16 Sep 2015 --- Synergy Flavors has launched a range of eight new flavors that have been specially created for the fast-growing weight management market. The latest addition to the company’s broad portfolio of flavor solutions for the nutrition sector, the flavors work with a range of applications including shakes, powders and bars. 

Synergy draws on almost half a century of protein research in collaboration with its parent company, Carbery, a leading manufacturer of whey proteins. Recent research in partnership with North Carolina State University (NCSU) focused on the sensory analysis and flavor chemistry of various protein sources – extending the ongoing research project to vegetable proteins. The research, along with Synergy’s applications expertise and the protein capability of its parent company, enabled Synergy to develop fresh, innovative, optimised flavor solutions for a variety of protein-based sources.

These eight impactful flavors have been designed to work with a high protein meal replacement concept that contains the highest quality macronutrients including healthy fats, complex low GI carbohydrates and complete proteins, together with the suggested necessary vitamins, minerals and trace elements. This powder shake, which Synergy developed to showcase the new flavor range to the market, delivers balanced nutrition in a convenient format. 

The weight management sector, which, dominated by traditional flavor profiles such as chocolate, strawberry and vanilla, is increasingly demanding new and interesting flavor options. The flavor range Synergy has developed includes the following profiles; protein , Cinnamon Bun, Strawberry Cheesecake, Caramel Coffee, Banana Smoothie, Vanilla Cream, Chocolate Brownie and Blueberry Cheesecake. 

Hugh Evans, Marketing Manager at Synergy Flavours claims that the weight management market is still enjoying substantial growth and is expected to reach a value of €58.9 billion by the end of 2015 [Transparency Market Research]; however it is evolving. 

“As consumers become more aware of their health, more attention is given to products that can help them in maintaining a healthy lifestyle overall. Until now, thanks to the growing concern over obesity, the weight management sector had focused on weight loss, but, in order to realise its full potential, manufacturers are broadening their offering and focusing less on weight loss and more on healthy living or weight wellness,” he told FoodIngredientsFirst.

“This concept of combining a healthy, nutritious diet with exercise, rather than engaging in fad diets, means the market will need to extend the range of products and applications available within the weight management market, providing consumers with flexibility and convenience. In turn, this expansion allows for, and demands, more innovative and less traditional flavour combinations,” he notes. “Weight management products are becoming more advanced and creative flavour wise, following the lead of the well-established sports nutrition market,” Evans adds. 

For Evans, the rise of “superfoods” is playing a key role in the weight management industry today. “New and innovative ingredients, such as chia seeds and quinoa are featuring within many health foods products thanks to their nutritional qualities. More research and development into ingredients such as these may shape the future of the weight management market, encouraging the creation of a wider range of weight management products,” he says. 

Taste plays a crucial role in the success of weight management products, consumer attitudes have shifted and they will no longer compromise on the taste of food and beverages even if they provide ample nutritional benefits. Therefore, flavour masking technologies are of paramount importance in this sector. With many of the weight management products containing high levels of protein, manufacturers are looking to flavour companies to create products with a great balance of taste and nutrition. 

“As a key ingredient in many weight management products, protein is now widely accepted by consumers for its naturally functional properties. With sources of protein becoming more diverse, more complex flavour challenges may occur. In conjunction with the growing weight management market and the enhanced variety of products, manufacturers will need to give careful consideration to the development of innovative flavours designed to excite consumers and mask the off-notes of the wider range of ingredients being used in the weight management sector,” he notes. 

by Robin Wyers

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