Transcript Product Solutions for Closing the Whole Grain Consumption

Ancient Grains –
Back to the Future
Elizabeth A. Arndt
ConAgra Foods, Inc.
“Just Food”
Foods from the Past - Trends Today - Foods of the Future
December 4-5, 2008, West Des Moines, Iowa
Overview
 Consumers and the Changing Market
 Grains Definitions
 Ancient Grains
 Finding and Using Ancient Grains
 Labeling and Identification
Challenges for Whole Grain Foods
 Consumption increasing
 Labeling confusion – consistency needed!
 U.S. health status
– Heart
– Digestive
– Cancer
- Weight management
- Diabetes
 Gluten Free growing awareness
 Increased desire for Clean Label
What do consumers want?
 Convenience—prepared meals, quick and
easy preparation, simple choices
 Taste—ethnic cuisine, unique flavors
 Variety—variety is good, but avoid overload
 Health—need clear, easy to understand
messages
 Value
How do whole grains fit?
 Allows consumers to “do
something right” for their health
 Whole grain products have a
healthy halo
 Whole grains are “hot” – timing
right for new products
Sources: wholegrainscouncil.org, mypyramid.gov
What consumers are saying about
whole grain foods
 More than half of consumers say they buy
whole wheat or wholegrain bread
 40% of consumers say whole grain is most
important quality when purchasing bread
 Almost half of consumers say they buy
whole wheat or multigrain pasta
 Purchase indices higher as cooking skills
increase
Source: Mintel Oxygen
Consumers say they purchase more
whole grain bread
Types of bread purchased in the last year, by age, May 2008
*Source: Mintel Reports: Bread – June 2008 - US
North America leads, followed by
Europe
Wholegrain introductions, global, by region, 2001-2008
1000
900
North America
800
Europe
700
Asia Pacific
600
Latin America
500
Middle East and Africa
400
300
200
100
0
2001
2002
2003
2004
2005
2006
2007
2008
*Source: Mintel GNPD
US introductions show growth
Products with wholegrain positioning, US, by category, 2001-2008
*Source: Mintel GNPD
Whole Grains enhance the nutritional composition
& resulting benefits in product applications
 Baked goods (including breads, tortillas, biscuits, muffins, quick breads)
 Bars (granola, nutritional, fruit & grain)
 Hot & RTE cereals
 Snacks – sweet and savory
 Toppings/Stir-ins
 Desserts
 Breaded/battered products
 Vegetarian patties
 Pasta
 Soups and Side Dishes
 Beverages
Whole Grain Recommendations
 Based on the 2005 Dietary Guidelines for Americans and
MyPyramid recommendations at least HALF of daily
grain intake should be whole grain
 Ounce equivalent – new term describing a serving size
of grain foods
 Consume 3 or more ounce-equivalents of whole grain
foods daily (2,000 calorie diet)
 Examples of ounce-equivalents of whole grain:
– 1 slice of bread
– 1 cup ready-to-eat cereal
– ½ cup cooked rice, cooked pasta, or cooked cereal
One Whole-Grain Ounce-Equivalent *
Food Item
Bread, whole-wheat,
commercial
Cereal, whole grain, ready-toeat
Amount in
Household
Measures
Prepared
Weight
(g)
1 slice
28
16**
1 cup
28
~28
Dry Weight of Whole
Grain or Whole Grain
Flour (g)
Cereal, whole grain, cooked
Rice, brown, medium grain,
cooked
1/2 cup
112
27
1/2 cup
98
29
Pasta, whole wheat, cooked
1/2 cup
70
25
* Reference: Dietary Guidelines for Americans, pg 54, Appendix A-2, Note 2.
** Sixteen grams is just over ½ an ounce – about 2 tablespoons of flour.
U.S. Grain Consumption
(USDA ERS)
2004 per capita availability adjusted for loss
Grams/Day
 Total Grain
167
 Wheat
117.5
 Corn
27
 Rice
18.5
 Oat
3.02
 Barley
0.45
 Rye
0.44
Opportunity: Increase utilization of minor & exotic grains
http://www.ers.usda.gov/data/foodconsumption/FoodAvailIndex.htm
Grain Types – A Comprehensive List
(recommended to FDA by AACCI Whole Grain Task Force 2006)
 Cereal Grains
–
–
–
–
–
–
–
–
Wheat (includes spelt, emmer, farro, einkorn, Kamut®, durum)
Rice
- Millet
Corn (maize, popcorn)
- Wild Rice
Oats
- Triticale
Barley
- Sorghum
Rye
- Teff
Canary Seed
- Job’s Tears
Fonio
 Pseudocereal Grains
– Amaranth
- Buckwheat
- Quinoa
 Legumes, Oilseeds and Nuts are not Grains (e.g., flax,
sunflower, soybeans, chia)
Whole Wheat Kernel
15%
Fiber
B vitamins
82%
Carbohydrates
Protein
Minerals
Phytonutrients
2 - 3%
Unsaturated Fats
Vitamin E
B vitamins
Phytonutrients
Whole Grains Have Key Nutrients
 Dietary fiber helps to lower cholesterol and reduce heart disease
risk, assists with digestion and fullness with fewer calories.
 B vitamins (thiamin, riboflavin, niacin
and folate) aids metabolism, releasing energy from
macronutrients, nervous system, red blood cells.
 Iron carries oxygen in the blood.
 Magnesium helps build bones, helps release energy from
muscles.
 Selenium protects cells from oxidation, healthy immune system.
 Manganese helps bone and connective tissue development.
 Chromium assists in glucose and insulin regulation.
What is a Whole Grain?
 Whole grains contain all the parts (and naturally
occurring nutrients) of the entire grain seed kernel.
 Grains have three parts:
– Endosperm
– Bran
– Germ
 If the grain is processed (e.g., cracked,
rolled, extruded, and/or cooked),
it should contain the same amounts
of endosperm, bran and germ
before and after processing.
Source: www.wholegrainscouncil.org
Whole Grain Definitions
 21 CFR 137.200 Whole wheat flour
– (a) whole wheat flour, graham flour, entire wheat flour is the food prepared by so
grinding cleaned wheat, other than durum wheat and red durum wheat, that when
tested by the method prescribed in paragraph (c)(2) of this section, not less than 90
percent passes through a 2.36 mm (No. 8) sieve and not less than 50 percent
passes through a 850 [micro]m (No. 20) sieve. The proportions of the natural
constituents of such wheat, other than moisture, remain unaltered.
 AACC International (1999)
– "Whole grains shall consist of the intact, ground, cracked or flaked caryopsis, whose
principal anatomical components - the starchy endosperm, germ and bran - are
present in the same relative proportions as they exist in the intact caryopsis.”
 Whole Grains Council (2004)
– Whole grains or foods made from them contain all the essential parts and naturallyoccurring nutrients of the entire grain seed. If the grain has been processed (e.g.,
cracked, crushed, rolled, extruded, and/or cooked), the food product should deliver
approximately the same rich balance of nutrients that are found in the original grain
seed.
What is an ‘Ancient’ Grain?
 No official definition
– Grains that have ‘survived intact for centuries
– Not altered by modern plant science practices
 Commonly includes amaranth, millet, quinoa, spelt
(wheat), Kamut® (wheat)
 Others – sorghum, teff, farro (wheat), einkorn (wheat)
 What is different/better about ancient grains?
– Unique flavors
– Visual interest – seed size, shape and color
– Balance of nutrients
Ancient Grains
 Most ancient grains are positioned as whole
grain
 Consumer interest is increasing
– Traditionally found in natural food stores
– Increased use in fine dining
– Now found in natural foods sections of supermarkets
– Appealing to adventuresome consumers
– Health & wellness benefits of interest
Health & Wellness Trends–Gluten Free Foods
 Growing awareness of celiac disease – autoimmune
disorder – treatment is lifelong avoidance of gluten
 Gluten containing grains - wheat (including spelt, einkorn,
emmer, Kamut, durum, farro), rye, barley, triticale
 Broad array of new products – including breads, pasta,
cereals, crackers, cookies
 GF projected growth - $870mm to $1.7b by 2010
•
•
•
•
2007 – 395 products
2006 – 250
2005 – 239
2004 – 174
Ancient Grains – global
introductions
Ancient grain introductions, global, by type, 2004-2007
*Source: Mintel GNPD
Ancient grain claims
New global ancient grain food introductions, by claim: Jan 2004 – Oct 2008
• Strong presence of “health and wellness” claims associated with products
made with ancient grains
*Source: Mintel GNPD
Ancient grains product
introductions
•Natural Ovens Bakery’s Organic Bread, USA, made with organic spelt flour;
Nature’s Path
•Foods’ Synergy Organic 8 Whole Grains Cereal, Americas, made with millet
and quinoa
Source: Mintel GNPD, Mintel Menu Insights
Ancient grains product
introductions
•Hain-Celestial Group’s Arrowhead Mills Ancient Grain Cereal, USA,
made with spelt, quinoa, barley, amaranth, and millet
•The Food Doctor’s Flame Grilled Chicken & Quinoa Pilau, UK
•Safeway’s Eating Right Ancient Grains Bread, USA, with amaranth,
teff, millet, quinoa, and kamut
Source: Mintel GNPD, Mintel Menu Insights
Ancient Grains
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Amaranth
Quinoa
Millet
Sorghum
Teff
Whole Grain Nutrition
Unique Flavors
Light Seed Coat Color
Gluten Free
Amaranth
(Amaranthus spp.)
 Classification: Pseudocereal Grain
 Family: Amaranthaceae
 Genus Species: Amaranthus cruentus (relative of pigweed)
 History: Amaranth was a staple of the Aztec culture.
 Growth Habit: Tolerates poor soil
 Features: Very small seeds (<1/16 in.); light earthy flavor
 Uses: Popped snack food, cereals, breads
(particularly for gluten free), muffins, pancakes,
crackers; higher water binding capacity than
wheat starch
 Nutritional: Higher quality protein;
comparatively higher overall mineral content –
calcium, iron, magnesium; gluten free
Millet




Classification: Cereal Grain
Family: Poaceae
Genus Species: Panicum miliaceum (proso is common millet)
Millets include pearl millet, finger millet, proso millet, foxtail millet, Japanese
millet
 History: A staple in India and common in Africa, domesticated more than
4,000 years ago from a wild West African grass
 Growth Habit: Tolerates hot, dry climates; will yield a crop even during
severe drought
 Features: Small round seeds (resembles mustard seed), white, gray, yellow
or red; mild flavor
 Uses: More common in animal foods in US;
found in some cereals, baked goods
 Nutritional: Notable for B vitamins, along with other nutrients;
gluten free
Teff (Tef)
 Classification: Cereal Grain
 Family: Poaceae
 Genus Species: Eragrostis tef
 History: An important food source in Ethiopian diet – used to make injera
flatbread
 Growth Habit: Tolerates poor soil, dry conditions; still largely unknown
outside of Ethiopia, India and Australia
 Features: Very tiny seeds (1/150th the size of wheat); red, brown & ivory
 Uses: Sweet molasses-like flavor; used in baked goods, porridge, polenta
 Nutritional: Comparatively higher overall mineral content – calcium,
magnesium, manganese; B-vitamins – thiamin & folate; gluten free
Quinoa
 Classification: Pseudocereal Grain
 Family: Amaranthaceae, Subfamily: Chenopodiodeae
 Genus Species: Chenopodium quinoa – a relative of swiss chard & beets
 History: Originated in Andes, cultivated by the Incas
 Growth Habit: Will grow at high altitudes
 Features: Small, slightly flattened round seeds, can be white, yellow, red,
purple or black; nutty, earthy flavor
 Uses: Soups, side dishes, baked goods; rinsed to remove bitter saponin
coating
 Nutritional: Higher quantity and quality of protein;
Comparatively higher overall mineral content –
calcium, magnesium, potassium, iron; gluten free
Sorghum (Milo)
 Classification: Cereal Grain
 Family: Poaceae
 Genus Species: Sorghum bicolor
 History: Origin believed Ethiopia; Grown in Egypt 2200 B.C.; Staple in Africa
and India. Worldwide 5th most important cereal. Staple food crop for arid
and semiarid parts of the world. Also commonly referred to as kafir corn,
milo, sorgos, durra and guinea millet
 Growth Habit: Tolerates poor soil, dry conditions; grown in U.S. midwest
 Features: Medium, round seeds; yellow, red, purple or black; mild flavor
 Uses: Side dishes, baked goods, popped as snack;
gluten-free mixes and baked goods
 Nutritional: Includes whole grain nutrients –
vitamins, minerals, antioxidants, gluten free
Whole Grains
Macronutrient Comparison
Amaranth, Millet, Quinoa, Sorghum, Teff
Comparison to Wheat
B-Vitamins




Millet: > or = to Wheat
Thiamin: Teff 2.5x higher
Folate: Millet & Teff 2-3x Wheat
Niacin: All < Wheat
Minerals - Amaranth, Quinoa, Teff generally higher overall




Calcium: Quinoa 2x, Amaranth 4.5x, Teff 5x
Iron: Amaranth & Quinoa 2x
Copper: 2x, except sorghum (<)
Selenium: All < Wheat
Antioxidant Capacity

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
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Whole Grain Type
Sorghum whole flour
Quinoa seed, white
Quinoa seed, black
Quinoa seed, red
Teff whole flour, ivory
Teff whole flour, brown
Amaranth seed, white
ORAC, umole TE/100 g (hydrophilic)
1800
3200
4800
3900
3600
3400
900
Source: Brunswick Laboratories, Norton, MA (2006)
Finding and Using
Ancient Grains
Breakfast
whole sorghum flour, rice
flour, tapioca starch,
evaporated cane juice, salt;
vitamins and minerals
water, whole wheat flour, enriched flour, canola oil,
fructose, inulin, dried honey (honey, wheat starch, corn
syrup), leavening, soy flour, salt, barley, rye, oats, corn
grits, millet, buckwheat, flax seed, oat fiber, soy lecithin
Hard red spring wheat,
oats, barley, rye,
triticale, soft white
wheat, spelt, and extra
wheat bran
Breads
Enriched wheat flour, water, whole, durum wheat flour, ...contains
2% or less of the following: …rye, oats, barley, corn, millet,
triticale, rice flour, flax meal, buckwheat, ….spelt, amaranth flour
tapioca flour, whole
grain teff flour, whole
grain millet flour
enriched wheat
flour, stone ground
100% whole wheat
flour…amaranth
bran flour
Costco
Organic whole wheat flour, water, organic
whole grains seeds mix (crushed wheat,
oats, barley, triticale, corn, sunflower
seeds, sesame seeds, spelt, rye, bulgur
wheat, kamut, quinoa, brown rice,
buckwheat, millet, amaranth)
Mixes
Garbanzo bean flour, potato
starch, tapioca flour, white
sorghum flour, fava bean
flour
Whole grain cornmeal, potato starch,
whole grain sorghum flour, evaporated
cane juice sugar, whole grain corn flour,
tapioca flour, baking powder (sodium acid
pyrophosphate, sodium bicarbonate, corn
starch, monocalcium phosphate), sea salt,
xanthan gum
Enriched flour,
soybean oil, whole
grain wheat flour,
…whole grain
rolled oats,
…whole grain
triticale, whole
grain millet, whole
grain rye, whole
grain barley
flakes…
Snacks
organic amaranth,
organic quinoa
Sorghum flour
32 g whole grain
Whole wheat flour,
wheat flour…whole
oat flour…whole rye
flour…whole brown
rice, millet flour,
whole barley flour,
whole buckwheat
flour…
Enriched flour, soybean oil, whole grains (barley,
millet, triticale, sorghum, rye), whole wheat flour…
Sides
100% whole (wheat, rye, buckwheat,
kamut, spelt, millet, barley, brown rice
Main Dishes
Multigrain pasta (organic durum
semolina flour, organic whole
grain durum flour, organic whole
grain kamut flour, organic
whole grain spelt flour)
Enriched bleached wheat flour, vegetable
oil, multigrain blend (wheat, rye, triticale,
barley, yellow corn, millet, soy, flaxseed),
whole wheat flour
Creating Products
with Ancient Grains
 Product Development Considerations
– Base Grain(s) – traditional red or ultrafine white whole wheat
flour; other grains; multigrain mixtures; gluten free
– Inclusion levels to achieve target product attributes &
nutrition/claims
– Other – clean label, natural, gluten free, allergen
– Adjustments to formula & process
– Shelf life
– Cost
– Food safety
 Label/Identify Foods with Whole Grains to communicate
benefits
Snack Crackers: Effect of
Grain Color and Flour Particle Size
Refined Flour
Control
Red/
Regular P Size
White/
Regular P Size
White/
Fine P Size
Ancient Grain Ingredient Considerations
 Flavor
 Color
 Texture
 Functionality
 Nutrition
– Macronutrients (fiber, fat, etc)
– Protein level & amino acid
profile
– Micronutrients & antioxidants
– Gluten/Allergens
 Shelf Life
Ancient Grain Ingredient Considerations
 Flavor
 Color
 Texture
 Functionality
 Nutrition
– Macronutrients (fiber, fat, etc)
– Protein level & amino acid
profile
– Micronutrients & antioxidants
– Gluten/Allergens
 Shelf Life
 Availability
– U.S. grown vs. imported
– Forms available – seed, flour,
flakes, etc.
 Price
 Support Data
– Nutritional information
– Testing/certification for
allergens, gluten, organic
– Sanitation and quality
programs
Product Development Considerations
 Baked Goods – Breads, Muffins, Pancakes, Cookies, etc.
 Side Dishes
 Main Dishes
 Inclusion level (nutrient contribution, sensory impact, system
compatibility)
–
–
–
–

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Minimal inclusion for label appeal
15 - 30%
51 - 100%
Multigrain mixes
Liquid requirements
Cook times
Mixing requirements
Additional functional ingredients may be necessary
Pasta with Ancient Grain Blends
All are ConAgra Food Ingredients estimates
Formula %
Whole Grain
Whole
Grain per
RACC*
Dietary
Fiber
per RACC*
Claims Examples
(based on 55 g RACC* serving)
0
0
1.5 g
---------8 grams of whole grain per serving
15% Whole Grain
(Ancient Grains)
51% Whole Grain
(15% Ancient
Grains + 36%
Ultragrain White
Whole Wheat)
8g
28 g
2.4 g
4g
28 grams whole grain per serving
FDA Good Source of Fiber
FDA Fiber from Grains, Fruit & Veg/Cancer (101.76)
FDA Whole Grain/Heart, Cancer (99P-2209)
* Reference Amount Customarily Consumed (RACC) for dry pasta is 55 g
Whole Grain Foods –
Labeling & Identification
Labeling & Identifying
Whole Grain Foods
 Product Name
 Amount of Whole Grain
– Grams or Ounce Equivalents – Factual Statements
 Symbols – Whole Grains Council Stamp
 FDA Approved Whole Grain Health Claim
– “Diets rich in whole grain foods and other plant foods, and low in total fat,
saturated fat and cholesterol may reduce the risks of heart disease and certain
cancers.”
– Product must conform to claim criteria (at least 51% of product weight is whole
grain & meets other composition criteria)
 Ingredients
– Look for whole grain ingredients as first or predominant in ingredients list
“Diets rich in whole
grain foods and other
plant foods, and low in
saturated fat and
cholesterol, may help
reduce the risk of heart
disease.”
Whole Grain Claims
 FDA Draft Guidance (Feb 2006)
– Factual Statements Allowed, Examples are:
• “X grams of whole grain” (X can be any number)
• “1/2 ounce of whole grain”
– “Whole wheat Product Name” (eg. pizza/bagel) recommended
only if entirely whole grain or conforms to standard of identity
– Whole grain health claim (must conform to claim criteria)
 USDA/FSIS Interim Policy Guidance (Oct 2005)
– Factual Statements Allowed, Examples are:
• “X grams whole grain per serving” (X is at least 8 g)
– “Product Name made with whole grain” OR “Made with whole
wheat Product Name” (at least 8 g per serving & per RACC &
51% of grain ingredients or conforms to standard of identity)
Whole Grain Ingredients
Ingredient Legend/Product Label
 Avoid use of common terms that don’t specifically indicate whole grain
 Designate whole grain ingredients as ‘Whole’ or ‘Whole Grain’
–
–
–
–
Rolled Oats
Brown Rice
Millet
Sorghum Flakes
Whole Rolled Oats
Whole Brown Rice
Whole Millet
Whole Sorghum Flakes
 Clarify ambiguous terms
– Multigrain – Doesn’t guarantee whole grain
 Bundling Whole Grain Ingredients in Legend
– Helps consumers identify foods with whole grains
– Helps determine compliance for programs such as HealthierUS School Challenge
Approaches to Increasing Whole Grain
Intake with Ancient Grains
 Customize product appearance and texture
–
–
Grain seed coat color
Flour particle size, particulates, whole seeds
 Choose grain type / mixtures to optimize flavor, texture
and appearance
 Use ancient grains in blends to minimize impact to
product and manage cost
 Embrace ancient grains with innovative and novel whole
grain recipes and products
Thank You!