Functional food

John Kurstjens of Lipid Nutrition and Espen Thomassen of TINE BA talk to NGF about the growing market for Omega 3.

What specific benefits can omega 3 bring for both food producers and their customers?
John Kurstjens. Omega 3 fatty acids highly contribute to a healthy functioning of body and mind. They are essential fatty acids, preferably consumed in a higher level than available in a basic diet. The majority of health benefits they provide come from the two principal members of the Omega 3 family: eicosapentaenoic acid (EPA) and docosapentaenoic acid (DHA). Science shows that both EPA and DHA have a crucial role in retaining cardiovascular health. Both EPA and DHA do have a unique role in maintaining a healthy body. EPA has been shown to promote gut and respiratory health by protecting body membranes against inflammation, whereas DHA specifically contributes to the development and functioning of the brain and nervous system.

Lipid Nutrition Omega 3 products are available in different forms and offer different EPA and DHA ratios targeting specific health benefits. This makes it possible to enhance a wide variety of foods and dietary supplements and customise them at the same time.

Espen Thomassen. Both the producer and the customer are searching for an added value in products they sell and buy. Food producers need to stay in focus in this competitively growing market, as consumers are increasingly aware of health benefits. The food producers can remain in consumer's focus by reinforcing their health and wellness at the cutting edge of developments in health.

Omega 3 fatty acids have become increasingly popular among health-conscious consumers because of its widely publicised links to a wide-range of health benefits, including reduced risk of cardiovascular disease and certain cancers, joint health, and improved behaviour and mood.

Omega 3 is the healthy ingredient on everyone's lips - both suppliers and consumers. As research sheds light on its benefits and more sources become available, it will benefit food producers both in catering to the needs of their loyal customers with Omega 3 enriched foods in their loyal brands, and the customers who are getting more value for money.

What kind of food products can omega 3 be incorporated into? How are such products generally received by consumers?
ET. Omega 3 can be added into a range of products from margarine, dairy products (such as milk, yoghurt, and cheese etc.), breads and baked goods, meat-based meals, fish-based meals, and fruit-based products.

Dairy products are a good vehicle for delivery. However, there is a visible increase in bakery products as well.

The products that will have the best success depends on the market and food trends. What all markets have in common is that the products have to be of such high quality, that the Omega 3 added cannot be noticed and the content of Omega 3 per serving must give a meaningful contribution compared to the alternatives (a supplement or eating fish).

Consumers want nutritious products and are affordable.

According to a report from Global Industry Analysts earlier this year, higher incomes, lifestyle changes, growing health awareness, an aging population and a preference for convenience foods are driving the functional foods market.

JK. The potential food applications are almost limitless, examples are dairy products, like yoghurt and milk, fruit beverages, margarines and other spreads, frozen desserts and ice-cream novelties, soups, pastas and sauces, cereals, bread or cookies and crackers.

Today, you can find any kind of product in the market, targeting specific groups, such as kids, pregnant women and the elderly. The products seen are, for example, cookies, milk and margarine (fat spreads). The last two examples are also brought to market in more and more different countries and seem to be the most successful category in the market.

What are the key challenges of incorporating an ingredient like omega 3 into these products?
JK. Omega 3 oils are rich in polyunsaturated fatty acids and therefore sensitive to oxidation. Oxidation might have a negative impact on the quality of the final product and will affect the taste and smell.

The additional stability of the food application can be obtained by adding antioxidants, or chelators (e.g. citric acid or EDTA) to the food matrix. Depending on the type of food application, processing and storage parameters, several types of antioxidants can be added. There are guidelines to help the choice for certain antioxidants or chelators because the effectiveness is very much dependent on the type of application (check your local legislation to see which additives are allowed).

Lipid Nutrition is on the market with it's range of Marinol Omega 3 ingredients, which contains oils, powders and emulsion. These different forms provide different solutions to help overcome the obstacles of incorporating omega 3 into a great variety of applications.

ET. Working with Omega 3 poses a challenge for formulators, since the fatty acid is highly susceptible to oxidation, which can affect the taste of the finished product. And consumers are unforgiving; if a fortified product does not match up to the unfortified version in smell, taste and texture, it will be easily rejected.

Another challenge is the complex relationship between oxidation and sensory deterioration - and even when there are no detectible oxidation parameters, the taste of the finished product could still be terrible.

We have experienced that it is important to have full control of the value chain. In this way we control the oxidation from the start, to ensure the best quality of the oil.

A good quality ingredient in combination with high application expertise in various food matrixes is vital.

The use of proper packaging can provide further protection and could thus be a challenge too, depending on what is appropriate for the final food product. Ideally, it should act as a barrier not only to oxygen, but also to light and moisture, which can also trigger oxidation.

How do you see the future market growth potential for marine-originated omega-3 derived food products?
ET. We see a very positive growth in the market and marine Omega 3 has become an ingredient used by an increasing amount of food companies in certain industries. Marine Omega 3's development as an ingredient has become a reality in a number of particular products, for example margarine, dairy products, bread etc.

There are many applications where it is used as an ingredient. In some countries, there are quite long traditions for using marine Omega 3 in food and beverages. However, we see big differences in the amount of EPA and DHA present in these products. We believe that is it essential for customer approval of omega 3 derived products that the amounts of EPA & DHA per serving are significant and can be compared either to taking supplements or the consumption of a fish-based meal.

The product should also be a mainstream product that the vast majority can afford to buy. To be able to meet these desires, we believe that food and beverage companies should consider the quality of the ingredient supplier. The fastest and most efficient way to develop a product with marine Omega 3 is to use ingredient suppliers that have a high quality ingredient and can combine it with high application knowledge.

JK. There is considerable growth in omega 3 products and the number of product introductions with Omega 3 has increased over the last few years.

Awareness of omega 3 in general is present, but the change from consumer awareness into understanding of omega 3 benefits is the key to success. With a combination of factors like consumers increasingly interested in prevention of diseases, a growing, affluent elderly segment and continued scientific research into omega 3 oils, it is expected that the understanding of the benefits will grow significantly.

The claim regulation also plays an important role in the success for Omega 3 fortified products. Verification of claims is still going on, but some claims, like eye development, maintenance of normal blood pressure and healthy triglyceride levels, have already been authorised for use in Europe.

Over the long term, changing demographics in age, gender and ethnicity will drive longevity. But, along with this opportunity comes the challenge of identifying the right claim to appeal to the customer, combined with the ability to formulate a product that delivers a real benefit while staying within the maze of regulations and guidelines for label claims that reference health.

The panel

Espen Thomassen is Sales Director Omega 3 in TINE BA. TINE BA is a dairy co-operative that has its own production of Omega-3 ingredients that are designed to be used in various foods and beverages. He has worked within Omega-3 worldwide since 2000 and was also a member of the CRN Omega-3 Steering committee in the USA from 2001.

John Kurstjens is Global Group Manager Marketing at Lipid Nutrition, which innovates and markets scientifically sound lipid ingredients from natural origins. He is responsible for the marketing of Lipid Nutrition worldwide. Prior to Lipid Nutrition he worked in the pharmaceutical industry where he held several marketing positions. He received a master degree in Biology at the University of Utrecht and a Master of Business Administration degree of the University of Bradford, UK.