Wellness Foods ‘THE MAGAZINE FOR HEALTHY FOOD & BEVERAGE INGREDIE Building a Healthy Breaktast Breakfast makers are looking beyond snap, crackle and pop to a functional furure of simplicity endurance and heart health, p. WP2 plus: Omegas 3,6,9 p.WFI1 {A Special Supplement to Food ProcessingProduct Development How to Build a Healthy Breakfast Breakfast makers are looking beyond snap, crackle and pop to a functional future of simplicity, endurance and heart health, Feder RD, oo. nical Editor fete on the edge of a breakfast revolution, \ x ] with the future of the AM repast being pulled two ways. “Two major issues are pulling brealefast R&CD in seemingly opposite directions,” says Kent Spalding, director of mar~ keting for Weetabix North America/Barbara's Bakery Inc. (www:barbarasbakery.com), Peta- uma, Calif. “There's the push for increased functionality, making breakfast foods healthier than ever, But there also isa drive toward sim- plicity fewer ingredients that are more pure, more organic and less processed.” Spalding, however, does not see these as oppes- 1g forces so much as merging forces.“ You can have he says. “I see a neat future of functionality ‘coming not from such things as nucraceutical add-ins but from more natural sources of vitamins, minerals and phyto~ chemicals. Instead of adding, say, vitamins for eye health to a cereal coating we'll sce pure herry powders incorporated into a fake batter at functional lev We see cereal continuing to segment into smaller markets in response to specific health and wellness concerns by consumers,” says Bernadette Wasdovirch, markering communications manager for Briess Male & Ingredients Co. (www.briess.com), Chilton, Wis, “But developing cereals for niche markets bke athletes, mothers-to-be and celiacs will require formulating with a combination of ingredients that deliver both label clairas and good taste.” Label-smare consumers increasingly are socking ingredients thar are less processed, yet taste and look as good as the breakfast products they grew up on “That ereates a laundcy list of formulating and processing challenges,” admits Was- dovitch, “For example, browning flaked cereal was once reserved for malt extract, ‘Now, coreal manufacturers have discovered that several glaen-free natural sweeten cers once reserved for bread or beer proxluction do the job equally well” WE-2 | August 2009 aww foodprocessing.com Food Processing's Wellness FoodsMaintains healthy cholesterol levels Cholesterol free High in vitamin ow in cena Filled with “good! monounsaturated fat TBessential nutrients