Beans with Benefits
Wednesday, March 4th, 2020
Consumers want more function in their food. More specifically, consumers are calling for more nutritionally dense and healthy benefits in their food and beverages. According to a 2019 study done by Kerry Foods in the US, 65% of consumers seek functional benefits from their food and drink. The top five most sought-after ingredients globally include omega-3s, green tea, honey, coffee, and probiotics.
Starbucks is responding to the on-going craze for functional foods and beverage with their new retail coffee launch. The products seek to offer consumers at home a “little more than their average cup of coffee.” The new range titled “Coffee with More” delivers added ingredients. The three new products include ‘Essential Vitamins’ with 5 B vitamins; ‘Golden Turmeric’ with turmeric, ginger and cinnamon; and ‘2x the Caffeine’ with twice as much caffeine as one Starbucks pod of black coffee.
In addition to Starbucks, Mondelez joined the wellness race by purchasing a minority stake in Uplift Food. Uplift Food is a start-up that sells a powdered daily fiber supplement infused with pre/probiotics. With this acquisition, Mondelez is hoping to use the investment to add functional health benefits to its own products – from cookies to crackers, to candy and beyond. The Mars Edge division is also getting in on the functional foods trend after having acquired a significant majority stake in the German functional food and beverage company Foodspring.
Consumers’ interest and awareness for pre/probiotics is rising, gut health is poised for an explosive growth, and manufacturers still have a window of opportunity to get into the space and offer the reassurance of efficacy with a product that is just as delicious.
Contributed by: Laurence Poichot, I&S Director, Integer London
Image Source: Unsplash