A Deeper Look at Edlong’s IFT Fireside Chat “Can Functional Foods Help You Overcome Biases Against UltraProcessed Foods?”
In Part I of our recap and deep-dive into the recent IFT First fireside chat between Edlong President Michael Natale and Global VP of R&D Dr. Bernd Koehler we looked to understand why there is so much confusion surrounding ultra-processed foods (UPFs).
Dr. Koehler explained how the narrow, inaccurate, and largely unscientific decisions made based on the NOVA classification scheme could end up doing more harm than good when it comes to helping consumers make healthier food and beverage choices.
With 61% of global consumers agreeing that a product’s label or health claims majorly influence their purchasing decisions, there is little margin for error in accurately communicating nutritional information.
However, despite the confusion swirling around UPFs, there may be an intuitive sense within shoppers that nutrition and the perceived “healthiness” of a product is what they are seeking.
Functional Foods
According to research from biotech company Ayana Bio, 67% of adults would be willing to pay higher prices for UPFs with more nutritious ingredients and delivered health benefits. This number climbs to an astonishing 84% for Gen Z and Millennials (ages 18-34).
Most functional foods would be classified as UPFs (ultra-processed foods) by their very nature, yet consumers seem unfazed by this.
When looking specifically at targeted physiological benefits, like those offered by many functional ingredients (cardiovascular function, brain function, sleep, immunity, or energy), 74% of adults expressed a willingness to try such foods, even though the stigma of ultra-processed is attached to them.
This illustrates the power that functional foods can have on rewriting the narrative swirling around ultra-processed foods.
During the fireside chat, Dr. Koehler explained part of the reason for this: “There’s strong evidence for functionality in those foods. Organizations like the European Food Safety Authority (EFSA) are requiring very rigid scientific data in order for these health claims to be made.”
Though not all ultra-processed foods are created equal, shifting the focus to the quality of ingredients, nutritional value, and tangible benefits will do far more for consumers’ well-being than classifying a product by how many steps it took to get to their plate ever will.
It also allows for greater innovation in creating offerings that can conveniently accommodate their lives while fostering healthier lifestyles.
Functional food and beverages will be in changing the direction of the ultra-processed food conversation
Yet, regardless of how healthy or nutritious a product is, as Natale put it during the fireside chat, “If you can’t get someone to consume something, it doesn’t matter.”
As crucial as functional food and beverages will be in changing the direction of the ultra-processed food conversation, they will only resonate with consumers if they consistently deliver on taste.
Natale and Dr. Koehler stressed that flavor must play a key role in achieving this. However, like added functional ingredients, using flavors, regardless of safety and necessity, will automatically classify a food as ultra-processed under current guidelines influenced by the NOVA classification.
Dr. Koehler explained why he sees this as extremely counterproductive, “[We shouldn’t be] stigmatizing food that can have a positive contribution with allegations like since you added a flavor and utilized other processes now a product is bad for you. It’s not! Just because a yogurt that is loaded with positive nutrients in it, has an added flavor, it doesn’t make it a less favorable or less healthy food product. In contrary, adding flavor can be a way to make healthy foods more enjoyable and win over more consumers, hence increasing its positive contribution to people’s diets. It’s important to really use the tools that we have, and not put them in a negative light, because then we lose the innovative force and the positive contributions that flavors can make for people’s lives.”
To demonstrate the innovative role that ingredients like flavors can have in creating healthier alternatives, Edlong provided the audience with samples of a high-sugar milk (control) and a 70% reduced-sugar milk containing our Sweet Spot™ technology.
Driven by flavor, Sweet Spot can modulate sweetness perception, allowing developers to create delicious and healthier products with less sugar.
Still, under guidelines like NOVA, consumers could be deterred from healthier options simply because of the ultra-processed food classification.
Starting a New Conversation: Science-based classification of processed foods
Speaking to ultra-processed foods and the unhelpful classifications that have been thrust on functional ingredients and flavors, a professor in the audience asked, “Why can’t we have a really good thought through science communication in the public discourse?”
Natale and Dr. Koehler agreed that science needs to lead the conversation moving forward. “When we think about food ingredients in general, specifically flavor, it really revolves around science,” said Natale. “We have the Flavor Extract Manufacturers Association (FEMA) which really in many ways has set the gold standard when it comes to “generally recognized as safe”. It’s going back to the late 50s, early 60s that this program was developed to each year put out a listing of generally recognized safe ingredients. There’s a ton of science, that’s going back to all these ingredients and making sure that they are safe in use. And so I think we have to continue going down this path together.”
In complete agreement, Dr. Koehler added, “All the communication needs to be science driven and based on data. That’s one of the biggest criticisms of the NOVA categorization that it’s not good science, it’s flawed, and it lacks precision. I think the best way to approach it is really to join forces. To work together and create the right messages based on a science-based classification of processed foods. Make it simple and break it down into messages that people understand. Build a strong case around making healthier foods more desirable, and the preferred choice for consumers. I think we have an important role to play as industry to join forces with others and provide a positive, encouraging [perspective].”
Looking to learn more about Sweet Spot™ and other ways Edlong can help your next better-for-you or functional project? Contact our Team of Experts today!
Want to continue the conversation? Find Dr. Bernd Koehler here on LinkedIn.
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Topics: Better For YouFunctional Foods
Resource Type: Article
Resource Region: US