Consumers Choosing Fit Over Fat

Yogurt may be healthy enough, but the new yogurt from Stonyfield Farm (www.stonyfield.com), Londonderry, N.H., has even more protein with the goal of increasing satiety. The product is called Oikos, or “yiaourti” in Greece. Authentic Greek yogurt is creamier than regular yogurt due to a centuries-old straining process that removes the whey (liquid) from the yogurt – the result is more protein.

Australian researcher Susanna Holt developed the Satiety Index, a way to measure the ability of different foods to satisfy hunger. Simply feed 240 calories of different foods to participants and then rank their feelings of hunger every 15 minutes, allowing them to eat freely for the next two hours. Of all the foods tested, boiled potatoes were the most satisfying by a wide margin. Not French fries mind you — boiled potatoes, the ones many consumers have been shunning because they didn’t fit the convoluted reasoning of some diet books.

As Meredith Myers, spokesperson for the United States Potato Board (www.uspotatoes.com), Denver, points out, “One medium size (5.3-oz.) potato contains no fat, sodium or cholesterol, and has 110 calories. It provides 45 percent of the recommended daily value of vitamin C.” Skins in tact, potatoes are a good source of potassium. Potatoes come in different colors, many of which are good sources of phytochemicals.

Mintel International’s Global New Products Database (GNPD) statistics show global launches for products with a satiety positioning have increased from one in the first quarter of 2005 to 42 in the first quarter of 2008. One-third of those were based on a combination of fibers and proteins with another 20 percent claiming a high protein or high fiber content. Water also is a key factor in building satiation, particularly when it is incorporated into the food’s matrix.

With 8g of protein and 6g of fiber, Kashi’s GoLean bars pack a lot of nutrition and satiety in between the caramel and chocolate.

Flax, soy, blueberry … Nature’s Path cereals are chock full of ingredients attractive to people with healthy lifestyles.

A dominant theme running through the functional food trends is nutrient density. Consumers are tired of dieting, bored with counting calories and understandably confused by newer and inherently confounding dietary parameters, such as glycemic index and glycemic load. But you don’t have to pull out the solar calculator to figure out the value of getting the greatest punch from the calories we take in.Nutrient density

Whole grains, phytochemicals, probiotics and omega-3s are among the focal points of new and unique functional foods that support healthier, fit lifestyles. Those are some of the key ingredients across the portfolio of Optimum products from Nature’s Path.

“Optimum Power, Slim, Zen and ReBound cereals are designed to help the body replenish essential nutrients and minerals after vigorous exercise,” says Maria Emmer-Aanes, director of marketing at Nature’s Path. “We call them all Optimum because for people with active lifestyles, they’re a smarter, healthier way to live,” she says.

The key to Optimum Slim is 11g of fiber per serving – which increases satiety, according to a spokesperson.
The Optimum line includes hot cereals, dry cereals, waffles, and bars. Many contain flax as a source of omega-3 fatty acids and lignans. All have natural soy isoflavones, are low in fat (with no trans fat or cholesterol) and are sources of fiber, protein and iron. Optimum Power and Zen hot oatmeal cereals contain soy germ and super fruits like blueberries and cranberries.

With its original granola as well as subsequent products, Bear Naked has raised snacking to a healthier level while also appealing to consumers with active lifestyles.

An active lifestyle also is the underlying theme at Bear Naked (www.bearnaked.com), La Jolla, Calif., best known for its homemade granola made from whole grains and minimally processed ingredients. But the company also offers a full line of organic hot cereals and all-natural and organic trail mixes.

Bear Naked’s new Native line features unique ingredients “that embody the same adventurous spirit of our customers,” says Ryan Therriault, senior manager of brand marketing and innovation. The Native line that features Yumberry Goji Currant and Mango Agave Almond flavors.

Kashi expanded its GoLean product line in November 2007. It now includes cereals, bars and waffles, all made with the company’s trademark “seven whole grains” and soy as a source of protein, fiber and micronutrients.

“When making the decision about what to snack on, it’s important to choose products that not only taste great and satisfy your cravings, but that offer positive nutrition,” says Jeff Johnson, senior brand manager and nutritionist for Kashi, now a unit of Kellogg Co., Battle Creek, Mich. “GoLean is designed for proactive, healthy weight managers, not for people who want a quick dieting fix.”