Anderson Partners Logo

We are 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.

402.341.4807 | 800.551.9737

Clean Label Remains in the Spotlight

At last year’s IFT trade show, it was clear that clean label was no longer a trend—it was the rule. At the IFT16 Annual Meeting and Expo in Chicago, clean label seemed to be the star of the show and it was evident by the number of ingredient companies offering “simple,” “natural,” “safer” and “cleaner” ingredients.

One of the ingredient companies showcasing its clean-label capabilities was Corbion. The theme of the Corbion booth was “Make it with Corbion.” To “Make it Cleaner,” Corbion showcased a variety of products like its ENSEMBLE™ non-PHO emulsifiers, its clean-label product line of dough conditioners, Pristine®, and its natural solutions for uncured meats, Verdad® Avanta™. Corbion invited attendees each day to listen in on a “Tech Talk” where an expert from their team highlighted a different product and capability to help manufacturers make healthier, safer, fresher and tastier food and beverage applications. In addition to its “Tech Talks,” Corbion also sampled a variety of applications—from non-PHO ice cream to sausages in buns. Based on what I sampled at the booth—Corbion was definitely making those applications tastier, too!

Corbion-0187-1500px

Another ingredient company that featured ingredients around the clean-label “rule” was Land O’Lakes Ingredients. Featured at the Land O’Lakes Ingredients booth was a new dairy seasoning for snack food manufacturers, Thai Chili Ranch, which was a savory blend of rich, flavorful ranch with the tangy sweet taste of Thai chili. To help snack food manufacturers meet the clean-label demand, Thai Chili Ranch is formulated without artificial flavors, PHOs or FD&C colors. In addition to featuring clean-label ingredients, Land O’Lakes Ingredients also hosted a daily presentation at its booth, The Colors We Eat. During the presentation, the Land O’Lakes Ingredients R&D team discussed the challenges facing the dairy powders industry in the move away from artificial colors to more naturally sourced options.

LOLPresentation_0216_1500px

There were several other companies on the trade show floor using clean label as the theme for their booths:

  • Kerry displayed messaging on its booth stating, “We make products that people enjoy and feel better about” and used a whole wall of its booth to highlight its clean-label capabilities.
  • Without using the term “clean label,” Cargill positioned itself at IFT16 as “Improving nutritional profiles to meet consumer demand.”
  • Another company meeting the clean-label demand without using the term “clean label” was Kalsec—promoting its Natural Spice and Herb Flavor Extracts, Colors and Antioxidants.

KerryCargillKalsec

As more ingredient companies offer clean-label solutions to food and beverage manufacturers and consumer demand is being met, it will be interesting to see what the next trend/consumer demand will be that will become a “rule.”

Clean Label No Longer Trending—It’s the Rule

At the IFT15 Expo in Chicago, Innova Market Insights said it best, clean label is no longer a trend—it’s the rule. As stated in our “The Simple Trend in Food Ingredients” blog post, 62% of consumers seek foods that are minimally processed and 53% prefer foods and beverages that contain a short list of ingredients. With a high consumer demand for cleaner labels, the food industry is left to respond with product reformulations, new product developments and new communication strategies to keep up with the marketplace.

From natural and organic to no artificial additives and no partially hydrogenated oils, food ingredient companies on the IFT15 expo floor were marketing solutions to help food manufacturers “follow the rule” and clean up the labels on its products. Companies like Naturex and Kalsec used simple statements on their booths—“From Nature to You” and “Cleaner Labels. Clear.”—to grab the attention of and engage food manufacturers who were in attendance at the show.

CleanLabelImages

Land O’Lakes Ingredients was another company that showcased how its ingredients provided a solution and opportunity for product developers to clean up their labels. At IFT15, Land O’Lakes Ingredients launched a new cheese powder, 3-Pepper CheddarChromaTM. At the booth, Land O’Lakes Ingredients used a display card next to the application sample to highlight how 3-Pepper CheddarChroma cheese powder contains no artificial flavoring, no FD&C colors and no added MSG—giving snack food manufacturers a quick snapshot of how Land O’Lakes Ingredients can help them clean up the labels on new product developments and reformulations.

With a consumer demand that shows no signs of going away, the food industry will have to continue to work together to overcome the challenges, and evolve and adapt to the rule—because let’s be honest—being a “rule breaker” in this industry won’t always lead to success in the marketplace.

2015 Flavor Trends Roundup

According to the Innovation on the Menu: Flavor Trends report published by market research firm, Mintel, 62% of millennials and 56% of U.S. adults identify as adventurous eaters, with 82% of consumers stating they were willing to try new flavors. This interest in the bold and unexpected permeates a variety of 2015 flavor-trend predictions with forecasts focusing on pungent flavors that provide a strong taste for consumers. An assortment of spicy Middle Eastern and Asian flavors can be seen throughout, along with an increasing focus on sour, smoky and bitter notes.

insideblog.flavor

The Institute of Food Technologists (IFT) backs its Top 5 2015 Flavor Trends predictions with extensive data from a variety of sources and provides “drivers” behind each trend. Sweet + Heat is chosen from consumers’ love of spicy flavors and a growing interest in heat mixed with sweet ingredients—think chili peppers with berries and citrus fruits. IFT notes that manufacturers are already pursuing this trend with Kalsec introducing Tangy Sweet Ginger, Spicy Orange, Herbal Jalapeño and Sweet-Roasted Chipotle at the 2014 IFT Food Expo. IFT includes spice’s ability to play to consumers’ view of a product’s authenticity, as well as studies showing that spice might have a positive effect on the metabolism as drivers of this trend. IFT predicts sour, bitter and tangy flavors with a focus on fermented foods will also be big in 2015, noting kimchi as a strong influence on consumers growing interest in fermented products. Like Sweet + Heat, IFT includes “authenticity and health and wellness” as a driver of this trend. IFT rounds out its forecast with umami, smoke and oak, and Middle Eastern and North African flavors.

Last year, The McCormick® Flavor Forecast®  predicted chilies, Indian, Mexican and Brazilian flavors would satisfy consumer cravings for heat in 2014 and it seems in 2015, consumers will still crave heat but now from regions like the Middle East and Asia. Like IFT, McCormick’s trend categories included umami, smoke and all around spicy ethnic flavors.  Consumers looking for tang will turn to products that feature Sour + Salt. Those craving umami will turn to vegetables that include the “fifth taste”—mushrooms, tomatoes, sweet potatoes and nori. Smoked spices will provide depth to drinks and condiments, while fruit and vegetable juices and purees mixed with herbs and spices will add flavor to soup and sauce applications. On the dessert front, cookies will get a sophisticated makeover flavoring brûlées, tarts and bars.

Comax Flavors picked four flavor category trends for its Flavor Trends for 2015 press release: Melting Pot, In a Nutshell, Coffee House and Breakfast Anytime. With Melting Pot, you’ll find flavors with Hispanic and Asian influences. In a Nutshell focuses on nuts bringing new flavor to sweet applications like bourbon caramel pistachio and savory applications like pecan chipotle. Coffee House focuses on consumers increased demand for coffee and the opportunity for coffee mixed with unexpected flavors. For example, Comax Flavors developed cofftea and cabernet espresso to celebrate National Coffee Day in 2014.

Firmenich, an international producer of flavor solutions, reports that honey will be the flavor of 2015. In an article from BakeMag.com, Patrick Salord, senior flavorist at Firmenich, stated, “For a flavor that is as sweet as honey is, it shows remarkable versatility. Depending on the application, you can tone down the sweetness or even tone it up! It’s a flavor that has no limit in its potential, and people respond to that.” While honey has been growing in popularity in recent years, it will be especially popular in 2015 as a vessel for the bolder spicier flavors forecasted.

As we continue to read about and share with you more predictions for 2015 food industry trends, feel free to leave us a comment with your thoughts on what trends you think the food industry will see in 2015.

Study: build successful business relationships with the next generation of customers

New Study

Strengthen your communication with the growing millennial workforce by understanding what they’re seeking from their ingredient suppliers
MORE>>

Join our mailing list to receive the latest in food ingredient news delivered right to your inbox. MORE>>

Industry News – Anderson Partners Food Ingredient Marketing

In The News

1