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Breakfast Cereal

Breakfast Cereal . Breakfast Cereal – Introduction. Breakfast - many Iconic Brands around the world 9 in 10 consumers eat breakfast cereals – covers all age ranges, opportunity. Product Innovation is rife in many countries Competition – intensifying, cold cereals down in many countries

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Breakfast Cereal

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  1. Breakfast Cereal

  2. Breakfast Cereal – Introduction • Breakfast -manyIconic Brands around the world • 9 in 10 consumers eat breakfast cereals – covers all age ranges, opportunity. • Product Innovation is rife in many countries • Competition – intensifying, cold cereals down in many countries • Hot cereals – • Small, but enjoying strong growth • Health of oats – understood by consumers • New flavours • Porridge pots – many new launches • Cold cereals dominate the market : • But - cold cereals volume declining • Switch to porridge and other alternatives (biscuits, yoghurts, cereal bars) • Oats – healthy and slow energy boost category, value for money Source : Mintel August 2012

  3. Breakfast Cereal – innovation trends • Healthier cereals? • Nutrition : • fibre, sugar, wholegrain, fat. • Content features highly with consumers decision • Fibre : • Important component of diet by over 52% • Interest in high fibre – increases with age • Well established benefits – Cholesterol, Cardio disease, blood glucose • Health – a key consideration for many. • High sugar – under fire in 2012 – shoppers aware? Two thirds excessive (Which?) • Vitamin fortification – Kelloggs take lead, add Vit D all childrens products. • Tangible measures – contains x spoonfuls of sugar etc • Demand for low sugar – not compromise flavour • All of this = Opportunities for Edme products Source : Mintel August 2012

  4. Types of Breakfast Cereal eaten Edme materials applicable in all. Source : Mintel August 2012

  5. Choice Factors for breakfast Edme materials contribute fibre Edme materials contribute Wholegrain Edme contribute flavour & Sweetness Opportunity for Edme customers - diversify Source : Mintel August 2012

  6. Attitudes towards Breakfast Cereals Opportunity for Edme customer diversity – brand extension Edme flakes & kibbles used for interesting textures Edme Materials – contribute to health & clean label Malted, Sweetness, Toasted, Cereals. Edme Extracts - Natural flavour Edme Extracts provide natural flavour whilst contributing to health, Flakes and Kibbles also help Edme materials contribute fibre, Wholegrain Source : Mintel August 2012

  7. Porridge Pot examples On the go packs: • Key messages on pack: • Lower than 7% fat • Fuller for longer • Helps lower cholesterol • Convenient (2 minutes) Instant Whey Protein Porridge ……healthy nutritious breakfast on the go. … small enough to be put in your bag …….simply add hot water. with over 20g of protein per serving and……….Each pot contains over 20g of protein (equivalent to 3 WHOLE eggs) provides a hearty and nourishing meal to go.

  8. Edme materials in Porridge Benefits of Edme materials: Flakes and Kibbles - Visual appeal, flavour, colour and textural crunch, Wholegrain & nutritional benefits. Dried Extracts & Flours – Sweetness, increased cereal notes, improved colour and flavour, enhanced creaminess and mouthfeel More palatable porridge Dried Extracts Alternative to “Sugar” - not on ingredient labelling Blends and Concentrates - Potential for particulates including various seeds, flakes and Kibbles giving health benefits, flavour, colour, texture Wholegrain options – associate nutrition & health ………Rolled Oat Flakes (15%), Sugar, Maltodextrin, Whole Milk Powder (3%), Vegetable Oil, Milk Protein, Barley Malt Extract, Calcium Carbonate, ……… Wholegrain Rolled Oats (50%),Full Cream Milk Powder ,Sugar ,Raisins (10.5%) ,Wholegrain Wheat (8.5%) ,Roasted Chopped Nuts (2%) (Almonds, Hazelnuts) ,Malted Barley Extract ,Salt

  9. Edme materials in Cereal Bars Benefits of Edme materials: Flakes and Kibbles - Visual appeal, flavour, colour and textural crunch, Wholegrain & nutritional benefits. Syrups and Dried Extracts – Sweetness, increased cereal notes and flavour enhancement. Important part of binding syrup - hold bar together. Improved colour and flavour. Adds stickiness and chewiness to bars. Flours, Syrups and Dried Extracts – used in recipe for flake production and extruded cereals such as Rice Crispy and flake components. Blends and concentrates – incorporation of healthy seeds and Multigrains with Edme Flakes, Flours, Kibbles. Convenience and tailored options. Wholegrain options – associate nutrition & health Rice & Wheat Flakes contains: Rice, Wheat, Sugar, Barley & Barley Malt Extract, Salt, Niacin, Iron, Pantothenic Acid, Vitamin B6, Riboflavin, Thiamin, Folic Acid, Vitamin D, Vitamin ………………… Crisped Rice contains: Rice Flour, Wheat Flour, Sugar, Barley Malt Flour, Malted Wheat Flour, Rapeseed Oil, …………….. Cornflakes contains: Maize, Sugar, Barley & Barley Malt Extract, Salt, Emulsifier: Mono- and Diglycerides of Fatty Acids.Milk Above example mentions Malted Ingredients 4 times within 3 different components.

  10. Bar examples • Malt used in: • Rice and Wheat Flake component • Malt Extract as binder with sugar syrup • Roasted Barley Malt – flavour & colour • Ammonia Caramel – potential…… • Good example of versatility of our ingredients • “Malt” mentiond twice on pack

  11. Malt ingredients- Binding syrups and bars • Nuts (59%) (Whole and Flaked Almonds, Roasted Whole and Chopped Hazelnuts, Chopped Pecan nuts), Glucose Syrup, Raw Cane Sugar, British Wholegrain Oat Flakes(6%), Vegetable Oil (Rapeseed Oil, Palm Oil), Rice Flour, Barley Malt Syrup, Honey. GRANOLA (WHOLE GRAIN ROLLED OATS, BROWNSUGAR, CRISP RICE [RICE FLOUR, SUGAR, SALT, MALTED BARLEY EXTRACT],WHOLE GRAIN ROLLED WHEAT,)………., SEMISWEET CHOCOLATE CHIPS , CORN SYRUP,….. BROWN RICE CRISP(WHOLE GRAIN BROWN RICE, SUGAR, MALTED BARLEY FLOUR, SALT), INVERTSUGAR, SUGAR, CORN SYRUP SOLIDS, GLYCERIN, SOYBEAN OIL. CONTAINS 2% OR LESS OF SORBITOL,CALCIUM CARBONATE, SALT, WATER, SOY LECITHIN,

  12. Edme Materials in Muesli Benefits of Edme materials: Flakes and Kibbles - Visual appeal, flavour, colour and textural crunch. Particulates. Wholegrain& nutritional benefits. Health. Syrups and Dried Extracts Formulation for flake production and extruded cereals – such as Rice Crispy and flake components. Adds crunch, flavour, colour. Blends and concentrates – incorporation of healthy seeds and Multigrains with Edme Flakes, Flours, Kibbles. Convenience. Marks and Spencers Super Luxury Muesli: Malted Rye Flakes Toasted Wheat Flakes – wheat and Malted Barley Marks and Spencers Spelt and Rye Muesli: … seeds, toasted spelt and Malted Rye Flakes

  13. Edme Materials in Cooked Cereal Benefits of Edme materials: Syrups , Dried Extracts and Flours Used in formulation for flake production and extruded cereals such as Rice Crispy and Corn Flakes Provides natural sweetness, alternatives to sugar Increased cereal notes and flavour enhancement. Binding agent for cooked mass Crisper texture Colour and texture provider – eg Bran Flakes Wholegrain options – associate nutrition & health Flour (8%), Salt, Skimmed Milk Powder, Flavouring, Barley Malt Extract, Emulsifiers Malted Flakes with Raspberries Wholewheat, Wheatbran (21%), Sugar, Salt, Malt Flavouring, Honey, Niacin, Iron, Milled Corn, Sugar, Malt Extract…..

  14. Breakfast Biscuit examples Cereals 71.6% [Wheat Flour 51.3%, Wholegrain Cereals 20.3% (Oat Flakes 8.5%, Wholegrain Wheat Flour 6.1%, Wholegrain Barley Flour 2.7%, Wholegrain Rye Flour 2.0%, Wholegrain Spelt Flour 1.0%)],Sugar ………… Kelloggs All Bran Cereal (31%) (Wheat Bran {27%}, Sugar, Barley Malt Flavouring, Salt), Wheat Flour, Vegetable Oil, Invert Sugar Syrup, Sugar, Oat Fibre (7.5%), ……..Wheat Flake (9%) (Wheat Flour, Wheat Bran Flour, Sugar, Barley Malt Extract, Salt, Honey) ……….…. Crisped Cereals (3.5%) [Wholemeal Wheat Flour, Rice Flour, Sugar, Malted Barley Flour, Malted Wheat Flour, Salt, Calcium Carbonate, Vegetable Oil, Emulsifier (Soya Lecithin)] ,Wholemeal Wheat Flour (3%) …….. This example uses 3 Malted Ingredients

  15. Edme Product Choices - Breakfast • Don’t forget: • Adjustment on thickness, grain used, steam added, flavour, etcetc • Innovations Manager • Specific to your customer • Blends incorporating seeds, flakes, kibbles, flours etc. • Edme here to help • Organic options

  16. Benefits of Wholegrain

  17. What are Wholegrains? Wholegrains : Germ : (B Vitamins, Protein, Minerals), Endosperm : (starchy carbohydrates) Bran : (Antioxidants, B Vitamins, fibre) Can come from: Wheat Oat (also have Beta Glucans) Barley (also have Beta Glucans) Maize Spelt Rye Millett Etc…..

  18. Benefits of Wholegrain • Wholegrains are an important part of a healthy balanced diet for the whole family • Purchased for health and nutrition benefits – consumers associate Fibre, Nutrition • Have many nutritional benefits: • Great source of carbohydrate – source of energy for the body • Valuable contribution to our protein content. • Contain fibre – maintaining healthy digestive system • Fibre helps passage of waste through the body • Can be eaten at all daily meal occasions – especially breakfast • Researchers advise consumption of three daily servings of bread and cereal containing whole grain. – Opportunity for manufacturers. – only 15% do this. • Adds Flavour, Colour, Texture, Visual piece identity

  19. Benefits of MALTED Wholegrain • Increased Digestibility - Malting breaks down starches in grains into simple sugars so your body can digest them easily. • Increased Absorption of Minerals – Malting breaks down enzyme inhibitors, so your body can more easily adsorb calcium, magnesium, iron, copper and zinc. • Increased Antioxidants – malting releases more antioxidants that are naturally stored in the grains and seeds. • Increased Vitamin C - Malting produces vitamin C. • Increased Vitamin B - Malting increases the vitamin B2, B5 & B6

  20. Benefits of MALTED Wholegrain Research results done by Knight Scientific on EDME products - 2010

  21. Wholegrain Cereals – on Pack. Wholegrain Guaranteed – Nestle Green Banner = Wholegrain Real Fruit and Whole Grains With 100% Wholegrain New ! Contains 35% more Wholegrain – KelloggsNutrigrain Biscuits Eat Better Forever, Wholegrain Multigrain & High Source of Fibre

  22. Summary of Edme materials in Breakfast Cereals • Proven use • Cereal Bars, Cooked Cereals, Porridge, Extruded Cereals, Breakfast Biscuits, Muesli…….. • Wide application benefits : • Visual, textural, colour, flavour appeal, creaminess, aroma, • Used in various components (Wheat Flakes, Rice Crispies, Cornflakes etc) • Used as binding syrup component in Cereal Bars, Clusters - chewiness, stickiness • Multi-ingredient use – malted ingredients are present several times in one product. • Edme products - can be a Flake, or an ingredient to help make a Flake. • Wholegrain– Many Edme materials lend themselves to such benefits. • Sugar alternative – sweetness and flavour enhancement from malt, rather than sugar • “Malted” on pack – malt flavour to your advantage “Malted Rye Flakes”, “Malted Wheat” etc • Convenient blends - incorporation of healthy seeds and other ingredients and Multigrains with Edme Flakes, Flours, Kibbles. • Clean Label, Natural Ingredients & Wide Portfolio

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