Cosucra hones in on satiety market with fibres and proteins
ingredients into a conceptual bundle targeting the weight
management sector as it seeks to broaden its health messaging.
The company is offering customised combinations of its pea protein (Pisane) and chicory-derived inulin (Fibruline) and oligofructose (Fibrulose) offerings at "global players" looking to offer weight management solutions to an increasingly weight-obsessed public. Belgium-based Cosucra said while slimming foods offered potential, healthy foods that sought an added weight control benefit via satiety were the major target. "What we can add is health to food items with a satiety twist," communications manager, Kristof Werbrouck told NutraIngredients.com. "There is a lot attention on the weight management area right now so we felt it was a good time to make this move." The suite of ingredients was backed with claims and formulation advice and Werbrouck said it advised potential clients to meet Confederation of the Food and Drink Industries in the EU (CIAA) guidelines regarding nutrient profiles and nutrition and health claims. "Because the inulin ingredients can act as sugar and fat replacers as well as having satiety benefits, along with the protein of the pea, there is a double benefit for food makers in this area," Werbrouck said. He said research performed in conjunction with Leatherhead Food International was about to be released demonstrating pea protein's satiety potential. "We are following the example of companies like Nestle Sveltesse with Saciante, Danone with Shape and Kellogg's with some of their cereal products where the message is about weight management not weight loss or dieting which is going out of vogue as people realise these approaches are generally unrealistic and don't work," he said. Mintel Global New Products Database (GNPD) statistics show global launches for products with a satiety positioning have increased from one in the first quarter of 2005 to 42 in the first quarter of 2008. One third of those were based on a combination of fibres and proteins with another 20 per cent claiming a high protein or a high fibre content. Werbrouck said snack foods such as bars, ice creams, cakes, biscuits, croissants, smoothies, soups, sandwich breads, sausages and shakes were potential targets. Proteins contain four kcal/g and are nutrients which are not metabolised as fat in the body while inulin fibre is a low calorie bulking agent with only one kcal/g. Cosucra is one of the big three players in the European chicory market along with fellow Belgian supplier Beneo-Orafti and Sensus, which is based in the Netherlands.