Cleaned-up labels: fad or future?

In the upcoming issue of Food & Drink Technology, we include a focus on natural ingredients, and explore the notion that consumers are unwilling to accept sensory disadvantages in order to benefit from lower calorie content – and that consumers want healthier, more wholesome snacks with cleaned-up labels and all-natural ingredients.

This line of thinking can, however, conflict with the confectionery and snacks market, which is continuing to see the launch of ever more indulgent cakes and patisserie creations – many of which do not possess the lower fat credentials and natural ingredients that many consumers are seeking.

Earlier this week, inclusions and toppings specialist Pecan Deluxe Candy waded into the debate, with commercial director Graham Kingston commenting, “Humans are curious by nature and, given the chance to try something new which is well-packaged and effectively marketed, good intentions will –temporarily at least – fly out of the window.

“The majority of health-conscious adults know that they shouldn’t be indulging frequently in fat and sugar-laden treats and will ration their intake – if anything, this makes for a more enjoyable treat and something to look forward to. There’s definitely a place for inventive and innovative luxurious cakes, but as a treat rather than with morning coffee on a daily basis.”

“The global bakery industry is predicted to be worth more than $410billion by 2015. In Europe, craft bakeries still dominate the market, and across the world there is massive potential for manufacturers, bakeries and patisseries to gain a competitive edge by creating innovative and inspirational new tastes and textures. Bakeries and patisseries across the world must acknowledge consumer cravings for something different and incorporate new and exciting variants into their regular product ranges – that’s what will give them a competitive edge, and share of that massive market potential.”

– Simon Rowley