Nutritional Outlook

Nutritional Outlook, December 2016

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NUTRITIONAL OUTLOOK ■ 43 DECEMBER 2016 plant-based beverages," surmises Lee. Giv- en that recent concerns about sugar have weighed down beverage sales generally, she adds, it's only natural that sales of super- fruit beverages would f ag, as well. And new beverage technologies, like high-pressure processing (HPP) and cold-pressing, also "di- vert consumer attention from the superfruit concept itself," Lee says, "with the processing and technology that keep the juice fresh and preserve its nutrients mattering more" than the fruit getting juiced. But perhaps the biggest beef with super- fruits lies in the dif culty consumers—not to mention the rest of us—have had under- standing just what makes them super. Per Mellentin, it all boils down to "health ben- ef ts that have some basis in science and that consumers f nd credible." A fruit needn't secure an FDA-approved health claim; it merely need capture the attention of science or health journalists "who love writing about naturally healthy foods." Having done that, he says, "social media will do the rest." T at said, Mellentin still advises compa- nies to "let the media and journalists decide whether a fruit is super or not." T e mar- keter's job, by contrast, is to "focus on con- venience, taste, and making sure that news about health benef ts gets out to people." And if consumers respond well, perhaps it's proof they haven't gone sour on super- fruits after all. Lanners certainly doesn't view the current backlash as signaling superfruits' demise. "On the contrary," she says, "super- fruit and superfood ingredients continue to make their way into products spanning all channels. If anything, we've witnessed a sort of leveling-of phase and could very well be- gin to see the popularity pendulum swing in favor of newer superfruits presently making their way to market." And if you're looking for an upside to the fad, look no further than "the massive media coverage" that, says Lee, "helped educate consumers as to the health benef ts of specif c plants and fruits." What's not to like? According to Maider Gutierrez, marketing manager for Frutarom Health (Ede, Netherlands), "T e superfruit trend is very dynamic and fast-paced. Ev- ery season there's something new. T ey add freshness to an industry that sometimes can be a bit slow to innovate." So take advantage of superfruits' second wave with these expert suggestions for superfruit success. Science Counts For a superfruit to succeed, its superiority has to be believable. Unfortunately, says Fruta- rom's Gutierrez, "superfruits have sometimes seemed too good to be true." As consumers grow more demanding and get schooled in the basics of nutrition, she explains, "they no longer will believe in ingredients that can 'cure' everything. More and more, consum- ers will want proof of ef cacy, and to see the science and studies that prove a superfruit's claimed benef ts." New Nutrition Business's Mellentin agrees. Moreover, he notes, "there's a positive rela- tionship between the number of scientif c studies published about a fruit's health ben- ef ts and its superfruit status. In the future, it'll become more important to of er a de- monstrable benef t to achieve dif erentiation from all the superfruit 'wannabes.'" Gac fruit lOtUS iMaGES/SHUttERStOCK.COM Beehive Botanicals, Inc. Toll-Free: 800-233-4483 Over 40 Years Experience Custom Manufacturing &HUWL¿HG2UJDQLF .RVKHU&HUWL¿HG GMP Registered Powder Fills Encapsulation Liquid Fills Bottling/Packaging Private Labeling Organic Processing

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