Baking & Snack - May 2009 - 62

CLEAN LABELS

York, NY, predicted the current
economic struggles will continue
to lead people to a simpler way of
life. The group forecasted that this
pursuit would contribute to increased sales of foods with natural
and wholesome benefits. In 2008,
natural claims increased on new
food and drink launches while fortified or plus claims dropped 20%.
Within the natural category, no additives and preservatives, organic
and whole grains were the most
frequent claims featured globally on
new products.
WHAT'S NATURAL. In November,
Caravan Ingredients, Lenexa, KS,
conducted a panel asking consumers to define what better-for-you
meant to them. The panel found a
consensus among consumers that
better-for-you products are generally low in fat, sugar, salt, calories
and additives. Natural was defined
by the group as products that are
minimally processed and free of
chemicals and preservatives.
"Consumers are the key driver
shaping the landscape of these
categories," said Abby Ceule, marketing manager, specialty ingredients, Caravan Ingredients. "When
consumers are able to identify with
the foods they are consuming, their
view of perceived value and benefit
goes up."
Combining consumer research

and the company's product portfolio,
Caravan Ingredients approached the
demand for health and wellness products from two angles. The company's
Invisible Goodness line provides a
"stealth health" approach to produce
products with balanced nutrition and
a primary focus on great taste. Ingredients such as fiber are emphasized
while others such as sodium are reduced. The line includes a muffin mix
and a bread and bagel base. The Nutrivan line pinpoints particular needs
or concerns from manufacturers and
consumers for customized offer-

Consumer as c.e.o.
Food 2020: The Consumer as
C.E.O., a half-day symposium
funded by Ketchum's Global
Food and Nutrition Practice
and The Lempert Report, examined the perceptions, expectations and considerations about
food by consumers in the US,
UK, Germany, Argentina and
China and learned:

BAKING & SNACK / May 2009

67% of US consumers want
to be able to recognize all the
ingredients on a label.

45% of US consumers think
food should be simple.

37% of US consumers want
foods made with as few
ingredients as possible.

ᮡ Available in Rosemary & Garlic, Onion & Chive
and Almond varieties, these wheat- and glutenfree crackers are also free of GMOs, trans fats
and cholesterol.
R.W. GARCIA

ings that target weight management,
satiety, heart health, prenatal nutrition and bone health as well as the
emotional health considerations of
mental focus and energy.
R.W. Garcia Co., San Jose, CA,
has been manufacturing all-natural tortilla chips and other snack
products for more than 20 years.
Julia Lin, marketing specialist for
the company, said the definition of
natural, better-for-you and functional foods continues to evolve.
"For most consumers, I believe
that the terms natural and betterfor-you imply that there are no
additives or preservatives and that
the product is made with ingredients you can read and understand,"
Ms. Lin said. Designed as healthy
snack alternatives, many of R.W.
Garcia's products are wheat- and
gluten-free, and all are free of
cholesterol, trans fats and GMOs.
The mainstream media also
highlighted the growing appeal of

Baking & Snack - May 2009

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