FunctionalFoods Secure

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July 2014
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Functional
Foods &
Beverages
09
Functional
Beverages
16
Power of
Protein
23
Crossing
Generational Lines
JULY 2014
FUNCTIONAL FOODS & BEVERAGES
09
16
23
Formulating Functional
Beverages
Power of Protein
Functional Foods Cross

Generational Lines
Protein is a critical nutrient, and

one consumers are increasingly
seeking in convenient formats,
like bars and beverages. Whether
derived from an animal or plant
source, protein ingredients are on
the rise globally. Protein aids in
joint health and muscle recovery
and promotes satiety, and
consumers are examining food
labels and looking for products
with higher protein content.
When it comes to formulating

functional beverages, maintaining
the taste, texture, mouthfeel
and overall quality consumers
expect can be a challenge.
Careful consideration of
ingredients, processing rigors
and the beverages intended health
benefits are important factors for
successful product formulation.
04 Editor's Page
Consumers have an increasing

desire to take a more proactive role
in optimizing personal health and
well-being, and food manufacturers
and marketers rely on consumer
demographics to successfully
develop and market functional
foods and beverages.
06 Market Watch:
Functional Foods
Market data on the global market for

functional foods and beverages.
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Food Product Design
Functional Foods & Beverages
Editor's Page
A Functional
Perspective
T
Lynn A. Kuntz
Executive Editor
Check out The

Food Science blog
for more of Lynns
perspective on
designing food
products and other
issues affecting
our industry.
foodproductdesign.com/
blogs/food-science.aspx
Food Product Design
he food and beverage industry has

used the term functional foods for
a few decades now, generally
referring to foods with increased nutrition
that likely carry some sort of health
claim, whether implied or legally
approved. Its not a description that has
any real definition here in the United
States (although Japan officially defined
functional foods in 1984 as: Food that
has physiological functions, including
regulation of biorhythms, the nervous
system, the immune system, and bodily
defense beyond nutrient functions) or
even resonates outside of the industry.
Consumers who hear the phrase likely
picture something that belongs in the lab
or the hospital, and instead think of them
as good-for-you, health(y) or wellness
foods. Based on the Academy of Nutrition
and Dietetics website, registered
dietitians look at the category as
containing the following: conventional
foods such as grains, fruits, vegetables
and nuts; modified foods such as yogurt,
cereals and orange juice; medical foods
such as special formulations of foods and
beverages for certain health conditions;
and foods for special dietary use such as
infant formula and hypoallergenic foods.
Strict definition notwithstanding,
consumers are literally eating them up,
with the market continuing to grow year
after year. (See Market Watch:
Functional Foods in this issue.)
So many companies want to tap into
that profitable market. Within the current
parameters, product designers working
on functional or wellness foods and
beverages have a great deal of latitude.

Products could encompass the equally
nebulous concept of "natural" for
consumers who believe natural
automatically implies healthy. Or it could
be a strictly defined medical food. But
generally these products will fall
somewhere in the middleproducts
fortified with healthy ingredients,
including everything from vitamins and
minerals to valuable macronutrients like
fiber or protein to specialty nutrients like
omega-3s or probioticsor even moreesoteric ingredients like cactus flowers
or black-garlic extract.
Regardless of what functional
ingredients are in the productdevelopment pipeline, using them to
create functional foods can become
a complex matrix of considerations
that need to be reviewed at the onset
of the project:
Target market, including appropriate
ingredients and the appropriate product
category. (Think 7UP with antioxidants
and the infamous jellybean rule.)
Regulatory, including everything from
ingredient GRAS status to standards of
identity, to label or health claims (both
real and implied in the current litigious
environment).
Maintaining functionality and efficacy
through processing and shelf life,
determining the appropriate dosage and
delivering a clear benefit that commands
the premium price these products carry.
And, of course, making certain the
finished product tastes good, so the
customer comes back for more.
Market Watch
Market Watch:
Functional Foods
By Judie Bizzozero | Managing Editor
ising awareness among consumers toward health benefits of foods and their
nutritional benefits for potential disease prevention and overall wellness are
key factors driving the global market for functional foods and beverages.
According to Euromonitor International,

Chicago, global health-and-wellness
retail sales of fortified/functional
products rang up a hefty USD $237
billion in 2013, and that number is
projected to skyrocket to $1 trillion by
2017. U.S. retail sales of functional foods
and beverages reached $58.4 billion in
2013, up roughly 16 percent since 2009.
While there is no regulatory definition
for functional foods, the medical and
scientific community defines functional
foods as foods and food components
that provide a health benefit beyond
basic nutrition (for the intended
population). Because functional foods
fall under the Federal Food, Drug and
Cosmetic Act (FFDCA), but no current
definition of functional foods is
provided, FDA cannot establish a formal
regulatory category. However, the
agency can and does regulate claims
that manufacturers make about
functional foods nutrient content and
effects on disease, health or body
function. FDA regulates these types of
foods according to whether a food is
considered to be a conventional food, a
food additive, a dietary supplement, a
medical food or a food for special
dietary use.
With heart disease and other chronic
illnesses affecting the growing (and
aging) population, consumers are
Food Product Design
increasingly aware of health issues and

preventive measures they can take to
boost their health. According to the
Institute of Food Technologists (IFT),
Chicago, consumers who once relied on
nutritional supplements are now
switching to fortified and functional foods
and beverages because they desire
convenience and on-the-go nutrition.
A 2014 report from Companies and
Markets, London, found the functional
foods and nutraceuticals market is
reporting a significant level of investment
in new technology and application within
the nutrients and food industry. Food
companies also are becoming more
sophisticated at breaking down the
specific attributes of nutrients into
different subsectors, such as immune
health, womens health, weight
management, heart and cardiovascular
health, bone and joint health, sports
nutrition, and more.
According to data from Global Industry
Analysts, Inc., San Jose, California, global
demand for nutraceutical ingredients will
continue to rise with heightened interest
in soy protein nutrients, omega-3 fatty
acids, lutein, probiotics, glucosamine,
minerals such as magnesium and
calcium, and the increasingly popular
coenzyme Q10.
The leading regional markets for global
functional food and beverages are the
United States, the European Union and

Japan. Growth is particularly rapid in AsiaPacific, where potential for expansion is
vast. Other countries with significant
growth potential include China, India,
Australia, Malaysia and Korea.
The United States is the world leader
on the global nutraceutical ingredient
market; however, India and China are
expected to show the fastest growth in
the nutraceutical market, fueled by
economic growth and higher
disposable incomes.
With functional foods continually
growing in popularity, manufacturers
and marketers need to find new,
innovative ways to entice consumers
and stay on trend. Driving home that
The functional
foods and
nutraceuticals
market is reporting
a significant level of
investment in new
technology and
application within
the nutrients and
food industry.
point was a statistic in the recently

released International Food Information
Council Foundation (IFIC) 2014 Food
and Health Survey that found the
number of U.S. consumers who
consider healthfulness when
purchasing their food and beverages
has shown a significant uptick in the
past two years. While taste and price
consistently have been the top two
factors that impact consumers food
and beverage purchases (90 percent
and 73 percent, respectively),
healthfulness in 2014 almost entirely
closed the gap with price, rising from
61 percent of consumers in 2012 to
71 percent in 2014.
It appears that consumers are starting
to understand the significance of
functional foods, even if they dont
completely grasp the concept. Foods
fortified with protein, fiber and other
nutrients are considered healthful;
however, consumers are also demanding
these foods contain fewer added sugars

(or less sugar altogether), along with less
sodium, fats and calories.
And when it comes to health claims, the
IFIC study found only 52 percent of
Americans generally believe statements
on product labels about health benefits,
and 46 percent generally believe some
foods may provide benefits beyond basic
nutrition, but they dont feel it has been
proven by science.
There is no doubt that the
functional foods and beverages
market is showing strong growth
compared to regular foods and
beverages as people search for the
smoothest road to wellness. As the
market matures, product designers
searching for successful introductions
have to carefully position their
products to make sure they meet
consumer expectations for efficacy
and match the flavor of their
conventional counterparts.
Functional Food
Market Challenges
Addressing the skepticism to
avoid over efficacy of functional
foods, health claims and delivering
on those claims in a consumeracceptable manner.
Providing additional value that
compensates for the increased
product costs, especially during
hard economic times.
Improving product quality,
especially texture and flavor,
so they compare favorably to
regular products.
Regulatory limits on health
claims made by functional foods
and beverages.
Excerpted from Food Product
Designs Functional Foods Market
Survey Slide Show.
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Food Product Design
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Manufacturing a functional beverage

starts with design, and must consider the
intended consumer to ensure success.
Editors' Review
Maintaining the taste, texture, mouthfeel and

overall quality of a functional beverage can be
challenging.
Protein, plant-based ingredients

and probiotics are trending in
functional beverages.
Formulating
Functional
Beverages
By Rachel Adams | Assistant Editor
unctional beverages inherently address two top concerns for consumers:

nutrition and convenience. However, like any other food and beverage product,
taste is a primary concern, and, when it comes to formulating functional
beverages, maintaining the taste, texture, mouthfeel and overall quality consumers
expect can be a challenge. Careful consideration of ingredients, processing rigors
and the beverages intended health benefit to the consumer are important factors for
Elements of Design
Consumers are looking for beverages
that help deliver a portion of nutrients
required to keep up with the demands of
active lifestyles, said Tom Burrows,
director, strategic marketing, soy
proteins, ADM, Decatur, Illinois. The
ingredients that can be used in the
functional beverage market segment are
as diverse as the beverages themselves,
which span everything from highlyconcentrated shots of energy and
vitamin/mineral blends to balanced meal
replacements and refreshing drinks for
sports recovery. The common theme
through all these products is the delivery
of additional benefits to consumers
beyond simple hydration.
Determining what that benefit isand
how consumers will receive itis the
first, and possibly most important,
consideration when designing a
functional beverage.
I look at the benefit of the product
depending on the market you are trying
to reach, said Angela Skubal, flavor
application scientist/technical sales,
Prinova Flavors, Carol Stream, Illinois.
There are different nutritional blends
that each market would like to see.
Food Product Design
She cited the use of stimulants and

other ingredients in sports nutrition
products, which help consumers get the
most from their workouts. Common
stimulants include caffeine, betaalanine, L-arginine, BCAAs and creatine,
she said. When designing the product,
it all depends on the market you are
trying to target.
The energy-drink sector is a prime
example. Considered one of the fastestgrowing beverage categories, according
to Nielsen, the category saw sales
increase 40 percent from 2010 to 2012.
In addition, Nielsen Homescan data
shows that in the United States, energydrink consumers may not be who you
think. Busy moms, in fact, are more likely
to use energy drinks than average
even more so than young, post-college
adults and singles in their 20s and 30s.
In response, companies like 5-hour
Energy and Monster Energy launched
women-friendly energy drinks. Monsters
beverage, Zero Ultra, features no sugar
or calories, a sweeter flavor and
packaging with feminine design
elements. 5-hour Energy pumped up its
selection with a pink lemonade offering,
and contributed a portion of its sales to a
breast cancer foundation. Both

beverages witnessed immense success,
prompting Monster to release another
similar product with plans for a third.
Both companies developed an
understanding of the intended consumer,
and provided a beverage to fall in line
with those needs, which is key to
successful product development.
Manufacturers need to clearly identify
which functional benefits are most
demanded by consumers, said Stefanie
Ringo, technical services senior
supervisor, Cargill, Minneapolis.
Consumer demand, taste and consumer
messaging are critical when designing
functional beverages.
The Taste Test

Achieving good taste is one of the
biggest challenges to overcome when
creating a functional beverage. Many
nutritional ingredients tend to contribute
off-flavors, which may require the use of
masking agents or other ingredients or
processing methods to improve taste.
Missing the mark on taste is the
biggest pitfall, Ringo said. Many
wellness ingredients, ranging from
vitamins to herbals to omega-3 oils, can
contribute off-flavors to beverages. To
improve taste in functional beverages,
Ringo suggests using formulation
technology to overcome taste issues.
Encapsulationwhich can protect
sensitive ingredients from degradation
during processing or shelf lifecan also
block off-flavors, she said.
Ingredients like sweeteners, acids and

flavor modifiers can also be used to
improve taste of functional beverages.
Different types of acids can improve the
overall flavor of a fortified beverage by
creating a diverse experience due to
each acids unique flavor and acidity
profile. Acids, such as citric, malic, lactic,
phosphoric and tartaric, can be used
independently or in combinations to help
modify the flavor of beverages and mask
unpleasant notes contributed from
fortification.
Flavor modifiers, including bitter masks
and taste modifiers, can also help
combat off-notes. Talin (thaumatin) is
one example. Salt (sodium chloride) is
another, and has been used to enhance
flavors in beverages, along with other
salts, like sodium citrate, which is a
useful option to minimize bitterness
contributed by stevia.
Caffeine is one example of a functional
ingredient that affects the flavor of a
beverage. According to Skubal, it adds
an undesirable bitter note to the
beverage, but this can be easily covered
up with a bitter masker.
Taste can be an even bigger challenge
when formulating natural functional
beverages, as natural high-intensity
sweetenerslike stevia, monk fruit or
polyols like xylitolcan lend off-notes,
like bitter or licorice aftertastes. Using
stevia or other natural sweeteners can
11
Food Product Design
even add to the undesirable off-notes

that the base is contributing, Skubal
said. Finding the balance between taste
and functionality can be a struggle.
In some cases, product designers can
weigh the benefits to consumers of
nutritional ingredients against the
off-flavors they provide. If the benefit
outweighs the negative taste the
ingredient brings, then this ingredient
would be used, Skubal said. Fish oil is
one such ingredient, she said. Fish oil is
a popular functional ingredient used to
promote a healthy heart, along with other
things, but, in some cases, lends an
undesirable taste that can be difficult to
mask. If people realize that its benefit
on the body outweighs the bad taste,
they will make that compromise and
consume the product.
Smooth Moves
Texture, mouthfeel, viscosity and
suspension can all be important
considerations when designing a
functional beverage. Proper use of
gums and starches can aid in providing
Texture and
suspension are
two barriers
common in
functional
beverages.
desired sensory attributes when

adding nutritional components to
beverage products.
[Gums] control viscosity and provide a
creamy texture that may be lost when
adding a high amount of proteins, said
Janae Kuc, research & development
manager, Gum Technology, a business
unit of Penford Food Ingredients,
Tucson, Arizona. They will also aid in
suspending particles and provide a
homogenous solution.
Texture and suspension are two barriers
common in functional beverages. When
the formulator is adding in a large
amount of protein or insoluble
particulates, these additives tend to
settle to the bottom of the beverage,
rendering it unappealing. The high
amount of protein may also impart a
grainy texture, Kuc said. Adding gums
to improve suspension, as well as impart
creamy, smooth mouthfeel, can help
correct this issue.
In functional beverages, Starches
can function as a source of
carbohydrate, and in the case of
resistant starches, sources of dietary
fiber, said Ibrahim Abbas, Ph.D.,
senior research & development
manager, Penford Food Ingredients,
Centennial, Colorado. Some starches
can provide emulsification
characteristics and also can impact
mouthfeel by altering viscosity. For
example, in beverages that use flavor
oils, such as orange oil or lemon oil,
the flavor oils require an ingredient to
emulsify them with the water phase.
Emulsifying starches can provide the
emulsification characteristics needed
to keep the oil and the water from
separating, Abbas said.
To improve mouthfeel in finished
beverage products, product designers
can use low-viscosity starches, Abbas
said. In dairy products, such as drinkable
yogurt, starches can add some viscosity
into the product.
When designing a functional beverage,
product designers should consider the
functionality of the gum, such as
thickening, suspension, creamy texture,

desired rheology or flow characteristics,
and desired clarity or opacity, Kuc said.
Processing will also affect gum
selection; hydration rates, temperature
and pH are key considerations. For
low-pH systems [those with pH of 4 or
lower], pectin, xanthan gum and soy
fiber function very well, Kuc said. A
combination of fenugreek gum, konjac
and xanthan gum will aid in producing a
creamy texture and provide suspension
and quick hydration rates for an instant
protein beverage.
Plant-Based Nutrition
Vitamin D is an important nutrient many
consumers dont get enough of; in fact,
almost 50 percent of Americans are
deficient in vitamin D, and the U.S.
Department of Agriculture (USDA) has
deemed vitamin D a shortfall nutrient
in the American diet.
Vitamin D can be added to a variety of
functional beveragessuch as juice or
milkto enhance nutrition. PLT Health
Solutions, Morristown, New Jersey,
offers a highly concentrated vitamin D
ingredient that can be added to nearly
any beverage. The powder ingredient is
derived from mushrooms, and delivers
40,000 International Units (IU) of
vitamin D per gram.
According to Barbara Davis, Ph.D.,
director, medical & scientific affairs, PLT
Health Solutions, the ingredient will not
affect the quality of a beverage, due to
its low usage rates. To attain a good
source claim, it is being added at only 1
milligram per serving; an excellent
source claim is just 2 milligrams per
serving, she said. Even if were
supplying the entire daily value of
vitamin D, were only talking about 10
milligrams per serving. At these levels
of addition, there are no taste or texture

issues, nor should there be any productstability or shelf-life issues. While the
powder is dispersible, its not
completely soluble, making it unsuitable
for some "water white" systems.
The mushroom-derived vitamin D
ingredient has been tested for stability
to ensure a minimum of two years
product stability and efficacy. In
formulation, long-term efficacy is
dependent on the other ingredients in
the beverage, Davis said. As with other
dry ingredients, it can be added either
directly into a formulation, or as part of
the dry matter premix.
Plant sterols are another ingredient
making headway in functional
beverages. Plant sterols can lower
low-density lipoprotein (LDL), or bad,
cholesterol levels by preventing
cholesterol from being absorbed into
the bloodstream.
ADM recently expanded its line of plant
sterols to include a water-dispersible
version that is highly stable in
beverages, according to Burrows. Per
FDA regulations, a finished product is
required to provide 0.65 grams sterol
esters or 0.4 grams free sterols to carry
a health claim.
source to the end product, including

"milky" or "astringent" flavors,
according to Burrows. One solution is to
blend an isolated soy protein, with
dairy-based proteins. Testing shows a
50/50 blend of whey protein isolate and
the isolated soy protein provide the
cleanest tasting beverage, he said.
When used in high amounts, protein can
also impart a grainy texture. [Whey
protein] remains in suspension over a
wide range of pHs, making it a good
choice for beverage formulation," Ringo
said. "Soy is also a complete protein that
may be used in beverages if dairy
allergens are a concern. However, soy
protein may require stabilization to keep
soy protein in solution, she said. Pea
protein and other vegetable-derived
protein sources may also have this
concern.
ADM offers a soy protein that is
100-percent soluble and transparent in
low pH. Low-pH beverages using it do
not require homogenization or stabilizers,
Burrows said.
Protein Power
In the functional foods arena, one
might consider the current landscape
proteins heyday. Despite the fact
consumers get adequate protein in their
diets, the nutrients association with
health and weight management, and its
efficacy in sport nutrition have made
itand products containing itwildly
desired. Beverages are no exception.
In beverages, animal-based proteins,
such as whey or gelatin, can lend
flavors characteristic of the protein
Per FDA regulations, a finished product

is required to provide 0.65 grams
sterol esters or 0.4 grams free sterols
to carry a health claim.
13
Food Product Design
Powered by Probiotics
Consumers are starting to understand
that probiotics are a good thing that they
need to take every single day, and theres
also a trend toward making probiotic
food products more convenient for
consumers, said Mike Bush, senior vice
president, Ganeden Biotech, Maryfield
Heights, Ohio.
There are several probiotic strains,
which must be chosen based on the
intended application. In some juices,
probiotics such as Lactobarcillus
plantarum 299v (Lp299v) work
successfully. Other beverage formats,
such as high-temperature short-time
(HTST), hot-filled and high-pressure
processing (HPP) are limited to
spore-forming strains due to their
extreme durability.
Ganedens Bacillus coagulans GBI-30,
6086 probiotic ingredient can be added
to beverages that are refrigerated
throughout the supply chain, which
keeps the organism from germinating
in the product. The beverage can be
pasteurized to a point, so it can go
through HTST or hot fill, or HPP or a
variety of things like that, but to keep
the organism from germinating in the
product, we require that it be kept at
below 30 degrees throughout its entire
supply chain, Bush said. Possible
applications include HPP juices, milk
and kombucha.
Depending on the application, the
probiotic can be added before, during or
after the heat-treatment process.
14
Food Product Design
Encapsulation can
protect sensitive
ingredients
against conditions
that may impact
their efficacy.
For example, in fresh juices, it goes in

before the HPP process, and in fresh
milk, the probiotic is added before HTST
processing, Bush said. The probiotic does
not affect beverage quality, as it causes
no change in texture, flavor, odor or other
sensory attributes. Sixty-seven
milligrams of the material will provide 1
billion colony forming units (CFUs), which
is the amount Bush recommends
consumers receive on a daily basis.
Testing is crucial when formulating a
probiotic-fortified beverage product
both at the time of manufacture and at
the end of shelf lifeand can ensure
consumers will receive the intended
benefits throughout shelf life.
Ensuring Efficacy
Creating a beverage that provides
benefits consumers are seeking, and also
provides quality sensory attributes and
good taste is only part of the challenge.
Product designers must ensure
functional ingredients remain effective
through the products shelf life.
To ensure stability throughout shelf life,
it is critical that each functional
ingredients efficacy is evaluated in the
finished product to ensure that the
beverage system, and factors such as pH,
processingparticularly exposure to high
temperaturesand packaging, dont
impact the functionality, Ringo said.
Sensitive ingredients can also be
protected from degradation during
shelf-life via encapsulation, Ringo said.
Encapsulation can protect sensitive
ingredientsnutrients/flavorsagainst
conditions that may impact their
efficacy such as interactions with other
ingredients, light, temperature
extremes, enzymes, oxidizing agents
and oxygen, she said.
Whether pumping up a beverage with
protein or making vitamin D the shining
star of tomorrow mornings juice, adding
functional ingredients to a beverage can
make it easier for consumers to address
their needs, and ultimately, aid in
Raise the I.Q of your next functional food or beverage.

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makes Cognzin a "no brainer" for foods and beverages that need to deliver serious brain performance benefits. Manufactured
through a patented fermentation process, Cognizin is a non-stimulant, GRAS ingredient that is also stable, allergen-free and
vegetarian. So get smart about the formulation of your next functional food or beverage.
To learn more about Cognizin visit www.cognizin.com or contact us at info@cognizin.com
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*These statements have not been evaluated by the Food and Drug Administration.
This product is not intended to diagnose, treat, cure, or prevent any disease.
Cognizin is a registered trademark

of KYOWA HAKKO BIO CO., LTD.
Copyright 2014 KYOWA HAKKO U.S.A., INC.
All Rights Reserved.
By 2018, global sales of protein

ingredients are forecast to reach
$31 billion, up from $23 billion in 2013.
Editors' Review
In sports nutrition, new research shows

a combination soy, whey and casein may
prolong delivery of amino acids compared
to whey alone.
Innovation, increased interest in

sustainability and rising costs of dairy
proteins, have fueled the popularity of
plant-derived proteins.
The Power of
Protein
By Rachel Adams | Assistant Editor
ncreasingly, consumers understand the connection between protein and

healthespecially the benefits of protein for weight management and sports
nutritionand are therefore seeking products to meet their nutrition and
dietary needs. In fact, the International Food Information Council Foundation (IFIC)
2014 Food & Health Survey reports half of consumers try to consume a certain
amount of protein, or as much as possible.
Protein is a critical component for

good health. In fact, according to
Annette Higgins, director of strategy and
business development, protein
solutions, DuPont Nutrition & Health, St.
Louis, Protein is a major structural
component of all cells in the body and,
as such, could be considered the most
important macronutrient for humans.
Consumers agree. According to
Datamonitor, London, the global market
for protein ingredientsincluding those
derived from animal and plant
sourceswas estimated to be worth
nearly $23 billion in 2013, generated
from the sale of 4.2 million metric tons
of protein ingredients. By 2018, protein
ingredient manufacturers are forecast
to deliver more than 5.5 million metric
tons, generating global sales of nearly
$31 billion.
As protein demands continue to rise, so
do protein ingredient options. However,
all proteins are not alike, and
consideration must go into protein
quality and nutrition for successful
product development.
16
Food Product Design
Protein in Functional Foods

Functional foods provide a wealth of
benefits to consumers. Beyond added
nutrition and health benefits, functional
foods also satisfy demands for
convenience and taste. While consumers
understand the benefits functional foods
provide (90 percent of consumers agree
that certain foods have benefits beyond
basic nutrition) approximately 3 out of 4
consumers are concerned they arent
getting the nutrients they need for good
health, according to IFIC's 2013
Functional Foods Consumer Survey,
focused on Americans awareness of and
attitudes toward functional foods.
Protein is a critical nutrient, and one
consumers are increasingly seeking in
convenient formats, like bars and
beverages. IFICs Food & Health Survey
reports 58 percent of consumers
considered whether packaged food and
beverage products contained protein
when making purchasing decisions.
Further, according to Datamonitor, more
than 85 percent of consumers who
More than
85 percent of
consumers who
purchase
functional foods
choose products
that are high
in protein.
purchase functional foods choose
products that are high in protein because
they see them as being good for you.
Protein enhancement adds value to a
variety of foods, such as drinks, dairy
products and bars, both in terms of
nutritional value and formulation, said
Shanna Smidt, director, business
development, Glanbia Nutritionals,
Fitchburg, Wisconsin. With the health
benefits of a protein-enriched diet
increasingly recognized by consumers,
functional food manufacturers are
actively targeting the mainstream
audience with foods that offer a
protein boost.
Protein shines in many arenasit

supports bone and joint health, aids in
muscle recovery and development of
lean muscle, increases satiety, and, in
the case of soy, has been shown to
reduce levels of low-density lipoprotein
(LDL), or bad, cholesterol to improve
heart health. Most often, consumers
associate protein with its contribution to
weight management and sports nutrition.
Consumers are making the connection
that protein helps with satiety, and
research studies have confirmed that
protein is more satiating than either
carbohydrates or fat and plays a key role
in weight management, Higgins said.
There is also a diverse market of
consumers who want to live healthier
lifestyles and many are becoming more
conscious about body image and muscle
health, which is fueling the demand for
protein-based sports nutrition products
to help them reach their fitness and
lifestyle goals.
The Emergence of Plant Proteins

Food product designers have a plethora
of protein ingredients to choose from
derived from both animal and plant
sources. Protein ingredients from animal
sources include dairy proteins, such as
whey, casein and milk protein
concentrate, and eggs, particularly the
whites. Plant protein ingredients include
soy, pea, rice, canola, flaxseed, chia and
wheat-based proteins.
Improvements in technology and
ingredient innovation, along with
increased interest in sustainability and
rising costs of dairy proteins, have fueled
the development and popularity of
protein ingredients derived from plants.
According to information from Frost &
Sullivan, San Antonio, the 2012 global
market for plant protein ingredients used
in food, beverage and dietary
supplements was estimated to be 1.7
million tons. Currently, soy remains the
dominant plant-derived protein source.
Soy protein is a complete protein,
meaning it provides all of the essential
amino acids. There are 10 amino acids
that cannot be created by the body,
called essential amino acids, and
17
Food Product Design
therefore must be obtained through food

sources. In addition, soy protein
ingredients have no cholesterol, are low
in saturated fat and can reduce levels of
LDLs and triglycerides. Soy protein
ingredients also tend to be economical,
and dont suffer the price volatility
familiar to dairy proteins, Higgins said.
Soy protein is popular in beverages and
bars, and provides benefits in processed
meats, poultry and seafood, along with
meat alternatives, Higgins said. Soy
protein provides a meat-like texture,
delivers water-holding capacity for
improved yield and juiciness, and
depending on the application, can
improve sliceability by maintaining
texture in products such as ham or roast
beef, she said.
In recent years, we have seen
expansion of soy into other exciting
applications such as cereal, snacks and
baked goods, Higgins said. Soyfoods
Association of North America,
Washington, D.C., reported cereals with
soy protein experienced a 20.5-percent
CAGR between 2011 and 2013 to $201
million, and snacks containing soy
experienced similar growth (24-percent
CAGR since 2011) to $85 million.
Pea protein ingredients are gaining
traction in the market as well; product
launches in the United States
containing pea protein have grown
more than 200 percent since 2011,
according to Mintel, Chicago. Although
not a complete protein, pea protein
offers an amino-acid profile rich in
Product launches
in the United
States containing
pea protein have
grown more than
200 percent
since 2011.
lysine, arginine and branched-chain
amino acids (BCAAs) isoleucine,
leucine and valine. Pea protein isolates
are being used in a wide range of
products, including baked goods,
cereal bars, desserts, soups, powdered
drinks and soy milk alternatives.
Other plant-derived proteins, such as
rice protein, have proven efficacy in
sports nutrition by aiding in muscle
recovery and repair. In fact, a recent
study compared the benefits of rice
protein to those of whey, where
participants consumed 48 grams of rice
or whey protein isolate immediately
following training. At baseline, week four
and week eight, participants were
measured for muscle thickness, body
composition, bench press and leg press
strength. Researchers found rice protein
consumed after resistance exercise
decreased fat-mass and increased lean
Quality is an important consideration

when choosing protein ingredients
for nutritional applications.
body mass, skeletal muscle hypertrophy,
power and strength compared to whey
protein (Nutrition Journal 2013, 12:86;
DOI:10.1186/1475-2891-12-86).
Protein Considerations
Quality is an important consideration
when choosing protein ingredients for
nutritional applications. Protein quality
can be measured using the Protein
Digestibility Corrected Amino Acid Score
(PDCAAS), which encompasses aminoacid composition and the level of
amino-acid bioavailability. The PDCAAS
ranges from 0 to 1, with 1 representing
the best quality. A high-quality protein
that representing a score of 1is readily
digestible and contains the dietary
essential amino acids in quantities that
correspond to human requirements. Soy
protein, whey protein isolate, casein and
milk protein isolate all represent a
PDCAAS of 1. However, according to the
Digestible Indispensable Amino Acid
Score (DIAAS) methodadopted by the
Food and Agricultural Organization for
the United Nations in 2012whey
protein isolate represents a score of
1.25 and milk protein concentrate
represents a score of 1.31.
The DIAAS method measures the
digestibility of individual essential amino
acids at the ileumthe end of the small
intestinein a pig model, compared to
the PDCAAS, which measures fecal crude
protein digestibility using a rat model.
Some consider the DIAAS method more
valid, as it more accurately reflects the
ability of the body to utilize essential
amino acids.
Plant-derived protein ingredients, such
as isolates, concentrates and
hydrolysates, digest more quickly than
vegetable protein from whole-food
18
Food Product Design
sources. However, some plants contain

enzymes that may interfere with protein
digestion. For example, soybeans contain
a trypsinase that inactivates trypsin, the
major protein-digesting enzyme in the
intestine, and it must be heat-inactivated
prior to consumption.
Taste, cost and functionality of protein
ingredients are also important to
consider. Depending on the application,
proteins can function in different ways,
so it is important to select the right
protein that is suitable for that
application, Higgins said.
According to Marilyn Stieve, business
development manager, nutritional bars,
Glanbia Nutritionals, Protein offers food
product developers a range of functional
benefits, including extended shelf life, an
alternative egg-replacement system, and
flavor and texture profile management. In
bar applications, the selection of proteins
that can aid shelf life extension is critical,
and they can also help with sugar
reduction. Glanbia Nutritionals offers a
protein ingredient that can be
incorporated into the syrup system
instead of sugar, which not only reduces
the sugar content, but also helps
maintain the shelf life of bars by keeping
bars soft and chewy through shelf life,
she said.
Proteins Role in Sports Nutrition

Protein plays a big role in sports
nutrition, as it aids in muscle recovery
and growth, supports healthy bones and
joints, and aids immune function, among
other benefits.
Dairy proteins, due to their complete
protein profile and superior digestibility,
are optimum choices for sports
nutrition. Whey proteins are soluble in
the stomach and empty quickly, leading
to a rapid, high and transient spike of
amino acids into the bloodstream, which
is associated with a significant increase
in postprandial muscle-protein
synthesis. In fact, when equivalent
amounts of whey, casein and soy were
given at rest and post-exercise in young
men, muscle-protein synthesis at rest
after whey consumption was 18 percent
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regularly, such as high-protein yogurts

and snacks intended for recovery.
According to Smidt, Plant-derived
proteins are also gaining momentum in
the [sports-nutrition] industry, both as
standalone protein sources and in
combination with traditional dairy
sources for improved benefits. She cited
use of flaxseed, chia and ancient grains
as high-quality protein sources wellsuited for bar and ready-to-mix (RTM)
applications in sports nutrition. Glanbia
offers a flax protein powder that also
provides fiber, omega-3 fatty acids and
antioxidant lignans for added nutrition.
Satiety, Weight Management

greater than soy and 93 percent greater
than casein (Journal of Applied
Physiology, 2009; 107:987-992).
Casein, on the other hand, has been
shown to digest more slowly than whey,
delivering a slow, steady stream of
amino acids into the bloodstream.
The fast-digesting, natural,
undenatured whey proteins strongly
stimulate whole-body and muscleprotein synthesis, while slow-digesting
micellar casein continues to release
amino acids into the blood for hours
after ingestion, said Jessica Henry,
marketing manager, Idaho Milk
Products, Jerome, Idaho. The result is
prolonged muscle-protein synthesis,
inhibition of whole-body protein
breakdown and overall better utilization
of dietary protein.
Whey protein is also one of the best
sources of BCAAs. Unlike other amino
acids, BCAAs are almost exclusively
taken up and used by muscle. Among
common food sources of BCAAs, whey
protein contains one of the highest levels
of leucine, which has been shown to
influence muscle growth.
While dairy proteins have proven
themselves in sports nutrition, new
research shows a combination of soy,
casein and whey protein may prolong
delivery of select amino acids to muscle
longer than whey alone, which could
prolong muscle building (Journal of
20
Food Product Design
51 percent of
consumers
specifically eat
bars as a source
of protein, and
38 percent
seek protein
beverages or
shakes.
Applied Physiology, 2014; DOI: 10.1152/
japplphysiol.01093.2013).
Bars, protein shakes and beverages
have long been go-to applications for
protein. In fact, the 2014 IFIC survey
found 51 percent of consumers
specifically eat bars as a source of
protein, and 38 percent seek protein
beverages or shakes.
We continue to see a growing
interest in sports nutrition products
and higher-quality proteins, the main
applications being ready-to-drink
(RTD) beverages, powder mixes and
bars, Henry said. However, new
products are being introduced
According to the 2014 IFIC survey,

about 54 percent of Americans are
trying to lose weight, and 25 percent
are trying to maintain their current
weight. Protein is a powerful tool for
weight lossit can increase satiety,
improve body composition and has
been linked to reduced calorie intake
after consumption.
The popularity of protein in the weightmanagement sector is supported by
consumers who understand its effects on
satiety and its benefit to weight loss. In
fact, the survey shows 72 percent of
Americans believe protein can help them
feel full, and 63 percent believe a highprotein diet can help them lose weight.
Further, a substantial 78 percent of
consumers said foods and beverages
that contain protein are part of a
balanced diet.
Protein, as well as fiber, can help slow
digestion and provide energy over a
longer period of time, which may help in
reducing overall caloric intake and
weight maintenance, said Cheryl
Borders, research manager, soy foods
applications and technical service, edible
beans, ADM, Decatur, Illinois.
The Institute of Medicine (IOM)
recommends adults get a minimum
0.8 grams of protein for every kilogram
of weight per day to prevent breakdown
of their own tissues. This equates to
about 8 grams of protein for every
20 pounds of body weight.
Recommendations from the Centers for
Protein
consumption
may provide
additional
weight-loss
benefits to
consumers in
that it may
reduce calorie
intake after
consumption.
Disease Control and Prevention (CDC)
arent far off; CDC recommends
56 grams of protein per day for the
average man, and 45 grams per day for
the average woman.
Protein consumption may provide
additional weight-loss benefits to
consumers in that it may reduce calorie
21
Food Product Design
intake after consumption. A recent study

examined the effects of consuming soy
protein on calorie intake when consumed
prior to a meal. Participants who
consumed 20 grams of soy protein
provided in a bar formattended to
decrease subsequent energy intake by
about 43 calories compared to those
from the control group who consumed a
bar lacking protein (The FASEB Journal.
2012;26:819.16).
Whey protein may also provide benefits
related to body composition. A recent
meta-analysis of 14 randomized
controlled trials showed participants who
used whey protein to replace calories for
weight loss not only experienced a greater
decrease in weight than those who didnt
consume whey, but they also showed an
increase in lean body mass. Participants
who opted for whey protein in their diet
had a decrease in body weight of 9.2
pounds, on average, compared to baseline
values. And after analyzing muscle-protein
synthesis studies that included resistance
exercise along with whey provisions,
researchers found participants had a
statistically significant increase in lean
body mass of 4.9 pounds, on average
(Journal of the American College of
Nutrition. 2014; 33:163-175).
Common applications for protein

fortification in the weight-management
sector include bars, RTD beverages,
meal replacement optionsincluding
RTD beverages, dry mixes and protein
barsand extruded/sheeted snacks,
said Tom Burrows, director, strategic
marketing, soy proteins, ADM. The
companys plant-based protein
ingredientswhich include soy protein
options and vegetable-based ingredients
derived from bean flourscan improve
nutrition in snacks, cereals, cookies,
bars, tortillas and baked goods. Burrows
also noted increased demand for
products that provide a portion of
nutrients to keep up with demands of
active lifestyles," an example being fruitand vegetable-based drinks. "The
protein industry is taking note and
developing proteins that can be easily
incorporated into these fast growing
segments, he said.
As consumers increasingly understand
the importance of protein in the diet
specifically in relation to its benefits in
weight management and sports
nutritionits likely protein will continue
to be an essential ingredient in functional
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Food manufacturers and marketers rely on

consumer demographics to develop and
market functional foods and beverages.
Editors' Review
Fortified/functional was the fastestgrowing health-and-wellness food and

beverage category worldwide in 2013.
Supporting digestive and immune

systems are important considerations
for all age groups.
Functional Foods Cross
Generational Lines
By Judie Bizzozero | Managing Editor
he rate of growth in the global functional foods sector has outpaced that of the
mainstream food and beverage market in the past few years. Euromonitor
International, Chicago, estimated global sales of functional foods and
beverages reached $237 billion in 2013, while U.S. retail sales of functional foods
and beverages hit $58.4 billion in 2013.
Ultimately, whether the product is a

widget or a fortified energy bar, the
market is driven by consumer demand.
A number of key factors are fueling new
product development and overall market
growth in the functional foods sector,
including increased consumer awareness
of the long-term benefits proper nutrition
plays in overall health, as well as how it
relates to specific health conditions; and
a shift in consumer demographics and
needs among Baby Boomers, Generation
X and Millennials that affect how they
shop and the food and beverage choices
they make.
Identifying Target Markets

Consumers have an increasing desire
to take a more proactive role in
optimizing personal health and wellbeing, and foods with added functional
ingredients for certain health benefits
appeal to this desire.
Globally, general well-being, weight
management, digestive health, energy
boosting and endurance were the top
five categories in the health and wellness
sector in 2013, while energy boosting,
food intolerance, general well-being,
23
Food Product Design
digestive health, and beauty from within

were the fastest growing, according to
data from Euromonitor Internationals
Health and Wellness Performance
Overview 2013. Fortified/functional was
the fastest growing health and wellness
food and beverage category worldwide,
followed by naturally healthy, organic
and generally better-for-you products.
Infant formula, energy drinks, probiotic
yogurt, juice drinks, sports drinks, cereal
and cookies were among the
top-performing functional global health
and wellness food categories in 2013.
As shoppers become more educated, it
is imperative to keep consumer
demographics and needs in mind when
developing and marketing functional
foods and beverages. Key is looking
across the age continuum and

surveying consumers to better
understand what motivates their food
purchases and what gaps exist in
products on the market today.
It is important to market products
based on consumer needs, not
necessarily by age demographics, said
Megan DeStefano, global marketing
leader, DuPont Nutrition & Health, New
Century, Kansas. For example, not all
50-year-olds have the same need;
likewise, we may find that a 30-year-old
has the same needs as a 60-year-old. By
focusing on needs you will have the most
success with new product development.
Peter Schouw Andersen, business
development manager for Health &
Performance, Arla Foods Ingredients,
Viby, Denmark, agreed: Whichever
generation you are targeting with
functional foods, there are two key
factors to considersafety and science.
Consumers needs and demands may
It is imperative to keep consumer

demographics and needs in mind
when developing and marketing
functional foods and beverages.
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beverage, personal care and animal nutrition
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eye health, noted Innova Market

Insights Chief Editor, Robin Wyers.
Collectively valued at $22 billion in
2012, bone and joint health,
cardiovascular health, brain health and
memory, and eye health can
specifically target the aging population
and offer opportunities to widen
manufacturers functional food and
beverage portfolios, according to
Euromonitors 2013 Opportunities to
Target the Ageing Through Functional
Food and Drink report.
differ according to their age, in terms of

the types of benefits they want, but
everybody wants functional foods that
are efficacious, so that they can feel or
see the benefit, and which they know will
not do them harm.
The Aging Population

Baby Boomers, those born between
1946 and 1964, number 83.7 million and
account for 44 percent of the households
with annual incomes of more than
$75,000, representing a significant
amount of disposable income and
purchasing power.
Health and wellness products can be
aligned to the specific health positioning
they benefit and offer the potential to aid
in the management of a number of
chronic diseases that impact healthy life
expectancy, including cardiovascular and
heart disease, cancer, diabetes,
Alzheimers disease, osteoporosis and
arthritis, macular degeneration and more.
In 2013, Innova Market Insights, Duiven,
The Netherlands, identified the top five
health claims for functional foods and
drinks marketed to older consumers as
digestive/gut health, energy/alertness,
heart health and immune health.
These have general appeal among the
wider population. But there are other,
more specific opportunities in
age-related concerns that are currently
featured much less often in product
claims, including brain/cognitive health,
bone health, skin health, joint health and
Generation X
Generation X , those born between
1965 and 1979, is 49 million strong and
spends more on groceries per month
than any other generation, an average
$323.10, according to data from Acosta
Sales & Marketing, Jacksonville, Florida.
In April 2014, the Institute of Food
Technologists (IFT), Chicago, released its
list of top 10 functional food trends for
2014 that was based on a cohort of
material. It found many adult consumers
who once relied on nutritional
supplements have made the switch to
fortified and functional foods. In fact,
nearly 9 in 10 adults made a strong
effort to consume more nutrients,
vitamins, minerals, herbs/botanicals and
fish/fish oil/omega-3s in their diets.
Maintaining a healthy digestive system
and immune health also are top health
priorities, and probiotics will play a key
role in 2014.
This demographic is ripe for functional

foods and beverages that can help
prevent or delay the onset of heart
disease, hypertension, osteoporosis, type
2 diabetes, cancer and age-related
memory loss. According to IFT, in 2013,
56 percent of consumers bought foods or
beverages that targeted a specific
condition, and cholesterol-lowering foods
and beverages were the most purchased
condition-specific food or drink.
Also of interest to this group are foods
and beverages to benefit weight loss and
weight management. According to the
IFIC Foundations 2014 Food and Health
Survey, consumers are trying to increase
their intake of fiber (53 percent), whole
grains (53 percent), protein (50 percent),
calcium (36 percent), omega-3 fats
(21 percent), potassium (19 percent) and
probiotics (18 percent). On the other end
of the spectrum, consumers are trying to
limit or avoid sodium/salt (53 percent),
sugars in general (50 percent), calories
(48 percent), fats/oils (29 percent),
caffeine (31 percent) and mono/
polyunsaturated fats (26 percent).
Millennials
Generation Y, more commonly known as
Millennials, born between 1980 and
1999, number 72 million and their view
of food choices has been a driving factor
in the functional foods market this year.
According to IFTs functional foods trend
outlook, this group views its food as
healthier, more expensive, more natural/
Consumers are trying to increase their intake
Consumers are trying to limit or avoid
53%
53%
53%
50%
50%
48%
36%
21
Fiber
Whole
Grains
Protein
Calcium
19
29%
31%
Fats/Oils
Caffeine
18
Omega-3 Potassium Probiotics
Sodium/
Salt
Sugars
Calories
26%
Mono/
Polyunsaturated
Fats
Source: IFIC Foundation, 2014 Food and Health Survey
25
Food Product Design
organic, less processed, better tasting

and fresh. Whats more, Millennials are
the most likely generation to believe
functional foods and beverages can be
used in place of some medicines to
relieve tiredness and lack of energy,
retain mental sharpness with aging, and
improve stress and eye health.
Generation X and Millennials also read
nutrition labels for calories, vitamins and
minerals, serving size and protein, and
drink a wider range of beverages than
other generations, including ready-todrink coffees and sparkling drinks. IFT
also noted young consumers aged 15-30
years are expected to drive growth in
functional beverages such as functional
bottled water and energy drinks, which
provide functional and nutritional benefits
beyond hydration.
The Next Generation

Generation Z, or the Next Generation,
are those born from 2000 to present.
Supporting healthy growth and
development is critical throughout
childhood, and the child-specific food
and beverage market is expected to
grow quickly over the next few years.
And while children play a role in
26
Food Product Design
purchase decisions, parents want

nutritious foods for meals and snacks
that can satisfy hunger while improving
the nutrient density of their childs
overall diet.
Packaged Facts, Rockville, Maryland,
estimated U.S. retail sales of kid-specific
foods/beverages reached $23 billion in
2013 and will reach $30 billion by 2018.
Whats more, growth of kids foods and
beverages appears to be outpacing that
of the total market, up 4.4 percent from
2012-2013, compared to 2.9 percent of
traditional food and beverages in the
same categories. This is why makers and
marketers of packaged goods are turning
to Americas youngest consumers to
boost sales.
Innovation in kids food and beverage
products is largely accomplished through
formulation, packaging and marketing.
Kid-friendly formulations leverage color,
shape and size to appeal to kids senses
without pushing the taste boundaries
too far beyond the familiar. Additionally,
new formulations of kids foods often
strive to meet nutritional requirements to
appease parents.
According to the 2012 Gallup Study of
Childrens Nutrition & Eating Habits,
steady increases have been observed in

parents efforts to increase the amount
of dietary fiber, fish oil/omega-3 and
probiotics/prebiotics consumed by their
pre-teen children. In fact, immunity is the
most sought-after health benefit by
parents for functional foods, followed by
correcting nutrient shortfalls, cognitive
development, energy/strength, digestive
health and eye health.
Trending Ingredients
There are a number of stand-out
ingredients currently trending in the
functional food and beverage category,
including omega-3s, whole grains, fiber,
vitamin D, calcium, protein, antioxidants
and probiotics. Ingredient suppliers are
tasked with ensuring their ingredients
are a good fit for applications that
consumers will really want, and they
place a lot of emphasis on meeting
specific needs and demands.
A growing body of research points to
dairys key role in sports nutrition, and
these ingredients can help provide
digestible, high-quality protein for
Supporting
healthy growth
and development
is critical
throughout
childhood, and
the child-specific
food and
beverage market
is expected to
grow quickly
over the next
few years.
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Increased
consumer
concern about
digestive
health,
immune health
and weight
management
is driving high
interest for
protein, fiber
and probiotics.
building and repairing muscle,
carbohydrates for energy, and vitamins
and minerals to strengthen bones and
replace electrolytes. Schouw Andersen
particularly called out dairy proteins as
flagship ingredients in the functional
sector. In particular, he said whey protein
offers benefits that cut across all
generationsfrom consumers in their
teens to people in the latter stages of
their lives.
He commented: Whey is perfect for
assisting with recovery, which may
appeal to younger active Millennials. It
also assists with maintaining lean
muscle mass, something that
Generation X consumers will value as
they look to maintain a healthy weight.
It is also an easily digested form of
protein that is rich in amino acids,
which is perfect for older consumers,
such as Baby Boomers, who are looking
to counter conditions associated with
aging, such as sarcopenia.
Traditionally, whey protein was largely
the preserve of bodybuilders and was
consumed in the form of a powder
designed to be dissolved into water to
create a shake. However, as the benefits
28
Food Product Design
of a high-protein diet have become more

widely understood, whey protein has
gone mainstream, and different product
formats more compatible with everyday
lifestyles have emerged.
Todays consumers are looking for
high-protein RTD drinks, for example,
because they find the idea of dissolving
a powder into water inconvenient. There
is also a growing preference for lighter
and more refreshing drinks, such as
protein waters, as opposed to thick
shakes, Schouw Andersen said. Snack
products are also popular, and we are
seeing many emerging applications for
bars that are rich in whey protein and
taste great, which ensures they appeal to
consumers across the generations.
DeStefano said increased consumer
concern about digestive health, immune
health and weight management is
driving high interest for protein, fiber and
probiotics. Consumers feel protein
keeps them full longer which makes
lean, high-quality sources of protein,
such as soy, an important part of a diet
that supports weight loss and weight
maintenance, DeStafano said. Those
concerned with digestive health add fiber
to their diet, and there is increased
interest in probiotics that support
digestive health and immune health.
Sugar-replacers are of growing interest,
as consumers want healthier foods that
still taste good.
Whole grains, fiber and vitamin D
topped the list of ingredients that
two-thirds of consumers trying to
manage their weight added to their diet
last year; half included more calcium,
protein, antioxidants or omega-3/fish oil.
Whats more, one-third added more iron,
oat bran or flaxseed oil; one-quarter
added natural sweeteners other than
sugar, prebiotics, complex carbohydrates
and soy protein.
Supporting digestive and immune
systems are important considerations
for all age groups, which is driving the
popularity of probiotics, said Mike
Bush, senior vice president,
Ganeden Biotech, Cleveland.
And regardless of the target
market, the most important factor from

an ingredients standpoint is to ensure
that any functional ingredients being
used are thoroughly researched and
have solid support for the safety and
efficacy of the ingredients.
Probiotics are one of the most popular
functional ingredients for formulating
products targeted to all generations;
however, it is vital to find a probiotic
strain that has the appropriate science
backing it and is resilient enough to
survive the manufacturing processes
involved in food production, Bush said.
Each probiotic strain is unique;
survivability, safety, efficacy and the
benefits to the consumer can differ from
strain to strain.
He said there are tremendous growth

opportunities for products that offer more
than one functional use, such as sports
nutrition protein shakes that support
digestive and immune health, or
functional hot beverages like coffee that
contain a daily dose of probiotics.
Right now, we are seeing a lot of
popularity within functional foods and
beverages across all generations,
specifically, those products that are
marketed to children, athletes, moms
and active seniors, Bush said.
Consumers are no longer interested in
taking another pill; they want to receive
the benefits of probiotics while
consuming something they already love,
and without adjusting their daily routine.
Taste and Convenience

Consumers want functional and fortified
foods that are healthy, safe and
enjoyable, but not necessarily in that
order. Taste is always No. 1 on
consumers minds, which means food
developers have to balance the beneficial

effects of myriad nutritional ingredients
and their chemical interactions with the
final products texture, appearance,
stability, shelf life and cost.
Julia Linski, Prinova Flavors business
manager, Prinova USA, Carol Stream,
Illinois, said there has been heightened
interest in vitamin fortification,
particularly B vitamins, calcium and
magnesium for various functional food
applications. Pea protein and rice also
are in demand for use in energy and
protein beverages, as well as bars. We
see many masking flavor projects that
coincide with all of these type of
products, she said.
Linski noted continued demand to lower
overall calories and reduce
carbohydrates with the incorporation of
high-intensity sweeteners. There has
been a trend toward companies wanting
to move products to natural sweeteners
and natural flavors including organic and
organic compliant. I think the demand for

more naturally sweetened and flavored
products is something that we will
continue to see a demand for through
2014 and 2015, Linski said.
Along with taste, convenience, is a
major driver for all food and beverage
product development, not just functional
DeStefano said DuPont is seeing the
tremendous value convenience brings
consumers who want to feel good about
what they put in their bodies.
The convenience trend lends itself well
to bars and ready-to-drink beverages;
anything packaged for busy consumers
on the run can be popular, DeStefano
said. Energy is a key need consumers
have right now. Our research tells us its
a top need for consumers 40 and over.
Developing products that are convenient
and deliver natural energy stand to do
very well with Boomers, as well as
Generation X.
Additional
Resources
Hungry for more information?
Food Product Designs FoodTech
Toolbox offers a wealth of resources
on the science behind developing
functional foods and beverages:
How to Succeed in Functional
Foods Image Gallery
Future Fats: Bringing on
Health and Functionality Report
Soy Protein Ingredients
Infographic
Food Innovation video
Prebiotics and Intestinal
Microbiota video
29
Food Product Design
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EDITORIAL ADVISORY BOARD

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Pennsylvania State University
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Food Product Design
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Official Magazine of SupplySide

An Exclusive Digital-Only Issue

FUNCTIONAL FOODS & BEVERAGES

Functional Foods Cross

Protein is a critical nutrient, and

When it comes to formulating

Consumers have an increasing

Market data on the global market for

Food Product Design

Functional Foods & Beverages

Check out The

Food Product Design

he food and beverage industry has

Functional Foods & Beverages

beverages have a great deal of latitude.

By Judie Bizzozero | Managing Editor

According to Euromonitor International,

Food Product Design

increasingly aware of health issues and

Functional Foods & Beverages

United States, the European Union and

point was a statistic in the recently

these foods contain fewer added sugars

Food Product Design

Functional Foods & Beverages

Manufacturing a functional beverage

Maintaining the taste, texture, mouthfeel and

Protein, plant-based ingredients

unctional beverages inherently address two top concerns for consumers:

Food Product Design

She cited the use of stimulants and

Functional Foods & Beverages

breast cancer foundation. Both

The Taste Test

Ingredients like sweeteners, acids and

Food Product Design

even add to the undesirable off-notes

Functional Foods & Beverages

desired sensory attributes when

thickening, suspension, creamy texture,

of addition, there are no taste or texture

source to the end product, including

Per FDA regulations, a finished product

Food Product Design

Functional Foods & Beverages

Food Product Design

Functional Foods & Beverages

For example, in fresh juices, it goes in

Raise the I.Q of your next functional food or beverage.

Cognizin is a registered trademark

By 2018, global sales of protein

In sports nutrition, new research shows

Innovation, increased interest in

ncreasingly, consumers understand the connection between protein and

Protein is a critical component for

Food Product Design

Protein in Functional Foods

Functional Foods & Beverages

Protein shines in many arenasit

The Emergence of Plant Proteins

Food Product Design

therefore must be obtained through food

Functional Foods & Beverages

Quality is an important consideration