The article also provides testimonials from Belcolade, a manufacturer of bulk chocolate, and prestigious chocolate confectioner Meert, both already using MALTISORB® maltitol successfully.
Readers of Kennedy's Confection will recall that I last visited the massive Roquette group headquarters and main production facility in February 2006. Employing around 3000 people, the factory dominates the flat landscape in Northern France, having been constructed amongst cereal fields, as the plant is the largest facility for processing starch derivatives in Europe for both food and non-food applications.
At that time, Roquette told me about a wide range of products that it has brought to the market, including functional ingredients and various polyol sweeteners. At the end of that report, I briefly touched on Maltisorb
®, which is the Roquette brand of maltitol, a polyol bulk sweetener derived from cereals that is particularly suitable for use in chocolate and the coatings for chewing-gum pellets.
However, a year is a long time when a company has the drive and determination of Roquette, combined with its in-house expertise, extensive research and development facilities and close alliance with high-profile manufacturing customers. As readers will be aware, confectionery is undergoing a revolution at present, with the drift towards healthier ingredients, and hence the Nutrition Business Unit was founded in January 2007. It was under the auspices of this Unit that the company recently undertook some consumer surveys.
Drifting to healthier options
I met up with Valérie Le Bihan, Marketing Manager, Nutrition Business Unit, who explained the background to the consumer survey: "We wanted to find out more about consumers' attitudes to no-sugars-added chocolate. We wanted to understand them and their needs, and thereby prove to our customers that there is a demand for such products. In fact, there are three trends at work - a booming market, enthusiastic consumers and the fact that the products retain their taste and pleasure. The market is burgeoning and expanding.
According to Roquette, 700 million Europeans are potentially concerned by sugar-reduction. During the period 2003-06, the number of foods and drinks launched with 'low', 'no' or 'reduced' sugar labelling claims multiplied by 2.3.
Furthermore, there are pressures from health organisations and governments to reduce consumption of such ingredients as fats and sugars. In fact, the benchmark was set by chewing gum, where sugar-free products have become almost standard in Europe. All gum now consumed in the Spanish market is now totally sugar-free, closely followed by Italy with 98 per cent and Russia with 97 per cent (Source: Euromonitor International 2007, penetration rate by value)."
Valérie continued: "There is also a trend in other related sectors across Europe - according to Euromonitor International 2007, 15 per cent of sugar confectionery (according to value) and 29 per cent of carbonated drinks, by volume, are sugar-free.
Furthermore, the sugar-free and no-added-sugars trends are entering the biscuits and ice cream sectors, including private-label products. Research has also indicated that sugar-free chocolate is really taking off at the moment - from 2003-06 the value of sugar-free chocolate sales across the world increased by an average of 22 per cent per annum, topping €350m (£237.4m) last year, according to Euromonitor International. During 2002-06, we estimate that the market for no-added-sugars chocolate increased by 30 per cent in volume per annum and predict that it will develop by at least a further 20 per cent per annum from 2006-11. Mintel's research in 2006 across labelling claims also indicates that a claim of 'low', 'no' or 'reduced' sugar is the leading European health claim for chocolate confectionery."
The indulgence factor is undimmed
Marc Renauld, Market Development Manager, Nutrition Business Unit then outlined some of the products that have been launched with such a positioning: "Unlike other foodstuffs, confectionery is an indulgence product. It is not a necessity of life, so the finished product must continue to emphasise taste and quality. In fact, we are finding that it is products with a premium positioning that are being launched in sugar-free or no-sugars-added forms.
"According to some research on Mintel’s database, prime examples of premium products are those offered by Neuhaus and Guylian in Belgium, Valor in Spain and Godiva in the USA. In all these instances, the sugar-free or no-added-sugar claim is emblazoned on the front of the packaging as it is a way of adding value to the product. However, the trend is permeating to private-label products, although many are in competition with the premium sector or are marketed in the dietetic sections of supermarkets.
For instance, the French Monoprix supermarket has launched a 100g tablet with the slogan 'Léger et intense (light and intense) - 46kcal'.
A particularly interesting premium product has been launched by Orion in South Korea, comprising chocolate balls in a resealable, consumer-friendly plastic tub, which could be marketed at supermarket checkouts in a manner akin to chewing gum. The packaging emphasises the 61 per cent cocoa content. Furthermore, such impulse products are less price-sensitive and hence the slightly higher ingredients price resulting from maltitol use has a negligible impact on the cost of the final product."
Marc then focused on some of the labelling claims:
"Obviously we only have samples of packaging for a small cross-section of products, but the labelling claims for chocolate products with 'sugar-free', 'reduced sugar' and 'no-added-sugars' credentials include taste (i.e. ‘improved creamy chocolate taste’); high cocoa content or single origin products; and functionality, emphasising flavanols, antioxidants, or such minerals as magnesium. Some even cite maltitol itself as a packaging claim, as some informed groups of consumers are aware that this is an excellent sugar replacement, particularly in German-speaking countries, Belgium and Spain. A prime example is a bar of German Ritter Sport that features the slogan ‘With maltitol for full taste.’ We have also received a copy of packaging from Mintel for a chocolate tablet marketed by Perpigan-based Cémoi for the Spanish market where the word 'Maltitol' is given the same size font as the name of the product. "
Consumer enthusiasm
Valérie Le Bihan explained the background to the consumer research: "An IPSOS consumer survey of 5000 European consumers undertaken by Barry Callebaut showed that 38 per cent of European chocolate consumers are requesting chocolate with a reduced sugar content. Furthermore, 40, 37 and 34 per cent of French, German and British consumers state that they are: 'avoiding sugar', according to Mintel. In the light of this, we decided to commission our own survey from analysts Market Audit France in January 2007.
This took place in Paris, Lille, Nantes and Bordeaux and comprised face-to-face interviews with 180 consumers who are regular consumers and purchasers of dark chocolate (not including those who only favour chocolate products with over 70 per cent cocoa contents) and those regularly or occasionally consuming light products. We were thus targeting consumers that favour optimal taste, rather than those who are consuming products because they are connoisseurs of single-origin products or are pursuing an exclusively healthy diet."
"The demographics of the sample aimed to replicate that found across France. In total, 67 per cent were female, as the majority of shopping decisions are still made by women. The sample ranged from 18-70 years, divided into four age ranges. Initially, we asked the sample to comment on a 'concept board' with the wording 'No-added-sugars chocolate. The pleasure of a delicious chocolate... without the sugar'.
Altogether, 89 per cent of the sample considered 'no-added-sugars chocolate' to be a good idea, where 51 per cent of women and 61 per cent of high-frequency users considered it to be a 'very good idea.' Furthermore, three-quarters of consumers sampled said that they were 'ready to buy’.
This attitude might be reinforced by the Government-run Public National Nutrition Santé organisation, which insists that all advertising for food products is followed by a slogan, such as 'For your health, avoid eating too fatty, too sugary.' Furthermore, vending machines were outlawed in schools two years ago."
"We then came to the blind-tasting section, undertaken using the monadic sequential approach. The sample was asked to blind-taste two chocolate types, both of which had a 55 per cent cocoa content, yet one was sweetened with sucrose and the other with MALTISORB® maltitol. All consumers were asked to complete a questionnaire according to six criteria, giving marks out of ten. For the majority of criteria, the no-added-sugars chocolate with maltitol was as appreciated as the sucrose chocolate.
However, for the sweet and cocoa taste criteria, the non-added-sugars chocolate significantly outperformed the sucrose chocolate by over 0.4 per cent. In fact, it is true that MALTISORB® reveals the aromatic qualities of the cocoa to a greater extent than sugar. Following each blind tasting, the sample was asked if they would purchase the chocolates for a suitable price. In total, 75 per cent said they would purchase the Maltisorb chocolate, whereas 67 per cent said they would buy the sucrose chocolate. Overall, when finally asked, 54 per cent of the sample stated a preference for the MALTISORB® chocolate and 11 per cent were apathetic between the two."
"There needs to be greater awareness of the benefits of maltitol amongst our customers, so we have just launched a new website at http://www.chocolatforeverybody.com. This contains information about the consumer survey and much more about applications and usage."
Why Maltisorb® maltitol?
I then caught up with Philippe Caillat, Business Development Manager, in charge of MALTISORB®; Nutrition Business Unit. He explained some of the reasons why maltitol is the most successful sugar substitute.
"Produced from cereals, maltitol has the same taste as sugar and can be used in the same way. Investigations by Leatherhead Food International plotting various characteristics showed the similarities between the sweeteners, the only real difference being enhanced sweet persistence for maltitol. There are none of the negative effects found with other sweeteners and intense sweeteners, such as a metallic flavour, a liquorice aftertaste and acidity. The answer is apparent when crystals of maltitol and sucrose are compared beneath the scanning electron microscope. The photomicrographs show that they are very similar indeed, and hence achieve the same taste and rheology is achieved when used in chocolate."
"To sum up, maltitol is sugar-free, has 40 per cent less calories than sugar, is certified by Toothfriendly International, is suitable for diabetics and has a low glycaemic index. It has the ideal characteristics for direct sugar replacement, the only significant difference being a lower melting point of 147 °C as opposed to 184°C, although this has no impact on processing and, in fact, may enhance shelf-life. This is why maltitol is used in most sugar-free, no-added-sugars or reduced-sugar chocolate products."
"In 2006, 388 food products containing maltitol were launched in Europe. The sweetener is very versatile, and can be used in a wide range of products, including biscuits, ice cream, fruit preparations for cakes, yoghurts and glace fruit. Basically, it can be used wherever sugar is used. Here at Roquette, we offer the whole package. We undertook the consumer research to get closer to our customers - they need proof that replacement with MALTISORB® does not result in sacrificing taste. We undertake development of prototype products and will arrange sensorial and textural analysis. Roquette will ensure that the final product exemplifies the required characteristics. We will even organise training and assist our customers regarding legislation and the claims that can be made on packaging."
“Our MALTISORB® is generally produced here, although it is also manufactured near Chicago in the USA and in a location between Shanghai and Beijing in the People's Republic of China. We then can thus serve manufacturers across the world with minimal lead-time. The product is supplied in either powder or liquid form and several particle sizes are available, replicating various grades of sugars that are used for specific applications."
Belcolade - a user of MALTISORB® maltitol
Belcolade is a major manufacturer of bulk chocolate, headquartered in Erembodegem, Belgium. Matt Crumpton, Marketing Manager, Strategic Unit Chocolate, confirmed the popularity of its range of sugar-free and no-sugar-added chocolate, which contains Maltisorb as the bulk sugar replacement. He commented: "Since Kennedy's Confection visited us in December 2004, we have seen numerous developments in the popularity of the range, which has experienced strong sales growth. The major countries taking this range are still in Western Europe and North America. However, sales during 2006 in the developing chocolate countries have been very encouraging, particularly in Asia, the Middle East and South America."
"The production process need some minor fine-tuning when using Maltisorb. We are using MALTISORB® in milk, dark and white chocolate. We classify the latter two types as 'no-sugar-added', and the dark as 'sugar-free'. The cocoa types are exactly the same as the standard chocolate references. These chocolate types are only being sold in solid drop form."
Meeting with Meert
We then took the half-hour car trip to the cobbled streets of the old town in Lille to see one of that town's most famous chocolatiers and patissiers - Meert.
The company has it roots back in 1761, although it moved to its current location in 1849. Much of the interior dates from that period, during which the company developed its well-known vanilla-filled waffle. Lille-born hero General de Gaulle was a devotee of the waffles, and had them delivered to Elysée Palace in Paris every morning during his tenure as French President during the period 1958-69. I met up with Olivier Simon, Master Chocolatier, who explained the link with Roquette: "We are a traditional company manufacturing unique products. However, we have always been interested in innovation over the years, and that is how our unique products have been developed."
"Initially, we weren't interested in sugar-free ingredients and hadn't even considered their use. But Roquette came to us and suggested that it would not just replace sugar but, in fact, could result in enhanced taste. They're a local, family-owned company, and we felt an affinity with them. For us, taste is everything - we are not ostensibly in the healthier foods sector. So we undertook several trials across our product ranges, including pralines, ganâches and cakes. We were impressed - it really emphasised the aromatic aspects of some products, particularly for our lemon cake, cheesecake and a special Epiphany Cake, where many natural fruits and nuts are used. In fact, we have now discontinued production of the standard sucrose versions of these products."
"Our customers are gourmets, so it is essential to obtain the required aromatic notes as they are an integral element of the sensory experience. The use of MALTISORB® maltitol was an adventure for us. Only a little advice was required from Roquette. We experimented with several different Maltisorb grades as we were seeking a specific texture. But we've been impressed - we're even using it in certain versions of our waffles that are exported to Dubai, Singapore, Indonesia and Japan as it maintains the quality of the products during transportation and storage in warm environments."
"We started to experiment with MALTISORB® more than two years ago. We started with only partial sugar replacements and were amazed that it could totally replace sugar in this way. The sugar-free range was actually launched in October last year, and now 10 per cent of our products are totally sugar-free. We are now developing products that are totally sugar-free from the outset, such as our raspberry cake, where the flavour development is very impressive. As our products are sold at a premium price, we don't charge a premium for the sugar-free range."
"We have also developed a range of cakes, pastries and ice cream with reduced-sugar formulations. Meert supplies an American luxury cruise line called Silver Sea. We have totally reworked the dessert menu so it is sugar-free and have trained the staff accordingly. Meert labels all its sugar-free and reduced-sugar products. We know this is an added selling point, as consumers now want better-for-you products. I have even developed a version of the waffle with a sugar-free chocolate filling. All reduced-sugar and sugar-free products have received a very favourable response."
Concluding remarks
It is undeniable that Maltisorb maltitol is the ideal sugar replacement for chocolate products. However, I will leave it to the expert to sum up. Thierry Landron, President, Meert, commented: "The sugar-free concept adds value and continues our centuries-old tradition of innovation. We exhibited at the Salon du Chocolat event in Paris last year on a joint stand with Roquette. This is ostensibly a consumer show, yet other master chocolatiers were visiting our stand and were impressed by the taste of the sugar-free products, particularly the chocolates filled in with caramel. We are proud to endorse the product."
For further information contact
Roquette group,
Corporate headquarters,
62080, Lestrem
France
Tel: +33 (0)3 21 63 36 00
