CHICAGO – The Institute of Food Technologists recently hosted the IFT FIRST 2024 Expo, which brought a throng of food scientists, nutritionists, and product developers from around the world to Chicago. The event featured more than 1,000 exhibitors.
Key themes at IFT FIRST this year included brain health, indulgent proteins, and sugar reduction. Exhibitors focused on solutions to address consumer interest in enhancing cognitive function, increasing protein intake, and reducing sugar consumption.
Let’s delve deeper into the growing movements on display in Chicago. …
Brain Health
Consumer interest in seeking out brain function (memory, focus, cognition) health benefit from food and beverages increased from 25% in 2023 to 28% in 2024 according to the IFIC’s 2024 Food and Health Survey.
At IFT FIRST, Balchem highlighted the brain health benefits of choline in its Choline-Charged Brown Sugar Frappe using its CWS VitalBlend Oat Mik Creamer and VitaCholine Choline Bitartrate. Choline is a nutrient that’s naturally present in animal proteins like beef and chicken liver, eggs, salmon, and some vegetables like broccoli. The body uses choline to produce acetylcholine, a neurotransmitter.
Virginia Dare focused on the cognitive benefits of Cognizin Citicoline through its Speculoos Cookie Cognitive Cold Brew Latte. The company’s RTD functional coffee is made with Cognizin Citicoline, a patented form of citicoline (CDP-choline). Cognizin Citicoline is a nootropic (cognitive enhancer) that’s a compound composed of choline and cytidine.
Meanwhile, PLT Health Solutions displayed its Zynamite S Next-Gen Support for Brain & Body in a Mango Tango RTD Beverage. The company states that Zynamite “has been shown to enhance mental energy and cognitive performance and improve physical performance.”
Sugar Reduction
Growing numbers of Americans are seeking to reduce sugar consumption, with 76% saying they’re trying to limit/avoid sugar in 2024, up from 72% in 2023.
Exhibitors at IFT FIRST showcased a wide array of innovative sweeteners.
Batory Foods, Inc., for example, highlighted its Sweetener Solutions with a Batory Boba Bar featuring sugar-free tea prototypes of boba tea (also called bubble tea). The company offered samples of Mango Chili Yuzu Boba Tea and Lychee Pandan Boba Tea featuring Stevia, Sucralose, and Allulose.
Samyang Corporation, a South Korean company, sampled a Keto Ice Cream with no added sugar and high source of fiber made with its Nexweet Allulose and Fiberest Resistant Dextrin. Allulose is a rare sugar found naturally in figs and grapes.
Sweegen used its proprietary Bestevia Ultra+ Signature Sweetener System and Sweetensify flavors for taste modulation with sweet protein Brazzein in its No Added Sugar Peach Mango Sweet Iced Tea. Sweetensify is powered by Brazzein, a sweet-tasting, calorie-free protein found only in the fruits of the West African Oubli plant.
Indulgent Proteins
Americans continue to seek out more protein. To make consuming more protein easier, companies featured many indulgent ways to eat protein.
EverGrain by AB InBev used EverPro Upcycled Barley Protein in its 20G Proffee Latte. EverPro is made from upcycled brewer’s spent grain, a byproduct of beer brewing, that offers faster protein absorbability and industry-leading solubility, according to the company. Proffee (protein + coffee) is a TikTok trend in which health conscious coffee drinkers show viewers how to create an indulgent yet high-protein beverage, often using protein powder, high-protein milk, coffee, and sugar-free syrup.
Foodology by Univar Solutions showcased its Healthy Indulgence Pudding Parfait that features a protein in all three layers. The chocolate protein pudding is made with Leprino Nutrition MP PRO C80 whey protein that has a particle size similar to milk fat globules for a rich, creamy mouthfeel.
Elsewhere, PURIS displayed its Chocolate Donut with a Protein Chocolate Glaze. The gluten-free donut features 10 grams of plant-based protein per serving by using PURIS Pea Protein 870 in the donut and PURIS Pea Protein 870H in the chocolate glaze.
Additionally, Ingredion showcased its Chocolate Tahini Jelly Plant-Based Protein Bar as an indulgent, multi-textured protein bar, noting that consumers are “turning to protein bars more often, desiring smooth indulgent textures and balanced taste.”
About the author: Virginia Lee is an F&B market researcher. She has advised companies on innovation and market entry opportunities in consumer packaged goods at Euromonitor International, Innova Market Insights, and Brightfield Group. Connect with Virginia on Instagram, TikTok, and X at @VirginiaALee.
The Food Institute Podcast
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