Flavours and extracts
Suzanne Callander sets out to find what’s hot and what’s not when it comes to biscuit flavours today.
M
y first stop was to speak to Hélène Moeller, Vice President, Global Product Marketing, Flavours at ADM, who believes that today’s consumers are seeking biscuit offerings that can proactively support their overall
well-being and which can also offer an enjoyable sensory experience. “Consumers want innovative offerings that tantalise the tastebuds, while not taking away from their wellness efforts,” she says. Interestingly, according to FMCG Gurus Top Ten Trends for 2022, 65% of global consumers say it’s okay to occasionally enjoy indulgent treats as part of a healthy diet. Biscuits offer a good format to fill the need for
indulgence with either traditional or more modern flavours and extracts. Dessert-type notes, such as birthday or sponge cake, brownies and popcorn are popular, bringing forth feelings of nostalgia which can provide a sense of comfort for consumers. “We are also seeing morning-inspired flavours, such as tea or coffee, emerging in the biscuit arena, with caramel macchiato cookies or coffee-infused bites delivering decadent, convenient snack offerings. Additionally, inspired new formats are also incorporating protein or fibre or reducing sugar to tick the ‘better-for-you’ box,” adds Hélène. Notably, intriguing global flavours seem to be capturing
‘Natural’ is a fast-growing claim in the sweet biscuits and sweet baked goods sector.
the attention of today’s more adventurous consumers. “Regional profiles of mellow, nutty ube and vegetal, bitter and slightly sweet matcha are starting to pop up in the biscuit aisle,” explains Hélène. “Herbal varieties are also bringing new tantalising notes to biscuits. For example, lemongrass, which is popular in Asian cuisines can bring a lemon profile with hints of mint, pairing well with a buttery shortbread- like biscuit. We are also seeing fruity combinations of refreshing finger lime with sweet coconut for a crisp biscuit or bold blackberry jam with bay leaf, adding a twist to the quintessential jammy dodger.” Heat is also making its way into the biscuit space, with the richness of Mexican hot chocolate or ginger with chili for a fiery kick. Hélène believes that product developers of biscuits would do well to build in global flavours and out-of-the-box blends, especially as consumers are becoming increasingly more adventurous with their purposeful indulgent treats.
“We are also seeing morning- inspired flavours, such as tea or coffee, emerging in the biscuit arena, with caramel macchiato cookies or coffee-infused bites.”
Clean label
When it comes to biscuit ingredients, Hélène points out that, while there might not be one definition for ‘clean label’, many consumers are influenced by simple, recognisable ingredients that they perceive as ‘closer-to-nature’. She says: “These shoppers are also looking for transparency. Many are using mobile apps that scan food products to review different attributes, and they are seeking information on how ingredients are being produced.” According to a Neilsen report titled ‘What’s In Our Food and On Our Mind’ – 73% of global consumers say they feel more positively about companies that are transparent about where and how products were made, raised or grown. However, the demand for clean labels and transparency
bakeryproduction.co.uk Kennedy’s Bakery Production October/November 2022 31
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