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Looking for ways to energize your brand? One hot one continues to be shrinking it down. Smaller portions – 100 calories or fewer – remain one of the best ways to keep your product in play, even among waistline watchers, according to a recent report from Mintel. And beverage marketers are catching on – with “100 calorie packs” continuing to make inroads on store shelves, the Coca-Cola Co. is rotating it into its shelf sets with greater frequency, as well. (For more on that, check out page 20.)
Meanwhile, consumers looking for functional brands are also getting better at discerning between functionality and ingredients. A report tracking high-profile functional food failures noted that one of the biggest shortcomings common to brands that didn’t achieve liftoff was the marketers’ use of an ingredient as a main point of difference. According to Failures in Functional Foods and What They Reveal About Success, consumers “buy products only for the benefit to them personally, not because of the ingredient used.”
WILD Flavors, Inc. has developed an acid-stable, naturally-derived blue color additive for use in food and beverage applications. This revolutionary product complements WILD’s full line of Colors from Nature with a brilliant blue color. WILD has also increased its portfolio of Taste Modification Technologies with systems and solutions that address mouthfeel, masking, sweet enhancement, and blocking of bitterness that improve the taste profile of foods and beverages containing Stevia extracts. By rounding out the flavor profiles and masking the Stevia taste profile issues, these ingredients and blends improve the finished product while enhancing Stevia’s sweetening properties.
Cargill has developed flavor solutions for rebiana based on recently patented ground-breaking technology. The technology simultaneously measures comprehensive cellular-level taste responses and uses it in developing new flavor systems for rebiana in food and beverage applications. The new flavor solutions are ideally suited for cereal, yogurt, ice cream, confectionary and various beverage applications including carbonated soft drinks and flavored water that benefit from a natural, reduced calorie product positioning.
Custom nutrient premix company Fortitech showcased samples that focus on boosting immunity, cognitive function and anti-aging during the recent IFT 2009 in Anaheim, CA.