Savory horizons: FrieslandCampina Kievit targets consumer needs for soups, sauces and ready-to-eat meal kits

06 Nov 2018 --- FrieslandCampina Kievit recently conducted a study into trends and developments in the savory market to better serve its customers in developing winning consumer products. By using its online conversation analysis, global trends such as "clean label" and "indulgence" have been studied for soups, sauces and ready-to-eat-meal kits. Based on consumer behavior and needs, FrieslandCampina Kievit has developed a selection of concepts for its customers and updated its portfolio of fat powders for the savory market. Soup, sauce and ready-to-eat meal kit manufacturers can benefit from the company’s findings and ingredients in the market, the company writes.

“Trends in the savory market are closely related to global trends in the food and beverage industry,” says Gea de Groot, Global Product Group Manager at FrieslandCampina Kievit. “Consumers look for two important things: a clear, clean and comprehensible label and indulgent experiences.”

“FrieslandCampina Kievit’s research shows that, while two years ago ownership of the topic ‘clean label’ seemed to be reserved for specialists and corporates, consumers nowadays embrace clean label as a trendy lifestyle. They demand clarity on the ingredients of products they consume, enabling them to make conscious choices. “This also means that we see a rise in the use of fresh products in meal kits,” de Groot explains. 

The same research shows that creaminess is a key driver of consumers’ search for indulgence. “39 percent of online conversations include creamy indulgence. Moreover, we see that people crave experiences in taste and texture, preferably in ways that are Instagrammable,” continues Gea de Groot. “We used this insight in our labs to, for example, develop concepts for a spicy carrot ‘souppaccino,’ a seasoning mix for ready-to-eat soup kits, and creamy chicken, shitake and a Thai Tom Yam soup. These clean label recipes, using our innovative ingredients, satisfy the needs of consumers looking for taste experiences and adventures in texture, without compromising on product transparency. Customers can use these recipes as inspiration to develop market-winning end-consumer products.” 

FrieslandCampina Kievit’s portfolio includes plant-based and dairy-based ingredient solutions. Both allow brands to leverage trends in their own unique ways. The plant-based solution offers entry into markets that include an increasing number of vegans, vegetarians and a growing focus on an "all natural" lifestyle. The dairy-based solution enables new sensorial experiences that deliver the benefits and goodness of dairy. 

While there are many plant-based products in FrieslandCampina Kievit’s portfolio, offering a solution to every challenge, the company has prioritized the Vana-Crema 50D, a palm and dairy-free solution that offers a unique and adjustable sensory profile of whiteness, creaminess and perfectly neutral taste. Its high-oleic sunflower oil base allows for an understandable label while delivering the creaminess required to leverage the consumer need for indulgence.

FrieslandCampina Kievit’s dairy-based solution, the Vana-Lata CB72B, is a cream-based fat powder that enables cream claims on product labels. This recognizable ingredient delivers unique, indulgent experiences, with high levels of creaminess. Additionally, its increased shelf-life of nine months opens up new markets for brands that are looking beyond borders.

FoodIngredientsFirst has reached out to FrieslandCampina Kievit for further details.