breakfast cereal. breakfast cereal – introduction breakfast - many iconic brands around the world...
TRANSCRIPT
Breakfast Cereal
Breakfast Cereal – Introduction
• Breakfast - many Iconic Brands around the world
• 9 in 10 consumers eat breakfast cereals – covers all age ranges, opportunity.
• Product Innovation is rife in many countries• Competition – intensifying, cold cereals down in many countries
• Hot cereals – • Small, but enjoying strong growth• Health of oats – understood by consumers• New flavours• Porridge pots – many new launches
• Cold cereals dominate the market :• But - cold cereals volume declining• Switch to porridge and other alternatives (biscuits, yoghurts,
cereal bars)• Oats – healthy and slow energy boost category, value for money
Source : Mintel August 2012
Breakfast Cereal – innovation trendsHealthier cereals?
• Nutrition :• fibre, sugar, wholegrain, fat. • Content features highly with consumers decision
• Fibre :• Important component of diet by over 52%• Interest in high fibre – increases with age• Well established benefits – Cholesterol, Cardio disease, blood
glucose
• Health – a key consideration for many. • High sugar – under fire in 2012 – shoppers aware? Two thirds excessive
(Which?)• Vitamin fortification – Kelloggs take lead, add Vit D all childrens
products.• Tangible measures – contains x spoonfuls of sugar etc• Demand for low sugar – not compromise flavour
• All of this = Opportunities for Edme products
Source : Mintel August 2012
Types of Breakfast Cereal eaten
Source : Mintel August 2012
Edme materials applicable in all.
Choice Factors for breakfast
Edme materials contribute Wholegrain
Edme contribute flavour & Sweetness
Opportunity for Edme customers - diversify
Source : Mintel August 2012
Edme materials contribute fibre
Attitudes towards Breakfast Cereals
Edme Extracts provide natural flavour whilst contributing to health, Flakes and Kibbles also help
Edme materials contribute fibre, Wholegrain
Edme Extracts - Natural flavour
Edme flakes & kibbles used for interesting textures
Opportunity for Edme customer diversity – brand extension
Edme Materials – contribute to health & clean label
Malted, Sweetness, Toasted, Cereals.
Source : Mintel August 2012
Porridge Pot examples
Instant Whey Protein Porridge ……healthy nutritious breakfast on the go. … small enough to be put in your bag …….simply add hot water. with over 20g of protein per serving and……….Each pot contains over 20g of protein (equivalent to 3 WHOLE eggs) provides a hearty and nourishing meal to go.
Key messages on pack:• Lower than 7% fat• Fuller for longer• Helps lower cholesterol• Convenient (2 minutes)
On the go packs:
Edme materials in Porridge
………Rolled Oat Flakes (15%), Sugar, Maltodextrin, Whole Milk Powder (3%), Vegetable Oil, Milk Protein, Barley Malt Extract, Calcium Carbonate, ………
Wholegrain Rolled Oats (50%),Full Cream Milk Powder ,Sugar ,Raisins (10.5%) ,Wholegrain Wheat (8.5%) ,Roasted Chopped Nuts (2%) (Almonds, Hazelnuts) ,Malted Barley Extract ,Salt
Benefits of Edme materials:
Flakes and Kibbles - Visual appeal, flavour, colour and textural crunch, Wholegrain & nutritional benefits.
Dried Extracts & Flours – Sweetness, increased cereal notes, improved colour and flavour, enhanced creaminess and mouthfeel More palatable porridge
Dried ExtractsAlternative to “Sugar” - not on ingredient labelling
Blends and Concentrates - Potential for particulates including various seeds, flakes and Kibbles giving health benefits, flavour, colour, texture
Wholegrain options – associate nutrition & health
Edme materials in Cereal Bars
Benefits of Edme materials:
Flakes and Kibbles - Visual appeal, flavour, colour and textural crunch, Wholegrain & nutritional benefits.
Syrups and Dried Extracts – Sweetness, increased cereal notes and flavour enhancement.Important part of binding syrup - hold bar together. Improved colour and flavour. Adds stickiness and chewiness to bars.
Flours, Syrups and Dried Extracts – used in recipe for flake production and extruded cereals such as Rice Crispy and flake components.
Blends and concentrates – incorporation of healthy seeds and Multigrains with Edme Flakes, Flours, Kibbles. Convenience and tailored options.
Wholegrain options – associate nutrition & health
Rice & Wheat Flakes contains: Rice, Wheat, Sugar, Barley & Barley Malt Extract, Salt, Niacin, Iron, Pantothenic Acid, Vitamin B6, Riboflavin, Thiamin, Folic Acid, Vitamin D, Vitamin …………………
Crisped Rice contains: Rice Flour, Wheat Flour, Sugar, Barley Malt Flour, Malted Wheat Flour, Rapeseed Oil, ……………..
Cornflakes contains: Maize, Sugar, Barley & Barley Malt Extract, Salt, Emulsifier: Mono- and Diglycerides of Fatty Acids.Milk
Above example mentions Malted Ingredients 4 times within 3 different components.
Bar examples
Malt used in:• Rice and Wheat Flake component• Malt Extract as binder with sugar syrup• Roasted Barley Malt – flavour & colour• Ammonia Caramel – potential……
• Good example of versatility of our ingredients
• “Malt” mentiond twice on pack
Malt ingredients- Binding syrups and bars
Nuts (59%) (Whole and Flaked Almonds, Roasted Whole and Chopped Hazelnuts, Chopped Pecan nuts), Glucose Syrup, Raw Cane Sugar, British Wholegrain Oat Flakes(6%), Vegetable Oil (Rapeseed Oil, Palm Oil), Rice Flour, Barley Malt Syrup, Honey.
GRANOLA (WHOLE GRAIN ROLLED OATS, BROWNSUGAR, CRISP RICE [RICE FLOUR, SUGAR, SALT, MALTED BARLEY EXTRACT],WHOLE GRAIN ROLLED WHEAT,)………., SEMISWEET CHOCOLATE CHIPS , CORN SYRUP,….. BROWN RICE CRISP(WHOLE GRAIN BROWN RICE, SUGAR, MALTED BARLEY FLOUR, SALT), INVERTSUGAR, SUGAR, CORN SYRUP SOLIDS, GLYCERIN, SOYBEAN OIL. CONTAINS 2% OR LESS OF SORBITOL,CALCIUM CARBONATE, SALT, WATER, SOY LECITHIN,
Edme Materials in Muesli
Marks and Spencers Super Luxury Muesli:Malted Rye FlakesToasted Wheat Flakes – wheat and Malted Barley
Benefits of Edme materials:
Flakes and Kibbles - Visual appeal, flavour, colour and textural crunch. Particulates.
Wholegrain & nutritional benefits. Health.
Syrups and Dried Extracts Formulation for flake production and extruded cereals – such as Rice Crispy and flake components. Adds crunch, flavour, colour.
Blends and concentrates – incorporation of healthy seeds and Multigrains with Edme Flakes, Flours, Kibbles. Convenience.
Marks and Spencers Spelt and Rye Muesli:… seeds, toasted spelt and Malted Rye Flakes
Edme Materials in Cooked Cereal
Wholewheat, Wheatbran (21%), Sugar, Salt, Malt Flavouring, Honey, Niacin, Iron,
Flour (8%), Salt, Skimmed Milk Powder, Flavouring, Barley Malt Extract, Emulsifiers
Malted Flakes with Raspberries
Milled Corn, Sugar, Malt Extract…..
Benefits of Edme materials:
Syrups , Dried Extracts and Flours
Used in formulation for flake production and extruded cereals such as Rice Crispy and Corn Flakes
Provides natural sweetness, alternatives to sugar
Increased cereal notes and flavour enhancement.
Binding agent for cooked mass
Crisper texture
Colour and texture provider – eg Bran Flakes
Wholegrain options – associate nutrition & health
Breakfast Biscuit examples
Kelloggs All Bran Cereal (31%) (Wheat Bran {27%}, Sugar, Barley Malt Flavouring, Salt), Wheat Flour, Vegetable Oil, Invert Sugar Syrup, Sugar, Oat Fibre (7.5%),
Cereals 71.6% [Wheat Flour 51.3%, Wholegrain Cereals 20.3% (Oat Flakes 8.5%, Wholegrain Wheat Flour 6.1%, Wholegrain Barley Flour 2.7%, Wholegrain Rye Flour 2.0%, Wholegrain Spelt Flour 1.0%)],Sugar …………
……..Wheat Flake (9%) (Wheat Flour, Wheat Bran Flour, Sugar, Barley Malt Extract, Salt, Honey) ……….….Crisped Cereals (3.5%) [Wholemeal Wheat Flour, Rice Flour, Sugar, Malted Barley Flour, Malted Wheat Flour, Salt, Calcium Carbonate, Vegetable Oil, Emulsifier (Soya Lecithin)] ,Wholemeal Wheat Flour (3%) ……..
This example uses 3 Malted Ingredients
Edme Product Choices - BreakfastFlakes & Kibbles
Malt Extracts
Dried Extracts
Flours
Standard Malted Wheat Flakes
Edme ME Light Edme SDM Light Cristone 30 (Barley)
LD Malted Wheat Flakes
Edme Barley Syrup
Edme SDM Medium
Cristone 120 (Barley)
Malted Wheat Flakes T, Malted Wheat Flakes III, IV, Malted Wheat Flakes IVT
P1000 syrups Edme SDM Dark Brown Bread Malt Flour (Barley)
Bumped Malted Wheat
Edme BDM Extra Light and Light
Maltone (Barley)
Kibbled Malted HD300
Edme BDM Dark Extratone (Barley)
Malted Oat Flakes SDM P1900 Dextramalt
Kibbled Malted Oats Zymax
Malted Rye Flakes Wheatone
Malted Rye Flakes BC Ryetone 240
Kibbled Malted Rye MF300
Organic Malted Wheat Flakes
Dark Malt Flour
Don’t forget:
• Adjustment on thickness, grain used, steam added, flavour, etc etc
• Innovations Manager
• Specific to your customer
• Blends incorporating seeds, flakes, kibbles, flours etc.
• Edme here to help
• Organic options
Benefits of Wholegrain
What are Wholegrains?
Wholegrains :Germ : (B Vitamins, Protein, Minerals),Endosperm : (starchy carbohydrates)Bran : (Antioxidants, B Vitamins, fibre)
Can come from:WheatOat (also have Beta Glucans)Barley (also have Beta Glucans)MaizeSpeltRyeMillettEtc…..
Benefits of Wholegrain
Wholegrains are an important part of a healthy balanced diet for the whole family
Purchased for health and nutrition benefits – consumers associate Fibre, Nutrition
•Have many nutritional benefits:• Great source of carbohydrate – source of energy for the body• Valuable contribution to our protein content.• Contain fibre – maintaining healthy digestive system• Fibre helps passage of waste through the body
Can be eaten at all daily meal occasions – especially breakfast
Researchers advise consumption of three daily servings of bread and cereal containing whole grain. – Opportunity for manufacturers. – only 15% do this.
Adds Flavour, Colour, Texture, Visual piece identity
Benefits of MALTED Wholegrain
• Increased Digestibility - Malting breaks down starches in grains into simple sugars so your body can digest them easily.
• Increased Absorption of Minerals – Malting breaks down enzyme inhibitors, so your body can more easily adsorb calcium, magnesium, iron, copper and zinc.
• Increased Antioxidants – malting releases more antioxidants that are naturally stored in the grains and seeds.
• Increased Vitamin C - Malting produces vitamin C.
• Increased Vitamin B - Malting increases the vitamin B2, B5 & B6
Benefits of MALTED Wholegrain
Research results done by Knight Scientific on EDME products - 2010
Wholegrain Cereals – on Pack.
With 100% Wholegrain Wholegrain Guaranteed – Nestle Green Banner = Wholegrain
New ! Contains 35% more Wholegrain – Kelloggs Nutrigrain Biscuits
Multigrain & High Source of Fibre
Eat Better Forever, Wholegrain
Real Fruit and Whole Grains
Summary of Edme materials in Breakfast Cereals
Proven use• Cereal Bars, Cooked Cereals, Porridge, Extruded Cereals, Breakfast
Biscuits, Muesli……..
Wide application benefits :• Visual, textural, colour, flavour appeal, creaminess, aroma, • Used in various components (Wheat Flakes, Rice Crispies, Cornflakes
etc)• Used as binding syrup component in Cereal Bars, Clusters - chewiness,
stickiness
Multi-ingredient use – malted ingredients are present several times in one product.
Edme products - can be a Flake, or an ingredient to help make a Flake.
Wholegrain – Many Edme materials lend themselves to such benefits.
Sugar alternative – sweetness and flavour enhancement from malt, rather than sugar
“Malted” on pack – malt flavour to your advantage “Malted Rye Flakes”, “Malted Wheat” etc
Convenient blends - incorporation of healthy seeds and other ingredients and Multigrains with Edme Flakes, Flours, Kibbles.
Clean Label, Natural Ingredients & Wide Portfolio