Baking & Snack - July 2008 - 87

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Experience MeadowPure™
Ultra, the only ingredient with
three major Omega-3s -

ALA , EPA and DHA .
Patented technology naturally
encapsulates fish oil in milled
flaxseed for stability without
compromising taste or aroma.

For innovation beyond
your expectations.

Bpizzeys
877.804.6444 (USA)
800.804.6433 (CAN)

www.meadowpure.com
For more information, see Page 169

BAKING & SNACK / July 2008

VALUE-ADDED INGREDIENTS

to trade and medical show participation and new media tactics to support
our brand. Of course, one of the most
valuable tools we employ is the usage of
our life'sDHA logo on partner products,
which include some of the most known
and loved food brands in the US."
Toronto, ON-based Canada Bread
Co. Ltd., recently introduced Dempster's Smart 100% Whole Grain Wheat.
All Dempster's Smart 100% Whole
Grain Wheat packaging and promotional materials feature life'sDHA
branding. "We're proud to bring Canadians Dempster's Smart 100% Whole
Grain Wheat. It is the only whole-grain
bread designed especially for kids, delivering both great taste and nutrition.
It is also the first bread product in
Canada to contain a vegetarian source
of omega-3 DHA," said Andrew Pollock, vice-president of marketing for
Canada Bread.
And speaking of whole grains, ConAgra Mills, a division of ConAgra
Foods, Inc., Omaha, NE, markets Ultragrain brand flour, which is wholewheat flour that combines the nutritional benefits of whole wheat with
the taste, texture and appearance of
white flour. ConAgra Mills developed
a patent-pending milling process that
delivers whole-grain flour with the
same particle size as traditional refined
white flour. The Ultragrain milling
process retains the fiber, protein, vitamins, minerals and other phytonutrients concentrated within the bran
and germ, while yielding whole-grain
wheat flour with a taste, ultra-smooth
texture and appearance more similar to
traditional refined white flour.
Ultragrain is used in many retail and
food service items, including buns, rolls,
tortillas, muffins, noodles, pizza, waffles,
French toast sticks, cookies, pretzels, and
snack and cereal bars. Many food service
items include the Ultragrain brand in the
product name. For example, Azteca Foods,
Chicago, IL, markets Ultragrain Tortillas
to school food service operators.
According to ConAgra Mills, the
Ultragrain logo and message significantly increased purchase intent for

ᮡ Eagle Mills All-Purpose Flour for home use is made
with Ultragrain and contains 9 g of whole grains
per serving.
CONAGRA MILLS

bread (48%) and for pizza (32%) in a
consumer test. And although not all
companies have evaluated the power of
their branded functional ingredients, all
evidence indicates that this branding
trend will continue to grow.
"In an environment with increasing
consumer interest in making healthy
choices, most manufacturers are seeking to drive sales by making healthier
products and including appealing
health-related claims on their packaging," Mr. Tuchler said. "While this is a
very positive development, it also can
lead to confusion as consumers need
to understand an increasingly complicated array of ingredients, claims and
benefits. A branded ingredient, when
successful, is a recognizable symbol
that is able to instantly telegraph a collection of elements including product
attributes and the associated benefits.
In the best case, the branded ingredient
symbol is also able to convey characteristics such as taste as well as higherorder benefits such as trust, reliability,
safety and relevance. This benefits both
manufacturer and consumer in simplifying messaging and driving greater
brand acceptance by the endorsement
of the ingredient."
Ⅲ

http://www.meadowpure.com

Baking & Snack - July 2008

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