Flavours & fragrances
which type of consumer we’re talking about; but in general, consumers would like to have much more transparency – to be given the correct information.”
People power
The term ‘natural’ has connotations of healthy, clean-label food.
might be harmed by ingredients claiming to be natural is the result of people believing something is not what it actually is, rather than the ingredients themselves being harmful. Of course, some artificial additives have been linked with health concerns. Asked whether he thought there is need for a legal definition on the use of “natural”, Carl Smith, head of innovations at natural flavouring supplier International Taste Solutions (ITS) agrees with SAFE that it’s a pretty complex question. It is, though, one that has to be seen in the context of the consumer. “I guess it comes down to how much interest the consumer is actually paying into what they’re taking on board,” he says. “Certainly in the UK consumers are becoming much more discerning in terms of what they want to eat. And I guess the term ‘natural’ does sort of imply healthy, good, clean label, clear label transparency; it has those kinds of connotations.”
“Certainly in the UK consumers are becoming much more discerning in terms of what they want to eat.”
Carl Smith
In the absence of regulation, Cimmarusti believes that at least for now legislators could introduce a requirements to simply say whether an ingredient is natural or has been synthesised. That, she says, would at least allow consumers to make informed choices. It too would be a welcomed change by shoppers who are becoming more motivated by claims. She says right now there is a cohort of consumers that know how to eat healthy and what to look for. There is another that is motivated by cost. But for the rest, it’s a lack of knowledge or interest in what they’re eating. “So it depends on
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It seems, though, consumers are beginning to drive some change. Accepting that there’s possibly more manufacturers could be doing to bring clarity to the term “natural”, Smith says in the UK natural is already in high demand, with increasing numbers of his customers – manufactures – looking for natural and organic flavours. He adds there is growing demand to be able to use ingredients derived from the named fruit (FTNF) too, particularly in beverages. “If you’ve got a flavour which carries that terminology, it enables you to label the flavour as the named flavour; mean on the product you can actually call it natural strawberry or natural lemon flavouring, for example. For that to be the case a minimum of 95% of the flavouring component has to come from that flavour source,” he explains. This, he determines, is likely the result of those shifting consumer wants. He says when first talking with his customers, they’re asked whether it’s a natural or synthetic flavour they want; more often than natural is the response. “We’re actually driven by our customers,” he explains, “who are largely driven by the retailers. So I’m guessing the main retailers aren’t really putting too much pressure on their own suppliers.”
On the face of it, legislation in the EU seems pretty clear. On food labelling it says: “If you sell food or beverages in the EU, you must provide essential information so that the end consumer can make an informed decision on their purchase.” That information includes a comprehensives list of all ingredients, including additives, which must be accurate, easy to see and understand, not misleading and indelible. It goes as far as to instruct manufacturers on the type and size of font used. However, for Cimmarusti and SAFE at least, current regulations simply don’t go far enough. She says more has to be done to bring clarity, and even safety, to consumers. At best the current position leaves them with a lack of transparency. Whether things will change, for now Cimmarusti doubts it. Ultimately the onus has to fall on regulators if anything is to change. Cimmarusti accepts that food and beverage manufacturers already have an abundance of requirements being placed on them; if there is no legal imperative to do something, many won’t – particularly in the current financial climate. It is, therefore, up to lawmakers to act. Cimmarusti believes they have much more to do, with the entire issue at their door. ●
Ingredients Insight /
www.ingredients-insight.com
Subbotina Anna/
Shutterstock.com
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