Industry Innovation Within the Natural...
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Industry Innovation
Within the Natural Market
Food Matter Live 2014
London
Dr. Christiane Alexander, analyze & realize GmbH
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Agenda
• What is natural?
• What is innovation?
• Examples for natural ingredient innovation
• Strategies for finished product innovation
• Learnings
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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
chemical modification
manufacturer B2C
• new ingredient combination:
• new product
• line extension
• flavour
• dosage form
• packaging, bottling
• claims/marketing
chemical synthesis
chemical modification
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
• What is natural?
• What is innovation?
• Examples for natural ingredient innovation
• Strategies for finished product innovation
• 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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Astaxanthin: to be or not to be natural!
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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Astaxanthin: to be or not to be natural!
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
• What is natural?
• What is innovation?
• Examples for natural ingredient innovation
• Strategies for finished product innovation
• 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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Innovation in packaging
young coconut
contains
fresh, tasty, steril
coconut water natural cononut water
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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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Example: Innovation through combination
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Innovation in combination of ingredients
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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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