industry innovation within the natural...

Industry Innovation

Within the Natural Market

Food Matter Live 2014

London

Dr. Christiane Alexander, analyze & realize GmbH

© a&r 2014

Agenda

• What is natural?

• What is innovation?

• Examples for natural ingredient innovation

• Strategies for finished product innovation

• Learnings

© a&r 2014

What is natural?

parsley

X

semi-synthetic

X

nature-identical

chemicals

chemical synthesis

chemical modification

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What is innovation?

Innovation

consumer

chemical synthesis


manufacturer B2C

• new ingredient combination:

• new product

• line extension

• flavour

• dosage form

• packaging, bottling

• claims/marketing

chemical synthesis


ingredient producer B2B

• develop new ingredient

• new source

• method:

• extraction

• production

• health effect (claim)

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Advantages of Innovation

• Exclusive rights (being the only one)

• True invention (patent)

• Health claim approval

• Novel Food approval

• other advantage (at least, being the first one)

• Marketing idea

• Meeting consumer need, perception

!

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Agenda





• Learnings

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Example: new ingredients

brand name:

• salmon protein hydrolysate

• natural food grade: 100% salmon

• extraction process developed for russian cosmonauts

• Norwegians up-scaled the process

• Potential sports and medical nutrition

• self-affirmed GRAS status in US

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Example: new ingredients

brand name:

• dipeptides carnosine, anserine

• natural food grade: 100% chicken muscle

• suspected health effects on muscle and brain

• Innovative extraction process

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Example: innovation in source

Superfruits

pomegranade

cranberry

acai

acerola

goji

Trendy sources for vit C

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Example: innovation in extraction

• Vit C is a top ingredient

• Completely learned by the endconsumer

• Many health claims available for Vit C:

• Helps collagen production

• Supports the immune system!

Easy trick to boost the marketing of your product:

simply add vitamine C and us approved health claims!

But: products use synthetic Vit C (ascorbic acid)

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Example: innovation in extraction

DIANA generated a USP for their Vit C:

• Natural Vit C isolated from Acerola berries

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Example: innovation in health claims

Califorinia waltnuts:

• Pealed nuts

• Premium oils

• Ice cream

• Muesli

• bars

EFSA health claim for blood flow!

Growing awareness

Sold in groceries, organic shops,

drugstores

High quality, premium product

Marketing highlighting health and taste

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Example: new claim focus

claim „natural“!...if you can‘t claim „healthy“... Lutein and zeaxanthin have lost four attempts to win a health claim for vision benefits in the

EU.

Most brands have started to promote natural, instead:

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Astaxanthin: to be or not to be natural!

Interesting battle ongoing between astaxanthin producers:

Astaxanthin

• is a carotenoid

• belongs to xanthophyll family

• leads to red colour of sea food

• extracted from algae

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Synthetic astaxanthin Natural astaxanthin

DSM Cyanotech, Algatechnology, Fuji

NAXA (Nat. Astaxanthin

Association9

Regulatory status:

Registered as food additive in US

since 1995

GRAS status, NDI notification

Chemistry:

Free form Monoester forms

Stereoisomeric mix of 3 forms 1 steroisomeric form

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Synthetic

astaxanthin

Natural

astaxanthin

free form esterified form

- de-esterified in GI tract

bioavailable,

resorbed into blood stream

probably less bioavailable,

resorbed into blood stream

not clear

which version has the greater activity in-vivo

in humans.

agree that this may be claim higher anti-oxidative

potential in-vitro

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Agenda





• Conclusions

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Example: expanding a local concept

Dairy sees its rebirth as natural whole food

The Greek yogurt success story:

taking an „old format“ and launch in new

geografic areas.

Natural, texture, flavours, protein content

contributed to the success.

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Example: combination/bottle format

Cranberries:

• Beverages

• Dryed fruits

• Supplements

• bars

Health claim in France

No EFSA health claim!

Growing awareness, line extension, new flavour combinations

Sold in groceries, organic shops, drugstores, restaurants

Recycling bottle format was introduced

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Example: innovation in packaging

natural cononut water

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Innovation in packaging

young coconut

contains

fresh, tasty, steril

coconut water

fermented coconut water

Big challange for coconut water manufacturers: it ferments!

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Example: innovation in shelf-life ext.

Researchers at Oregon State University have dicovered a material

found in blueberry leaves can be used to coat the berries themselves,

• delivering longer shelf life,

• boosted antioxidants,

• protection against pathogens

• and helps the berries to retain water longer.

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Example: Innovation in dosage form

Vit B12 is an essential vitamine It works through the red blood cells, by enabling them to carry oxygen more efficiently.

Effects on

• the skin

• brain

• great energy booster

Problem: very few foods are B12 rich,

only meat and eggs.

Especially vegans have to look for

• fortified foods,

• supplements or

• vitamin B12 injections

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Innovation in dosage form

micro pellets

in sticks two compartment vials

contain

vitamin powder

in the lid tablets or

dragees

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Learnings

1. Be natural, if you can!

2. Innovation can happen at various levels

3. True invention is not always needed

4. Regulatory limitations can redirect claim focus

5. Use consumer perception

6. Reinvent old concepts

7. Making use of valuable „waste material“ as natural source

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