ADM reveals 2025 strategy – healthy indulgence takes centre stage

The arc of health and indulgence within sweet and savoury is a driving focus for ADM, as it balances consumer health and flavour needs alongside continued cost-of-living pressures. “It [2025] will be a lot about building trust [with consumers] for products that can answer several questions, such as on health and the active nutrition side,” said ADM global marketing director for sweet goods, dairy & specialised nutrition, Bastian Hörmann. Consumers continued to demand high-taste and premium textured products, but they also required more in terms of nutritional value and lower fats and calories – something food and drink businesses had to balance within their NPD. Products enriched with proteins, fibre and with gut microbiome solutions were of specific interest to the business, he said in the FoodNavigator video interview above. “Another is in flavour directions like Asian citrus, nostalgic flavours that give consumers certain securities during challenging times,” he continued. But brands would also have to content with government health requirements, such as HFFS and Nutri-score. The business had recently launched a new Stevia product to tap into the healthy indulgence trend, Hörmann said.

ADM reveals 2025 strategy – healthy indulgence takes centre stage

Ingredients giant ADM has revealed the NPD and consumer trends driving its business forwards, including healthy indulgence.

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