DSM to host OatWell breakfast events

https://www.dreamstime.com/royalty-free-stock-photos-breakfast-cereal-bowl-fruit-image36872448DSM is launching a series of OatWell oat beta-glucan breakfast networking events to highlight the importance of ensuring adequate intake of essential nutrients at the start of each day. With three quarters of all cereal launches now featuring health related messaging, consuming the right type of ingredients at breakfast has the potential to deliver a number of health benefits including slow release energy, blood glucose control and reduced risk of cardiovascular disease, the company said. It is also predicted that demand for natural and organic breakfast options will be a key driver of future market growth.

 

“A healthy breakfast continues to be recommended by dieticians and medical professionals, yet only a quarter of consumers eat it on a daily basis,” said Anna-Maria Stiefel, Head of Marketing EMEA, DSM Nutritional Products Human Nutrition & Health. “Recent data from the UK shows that speed of preparation is the key factor influencing choice of breakfast foods at home, but consumers also seek natural options that offer added health benefits in parallel with the wellness trend.”

 

DSM describes OatWell is a natural ingredient that can be used to achieve a healthy positioning for cereals, baked goods and smoothies, which are all commonly consumed at breakfast. OatWell is produced by milling whole oat kernels and contains the natural combination of oat beta-glucan, insoluble fibres and large quantities of protein, unsaturated fatty acids, plus vitamins and minerals. The European Commission has authorised an Article 14 health claim which states that oat beta-glucan is ‘proven to reduce LDL-cholesterol and reduced CVD risk’. It also carries approved health claims relating to blood glucose control and digestive health and its high fibre content means it provides sustained energy throughout the day.

 

“Nearly 8% of cereals are launched with a heart health positioning, while 7% are fortified with vitamins or minerals5,” said Stiefel. “OatWell is well suited to bakery, cereal and smoothie applications and the natural goodness that it offers presents a number of opportunities for manufacturers to achieve brand differentiation in the busy breakfast market.”