Formulating Clean Label Foods:
Opportunities and Challenges
LEASLIE CARR, MARKETING MANAGER, WHOLESOME US/CANADA INGREDIENT SOLUTIONS
YADUNANDAN L. DAR, PH.D., SENIOR MANAGER, APPLICATIONS & TEXTURE RESEARCH THEME LEADER
Outline
• Clean label defined
• Market overview
• Challenges encountered when formulating clean label
• Functional native starches
• Example case studies
• Summary and recommendations
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Clean Label Market
“Clean Label” defined:
1. Free from chemical additives
2. Simple ingredient listing that
consumers understand
3. Foods processed using
traditional techniques or
that are minimally processed
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Market
Innova: Top 10 Trends—#1, Pure Is the New Natural
• 17% of total global new product launches were
positioned as natural, additive-/preservative-free, or both
• More and more products recently launched use words
like simple and pure as descriptors
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Market
Mintel: 2012 North American CPG Trend Predictions
Natural now appears at all price points, making it available for everyone.
Delicious yogurt made with just 7 to 9 simple, natural ingredients
(depending on flavor) that are easy to recognize and understand.
In Dannon Pure, creamy milk and swirls of fruity flavor are blended
together for a smooth taste that will delight both kids and parents.
And savvy moms will love its great low price!
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Market
Size
• U.S. retail sales of natural and organic foods and beverages estimated at over
$47 billion in 2011
• The retail market for natural and organic foods and beverages will grow at an
average yearly rate of 13% or more
Source: Packaged Facts: Natural and Organic Foods and Beverages in the U.S., 3rd Edition, July 2011
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Market:
Clean Label Positioning in NAM
On average, 30% of all new products launched had
a clean label positioning over the past 5 years.
Clean Label Claims
1. Natural
2. No additives/preservatives
3. Organic
Source: Innova, NPL, NAM, Jun 2012
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Market
Consumer Trends
• To the majority of shoppers, natural is first about what is NOT in the product
• Shoppers want ingredients they recognize on the label
• Most shoppers feel that a product being natural makes it healthier and safer
Source: Health Focus International Natural Report, 2011
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Cleaning Up Labels:
Challenges and Opportunities
Example Market Product:
Seafood Soup
Ingredients
Clam broth, potatoes, clams, soybean oil, water, modified food starch,
onions. Contains less than 1% of: soy protein concentrate, sugar, salt,
cream, butter, sodium phosphate, potassium chloride, artificial
color, DATEM, lobster powder, natural flavor, shrimp, crab powder,
parsley (dried), celery (dried), fish powder, tuna extract, spice, yeast
extract, corn protein (hydrolyzed), whey.
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Example Market Product:
Sweet Cake-Type Dessert
Ingredients
Enriched wheat flour [flour, reduced iron, B vitamins (niacin, thiamine
mononitrate (B1), riboflavin (B2), folic acid)], corn syrup, sugar, high fructose
corn syrup, water, partially hydrogenated vegetable and/or animal shortening
(soybean, cottonseed and/or canola oil, beef fat), whole eggs, dextrose.
Contains 2% or less of: modified corn starch, glucose, leavenings (sodium
acid pyrophosphate, baking soda, monocalcium phosphate), sweet
dairy whey, soy protein isolate, calcium and sodium caseinate, salt,
mono and diglycerides, polysorbate 60, soy lecithin, soy flour,
cornstarch, cellulose gum, sodium stearoyl lactylate, natural and
artificial flavors, sorbic acid (to retain freshness), yellow 5, red 40.
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Example Market Product:
Tartar Sauce
Ingredients
Soybean oil, distilled vinegar, cucumbers, corn syrup, egg yolks,
salt, spice, dried onion, xanthan gum, potassium sorbate
and sodium benzoate (preservatives), guar gum, dried red
bell peppers, natural flavors, alum, turmeric and polysorbate
80. Calcium disodium EDTA added to protect flavor.
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Key Challenges in Cleaning Up Ingredient Labels
e.g., hydroxypropyl cellulose, propylene
glycol alginate, xanthan gum, modified
starch, bleached flour
Texturizing System
Replacement
e.g., mono- or diglycerides, DATEM,
polysorbate 80, hydrogenated vegetable oil
Fat or Emulsifier
Replacement
e.g., artificial flavors, yellow 5, red 40, sorbic
acid, calcium disodium EDTA
Flavor/Flavor
Enhancers/Stabilizers
or Color Replacement
e.g., sodium benzoate, potassium sorbate
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Preservative
Replacement
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Options for Clean Label Formulations
Function
Ingredients
Alternatives available
Structure
Bleached and bromated flour
Unbleached flour
Preservatives
Sorbate/ benzoate
preservatives
Fermentates (e.g., cultured dextrose/skim milk):
effective against yeast, mold and gram-positive bacteria
Oxidative
stability
EDTA
Green tea extract
Rosemary extract
Oregano extract
Fat source
Partially hydrogenated oil
Palm oil, vegetable oil
Texture
Modified food starch
Functional native starch
Leavening agent
Sodium aluminum sulfate,
Sodium aluminum phosphate
Monocalcium phosphate
Color
Artificial colors
Natural fruit- and vegetable-based colors
Flavor
Artificial flavors
Natural flavors
Emulsifier/
stabilizer
Mono- and diglycerides,
DATEM, sodium and calcium
caseinate, polysorbate 80
Lecithin
Flavor enhancer
Monosodium glutamate
Natural flavor enhancers
Difficult to meet
Works in many situations
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Challenge
Works in most/all situations
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Properties of Native Starches
• Narrow peak viscosity range
• Very limited process tolerance
• Undesirable texture
120
1200
100
1000
80
800
60
600
40
400
T em p eratu re (C )
B rab en d er V isco sity (B U )
M V AG
1400
20
200
0
0
0
1
2
3
4
5
6
T im e (m in )
7
8
9
10
11
N ative S tarc h
Tem p
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Functional Native Starches
Defined
Starches that possess the functionality of traditional modified starches and
can be labeled according to their base description:
(e.g., “corn/maize starch” or “tapioca starch”)
Traditional modified starch vs. functional native starch
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Functional Native Starches
Features and Benefits
• Temperature tolerance
• pH tolerance
• Shear tolerance
• Smooth, short texture
• Non-pasty mouthfeel
Traditional modified starch
• Simple label
• Easy to use
Functional native starch
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Process Tolerance
Starch Viscosity Comparison
2000
Brabender Viscosity (BU)
1800
1600
1400
1200
1000
800
600
400
200
0
0
1
2
3
4
5
6
7
8
9
10
11
Time
Native
Traditional Modified
Functional Native
6% solids in pH 3.0 buffer
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Textural Appeal
Native corn starch
Gelled
Native waxy maize
Cohesive
Traditional modified starch
Industry standard
Functional native starch
DESIRABLE
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Applications for Functional Native
Starches
• Baby foods
• Bakery fillings, creams and cooking creams
• Cultured dairy
• Chilled ready meals, soups and sauces
• Frozen ready meals or meal solutions
• Fruit preparations
• Processed meat
• Soups, sauces and dressings
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Example Case Studies
Case Study 1:
Salad Dressing
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Case Study 1: Objective
• To develop a clean label version of a
pourable creamy salad dressing
formulation
• Challenges for clean label dressings and
sauces:
– Textural stability (viscosity)
over shelf life
– Microbial stability over shelf life
– Sensory (flavor, texture)
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Clean Label Ranch Dressing–
Key Formulation Challenges
• Formulation challenge #1: texturizer (starch-based)
– Ingredient typically used: modified corn starch (instant)
– Function:
• Provides thick, heavy-bodied texture
• Maintains viscosity over required shelf life
• Prevents syneresis/separation
– Alternative: NOVATION® 5300 functional native starch (instant)
• Formulation challenge #2: antioxidant/chelating agent
– Ingredient typically used: ethylene diamine tetraacetic acid (EDTA)
– Function:
• Prevents oxidation/rancidity (off color, flavor)
– Alternatives (antioxidants): rosemary & green tea extract
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Clean Label Ranch Dressing–
Key Formulation Challenges
• Formulation challenge #3: preservative
– Ingredient typically used: potassium sorbate
– Function:
• Prevents bacteria, yeast, mold growth
– Alternative: cultured dextrose
• Formulation challenge #4: flavor enhancer
– Ingredient typically used: monosodium glutamate
– Function:
• Enhances ranch flavor, salt perception
– Alternative: natural flavor enhancer
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Salad Dressing Formulation
Control
Ingredients
Control
Clean label
Oil
41.00%
41.00%
Water
35.99%
34.35%
Buttermilk powder*
7.00%
7.00%
Vinegar (12 % acetic acid)
6.50%
6.50%
Egg yolk (10% salted)
3.63%
3.63%
Sugar
3.11%
3.11%
Salt
1.39%
1.39%
Food starch- modified
0.75%
Garlic powder
0.15%
0.15%
Xanthan Gum
0.15%
0.15%
Black pepper
0.10%
0.10%
MSG
0.10%
Onion powder (fine)
0.07%
Potassium Sorbate
0.05%
EDTA
0.01%
0.07%
NOVATION® 5300 Starch
1.00%
Flavour enhancer
0.75%
Antioxidant
0.10%
Preservative
0.70%
Total
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100.00%
Clean Label
100.00%
INGREDIENTS: soybean oil, water,
buttermilk, vinegar, egg yolks, sugar, salt,
modified food starch, xanthan gum, garlic
powder, pepper, MSG, onion powder,
potassium sorbate, EDTA.
INGREDIENTS: soybean oil, water,
buttermilk, vinegar, egg yolks, sugar, salt,
corn starch, xanthan gum, natural flavor
enhancer, cultured dextrose, garlic
powder, pepper, rosemary extract, onion
powder.
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Salad Dressing Formulation Ingredient Listing
Clean Label
INGREDIENTS: soybean oil, water, buttermilk, vinegar, egg yolks,
sugar, salt, corn starch, xanthan gum, natural flavor enhancer,
cultured dextrose, garlic powder, pepper, rosemary extract,
onion powder.
Control
INGREDIENTS: soybean oil, water, buttermilk, vinegar, egg yolks,
sugar, salt, modified food starch, xanthan gum, garlic powder,
pepper, MSG, onion powder, potassium sorbate, EDTA.
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Comparison of Control vs. Clean Label Samples
• Attributes tested:
– Texture
– Flavor
– Color
– Texture stability (6 months)
– Flavor stability (6 months)
– Color stability (6 months)
– Microbial stability (6 months)
• All attributes were similar
or identical for control and
clean label
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Analysis: Microscopy
Control
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Functional Native Starch
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Descriptive Sensory Analysis of Texture
Control vs. Clean Label Salad Dressing
 Comparable Texture
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Case Study 1: Conclusions
• NOVATION 5300 functional native starch
can be used to provide texture and stability
comparable to modified food starch
• Rosemary and green tea extracts can
be used to replace the functionality of EDTA
in the current formulation
• Cultured dextrose–based product can
be used to replace the functionality of
potassium sorbate in this formulation
• The natural flavor enhancer used is effective in
mimicking the flavor enhancement role of MSG
 The combination of ingredients above can be used to
produce a clean label pourable creamy salad dressing
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Case Study 2:
Greek Yogurt
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Wholesome Greek Yogurt, Made on a
Conventional Stirred Yogurt Production Line
Objective:
• Develop a clean label yogurt produced on a conventional yogurt line
with the texture, eating experience and nutritional profile of a strained
Greek-style yogurt
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Greek Yogurt—Key Challenges
• Formulation challenge #1: texturizer
– Ingredient typically used: modified starch or hydrocolloids
– Function:
• Prevents syneresis/separation
• Provides desired texture
• Maintains viscosity over required shelf life
– Alternative: NOVATION® Indulge 3320
• Formulation challenge #2: fruit preparation texturizer
– Ingredient typically used: modified starch, hydrocolloids
– Function:
• Provides desired texture
• Maintains viscosity over required shelf life
• Prevents syneresis/separation
– Alternative: NOVATION® Prima 300 functional native starch
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Descriptive Sensory Analysis of Texture
Wholesome prototype
MFS containing prototype
Greek yogurt market leading product
Surface Shine (in Container)
12
Residual Chalky Mouthcoating
Surface Grain (in Container)
10
Residual Mouthcoatings
Cracking / Breaking **
8
6
Meltaw ay
Spoon Indentation (in Cup)
4
2
Slipperiness
Jiggle
0
Evenness of Mouthcoating
Surface Grain (on Spoon)
Cohesiveness
Firmness (Before Stir)
Thickness in the Mouth
Firmness (After Stir)
Viscosity (Stir)
Rate of Flow
Using existing process, ingredient innovation enables development
of clean label products with optimized taste and texture
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Wholesome Greek Yogurt Formulation
Formulation:Wholesome Greek Yogurt
Mass, 0% Fat
Skim milk
White
92.64%
Milk protein concentrate (MPC) 85
4.85%
NOVATION Indulge 3320
2.51%
TOTAL
100.00%
INGREDIENTS: cultured skim milk, milk protein
concentrate, maltodextrin, tapioca starch
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Fruit Filling Formulation
In g re d ie n t
A p p le J u ic e
C h e rry
C o n c e n tra te
G ra p e J u ic e
S a lt
S ta rc h *
W a te r
G ra n u la te d S u g a r
T o ta l
%
4 5 .7 7
1 4 .3 6
6 .6 8
0 .1 9
4 .5
8 .5
20
1 0 0 .0 0
*Starch level for modified starch is 4.5%, for
functional native starch will be 5%
• Concentration 40–42°
Brix
• Stability tested:
– Ambient
– Refrigerated
– Freeze/thaw
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Fruit Filling Stability Evaluation
15
15
12
6
12
9
Score
Score
9
Score
MFS
15
12
6
3
3
0
0
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
9
6
3
0
1 2
3 4
Number of Weeks
0
5 6 7 8 9 10 11 12 13 14 15 16 17 18
0
Number of Weeks
1 2 3 4
5 6
7 8
9 10 11 12 13 14 15 16 17 18
Number of Cycles
15
6
15
15
12
12
9
9
6
3
3
0
0
0
1
2
3
4
5
6
7
8
9 10 11 12 13 14 15 16 17 18
Score
9
Score
Functional
Native
Score
12
6
3
0
0
1 2
Number of Weeks
Ambient
3 4
5 6
7 8
9 10 11 12 13 14 15 16 17 18
0
1 2
3 4
5 6
7 8
9 10 11 12 13 14 15 16 17 18
Number of Weeks
Number of Cycles
Refrigerated
Freeze/thaw
• Scores below 9 are acceptable; 0 is best
• Stability tested for 18 weeks (ambient or refrigerated) or 18
cycles (freeze/thaw)
• NOVATION Prima 300 functional native starch showed stability,
texture and flavor comparable to modified food starch
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Case Study 2: Conclusions
• NOVATION Indulge 3320 starch can
be used to provide texture and stability
comparable to modified food starch
• Formulated Greek-style yogurts
made with clean label starches have
the texture and eating experience of
commercial benchmark
• NOVATION Prima 300 functional native
starch is an effective and functional
texturizer for natural fruit preparations
• Functional native starches offer ambient,
refrigerated and freeze/thaw stability
comparable to modified food starches
• Functional native starches maintain
desirable texture and flavor
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Case Study 3:
Blueberry Muffins
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Case Study 3: Objective
• Develop clean label blueberry muffin dry-mix formulation with texture and
eating experience of an existing packaged dry mix
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Blueberry Muffin—Key Formulation Challenges
• Formulation challenge #1: flour
– Ingredient typically used: bleached flour
– Function: base texture
– Alternative: unbleached flour
• Formulation challenge #2: fat
– Ingredient typically used: shortening
powder (partially hydrogenated soybean oil)
– Function: source of fat—texture, flavor,
nutrition
– Alternative: palm oil powder
• Formulation challenge #3: leavening
– Ingredient typically used: sodium
aluminum phosphate
• Formulation challenge #4: texturizer
– Ingredient typically used:
INSTANT PURE-FLO® F (modified
corn starch)
– Function: provide leavened air-cell
structure
– Alternative: NOVATION® 4600
(corn starch)
• Formulation challenge #5: flavor
– Ingredient typically used: natural
and artificial blueberry flavors
– Function: provide pleasant flavor
– Alternative: natural blueberry
flavor
– Function: provide leavened air-cell structure
– Alternative: baking soda and
monocalcium phosphate
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Formulation
Control
Ingredient
Clean Label
True %
Ingredient
True %
All-purpose bleached flour
47.93
All-purpose unbleached flour
49.59
Extra fine sugar
32.56
Extra fine sugar
33.06
Shortening powder
7.76
Corn syrup solid
6.61
Corn syrup solid
6.61
Palm oil powder
5.50
INSTANT PURE-FLO F
1.80
NOVATION 4600
2.00
Baking soda
1.20
Baking soda
1.20
Monocalcium phosphate
0.70
Monocalcium phosphate
1.20
Sodium aluminum phosphate
0.60
Salt
0.55
Salt
0.55
Natural blueberry flavor
0.17
Natural and artificial blueberry flavor
0.17
Xanthan gum
0.12
Xanthan gum
0.12
Total
Total
100.00
100.00
• Muffins are prepared by mixing dry mix with milk,
vegetable oil, eggs and blueberries
• The same amount of milk, vegetable oil, eggs and blueberries
and the same baking condition are used for both formulas
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Ingredient Statement and Nutritional Panel
Control
Clean Label
Ingredients: enriched flour bleached (wheat flour,
niacin, iron, thiamin mononitrate, riboflavin, folic
acid), sugar, corn syrup, partially hydrogenated
soybean oil, modified corn starch, nonfat milk,
leavening (baking soda, monocalcium phosphate,
sodium aluminum phosphate), salt, mono- and
diglycerides, natural and artificial flavor, xanthan
gum.
Ingredients: wheat flour, sugar, corn syrup, palm
oil, corn starch, leavening (baking soda,
monocalcium phosphate), salt, natural flavor,
xanthan gum.
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Comparable Texture
and Flavor
• Similar crust and crumb color, shape,
symmetry, openness of crumb,
hardness and adhesiveness to palate
• Control muffin has higher mouth
coating (1 point higher) and baked
flavor note (1 point higher)
• Clean label muffin has higher
cohesiveness (2 points higher),
moisture absorption (1 point higher),
sweetness (1 point higher) and
blueberry flavor note (1 point higher)
Each attribute is evaluated on 15-point scale.
Control
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Clean Label
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Summary and Recommendations
• NOVATION functional native starches are an effective and easy-to-use
ingredient option in developing clean label formulations
• Many additional ingredient options are available today to develop clean label or
“all-natural” formulations
• Food formulating know-how as well as the ability to evaluate texture, flavor and
stability are important tools to ensure success
• In-depth understanding of the mechanisms of instability and the function of
formulation options can provide valuable insight and success
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www.cleanlabelinsights.com
• Clean label consumer trends and insights
• Clean label case studies and applications
advice
• Clean label events and news
• Critical regulatory facts and updates
• Formulation expertise
• Pioneering clean label starch ingredients
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Q&A