Innovation at Anuga

Innova Market Insights has published a review of the most innovative product launches seen at last month’s Anuga show, held in Cologne, Germany. The 250+ page review analyses hundreds of innovations by context, concept/benefits, claims/features and consumers/target group.

The report reveals evidence of many of the trends predicted for 2015 this time last year, such as free-from, the rise of super foods and the increasing use of natural sweeteners.

With the natural trend gaining ground, sweeteners are just one ingredient benefitting from the surge in demand for all things natural. According to Innova, 2013-2014 figures reveal an increase of 178 per cent in the number of desserts and ice cream introductions with stevia, for example.

At Anuga, Ice Crime’s ice cream sweetened with stevia and Guampa’s energy drink made with real stevia were just some of the new products making the most of the natural sweetener trend.

In terms of free-from, lactose-free is on trend in the dairy category, with Innova recording an increasing number of lactose-free dairy innovations. One example seen at Anuga was Valio Barista Milk, which promises a lactose-free milk for hot and cold drinks.

Other free-from innovations included Vegetar!a’s range of meat-free alternatives targeted not just at vegetarian consumers but also the increasing number of people showing an interest in meat-free diets, as well as Emil’s range of egg-free mayonnaises – which also boast claims of being 100 per cent additive-, dairy-, gluten- and flour-free. In addition, Bedda showcased its range of vegan alternatives for foods traditionally made with dairy, including spreads, mousse and cheese.

As for super foods, Innova figures show that chia is becoming more popular as an ingredient, with the number of new product launches including chia rising since 2010. Chia seeds contain calcium, omega-3, antioxidants, fibre, protein and micronutrients and, as such, appeal to health conscious consumers.

Innova highlighted the presence of chia seeds in beverages at Anuga, with brand Mega Chia tapping into this trend with its chia drink.

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