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Protein rush: Grain-based products must catch up, says Ardent Mills

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By Kacey Culliney+

Last updated on 09-Jul-2014 at 11:41 GMT

High-protein grain products: Bakery and snacks could play into weight management, says Ardent Mills
High-protein grain products: Bakery and snacks could play into weight management, says Ardent Mills

The grain-based industry is late to the protein game and they need to catch up because opportunities are vast, says Ardent Mills’ director of consumer insights.

“There’s only one area of growing interest among consumers right now, and that’s a growing interest in protein,” David Sheluga, consumer insights director for marketing at Ardent Mills, told

Online searches for ‘protein’ were up 50% from early 2011, he said, and in addition more consumers were checking the label for protein.

“That’s the only nutrition fact that’s on the labeled product that consumers are showing an increased interest in.” All other elements on the nutrition facts panel – cholesterol, carbs, calories etc. – were losing or had flat interest, he said.

Weight management and satiety opportunities

Grain-based products should play into protein's weight management role, says Sheluga

Protein had morphed from its traditional roots of muscle building into an ingredient that aided weight loss through satiety, Sheluga said. “That’s a place where grain-based foods could play, but they have to move more swiftly to get there.”

Most of the interesting high-protein products could be found in the dairy category, he said, although there were protein and granola bars. However, he said the broader grains category had yet to fully tap into protein.

“The grain-based products are late in the game here, and they need to catch up.”

Asked if Ardent Mills had commenced work on developing protein-rich products, he said: “I’ll say yes, but we’re only at the beginning of it.”

Quinoa as a protein ingredient held great promise in grain-based foods, Sheluga said

Beyond soy and whey

Sheluga said for grain-based products, protein promise existed in plant-based proteins like bean, pea or quinoa. The latter in particular, he said, had great promise when used as a concentrated protein in snack chips, snack bars or tortillas.

“There’s emerging opportunities in simple, enlightened foods that, although aren’t big enough now to be part of [Ardent Mills’] analysis, look like where the strong growth is,” he said. ‘Free from’ products, for example, or those with added protein, he said.

Ardent Mills wheat trends research had identified three grain-based categories in growth : ‘sweets and snacks’ such as waffles, donuts and cupcakes; ‘super convenient’ such as frozen handheld sandwiches and toaster pastries; and ‘ethnic’ products like pita, naan and bagel thins.

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1 comment

Higher protein levels or really good marketing needed.

Lot of players are moving into the area with protein concentrates, powders with poor color and off-taste. It will be much demanding to incorporate and differentiate any closer to feed-proteins into the market.
Producing true isolates (+90% in dm) with functionality or creating value from the non-protein part of the concentrates will make it easier to entry the market.

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Posted by Sami Sassi
10 July 2014 | 08h35

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