Functional baking ingredient targets older eaters

By Catherine Boal

- Last updated on GMT

Related tags: Baker, Bread

Ingredients group Zeelandia is introducing one of the world's
oldest grains to the European functional bread market in a bid to
target middle-aged consumers.

The firm's German subsidiary Jung Zeelandia, launched a bread mix containing the grain Amaranth at the IBA trade fair this week.

Amaranth, which mostly grows in temperate and tropical regions, is relatively unknown as a baking ingredient in Europe but Zeelandia claim it contains high levels of protein, calcium and magnesium - making it the ideal way of fortifying bread for the profitable over 50s niche market.

Zeelandia Jung managing director Reinhard Meißner told bakeryandsnacks.com the company is the first to develop the grain for use in baking.

Consumed by Aztec and Mayan populations for its health benefits, Amaranth is known as a good source of energy and gives bread a distinctive nutty taste.

In order to develop the recipe, Zeelandia Jung conducted taste tests and marketing research to discover the buying preferences of consumers over the age of 50.

Meißner told bakeryandsnacks.com: "There are two basic concepts behind the product - activity and tradition."

He continued: "We wanted to make something very new, authentic and different with clear messages and promises that would also be successful for bakers."

According to Meißner the flexible and stable nature of the grain makes it particularly amendable to the baking process.

Originally designed as an addition to the baker's own sourdough, the mix can also be used for darker breads made with wheat and rye.

The end product, says Meißner, is a high quality loaf that is expected to retail at between €2.10 and €2.50.

Amaranth Active is firstly being introduced to the German market this month but is expected to go on sale throughout Europe shortly.

Related topics: Processing & Packaging, Ingredients

Related news

Show more

Related products

show more

Beyond the Bar: Innovations in Functional Snacking

Beyond the Bar: Innovations in Functional Snacking

Virginia Dare Extract Co Inc | 09-Sep-2021 | Technical / White Paper

The snacking trend has grown steadily over the past decade and shows no signs of slowing down. Driven primarily by health and wellness snacking, consumers...

Related suppliers

Follow us

Products

View more

Webinars