On-The-Go Consumers Craving Nutrition Bars and Beverages
Time-starved consumers are replacing a meal or a less nutritious snack with hand-held protein, fruits and vegetables.
Many healthy ingredients are either insoluble in water or deliver a less-than-pleasant taste. Wild Flavors, Cincinnati, created its H.I.T.S. Team group of chemists and applications personnel specifically to focus on challenges of stability of functional ingredients. H.I.T.S.—Health Ingredients Technology Solutions—has created water-soluble versions of ingredients such as sterol esters, lutein and lycopene, and co-enzyme Q-10.
Wild's new line of health ingredients includes grape seed extract, theaflavins, omega-3 fatty acids, tea polyphenols and chlorogenic acid (all natural antioxidants). The team also developed its "Resolver Technology" systems designed to improve the taste of healthy foods and beverages through specially designed natural flavors that actually prevent taste receptors from sensing bitterness and astringency, reducing the off-tastes associated with functional ingredients.
“Nutrition bars are a great vehicle for many reasons. They're considered 'healthy' in the minds of the consumer, and of course are very convenient.”
- David Hart, Herbamed Ltd.
But calorie-free isn't in order when a drink has to stand alone as a between-meal pick-me-up. "I coulda had a V8," was the slogan used by Camden, N.J.-based Campbell Soup Co. to encourage us to drink our vegetables — eight of them blended together into one drink. Then the company got the notion to combine veggies with fruit juices and V8 V-Fusion was born. V8 V-Fusion is a mix of fruits and vegetables that taste like a healthy fruit punch, without sugar or preservatives.
Although light on protein (most have 1g per serving, some have zero), they do squeeze one serving of veggies and one serving of fruit into each 8-oz. glass.
Campbell recently took the line to a new level by imbuing its V8 product with yet another persona. "We're giving people a new reason to enjoy our beverages by introducing this juice beverage with a hint of natural green tea -- an increasingly popular light and nutritious beverage choice," says Dale Clemiss, the company's vice president of beverage marketing.
"V8's V-Fusion+Tea juice beverages are still free of artificial colors, flavors and preservatives, and they're available in flavors such as pomegranate green tea and pineapple mango green tea." He adds that each flavor meets American Heart Assn. criteria as a heart-healthy product and so can display the heart-check mark.
To the other extreme of protein, Bolthouse Farms (www.bolthouse.com), Bakersfield Calif., provides a wide variety of fruit and vegetable juices. But the company is upping its game by spinning off a line of smoothies and protein drinks with up to 30g of protein per 15.2-oz. bottle. To match the desired application and flavor, both soy and whey proteins are important nutrition boosters.
After packing protein into its cereals and then bar products, Kellogg Co. in 2006 put protein in a bottle with Special K2O Protein Waters. While the original product has since been discontinued, Kellogg keeps the brand alive with protein mix packets consumers can add to bottled water, as well as Special K Protein Shakes.
As with the new generation of bars, many drinks pack meal-sized protein quantities via cutting-edge solutions. "Solpro 735 is a calcium-fortified soy isolate with highly nutritious protein plus an ideal balance of essential amino acids," says David Kraus, global applications manager at Solbar Oakdale, Minn.
"Demand for specialized proteins will grow as we see an increase in the launch of convenient, protein-enriched products," says Rachel Marshall, category marketing manager for Fonterra, Auckland, New Zealand. "There is emerging science supporting the need to evenly spread protein consumption across the day in order to maximize the benefits and effectively stimulate muscle protein synthesis."
Still, taste is key to the success of food & beverage products. While the nutritional value and health benefits need to be credible and clearly understood by consumers, taste is always the key driver for repeat purchase. This can be a challenge when adding nutritional ingredients to many food and beverage formats. Unfortunately, many healthy bars and beverages do not meet the taste requirements for most consumers. And protein is a foremost example of such formulation challenges.
Fonterra developed a wide range of specialty dairy protein ingredients for formulation into food & beverage applications that do not change the inherent characteristics of the end product. "This allows manufacturers to deliver the nutritional benefits of protein without compromising taste and enjoyment for the consumer," says Marshall.
While protein will always be a safe and popular source of energy, there seems to be a growing consumer backlash toward energy drinks and associated products containing high doses of caffeine. "But ingredients affecting energy metabolism at the cellular level, for example l-carnitine, B-vitamins and CoQ10, are becoming more popular," says Herbamed's Hart.
Ultrasome CoQ10 is a liposomal formulation of CoQ10 from Herbamed. "The unique structure gives Ultrasome exceptional properties, while it is clinically proven to have improved bioavailability and efficacy," says Hart. As a powder, Ultrasome can be used in formulations such as energy bars, and Herbamed also has an emulsion formulation that allows CoQ10 to easily be incorporated into beverages. "Our formulations allow manufacturers to add CoQ10 to their product to bring a clear, yet sophisticated energy positioning," Hart adds.
High nutrient density and natural sources of energy are themes that are growing in popularity as consumers seek something beyond the all too familiar fast food habits of the past. The combination of insight into this trend and investment in the technology of applications by ingredient makers is helping manufacturers hit the ground running as they create the bars and beverages that will fuel not only their consumers but the bottom line as well.