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Cheese could be the next health food, industry expert suggests

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By Elizabeth Crawford

15-Jun-2015
Last updated on 18-Jun-2015 at 21:49 GMT2015-06-18T21:49:40Z

Cheese could be the next health food, industry expert suggests

The tide may be changing for cheese, as science helps re-position the dairy food as a protein-dense, calcium-rich, healthy snack rather than as a high-fat and -sodium food to be enjoyed in moderation, suggests a market trends expert. 

For years, cheese has been demonized as a food high in saturated fat, which could raise cholesterol levels and heart disease risks, and as high in sodium, which threatens to elevate blood pressure levels. But emerging science is poking holes in these arguments, creating an opportunity for cheese to be “the next naturally functional success story,” Julian Mellentin, director of New Nutrition Business, says in a report released this month.

“A key thing for cheese marketers is to actually challenge all the negatives that are put out about cheese in relation to sodium and fact,” he told FoodNavigator-USA.

To do that, he points to scientific studies published in the last few years that undermine the current negative messages about cheese as an unhealthy food.

For example, a study published in the American Journal of Clinical Nutrition in 2011 found a negative correlation between cheese intake and BMI, casting doubt on the idea that the saturated fat content in cheese could lead to weight gain. 

Additional studies published in 2014 in the British Medical Journal , Advances in Nutrition  and the journal Nutrition, Metabolism and Cardiovascular Diseases suggest the high sodium content in cheese does not increase blood pressure because of the “whole food matrix” in which it is delivered, Mellentin said.

“Nutritional science, like all sciences, is constantly evolving. In the past, studies focused on analyzing individual nutrients and their effects on the body. Now, there is a growing tendency to look at foods and food groups as a whole, without pre-judgements based on their content of an individual content of an individual nutrient,” Joana Maricato, an analyst at New Nutrition Business, told FoodNavigator-USA.

“As a consequence,” she added, “amazing results are appearing from studies on dairy and particularly cheese, proving that the combination of nutrients in cheese has many promising health benefits that were never considered in the past.”

An emerging marketing opportunity

The shifting science surrounding cheese is creating a substantial marketing opportunity for the category, which already touches on several of the key trends driving food sales, such as high protein, low sugar, low lactose and naturally functional products, Mellentin said.

In addition, he noted that “America is the biggest opportunity in the world for increasing cheese consumption. Americans eat just 14 kg each year, about half of France’s per capita consumption of 26 kg, so there is massive scope for growth.”

Marketers can take advantage of this potential by educating consumers and health care providers about the evolving science surrounding cheese, Mellentin said.

They also should literally repackage cheese to make it more desirable and easier to eat, he suggested. “If the industry does lots of sampling so people can experience different cheese and they are not sold in big blocks, but in small, nicely packaged blocks – and perhaps sold in combination with nuts and fruit – then there is a chance to revolutionize cheese consumption in America,” similar to how the introduction of Greek yogurt prompted massive growth in the category.

Cheesemaker Sargento Foods’ recently-launched Balanced Breaks snack line is an example of a product that is innovative and taking advantage of the evolving image and sales potential of cheese, Mellentin said. The line includes on-the-go packages that combine cheese, nuts and dried fruit and is sold at a premium price.

Lessons from the almond industry

Cheese marketers should tear a page playbook of the almond industry, which also was once demonized for high-fat content but is now viewed as a health food that is growing 30%, Mellentin said.

Specifically, cheesemakers should:

  • Promote taste – The 2011 launch of Silk Almond milk helped WhiteWave Foods reach more households because the taste of almond milk was more desirable than soy milk. Cheesemakers, likewise, should look for ways to improve the taste of their products or better tell the story of the cheese flavors.
  • Build a health halo around cheese – The Almond Board of California invested heavily in the late 1990s in research to show the health benefits of Almonds, eventually resulting in FDA issuing a qualified health claim for several nuts that helped consumers understand and trust health messaging around the food. Cheesemakers also could invest more heavily in research and promoting positive findings.
  • Provide new, more convenient formats – Almond sales grew in part because Blue Almond created new products, such as Nut Chips, nut crackers, snack packs with bold, new flavors and milk. Cheesemakers similarly could include the ingredient and a variety of new snacks and products.
  • Work with retailers to improve merchandising – Part of Silk’s success is due to its being repositioned from a shelf stable product sold in the store-center to a fresh food in the refrigerator section along the perimeter of the store. Cheesemakers should consider how to increase facings and create cross-marketing opportunities throughout the store. 

Interested in new dairy trends? Register below for FoodNavigator-USA's LIVE 60-minute online Dairy Innovation Forum on July 29. 

4 comments (Comments are now closed)

Totality of data on dairy says it is good for health

The 2015 Dietary Guidelines Advisory Committee, after review of all the available science, concluded:

Characteristics of dietary patterns associated with positive health outcomes include:

Higher intake of vegetables, fruits, whole grains, low- or non-fat dairy, seafood, legumes, and nuts; moderate intake of alcohol (among adults); lower intake of red and processed meat; and low intake of sugar-sweetened foods and drinks and refined grains

They also stated:

“Consumption of dairy foods provides numerous health benefits including lower risk of diabetes, metabolic syndrome, CVD and obesity.”

Dairy is recommended by the American Academy of Pediatrics, The Academy of Nutrition and Dietetics, the National Osteoporosis Foundation, American Academy of Family Physicians, etc. And is recommended in dietary guidelines across the globe.

This is based on all the available science, not one or two studies.

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Posted by Gregory Miller
02 July 2015 | 18h142015-07-02T18:14:21Z

Reply to "What"

Dear Jennifer,

Thank you for your comments! In relation to the points you mentioned:

1. “Dairy, at the very least, doesn’t do anything to help build strong bones”. We assume that you took this conclusion based on the Uppsala University study of October of 2014 (not 2015 as you wrote), entitled “Milk intake and risk of mortality and fractures in women and men: cohort studies”. If you read the entire paper trough (linked here: http://www.bmj.com/content/349/bmj.g6015) you will see that one of the conclusions was:

"Particularly noteworthy is that intake of fermented milk products such as yogurt and soured milk and cheese were associated with lower rates of fracture and mortality. Furthermore, we observed a positive association only between milk intake and markers of oxidative stress (urine 8-iso-PGF2α) and inflammation (serum interleukin 6)”. So no, cheese did not look bad in the picture here.

2. “Men who eat 3 or more dairy servings a day have a 76% higher risk of death”. Well, this a very strong claim to write down, but we again found the paper from which you could drawn this conclusion. It's the "Dairy intake after prostate cancer diagnosis in relation to disease-specific and total mortality” one and you can find it here: http://onlinelibrary.wiley.com/doi/10.1002/ijc.29608/abstract. Again, we recommend reading the entire paper. The population of this study were only men already diagnosed with non-metastatic prostate cancer, so the results of the study can ONLY be applied to the long-term management of prostate cancer survivors. Furthermore, as the authors actually state, the small number of prostate cancer deaths is a critical limitation of the study, which limited its statistical power and doesn’t allow to evaluate the differences between individual dairy products or between different fat content of the dairy products and the mortality risk.

3. “Consciously promote cheese for a perceived health benefits".

The word perceived is not applicable. Our article was based in more than 20 scientific publications findings, not perceptions. We are happy to send you a copy of those if you wish to deepen your knowledge about the science around dairy, in particular cheese.

The science of a healthy diet is complex but the weight of evidence clearly favours consumption, in moderation, of dairy foods as part of a balanced diet. You may find it helpful in developing your viewpoint to find a friendly scientist who can show you how to critically read scientific papers. You will find it to be a surprisingly enjoyable past-time. Best wishes, Julian and New Nutrition Business

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Posted by Julian Mellentin
02 July 2015 | 12h222015-07-02T12:22:03Z

What

'Build a Health Halo around Cheese'? Animal protein, especially dairy inc cheese has many dangers associated with it and will get more and more of a bad health rap, and environmentally cheese is one of the very worst offenders. How can you possibly ignore the recent study that says dairy, at the very least doesn't do anything to help 'build strong bones' (BMJ 24th Oct, 2015) ? What about the study that says men have a 76% more risk of death who eat 3 or more servings of dairy a day? (International Journal of Cancer June 3, 2015). And you want to consciously promote cheese for a perceived health benefit and ignore these findings? It's like saying if you smoke cigarettes, you breathe in some oxygen in the process and that's good for health!

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Posted by Jennifer
30 June 2015 | 18h442015-06-30T18:44:20Z

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