Could guilt-free confectionery be possible?

Tightening regulations around sugar and the increasing consumer demand for better-for-you choices have a major impact on the indulgence category. As a result, confectionery manufacturers are looking for ways to reduce sugar while maintaining the naturality of their products. Valio’s dairy-based solution is designed to help reduce sugar without artificial sweeteners for confectionery manufacturers.

EU regulations concerning unhealthy foods are expected to increase and tighten in the coming years. The EU’s European Green Deal plan includes a Farm to Fork Strategy that impacts the production of food. Its aim is to make food systems fair, healthy and environmentally friendly.

“The Farm to Fork Strategy is expected to have many effects on the sales and consumption of unhealthy foods. The planned initiatives would urge product reformulation and restrict the promotion and marketing of food products that are high in sugar, salt and fat,” said Sinikka Saikkonen, Business Development Manager at Valio.

The planned measures deeply impact the market of indulgence foods, as they often contain high amounts of sugar, salt and fat. Those confectionery manufacturers who can find ways to develop products with better nutritional value will gain a competitive edge in the changing operational environment.

“People are looking for a green light for indulgence. They want to trade their regular indulgent foods for products that have less of the bad things and more of the good things. The key to successful better-for-you products is to replace a part of the ingredients [with] healthier, sustainably sourced and more natural alternatives,” Saikkonen said.

Timo Pajari, Senior Vice President, Valio Food Solutions Sales and Marketing, said consumers want guilt-free indulgences but are not willing to sacrifice on the taste or texture of chocolate and confectionery.

“Valio has the solutions and milk-based ingredients to help develop desirable and delicious confectionery for health-aware consumers. Food manufacturers can make chocolate and confectionery with reduced sugar, high protein and digestive wellness,” he said.

“Claims on limited sugar or no added sugar are preferred by consumers, and the prevalence of sugar claims is likely to grow as manufacturers aim to reassure consumers and differentiate themselves. Using artificial sweeteners is no longer an option, as consumers want their chocolate and confectionery to be as clean label as possible. Naturality is something that consumers are looking for in their indulgence products. Valio’s specialty milk powders help confectionery manufacturers to develop new better-for-you products for consumers who expect more than just normal,” Pajari said.

Valio will introduce its solution at the virtual World Confectionery Conference 2021 on 1 June.

Image credit: ©stock.adobe.com/Vladislav Nosik