Keeping It Natural

Natural and clean-label trend is driving new product development

---

NATURAL may be one of the most abused adjectives when used in relation to foods and beverages, but for some years now, interest and demand for natural ingredients has been rising. A greater number of consumers are reading labels and the more activist among them are blogging or reading blogs to look for food and beverages that contain natural ingredients, preservative-free and 'clean label'. In part this has to do the association of natural foods with better health as well as the association of certain synthetic additives and ingredients with allergies or even behaviour modification. There is no legally binding definition of 'natural products', although market research company Datamonitor has one that would be acceptable to many consumers: "Natural products contain no artificial additives, no sweetening, colouring or preservative agents, and no raw materials from the chemical industry. In addition, they must be naturally grown, must undergo minimal processing procedures, and may not contain any additives that do not exist naturally." Similarly, whilst no legal or clear definition exists for 'clean label' ingredients, there is a general agreement that it reflects the growing desire for more natural and organic ingredients as well as doing away with artificial aromas, colour and flavours and other additives. This 'free of" trend also refers to the use of flavour enhancers, added aromas, preservatives and colouring agents, which are indicated via E numbers on labels and packaging. Despite the lack of clear-cut definitions, market researchers Mintel find that consumers are assuming natural products are better for them. Their research indicates that the number of new products making natural claims increased steadily in all regions between 2005 and 2009, whilst consumer interest in 'minus' claims shoppers' enthusiasm for low-fat, low-sugar or low-calorie claims) or added functional ingredients claims ('plus' claims) has waned; their interest in natural claims has continued to grow. Recent developments Whether in beverages, confectionery or in the frozen foods counter, new product development is moving toward elimination of artificial additives. The ingredients industry is responding, and giving manufacturers more leeway in responding to the growing consumer preference for clean label products. Colours. Studies associating artificial colourants with skin disorders and behavioural problems in children are sending off warning signals in increasingly health-conscious consumers. Manufacturers are therefore increasingly rethinking the use of artificial colours in their products, and gradually replacing them with colours from nature. In the European Union, article 24 of the regulation (EC) No. 1333/2008 requires that products containing six artificial colours - Tartrazine (E 102), Quinoline Yellow (E 104), Sunset Yellow (E 110), Carmoisine (E 122), Ponceau 4R (E 124) and Allura Red (E 129) - need to bear a warning label "may have an adverse effect on activity and attention in children". WILD has new additions to its Colours From Nature® banana, mango, mandarin, redcurrant, elderberry and lime, which allow for clean labelling without E-numbers. GNT say they offer manufacturers a full range of natural concentrate colours, allowing the reduction or elimination of E-numbers and satisfying customer preferences. Their Exberry colours are manufactured through physical processes without selective extraction of pigments, and therefore retain the characteristics of the source material, GNT claims. To meet labelling requirements, they recommend declaring colour extract as follows: 'concentrate (carrot, pumpkin)' or 'carrot concentrate, pumpkin concentrate'. Preservatives. Perhaps the biggest backlash in the growing interest in clean label foods has been against biocides and other chemicalNike