Friday, March 15, 2024

Expo West 2024: Ten observations for all food industry professionals and five for the dairy industry

 

The global consumer wellness market is estimated to be valued at $1.8 trillion by McKinsey. The company’s latest Future of Wellness research surveyed more than 5,000 consumers across China, the United Kingdom and the United States. Many of those wellness products were on display—many made their debut—this week at Natural Products Expo West in Anaheim, Calif. 

Observation #1: Just because you can make it, does not mean you should. 

McKinsey reports that the global consumer wellness market is no stranger to fads, which can sometimes surface with limited clinical research or credibility. That is true of about half of the new products that debuted at Expo. 

“Today, consumers are no longer simply trying out these wellness trends and hoping for the best, but rather asking, ‘What does the science say?,’” according to the McKinsey report. 

You can download the whitepaper HERE.




McKinsey estimates that the wellness market reached $480 billion in the U.S., growing at 5% to 10% per year, with 82% of U.S. consumers now considering wellness a top or important priority in their everyday lives.

Observation #2: The “supposedly” better-for-you beverage business is out of control, with the majority of products targeted to Gen Z and millennials. And back to observation #1, just because you can put all that stuff into a can or bottle, does not mean you should. Further, most of that “stuff” is not backed by science. 

McKinsey reports that Gen Z and millennial consumers are now purchasing more wellness products and services than older generations. These products are targeted to health, sleep, nutrition, fitness, appearance and mindfulness.

The WHITE PAPER provides demographic data. 

Observation #3: While beverages may be big for Gen Z and millennials, snacks are big for older consumers, with many designed for healthy aging.
 
McKinsey agrees. Demand for products and services that support healthy aging and longevity is on the rise.

Observation #4: Products designed for varied “times” of life for women is booming, too. 

There were beverages, snacks and supplements for pregnancy and post-partum, and for all four stages of menopause: pre-, peri-, the long pauses, and the post.

McKinsey reports that women’s health has historically been underserved and underfunded. That is changing. But again, science matters, and many of the products at Expo were not backed by peer-reviewed research.

Observation #5: There’s real fear of the Ozempic factor by food and beverage companies. 
Thus, as a result, there’s more marketing at weight management and changing bad eating habits once the weight-loss pill subscription runs out. 

McKinsey research shows that weight management is top of mind for consumers in the U.S., with nearly one in three adults reporting that they struggle with obesity. Three out of five U.S. consumers in the McKinsey survey said they are currently trying to lose weight.

Observation #6: Gut health is mainstream and it’s going to continue to grow. Probiotics, prebiotics, postbiotics and all types of funky fermented foods were everywhere…and in all shapes and forms. Of course there were plenty of gut-friendly (or so they claimed) beverages and snacks, but there were also condiments, cookies and even bread. Think kimchi, kombucha and yogurt. 

My favorite fermented innovation was snacking almonds. There was also a new sour dough pasta. The product was not necessarily playing in the gut healthy space, but was riding the fermented/ cultured flavor trend. 
McKinsey reports that more than 80% of consumers in China, the United Kingdom and the United States consider gut health to be important, and over 50% anticipate making it a higher priority in the next two to three years.

The remaining four observations are: 
Observation #7: Kids’ foods and beverages are hot, hot, hot. Even during inflationary times, parents are willing to spend more on only the best for their kiddos. 

Observation #8: Banana is becoming the new coconut. It’s being promoted for potassium content, hydration and, most importantly, affordability and reliable supply chains. 

Observation #9: Protein remains a talking point, with “complete” and “quality” protein messaging become more dominant in the plant-based space. This means that real meat, real dairy and real eggs need to up their game with marketing protein. 

Observation #10: Real meat, real dairy and real eggs were everywhere. They came with organic, regenerative agriculture or other sustainable claims. And, these claims were backed with numbers, something many of the plant-based products are not able to do because of the large number of ingredients in the formulations. Simple labels makes it easier to make sustainability claims. 

Let’s Talk Dairy. 

Dairy Observation #1: Danone North America was noticeably missing from the show. All other key natural and organic dairy players were there and shining! There were also a number of new players proudly displaying their innovations containing real dairy. 



Here’s one of my favorites. Once Upon a Farm, a childhood nutrition company, is entering the dairy category with real dairy! The company is launching organic A2/A2 Whole Milk Shakes. Available in three flavors—Banana Crème, Strawberry Crème and Triple Berry--these organic whole milk shakes are made with farm-fresh fruits and veggies, A2/A2 organic whole milk and no added sugar. These sippable shakes use organic A2/A2 grass-based whole milk sourced from Alexandre Family Farm. 

In addition, Once Upon a Farm will release a second product line in its dairy portfolio--Whole Milk Smoothies—this spring. Varieties are Banana Berry Blast, Mango Pear-adise and Orange Squeeze. The whole milk smoothies compliment the brand’s existing Dairy-Free Smoothie line. 

“At Once Upon a Farm, we are committed to maximizing nutrition for our customers, little and big,” says Jennifer Garner, co-founder and chief brand officer. (Yes, it’s the actress.) “This announcement is so exciting we are dancing in the barn. We are launching scrumptious, sumptuous, A2/A2 Whole Milk Shakes, in partnership with Alexandre Family Farms. You asked and boy, are we excited to share with you.”

Dairy Observation #2: There were way too many alt-milk brands. Might there be a correlation between Danone pulling two of its plant-based milks (Silk Nextmilk and So Delicious Dairy Free Wondermilk) from the U.S. and not being at Expo? 

Plant-based dairy marketer Miyoko’s had scaled down its booth size and Daiya, likely the leader in the alt-dairy products with its many varied offerings, was also notably not at Expo. Could it be because:

“We’ve seen the pendulum go from alt-dairy back to real dairy, but it has to be clean label,” said Julie Smolyansky, personal friend, amazing woman and CEO of Lifeway Foods. 

The company will be modifying its product portfolio to give consumers what they want. 

Dairy Observation #3: Salty snacks with dairy flavor profiles and featuring dairy proteins continues to proliferate. 

Dairy Observation #4: Ditto with prepared foods, in particular pizza. Nothing beats the melt of real cheese. 

Dairy Observation #5: Dairy innovation was alive and thriving at Expo. New products will be featured over the next few weeks as a Daily Dose of Dairy. Butter innovations were numerous, and came from the U.S., Ireland, New Zealand and more. There was a kefir with collagen and fruit and veggie yogurt pouches for adults. Canned Vietnamese coffee made with sweetened condensed milk was available from many domestic beverage manufacturers and importers. 

And, this is why it’s important to walk up and down every aisle and take it all in. That last aisle—5700—of Hall E, a half dozen or so booths away from me exiting Expo for the year, there was Alamance Foods. I got a sneak peek and taste of the company’s new whipped cream cheese. Wowza. It was amazing. 

Put Expo West 2025 on your calendar. Dairy will likely have a stronger presence next year thanks to efforts by Dairy Management Inc., at this year’s show. The checkoff-funded organization debuted its new innovation tool geared toward assisting dairy entrepreneurs. The program—Innovate with Dairy--is designed to be a one-stop shop for anyone seeking information about the innovation process. The tool gives entrepreneurs access to more than 250 vetted dairy resources, including many leading researchers and professors who comprise the checkoff-founded Dairy Foods Research Centers network. 

The DMI team met with dairy innovators at Expo West and hosted a seminar about Innovate with Dairy. Four companies--Amazing Ice Cream, Darigold, Fiscalini Farmstead and Spare Tonic—were hosted by DMI in an Undeniably Dairy booth. Their products were also displayed in two innovation cabinets. To learn more about Innovate with Dairy, link HERE.

Also, plan to attend IDDBA in Houston this June. See you there!










Friday, March 8, 2024

What You Need to Know About the New Qualified Health Claim for Yogurt: And why it should be used judiciously

 

As many of us were ending our work week seven days ago, we were surprised that FDA announced the first-ever qualified health claim for yogurt. It was in response to a petition submitted by Danone North America nearly five years ago. During this time, FDA reviewed the existing research on yogurt and type 2 diabetes, which included data from more than 300,000 individuals, and found including yogurt in the typical American diet could have a benefit to public health.

I agree. Yogurt is a nutrient-dense food. It is packed with high-quality, complete protein. It contains many vitamins and minerals, and today, most yogurts also include beneficial bacteria. But, not all yogurts are created equal, especially when it comes to added sugars. The latter has already generated a lot of criticism regarding the approval of the claim and its use. After all, added sugar intake has been linked to obesity, which is turn is associated with type 2 diabetes, among other health concerns.  

Two versions of the new claim were permitted by FDA. They are: “Eating yogurt regularly (at least three servings per week) may reduce the risk of type 2 diabetes, according to limited scientific evidence” and “Eating yogurt regularly may reduce the risk of type 2 diabetes. FDA has concluded there is limited information supporting this claim.” 

Diabetes is one of the top 10 causes of death in the U.S., impacting more than 37 million Americans with 1.4 million new cases diagnosed every year. Trust me, I know. My husband of 25 years died this past June from type 1 diabetes-related ailments. 




The overwhelming majority of annual new diabetes cases in the U.S. are type 2, not type 1. Type 2 can often be managed with lifestyle changes, such as being more active and eating nutrient-rich foods. Based on this new qualified health claim, yogurt could be one of those foods. But what about the sugar? 

Well, CNN took note of this. The news outlet interviewed Marion Nestle, the Paulette Goddard Professor of Nutrition, Food Studies and Public Health, Emerita, at New York University, who is a very vocal critique of processed foods and added sugars. 
She told CNN, “Why would any sensible person think that all you have to do to prevent type 2 diabetes is eat 2 cups of yogurt a week? All we can hope is that the yogurt is at least unsweetened, but since it’s really hard to find unsweetened yogurt, this is telling people who want to avoid type 2 diabetes that sweetened yogurts are good for them.”

Read the CNN article HERE

Here’s what you need to understand about qualified health claims (QHC). These QHCs are supported by scientific evidence, but do not meet the more rigorous “significant scientific agreement” standard required for an authorized health claim. To ensure that these claims are not misleading, they must be accompanied by a disclaimer or other qualifying language to accurately communicate to consumers the level of scientific evidence supporting the claim.

Qualified health claims have only been allowed by FDA for dietary supplements since 2000 and for food since 2002. They are also rarely announced, reports CNN. “In the past decade, only 10 foods have been allowed to be sold with such claims, including high-flavonol cocoa powder for reduced risk of cardiovascular disease, and certain cranberry products for lowered odds of recurrent urinary tract infections among women.”


The Fine Print
Halfway through the March 1, 2024, letter in response to Docket No. FDA-2019-P-1594, which can be accessed HERE, we learn that FDA warns that the new claim should not be used on yogurts that contain specified maximum levels (to make any health claim) for total fat, saturated fat, cholesterol and sodium in accordance with 21 CFR 101.14(a)(4).  FDA also states that this should not be an issue, as yogurt generally does not exceed these levels. 

But, FDA also states that the agency has not set a disqualifying nutrient level for added sugars. So, the amount of sugar or added sugar in yogurt currently does not impact use of the claim. 

In the claim’s defense, the credible scientific evidence found a statistically significant association between risk reduction of type 2 diabetes and yogurt as a food, rather than any single nutrient or compound in yogurt, and irrespective of fat or sugar content. 

Still, FDA recognized that use of the qualified health claim on yogurts that contain a significant amount of added sugars could contribute empty calories to the diet. The Dietary Guidelines for Americans, 2020-2025 recommend limiting added sugars to less than 10% of total calories and note that added sugars account, on average, for almost 270 calories, or more than 13% of total calories per day in the U.S. population.  

Please be smart when using this claim. Yogurt is such a powerful superfood, we don’t want this claim to tarnish its healthful reputation. 

Here’s a better approach to communicate its power. 

To help consumers better identify yogurt, frozen yogurt and other cultured dairy products containing live and active yogurt cultures, the International Dairy Foods Association (IDFA) is relaunching its Live & Active Cultures (LAC) Seal for manufacturers. IDFA’s LAC Seal is the only widely recognized, independent verification that a dairy product contains significant levels of live and active yogurt cultures. Recently, IDFA updated the policies and guidelines around use of the LAC Seal and is broadening the availability of the logo to the full yogurt and cultured dairy products industry. 

“If your company manufactures yogurt or other cultured dairy products—such as frozen yogurt and kefir—and you are interested in using the LAC Seal on your products, IDFA is now making it easier than ever to obtain the seal for use on product packaging and labels, demonstrating to consumers and other customers that your products contain valuable live and active yogurt cultures,” said John Allan, IDFA vice president of regulatory affairs and administrator of the IDFA’s LAC Seal program. “The LAC Seal is the best way to reach consumers with this unique health and wellness attribute.” 

I agree. 

The LAC Seal is a voluntary certification available to all manufacturers of yogurt and cultured dairy products whose products contain at least 100 million cultures per gram, which is 10 times higher than the minimum levels required by FDA. The LAC Seal can also be used for frozen yogurt that contains at least 10 million cultures per gram at the time of manufacture.

When it comes to yogurt and similar cultured dairy products, the words “live and active cultures” are persuasive. Two-thirds (67%) of those who have at least heard of live and active cultures believe that a product containing them is better for them, according to 2021 consumer research from the International Food Information Council (IFIC). The 2023 Food and Health Survey from IFIC showed that nearly one in three (32%) consumers seek out foods that provide digestive health/gut health benefits. This is up from 25% in 2021. 

The words “live and active cultures” refer to the living organisms—in this case the bacteria, Lactobacillus bulgaricus and Streptococcus thermophilus—which convert pasteurized milk to yogurt and other cultured dairy products during fermentation. This fermentation process is what creates yogurt, with its unique taste, texture and healthful attributes. This includes gut health. Live and active cultures also help break down lactose in milk, assisting people who have trouble breaking down lactose so they can eat yogurt without digestive discomfort. Live and active cultures also include probiotic bacteria, which are recognized as providing the host a healthful benefit. 

Please proceed with caution with the qualified health claim. Consider adding the LAC Seal, as well as promoting yogurt’s nutrient density. The latter is a concept that research shows resonates with younger consumers. 


Thursday, February 29, 2024

It’s Time to Innovate with Dairy: There’s a New Tool for That!

 


Cookie Wild is a unique spin on an ice cream bar. The new concept from Amazing Ice Cream consists of a chocolate-coated wafer cookie layered with chocolate fudge and premium ice cream, which is fully enrobed in a chocolate coating. What makes it stand out is the proprietary technology that keeps the cookie crunchy. Amazing Ice Cream will sample its bar at Expo West. 






Dairy Management Inc. is using Expo West to debut its new innovation tool geared toward assisting dairy entrepreneurs. The program—Innovate with Dairy--is made possible through the national dairy checkoff program. 

Innovate with Dairy is designed to be a one-stop shop for anyone seeking information about the innovation process. The tool gives entrepreneurs access to more than 250 vetted dairy resources, including many leading researchers and professors who comprise the checkoff-founded Dairy Foods Research Centers network. 





The tool helps identify high-growth health and wellness opportunities, along with attracting, stimulating and securing investment and talent in health and wellness science, technology and product innovation, according to Marla Buerk, executive vice president of innovation at DMI.

The tool is divided into three phases featuring tutorials that help entrepreneurs. 

Phase 1. Idea development: identifying the growth opportunity and developing the idea. This phase includes guidance on assessing technical and financial feasibilities.

Phase 2. Product development: developing the product, its name and what you need from a trademarking standpoint. There is assistance on package structure, graphics and finalizing the financial assessment.

Phase 3. Product launch: taking the product to market with a promotional and financing plan. This includes ideas and templates on how to approach investors and eventually monitor market results.

The DMI team wants to meet with dairy innovators at Natural Products Expo West in March to share insights about the tool and the dairy industry. Amazing Ice Cream is one of four innovative dairy companies that DMI is hosting at Expo West. The others are:

Darigold is debuting Darigold Belle Creamers (dairy-based, lactose-free creamers made with only five simple ingredients and no oils or fillers) and sampling Darigold FIT (lactose free, ultra filtered milk with more protein and less sugar than regular milk). 

Fiscalini Farmstead is a sustainable fourth-generation dairy farm that makes handcrafted cheeses.

Spare Tonic is a beverage that contains only four ingredients, is packed with probiotics and electrolytes and is Upcycled Certified for a healthy planet.

Explore these dairy innovations and meet with DMI at Booth N2326 in Hot Products (North Hall Level 200).

In addition, DMI is hosting an education session--What Consumers Really Want Top health & wellness needs and trends for food & beverages—on March 14 from 12:30 to 1:30pm at the Marriott Platinum Ballroom 5. 

Here are some highlights:
  • What Do Consumers Really Want? A study of more than 12,000 consumers conducted by ZS revealed over 50% of consumers in the U.S. are dissatisfied with the food and beverages they consume for health and wellness needs. This highlights a gap in nutritional fulfillment and a growing demand for health-enhancing foods. Dairy can do that!
  • DMI will discuss the top consumer needs and how to meet them, as well as bring them to life with the latest growth drivers and in-market innovation examples.
  • Five new dairy product innovations will be showcased: the four exhibitors plus GoodSport, a natural sports drink that’s been scientifically shown to provide rapid and long-lasting hydration and improve performance. 


New Research Identifies Opportunities for Aligning on Consumer Eating Occasions

Hot-off-the-press insights from FMI-The Food Industry Association, Oliver Wyman and Circana demonstrate new opportunities for food industry trading partners to cater to shoppers’ expanding definitions of value. The research--Finding Growth for Food & Beverage at Retail: Winning Eating Occasions throughout the Day--supports go-to-market strategies and ways that grocers can attract more shopper relevance regarding needs, experiences, tastes, rewards, health and, especially, convenience. 

“The research showcases how food and beverages that promote well-being, those that are competitively priced and products that are decidedly convenient to buy and prepare, will ultimately earn shoppers’ allegiance,” said Mark Baum, senior vice president of industry relations and chief collaboration officer, FMI. “We are witnessing shifts toward foodservice spending, a rise in digitization and return-to-office protocols that all provide food and beverage retail with opportunities to improve how they deliver on what matters most to consumers.” 

For instance, the research noted that while 87% of morning eating occasions and 76% of midday eating occasions are sourced from home, there is an increasing trend toward foodservice across many consumer segments, particularly Gen Z and Gen X, reflecting growing demand for convenience.

“Time is of the essence for Americans, especially when it comes to their morning routines,” said Sally Lyons Wyatt, global executive vice president and chief advisor, consumer goods and foodservice insights, Circana. “Sixty-five percent of morning eating occasions are prepared in less than five minutes.”

FMI Vice President, Research & Insights, Steve Markenson emphasized how retailers can share a compelling story for how these solutions meet the value-for-money and health preferences for busy consumers to prepare their midday food and beverages. He said, “The insights demonstrate how our industry can be successful by capitalizing on consumers’ shifting habits, especially when companies consider dayparts, such as snacks, to inspire experimentation and create new memories through food.”

Dairy innovation does that and a whole lot more!





Friday, February 23, 2024

Gen X is Finally Getting the Attention of Marketers. Make sure your dairy foods speak to their needs!

 

Finally, the time has come. Marketers are acknowledging that Gen X’s dollars matter. (By the way, Gen X, that’s me.) Gen X, also known as the “lost generation,” is sandwiched between Baby Boomers and Millennials. While the smallest of the three cohorts, Gen X has become the focus of new product innovation by food and beverage marketers. They recognize that these consumers in their 40s and 50s, many of whom are in their prime-earning years, are willing to spend on products to assist with defying the aging process. 

And, at the same time, they are willing to invest in brands that assist with restoring confidence and a sense of stability in their young adult children who missed proms, graduations and so many more milestones during the pandemic. Gen X also wants to save the planet, something that Baby Boomers managed to put in jeopardy because of their excessive nature. Think McMansion.  

Chicago-based Mintel predicts that in 2024, brands will be pursuing Gen X for many of these reasons. Mintel explains in its recently published report on this cohort that while a larger share of Gen X identifies as being a rule follower and aims to fit in, there’s an active subgroup that wants to stand out, providing strong fodder for brand outreach. Mintel found that almost three-fifths of American Gen Xers agree with the statement “my life isn’t where I thought it would be at this point.” 




Brands can address this reality in multiple ways. One way is to lean into offerings that make Gen X feel good about where they are and what they are doing. Think philanthropies, social impacts, save the planet, etc. And since the pandemic, Gen X is very much into open discussions about mental health and taking time for “family care,” something many Boomers (sorry to offend some of you) cannot even relate to, as you race to the pickle ball court and ignore your Millennial offspring struggling to get an award for, well, almost everything.

Gen X did not get awards. We did not even get a snack after school unless we foraged for ourselves. We were the original latch-key kids. We are ready for some attention, some TLC. And, we will buy it up. I promise.   

“Marketing to Gen X requires adeptly navigating a budget-conscious consumer that values quality,” said Carol Wong-Li, director-consumers and culture at Mintel. “Gen X likes nice things, but they want to feel responsible about spending on them. They are a generation that gravitates toward following the rules. Brands can celebrate this investment in responsibility and help Gen X push beyond boundaries by establishing a comfort zone of parameters.”

General Mills is on it…and actually has been since Gen X women entered the work force and could speak with their food dollar. The company’s Yoplait brand debuted the “pink lid” marketing campaign in 1997, when the first Gen X women were graduating university. Those pink lids are the “Save Lids to Save Lives” campaign, which raises money for breast cancer research. It’s one of the most notable food campaigns for this cause, and one we’ve known all of our adult life. 

The brand is at it again, at a time when many of Gen X’s daughters are entering the work force and starting their own families. Yoplait is spreading positivity, one lid at a time, from now until the end of March, or until the special lids sell out. The new campaign focuses on boosting confidence in women of all ages through the sharing of compliments. (This is something Gen X invented. Think of all the niceties on Friends.)

On the inside of the special-edition lids, there’s one of more than 120 unique compliments. From empowering affirmations such as “Your confidence inspires everyone,” to heartfelt declarations such as “You radiate joy,” each compliment transforms every interaction with Yoplait into more than just a delicious treat; it becomes a beacon of positivity illuminating the day.

This positivity doesn’t stop there. Yoplait is encouraging women to spread the good vibes by sharing the compliments they find on their yogurt lids, creating a wave of encouragement that can brighten someone’s day.

Morgaine Gaye, a Food Futurologist based in the U.K., recently said food companies that use 2024 as a year to “rechart” will find 2026 to be the big payoff year. She encourages marketers to stop relying on “big data” and think ahead. 

“There’s no data on the future,” she said. But, we can look at the changes consumers have made since the pandemic and make projections. 

“The way of the future is to focus on “reduce, reuse, recycle and regenerate,” she said. 
These are actions that started with Gen X. It’s time to market to us, please.




Thursday, February 15, 2024

The Potential of the Protein Leverage Hypothesis for Dairy Innovation

 

SPYLT is a line of better-for-you (high protein and low sugar) dairy-based energy drinks. The 11-ounce canned line rolled out in 2022 with two varieties of caffeinated chocolate milk. Light Mode has 60 milligrams of caffeine and Dark Mode has 140 milligrams. This spring there are two new varieties: strawberry and vanilla. This is an example of putting the protein leverage hypothesis to work by reformulating ultra-processed food to help restore greater balance in the diet by raising their relative share of protein.


As featured in Food Business News:

The future is now for precision fermentation. Link HERE to learn more.

More dairy manufacturers are embracing sustainable packaging. Link HERE to learn more. 





Ever hear of the protein leverage hypothesis? It’s new to me but has been circulating in the nutrition science space for around 20 years after researchers from the University of Sydney published the hypothesis in the May 2005 issue of Obesity Reviews. The hypothesis states that human beings will prioritize the consumption of protein in food over other dietary components, and will eat until protein needs have been met, regardless of energy content, thus leading to over-consumption of foodstuffs when their protein content is low. This ultimately is a potential explanation for the obesity epidemic. 

“The idea of protein leverage, that our daily hunt for protein drives our overall eating patterns has been circulating with nutrition science for some time but has yet to transition over into the food world,” according to Nicholas Fereday, executive director-food and consumer trends, Rabobank. “This is likely to change for a number of reasons, not least because it puts forward both a plausible explanation for the impact of highly processed foods on our health, and a practical solution for packaged food companies to work with.” 

The authors of the protein hypothesis—Stephen Simpson and David Raubenheimer—found that the average proportion of calories from protein in the American diet decreased from 14% in 1961 to 12.5% in 2000, with more calories from carbohydrates and fats making up the difference. In their words, “the only way Americans could have maintained target protein consumption was to increase total calorie intake by 14%, creating an energy (calorie) surplus and associated weight gain.” 

Fereday posed the question: Is it possible to redevelop ultra-processed foods to help restore greater balance in the diet by raising their relative share of protein?

He said something we all know. “Consumers are primed for protein.” 

All the recent consumer surveys and trend forecasts show the same thing: Consumers want more protein. 

The dairy industry has the opportunity to give it to them. 




Friday, February 9, 2024

Dairy Foods and the Super Bowl: Everything you need to know and more

 

Welcome to Super Bowl weekend. I watch the Big Game for the commercials and half time. This year I will also be keeping my eye on Taylor Swift. (I’m confident enough to admit it.) By the way, did you know she sported a milk mustache back in 2008? Or that her favorite Starbuck’s drink is a grande caramel nonfat latte? Or, that for her 34th birthday on Dec. 13, 2023, she had Chef Christina Tosi’s signature Birthday Cake from the famous Milk Bar bakery in New York City. It’s a three-layer vanilla funfetti-style cake with creamy frosting and crunchy cake crumbs. It’s loaded with dairy, everything from butter and buttermilk to cream cheese and yogurt powder. Like it or not, Taylor Swift is a dairy kinda gal. She likes real meat, too!  

Back to the Big Game. Does anybody recall Dwayne “The Rock” Johnson’s got milk? commercial back in 2013? You can watch it HERE

Dairy has a long history of being part of the Super Bowl. This year is no exception. Expect to see Danone North America advertising Oikos—now in its fifth consecutive year—and Silk products in commercials. Oikos is all about the protein, the message we all need to emphasize.

And while Door Dash is not a dairy brand, the home-delivery service is making whole milk the star of a commercial that debuted about a month ago and will also air during the Big Game. Check it out HERE.



Did you know that whole milk is ready for a banner year? 

With consumer choice, scientific research and congressional legislation all going its way, 2024 promises to be a breakthrough year for whole milk, according to the National Milk Producers Federation. The final numbers are in, and they confirm what we’ve anticipated all year. In 2023, consumers turned away from plant-based beverages at an accelerating rate that caused the category to lose market share to milk, where whole milk and lactose-free varieties are thriving and surpassing their competitors.

With full year data now available from Circana Inc., plant-based beverage consumption in 2023 fell 6.6% to 337.7 million gallons. It’s the second straight year of declines and the lowest consumption since 2019.

Meanwhile, fluid milk keeps chugging away. To be fair, similar to plant based, consumption of the real deal also declined. However, like plant based, its sales volume number starts with a three but is followed by the word billion, not million. Real milk consumption was 3.14 billion gallons in 2023 and the drop was 2.7%, less than half the rate of decline for plant-based beverages. 

Sales of whole milk, the most popular variety, rose last year, and lactose-free milk jumped 6.7% to 239.2 million gallons. Whole milk is also wanted back in schools. Lactose-free milk may become an option for students, too. 

Parents Want Whole and 2% Milk Back in School Meals
Students in U.S. public schools have not been able to access the milk options that they prefer and consume at home--whole and reduced-fat (2%)—for the past 12 years. As the U.S. Senate considers the Whole Milk for Healthy Kids Act of 2023—bipartisan legislation to reinstate these nutritious milk options in school meals—a new Morning Consult poll of parents with children in public shows near unanimous support for the bill.
Large majorities of parents surveyed in the Morning Consult national tracking poll commissioned by the International Dairy Foods Association (IDFA) want to see whole and 2% milks back in school meals. You can view the entire report HERE.

Key findings include: 
  • 94% of parents serve whole or 2% to their school-aged children at home, and they want these options to be made available to their children at school;
  • 89% of parents agree that whole milk and 2% milk should be options for children in public schools;
  • Most parents of public-school students believe whole (58%) and/or 2% milk (66%) is currently served in their children’s school cafeterias, although it was banned more than a decade ago;
  • 89% of parents support Congress passing legislation to make these options available;
  • Nine in 10 (90%) view drinking milk as an important component of children’s daily nutritional intake; and 
  • Parents consider whole and 2% milks to be healthy (86%), wholesome (83%), nutritious (83%) and tasty (80%).
The Whole Milk for Healthy Kids Act of 2023 would allow schools to once again provide children with a wide variety of milk options that meet their individual needs, whether that be whole or 2%, low-fat, or lactose-free milk. The U.S. House of Representatives passed the bill in December by a wide margin, while the U.S. Senate companion bill has been cosponsored by 14 bipartisan U.S. Senators.



“Milk’s nutrient package is unmatched, so we want offerings in our schools that kids are more likely to consume,” said Timothy Kelly, vice chair, IDFA Fluid Milk Board, and senior vice president and general manager, Shamrock Foods Company. “The Whole Milk for Healthy Kids Act offers exactly that, which will help ensure kids today and those of future generations receive critical nutrition during the school day.”

Why Whole and 2% Milk?
Whole and 2% milk provide children with 13 essential nutrients for growth, development, healthy immune function and overall wellness. Since whole and 2% milk were banned from school meals menus more than a decade ago, school milk consumption and meal participation have declined, meaning children are consuming fewer essential nutrients. This is especially concerning considering underconsumption of milk and dairy products is prevalent among school-aged children, where between 68% and 94% of school-age boys and girls are failing to meet recommended levels of dairy intake per federal guidelines. 

At the same time, nutrition science has evolved in the past decade to show neutral or positive benefits of full-fat dairy foods such as whole milk, including less weight gain, neutral or lower risk of heart disease and lower childhood obesity. 

Learn more about the importance of milk—especially whole and 2% milk—in the diets of healthy children HERE.

Heading to Expo West in March? Dairy will have a strong presence on the expo floor. Undeniably Dairy is offering an education sessions--What consumers really want: Top health and wellness trends for food and beverages--on Thursday, March 14 from 12:30pm to 1:30pm at the Marriott in the Platinum 5 meeting room. Watch this quick VIDEO to learn more. 

Need innovation inspiration?  
For starters, just in time for Valentine’s Day, Dairy Farmers of America rolled out limited-edition Kemps Select Whole Strawberry Milk. 


Oakhurst, the cooperative’s wholly owned subsidiary, just launched limited-edition Dark Chocolate Sea Salt Donut Flavored Whole Milk. The product is the result of a unique collaboration between Oakhurst Dairy and The Holy Donut, a gourmet donut company that produces a very popular Dark Chocolate Sea Salt Donut.

“We wanted to create a new delicious flavored whole milk for our customers to enjoy as a wholesome treat,” said General Manager of Oakhurst Dairy Mark Page. “In the past we’ve focused on Maine-inspired ingredients like the wild blueberry or maple syrup, but this time we wanted to partner with a local Maine food company known for creating exceptional and high-quality products like we do. Enter The Holy Donut.”

Today’s blog sponsor—Dutch Farms—is rolling out whole and 2% milk in a new 96-ounce 100% recyclable plastic bottle. It has superior oxygen and ultraviolet barriers, which results in better natural milk flavor, according to the company. It stands out in the milk case to create a point of differentiation. 

Organic Valley is differentiating with its new Organic Valley Family First Milk. The new milk features all the goodness of the standard 12 essential nutrients in Organic Valley milks, with added DHA omega 3 to support brain health. This new milk is meant to be enjoyed by milk lovers of all ages and comes from pasture-raised cows on Organic Valley’s small family farms. The milk comes in whole and reduced-fat 2%.

Once Upon a Farm, a childhood nutrition company, is entering the dairy category with real dairy. The company is launching organic A2/A2 Whole Milk Shakes. Available in three flavors—Banana Crème, Strawberry Crème and Triple Berry--these organic whole milk shakes are made with farm-fresh fruits and veggies, A2/A2 organic whole milk and no added sugar. In addition, Once Upon a Farm will release a second product line in its dairy portfolio--Whole Milk Smoothies—this spring. Varieties are Banana Berry Blast, Mango Pear-adise and Orange Squeeze. 

Here’s an opportunity for whole milk, or even better, dairy cream. A number of foodservice media are reporting that 2024 is the year of the drinkable dessert, a.k.a. the milkshake. And this may be with or without alcohol. 

It’s part of the nostalgic phase we are going through, coupled with the attitude that occasional sweet treats are perfectly acceptable as part of a healthful diet. These drinkable desserts may be customized and tend to be easy to make. They can be colorful and have introducing textures. And, most important, they are fun. And consumers are looking for more fun in their life. 

I bet Taylor will be all over them! 




Friday, February 2, 2024

For the Love of Dairy: Putting Dairy Ingredients to Work in Dairy Products and Beyond

 

(left) Valentine’s Day is still weeks away, and Halo Top says “let the loving begin” with its new limited-edition Chocolate Covered Strawberry pints. It’s made with a number of dairy ingredients, including ultrafiltered skim milk, skim milk, cream and milkfat. Fresh or dried dairy ingredients work in such an application.



Consumers want healthful. They want indulgent. They want convenience. They want inexpensive. And dairy is all of that and has the potential to be more, according to Michael Dykes, president and chief executive office, International Dairy Foods Association at Dairy Forum 2024 on Jan. 22, 2024, in Phoenix. And in a hallway conversation with Sarah Schmidt, vice president of marketing at Associated Milk Producers Inc., she said, “Cows are amazing. Milk is magical.  And, we have the people to deliver this great product to consumers in so many varied ways.”

Those many varied ways are thanks to the dairy ingredients being used in all types of foods and beverages. To read more about “Companies deliver dairy through many new applications,” link HERE to an article I wrote on this this topic for the Jan. 30, 2024, issue of Food Business News




Check out some recent new products that would not exist if it were not for dairy ingredients.


Celebrate the month of love with Dutch Bros’ new Dutch Luv drinks, which all feature the coffee chain’s proprietary soft top. This is a fusion of whipped buttermilk, heavy cream, vanilla syrup and sugar. The topping does not dissolve like foam, rather it slowly seeps down into the drink, providing visual appeal and modifying the flavor of each sip. The Valentine-themed offerings are Dutch Luv Latte (white coffee with frosted sugar cookie flavor topped with pink Soft Top), Dutch Luv Rebel (Rebel energy drink infused with berry flavor topped with pink Soft Top) and Dutch Luv Frost (frosted sugar cookie shake topped with pink Soft Top.)


Premier Protein’s recent flavor innovation is described as “grandma’s kitchen meets modern nutrition.” The newest shelf-stable nutrition shake is packed with delicious cookie dough flavor that hits all the right nostalgic notes. It relies on milk protein concentrate and calcium caseinate to deliver 30 grams of protein in every serving. 





Cibo Vita is expanding its Nature’s Garden Probiotic Yoggies snack line with Mixed Berry,  Peach Mango and Trail Mix varieties, joining the original offering, Strawberry. These sweet treats are real fruit pieces coated in yogurt that contains live probiotic cultures and prebiotic fiber. 



DaoHer Beveragen is adding Crème Brulee Boba to its ready-to-drink dairy-based beverage line. This canned boba milk is made with organic whole milk powder and is sweetened with stevia to keep calories and added sugars down. It joins three varieties of boba milk tea: brown sugar, classic and matcha. In all of the beverages, the boba balls are made from starch and konjac gum, instead of the traditional tapioca, in order to withstand the rigors and shelf life of an ambient canned beverage.


And check out this new--delicious and addictive--snack from Trader Joe’s. The cream cheese filling suggests immediately that the product includes dairy. But it’s not just cream cheese. The “bagel crackers” include nonfat dry milk and whey powder. 

Bounce Protein Balls from Bounce Foods in the U.K., combines almonds and cashews with whey protein isolate and whey protein concentrate to deliver 8.2 grams of protein per 35-gram ball. 

The innovations are infinite when you put dairy ingredients to work in new product development. 

New to learn more? Plan to attend the NEW Global Ingredients Summit hosted by American Dairy Products Institute. This two-day event will bring together industry and academia to serve as a launching point for future innovation in the dairy industry. Meet with future innovators by attending student poster presentations and learn about dairy research presented by academics from across the globe. Afternoon concurrent sessions, with separate cheese and milk/whey ingredients tracks, will give you a chance to select your areas of interest and customize your Global Ingredients Summit experience. Diverse topics will include new and emerging technologies in processing, ingredient customization, applications, health and wellness, sustainability, regulatory and more. Link HERE for more information on this event taking place March 11 to 13, 2024, in Reno, Nevada.