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DSM puts spotlight on healthy and natural breakfast options with OatWell® themed events

Kaiseraugst, CH, 10 Mar 2015 13:30 CET

DSM 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 messaging1, 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. It is also predicted that demand for natural and organic breakfast options will be a key driver of future market growth2.’

The OatWell breakfast networking events will be held from 08:00 on Thursday 19 March at Food Vision, Cannes and from 10:00 on Tuesday 5 May and Wednesday 6 May on stand I40 at Vitafoods, Geneva. Attendees can kick start a busy day at one of the events by enjoying a delicious breakfast that features a variety of foods high in OatWell, including fruit smoothies, cereals, yoghurts, crackers and more.

“A healthy breakfast continues to be recommended by dieticians and medical professionals, yet only a quarter of consumers eat it on a daily basis3,” says 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 trend4.”

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 fibers and large quantities of protein, unsaturated fatty acids, plus vitamins and minerals. The European Commission has authorized 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 fiber 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,” adds 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.”

1 Innova Market Insights – January 2015
2 Key Note – ‘Breakfast Cereals Market Update 2014’
3 Technomic – ‘The Breakfast Consumer Trend Report’
4 Mintel – ‘Breakfast Eating Habits – UK’ – April 2014
5 Innova Market Insights – January 2015