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food Marketing & Technology 2/2021

  • Text
  • Harnischcom
  • Germany
  • Schubert
  • Ingredients
  • Consumers
  • April
  • Marketing
  • Processing
  • Packaging
  • Aloe
  • Products
food Marketing & Technology is the international magazine for executives and specialists in the food industry. We report on new marketing strategies and trends, equipment and processing methods, innovative technologies, raw materials and additives, packaging systems and other important topics of selling and purchasing marketing. In addition to factory managers and food technologists we also address the product managers and product developers in the food industry.

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Ingredients When it comes to functional chocolate 39% of global consumers state they find immune boosting claims appealing. This shows that there is a desire for this, something in which brands can look to adopt when targeting health-conscious consumers in 2021. This creates an opportunity for brands to create differentiation within the market using functional ingredients. One ingredient consumers would like to see used in functional chocolate products is Omega 3. Over the last decade, consumers have become more and more aware of the benefits of Omega 3, associating the ingredient with a variety of health benefits. FMCG Gurus research shows that over 60% of consumers would find Omega 3 claims within functional chocolate products appealing. Therefore, there is a key opportunity for brands to fortify products with this ingredient. However, when doing so, it is crucial that consumers feel fully satisfied that the ingredient will not impact on the sensory element of consumption. This article is based on FMCG Gurus: The Future of Chocolate in 2021 – Global Report, and FMCG Gurus: COVID-19 Survey series (4 waves across 18 countries in April 2020, May ’20, July ‘20, February 2021). fmt The Author Will Cowling, is Marketing Manager at FMCG Gurus, based in Enfield, UK 10 food Marketing & Technology • April 2021

Ingredients A New Versatile Clean Label Ingredient for Bakery, Confectionery and Drinks Emsland Group presents their latest waxy potato development: Emwaxy ® Spray 200. The Emwaxy ® Spray 200 fits perfectly with the rapid growing demand for clean label alternative ingredients for the food industry. Emwaxy ® Spray 200 is a clean label low DE starch derivative. Emwaxy ® . With the introduction of Emwaxy ® , Emsland Group introduces new starch solutions for the food industry. Emwaxy ® is produced from special potatoes, containing more than 99% amylopectin and is being cultivated through traditional, non-GMO breeding techniques. Based on high amylopectin potato starch, Emwaxy ® Spray 200 has unique properties. Emwaxy ® Spray 200 has excellent solubility and is not prone to retrogradation. Therefore it can be applied in high concentrations whilst staying stable. The high cohesiveness at high concentrations enables to apply Emwaxy ® Spray 200 solution as food glue in many food applications. The product has good film forming characteristics and therefore it can be successfully applied as egg wash replacer on baked goods. Body and mouthfeel enhancement or partial sugar replacement are further examples of the possibilities, which Emwaxy ® Spray 200 can offer. Characteristics of Emwaxy ® Spray 200 • Easy to dissolve • Clean label • Stable in solution in high dosage • Excellent film forming with high transparency and gloss • Potato starch based – fits in the ‘plant-based’ trend • Forms smooth solutions with good body and mouthfeel For the food industry, the newly developed Emwaxy ® range offers a good start to create new innovative appealing products. The unique characteristics of Emwaxy ® serves todays trends e.g. easy handling, non-GMO, kosher & halal, gluten and allergen free as well as plant-based and clean label. Potential applications and advantages Application Bakery glaze Cake Cereal bars Instant drinks (coffee, tea, sport Advantage Cost effective vegan alternative for egg wash Sugar reduction opportunities up to 30 % Effective food glue that can replace sugar syrups Prevents lumping and provides excellent body and mouthfee Chewable confectionery Alternative for gum Arabic and gelatin Emsland Group experts can assist you selecting the right recipe and product for your application. fmt food Marketing & Technology • April 2021 11

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