Baking & Snack - October 2010 - 60

62

FORTIFICATION

fiber have exploded in popularity in the past few years,
driven by solid science and aggressive marketing efforts."
In fact, almost any bakery or snack product that is
currently low in fiber can benefit from fortification with
dietary fiber, added Kelly Nehmer, research scientist,
Tate & Lyle, Decatur, IL. Such fibers can promote the
growth of good bacteria in the gut that use it to produce
short-chain fatty acids, which are absorbed in the colon
and can lead to better intestinal integrity, she said.
"In addition to benefits such as good digestive health,
food manufacturers will be looking to fortify with
dietary fibers that provide added health benefits such as
weight management, satiety, blood glucose control and
prebiotic effects," Ms. Nehmer said.
Among all of the health claims being made for bakery
foods, all-natural, whole grain, kosher and no additives
top the list, according to William Vertolli, vice-president
sales, bakery ingredients division, Watson, Inc., West
Haven, CT. "At Watson, we are very aware of both customer and consumer demand for these as well as other
long-term trends such as nutritional fortification," he
said. "As such, we remain strongly committed in our
efforts to produce ingredients that satisfy these needs."
SIMPLY BOOMING. The baby boomer generation, a
monolithic demographic group that has been influencing how companies develop, promote and sell food
products for nearly a half century, continues to "push
the envelope" on fortification as a part of a broader wellness trend, noted Marge O'Brien, insight manager for
Caravan Ingredients, Lenexa, KS.
"People are searching for ways to enhance their health,
and with that, the demand for fortification is increasing,"
she said. "Looking across different categories, some emerging ingredients that offer caloric quality and nutritionally
rich benefits include pomegranate, kiwi, honey and
goji berry for skin health
and beauty; pistachio and
flaxseed for heart health;
green tea and stevia for
weight management; organic agave nectar for digestive health; and guarana for
cognitive health."
Specifically, the over65 segment, or around
16% of the US population,
also tends to be concerned
◀ Fortified bakery foods will become
increasingly popular because the
products are familiar to consumers,
shelf-evident at the store level and
relatively fast-moving in terms of sales.
DANISCO USA

BAKING & SNACK / October 2010

▲ Fortifying breakfast foods such as pancakes, muffins and nutrition bars
remains popular because they can provide an immediate source of energy.
ICL PERFORMANCE PRODUCTS

with mental and visual acuity, as well as weight control
and sustainable energy, Mr. Wright said. However, targeting many of these more novel health issues with a
host of emerging nutrients not only provides a plethora
of opportunity but also can pose a host of concerns on
a regulatory front.
"In developing products for these specific populations, it is important to rely on the available science and
the expertise of suppliers who have experience in working with this sometimes exotic group of nutrients," Mr.
Wright noted. "Unlike standard fortification, specific
formulations use a wider array of ingredients besides
vitamins and minerals. Actives like omega-3 fish oils,
coenzyme Q-10, genistein, alpha lipoic acid, carotenoids, polyphenols, probiotics, prebiotics and various
botanicals can pose serious stability, regulatory and
organoleptic issues, which must be addressed before
incorporating them into finished products."
Americans also continue to live longer, creating another
growing group that can best be described as "aging seniors,"
or those people over 80 who have other specific concerns
including bone health, sustainable energy and cardiovascular health, stated Rodger Jonas, director of national sales,
P.L. Thomas, Morristown, NJ. "It's no longer fair to just use
the term 'senior.' When you get into your 80s, you're an
'aging senior' with more specific nutritional needs."
If health and medical conditions permit, many of
these aging seniors are redefining the more prosaic
concepts of retirement, according to Sarah Lais, bakery
market analyst, Danisco USA, Inc., New Century, KS.
"These are more active seniors these days, and some of
them are not retiring as early as they used to," she said.
"Most travel when possible and enjoy food and drink as
much as their children."
BEST DELIVERY VEHICLES. With companies targeting baby boomers and, in fact, people of all ages, it's
not surprising that the number of functional claims
has increased during the past four years. US companies
launched 770 foods and beverages with functional claims
Baking & Snack - October 2010

Table of Contents for the Digital Edition of Baking & Snack - October 2010
