Making the most of fruit & vegetables

SHIFT TO NATURAL

MAKING THE MOST OF FRUIT & VEGETABLES THEMATIC SERIES

N°5

MAKING THE MOST OF FRUIT & VEGETABLES

OVERVIEW

FRUIT AND VEGETABLE HEALTH IMPACTS Fruit & vegetables traditionally provide a multitude of micronutrients and fiber, as part of a balanced diet for many human beings. However, as population numbers have exploded, urbanized and industrialized, and despite overall improved access to food and intensive agricultural production, the amount of fresh fruit & vegetables consumed is decreasing, with a direct impact on health.

FIVE A DAY… AND COUNTING

IMPACTS OF LOW FRUIT & VEG INTAKE 1

A joint WHO/Food and Agriculture Organization (FAO) campaign, to promote fruit & vegetable consumption for health that recommended a minimum of 400g (not including roots and tubers) was launched in the early 2000’s. The call was heeded by many industrialized nations, and today often takes the form of ‘5 A Day.’ Or five daily 80g servings of fruit & vegetables. Governments and health bodies (UK, Japan, Germany, USA etc.) encouraged higher consumption of fruit & vegetables through this idea of eating 5 servings a day.

WHO* estimates that around 2.8% of deaths worldwide are attributable to low fruit & vegetable consumption.1

However, eating only one or two types of fruit or vegetable will not provide all the required nutrients, as many parents of fussy eaters worry about. And what does 80g of fresh peas actually look like on a plate? How does the fruit & veg found in processed foods add up – both in serving size and nutritional content? And what about those who say that ‘5 A Day’ is not enough and it should actually be ’10 A Day’? One thing is sure, more fruit & vegetables certainly wouldn’t hurt.

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MILLION ANNUAL DEATHS

14%

OF GASTROINTESTINAL CANCER DEATHS

11%

OF ISCHAEMIC HEART DISEASE DEATHS

9%

OF STROKE DEATHS

*WHO: World Health Organization

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MAKING THE MOST OF FRUIT & VEGETABLES

OVERVIEW

The WHO/FAO initiative was generally successful in developed countries in the early days, but per capita consumption is sliding backwards in some countries and demographics over recent years. In 2013, 6.8% of UK adults and 6.7% of UK children still included no fruit or vegetables in their diet at all.2

GETTING FIVE A DAY NUTRIENTS? 3 A global study conducted from 2002-2004 showed that people who consume over the ‘5 A Day’ have higher nutrient levels.2

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MAKING THE MOST OF FRUIT & VEGETABLES

OVERVIEW

THE FOOD QUANTITY AND QUALITY DILEMMA The recently published 2016 Global Nutrition Report reports that about 2 billion people, or around 29 percent of the world’s population, have some form of micronutrient malnutrition.

In children under five, some 50 million suffered from wasting, while 41 million were overweight.4 Both of these populations would benefit enormously from increased consumption of fruit & vegetables in all forms.

Children in developing countries need more food in both quantity and quality; while those in developed countries need a little less quantity and more quality. The countries that are ‘transitioning’, such as India or Brazil find themselves with large populations in both categories, undernourished in the poorer populations, and overweight in the richer populations. The Global Nutrition Report estimates that some 57 countries are in this category with overlapping nutritional challenges.4

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Nutritional deficiencies that don’t perhaps cause immediate health issues during youth can have more serious consequences while aging. For this reason, dietary fortification and supplementation can help fill nutrient gaps throughout life.

COUNTRIES WITH NUTRITION TARGETS4: Some countries set and monitor criteria for healthier diets, such as a 30% reduction in salt intake, or a 0% rise in adult obesity.

DIABETES REDUCTION

55

OBESITY REDUCTION

63

SALT REDUCTION

43

COUNTRIES WITH HEALTHY DIET POLICIES4: Many countries have adopted national food policies and recommendations, which will involve working with food manufacturers, retailers & regulators.

RESTRICTED CHILD MARKETING

151

SALT/ SODIUM POLICIES

154

SATURATED/ TRANS FAT POLICIES

131

MAKING THE MOST OF FRUIT & VEGETABLES

OVERVIEW

THE CHANGING FACE OF FRUIT AND VEGETABLES Intensive farming and agriculture, together with genetic modifications to fruit & vegetables led to a much greater choice and quantity of food for the societies of the developed world, and welcome export income for many other countries. The fruit & vegetable world is highly globalized, with consumers eating things that their grandparents may not have even heard of – think avocado and acai.

Fresh produce from all origins is now grown across the world, and then shipped to markets and stores across all seasons.

But there are downsides. In addition to the legitimate concerns about dwindling biodiversity caused by mono-cropping, soil sustainability, and the carbon footprint that these production and distribution methods raise, there are other concerns.

Studies have shown that yield increases produced by fertilization, irrigation and other environmental means can result in a negative correlation between the yield and the concentrations of minerals and proteins in some plants.5 And then there is the 45 percent of fruit & vegetables produced that go to waste - but that is another story!6 Consumers are concerned about the environment, are getting wiser about ‘healthy’ and ‘natural’ claims, and with new labeling standards have access to more and understandable nutrition information. At the same time, they demand great taste and innovative processed food products.

Processed fruit & vegetable ingredients can provide responses to both nutritional and consumer challenges…

DID YOU KNOW ?

Mother Nature offers us a number of super fruits & super foods such as mushrooms, moringa, spirulina and blueberries, which provide proven health benefits through concentrated amounts of certain key nutrients.

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MAKING THE MOST OF FRUIT & VEGETABLES

FOCUS

21ST CENTURY FRUIT & VEGETABLES SPECIALTY FRUIT & VEGETABLE INGREDIENTS ARE A SMART NATURAL ALTERNATIVE TO SYNTHETIC INGREDIENTS 1. Taste solutions Beyond basic juicing or air drying, a variety of formulation and gentle processing options provide advanced natural dry and liquid fruit & veg ingredient solutions specifically tuned to deliver outstanding flavor profiles and textures. Flavor experience for a wide variety of products exceeds that of “classic” fresh or traditionally processed fruit & veg options.

2. Colors Gently extracted, coloring foodstuffs such as beet or carrot allow clean labeling and increased product naturalness credentials.

3. Food preservation Active compounds naturally present in fruit & veg protect them from degradation, and when extracted and added to a food product, can also protect from degradation in color and taste. These natural compounds can effectively replace synthetic sodium erythorbate and dibutylhydroxytoluen (BHT) in fat products or sodium nitrate in meat, which are used to preserve food’s organoleptic characteristics during shelf life.

4. Nutrients Fruit & veg are naturally rich in vitamins and minerals but preserving the nutrients during the drying process is a challenge; such as Vitamin C which is heat sensitive. But through specific sourcing and gentle processing, industry is now able to preserve and offer standardized natural vitamin or mineral content.

5. Phytoactives Fruit & veg are also known for their phytoactive content, such as polyphenols; powerful antioxidants which are key components for good health as part of a balanced diet. Some fruit & veg also have proven specific health benefits, such as cranberries for the prevention of urinary tract infections.

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MAKING THE MOST OF FRUIT & VEGETABLES

FOCUS

INGREDIENT SOLUTIONS OFFERED BY BEETROOT AND ACEROLA

BEETROOT Colors Gently produced from beetroot concentrate, and easy to use in a wide range of applications, beetroot is the perfect ingredient to obtain naturally vibrant red to purple shades, compatible with clean and clear labeling.

Phytoactives Used as a natural remedy since Roman times, dried beetroot juice can also be standardized in Betanin, which is synonymous with eye health and protection.

Food preservation Highly concentrated in ascorbic acid, acerola juice powder is a great natural solution for color protection in raw meat products or color fading in apple purees.

The juice is gently expressed and dried to protect the fruit’s active antioxidant compound and to restitute the benefits in the food matrix.

Preservation of color can be further enhanced by the adjunction of an onion extract in a synergistic blend.

Taste solutions Vacuum dried 100% pure red beet juice granules concentrate the benefits to deliver a more intense and subtle flavor than air dried beetroot powder.

Its instant solubility is a perfect match for powdered drinks, sauces and soups, while its crunchiness and bursting flavor delivery in non-aqueous products provide unmatched excitement for chocolate confectionery.

ACEROLA Nutrients With up to 34% Vitamin C content through HPLC, acerola juice powder is one of the vitamin’s highest naturally occurring sources. It’s a great alternative to synthetic Vitamin C for supplements, and functional foods and beverages (mainly for immune and tonic benefits).

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MAKING THE MOST OF FRUIT & VEGETABLES

FOCUS

MAXIMIZING GOODNESS Adding vegetables to a fruit smoothie takes nothing away from its great fruit flavor, but does reduce the sugar content by nearly 50%.

FULL FRUIT 24g of sugars

FRUIT & VEG F R U I T

13g of sugars

Smoothie

INGREDIENTS Fruit juices & purees

Smoothie

INGREDIENTS Fruit juices & purees, vegetables juices & purees

MINIMIZING SUGAR AND CALORIES The lower sugar content in vegetables also means considerably less calories.

JUICE TYPE

BEET CUCUMBER ROMAINE LETTUCE KALE GRAPE APPLE ORANGE

°BRIX (SINGLE STRENGTH UNCONCENTRATED JUICE)

KCAL PER 100G OF JUICE

7.0 3.0 2.7 5.0 16.0 11.5 11.8

24 9 17 14 65 47 45

Incorporating vegetables into fruit juices, nectars and smoothies can significantly reduce the sugar content and diversify "5 A Day" intake.

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MAKING THE MOST OF FRUIT & VEGETABLES

FOCUS

VEGETABLES TO THE RESCUE Consumers want to be able to enjoy sweet pleasures without guilt, and not deprive their children either. But health issues such as diabetes and obesity continue to loom, with excess sugar consumption increasingly being singled out. Consumer and institutional pressure is building where child nutrition is concerned. Child tooth decay is reaching alarming levels in some countries, and the number of children under five who are overweight will soon be on par with the number of children under five who suffer from wasting.4

FROM STEALTH TO HERO STATUS: KIDS TO MILLENNIALS A real innovation niche exists to find fun ways to acquaint children with fruit & vegetables – in snacking, breakfast, lunch and dinner!

Many parents employ stealth to get fruit & veg into their children’s diets. The food industry can make an active contribution, counting on an extensive range of vegetable ingredients in dry chunks, flakes and powders, as well as wet purees and juices. All ready for applications to delight and nurture in equal measure.

It is the opposite, but equally promising case for millennials and busy young professionals – sectors which are openly adventurous in food experience and happy to get ‘total package’ foods which are quirky, groovy, healthy, sustainable and downright delicious. The possibilities stretch as far as the imagination.

Think savory vegetable yogurts, vegetable ice-creams or combined sweet and savory fruit & veg snacks and baked goods.

% OF PEOPLE WHO THINK… BLENDING FRUIT & VEGETABLE JUICE IS A GOOD WAY TO CUT THE HIGH SUGAR LEVELS7: GERMANY

SPAIN

43%

32%

UK

POLAND

44%

56%

BLENDED FRUIT & VEGETABLE JUICES ARE HEALTHIER THAN PURE FRUIT JUICES7: GERMANY

SPAIN

32%

32%

UK

POLAND

28%

45%

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MAKING THE MOST OF FRUIT & VEGETABLES

SOLUTION

TWO EATING PROFILES:

MYRIAD OPPORTUNITIES TO INNOVATE WITH NATURAL FRUIT & VEGETABLE INGREDIENTS AND SUPPLEMENTS

JOSHUA

An active American seven year old who is finicky with food and doesn’t much like fresh fruit & vegetables (except bananas & potatoes), despite his parents’ best efforts. He does eat some fruit in other processed forms as he has a sweet tooth, but eats almost no fresh or processed vegetables. His parents are looking for ways to reduce his sweet tooth, and to introduce new flavor profiles in friendly formats that will broaden his dietary and nutrient scope.

WHAT JOSHUA EATS

7H:

BREAKFAST

banana 1 fresh

10H:

MIDMORNING SNACK, PACKED

BY MOM

1 oat & honey

12H:

LUNCH AT THE SCHOOL CANTEEN

5 chicken nuggets

16H:

AFTER SCHOOL SNACK AT HOME

18H: 20H:

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pop-tart 1 strawberry

200ml of apple juice

granola bar

200ml whole milk

2 chocolate chip cookies

200ml of apple juice

DINNER

of ham & cheese pizza 2 slices

of vanilla ice-cream 2 scoops

TV SNACK

50g of microwaved caramel popcorn

MAKING THE MOST OF FRUIT & VEGETABLES

SOLUTION

JOSHUA’S NEW DIET : INCREASING FRUIT & VEGETABLE INTAKE banana 1 fresh

pop-tart 1 strawberry

ACE juice blend 1 multivitamin

(orange, carrot, lemon, low in sugar but still with a fruity taste)

& a sweet potato juice concentrate binder 1 (instead of honey) granola bar with fruit flake inclusions

chicken nuggets with hidden vegetable puree 5 fortified

chip cookies 2 chocolate

200ml whole milk sugar red fruit & vegetable smoothie 1 lower

of ham & cheese pizza with a topping composed of blended vegetable powders, 2 slices a seasoning to enrich flavor and boost vegetable intake

boosted gummies with natural Vitamin C from acerola juice 2 nutrient

yogurt with a crispy berry flake topping (as 1 serving of fruit) 1 frozen

popcorn seasoned with colorful 50g offruitfunpowders/low fat and less sugary

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MAKING THE MOST OF FRUIT & VEGETABLES

SOLUTION

ISABELLE

A busy 35 year old French woman: who is a full-time advertising professional, married with 3 children. She doesn’t have the time or interest to cook much from scratch. She always skips breakfast as she is so busy with the kids in the morning, so her main meal is lunch at the canteen. Dinner is usually late and light, once the kids are in bed. She is often lacking in energy so tries to boost with coffee, and she also gets a bit bored with repeat menus and flavors.

WHAT ISABELLE EATS…

7H:

BREAKFAST

2 cups of black coffee

10H:

MID-MORNING SNACK AT THE OFFICE

1 cappuccino

13H:

LUNCH AT THE OFFICE CANTEEN

of spinach quiche with braised zucchinis 1 slice

16H:

MID AFTERNOON SNACK

1 black coffee

1 small chocolate bar

19H:

DRINKS AT HOME WITH TWO FRIENDS

Potato chips and salted peanuts

2 glasses of white wine

21H:

DINNER WITH HUSBAND

of packaged 1 bowl mushroom soup

23H:

TV SNACK

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30g of dark chocolate

1 croissant 150g of lite peach yoghurt

green salad 1 small

of baguette with brie cheese 2 slices

MAKING THE MOST OF FRUIT & VEGETABLES

SOLUTION

ISABELLE’S NEW DIET : INCREASING FRUIT & VEGETABLE INTAKE

1 cup of black coffee

1 fruit & vegetable pouch 1 croissant

with natural multivitamins ACDE 1 fortified (from acerola, moringa and mushrooms) instant hot drink in stick format,

of spinach quiche with braised zucchinis 1 slice

yogurt with vegetables instead of fruit 1 Greek

cucumber water for 1 serving of vegetable 1 infused

fruit & veg bar, infused with a ginseng extract for an energy boost 1 nut,

Flavorful vegetable chips: beetroot, carrot, parsnip...

bowl of packaged mushroom

fortified with a Vitamin-D 1 soup rich mushroom powder

of red wine (provides more polyphenols than white) 1 glass

small green salad with a sprinkled

of moringa powder 1 spoon (for a nutrient boost)

of baguette with brie cheese 2 slices

chocolate with beetroot juice crisps 30g offordark fun, textural sensation and great flavor!

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MAKING THE MOST OF FRUIT & VEGETABLES

SUMMARY

1.7 MILLION

DUE TO LOW FRUIT & VEG INTAKE

ANNUAL DEATHS

>5 A DAY = 2799 mg/d <5 A DAY = 1137 mg/d

MEN WHO CONSUME

F&V SERVINGS

F&V SERVINGS

COUNTRIES

DIABETES REDUCTION

WITH NUTRITION

TARGETS

COUNTRIES

43

RESTRICTED CHILD MARKETING

SALT/SODIUM POLICIES

SATURATED/ TRANS FAT POLICIES

F R U I T

Smoothie

PROVIDE: P.14

154

REDUCE SUGAR AND DIVERSIFY

FRUIT AND VEGETABLE

BY NATUREX

SALT REDUCTION

63

BLENDING FRUIT & VEG JUICES : INGREDIENTS

OBESITY REDUCTION

BETA CAROTENE

55

151

WITH HEALTHY DIET POLICIES

}

131

5

A DAY

INTAKE

PRESERVATIVES >

TASTE >

PHYTOACTIVES > COLORS >

NUTRIENTS >

Smoothie

MAKING THE MOST OF FRUIT & VEGETABLES

SOURCES

SOURCES/LINKS: 1/ World Health Organization, Promoting fruit and vegetable consumption around the world, Information Sheet. Available at http://www.who.int/dietphysicalactivity/fruit/en/index2.html 2/ UK Department for Environment, Food & Rural Affairs, Food Statistics Pocketbook, 2015.

Available at https://www.gov.uk/government/statistics/food-statistics-pocketbook-2015 3/ M. Murphy, L. M. Barraj, J. H. Spungen, D. R. Herman, R. K. Randolph, Global assessment of select phytonutrient intakes by level of fruit and vegetable consumption; British Journal of Nutrition (2014), 112, 1004â&#x20AC;&#x201C;1018. Available at http://www.ncbi.nlm.nih.gov/pubmed/25108700 4/ International expert Group, International Food Policy Research Institute, The Global Nutrition Report, 2016. Available at http://globalnutritionreport.org/the-report/ 5/ D. R. Davis, Declining Fruit and Vegetable Nutrient Composition: What Is the Evidence? Hortscience Vol. 44(1) February 2009. Available at http://hortsci.ashspublications.org/content/44/1/15.full 6/ Food and Agriculture Organization, Save Food: Global Initiative on Food Loss and Waste Reduction, 2012. Available at http://www.fao.org/save-food/resources/keyfindings/infographics/fruit/en/ 7/ Mintel Juice and juice drinks, 2014

Design & supervision: Havas Worldwide Paris / writing: Mensquare / pictures: Shutterstock.

Non-contractual pictures and illustrations.

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