Balancing act

If there is one thing that a Food Marketer like me has been aware of it’s the fact that more and more people are pursuing healthier habits and products to satisfy this need and this is particularly big time in the food arena. From the biggest company to the smallest organisation, everyone is offering all sorts of claims and true benefits that will make consumers live longer and healthier lives. Now, in such scenarios where functional food is becoming a quite crowded area to develop business, how are the new comers or even the existing players differentiating themselves and taking advantage of the increasing opportunities that new clinical trials, fashion and busy lifestyles are generating everyday?
The answer is old, as the first food operator probably learnt generations ago: Good taste and awesome sensorial features.

Knowing that, food ingredients leaders have been developing and introducing to the market, innovative solutions that deliver outstanding sensorial benefits for healthier products, many times overcoming emotional barriers linking consumers to the most used animal based ingredients.

In fact, for years the industry worldwide has been using the goodness of soy for a multitude of different markets like beverages, bars, nutritional supplements, baby milk and a number of other food executions. In my travels to different countries I have seen all sorts of applications of this versatile ingredient, but one thing was collective wisdom: soy is great, but the taste.... Ask any food manufacturer their concerns about launching a soy product and it is very possible that most of them will say that taste and mouthfeel are big issues. Hardly heard doubts around the benefits like the cholesterol reduction, protein quality or even positive perception justified by strong science or not.

This fortunate combination of science based goodness and versatility of use for several food processors, was the trigger for massive investments in creating ways to isolate and maximise the pure protein from the soy bean taste. New technology exploring the presence of relevant amino acids, natural benefits and making the soy protein flavour bland and suitable for several food forms was created.

The innovation is a journey but is now becoming state-of-the-art with a new product line, designed in such way that it will revolutionise the high protein beverage market. Launched as SUPRO XF by Solae Europe, this ingredient uses proprietary technology to enhance the flavour and functionality for ready-to-drink and powder beverages. And much more will come, like soy based Omegas and new uses for soy fibres.

As the market for this kind of ingredient evolves there will be more frequent use in rising categories in Europe. It is widely divulged that Europeans in general are shifting to healthy indulgence like in the UK, or are highly concerned about obesity like in Spain. In Germany, ageing population boosts health and wellness product consumption and Italians are looking for lactose and gluten free products. All good ground for use of soy protein as key macro-nutrients in weight management and sports nutrition products.

Surely though, the soy industry has also found out that beyond all these benefits, consumers want to do their part to contribute to a sustainable and healthier world. Sustainability may have different interpretations but make no mistake when you look at this 5000 year old source of protein that has been a dietary staple for millions of people worldwide: Soy protein requires 17 times less land than meat production and is a cheaper way to feed the world population and is Earth-friendly. The soy protein is comparable to milk, meat and eggs in quality, easy to digest and with proven heart benefits.

The real disruptive process though will come from those that realise that soy and animal protein can be part of a solution, which is the combination of their best features in order to quickly balance economical, environmental and social needs. Soy protein is not becoming a niche player but is combining its strengths with the mainstream protein sources. The sooner one realises that, the more successful and competitive it will be.

BIO

Colleen Conley has 30 years of experience with Solae, LLC. She currently directs Solae's Sensory Science group as Senior Group Leader and was recently appointed Associate Science Fellow within the organisation. Conley earned a B.S. degree in Food Science and Nutrition at the University of Missouri-Columbia, USA.