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Breakfast Cereal

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Page 1: Breakfast Cereal. Breakfast Cereal – Introduction Breakfast - many Iconic Brands around the world 9 in 10 consumers eat breakfast cereals – covers all

Breakfast Cereal

Page 2: Breakfast Cereal. Breakfast Cereal – Introduction Breakfast - many Iconic Brands around the world 9 in 10 consumers eat breakfast cereals – covers all

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

Page 3: Breakfast Cereal. Breakfast Cereal – Introduction Breakfast - many Iconic Brands around the world 9 in 10 consumers eat breakfast cereals – covers all

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

Page 4: Breakfast Cereal. Breakfast Cereal – Introduction Breakfast - many Iconic Brands around the world 9 in 10 consumers eat breakfast cereals – covers all

Types of Breakfast Cereal eaten

Source : Mintel August 2012

Edme materials applicable in all.

Page 5: Breakfast Cereal. Breakfast Cereal – Introduction Breakfast - many Iconic Brands around the world 9 in 10 consumers eat breakfast cereals – covers 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

Page 6: Breakfast Cereal. Breakfast Cereal – Introduction Breakfast - many Iconic Brands around the world 9 in 10 consumers eat breakfast cereals – covers all

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

Page 7: Breakfast Cereal. Breakfast Cereal – Introduction Breakfast - many Iconic Brands around the world 9 in 10 consumers eat breakfast cereals – covers all

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:

Page 8: Breakfast Cereal. Breakfast Cereal – Introduction Breakfast - many Iconic Brands around the world 9 in 10 consumers eat breakfast cereals – covers all

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

Page 9: Breakfast Cereal. Breakfast Cereal – Introduction Breakfast - many Iconic Brands around the world 9 in 10 consumers eat breakfast cereals – covers all

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.

Page 11: Breakfast Cereal. Breakfast Cereal – Introduction Breakfast - many Iconic Brands around the world 9 in 10 consumers eat breakfast cereals – covers all

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,

Page 12: Breakfast Cereal. Breakfast Cereal – Introduction Breakfast - many Iconic Brands around the world 9 in 10 consumers eat breakfast cereals – covers all

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

Page 13: Breakfast Cereal. Breakfast Cereal – Introduction Breakfast - many Iconic Brands around the world 9 in 10 consumers eat breakfast cereals – covers all

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

Page 14: Breakfast Cereal. Breakfast Cereal – Introduction Breakfast - many Iconic Brands around the world 9 in 10 consumers eat breakfast cereals – covers all

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

Page 15: Breakfast Cereal. Breakfast Cereal – Introduction Breakfast - many Iconic Brands around the world 9 in 10 consumers eat breakfast cereals – covers all

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

Page 16: Breakfast Cereal. Breakfast Cereal – Introduction Breakfast - many Iconic Brands around the world 9 in 10 consumers eat breakfast cereals – covers all

Benefits of Wholegrain

Page 17: Breakfast Cereal. Breakfast Cereal – Introduction Breakfast - many Iconic Brands around the world 9 in 10 consumers eat breakfast cereals – covers all

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…..

Page 18: Breakfast Cereal. Breakfast Cereal – Introduction Breakfast - many Iconic Brands around the world 9 in 10 consumers eat breakfast cereals – covers all

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

Page 19: Breakfast Cereal. Breakfast Cereal – Introduction Breakfast - many Iconic Brands around the world 9 in 10 consumers eat breakfast cereals – covers all

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

Page 20: Breakfast Cereal. Breakfast Cereal – Introduction Breakfast - many Iconic Brands around the world 9 in 10 consumers eat breakfast cereals – covers all

Benefits of MALTED Wholegrain

Research results done by Knight Scientific on EDME products - 2010

Page 21: Breakfast Cereal. Breakfast Cereal – Introduction Breakfast - many Iconic Brands around the world 9 in 10 consumers eat breakfast cereals – covers all

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

Page 22: Breakfast Cereal. Breakfast Cereal – Introduction Breakfast - many Iconic Brands around the world 9 in 10 consumers eat breakfast cereals – covers all

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