clean label strategy & formulation - food beverage insider
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Clean Label Strategy & FormulationBrought to you by: Natural Products INSIDER
Vol.1 No.11 ■ November 2017 ■ US$20foodinsiderjournal.com
2 Food Insider Journal Ethnic Flavors Feeding Product Innovation November 2017
CONTENTSNovember 2017
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Clean Label Strategy & FormulationBrought to you by: Natural Products INSIDER
Innovation in Action
foodinsiderjournal.com
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13Ethnic Flavors: Culinary Inspiration for Clean Label Products
Clean and Creative Dressings, Sauces & Marinades
Primal Kitchen: Super Foods, Super Life
3Viewpoint: Passport to Flavors
25TABASCO®: An American Tradition Since 1868
3 Food Insider Journal Ethnic Flavors Feeding Product Innovation November 2017
VIEWPOINT
Flavors are critical to food and beverage product development. At the most basic level, they help to make products taste good, which is what consumers want.
The popularity of ethnic foods and authentic flavors continues to rise as consumers move out of their comfort zones to explore bolder flavors and more culturally diverse foods, opening the door for brands to tap into new market opportunities in virtually every category in the food and beverage
market. What’s more, today’s tech-savvy consumers are finding culinary inspiration from the internet, food blogs and social media—creating a virtual passport to international flavors without leaving the comfort of their homes.
Flavors are critical to food and beverage product development. At the most basic level, they help to make products taste good, which is what consumers want. Key factors affecting flavors in the marketplace are increased consumer demand for bold flavors and unique flavor combinations, and ongoing demand for more healthful products that offer specific attributes such as natural, organic, low sodium and high fiber.
This issue of Food Insider Journal examines food and beverage categories with major market opportunity for clean label products boasting bold ethnic flavors, and we also look at specific flavors piquing consumer interest.
Our Category Insight highlights how the market for clean label dressings, sauces and marinades is teeming with opportunity, as out-of-the-box flavors reach peak popularity. Brands of all sizes are developing clean label products that deliver international flavors via creatively remastered favorites that inspire. Our Innovation in Action case studies on Primal Kitchen and TABASCO® illustrate how companies have found whitespace in their categories, and the lessons that could be applied to your business.
So, when developing a new product or reformulating a best-seller, the flavor wheel is open to interpretation and innovation, creating market opportunities for products that feature more complex and regionally specific flavors.
As always, please drop me a line with any suggestions on future topics. Cheers,
Judie [email protected](480)281-6019
@judiebizz
Passport to Flavors
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5 Food Insider Journal Ethnic Flavors Feeding Product Innovation November 2017
The connected world has led consumers of all ages to become more knowledgeable about other cultures. As a result, the popularity of ethnic foods and authentic flavors continues
to rise as consumers explore bolder flavors and more culturally diverse foods, opening the door for brands to tap into new market opportunities in virtually every category in the food and beverage market.
by Judie Bizzozero
Consumers are taking their dining cues from fiery and authentic flavors offered by Latin, Asian, Italian, Mediterranean and Indian cuisines, and seeking a variety of flavor experiences from all sources, including restaurants and processed foods. Over the years, myriad cooking shows have taken the mystery (and fear) out of ethnic preparations, while the food-truck movement has delivered affordable exotic flavors to a wider demographic. And today’s tech-savvy consumer is more plugged in than ever before and finding culinary inspiration from the internet, food blogs and social media.
According to Technomic’s “2017 Flavor Consumer Trend Report,” 65 percent of consumers like trying new flavors from time to time, but only 16 percent of consumers actively seek out new flavors. Baby Boomers show a greater tendency to forgo new flavors, while Millennials and Gen-Xers drive demand for unique flavor. Differing attitudes ring particularly true for spicy, bold and ethnic flavors, with Millennials twice as likely as Boomers to order ethnic foods at least once a week.
“The growing divide in flavor preferences between Millennials and Boomers heightens the need for a product mix that appropriately balances familiarity and innovation,” said Kelly Weikel, director of consumer insights at Technomic. “Creating a small twist on classic recipes with flavors that particularly appeal to Boomers, such as smoky flavors, can provide an element of uniqueness without going too far out of their comfort zone.”
A 2014 survey conducted by GlobalData asked consumers to rank types of cuisines they ate on a regular basis. Of the 26 possible choices, the top five were American (76 percent), followed by Italian (56 percent), Mexican (40 percent), Chinese (42 percent) and Japanese (8 percent).
“Ethnic food trends tend to track immigration, and I would expect to see more interest in Middle
Culinary Inspiration for Clean Label Products
According to Technomic’s “2017 Flavor Consumer Trend Report,”
65 percent of consumers like trying new flavors from time to time, but only
16 percent of consumers actively seek out new flavors.
Ethnic Flavors:
6 Food Insider Journal Ethnic Flavors Feeding Food & Beverage Innovation November 2017
Eastern cuisine as part of this trend,” said Tom Vierhile, innovations insights director at GlobalData. “The United States is experiencing quite a bit of immigration from Asia, too, and this is going to be another big source of flavor innovation.”
While 5 percent of Americans said they consume Thai cuisine on a regular basis, and 2 percent said the same for South Korean food, Vierhile said both types of cuisines have potential for market opportunities. “The Winter Olympics are in South Korea in 2018, and that will put that country in the spotlight at least for a couple of weeks,” he said. “Thai seems approachable and different enough from Chinese food that it could have real potential to break into the top five or six types of cuisine.”
Where’s the Whitespace?Lacey Eckert, market development specialist at Kalsec, cited data
from Innova Market Insights that reported more than 6,000 new product launches featured ethnic flavors in 2016—a number that has increased year over year consistently.
“Top ethnic flavors include curry, Italian, Thai, Mexican, Japanese and Chinese, and the flavors with the strongest growth over the past four years are Ras el Hanout, Asian and Moroccan,” she said. “Over the next few years, there will continue to be an increase in specific region callouts on packaging and in the flavor profile. For example, ‘Asian’ will be described as ‘Filipino.’”
Ready meals, condiments and sauces are categories with the strongest ethnic flavor presence, she added. “This makes sense given that often ethnic cuisine requires many unique ingredients that the average consumer may not have,” Ekert said. “They can try a dish or food type as a ready meal and not commit to a cart full of groceries and ingredients they may never use again. Condiments also are an easy way to add ethnic flare to otherwise familiar dishes. For instance, one could use gochujang mixed with ketchup for their French fries or add some harissa to their favorite vegetable side dish.”
Top ethnic flavors include curry, Italian, Thai, Mexican, Japanese and Chinese, and the flavors with the strongest growth over the past four years are Ras el Hanout, Asian and Moroccan.
—Lacey Eckert, market development specialist, Kalsec
A 2014 survey conducted by GlobalData asked consumers to rank types of cuisines they ate on a regular basis.
76%AMERICAN
56%ITALIAN
40%MEXICAN
42%CHINESE
8%JAPANESE
Source: GlobalData - 2014 Survey
7 Food Insider Journal Ethnic Flavors Feeding Product Innovation November 2017
Growth of ready-to-use sauces is being fueled by Millennials who not only are
expanding their flavor palates to include global cuisines, but also are willing to spending more money on sauces or marinades that provide depth of flavor.
Pamela Oscarson, consumer insights manager at FONA International, said ethnic and global flavors are most prominent in the snack category; however, there is huge opportunity in center of the plate and side offerings.
“As consumers explore new ways to make meals driven by convenience, e.g., Blue Apron etc., we can expect their exposure and willingness to try unfamiliar flavors to increase over time,” she said. “Another area that we can expect growth is in beverage products. We are already starting to see products introduced that are inspired by ethnic beverages such as horchata and aguas frescas.”
The following categories offer tremendous market opportunity for clean label products boasting bold ethnic flavors.
Creative CondimentsWithin table sauces, traditional American staples such as salad dressings,
mayonnaise and ketchup continued to occupy the most popular spots in 2016. However, the growth of these sauces has slowed considerably in recent years, with combined sales across these categories growing by less than 2 percent in current value terms between 2011 and 2016, according to Euromonitor International’s “Sauces, Dressings and Condiments in the US” report.
At the same time, the rising popularity of ethnic cuisines has allowed alternative flavors to capitalize on the stagnating growth of traditional staples, a trend that seems destined to continue. During this period, the combined value sales of soy sauce and chili sauce increased significantly, with these two sauces accounting for 17 percent of overall table sauce sales in 2016, Euromonitor reported.
The global condiment sauces market reached US$19.3 billion in 2014 and is predicted to hit $23.4 billion by 2020 due to increased popularity of ethnic foods, according to the “Condiment Sauces Market - Global Industry Analysis, Size, Share, Growth, Trends and Forecast 2014-2020” report from Transparency Market Research.
Growth of ready-to-use sauces is being fueled by Millennials who not only are expanding their flavor palates to include global cuisines, but also are willing to spend more money on sauces or marinades that provide depth of flavor. What’s more, consumers are seeking out higher-quality condiment sauces that offer specific attributes such as organic, natural, low sugar, low sodium, etc.
The increase in use of condiments and sauces is backed by the busy way of life in developed regions and expanding urbanization in developing regions. The rising preference for fast food—which includes condiment sauces as a vital ingredient to intensify the flavor—also is predicted to fuel the market over the next five years, reported Transparency Market Research.
Another area that we can expect growth is in beverage products. We are already starting to see products introduced that are inspired by ethnic beverages such as horchata and aguas frescas.
— Pamela Oscarson, consumer insights manager,
FONA International
8 Food Insider Journal Ethnic Flavors Feeding Food & Beverage Innovation November 2017
Furthermore, the market for condiment sauces in the Asia Pacific region is anticipated to expand significantly, primarily due to increasing demand from China and Japan. In North America, the major markets are the United States and Mexico. In Europe, dominant players are Germany, France, Russia and the United Kingdom. Evolving markets such as Egypt, Mexico, Turkey, Poland, South Africa and Peru are likely to encounter growth in demand for sauces.
The days of basic, run-of-the-mill sauces and condiments are gone; they’ve been replaced with exotic flavors such as Korean barbecue, mole, chipotle and curry. What’s more, brands are partnering with other brands to bring excitement and flavor. Need proof? Blends like A.1. Bold & Spicy Steak Sauce featuring TABASCO® and Heinz Sriracha ketchup have been flying off retail shelves.
In fact, Whole Foods Market predicted condiments will take center stage in 2017, noting once rare and unfamiliar sauces and dips are showing up on menus and store shelves. Notable offerings making their way to the condiment aisle include black sesame tahini, habañero jam, ghee, pomegranate molasses, black garlic purée, date syrup, plum jam with chia seeds, beet salsa, Mexican hot chocolate spreads, piri piri sauce and harissa, as well as ancho, chipotle and guajillo sauces.
Soups Get an Ethnic MakeoverEvolving consumer preferences for unique flavors and healthier options are causing
disruption in the $20 billion global soup category, pushing brands to think outside the proverbial soup bowl and deliver innovative products that are minimally processed and made with clean, simple ingredients.
Additionally, consumer interest in unique flavor profiles is driving the trend toward unexploited, niche ethnic flavors. Soup brands are evolving beyond mainstream ethnic flavors like Thai toward lesser-known cuisines such as Brazilian and Persian, and rolling out products that allow consumers a passport to international flavor town without breaking the bank or leaving the comfort of their own homes.
Not surprisingly, chicken noodle was the most popular soup consumed by Americans in 2016 thanks to its familiarity and use as a remedy to help fight the common cold and flu, while meat and vegetable remained the second most popular flavor as its hearty nature continued to appeal to consumers desiring a filling meal in a single course, according to Euromonitor’s 2016 “Soup in the US” report.
However, in recent years, companies such as Pacific Foods witnessed strong growth due in part to organic offerings and unique flavor varieties including Poblano Pepper & Corn Chowder, Hearty Coconut Curry, Thai Sweet Potato, Cashew Carrot Ginger Bisque, and Vegetable Masala. Amy’s Kitchen has taken advantage of this flavor trend by offering soup varieties including Indian Golden Lentil, Indian Curried Lentil, Hearty Spanish Rice & Red Bean, Thai Coconut, and Quinoa, Kale & Red Lentil. Nona Lim’s line of small-batch, gluten-free, vegan and Non-GMO Project verified soups satisfy demand for ethnic and clean with its Asian Lemongrass, Carrot Ginger, Celery Root, Kale & Potato, Red Lentil Veggie, Thai Green Curry, Tomato & Thai Basil, Zucchini, Spicy Rice, and Chili offerings.
Evolving consumer preferences for unique flavors and healthier options are causing
disruption in the $20 billion global soup category, pushing brands to think outside the proverbial soup bowl.
9 Food Insider Journal Ethnic Flavors Feeding Food & Beverage Innovation November 2017
In 2016, Campbell’s launched its Well Yes!® line of soups featuring “clean, simple and nutritious ingredients,” available in nine flavors including three touting ethnic flavor profiles—Mediterranean Style Wedding Soup, Italian Vegetables With Farro, and Cajun Red Bean and Vegetable Soup.
“Our goal is to bring real, affordable and deliciously crafted soup to the soup aisle with the introduction of Well Yes!” said Sophie Arsenlis, director of marketing, soup strategy, at Campbell’s. “We thought differently about the creation of this soup, from flavor combinations, to our package design to the types of ingredients we sourced. With the Well Yes! brand, we are saying ‘yes’ to real food and well-being by only using ingredients that consumers know and trust.”
Hispanic & Italian Flavors Remain ClassicsHispanic food and beverage sales in the United States rang up nearly
$18 billion in 2015, according to Packaged Facts’ “Hispanic Foods and Beverages in the U.S., 6th Edition” report. The market’s growth has as much to do with Americans’ growing interest in unique, exotic and authentic flavors as it does with the growing Hispanic population that now accounts for approximately 18 percent of the U.S. population.
“Hispanics are experiencing an increase in purchasing power and, as a result, an increase in their influence on retail grocery offerings and on foodservice offerings,” said David Sprinkle, publisher at Packaged Facts. “But beyond mere purchasing power or even swelling population percentages, the foods and beverages that are part of the Hispanic heritage continue to make inroads into the diets of all American consumers because of a growing interest in and acceptance of new flavors, spices and dining experiences.”
Fiery ingredients such as guajillo, green chile, habañero, jalapeño, ghost pepper, chipotle, aji amarillo and Sichuan peppers are boosting the flavor profiles of a wide range of products, including breads, condiments, marinades, sauces, snacks and meal kits.
What’s more, an increasing number of brands are offering Hispanic foods and beverages free from artificial ingredients, allergens and genetically modified organisms (GMOs). Packaged Facts also reported an uptick in the use of ancient grains such as amaranth and quinoa due to their inherent nutritional value and as a substitute for wheat.
The tortilla category lends itself easily to the use of ancient grains, and the highly competitive tortilla chip category is seeing product launches with new bold flavor combinations and ingredients. In salsas and sauces, the traditional classifications of mild, medium and hot are being expanded with new products offering various degrees of sweetness and/or heat, while also adapting to new flavor trends from the mainstream, such as pumpkin.
Fiery ingredients such as
guajillo, green chile, habañero, jalapeño, ghost pepper, chipotle, aji amarillo and Sichuan peppers
are boosting the flavor profiles of a wide range of products, including breads, condiments, marinades, sauces, snacks and meal kits.
Hispanics are experiencing an increase in purchasing power and, as a result, an increase in their influence on retail grocery offerings and on foodservice offerings
— David Sprinkle, publisher, Packaged Facts
Italian and Mexican flavor profiles continued to occupy a large presence within frozen ready meals and chilled ready meals in 2016, according to Euromonitor’s “Ready Meals in the US” report.
Within frozen ready meals, Italian flavors maintained a 29 percent current value share, with Mexican dishes claiming a 14 percent current value share. Within chilled ready meals, Mexican offerings occupied a larger current value share at 23 percent, and Italian flavors posted a 28 percent current value share.
Notable brands present in Italian ready meals include SpaghettiOs® and Chef Boyardee, while Mexican ready meals include popular products such as Amy’s frozen burritos and taco kits.
Whole Foods Market predicted the pasta sector will experience more clean label makeovers in the form of alternative grain noodles made from quinoa, lentils and chickpeas, as well as grain-free options like spiralized veggie and kelp.
In 2015, Michael Angelo’s Gourmet Foods launched its Made with Organic line of meals created in response to consumer demand for food that offers both organic ingredients and authentic flavors. According to the company, each of the meals is comprised of 100 percent real ingredients, and 70 percent or more of the ingredients are certified by Quality Assurance International (QAI).
In 2016, Lean Cuisine introduced four new limited-time entrées inspired by international culinary trends and regional flavors. The four entrées—Southwest-Style Potato Bake, Chicken Tikka Masala, Cheese & Fire-Roasted Chile Tamale, and Thai-Style Ginger Beef—offer high-protein and gluten-free options and dishes made with organic ingredients.
In 2017, Bertolli increased its number of USDA-certified organic pasta sauces to four with the addition of Organic Fire-Roasted Garlic Marinara and Organic Five Cheese with Romano, Parmesan & Asiago. Just last month, the company launched its line of Bertolli® Rustic Cut™ Pasta Sauces loaded with thick-cut vegetable like peppers, onions and carrots, and free from artificial
colors, flavors and added sugars. The sauces are available in Marinara with Traditional Vegetables, Spicy Marinara with Traditional Vegetables, Roasted Garlic Marinara with Garden Vegetables, and Sweet Peppers and Portobello Mushrooms varieties.
Mediterranean & Middle EasternLong noted for its rich history and health benefits, the
Mediterranean diet—high in fiber, lean proteins, fruits and vegetables, and healthy fats and oils—continues to influence categories beyond traditional hummus and Greek yogurt. Brands are experimenting with a variety of ingredients such as sumac, turmeric, za’atar and cumin, and introducing Mediterranean-inspired creations in the snacks, bakery, prepared meals, sauces, dressings, soups and frozen food categories.
As Middle Eastern citizens continue to migrate across the world, the spices and compatible flavors are also finding their new homes in old dishes, noted Bell Flavors & Fragrances. Notable dishes include sweet bastani, an ice cream made from eggs, sugar, rose water, pistachios, vanilla, saffron and milk; and savory za’atar manakeesh, a stone-roasted flatbread brushed with a mixture of olive oil and za’atar—a blend of thyme, sumac and toasted sesame seeds—served with labneh, a Middle Eastern cheese made from strained yogurt.
Mediterranean flavors also had a strong showing in McCormick’s 2017 Flavor Forecast®, including Baharat, a fragrant, Eastern Mediterranean blend of spices such as cumin, cardamom, black pepper and nutmeg; Shakshuka, a savory spice blend of smoked paprika, cumin, pepper, cayenne, turmeric and caraway; and Skhug, a complex Middle Eastern hot sauce made with Thai bird eye chiles, cumin,
10 Food Insider Journal Ethnic Flavors Feeding Food & Beverage Innovation November 2017
Editorial credit: Sheila Fitzgerald / Shutterstock.com
11 Food Insider Journal Ethnic Flavors Feeding Food & Beverage Innovation November 2017
cardamom, coriander, garlic, parsley, cilantro, olive oil and lemon juice. The flavor house predicted a melding of Eastern Mediterranean ingredients with Western European classics such as Ash-e Reshteh, a thick, hearty soup made with beans, herbs, turmeric and flat noodles.
Asian InspirationConsumer comfort with Asian foods has expanded beyond
traditional Chinese mainstays to include Japanese, Thai, Vietnamese, Indian and Korean, as well as Asian-inspired fusion dishes. Retail sales of Asian food products in the United States rang up an impressive $461.82 million in 2015, according to market research firm Statista.
Mainstream Asian flavors such as fish sauce, doenjang, garlic chives, ginger and lapsang souchong are commonplace in the kitchen, while Asian pear, galangal, lychee, mango and papaya are among the growing and emerging flavors.
Japanese-inspired eating is on the rise, with condiments such as ponzu, miso, mirin, sesame
oil and plum vinegar making their way from restaurant menus to mainstream American pantries. Whole Foods Market called out seaweed as a rising star in 2017,
as shoppers seek more varieties of the savory
greens, including fresh and dried kelp, wakame, dulse and nori, while farmhouse
staples like Japanese-style pickles continue to gain
popularity. The trend also will impact breakfast and dessert, as consumers experiment with savory breakfast
bowl combinations and a growing number of mochi flavors like green tea and matcha, black sesame, pickled plum, yuzu citrus and adzuki bean.
The complex and intoxicating flavors of India also are in the spotlight due to consumer interest in plant-based eating and healthful living. Staples such as legumes, grains, vegetables and dairy can be transformed into culinary greatness with on-trend flavors such as curries, chutneys, turmeric, ginger, cardamom, tamarind, cinnamon, clove, cumin, coriander, lemongrass and kaffir lime. Yogurts and other ingredients like cilantro, tomatoes, nuts and cucumber also bring depth of flavor and texture to chicken and fish dishes.
Look for Asian-inspired product launches in the dressings, sauces and marinades category, as well as the ready meal and frozen food sectors, boasting trending ingredients such as coconut milk, wasabi, ginger, tempeh and natto—all of which can contribute to a clean ingredient deck.
The Last BiteAs demand for ethnic foods and bold flavor combinations
becomes more mainstream, brands must keep in mind consumers desire tasty products made with clean and simple ingredients that also appeal to a healthy lifestyle.
As noted by Mintel, brands can highlight ethnic authenticity as a means of standing apart from value offerings, similar to the way artisan, handcrafted and heritage products are growing in popularity across general food and drink categories. So, whether you’re creating a new snack, soup, sauce, dressing or frozen/ready meal, the flavor wheel is open to interpretation and innovation, which creates market opportunities for products that feature more complex and regionally specific flavors.
A critical component to success in this category is flavor innovation, according to Euromontior’s “Savoury Snacks in the US” report. Notable product launches touting sweet and spicy flavors include Smartfood Jalapeño Ranch, Angie’s Boomchickapop Sweet Barbeque, and Jalapeño and Dusted Dark Chocolate varieties of Skinny Pop. To help celebrate the 2016 Summer Olympics in Rio, Frito-Lay released four limited-time offerings (LTO) in its “Passport To Flavor” lineup of Lay’s chips—Brazilian Picanha, Chinese Szechuan Chicken, Greek Tzatziki and Indian Tikka Masala. That same year, Lay’s “Flavor Swap” initiative allowed fans to vote to either keep “classic” flavors like Flamin’ Hot and Cheddar & Sour Cream or replace them with newcomers like Fiery Roasted Habanero and Smoked Gouda & Chive.
Snack Food Sales Benefit From Ethnic FlavorsDriven by increasing urbanization levels and growing demand from developing countries in the Asia-Pacific and Eastern European regions,
the global market for savory snacks is expected to reach $138.2 billion by 2020.
13 Food Insider Journal Ethnic Flavors Feeding Product Innovation November 2017
CATEGORY INSIGHT
When the recession hit in 2008, many consumers retreated into their home kitchens and rediscovered the joy of cooking. Not only did it save them money over dining out at restaurants,
but it also allowed them to prepare and eat healthier food than if they went out.
Almost 10 years later, cooking at home is a trend that remains, even as consumers have more spending money in their pockets. Look no further than home delivery services like Blue Apron and HelloFresh for proof that staying in is in. So, it’s no surprise that demand is rising for sauces, marinades and dressings capable of elevating, customizing and completing consumers’ at-home meals.
Mintel’s most recent “Cooking and Pasta Sauces, Marinades” report stated sales of such products leapt 12 percent between 2010 and 2015, and are anticipated to continue rising 13 percent through 2020 to reach US$6.2 billion. Though marinades represent the smallest segment here, they are the strongest performing;
sales of marinades rose 24 percent to reach $1.4 billion in 2015 and are anticipated to grow 17 percent through 2020.
With a bit more discretionary income than they had in ’08, today’s home cooks are willing to spend on sauces, dressings and marinades that offer a little something extra. In Packaged Facts’ 2017 “Condiments and Sauces: US Retail Market Trends Report,” the market research firm cited an increased interest in healthy sauces and dressings, as well as those boasting exciting and international flavors. And since these attributes often carry a price premium, these trends have encouraged consumers to loosen their purse strings.
According to Packaged Facts, dollar sales rose significantly more than volume sales between 2011 and 2016, indicating a premiumization in the category and a willingness on the part of consumers to prioritize specialty items.
“The sauce market has flown under the radar and avoided the disruption that’s thrown most other categories into disarray for a while, but the hens are now coming home to roost,” said Abe Kamarck, founder and CEO of True Made Foods. “For a few years, big players were able to avoid
by Melissa Kvidahl
Clean and Creative Dressings, Sauces & Marinades
The sauce market has flown under the radar and avoided the disruption that’s thrown most other categories into disarray for a while, but the hens are now coming home to roost.
14 Food Insider Journal Ethnic Flavors Feeding Food & Beverage Innovation November 2017
scrutiny by making their products look craft and small batch, when in fact they were anything but.” Today, Kamarck said, eagle-eyed consumers are checking labels for clean ingredients and an artisan feel, and demanding adventurous flavors from brands big and small.
Better for YouIf making a salad or home cooked meal is driven (at least in part) by a
healthy eating plan, it makes sense that the dressings, sauces and marinades used are subject to clean label standards. Mintel’s report found 63 percent of consumers who use sauces and marinades seek products that are all natural, 61 percent desire those made without additives or preservatives, and 55 percent want ones made with simple and minimal ingredients.
“Consumers are looking for back to basics,” said Neelima Straiges, marketing director at Prego, a Campbell Soup Co. brand, which can be a challenge for large brands that find themselves competing with niche and regional brands on authenticity.
“Consumers are looking for something to communicate health and well-being, and that can mean different things to different people,” she said. “In this age of data and information at their fingertips, plus a distrust of big institutions—especially Millennials, whose formative years were the years of Enron, the Wall Street collapse, and other large institutions failing or not being what they were made out to be—the perception exists that big can be interpreted as being bad.”
Prego is fighting this perception with a Farmers’ Market® line of sauces in Tomato Basil, Classic Marinara, Roasted Garlic and Garden Vegetable varieties. The line is made from ingredients commonly found at a local farmers market or, as Straiges described it, “simple, straight-from-the-earth ingredients.” The Roasted Garlic variety, for example, contains diced tomatoes, tomato puree, onions, roasted garlic, olive oil and cane sugar.
Cucina Antica Foods Corp. sauces, which carry the tagline “homemade flavor” on their labels, also found success with simple ingredient lists consumers can recognize. For example, the brand’s Tomato Basil variety is made with just tomatoes, onions, extra virgin olive oil, salt, basil and pepper. According to founder Neil Fusco, it’s a differentiator the company is proud of: “Our labeling and marketing for our jars is very distinct, from the hand-drawn elements to the paper we use.” It is his hope that consumers make the connection between a homemade-inspired label and the homemade flavor and ingredients inside.
Third-party certifications are also in demand, with certified products outperforming conventional ones in terms of sales growth. According to SPINS, sales of organic condiments, dressings and marinades grew about 9 percent over the past year, as did sales of Non-GMO Project Verified products. Sales of conventional products in the category, however, stagnated with a 0.3 percent shrink.
For a few years, big players were able to avoid scrutiny by making their products look craft and small batch, when in fact they were anything but.
— Abe Kamarck, founder and CEO, True Made Foods
15 Food Insider Journal Ethnic Flavors Feeding Food & Beverage Innovation November 2017
Why? “There’s more transparency and access to information,” Fusco said. “Organic and Non-GMO Project Verified certifications help consumers trust a brand because they know they’re taking that next step toward transparency.” That’s why Galeos is taking the step to become USDA Certified Organic. The brand has always used organic ingredients; however, certification was costly. Today, said owner Andrei Leontieff, having the organic seal on the label will be a differentiator on the shelf. It also doesn’t hurt that a USDA Organic seal justifies a higher price point and one consumers are willing to pay in an increasingly specialized category.
Simple ingredients and third-party certifications are clean label demands that have permeated almost all food and beverage categories, and they are certainly not unique to sauces and dressings. Another health trend impacting the food industry overall is especially powerful in this category: minimizing or eliminating added sugar.
“Diet trends like Paleo and Whole30 are gaining steam and, in general, there is a ground swell growing against added sugar,” Kamarck said. Previously, the sugar content of sauces and dressings went largely unnoticed by consumers, he said, since most may not have considered that they use enough of the product to make a difference.
Today’s consumers, however, understand that various sources of added sugar add up. In fact, SPINS reported sales of dressings and marinades with Paleo positioning grew a whopping 308 percent over the past year. And, per Mintel, consumers actively seek out a low-sugar attribute on such products, to the tune of 45 percent.
“The sugar news is really, really bad news for the established dressing and sauce industry, since their sugar-laden sauces are often used on foods like salads and meats that consumers think are healthy,” Kamarck added.
True Made Foods circumvents this challenge completely by offering sauces and condiments made from vegetables. Its Vegetable BBQ Sauce, for example, is formulated with butternut squash, carrots and spinach for natural sweetness, instead of added sugar. According to the company, this recipe has half the sugar and the fewest calories of any barbecue sauce on the market. At Cucina Antica, no sugar is added to the product; the only sugar content comes from the tomatoes.
Galeos is taking the step to become USDA Certified Organic. The brand has always used organic ingredients; however, certification was costly. Today, said owner Andrei Leontieff, having the organic seal on the label will be a differentiator on the shelf.
16 Food Insider Journal Ethnic Flavors Feeding Food & Beverage Innovation November 2017
Inspiring and International FlavorsThe primary purpose of a sauce, dressing or marinade is to add
flavor. So it makes sense that flavor is a major driver in this category. And, as is the case in most food categories, the preferences of Millennials are influencing much of the innovation here.
According to Mintel, Millennials are likely to consider cooking as a creative outlet, especially older Millennials, who are the most likely of all age groups to consider themselves foodies. Packaged Facts reported Millennials tend to agree they like foreign foods and trying new products— far outperforming other age groups on these inclinations—so when it comes to sauces and dressings, what they want are international and adventurous varieties that will inspire them in their creative kitchen pursuits.
As a bonus, not only do adventurous flavors provide a new and exciting taste profile for home cooked meals, but they also offer shoppers something worth spending on: a special version of a product they love. The fact that volume sales have remained stagnant while dollar sales rose in this category confirms consumers’ willingness to spend a bit more on something truly special.
At Hampton Creek, makers of the Just line of foods, Ben Roche, director of product development, culinary, shared an example of such a specialty and spend-worthy product: a barbecue sauce made with local tomatoes that are then smoked and blended with creative peppers and herbs. “In other words, elevated versions of crowd-pleasing products that are both delicious yet still affordable,” he said.
This is the approach behind some of the most popular recipes at Hampton Creek, where Caesar dressing has been remastered to include hemp seeds, which replicate the texture of Parmesan cheese, as well as shiitake mushrooms, which help enhance the umami taste usually derived from anchovy paste and egg yolk. At Cucina Antica, a Tuscany Pumpkin Sauce appears alongside traditional tomato sauces, offering sauce shoppers something seasonal and fleeting and, therefore, special.
Along these same lines, fermented ingredients like sauerkraut and gochujang chili paste are increasingly attractive to dressing and sauce consumers, Roche said, and the benefits are twofold. “We try to include miso in everything,” Leontieff agreed. “As it gets older, it gets better. It does not go bad; instead, it just gets more fermented.” In this way, fermented ingredients work double duty as clean label shelf-life extenders and flavorful additions.
Our product development team here at Hampton Creek has to think of creative workarounds that will keep the emulsions intact, all while incorporating those fresh, whole ingredients in the product.
— Ben Roche, director of product development, Hampton Creek
Natalie King, executive vice president of sales and marketing at Stonewall Kitchen LLC, agreed ethnic flavor profiles are driving sales, as are fiery ones. “Our Honey Miso Barbecue Sauce and Wasabi Ginger Sauce have a strong loyalty following,” she noted, adding, “Hot and spicy are on-trend flavors, and our Honey Sriracha Barbecue Sauce is killing it.”
It’s no coincidence that these barbecue sauces are doing well. Packaged Facts reported demand for barbecue sauce grew 2.8 percent annually between 2011 and 2016, driven by consumers who sought out new and spicier flavors on the market.
Spicy and smoky flavors are also at the forefront of innovation at Galeos, where its Dijonaisse and spicy Miso Southwest offerings sell well. Just Chipotle Ranch takes a classic and kicks it up with smoky spice for salads and tacos, or anything else. In this way, these sauces
Hot and spicy are on-trend flavors.
17 Food Insider Journal Ethnic Flavors Feeding Product Innovation November 2017
and dressings retain the classic appeal consumers want, while giving them something different to experiment with. And it’s paying off.
King says Stonewall Kitchen’s out-of-the-box dressings outperform its classic offerings. Though the brand offers Classic Italian dressing, the No. 1 selling dressing is Balsamic Fig.
“Flavor combinations seem to know no boundaries,” said Meghan Swatt, brand manager at Maple Grove Farms. “Savory, sweet heat and fruit flavors are trending.” She speculated this could be because sauces and dressings represent a low-risk investment and easy commitment for shoppers who want to try something new. Or, it also could be because consumers’ tastes are changing and the dressing category needs to keep up.
“Salads are often made without lettuce now,” she said. “Now it’s quinoa, cucumbers, tomatoes, salmon—these require a different type of dressing and a different flavor profile than a ‘typical’ salad would. It really speaks to the reason there are so many flavor combinations available, and they just keep coming.”
Asian flavors are also rising in popularity in the sauce and dressings category, reported Packaged Facts, as the region’s food and culture continue to gain influence in the United States. For example, Americans have embraced sushi and wasabi, and they definitely love Sriracha.
But, as Kamarck pointed out, internationally flavored sauces must be authentic in order to please discerning Millennials. They don’t want
something that doesn’t taste true to its roots, and the good news here is truly authentic flavors align well with clean label demands.
“American barbecue sauces and dressings didn’t include much, if any, sugar before World War II,” Kamarck explained. “These new popular Asian sauces also likely didn’t originally have sugar in their recipes.” An authentic sauce, then, would be a healthier one with less sugar, by definition. “Once consumers start to realize that all
sauces, whether it’s ranch, barbecue or gochujang sauce, were originally made much differently before World War II, when sugar was
a luxury versus a commodity, we may see a convergence of authenticity and health trends,” he added.
What’s the Catch?While new and exciting flavors represent an opportunity for dressing,
marinade and sauce brands to reinvent themselves and attract new shoppers, this trend also presents its fair share of challenges.
According to Roche, spicy ingredients like peppercorn and chilies can contain volatile oils and compounds that can break an emulsion. “Our product development team here at Hampton Creek has to think of creative workarounds that will keep the emulsions intact, all while incorporating those fresh, whole ingredients in the product,” he said. Just Mayo Chipotle is one example of how the brand has been able to use exciting spices in familiar formulations.
Flavor combinations seem to know no boundaries.
— Meghan Swatt, brand manager,
Maple Grove Farms
Now it’s quinoa, cucumbers, tomatoes, salmon—these require a different type of dressing and a different flavor profile than a ‘typical’ salad would.
18 Food Insider Journal Ethnic Flavors Feeding Product Innovation November 2017
Homemade and authentic flavors and recipes also will need to rely on natural preservatives, as anything artificial would compromise the appeal. However, as Swatt, pointed out, consumers expect a long shelf life for these kinds of products.
“In most cases, natural ingredients are going to cost more,” she added. “What is the tolerance for the price of a dressing? How much are consumers willing to pay for more natural ingredients? That is the balance I think we are trying to determine as a category.”
Madhu Sridharan, director of brand platform analytics at Hampton Creek, said one way to keep the price low on authentically made and flavored sauces is to source locally grown and native ingredients since this approach “avoids longer lead times in procurement and the use of preservatives and fertilizers to force unnatural growth.” As a bonus, local ingredients further boost a product’s appeal among health-minded shoppers.
As specialty flavors grow in popularity and appeal to wider and wider audiences, the niche brands offering these kinds of products are finding themselves expanding their reach and facing some packaging challenges as a result of it.
This is an issue faced by True Made Foods. As Kamarck pointed out, a high-acid and low-pH product can be preserved naturally with clean label ingredients such as vinegar; however, when sugar and other preservatives are removed, you must adhere to a higher fill temperature, which limits packaging options. “Glass is easy,” he said. “Plastic is much harder.”
This is a hurdle the brand came up against when it repackaged its ketchup into mass-market-friendly squeeze bottles. “To move our ketchup into a plastic bottle, we’ve had to use a thicker and more expensive polypropylene bottle, versus the less expensive polyethylene terephthalate (PET) bottle used by our competitors that have so much sugar they can fill at a lower temperature,” he said.
But True Made Foods is not alone. Galeos also has used glass in the past; however, Leontieff explained the heavy packaging was preventing the brand from accessing its growing consumer base that shops on Amazon. The company’s solution was a different packaging approach altogether.
“As soon as you change to pouches, Amazon is in,” he said. “With pouches, they’ll take the product on consignment and ship it themselves, which is big for us because the prices keep rising in supermarkets. We are keeping the cost down for our shoppers by giving them this online option.”
One way to keep the price low on authentically made and flavored sauces is to source locally grown and native ingredients since this approach ‘avoids longer lead times in procurement and the use of preservatives and fertilizers to force unnatural growth.’
— Madhu Sridharan, director of brand platform analytics, Hampton Creek
This True Made Foods video illustrates how kids can’t tell the difference between vegetable-based ketchup and traditional name-brand favorites.
19 Food Insider Journal Ethnic Flavors Feeding Product Innovation November 2017
In December 2013, as Sriracha fever was picking up steam in the United States, hot sauce manufacturer Huy Fong halted shipment for 30 days due to concerns about microorganisms in its popular Sriracha product. Then, the brand’s California factory was hit with a lawsuit when locals complained of spicy odors emanating from the plant and exacerbating heartburn and asthma symptoms.
According to Packaged Facts, news story after news story about Sriracha—and the fear it may disappear from the American market—drove peak popularity during 2013 and 2014. Today, the condiment’s cult following has solidified it as a solid mainstream flavor trend; supermarket shelves are packed with Sriracha-flavored potato chips, hummus, popcorn and more.
And, brands in the dressings, sauces and marinades category are tapping into Sriracha’s popularity by amping up their offerings with the spicy ingredient. Just Mayo in a Sriracha flavor is on supermarket shelves, as is Heinz Sriracha ketchup, and Veracha, a vegetable-based Sriracha from True Made Foods that boasts the same heat, texture and garlic flavor as Sriracha, but without the added sugar. Instead, it’s naturally sweetened with tomatoes, spinach, carrots and butternut squash.
Flavor Spotlight:
At Bragg Live Food Products, the preservation solution proposed by Kate Phillips, food science and quality assurance, is moving the product from the shelf to the refrigerated case.
“When a dressing has to be refrigerated, it usually means that it doesn’t contain preservatives that will artificially extend the product’s natural shelf life,” she said. And the special positioning attracts consumers willing to pay a premium for a fresher product.
Trends toward flavor and ingredient authenticity haven’t gone unnoticed by Prego, though this opportunity actually presents an additional and unique challenge for larger brands. “Consumers need to trust that big brands that have typically only delivered mainstream, Americana flavors can also deliver more trendy flavors,” Straiges said.
In an effort to change the conversation and make the case for authenticity, Prego launched and has had success with Thai Green Curry and Korean BBQ sauces. “Consumers love those,” Straiges added, “but we had to overcome the barrier in some consumers’ minds that Campbell’s can deliver bold flavors in a segment that previous generations wouldn’t have tied Campbell’s to.”
SRIRACHA
In this video, Patricia Bragg, CEO, tells how Bragg Live Food Products has championed an “eating well, living well” philosophy.
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21 Food Insider Journal Ethnic Flavors Feeding Product Innovation November 2017
For Mark Sisson, food as fuel is a cornerstone for healthy living. Sisson, a former elite endurance athlete, hung up his professional running shoes 26
years ago and took up the mantle of empowering people to take responsibility for their own health and enjoyment of life. Along the way, he authored of a series of health and fitness books, and with the help of business partner Morgan Buehler, created Primal Kitchen in 2015—a brand that began simply with mayonnaise, then branched into a range of salad dressings, marinades, vinaigrettes, avocado oil, collagen protein bars and shakes, and, most recently, a chain of fast casual Primal Kitchen Restaurants.
Simply put, Primal Kitchen products were created to fill a personal nutrition need. For 20 years, veggie and protein-rich salads were a part of Sisson’s daily rotation. His go-to dressing was simple balsamic vinegar and olive oil, because as he put it, pre-made dressings were either laden with industrial seed and vegetable oils (which he believes to be “primary instigators in all manner of chronic disease”) or they boasted wonderful ingredient claims but had zero flavor. The same was true for many condiments like ketchup, mayo and barbecue sauce. So, he decided to make his own.
INNOVATION IN ACTION
Primal KitchenHeadquarters: Oxnard, Californiaprimalkitchen.com
by Joanna Cosgrove
Using “primal-inspired” natural fats and phytonutrient- and antioxidant-rich, high-ORAC (Oxygen Radical Absorbance Capacity)-scoring herb and spice ingredients as a starting point, Sisson eschewed synthetic vegetable and seed oils, as well as artificial colors, flavors or fillers. His first product was a decidedly healthy mayonnaise, formulated with avocado oil, as well as organic, cage-free eggs, organic vinegar and salt.
Headquartered in Oxnard, California, Primal Kitchen’s product line features nutrient-dense offerings that are full of heart-healthy natural fats, clean protein and ingredients rich in antioxidants, vitamins and minerals. The company boasts six avocado-oil-based dressings: Ranch Dressing, Caesar Dressing, Green Goddess Dressing, Balsamic Vinaigrette & Marinade, Greek Vinaigrette & Marinade, and Honey Mustard Vinaigrette & Marinade. The products are sold nationally in
Primal Kitchen: Super Foods, Super Life
22 Food Insider Journal Ethnic Flavors Feeding Product Innovation November 2017
grocery stores such as Whole Foods Market, Kroger, Publix, Stop & Shop, Giant, Sprouts Farmers Market, Natural Grocers and New Seasons, as well as in independent, co-op grocery stores nationwide. The company also has an online presence with Amazon, Thrive Market and GNC.com.
Clean Product CreationWhen deciding which products to bring to life, Primal Kitchen puts a lot of effort into
balancing high-quality ingredients with great taste.“In the world of real-food eating, it’s often what you put on your food that keeps it
interesting,” said Ana Goettsch, marketing director at Primal Kitchen. “We’ve largely driven the popularity of avocado oil, and the supply chain has become more competitive as a result. We’ve invested a lot of time and energy into ingredient sourcing and testing. Having a good quality assurance and supply chain team on board has been the biggest help.”
Goettsch noted the timeline spanning product ideation to product production and delivery of product to retail depends on the ingredient supply. “Primal Kitchen has led the market in innovation, so we continue to strive to bring products to market that we know customers demand,” she said.
Like Sisson, similarly healthy-minded consumers want one thing: quality. One attribute that separates Primal Kitchen products from other brands is its nutrient-dense formulations.
“That simply means that, calorie for calorie, they offer more essential nutrition than cheaper, mass-marketed alternatives,” Goettsch explained. “The entire collection aims to exquisitely satiate while also packing beneficial fats, high-quality, clean protein and nutritional ingredients such as avocado oil, collagen, oil of oregano and apple cider vinegar.
We’ve largely driven the popularity of avocado oil, and the supply chain has become more competitive as a result.
— Ana Goettsch, marketing director, Primal Kitchen
One attribute that separates Primal Kitchen products from other brands is its nutrient-dense formulations.
Morgan Buehler
23 Food Insider Journal Ethnic Flavors Feeding Product Innovation November 2017
Generating a BuzzWhen it comes to getting the word out about Primal Kitchen products,
social media continues to be the company’s best outreach tool. “Mark has been building a community of health-conscious consumers for years with his top-read blog, Mark’s Daily Apple,” Goettsch said. “Primal Kitchen has leveraged our social media audience to build a lifestyle brand that consumers are proud to make part of their daily routine for its dedication to quality product, ingredient integrity and delicious flavor.”
More than just a hub for health and fitness information, since 2006, Sisson has used his blog platform to champion a healthier food system by challenging traditional thinking and encouraging informed decision-making as it relates to food, lifestyle and fitness choices. The overarching theme of the blog is a concept known as the Primal Blueprint, a philosophy of living much like people did 10,000 years ago: “eating real, unadulterated foods that enhance optimal gene expression, engaging in functional and playful fitness that builds lean muscle and maintains ideal body composition, and practicing supportive lifestyle habits that foster stress-free, joyful living.”
Business partners Mark Sisson and Morgan Buehler created Primal Kitchen in 2015.
The ingredients in Primal Kitchen dressings, condiments and other products are always free of dairy, gluten, grain, refined sugar and soy, and most products in the company’s line of Avocado Oil Salad Dressings are Certified Paleo and Whole30 approved. “Our mayonnaise is kosher, certified gluten-free, Whole30 approved, Certified Paleo, sugar-free,” Goettsch noted.
In addition, almost all of Primal Kitchen’s products are 100 percent organic and certified non-GMO (genetically modified organism) by the Non-GMO Project—and there’s good reason for that. According to the company’s website, “While organic is non-negotiable for some ingredients like eggs, it’s just not worth the huge added expense for certain others.” What’s more, “avocados, for instance, don’t need to be bought organic, because pesticides can’t penetrate their tough skin.”
Opting for non-organic avocados also equals a cost savings. “Organic avocado oil costs almost four times as much as non-organic, so you’d be paying four times as much for a jar of mayo with no appreciable added benefit,” the company reported. “If we’d wanted to rip you off just for the organic claim, we could have opted for organic canola oil. But that’s just not our style—we’d rather mix non-organic, quality ingredients when appropriate with select organic nutrients, rather than contaminate our foods.”
When it comes to getting the word out about Primal Kitchen products, social media continues to be the
company’s best outreach tool.
24 Food Insider Journal Ethnic Flavors Feeding Product Innovation November 2017
Food For Thought
Using a mix of non-organic ingredients with other high-quality, nutrient-rich organic ingredients can save production costs without sacrificing quality.
Watching health and consumer trends can provide insight that supports a product line extension or new product launch.
Use social media as a platform to not only champion your products but also to encourage informed decision-making about food and lifestyle.
Like the Daily Apple blog, the Primal Kitchen blog offers practical tips and recipes for consumers keen on incorporating Primal Kitchen products into their meal repertoires.
“His blog fosters compelling, critical and enjoyable health discussions, and continues to be one of the most visited health and nutrition blogs on the internet today, with almost 2 million unique visitors per month,” Goettsch said. “Mark’s best-selling book, “The Primal Blueprint,” has become the roadmap for millions of Americans following a paleo/primal lifestyle. Read through hundreds of testimonials of people’s lives that have been saved by the impact of Mark’s vision, and you can clearly see how he has pioneered an innovative new model for wellness.”
Primal Kitchen dressings and related products are an extension of the Primal Blueprint clean eating focus, as are the Primal Kitchen Restaurant franchises, which recently opened in Granger, Indiana, and Culver City, California. They are described as a chain of organic, “clean” restaurants offering a diverse menu of meals and snacks, accessible to the masses. Like Primal Kitchen retail products, the restaurant menu is characterized by the use of healthy oils, locally sourced, organic and unprocessed ingredients.
“Mark continues to challenge our food system,” Goettsch concluded. “His line of real-food ingredient products not only tastes great but also enhances the nutritional profile of foods we eat, proving to the industry that you don’t have to sacrifice health for flavor.”
Like Primal Kitchen retail products, the restaurant menu is characterized by the use of healthy oils, locally sourced, organic and unprocessed ingredients.
Mark Sisson
25 Food Insider Journal Ethnic Flavors Feeding Product Innovation November 2017
Edmund McIlhenny founded McIlhenny Co. in 1868 on Avery Island, Louisiana. This was where he developed the recipe for TABASCO® brand Original Red Sauce,
and where TABASCO® Brand continues to grow and process peppers to this day. Three simple ingredients—red peppers, vinegar and salt—make for complex flavor that has become the standard for hot sauce around the globe. This simple recipe has been maintained through five generations in a direct line of McIlhenny descendants, up to and including current president and CEO, Tony Simmons.
According to the company’s website, “The diet of the Reconstruction South was bland and monotonous, especially by Louisiana standards. So, Edmund McIlhenny decided to create a pepper sauce to give the food some flavor and excitement.”
INNOVATION IN ACTION
TABASCO®
Headquarters: Avery Island, Louisianatabasco.com
TABASCO®: An American Tradition Since 1868
Where It All BeganAs a food lover and avid gardener, McIlhenny was gifted
seeds of Capsicum frutescens, which he sowed, nurtured and harvested on Avery Island. McIlhenny fell in love with the flavor and spiciness of the peppers and grew his first commercial crop in 1868. The following year, 658 bottles of sauce were sold at $1 each to grocers in New Orleans and throughout the Gulf Coast. The original bottle was similar to a cologne bottle with a fitment to allow for “sprinkling” rather than pouring the
by Danielle Rose
26 Food Insider Journal Ethnic Flavors Feeding Product Innovation November 2017
pungent and concentrated sauce. The bottles were then corked and sealed with green wax. By 1870, the recipe was patented, and bottles were sold throughout the United States, and in parts of Europe by the end of 1873. Today, TABASCO® Sauce is labeled in 22 languages and dialects, and sold in more than 185 countries and territories.
The Magic Behind the MashThe McIlhenny family takes pride in a sauce that is as pungent
today as it was 150 years ago. The peppers are mashed the same day they are picked, and then sealed in white oak barrels to be aged for up to three years. Every morning, Simmons goes to the factory and personally inspects every barrel that is to be blended with vinegar in the mixing vats that day and for the next 28 days. Simmons analyzes the mash for its color, aroma and taste. If there is any question, the barrel is discarded.
“The aging process, the meticulous quality inspection, the three simple ingredients … that’s what’s different about TABASCO® Brand,” said Jud McLester, McIlhenny Co. corporate chef and ingredient sales manager. “No one else has that commitment to quality, and that process has not been changed since 1868.” The Many Faces of Sustainability
As noted on its website: “As a company that is nearly 150 years old, we want to build a business that is sustainable for the next 150 years.”
For a company that has been thriving for 150 years, sustainability is key. This is true not only for ingredients, but for consumer, partner and employee relationships, maintenance and stewardship to the land, and consistency in product. Avery Island is where tabasco peppers are grown, where salt is mined, where the product is made. It is also home to the company’s one and only factory, the TABASCO® Museum, Restaurant 1868, a bird sanctuary and botanical garden, and it is where many of the company’s employees call home.
Heirloom peppers, descended from the same seed stock as McIlhenny’s first pepper crop, are still grown on the Island. Once at the peak of ripeness, they are handpicked and the seeds dried and sent to family-owned and -operated growers around the world. McIlhenny Co. maintains personal relationships with these growers to ensure their practices meet its standards for quality, consistency and sustainability.
This video shows how utilizing the meticulous original production method of the 1800s continues to set the historic brand apart.
As mentioned in one of its website videos: “Avery Island is not just a sanctuary for plants and birds, but also for a way of life. Our products
and our people are intertwined with the food and lifestyle of Cajun Country … We’re proud of the TABASCO® Sauce we make and we’re just as proud of the place we come from. It’s a place where traditions are preserved. So too is the land.”
From day one, McIlhenny Co. has maintained a no-waste policy. The company has only one production facility, on Avery Island. Its containers are 100 percent recyclable glass or plastic from local sources, reducing overall emissions. Pepper seeds, skins and strained pepper mash solids are composted or reused, and oak barrels are reused for over 50 years, before
being recycled to build fences and tables, or ground up into TABASCO® brand Wood Chips.
Connecting With Consumers, Retailers and Other BrandsTABASCO® Brand is more than simply its pepper sauces. The recipe,
process and philosophy might be simple, but how the brand connects with the world at large is as varied and complex as the consumers who have used the products over the years.
Starting in 1993 TABASCO® Brand began reaching out to more varied taste palates by offering other unique pepper sauces. Its line includes seven different varieties in addition to its original recipe: Sweet & Spicy (perfect accompaniment to Asian-style foods), Buffalo Style (a thicker blend of red cayenne and garlic for sandwiches, barbecue and wings), Green Jalapeño (a milder blend for pizza, salads and Southwest/Mexican cuisines), Sriracha (a perfect blend of sweet and heat), as well as Garlic, Chipotle and Habañero flavors.
The brand has also expanded its exposure and applications in a wider range of foodservice settings through its serving formats. From single-serve Mini-Bottles to kitchen-friendly bulk formats, TABASCO® Brand makes it easy for consumers, chefs and retailers to use its products
This video highlights how the McIlhenny family continues to support species conservation and sustainability practices.
28 Food Insider Journal Ethnic Flavors Feeding Product Innovation November 2017
Food For Thought
Meticulous quality inspection is critical to maintaining product integrity and a brand’s legacy.
Maintaining personal relationships with growers ensures their practices meet your standards for quality, consistency and sustainability.
Partnering with other brands to create a unique product increases exposure and shows versatility of the products.
quickly with minimal cleanup. For example, plastic pump inserts make it easy for foodservice industries to dispense, change and clean. Meanwhile, front-of-house pump canisters allow patrons to customize dishes quickly and easily while minimizing waste.
TABASCO® Brand values its relationship with its retail consumers, maintaining transparency in a clear, simple way that engages its audience without filler. The website hosts short, informative videos and clear, concise information. Meanwhile, on Facebook, simple, vibrant and informative videos and recipes communicate the process of creating the TABASCO® brand Family of Flavors®. For example, photos of a recent crop of peppers ready for harvest and a simple caption let people know where it all started.
The brand’s Instagram account mirrors the stark, sharp and simple images on the company’s website and Facebook with different recipes, locations and more, all of which invite a discussion of different tastes and perspectives from across the nation (and the world).
Brand Partnerships: Building A Community of QualityA 2009 study through Creative Research Services found that one 5-oz.
bottle of TABASCO® brand Original Red Sauce provides approximately 100 servings, almost three times more than competing brands. It also contains 1/7 the amount of salt per serving as other brands. These economic and health benefits, when combined with the brand’s strength, offers TABASCO® Brand the opportunity to garner partnerships with chefs, restaurants, and even other brands.
TABASCO® has partnered with Popeyes® Louisiana Kitchen, Slim Jim®, Cheez-It®, Jelly Belly®, Krystal, Qdoba Mexican Eats® and A.1. Sauce, among others, to create unique products that utilize the pepper sauce and industrial ingredient portfolio. Brand partnerships have allowed TABASCO® Brand to not only sell more sauce, but to bring more exposure through the versatility and usability of their products.
“A lot of those companies came to us because they want the flavor of TABASCO® Sauce in their product line or menu,” McLester said. “[These partnerships] have helped position TABASCO® Sauce as more than just a hot pepper sauce that you find on the table when you go to the restaurant. It tells consumers that there’s more that you can do than just add it to your eggs.”
29 Food Insider Journal Ethnic Flavors Feeding Product Innovation November 2017
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