Kraft Food Ingredients has announced the hiring of Anderson Partners Food Ingredient Marketing as their official agency of record to manage their business-to-business marketing communications efforts.
Kraft Food Ingredients specializes in developing and providing cheese, dairy, confectionery, condiments and sauces for a variety of applications. Kraft Food Ingredients is a part of The Kraft Heinz Company.
Andrew Scribner, vice president and general manager of Kraft Food Ingredients, stated, “Anderson Partners’ marketing experience in food ingredients and their involvement in the industry will be an asset to the Kraft Food Ingredients team. We’re eager to tell the Kraft Food Ingredients story, particularly how we deliver on quality, safety, innovation and service. Working with Anderson Partners will help us communicate the value of today’s Kraft Food Ingredients to our customers and how we can help them make their products more successful in today’s marketplace.”
Mark Hughes, CEO of Anderson Partners, said, “Our team is excited for the opportunity to work with such a well-loved, iconic brand. Kraft Food Ingredients has such a powerful story to share, and we look forward to collaborating with them to communicate it to their customers. This is a new era for Kraft Food Ingredients, and we’re eager to be a part of it and to use our B-to-B marketing expertise to help them accomplish their marketing goals.”
ABOUT KRAFT FOOD INGREDIENTS
Kraft Food Ingredients is a trusted, customer-driven partner to food manufacturers looking for the finest ingredient solutions, including cheese, dairy, confectionery, condiments and sauces. Headquartered in Glenview, Illinois, and built on a renowned history of success and a foundation of quality, Kraft Food Ingredients is the B-to-B ingredient division of The Kraft Heinz Company—the fifth largest food and beverage company in the world. With the unequaled resources of a global leader, including employees in 40 countries, Kraft Food Ingredients helps customers make an impact in today’s marketplace through proven performance, iconic brand solutions, innovative technologies and world-class service.
Recently our CEO, Mark Hughes, was interviewed for the IFT Student Association blog, Science Meets Food. Mark participated as part of the blog’s “A Chat With…” series, which provides students with information on different careers available in the food industry. Check out the article on Science Meets Food or read through the interview below to learn more about Mark and why he loves being an active voice in the food industry.
A Chat With…Mark Hughes, Marketing & Management Division
Company: Anderson Partners Food Ingredient Marketing (APFIM), a full-service, B-to-B marketing communications firm specializing in the global food ingredient industry and the unique marketing needs of food ingredient companies.
One of the best parts of my role at APFIM is that I get to travel the world, meet some remarkable and interesting people, and gain a greater knowledge of global industry trends and advances. I’ve been fortunate to be invited to speak at international food industry conferences including the Food Ingredients Global Summit in London and the Fi Europe Conference in Paris. In 2016, I was a featured speaker and panelist at the annual meetings of the RCA, IFT and IBIE, as well as at the Hi Europe Conference in Frankfurt, Germany. While in Frankfurt, I had the opportunity to share my knowledge on best practices for food ingredient marketers and how to work with the next generation of B2B ingredient customers.
What’s the most fun experience you’ve had on the job so far?
The Division Networking Reception at the annual IFT meeting is always great. The M&M Division leadership group is always there, and it’s a perfect time to meet new people and recruit new members for the division. But most of all, it’s a lot of fun, and I walk away from the event each year feeling like I just built friendships with some of the coolest people in the world.
What do you wish people knew about your current job?
As a participating member of the marketing and food science community, I wish that more people knew about the role food science plays in addressing important global issues like food security and population growth in developing countries. If there’s a trend I’d like to see more of, it would be the industry working together to communicate the food science story to consumers. Demand for transparency has given rise to technologies that enable consumers to learn about the ingredients in the packaged food they buy. But we need to take a global view beyond what 50 million well-off people in North America want. There are still billions of people in underdeveloped parts of the world who we need to consider, people who get up in the morning and simply wonder if there will be food to eat that day. Food science can make a huge impact on the lives of these people.
I always say I want to be a participant in the industry; I don’t just want to be a spectator. And being involved in the divisions lets me work with a group of really smart people who share the same feeling. It connects me with people who recognize that the work we’re doing in this industry not only affects us but also affects the wellbeing of people all over the world.
What is the best career advice you have gotten?
Love the work you do and work on what you have a real passion for.
At the IBIE conference last October, I was privileged to be part of an expert panel discussion on “Clean Label – Consumer Expectations and Baking Challenges.” Along with Abigail Ceule from Corbion and Matthew Patrick from Delavau Foods, we discussed the latest clean-label trends in communications, applications, and formulation and cutting-edge consumer research from Corbion. You can learn more about the information shared during the panel discussion here.
Afterwards, I was contacted by Monica Ginsburg and the great team from Imagination Publishing in Chicago to talk more about clean-label trends in Bakery and how retail bakers can take advantage of these trends with their regular customers. We talked indepth about what consumers are looking for when they shop for fresh and processed baked goods and how retail bakers can use these insights to help build customer loyalty and sales of “on-trend” products.
Monica and the Imagination team turned our conversation into a great piece on how bakers can successfully use these clean-label trends. Their article on appealing to health resolutions in bakery is now featured on the Dawn Foods website here.
There are some great “tips and tricks” included, so we wanted to share the entire article with the readers of our blog:
Capitalize on Health-Minded Resolutions By: Monica Ginsburg
Ringing in the New Year can also mean focusing on new opportunities for your bakery. Instead of ceding ground to annual resolutions to “lose weight” or “eat healthy,” it’s time to cash in on a growing demographic: consumers who view their meals, snacks and treats holistically—focusing on living healthier and well-balanced lives overall, rather than dieting.
Once carb-cutters and sugar avoiders, today’s shoppers are more educated about what health really means: balance. In fact, going into 2016, the most popular resolutions among consumers were “enjoy life to the fullest” and “live a healthier lifestyle,” according to research by GOBankingRates.
These consumers are seeking out foods made with natural, recognizable ingredients and local produce, as well as labels that reflect high amounts of protein, fiber and good fats. That’s not to say they’re avoiding all indulgence. In fact, a major part of maintaining a balanced lifestyle overall is recognizing opportunities for treats and portioning in a guilt-free way. And that shift in consumers’ perception of health is influencing their purchasing behaviors.
“Consumers are looking for ‘better food’ but what that means is different for everyone,” says Ed Doyle, president of RealFood Consulting in Cambridge, Massachusetts. “Generally they’re looking to upgrade to wholesome, quality ingredients, and they want to understand what’s in the foods they buy.”
Here are six tips for attracting balance-minded consumers in the New Year.
Be Smart About Labels
After the holidays, consumers are inclined to scour ingredient lists and health claims. According to Innova Market Insights, roughly three-quarters of U.S. consumers “strongly agree” it’s important for food labels to contain mostly recognizable ingredients. In addition, 91 percent view foods with recognizable ingredients as healthier.
However, consumers weigh labels differently depending on the items they’re purchasing. Claims such as “all natural,” “preservative-free” and “no artificial ingredients” draw customers to all bakery products.
Similarly to certain health claims, words like organic, authentic, artisan, local, natural, whole grain, ancient grain and wholesome resonate with health-minded consumers, says Mark Hughes, president of Anderson Partners Food Ingredient Marketing in Omaha, Nebraska. But cramming all those words on one label diminishes the impact each of them could have on a shopper’s buying decision.
Signs and menu boards are the perfect places to highlight natural products or locally sourced ingredients. Group baked goods by features, and use descriptive language like crunchy, hearty, nutty, flaky, rich and sweet to increase appeal.
Step Up the Grains
Touted for their health properties and taste, whole grains are growing in popularity—and fast. For nearly two-thirds of Americans, at least half of their grain consumption comes from whole grains.
“These products represent a small volume of the total bakery business, but it’s where significant growth is happening,” says Hughes.
Everyday staples like bread, muffins and bagels are key areas of opportunity for experimenting with whole grain offerings. Adding “new” grains including sorghum, millet, amaranth and spelt, along with multigrain loaf combinations like wheat berry, oats, rye and millet to existing formulas, can boost flavor profiles and natural appeal.
In addition, bakeries can experiment with grains in pastries, such as fruit pies and crumbles made with whole wheat or quinoa crusts and toppings. They can also swap portions of white flour for whole wheat flour in croissants, scones and danishes.
Support Portion Control
After a season of festive meals, many consumers want to minimize their intake of sweets. That doesn’t mean they’re avoiding indulgence entirely. Mini portions of cookies and brownies and single slices of cake can provide consumers a guilt-free treat that balances out a healthy diet and contributes to their overall well-being.
Consider packaging and marketing these smaller portions of sweets as accessible everyday luxuries that deliver on flavor and quality.
Display Like a Gourmet Shop
Whether a shopper has a taste for nutrient-rich bread or a sweet pick-me-up, presentation will influence his or her perception of product quality. In fact, 93 percent of consumers say visual appearance is the most important factor influencing their purchases.
In addition to clear packaging, consider using brown paper labels that evoke authentic or artisanal foods. Island displays or wooden bins and wicker baskets in place of traditional steel and plastic shelves add a special touch, while display cases decorated with colorful paper or flowers can improve the appearance of cakes. Look to specialty bakeries, restaurants and gourmet shops for inspiration.
Help Staff Spread the Word
Train bakery team members to speak knowledgably about product offerings, whether they’re explaining the difference in taste and texture of certain grains or helping a customer choose between two types of chocolate cake. Make sure staffers have sampled new products so they can effectively convey flavor and freshness to customers. “It’s a real opportunity to talk to and listen to customers,” says Hughes. “You can see what consumers respond to and that can help drive product mix.”
What other clean label ideas have you seen working in your Bakery? Feel free to share them with us in the comments section that follows.
Corbion has announced the hiring of Anderson Partners Food Ingredient Marketing as their official Agency of Record to help lead their global business-to-business marketing and advertising communications efforts.
Corbion is a leading food ingredients and biobased chemicals company headquartered in Amsterdam, Netherlands. The company is comprised of two lines of business: biobased ingredients and biobased innovations, and these business units are supported company-wide by globally managed R&D, operations and business support functions.
Jennifer Lindsey, senior director of global marketing at Corbion, stated, “We are partnering with Anderson Partners because their level of B-to-B marketing experience in the world of food ingredients and their knowledge of communicating to global audiences will be a tremendous asset to Corbion. We look forward to working with their team to help us accomplish our marketing communications goals as we continue to deliver innovative solutions to our customers.”
Mark Hughes, CEO of Anderson Partners, said, “We appreciate the opportunity to partner with Corbion in their marketing communications efforts and to expanding the relationship we already have with their team. We’re excited to use our B-to-B marketing experience to help Corbion engage with their customers, promote their products as well as their technical services and help them grow their business.”
Corbion is the global market leader in lactic acid, lactic acid derivatives and lactides, and a leading company in emulsifiers, functional enzyme blends, minerals and vitamins. The company delivers high- performance biobased products made from renewable resources and applied in global markets such as bakery, meat, pharmaceuticals and medical devices, home and personal care, packaging, automotive, coatings and adhesives. Their products have a differentiating functionality in all kinds of consumer products worldwide. In 2015, Corbion generated annual sales of €918.3 million and had a workforce of 1,673 FTE. Corbion is listed on Euronext Amsterdam. http://www.corbion.com/
The new year is here and with it comes another new season of food trend forecasts and analysis. Food manufacturers and food service operators want to know what their consumers are looking for in new food items and new flavors. Food ingredient marketers want to support their manufacturing and food service customers with consumer insights and with an array of new ingredient products and flavor solutions that can help keep them all on trend.
Every year it seems like there are more and more food trend forecast reports flooding the marketplace. Each market research firm in the space has its report on the latest and greatest trends. Every trade magazine and industry website screams out headlines on the “Top Trends” and “Best Insights,” while every flavor company, ingredient marketer and food service supplier seems ready to put its own spin on the latest trends.
The team of food marketing analysts at Anderson Partners Food Ingredient Marketing is here to help you find your way through all of that clutter and make sense of the new trends that are the most important to you and your customers. For several years now, we have been publishing a series of reports that “round up” the best trend forecasts, providing summaries of key trends and links that take you directly to the leading forecast reports. This year, our team has prepared three different Roundup Reports covering key trends for Consumers, Foodservice and Flavors.
Liz Bloyd reports in this year’s Foodservice Trends Roundup that 2017 will continue to focus on the customer experience and on how their food gets to their plate. She links to the annual forecast report from The NPD Group that focuses on key trends to watch in 2017, including food delivery services, sourcing from local suppliers, more healthy choices and new twists to classic dishes. The latest report from Baum + Whiteman details many of those new twists including center-of-the-plate attention to vegetables, creative new breakfast options and the proliferation of new ice cream formats.
This year’s Flavor Trends Roundup, from Deb Murray, explores how the flavor industry continues to search for innovative ways to answer consumers’ increasing demands for more exciting, natural flavors and exotic flavor combinations. Links to reports from both the National Restaurant Associationand Comax Flavors show how the search is on around the world to find new flavors and flavor combinations to match up with consumers’ adventurous taste buds. The granddaddy of all flavor reports, The McCormick Flavor Forecast also predicts how global flavors will make many different, unexpected appearances in both food service menus and new food products.
Overall, our Roundup Reports forecast an exciting year for the food industry. Many of the trends we’ve examined are focused on new ingredients in classical applications or on familiar ingredients in new applications. Either way it should be a very tasty new year!
Flavor is one of the most crucial aspects of any meal. If it doesn’t taste good, chances are we don’t want to eat it. That being said, palates are constantly evolving and consumers are on the hunt for exciting flavor experiences. The end of the year is a natural time for the industry to look ahead and predict what trends will hit a sweet spot with consumers in the future. As we ring in the new year, we’re rounding up flavors the industry is expecting to gain popularity in 2017.
According to a press release from Comax Flavors, floral flavors will grow in popularity as the industry searches for innovative ways to answer consumers’ increasing demands for more exciting, natural flavors. Suggested combinations include blueberry hibiscus, orange blossom vanilla and raspberry lavender. Spicy flavors—which have been hot for several years in a row—will be incorporated into more applications. For example, Comax’s flavor line for beverages includes cinnamon caramel, cocoa curry and ginger mandarin cardamom. Comax also foresees an even bigger uptick in the growing smoked food trend with smoky flavors infiltrating everything from beer to chewing gum. However, it’s not all about new tastes, classic childhood favorites—think marshmallow and root beer float flavors—will bring comfort to consumers as we enter a year of unknowns.
The National Restaurant Association (NRA) also predicts consumers will be looking for flavors that put a spin on classic favorites in its What’s Hot: Top 10 food trends for 2017. The NRA expects standard condiment flavors will get a homemade reboot in the year ahead. Consumers will be excited to try house-made variations of well-known-flavors, like mustard and mayonnaise, which provide nostalgic flavor with made-from-scratch authenticity. And while adults are looking for flavors that bring them back to childhood, children’s menus will be getting a reboot of their own according to the What’s Hot: 7 kid-friendly food trends to track report. Ethnic flavors and gourmet items will find their way onto kids’ menus in 2017—influencing consumer flavor palates for generations to come.
Both the NRA and the annual McCormick Flavor Forecast predict global flavors will be incorporated into another unexpected menu—the breakfast menu. McCormick provides examples of a variety of exotic foods that are getting a makeover for breakfast. One example is “Congee – The New Oatmeal.” McCormick suggests updating this customarily savory Far East rice porridge with sweet ingredients like mango and balsamic drizzle for breakfast. In another spin on the traditional breakfast, egg yolk is being utilized in interesting interpretations like curing—which Huffington Post recently shared a recipe for making at home. McCormick also takes a closer look at the smoked trend and suggests utilizing a plancha—a tool used in Spain and France for searing meat and incorporating bold flavors and sauces. A variety of pepper flavors makes an appearance in McCormick’s trend predictions as well—including smoky Espelette pepper and sweet combinations like black pepper and dragon fruit.
Overall, 2017 flavors will incorporate a little bit of old and a little bit of new. Many of the predictions we’ve examined focused on either new ingredients in familiar applications or familiar ingredients in new applications. We’d love to know what trends you are most excited to see as we enter the new year—feel free to share in the comments section below.
With 2016 coming to a close, and having already looked at consumer food trends, it’s time to look ahead to 2017 and see what trends will be setting the table in foodservice. Similar to the trends we reported on in 2016, 2017 will be more about the customer experience and how their food gets to their plate.
The NPD Group shared what they felt were five key foodservice trends to watch in 2017:
A delivery revolution that offers consumers a flexible approach to, and more choices in, how they receive the foods they purchase—whether it’s a speedy delivery service or a takeout-only outlet that complements a traditional sit-down restaurant format.
Engaging with consumers through the quality of foods and through a diverse menu of the foods and drinks offered to deliver a high experience that will drive loyalty and make them come back for more.
Support of communities by incorporating quality foods from local suppliers. Consumers feel good about supporting their local communities but still have an expectation when it comes to quality that can’t be sacrificed.
‘Healthy choice’ menu options and sensitivity to sourcing, waste and environmental protection will play a big role in foodservice.
New twists to classic dishes will be making their way onto menus to appeal to consumers who are creatures of habit but who also appreciate a menu refresh.
According to Baum + Whiteman, restaurants will be shoving animal proteins to the edge of the plate and giving center-of-the-plate attention to vegetables. In this “waste-not” economy, beet greens, chard, turnip greens, mustard greens and carrot tops will become more widespread, and seaweed will gain a wider acceptance. With 26 percent of consumers saying in the past year they’d eat less meat, plant-based proteins will become more prevalent as well. However, despite plant-based protein growth and vegetables being in the spotlight, Baum + Whiteman also noted that there is a growing trend in restaurants with their own butcher shops attached.
With McDonalds moving to the all-day breakfast menu, it has inspired competitors to develop more robust breakfast menu items—in fact, Baum + Whiteman suggests keeping an eye out for more creative breakfast tacos on menus. In addition, Baum + Whiteman said to be on the lookout for innovation in the fast-casual segment, when it comes to new design elements, more alcoholic beverages and the delivery of food to tables or possibly drive-thrus. One of the trends I’m most excited about is the proliferation in new ice cream formats that Baum + Whiteman sees becoming a fad—such as milkshakes topped with insane amounts of cake, cookies, doughnuts, ice cream sandwiches and various candies; ice cream rollups, which are liquid ice cream frozen into crepe-like thinness on a super-cooled metal plate; and decorated shaved ice, soft-serve embedded in cotton candy and ice cream with non-dessert ingredients such as avocado and roasted beets.
It will be exciting to see what new food and drink options will pop up on menus in 2017. Share in the comments below what you hope to see in foodservice next year.
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