www.bakingbusiness.com/articles/32359-special-report-gluten-free-enters-the-mainstream
Special Report: Gluten-free enters the mainstream
07.17.2017
Once a key point of differentiation, gluten-free now is viewed as a clean label benefit.
LAS VEGAS — Many prototypes sampled at IFT17, the Institute of Food Technologists’ annual meeting and exposition, held in Las Vegas June 25-28, shared a common quality of clean and simple formulations. This dominant pattern was unlike recent past years where the emphasis was on managing specific nutrients or eliminating individual additives. Managing and eliminating were still part of the equation, but the efforts were now part of a larger agenda of clean label formulating.
This agenda was apparent with gluten-free, which had been a dominant theme in previous years, when exhibiting suppliers used I.F.T. to showcase their new gluten-free ingredients. This year gluten-free was not the focus, rather it became an option in a supplier’s clean label tool box.
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| Kara Nielsen, sales and engagement manager U.S.A., Innova Market Insights |
“Our data from both global product launches and consumer surveys show that gluten-free is not going away, but rather found a place in the mainstream,” said Kara Nielsen, sales and engagement manager U.S.A., Innova Market Insights, Arnhem, The Netherlands.
David Sprinkle, research director, Packaged Facts, Rockville, Md., said, “Where once upon a time a package might have had a singular fat-free or no-sugar-added label, it is now common to see packages that carry a host of tags such as certified organic, non-G.M.O., gluten-free, no antibiotics ever, no artificial preservatives, cage-free and more.”
Avoiding gluten has become a lifestyle choice for some consumers.
Pulse-based ingredients are valuable in improving the nutrient quality of gluten-free products.
Mr. Sprinkle added, “Much like veganism and flexitarianism or going low-carb or dairy-free, avoiding gluten has become a true lifestyle choice for many Americans. These consumers may not have a specific health-related motive necessitating the switch to gluten-free. Yet, for gluten-free advocates, there’s often a satisfaction from furthering one’s overall health and nutrition goals. Wellness, as they say, begins in the mind.”
These dedicated gluten-free dieters have helped the gluten-free foods market demonstrate an annual growth rate of 36% over the five-year period ended in 2015, when the market reached $1.6 billion, according to the specific categories — namely grain-based foods or foods that typically would contain gluten — analyzed by Packaged Facts in the “Gluten-free foods in the U.S. 6th edition” report. The research firm forecasts the market will reach $2 billion in sales in 2020.
“Gluten-free foods are gaining popularity partly because manufacturers and marketers are aligning new product developments with other emerging trends in the food and beverage industry,” Mr. Sprinkle said. “These trends include clean labels, marketer transparency and the use of plant proteins and ancient grains.”
Modern Table Meals recently reformulated its gluten-free pastas and meal kits to provide improved nutrition.
Makers of gluten-free pulse-based pastas are standouts in the promise of fewer and simpler ingredients. This attribute is promoted on product packages and on brand web sites. For example, earlier this year, Modern Table Meals, Blackfoot, Idaho, reformulated its gluten-free pastas and meal kits to provide improved nutrition.
“We’re always striving to improve our products and the best way to do that is by listening to our customers,” said Jennifer Eiseman, senior brand manager. “Texture, nutrition and portion size were all at the top of the list so we challenged ourselves to innovate and completely reformulated our product line.”
Modern Table Meals newly reformulated pastas — elbows, penne and rotini — all promote 20 grams of complete protein. Each variety of noodles features improved pasta texture achieved through a blend of lentils, rice and peas containing all nine essential amino acids for energy, good digestion and improved muscle health.
Ancient Harvest's heat-and-eat Organic Quinoa is made with coconut oil and is free from gluten, G.M.O.s, rice and fillers.
Boulder, Colo.-based Ancient Harvest markets a range of high-protein, gluten-free pastas and meals made with pulses and ancient grains. The company recently debuted heat-and-eat Organic Quinoa, providing a high-protein, clean label meal or side dish that goes from pouch to microwave to table in 90 seconds. The product is made with coconut oil, the most recent superstar of the oil world, and is free from gluten, G.M.O.s, rice and fillers.
“Pulse-based ingredients are particularly valuable in improving the nutrient quality of gluten-free products, as they are richer in fiber, protein and micronutrients than traditional gluten-free wheat replacers such as rice and tapioca flour,” Mr. Sprinkle said. “There is a growing market for these ingredients in gluten-free extruded snacks and pasta.”
RW Garcia offers Pulse Chips, a healthy snack that is a source of protein, high in fiber and low in fat.
With some grain-based foods, pulses are the base ingredient and the reason for the food. For example, RW Garcia, San Jose, Calif., offers Pulse Chips, which are a healthy snack that is a source of protein, high in fiber and low in fat. There are three varieties. Black Bean and Ancient Grains is made with eight ingredients and a base that is 26% black beans. The chips have an earthy flavor punctuated by red quinoa seeds and chia seeds. Chickpea and Ancient Grains have a subtle kick from red bell pepper flakes and a mellow base that is made of 26% chickpeas. Lentil & Ancient Grains is 26% green lentils. These chips also contain protein- and mineral-rich amaranth, which gives a nutty flavor.
“The gluten-free trend is evolving in bakery products to feature more high-fiber and high-protein ancient grains and seeds, including buckwheat, teff and chia seeds, as well as gluten-free oats,” Ms. Nielsen said. “In fact, our research shows that bread and bread products launched with teff have steadily increased over the past few years, with four times as many products launched between 2014-2017 compared to the preceding three-year period.”
Ancient and sprouted grains provide whole food, plant-based protein sources that enhance appearance, deliver unique tastes and textures, pack a nutritional wallop, and invite variety and innovation.
Modern uses for ancient grains
At IFT17, Ardent Mills, Denver, served a breakfast porridge made with amaranth and teff, where the emphasis was on whole grain nutrition. The added perk is amaranth and teff are also gluten-free grains.
“Amaranth is an ancient Aztec grain with a sticky, gelatinous texture and a nutty, slightly earthy and spicy flavor with peppery notes,” said Chef Jason Gronlund, technical sales manager. “Teff is best known for a sweet, nutty, molasses-like flavor.”
The two grains complement each other in terms of flavor, functionality and nutrition. The porridge is loaded with nutrients and void of gluten.
Amaranth and teff complement each other in terms of flavor, functionality and nutrition.
“Teff goes far beyond the breakfast table and has its place in the global pantry for items such as a flat bread known as injera, which is indigenous to Ethiopia,” Mr. Gronlund said. “Amaranth can also be used in gluten-free baking, adding the essential amino acid lysine, which may be lacking in other flours.”
Also at IFT17, the company showcased quinoa in arancini. Quinoa was part of both the center and the breading. There were also quinoa chocolate bites, which were made with quinoa flour and topped with quinoa crisps.
Quinoa is a tiny seed that is recognized as the only grain containing all of the essential amino acids in a healthful balance, rendering it a complete protein. It has an unusually high ratio of protein to fiber and is high in potassium. The versatile light grain has a slight nutty flavor making it compatible in sweet and savory applications.
Injera is a sourdough-risen flatbread traditionally made out of teff flour.
“With consumer interest in nutrient-dense ingredients, including those with high protein, we expect more gluten-free products to highlight higher-protein ingredients like teff, quinoa and other alternative grains and healthful seeds,” Ms. Nielsen said.
The appeal of ancient and sprouted grains is much like that of pulses. For food processors, the ingredients provide whole food, plant-based protein sources that enhance appearance, deliver unique tastes and textures, pack a nutritional wallop, and invite variety and innovation, said Packaged Facts’ Mr. Sprinkle.
Siete Family Foods recently launched grain-free tortilla chips made with almond, coconut and cassava flours.
Going grain-free
The added-value nutrition is attractive to label-reading consumers and is contributing to the growth in gluten-free claims. Consumers are looking at the whole package, what the entire food provides and lacks at the same time.
In some instances, gluten-free is evolving into grain-free formulating.
Bob’s Red Mill introduced paleo baking flour mix in early 2017.
New product launches in North America with a grain-free claim doubled in 2016 from the number in 2014. Bob’s Red Mill, Milwaukie, Ore., introduced paleo baking flour mix in early 2017. Siete Family Foods, Austin, Texas, launched grain-free tortillas and tortilla chips made with almond, coconut and cassava flours.
Simple Mills, Chicago, is another leader in grain-free mixes, crackers and most recently, cookies.
Simple Mills cookies are made with coconut sugar, coconut oil and a flour blend of almonds, coconuts and tigernuts, a high-fiber prebiotic root vegetable.
The company’s new cookies claim to be 25% to 40% less sugar than other cookie brands, another selling point to label-reading consumers. They are made with coconut sugar, coconut oil and a flour blend of almonds, coconuts and tigernuts, a high-fiber prebiotic root vegetable. Each cookie contains 40 calories. Flavors include chocolate chip, cinnamon, double chocolate and toasted pecan. Simple Mills Sprouted Seed Crackers contain a blend of sunflower, flax and chia seeds that have been sprouted for better nutrient absorption. With 3 grams of protein per serving, flavors include original, everything, jalapeño, and garlic and herb.
NurturMe cookies combine quinoa, amaranth, millet and sorghum.
Functional and free-from options
NurturMe, Austin, Texas, now offers organic ancient grain-based cookies with probiotics. The cookies are free from gluten, dairy, soy and egg. The probiotics further support the brand’s “tummy friendly” marketplace positioning for children with digestive issues. The company’s offerings include infant cereals and toddler snacks made from organic quinoa, which the company promotes as being hypoallergenic and easy to digest.
The cookies combine quinoa, amaranth, millet and sorghum to deliver a complete and balanced protein with all essential amino acids and immune-boosting antioxidants. They come in cocoa, honey and maple with cinnamon flavors.
“As moms, we understand how stressful feeding can be,” said Caroline Freedman, chief executive officer and co-founder. “Whether it’s special dietary needs or simply picky eaters, we’re taking our naturally gentle approach a significant step further to help take the worry out of mealtime. From our healthy new cookies, which parents can actually feel good about, to our ‘free-from’ products with the added benefits of probiotics — we’re leading the charge toward overall nutritional and digestive health in little ones.”
This autumn, Daiya Foods will offer Pumpkin Spice Cheezecake made with a gluten-free crust.
There’s no doubt that gluten-free claims will continue to grow, as the free-from movement gains traction. The elimination of food ingredients and components from everyday foods resonates with consumers on avoidance diets, and the number of such consumers is growing, either for medical reasons or wellness benefits.
This is driving gluten-free claims in non-grain-based foods ranging from dairy products to prepared meals, both animal- and plant-based. For example, this autumn, Daiya Foods Inc., Vancouver, B.C., will offer limited-edition Pumpkin Spice Cheezecake. The cheesecake is made with a gluten-free crust, and the produce is free of dairy, gluten and soy.
Concord, N.H.-based Blake’s All Natural Foods, a business unit of Conagra Brands, recently introduced gluten-free frozen meat pies. They are made with ingredients perceived as not being artificial.
Blake’s All Natural Foods recently introduced gluten-free frozen meat pies.
New Millet Tots from RollingGreens Food, Boulder, Colo., are a whole grain alternative to tater tots, which are traditionally potato based, and depending on the other added ingredients, may or may not be gluten-free. The frozen bite-size tots come in Italian herb, original and spicy sweet varieties. One serving is about 10 of the vegan, non-G.M.O. tots and provides 1 to 2 grams of fiber and 3 grams of protein, nutrients typically unavailable in the traditional potato version.
“They are our version of potato tots but made with an organic ancient whole grain,” said Lindsey Cunningham, co-founder and chief operating officer. “Millet on its own has a slight bitter taste, but it absorbs flavor. It’s a great canvas for ingredients such as garlic, basil and chilies.”
New Millet Tots from RollingGreens Food are a whole grain alternative to tater tots.
With a growing number of gluten-free foods now formulated to be healthier alternatives to their gluten-containing counterparts, the category appeals to health-conscious shoppers as well as gluten-sensitive consumers. Improvements in taste, texture and nutrition will further support the market.
“Though sales have slowed notably in recent years, interest in gluten-free foods continues to grow, as consumers appear to regard the foods as healthier in one respect or another,” said Billy Roberts, senior food and drink analyst, Mintel, Chicago. ‘Increased competition in the category has improved the quality and variety of gluten-free options, and healthy opportunities exist for brands seeking to cater to the health-conscious gluten-free consumer.”