The trend of fortifying foods and beverages is increasingly popular as a convenient way to deliver additional nutrients. According to Food Business News, companies are capitalizing on this trend by enhancing their products with concentrated compounds. Some businesses are incorporating these nutrients directly through ingredients like grains, nuts, seeds, and superfruits, while others are doing so indirectly by managing animal diets.
One notable example is Slingshot Foods, a manufacturer based in California that produces breakfast shakes made with low-fat milk, milk protein concentrate, yogurt cultures, and fruit and vegetable juices. Each bottle includes a small pouch—the “shot”—filled with a crunchy mix of chia seeds, rolled oats, and toasted almonds, contributing an additional 3 grams of both fiber and protein, along with 600 milligrams of omega-3 fatty acids.
Other companies are also embracing this fortification trend. Springfield Creamery from Oregon is enhancing its whole-milk probiotic yogurt with omega-3s sourced from organic grass-fed cow milk. Similarly, fairlife enriches its ultra-filtered, high-protein milk with 125 mg of docosahexaenoic acid—an omega-3 found in algae oil—per serving, as well as vitamins A, C, E, and D.
Nestlé has made significant strides in this area as well. Their Nesquik SuperBreakfast protein drink for kids is fortified with milk protein concentrate, vitamins A and D, and calcium. For older consumers, Nestlé offers Boost High-Protein Complete Nutritional Drink, which contains one-third more protein per bottle than its original formula. Each eight-ounce serving provides 20 grams of protein from milk protein concentrate and soy protein isolate, along with 26 essential vitamins and minerals.
However, a challenge with food fortification is that combining fortified foods and beverages with dietary supplements could lead to excessive intake of certain nutrients like calcium, folic acid, and iron. While many consumers appreciate the convenience of obtaining nutritional benefits from a bottle, cup of yogurt, or pint of ice cream, others may prefer to consume nutrients in their natural forms. Manufacturers must also ensure that fortification does not significantly alter the taste, texture, or cost of their products, as any negative changes could deter consumers and harm sales.
Many consumers might not be aware of which products are fortified and which are not, although most brands clarify their claims on packaging. Additionally, consumers often lack knowledge about the regular intake of protein, fiber, vitamins, and minerals necessary for optimal health.
To win consumer loyalty, manufacturers should clearly communicate not only the contents of their fortified products but also the reasons for the additives and their potential health benefits. As shoppers increasingly seek foods and beverages that contribute to a healthier lifestyle, food companies must differentiate their offerings in a highly competitive marketplace. Consequently, fortification will continue to be a strategy for companies to distinguish themselves from their competitors.
In this context, products like Spring Valley Calcium Citrate 600mg 300-count supplements could complement consumers’ nutritional needs, reinforcing the importance of balanced nutrient intake from both fortified foods and dietary supplements. By integrating such products into their routine, consumers can better manage their health and wellness goals.