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Insight by Gama Compass
MANCHESTER – 15th January 2018: Strengthening consumer demand for convenience and nutrition, together with a growing aversion to conventional cereal grains, is leading to an increased role for vegetable ingredients in the bakery and pasta categories, according to the latest insights from Gama Compass.
Changing consumer attitudes are driving growth in vegetable ingredients in traditionally ‘staple’ cereal-based categories, including dried and fresh pasta, bread, crackers and cakes, offering up new possibilities in nutrition, taste and texture. Launches such as Fazer Vegetable Bread are aiming to make it easier for consumers to reach their ‘5 a day’, while products such as Dorset Cereals Spiced Carrot & Apple Muesli are creating more sophisticated and ‘adult’ flavour blends with an emphasis on ‘earthy’ notes and sweet / savoury crossover.
“Vegetables, and in particular root vegetables such as carrot, parsnip and beetroot, are now starting to establish a firm foothold in the bakery and pasta space”, commented Gama editorial director Tom Warden. “The rise of ‘free from’ and ‘clean eating’, the continued avoidance of carbohydrates, and growing demand for more palatable and convenient ways to boost vegetable intake are all leading to a ratcheting up of vegetable-based innovation across traditional cereal-based foods”.
For more on this topic, view our latest report: Insights Briefing: Vegetable Innovation In Bakery & Pasta
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Notes to editors
Tom Warden, Gama editorial director, is available for comment. To arrange an interview please contact +44 161 818 8700 or info@gamaconsumer.com.
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