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“Natural,” “clean-label” and “origin” will be the key words driving food marketing to increasingly skeptical consumers in 2008 – so says Innova (www.innovadatabase.com), the Netherlands-based tracker of worldwide new product launches.
High profile studies on artificial colorants and food scares related to Chinese ingredients in 2007 will only lead to more products touting all-natural and organic label declarations. Red Band Truly, a confectionery range from Netherlands’ Leaf Holland BV, eschews artificial colors and flavors, and Innova believes it’s the first major line of sweets to be launched across Europe with less sugars and more fruit juices and natural ingredients.
Recently, Unilever made a similarly “natural” move with the launch of Knorr Color Soups. The range of soups is made of ingredients with the same colors as the soups themselves and without artificial flavorings.
Following is Innova’s full top 10 trends list for 2008:
The Innova Database (www.innovadatabase.com) tracks new product trends, competitors, ingredients and flavors from food manufacturers around the world. It contains product pictures, search possibilities and analysis. You can request guest access at: http://www.innovadatabase.com/guestregister.asp or contact Lu Ann Williams at email@example.com.
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