Lisa Olivo, Associate Editor07.01.13
Consumers today are evaluating ingredient labels more closely amid increasing public discussion of genetically modified organisms (GMOs), benefits of organic products and potential negative effects of artificial additives. As a result, product manufacturers are adjusting their product line-ups accordingly.
But companies still need to deliver on taste and appearance, factors that ultimately play a critical role in determining which products informed, health-conscious consumers will buy, and continue buying.
Cleaning Up Labels
The natural products market reached an impressive $80 billion in 2012, according to SPINS LLC, Schaumburg, IL. Furthermore, nearly every household in the U.S. purchased natural products within the last year, and more than two-thirds of households are buying organic products.
In order to reach this robust and growing base, manufacturers have begun presenting “clean labels” to consumers, who are increasingly scrutinizing the ingredients found in the products they’re purchasing. In fact, New Nutrition Business selected “naturality” as one of its “10 Key Trends in Food, Nutrition & Health” for its annual trend spotting report, which also noted that 74% of people surveyed thought “natural” meant “healthier.”
“One of the strongest consumer trends right now is for more natural, more wholesome food and beverage products with simpler, cleaner labels,” said Robert Verdi, business director, Health and Wellness, for Virginia Dare, Brooklyn, NY. “Using the beverage category as an example, some recent data from Innova Market Insights indicated the top positioning for healthy beverages was ‘no additives/preservatives’ followed by ‘natural.’ On a global basis these two product positionings accounted for 33% of new healthy beverage launches.”
This growing demand for natural, organic and even non-GMO ingredients is driving product manufacturers to rely on natural flavors. Mr. Verdi noted, “As part of the clean label trend, we are seeing more customers requesting non-GMO flavors in anticipation of future labeling requirements for GMO ingredients. In most instances, Virginia Dare has been able to substitute ingredients and reformulate flavors to achieve non-GMO status.” He added, “We are also seeing more retail products with a health and wellness positioning containing as few as four or five easily recognized natural ingredients. As a flavor manufacturer, our raw material suppliers are increasing their offerings of natural raw materials, allowing Virginia Dare to expand our portfolio of natural flavors.”
Producers of coloring ingredients for foods and beverages are similarly responding to this strong push toward going natural. For the first time ever, 2011 saw natural colors overtake artificial/synthetic ones in the marketplace. According to a report from Mintel and Leatherhead Food Research, global sales of natural colors reached an estimated $600 million in 2011, up by almost 29% from 2007, and demonstrated annual growth in excess of 7%. Additionally, the share of the total food colors market taken by natural varieties has increased from 34% in 2007 to nearly 39% in 2011.
Comparatively, the report found growth within the artificial/synthetic colors sector to be more tempered, with value sales increasing by less than 4% between 2007 and 2011. The market now makes up approximately $570 million, which is equivalent to 37% of the overall market (compared to 40% in 2007).
Mintel and Leatherhead also documented that the food industry accounts for the vast majority of the natural colors market (70%), compared to 27% for soft drinks and just 3% for alcoholic beverages. Furthermore, the use of natural colors in new launches of food and drinks outweighs the use of artificial/synthetic colors globally by 2:1. In light of these findings, researchers predicted that the use of natural colors will continue to grow, particularly in products for children and other premium food and drink offerings.
Commenting on these findings, Roee Nir, global commercial manager of color and flavor at Israel-based LycoRed, said, “This study did not surprise the major food colorant manufacturers, as most of them have been following this growing consumer trend for a while. Today, most food coloring companies are focusing their R&D initiatives almost entirely on natural colorants. For a few years, LycoRed has been expanding its colorant portfolio to include a wider range of colors and shades and has been developing new formulations suitable for a larger number of applications.”
‘Natural’ Challenges
Despite the fact that natural is becoming the “new normal” in flavors and colors, this shift in product development presents some obstacles. For instance, natural ingredients can be more susceptible to stability issues, or may produce different “off notes” to consumers more accustomed to synthetics.
“There is somewhat of a challenge in making sure the colors do not fade, and this is where light proof packing is a vital requirement,” said Brien Quirk, director of R&D for Draco Natural Products, San Jose, CA. “Also, the pH in some cases needs to be adjusted and all-natural citric acid sources such as lemon juice could be used.”
However, he explained, “there should not be a problem with attaining a clean label goal of no preservatives or artificial colors if the colors needed are available naturally and are limited more to red, purple and yellow hues.”
Flavors present similar challenges, according to Agneta Weisz, vice president of research and technology at Comax Flavors, Melville, NY. “Many traditional natural ingredients are not suited for organic applications and we see more and more extracts made using carbon dioxide and natural alcohol. These extracts are usually more costly and have different taste profiles, resulting in a lot of flavor reformulation.” To get around this issue, and to offer simple ingredients consumers can understand, Ms. Weisz suggested using fruit juices to provide natural flavor and color.
Ian Sgro, marketing manager at Gold Coast Ingredients, Inc., Commerce, CA, also noted difficulties with “the verification of the purity of raw materials, as well as being able to process natural sources into usable products in the industrial environment.”
An additional hurdle for those trying to go “natural” is the interpretation of exactly what that, and “clean label,” mean. “FDA does not define ‘natural’ when it relates to color and it does not consider any color added to food as natural,” explained Ms. Weisz. “Every color has to be labeled whether it is certified or exempt from certification.”
“All flavors, whether natural, organic or all-natural have to be listed on the food or beverage label,” she continued. “Natural colors added to flavors have to be broken out of the flavor and listed on the label as well. The only time an ingredient that provides color does not have to be labeled is when it is part of the flavor, such as strawberry juice providing color when used in a strawberry flavor.”
Adam Schowalter, flavorist trainee, FONA International, Geneva, IL, voiced a similar concern with the difficulties in classifying a clean label flavor. “Because there is no universally accepted definition for ‘clean label’ flavors, the challenge becomes customizing each flavor to meet the specific needs of each customer, whether this means using specific solvents or excluding certain flavor materials.”
Other experts, such as Donna Rosa, senior director, Consumer Health Business, for Symrise, Teterboro, NJ, are unfazed by this new natural trend. “The nutraceuticals industry has always required natural flavors, so that’s nothing new. However, she explained, “we’re seeing an increase in demand for naturals in segments that didn’t use many natural flavors before, such as confectionery and healthcare/OTC (over-the-counter),” which is perhaps resulting in growing pains.
Stephen Wolf, director of flavor applications, Robertet Flavors, Piscataway, NJ, agreed, commenting, “FDA regulations defining ‘natural flavors’ are clear and straightforward.” He stressed the importance of working with companies who have long histories in the natural market, “who are familiar with these regulations and are basic manufacturers of the optimal raw materials.”
Seasoned Classics & Up-And-Coming Innovations
Even as natural ingredients continue to gain market share, the staple flavors and colors remain fairly constant.
“The classics are still leading the market in terms of demand,” said Mr. Sgro of Gold Coast Ingredients. “Reds, yellows, blues, greens and purples are still the most popular, but now these colors are being derived from natural sources.” He also cited the flavor market’s “Big 3”, which consists of vanilla, chocolate and strawberry.
Ms. Rosa of Symrise added, “The typical core flavors will always be vanilla, chocolate, strawberry, citrus (lemon, orange, lime) and cherry because those are the ones people are familiar with, and markets want to target the broadest audience with first introductions.”
Yet, evolving consumer tastes, economic and cultural factors, as well as nostalgia and nationalism are leading new taste trends in the flavors market, according to Kelli Heinz, marketing communications coordinator, Bell Flavors and Fragrances, Northbrook, IL.
Each year the company projects top flavor trends, she explained, with the goal of helping developers understand consumer demands when launching products in the year to come.
For sweet and dairy products, Bell found nostalgia to be a key component in driving consumer taste preferences. “Nostalgic dessert flavors are gaining interest as they provide relief and security from a hectic lifestyle. Hard economic times have consumers craving stability and as a result, food and beverage manufactures are introducing brands with nostalgic appeal, reminiscent of the ‘good old days.’” Consequently, flavors like peanut butter, hot chocolate and rhubarb are making a comeback.
Mediterranean flavors are also staking their claim in the sweet and dairy space, with flavors like Greek yogurt, honey and cinnamon and fennel seed gaining consumer acceptance. According to Bell, “The Mediterranean culture has a rich history known for its healthy cuisine. Indulging in something that has somewhat perceived health benefits is truly appealing to consumers.” By tapping into the popularity of products positioned as healthy or natural, and by leveraging consumer knowledge of the benefits of a Mediterranean diet, manufacturers can flavor their products to appeal to the health conscious consumer.
In beverages, sweet flavors were the most popular in 2012, and Bell predicted that dessert inspired flavors will be big in 2013, with flavors such as horchata, whipped cream and butterscotch leading the way. Spice flavored and spicy beverages are also expected to heat up the market, with flavors like cardamom, jalapeno and chai offering new taste experiences with functional benefits.
Emerging savory flavors are being largely influenced by several key cultural demographics. In the U.S., the country’s burgeoning Latin and Mexican cultures are predicted to influence consumer tastes in 2013, with flavors like aji amarillo, sofrito and mole gaining broader acceptance. Bell also noted that U.S. consumers are eager to explore their own regional cuisines, with flavors like New Orleans seafood boil, bourbon and Andouille.
Ms. Rosa anticipated continued growth for superfruit flavors in 2013. “Superfruits are still going strong, although the exact flavor may change from pomegranate to acai to yumberry to goji.” Additionally, she noted that blends of exotic fruits, mixed berries and citrus flavors are becoming increasingly popular.
Draco Natural Products also forecasted great potential in exotic fruit flavors, according to Mr. Quick. “Some of the extracts with unique flavors from Draco include phyto-concentrates derived from exotic fruits grown in other countries and include jackfruit, euphoria fruit, yumberry, blue honeysuckle berry and lion’s mane mushroom.” He added, “These will allow food formulators to make novel type flavor blends. These are full spectrum functional flavors with the ability to augment base notes normally missing from aromatic flavor essences.”
On the heels of the “exotic” flavor trend, Mr. Wolf of Robertet Flavors noted that many consumers are looking for varietal flavors of classic fruits. “Exotics became complicated, primarily because many of our customers and their consumers were excited by the idea of exotic flavors from other parts of the world, but when presented with the ‘true fruit’ character of these flavors, discovered that they wanted something that was more familiar,” he said. As a result, he has found that many exotic flavors today are paired with more common fruit flavors with which consumers are more familiar.
Functional Flavors & Colors
With simplicity in ingredient lists a popular point of focus, many manufacturers are looking for natural flavors and colors that can offer added nutrition.
In the case of flavors, Ms. Rosa of Symrise noted there have been many studies demonstrating the health benefits associated with flavor materials. Prime examples include, “raspberry ketones, capsicum and peppermint for weight loss, cinnamon for glucose control, ginger for anti-inflammatory properties.”
Superfruit flavors are not only popular because of their taste, but also their moniker that implies a particular “good for you” health benefit such as high levels of antioxidants, vitamins and/or fiber.
However, Datamonitor’s Product Launch Analytics reported a near-56% decline in introductions of food and non-food products featuring pomegranate, acai or goji for the two-year period from 2011 to 2012 versus the period from 2009 to 2010. Other superfruits have experienced a similar decline in product launches.
Nevertheless, Mr. Verdi of Virginia Dare still reported “seeing strong consumer interest in the ‘superfruit’ flavors in functional foods and beverages. To appeal to a broader audience who may be alienated by the more exotic sounding superfruits we are also seeing new product launches with the more familiar superfruits, including blueberry, tart cherry, cranberry and raspberry.”
Colors can also provide beneficial attributes to products, according to Jeff Wuagneux, president and CEO of RFI Ingredients, Blauvelt, NY. To meet growing consumer demand, the company has developed its ChromaPhyte line of functional colors for the nutraceuticals market. “Most natural colors are standardized to color value and not to the compounds that provide the health benefit,” he explained. However, the colorants in the ChromaPhyte line “will be standardized to color as well as the health-promoting compound. Such colors include anthocyanin-based colors from grape or purple carrot and carotenoid colors like paprika and turmeric.”
Mr. Quirk of Draco Natural Products also cited many functional colors that can offer healthy properties. For example, sea buckthorn, which has been shown to support digestion, skin health and help maintain a healthy weight, can also be used as a colorant. “Sea buckthorn is a great reddish-orange color rich in the carotenoids beta-carotene, beta-cryptoxanthin, lutein and zeaxanthin,” said Mr. Quirk. “It also has health benefits for eye health and cardiovascular health.” He added that the carotenoids offer significant antioxidant and UV protective activity.
Mr. Quick also cited Gardenia as a source of the carotenoid crocetin, “which is a saffron-yellow type color and is popular in other countries but yet to be approved in the U.S.” Further, he commented, “red, blue and purple anthocyanins have benefits that include anti-inflammatory effects, eye health, cardiovascular health, liver support and antioxidant effects.”
Mr. Nir of Lycored, whose tomato-based lycopene is a popular natural colorant for red products, noted that yellow and orange colors are actually the most-used colors in the food and beverage market. “Although more expensive than their artificial counterparts,” he noted, “beta-carotene and lutein could cover almost all food and beverage applications” relying on orange and yellow colorants. He predicted that the functional properties of these products as well as the “high stability of these colorants compared to other natural alternatives will help them dominate the natural color market in the near future.”
When they discovered carmine, or cochineal extract, is a bug byproduct, consumers demanded an alternative.
This spring, Starbucks, the Seattle based-coffee giant, made headlines over the company’s use of cochineal extract as a colorant in four food and two beverage offerings in the U.S. In light of the overwhelmingly negative consumer response, manufacturers using carmine or cochineal extract are scrambling to inform the public about this natural ingredient, and in many cases, reformulate their products with other natural red colorants.
Outraged consumers have realized that the natural red food coloring used in the popular Strawberries & Crème Frappuccino, among other products, is in fact derived from cochineal, the red juice of a tiny white insect. The Peruvian bug, Dactylopius coccus, is commonly sun-dried, crushed and dipped in an alcohol solution to create carminic acid—the pigment which eventually becomes the colorant carmine or cochineal extract for use in food and beverages.
Carmine or cochineal extract was developed as a natural alternative to synthetic dyes such as Red No. 2 or Red No. 40, which are made from coal or petroleum byproducts and can present significant health risks and have been linked to cancer, as well as allergies, hyperactivity and learning impairment in children. While carmine may seem like a safer option compared to a synthetic red dye, those who are vegetarian, vegan, follow a Kosher diet or are allergic to the insect, need to be aware of what products use this ingredient, and understand its derivation. Likewise, the large portion of the population whose skin crawls at the thought of eating a bug byproduct is also urging companies like Starbucks to stop using this ingredient.
In a statement from Starbucks U.S. on its company blog, president Cliff Burrows apologized to Starbucks patrons and discussed a strategy to move forward from the carmine controversy. He stated, “Our expectation is to be fully transitioned to lycopene, a natural, tomato-based extract, in the strawberry sauce (base) used in our Strawberries & Crème Frappuccino blended beverage and Strawberry Banana Smoothie. Likewise, we are transitioning away from the use of cochineal extract in our food offerings which currently contain it (Raspberry Swirl Cake, Birthday Cake Pop, Mini Donut with pink icing, and Red Velvet Whoopie Pie).”
Commenting on the use of this extract, Roee Nir, global commercial manager of Color and Flavor at Israel-based LycoRed, stated, “Carmine, which is considered a natural color by several food manufacturers, has been under attack in recent years. Its ‘naturalness’ is in question; the allergenic reaction it might cause as well as the fact that it is derived from beetles have raised public criticism about its role as a food colorant.” He added, “When looking to replace the carmine, food and beverage manufacturers naturally turn to tomato lycopene. Derived from tomato, natural lycopene provides a ‘clean label’ and the fact that it is also a natural carotenoid makes it a very stable, natural alternative.”
But companies still need to deliver on taste and appearance, factors that ultimately play a critical role in determining which products informed, health-conscious consumers will buy, and continue buying.
Cleaning Up Labels
The natural products market reached an impressive $80 billion in 2012, according to SPINS LLC, Schaumburg, IL. Furthermore, nearly every household in the U.S. purchased natural products within the last year, and more than two-thirds of households are buying organic products.
In order to reach this robust and growing base, manufacturers have begun presenting “clean labels” to consumers, who are increasingly scrutinizing the ingredients found in the products they’re purchasing. In fact, New Nutrition Business selected “naturality” as one of its “10 Key Trends in Food, Nutrition & Health” for its annual trend spotting report, which also noted that 74% of people surveyed thought “natural” meant “healthier.”
“One of the strongest consumer trends right now is for more natural, more wholesome food and beverage products with simpler, cleaner labels,” said Robert Verdi, business director, Health and Wellness, for Virginia Dare, Brooklyn, NY. “Using the beverage category as an example, some recent data from Innova Market Insights indicated the top positioning for healthy beverages was ‘no additives/preservatives’ followed by ‘natural.’ On a global basis these two product positionings accounted for 33% of new healthy beverage launches.”
This growing demand for natural, organic and even non-GMO ingredients is driving product manufacturers to rely on natural flavors. Mr. Verdi noted, “As part of the clean label trend, we are seeing more customers requesting non-GMO flavors in anticipation of future labeling requirements for GMO ingredients. In most instances, Virginia Dare has been able to substitute ingredients and reformulate flavors to achieve non-GMO status.” He added, “We are also seeing more retail products with a health and wellness positioning containing as few as four or five easily recognized natural ingredients. As a flavor manufacturer, our raw material suppliers are increasing their offerings of natural raw materials, allowing Virginia Dare to expand our portfolio of natural flavors.”
Producers of coloring ingredients for foods and beverages are similarly responding to this strong push toward going natural. For the first time ever, 2011 saw natural colors overtake artificial/synthetic ones in the marketplace. According to a report from Mintel and Leatherhead Food Research, global sales of natural colors reached an estimated $600 million in 2011, up by almost 29% from 2007, and demonstrated annual growth in excess of 7%. Additionally, the share of the total food colors market taken by natural varieties has increased from 34% in 2007 to nearly 39% in 2011.
Comparatively, the report found growth within the artificial/synthetic colors sector to be more tempered, with value sales increasing by less than 4% between 2007 and 2011. The market now makes up approximately $570 million, which is equivalent to 37% of the overall market (compared to 40% in 2007).
Mintel and Leatherhead also documented that the food industry accounts for the vast majority of the natural colors market (70%), compared to 27% for soft drinks and just 3% for alcoholic beverages. Furthermore, the use of natural colors in new launches of food and drinks outweighs the use of artificial/synthetic colors globally by 2:1. In light of these findings, researchers predicted that the use of natural colors will continue to grow, particularly in products for children and other premium food and drink offerings.
Commenting on these findings, Roee Nir, global commercial manager of color and flavor at Israel-based LycoRed, said, “This study did not surprise the major food colorant manufacturers, as most of them have been following this growing consumer trend for a while. Today, most food coloring companies are focusing their R&D initiatives almost entirely on natural colorants. For a few years, LycoRed has been expanding its colorant portfolio to include a wider range of colors and shades and has been developing new formulations suitable for a larger number of applications.”
‘Natural’ Challenges
Despite the fact that natural is becoming the “new normal” in flavors and colors, this shift in product development presents some obstacles. For instance, natural ingredients can be more susceptible to stability issues, or may produce different “off notes” to consumers more accustomed to synthetics.
“There is somewhat of a challenge in making sure the colors do not fade, and this is where light proof packing is a vital requirement,” said Brien Quirk, director of R&D for Draco Natural Products, San Jose, CA. “Also, the pH in some cases needs to be adjusted and all-natural citric acid sources such as lemon juice could be used.”
However, he explained, “there should not be a problem with attaining a clean label goal of no preservatives or artificial colors if the colors needed are available naturally and are limited more to red, purple and yellow hues.”
Flavors present similar challenges, according to Agneta Weisz, vice president of research and technology at Comax Flavors, Melville, NY. “Many traditional natural ingredients are not suited for organic applications and we see more and more extracts made using carbon dioxide and natural alcohol. These extracts are usually more costly and have different taste profiles, resulting in a lot of flavor reformulation.” To get around this issue, and to offer simple ingredients consumers can understand, Ms. Weisz suggested using fruit juices to provide natural flavor and color.
Ian Sgro, marketing manager at Gold Coast Ingredients, Inc., Commerce, CA, also noted difficulties with “the verification of the purity of raw materials, as well as being able to process natural sources into usable products in the industrial environment.”
An additional hurdle for those trying to go “natural” is the interpretation of exactly what that, and “clean label,” mean. “FDA does not define ‘natural’ when it relates to color and it does not consider any color added to food as natural,” explained Ms. Weisz. “Every color has to be labeled whether it is certified or exempt from certification.”
“All flavors, whether natural, organic or all-natural have to be listed on the food or beverage label,” she continued. “Natural colors added to flavors have to be broken out of the flavor and listed on the label as well. The only time an ingredient that provides color does not have to be labeled is when it is part of the flavor, such as strawberry juice providing color when used in a strawberry flavor.”
Adam Schowalter, flavorist trainee, FONA International, Geneva, IL, voiced a similar concern with the difficulties in classifying a clean label flavor. “Because there is no universally accepted definition for ‘clean label’ flavors, the challenge becomes customizing each flavor to meet the specific needs of each customer, whether this means using specific solvents or excluding certain flavor materials.”
Other experts, such as Donna Rosa, senior director, Consumer Health Business, for Symrise, Teterboro, NJ, are unfazed by this new natural trend. “The nutraceuticals industry has always required natural flavors, so that’s nothing new. However, she explained, “we’re seeing an increase in demand for naturals in segments that didn’t use many natural flavors before, such as confectionery and healthcare/OTC (over-the-counter),” which is perhaps resulting in growing pains.
Stephen Wolf, director of flavor applications, Robertet Flavors, Piscataway, NJ, agreed, commenting, “FDA regulations defining ‘natural flavors’ are clear and straightforward.” He stressed the importance of working with companies who have long histories in the natural market, “who are familiar with these regulations and are basic manufacturers of the optimal raw materials.”
Seasoned Classics & Up-And-Coming Innovations
Even as natural ingredients continue to gain market share, the staple flavors and colors remain fairly constant.
“The classics are still leading the market in terms of demand,” said Mr. Sgro of Gold Coast Ingredients. “Reds, yellows, blues, greens and purples are still the most popular, but now these colors are being derived from natural sources.” He also cited the flavor market’s “Big 3”, which consists of vanilla, chocolate and strawberry.
Ms. Rosa of Symrise added, “The typical core flavors will always be vanilla, chocolate, strawberry, citrus (lemon, orange, lime) and cherry because those are the ones people are familiar with, and markets want to target the broadest audience with first introductions.”
Yet, evolving consumer tastes, economic and cultural factors, as well as nostalgia and nationalism are leading new taste trends in the flavors market, according to Kelli Heinz, marketing communications coordinator, Bell Flavors and Fragrances, Northbrook, IL.
Each year the company projects top flavor trends, she explained, with the goal of helping developers understand consumer demands when launching products in the year to come.
For sweet and dairy products, Bell found nostalgia to be a key component in driving consumer taste preferences. “Nostalgic dessert flavors are gaining interest as they provide relief and security from a hectic lifestyle. Hard economic times have consumers craving stability and as a result, food and beverage manufactures are introducing brands with nostalgic appeal, reminiscent of the ‘good old days.’” Consequently, flavors like peanut butter, hot chocolate and rhubarb are making a comeback.
Mediterranean flavors are also staking their claim in the sweet and dairy space, with flavors like Greek yogurt, honey and cinnamon and fennel seed gaining consumer acceptance. According to Bell, “The Mediterranean culture has a rich history known for its healthy cuisine. Indulging in something that has somewhat perceived health benefits is truly appealing to consumers.” By tapping into the popularity of products positioned as healthy or natural, and by leveraging consumer knowledge of the benefits of a Mediterranean diet, manufacturers can flavor their products to appeal to the health conscious consumer.
In beverages, sweet flavors were the most popular in 2012, and Bell predicted that dessert inspired flavors will be big in 2013, with flavors such as horchata, whipped cream and butterscotch leading the way. Spice flavored and spicy beverages are also expected to heat up the market, with flavors like cardamom, jalapeno and chai offering new taste experiences with functional benefits.
Emerging savory flavors are being largely influenced by several key cultural demographics. In the U.S., the country’s burgeoning Latin and Mexican cultures are predicted to influence consumer tastes in 2013, with flavors like aji amarillo, sofrito and mole gaining broader acceptance. Bell also noted that U.S. consumers are eager to explore their own regional cuisines, with flavors like New Orleans seafood boil, bourbon and Andouille.
Ms. Rosa anticipated continued growth for superfruit flavors in 2013. “Superfruits are still going strong, although the exact flavor may change from pomegranate to acai to yumberry to goji.” Additionally, she noted that blends of exotic fruits, mixed berries and citrus flavors are becoming increasingly popular.
Draco Natural Products also forecasted great potential in exotic fruit flavors, according to Mr. Quick. “Some of the extracts with unique flavors from Draco include phyto-concentrates derived from exotic fruits grown in other countries and include jackfruit, euphoria fruit, yumberry, blue honeysuckle berry and lion’s mane mushroom.” He added, “These will allow food formulators to make novel type flavor blends. These are full spectrum functional flavors with the ability to augment base notes normally missing from aromatic flavor essences.”
On the heels of the “exotic” flavor trend, Mr. Wolf of Robertet Flavors noted that many consumers are looking for varietal flavors of classic fruits. “Exotics became complicated, primarily because many of our customers and their consumers were excited by the idea of exotic flavors from other parts of the world, but when presented with the ‘true fruit’ character of these flavors, discovered that they wanted something that was more familiar,” he said. As a result, he has found that many exotic flavors today are paired with more common fruit flavors with which consumers are more familiar.
Functional Flavors & Colors
With simplicity in ingredient lists a popular point of focus, many manufacturers are looking for natural flavors and colors that can offer added nutrition.
In the case of flavors, Ms. Rosa of Symrise noted there have been many studies demonstrating the health benefits associated with flavor materials. Prime examples include, “raspberry ketones, capsicum and peppermint for weight loss, cinnamon for glucose control, ginger for anti-inflammatory properties.”
Superfruit flavors are not only popular because of their taste, but also their moniker that implies a particular “good for you” health benefit such as high levels of antioxidants, vitamins and/or fiber.
However, Datamonitor’s Product Launch Analytics reported a near-56% decline in introductions of food and non-food products featuring pomegranate, acai or goji for the two-year period from 2011 to 2012 versus the period from 2009 to 2010. Other superfruits have experienced a similar decline in product launches.
Nevertheless, Mr. Verdi of Virginia Dare still reported “seeing strong consumer interest in the ‘superfruit’ flavors in functional foods and beverages. To appeal to a broader audience who may be alienated by the more exotic sounding superfruits we are also seeing new product launches with the more familiar superfruits, including blueberry, tart cherry, cranberry and raspberry.”
Colors can also provide beneficial attributes to products, according to Jeff Wuagneux, president and CEO of RFI Ingredients, Blauvelt, NY. To meet growing consumer demand, the company has developed its ChromaPhyte line of functional colors for the nutraceuticals market. “Most natural colors are standardized to color value and not to the compounds that provide the health benefit,” he explained. However, the colorants in the ChromaPhyte line “will be standardized to color as well as the health-promoting compound. Such colors include anthocyanin-based colors from grape or purple carrot and carotenoid colors like paprika and turmeric.”
Mr. Quirk of Draco Natural Products also cited many functional colors that can offer healthy properties. For example, sea buckthorn, which has been shown to support digestion, skin health and help maintain a healthy weight, can also be used as a colorant. “Sea buckthorn is a great reddish-orange color rich in the carotenoids beta-carotene, beta-cryptoxanthin, lutein and zeaxanthin,” said Mr. Quirk. “It also has health benefits for eye health and cardiovascular health.” He added that the carotenoids offer significant antioxidant and UV protective activity.
Mr. Quick also cited Gardenia as a source of the carotenoid crocetin, “which is a saffron-yellow type color and is popular in other countries but yet to be approved in the U.S.” Further, he commented, “red, blue and purple anthocyanins have benefits that include anti-inflammatory effects, eye health, cardiovascular health, liver support and antioxidant effects.”
Mr. Nir of Lycored, whose tomato-based lycopene is a popular natural colorant for red products, noted that yellow and orange colors are actually the most-used colors in the food and beverage market. “Although more expensive than their artificial counterparts,” he noted, “beta-carotene and lutein could cover almost all food and beverage applications” relying on orange and yellow colorants. He predicted that the functional properties of these products as well as the “high stability of these colorants compared to other natural alternatives will help them dominate the natural color market in the near future.”
When they discovered carmine, or cochineal extract, is a bug byproduct, consumers demanded an alternative.
This spring, Starbucks, the Seattle based-coffee giant, made headlines over the company’s use of cochineal extract as a colorant in four food and two beverage offerings in the U.S. In light of the overwhelmingly negative consumer response, manufacturers using carmine or cochineal extract are scrambling to inform the public about this natural ingredient, and in many cases, reformulate their products with other natural red colorants.
Outraged consumers have realized that the natural red food coloring used in the popular Strawberries & Crème Frappuccino, among other products, is in fact derived from cochineal, the red juice of a tiny white insect. The Peruvian bug, Dactylopius coccus, is commonly sun-dried, crushed and dipped in an alcohol solution to create carminic acid—the pigment which eventually becomes the colorant carmine or cochineal extract for use in food and beverages.
Carmine or cochineal extract was developed as a natural alternative to synthetic dyes such as Red No. 2 or Red No. 40, which are made from coal or petroleum byproducts and can present significant health risks and have been linked to cancer, as well as allergies, hyperactivity and learning impairment in children. While carmine may seem like a safer option compared to a synthetic red dye, those who are vegetarian, vegan, follow a Kosher diet or are allergic to the insect, need to be aware of what products use this ingredient, and understand its derivation. Likewise, the large portion of the population whose skin crawls at the thought of eating a bug byproduct is also urging companies like Starbucks to stop using this ingredient.
In a statement from Starbucks U.S. on its company blog, president Cliff Burrows apologized to Starbucks patrons and discussed a strategy to move forward from the carmine controversy. He stated, “Our expectation is to be fully transitioned to lycopene, a natural, tomato-based extract, in the strawberry sauce (base) used in our Strawberries & Crème Frappuccino blended beverage and Strawberry Banana Smoothie. Likewise, we are transitioning away from the use of cochineal extract in our food offerings which currently contain it (Raspberry Swirl Cake, Birthday Cake Pop, Mini Donut with pink icing, and Red Velvet Whoopie Pie).”
Commenting on the use of this extract, Roee Nir, global commercial manager of Color and Flavor at Israel-based LycoRed, stated, “Carmine, which is considered a natural color by several food manufacturers, has been under attack in recent years. Its ‘naturalness’ is in question; the allergenic reaction it might cause as well as the fact that it is derived from beetles have raised public criticism about its role as a food colorant.” He added, “When looking to replace the carmine, food and beverage manufacturers naturally turn to tomato lycopene. Derived from tomato, natural lycopene provides a ‘clean label’ and the fact that it is also a natural carotenoid makes it a very stable, natural alternative.”
