Summer 2001 Issue — Dynamism of Nutraceuticals
Britannia's View

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The Nutraceuticals and Functional Foods market is evolving at a phenomenal rate and this makes it impossible to define accurately. Estimates of the size of the global Functional Foods market vary widely depending on the definition used - limiting the definition to food and beverages that make a specific health claim on pack or in advertising, the market in Europe, the U.S. Japan and Australia results in a combined value of $5.7 billion. (Sources: Leatherhead Food RA) Taking a broader definition, to include healthy foods not necessarily making a claim, but which could be perceived as functional, the estimates of market value are closer to $33 billion. One point of universal agreement is that there is huge potential for those who recognise the opportunities presented by such a dynamic situation.

There are several key drivers creating demand for natural functional ingredients but innovation and creavivity still play a significant role. Most of these are dicated by the consumer who in this fast moving environment demand food nutritional food and drink, quite literally on the move. Recently published market information in US$4.7 billion in sales in 2000 with estimated growth to US$12 billion by 2007 (Frost & Sullivan Functional beverage Markets report 7793-88). Clear evidence of the pace of growth comes from the functional food beverages market in the US, which has seen the introduction of many nutrient-enhanced lines and products with herbal and botanical ingredients.

Today's hectic pace of life and the consquent stresses that are associated with it have been significant contributory factors to the growth of the market for positive health mamagement as consumers look for natural solutions to boost their energy levels, relieve stress and keep their immune systems fully charged. These are benefits that most consumers would actively welcome, which have helped the market transition from its "alternative" niche into the mainstream. Equally with our increasingly cash rich, time poor society, consumers are relaying more and more on convenience, processed foods but nethertheless want the reassurance that the food they are eating is nutritionally rich and will help them maintain health and wellness, which is where foods that can offer added Functional or Nutraceutical benefits come into their own. An essential part of survival in these fast growing and evolving sectors is to have a focus firmly rooted in future demands and innovative product development in order to offer customers unique multifunctional ingredients.

Positioning in the market place

Britannia Natural Products (BNP) and Obipektin AG (now sister companies within The Braes group) have comprehensive product ranges designed to meet the needs of the Nutraceutical and functional Foods market place. The business approach technology development cooperatively, to enable products to be manufactured cost effectively whilst maintaining the desired nutrients and functionality e.g. low temperature processing preserving natural colour and flavour - the primary focus is clearly on natural, multifunctional ingredients.

A key factor for any ingredient manufacture is stringent hygiene and quality control systems. Britannia has addressed these requirements by ensuring all products are both Kosher and Halal approved. Kosher approval is obtained through London Beth Din a seal of approval recognised worldwide. Obipektin, as a leading supplier to the baby food market, operates the highest standards in the food industry. Located in Switerland, Obipektin produces top quality fruit and vegetable powders for leading food manufacturers and also supply ingredients for those specifically targeting the Organic and Nutraceutical markets, with products such as Acerola Powder. Acerola is a fruit cultivated south of the Equator, growing as small red cherries that mature into yellow fruit with an acidic taste.

The fruit has a high level of Vitamin C - 20 to 40 times more than an Orange. Acerola Powder is produced by Obipektin using an innovative process - ultra low temperature spray drying technology - that preserves the taste, colour and vitamins of the original natural product. Acerola Powder contains 17% Vitamin C, together with Citric Acid and other vitamins, and is used as a nutraceutical supplement for the production of the highest quality fruit juices, jams and ice-creams.

Thaumatin (Talin™) is a proteinaceous multifunctional food ingredient contained in the fruits of the plant Thaumatococus Danielli, first discovered by a British Army Surgeon, W.F. Danielli, in the 1840's during his posting in West Africa. He found that locals were using the fruit of the Katemfe plant, which is indigenous to the green belts of Africa and from which the protein is extracted, "to improve sour fruit and bad palm wine". He wrote of the fruit's extraordinary power on the palate" and clearly identified its capabilities to "enhance flavours and mask of notes".

With many health-related ingredients (e.g. caffeine, minerals, herb extracts and vitamins) there are issues with off-notes and negative taste influences. Recent application work at Britannia has identified features of Thaumatin (traditionally promoted for its remarkable sweetening power) which masks the bitter notes associated with other functional ingredients, especially in fortified beverages. One of the immediate benefits of this natural multifunctional ingredient is simply the fact that it is already FEMA GRAS approved for inclusion in food and beverage products.

Dietary products (low-fat, low sugar) where consistencies and mouthfeel are generally considered of lower quality when compared to standard products are also suitable applications for Talin™ where a distinct improvement in "richness" and mouthfeel can be achieved.

Talin™ has many potential applications in Nutraceutical and functional products. Some of its many functional features are:

• Masks bitter and unpleasant aftertastes associated with Soya, intense sweeteners, vitamins, minerals and herbs. It can reduce the off-notes arising during storage of food and beverage products, especially noted with citrus fruits.
• Flavour modification. Increases the intensity of spice, mint and fruit flavours, producing a less aggressive, more rounded flavour profile.
• Synergy with other sweeteners and flavour enhancers.
• Mouthfeel in low fat and low calories products is increased.
• Non-cariogenic, it makes an ideal option for tooth-friendly products.
• Appropriate for diabetic products.
• Completely natural.
• Digested by the body in the same way as any other protein. At only 4.2cal/g it contributes no calories when used at low ppm levels.

New Products

New product development is a fundamental requirement in this business and our customers have an expectation of regularly being presented with novel and innovative ingredients. By way of example a recent extension of our portfolio is Flavourcin™ - a natural stable from of Allicin - the active constituent of garlic, which offers the antimicrobial and positive health benefits that have been associated with garlic through the ages. This is not an extract of garlic rather an ingredient manufactured through novel biotechnology. Early stage trails have proved successful in replacing artificial preservatives and providing a fresh natural garlic taste.

Market Development

With this evolving market there are also appearing previously unforeseen hurdles that will continue to extend time to market and this must be considered during product development schedules. One of these is the legislative needs around health claims which must be clearly sustained before entrance to the marketplace. New products will have to be able to demonstrate, through sound research, their ability to deliver all the aspects promised by the marketers.

Conclusion

In the future, functional food manufactures, faced with the predicted dramatic increase in demand for healthy food, will have to rely on innovative global natural multi-functional ingredients producers. Britannia and Obipektin are well placed to keep pace with demand because of their commitment to growing the natural functional food market in conjunction with manufacturers who want to inspire consumers with exciting new products that taste great and are naturally good for them.

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