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Not half ... whole baked: whole grains, fiber on the rise.

Article Excerpt
The baked goods category has come a long way since the low-carb craze. Processors across the category have successfully moved their new product development focuses away from sales-spike fads to balanced, essential nutrition.

Baked goods continue to be a growth category in the food industry. As is the case across food categories, a number of health initiatives are driving new product development among baked goods processors. However, two primary claims in the category this year have been whole grains and fiber. Low and no trans fat, as well as gluten-free claims are expanding, but whole grains and fiber seem to be at the forefront of ingredient development considerations.

In general, the number of health claims on new baked goods has experienced a dramatic increase in the past year. Between June 2006 and June 2007, 2,069 new baked goods featured health claims on packages. In the year previous, only 1,054 new products made similar claims. This shows that processors' interest in sending healthier messages on packaging has nearly doubled in the past year.

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"The most significant trend in the baked goods category is the growth in consumer interest for healthier, natural and convenient options," says Chuck Marcy, president, Van's International Foods, Vernon, Calif. "New products in the baked goods [category] are responding to consumers who want to bring healthier alternatives into their diets whenever possible, even with their on-the-go lifestyles.

"Our products are designed to offer consumers accessible, all-natural and healthy alternatives that they can feel good about adding to their and their family's diets," he says.

Sweets & nutrition

Sending messages about nutrition in baked goods is one thing, but actually developing a sweet baked good with a healthier profile is an entirely different story. Snack Food & Wholesale Bakery magazine observed how cookie manufacturers are catering...

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