We spoke with Aurélie Jacquet, EMEA NPD Manager at Chaucer Foods, to learn more about what consumers are looking for with food and beverage claims, and to dive in-depth on the innovation process with these functional products.
Q: What are consumers looking for in products that fit within the functionality & immunity trend?
With the growth of global consumer interests in gut health, consumers are looking for products that can ease digestive concerns. Many attribute a healthy gut to a healthy mind, tying in the importance for a supported digestive system with the help of functional and nutritious all-natural ingredients.
Q: How are functionality and immunity trends shaping the food and beverage industry?
A: Besides the demand for innovative new products, functionality and immunity claims are pushing for clear producer to consumer communication. Concise and communicative marketing is key for these new products. For full transparency and understanding, the packaging must include the claims, and how the ingredients benefit them. With the demand for benefits and ingredient transparency, we are seeing consumers look for the proof of what we’re claiming to believe it is true. For example, if a producer says that turmeric helps with digestion, they must back-up claims by listing the proof on the packaging and marketing materials for full consumer approval.
Our New Product Development teams here at Chaucer work with regulatory groups on a consistent basis to be sure of what they can or cannot use as an ingredient. The team also carefully selects and combines the ingredients together so that the final product will lead to an enjoyable snack experience.
A successful business leader must not only understand what customers want, but prepare for potential challenges that come from shifting demands. Two years ago when the immune-boosting trend began to gain momentum, we noted potential technological challenges that we would run into, and made the changes to our technology proactively. Remaining flexible allowed Chaucer Foods to be well prepared for this functionality and immunity demand to take off as it is today.
Ready to learn more about Chaucer Foods’ functional and immune-boosting ingredients and how you can deliver convenient yet healthy options to customers? Contact us at firstname.lastname@example.org to connect with our team.