Thinking outside of the clean label box: “Understandable ingredients are crucial to consumers,” says Beneo exec

15 Apr 2019 --- Clean label’s evolution can be explained, in part, by the consumer desire for healthier lifestyles. Understandable ingredient lists are crucial for consumers, but they continue to expect more, further pushing the boundaries of clean label, according to Thomas Schmidt, Marketing Director at Beneo. Speaking with FoodIngredientsFirst, Schmidt expands on how Beneo is working closely with customers to help them develop product reformulations that tick more than simply the basics of the “clean label box.”

In line with Innova Market Insights’ number one trend for 2019, “The Adventurous Consumer,” more and more people seek new and exciting eating experiences. This is partly driven by the world getting more connected through both social media and travel. Consumers now want products that go beyond just being formulated with natural ingredients and without the “nasties.” Today, through promoting good health and better control of blood sugar, for example, plant-based options and ingredients that come from sustainable sources are just some of the key trends dominating the food space. However, just because consumers want more from their food and beverages, doesn’t mean that clean label status should take a back seat.

Beneo, a division of the Südzucker Group, offers functional ingredients derived from chicory roots, sugar beet, rice and wheat. It partners with companies to improve the nutritional and technological characteristics of products. Key nutritional benefits are “less fat,” “less sugar,” “less calories,” “added fiber,” “gluten-free” and dairy alternatives, as well as energy management, digestive and bone health. Technological benefits mostly focus on taste and texture improvements.

“With no standard global definition, consumer perceptions have been shaping what the food and drink industry considers to be ‘clean label.’ With this in mind, products are generally deemed to be clean label if they contain simple, recognizable ingredients, and are made up of only natural, non-chemical sounding ingredients, have undergone minimal processing and have a perceived ‘healthier’ nutrient profile,” Schmidt explains. 

Thomas Schmidt, Marketing Director at BeneoIn Beneo’s recent clean label research, the power of the label was put to the test to see what consumers actually buy. Beneo included five labels in the study. The one carrying a “no preservatives and made with natural ingredients” text was the most preferred label (by 49 percent of all the consumers surveyed), compared to “non-GMO/contains no artificial ingredients,” “vegetarian/with plant-based ingredients,” “no claim” and “free-from allergens/free-from modified starch.” When asked why they liked a particular label, more than every second consumer replied that it showed that the product was natural and it had a clear, understandable label. This confirms that clean label is intrinsically linked to the desire to fully understand and accept what consumers are eating.

“Manufacturers are taking clean label reformulation further than ever before,” Schmidt notes. Thanks to developments in functional ingredients, the Beneo Technology Center has been working with customers on a wide range of recipe concepts, including everything from cream cheese, bakery creams, ice creams and tomato-based sauces, through to spoonable dressings and ketchup, he says.

Overcoming today’s challenges
Standing out in a crowded clean label marketplace, Beneo sees manufacturers taking clean label reformulation further than ever before. 

“Adding a clean label texturizer, while reducing fat and/or high glycemic carbohydrates and maintaining taste and texture is not easy, with many technical challenges to be overcome,” Schmidt notes. However, a range of functional ingredients have been proving their worth in even the most difficult clean label applications.

Schmidt further explains how the company’s inulin and oligofructose are natural, non-GMO, clean label prebiotic fibers that are derived from chicory root via a gentle hot water extraction method, unlike some other fibers that are artificially or chemically made. “They are two of three proven prebiotics and the only plant-based prebiotics,” he claims. 

Beneo’s chicory root fibers are known to improve digestive health and inner well-being by supporting normal bowel regularity and a healthy gut microbiota by increasing beneficial bacteria. “Our prebiotics are also ideal for replacing fat or sugar in applications such as dairy, bakery and cereals. They deliver a similar mouthfeel, texture and taste,” Schmidt explains. 

In addition, Beneo’s latest grade of clean label functional native rice starch, Remypure S52, creates a window of opportunity for manufacturers aiming to create cleaner label products such as sauces and dressings that need to undergo severe processing conditions, Schmidt explains. 

Remypure S52 has a high tolerance to these conditions, overcoming low pH, high temperature and high shear. Due to Beneo’s unique thermal inhibition process, the functional properties of Remypure rice starches are obtained without using chemicals. 

“Remypure S52’s performance level is comparable, or superior, to modified food starches, due to its reduced granule breakdown during processing and it delivers results which are difficult to obtain with a traditional native rice starch,” he says. 

Furthermore, Beneo’s Orafti Inulin and Remypure rice starches support producers looking to reformulate products to meet increasingly demanding customer expectations for clean label products.

The trend towards veganism and the progression in plant-based innovation in Europe continues to gather pace. Sustainability and ethics are becoming increasingly important pillars of trust under the clean label umbrella. Consumers are demanding clean label products that convey trust and transparency. 

“With such a pull from the end-user for manufacturers to embrace this wider remit of clean label, products that can deliver health benefits, sustainably, will be in a strong competitive position,” concludes Schmidt.

By Gaynor Selby