The trend of fortifying foods and beverages is on the rise, serving as a convenient method for delivering additional nutrients. According to Food Business News, companies are leveraging this trend by directly enhancing their products with concentrated compounds. Some businesses are incorporating these nutrients through grains, nuts, seeds, and superfruits, while others are doing so more indirectly by managing animal diets.
One example is Slingshot Foods, a California-based manufacturer of breakfast shakes that contain low-fat milk, milk protein concentrate, yogurt cultures, and fruit and vegetable juice. Each bottle includes a small plastic pouch, referred to as the “shot,” which contains a crunchy mixture of chia seeds, rolled oats, and toasted almonds. This addition contributes 3 grams of both fiber and protein and 600 milligrams of omega-3 fatty acids, as noted by Food Business News.
Other companies are also tapping into this trend. Springfield Creamery from Oregon is enhancing its whole-milk probiotic yogurt lineup with omega-3s sourced from milk produced by organic grass-fed cows. Fairlife enriches its ultra-filtered, high-protein milk with 125 mg of docosahexaenoic acid (a type of omega-3) derived from algae oil, while also adding vitamins A, C, E, and D.
Nestlé has made significant strides in this segment as well. The company now offers a Nesquik SuperBreakfast protein drink for kids, fortified with milk protein concentrate, vitamins A and D, and calcium. For older adults, Nestlé provides Boost High-Protein Complete Nutritional Drink, which contains one-third more protein per bottle than the original version. Each eight-ounce bottle delivers 20 grams of protein from milk protein concentrate and soy protein isolate, alongside 26 essential vitamins and minerals.
However, a challenge associated with fortification is the potential for consumers to exceed the recommended daily limits for nutrients such as calcium, folic acid, and iron when consuming fortified foods and dietary supplements simultaneously. While many consumers appreciate the convenience of obtaining a nutritional boost from a bottle, cup of yogurt, or pint of ice cream, others may prefer traditional methods of acquiring nutrients in their natural form.
Manufacturers must also be cautious not to significantly change the taste, texture, or cost of their products, as these alterations could alienate consumers and negatively impact sales. Additionally, consumers may not always be aware of which foods and beverages are fortified and which are not, although most brands typically highlight their claims on product labels. Moreover, many consumers lack knowledge regarding their daily requirements for protein, fiber, vitamins, and minerals to maintain good health.
To win over consumers, manufacturers should clearly communicate what is included in their fortified products, the reasons for the added ingredients, and how these components can enhance human health. As shoppers seek to maximize the nutritional value of their food and drink choices in pursuit of a healthier lifestyle, food companies bear the responsibility of distinguishing their offerings in an intensely competitive market. Consequently, fortification will remain a key strategy for companies looking to differentiate themselves, particularly by incorporating beneficial ingredients like calcium citrate and elemental calcium to enhance their products further.