BY A. ELIZABETH SLOAN

Touring a World of Product Innovation

Food trends travel quickly around the globe, often following a similar path in very different locations. © extravagantni/iStock/Thinkstock pg 22 10.15 • www.ift.org A widespread avoidance of food additives, a rapidly growing middle class aspiring to Western ways, and just about anything ethnic are among the trends driving new product innovation around the globe.

lthough there are differing local food preferences, consumers’ biggest worry (Nielsen 2014a). when it comes to trends and new product innova- Demographically, a dramatic increase in the number Ation in the $5.3 trillion global food and beverage of single adults living alone, smaller family households industry, the world has become a much smaller place (average size of 3.6 persons in 2015), greater urbaniza- (IDDBA 2015). More than ever before, the consumer tion, more working women, and an aging population will drivers of food selection, culinary cues, nutritional pri- continue to demand innovative food product approaches orities, and lifestyle-driven packaging needs are (Boumphrey 2015). following a similar path. China, India, Japan, Western Europe, Australia, After taste, the top global new food product purchase Canada, and the United States top the list of countries drivers include affordability, convenience, brand recogni- with the largest number or highest percentage of older tion, and novelty; affordability, health/wellness, consumers (Nielsen 2014b). Global life expectancy is convenience, and environmental compatibility are the now 71.3 years; 138 million babies were born in 2014 most important new product needs/desires (Nielsen (Boumphrey 2015). 2015a). About one-third of the population in South America, More than half (57%) of global consumers purchased Asia, and the Middle East/Africa are Millennials; in a new food or beverage during their last grocery shopping Western Europe, Australia, and North America, one- trip. Those in developing markets are most inclined to try quarter are Millennials (Innova 2015a). new products (Nielsen 2015a). In 2014, bakery, followed One-third of global consumers planned to spend by snacks, dairy, processed fish, meat and egg products, more on away-from-home meals in 2015 (Nielsen prepared meals, and desserts were the most active new 2014a). McDonald’s, with sales of $52.3 billion, remains product categories, according to Mintel (IDDBA 2015). the world’s largest restaurant chain, followed by KFC, With the global middle class growing by 70 million $19.3 billion; Burger King, $8.4 billion; Starbucks, $8.3 people each year, food marketers will enjoy an unprece- billion; Subway, $7.8 billion; Pizza Hut, $6.1 billion; and dented period of aspirationally driven buying behavior as , $6.0 billion (Technomic 2015). consumers crave more Western-style, culinary-centric, After the United States, Russia, Italy, South Korea, and convenience-driven foods (Nielsen 2013, 2015a). China, France, and Thailand are the largest convenience Although half (54%) of global consumers still store markets (Dimakakos 2014). European-style food believed their country was in a recession in the third halls that offer fresh-prepared, gourmet products already quarter of 2014, global economic consumer confidence are enjoying a warm welcome in North America has risen steadily over the past two-and-a-half years. (Datassential 2015a). Countries with the highest levels of consumer confidence include, in descending order, India, Indonesia, the What’s Cooking? Philippines, Thailand, the United Arab Republic, China, Global demand for quicker/easier food preparation, and the United States (Nielsen 2014a). ready meals/take-away meals, restaurant-style recipes, Fifty-seven percent of global consumers rated their and heartier mini-meal options continues to skyrocket. In personal finances as good/excellent in 2015; only 13% 2014, 27% of global consumers bought a new food or claimed “little spare cash on hand” (Nielsen 2014a). After drink because it was more convenient; in Latin America, the economy and job security, health, and work/life bal- 38% did so (Nielsen 2015a). ance were the top global consumer concerns in 2014, More than half (55%) of global consumers still regu- followed by war/terrorism. In the Asia-Pacific region, larly cook a meal from scratch; 38% do so using health concerns have replaced the economy as preprepared items. Eight in 10 typically spend at least 30

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consumers purchasing ready meals and the global frozen food market projected to reach $156.4 billion by 2020, restaurant-quality fresh chilled and frozen meals will be in high demand (Euromonitor 2014a; Persistence 2015). Fresh and frozen kits (e.g., Samia Kit Pour Kebab in France), fresh Asian meal kits, and vegetable terrine, tangine, and casserole kits are among the hot make-at- home meal trends. In Germany, Mars Foods’ Mirácoli Specialty Lasagna Kit contains all the ingredients except the meat. In Australia, tuna forms the basis of Safcol’s line of ethnic ready-to-eat portable pouch meals/snacks. In Germany, Unilever’s Rűgenwalder Műhle vegetarian “ham and spicy” meatballs come in a grab-and-go microwave- able cup. The United Kingdom’s House of Dorchester’s BBQ Fondue Mixed Melting Chocolates is a dessert fondue prepared in its foil pack on a cooling grill. In the Czech Republic, Hügli offers a cupcake that is microwaved in the cup; Aveve’s Cake in a Cup contains a Chicken preparation is in the minutes making dinner; globally, 60% of moms with kids porcelain cup and powder and requires only the addition bag with the Moy Park Good at home spend more time making dinner (Euromonitor of water to prepare. Kitchen line. Photo courtesy of Moy Park 2014a). From spiralized fresh vegetable ribbon pasta (e.g., Around the globe, Chinese consumers (71%) are carrot spaghetti) in the United Kingdom to crispy coco- most likely to regularly cook their evening meal from nut curl snacks (sliced from real coconut) in Thailand, scratch using fresh/raw ingredients. Brazilians are the swirls and curls are another new direction. Substituting most likely to order home delivery or take-away meals vegetables for carbs (e.g., cauliflower couscous) is a new from supermarkets/restaurants to eat at home for dinner idea taking root in the United Kingdom (Innova 2015b). (25% versus 16% of global consumers overall). Fewer The global market for breakfast on the go was esti- than one-third of global consumers prepare a meal to be mated at $48.2 billion in 2013; China, the United States, carried to work or school (Euromonitor 2014a). Mexico, Brazil, and Russia are the largest markets. In the Netherlands, Nestlé’s Maggi Tender & Spicy uses Three-quarters of global consumers prepared their seasoning-infused papyrus paper to ensure perfectly pre- breakfast in 15 minutes or less last year (Euromonitor pared chicken in a pan. In the United Kingdom, the Moy 2014b). Park Good Kitchen line of seasoned fresh chicken roasts In the United Kingdom, Yowk portable fresh soft- self-baste and cook in the bag. boiled egg is packaged with an egg cup, salt/pepper, Asian-flavoredSharwood’s Stir Fry Melts make season- breadsticks, and a spoon with teeth for cracking/eating. ing stir-fry dishes easier; Darégal Gourmet Ltd.’s Japan’s Ultramix Pancake Bitter Choco delivers the ultimate Sharwood’s Stir Fry Melts OneDoze spice/herb sachets are designed specifically for chocolate pancakes. are designed to simplify preparation of a stir-fry steamed vegetables. Holy Lama Naturals’ Spice Drops are In the Middle East and Africa, 62% of adults ate a meal. Photo courtesy of Premier concentrated natural spice liquid extracts. snack as a morning meal replacement in 2014, 58% did Foods At the United Kingdom’s 2015 Natural Food Show, so in Latin America, 55% in Asia-Pacific, 48% in North Larchwood Foods’ Mr. Hugh’s America, and 44% in Europe (Nielsen 2014a). Breakfast brand introduced orange- and biscuits, meal replacement beverages, nutrition bars, vanilla-flavored rapeseed baking yogurt, and cereal in a cup are enjoying brisk sales for oils; the Anglesey Sea Salt Co. early morning consumption. Global breakfast cereal sales offeredOat Smoked Water to add a will top $43 billion by 2019 (Transparency 2014). touch of smokiness to stocks, Globally inspired breakfast items (e.g., Asian-flavored pastry, and bread. In Italy, the syrups, coconut milk pancakes) and traditional ethnic Polenghi Group launched a 100% breakfast foods, (e.g., huevos rancheros, shakshuka, natural lemon juice spray. ashta) are among the hot U.S. culinary trends for 2015 Mushroom marmalades, veg- (NRA 2014). etable pestos, and umami butter (e.g., Something Fishy Irish Shellfish Munching Madness Culinary Butter) are other new Global snack sales reached $374 billion for the year cutting-edge trends. ended March 2014, up a mere 2%. While Europe and With one-third of global North America accounted for the majority of the pg 24 10.15 • www.ift.org Touring a World of Product Innovation

Figure 1. Leading Snack Categories by Region, Including Sales in Billions. From Nielsen, 2014 sales of dips and spreads, including salsa and hummus, were up 6.8% North America Europe (Nielsen 2014c). Savory items (e.g., Salty Snacks $28 Billion Confections $47 Billion crackers, rice cakes, and pita chips) were among the fastest-growing Refrigerated Refrigerated Snacks $22 Billion Snacks $36 Billion snacks last year, up 21% in Latin America; meat snacks grew 25% in Confections $20 Billion Salty Snacks $24 Billion the Middle East/Africa (Nielsen Vegetables/ $17 Billion Cookies/ Fruits Cakes $22 Billion 2014c). In Australia, Poptopia from Green’s General Foods is a cheese- flavored, crispy-coated baked Latin America The Middle East/Africa Asia-Pacific popcorn. Popcorn seasonings, Cookies/ $9 Billion Confections $2 Billion Refrigerated Cakes Snacks $14 Billion baked/fried real fruit, vegetable chips (e.g., plum chips in Indonesia), Salty Snacks $2 Billion Cookies/ Confections $8 Billion Cakes $12 Billion and more-natural flavor descriptors Cookies/ (e.g., Meridian Foods’ Dry Roasted Salty Snacks $7 Billion Cakes $1 Billion Confections $11 Billion Refrigerated Refrigerated Peanut Butter in the United Kingdom) Snacks $5 Billion Snacks $1 Billion Salty Snacks $9 Billion are other new snack directions. In 2014, 64% of global consum- ers ate snacks to improve their mood, market, sales grew fastest in Latin America, where they 61% for an energy boost, 44% to reduce stress, and 38% were up 9%; Africa/Middle East, +5%; and Asia-Pacific, to manage weight (Nielsen 2014c). +4% (Nielsen 2014c). Confections are the largest snack category in Europe Flavored Forecast ($46.5 billion) and the Middle East/Africa ($1.9 bil- One in three Americans tried a new ethnic cuisine last lion). Salty snacks top the list in North America ($27.7 year. Half of adults have eaten Mediterranean, Japanese, billion), refrigerated snacks in Asia-Pacific ($13.7 bil- Spanish, Belgian, German, French, Greek, and/or lion), and cookies/cakes in Latin America ($8.6 billion) Caribbean fare; just under half have had sushi/sashimi, (Nielsen 2014c; Figure 1). Middle Eastern, Southeast Asian, or Thai cuisine (NRA Chocolate and fresh fruit are the world’s favorite 2015). Ethnic fusion, authentic ethnic, regional ethnic, snacks, consumed by 60% of consumers every month. Peruvian, Southeast Asian, and Korean are the current hot One-half of adults snack on vegetables, cookies/biscuits, ethnic culinary trends in the United States (NRA 2014). bread/, or yogurt; 40% snack on cheese, Panzanella; breaded/fried risotto balls (); potato chips/tortilla chips/crisps, or nuts/seeds. One- dry-cured speck (a cold-smoked ham); spreadable sala- third chew gum and/or eat ice cream/gelato. mis; grilled fettunta bread; and gnocchi, pappardelle, and One-quarter regularly snack on popcorn, crackers/crisp corzetti pastas are among the fast-emerging Italian food breads, or cereal (Nielsen 2014c). trends (Datassential 2013). Dumplings and instant noodles are among mini-meal Pizza varieties popular in Australia, such as tandoori snacks with high sales potential longer term; they were pizza, triple- and double-decker versions, bacon-and-egg consumed by one-quarter of global consumers in 2014 pizza, dessert pizza, and French Alsatian pizza, are likely (Nielsen 2014c). The global snack bar sector topped to grab the attention of U.S. food marketers Frill frozen smoothies are nondairy and contain no $13.2 billion in 2014 (Bizzozero 2015). (Datassential 2015b). In the Netherlands, Dr. Oetker added sugar. Photo courtesy of Sales of refrigerated snacks (e.g., yogurt, cheese offers hybrid mini pizza-quiches. Zendegii snacks, pudding) jumped 6.4% in Asia-Pacific last year; Global street foods, (e.g., , ,

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Authentically seasoned and formulated with fruits, vegetables, and pulses, Mini nom nom’s kids’ meals contain no additives or preservatives. Photo courtesy of Mini nom nom’s ) are among the hot U.S. appe- high-fiber breads are projected to increase by tizer and center-of-the-plate trends for 2015 55% between 2013 and 2019 (IDDBA (NRA 2014). Seafood frites (e.g., Belgian 2015). Taleggio, burrata, pecorino Romano, moules-frites), croquettes, charcuterie Hispanic Cotija, and queso fresco were plates, , gnocchi, cheese toasts, tem- among the fastest-growing cheeses in U.S. pura, ethnic meatballs, tostones (fried restaurants last year (IDDBA 2015). plantains), and Asian lettuce wraps are Passion fruit, cherimoya, dragon fruit, among the appetizers from around the world horned melon, durian, starfruit, and mango- that show high sales potential in a variety of steen are among the fruits from around the markets (Datassential 2015c). world that are getting attention in the Harissa, aji, gochujang, yuzu, togarashi, United States (Frieda’s 2015). peri peri, nut butters, savory jams, stouts, Gelato, , sweet empanadas, panna and za’atar are the new global flavors set to cotta, Peruvian picarones, Mexican choco- rival sriracha in United States this year late, and budino (a thick Italian pudding) are (Datassential 2015a). Ethnic sandwiches among the desserts moving into the spot- (e.g., banh mi, tortas, cemitas, Cuban) are light; 43% of U.S. diners are interested in among the hot U.S. trends for trying gelato (Datassential 2015d). 2015; such ethnic sandwiches are of interest In France, Unilever offersCharles & Alice to 41% of consumers along with new ethnic intensely flavored fruit mousses. In Italy, sandwich carriers (e.g., , bao buns, Zendegii’s Frill is a frozen smoothie packed , , challah, and ) in an ice cream container. (Datassential 2015a). Indian lassi, agua fresca, aranciata, limo- Breads that deliver a full serving of veg- nata, Mexican hot chocolate, hot broth/ etables per slice, such as George Weston bouillon, and sour beverages (e.g., drinking Foods’ Country Harvest Veggie Breads in vinegar) are ethnic drinks that appear to be Canada, and ethnic rolls are other new bak- gaining sales momentum (Datamonitor ery trends. Four in 10 U.S. adults buy Italian 2015e). Euromonitor projects that sour milk breads; 36%, European loaves (e.g., pum- drinks will have the highest compound pernickel); 35%, Middle Eastern; 29%, annual growth rate (7.4%) within the global ethnic egg-based (e.g., challah, brioche); and dairy category through 2018, followed by 27%, Indian (Mintel 2014). spoonable yogurt at 7.2%; flavored milk Ethnic flours (e.g., fufu, teff, cassava) are drinks, 6.6%; drinking yogurt, 5.1%; and among the hot U.S. culinary trends for 2015 nondairy alternative milks, 4.7% (IDDBA (NRA 2014). In Latin America, sales of 2015). »»

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Figure 2. Percentage of Consumers That Rate Each Health Attribute Very Important in Purchasing Decisions. From Nielsen, 2015 Health Attribute Global Average Asia-Pacific Europe Middle East/Africa Latin America North America All Natural 43% 43% 42% 53% 64% 29% GMO-Free 43% 43% 47% 39% 46% 32% No Artificial Colors 42% 44% 42% 42% 46% 29% No Artificial Flavors 41% 42% 40% 41% 45% 30% Made From Vegetables/Fruits 40% 39% 40% 47% 55% 32% Natural Flavors 36% 33% 33% 46% 60% 31%

Icelandic skyr strained yogurt and goat milk yogurts in their food and drink purchase decisions, with 43% of are among the new yogurt tastes and textures. Spices consumers ranking them that way. No artificial colors or (e.g., cardamom, cinnamon), savory additives (e.g., flavors, made from vegetables/fruits, and made with olives, cilantro), and vegetable flavors (e.g., tomato, natural flavors are other prominent clean label demands beet) are other yogurt trends from around the globe (Nielsen 2015b; Figure 2). (IDDBA 2015). The use of artificial ingredients, including colors, Fortified and high-protein milks are becoming a flavorings, and non-nutritive sweeteners, has been global phenomenon. Arla Foods’ Big Milk is the first fresh declining in all parts of the world over the past five years milk enriched with nutrients in the United Kingdom. In (Mattucci 2015). Monk fruit is a natural sweetener that the Philippines, Nestlé’s Nido FortiGrow is fortified to is getting attention internationally (Innova 2015a). “help your child be mind and body ready for school.” Concern about GMOs is highest among Chinese con- Pickwick IceTea in the Netherlands is a refreshing tea sumers, with 71% expressing concern. They are followed soda. Also in the Netherlands, Unilever introduced new by Russians, 61%; Brazilians, 55%; Germans, 49%; and flavors inspired by high tea (e.g., blueberry muffin, UK consumers, 28% (HealthFocus 2014). GMO-free is strawberry shortcake). Nestlé markets Barista-Style cof- much less important in Latin America, ranking 14th fee in Australia. The number of U.S. foodservice outlets among 27 food attributes considered; there is also less that featured Cuban coffee jumped 39% in 2014 concern about artificial colors and flavors (Nielsen (Datassential 2015e). 2015b). Portugal, Greece, and Eastern Europe are among the Having easily recognizable/familiar ingredients on up-and-coming global wine regions. Lesser-known the label is important to more than two-thirds of con- global spirits (e.g., Japanese shochu, Brazilian cachaça, sumers in France, the United Kingdom, China, and and French calvados) are also grabbing consumer atten- Australia, and to more than half in Germany and Brazil tion (Datassential 2015f). (Innova 2015c). In Australia, Kraft Natural Crunchy Peanut Cadbury introduced Dairy Milk Marvellous Creations Butter’s ingredient list reads simply “100% nuts.” Jelly Popping Candy Ice Cream for kids in Ireland. In the Global natural and organic food sales are projected to United Kingdom, Mini nom nom’s offers healthy, ethnic- reach $140 billion by the end of 2015 (NBJ 2014). inspired ready meals for kids. In Australia, Annabel Natural and organic global food/drink sales increased Karmel Group’s Chicken & Apple Bites are aimed at little 24% and 28%, respectively, over the past two years eaters aged 1–4. (Nielsen 2015b). The United States accounted for 53% of global natu- Clean and Clear ral/organic sales; Western Europe, 30%; Asia, 5%; Latin Among global consumers, fresh, natural, and minimally America, 4%; Canada and Australia/New Zealand, each processed are the most desirable food attributes. Nearly 3%; the Middle East and Eastern Europe/Russia, each six in 10 (57%) say they’re eating more natural fresh 1% (NBJ 2014). foods; 40% are consuming fewer processed foods Twenty-one percent of global consumers say it is (Nielsen 2015b). very important for a food to be gluten-free. North and Asia, the Middle East/Africa, and Europe top the South America and Australasia continue to dominate this regions where consumers are making an effort to eat free-from segment; 9.4% of all new global food and bev- more fresh foods. After North Americans, Asian, Latin erage claims tracked by Innova Market Insights in 2014 American, and European consumers are the most likely had a gluten-free claim (Innova 2015d). to be making an effort to cut back on processed foods A growing number of products are making no hor- (Nielsen 2015b). mones/no antibiotics claims; 4.8% of all yogurt launches All-natural ingredients and those without genetically globally and 6.0% of poultry introductions featured a modified organisms (GMOs) top the list of 27 health hormone- and/or antibiotics-free claim in 2014 (Innova attributes that global consumers consider very important 2015d). pg 30 10.15 • www.ift.org Health concerns and social movements Fortification is in very high demand in for the humane treatment of animals are Latin America and Africa/the Middle East; encouraging consumers worldwide to pursue Latin America exceeds the global average for a flexitarian eating approach and to reduce the importance of high fiber by 23%, cal- their consumption of meat. Not surprisingly, cium by 21%, vitamin-fortified by 21%, a new premium fresh meat/poultry category protein by 18%, and whole grains by 17%. that is said to be ethically sourced and raised In Africa/the Middle East, high calcium is emerging. In Australia, it is described as exceeds overall global importance by 14%; “happy” meat (Euromonitor 2015). fiber, protein, and vitamin-fortified foods, Beyond local foods, claims that confirm a by 13% (Nielsen 2015b). food is made or grown in one’s own country Innova noted 24% growth in new global are resonating with global consumers. high-protein product launches using plant- MasterFoods in Australia touts claims such as based proteins in 2014 versus 2013. “100% Australian grown;” in the United Although soy protein is the leading protein Kingdom, Hodmedod’s launched the first used, alternative plant proteins are demon- ever, ready-to-eat British-grown red haricot strating significant potential (Innova 2015a). beans. More than one-third (38%) of global In 2014, 9.3% of new global product consumers say it’s very important that foods launches featured vegetarian claims, and are low in cholesterol; low in salt is cited by 2.4% had vegan claims. The number of new 33%; low sugar, 32%; low fat, 30%; no high meat alternative food product launches is fructose corn syrup, 26%; caffeine-free, increasing at an average rate of 18% per year 23% (Nielsen 2015b). Avoidance behavior is around the globe (Innova 2015d). particularly important in Latin America. In the United Kingdom, Goodlife Foods Demand for products that are low/no cho- offersNut Burgers. Alternative milks (e.g., lesterol is 25% above the global average, and macadamia nut, flaxseed) are among the hot the percentages are similar for products that alternative beverage trends. are low/no fat and low salt/sodium (Nielsen One-third of global consumers say that 2015b). sustainability/fair trade is very important in Functional food sales reached $118 bil- their food/beverage purchasing decisions. lion globally in 2013. The United States Demand is highest in Asia-Pacific and Latin accounted for 49% of sales, followed by America; Gen Z and Millennial consumers Western Europe at 33%; Asia, 6%; Canada, are most likely to be influenced by sustain- 4%; Eastern Europe/Russia, 2%. Beverages able fare (Nielsen 2015b). remain the largest functional category by far, followed by breads/grains, snacks, and Healthy Does It packaged foods (NBJ 2014). Global sales of healthy foods and beverages Nearly 80% of global consumers say outpaced indulgent food sales in 2014. they are actively using foods to forestall Growth of better-for-you products is stron- health issues and medical conditions such as gest in developing regions. From 2012 to obesity, diabetes, high cholesterol, and 2014, sales grew 20% in Africa/the Middle hypertension (Nielsen 2015b). General East, 16% in Latin America, and 15% in well-being, weight management, digestive Asia-Pacific (Nielsen 2015b). health, energy boosting, and endurance have Fortified/functional foods—with sales been the leading functional food/beverage up more than 9% in 2014—and naturally/ product health positionings over the past five inherently nutritious foods, up more than years (Euromonitor 2014c). 8%, lead global growth in the health/well- Globally, sports nutrition is projected to ness food category. Organic foods grew 6% be the fastest-growing health category and better-for-you foods, 4% (Euromonitor through 2018. Chinese, Indian, and Brazilian 2014c). consumers are most likely to exercise at a Fiber tops the list of nutrients consum- gym (Euromonitor 2014d). Sales of sports ers say are very important, sought by 36% drinks increased 8% globally in 2014, rising of consumers globally, followed by high in in all regions except Europe, where they fell protein (32%), whole grain (30%), fortified by 6%. Over the past two years, sports with calcium (30%), vitamins (30%), and drinks sales increased 51% in Asia-Pacific, minerals (29%) (Nielsen 2015b). 25% in Africa/the Middle East, and 10% in

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Latin America (Nielsen 2015b). growth through 2018 (Euromonitor 2014c). Half (49%) of global consumers believe The global food and beverage retail mar- they are overweight; half (50%) are trying to ket for products containing probiotics is lose weight (Nielsen 2015b). Among those expected to reach $35 billion in sales by who are changing their diet to lose weight, 2018, up from $25 billion in 2013 25% are using a low-carb diet; 19% use a (Datamonitor 2014), indicating growing nonspecified diet plan; and 11% opt for awareness of their potential to deliver health commercial slimming programs. The use of benefits.FT commercial slimming programs in Asia- Pacific and Africa/the Middle East exceeds The author thanks Innova Market Insights the global average (Nielsen 2015b). (innovadatabase.com) for access to its Innova Food When it comes to healthy specialty food & Beverage Database and newsletters. and beverage ingredients, botanicals/bioac- tives, cultures, polysaccharides/ A. Elizabeth Sloan, PhD, a professional member of IFT and con- oligosaccharides, protein, and vitamins/ tributing editor of Food Technology, is president, Sloan Trends minerals are projected to enjoy the highest Inc., Escondido, Calif. ([email protected]).

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