Cheese hits all the trends

Researcher Syed Rizvi of Cornell University in Ithaca, N.Y., who has been involved in several cheese innovations, currently is excited about the ability to capture milk proteins that emerging research has shown to be beneficial for weight management and also for the regulation of food intake, hypertension and muscle metabolism. Rizvi's microfiltration process enables pure milk proteins, once elusive and exorbitant, to be a viable healthful ingredient in nutraceutical applications and valuable condition-specific foods.

Fortification

Historically, the dairy industry has shied away from fortification, lest consumers get the impression that milk and other dairy products require the addition of vitamins, minerals and other nutrients to be nutritious. But there is some experimentation under way that could make cheese and even healthier food.

Marc Beck, vice president of marketing at the U.S. Dairy Export Council (www.usdec.org), Arlington, Va., says dairy scientists are working on such innovations as nutraceutical cheeses, with enhanced probiotic content, healthful inulin, extra calcium and omega-3 fatty acids. They should be able to make pediatric and digestive health claims.

Orange juice, margarine, and soymilk marketers have done a good job educating consumers on the health benefits of phytosterols, natural plant-derived compounds that structurally are analogs of cholesterol and consequently compete with ingested cholesterol for absorption through the small intestine. Now these compounds are being added to cheese.

Dairy marketer Lifeline Food Co., Seaside, Calif., was the first and is still the only dairy producer to offer phytosterols in cheese called Lifetime Low Fat Cheeses. A single 1-oz. serving of the Cheddar, Extra Sharp Cheddar, Jalapeno Jack and Mozzarella contains 0.65 g phytosterols -- the recommended amount for the cholesterol-lowering benefit.

"We could not have more than 1 g of saturated fat in order to make the 'reducing cholesterol' claim," explains Lifeline President Joan Chappell. "Serendipitously, we discovered that phytosterols act as fat mimetics -- so, the phytosterol cheeses taste creamier than the regular low-fat product."

Carl Brothersen, Utah State University researcher and associate director of the Western Dairy Center, applies high-pressure injection technology to create vitamin-fortified cheese that taste like regular cheese. The technology allows for delivering valuable nutrients such as vitamins D, B6 and folic acid affordably and with enhanced appeal to a wide range of consumers without affecting the ripening process or flavor of the cheeses.

Austrian cheese maker Kasemacher (www.austrade.com) recently rolled out cow and sheep's milk cheeses with pumpkin seed and poppy seed. Pumpkin seed cheese is gaining popularity in Whole Foods Market stores for its positive link with prostate health benefits and adds an unexpected flavor and texture to this creamy-textured cheese.

The cheese market

The overall cheese category grew 3.4 percent by volume for the 52 weeks ending March 28, according to ACNielsen (www.acnielsen.com), Schaumburg, Ill. Natural cheese, which has the largest market share, increased 7.2 percent and drove category growth while processed cheese actually lost ground with a volume decrease of 2.6 percent.

Both 2003 and 2004 were good years for most of the top brands of natural cheese, as well as private label cheeses. Hispanic cheeses mirrored the U.S. Latin population, historically major consumers of cheese, and accounted for strong growth in the specialty cheese sector.

Recent data from USDA's Economic Research Service indicates per capita consumption of natural cheese has grown by almost 2 percent annually since 2001. Much of the growth, especially in the past year, is attributed to low carb consumers, who select natural cheese along with cream and butter for their naturally low carbohydrate attributes. As Kraft Foods says in a recent cheese advertisement: "If you can count to one you can count our carbs."