wild flavors & specialty ingredients - · pdf filewild flavors & specialty ingredients...

WILD Flavors & Specialty Ingredients

Bastian Hörmann

January, 30th 2016

Chocolate Flavor Innovation:

Creating opportunities with value-adding ingredients

Agenda

• Flavor Perception

What is flavor

What means flavor perception for NPD and business

• Chocolate Flavor Challenges

Regulatory

Ingredients and technology

• Flavor Innovation

Consumers’ demand

Market Trends

Opportunities with value adding ingredients

3

ADM Flavors for Products Consumers Love!

Agenda


What is flavor



Regulatory



Consumers’ demand

Market Trends


… but what is a flavor?

Flavor: Definition

More or less complex mixture (up to 300 components) for food

flavoring

= products consisting of 5-20%

flavoring and 80-95% not

flavoring ingredients (e.g. solvent, carrier).

The flavoring part is responsible for the flavor.

Flavourings are used to improve or modify the odour and/or taste of

foods for the benefit of the customer.

Composition of Flavors

Top Note

Body

Long Lasting

Flavors should…

Give taste

Strengthen /

enhance

taste Standardize the

final product

Cover off-

taste

Give

possibilities for

product

innovations

… how to find the right flavor?

Our Senses

Hearing Sight

Taste andsmell

Feel andtouch

„Taste experiences“ are based

on the combination of all

senses:

Product Perception

Smell

Hearing

TasteSight

Touch

11

Agenda


What is flavor

What means flavor perception for NPD and

business


Regulatory



Consumers’ demand

Market Trends


… what does this mean for NPD?

Role of Flavor for Marketing?

Business to Business Marketing at WILD

Placement Product Price Promotion

Product

Concept

Costs

Which impact has the flavor?

Flavors Are Responsible for a Significant Product

Feature

Marketing Mix:

Product => Flavor as part of it besides:

Packaging, Claims / other Product Features, Communication

Flavor can have significant influence on:

Preference

Re-purchasing Rate

USP

Agenda


What is flavor



Regulatory



Consumers’ demand

Market Trends


… what challenges in chocolate NPD occur

Agenda


What is flavor



Regulatory



Consumers’ demand

Market Trends


Usage of flavors in Chocolate

Source: Verordnung über Kakao- und Schokoladenerzeugnisse (Kakaoverordnung, Kakao-VO BMVEL, § 2 Zutaten

Flavors must not boost or imitate the taste of chocolate or milkfat

Flavors only can be used for adding new tastes and/or create fitting fillings for chocolate applications

Application of flavors in chocolate strongly bound to oil-soluble solvents Diacetin Triacetin

Agenda


What is flavor



Regulatory



Consumers’ demand

Market Trends


Ingredient segments for chocolate (-fillings)

Flavors

Colors

Fruit Powders/Granules

Fruit Preps

Flavor Systems/

Compounds

Lecithin/Cocoa butter improver

Agenda


What is flavor



Regulatory



Consumers’ demand

Market Trends


To innovate successfully, we need to understand

what consumers are looking for in flavors…

26

… which trends influence the flavor choice?

Demand of chocolate in key markets

Per Capita Consumption of chocolate and chocolate confectionery (kg), 2016

Source: Mintel Insights, 2016

UK CH GER RUS AUT

8.61 8.59 8.32 6.57 5.37

Human ethics and Seasonal lead in claims

0,0%

5,0%

10,0%

15,0%

20,0%

25,0%

Top claims in chocolate NPD, Europe, 10/14 – 10/16

Source: Mintel GNPD

The blurring of lines between confectionery and

snacks continues to grow

Launches of chocolate confectionery

with crunchy textures led those with

smooth textures, and the ingredients

used to give the chocolate its crunch

came not only from nuts, but also from

biscuits, cereals and salty snacks,

including potato chips, pretzels and

tortilla chips.

In some instances, distinguishing

between a snack (e.g. chocolate-

covered potato chips) and a

confectionery (e.g. chocolate

confectionery with pieces of potato chip

in it) becomes only a matter of

definition.

Chocolate confectionery, launches by texture, global, 2016Looking forward, it is likely that lines

between snacks and confectionery

will continue to become less distinct

Source: Mintel GNPD

Growing use of ancient grains

0,0%

0,1%

0,1%

0,2%

0,2%

0,3%

2011 2012 2013 2014 2015 2016

Chocolate NPD containing quinoa, Europe

Dark Chocolate Pieces

with Quinoa, Goji,

Almonds & Sunflower

Seeds (Bel & Bio),

Germany

All You Need is Love

Chocolate Belgian Thins

(Belvas), France -

comprises quinoa &

buckwheat

More than just a crunch – opportunities to be more

explicit about ancient grains’ benefits

Raspberry &

Cranberry Super

Grains Porridge

(Quaker Oats Super

Goodness), UK

Cacao & Cashew

Quinoa Bars

(Perk!er), UK

Consumers would like to see more BFY

confectionery, although flavor still rules

In the UK, for example,

consumers are interested in a

number of flavor innovations in

sugar confectionery.

In Europe, chocolate eaters are

interested in seeing chocolate

with less sweet fillings,

suggesting another avenue for

flavor exploration.

About a third of chocolate

eaters in Germany, Italy and

Poland have already tried

products with less sweet flavors

and would be interested in

trying such products again.

Interest in new sugar confectionery flavors, UK, October 2016

While consumers’ interest in BFY confectionery continues to grow, it is undeniable that flavor is the

top driver behind confectionery purchase

Source: Lightspeed/Mintel

Agenda


What is flavor



Regulatory



Consumers’ demand

Market Trends


Various categories topping up chocolate confectionery

Vosges Haut ChocolatAlderwood Smoked Salt Caramel Marshmallows

(US)

SALT

Lindt Excellence

Sea Salt

Carré Suisse, France

Dark Chocolate with caramel and sea salt Heidi, India

Dark Chocolate – Black Salt

Chilli

Mars M&M, Puerto Rico &

USA

Chilli nuts with extracts and

flavors

Mondelez, Denmark

Dark chocolate Chili

Giant Eagle, Indonesia

Fine chilli chocolate

Lindt, Belgium Netherlands,

Poland, New Zealand, Mexico

Chili

Spices

Montezumas, Singapore

Spicy Caramel bombs

Nestlé, Switzerland

Chocolate with

Gingerbread

Hy-Vee, USA

Dark Chocolate with

Pumpkin Spice

Zhivaya Eda, Russia

Dark Chocolate with

pomegranats, cedar

nuts and pepper

Source: Mintel GNPD

Diverse Markets inspiring chocolate to new sensational flavor indulgence

Bissinger's Fig Balsamic Truffle Dark Chocolate contains 75% dark

chocolate, selected California Figs and a hint of aged Italian balsamic. The manufacturer source all natural

ingredients with the cocoa beans originating from the Cote d’Ivoire

region

Fig Balsamic Truffle Dark Chocolate, USA

Co-Op Gold Dark Chocolate Mango Mangosteen

Bites is made with 100% natural mangoes and mangosteensin pure dark chocolate, and retails in

a 200g resealable pack (Canada)

Dark Chocolate Mango MangosteenBites, Canada

Milka Collage, Europe

Chocolate filled dried raspberry, caramelized hazelnuts and dark

chocolate drops

Cloetta, Finnland

Ice Cream Waffle Chocolate Tablet

Source: Mintel GNPD

All-time-trend ‘fruity’ gets in shape for indulgence loving consumers

Lindt, Germany

Raspberry Delux in dark chocolate

Mondelez, France

Côte d’Or with fruit chips

Lemon // Red Berry / Passion fruit // Orange

Storck, Germany

Strawberry,Cherry,Peach-Passion,Joghurt-Lemon

Orion, Czech Republic

Lemon&Mint

Ferrero, Germany

White Chocolate Pineapple-Lime

Russel Stover, USA

Dark Chocolate bite with fruit flavored filling

Pomegranate // BlueberrySource: Mintel GNPD

Agenda


What is flavor



Regulatory



Consumers’ demand

Market Trends


… how to include this in a product concept?

Latest Flavor Innovations

Popcorn –

Strawberry

Popcorn –

Latte Macchiato

Popcorn –

Chocolate

Popcorn –

Salted Caramel

Banana –

Cardamom

Apricot –

Lavender

Pineapple –

Ginger

Physalis –

Cinnamon

Popcorn ConnectionMovie Stars

Chocolates with a special touch

Summary

• Flavor Perception has a strong influence on

consumers‘ choice

• Taste & Texture

• Product Differentiation

• NPD needs fitting raw materials and application

knowledge

• Flavors

• Fillings

• Inclusions

• Innovation strongly follows market demands for

ingredients which are boosting

• Inspiration

• Indulgence

Thanks!

Bastian HörmannProduct Manager FOOD

WILD Flavors & Specialty Ingredients

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