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Breakfast Cereal

Breakfast Cereal IntroductionBreakfast - many Iconic Brands around the world

9 in 10 consumers eat breakfast cereals covers all age ranges, opportunity.

Product Innovation is rife in many countriesCompetition intensifying, cold cereals down in many countries

Hot cereals Small, but enjoying strong growthHealth of oats understood by consumersNew flavoursPorridge pots many new launches

Cold cereals dominate the market :But - cold cereals volume decliningSwitch 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 ageWell 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 etcDemand 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 2012Edme materials applicable in all.

Choice Factors for breakfast

Edme materials contribute WholegrainEdme contribute flavour & SweetnessOpportunity for Edme customers - diversifySource : Mintel August 2012Edme materials contribute fibre

Attitudes towards Breakfast Cereals

Edme Extracts provide natural flavour whilst contributing to health, Flakes and Kibbles also helpEdme materials contribute fibre, WholegrainEdme Extracts - Natural flavour Edme flakes & kibbles used for interesting texturesOpportunity for Edme customer diversity brand extensionEdme 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% fatFuller for longerHelps lower cholesterolConvenient (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 ,SaltBenefits 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 componentMalt Extract as binder with sugar syrupRoasted Barley Malt flavour & colourAmmonia Caramel potential

Good example of versatility of our ingredientsMalt mentiond twice on pack

Malt ingredients- Binding syrups and barsNuts (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 & KibblesMalt ExtractsDried ExtractsFloursStandard Malted Wheat FlakesEdme ME LightEdme SDM LightCristone 30 (Barley)LD Malted Wheat FlakesEdme Barley SyrupEdme SDM MediumCristone 120 (Barley)Malted Wheat Flakes T, Malted Wheat Flakes III, IV, Malted Wheat Flakes IVTP1000 syrupsEdme SDM DarkBrown Bread Malt Flour (Barley)Bumped Malted WheatEdme BDM Extra Light and LightMaltone (Barley)Kibbled Malted HD300Edme BDM DarkExtratone (Barley)Malted Oat FlakesSDM P1900DextramaltKibbled Malted OatsZymaxMalted Rye FlakesWheatoneMalted Rye Flakes BCRyetone 240Kibbled Malted RyeMF300Organic Malted Wheat FlakesDark Malt FlourDont 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 WholegrainWholegrains 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 bodyValuable contribution to our protein content.Contain fibre maintaining healthy digestive systemFibre 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 WholegrainIncreased 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% WholegrainWholegrain Guaranteed Nestle Green Banner = WholegrainNew ! Contains 35% more Wholegrain Kelloggs Nutrigrain BiscuitsMultigrain & High Source of FibreEat Better Forever, Wholegrain

Real Fruit and Whole Grains

Summary of Edme materials in Breakfast CerealsProven useCereal 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