N E W N U T R I T I O N

B U S I N E S Swww.new–nutrition.com JANUARY 2020 ISSN 1464-3308VOLUME 25 NUMBER 4

T H E B U S I N E S S O F F O O D , N U T R I T I O N & H E A L T HPage 6-7 Pages 16-18

Continued on page 3

Sweetness and light: The slow but steady

rise of allulose

A tale of two dairies

3-D printing technology serves up personalised

nutrient “stack”

Free-from pioneer

blossoms under wing of giant

By Caroline Macdonald

Zero-calorie, plant-derived sweeteners are among the most sought-after ingredients for the food and beverage industry, as consumers increasingly demand sugar-free products with no artificial ingredients. Allulose is the latest sweetener vying for attention from manufacturers, but will it take off ?

Allulose is a low-calorie, naturally-occurring simple sugar that tastes about 70% as sweet as sucrose. In nature, it is found in small quantities in foods like maple syrup, figs, molasses and raisins, but to produce it on a commercial scale, most companies are using enzymatic conversion of fructose from corn or sugar beets.

The sweetener is already approved for use in a handful of countries, including the United States, Mexico, South Korea, Japan and Singapore. Apart from having only 10% of the calories of sugar (0.4 per gram vs. sugar’s 4 per gram), its other main advantage is how it handles compared to other sweeteners. For example, it is stable in frozen products, browns when heated and contributes to

texture in a similar way to sugar. From a health perspective, it does not affect blood glucose levels or insulin release, making it suitable for diabetics.

On the other hand, it still faces regulatory challenges in the European Union and elsewhere, and is more expensive than many alternatives.

ZenoBar is a US-based company that chose allulose for its keto- and diabetes-friendly energy bars, after struggling with an unpleasant aftertaste from other sweeteners.

Company cofounder Susan Papuga told New Nutrition Business that she and her business partner – both of whom are diabetic – had struggled to find a low-carb protein or energy bar, so decided to formulate their own.

“We consulted with a food scientist in 2014 and she suggested allulose,”

Papuga said. “It appealed to us because the taste was really good. It wasn’t as sweet as sugar but it has no aftertaste and it doesn’t raise blood sugar.”

The company started making its bars in 2016 but only launched its current grain-free range with allulose in 2018, in three varieties: Cocoa Hemp, Strawberry Hemp and Almond Hemp, which sell at about $2.30 (€2.08) each.

SUGAR LABELLING EXEMPTION

Limiting sugar is the number one dietary concern for consumers, according to the International Food Information Council’s 2019 Food & Health Survey, which also found that respondents considered sugar the most likely ingredient to contribute to weight gain. As a result, many manufacturers

Pages 19-21

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C O N T E N T S & C O N T A C T S

COMPANIES AND BRANDS IN THIS ISSUE

Alpro ........................................................... 9Angelic Bakehouse .................................... 28Arla ....................................................... 25,26Atoka ........................................................... 8Ballpark ..................................................... 13Beyond Meat ............................................. 13Blue Diamond ............................................. 9Bonumose .................................................... 5+ITQÅI�.IZU[ ............................................... 9Danone ........................................................ 9Dean Foods .............................................. 6,7Enjoy Life Foods .............................. 16,17,18Gomacro ................................................... 28Graham’s Family Dairy ............................ 6,7Guy Gone Keto ........................................... 4Hillshire Farms ....................................... 8,13Icelandic Provisions ................................... 28

IFIC ............................................................. 1Indiegogo .................................................. 13Ingredion ............................................... 3,4,5IRI ............................................................. 10Jimmy Dean .............................................. 13Kerry Ingredients ...................................... 14Kimpton Hotels & Restaurants ................. 12Matsutani .................................................... 3Mondelez ........................................ 16,17,18Nourish3d ....................................... 19,20,21Nude Chocolate .............................. 22,23,24Oatly .................................................... 25,26Ocean Spray ............................................... 8Pact .................................................. 13,14,15Petiva ........................................................... 3Plenish ......................................................... 9Purely Elizabeth ........................................ 28

Quest ........................................................... 4Raised & Rooted ....................................... 13Rebbl ........................................................... 8Rebel Kitchen ............................................. 9Revelé .......................................................... 5Rudi’s Organic Bakery .............................. 28Savanna Ingredients .................................... 3Seggiano .................................................... 28Tate & Lyle ............................................ 3,4,5Tereos .......................................................... 3Terra .......................................................... 28Tillamook .................................................. 11Tyson Foods.................................... 8,9,13,15Vincenza’s ................................................. 28Wholesome Sweeteners ............................... 5Yappah ...................................................... 15ZenoBar ............................................. 1,3,4,5

All enquiries: Miranda MillsThe Centre for Food & Health Studies Ltd Parkshot House 5 Kew Rd, Richmond TW9 2PRUnited KingdomPhone: +44 (0)20 7617 7032Fax: +44(0)20 7900 1937miranda.mills@new-nutrition.comPayment by Mastercard, American Express and Visa accepted.

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EDITORIAL6-7 A tale of two dairies

8 Embracing the risk of innovation

9 Old-school strategy the future for the long tail?

10-11 The truth about meat snacking

12 Ten key trends on a plate

CASE STUDIES1,3-5 SWEETENERS: Sweetness and light:

The slow but steady rise of allulose

13-15 INNOVATION: Big Food shows it can behave like a start-up

16-18 FREE-FROM: Free-from pioneer blossoms under wing of giant

19-21 PERSONALISATION: 3-D printing technology serves up personalised nutrient “stack”

22-24 MOOD FOOD: Health benefits of mushrooms underpin premium chocolate start-up

25-26 COMMUNICATIONS: And so the milk war begins… again

27-28 CONSUMER: Healthy greens vie with carby treats

NEW PRODUCTS29-33 Functional & healthy-eating new

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S W E E T E N E R C A S E S T U D Y

are seeking alternatives that will not be labelled as ‘added sugar’ while also avoiding artificial sweeteners – meaning allulose has emerged as a particularly attractive option.

The sweetener was set to be included in a new US labelling requirement to list added sugars separately on nutrition facts panels from January 2020. But given its lack of impact on blood sugar, the US Food and Drug Administration eventually decided to grant an exemption in April 2019, so it is exempt from “sugar” and “added sugar” on the nutrition facts panel, giving the ingredient a major boost.

MAINSTREAM POTENTIAL?

Many suppliers have reported a surge in interest from manufacturers following the FDA’s decision, although the number of products that contain allulose is still very low. According to Innova Market Insights, average annual growth in the number of new food and beverage products with allulose was 45% from 2014 to 2018, but the total number of global launches during that entire period was fewer than 50. Similarly, Mintel told New Nutrition Business that the number of new product launches over the past several years was so “immensely low” that it could not use the data to make any specific forecast.

Still, those working in the sector – whether suppliers or manufacturers – remain convinced that allulose is on the cusp of much broader use.

Alongside start-ups like Belgium-based Petiva and Germany-based Savanna Ingredients, several global names in sweeteners including Tate & Lyle, Matsutani, Ingredion and Tereos are among those investing in allulose. Tereos and Petiva both applied for European novel foods approval of their allulose ingredients in 2018. If their applications are successful – as is widely expected – it could open the lucrative European market to other allulose suppliers.

Tate & Lyle, for example, supplies allulose as both a standalone sweetener

“We are seeing interest across most categories,

from nutrition bars, bakery, confectionery, cereals, dairy and all

types of beverage, where consumers are looking for sugar and calorie

reduction, but don’t want to sacrifice on taste.”

– Abigail Storms, VP sweetener innovation, Tate & Lyle

TABLE 1: NUTRITION SNAPSHOT, ZENOBAR ALMOND NUT

Ingredients: Almonds, Allulose*, Organic Soluble Tapioca Fiber, 3HFDQV��6XQÀRZHU�6HHGV��3XPSNLQ�6HHGV��6XQÀRZHU�/HFLWKLQ��6HD�6DOW��Vanilla

NUTRITION FACTSServ. Size 1 bar (45g)Amount Per Serving:Calories 1707RWDO�)DW� ���J������'9�6DW)DW� ���J�����'9�7UDQV)DW� �J&KROHVW�� ��PJ�����'9��6RGLXP� ���PJ�����'9�7RWDO�&DUE�� ��J�����'9�'LHWDU\�)LEHU� �J������'9�6XJDUV� ��J������'9� includes 10g of Added Sugars3URWHLQ� �J9LWDPLQ�'� ��PFJ�����'9�&DOFLXP� ��PJ�����'9�,URQ� ���PJ�����'9�3RWDVVLXP� ���PJ�����'9�Source: www.zenobar.com

under its Dolcia Prima brand in North America and Latin America, and blended with other sweeteners like stevia and sucralose, which it claims creates a synergistic effect and a more sugar-like taste profile.

“We have seen an increase in interest from our customers since the sugar label exemption by the FDA back in April,” said Abigail Storms, VP sweetener innovation at Tate & Lyle. Quoting Mintel figures, she told New Nutrition Business the company had been tracking

global new product launches with allulose for the past four years.

“Those launches increased by almost 50% in the last six months,” she said. “We are seeing interest across most categories, from nutrition bars, bakery, confectionery, cereals, dairy and all types of beverage, where consumers are looking for sugar and calorie reduction, but don’t want to sacrifice on taste.”

Papuga agrees that it is only a matter of time – and regulatory approval – before allulose enters the mainstream.

“Once more countries approve it, I think you will see a landslide of products,” she said. “In fact, I am sure all the big manufacturers have new products lined up for when it is approved.”

CARBOHYDRATE LABELLING

Despite the sweetener’s exemption from added sugars labelling, there is still room for confusion. Papuga notes the company’s bars contain three to four “net carbs”, a description that allows for the fact that allulose is not metabolised like other carbohydrates, and so needs to be subtracted from total carbohydrates listed on-pack to reflect the product’s effect on blood glucose.

Tate & Lyle is among a few suppliers that have called on the FDA to allow the

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carbohydrates in allulose to be listed differently from others on nutrition labels, concerned that even with the exemption from added sugars labelling, lumping its carbohydrate content in with total carbs could be harmful for some consumers, particular those who may calculate their insulin dose based on the nutrition facts panel.

“This adds complexity for consumers who are counting carbs, particularly people with diabetes,” said Storms. “For that reason we’ve been working with diabetes educators – the American

Association of Diabetes Educators and other groups – to educate on the ingredient and its labelling. We’ve also created an easy to use on-line calculator for consumers, and provide proven messaging for our customers to include on pack close to the nutrition facts panel to provide the necessary information to those that need it.”

ZenoBar’s founders are also concerned about the inclusion of allulose along with other carbohydrates. The company has a separate statement on pack to ensure people are aware, but given the size of a bar, it is in very small print.

“We have had a lot of push back from people saying we can’t claim our bar is keto or low carb, and we put on our label that all those carbs from allulose can be subtracted from the total carbs,” said Papuga.

“It should have a separate category, like polyols, and I think eventually it will,” she said, adding that calculating a dose of insulin based on carbohydrates alone could cause someone to become hypoglycaemic.

NATURAL VS ‘NOT ARTIFICIAL’

Given that allulose is enzymatically produced from commodity crops, rather than extracted from fruits, some have called its naturalness into question, too. Suppliers say it is not an artificial sweetener, but stop short of calling it natural.

US ingredient giant Ingredion makes allulose under its Astraea brand in

partnership with the Japanese firm Matsutani.

“Natural designation is a challenging topic with varying definitions globally and no universal definition,” said Nate Yates, Ingredion’s global platform leader for sugar reduction. “However, allulose is found in many commonly consumed foods, such as figs and raisins.”

According to Storms, “It is definitely helpful that allulose is not artificial.”

“Allulose is found in many commonly

consumed foods, such as figs and raisins.”

– Nate Yates, global platform leader for sugar reduction, Ingredion

TABLE 3: NUTRITION SNAPSHOT, GUY GONE KETO KETCHUP, SWEET & TANGY

Ingredients:�7RPDWR�SDVWH��ZDWHU��ZKLWH�GLVWLOOHG�YLQHJDU��NHWRVHVZHHW���DOOXORVH��VWHYLD��PRQNIUXLW���0&7�RLO��OHVV�WKDQ����RI�VSLFHV�DQG�QDWXUDO�ÀDYRXUV�

Source: www.guygoneketo.com

NUTRITION FACTSServ. Size 1 Tablespoon (14g)Amount Per Serving:&DORULHV�� ��7RWDO�)DW� ����J�����6DW)DW� ���J�����7UDQV)DW� �J&KROHVW�� ��PJ�6RGLXP� ��PJ�����7RWDO�&DUE�� �J�����'LHWDU\�)LEHU� �J�����6XJDUV� �J������LQFOXGHV���J�RI�$GGHG�6XJDUV� ��3URWHLQ� �J9LWDPLQ�'� ��PFJ�����&DOFLXP� �PJ�����,URQ� ���PJ�����3RWDVVLXP� �PJ�����

TABLE 2: NUTRITION SNAPSHOT, QUEST HERO CHOCOLATE CARAMEL PECAN

Ingredients:�3URWHLQ�%OHQG��0LON�3URWHLQ�,VRODWH��:KH\�3URWHLQ�,VRODWH���6ROXEOH�&RUQ�)LEHU��$//8/26(��3DOP�.HUQHO�2LO��3HFDQV��&RFRD��%XWWHU��&UHDP���:DWHU��(U\WKULWRO��1DWXUDO�)ODYRUV��&RQWDLQV�OHVV�WKDQ����RI�WKH�IROORZLQJ��6HD�6DOW��%DNLQJ�6RGD��3DOP�2LO��&HOOXORVH�*XP��;DQWKDQ�*XP��&DUUDJHHQDQ��6XFUDORVH��6XQÀRZHU�/HFLWKLQ�

Source: www.questnutrition.com

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WEIGHING UP TASTE AND COST

For ZenoBar, a clean label was important, and led the company to explore natural sweetener options, including a blend of erythritol, stevia and monk fruit. This blend of high intensity sweeteners was similar in cost to allulose – about $3.50 (€3.16) per pound at current volumes – but was far sweeter, so the cost in use was much lower. While naturalness was a driver in the company’s sweetener choice, a lingering aftertaste was the main reason the company made the switch to allulose.

“I have heard criticism that it is still processed, but sugar is processed too,” said Papuga. “I think the processing is not using chemicals, which is important because we are trying to keep a clean label. [The bars are] just nuts, seeds, fibre and sweetener.”

LOWER COST PRODUCTION

Relative newcomer Bonumose is another company producing allulose, but instead of making it from fructose, it uses starch from commodity plant-derived ingredients, like potatoes, corn and cassava to extract maltodextrin, which is then converted into allulose. CEO Ed Rogers told New Nutrition Business that its patent-pending enzymatic process is shorter than that used by other

companies, meaning a much higher yield relative to the volume of raw material – and eventually a cheaper sweetener.

“We will be cost-competitive,” said Rogers. “We believe our process – even at small-scale – is lower cost than the fructose-based process. As Bonumose’s process scales up, we think a cost structure competitive with HFCS is possible.”

Referring to industry’s slow uptake of allulose, he said, “We think high cost has been an impediment. Our mission is to democratize nutritious sugars by lowering the cost to a mass-market affordable point.”

WORKING WITH ALLULOSE

Yates at Ingredion told New Nutrition Business that allulose acts in many ways like sugar in processing, including having high solubility, water holding properties for moist baked goods, and providing caramelised flavours that make it a good alternative to brown sugar. What is more, it works better than sugar in some products, including ice cream – because it has a lower freezing point – and fruit preparations, in which it does not crystallize.

“It brings the advantage of providing functional bulking, browning and freeze-point depression properties in formulations as opposed to high potency sweeteners,” he said.

However, he conceded that it could be prone to “burning-like flavour development” if processed at too high a temperature.

Papuga said that in raw products like ZenoBar, allulose was easy to work with, but in baked goods, the faster browning of allulose could be challenging.

“It handles a little differently. In some recipes it doesn’t work as well as stevia and erythritol,” she said. “In some it can brown a little too fast.”

On the other hand, its bulk compared to high intensity sweeteners provides an advantage.

“We have to use more in the bars than with the erythritol blend – about twice as much – but that also lowers net carbs in the bar because it takes up space,” she said. “We can get a bar with two or three grams net carbs, which a child can eat without having to dose insulin.”

Despite its current low profile, suppliers are banking on its future success. Ingredion has just opened an allulose production facility in Mexico, for instance, while Tate & Lyle also is pushing to expand its use.

“We continue to support geographic extension of allulose approvals, particularly in those markets where levels of diabetes continue to increase,” said Storms.

“We think high cost has been an impediment.

Our mission is to democratize nutritious sugars by lowering the cost to a mass-market

affordable point.”

– Ed Rogers, CEO, Bonumose

³7KH�VZHHWQHVV�H[SHUWV�DW�:KROHVRPH�6ZHHWHQHUV�KDYH�LQWURGXFHG�:KROHVRPH�$OOXORVH��DQ�H[FLWLQJ�QHZ�QDWXUDO�LQJUHGLHQW�WKDW�RIIHUV�]HUR�FDORULH�VZHHWQHVV�ZLWK�QR�QHW�FDUERK\GUDWHV�RU�JO\FHPLF�LPSDFW�´

5HYHOp�XVHV�DOOXORVH�WR�VZHHWHQ�LWV�\RJKXUW�EDUV�

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