Naturally white

THE MARKED consumer preference for organic, 'safe' ingredients is fuelled by a mindset that equates 'natural' with 'healthier'¹. This consumer demand has resulted in many food manufacturers across the region exploring natural solutions, which has prompted the growth of what has been coined the 'clean labelling' in Asia. Recent reports show that the number of products launched on clean label platforms in Asia increased from 1,235 in 2003 to more than 7,675 by 2010², and the numbers show no sign of slowing down.

Confectionery manufacturers in particular are responding to increased 'clean label' demand, in a market where traditionally used ingredients are increasingly being replaced by natural alternatives. Titanium dioxide has long been used by confectionery manufacturers to achieve a bright white coating in products like sugar coated candies, gums or pastilles. However, the ingredient has been subject to recent controversy with regards to possible carcinogenic effects. Responsible industry players are looking to replace this chemical compound in their manufacturing process.

BENEO's rice starch can be used as a natural alternative, with no undesired impact on taste. It also helps manufacturers achieve that 'bright white' appearance that has been a feature of products containing titanium dioxide. The rice starches have varied applications and technological benefits that make for added versatility. The specific derivative used in former titanium dioxide reformulations, Remy B7, has the highest whitening capability and the highest gelling point of all of the BENEO rice starch range. That is, regular coating temperatures (between 65 and 80 degrees Celsius) will not cause any problems on the ingredient.

Additionally, the presence of sugar in applications using the rice speciality increases the Brix degree and gelling point in such a way that for most common confectionery recipes, cooking temperatures of more than 90 degrees Celsius can be applied without any risk of starch gelification. Good clean advice Almost 10% of all confectionery launches between September 2011 and September 2012 carried either natural or additive/ preservative-free claims³ showing that 'clean label' related assertions was the single most popular claim in the confectionery sector.

In addition to this, research suggests gum is set to grow at some 6% to 7% in value terms in 2014⁴, with major growth coming from Asia markets such as India, Indonesia, Vietnam and China5. Therefore, gums and candies formulated with BENEO's rice starches could stand to be very popular with 'naturality' inclined consumers if introduced to the region.

1. Kampffmeyer Food Innovation (2012) 'European Expectations of Clean Label' http://kfi.kampffmeyer.com/sites/kfi.kampffmeyer.faktor3server.de/files/attachments/press_kit_englisch.pdf
2. Innova Market Insights (November 2012)
3. Innova Market Insights (November 2012)
4. Euromonitor International (2013)
5. Ibid