Kievit offers savoury food concepts

FrieslandCampina Kievit’s latest study of trends and developments in the savoury market relied on the company’s exclusive online conversation analysis, as well as in-depth market information.  The major manufacturer of food and beverage ingredients looked at global trends like ‘clean label’ and ‘indulgence’, with respect to soups, sauces and ready-to-eat-meal kits.

Based on consumer behaviour and needs, Kievit developed a selection of promising concepts for its customers and updated its portfolio of fat powders for the savoury market. Manufacturers of soup, sauce and ready-to-eat meal kits can benefit from Kievit’s findings and ingredients to win in the market.

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

Consumers want experiences in taste and texture in way that are Instagram-able, according to ea de Groot, Global Product Group Manager, FrieslandCampina Kievit.

Clean label trendy lifestyle

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.”

The same research shows that creaminess is a key driver of consumers’ search for indulgence. "A stunning 39% of online conversations include creamy indulgence. Moreover, we see that people crave experiences in taste and texture, preferably in ways that are Instagram-able,” added 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, shiitake 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.”

A pair of solutions

FrieslandCampina Kievit’s portfolio includes plant-based and dairy-based ingredient solutions. Both solutions 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.

Cream-based fat powder

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