Digital Re-print January | February 2014

Having no choice is not reasonable - The quest for a healthier snack

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10 | January - February 2014

GRAIN

&FEED MILLING TECHNOLOGY

Having no choice is not reasonable

The quest for a healthier snack
by Henri Michiels, technical commercial director, Dinnissen, The Netherlands

hildren are not getting a fair deal when it comes to snack and finger foods, says Henri Michiels, technical commercial director at Dinnissen in Sevenum, The Netherlands. He became annoyed when his three young children were not given choices of more healthy foods following sporting activities. At the company Smood, they argue that most finger food is not considered a healthy option, so they engaged with Dinnissen to develop technology through the use of thier expertise, that was more healthy and nutritious. Talking directly with Smood, they say Ours is a newly introduced product range which contains all kinds of grains, rice, wheat and barley in their production all of which are healthy in their own right. On top of that Smoods are incorporating fruits and vegetables. Today Smood has developed five flavours, and are working on different colours and shapes. They are also experimenting with new flavours such as apple and cinnamon. There is no added sugar, fat or salt in the products.

percent moisture in an extrusion line. The product has been on the market in limited supplies for one year but marketing a new product is proving difficult, this is where Dinnissens technical knowledge and innovation comes into play. We have to fight against the current established notion of what makes good finger food, says Mr Michiels. He says the success of the product range will rely on marketing. Launching a new product of this nature will require between three and five million Euros per year investment to introduce it to market and build brand recognition.

the food while keeping it all natural. We are at version three or four and we are dedicated to constantly improving the product. Our main issue is with how much sugar, fat and salt the product contains. That is one of the largest problems

Developing the feeds of the future

In the small Dutch town of Wansum, Dinnissen is developing a feed processing line, which includes including a grinder, mixer, extruder, expander, dryer, cooler and much more, to experiments with different raw materials that may prove to have a valuable place in animal feeds in future. This full package of line of equipment gives us a new complete line in which we can produce animal feed with the newest ingredients available. We can process fresh vegetables, fresh foods, insects, and new premixes from DSM for example. Its a feed laboratory that we are using to improve our international technology with our partners. Referring to insect protein in particular, Henri Michiels, Technical Commercial Director at Dinnissen, says, The question comes down to how we can best automate these processes. Selecting the right type of insect and how they can most effectively be processed, understanding yield rates, how much is needed for animal feed, shelf life and what their by-products are is most important. And ensuring that as little energy as possible is consumed and that it is sufficient and sustainable are also important, he adds. In the long run, Mr Michiels says, the feed laboratory will open up a variety of options on how we produce feed it will be interesting to see what is to come out of this development.

Level-headed supermarkets
Getting the product onto supermarket shelves is not the problem, says Smood. Every supermarket pushes this onto their shelves. Getting the product onto shelves is not the problem. Most supermarkets are level headed and know what they want. The question is how do we reach the consumers and attract them to the product? Its about convincing consumers as to why they should buy the product and why it is an alternative and healthier for you. The company has invested three million Euros in the project to date and is currently linking with chefs and food specialists to promote the range, but progress is always limited by the attitude of whats in it for me? Smood says the focus now must be on marketing, marketing and more marketing. Smood are taking the products to shows, promoting them at sporting events and even through social media as ways to get the message across to consumers. Smood are going in four or five different direction to get our messages out there.

Smart food
The company is called smood: short for smart food. Smood is the future alternative for the current supply of finger foods, he adds. Children involved in sport will often go to the canteen afterwards and be given a limited choice of foods such as chocolates and sweets, products with large amounts of sugar. Children have no choice to eat healthily and that is not reasonable. All sweetness in Smoods products come from fruit, and flavours come from added blueberries and cranberries, etc. There are no preservatives and the products are allnatural. The mixtures are dried down to five

Development & refinement

Meanwhile development and refinement still continues. No, we are not content at the moment, Mr Michaels told GFMT in January. We would like to add more colours to

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with many products on the market today; they contain too much - too much sugar percentage is essentially killing us and bringing about a worldwide obesity crisis effecting multiple parts of the world. For example, one out of three people in the US and Mexico are now obese; in Holland its one in five, the UK one in three. And this trend is growing fast globally. The global problem is obesity, improper nutrition and overweight the consequences of our inadequate food products will have huge effects in the future. Compared to a regualr potato chip for example, Mr Michiels products ratio of calories is 1.5 less. Calories arent the problem though the total calories per day is important of course, but the average person shouldnt eat more than 2000 calories. The main factors are the amount of sugar and carbohydrates in the food itself. Our main issue is to cut down on sugars and carbohydrates these are the main issues with food today.

4 to 6 screens changed in 40 seconds flat

Dinnissen has developed a brand new hammer mill with mechatronics that allows automatic screen exchange. As a result, new screens can be set up in less then 40 seconds. From four up to six packages of screens for milling, animal feed as well as aquafeed can be accommodated in the mill. This allows the operator to select a certain animal feed and set the screens accordingly, says Henri Michiels, technical commercial director at Dinnissen in Sevenum, The Netherlands. It provides you with an option to change screens three-to-four times in a day in less than 40 seconds each, he says. If you do it the normal way it would take 15-20 minutes to change screens. And if you have two machines that are parallel and in total producing 60 tonnes per hour and you cannot produce for 15-20 minutes three or four times a day, you stand to lose 60 tonnes of production due to downtime!

The way forward

We are busy with some very prestigious sport individuals, swimmers for example.

We are trying to combine our product with swimming sports, so that everyone can enjoy them especially children. We are using the Dutch Olympic team to help us promote a connection between

healthy food and swimming as well as supporting general sports and activities. They are very enthusiastic about our product we dont want to solely promote our product though, we want to encourage

A/S

12 | January - February 2014

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&FEED MILLING TECHNOLOGY

The 0 gram goal & the 1 minute mix

Dry-cleaning a processing plant to zero grams, is achievable when manufacturing such products as baby foods. When changing formulations, production staff pull out the shafts, vacuum suction and then dry clean it with cloths by hand and finish with an alcohol clean, says Henri Michiels, technical commercial director at Dinnissen in Sevenum, The Netherlands. There is no spray cleaning. All cleaning is manual taking 20 minutes and then switching into another recipe. For filling mixers we have developed a special type of feeder, this is one of the key items for us. Giving us a way to bring big bags automatically to the discharge position with no intermediate storage and using gravity to flow the product into the mixer and onto packaging., says Mr Michiels. Feeding with this feeder valve can achieve up to 30 tonnes per hour. On the same valve we can do 6kg per hour with an accuracy of plus or minus 100 grams. This allows us to fill the mixer very fast and mix extremely fast. This makes our product provide a unique combination., he adds. Ten or 12 ingredients are going into each mix. And mixing is carried out within a minute. We take 30 samples of at least 20 grams each to compare and to look at variation in the final mixture. This is a standard for us and we achieve variations of between two and three percent in homogeneity which is extremely low. To achieve this within a minute is a combination of speed, design and proper angling of the panels. As well as the way we bring the product to move. However, there are a lot of small details and innovations inside that Im not at liberty to disclose!

sports. Food wont only help us get out of this crisis, we need people not just to eat correctly, but exercise as well; get them away from their laptops. The story of Dinnissen is that we currently have many projects running all around the world. Things like baby foods are booming, expanding into coffee and cereal markets globally. We are always looking for ways in which we can help improve the world we live in. It is hard trying to find the right people to support us though do we need R&D, Investors, outside partners? If you do find someone who is involved and interested who also happens to have a brand on the market already, it will often be impossible to collaborate with them to support the new product, we need marketing people to help us bring the brand into the global market. We have been talking to Irish and German

companies who already have products on the market, family owned companies that are very interested and wanting to add more products to the market. But they are very careful requiring a lot of research and testing before releasing it to the market for distribution. The food market in this sense is a very traditional market. No market has as little innovation as the food market currently, for example, Lays chips were released in 1923, M&Ms in 1933 even on these fronts very little has actually been done to innovate.

The company
Besides trying to produce better foods, the Dinnissen company is working with customers to develop new processing equipment. We always seek to improve our capabilities, capacity and to innovate. Trying to make processor more compact, while allowing for

more mixing options reducing the need for storage as well. We are also making a point to make it easier for producers to swap to another recipe when manufacturing. This is a key item for us, this is important to many things such as detergents, plastics, dry foods, milk powder, baby food, grains and cereals processing. Every market is growing, especially in the animal feed and food sectors, reflecting the population growth. In feed terms the company is mainly focused on chicken feed, but also produces a large amount of feed for piglets, calves, cattle, horses and racehorses. All kind of feeds specialised for different needs, pellets and premixes as well. In the grain, corn and milling area companies such as Cargill are our customers we have a wide and varied consumer base. We are very similar to Buhler, but with far less people. When Dinnissen was at the top in Holland, there were at least 25 milling companies in operation at the time. They have since all disappeared, now there are only three or four major players with a few smaller companies, but most of them have now gone out of business. In the past there was many more, the competition was far more niche and varied. Now it is aggressive and cut throat, Im curious as to what will happen in the next 20 years, especially in countries like Turkey where there are many operators. In the long term they cannot all compete. There are currently significant numbers of mills in China and India; I think the same thing that happened in Holland, England and Germany will happen in these countries as well. Many will simply disappear. Dinnissen, he says, is always looking at is own strengths and innovations to remain competitive. Mr Michiels identifies two or three developments which are ground-breaking in feed terms: Our new Lean Mixing Concept is one however, not many companies have adopted this yet: Bringing big bags up and loading them manually using it in correlation with a fast mixer: Mixing time that is less then one minute and refilling the same mixer within a two-to-three minute timeframe without any intermediates are just some advances. Dinnissen is 65 years old this year and has been in operation from the same premises since 1948. Dinnissen has a global customer base, but up to 60 percent of its business is done in The Netherlands, Germany and the rest of Europe, forging strong links with key partner companies such as Coperion in Germany. Coperion, for example, is a fantastic and reliable company and their machinery is very good. With them we produce an extrusion line that produces our healthy finger food, says Mrs Michiels. MORE
INFORMATION:

Dinnissen
Website: www.dinnissen.nl

13 | January - February 2014

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Having no choice is not reasonable

The quest for a healthier snack

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