Food Processors Take on Heart Disease

Extensive education of food formulators and consumers-at-large by Kemin Foods on the benefits of lutein has resulted in its appearance on the labels of products like Ensure and Glucerna from Ross Products, Sunsweet Prune Juice and Hain Pure Foods’ Veggie and Carrot juices. Consumers associate the nutrient as having superior and almost magical effects on heart and eye health and tend to select these brands over their lutein-free competitors.

Physterols Block Cholesterol

“Several epidemiological studies associate the regular consumption of phyosterols and flavonoid-rich foods with decreased risk of cardiovascular disease,” says Anthony Almada, Chief Scientific Officer at Imaginutrition, Laguna Niguel, Calif. Phytosterols are believed to function by interfering with the body's absorption of dietary cholesterol during digestion, and by promoting the release of cholesterol, thus helping to maintain healthy cholesterol levels.

Masterfoods USA, makers of Dove Chocolate, Snickers and M&M's brands, innovatively leveraged this information to create CocoaVia, a high-flavanol chocolate snack with the health benefits of phytosterols. The FDA’s message--that foods containing at least 0.65 grams per serving of plant sterol esters, eaten twice a day with meals for a daily total intake of at least 1.3 grams, as part of a diet low in saturated fat and cholesterol, may reduce the risk of heart disease--is indeed good news for CocoaVia.

Calcium Builds Stronger Hearts, Too

The addition of calcium to just about everything from fruit juices to cereal is motivated by the consumer awareness and the marketplace demand from those who cannot get enough of it--especially children and peri-menopausal women.

Caffé Botanica, Eugene, Ore., employed science and clever marketing to launch its Strength line of calcium-infused gourmet coffee beans. Calcium-enhanced water from mineral deposits in the Grotte Verdi (Green Caves) of Naples, Italy, are used to infuse coffee beans and create a smoother tasting brew with health-giving properties.

Calcium is known to improve heart health through different mechanisms than antioxidant effects. In combination with magnesium, calcium has been demonstrated to effectively lower blood pressure, with calcium specifically beneficial to serum lipid levels. Aside from aiding in the absorption of calcium, magnesium helps the body to utilize protein and is responsible for activating the multitude of essential enzymes in the body.

Studies link potassium strongly to reduced risks of stroke and high blood pressure prompting food companies to consider potassium and/or magnesium when exploring heart-healthy beverages. “Savvy consumers know about bioavailability,” asserts Ellis Hogetoorn, research & development manager at Purac, Lincolnshire, Ill., commenting on the most recent advances in the realm of commercially prepared mineral-rich foods for cardiovascular health. “We are trying to work with our customers to develop new calcium sources--to enhance calcium content or to develop new sources of calcium for real and perceived benefits,” she adds.

Amaranth is showing up on the labels of grain-based foods as a new source of calcium. Cultivated for centuries by the Aztecs, amaranth is garnering newfound respect from food formulators and consumers. Amaranth ranks as a super grain due to its superior nutrient content and rich reserves of minerals – calcium, potassium, magnesium, iron, and zinc to help support healthy blood pressure, and strong bones. When paired up with a vitamin C rich food such as a vegetable or fruit, the calcium and iron in amaranth are even more bioavailable.

“Amaranth is also rich in phytosterols and healthy fats to beat heart disease, stroke, and high blood pressure,” according to Larry Walters, President of Nu World Amaranth, Naperville, Ill. The company is focused on helping food formulators create good tasting heart-healthy foods with natural sources of fiber, calcium and phytosterols.

Cardio Goes Mainstream

Cardiovascular health is becoming an increasingly common-place proposition. Application of this proposition to more and more foods has helped level the pricing comparable to everyday foods, welcome news for those seeking affordable goodness.

But consumers don’t buy or eat science. They rely on brands and buy into hope. Ultimately, taste and convenience really influence the selection of one food over another. Companies with established food brands stand to win considerably in this race for consumer dollars and loyalty by creating good foods that say what they do and do what they say. Provided that the science is sound most companies will find their heart health products starting to perform much like any other kind of food.

About the Author

Kantha Shelke is a principal at Corvus Blue LLC, a Chicago-based firm that specializes in competitive intelligence and expert witness services. The firm helps businesses and professional organizations in the health and wellness sector to focus on what matters most. Contact her at kantha@ais.net or (312) 951-5810.

Amaranth, an ancient Aztec “super” grain, is gaining new respect for its high levels of heart-healthy calcium, potassium, magnesium, iron and zinc as well as phytosterols and healthy fats. Image courtesy of Nu World Co.

Coffee joins the list with heart- and bone-healthy beverages with Café Botanica’s introduction of Strength calcium-infused coffee beans.