New launches tap into green and organic trends

By Nikki Hancocks

- Last updated on GMT

getty | airdone
getty | airdone

Related tags New product development functional beverage beverage

Recent launches in the health and nutrition space include an organic demineralised whey for infant formula, a microencapsulated oat powder for sports drinks, and a green re-brand for probiotics.

FrieslandCampina Ingredients has announced the launch of a new product named 'Deminal 90 Organic' – a premium demineralised whey ingredient for the burgeoning organic infant formula market.

Manufactured in the Netherlands, the new SKU is an organic version of the company’s long-standing demineralised whey product which enables manufacturers to achieve the ideal casein:whey ratio while also limiting mineral content.

Deminal 90 Organic is made of fresh milk from the company’s select group of monitored organic dairy farmers.

The Dutch dairy cooperative says the growth of the organic infant formula market over recent years has been 'spectacular' with research revealing that three in four parents now consider organic an important criterion when purchasing formula for their children (FrieslandCampina Ingredients Early Life Nutrition consumer insight survey, Innova Market Insights, 2020). 

This explains Euromonitor’s prediction that the segment will grow by a CAGR of 15% in the five years from 2020, reaching a value of €5.4 billion by 2025 (organic market value sales 2020-2025, February 2021).

“The organic trend has been growing steadily for years and is now booming as more consumers than ever become aware of the impact their choices have on health, and on the environment,”​ comments Sophie Nicolas, Marketing Manager, Early Life Nutrition at FrieslandCampina Ingredients.

“What makes Deminal 90 Organic so special is the care we take over the process. From farm to factory, everything is handled right here in the Netherlands. Not only does this maximise traceability, but we also excel in organic standards, thanks to our unique monitoring tools which measure biodiversity and animal welfare on our organic farms. Plus, on a technical level, our ingredient offers low and stable mineral content and high microbiological standards, providing our customers with a unique new opportunity to strengthen or expand their organic offerings.”

Super smooth oat powder

In a move away from dairy, ECD Ingredients has launched a microencapsulated oat milk powder which promises to bring a new dimension to vegan functional beverages thanks to its extra smooth texture and strong nutrition profile.

Vegan, Gluten Free, Dairy Free, Lactose Free, the new powder is derived from 100% sustainably grown British Oats using in-house spray drying technology which ensures maximum macronutrients and micronutrients content.

The supplier of ingredients to the food, supplements and sports nutrition sectors is investing a total of £20m in delivering this ingredient for use in products ranging from sports nutrition and meal replacements, to coffee creamers and desserts.

The ingredient provides beta glucans, B Vitamins (thiamine and folate), as well as potassium, magnesium and zinc.

“The fineness of the powder ensure it remains in dispersion almost indefinitely, creates a smoother , less gritty texture with superior particle suspension with clean flavour profile,” ​says Pat McDonagh, director of ECD Ingredients.

“It also offers an exceptional nutritional profile, capturing the natural vitamin, mineral goodness of Oats.”

Optibac repackaged

Going green

Optibac Probiotics, the friendly bacteria supplements brand, has announced a major brand and packaging refresh​ for 2021, designed to minimise environmental impact. 

The company has reduced plastic by 96% by swapping from plastic containers to amber glass jars with aluminium lids for all their capsule products. This allows for wider recycling without compromising the delicate nature of the bacteria inside.

As well as a new design on the jars, the products now also carry a bespoke insert that showcases the brand story.

The redesign also sees changes to many of the product names to help aid understanding and purchase in a category often described as difficult to navigate. For example, ‘For your baby’ is changing to Baby Drops​ this summer, and  ‘For daily immunity’ will be called Immune Support​.

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