Food with a Mission

My visit to Drinktec in Munich, Germany, last month convinced me that there is an insatiable demand for functional ingredients and products. This is undoubtedly a result of the economic crisis and inflation, as well as consumers’ expectations that their purchases are to add a greater value and the food they consume should provide more than just calories, it should provide more benefits to their general well-being.

In Indonesia for example, pregnant mothers are introduced to Frisian Flag Mama, a milk drink that is fortified with a mix of folic acid, Omega 3 and 6 fatty acids, DHA and Choline to support the brain growth of their babies.

At Fi-Asia 2009, exhibitors Asia Food Journal spoke to (see pages 29-30) are also taking strides into the functional foods sector – Family Cereal is adding collagen to cereal milk and herbal drinks and The United States Potato Board is encouraging the industry to use dehydrated potatoes to substitute a certain amount of butter and sugar needed in baked goods.

As companies from Asia and Europe walk on the same path of providing more functional foods, there will be no slowing down of new product launches that offer more value for money backed by strong marketing messages. There will also be more focus on substantiating product claims with regulatory certifications and scientific research.