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Mem Brief%20 Natural


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Mem Brief%20 Natural

  1. 1. Natural – Opportunity or Threat pp y for Sugar?
  2. 2. Presentation Overview Why the interest in natural? y What is Natural? What about sugar? What about other competing ingredients? What is happening in the Food Industry? – Examples of natural labelling – Challenges to natural g Challenges ahead
  3. 3. Why the interest in natural? Natural was the No 1 product claim (2008) Most frequently featured on new products launched globally in 2008 (Mintel Global New Products Database) – 23% of food and drink launches last year – 9% increase over 2007 Competing ingredients – using natural provenance – Stevia, Reb A, Erythritol Increasing questions from customers Is sugar natural?
  4. 4. What is natural? Some Products do have legal definitions – Eg. Natural Mineral water, Natural flavourings Most d M t do not have l th legal d fi iti l definitions Guidance documents – labelling, advertising – Must not mislead consumers – Minimal processing – To describe single foods of a traditional nature, to which nothing has been added and which have been subjected only to suc p ocess g as to render t e su tab e for human such processing e de them suitable o u a consumption – Processes that have significantly altered their original physical, chemical or biological state (not natural) – No additives – Foods not containing artificial or synthetic ingredients – Ingredients produced by nature, not the work of man or interfered with by man y
  5. 5. What about sugar? Most sugar companies/associations have statements – sugar & natural The Sugar Association asked FDA for clear rules and definitions for the use of ‘natural’ claims 2006 – Food that does not contain anything artificial or synthetic – Minimally processed Some sugar companies have ‘natural’ on g p sugar packs – natural sweetener, natural preservative Some have ads and TV commercials S h d d i l
  6. 6. Use of ‘natural’ on sugar packs in Canada g p
  7. 7. Sugar Ads in the USA
  8. 8. Sugar TV Ads in the USA
  9. 9. Sugar Ads in Spain Sugar Natural taste
  10. 10. What about sugar? Is it minimally processed? yp High temperatures, high pH, SO2, process aids – biocides, anti-scalants etc. DC Raw, Partially refined vs refined Cane vs Beet
  11. 11. Competing Ingredients Synthetic y – saccharin, acesulfame K, sucralose Made from natural ingredients g – HFCS, Glucose syrups, polydextrose, isomalt, invert Nature identical – Sorbitol, xylitol, erythritol, fructose Present in nature, extracted from nature P ti t t t df t – Sugar, inulin, fruit juices (concentrates), stevia. Reb A
  12. 12. Competing Ingredients
  13. 13. Canadian Products with all natural ingredients i di t Blueberry Milk ingredients, sugar, blueberries, honey, natural flavour,  pectin, lemon juice concentrate, natural colour, active  bacterial cultures. 
  14. 14. Canadian Products with all natural ingredients i di t
  15. 15. Naturals Chocolate Ice Cream Naturals Chocolate – this uniquely natural chocolate ice cream leaves a clean and refreshing impression on the senses. It is made with natural ingredients, all-natural flavours, and will never contain any artificial additives or preservatives! 946 mL Ingredients: Evaporated whole milk, cream, sugar, cocoa, egg yolks, natural vanilla flavour, pure ground vanilla beans beans.‐79002&b=1&lang=en
  16. 16. Natural labelling – Pepsi Raw
  17. 17. Natural labelling – Red Bull Cola
  18. 18. Natural labelling – Be Natural
  19. 19. Challenges to ‘natural’ labelling natural Muller Little Stars 100% Natural Ingredients Advertising Standards Ad ti i St d d Authority Adjudication Ge a e, u , a u a Gelatine, inulin, natural colours, concentrated fruit juices – NOT NATURAL! Use ‘likely to mislead’ Ads to be withdrawn
  20. 20. Summary Natural is seen as an opportunity pp y – Differentiation from artificials – Growing market Many different views on natural – Geographical differences – Food manufacturers setting their own agenda Ingredient manufacturers positioning their products as natural – E th it l R b A HFCS d t t l Erythritol, Reb A, Must not mislead consumers Regulators looking closely at natural
  21. 21. Challenges ahead Need to ensure that sugar is seen as natural Historical & traditional provenance Make sure that consumers are not misled if sugar is described as natural? Is there any difference between DC raw, partially refined and refined sugar? Is it over processed? How do we influence sugar users? Challenge other ingredients? Must share market intelligence & best practice
  22. 22. Natural – Opportunity or Threat for Sugar? Acknowledgements Science and Communications Committee Members CEFS WG Food Law members Thank You