Breakfast Cereal
Breakfast Cereal – Introduction
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Breakfast - many Iconic Brands around the world
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9 in 10 consumers eat breakfast cereals – covers all age ranges, opportunity.
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Product Innovation is rife in many countries
Competition – intensifying, cold cereals down in many countries
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Hot cereals –
• Small, but enjoying strong growth
• Health of oats – understood by consumers
• New flavours
• Porridge pots – many new launches
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Cold cereals dominate the market :
• But - cold cereals volume declining
• Switch to porridge and other alternatives (biscuits, yoghurts, cereal bars)
• Oats – healthy and slow energy boost category, value for money
Source : Mintel
August 2012
Breakfast Cereal – innovation trends
Healthier cereals?
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Nutrition :
• fibre, sugar, wholegrain, fat.
• Content features highly with consumers decision
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Fibre :
• Important component of diet by over 52%
• Interest in high fibre – increases with age
• Well established benefits – Cholesterol, Cardio disease, blood glucose
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Health – a key consideration for many.
High sugar – under fire in 2012 – shoppers aware? Two thirds excessive (Which?)
Vitamin fortification – Kelloggs take lead, add Vit D all childrens products.
Tangible measures – contains x spoonfuls of sugar etc
Demand for low sugar – not compromise flavour
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All of this = Opportunities for Edme products
Source : Mintel
August 2012
Types of Breakfast Cereal eaten
Edme materials
applicable in all.
Source : Mintel
August 2012
Choice Factors for breakfast
Edme materials
contribute fibre
Edme materials
contribute Wholegrain
Edme contribute
flavour & Sweetness
Opportunity for
Edme customers diversify
Source : Mintel
August 2012
Attitudes towards Breakfast Cereals
Opportunity for Edme customer
diversity – brand extension
Edme flakes & kibbles used
for interesting textures
Edme Materials – contribute to health
& clean label
Malted, Sweetness, Toasted, Cereals.
Edme Extracts - Natural flavour
Edme Extracts provide natural
flavour whilst contributing to health,
Flakes and Kibbles also help
Edme materials contribute fibre, Wholegrain
Source : Mintel August 2012
Porridge Pot examples
On the go packs:
Key messages on pack:
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Lower than 7% fat
Fuller for longer
Helps lower cholesterol
Convenient (2 minutes)
Instant Whey Protein Porridge ……healthy nutritious
breakfast on the go. … small enough to be put in your bag
…….simply add hot water. with over 20g of protein per serving
and……….
Each pot contains over 20g of protein (equivalent to 3 WHOLE
eggs) provides a hearty and nourishing meal to go.
Edme materials in Porridge
Benefits of Edme materials:
Flakes and Kibbles - Visual appeal, flavour, colour
and textural crunch, Wholegrain & nutritional
benefits.
Dried Extracts & Flours – Sweetness, increased
cereal notes, improved colour and flavour,
enhanced creaminess and mouthfeel
More palatable porridge
Dried Extracts
Alternative to “Sugar” - not on ingredient labelling
Blends and Concentrates - Potential for
particulates including various seeds, flakes and
Kibbles giving health benefits, flavour, colour,
texture
Wholegrain options – associate nutrition & health
………Rolled Oat
Flakes (15%), Sugar,
Maltodextrin, Whole
Milk Powder (3%),
Vegetable Oil, Milk
Protein, Barley Malt
Extract, Calcium
Carbonate, ………
Wholegrain Rolled
Oats (50%),Full
Cream Milk Powder
,Sugar ,Raisins
(10.5%) ,Wholegrain
Wheat (8.5%)
,Roasted Chopped
Nuts (2%) (Almonds,
Hazelnuts) ,Malted
Barley Extract ,Salt
Edme materials in Cereal Bars
Benefits of Edme materials:
Flakes and Kibbles - Visual appeal, flavour, colour
and textural crunch, Wholegrain & nutritional
benefits.
Syrups and Dried Extracts – Sweetness, increased
cereal notes and flavour enhancement.
Important part of binding syrup - hold bar together.
Improved colour and flavour.
Adds stickiness and chewiness to bars.
Rice & Wheat Flakes contains: Rice, Wheat, Sugar,
Barley & Barley Malt Extract, Salt, Niacin, Iron, Pantothenic
Acid, Vitamin B6, Riboflavin, Thiamin, Folic Acid, Vitamin D,
Vitamin …………………
Flours, Syrups and Dried Extracts – used in recipe for
flake production and extruded cereals such as Rice
Crispy and flake components.
Crisped Rice contains: Rice Flour, Wheat Flour, Sugar,
Blends and concentrates – incorporation of healthy
seeds and Multigrains with Edme Flakes, Flours,
Kibbles.
Convenience and tailored options.
Cornflakes contains: Maize, Sugar, Barley & Barley Malt
Wholegrain options – associate nutrition & health
Barley Malt Flour, Malted Wheat Flour, Rapeseed Oil,
……………..
Extract, Salt, Emulsifier: Mono- and Diglycerides of Fatty
Acids.Milk
Above example mentions
Malted Ingredients 4 times
within 3 different components.
Bar examples
Malt used in:
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Rice and Wheat Flake component
Malt Extract as binder with sugar syrup
Roasted Barley Malt – flavour & colour
Ammonia Caramel – potential……
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Good example of versatility of our
ingredients
“Malt” mentiond twice on pack
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Malt ingredients- Binding syrups and bars
Nuts (59%) (Whole and Flaked Almonds, Roasted Whole and
Chopped Hazelnuts, Chopped Pecan nuts), Glucose Syrup, Raw
Cane Sugar, British Wholegrain Oat Flakes(6%), Vegetable Oil
(Rapeseed Oil, Palm Oil), Rice Flour, Barley Malt Syrup, Honey.
GRANOLA (WHOLE GRAIN ROLLED OATS, BROWNSUGAR, CRISP RICE [RICE
FLOUR, SUGAR, SALT, MALTED BARLEY EXTRACT],WHOLE GRAIN ROLLED
WHEAT,)………., SEMISWEET CHOCOLATE CHIPS , CORN SYRUP,….. BROWN RICE
CRISP(WHOLE GRAIN BROWN RICE, SUGAR, MALTED BARLEY FLOUR, SALT),
INVERTSUGAR, SUGAR, CORN SYRUP SOLIDS, GLYCERIN, SOYBEAN OIL.
CONTAINS 2% OR LESS OF SORBITOL,CALCIUM CARBONATE, SALT, WATER, SOY
LECITHIN,
Edme Materials in Muesli
Benefits of Edme materials:
Flakes and Kibbles - Visual appeal, flavour, colour
and textural crunch. Particulates.
Wholegrain & nutritional benefits. Health.
Syrups and Dried Extracts
Formulation for flake production and extruded
cereals – such as Rice Crispy and flake components.
Adds crunch, flavour, colour.
Blends and concentrates – incorporation of healthy
seeds and Multigrains with Edme Flakes, Flours,
Kibbles. Convenience.
Marks and Spencers
Super Luxury Muesli:
Malted Rye Flakes
Toasted Wheat Flakes –
wheat and Malted Barley
Marks and Spencers
Spelt and Rye Muesli:
… seeds, toasted spelt
and Malted Rye Flakes
Edme Materials in Cooked Cereal
Benefits of Edme materials:
Syrups , Dried Extracts and Flours
Used in formulation for flake production and
extruded cereals such as Rice Crispy and Corn Flakes
Provides natural sweetness, alternatives to sugar
Flour (8%), Salt, Skimmed
Milk Powder, Flavouring,
Barley Malt Extract,
Emulsifiers
Malted Flakes with
Raspberries
Increased cereal notes and flavour enhancement.
Binding agent for cooked mass
Crisper texture
Colour and texture provider – eg Bran Flakes
Wholegrain options – associate nutrition & health
Wholewheat, Wheatbran
(21%), Sugar, Salt, Malt
Flavouring, Honey, Niacin,
Iron,
Milled Corn, Sugar, Malt
Extract…..
Breakfast Biscuit examples
Kelloggs All Bran Cereal (31%) (Wheat Bran
{27%}, Sugar, Barley Malt Flavouring, Salt),
Wheat Flour, Vegetable Oil, Invert Sugar
Syrup, Sugar, Oat Fibre (7.5%),
Cereals 71.6% [Wheat
Flour 51.3%, Wholegrain
Cereals 20.3% (Oat Flakes
8.5%, Wholegrain Wheat
Flour 6.1%, Wholegrain
Barley Flour 2.7%,
Wholegrain Rye Flour
2.0%, Wholegrain Spelt
Flour 1.0%)],Sugar …………
……..Wheat Flake (9%) (Wheat Flour, Wheat Bran Flour,
Sugar, Barley Malt Extract, Salt, Honey) ……….….
Crisped Cereals (3.5%) [Wholemeal Wheat Flour, Rice
Flour, Sugar, Malted Barley Flour, Malted Wheat Flour,
Salt, Calcium Carbonate, Vegetable Oil, Emulsifier (Soya
Lecithin)] ,Wholemeal Wheat Flour (3%) ……..
This example uses 3
Malted Ingredients
Edme Product Choices - Breakfast
Flakes &
Kibbles
Malt
Extracts
Dried
Extracts
Flours
Standard Malted
Wheat Flakes
Edme ME Light
Edme SDM Light
Cristone 30
(Barley)
Don’t forget:
LD Malted Wheat
Flakes
Edme Barley
Syrup
Edme SDM
Medium
Cristone 120
(Barley)
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Malted Wheat Flakes
T, Malted Wheat
Flakes III, IV, Malted
Wheat Flakes IVT
P1000 syrups
Edme SDM Dark
Brown Bread Malt
Flour (Barley)
Adjustment on
thickness, grain used,
steam added, flavour,
etc etc
Bumped Malted
Wheat
Edme BDM Extra
Light and Light
Maltone (Barley)
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Innovations Manager
Kibbled Malted
HD300
Edme BDM Dark
Extratone (Barley)
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Malted Oat Flakes
SDM P1900
Dextramalt
Specific to your
customer
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Blends incorporating
seeds, flakes, kibbles,
flours etc.
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Edme here to help
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Organic options
Kibbled Malted Oats
Zymax
Malted Rye Flakes
Wheatone
Malted Rye Flakes BC
Ryetone 240
Kibbled Malted Rye
MF300
Organic Malted
Wheat Flakes
Dark Malt Flour
Benefits of Wholegrain
What are Wholegrains?
Wholegrains :
Germ : (B Vitamins, Protein, Minerals),
Endosperm : (starchy carbohydrates)
Bran : (Antioxidants, B Vitamins, fibre)
Can come from:
Wheat
Oat (also have Beta Glucans)
Barley (also have Beta Glucans)
Maize
Spelt
Rye
Millett
Etc…..
Benefits of Wholegrain
Wholegrains are an important part of a healthy balanced diet for the whole family
Purchased for health and nutrition benefits – consumers associate Fibre, Nutrition
•Have many nutritional benefits:
•Great source of carbohydrate – source of energy for the body
•Valuable contribution to our protein content.
•Contain fibre – maintaining healthy digestive system
•Fibre helps passage of waste through the body
Can be eaten at all daily meal occasions – especially breakfast
Researchers advise consumption of three daily servings of bread and cereal
containing whole grain. – Opportunity for manufacturers. – only 15% do this.
Adds Flavour, Colour, Texture, Visual piece identity
Benefits of MALTED Wholegrain
• Increased Digestibility - Malting breaks down starches in grains
into simple sugars so your body can digest them easily.
• Increased Absorption of Minerals – Malting breaks down
enzyme inhibitors, so your body can more easily adsorb
calcium, magnesium, iron, copper and zinc.
• Increased Antioxidants – malting releases more antioxidants
that are naturally stored in the grains and seeds.
• Increased Vitamin C - Malting produces vitamin C.
• Increased Vitamin B - Malting increases the vitamin B2, B5 &
B6
Benefits of MALTED Wholegrain
Research results done by Knight Scientific on EDME products - 2010
Wholegrain Cereals – on Pack.
With 100% Wholegrain
Multigrain & High
Source of Fibre
Wholegrain Guaranteed – Nestle
Green Banner = Wholegrain
New ! Contains 35% more
Wholegrain – Kelloggs
Nutrigrain Biscuits
Real Fruit and Whole Grains
Eat Better Forever,
Wholegrain
Summary of Edme materials
in Breakfast Cereals
Proven use
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Cereal Bars, Cooked Cereals, Porridge, Extruded Cereals, Breakfast Biscuits,
Muesli……..
Wide application benefits :
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Visual, textural, colour, flavour appeal, creaminess, aroma,
Used in various components (Wheat Flakes, Rice Crispies, Cornflakes etc)
Used as binding syrup component in Cereal Bars, Clusters - chewiness, stickiness
Multi-ingredient use – malted ingredients are present several times in one product.
Edme products - can be a Flake, or an ingredient to help make a Flake.
Wholegrain – Many Edme materials lend themselves to such benefits.
Sugar alternative – sweetness and flavour enhancement from malt, rather than sugar
“Malted” on pack – malt flavour to your advantage “Malted Rye Flakes”, “Malted Wheat” etc
Convenient blends - incorporation of healthy seeds and other ingredients and Multigrains
with Edme Flakes, Flours, Kibbles.
Clean Label, Natural Ingredients & Wide Portfolio