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Riding an all-natural wave: in response to increased label reading by consumers, as well as a demand for "better-for-you" treats, manufacturers are looking for more natural solutions.

Publication: Candy Industry
Publication Date: 01-JUL-09
Format: Online
Delivery: Immediate Online Access
Full Article Title: Riding an all-natural wave: in response to increased label reading by consumers, as well as a demand for "better-for-you" treats, manufacturers are looking for more natural solutions.(Ingredient TECHNOLOGY)

Article Excerpt
[ILLUSTRATION OMITTED]

Imagine tasting a jelly candy flavored with the essences of carrot and beet. How about chocolate infused with Thai basil and kefir lime? Sound a bit far-fetched? Perhaps. But then who believed that chocolate and bacon would make a nice pairing?

The key, at least according to several experts, is that the world of natural flavors is evolving beyond just taste into a universe that delivers a whole range of wellness benefits.

Consider the following factoid from Mintel, a Chicago-based international market research firm: New confectionery products boasting "naturally flavored," "natural flavors" or "no artificial flavors" increased by 182% in North America between 2003 and 2008. The percentage is even greater in Europe--456%.

"Clean labels, natural flavors, and organic products are a global trend that spans all food segments," says Jon Seighman, Givaudan flavours applications manager, sweet goods.

So what's going on here? First, consumers perceive...

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