STRATEGIES TO CREATE CONSUMER FRIENDLY INGREDIENT STATEMENTS CLC17 MARCH 28, 2017 RONALD VISSCHERS

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1 STRATEGIES TO CREATE CONSUMER FRIENDLY INGREDIENT STATEMENTS CLC17 MARCH 28, 2017 RONALD VISSCHERS

2 PRESENTATION OUTLINE Introduction Clean Label at TNO Case studies Clean label framework (What s and Why s of clean labelling) Challenges in clean labelling TNO Clean Label consortium Decision tree for Clean Labelling Reformulation as a strategy for clean labelling Example: No sugar added (Case: Peijnenburg cakes) Case 1: Candies without gelatin Case 2. Clean label meat analogs New clean label initiatives at TNO

Expertise centers: Earth, environmental and life science

3 TNO: Nederlandse Organisatie voor Toegepast Natuurwetenschappelijk Onderzoek DUTCH ORGANIZATION FOR APPLIED SCIENTIFIC RESEARCH Zeist Expertise centers: Earth, environmental and life science Behavioural and societal science Technical sciences clean label conference

4 MANY FOOD ADDITIVES IN OUR FOOD Does not lead to a clean label Perennial questions with evolving answers What is clean label? Which ingredients constitute a clean label?

CLEAN LABEL DEFINITION; OVERVIEW No specific legislation exists for what is clean label means Definitions and interpretations vary widely, for example: Terms used by food and drink manufacturers to

5 CLEAN LABEL DEFINITION; OVERVIEW No specific legislation exists for what is clean label means Definitions and interpretations vary widely, for example: Terms used by food and drink manufacturers to describe products made with ingredients that consumers understand Leatherhead Research Products considered clean label are typically not artificial and are free of artificial ingredients Christian Hansen Consumers find highly or ultra processed foods more suspicious and read labels on these, so they are the biggest target areas for cleaner labels Danisco

6 WHAT CHARACTERIZES A CLEAN LABEL PRODUCT? 1. Short list of ingredients 2. Consumer familiarity and acceptability of ingredient 3. No chemical sounding ingredient names; no E-numbers 4. Less processed

for approved food additives in modern food production.

7 WHY CLEAN LABELS? Media attention against additives is increasing There is a need to define space for approved food additives in modern food production. Need to close the knowledge and communication gap between consumers, manufacturers, and legislation: build trust by transparency Food additives depicted in the media

8 Why clean labels? CONSUMER INCREASINGLY DISTRUST LABELS DUE TO CONTROVERSIES IN VERY RECENT HISTORY

9 FOOD SERVICE PROVIDERS MOVING TO CLEAN LABELS

10 CHALLENGES IN CLEANING UP LABELS 1. Lack of definition on the clean label framework When is a product label considered clean? 2. Requires integral approach Food manufacturers Food product developers Process engineers Ingredient supplier Functional needs/requirements Consumer/Regulatory bodies 3. Lack of technology Technologies to implement a clean label strategy is not defined

11 CLEAN UP YOUR LABEL APPROACHES AND INNOVATIONS FOR SUCCESSFULLY DEVELOPING CLEAN LABEL PRODUCTS A SHARED INNOVATION PROGRAM LAUNCHED BY TNO IN 2015 Looked at a holistic approach for clean labelling that takes into consideration important stakeholders in the food industry: Consumers, Regulators, Manufacturers

12 TNO brings stakeholder chain together under a clean label framework Consumers Food manufacturers Retailers Ingredient suppliers Regulatory agencies Critical mass of stakeholders is important to define the clean label framework Integral approach

HOLISTIC APPROACH Clean label framework Labelling regulations and ingredient positioning Ingredient screening identification modification Defining Clean Label

13 HOLISTIC APPROACH Clean label framework Labelling regulations and ingredient positioning Ingredient screening identification modification Defining Clean Label Framework Application in model clean label formulations Science-based approach to clean labelling Application to achieve clean labels in existing commercial product formulations

14 CLEAR LABELLING AS AN APPROACH FOR BUILDING CLEAN LABELS Involves consumer involvement and manufacturer transparency Clear motivation Why is the ingredient added in the food? Accuracy Truthful, objective, reliable Disclosure Publicly share information on ingredients Credibility Support informed stakeholder decision Stakeholder participation Engage interested parties Clarity Make information easily understood Relevance Share important information to stake holders A guide on renaming ingredients

15 Clean Up Your Label Are all the ingredients/additives declared in the product found in typical household kitchens? (i.e. Can be found in kitchen cupboards) Does any of the ingredient/additive which are not part of a typical household kitchen have chemical sounding names? YES NO TNO Clean label decision tree Is there an e-number declared for the additive in the label? NO YES Takes into consideration results from consumer studies YES NO Are there specific social issues related to any of the ingredient? a. Sustainability b. Religious beliefs (Halal, Kosher) c. Vegetarianism d. others YES NO Are assurances/ certifications available that proves social issues are addressed directly and properly declared in the label? Clean label YES Relates to current food labelling regulations For additives Are there alternative names for the specific ingredient or additive? For ingredients NO Consult approved additive names (Database link) YES NO Is the alternative name part of a clean label? (evaluate using part 1) Practical approach for starting a clean label programno Provides a framework for clean label development Are there any nutritional function/s related to the additive? YES Ingredient is part of a clean label Then, additive can be considered an ingredient. An application for a new name can be submitted In consideration for the new name, proceed to part 1 Useful for evaluation ingredient lists and possible alternatives Can the specific ingredient Proceed or additive to part be removed 3 from the product? NO NO YES YES YES NO YES Re-think of a New name (evaluate using part 1) Is the alternative name part of a clean label? (evaluate using part 1) NO Can the additive be considered as a processing aid? NO YES Then, the additive does not have to be declared in the label Eliminate additive/ingredient from the label Eliminate from the product (technical reformulation routes) Indispensible in understanding clean label framework Re-evaluate label (proceed to part 1)

16 Overall strategy Technical route involving Elimination, Modification or Replacement of Ingredient for clean labelling 16 Roadmap for Clean Labelling

MULTIPLE REFORMULATION, AN OPEN INNOVATION PLATFORM, REACHING FROM INGREDIENT TO CONSUMER 2013-2016 Type a w Products Multiple reformulation Model system ingredients I a w < 0.

17 MULTIPLE REFORMULATION, AN OPEN INNOVATION PLATFORM, REACHING FROM INGREDIENT TO CONSUMER Type a w Products Multiple reformulation Model system ingredients I a w < 0.3 biscuit fat, fibers, sugar flour, fat, sugar, water II a w cake, honey cake fat, protein, sugar, fiber tbd, wheat & rye III a w vegetarian product, filet protein, salt, (fat) plant protein, gluten/fibers, water, salt IV a w >0.9 ragout fat, salt, starch water, flour, salt, fat

18 CASE 1 CANDIES WITHOUT GELATIN

19 19 Vegetarian sweets BACKGROUND

20 VEGETARIAN WINEGUMS Main reason for replacement Animal products (intuitively) don t belong in sweets Plant products are more appealing Health related issues (CZE, BSE etc) General knowledge questions What are the relevant sensory characteristics of confectionary products containing gelatin Which physical properties (and physical measurements) relate best to these typical sensory attributes? Which aspects of gelatin functionality can be best mimicked with other hydrocolloids? 20 Vegetarian sweets

21 Maximal force (g/cm 2 ) G' (Pa) APPROACH FOR GELATIN REPLACEMENT Identify model system Simplified version of formulation and shape for testing (e.g. solids content, ph) Strength of gels from blood plasm/whey protein mixtures Determine relevant sensory attributes Through sensory panels, identify important descriptors Data calculated by means of TNO model 510 Experimentally measured data Translate sensory into physical properties rheology, microscopy, thermal behaviour % whey protein in mixture Replacement of ingredients with similar physical properties Evaluate possible alternatives based on physical properties

Melt-in-the-mouth Chewability Relaxation Mouthfeel Longness Stiffness

22 Some challenges TRANSLATING SENSORY ATTRIBUTES TO PHYSICAL MEASUREMENTS Not always straightforward Sensory Attributes Physical measurements Melt-in-the-mouth Chewability Relaxation Mouthfeel Longness Stiffness Toughness Tearing test Relaxation Melting Glass transition temperature 22 Vegetarian sweets

Breaking force (N) TEAR TEST AS PHYSICAL ATTRIBUTE TO MEASURE LONGNESS IN GELATIN CONFECTIONS 200 150 100 Replacement 1 aged

position (%) Choose ingredients that have same tearing characteristics (e.g. replacement 3) Lower breaking force can be augmented (e.

23 Breaking force (N) TEAR TEST AS PHYSICAL ATTRIBUTE TO MEASURE LONGNESS IN GELATIN CONFECTIONS Replacement 1 aged gelatin fresh gelatin aged gelatin shopping queen KinderMasse 50 Replacement 3 Replacement Relative breaking position (%) Choose ingredients that have same tearing characteristics (e.g. replacement 3) Lower breaking force can be augmented (e.g. increased dry matter) Increased dry solids may be correlated with higher breaking force for tearing 23 Vegetarian sweets

LESSONS LEARNED Identify a model system that

important parameters that dictate product quality

measurement/property Physical properties may be

24 LESSONS LEARNED Identify a model system that describes the product to be studied Determine important parameters that dictate product quality Translate product quality as a physical measurement/property Physical properties may be matched by a combination of ingredient functionalities 24 Vegetarian sweets

25 CASE 2 CLEAN LABEL MEAT ANALOGS

26 CLEAN LABEL ISSUES SURROUNDING MEAT PRODUCTS AND MEAT ANALOGS Issues relating to specific ingredients (nitrate content, salt content) Environmental and sustainable issues Rise of flexitarians and vegetarians Most meat analogs have long list of ingredients 26 Roadmap for Clean Labelling

Maximal force (g/cm 2 ) G' (Pa) GENERAL APPROACH FOR DEVELOPING CLEAN LABEL MEAT PRODUCTS Application Food properties physical stability, sensory Food model

blood plasm/whey protein mixtures 60000 510 50000 Data calculated by means of TNO model Experimentally measured data 410 40000 310 30000 210 20000 110 10000 0

27 Maximal force (g/cm 2 ) G' (Pa) GENERAL APPROACH FOR DEVELOPING CLEAN LABEL MEAT PRODUCTS Application Food properties physical stability, sensory Food model Physical quantification texture analysis, sensory panel Food micro model Ingredient interactions rheology, microscopy, thermal behaviour Strength of gels from blood plasm/whey protein mixtures Data calculated by means of TNO model Experimentally measured data Food ingredient interaction model Predict ingr. interactions theoretical model, e.g. Bruggeman, Hansen % whey protein in mixture

28 USE OF FOOD MODEL SYSTEMS Ham and Sausage Provides quick screening of crucial physical parameters such as hardness, cohesiveness and cooking loss by e.g. texture analysis Goal: evaluate performance of protein ingredients in processed meat products Outcome: information on how to replace meat proteins by cheaper protein ingredients plunger meat-model slice

29 REPLACEMENT OF EGG WHITE PROTEIN IN A VEGETARIAN BURGER Determine important roles of egg white protein: binding water and holding mass together Sensory panel are used to determine difference Translation into physical attributes Sensory attribute Physical attributes

30 EGG WHITE PROTEIN OVALBUMIN Determine how egg white protein gelation mechanism affect physical parameters Parameters [NaCl] 0.2 M - Type gel particle stranded Fracture stress (kpa) RE (%) 45 75

31 MICROSTRUCTURE CONTROLS SERUM RELEASE Serum release relates positively to salt/flavour perception interconnected pores separate pores protein continuous system vdberg (2007) Food Hydrocoll 21:961

Effect on water holding, hardness & eating properties Urbonaite (2013) TIFN Tuning microstructure of soy protein so

32 Determine how alternative ingredients can match structure and physical property SOY PROTEIN EFFECT OF SALT TYPE Aggregates with Ca > Mg Coarseness gels MgCl 2 >MgSO 4 Both anion and cation determine structure of protein network Effect on water holding, hardness & eating properties Urbonaite (2013) TIFN Tuning microstructure of soy protein so that it matches egg white protein allows replacement without changes in product sensory qualities in a vegetarian burger

Main challenge is relating ingredient functionality and interaction FROM MOLECULE TO FOOD

microscopy Texture analyzer Texture analyzer Thermal analysis Electron microscopy Light

-structure -unfolding vs. native -denaturation temp.

-properties of network at small deformation -ingredient interaction Information on:

33 Main challenge is relating ingredient functionality and interaction FROM MOLECULE TO FOOD PRODUCT < 10 nm nm mm mm-cm >mm-cm Chromatography Light scattering Confocal microscopy Texture analyzer Texture analyzer Thermal analysis Electron microscopy Light microscopy Microscopy Sensory panel Circular dichroism Rheology SDS Page Information on: -structure -unfolding vs. native -denaturation temp. Information on: -aggregation -size of structures Information on: -size of structures -properties of network at small deformation -ingredient interaction Information on: -properties of network at large deformation related to eating properties -microstructure Information on: -properties of network at large deformation -sensory properties, liking

TAKE HOME MESSAGE Clean label reformulation is not straightforward Most ingredients have multi-functional roles In addition, consumer perception is continually evolving Using model food systems allow

34 TAKE HOME MESSAGE Clean label reformulation is not straightforward Most ingredients have multi-functional roles In addition, consumer perception is continually evolving Using model food systems allow for a detailed evaluation of ingredient functionality in a food matrix Ability to translate important sensory characteristics into physical attributes allows for systematic identification of possible replacement ingredients Understanding ingredient interaction is key for formulation flexibility 34 Roadmap for Clean Labelling

35 NEW INITIATIVES FOR CLEAN LABELLING AT TNO 35 Roadmap for Clean Labelling

Joost Blankestijn / Ronald Visschers Business Development Manager joost.blankestijn@tno.

36 FOR MORE INFORMATION, PLEASE VISIT OUR BOOTH! We are pleased to further shape the project based on your specific demands! Joost Blankestijn / Ronald Visschers Business Development Manager joost.blankestijn@tno.nl / ronald.visschers@tno.nl office mobile TNO Utrechtseweg 48 PO Box AJ Zeist The Netherlands PPP CULTURED

37 LET S CLEAN UP, COME JOIN US! Acknowledgements: Jerome Diaz, Stefano Renzetti, Theo Verkleij, Katleen Vallons, Martijn Noort, Anneke Martin and Maaike Nieuwland

Overcoming Clean Label Challenges in Sugar Replacement, Reduction and Reformulation

Overcoming Clean Label Challenges in Sugar Replacement, Reduction and Reformulation Presented by: Jerome Diaz Food Physics and Applications Wageningen Food and Biobased Research Clean Label Conference