The agrifoods giant has previously sold the NovaLipid range in the United States, where it has proved a success in helping manufacturers there cut out trans fats from products. But in contrast to the US strategy, the offering in Europe is designed to meet the priorities of the food industry here: reduction of saturated fat and additive use.
The European NovaLipid range was developed using the company's process technology range and global raw material sources. In a meeting with FoodNavigator.com at FIE in London this week Jo Bruce, R&D manager for oils and fats at ADM Europe, said that the sources include rape seed oil, palm oil, and various fractions of different oils.
Examples of products in the range include NovaLipid Shortening, with reduced saturated fat, and NovaLipid Pastry, for both reduced saturated fat and reduced total fat content.
NovaLipis Fluid Shortening is intended to allow lower additive levels, but without compromising the functionality of solid shortening.
As the industry grapples with measures to make food healthier, ingredients companies are striving to come up with innovations that will allow them to meet targets like fat, salt and sugar reduction. However consumer research has shown that consumers will not buy a product again if the taste or texture is perceptibly different from the well-loved original.
For instance, there is a backlash against use of additives, as concerns over the safety of a small number of additives with E-number spreads to the whole category and shoppers scan labels to ensure they are 'clean' or additive-free.
This year the UK's Food Standards Agency has been consulting with stakeholders about ways to reduce saturated fats in food products.
It issued some draft guidance, and sought views in four specific areas:
Making people more aware of healthy eating and the effects of too much saturated fat on heart health; encouraging manufacturers to make smaller portion sizes more available; helping to make use healthier, reduced-saturated fat alternatives to every day foods are widely available; and encouraging the food industry to improve its recipes.