promises, portions and calorie density. manufacturer may alter pack sizing beyond carbonated drinks. “Lite” carbonates are (All data obtained from Tesco.com and portion control or calorie measures, typically zero calorie or approaching this, online groceries information). “Lite” still including comparative pricing for bulk but no or low added sugar versions that still has a meaning, but it seems less salient packs and per-packet pricing. But it is clear include fruit juices, are not. to consumers, compared to other types of from this exercise that there is no coherent health promise. n approach to what a “serving” should be in Low-cal and “lite” options, carbonates: discretionary snacks. • Pepsi: Diet, Max • Coca Cola: Diet, Zero • Fanta: Zero • Sprite: No Sugar • Monster: Absolute Zero, Hydro - reduced sugar, Ultra – zero sugar. (A standard can of Monster Energy delivers 200 calories).

Reduced calorie food sectors: • Muller: “Light” yogurt (strawberry): 175g, 99 calories per pot (51 per 100g). • Muller Corner (standard, fruit): 6x150g, 158 calories per pot (105 per 100g). • Tesco low fat Greek Style (plain): 500g pot, 5 servings at 77 calories. • Tesco 0% fat Greek Style with honey: This article is based on an extract from 450g pot, 3 servings at 122 calories. the Innova Market Insights Briefing Series report: “Portions, Sharing and • Leerdammer light (cheese): 160g, 8 Downsizing: The Physical Approach to slices, 52 cals per 20g slice. Calorie Control.” For more information • Leerdammer standard: 160g, 8 slices, 70 on this and other reports: cals per 20g slice. [email protected]

Brexit labeling guidance revealed as “no-deal” cliff-edge nears The British Government has issued guidance on food and drink labeling in the event of a no-deal Brexit scenario, claiming that preparing for “every eventuality” is the responsible thing to do. In the event of a no-deal, food businesses will have a 21-month transition period for the most significant changes to food labels – which include not using EU logos, emblems and making sure origin labels are correct. But there are some technical changes to labels that will be required from day one. Despite repeated warnings of avoiding a “cliff-edge” situation where the food supply chain could be plunged into chaos after the March 29 deadline, a “no-deal” remains on the table, unless UK Prime Minister Theresa May and EU politicians can agree on a way forward. In any case, the UK”s Department for Environment, Food and Rural Affairs (Defra) says although delivering a deal with the EU remains the government”s top priority, it has issued updated advice for food producers, manufacturers, retailers and suppliers on the changes to food labels if the UK leaves the EU without a deal. For products placed on the UK market after March 29, 2019, changes include: • The EU emblem must not be used on goods produced in the UK unless a company has been authorized by the EU to do so. • The EU organic logo must not be used on any UK organic products unless the UK and EU reach an equivalency arrangement – where both still recognize each other”s standards – before exit day. Businesses can continue to use their approved UK organic control body logo if they qualified to use it before Brexit. • It will be inaccurate to label UK food as origin “EU.” Additional information such as signage in shops and online information will help clarify to the consumer the origin of the food. • However, products that have already been placed on the UK market on or before deadline day, can continue to be sold until stocks are exhausted.

December 2018 – February 2019 47 Product labeling Metal packaging innovation: Adopting a can do attitude The durability, cube efficiency and “Beer has always had an essential role recyclability of metal packaging means that in our culture at the center of celebrations, the form is now often considered ahead of connections, and even relaxation,” says the glass and plastics containers by beverage company. manufacturers planning a new product “Now, with the opening of markets launch. and minds to the amazing experience of Made from either steel or aluminum, cannabis, we are marrying beautifully cans and metal bottles are, in theory, crafted beers with the magic of cannabis, infinitely recyclable and usually guarantee proudly bringing into the mainstream a shelf-life comparable to their main an experience both happily familiar and packaging competitors. entirely extraordinary.” The reach of metal can be seen by the Helping CERIA develop its entire sheer variety of beverage products that brand system – including strategy, identity currently use this format, including the and packaging – was California-based recently developed cannabis-based drink Trinity Brand Group. Trinity’s packaging recycled again and again, they can return Grainwave Belgian-Style White Ale. design system is said to ensure that all to store shelves as new beverage cans in as Launched in Colorado (US), in three beer styles and THC levels are easily little as 60 days.” December by CERIA Brewing, Grainwave distinguishable from one another and Meanwhile, in the dairy drinks segment, contains 5mg of THC and is said to deliver legible from behind the dispensary counter an eye-catching metal can design was the recreational high of other cannabis- and cooler. recently debuted at the launch of luxury based products now legal in Colorado. Filling and labeling of the CERIA product iced coffee brand Gaya Gold Coffee. The It is packaged in impact-extruded 10oz line is carried out by Keef Brands, a product is a blend of full bodied, premium aluminum bottles supplied by American Colorado-based producer and marketer of coffee and said to have a “distinctive taste of company Exal. Branding is delivered on cannabis-infused beverages. intense caramel and creamy milk”. a pressure-sensitive paper label with the Metal packaging is also becoming The can is manufactured at Ardagh bottles available in four-pack paperboard increasingly popular in the soft drinks Group’s Deventer (The Netherlands) cartons priced at about US$36. category, with Mountain Dew, a PepsiCo plant for the Dutch brand owner Concept Keith Villa, co-Founder and Brewmaster International brand, unveiling a special Drinks, which markets Gaya Gold. The at CERIA, and also the inventor of Blue edition 33cl can package featuring interestingly-shaped package has already Moon Belgian White Ale 20 years ago, fluorescent inks in the Middle East. been launched on the UAE market and hopes to expand distribution of Grainwave Manufactured by can supplier Crown will soon be sold in other Middle Eastern from Colorado to California and Nevada in in the United Arab Emirates and Jordan, countries. the near future. the can was designed to attract consumer Ardagh says that the development According to CERIA, traditional brewing attention and boost sales in the hot of the can was made possible by several techniques are used to create the beer, summer season. The package features an innovations along the supply chain. The including the use of high-quality malts, ultra-bright green colour on the can, which Deventer plant, where the industry’s first hops and spices, with the alcohol is taken is claimed to accentuate the bold Mountain blow moulding process was pioneered, out and cannabis extract then added. Dew logo and reinforce the brand’s image. expanded the can size by an impressive 26 “The neon color glows in the dark, percent under 40 bar pressure to achieve adding the elements of fun, surprise and the desired shape. interactivity to the packaging for this “Another distinguishing feature of the iconic brand,” explains Crown. The can patented design is gold printing on both the maker worked closely with PepsiCo and lid and the base of the can, complementing ink supplier INX to secure the necessary the gold speckled printing over the regulatory approvals. The neon cans have sophisticated dark green body,” notes the been on sale in the United Arab Emirates, company. Oman, Lebanon, Qatar and Jordan markets Prior to full manufacture, the can from August last year. was fully trialed and tested on Ardagh’s “Metal has impeccable sustainability prototyping and pilot production line at credentials – cans are 100 percent and its research and development centre in infinitely recyclable – with no loss of Crosmières, France. properties, making it an important “What is really pleasing about this contributor to the circular economy,” adds development is to achieve such an exciting Crown. “Once the containers enter the result in terms of shelf differentiation and material-to-material loop, where they get added value by stretching the boundaries of

48 December 2018 – February 2019 Packaging innovation packaging design and manufacturing,” adds mix of by-product waste and compostable Martin de Olde, Marketing and Business materials. If littered, they are said to Development Manager at Ardagh’s metal decompose into organic material that is not division. harmful to wildlife. As well as the continuing development Six-pack rings have long been a concern of primary metal packaging, secondary for environmentalists who warn that the packaging solutions are also being material could potentially strangle marine engineered to make cans and aluminum life. Two years ago, Floridian craft brewer bottles a more sustainable prospect for Saltwater began using secondary packaging consumers. made from a compostable substitute In this area, major Mexican beer brand derived from wheat and barley by products. Corona recently announced that it would The project was a collaboration with Eco pilot 100 percent plastics-free six pack rings Six Pack Ring’s, New York ad agency We in selected markets. Believers and Mexican biodegradable Claimed to be the first global beer brand frontlines where plastics is physically products manufacturer Entelequia. to attempt the switch after similar moves accumulating,” says Evan Ellman, Global In addition, last September, Danish beer from craft brewers, the plant-based rings Director at Corona. giant Carlsberg announced it would be will be piloted in Tulum, Mexico (Corona’s “We also recognize the influence a phasing out plastics rings, having worked homeland) from the beginning of this year. global brand like Corona can have on the with German filling equipment company Corona’s move is part of a larger effort industry, and with the support of Parley, are KHS to develop a glue that connects cans, with the environmental organization Parley pursuing scalable solutions like plastics- withstands cold temperatures, and is able For The Oceans to switch to eco-friendly free six pack rings that can become a new to be recycled along with the primary packaging to help curb plastics pollution. standard to avoid plastics for good,” he packaging. n “The beach is an important part of notes. Corona’s DNA and we have been working Corona is testing its rings made from By Tom Woerndl with Parley to address the issue on the plant-based biodegradable fibers, with a Ritrama develops environmentally-friendly paper Amcor capsule design simplifies for alcohol sector wine bottle opening

Ritrama SpA has launched Eden, presented as a revolutionary A new capsule design by natural paper specifically for the labeling of wine, spirits Amcor is making wine and beer. What makes Eden particularly innovative is its bottles easier to open while “environmentally-friendly” composition: it is composed of up preserving time-honored to 50 fiber dried grass fibers and the remainder of pure virgin traditions. The EasyPeel cellulose fibers. wine-opening system uses a The label has to convince consumers to buy a bottle of wine. one-piece aluminum capsule The label must interpret the wine’s personality, story, quality, engineered to open wine taste and fragrance. Eden inherently transmits the values of a bottles along a clean line. natural, healthy, organic and environmentally-friendly product. Unlike other technologies that rely on pull tabs, EasyPeel It will be one of the flagship products of the next “Wine, spirit allows consumers and professionals to use traditional bottle and craft beer label collection” labels and films (the new and openers. The improved design prevents tearing, over-cutting rich catalog, complete with a wide range of specific materials or removing the entire capsule – all of which can detract from for the labeling of wine, beer and spirits). the carefully crafted aesthetics wine brands work to develop, Besides the unmistakable grain of the face material, color the company notes. and aroma (it smells like grass), the innovative composition Amcor decided to use aluminum instead of tin because it is also ensures the considerably more stable and has a lower price than tin, the lowest possible material also touts strong sustainability credentials. environmental “EasyPeel capsules are made out of aluminum, they are impact. In fact, mono-material and recyclable. It depends on the location, the presence of but in most European countries, thanks to modern recycling up to 50 percent methods, aluminum bottle tops are easier to recover for of dried grass recycling when they are collected with the glass,” Lucie fibers in the pulp, Neubauerova, Trade and Communication Manager at Amcor dramatically notes. reduces the “This means that the aluminum capsule should be kept on the consumption empty bottle and dropped in the local bottle bank. Aluminum of water and is a material with impressive sustainability credentials. It can be electricity, with recycled infinitely and about 75 percent of the aluminum ever a consequent produced is still in use today,” she adds. reduction in the With this design, users place the knife from an opener at a quantity of CO2 point indicated on the capsule and peel back to create a clean released into the and consistent opening. The system requires no design or atmosphere. manufacturing changes during the bottling process.

December 2018 – February 2019 49 Product development strategy Making what people want

In my old encyclopedia, Sir Isaac Newton is listed next to Newts. By contrast, today’s search tools second- guess your question to deliver up-to-date, personalized links, images, videos and product recommendations – imagine if you Googled Sir Isaac and got a picture of a semi-aquatic amphibians. In addition, every digitized search helps to increase the accuracy of the next second-guess and search results. The Western world is suffering from an epidemic of waste. But is there a better way to create new products using easily available tools at our disposal? Here are three isolated stories from World saving NPD is done and use this to sell to retailers. January 2019 that suggest we can: These examples demonstrate three The war on waste will not end until new trends required for world saving new product development improves to meet Story 1. A slipper brand founded on what product development. demand and until the sales person thinks people are searching for: Before founding 1. Finding is looking is finding. beyond the supermarket shelf. If I want Mahabis in 2014, the founder Ankur Shah, 2. Content is product is content. a t-shirt with a specific image I can order “[looked] around at data for fun, to see 3. Logistics is Marketing is logistics. one, seeing it virtually before it is made. what people were searching for and buying With augmented reality I can see what online…I typed in ‘slippers’ and the search 1. Finding is looking is finding a pair of sneakers or a hair color or sofa volumes were 60 percent higher than for At a recent talk by food business start- might look like if I bought it. There are flip-flops, a £4bn industry. Yes I couldn’t ups, a new cereal brand expounded on the 3D printers that can turn out customized name a single slipper brand.” importance of gut health. Perhaps, with products to order. How ridiculous will it Having sold his previous tech company the help of a range of inexpensive tools seem to our descendants that we went to to Experian, Shah sourced a product and such as Google Trends and Vypr, we can a big warehouse full of things and bought then invested heavily in social media understand the potential of this business. at random, rather than being delivered a marketing, launching the brand and customized list of recommended products? generating 10,000 orders on the first day Google Trends: Google Trends offers How long will it be before the supermarket of sales. an insight into search terms and their will seem as much as an anachronism as popularity. Enter any term and it will show the encyclopedia? Story 2 – Youtube blogger causes traffic you the intensity of searches for that term. chaos: James Charles is a YouTube Gut Health Diet in the UK averages 19 2. Content is product is content Vlogger known for his online makeup percent of all searches over the past three Old media is dead it just doesn’t know guides. On an otherwise ordinary day he years. Kombucha on the other hand shows it yet. Turn on your television and you can brought Birmingham to a standstill, “with an average of 54 percent with a massive choose between live TV that is made for motorists abandoning cars and the city growth in the past year. Perhaps it is too anyone who just happens to want to watch gridlocked for hours after thousands of soon to own gut health in cereal, but if you it (the encyclopedia model), or content that teenager flooded the city center to see the are working on a kombucha cereal that is recommended for you by the channel 19-year-old YouTuber make a 30-second offers a gut health message, you have a that knows what you watched last time. public appearance at a cosmetics store.” strong story for potential investors. This increasing precision of targeted content is also developed as a result of every Story 3 – Marketing and merchandising Vypr: Consumers subscribe to this piece of information we are searching for. start to blend into one: M&S CEO Steve digital app earning money and points by Content is just moving product and product Rowe announced the company was looking swiping left and right based on suggested is just static content. to bring its search engine optimization in product formats, prices and marketing If you are developing product for house so that they can “make sure we’ve messages. Using this simple app you can consumers, you need to engage with them got enough of the merchandise in-store test products with your target demographic and be a channel that your consumers when we’re advertising it.” M&S was one before launching. You can create a mockup are drawn to. Your product does not exist of the first brands to use Instagram’s in multiple formats and test: price points, in isolation. You must generate demand “shopping” feature, the store faced marketing messages and intent to purchase through media and content that your criticism from consumers that many of across multiple demographics. You can consumers are drawn to and let them create the items of clothing…sold out almost then gain product insight before the with your product. This means telling instantly online. product launches and before the marketing stories. Online shoppers browse, they are

50 December 2018 – February 2019 Product development strategy not rushed, desperate, hungry, or out of Complicated times course, multiple formats of the latest their comfort zones. This means that there We live in a confusing and complicated miracle ingredient. is time to explain the benefits and virtues of world that is rapidly changing. While the Many of the stallholders will be looking a product. nostalgic pessimist would wallow in the to carve out a niche working on a hunch, The supermarket shelf is no longer confusion, an optimist can easily argue a hope, a trend, a prayer and a dream. the best way to sell your goods. Shoppers that we are getting better at personalizing Many will be salespeople who have sold now expect to have heard of the thing they product in response to demand. themselves a vision of a successful future serendipitously find. So take the time to Technology generally starts as something and retail success. identify your tribe and engage them with complicated and difficult. This is why the As people working in the FMCG stories. It’s no coincidence that the craft early adopters get such a huge advantage. industry, we have a responsibility to beer market is booming. These consumers But eventually it becomes easier and minimize waste and reduce landfill. The love stories and the beautiful can designs of more available. Just consider that the phone best way we can do that is to get better new beers like Beavertown are just solidified in your pocket is more sophisticated than at new product development so that the versions of the full story. the computers used to engineer the first things we do produce have a greater A YouTuber you’ve never heard of can moon landing. chance of being consumed. n bring Birmingham to a standstill for a 30 Visit any food trade show and you’ll second personal appearance promoting see products of all sizes and shapes. From Adam Bass runs the boutique licensing consultancy Golden Goose in the UK. For makeup. Most existing media outlets had protein, fiber, vitamin enhanced, more information: no idea who he is either. Media has gone fruit-flavored drinks to dried, shredded www.goldengoose.uk.com from horizontal to vertical. Without a big and desiccated bagged snacks and, of following, your brand doesn’t cut it. Find a tribe, help them tell their stories, make Häagen-Dazs launches new Spirits Collection in US product or stay at home and wonder why no one is buying what you’re selling. The Häagen-Dazs Spirits Collection is rolling out to retailers across the US. The new line of rich, creamy, spirit-infused desserts includes five indulgent ice cream flavors, 3. Logistics is marketing is logistics a new cookie square and a decadent non-dairy option. When you do have new product in wide “The Häagen-Dazs brand is built on a passion for transforming the finest ingredients into extraordinary ice cream experiences,” says Rachel Jaiven, Häagen- distribution it’s time to introduce new flavors Dazs Brand Manager. “The Spirits Collection was expertly crafted to offer new, and variants, but only once fully tested. extraordinary ways to indulge. Each flavor is perfect to pair with your favorite Knowledge gained from testing should be cocktail, elevate a boozy float or simply enjoy on its own.” used to drive social media and sales. But The Häagen-Dazs Spirits Collection includes: these sales need to be managed carefully so • Irish Cream Brownie: Rich Irish Cream-infused ice cream is folded together with that demand doesn’t impact marketing. chocolate brownie pieces and a decadent fudge swirl. Many brands seem to focus only on the • Rum Tres Leches: A Latin American inspired indulgence, smooth white rum- early adopter or the aspirational consumer infused ice cream pairs with thick ribbons of dulce de leche and chunks of Tres believing in the trickle down effect. This Leches cake. leaves a huge number of disappointed • Bourbon Vanilla Bean Truffle: A creamy vanilla bean ice cream is studded with consumers likely to shop elsewhere as chocolate truffles and finished with a spicy bourbon swirl. • Stout Chocolate Pretzel Crunch: Stout infused chocolate ice cream with notes they “miss out” on the special offer or the of toasted malt is studded with chocolaty covered pretzels and decadent fudge “limited edition” news story. swirls. Where you have abundance, you need to • Bourbon Praline Pecan: Lusciously smooth bourbon ice cream infused with communicate abundantly, where you have brown sugar bourbon swirls and the intense crunch of praline pecans. limited stock, communicate in a vertical and • Non-Dairy Amaretto Black Cherry Almond Toffee: Sweet black cherry jam and targeted way. almond toffee pieces are folded into nutty Amaretto-infused non-dairy frozen Consumers take product personally and dessert. expect it to be personalized so the worst • Irish Cream Cookie Squares: Chocolate cookie topped with Irish cream-infused outcome now is to market something that is ice cream dipped in coated in rich dark chocolate. not available. The Häagen-Dazs Spirits Collection will be widely available by April 2019. All Hence M&S is taking their online flavors are available in 14 oz. cartons (and in a 3-ct. package for the Cookie Square) at a suggested retail price of $5.29. Products contain less than 0.5 percent marketing in house to enable them to align alcohol. their marketing with supply.

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