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Flax in Food Products
Flax in Food Products: Unique Attributes and Versatility Welcome Moderator and Opening Remarks Kelley Fitzpatrick, FLAX CANADA 2015 Using Unique Attributes and Versatility of Flax In Successful New Products Alan S. Turover, The Turover Straus Group Flax: A Versatile Nutritional Ingredient John Smith, Quaker Oats Omega 3 Consumer Survey Sue Taggart, Adinfinitum Pointers for an effective Webinar Experience • IF YOU NEED HELP • ASK A QUESTION • DOWNLOAD SLIDES • ARCHIVE – webinars@bnpmedia.com • SURVEY Flax What is FLAXSEED? • Major oilseed crop • The richest source of omega 3 alpha linolenic acid - ALA • Rich in dietary fiber • Rich source of lignans (phytoestrogens) and other antioxidants Flax, Omega-3 and Fiber Labeling and Marketing April, 2007 Archived at: fs.preparedfoods.com Using The Unique Attributes and Versatility of Flax In Successful New Products Alan Turover The Turover Straus Group, Inc. June 7, 2007 © 2007 The Turover Straus Group, Inc. • Page 7 Objective: • Share some of the unique trend drivers that create the marketing opportunity for flax • Discuss the unique nutritional, functional, culinary, and potential claim adding attributes of flax that make it a such a multidimensional raw material • Show examples of flax in commercial products • Present some new product opportunity areas for adding flax in new products. © 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 8 New Product Success Equation $Success = Determining & Meeting the Consumer Need x The Right Food x Proper Packaging & Preparation x Positioned Correctly on Shelf & Media x Integrated into Corporate Structure © 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 9 Trend Drivers: Food Integrity “I worry about what’s in my food” • Top Health Concerns Percent of Adults Aware and Concerned About: Salmonella 75.1% E.Coli 74.5% Trans Fat 74.3% Mercury 63.8% 61.6% Mad Cow Genetically Modified Food 45.7% Foot and Mouth 44.3% High Fructose Corn Syrup 43.8% 34.5% Listeria 31.2% Tampering in Restaurants Tampering in Supermarkets Genetically Modified Corn Acrylamide Source: NPD Group 29.9% 26.1% 19.3% © 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 10 Trend Drivers: Food Integrity “I worry about what’s in my food” • Fresh cues – – – – “Fresh baked” “Natural” “Organic” “Whole Grain” – “Hot off the grill” – “Cooked to order” – “Made on-premises” / “made from scratch” © 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 11 Trend Drivers: Life Extension “An apple a day…” • The evolution of eating to improve health – Tension between “good” and “bad” foods 1900 - 1950 1960 - 1990 Natural Foods Cold Cereal Nutrient Deficiencies 1990 - 2005 Oat Bran / Claims / labeling Diet Foods 2005 - 2010 Whole Foods / Lower Calories Functional Foods Fat Free Protein vs. Carb © 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 12 Trend Drivers: Life Extension “An apple a day…” • “Good ingredient” focus – Yogurt, fruit & cereal combinations – France: Lentil- and soy-based items • Proliferation of Whole Grain foods – – – – Enlightened Ready Meals Pristine Baked Snacks Power Cereals Hearty Grain side Dishes © 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 13 Trend Drivers: Good Additions “Putting in the good, not just taking out the bad” • Interested in “more” vs. “less” – Top interests in adding are: whole grains, fiber, vitamin C, calcium, protein* – 69% of consumers want to learn more about fibers that reduce hunger and help control appetite* – 65% want to know how to keep their energy in balance – 64% want help with digestion – 60% want food with low impact on blood sugar levels – 64% want better carbs for their children Source: Parade Magazine “What America Eats”; NDP’s NET © 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 14 Trend Drivers: Good Additions “Putting in the good, not just taking out the bad” • Whole Grain Stomps on Carbs – Enlightened Ready Meals • DiGiorno Harvest Wheat Crust • Lean Cuisine Spa – Pristine Baked Snacks • Nabisco Chips Ahoy!, etc. • Pepperidge Farm Goldfish – Power Cereals • Kellogg Tiger Power • Kashi Mighty Bites – Hearty Grain side Dishes • Uncle Ben’s Ready Rice • Ronzoni Pasta © 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 15 Trend Drivers: Health Insurance “I may never need it, but it can’t hurt” • Functional Fibers – Dannon Light & Fit with Fiber – Tropicana Pure Premium Essentials • high-fiber juice – Nature Valley Healthy Heart Granola Bars • Contain plant sterols for cholesterol control © 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 16 Trend Drivers: Eating Controls “I can’t regulate myself” • 100-Calorie Hurdle • • • • • • Kellogg’s Right Bites Jell-O Sundae Toppers 100 Calorie Popcorn Progresso Soup 100 calories per serving Frito Lay 100-calorie Mini Bites snacks Calorie Crunching – Weight control cereal • Glycemic regulation – 1/4 of consumers have decreased consumption of highglycemic carbs* – Hain Celestial Low G bars Source: HealthFocus / Food Technology 11-05 © 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 17 Trend Drivers: Health-EZ “I’d eat better, if it were just easier to do” • Fruit on the Go – Sliced apple vending machine (France) – Beverages that equal two servings of fruit – Fruit for cereal topping – Smoothie fruit – Fruit “flakes” – Licensed fruit snacks – Dole’s new Smoothie Kit © 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 18 Nutritional Considerations- Flax • Omega 3- more than 3x as much omega 3 as walnuts • Dietary Fiber • Increasing interest to use as a Whole Grain • Protein Boost • Glycemic Control • Best known source of plant lignans (phytochemical) • Reduction of LDL cholesterol • Non allergenic © 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 19 Functional Considerations • • • • Provides greater Moisture Retention in baked goods – Roughly 10x its weight Can be used as a partial substitute for oil in breads Versatile formulation ingredient since it provides bulk in baked and dry products, fiber, protein, and low carbohydrates, omega 3’s, and other health related attributes in bars and other products. Provides a great price value relationship © 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 20 Culinary Considerations • • • • • • Relatively bland Sweet nutty flavor Blends in well with other flavors like fruit Provides bulk in milled form Seeds - Natural, wholesome look in seed form Multidimensional – substitute for oil, fiber, and functional health claim ingredients • Vegetarian Substitute for egg in baking • Substitute for less healthy oils in baking © 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 21 Claim Adding Considerations • Natural Source of Healthy Attributes • Consumer recognized benefits – Ancient Source – Credible Source of Omegas • • • • • • • • • • • Vegetable Source -Not a Product of Fish Farming Contains Omega 3 Contains Protein High Fiber Whole Grain Goodness No Trans Fatty Acids No animal fat Vegetarian Non allergenic Glycemic Control Non-GMO © 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 22 Current Commercial Flax Applications • Breads – Canada Bread (Dempsters®) – Natural Ovens Bakery – Hodgson – Healthy Life – Pepperidge Farms-Honey & Flax Bread – Brownberry (seed only) • Tortilla – Mission Foods – Heart Healthy Tortilla Line © 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 23 Current Commercial Flax Applications • Cereals – Quaker - “Take Heart” hot cereal (Maple Brown Sugar, Blueberry) – Uncle Sam Cereal – Healthy Valley – Nature’s Path – Grams Gourmet Cream of Flax – Arrowhead Mills – Bob’s Red Mill – Hodgson Mill © 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 24 Current Commercial Flax Applications • Pasta – Barilla: Pasta Plus • Crackers – Dr. Cracker Organic – Mary’s Gone Crackers • Mixes – Bob’s Red Mill Bread Mix – Hodgson Mills © 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 25 Current Commercial Flax Applications • Beverages – Odwalla - Berries GoMega - fruit smoothie – Naked Juice - Red Machine - fruit smoothie © 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 26 Current Commercial Flax Applications • Bars – Nutriva – Flax Z Snax Crackers – Kashi - TLC Chewy Granola bars, TLC Crunchy Granola bars • Pizza – Kashi All-Natural Frozen Pizzas © 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 27 Opportunity Areas for Flax Utilization • • • • • • • • • • • • • Mainstream Bakeries – Shelf Stable and Frozen Mainstream Cereal Companies – RTE, Hot Dairy Applications - Yogurt Products – Cup, Smoothie Dairy Applications - Soy Milk Nutrition/Weight Management Bars Powdered Drink Mixes Juice Beverages –Fruit and Vegetable Salad Dressings Breading Systems Snack Foods Starches Soups Sauces & Gravies © 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 28 Contact Information The Turover Straus Group, Inc. Alan.Turover@tsgnpd.com www.TuroverStraus.com 847-835-4600 © 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 29 Flax: A Versatile Nutritional Ingredient John J. Smith. Ph.D. Quaker Tropicana Gatorade Prepared Foods Flax Webinar June 7, 2007 Agenda • Flax Nutritional Profile • Product Application – Heart Health • Product Opportunities – Fiber • Summary Flax: Nutritional Composition Heart Health Claims Whole Grain Soluble Fiber •51% •Oats – 0.75 g •Psyllium – 1.7 g Plant Sterols Soy Protein •0.65 g sterol •1.7 g stanol •6.25 g Oat Heart Health Claim Soluble Fiber From Oats and Risk of Heart Disease •Petition Submitted 1995 - FDA Final Rule Published 1997 •Based On 37 Clinical Trials “Three grams of soluble fiber from oatmeal daily in a diet low in saturated fat and cholesterol may reduce the risk of heart disease. This cereal has two grams per serving.” Oat soluble fiber (beta-glucan) cholesterol Reduce risk of coronary heart disease Other Heart Health Benefits Vitamins • B6, B12, folic acid • Antioxidants vitamins C and E Low Sodium plus Potassium • Sodium < 140 mg/ RACC • 10% DV Potassium Omega 3 Fatty Acids • ALA • EPA and DHA FDA Claims with Flaxseed • Nutrient Content Claims: – – – • Contains ____mgs ALA Omega 3 per serving, which is ___% of the Daily Value for ALA (1.3 grams) 130 mgs of ALA Omega 3/RACC = Good Source of Omega 3 from ALA 260 mgs of ALA Omega 3/RACC = High, Rich or Excellent Source of Omega 3 from ALA Structure/Function Claims: – – – “Omega-3 Supports Cardiovascular Health” “Omega-3 Supports a Healthy Immune System” “Omega-3 Supports General Health” Quaker Take Heart Instant Oatmeal Healthy Blood Pressure Healthy Arteries Healthy Cholesterol Levels Healthy Blood Pressure Quaker Take Heart is made with more fiber and less sodium than our regular flavored instant oatmeal plus added extra heart healthy ingredients like potassium and Omega-3 ALA. In fact, it is a good source of Omega-3 ALA with 130 mg (10%) per serving of the daily value for ALA Low in sodium and a good source of potassium Healthy Cholesterol Levels Contains 1.5 grams oat soluble fiber per serving. Regular flavored instant oatmeal has 1 gram. Healthy Arteries 100% DV of vitamin E and 50% DV of Vitamin C Excellent source of vitamins B6, B12, & folic acid Dietary Fiber - Conventional Sources Whole Grains and Grain Fractions • Product Targets – Cereals - hot and RTE – Snack Foods -chips, nutrition bars – Bakery - breads, sweet goods • Ingredient Options – – – – Whole grain flours Bran Fiber Inclusions Dietary Fiber – Conventional Sources Hydrocolloids • Product Targets – Cereals - hot and RTE – Snack Foods - chips, energy/nutrition bars – Bakery - breads and sweet goods – Dairy - ice cream and yogurt – Beverages - dairy, smoothie, juice – Gravies, sauces, soups, dressings – Confections • Ingredient Options - Agar - Alginate - Carrageenan - Carboxymethylcellulose - Cellulose - Guar Gum - Gum Arabic - Locust Bean Gum - Pectin - Xanthan Gum Source: Handbook of Hydrocolloids Phillip, G. O. and Williams, P. A. eds, 2000 Dietary Fiber – Unconventional Sources • Conventional fiber sources such as those from grain satisfy the regulation for TDF – Based upon analysis – Five FDA-approved methods • • • • • Total Dietary Fiber in Foods Total Soluble and Insoluble Dietary Fiber in Foods Total Dietary Fiber Total Dietary Fiber in Foods with ≤ 2% Starch Total Dietary Fiber - Gas Chromatography AOAC 985.29 AOAC 991.43 AOAC 992.16 AOAC 993.21 AOAC 994.13 • Unconventional fiber is non-digestible carbohydrate and may or may not be analyzed using FDA methods - Fructans - Partially hydrolyzed guar - Polydextrose - Resistant maltodextrin - Resistant starch Fiber: Natural Solutions • • • • Nuts Fruits Flax Beans Natural Solutions Fruit (Dried) 80 70 60 50 40 30 20 10 0 Protein Walnuts Fat Almonds Fiber Pecans Sugar g per 100 g edible portion g per 100 g edible portion Nuts 70 60 50 40 30 20 10 0 Protein Peanuts Apples 45 40 35 30 25 20 15 10 5 0 Fat Source: USDA Nutrient Database Bananas Fiber Peaches Sugar Raisins Beans (Dried) g per 100 g edible portion g per 100 g edible portion Flaxseed Protein Fat Fiber Sugar 25 20 15 10 5 0 Protein Black Fat Red Kidney Fiber Navy Sugar Pinto Summary • Flax has a unique nutritional profile which permits a high degree of versatility in product applications • Omega-3 ALA has received the most attention from consumers and industry due to heart health Take Heart Instant Oatmeal takes advantage ALA claims • Dietary fiber options have expanded from conventional sources to those offering unique organoleptic and functional properties • Flax, dried fruits, nuts, and beans may help increase dietary fiber and provide a “natural” halo around products Omega 3 Consumer Survey May 2007 Omega 3 Consumer Survey, May 2007 Consumer Internet Survey •Conducted by Zoomerang •Internet Survey Sent to 17,819 U.S. Consumers •1199 Respondents •Predominantly Baby Boomers Omega 3 Consumer Survey, May 2007 Survey Objectives •To find out the level of consumer interest in Omega 3’s •To ascertain awareness of foods fortified with Omega 3’s from flaxseed or fish oil •To discover dietary preferences – supplements or fortified foods •To determine the level of acceptance of fortified foods Omega 3 Consumer Survey, May 2007 Demographic Data Age Group Sex 60's + Female 9% 46% 50's 34% 40's Male 39% 54% 30's 18% Omega 3 Consumer Survey, May 2007 Demographic Data Martial Status 17% Single 63% Married In a Relationship 7% 10% Divorced Widowed 2% Omega 3 Consumer Survey, May 2007 Demographic Data Household Income <$50k 43% 26% $50-75k Education Below High School 1% High School 54% BA $76-100k 31% 15% 10% Master's $100k + 16% PhD 4% Omega 3 Consumer Survey, May 2007 Healthy Lifestyle Overall Audience Want to be more educated about healthy food 4% Female Audience Health Nut 5% Health Nut 4% Not Health Conscious 16% Not Health Conscious 20% Want to be more educated about healthy food 5% Try to Eat Healthy 75% Try to Eat Healthy 72% Omega 3 Consumer Survey, May 2007 Supplement Use 53% 52% 48% 47% Take Supplements Do Not Take Supplements Overall Audience Female Audience Omega 3 Consumer Survey, May 2007 Topline Results •Fortified foods are top choice •80% of consumers would switch to Omega 3 fortified brands •40% of respondents are familiar with Omega 3’s •76% of flaxseed users indicated overall wellness as their main reason for using flaxseed •62% of respondents feel there is not enough health and science information on food labels containing Omega 3’s Omega 3 Consumer Survey, May 2007 Reasons for including Omega 3 Fortified Foods (Results taken from 32% of Respondents who indicated use of Omega 3 Fortified Foods in their diet) 6% Other Reasons* 75% Heart Health 15% Upon recommendation 36% Skin Health 16% Diabetes 75% Overall Wellness * Other reasons include: •Good for Memory and Mood •Lowers cholesterol •Joint health •General health •A relative with MS Omega 3 Consumer Survey, May 2007 Reasons for Using Flaxseed (Results taken from 23% of Respondents who indicated use of flaxseed in their diets) 9% Other Reasons* 61% Heart Health 26% Upon recommendation 27% Skin Health 9% Diabetes 76% Overall Wellness * Other reasons include: • Peri-menopause •Good for bowels •Joint Health •Good for lowering cholesterol •Good for hair and nails •Regularity •Hot flashes •Good for women Omega 3 Consumer Survey, May 2007 Where Omega 3’s are Obtained 19% Flaxseed 40% Fish Oil 27% Both Neither 14% Omega 3 Consumer Survey, May 2007 Products purchased with Omega 3’s 22% Dairy 31% Other 26% Cereal/ Nutrition/ Sports Bar Dietary Supplements 58% 11% Bakery & Pasta 7% Beverages Omega 3 Consumer Survey, May 2007 Products purchased with Flaxseed 8% Dairy 27% Others 43% Milled Flax in Pkg 27% Cereal/Nutrition/ Sports Bars 2% Sauces 6% Beverages 19% Bakery & Pasta Omega 3 Consumer Survey, May 2007 Reasons Given for not Purchasing Foods Fortified with Omega 3’s or Flaxseed Inconvenience - Not available in local supermarket 9% 38% Unaware of product availability 22% Cost 38% No need Dislike taste 2% Omega 3 Consumer Survey, May 2007 Where Consumers Purchase Fortified Foods 55% 31% 9% 3% Supermarket Vitamin/Health Store Online Catalog Omega 3 Consumer Survey, May 2007 Familiarity with Omega 3’s, Flaxseed and Health Benefits 40% 34% 33% 35% 27% 18% 8% 4% Very Familiar Poorly Familiar No Familiarity Familiarity with Omega 3's Familiarity with Flaxseed Omega 3 Consumer Survey, May 2007 What Consumers know about Omega 3’s 10% Heard of term ALA Heard of terms DHA/EPA Know what ALA means Know what DHA/EPA means Never heard of/know the terms 40% 4% 12% 51% Omega 3 Consumer Survey, May 2007 What Consumers know about Flaxseed Heard of term ALA Know ALA converts to DHA/EPA Have no knowledge of either 21% 15% 69% Omega 3 Consumer Survey, May 2007 Where Consumers have obtained information on Omega 3’s and Flaxseed 4% Other 4% 36% Not obtained info 22% 10% Doctor 15% 1% School Info on Flaxseed 1% 20% Product Labels Info on Omega 3's 24% 23% Family/Friends 20% 11% Brochures 16% 23% Online 32% 30% News Media 45% Omega 3 Consumer Survey, May 2007 Overall Conclusions •The survey represented the average everyday consumer •Omega 3’s resonant with the general population •More education is necessary – especially on product packaging •Consumers would like to have healthier diets and fortified foods are an acceptable way to help them achieve this •Cereals and breakfast bars are top items on the fortified foods shopping list •Fortified food products that are easily available in their local supermarkets (at no additional cost) would make 80% of consumers switch brands Questions kelleyf@shaw.ca ? ?? ?? ? ? ? ? ? ? ? ? ? ? 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