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
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