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Overcoming the challenge of salt reduction in breakfast cereals Brigid McKevith (Nutritionist & RD, Nestle Breakfast Cereals) On behalf of the Irish Breakfast Cereal Association

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Page 1: Overcoming the challenge of salt reduction in breakfast cereals · Breakfast Cereals in Context • They are an important source of nutrients e.g. amongst Irish adults they provide:

Overcoming the challenge of salt reduction in breakfast cereals

Brigid McKevith (Nutritionist & RD, Nestle Breakfast Cereals)

On behalf of the Irish Breakfast Cereal Association

Page 2: Overcoming the challenge of salt reduction in breakfast cereals · Breakfast Cereals in Context • They are an important source of nutrients e.g. amongst Irish adults they provide:

Overview

• Introduction• Breakfast cereals in context• Focus on sodium

Page 3: Overcoming the challenge of salt reduction in breakfast cereals · Breakfast Cereals in Context • They are an important source of nutrients e.g. amongst Irish adults they provide:

Introduction

• The Irish Breakfast Cereal Association (IBCA) represents the interests breakfast cereal companies in Ireland

• Affiliated to Food & Drink Industry Ireland (FDII) within IBEC

• Members include - Flahavans, Kellogg’s, Nestle Cereals and Weetabix

Page 4: Overcoming the challenge of salt reduction in breakfast cereals · Breakfast Cereals in Context • They are an important source of nutrients e.g. amongst Irish adults they provide:

Breakfast Cereals in Context

• Breakfast cereals are a healthy breakfast choice

• They tend to be low in fat and saturated fat• They are a lower calorie breakfast choice

Page 5: Overcoming the challenge of salt reduction in breakfast cereals · Breakfast Cereals in Context • They are an important source of nutrients e.g. amongst Irish adults they provide:

Cereal : Low in Calories, High In Nutrients

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Page 6: Overcoming the challenge of salt reduction in breakfast cereals · Breakfast Cereals in Context • They are an important source of nutrients e.g. amongst Irish adults they provide:

Breakfast Cereals inContext

• They are an important source of nutrients e.g. amongst Irish adults they provide:– 7% fibre– 7% vitamin D– 11% folate– 13% ironAnd only 4% total energy

Source: IUNA

Page 7: Overcoming the challenge of salt reduction in breakfast cereals · Breakfast Cereals in Context • They are an important source of nutrients e.g. amongst Irish adults they provide:

Breakfast Cereals are an important source of dietary fibre

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Page 8: Overcoming the challenge of salt reduction in breakfast cereals · Breakfast Cereals in Context • They are an important source of nutrients e.g. amongst Irish adults they provide:

Fortified cereals are nutrient (but not energy) dense

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Page 9: Overcoming the challenge of salt reduction in breakfast cereals · Breakfast Cereals in Context • They are an important source of nutrients e.g. amongst Irish adults they provide:

Breakfast Cereals in Context

• Breakfast cereals are not a major contributor of sodium in the diet – In Ireland breakfast cereals contribute 4.2% of

total sodium intake in adults

Page 10: Overcoming the challenge of salt reduction in breakfast cereals · Breakfast Cereals in Context • They are an important source of nutrients e.g. amongst Irish adults they provide:

Focus on Sodium

Page 11: Overcoming the challenge of salt reduction in breakfast cereals · Breakfast Cereals in Context • They are an important source of nutrients e.g. amongst Irish adults they provide:

Function of sodium in breakfast cereals

• Salt increases the rate of formation of Maillard reaction products for the formation of colour, taste and flavour

Salt Concentration (%)

1.08 2.17 3.25 4.330

0

6.25

12.5

18.75

25.0

Hea

ting

Tim

e (

min

)

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Page 12: Overcoming the challenge of salt reduction in breakfast cereals · Breakfast Cereals in Context • They are an important source of nutrients e.g. amongst Irish adults they provide:

• The sensory “ triangle test ” is used to determine whether reductions can be perceived

• If successful, scale-up from pilot plant to factory trials, then to full-scale manufacturing processes

• Repeated stepwise approach achieves an acceptable reduction over time that could not be achieved in ‘one hit’

• This suggests that people do adapt to less salt

• What is not known is where the end point is- i.e. when consumers will not accept further reductions

How is salt reduced?

Page 13: Overcoming the challenge of salt reduction in breakfast cereals · Breakfast Cereals in Context • They are an important source of nutrients e.g. amongst Irish adults they provide:

Sodium Reduction

• Members of IBCA have been reducing the salt levels in their products since 1998

• Average salt reduction of products on a sales weighted portfolio basis between 1998 and 2009 was over 40%

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Page 14: Overcoming the challenge of salt reduction in breakfast cereals · Breakfast Cereals in Context • They are an important source of nutrients e.g. amongst Irish adults they provide:

Technical Challenges

• It is possible to reduce the salt content of breakfast cereals with no effect on perceived saltinessby removing some salt from the cereal base, then applying and drying a light coating of brine onto the surface of the cereal

• However, this process does not yield an acceptable product– the cooking processes generate complex biochemical reactions

leading to flavour and texture development that are very sensitive to changes in the molecular and ionic environment

• It is necessary to cook salt into the cereal dough to achieve products that are acceptable and desirable to consumers

Page 15: Overcoming the challenge of salt reduction in breakfast cereals · Breakfast Cereals in Context • They are an important source of nutrients e.g. amongst Irish adults they provide:

Barriers to future sodium reduction

• Five years ago most reformulation could take place as part of the business’s usual cycle– this is less likely to hold true today

• As the amount of sodium has been reduced, the technical effect of the remaining sodium is now at a more critical level

Page 16: Overcoming the challenge of salt reduction in breakfast cereals · Breakfast Cereals in Context • They are an important source of nutrients e.g. amongst Irish adults they provide:

Barriers to future sodium reduction

Barriers to companies may include thefollowing:

• Costs of new technologies• Costs of having multiple recipes and therefore

losses in efficiency• Administrative costs• Commercial and Technical resources associated

with new recipes – e.g. trials, pilot plant, taste testing

• Packaging write off costs

Page 17: Overcoming the challenge of salt reduction in breakfast cereals · Breakfast Cereals in Context • They are an important source of nutrients e.g. amongst Irish adults they provide:

Future of Category

• At less than 30c per bowl, breakfast cereals represent excellent value

• Industry goal to “Make healthy even healthier”• NPD focuses on minimising salt and sugar in

products and maximising fibre• Gradual change required – allowing consumers

time to adjust• Important that “healthy tastes good”

Page 18: Overcoming the challenge of salt reduction in breakfast cereals · Breakfast Cereals in Context • They are an important source of nutrients e.g. amongst Irish adults they provide:

Conclusion

• IBCA to continue will continue salt reductions where technically feasible and subject to continued consumer acceptance

• In addition we will look into salt reductions in certain children’s brands of cereal