TARGETING

Clean Label Strategy & Formulation Brought to you by: Natural Products INSIDER

TARGETING

Sodium Reduction

NATURALLY Vol.2 No.2 ■ February 2018 ■ US$20 foodinsiderjournal.com

CONTENTS foodinsiderjournal.com

February 2018

3 Viewpoint: Breaking Up With Salt

Innovation in Action

21

‘Au Naturel’ LowSodium ‘Snacking With Garden of Eatin’

5 Targeting Sodium Reduction Naturally

13 How Brands Are Cutting the Salt Out of Salty Snacks

24 KIND Snacks: Great Taste With a Side of Integrity

Clean Label Strategy & Formulation Brought to you by: Natural Products INSIDER

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2 Food Insider Journal

Targeting Sodium Reduction Naturally

February 2018

VIEWPOINT

Breaking Up With Salt

B

eyond enhancing the flavor of foods, salt—which contains 40 percent sodium and 60 percent chloride by weight—plays other important roles in food processing. It acts as a preservative by inhibiting the growth of microorganisms that cause spoilage. It serves as a texturizing aid by strengthening gluten in bread dough; improves tenderness in cured meats and consistency in cheese; and controls fermentation in foods such as baked goods and pickled products. It also helps improve color and aroma. Despite its benefits, consumption of excess sodium and salt has been in the crosshairs of the medical community and regulatory agencies for decades due to its association with numerous health conditions, such as heart disease, stroke and high blood pressure. Health organizations including the American Heart Association (AHA), Centers for Disease Control and Prevention (CDC), Institute of Medicine (IOM) and World Health Organization (WHO) estimate the average adult daily sodium intake of 3,400 mg is far too high and should be cut drastically to at least 2,000 mg of sodium, or 5 g of salt, per day. In fact, AHA launched a campaign dedicated to lowering sodium intake called #BreakUpWithSalt that educates consumers on the science behind sodium reduction, the impact of sodium on health for both kids and adults, tips on how to reduce sodium, and a strong call to action for food suppliers as well as consumers to sign a pledge to #BreakUpWithSalt. This month’s Category Insight focuses on the snack food category, specifically salty snacks—which are estimated to ring up approximately $27 billion in sales by 2020. While consumers love their salty snacks, they also want them to be healthier. As a result, consumer research shows shoppers are beginning to rethink their salt intake, much like they’ve done with other targeted ingredients such as added sugar or trans fats. Our Innovation in Action case studies showcase how KIND Snacks and Garden of Eatin’ realized whitespace in the snack category, and the lessons that could be applied to your business. As always, I invite you to share your thoughts on this issue or future issues. Our staff, along with our Natural Products INSIDER and New Hope colleagues, look forward to seeing you at next month’s Natural Products Expo West show in Anaheim, California. Please drop by our booth or tweet me @judiebizz with your thoughts about the show.

While consumers love their salty snacks, they also want them to be healthier.

Judie Bizzozero Editor [email protected] (480)281-6019 @judiebizz



February 2018

Targeting

Sodium

Reduction

Naturally by Judie Bizzozero

C

onsumption of excess sodium and salt has been in the crosshairs of the medical community and regulatory agencies for decades due to its association with numerous health conditions, such as heart disease, stroke and high blood pressure.

The estimated average adult daily sodium intake of

3,400 mg

is far too high and should be cut drastically to at least

2,000 mg of sodium, or

5 g of salt, per day. 5 Food Insider Journal

Adding fuel to the anti-sodium fire are statements by health organizations including the American Heart Association (AHA), Centers for Disease Control and Prevention (CDC), Institute of Medicine (IOM) and World Health Organization (WHO) that state the estimated average adult daily sodium intake of 3,400 mg is far too high and should be cut drastically to at least 2,000 mg of sodium, or 5 g of salt, per day. A study funded by the Bill and Melinda Gates Foundation and published in the New England Journal of Medicine (2014;371:624-634) examined the effects of sodium intake on global cardiovascular mortality. Researchers estimated that in 2010, the mean level of consumption of sodium worldwide was 3,950 mg per day, and regional means ranged from 2,180 to 5,510 mg per day. Overall, 99.2 percent of the global adult population had estimated mean levels of sodium intake exceeding the WHO’s recommendation of 2,000 mg per day, and 88.3 percent of the adult population exceeded the recommended


level by more than 1,000 mg per day. The researchers concluded 1.65 million deaths from cardiovascular causes that occurred in 2010 were attributed to sodium consumption above a reference level of 2,000 mg per day. In the United States, the picture is similar. Adults consume approximately 3,300 mg of sodium per day, about 1,000 mg more per day than recommended in the 2015-2020 Dietary Guidelines for Americans (DGAs). Those guidelines also suggest adults over age 50, blacks, and people with prehypertension and hypertension, high blood pressure, diabetes or chronic kidney disease limit their intake to 1,500 mg per day. Furthermore, CDC estimates approximately 8.5 million deaths could be prevented in low- or middle-income countries over the course of 10 years if sodium intake were reduced by 15 percent. What’s more, reducing the average U.S. population intake of sodium by just 400 mg per day could prevent up to 28,000 deaths and save $7 billion in health care costs annually. In 2010, the IOM report “Strategies to Reduce Sodium Intake in the United States” concluded that government, industry, community groups and consumers must work together to reduce sodium content in the food supply. IOM called for a “gradual stepwise reduction in salt that

February 2018

A study conducted by researchers at the University of North Carolina at Chapel Hill

found significant changes in portion sizes, ranging from an increase of 49 to 133 calories per item among commonly consumed foods such as salty snacks, desserts, soft drinks, fruit drinks, French fries, hamburgers, cheeseburgers, pizza and Mexican food.

would make the changes imperceptible to consumers’ palates.” In 2013, WHO issued sodium reduction guidelines including incremental reductions of salt in products so consumers adapt to the taste; consumer education programs to promote of the benefits of reduced-salt foods; reduction of salt in processed foods and foods served at restaurants; and clear labeling of sodium content on products. The Salt of the Matter USDA estimates food consumption in the United States has increased by 16 percent since 1970, corresponding to an increased caloric intake from 2,234 calories per person per day in 1970 to 2,750 calories in 2003. A study conducted by researchers at the University of North Carolina at Chapel Hill found significant changes in portion sizes, ranging from an increase of 49 to 133 calories per item among commonly consumed foods such as salty snacks, desserts, soft drinks, fruit drinks, French fries, hamburgers, cheeseburgers, pizza and Mexican food. (JAMA. 2003 Jan 22-29;289(4):450-3.) Furthermore, a report from USDA’s Center for Nutrition Policy and Promotion estimates the U.S. food supply has 35 percent more sodium than it did in the early 1900s due to the increased availability of processed foods. While sodium is found naturally in a variety of foods such as milk, meat and shellfish, most dietary sodium is found in processed foods and foods prepared in restaurants. CDC estimates more than 40 percent of sodium intake comes from 10 types of foods—breads and rolls, pizza, sandwiches, cold cuts and cured meat, soups, burritos and tacos, savory snacks, chicken, cheese, and eggs and omelets. In May 2016, FDA unveiled the new Nutrition Facts label for packaged foods to reflect the latest scientific information, including the link between diet and chronic diseases such as obesity and heart disease. The new rule will go into effect for most food manufacturers on July 26, 2020. The overhaul of



the Nutrition Facts label is the first in 20 years and includes a modified list of required nutrients that must be declared on the label, updated serving size requirements, as well as an easy-toread design. Updated daily values for nutrients such as sodium are consistent with IOM’s recommendations and the 2015-2020 DGAs. Daily reference values (DRVs) are reference amounts of nutrients to consume or not to exceed and are used to calculate the %DV manufacturers include on the label. Prior to the issuance of the new rules, the DRV for sodium was 2,400 mg. Based upon the more recent nutritional and scientific data, FDA lowered the value to 2,300 mg. In June 2016, FDA issued a draft guidance to the food industry calling for voluntary sodium reduction in processed and commercially prepared foods. The guidance noted approximately 75 percent of sodium intake comes from these foods, which makes it difficult for consumers to control their consumption. The draft guidance’s short-term (two year) targets seek to decrease sodium intake to about 3,000 mg per day. The long-term (10 year) targets seek to reduce sodium intake to 2,300 mg per day. The targets extend to nearly 150 food categories and are intended to complement existing efforts by food manufacturers, restaurants and foodservice operations to reduce sodium across all sectors including snacks, bakery and cereal, sauces and soups, convenience foods, condiments, processed meat, desserts, dairy and frozen foods. These changes are designed to help consumers make better, more informed nutrition choices. In fact, 78 percent of consumers said they encounter a lot of conflicting information about what to eat/avoid, and 56 percent said conflicting information makes them doubt the choices they make, according to data from the International Food Information Council (IFIC) Foundation’s 2017 Food & Health Survey.

February 2018

10 Steps to Ensure Formulation Success

— Dana Craig, marketing director, salt, Cargill

IFIC data also revealed 96 percent of consumers think about the healthfulness of their food and 88 percent think about food ingredients such as fats, sodium and artificial ingredients. In fact, more than 60 percent of Americans are cutting back on foods containing higher amounts of sodium and salt, while about 56 percent are reading labels and comparing sodium in foods such as soups, bread and frozen meals. Data from Packaged Facts’ 2016 “Food Formulation Trends: Ingredients Consumers Avoid 2nd Edition” report found more than half of consumers are comparing sodium content when making food purchasing decisions. In 2015, nearly two-thirds of consumers considered the salt or sodium content of the packaged foods and beverages they bought, while 40 percent considered the monosodium glutamate (MSG) content of their food purchases and one-third were mindful of potassium content. Ingredient Solutions Beyond enhancing the flavor of foods, salt—which contains 40 percent sodium and 60 percent chloride by weight—plays other important roles in food processing. It acts as a preservative by inhibiting the growth of microorganisms that cause spoilage. It serves as a texturizing aid by strengthening gluten in bread dough; improves tenderness in cured meats and consistency in cheese; and controls fermentation in foods such as baked goods and pickled products. It also helps improve color and aroma. “When manufacturers reduce the sodium content in their products, they must overcome the challenge of finding a solution that offers the same functional benefits without impacting quality, taste or safety,” said Ruud Peerbooms, senior vice president, food, at Corbion. “Sodium reduction can impact the manufacturing, taste, texture, shelf life and overall quality of a variety of foods, and depending on the specific application, even minor reductions in sodium can affect product taste, bacterial spoilage, food safety, color and texture.” Peerbooms noted shelf life, food safety and texture challenges differ widely between market segments, which is why brands need to communicate desired results so ingredient suppliers can determine the most fitting solutions and innovative tools. “The key is finding a solution that allows manufacturers to reduce sodium content while ensuring the overall quality and consistency of the product,” he added.



01

Identify your goals, objectives and target audiences.

02

Know the competitive landscape and whether you will be able to differentiate your product.

03

Understand all the sources and levels of sodium in your product.

04

Set realistic target levels for sodium reduction.

05

Assess your sodium-reduction options.

06

Evaluate the pros and cons of each of the sodium-reduction options.

07

Take product testing beyond the lab and extend it to consumers.

08

Based on what you’ve learned, determine how you will introduce the product.

09

Evaluate and measure the success of the product introduction.

10

Modify as needed to react to trends, consumer response and competition.

February 2018

When manufacturers reduce the sodium content in their products, they must overcome the challenge of finding a solution that offers the same functional benefits without impacting quality, taste or safety. — Ruud Peerbooms, senior vice president, food, Corbion

In addition to simply reducing the amount of salt added through the production process, a wide assortment of products is available to help manufacturers reduce, replace or eliminate salt, and therefore lower the sodium content of their food and beverage products. For example, Salt of the Earth collaborated with leading meat companies to meet sodium-reduction regulations in several types of meat products. Development work in collaboration with Israeli meat companies demonstrated that 25 to 33 percent reduction in sodium could be achieved across a variety of meat products, including frankfurters, sausages and injected chicken pastrami. What’s more, the clean label ingredient Mediterranean Umami, a proprietary blend of vegetable concentrates and extracts, plus natural sea salt rich in umami flavor compounds, allowed for the elimination of MSG and/or yeast extracts in meat products while keeping the desired texture. Sodium also plays an essential role in preserving bakery products such as bread—a key category in the clean label market. Janice Johnson, Ph.D., technical service, Cargill, said food scientists today are challenged with achieving an optimum level of sodium in baked goods—such as breads, muffins and crackers—that maintains food safety and extends shelf life, while at the same time meets sodium-reduction targets and achieves desirable taste and texture for consumers. “Food safety cannot be compromised,” she said, when considering a reduction of sodium. Rather, when salt is reduced, other ingredients may need to be added or increased to compensate for the decrease in salt. The ideal formulation for a food product creates a desirable, stable and safe product that keeps the growth of harmful microorganisms at bay. “The thing about salt is that it does so many things, that to pull it out and try to find another ingredient that has all of that functionality is impossible,” Johnson said. Experts at Cargill advise brands exploring sodium-reduction solutions to evaluate the pros and cons of each ingredient option to determine whether it will change the desired quality attributes (e.g., taste appeal) of the product and potentially alter consumer buying behaviors, as well as if food spoilage or shelf life will be compromised by the change. Other issues to consider are the costs versus the benefits as relates to the complexity of the reformulation and the replacement options. Is it feasible to reduce sodium without replacing equipment or making drastic production changes? How quickly can a brand recoup those costs? What are the costs of the replacement option intended to be used?



Food scientists today are challenged with achieving an

optimum level of sodium in baked goods—such as breads, muffins and crackers—that maintains food safety and extends shelf life, while at the same time meets

sodium-reduction targets and achieves desirable taste and texture for consumers.

February 2018

1

2

3

4

5

In the five subcategories of better-for-you reduced-salt foods tracked by Euromonitor International,

ready meals, sauces, dressings & condiments, savory snacks (excluding nuts, seeds and trail mixes) and soups have room for growth.

For example, options such as potassium chloride and alternative flavor systems are more expensive, so understanding your target consumers and their willingness to pay more for a reduced-sodium product will help brands weigh the pros and cons. Cargill’s range of reduced-sodium products include Potassium Pro® Potassium Chloride, FlakeSelect® Potassium Chloride (potassium chloride and salt), FlakeSelect® Potassium Chloride/ Sea Salt and Alberger® brand flake salt. Reducing sodium content can negatively impact food molecules during processing and plays an important role in the hydration and binding process of food proteins, thereby affecting the final product texture. A lack of salt in a product’s texture can lead to poor yield in emulsified meat products or a lighter-colored bread with a weak texture that quickly stales, for example. One of the strategies to deal with low-salt texture issues is to use a solution with an ionic strength like salt. Corbion’s Verdad® clean label solutions extend shelf life, improve yield, enhance safety, and reduce sodium in meat and poultry products by up to 40 percent depending on application and usage levels. Labeled as natural flavoring, PuraQ® Arome NA4 solution offers a salty, umami-like flavor profile while extending shelf life in meat and poultry products. PURASAL HiPure P Plus also enables sodium reduction and extends shelf life in meat and poultry products without impacting taste, Peerbooms said, adding PuraQ Arome NA4 also can be used for sauces, condiments, dressings and refrigerated foods to enable manufacturers to cut sodium without compromising taste, extend shelf life, and reduce sodium without sacrificing quality. Market Opportunities As consumers become more aware of the impact excessive sodium intake and artificial ingredients can have on their overall health, they are actively seeking out products low in sodium and free from complex or unwanted ingredients. This includes packaged or processed meat and poultry products, sauces, dressings and condiments, refrigerated foods, baked goods, acidified foods and savory snacks. According to recent data from Euromonitor International’s Passport database, better-for-you reduced-salt foods experienced retail sales of US$5 billion in 2017, but are expected to decline to $4.3 billion in 2022. In the five subcategories of better-for-you reduced-salt foods tracked by Euromonitor, ready meals, sauces, dressings & condiments, savory snacks (excluding nuts, seeds and trail mixes) and soups have room for growth.



February 2018

GlobalData’s Product Launch Analytics of new products found just 2% of new food and non-alcoholic beverage products launched in the United States in 2017

carried a sodiumreduction claim

(low salt, low sodium, no salt, no sodium).

Sales of conventional ready meals reached $88 billion in 2017 and are expected to reach nearly $96 billion in 2022. In the better-for-you category, sales of reduced-salt ready meals hit $807 million in 2017 and are predicted to reach $917 million in 2022. Sales of conventional reduced-salt sauces, dressings & condiments clocked in at $125 billion in 2017 and are set to grow to nearly $140 billion in 2022. The pattern is similar for the better-for-you category, with sales of reduced-salt sauces, dressings and condiments ringing up $821 million in 2017 and an estimated $916 million in 2022. Sales in the reduced-salt savory snacks sector (excluding nuts, seeds and trail mixes) hit $491 million in 2017 and are expected to grow to $544 million in 2022. Two better-for-you sectors are expected to drop in overall sales. Sales of reduced-salt soups are predicted to decline from $1.87 billion in 2017 to $1.6 billion in 2022, compared to conventional soup sales of nearly $15 billion in 2022. Sales of reduced-salt margarine and spreads will fall from $37 million in 2017 to $34 million in 2022, compared to conventional sales of $42 billion in 2022. Tom Vierhile, innovation insights director at GlobalData, said a review of GlobalData’s Product Launch Analytics of new products found just 2 percent of new food and non-alcoholic beverage products launched in the United States in 2017 carried a sodiumreduction claim (low salt, low sodium, no salt, no sodium). “That number was down from 2.7 percent of launches that had reduced-sodium claims in 2016,” he said. “Bottled water was the top category ranked by the number of product reports in the United States featuring a sodium-reduction claim in 2017.

Bottled water was the top category ranked by the number of product reports in the United States featuring a sodium-reduction claim in 2017. Cereal bars, fruit, other savory snacks and wet cooking sauces were all tied for second. —Tom Vierhile, innovation insights director, GlobalData



February 2018

Cereal bars, fruit, other savory snacks and wet cooking sauces were all tied for second.” Results from GlobalData’s Q3 2016 survey of U.S. consumers revealed 56 percent of respondents said they are trying to avoid or limit intake of sodium or salt. Results also found 9 percent of respondents are trying to avoid salt or sodium entirely. “This is highly correlated by age,” Vierhile said. “Just 8 percent of 18- to 24-year-old consumers said they are trying to avoid salt/ sodium entirely, while 16 percent of age 65 or older consumers say they are doing so.” Other ingredients consumers are avoiding or limiting include artificial sweeteners (55 percent), fats (53 percent), MSG (53 percent), carbohydrates (43 percent) and gluten (36 percent). That said, there is definitely room for reduced-sodium product innovation across many food and beverage categories.



The Labeling Conundrum The need to reduce sodium consumption is clear, but new research from the University of Georgia has determined one popular approach—nutrition labeling—doesn’t work, according to results of a study published in the American Journal of Preventive Medicine (2017 Dec;53(6S2):S220-S227). “Currently we don’t know which interventions are most effective to reduce sodium intake in the U.S. population, and the Nutrition Labeling and Education Act is the only policy in the U.S. focusing on informing consumers about sodium content on most packaged foods,” said Donglan “Stacy” Zhang, Ph.D., assistant professor of health policy and management at the University of Georgia’s College of Public Health and lead author on the study. Nutrition labels are designed to help consumers make the best food choices for their health, which is why calories, fats and other major nutrients like protein, fiber, and vitamins and minerals are prominently featured. Researchers examined the link between regularly reading nutrition labels and consumption of high-sodium foods. Using two consumer behavior datasets from the National Health and Nutrition Examination Survey (NHANES), the researchers compared participants’ daily sodium intake with how frequently they used nutrition labels. They found a small effect. Frequent nutrition label users consumed 92 mg less sodium per day than infrequent nutrition label users, but label readers were still eating around 3,300 mg of sodium, well over FDA’s recommended upper limit of 2,300 mg per day. “That’s a very small reduction,” Zhang said. “Without health promotion, without any other additional education intervention, nutrition labeling has little impact on sodium consumption.” Zhang pointed to the need for better label design. The current label can present challenges to non-English speakers or some consumers with limited education. Visual or color-coded designs, like the traffic light model used on food packaging in the United Kingdom, can help overcome low literacy. “We need more research in this area, how to better design the label and how to best get this information to consumers to guide their decision-making,” she said. Researchers also found the effect varied widely across age, gender and socioeconomic groups. Specifically, low-income consumers were less likely to use nutrition labels. “We suspect that low-income people are more concerned about other variables such as food prices or convenience,” Zhang said. “Those other competing variables may be more important to them than nutrition values in their food products.” Interventions that increase nutritious food choices for lowincome consumers, she said, may be a more successful way to reduce sodium intake in these groups.

February 2018

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Cargill is committed to helping people and organizations thrive. www.cargill.com ©2017 Cargill, Incorporated



February 2018

CATEGORY INSIGHT

How Brands Are Cutting

the Salt Out of Salty Snacks

by Melissa Kvidahl

A

mericans can’t get enough snacks, whether they’re choosing them as mid-afternoon treats or using them to replace meals entirely. According to Nielsen, sales of salty, dairy, fresh-cut produce, bar, cookie and other snacks reach $33 billion in the United States yearly, thanks to the fact that almost every American household (98 percent) purchases these items. And while Nielsen reported all snack categories experienced a sales increase between 2013 and 2016, the salty snacks segment posted especially strong growth at 6 percent.

#

#BreakUpWithSalt


But there’s another side to Americans’ love affair with salty snacks: as the category’s popularity grows, leading health organizations warn against indulging in the salty stuff. The American Heart Association (AHA), for example, has an entire campaign dedicated to lowering sodium intake called #BreakUpWithSalt, which educates consumers on the science behind sodium reduction, the impact of sodium on health


for both kids and adults, tips on how to reduce sodium, and a strong call to action for food suppliers as well as consumers to sign a pledge to #BreakUpWithSalt. As a result, consumer research shows shoppers are beginning to rethink their salt intake, much like they’ve done with other targeted ingredients such as added sugar or trans fats. In fact, according to Daniella Hunter, founder and CEO of The Real Coconut, low-sodium trends are an extension of other clean label trends transforming the food industry. “Beyond the produce aisle, we’re seeing that consumers are increasingly demanding and being drawn to organic and non-GMO (genetically modified organism) labels when shopping for consumer packaged goods (CPG) products,” she said. “Consumers are responding to quality ingredients, especially the secondary factors like how an item is seasoned or how it’s prepared.” So it’s no surprise sodium is on their radar. A 2016 survey commissioned by the AHA found 60 percent of consumers want more control over the amount of sodium in their foods. The most concerned consumers were Millennials, a whopping 75 percent of whom want the government to step in and have a role in setting

February 2018

limits on the amount of sodium that can be added to foods by packaged goods companies and restaurants. That’s compared to 62 percent of overall consumers surveyed believing the government should be setting limits. In the meantime, consumers are trying to keep their own sodium intakes in check; the survey found 64 percent of respondents have made efforts to do so. How does this impact a category with the word “salty” in its name? According to Packaged Facts’ “Salty Snacks in the US, 4th Edition” report, consumers are still buying. The growth of salty snack sales in the United States has been steadily rising, reaching a compound annual growth rate (CAGR) of 3.7 between 2010 and 2015. Through 2020, the market research firm expects sales growth to remain the same, reaching approximately $27 billion overall. That said, the report does stress that when it comes to snacking, consumers want it all. They want indulgent salty snacks, but they also want them to be healthier. According to Mintel’s “Better for You Snacks, US” report, published September 2017, consumers are indeed looking for low- and no-sodium claims on the labels of the snack foods they purchase. About 43 percent of consumers say low and no sodium is important—more important than trendy claims like low and no fat (40 percent say this is important), organic (34 percent), non-GMO (32 percent) and gluten-free (19 percent). This piqued interest in cutting salt has driven growth of reduced-sodium savory snacks. Euromonitor reported sales are up worldwide: retail values of reduced-salt savory snacks rose from $463.8 million in 2012 to $491.1 million in 2017, and are projected to reach $544.1 million by 2022. Still, there is immense room for growth in the reduced-sodium salty snacks market, as consumers largely remain loyal to conventional snacks. In 2017, Mintel found consumers were more likely to have recently purchased conventional nuts and potato chips than they were to have purchased any better-for-you snack (including vegetable chips and sticks, puffed snacks and alternative-based chips). The market research firm speculates this is likely because the better-for-you snack category struggles to be totally accepted as a healthy one, especially when compared to fruits and vegetables that are often packaged in snack-friendly servings and perceived by consumers to be the healthiest snack options. In this way, opportunities exist for better-for-you brands to compete with conventional by drawing more attention to the health attributes of their lower-sodium offerings.



Consumers are responding to quality ingredients, especially the secondary factors like how an item is seasoned or how it’s prepared. — Daniella Hunter, founder and CEO, The Real Coconut

February 2018

Snacks that are inherently savory have great potential to be low-sodium snacks — Poorvi Patodia, founder and CEO, Biena Snacks

Additionally, the fact that the snack market is uniquely positioned to welcome newcomers spells good news for young better-for-you brands trying to win consumer dollars from the big players. Packaged Facts reported the salty snack space is heavily consolidated in terms of sales, with Frito-Lay North America accounting for approximately 60 percent of sales in the sector, followed closely by snack giant Snyder’s-Lance. That said, the salty snack category is one that’s incredibly diverse, with several smaller players growing quickly. This David and Goliath story has a happy ending for brands that offer mission-driven and healthier options, said Mark McPhillips, vice president of sales at The Little Kernel. “Better-for-you [food] is absolutely on trend and will continue to be driven by consumers’ changing needs,” he explained. “Buyers today are sensitive to this change in shopping behavior and, thus, are much more willing to consider start-ups and innovative companies to challenge the traditional CPG model.” The result is some movement from major brands on lowering sodium to meet demand, and a whole lot of movement from smaller brands that have the agility and loyal consumer base necessary to support what’s still considered a specialty product. What these two players have in common are the ways in which they’re able to bring lower-sodium snacks to the shelf. Native Flavors Deliver One way brands are able to lower the sodium content of their salty snacks is by using alternative base ingredients (beyond potato or wheat) that bring a flavor all their own, therefore minimizing the need for sodium.



According to Packaged Facts, pita, plantain, soy and cassava chips will find favor in the market, but mainly with Millennials and Generation Xers, as they’re more likely than Baby Boomers and those aged 70 and older to want such alternatives. Still, the strong desire among Millennials and Gen Xers for alternative chips tops their interest in any other type of snack—sweet and savory, conventional and betterfor-you—so it’s worth a second look. Packaged Facts reported, that in 2015, sales of vegetable and fruit chip products grew more than 20 percent. Furthermore, Mintel’s report showed that by 2017, vegetable chips and sticks were the most popular better-for-you snack, with a quarter of respondents having purchased such a product in the previous three months. Snack Factory, known primarily for its Pretzel Crisps, stepped outside the box in March 2017 when it launched FruitSticks, made with a base of 100 percent Washington State apples and available in three flavors. Two of those varieties, Apple and Apple Strawberry, clock in at just 15 mg sodium per serving, or 1 percent of the daily recommended value. Alternative base ingredients also have been the formula for success at Biena Snacks, which offers a line of roasted chickpea snacks. “Snacks that are inherently savory have great potential to be low-sodium snacks,” said Poorvi Patodia, founder and chief executive officer at Biena Snacks. “This is because they provide a natural canvas for seasonings, and easily pick up on whatever flavors and spices you put on top. Consumers more and more are gravitating toward these types of whole food, savory snacks because they are unadulterated,

February 2018

The consumers we tend to target at Simply7 are

Millennials who are looking to swap out ‘guilty pleasure’ snacks with better-for-you options made from ingredients they feel good about but that still deliver

the satisfying snack experience and flavors they crave. — Paul Albrecht, vice president, Simply7

Nuts also make a good low-sodium base for a snack food, and almonds are a nutritional powerhouse. — Jeff Smith, director of marketing, Blue Diamond Almonds Global Ingredients Division

simple and delicious.” Biena chickpea snacks, she added, are naturally greattasting thanks to the roasting process the brand uses that ups the ingredient’s taste and crunch appeal, and cuts the need to use large amounts of sodium. Five of the brand’s flavors are low-sodium (under 140 mg each), a nutrition profile the brand achieved by utilizing essential essences and oils that can deliver on taste. In these cases, the idea is not to flavor the snack with salt. Instead, Patodia said, “the salt’s function is to round out the flavor profile.” These snacks find favor with Biena’s target consumer, the snack-hungry Millennial, with whom Patodia said the brand’s commitment to clean and simple ingredients resonates the most deeply. As a bonus, the snacks are also gluten-free, high in fiber and protein, and low in sugar—attributes that all resonate with Millennials. Simply7 also relies on creative bases to up the flavor ante of its Quinoa Curls Chips, Quinoa Chips, Veggie Chips, Lentil Chips, Kale Chips, and Hummus Chips in a variety of flavors. The inspiration behind this innovation? Again, the answer lies with Millennials. “The consumers we tend to target at Simply7 are Millennials who are looking to swap out ‘guilty pleasure’ snacks with better-for-you options made from ingredients they feel good about but that still deliver the satisfying snack experience and flavors they crave,” said Paul Albrecht, the company’s vice president. The brand further pumps up flavor without relying on large quantities of sodium by tapping into robust and globally-inspired flavors like Spicy Chili Pepper. Nuts also make a good low-sodium base for a snack food, said Jeff Smith, director of marketing at Blue Diamond Almonds Global Ingredients Division. “Almonds are a nutritional powerhouse,” he added, and appeal to healthy shoppers. “They’re high in monounsaturated fats, with no cholesterol or sodium. An ounce contains 6 g energizing protein and 4 g filling fiber, along with 12 vitamins and minerals.” Plus, almonds are naturally gluten-free and carry just 160 calories per ounce. To meet the need for lower-sodium snacks, Lightly Salted Low Sodium Blue Diamond Almonds contain just 40 mg of sodium per handful, “the right amount to bring out the almond taste, without breaking consumers’ resolve to cut down on salt,” Smith said. Utilizing Unique Flavors Another way that both mainstream and niche snack brands are cutting back on their sodium is by supplementing (or abandoning) classic “sea salt” varieties in favor of more unique flavors, from sweet to bold and spicy. Indeed, many brands minimize sodium by offering sweet flavors, while remaining faithful to the “salty snack” format for which they’re known. For example, the new Cinnamon Roll Drizzled kettle corn variety from Angie’s BOOMCHICKAPOP, launched January 2018, has a sweet flavor profile by nature.



February 2018

Little surprise, then, that it clocks in at just 5 mg sodium per serving. Similarly, Triscuit launched a limited edition 2017 holiday variety, Nutmeg & Cinnamon, which delivers just 80 mg sodium per serving. At JollyTime, butter-centric popcorn flavors give way in the ready-to-eat space with the August 2017 launch of a line of sweeter snacks, two of which are lower-sodium: Snicker Doodle cookie-flavored popcorn (55 mg sodium per serving) and Confetti Cake popcorn (45 mg sodium). Another flavoring approach snack brands are using to lower their sodium content is tapping into bolder flavors that don’t need as much salt. This is working well for mainstream potato chips and even filled pretzel sandwiches, some of the snack category’s most notoriously salty offerings. In 2017, Kettle Brand launched a new line of potato chips cooked in avocado oil, and the Hawaiian Barbeque flavor carries just 135 mg of sodium per serving. Snyder’s of Hanover launched new varieties of its filled pretzel sandwiches in April 2017, with the Hummus variety delivering 130 mg sodium per serving. This is a tactic working well across the snack market but, if you ask McPhillips, popcorn is especially poised to benefit from the lower-sodium trend, since it’s “the healthiest alternative among the other segments within salty snacks.” At The Little Kernel, half of the brand’s six varieties include the word “salt” in the description, yet none of them exceed 6 percent of the recommended daily value per serving. “We did it by introducing upscale flavors that include clean, simple ingredients that are low in both sugar and salt while still preserving a great flavor profile,” McPhillips said. “Since we are in the salty snack space, it’s assumed that products would have some good amount of sodium as a starting point. However, since sodium is under attack, we chose to reduce sodium, and add other flavors to enhance the profile.” The Little Kernel offers classic flavors like Naked (no salt added), White Cheddar and Butter, alongside unique offerings like Truffle Sea Salt, Sweet & Salty (boosted with cane and brown sugar, but still clocking in with just 2 g sugar per serving) and Pink Himalayan Salt.



Popcorn is especially poised to benefit

from the lower-sodium trend, since it’s

“the healthiest alternative among the other segments within salty snacks.”

The Little Kernel created a playful video illustrating different consumer snacking personas and their preferred popcorn flavors.

February 2018

We also challenge our seasoning suppliers to maximize flavor and taste without compromising any one nutritional target. — Marc Seguin, chief marketing officer, popchips

At The Real Coconut, the coconut flour tortilla chips come in many creative and bold varieties, from Golden Curry to Beach Barbecue and Lime Chili. Still, Hunter pointed out balancing flavor with sodium isn’t always about a straight sodium cut. “I personally have a liberal relationship with salt, but it absolutely must be high-quality sea salt,” she said. It seems the brand’s shoppers agree; while the original flavor of the coconut flour tortilla chips is mildly seasoned with minimal salt, it’s not the brand’s top seller. That title goes to the Himalayan Pink Sea Salt variety, which proves that sometimes, it can be about smart sodium instead of low sodium when it comes to snacks. At popchips, the brand looked to its core consumer for inspiration: healthy snackers. As Chief Marketing Officer Marc Seguin explained, this is a group made up of primarily young women ages 25 through 45 years who are living busy lives and want the snacks they love made in a better way. However, the brand’s target is also expanding to include Generation Z who, as they get older, want transparency in their everyday life and snack choices. “They want to feel good about what they are eating, both conceptually and physically,” he explained. “That’s why the better-for-you segment continues to drive growth in snacking, up 6 percent this year, which is twice as fast as the rest of the category.” Seguin said it can be a challenge to find ways to deliver big, bold taste without loading up on sodium. But popchips achieves this by focusing on unique seasoning. “We also challenge our seasoning suppliers to maximize flavor and taste without compromising any one nutritional target,” he added. To meet demand for new flavors, popchips launched a new Buffalo Ranch variety of Ridges in March 2017.



February 2018

The pork rind line is described as

“bold flavors paired with lower sodium, a low carb count and high protein,” evolving from the pork rinds of previous generations for today’s Millennials.

Millennials also are driving flavor innovation at Rudolph Foods, especially with its new line of Southern Recipe Small Batch pork rind snacks, which hit shelves June 2016. Mark Singleton, vice president of sales and marketing at Rudolph Foods, describes the line as “bold flavors paired with lower sodium, a low carb count and high protein,” and noted it evolved from the pork rinds of previous generations for today’s Millennials. Available in Sea Salt & Cracked Black Pepper, Korean Kimchi BBQ, Spicy Dill, and Pineapple Ancho Chile, Southern Recipe Small Batch offerings also replace heavy sodium with bold and creative flavors. “Food has become a natural way for [consumers] to showcase their individuality and bring personality to every eating occasion,” Singleton added. “With this, a demand for flavor ingenuity has become prominent. Shoppers’ purchasing decisions prove that they’re not afraid to be adventurous in what they’re eating.”

Food has become a natural way for [consumers] to showcase their individuality and bring personality to every eating occasion. — Mark Singleton, vice president of sales and marketing, Rudolph Foods

Food Trends, Translated for Chips Step aside sea salt, because brands are cutting sodium by upping the flavor ante. Nielsen ranked 25 flavor and concept ideas in the snack space using Quick Screen, a tool that utilizes actual consumer opinions about needs, desire and product uniqueness to determine which ones have the most potential for development. Here’s what the market researcher determined to be the most unique, differentiated, and innovative flavors and formats with the most potential in the chip aisle. Jerky chips made from meat and infused with global flavors: Nielsen cites examples like lamb chips with feta and goat meat chips with curry as ranking well on the uniqueness scale, but not as well in terms of need and desire—in other words, the average consumer may be ready for this unique product but not ready for such unique flavor varieties. Brands wanting to offer jerky chips, then, may be wise to stick to familiar flavors.



Nontraditional ingredients: Cauliflower, avocado and black bean, and coconut chips all scored in the top 10. Nielsen speculates this is because such ingredients trend in the food category overall, and can easily be replicated in a chip format. Bonus: they put a healthy spin on potato chips, which will appeal to better-for-you shoppers. Merging conventional with the unexpected: In other words, sweet heat isn’t going anywhere anytime soon. Overall, Nielsen found that familiar flavors with new twists outperformed truly unique flavors. What didn’t do very well? Asian-inspired flavors like edamame, inari and kimchi, which all ranked at the bottom of the list. Nielsen says this indicates either a lack of familiarity with the flavors, or a simple disinterest in comparison to other options on the market.

February 2018

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INNOVATION IN ACTION

‘Au Naturel’ Low-Sodium Snacking With

by Ginger Schlueter

G

rowing up on a Pennsylvania farm back in the early 1900s was not for the faint of heart. Al Jacobson, founder of the brand Garden of Eatin’®, a toddler at the time, knew this all too well. Although he probably couldn’t articulate the word “vegetarian,” nor was this a popular concept back then, his decision to become one was based on his discovery: His family ate his favorite playmate—the chicken. As he matured, Jacobson delved into things such as yoga and metaphysics, and in the 1940s, he became a traveling product demonstrator for Hain Pure Foods, an organic company on the West Coast. It wasn’t until the early 1970s that Garden of Eatin’ came to fruition, and in 1998, became a part of The Hain Celestial Group Inc., a natural and organic foods company. “Al let his spiritual side guide him to start his own health food company with the launch of ‘Bible Bread,’ [a pita style bread made with] organic whole wheat,” said Candice Farrokhnia, senior brand manager–Garden of Eatin’, The Hain Celestial Group. In the mid-1980s, Jacobson did something unorthodox. He stopped a farmer from giving 250,000 pounds of blue corn to pigs as fodder, purchasing it in its entirety. Drawing on years of



Garden of Eatin’® Headquarters: Boulder, Colorado gardenofeatin.com collected “knowledge of natural food,” he transformed the corn into the “original Blue Corn Tortilla Chips,” offered to this day by Garden of Eatin’, Farrokhnia recounted. The initial use of blue corn was a leap of faith. Farrokhnia acknowledged consumer perception of blue corn and the acceptance of its distinct, hearty corn flavor were major concerns prior to the launch. Being the first to market with a new taste profile and texture—let alone an unconventional color for a beloved food item—can be taxing, but Jacobson chose to highlight these differences. He allowed the chips to reflect the true nature of blue corn: hearty, thick and textured with a distinctively rich corn flavor. “Al didn’t try to mask the differences that came with blue corn; instead, he embraced them,” Farrokhnia explained. This

February 2018

Since the introduction of the original blue corn chip,

Garden of Eatin’ has created more than 20 varieties of organic, corn-based tortilla chips,

each inspired by Jacobson.

proved to be the right thing to do. When the blue corn chips were launched at a major foods show, the response was overwhelmingly positive. A Better-for-You Vision Since the introduction of the original blue corn chip, Garden of Eatin’ has created more than 20 varieties of organic, corn-based tortilla chips, each inspired by Jacobson. “Al’s [wholesome] outlook on life and snacking was the inspiration to create ‘better-for-you’ options, compared to what was on [store] shelves previously,” Farrokhnia said. Even “back in the day,” Jacobson understood buying organic, pesticide-free, naturally fertilized crops from farmers was better for health and the environment. Jacobson’s mentality penetrates the creative flow of the company, which is particularly proud of its No Salt Added Blue Corn Tortilla Chips. “This low-sodium option, made with two simple ingredients, organic blue corn and expeller pressed oil, inhabits the Garden of Eatin’ difference,” Farrokhnia said. Take the oil, for example. It is not chemically extracted; rather, seeds are crushed mechanically in a press. The water used to form the dough isn’t just tap water from a spigot in the manufacturing plant. It’s filtered water, clean and pure. Every batch is made to order, and even the one-of-a-kind shape of the chips is carefully constructed using a slow, proprietary process. According to Farrokhnia, this all factors in to bringing a unique, clean label snacking experience to customers seeking low-sodium options. These are some of the “Garden of Eatin’ differences” that achieve a cleaner-tasting, low-sodium product, and help add a clean label on the product packaging itself. The company is committed to innovating and selling products made with organic ingredients, giving careful consideration to soil, water, biodiversity, and the health of employees and farmers. “Creating healthier communities around the world through ethical and sustainable ingredient sourcing and social initiatives is very important to us,” Farrokhnia said. “We help promote biodiversity and sustainability as a proud partner with TerraCycle,”



This lowsodium option, made with two simple ingredients, organic blue corn and expeller pressed oil, inhabits the Garden of Eatin’ difference. — Candice Farrokhnia, senior brand manager, Garden of Eatin’, The Hain Celestial Group

February 2018

an innovative recycling company, funded by conscientious companies, to repurpose hard-to-recycle waste. All of Garden of Eatin’ snack bags are eligible, including its 22-ounce bag, individual snack bags and bulk, multipack bags. In short, the company is focused on making the best possible choices regarding products, ensuring: • environmental best practices are followed to reduce its global footprint; • packaging is streamlined and “green” is promoted; • ethical and sustainable ingredients are sourced; and • various social and charitable initiatives are supported. Adventurously Conscious Snacking Snacking is changing, with consumers looking for more wholesome, healthy snacks to satisfy hunger pangs. Garden of Eatin’ offers only non-genetically modified organism (GMO), certified organic, minimally processed, clean label products free from artificial flavors and artificial preservatives. This keeps consumers coming back for more. Another key to customer loyalty is variety. “We like to give consumers a variety of options and we are eager to showcase our varieties in different ways,” Farrokhnia said. “For example, consumers looking for a low-sodium option tend to gravitate toward our No Salt Added Blue Corn chips.” These chips still offer the “Garden of Eatin’ great taste” consumers have come to expect, while the use of organic, expeller-pressed, filtered ingredients negate the need for added sodium. While new brands and private labels will always be a challenge in a competitive market (such as snacking), Farrokhnia said Garden of Eatin’ intends to continue focusing on delivering quality products with real, non-GMO ingredients in new varieties that resonate with its ever-changing consumers’ preferences. By focusing on and satisfying consumer wants and needs for snacking, the company can guarantee continued success, especially by offering lowsodium options to capture customers seeking great-tasting products without added sodium. Garden of Eatin’ uses what nature provides to persuade choosy taste buds. Focusing on the ingredients themselves and bringing out their natural flavors, textures and colors produces final products that don’t need extra additives, such as salt, to create a mouth-pleasing snacking experience. Over 30 years ago, a man rescued thousands of pounds of blue corn. Little did he know this one seemingly eccentric action would lead to building a brand that would one day become the No. 1 natural/organic tortilla chip on the market.1

Food For Thought Embracing the differences that stem from using unusual ingredients can deliver a unique product consumers love. A focus on the betterment of people, products, ingredients and processes helps build a sustainable company. Customer loyalty comes from offering consumers a variety of snacking options based on their wants and needs.

1 SPINSscan Conventional database, 2017 Natural Organic Tortilla Chips Segment



February 2018

INNOVATION IN ACTION

KIND Snacks:

Great Taste With a Side of Integrity by Joanna Cosgrove

W

ith a portfolio of more than 70 different snacks spanning the energy bar, granola, breakfast/ snack bar and fruit snacks categories, Manhattan-based KIND Snacks has been committed to using high-quality, minimally processed ingredients to create snacks that strike a distinctive balance between good health and great taste since 2004, when the company was founded by CEO Daniel Lubetzky. The company’s clean label philosophy factors into a wideranging approach to high-protein, low-sodium, low-sugar formulating. “At KIND, we use wholesome, simple ingredients like nuts, whole grains and fruits,” said Stephanie Perruzza, MS, RD, health & wellness specialist at KIND Snacks. “These health-promoting ingredients are the predominant ingredients in our snacks because they offer superior nutrition.”



KIND Snacks Headquarters: Manhattan, New York kindsnacks.com

All KIND snacks are low-sodium; salt is swapped out for high-impact, flavorful ingredients. “We use various spices, instead of salt, to offer a great depth of flavor to complement our predominant ingredients—nuts, whole grains and fruit,” Perruzza said. “For example, in our Sweet & Spicy line, we use bold spices, like dried chipotle pepper flakes in our Chipotle Honey Mustard bar, to create a delicious and unique flavor profile.”

February 2018

The company’s clean label philosophy factors into a wide-ranging approach to

high-protein, low-sodium, low-sugar formulating. The company also makes judicious use of sugar, using as little as possible so as not to sacrifice healthy qualities of its products. KIND eschews high fructose corn syrup (HFCS), artificial sweeteners and sugar alcohols, instead making low-glycemic snacks that bring together satiating, naturally energizing ingredients such as nutrient-dense nuts, whole grains and fruit. Its latest line, KIND Fruit Bites, was launched in August 2017 and contains only fruit— three ingredients or less, such as real cherries, apples and mangoes. The product is free from added sugar, juices, purees, concentrates, preservatives and genetically modified organisms (GMOs), and each pouch provides one full serving of fruit. The line is positioned as a more wholesome fruit snack in a market where fruit content comes in a distant second to sugar content: nine out of the 10 leading fruit snacks contain added sugar as the first ingredient (IRI, June 2017). “While the general public’s understanding of nutrition has become increasingly sophisticated, an opportunity still exists to educate on added sugars [especially in a category] like fruit snacks, where people understandably assume that their snack is made predominantly of wholesome ingredients, such as fruit,” Perruzza said. “We saw our entrance into the children’s snack space as an appropriate time to … help people understand how much added sugar kids are eating every day, and how that can be detrimental to their overall health.” Walking the Walk While KIND’s product innovation timeline can vary from several months to several years, depending on the type of snack it’s working on, Perruzza said the company sets a high bar for its ingredient suppliers. “We put all of our suppliers through a rigorous vetting process,” she said. “As part of bringing on supply partners, they must agree to abide by our Supplier Code of Conduct, which helps us ensure their practices are in line with our brand values, including upholding human rights standards and being mindful of their environmental footprint. We only work

Daniel Lubetzk, CEO, KIND Snacks

with partners who can demonstrate that they operate in line with our standards.” In the same vein, all KIND snacks are free of GMOs. “The Non-GMO Project seal appears on the majority of our Healthy Grains as well as our Pressed by KIND and Fruit Bites,” Perruzza noted. “Some of our other snacks are pending NonGMO Project certification.” The company also takes a factually transparent approach to the information it conveys to consumers. “Our approach to marketing is always straightforward and factual, which you

We saw our entrance into the children’s snack space as an appropriate time to … help people

understand how much added sugar kids are eating every day, and how that can be detrimental to their overall health. 25 Food Insider Journal


February 2018

Since 2004, KIND has prided itself on taking the ‘kind’ approach, meaning we consistently strive to challenge norms and opt for the harder route versus the conventional one. — Stephanie Perruzza, MS, RD, health & wellness specialist, KIND Snacks

can see in the way in which we position our product claims, nutrition philosophies and transparent packaging,” Perruzza said. “For example, our advertising campaign earlier this year presented our brand and product philosophies through the lens of what’s ‘nice’ versus what’s ‘kind.’ “This distinction is notable because the food industry has traditionally taken a ‘nice’ approach, prioritizing profits over principles and taking the easy or efficient path when bringing new products to market,” she continued. “Since 2004, KIND has prided itself on taking the ‘kind’ approach, meaning we consistently strive to challenge norms and opt for the harder route versus the conventional one.” Philanthropically KIND KIND doesn’t limit its “kind” approach to its snack products; it’s an actively charitable company, too. The company’s KIND Foundation is a philanthropic entity tasked with the mission of fostering kinder, more empathetic communities. In 2016, through a program called KIND People, the foundation awarded $1.1 million in prizes while celebrating seven individuals transforming their communities through kindness. Recently, the foundation announced a $20 million, multi-year initiative called Empatico, an online learning tool that connects

kids worldwide and helps them develop skills like curiosity and kindness. Empatico endeavors to reach more than 1 million students by the end of 2020. In February 2017, the company poured $25 million into the creation of Feed the Truth, an organization founded to “improve public health by making truth, transparency and integrity the foremost values in today’s food system,” emphasizing science over special interest influence in the food industry, as it relates to shaping nutrition policy and, ultimately, public health. Feed the Truth operates completely independently from KIND Snacks and is helmed by three unaffiliated public health advocates whose sole role is to nominate Feed the Truth’s board of directors. The advisers, all of whom offered their expertise voluntarily and are not being paid for their involvement, include Deb Eschmeyer, former executive director of Let’s Move! and senior policy adviser for nutrition policy at the White House; Michael Jacobson, Ph.D., co-founder, executive director and senior scientist at the Center for Science in the Public Interest (CSPI); and Marion Nestle, Ph.D., MPH, professor of nutrition, food studies and public health at New York University. “In establishing Feed the Truth, my intent is to elevate reputable science, bolster the voices of the nutrition community, and improve the guidance and information offered

KIND doesn’t limit its “kind” approach to its snack products; it’s an actively charitable company, too.



February 2018

to Americans,” Lubetzky commented in a press release, noting KIND’s own path to success took a detour in 2015 when FDA took issue with the brand’s use of “healthy” as a nutrient content claim on its packaging. KIND worked to ethically and transparently overcome the query and the process prompted FDA to revise the regulation and offer a solution that incorporated KIND’s recommendations. “As a business owner, I understand the importance of prioritizing your bottom line, but it’s equally as important to consider how you can succeed while also thinking about the long-term impact on the community,” Lubetzky added. Going Global with Mars Inc. KIND’s approach to healthy snacking caught the attention of super brand Mars Inc., which announced in November 2017 it had acquired a minority stake in KIND, no doubt deepening the confectionery brand’s commitment to investing in healthier snacks. Per the agreement, KIND will remain independent and led by Lubetzky; however, the partnership affords KIND the muscle to expand its current distribution channel from national grocery, mass, club, drugstore, foodservice, travel outlets, natural/specialty chains and e-commerce spaces to a much larger, global reach. It will also enable KIND to expand into new categories. “It’s been exciting to see the reach and impact of our mission, and with our partnership with Mars, we’re looking forward to continuing on this journey as we empower more people to make healthy eating decisions across the globe. We remain fully committed to our guiding principles, including our commitment to always use a nutritious food as the first and predominant ingredient in every food product,” Lubetzky commented in a statement announcing the partnership.

Food For Thought Establishing a comprehensive supplier code of conduct ensures ingredient suppliers align with a company’s core values and operating procedures. Identifying a market opportunity and launching a new product is more impactful if you also empower consumers to make healthy eating choices. Working with, instead of against, any agency’s concern over questionable claims could lead to revised regulations that benefit the entire marketplace long-term.



February 2018

CONTACTS Clean Label Strategy & Formulation Food Insider Journal

EDITORIAL

Food Insider Journal focuses on clean label strategy and formulation, exploring how the shift to simple and natural is impacting the food and beverage market.

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February 2018