Global
Project to exploit whole grain launched
Healthgrain, a project to produce
health-promoting cereal foods
and ingredients of a high quality
has been launched in EU. This
five-year project is being
coordinated by Prof Kaisa
Poutanen from VTT Technical
Research Centre of Finland along
with 43 partners from 15
European countries. With a total
allocated budget of 16 million
euros, the project will carry out a multidisciplinary study of
the variation, process-induced changes and human
metabolism of bioactive compounds in the major European
bread grains of wheat and rye. Additionally, it would also
study the cereal food structure in relation to digestibility and
would aim at revealing the physiological mechanisms
underlying the significance of bioactive compounds in the
prevention of metabolic syndrome and related diseases.
Food companies focus on the
'nutrition' factor
With health consciousness among the
consumers in UK on a rise, food
manufacturers are revising their business
strategies. For instance, before the launch
of Coca Cola's American brand Minute
Maid in the UK market, the company
spent almost two years trying to
understand what British consumers
wanted. Accordingly, while American
Minute Maid orange juice is made from
concentrate and water; in the UK, it
contains no concentrate - just fresh juice.
Also, Britvic, one of UK's biggest soft
drinks producers and and the owner of the
Pepsi and 7UP brands in the country, has
replaced 7UP Light with 7UP Free to
highlight that the drink is sugar-free,
colour-free and caffeine-free. Industry
experts feel that such instances mark a
significant change from past practice,
when companies concentrated on brand
extensions when they wanted to introduce
new products or change existing ones.
....C
O N T D
TO
READ FURTHER... SUBSCRIBE TO YOUR
COPY TODAY!!!
