Flax in Food Products: Unique Attributes and Versatility Welcome

Moderator and Opening Remarks Kelley Fitzpatrick, FLAX CANADA 2015

Using Unique Attributes and Versatility of Flax In Successful New Products Alan S. Turover, The Turover Straus Group

Flax: A Versatile Nutritional Ingredient John Smith, Quaker Oats

Omega 3 Consumer Survey Sue Taggart, Adinfinitum

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Flax

What is FLAXSEED? • Major oilseed crop • The richest source of omega 3 alpha linolenic acid - ALA • Rich in dietary fiber • Rich source of lignans (phytoestrogens) and other antioxidants

Flax, Omega-3 and Fiber Labeling and Marketing April, 2007

Archived at: fs.preparedfoods.com

Using The Unique Attributes and Versatility of Flax In Successful New Products

Alan Turover The Turover Straus Group, Inc. June 7, 2007

© 2007 The Turover Straus Group, Inc. • Page 7

Objective: • Share some of the unique trend drivers that create the marketing opportunity for flax • Discuss the unique nutritional, functional, culinary, and potential claim adding attributes of flax that make it a such a multidimensional raw material • Show examples of flax in commercial products • Present some new product opportunity areas for adding flax in new products.

© 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 8

New Product Success Equation

$Success

=

Determining & Meeting the Consumer Need

x

The Right Food

x

Proper Packaging & Preparation

x

Positioned Correctly on Shelf & Media

x

Integrated into Corporate Structure

© 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 9

Trend Drivers:

Food Integrity “I worry about what’s in my food”

• Top Health Concerns Percent of Adults Aware and Concerned About: Salmonella

75.1%

E.Coli

74.5%

Trans Fat

74.3%

Mercury

63.8% 61.6%

Mad Cow Genetically Modified Food

45.7%

Foot and Mouth

44.3%

High Fructose Corn Syrup

43.8% 34.5%

Listeria

31.2%

Tampering in Restaurants Tampering in Supermarkets Genetically Modified Corn Acrylamide Source: NPD Group

29.9% 26.1% 19.3% © 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 10

Trend Drivers:

Food Integrity “I worry about what’s in my food”

•

Fresh cues – – – –

“Fresh baked” “Natural” “Organic” “Whole Grain”

– “Hot off the grill” – “Cooked to order” – “Made on-premises” / “made from scratch”

© 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 11

Trend Drivers:

Life Extension “An apple a day…”

• The evolution of eating to improve health – Tension between “good” and “bad” foods 1900 - 1950

1960 - 1990 Natural Foods

Cold Cereal

Nutrient Deficiencies

1990 - 2005

Oat Bran / Claims / labeling

Diet Foods

2005 - 2010 Whole Foods / Lower Calories

Functional Foods

Fat Free

Protein vs. Carb

© 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 12

Trend Drivers:

Life Extension “An apple a day…”

•

“Good ingredient” focus – Yogurt, fruit & cereal combinations – France: Lentil- and soy-based items

•

Proliferation of Whole Grain foods – – – –

Enlightened Ready Meals Pristine Baked Snacks Power Cereals Hearty Grain side Dishes

© 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 13

Trend Drivers:

Good Additions

“Putting in the good, not just taking out the bad”

•

Interested in “more” vs. “less” – Top interests in adding are: whole grains, fiber, vitamin C, calcium, protein* – 69% of consumers want to learn more about fibers that reduce hunger and help control appetite* – 65% want to know how to keep their energy in balance – 64% want help with digestion – 60% want food with low impact on blood sugar levels – 64% want better carbs for their children

Source: Parade Magazine “What America Eats”; NDP’s NET

© 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 14

Trend Drivers:

Good Additions

“Putting in the good, not just taking out the bad”

• Whole Grain Stomps on Carbs – Enlightened Ready Meals • DiGiorno Harvest Wheat Crust • Lean Cuisine Spa

– Pristine Baked Snacks • Nabisco Chips Ahoy!, etc. • Pepperidge Farm Goldfish

– Power Cereals • Kellogg Tiger Power • Kashi Mighty Bites

– Hearty Grain side Dishes • Uncle Ben’s Ready Rice • Ronzoni Pasta

© 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 15

Trend Drivers:

Health Insurance “I may never need it, but it can’t hurt”

• Functional Fibers – Dannon Light & Fit with Fiber – Tropicana Pure Premium Essentials • high-fiber juice

– Nature Valley Healthy Heart Granola Bars • Contain plant sterols for cholesterol control

© 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 16

Trend Drivers:

Eating Controls “I can’t regulate myself”

•

100-Calorie Hurdle • • • • •

•

Kellogg’s Right Bites Jell-O Sundae Toppers 100 Calorie Popcorn Progresso Soup 100 calories per serving Frito Lay 100-calorie Mini Bites snacks

Calorie Crunching – Weight control cereal

•

Glycemic regulation – 1/4 of consumers have decreased consumption of highglycemic carbs* – Hain Celestial Low G bars

Source: HealthFocus / Food Technology 11-05

© 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 17

Trend Drivers:

Health-EZ “I’d eat better, if it were just easier to do”

• Fruit on the Go – Sliced apple vending machine (France) – Beverages that equal two servings of fruit – Fruit for cereal topping – Smoothie fruit – Fruit “flakes” – Licensed fruit snacks – Dole’s new Smoothie Kit

© 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 18

Nutritional Considerations- Flax • Omega 3- more than 3x as much omega 3 as walnuts • Dietary Fiber • Increasing interest to use as a Whole Grain • Protein Boost • Glycemic Control • Best known source of plant lignans (phytochemical) • Reduction of LDL cholesterol • Non allergenic © 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 19

Functional Considerations • • •

•

Provides greater Moisture Retention in baked goods – Roughly 10x its weight Can be used as a partial substitute for oil in breads Versatile formulation ingredient since it provides bulk in baked and dry products, fiber, protein, and low carbohydrates, omega 3’s, and other health related attributes in bars and other products. Provides a great price value relationship

© 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 20

Culinary Considerations • • • • • •

Relatively bland Sweet nutty flavor Blends in well with other flavors like fruit Provides bulk in milled form Seeds - Natural, wholesome look in seed form Multidimensional – substitute for oil, fiber, and functional health claim ingredients • Vegetarian Substitute for egg in baking • Substitute for less healthy oils in baking

© 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 21

Claim Adding Considerations • Natural Source of Healthy Attributes • Consumer recognized benefits – Ancient Source – Credible Source of Omegas

• • • • • • • • • • •

Vegetable Source -Not a Product of Fish Farming Contains Omega 3 Contains Protein High Fiber Whole Grain Goodness No Trans Fatty Acids No animal fat Vegetarian Non allergenic Glycemic Control Non-GMO © 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 22

Current Commercial Flax Applications • Breads – Canada Bread (Dempsters®) – Natural Ovens Bakery – Hodgson – Healthy Life – Pepperidge Farms-Honey & Flax Bread – Brownberry (seed only) •

Tortilla – Mission Foods – Heart Healthy Tortilla Line

© 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 23

Current Commercial Flax Applications • Cereals – Quaker - “Take Heart” hot cereal (Maple Brown Sugar, Blueberry) – Uncle Sam Cereal – Healthy Valley – Nature’s Path – Grams Gourmet Cream of Flax – Arrowhead Mills – Bob’s Red Mill – Hodgson Mill

© 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 24

Current Commercial Flax Applications • Pasta – Barilla: Pasta Plus

• Crackers – Dr. Cracker Organic – Mary’s Gone Crackers

• Mixes – Bob’s Red Mill Bread Mix – Hodgson Mills

© 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 25

Current Commercial Flax Applications • Beverages – Odwalla - Berries GoMega - fruit smoothie

– Naked Juice - Red Machine - fruit smoothie

© 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 26

Current Commercial Flax Applications • Bars – Nutriva – Flax Z Snax Crackers – Kashi - TLC Chewy Granola bars,

TLC Crunchy Granola bars

• Pizza – Kashi All-Natural Frozen Pizzas

© 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 27

Opportunity Areas for Flax Utilization • • • • • • • • • • • • •

Mainstream Bakeries – Shelf Stable and Frozen Mainstream Cereal Companies – RTE, Hot Dairy Applications - Yogurt Products – Cup, Smoothie Dairy Applications - Soy Milk Nutrition/Weight Management Bars Powdered Drink Mixes Juice Beverages –Fruit and Vegetable Salad Dressings Breading Systems Snack Foods Starches Soups Sauces & Gravies © 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 28

Contact Information

The Turover Straus Group, Inc. [email protected] www.TuroverStraus.com 847-835-4600

© 2007 The Turover Straus Group, Inc. Concept and Product Development for the Food and Beverage Industry • Page 29

Flax: A Versatile Nutritional Ingredient John J. Smith. Ph.D. Quaker Tropicana Gatorade Prepared Foods Flax Webinar June 7, 2007

Agenda

• Flax Nutritional Profile • Product Application – Heart Health • Product Opportunities – Fiber • Summary

Flax: Nutritional Composition

Heart Health Claims

Whole Grain

Soluble Fiber

•51%

•Oats – 0.75 g •Psyllium – 1.7 g

Plant Sterols

Soy Protein

•0.65 g sterol •1.7 g stanol

•6.25 g

Oat Heart Health Claim Soluble Fiber From Oats and Risk of Heart Disease •Petition Submitted 1995 - FDA Final Rule Published 1997 •Based On 37 Clinical Trials “Three grams of soluble fiber from oatmeal daily in a diet low in saturated fat and cholesterol may reduce the risk of heart disease. This cereal has two grams per serving.” Oat soluble fiber (beta-glucan)

” cholesterol

”Reduce risk of coronary heart disease

Other Heart Health Benefits Vitamins • B6, B12, folic acid • Antioxidants vitamins C and E

Low Sodium plus Potassium • Sodium < 140 mg/ RACC • 10% DV Potassium

Omega 3 Fatty Acids • ALA • EPA and DHA

FDA Claims with Flaxseed •

Nutrient Content Claims: – – –

•

Contains ____mgs ALA Omega 3 per serving, which is ___% of the Daily Value for ALA (1.3 grams) 130 mgs of ALA Omega 3/RACC = Good Source of Omega 3 from ALA 260 mgs of ALA Omega 3/RACC = High, Rich or Excellent Source of Omega 3 from ALA

Structure/Function Claims: – – –

“Omega-3 Supports Cardiovascular Health” “Omega-3 Supports a Healthy Immune System” “Omega-3 Supports General Health”

Quaker Take Heart Instant Oatmeal Healthy Blood Pressure Healthy Arteries

Healthy Cholesterol Levels

Healthy Blood Pressure

Quaker Take Heart is made with more fiber and less sodium than our regular flavored instant oatmeal plus added extra heart healthy ingredients like potassium and Omega-3 ALA. In fact, it is a good source of Omega-3 ALA with 130 mg (10%) per serving of the daily value for ALA

Low in sodium and a good source of potassium

Healthy Cholesterol Levels Contains 1.5 grams oat soluble fiber per serving. Regular flavored instant oatmeal has 1 gram.

Healthy Arteries 100% DV of vitamin E and 50% DV of Vitamin C Excellent source of vitamins B6, B12, & folic acid

Dietary Fiber - Conventional Sources Whole Grains and Grain Fractions • Product Targets – Cereals - hot and RTE – Snack Foods -chips, nutrition bars – Bakery - breads, sweet goods

• Ingredient Options – – – –

Whole grain flours Bran Fiber Inclusions

Dietary Fiber – Conventional Sources Hydrocolloids • Product Targets – Cereals - hot and RTE – Snack Foods - chips, energy/nutrition bars – Bakery - breads and sweet goods – Dairy - ice cream and yogurt – Beverages - dairy, smoothie, juice – Gravies, sauces, soups, dressings – Confections

• Ingredient Options - Agar - Alginate - Carrageenan - Carboxymethylcellulose - Cellulose

- Guar Gum - Gum Arabic - Locust Bean Gum - Pectin - Xanthan Gum

Source: Handbook of Hydrocolloids Phillip, G. O. and Williams, P. A. eds, 2000

Dietary Fiber – Unconventional Sources • Conventional fiber sources such as those from grain satisfy the regulation for TDF – Based upon analysis – Five FDA-approved methods • • • • •

Total Dietary Fiber in Foods Total Soluble and Insoluble Dietary Fiber in Foods Total Dietary Fiber Total Dietary Fiber in Foods with ≤ 2% Starch Total Dietary Fiber - Gas Chromatography

AOAC 985.29 AOAC 991.43 AOAC 992.16 AOAC 993.21 AOAC 994.13

• Unconventional fiber is non-digestible carbohydrate and may or may not be analyzed using FDA methods - Fructans - Partially hydrolyzed guar - Polydextrose

- Resistant maltodextrin - Resistant starch

Fiber: Natural Solutions • • • •

Nuts Fruits Flax Beans

Natural Solutions Fruit (Dried)

80 70 60 50 40 30 20 10 0 Protein Walnuts

Fat Almonds

Fiber Pecans

Sugar

g per 100 g edible portion

g per 100 g edible portion

Nuts 70 60 50 40 30 20 10 0 Protein

Peanuts

Apples

45 40 35 30 25 20 15 10 5 0 Fat

Source: USDA Nutrient Database

Bananas

Fiber Peaches

Sugar Raisins

Beans (Dried) g per 100 g edible portion

g per 100 g edible portion

Flaxseed

Protein

Fat

Fiber

Sugar

25 20 15 10 5 0 Protein Black

Fat Red Kidney

Fiber Navy

Sugar Pinto

Summary • Flax has a unique nutritional profile which permits a high degree of versatility in product applications • Omega-3 ALA has received the most attention from consumers and industry due to heart health Take Heart Instant Oatmeal takes advantage ALA claims • Dietary fiber options have expanded from conventional sources to those offering unique organoleptic and functional properties • Flax, dried fruits, nuts, and beans may help increase dietary fiber and provide a “natural” halo around products

Omega 3 Consumer Survey May 2007

Omega 3 Consumer Survey, May 2007

Consumer Internet Survey

•Conducted by Zoomerang •Internet Survey Sent to 17,819 U.S. Consumers •1199 Respondents •Predominantly Baby Boomers

Omega 3 Consumer Survey, May 2007

Survey Objectives •To find out the level of consumer interest in Omega 3’s •To ascertain awareness of foods fortified with Omega 3’s from flaxseed or fish oil •To discover dietary preferences – supplements or fortified foods •To determine the level of acceptance of fortified foods

Omega 3 Consumer Survey, May 2007

Demographic Data

Age Group

Sex 60's + Female

9%

46%

50's

34%

40's Male

39%

54%

30's

18%

Omega 3 Consumer Survey, May 2007

Demographic Data Martial Status 17%

Single

63%

Married In a Relationship

7% 10%

Divorced

Widowed

2%

Omega 3 Consumer Survey, May 2007

Demographic Data Household Income