FrieslandCampina Ingredients has relaunched and restructured in order to specifically target consumer behaviours.
Harriet Jachec spoke with Els Zeeuwen, head of branding and communication, and Pedro Leal, director of sales, Performance, Active and Medical nutrition both for FrieslandCampina Ingredients.
“For FrieslandCampina Ingredients, today is a big day,” said Zeeuwen. “We relaunched our global organisation to tap into two key market trends. Consumers are looking for more nutritious foods, and consumption habits are changing. People are looking for more on-the-go solutions.”
In order to cater to these trends, the company reorganised its approach to how it delivers solutions for health and wellness concerns.
Zeeuwen continued: “We merged our individual operating companies into one single company – FrieslandCampina Ingredients. We focus on four main segments: early life nutrition; food and beverages; adult nutrition; and animal nutrition. With our change, we expanded our marketing and innovation resources to work closer with our customers, translating consumer insights into differentiation product solutions for our customers.”
Leal took a closer look at what sort of consumer trends FrieslandCampina Ingredients has in mind when formulating solutions for healthier choices.
“We can see a lot of important movement in the adult nutrition space,” he noted. “So before, we had a separation between sports and healthy lifestyle where we see these markets are more blurring.
“What we decided to do was to aggregate everything into one single output, which is adult nutrition within FrieslandCampina Ingredients, to target those trends which have something to do with healthier lifestyles, active population, longer lifespans and people needing support for when they get older.”
Nutri Whey Native is a new product that can provide a natural solution for consumers who seek more protein input in their diets.
Leal explained: “We see a trend for natural products. Our natural ingredients come from natural dairy protein. Through minimum processing steps, we try to keep this as pure as the original protein can be. There are innovative steps involved such as micro filtration, so we deliver a protein which is as natural as it can be.”
Zeeuwen added: “Consumers are looking for natural foods and less processed products. This includes clean label, which is what we wanted to tap into with these new innovations, helping our customers deliver on those needs.”
Nutri Whey Isolate Clear is an innovation for the beverage space, new to FrieslandCampina’s portfolio of protein solutions for the industry. This can be incorporated in clearer beverages, Leal explains: “We see beverage consumption increasing. There is a natural need for protein intake; as the population ages, the protein intake becomes more vital.
“What we see is that the beverages market has been increasing, and the protein content in those beverages is a critical point going forward. What we discovered is through Nutri Whey Isolate Clear, we can get a much higher protein content in a very transparent liquid that resembles water, so people can hydrate and get their protein intake at the same time.”
Presented by Harriet Jachec
Edited by Anya Keiller
© FoodBev Media Ltd 2020