Crossing the Line

Awareness is key

Achieving widespread success for foods containing functional ingredients is closely tied to consumer awareness, according to Bob Crane, president of Oakville, Ont.-based N2 Ingredients Inc. He believes “the health food products that are successful, are the ones that contain ingredients which consumers are familiar with and have a keen understanding of the benefits.” Omega-3 is perhaps the best example of that. It’s now very well known to consumers due to thousands of research studies, associated media coverage and ad campaigns. Because people are aware of the benefits of these essential oils – and the fact that consumers, especially children, don’t get enough – products containing them are almost guaranteed success.

As recently as this January, The Journal of Nutrition reported that Canadian children age four to eight years old were deficient in omega-3. About 39 per cent of the children studied were not ingesting adequate amounts of ALA, and a whopping 78 per cent were not getting enough DHA/EPA (in comparison to suggested and recommended intake levels). U.S. market research firm Packaged Facts reports “that projected global retail sales of omega-3 enhanced food and beverage products will rise to $6.2 billion dollars in 2009, up 15.8 per cent from 2008. They also estimate that by 2012 global omega-3 food and beverage sales will be over US$8 billion.

All this is keeping Lori Covert, vice-president of Marketing and Communications for Dartmouth, N.S.-based Ocean Nutrition, very busy. The company produces MEG-3, a highly successful omega-3 ingredient made from fish oil. “What’s exciting about our product is that it can be incorporated into almost any application,” says Covert. “We’ve had success in over 30 applications to date and that number keeps growing.” The newest Canadian products to add MEG-3 to their ingredient list include Oasis Health Break Strawberry & Kiwi Juice Cocktail (three other Oasis juices also contain MEG-3), Nuvel margarine, President’s Choice “Trim Plan” Dry Mix Powder, and the Danino family of yogurt products from Danone.

Weston Bakeries Canada also features DHA in some of its products, and, says Darren G. Mahaffy, vice-president of Marketing, consumers are interested. “DHA will continue to be a compelling ingredient for mothers as they want to provide the optimal development for their children,” he says. “Consumer response to the [Wonder+] Headstart line of products has been very positive.”