How trendy are trends?

As a producer/manufacturer you can feel like getting lost. Your strategy is based on long-term vision by making long range plans, but it is also important to move with the flows in the market.

How to deal with that?
By comparing the foodtrends of last years, we can conclude that in fact there are not so many big changes. For example, in the end of 2014 it has been published: “The move from ‘clean’ to ‘clear’ labelling is a key for 2015, reflecting a move to clearer and simpler claims and packaging for maximum transparency” (Lu Ann Williams – Innova). Years after, this topic came back in the lists of trends, often in combination with sustainability, more natural and organic.

More natural is the new basis
For terms like ‘clearer labels’, ‘less ingredients’ and ‘as natural as possible’ the trend stage seem to be over. The fact that f.e. ‘clean label’ is not being mentioned in trend lists anymore, does not mean that this topic is less relevant, but it is a fact that it is not new and challenging anymore. This is a good example of a hype for ‘foodies’ being changed in a standard for the average consumer.

The question remains
In our conversations with customers, the demand for simple and ‘clean’ solutions is still there and even growing. Products of pure wheat in combination with the knowledge of the Koopmans technologists are an excellent base for clean label food coating and binding solutions. Koopmans AirCrumbs™ and Koopmans Bind-it™ are nice examples of recently developed clean label solutions with which we helped already a few customers improving their product.

Would you like to share your product- or production challenge with us and search for a clear(er) label solution? Please contact us via innovation@koopmansfoodcoatings.com.