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Copyright 2012 Ingredion Incorporated

Formulating Clean Label Foods:


Opportunities and Challenges
LEASLIE CARR, MARKETING MANAGER, WHOLESOME US/CANADA INGREDIENT SOLUTIONS
YADUNANDAN L. DAR, PH.D., SENIOR MANAGER, APPLICATIONS & TEXTURE RESEARCH THEME LEADER


Copyright 2012 Ingredion Incorporated
Outline
Clean label defined
Market overview
Challenges encountered when formulating clean label
Functional native starches
Example case studies
Summary and recommendations
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Clean Label Market
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Clean Label defined:
1. Free from chemical additives
2. Simple ingredient listing that
consumers understand
3. Foods processed using
traditional techniques or
that are minimally processed
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Market
Innova: Top 10 Trends#1, Pure Is the New Natural
17% of total global new product launches were
positioned as natural, additive-/preservative-free, or both
More and more products recently launched use words
like simple and pure as descriptors


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Market
Mintel: 2012 North American CPG Trend Predictions
Natural now appears at all price points, making it available for everyone.
Delicious yogurt made with just 7 to 9 simple, natural ingredients
(depending on flavor) that are easy to recognize and understand.
In Dannon Pure, creamy milk and swirls of fruity flavor are blended
together for a smooth taste that will delight both kids and parents.
And savvy moms will love its great low price!

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Market
Size
U.S. retail sales of natural and organic foods and beverages estimated at
over $47 billion in 2011
The retail market for natural and organic foods and beverages will grow at
an average yearly rate of 13% or more
Source: Packaged Facts: Natural and Organic Foods and Beverages in the U.S., 3rd Edition,
July 2011
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Market:
Clean Label Positioning in NAM
On average, 30% of all new products launched had
a clean label positioning over the past 5 years.
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Source: Innova, NPL, NAM, Jun 2012
Clean Label Claims
1. Natural
2. No additives/preservatives
3. Organic
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Market
Consumer Trends
To the majority of shoppers, natural is first about what is NOT in the product
Shoppers want ingredients they recognize on the label
Most shoppers feel that a product being natural makes it healthier and safer

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Source: Health Focus International Natural Report, 2011
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Cleaning Up Labels:
Challenges and Opportunities
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Example Market Product:
Seafood Soup
Ingredients
Clam broth, potatoes, clams, soybean oil, water, modified food starch,
onions. Contains less than 1% of: soy protein concentrate, sugar, salt,
cream, butter, sodium phosphate, potassium chloride, artificial
color, DATEM, lobster powder, natural flavor, shrimp, crab powder,
parsley (dried), celery (dried), fish powder, tuna extract, spice, yeast
extract, corn protein (hydrolyzed), whey.

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Example Market Product:
Sweet Cake-Type Dessert
Ingredients
Enriched wheat flour [flour, reduced iron, B vitamins (niacin, thiamine
mononitrate (B1), riboflavin (B2), folic acid)], corn syrup, sugar, high
fructose corn syrup, water, partially hydrogenated vegetable and/or animal
shortening (soybean, cottonseed and/or canola oil, beef fat), whole eggs,
dextrose. Contains 2% or less of: modified corn starch, glucose,
leavenings (sodium acid pyrophosphate, baking soda, monocalcium
phosphate), sweet dairy whey, soy protein isolate, calcium and sodium
caseinate, salt, mono and diglycerides, polysorbate 60, soy lecithin, soy
flour, cornstarch, cellulose gum, sodium stearoyl lactylate, natural and
artificial flavors, sorbic acid (to retain freshness), yellow 5, red 40.

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Example Market Product:
Tartar Sauce
Ingredients
Soybean oil, distilled vinegar, cucumbers, corn syrup, egg yolks,
salt, spice, dried onion, xanthan gum, potassium sorbate and
sodium benzoate (preservatives), guar gum, dried red bell
peppers, natural flavors, alum, turmeric and polysorbate 80.
Calcium disodium EDTA added to protect flavor.
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Key Challenges in Cleaning Up Ingredient Labels
e.g., hydroxypropyl cellulose, propylene
glycol alginate, xanthan gum, modified
starch, bleached flour

e.g., mono- or diglycerides, DATEM,
polysorbate 80, hydrogenated vegetable oil

e.g., artificial flavors, yellow 5, red 40,
sorbic acid, calcium disodium EDTA

e.g., sodium benzoate, potassium sorbate

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Flavor/Flavor
Enhancers/Stabilizers
or Color Replacement
Fat or Emulsifier
Replacement
Texturizing System
Replacement
Preservative
Replacement
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Options for Clean Label Formulations
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Function Ingredients Alternatives available Challenge
Structure Bleached and bromated flour Unbleached flour
Preservatives
Sorbate/ benzoate
preservatives
Fermentates (e.g., cultured dextrose/skim milk):
effective against yeast, mold and gram-positive bacteria
Oxidative
stability
EDTA
Green tea extract
Rosemary extract
Oregano extract
Fat source Partially hydrogenated oil Palm oil, vegetable oil
Texture Modified food starch Functional native starch
Leavening agent
Sodium aluminum sulfate,
Sodium aluminum phosphate
Monocalcium phosphate
Color Artificial colors Natural fruit- and vegetable-based colors
Flavor Artificial flavors Natural flavors
Emulsifier/
stabilizer
Mono- and diglycerides,
DATEM, sodium and calcium
caseinate, polysorbate 80
Lecithin
Flavor enhancer Monosodium glutamate Natural flavor enhancers
Difficult to meet Works in many situations Works in most/all situations
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Properties of Native Starches
Narrow peak viscosity range
Very limited process tolerance
Undesirable texture
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MVAG
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Native Starch
Temp
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Functional Native Starches
Defined
Starches that possess the functionality of traditional modified starches
and can be labeled according to their base description:
(e.g., corn/maize starch or tapioca starch)
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Traditional modified starch vs. functional native starch
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Functional Native Starches
Features and Benefits
Temperature tolerance
pH tolerance
Shear tolerance
Smooth, short texture
Non-pasty mouthfeel
Simple label
Easy to use
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Traditional modified starch
Functional native starch
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Process Tolerance
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Starch Viscosity Comparison
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Native Traditional Modified Functional Native
6% solids in pH 3.0 buffer
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Textural Appeal
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Native corn starch
Gelled
Native waxy maize
Cohesive
Traditional modified starch
Industry standard
Functional native starch
DESIRABLE
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Applications for Functional Native
Starches
Baby foods
Bakery fillings, creams and cooking creams
Cultured dairy
Chilled ready meals, soups and sauces
Frozen ready meals or meal solutions
Fruit preparations
Processed meat
Soups, sauces and dressings
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Example Case Studies
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Case Study 1:
Salad Dressing
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Case Study 1: Objective
To develop a clean label version of a
pourable creamy salad dressing
formulation
Challenges for clean label dressings
and sauces:
Textural stability (viscosity)
over shelf life
Microbial stability over shelf life
Sensory (flavor, texture)
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Clean Label Ranch Dressing
Key Formulation Challenges
Formulation challenge #1: texturizer (starch-based)
Ingredient typically used: modified corn starch (instant)
Function:
Provides thick, heavy-bodied texture
Maintains viscosity over required shelf life
Prevents syneresis/separation
Alternative: NOVATION

5300 functional native starch (instant)


Formulation challenge #2: antioxidant/chelating agent
Ingredient typically used: ethylene diamine tetraacetic acid (EDTA)
Function:
Prevents oxidation/rancidity (off color, flavor)
Alternatives (antioxidants): rosemary & green tea extract
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Copyright 2012 Ingredion Incorporated
Clean Label Ranch Dressing
Key Formulation Challenges
Formulation challenge #3: preservative
Ingredient typically used: potassium sorbate
Function:
Prevents bacteria, yeast, mold growth
Alternative: cultured dextrose
Formulation challenge #4: flavor enhancer
Ingredient typically used: monosodium glutamate
Function:
Enhances ranch flavor, salt perception
Alternative: natural flavor enhancer
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Salad Dressing Formulation
Ingredients Control Clean label
Oil 41.00% 41.00%
Water 35.99% 34.35%
Buttermilk powder* 7.00% 7.00%
Vinegar (12 % acetic acid) 6.50% 6.50%
Egg yolk (10% salted) 3.63% 3.63%
Sugar 3.11% 3.11%
Salt 1.39% 1.39%
Food starch- modified 0.75%
Garlic powder 0.15% 0.15%
Xanthan Gum 0.15% 0.15%
Black pepper 0.10% 0.10%
MSG 0.10%
Onion powder (fine) 0.07% 0.07%
Potassium Sorbate 0.05%
EDTA 0.01%
NOVATION 5300 Starch 1.00%
Flavour enhancer 0.75%
Antioxidant 0.10%
Preservative 0.70%
Total 100.00% 100.00%
INGREDIENTS: soybean oil, water,
buttermilk, vinegar, egg yolks, sugar,
salt, modified food starch, xanthan
gum, garlic powder, pepper, MSG,
onion powder, potassium sorbate,
EDTA.
INGREDIENTS: soybean oil, water,
buttermilk, vinegar, egg yolks, sugar,
salt, corn starch, xanthan gum, natural
flavor enhancer, cultured dextrose,
garlic powder, pepper, rosemary
extract, onion powder.
Control Clean Label
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Salad Dressing Formulation Ingredient Listing
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INGREDIENTS: soybean oil, water, buttermilk, vinegar, egg
yolks, sugar, salt, modified food starch, xanthan gum, garlic
powder, pepper, MSG, onion powder, potassium sorbate, EDTA.
INGREDIENTS: soybean oil, water, buttermilk, vinegar, egg
yolks, sugar, salt, corn starch, xanthan gum, natural flavor
enhancer, cultured dextrose, garlic powder, pepper, rosemary
extract, onion powder.
Control
Clean Label
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Comparison of Control vs. Clean Label Samples
Attributes tested:
Texture
Flavor
Color
Texture stability (6 months)
Flavor stability (6 months)
Color stability (6 months)
Microbial stability (6
months)
All attributes were similar
or identical for control and
clean label
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Analysis: Microscopy
Control Functional Native Starch
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Descriptive Sensory Analysis of Texture
Control vs. Clean Label Salad Dressing
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Comparable Texture
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Case Study 1: Conclusions
NOVATION 5300 functional native starch
can be used to provide texture and stability
comparable to modified food starch
Rosemary and green tea extracts can
be used to replace the functionality of EDTA
in the current formulation
Cultured dextrosebased product can
be used to replace the functionality of
potassium sorbate in this formulation
The natural flavor enhancer used is effective
in mimicking the flavor enhancement role of
MSG
The combination of ingredients above can be used to
produce a clean label pourable creamy salad dressing
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Copyright 2012 Ingredion Incorporated
Case Study 2:
Greek Yogurt
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Copyright 2012 Ingredion Incorporated
Wholesome Greek Yogurt, Made on a
Conventional Stirred Yogurt Production Line
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Objective
Develop a clean label yogurt produce on a conventional yogurt
line with the texture, eating experience and nutritional profile of a
strained Greek-style yogurt.
Copyright 2012 Ingredion Incorporated
Greek YogurtKey Challenges
Formulation challenge #1: texturizer
Ingredient typically used: modified starch or hydrocolloids
Function:
Prevents syneresis/separation
Provides desired texture
Maintains viscosity over required shelf life
Alternative: NOVATION

Indulge 3320
Formulation challenge #2: fruit preparation texturizer
Ingredient typically used: modified starch, hydrocolloids
Function:
Provides desired texture
Maintains viscosity over required shelf life
Prevents syneresis/separation
Alternative: NOVATION

Prima 300 functional native starch



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Descriptive Sensory Analysis of Texture
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0
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Surf ace Shine (in Container)
Surf ace Grain (in Container)
Cracking / Breaking **
Spoon Indentation (in Cup)
Jiggle
Surf ace Grain (on Spoon)
Firmness (Bef ore Stir)
Viscosity (Stir)
Rate of Flow Firmness (Af ter Stir)
Thickness in the Mouth
Cohesiveness
Evenness of Mouthcoating
Slipperiness
Meltaway
Residual Mouthcoatings
Residual Chalky Mouthcoating
Wholesome prototype
MFS containing prototype
Greek yogurt market leading product
Using existing process, ingredient innovation enables development
of clean label products with optimized taste and texture
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Wholesome Greek Yogurt Formulation
Formulation: Wholesome Greek Yogurt White
Mass, 0% Fat
Skim milk 92.64%
Milk protein concentrate (MPC) 85 4.85%
NOVATION Indulge 3320 2.51%
TOTAL 100.00%
INGREDIENTS: cultured skim milk, milk protein
concentrate, maltodextrin, tapioca starch
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Fruit Filling Formulation
Concentration 4042
Brix
Stability tested:
Ambient
Refrigerated
Freeze/thaw
*Starch level for modified starch is 4.5%,
for functional native starch will be 5%
Ingredient %
Apple Juice 45.77
Cherry
Concentrate 14.36
Grape Juice 6.68
Salt 0.19
Starch* 4.5
Water 8.5
Granulated Sugar 20
Total 100.00
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Number of Weeks
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Number of Weeks
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Number of Cycles
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MFS
Functional
Native
Ambient Refrigerated Freeze/thaw
Fruit Filling Stability Evaluation
Scores below 9 are acceptable; 0 is best
Stability tested for 18 weeks (ambient or refrigerated) or 18
cycles (freeze/thaw)
NOVATION Prima 300 functional native starch showed
stability, texture and flavor comparable to modified food starch
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Case Study 2: Conclusions
NOVATION Indulge 3320 starch can
be used to provide texture and stability
comparable to modified food starch
Formulated Greek-style yogurts
made with clean label starches have
the texture and eating experience of
commercial benchmark
NOVATION Prima 300 functional native
starch is an effective and functional
texturizer for natural fruit preparations
Functional native starches offer ambient,
refrigerated and freeze/thaw stability
comparable to modified food starches
Functional native starches maintain
desirable texture and flavor


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Case Study 3:
Blueberry Muffins
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Case Study 3: Objective
Develop clean label blueberry muffin dry-mix formulation with texture and
eating experience of an existing packaged dry mix

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Blueberry MuffinKey Formulation
Challenges
Formulation challenge #1: flour
Ingredient typically used: bleached flour
Function: base texture
Alternative: unbleached flour
Formulation challenge #2: fat
Ingredient typically used: shortening
powder (partially hydrogenated soybean oil)
Function: source of fattexture, flavor,
nutrition
Alternative: palm oil powder
Formulation challenge #3: leavening
Ingredient typically used: sodium
aluminum phosphate
Function: provide leavened air-cell structure
Alternative: baking soda and
monocalcium phosphate

Formulation challenge #4: texturizer
Ingredient typically used:
INSTANT PURE-FLO

F (modified
corn starch)
Function: provide leavened air-cell
structure
Alternative: NOVATION

4600
(corn starch)
Formulation challenge #5: flavor
Ingredient typically used: natural
and artificial blueberry flavors
Function: provide pleasant flavor
Alternative: natural blueberry flavor
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Formulation
Muffins are prepared by mixing dry mix with milk,
vegetable oil, eggs and blueberries
The same amount of milk, vegetable oil, eggs and blueberries
and the same baking condition are used for both formulas
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Control Clean Label
Ingredient True % Ingredient True %
All-purpose bleached flour 47.93 All-purpose unbleached flour 49.59
Extra fine sugar 32.56 Extra fine sugar 33.06
Shortening powder 7.76 Corn syrup solid 6.61
Corn syrup solid 6.61 Palm oil powder 5.50
INSTANT PURE-FLO F 1.80 NOVATION 4600 2.00
Baking soda 1.20 Baking soda 1.20
Monocalcium phosphate 0.70 Monocalcium phosphate 1.20
Sodium aluminum phosphate 0.60 Salt 0.55
Salt 0.55 Natural blueberry flavor 0.17
Natural and artificial blueberry flavor 0.17 Xanthan gum 0.12
Xanthan gum 0.12 Total 100.00
Total 100.00
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Ingredient Statement and Nutritional Panel
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Clean Label
Ingredients: enriched flour bleached (wheat flour,
niacin, iron, thiamin mononitrate, riboflavin, folic
acid), sugar, corn syrup, partially hydrogenated
soybean oil, modified corn starch, nonfat milk,
leavening (baking soda, monocalcium phosphate,
sodium aluminum phosphate), salt, mono- and
diglycerides, natural and artificial flavor, xanthan
gum.
Ingredients: wheat flour, sugar, corn syrup, palm oil,
corn starch, leavening (baking soda, monocalcium
phosphate), salt, natural flavor, xanthan gum.
Control
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Comparable Texture
and Flavor
Similar crust and crumb color, shape,
symmetry, openness of crumb,
hardness and adhesiveness to palate
Control muffin has higher mouth
coating (1 point higher) and baked
flavor note (1 point higher)
Clean label muffin has higher
cohesiveness (2 points higher),
moisture absorption (1 point higher),
sweetness (1 point higher) and
blueberry flavor note (1 point higher)
Each attribute is evaluated on 15-point scale.
Clean Label Control
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Copyright 2012 Ingredion Incorporated
Summary and Recommendations
NOVATION functional native starches are an effective and easy-to-use
ingredient option in developing clean label formulations
Many additional ingredient options are available today to develop clean
label or all-natural formulations
Food formulating know-how as well as the ability to evaluate texture,
flavor and stability are important tools to ensure success
In-depth understanding of the mechanisms of instability and the function
of formulation options can provide valuable insight and success
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www.cleanlabelinsights.com
Clean label consumer trends and insights
Clean label case studies and applications
advice
Clean label events and news
Critical regulatory facts and updates
Formulation expertise
Pioneering clean label starch ingredients
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Formulating Clean Label Foods: Opportunities and Challenges
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Q & A Session
Leaslie Carr, Marketing Manager
Wholesome US/Canada
Ingredient Solutions

Yadunandan L. Dar, Ph.D.
Senior Manager
Applications & Texture
Research Theme Leader

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Formulating Clean Label Foods: Opportunities and Challenges
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