Understanding consumers’ attitudes toward food and what motivates their purchasing habits is not black and white. Consumers have a complex relationship with food driven by such factors as health, emotion, geography, nostalgia, culture, ethnicity, and religion. To be more effective at helping Americans to eat healthful diets, product developers and nutritionists must acknowledge and respect the many roles that these factors have, said Mary K. Young, Executive VP, Edelman.

Young and other experts presented their perspectives and research on society’s relationship with food during the session, “The Way We Eat: Weaving Cultural Anthropology and Consumer Science into Food Product Development.” The session began with a discussion by Polly Adema, a culinary anthropologist, whose research has shown that food choices are affected by culture rather than science. What is considered edible in one culture is not considered so in another. Take insects for example, which are a source of protein and other nutrients and an ingredient in contemporary cuisine in many cultures but not in America, she said. It is probably safe to say that Americans will not be indulging in meals consisting of crickets, wasps, and other creepy-crawlers anytime soon. But who knows. At one time garlic was frowned upon by Americans and thought of as a food only Italian immigrants ate. Over time, however, socio-cultural dynamics helped transition garlic as well as other foods of Italian heritage from foreign to fad, emphasized Adema. Now, store shelves are filled with products drawn from Italian and other cultural heritages as Americans have become more accepting of them.

Culture still influences consumer choices and preferences but so does the need to eat healthy foods. Young presented results of four studies conducted by Edelman that show many consumers believe that food production is on the wrong track by using too many additives and preservatives and they want more transparency in regards to nutrition and ingredient information. However, consumers are reasonable in their expectations; while they do not expect food companies to produce only “better-for-you” foods, they do want healthful food choices available.

Unfortunately, eating a healthy diet is difficult for many, said Kantha Shelke, Principal, Corvus Blue. Food product developers and nutritionists tell consumers to eat healthy foods like fruits, vegetables, dry beans, legumes, nuts, and seeds but do not consider that these foods are expensive and often out of reach for budget-conscious consumers. By developing foods that balance health, indulgence, and convenience, product developers will have success at meeting the demands of these consumers. Shelke added that product developers also need to keep in mind two things: Consumers do not always know or cannot express what they want and consumers can tell developers what they want when they see, touch, and taste it.

A number of food and beverage prototypes demonstrate how dairy ingredients can contribute to improved taste, functionality, and nutrition, while solving many of today’s formulation challenges. These prototypes, which can be sampled at U.S. Dairy Export Council, Booth 6139, target different consumer groups and showcase the latest trends, ranging from satiety to low-sodium formulating.

For example, Americans are urged to cut back on salt, and food and beverage manufacturers are looking for solutions. One possibility is permeate, a dairy ingredient that provides salty characteristics while helping formulators reduce sodium content levels in products without sacrificing their taste. A butternut squash soup prototype is made with permeate.

Emerging research suggest that spacing protein intake throughout the day provides optimal benefits. Prototypes including a protein-packed waffle and a chilled pasta salad made with cheese and whey protein are just some of the ways to make this “spacing” possible.

A sweet potato bread pudding, made with whey protein, is a new twist on an old favorite. The incorporation of whey protein can help the mature consumer who is interested in maintaining muscle strength to support an active lifestyle.

As consumers look for ways to improve their eating habits, yogurt is being viewed in a new light as a valued dairy ingredient.  Yogurt can be used as a functional ingredient in products for added flavor and nutrition. A refreshing, savory yogurt-based beverage that takes its cues from ethnic influences is highlighted.

These prototypes were developed by different dairy research centers throughout the country, illustrating the knowledge and resources of these food scientists.

A number of food and beverage prototypes feature ingredient innovations that can help overcome specific functionality challenges. For example, a brownie is made with a whole-grain cocoa replacer. A high-diglyceride oil is specifically developed for potato par frying. A low-expansion tortilla pellet delivers texture and bite for snack applications. And a new line of natural colors address stability issues.

Let’s sample some of these imaginative solutions:

• A new line of natural cocoa replacers, CocoaPlus^™, is based on whole-grain specialty flours which mimic the color, functionality, and flavor of cocoa powder. The cocoa replacers from Briess Malt & Ingredients Co, Booth 7349, replace ingredient costs while preserving and enhancing the cocoa flavor of many foods. Made from North American-grown barley and wheat, the ingredient can be used to replace natural, black, and some specialty cocoa powders at rates varying from 5% to 50%, depending upon the application. Blind taste tests are conducted at the booth to determine whether participants can tell which brownie is made with cocoa powder and which one contains the whole-grain alternative.

• The latest flour innovation from ConAgra Mills, Booth 5029, provides superior food safety while preserving gluten functionality and taste appeal. The new flour line and patent-pending system is highlighted in prototype food products, along with other products from the company’s portfolio. These include Ultragrain^® (whole wheat flour with the taste, texture, and appearance of white flour); Sustagrain^® (ultra-high-fiber whole-fiber grain); Ancient Grains (amaranth, millet, quinoa, sorghum, and teff in flour, multigrain blend, and gluten-free forms); and Eagle Mills^® Gluten-Free All-Purpose Multigrain Flour (multigrain flour blend featuring Ancient Grains that deliver whole-grain nutrition, functionality, and mainstream taste and texture for gluten-free products).

• A new yogurt powder, developed by Grande Custom Ingredients, Booth 7247, provides a more pronounced yogurt flavor and creamier mouthfeel and texture than current versions in the marketplace. The ingredient is suitable for use in coatings, dips and dressings, candies, snacks, smoothies, frozen desserts, nutrition bars, and cereal inclusions.

• Cooking demonstrations showcase the benefits of high-oleic soybean oil, Plenish^™, from Pioneer Hi-Bred, Booth 8055.The oil has zero g of trans fat and 20% less saturated fat than commodity soybean oil and enhanced stability for food preparation. It offers more than 75% oleic content (the highest of any soybean under commercial development). Benefits of the oil include higher stability for frying, increased fry life, improved flavor, increased shelf life for manufactured products, decreased equipment maintenance, and blending opportunities.

• A high-diglyceride oil for potato par frying enhances the nutritional profile of the product while maintaining a desirable flavor profile. The oil, Trancendim^® 130, is the result of a breakthrough high-diglyceride technology developed by Caravan Ingredients, Booth 7013. Potatoes fried in oil systems utilizing the ingredient can benefit from zero g of trans fats, decreased saturated fatty acids, and a structure that prevents freezer clumping and crumbling. Additionally, the oil has no impact on finished product sensory attributes.

• A new low-expansion tortilla pellet from J.R. Short, Booth 7052 has a special crinkle shape which provides the texture consumers expect from traditional, higher-fat-content tortilla chips but in a whole new look. These tortilla pellets are also available in a medium range expansion that can be air popped and are very low in fat. The flavor innovation and healthy appeal can be further boosted by incorporating vegetables such as black bean, red corn, or sweet potatoes in the formulation.

• Dairy-based protein ingredients from Fonterra (USA) Inc., Booth 7131, demonstrate functionality and nutritional benefits in several prototypes. A range of whey protein isolates, ClearProtein^™, are designed for clear, clean-tasting powdered and ready-to-drink applications. A functional milk protein, DeluxeProtein^™, can enhance the taste and texture of a thick, creamy Greek-style yogurt. A whey protein concentrate powder, PowerProtein^™, delivers specific functional benefits and a source of protein for aerated protein bars.

• A new line of natural colors offering increased stability are available from Food Ingredient Solutions, Booth 4607. The line, FISclear^™, uses emulsification techniques to address stability concerns. Emulsions are produced with particle sizes in the 50–100 nm range, providing clarity, stability, and shelf life. The colors work well in liqueurs, are clear, and do not ring. Potential applications also include clear confections.

Although the culinary traditions of New Orleans provide the stimulus for many of the food and beverage prototypes sampled at the IFT Food Expo, other products are influenced by a variety of global flavor trends and the cuisines that come from those areas. Let’s look at some of these exciting developments in flavor, flavor combinations, and ethnic cuisines.

• Experience Mediterranean Mezze at Innova, a Griffith Laboratories Company, Booth 6747, and how it utilizes a new line of clean label meat flavors called Ultra-Clean^™, part of the Robust^® Ultima portfolio.The flavor line is designed to deliver the flavor characteristics inspired from classic culinary cooking techniques using only clean label ingredients. Prototypes available for sampling include Greek Style Chicken Kabob with three sauce choices: Tzatziki, Chorizo Tomato, and Olive & Tomato Tapenade.

• A cosmopolitan flavors collection, “Urban Chic,” captures the flavor experiences of Paris, Cairo, Moscow, Shanghai, New Delhi, Cape Town, New York, Mexico, Tokyo, and Sydney. Each distinctive flavor is inspired by the culture, the environment, the differences, and the way of living of people from these 10 cities. The Nielaromes collection, launched by Jean Niel Inc., Booth 4307, is totally contemporary, cosmopolitan, urban, and multicultural, and was developed for customers looking for a new flavor but still attached to tradition, researching originality while preserving their identity. The flavor collection can be tasted in diverse applications such as jellies, confections, and beverages.

• A refreshing prototype cucumber/lemon yogurt-based beverage, featured at U.S. Dairy Export Council, Booth 6139, takes its sweet and salty flavor cues from Middle Eastern beverages. The prototype demonstrates how yogurt can be used as a functional ingredient for added flavor and nutrition.

• Exotic fruit flavors from around the world continue to find their way into food and beverage prototypes. Try a Rambutan or Yumberry Slushie at Bell Flavors, Booth 7829.

• Churros are sometimes referred to as a Spanish doughnut. Cargill, Booth 8153 adapts this ethnic dessert to create a Churro Snack Bar, made with the company’s Whole-Grain Corn Crisps. The unique snack satisfies consumers’ desire for increased fiber and whole grains while still being delicious.

• A high-fiber tortilla used in a kid-friendly quesadilla can be sampled at Grain Processing Corp., Booth 7239. The prototype features the company’s TruBran^® corn bran to easily increase fiber.

• Almond demonstrations are conducted by Research Chef Czukor at the Almond Board of California, Booth 5229. See and sample innovative yet practical almond recipe concepts within the chocolate, snacking, bakery, and cereal categories. Also, at the private hospitality event, ABC showcases the innovative pairings of almonds with ales from around the world.

• Hummus chips and curry salsa are featured by Tate & Lyle, Booth 6229. The prototype contains the company’s soluble corn fiber, Promitor 85.

• A ruby variety of prickly pear is showcased by S&P Marketing Inc., Booth 4807. This variety has an attractive magenta color. Its mildly sweet, melon, and berry profile blends well with other foods and it is high in fiber and soluble fiber, as well as other nutrients. Beverages made with prickly pear are available for sampling, including Prickly Pear Quencher and Prickly Pear Smoothie.

• A line of barbecue sauces, Cattlemen’s Master’s Reserve, is featured by French’s Flavor Ingredients, Booth 7524. These sauces provide authentic regional flavors from America’s “BBQ Capitals,” including styles of Memphis, Carolina, Kansas City, Texas, St. Louis, Louisiana (perfect for our site), Mississippi, and Kentucky.

According to socialnomics.com, if Facebook were a country it would be the world’s 3rd largest and double the size of the U.S. population. As Karen Graves, Senior Scientist from Kraft, stated in her Monday presentation “Utilizing Social Media in the Product Development Process,” social media isn’t a fad … it is changing the way the world communicates. This has a huge impact on how companies reach out to consumers. Before social media, there was one-way communication from company to consumer. Now, social media enables two-way communication and interaction. Currently, companies are leveraging social media mainly within their marketing and advertising departments and not very much in product development. But, according to Graves, there is plenty of opportunity to enhance the R&D process through social media. “Of course, this is challenging because social media by nature is viral and not confidential,” explained Graves. She went on to share advice on how to use social media throughout the product development process—from ideation, creation & development, and launch, to maintenance—while keeping proprietary information confidential.

In the first phase—ideation—companies can use social media to connect with brand evangelists for ideas. Mountain Dew recently launched Dewmocracy, a contest that asked for consumers to come up with the new flavor of soda. The consumers were even able to help pick the winner, determine advertising, etc. Also in this phase, Graves advised monitoring social media for unmet needs that might enable a new product idea. It is also possible to create customized secure social networks and invite specific consumers based on demographics to test concepts and participate in surveys and chat groups.

In the creation and development phase (which Graves noted is often the most challenging to keep confidential), companies should consider leveraging bloggers by conducting a home use blog. In this case, the company would send a product home with consumers and have them blog/journal about their experience with the product in a secure social site. This enables you to “get in the consumers home early in the process and get the true experience,” said Graves. She also advised monitoring the use of Flickr and YouTube to see how consumers are solving packaging problems or frustrations. As Graves said, consumers may think of a “creative solve” that never even occurred to you. Additionally, it is possible to create a custom social network. In Kraft’s case, they have one called the Cultivar, in which they pick chefs brains about their products in development. In the case of Philadelphia Cooking Cream, Kraft received guidance from the chefs on flavor and texture elements, in addition to recipe development.

In the launch phase, social media is extremely important to spread the word about the new product and secure consumer liking. To do this a company can redesign its social network pages (such as Facebook) to highlight the new products and interact with consumers. When Jello Tempations launched, Kraft asked their fans to upload pictures of their kids stealing their adult Tempations. Once they loaded the pictures, they unlocked a coupon offer for the new product. Companies can also take advantage of YouTube’s popularity by posting commercials and clips. It’s also important to leverage couponing through mobile applications and group coupon sites.

Finally, in the maintenance stage, social media enables companies to keep their products alive and fresh in the marketplace. To do this, companies can redesign their social network pages and/or websites to encourage interaction. In the case of Kraft’s Mac N’ Cheese, the brand ran a campaign with Twitter encouraging consumers to tweet about the product. Then, within 24 hours, the company turned some of the tweets into commercials. Companies can also foster interaction via YouTube or Flickr. An Oreo and YouTube campaign involved a video competition asking consumers to share their “Oreo moments.”

Graves concluded her presentation by stating that it is important to embrace social media now because in the future she sees a “move to a virtual product development process” and “virtual consumer and sensory testing.” The truth of the matter is that consumers often have great ideas for your company and social media enables you to hear their ideas while at the same time creating a sense of community with them.

At a press conference on Monday morning, Richardson Oilseed Ltd. (booth 5153) announced that it is introducing two margarine products specifically formulated for baking, using the company’s primary product, canola oil. On-trend for providing low-sodium and no trans-fat formulations, canola-based products are evolving the baking industry.

Bake-It Sweet has primary applications for cookies, cakes, frostings, and pie-shells, and carries the benefits of no added colorants, no salt, and no whey ingredients, which extends the useful applications for manufacturers needing colorless, low- or no-sodium, and no-whey ingredient formulations. The resulting baking margarine helps manufacturers offer a healthier nutritional profile and cleaner labels for consumers looking for low-sodium products and low saturated fats.

Roll-It Margarine is a product for baked goods such as Danish pastries and croissants which require a non-absorbing oil that is firm yet pliable in order to make thin layers of pastry that are the sign of quality in this baked goods area. The formulation uses no hydrogenated oils and no salt.

Gary Knox, Richardson’s Research and Development Manager, was the 2011 recipient of the Canadian Institute of Food Science and Technology’s Food Development Award for work on non-hydrogenated and zero trans-fat products. Canola oil is said to be the oil with lowest saturated fat of all commonly used vegetable oils and highest monounsaturated fats per serving, has high stability across applications, and this helps manufacturers offer healthier and cleaner labels on finished products. Richardson’s canola oil formulation is used in Wal-Mart’s Cardio Choice margarine.