Milling & Baking News - May 23, 2017 - 27

CHIPOTLE MEXICAN GRILL

Ingredients Update

Friendly labels, transparency become
bigger factors in ingredient selection

ngredient trends might bring to
mind a cartoon about a ghost. Surveys show many consumers seek
transparency in the sourcing of ingredients and in the marketing of products, and they also seek "friendly"
ingredient lists. Yet make no mistake:
Consumers want "real" ingredients.
"Consumers are changing their
definition of health and wellness,"
said John A. Bryant, chairman and
chief executive officer of The Kellogg
Co., Battle Creek, Mich., in an April 28
annual shareholders meeting. "We go
back over time, health and wellness
was defined as lower fat, lower calorie, defined as added vitamin fortification, etc. Now increasingly, health and
wellness means the absence of negative. It could be G.M.O.-free, glutenfree, any number of definitions along
those lines - simple food.
"To address this, the company is going
through the largest innovation program
in history as we aggressively change our
foods to ensure they are on trend with
long-term needs of our consumers."
Results from the International Food
Information Council Foundation's 2017
Food & Health Survey released May 16
backed up Mr. Bryant's thoughts. When
the on-line survey of 1,002 Americans
aged 18 to 80 asked how they defined
bakingbusiness.com / world-grain.com

a healthy food, 15% said free from artificial ingredients, preservatives or additives was their No. 1 reason, which
ranked behind high in healthy components or nutrients at 27% and part of an

'Now increasingly, health
and wellness means the
absence of negative. It
could be G.M.O.-free,
gluten-free, any number
of definitions along those
lines - simple food.'
- John A. Bryant,
The Kellogg Co.
important food group needed to build
a healthy eating style at 17%.
Other answers were natural at 9%,
low in unhealthy components or nutrients at 8%, minimally processed at 8%,
organic at 7% and non-G.M.O. at 5%.
Generation-wise, millennials are
leading the clean label/transparency
trend, said Hank Cardello, senior fellow at the Hudson Institute, a nonpartisan policy think tank in Washington where he directs its Obesity
Solutions Initiative. Millennials tend

The five ingredients in Chipotle's flour tortillas are flour, water, canola oil, salt and yeast.

to be more skeptical, he said.
"They don't want any marketing
mumbo jumbo," Mr. Cardello said.
"They want to know what they are eating, where it comes from and what it is."
Attitude-wise, two groups are leading the trend. "Well-beings" make up
about 20% of the population, he said.
"These are people that walk the
talk," Mr. Cardello said. "These are
people that look for non-G.M.O., organic, gluten-free, etc."
Another group, making up about
35% of the population, includes people that are confused and looking for
guidance.
"The clean label notion has a lot of
appeal to them," he said. "I think that
helps them with their confusion."
In the IFIC Foundation survey, 78%
said they encounter a lot of conflicting
information about what to eat/avoid,
and 56% said the conflicting information makes them doubt the choices
they make.
Mr. Cardello said he recognizes labeling strategies may reduce skepticism among consumers.
"I think consumers ought to know
Milling & Baking News XMay 23, 2017 / 27

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Milling & Baking News - May 23, 2017

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