KEY INTERVIEW: Organic Leads the Natural Clean Label Trend that Consumers Seek

03 May 2016 --- The trend for natural, minimally processed foods shows no signs of abating, and with the growing organic sector leading the way in the trend for clear, short labeling of a multitude of foods, food producers are continually looking for ways to satisfy consumer demand for a more transparent food industry. Belgian supplier Meurens Natural has been at the forefront of the supply of organic cereal syrups for more than 20 years. Managing director Benedicte Meurens spoke to FoodIngredientsFirst about how Meurens Natural has grown with the industry and how its extensive experience is supporting today’s food manufacturers to satisfy consumer demands.

Meurens Natural was created in its current form in 1994 when it began to produce organic cereal syrups using a simple, non-refining process that produced a product that can be used for its natural sweetening properties or as technical ingredients that bring taste, color, viscosity and crispness. While most of its products are used in the cereal-based food sector, the organic syrups can be used in beverages and several other food products. They answer the need for not just a natural organic product, but also a clean, clear label without ingredients such as sugar or glucose syrup.

“In 1994 Meurens Natural began the production of organic hydrolyzed cereal syrups and today this is still our biggest range, with over 30 products in the Sipal range. In our growing Natu range, which we launched four years ago, cereals undergo the same process production as but they are made from conventional ingredients,” explains Meurens, who runs the company with her brother.

“The Sipal range is seen as the largest range of organic cereal syrups (sweeteners and technical functionalities) on the European market, due to our experience. The non refining process and the fact that the hydrolysis is applied to the flour and not just the starch (as per the common glucose industry practice) which allows the characteristics of the raw material (minerals, taste, color, etc.) to be preserved to the maximum.”

In terms of trends, Meurens highlights a number of different, sometimes intertwined patterns. While organic is still seen as the best way to eat, the trend for natural, traceable and transparent foods is growing. The consumer is increasingly looking for a clean, clear label and it sees natural as being the answer to that need.

The Sipal range also includes a selection of dried fruit derivatives, including dates, fig and prunes. These dried fruits are used for a variety of functionalities. For example, they can be used as an effective sweetener and again, they will be natural and without added sugar on any label. Dried fruit products can also contribute to the color and texture of a final product and this can also be labeled as natural.

“The core Meurens Natural range, Sipal, is organic, which is a growing trend, particularly in European supermarkets,” explains Meurens. “We see developments in organic processed foods, including special organic ingredients. However, there is also a parallel trend with clean label which addresses the concerns of the consumer. This is an extension of the organic trend, which often leads the market in natural, clean label products.”

“Our Natu range complements the Sipal organic range. It is far smaller, with just a handful of specialty products, including rice and oat syrups. These offer something to the consumer that is not organic, but is less processed than traditional alternatives and uses natural processes,” says Meurens.

The rice and oat syrups have offer sweetening & technical functionalities. Most common are the properties that lead to a more crispy texture or an appealing coating. They also give viscosity in certain products and can contribute to a desirable cereal taste.

The fruit preparations in the Natu range, including date, prune and fig syrups also, as with their organic alternative, give a taste and color alternative that is considered more natural. All of the Natu range can be used in baked goods such as cereal bars and other cereal-based product, and also beverages, desserts, yoghurts, baby food and confectionery, to name a few.

For the future, Meurens sees the trend for organic and natural products continue to grow. “Our cereal syrups provide an alternative to sugar, glucose syrup, ‘E’ numbers, etc and therefore offers a nice solution for clean labeling in organic and natural sectors.

by Kelly Worgan