Ingredients

No More Compromises: Harmonizing Taste, Nutrition and Affordability in Foods

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Colleen Zammer, Senior Director of Market and Product Development

According to consumer research conducted by the International Food Information Council, consumers typically prioritize taste and price over healthfulness in their foods.  Although the numbers vary slightly from year to year when asked how much of an impact a variety of factors have on their food purchase, the trends steadily show that healthfulness is not the most impactful factor in their food choices.

Drivers of Food/Beverage Purchases from 2017 Food and Health Survey, International Food Information Council

Drivers of Food/Beverage Purchases from 2017 Food and Health Survey, International Food Information Council

 

Purchase Drivers Over Time from 2017 Food and Health Survey, International Food Information Council.

Purchase Drivers Over Time from 2017 Food and Health Survey, International Food Information Council.

However, another recent body of research by the form FMCG Gurus found that when they surveyed 13,000 consumers globally regarding the claims they found most important when it comes to bread choices, fiber topped the list, because they associate it with heart and digestive health.

Ranking Claim % of Respondents
1 High in Fiber 29%
2 Locally produced 27%
3 Natural 26%
4 No added sugar 24%
5 No artificial colors 23%

When it comes to grain-based foods, specifically bread, our research with consumers provided similar feedback.  A recent focus group with head of household buyers who claim to seek out healthy foods found that they try to buy whole wheat or whole grain breads because they believe these are better for them as the fiber helps to reduce the carbs and slow their digestion.  But, knowing that doesn’t always make them want to eat it-they prefer the taste of white bread over the branny bitterness they often find in whole wheat bread.  They even went as far as to say they buy white bread for good taste, and whole wheat bread for health, and often alternate between the two.  In other words, they make choices, or compromises, between taste and health.

Clearly bread manufactures understand this, and have endeavored to meet consumers in the middle by offering fiber enhanced breads that contain fiber additives.  These concentrated sources of soluble and insoluble fiber help to amp up the fiber content of white and whole grain breads, but these fiber additives don’t always go unnoticed by consumers when they look at the label and see ingredients they don’t recognize, and ultimately the higher price tag of the product.

So, with taste remaining the number one purchase driver for consumers, and price and healthfulness becoming more aligned, it seems safe to assume that if you could provide a great tasting product that also delivers on healthfulness (not to mention a squeaky clean label), you would hit the trifecta of consumer needs, healthy food without compromising on taste or cost.

Although this combination has eluded food manufacturers for far too long, there is now a solution to their challenge, and it is called HealthSense™, a refined wheat flour that contains high levels of naturally occurring resistant starch fiber.  Replacement or enhancement of traditional wheat flour with HealthSense wheat flour will yield a delicious white bread of any style that consumers will love.  And when they look at the packaging they will find fiber they can feel good about, and a price point they can afford.

Nutrition fact panels comparing fiber in bread made refined flour and HealthSense High Fiber Wheat Flour.

Nutrition fact panels comparing fiber in bread made refined flour and HealthSense High Fiber Wheat Flour.

In case you are wondering if this is too good to be true, we’ve done the baking, and the math.  Your bread will look and taste better than any fiber-added loaf currently on the market at a comparable cost.

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