Food Research and Polley fal ------··--·-----=----=---=-•-=C---=- - �· -·· . The Market for Fat Substitutes

Rosanna Mentzer Morrison (202) 786-1864

ealth officialsare urging Americans C -- -•---• -- �------terparts,nor can they beused in cooking Table 1. In 1985, Fats and Oils Hto eatless fat. While it plays an becausethe mixtures breakdown when Accounted for Almost Half of the Fat importantdietary role, toomuch fat has heated. Therefore,the thrust of current in the U.S. Food Supply beenlinked with higherrisk of coronary researchis to develop fatsubstitutes that heartdisease and certain cancers. create the same taste and textureas fat Food groups Total fat Saturated fat The 1988 Surgeon General's Report and have the samefunctional properties. Percent on Nutrition and Health urgesAmericans Consumers and foodprocessors are to reduce their consumptionof fat,espe­ understandablyexcited over the pros­ Fats and oils 44.3 29.0 Salad, cooking, cially saturatedfat, and cholesterol. The pectsfor improved fatsubstitutes. At the and other edible American Cancer Societyand the Ameri­ sametime, foodsafety regulators, nutri­ oils 18.4 8.1 can HeartAssociation recommend that tionists,and others are concerned about Shortening 16.8 14.2 fatcompose no more than 30 percentof the substitutes' safetyand nutritional Margarine 6.4 3.4 Lard and beef the total caloriesan individual consumes. impacts, aswell asthe potential effects tallow 2.7 3.3 Currently,dietary fat accounts for about on dietarypatterns, demand fortradi­ 37 percentof Americans' totalenergy tional fatsand oils, andingredient manu­ Meat and fish 31.3 39.3 intake. Lowering fat consumption can facturers. Red meats 25.6 34.9 Poultry 5.0 3.9 also help reduceobesity because fat is Fish 0.7 0.5 the most concentratedsource of calories Sources of Fat In the Diet in our food. Fat provides 9 calories of Fat is a principal and essential compo­ Dairy products 14.5 24.6 energy per gram versus 4 calories each nent of our diets, along with protein and Cheese 4.7 8.2 forprotein and carbohydrates. carbohydrates. Fat is a major source of Fluid milk 4.2 7.2 Butter 2.9 5.0 Similarguidelines on fatconsumption energy, and it carries thefat-soluble vita­ Other 2.7 4.2 were issued recently by the National mins A, D, E, and K throughout the Research Council's Committeeon Diet body. Fatty acids, the chemical compo­ Nuts, legumes, and and Health. The Committee suggests nents of fat, help regulatemany body soy protein 3.8 1.8 Eggs peoplereduce theirfat intake by: functions,such as bloodpressure, and 2.3 1.9 Eating lean meats, poultrywith the are componentsof cell membranes and Miscellaneous 1.6 2.4 skin removed, fish,and low-fat or nonfat hormones. Fatty acidsare classified as Grain products 1.3 0.6 dairyproducts. saturated,monounsaturated, or polyunsat­ Limiting consumption of friedfoods, urated, dependingon theirchemical com - Fruits 0.5 0.3 Vegetables 0.4 0.2 baked goodswith largeamounts of fat, position. and spreads and dressings high in fats Saturated fatsare thought to increase Total2 100.0 100.0 the amount of cholesterolin the blood andoils. 'Includes coffee, tea, cocoa, and spices. 'May not add Many Americans, however, enjoy the and may bepartly responsible forcoro­ due to rounding. tasteof high-fatfoods and may not want nary artery disease. The National Source: N. Raper and R. Marston, Nutrient to give them up. Thus, foodcompanies Research Council's Committeeon Diet Content of the U.S. Food Supply, Adm. Rep. No. have beendevoting considerable time and Healthrecommends limiting satu­ 229-21, Human Nutrition Information Service, and resourcesto developing productsthat ratedfats to 10 percentof the calories we USDA, August 1988. Values for butter and tastelike traditional high-fatfoods but consume. margarine obtained directly from N. Raper. have less fat. Fatsthat are solid at roomtemperature In existing reduced-fat foods,mix­ generally contain more saturated fatthan in the U.S. foodsupply. Red meat,poul­ tures of water and starch or protein often thosethat are liquid. (Fatsthat are liquid try, and fishwere responsible for 31 per­ replace some of the fat. However, these at roomtemperature are called oils.) cent of fatand 39 percentof thesaturated foods tendnot tohave the tasteand However, coconutand palm oil are more fatin our diets. Overall, dairyprcxlucts creaminessof their traditional coun- saturatedthan some solid fats,such as accounted for14.5 percent of totalfat butter and beef fat. consumed. However, the fatcontent of Fat occursin varying amounts in individual dairy products varied from1 Theauthor isan economist with the Food Marketingand Consumption EcooomicsBranch, Coounodity Economics many foods(table 1 ). In 1985, fats and percent fornonfat d ry milkto 10 to 15 Division. oils accountedfor almost half of the fat

24 National Food Review Food Research and Policy

percentfor ice cream and 30 percentor lubricating action in baked goodsthat ing, and imitation margarine. Chocolate more for certain cheeses. contributesto the products' characteristic manufacturers have reduced fat in their Thefat present in foodssuch as milk, formand texture. In fryingfoods, fats productsby using soybeanand nut pro­ meats, eggs, and nuts occursnaturally, and oils transmit heatrapidly and uni­ teinto replacesome of the cocoabutter. but may bealtered through breedingor formly to the food'ssurface. Thus, a suc­ Many of these replacements have limited feedingpractices. Otherfats and oils are cessful fat substitute must mimic the applications or do not replicatethe taste added to foods,either directly, such as taste, texture, and functions of the fat it is and creaminess of fat. Some imitation dressings on saladsor butteron bread,or replacing. Thedesired function of the margarines,for example, separate at as ingredients,such as shortening or fat-flavor, lubrication,or heat transfer­ roomtemperature and when heated. cookingoils, in bakery productsand determines what propertiesthe develop­ Below are examples of currentfat sub­ other processeditems. Processedfoods­ ers of fatsubstitutes try to achieve. stitutes, as well assubstitutes made with like cheeses, shortenings, and saladdress­ Replacing fat with water or air is one enhanced technologiesand new ings-are the candidatesfor fat methodmanufacturers use to reduce the improved compounds. substitutes becausefood processors con­ fatcontent of processedfoods. In low­ Starch-basedsubstitutes. Mixtures of trolthe fatcontent. calorie dressings that have less oil and starchderivatives and waterare used to more water, xanthan gum is used to produce a variety of reduced-fat foods. Types of Fat Substitutes increaseviscosity and shelf life. Mix­ Themixtures do not have all the taste In addition totheir nutritional roles, tures of starchand water and proteinsand and functional propertiesof fat, so they fatsand oils add flavor and palatability to water are also used to lower fat in many can replace only partof the fats and oils food. They alsoprovide an essential fooditems, such asyogurt, saladdress- without a loss in quality. One such product,N-OIL, a tapioca dextrin marketed by National Starch and Chemical Corporationof Bridgewater, New Jersey,is usedto reduce the fat con­ tent of saladdressings and ice cream. The company claims that N-OIL can replace30 to 50 percentof the oil in salad dressings. National Starchand Chemical alsosells a replacementfor shorteningin cake mixes. Thesubstitute consists of emulsifiers, modified food starch,guar gum, and nonfat dry milk. A cake made with the shortening-freemix has 33 percentfewer calories thantradi­ tional cake, and the fat content drops from 10 to 3 grams perserving. Maltodextrinsmade fromcom starch can partiallyreplace fat in saladdress­ ings, margarines, and frozendesserts and cut calories in these products by a third. Maltrin M040, a maltodextrinmade by Grain Processing Corporationof Musca­ tine, Iowa, is usedin saladdressings, dips, diet margarines,and frorendes­ serts. However, it cannotbe used by itself forfrying or baking becauseit thins out andloses its creaminesswhen heated.

Milkand egg proteins are usedin some fat substitutes. Photo: ThLNwlraSweet Compa,ry

April-June 1990 25 Food Research and Policy

:. Protein-based substitutes. Mixtures declinesare so dramaticbecause one mercial use. Specifically,the company of proteinand water arealso used as par­ gram of fathas 9 calories, while proposedincluding up to 35 percent tial fatsubstitutes. Simplesse has only 1 to 2 caloriesper olestra in shortenings and oils used at Thomas J. Lipton, Inc., a subsidiary of gram. home and by foodservicepersonnel for Unilever locatedin EnglewoodCliffs, In May 1989, KraftGeneral Foods, grilling and seasoningvegetables, meats, New Jersey, has developeda technology basedin Glenview, Illinois, petitioned and fishand fordonuts, sauces, and salad that uses either gelatin or milk proteinsto FDA forGRAS affirmationof its new fat oils. halve the number of calories in marga­ substitutein frozendessert products. Olestra would replace up to 75 per­ rine. The companyis alreadyusing this Kraft's"modified protein texturizer" is a cent of traditional shortenings and oils fatsubstitute in two of its Europeanmar­ mixture of dried egg whites and whey­ fordeep fatfrying in restaurantsand garines. In the United States,Lipton has protein concentrateor skim milk com­ other foodserviceoutlets and preparation test-marketeda low-fat"butter" made bined with 5 to 15 percentxanthan gum of commercial snack foods,like potato with the fatsubstitute and is evaluating and 1 to 2 percentfood grade acid. chips. FDA is reviewing the petition. the results. The productcan withstand According to the company's petition, Although olestra can also besubstituted some heat, so it can beused forbaking a frozendessert with this new fatsubsti­ forsome fatin ice cream, margarine, and light fryingand sauteing. tute will have less than two-thirds the cal­ salad dressing,and processedmeats, Pro­ Another protein-based substitute, ories and 5 to 10 percentof the cter & Gamble has not petitioned FDA which has received a lot of publicity, is cholesterolof an averageice cream prod­ forthese uses. Simplesse, developedby the NutraSweet uct. Because the vitaminA normally The ARCO Chemical Company of Company of Deerfield.Illinois. The present in milkfatwill belost when the Newtown Square, Pennsylvania, is work­ company, a subsidiaryof the Monsanto fatis removed, Kraftplans to enrich its ing on a fat substitute called esterified Company, also manufacturesthe low-cal­ new "ice cream" with vitamin A. propoxylatedglycerol (EPG). Like orie sweetener aspartame. Fatty acid-based substitutes. Other olestra, EPG is undigestible. The com­ Simplesseis made fromegg whites or fatsubstitutes use fattyacids that have pany is testing it in a wide variety of milk proteins. Througha processcalled beenchemically altered toprovide fewer foods including frying oils, ice cream, microparticulation, the egg and milk pro­ or no calories. Many of these arestill bakedgoods, and dressings. ARCO teins are heated and blended into round under development. Chemical estimates that EPG facesabout protein particles so tinythat they create Polyglycerol esters have 6 to 6.5 calo­ 4 years of safetytests beforethe com­ the taste and textureof a creamy,rich fat. ries per gram, about one-third less than a pany will be ready to petition FDA, but Simplesse can beadded to dairy prod­ gram of fat They are used in low-calorie ARCO Chemical has already applied for ucts-likeice cream,yogurt, cheese, versions of ice cream, other frozendes­ patents. sour cream,and dips-andoil-based serts, margarines, shortenings, peanut Other food companies arealso devel­ foods-likesalad dressing and mayon­ butter,whipped toppings, and bakery oping their own fattyacid-based substi­ naise. However,the compoundcannot items. tutes fora varietyof foods. Unilever; be used to cookfoods because heat Another typeof fattyacid-based sub­ Frito-Lay,Inc., of Plano, Texas; and causes the protein to gel and loseits stitute functions and tasteslike fat but CPCInternational, Inc., headquarteredin creamyquality. passesthrough the bodyunabsorbed EnglewoodCliffs, New Jersey; are In September 1988, theNutraSweet becausethe molecules aretoo large for amongthose involved in the research. Company fileda petitionwith the Food the body's enzymes tobreak down. The and Drug Administration(FDA) to have most importantof these undigestible Market Potential Simplesse affirmedas a GRAS (gener­ fattyacid-sugars is olestra, a mixture The potentialmarket forfat substi­ ally recognizedas safe) substance and composedof sucroseand six, seven, or tutes is determined by two factors: allow its usein frozendesserts. FDA eight fattyacid esters. The Procter& The size ofthe markets forproducts in approvedthe use of Simplessein frozen Gamble Company, headquartered in Cin­ which fat substitutes can be used. The dessertsin February 1990. cinnati, Ohio, has beendeveloping largest of these markets is fatsand oils. SubstitutingSimplesse formost of the olestrasince the 1960's. In 1988, the fatsand oils market totaled fat in leadingpremium (high fat) prod­ In 1987, Procter& Gamble petitioned about 14 billion pounds(table 2). Bak­ ucts reduces calories by 50 to80 percent FDA forpermission to useolestra in ing and frying fats,salad and cooking and fatcontent by 85 to 97 percent. The shorteningsand oils forhome and com- oils, and margarineaccounted forabout

26 National Food Review Food Research and Policy

frying fatsand saladand cooking oils are Table 2. Food Processors Are Large Users of Baking and Frying Fats and Salad 100percent fat Thus, a fatsubstitute and Cooking Oils that has allthe propertiesof traditional Market share fats could potentiallyreplace the 11.9-bil­ Annual lion-poundmarket for these items(table Item production Processing Retail Foodservice 3 ). Mayonnaise, on the otherhand, is 80 percentfat so thepotential market for a Million fatsubstitute is 1.4 billion pounds. pounds Percent Dairy products that arecandidates for Fats and oils 14,089 fatsubstitutes also vary in theirfat con­ Baking and frying fats' 5,377 54 10 36 tent, from 81 percent forbutter down to Salad and cooking oils' 6,499 71 22 7 only 3 percentfor yogurt. The potential Mayonnaise2 1,706 45 use of fatsubstitutes in theseitems totals Salad dressing and 2 2.8 billion pounds. Natural cheesesand sandwich spreads 914 45 butter arethe two largest markets. Pourable dressings2 1,155 0 45 55 Margarine' 1,895 6 76 18 The processing,retail, and Specialty items 318 na na na foodservicesectors may differin their interestin fatsubstitutes. Processors Selected dairy products 12,066 may bethe most eager group to capital­ Butter' 903 31 25 44 ize on the calorie- and fat-reducingprop­ 5 Ice cream and products 4,471 0 83 17 erties of thesesubstitutes to gain an edge Processed cheese46 1,270 29 33 38 Natural cheese' 6 3,589 29 33 38 over their competitors. The foodservice Yogurt' 1,124 na na na industrymay be less interested in these Specialty creams• 709 na na na attributesbecause most consumers do not na = not available. 11988 ERS data. Distribution between markets from the Institute of Shortening and Edible Oils seek out such alternativesas diligently and the National Association of Margarine Manufacturers. '1986 data from the Association for Dressings and when dining out In a 1988 survey con­ Sauces. Categories are a subset of salad and cooking oils and do not add to total. 'Combined market share is 55 ducted by the FoodMarketing Institute, 5 percent. '1987 ERS data. Allocations among the three markets from the National Dairy Board. 1987 ERS data, 72 percent of respondents saidthat nutri­ except for foodservice data, which are from Foodservice Research & Marketing. 'Total food disappearance minus USDA donations. tion was a very important factorwhen they shop for food,while only 29 percent Sources: J.J. Putnam, Food Consumption, Prices, And Expenditures, 1966-87, SB-773, ERS, USDA, January 1989; Oil Crops Situation and Outlook Yearbook, OCS-22, ERS, USDA, July 1989; and Dairy Products Study, reported being very concerned about Wave 2-1987, Foodservice Research & Marketing, New York, New York, April 1988. foodingredients when eating out. However, the foodserviceindustry may beable to more readily absorb the 13.8 billion pounds. Another 318 million cent marketshare, foodprocessors are higher price of a low-fatproduct because pounds of fatsand oils were used in spe­ also big consumers of salad and cooking foodcosts are a smaller shareof menu cialty foodapplications, such as nondairy oils, which they use to make products prices than of groceryprices. According toppings, coffeewhiteners, and confec­ like mayonnaise and dressings. In con­ to industry studies, foodcosts accounted tionery coatings. trast, three-fourthsof the margarine is for74 centsof each dollar the consumer Foodprocessing is the largest market sold in retailfoodstores. spent in the supermarket in 1987 but only segment forbaking and frying fatsand Some dairy productsare also possible 30 percent of the restaurantbill. salad and cookingoils . About54 percent candidatesfor fat substitutes. Annual of bakingand frying fatsproduced annu­ productionof butter, ice cream, natural Factors Affecting Marketability allyare used by cookiemakers,snack and processed cheeses, yogurt, and spe­ Existinglow-fat and low-calorie items foodcompanies, and other foodproces­ cialty creams equaled 12.1 billion pounds vary in theirpopularity with consumers. sors. The foodserviceindustry-restau­ in 1987. For example, according to scanner check­ rants, fast-foodoutlets, schoolcafeterias, The fat content ofthe products. The out data,diet soft drinks account for and other facilitiesserving food­ amount of fata foodcontains determines about 30 percent of foodstore softdrink accounts forabout 2 billion pounds, or how much of a fatsubstitute can be used sales,and reduced-calorie liquid salad 36 percent, of these fats. With a 71-per- in theproduct. For example, baking and

April-June 1990 27 Food Research and Policy

foodsand beverages. Among the low­ Tabi i-Th;Mariet for Fat Substitutes CouldReach16.2 Billion -Pounds calorie consumers in the survey, 52 per­ Potential market for fat substitutes' cent saidthey would like to seemore low-calorie alternativesavailable, espe­ Average cially cakesand pies, cookies,and ice Item fat Food­ content 2 Processing Retail service Total cream. Whenasked aboutfat substitutes, 57 percentof the totalsample and 69 per­ Percent Million pounds cent of low-calorieconsumers expressed Fats and oils 7,610 3,134 2,667 13,411 a needfor new fat substitutes. Baking and frying fats 100 2,904 538 1,936 5,378 But will peoplepay more forlow-fat Salad and cooking oils 100 4,614 1,430 455 6,499 Mayonnaise 80 3 614 1,365 items? According toscanner checkout Salad dressings and data, reduced-calorie liquid saladdress ­ sandwich spreads 42 173 384 ings sold in foodstoresaverage about 10 Pourable dressings 36 0 187 229 416 cents more perpound than regularsalad Margarine 81 92 1,166 276 1,534 dressings. How manufacturerswill price Dairy products na na na 2,806 productscontaining new fatsubstitutes is Butter 81 227 183 322 732 unclear,in partbecause the costs of pro­ Ice cream and novelties 11 0 408 84 492 ducing the substituteswill not bepre­ Processed cheese 31 114 130 150 394 cisely knownuntil they are made on a Natural cheese 28 291 332 382 1,005 Yogurt 3 na na na 34 commercial scale. Specialty creams 21 na na na 149 Dr. Norman Sonntag,a fatsand oils industry analyst, classified the cost of na = not available. 'Computed from table 2. 'Product-weight basis. 'Combined potential market is 751 million existing and proposed fatsubstitutes by pounds. 'Combined poteritialmarket is 11 fTlillion ounds. � p_ assessing their raw material and process­ ing costs (excluding expenses for dressings make up about23 percentof substitutesin and at what levels, so that research anddevelopment). He placed theirmarket. On the other hand, consum­ peopledo not risk eliminating fatfrom the existing starch-basedsubstitutes, ers do not view ice milkand sherbetas their diets. N-OILand Maltrin M040, in thelow­ goodsubstitutes forice cream. These For new fat substitutes to catchon cost group at $1 perpound or less. The productshave capturedonly about11 per­ with manufacturersand consumers and undigestiblefats, olestraand ARCO cent of the ice cream/icemilk market. expandthe low-fatmarket, they must be Chemical's EPG, were in theaverage Whether productscontaining new fat technicallysuperior to existing substi­ group projected to cost $1.01 to $2 per substituteswill replaceexisting low-fat tutes and offerbetter taste or more versa­ pound. He placed Simplesse in the third itemson supermarketshelves or even tility. Unlike today'sfat replacements, group with estimated productioncosts of expand the popularityof low-fatfoods truefat substitutes must mimic the taste, $2.01 to $3. (The NutrasweetCompany depends on severalfactors-FDA texture, and functionsof fat. Substitutes expects productioncosts to equal $1 to approval, the substitutes'quality and ver­ may facethe greatestdifficulty compet­ $2 per pound.) In comparison, refined satility,strength of consumer demand ing with highly flavoredfats, such as soybeanoil sells at between20 and 35 and willingness topay forreduced-fat milk fatand olive oil. cents perpound and milk fatcosts about products,and marketing strategies. The strengthof demand forlow-fat $1.35. Beforea novel substitutecan bemar­ foodswill stronglyinfluence Whether companies developing the keted, the manufacturermust obtain manufacturers'decisions to develop and new substitutesand obtaining FDA FDA's permission foreach food use. At market foodscontaining fatsubstitutes. approval will usethem only in their own this time,FDA hasgranted the Demand is expectedto continue to productsor sell them as ingredientsto NutrasweetCompany permissionto use increaseas more healthprofessionals othermanufacturers is also a factorinflu­ itsnew substitute only in frozendesserts. extol thevirtues of a low-fat diet In an encing marketability. A foodcompany Expandedusage would require compa­ April 1989 survey forthe CalorieCon­ thatdevelops a fatsubstitute may wish to nies to fileadditional petitions. Because trolCouncil, "staying in betteroverall restrictits use toits own brands. On the fat is an essential nutrient,FDA will care­ health"was the numberone reason otherhand, an ingredientmanufacturer fullyconsider what foodsto allow the respondentsgave forusing low-calorie

28 National Food Review Food Research and Policy

will likely makeits substitute available to any foodprocessor willing to purchaseit. This approachexpands thepotential mar­ ket fora fat substitutefrom one brand's share to theentire marketfor that low-fat food. Issues and Concerns The likelihood of a plethora of reduced-fatproducts raises several nutri­ tional and food safetyconcerns. Many nutritionistsare wary of fatsubstitutes. They have beentrying for years to get Americans to substitutenutrient-rich fruits,vegetables, and grain productsfor high-fatfoods. Their messagehas been to eat raw carrotsticks, notlow-fat potatochips. Once the new low-fatprod­ ucts areon the market, people might eat more of thesefoods, instead of consum­ _°""..... ing healthful,nutrient-dense items. •_,,,... Nutritionists alsofear that fattyfoods could followthe same consumption pat­ ternshown by sweetenersduring the last decade. Despitethe growing array of foodsand beveragescontainin g artificial sweeteners, annual consumption of sugar and corn syrups rosefrom 125 to 131 TheFood and Drug Administration recentlyapproved the use of Simplessein frozen dairy desserts. poundsper capita between 1977 and Photo: TheNulraSweet Company 1987. In addition to a fat substitute's nutri­ tain to becalled by their traditional 2.3 to 2.4 billion poundsof wastegrease tional implications, its toxicological names. For example, a frozendairy prod­ yearlyfrom the U.S. foodserviceindustry. safetyis a major concern. Demonstrating uct containing less than 10 percentmilk The renderersbelieve that if the throw­ the safetyof a new food ingredient and fatcannot be calledice cream. Marga­ away grease hasfewer calories and less securingFDA approval will have a signif­ rine must have at least80 percent fat to nutritionalvalue, farmers and petfood icant impacton the length of thetime be labeled"margarine." Productscon­ manufacturerswould pay a lower price required to commercially developa new tainingless fatwould need to becalled orno longer buy therecycled grease. fat substitute. Consumers' perceptions of by another name. Thiscould make it uneconomical for safety are also important. Negative con­ TheNational Renderers Association renderersto pick up the wastegrease and sumer reactioncould jeopardizesales of hasraised objectionsto some of the undi­ could lead to a seriousdisposal problem. new reduced-fat productsand other items gestible fatsubstitutes. Renderersbuy Another setof issues would involve made by thecompany. scrap bonesand fattrimmings from theintercommodity effects of fatsubsti­ Labelingissues will alsoemerge. slaughterhouses and supermarketsand tutes. A growingmarket forfat substi­ Many of the targetfoods for fat substi­ collect the deep fat frying greasedis­ tutes would increasethe demand for the tutes, such as margarine, mayonnaise, carded by foodserviceestablishments. ingredients usedin their manufactureand and ice cream, arecovered by FDA­ Thesebyproducts are usedin animal displace demand fortraditional fats and enforced standardsof identity. Stand­ feeds and petfoods. According to a 1989 oils. Compounds,such as olestra,made ards of identity specifywhat ingredients SRI Internationalstudy, renderers collect fromtradi tional vegetableoils would and quantities theseproducts must con- have a smaller economic impact onthe

April.June 1990 29 Food Research and Policy

oils industrythan thosemade fromother The egg market is a differentsitua­ GRAS AffirmationPetition for Modified ingredients. tion. Demand foregg whites is very Protein Texturizersin Frozen Dessert. Vegetableoil-based substitutes would strong. The price of frozenliquid egg Petitionsubmitted to theU.S. Food also raisedemand forother ingredients whites doubled during1989. To produce andDrug Administration,Kraft Gen­ usedto make the substitutes. In the case 9 million additionalpounds of egg eral Foods,May 22, 1989. of olestra, thiswould besugar. If such a whites, annual productionwould have to Haumann, B.F. "Getting theFat Out" fatsubstitute caused demand forfat-con­ increaseby 2.3 percentfrom the 1989 Journalof American Oil Chemists' taining foodsto increasesubstantially, level of 390 million pounds. Society, Vol. 63, No. 3, March1986, salesof vegetableoils wouldrise. Simplesse'suse in ice creamwould pp. 278-288. On the other hand, if a protein-based not affect the vegetable oil marketbut Key Costs in the SupermarketIndustry. substitute, such asSimplesse, is used in would displace milkfat. For example, if FoodMarketing Institute, Washing ­ oil-based products,demand fortradi­ Simplesse were usedin 25 percentof ton, DC,1988. tional vegetable oils would falland U.S. ice cream,about 123 million pounds "Majority of Americans Prefera 'Low­ demand forthe ingredientsused to make of milkfatwould bedisplaced by 40 mil­ Cal' Lifestyle." Calorie Control the substitutewould grow. For example, lion poundsof milkor egg protein, add­ CouncilNews, June 29, 1989. if Simplesse wereused in retail low-calo­ ing to the current surplusof milkfat. National ResearchCouncil. Diet and rie saladdressings, it would displace The potentialfor fat substitutes is Health Implications for Reducing about 9 .5 million poundsof vegetable promising. Health professionalscon­ ChronicDisease Risk. National Acad­ oil. If 10 percentof regular saladdress­ tinue to adviseconsumers toreduce their emy Press, Washington, DC, 1989. ings, which contain more than five times fat consumption, andfood manufacturers RestaurantIndustry Operations Report. as much oil, also switched to Simplesse, perceivea growing and lucrative market National Restaurant Association, another 17.6 million poundsof vegetable forfat substitutes. Consumers arelikely Washington, DC,1988. oil would bedisplaced. to supportresearch and development Sonntag, N.O.V. "Fat Substitutes---One Simplesse useseither whey proteinor effortsbecause they want to followthe Option to Low-CalorieFoods. " Paper egg whites asraw ingredients. In the health guidelines without changing their presentedat the American Oil above example, about9 millionpounds eating habits. ■ Chemists' Societyannual meeting, of milkor egg protein would beused in Cincinnati, Ohio, May 6, 1989. place of the 27 .1 million pounds of oil. References The Surgeon General's Report on Nutri­ The sourceof the proteinwould depend Borgeson, N.S. et al. U.S. Production tion and Health. DHHSNo . on price and availability. In 1989, more and Uses of Yellow Grease, SRI Proj­ 88-50211. Dept. of Healthand Human than 200million poundsof whey protein ect No. 6225. SRI International, Services, 1988. werean unused byproductof cheeseman­ Menlo Park, California,January 1989. Trends-ConsumerAttitudes and the ufacturing,so the 9 million poundsof Bunch, K. and J. Hazera. "Fatsand Oils: Supermarket 1988 Update. Research whey protein neededcould come from Consumers Use More, But Different Department,Food Marketing Insti­ this source and the dairy industrywould Kinds." NationalFood Review, NFR- tute, Washington, DC, 1988. not need toproduce additionalmilk. 26. ERS, USDA, 1984, pp. 18-21. Waring,S. "Shortening Replacement in Cakes." Food Technology,Vol. 42, No. 3, March 1988, pp. 114-117.

30 National Food Review