Today’s consumer is eating differently. Is your brand ready to benefit stack your portfolio?

With a higher percentage of Canadian consumers aware of GLP-1s and one in 20 Canadians using GLP-1s,1 the impact on the food industry is becoming more pronounced. From more protein and fibre to a drive toward whole ingredients and cleaner labels, consumer preferences are reshaping how food manufacturers think about innovation and about reformulating their current portfolios.

Recently Ardent Mills International Marketing Manager Reid McEachran took part in two industry events where diverse panels of thought leaders shared insights and opinions on the impact of GLP-1 medications, the move toward cleaner labels and the growing consumer demand for more nutritional density from their favourite foods.

“Our customers are navigating an incredibly dynamic foodscape right now,” said McEachran. “We’re working with them to optimize their formulations for the impending increase in GLP-1 usage, as well as for other factors like seeking out whole grains and ingredients they know and trust.” McEachran added that what these factors typically translate into is an increased expectation for added fibre and protein, noting that products have to meet consumers dietary goals while balancing sensory expectations for flavour, texture and the overall eating experience. 

“Our research shows that benefit stacking — formulating products with as much nutrient density as possible — is a great way to achieve this. Consumers seek an average of 8.6 different eating behaviours concurrently1, like more fibre and protein, as well as gluten free, whole grains, cleaner labels and more.” What this means for the retail shelf is that customers should invest in options that clearly state how brands are meeting these needs so that they can best position themselves to meet consumers where they are looking to spend their budgets - food packed with benefits.

There are specific ingredients that are well suited to help create a benefit-stacked portfolio that customers can consider as part of their reformulation or innovation strategies. When seeking to add more fibre to products, customers can opt for grain-based ingredients like chickpeas and chickpea flour, sorghum, lentils, whole wheat and white whole wheat flours and high fibre barley. “Our team is ready to work with customers to help optimize your recipes to include more of the benefits consumers want while maintaining the sensory performance and taste of your products,” McEachran said. “Our R&D teams are heavily invested in partnering with brands to achieve both their operational and marketing goals.”

Moving beyond perceived barriers

In both industry events, McEachran acknowledged that there are always potential barriers to innovating, and that Ardent Mills’ teams are working to help customers move beyond them. One of the biggest challenges in developing high-protein baked goods is maintaining the texture, taste and eating experience consumers expect from the traditional product. He added that protein ingredients can alter product structure, potentially creating a denser texture and reducing the softness or volume consumers associate with baked goods.

Flavour is another key challenge. Many higher protein ingredients can introduce new flavour attributes that can be more noticeable than their traditional counterparts. “Ultimately, successful formulation requires balancing protein levels with texture, flavour and overall consumer acceptance rather than simply maximizing protein content,” he added. “This is the opportunity our team is working to deliver with our customers — moving their products closer to today’s expectations while maintaining what consumers love about the current offerings.”

McEachran added that customers are moving beyond these barriers. We see our customers confidently innovating by following these easy steps:

      1. Prioritize strategic ingredient selection

Focus on ingredients that balance both flavour and nutrient density. Ardent Mills can work with you to achieve both

      2. Engage with your supplier-partner

Leverage the expertise of your supplier-partner, taking advantage of advances in ingredient technology so that you can optimize the functionality of higher protein and higher fibre ingredients.  This can help you ensure you’re delivering more benefits with less compromise on taste and texture

      3.Focus on benefits beyond protein and fibre

Manufacturers that simultaneously focus on improving formulations to become more ‘clean label friendly’  by doing things like switching to unbleached flour or shifting to more consumer friendly, recognizable ingredients are best staged to outpace the competition

Ready to learn more? Access the webinar and podcast here or reach out to Ardent Mills to talk with a member of our team about benefit stacking your products.