Naturex is planning a major new drive to highlight how its extensive range of fruit ingredients can enhance premium-quality indulgent products, such as cakes, biscuits, confectionery, desserts, and other treats.
For Health Ingredients Europe, Naturex is planning a major new drive to highlight how its extensive range of fruit ingredients can enhance premium-quality indulgent products, such as cakes, biscuits, confectionery, desserts, and other treats. The Avignon, France-based company produces a wide selection of processed fruit ingredients in a variety of formats, including powders, granules, and crisps, as well as extracts. Naturex says it believes its ingredients can help manufacturers gain an edge in the highly competitive market for sweet treats by creating product that are not only delicious but have clean labels and improved nutrition content, to boot. At its HIE booth, the company will highlight new indulgent applications for its fruit and botanical ingredients.
“Indulgence is very big business. For example, sales of sweet bakery products such as cakes and biscuits were worth €8.56 billion across Western Europe in 2011, according to Mintel. Clearly it is a very large market indeed, and a great opportunity,” says Antoine Dauby, the company’s marketing director. “However, it is also a very competitive market, and growth opportunities can be hard to find. In fact, Mintel figures show that year-on-year growth in the sweet bakery category between 2010 and 2011 was only 1.3%. Further, Mintel forecasts that the market will grow just 1.6% in 2012.”
He continues, “These market conditions mean it is very important for manufacturers to create excitement among shoppers by finding a point of difference that adds value to their proposition. Our ingredients can help companies do this by improving their recipes in a way that is in tune with the trend for more natural and healthier products, enabling them to achieve standout with indulgent concepts.”