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Positive proteins: communicating health advantages in meat, poultry and seafood.

Article Excerpt
Some form of protein is essential to the human diet. When it comes to consumer preference, beef, pork, chicken and seafood reign as primary protein sources. Provided they aren't vegetarians, many consumers feel that a meal without a primary protein isn't really a meal. That basic need for protein has been counter-balanced by increased consumer awareness of portion control when it comes to meat, poultry and seafood. Portion control, varying protein intake and attention to package claims are three key elements consumers consider when selecting protein products.

For their part, processors are meeting new challenges by packaging proteins in convenient, safe ways and promoting food safety and clean processing practices on packages and associated marketing materials.

Across meat, poultry and seafood sub-categories, processors are taking care to communicate the source of proteins and the levels of food safety and animal treatment involved in the processing of the product. Horomone-free, free-range and organic are all label claims that are beginning to surface more frequently in the industry.

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Meat

Health and wellness related claims were prominent on new meat product packages this year with many manufacturers launching various "low in" products. According to Mintel, "Low/No/Reduced Fat" was the top claim processors made on packages. Other healthy claims related to fortification, with numerous lines enriched with vitamins (especially for children's products) and functional ingredients such as omega-3s.

Between June 2006 and June 2007, 618 new meat products with health claims on packages entered the marketplace. That's nearly 550 more products than the year previous, which gives an indication of meat processor dedication to the healthier alternative market.

One product that targeted the healthier and premium audience is Seaboard Foods' Prairie Fresh Prime. The line is made of well-marbled, grain-fed pork and meets consumer demand for nutritious, lean meat without sacrificing flavor...

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