Creating a Clean LabelMEETING TODAY’S CONSUMER DEMANDS

Overview101

Creating a Clean LabelTrends: Flavor and FunctionThe More You Know. . .

Today we will cover. . .

Writing ‘Clean’ labels. . .

Where do I start?

What is a ‘Clean Label’? A Clean Label is. . .

. . . a clear and easily understandable listing of ingredients

. . . free of artificial ingredients and chemicals

. . . a term highly defined by consumer demands

Defining a Clean Label There is no set definition for what a “Clean Label” actually is.

Criteria is often driven by consumers and “No” marketing

“No Artificial Flavors”“No Added Sugars”“No MSG”

“Free of Preservativ

es”“No Transfats”

“Allergen Free" “Gluten Free”

“All Natural Ingredients”

The FDA has not developed a definition for use of the term naturalF D

USDA

The USDA defines natural as containing no artificial ingredient or added color and is only minimally processed.

Minimal processing means that the product was processed in a manner that does not fundamentally alter the product.

What is ‘Natural’? According to the. . .

Clean Label

A sugar by any other name….• . . . is still sugar!• Sugar vs Evaporated Cane

Juice vs Turbinado

Corn Products• From Dextrose to

Maltodextrin to Modified Food Starch

X, Y, and Z• Complex and difficult

to pronounce ingredients

• Breaking them down

Common ingredients that throw clean labels through a loop Sugar Corn Products Complex Ingredients

Organic = Clean?An Organic product label can be messy!Only guarantees that it was produced

OrganicallyWhat does that mean to me?

Be aware of Organic Ingredients

Do Organics meet my specifications

Can Organics simplify my labels

//////////////////////////////////////////////////////////////////////////

acesulfame-Kacetylated estersammonium chlorideartificial colorsartificial flavorsaspartameazodicarbonamidebenzoatesbenzoyl peroxideBHA (butylated hydroxyanisole)BHT (butylated hydroxytoluene)bleached flourbromated flourBVO)calcium bromatecalcium disodium EDTAcalcium peroxidecalcium propionateCalciumsaccharincalcium sorbatecalcium stearoyl-2-lactylatecaprocaprylobehenin

carminecertified colorscyclamatescysteineDATEM dimethylpolysiloxane(DSS)disodium calcium EDTAdisodium dihydrogen EDTAdisodium guanylatedisodium inosinateEDTAethyl vanillinethylene oxideethoxyquinFDC colorsfoie grasGMPhigh fructose corn syruphydrogenated fatsIMP irradiated foodslactylated esterslead soldered cans

methyl siliconmethylparabenmicroparticularized whey monosodium glutamate natamycinnitrates/nitritespartially hydrogenated oilpolydextrosepotassium benzoatepotassium bromatepotassium sorbatepropionatespropyl gallatepropylparabensaccharinsodium aluminum sulfatesodium benzoatesodium diacetatesodium glutamatesodium nitrate/nitritesodium propionatesodium stearoyl-2-lactylate

solvent extracted oils, as standngle-ingredient oils except alone sigrapeseed oil).sorbic acidsucralosesucroglyceridessucrose polyesterSulfitesTBHQ vanillin

Companies like Whole Foods are establishing their own clean label standards

Extensive listing of ingredients not allowed in their products

Paradigm Shift

Is this type of Clean Label model appropriate for your business?

Host of new restrictions to appeal to health oriented audiencesEmphasis on clean, natural, wholesome foods

Common Misconceptions The simplest label is not always the cleanest Ingredients like monosodium glutamate Non-GMO or organic =

////////////////////////////////////////////////////////////////////////////////////////////Simple and Clean

What is your definition?What criteria is important to you in clean labeling?

Clean

How will your customers perceive these ingredients?What ingredients do I want to focus on minimalizing/maximizing for functionality?

Ingredients Within Ingredients Complex Ingredients and their Clean Labels

a. Many ingredients contain subingredients that may not be clean-label friendly

b. Will breaking these complex ingredients down to their components help?

c. Can I remove “X” from my label while leaving “Y”?

Know your clean label goals!

Just

Bre

ak it

Do

wn?

You can turn this. . .

Salt, Spices, Maltodextrin, Modified Food Starch, Burgundy Wine Solids, Dehydrated Onion, Corn Syrup Solids, Parsley Flakes, Malic Acid, Natural Flavor, Dehydrated Lemon Peel, Turbinado Sugar, Sorbic Acid, Sulfites, Potassium Sorbate [Preservative].

Salt, Spices, Burgundy Wine Powder (Maltodextrin, Modified Corn Starch, Burgundy Wine Solids, Corn Syrup Solids, Malic Acid, Natural Flavor, and Sorbic Acid, Sulfites, Potassium Sorbate [preservative]), Dehydrated Onion, Parsley Flakes, Dehydrated Lemon Peel, Turbinado Sugar.

But is it better?

. . .Into this

Salt, Sugar, Spices, Garlic Powder, Natural Spice Extractives.

Salt, Evaporated Cane Juice Powder, Spices, Citric Acid.

Would you Consider this to be a Clean Label?

Why or Why Not?

“. . . of consumers prefer groceries with fewer and simpler ingredients. . .”

67%Nutritional Labeling and Clean Labels in the U.S.: Future of Food Retailing

Branding Yourself

Research your options

Keep on top of health trends

Know your

target audienc

e

Determine what is important to your customers

Evaluate current trends in your market

Research how you want to present your product

Trends: Flavor and Function

How Do They Affect Your Label?

Chili TrendDelicious range of flavors; not always about the heat

Fruity notesFull bodied

Regional MarketingHatch Green Chili; Hatch Valley, New MexicoAji Amarillo; PeruBahamian Chili; BahamasUnique and unusual names

Chocolate HabaneroBeaver Dam

Is hotter always better?

Trinidad Moruga 2+ M SHUCarolina Reaper 1.5 – 2 M SHUGhost Pepper 1+ M SHU (2007 #1)

2014 Hottest Peppers

SourcingAvailabilityMinimum Order QuantitiesCostHandling: Safety and Expenses

Challenges

LabelsFlavor

ProductGhost Pepper Flavored Bratwurst

Natural Ghost Pepper Flavor: Dextrose, Salt, Natural Flavor (Contains Canola Oil), Ghost Pepper.

Functional Ingredients

What is practical…?

Natural Antioxidants and AntimicrobialsNatural Extractives of RosemarySpecialty Antimicrobial Blends

Blend A: Natural Flavoring (Citrus Fruit Extracts, Topical Fruit Extracts)

Blend B: Sodium Acetate, Salt, Sodium Diacetate

Phosphate Alternatives Marinades and Precooked SausageSodium Bicarbonate

Blend A: Trehalose, Psyllium, Sodium CarbonateBlend B: Trehalose, Psyllium, Vinegar Powder

|||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||

Standard: Nonfat Dry Milk, Soy Protein Concentrate

Alternatives

Starches:

|||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||

Allergen Binders Smoked Meats

CarrageenanPotatoTapiocaRiceCorn

Allergen Free Alternatives

TeriyakiCan it be done without the Soy?

Fermented Rice Extract Powder(Maltodextrin, Sake Lees Extract [Rice and

Rice Malt], and Salt)

However…According to the FSIS Food Standards and Labeling Policy Book

TERIYAKI, MEAT OR POULTRY: Cubes or slices of meat or poultry meat which have been marinated in a sauce containing soy sauce, some kind of sweetener, and usually ginger, garlic, or wine…

Lower Sodium HurdlesPriorities: Function, Flavor, Clean Label…?

Specialty Blends may contains 10% Sodium versus 40%

Potassium Chloride, Potassium Citrate, Salt, Natural Flavoring

MSG can reduce salt by 30-40%

Blend Label

The More You Know. . .

SugarWhat’s in a name?

All cane sugar products in the marketplace differ only in crystal size or molasses content

The Truth

Pure sugar crystals are colorless. Molasses, which is naturally present in sugar cane, gives sugar color and provides the raw, ‘natural’ look.

Why does some sugar look more ‘natural’ then?

The sugar in your products is the same as the sucrose naturally present in the original sugar cane plants, and is also identical to the sucrose in other fruits and vegetables.

But isn’t white granulated sugar bad?

Evaporated Cane Juice vs Turbinado Sugar vs Cane Sugar

How it’s made

Cane Sugar

Evaporated Cane Juice

Turbinado Sugar

Juice from pressed sugar cane is washed, filtered, and crystalized through a single crystallization process on the same day it is harvested

Cane sugar goes through the same refining steps as Turbinado Sugar, but it is further filtered to remove all residual molasses and color to give you the bright, white crystal granules.

Sugar cane is crushed to extract the juice, which is filtered, evaporated, filtered again and boiled to remove some of the molasses and color before being spun in a centrifuge (turbine) and evaporated into crystalized sugar.

Wait, what is Raw Sugar? “Raw sugar is an intermediate product in cane sugar production. Produced at a sugar cane mill, it is a tan, coarse granulated product obtained from the evaporation of clarified sugar cane juice.”

MSG

Fact or Fiction

What do you think makes. . .

Ranch dressing so desirable and addictive?

A savory mushroom burger make your mouth water?

Parmesan cheese so necessary on your Italian pasta?

Monosodium Glutamate (MSG)

MSG is a flavor enhancer that intensifies the meaty, savory flavor of food… UmamiScientifically speaking – MSG is the sodium salt of glutamic acid

Natural SourceGlutamic acid is a natural occurring non-essential amino acid

Glutamate is produced in your body and is involved in cognitive functions

Controversy: MSG is (not) bad for you?1969 article – Newborn mice injected with heavy doses of MSG

Headache Numbness Flushing

Heart palpitations Sweating Nausea

Possible MSG symptom complex:

No Evidence

“Researchers have found no definitive evidence of a link between MSG and these symptoms.”

According to the Mayo Clinic

Small percentage of people have symptoms

Symptoms usually very mild

All are important demands put upon Food Scientists

Appropriate amounts of MSG can reduce salt by 30-40%

ChallengesM

SGToday’s

Lower Salt? No MSG? Tastes Good? Balanced Flavor?

Government Regulations

Generally Recognized as Safe (GRAS)Do have to label as Monosodium GlutamateFDA

EU Classifies as a food additive permitted in certain foods and is subject to quantitative limits

Food Chemical Codex regulations – the glutamate in manufactured MSG must be 99% pure

|||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||

|||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||

GMO or NON- GMO

What is the market reality?

Ingredients

What is a GMO?A Genetically Modified Organism is an organism whose genetic make-up has been manipulated in order to create or enhance desirable characteristics from the same or another species.1983 The first transgenic plant, a tobacco plant resistant to antibiotics was created

1990 Genetically engineered cotton was successfully field tested

2001 Monsanto introduced herbicide-immune soybeans otherwise known as “Round-Up-Ready”

A Brief History

In the USA as of 2014

96%94%93%

Cotton

Corn

SoybeansAre Genetically

Engineered

http://www.ers.usda.gov/data-products/adoption-of-genetically-engineered-crops-in-the-us/recent-trends-in-ge-adoption.aspx

Mixed Consensus

Unknown long term health affects that genetically modified foods will have on human health

GMOs are in their infancy

Long term studies have not been conducted to confirm that this process is safe 

Potential of “superweeds” immune to our current arsenal of herbicidesProfitable fear mongering and the burden of proof

But remember. . .

What are they good for?Genetic modification is being used to enrich crops through the introduction of nutrients and vitaminsaddresses problems like famine and malnutrition in vulnerable areasProduces higher yielding, heartier plants that are more adaptable to soils and climates and require less water to growImmunizing crops to herbicides and pesticides through genetic manipulation can decrease chemical use on the plants

Increasing Demand for Non-GMO IngredientsHealth conscious consumers distrustful of ‘Big Agriculture’3Trends

Consumers want transparency

Key

What does gluten have to do with my clean label?

More than you think!

Gluten and Gluten Free… Very Ambiguous Terms

What exactly is Gluten and what does it mean?

Gluten is a general term for the composite of two proteins found in wheat and related grains; barley and rye

Primarily wheat gluten is what gives elasticity to dough, which helps it rise, keep its shape and gives the final product texture

Why can some people not eat it? Gluten is the composite of two proteins, gliadin and glutenin. People with Celiac disease are intolerant to gliadin. If ingested, it will trigger an inflammatory immune system reaction in the small intestine.

Which Grains Have Gluten?Wheat*

Rye

Barley

Triticale

Malt

Durum

malted barley flour, malt extract, malt syrup, malt flavoring, malt vinegar

*Wheat is also one of the top eight allergens in the U.S.

Semolina Spelt Graham KAMUT® Khoraan Wheat

Which GrainsˇHave Gluten?Wheat*

Rye

Barley

Triticale

Malt

Durum

malted barley flour, malt extract, malt syrup, malt flavoring, malt vinegar

*Wheat is also one of the top eight allergens in the U.S.

Semolina Spelt Graham KAMUT® Khoraan Wheat

Don’t

Corn and rice are naturally gluten freeCorn ‘gluten’ is just the informal name for corn proteins

(none of which are gliadin or glutenin)

‘Glutinous’ rice refers to the glue-like, stickiness of when it is cooked

What about Oats and Potatoes?Oats contain avenin which is a protein similar to gluten

research has shown that most people with coeliac disease can safely eat aveninHowever. . .

Problems can occur if oats are produced in the same place as wheat, barley and rye

Potatoes are gluten free and not at all related to the gluten containing grains the oats can become contaminated with these other grains.

||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||

Celiac diseaseAutoimmune disorder that affects the digestive process of the small intestine.

Affects ~1.0% of the nation’s population

Gluten intoleranceNon-celiac gluten sensitivity

A condition arising from a syndrome of gastrointestinal response to gluten different from the immune response of celiac disease.

Affects ~5.0% of the nation’s population

Wheat allergyCauses the immune system to abnormally react to albumin and globulin, two proteins in wheat

Wheat allergy and celiac disease are different disorders!

70 percent of wheat-allergic children will grow out of it by age 14

Defining Why People are Concerned

What does the FDA say?

The FDA enacted the law that foods that

contain wheat starch, may be labeled

gluten-free if that product has been

processed to remove gluten, and tests

below 20 ppm of gluten.

As ofAugust 2014

What Gluten Doesn’t DoIt doesn’t make you fat

It doesn’t make a label (or diet) clean or not cleanIt doesn’t make food bad for you

In Conclusion

Creating your clean label is about picking priorities

It will be rare to find the perfect all natural, organic, non-GMO, allergen free, gluten free, MSG free, low sodium, cost effective, trending productFind what your customers want the most and what is a good fit for your company

Thank You!