ASSOCOM INSTITUTE OF BAKERY TECHNOLOGY & MANAGEMENT

ASSOCOM INSTITUTE OF BAKERY TECHNOLOGY & MANAGEMENT

Plot No. 30/25, Knowledge Park - III, Greater Noida - 201306, Uttar Pradesh (NCR Delhi), India

Volume - 5 Issue - 5

Month : May 2016

Frozen bakery product market in India

odern consumer desirability for convenient frozen food products has been a major reason for the Menormous growth of frozen bakery products

market. Rise in frozen bakery product market provides the provisions of thaw-and-serve and bake-off facilities, resulting in saving of consumer efforts and time required for preparing bakery products at home scale. Frozen bakery products offer instant service with retention of both freshness and quality characteristics. Industrialists have gained a greater advantage by frozen bakery products in in-store bakeries, coffee chains, gas-stations, and quick service restaurants by offering various convenient products. Frozen bakery product market ensures the year round availability of bakery products with wide range of variability in products. Despite the greater scope of frozen bakery product market, its growth is limited by inter- and intra-industry competitors while procuring the raw materials.

Forecast of frozen bakery product market : The global market for frozen bakery products was US$13.0 billion in 2014. The market is projected to reach USD 21.2 Billion by 2020, growing at a CAGR of 8.5% from 2015 to 2020. The market for frozen bakery products sold through catering is predicted to grow at a faster rate, because of fast-growing global tourism and hospitality industry and increasing demands for frozen bakery products due to their effortless convenience.

In India, the frozen bakery product market is believed to embrace a huge growth owing to the increase in the variability of frozen bakery products in the market. The growth is expected to be, in terms of value and volume, of frozen bakery products, depending on their type, distribution channel, and geographical market. The growth involves in bakery products like frozen bread, frozen pizza crust, frozen cake & pastry, and other frozen bakery products such as waffles, donuts, and cookies. Based on the channel of

Mondelez India launches Bournvita biscuits

ondelez India Foods Pvt. Ltd has launched Cadbury Bournvita biscuits, in an attempt to Mstrengthen its position in the cookies and

biscuits category in India by expanding its portfolio.

The launch comes five years after its entry into the category with Oreo cookies in 2011.“Mondelçz International is the world’s leading biscuits company and India is a top priority for us. We see tremendous opportunity for growth in the Indian biscuit category. Bournvita biscuits brings together the best of our global category expertise and innovation with our local insights and experience. I am confident that it will strengthen our position in the biscuit category in India,”

Chandramouli Venkatesan, managing director of Mondelez India, said in a statement.

The new biscuit aims to ride on brand recall of Bournvita, a drink Indian consumers have known for close to seven decades. It will be available on shelves from 1 May at two

price points—at Rs. 10 and Rs. 25.

The launch will be supported by an integrated marketing campaign and the biscuit will have high visibility in modern and traditional retail stores. Bournvita biscuits will also be available exclusively in a pre-launch offer on Snapdeal, the company said in its statement

distribution frozen bakery products have also been segmented into artisan bakers, retail, and catering. Based on geographical regions, the market is segmented into North America, Europe, Asia-Pacific, and Rest of the World.

Frozen bakery market as boost to economy : Globally frozen bakery is gaining wider acceptance on daily diet basis as a result of changing lifestyle of people all over the world. Consumer choice for nutritious, eye appealing products having enhanced shelf life, without compromising on taste and quality has led industrialists to switch from fresh to frozen bakery products. The growth in frozen bakery product market will witness enormous growth in processed food production sector and will lead to introduction of diverse range of innovative frozen

bakery products. In frozen food market, frozen bakery product market holds a major share because of the rise in need for ready-to-bake or ready-to-thaw frozen products. The frozen bakery product market in terms of both value and volume will grow and hence will

contribute to the economic growth. However, the upsurge is limited by the driving and restricting factors of the market along with the evaluation of trends, opportunities, constraints, and challenges. The market for bakery ingredients opened a gateway of enormous growth for baking Ingredients by type (Enzymes, Emulsifiers, Leavening Agents, Fats & Shortenings, Mould Inhibitors, Colours & Flavours), Application (Bread, Biscuits & Cookies, Cakes & Pastries, Rolls & Pies) & Region - Global Trends & Forecast to 2019 and gluten-free products market by type (Bakery & Confectionery, Snacks, Breakfast Cereals, Baking Mixes & Flour and Meat & Poultry Products), Sales Channel (Natural & Conventional) & Location - Global Trends & Forecasts to 2019. This will not only enable them to expand their geographical reach, but also to reinforce their market position by gaining a larger share in terms of revenue and product portfolios.

ondelez, best known for its Cadbury chocolates, on Monday inaugurated a Rs M1,265-crore plant in Tada, SriCity, Andhra

Pradesh, making it the company’s seventh manufacturing unit in the country.

This was the company’s largest plant in the Asia-Pacific region and would cater to domestic and regional needs, executives said.

Mondelez looks at India as a regional hub, with the plant capable of multiple products. The plant would initially produce chocolates and eventually other foods, said Daniel Myres, executive vice-president, integrated supply chain, Mondelez International.

The plant's capacity is 250,000 tonnes a year, which the company hopes to touch by 2020. The total investment is expected to reach Rs 2,300 crore by then.

Mondelez has invested Rs 670 crore in its six other plants in

Mondelez inaugurates seventh plant in India

the country: two in Maharashtra, two in Himachal Pradesh and one each in Madhya Pradesh and Andhra Pradesh.

“Mondelez International is putting its resources behind its commitment to this country, not only through its

investment, but also behind its brands, route to market and ta l e nt ,” s a i d M a u r i z i o Brusadelli, president, Asia-Pacific.

In the past few years, packaged food companies like Kellogg’s, Mars, Cargill, Coca-Cola and PepsiCo have made significant investments in India.

Data sourced from the department of industrial policy and promotion shows yearly foreign direct investment in food processing has been consistently above Rs 2,000 crore, pointing to growing corporate interest in the sector.

Domestic players like ITC and Britannia are also betting highly on packaged foods.

he country's apex food safety regulator and packaged food companies appear to be on a Tdifferent page than a year before, when the Maggi

crisis grabbed headlines.At that time, regulator and industry stood sharply divided on the issue, with the latter claiming it would impact investments in the business. Now, however, top company executives tell Business Standard, a string of measures in recent months has helped reduce the earlier friction.

The measures include operationalising of standards on food additives for use in various categories. This has marked the entry of an ingredient-based regulatory regime, as opposed to a product-based approval system. The latter was a huge bone of contention between regulator and industry, resulting in massive backlog. The system was eventually scrapped in August 2015 by the Supreme Court, which found the process arbitrary.

The ingredient-based regime saw some 9,000 food additives becoming a part of the food safety regulations (issued in 2011). Earlier, these regulations, which operationalised the Food Safety & Standards Act of 2006, had only 377 food items on its list. This put companies in a spot if ingredients beyond this list were part of their food products. Resulting in ill-will and litigation.

FSSAI, food companies bridging trust deficit

Dev Bajpai, executive director (legal and corporate affairs) at Hindustan Unilever, the country's largest consumer goods company and with a presence in packaged food, describes the shift to an ingredient-based regulatory regime as a progressive step. "It will foster investment and innovation in packaged foods," he says.

He also felt this approach would bring India up to speed with global food standards such as CODEX, the norm abroad.

The other key measure introduced by the food safety regulator was the clarification on proprietary foods, another grey area for food companies. FSSAI in January clarified its position on this, saying it was an article of

food that had not been standardised under the regulations - excluding novel foods, food for special dietary use, functional foods, nutraceuticals, health supplements and such other art ic les of food the Central government had not notified.

This was considered a simpler explanation of proprietary foods in comparison to Section 22 of the 2006 Act, which had no direct mention of what constituted these. Instead, the section had grouped various categories such as organic foods, genetically modified foods, novel foods and proprietary foods, among others as not notified by the government and, hence, not allowed to be made, sold, distributed or imported.

The Role of Sodium in Baked Grain Products

ood scientists today are challenged with achieving an optimum level of sodium in baked goods—such as Fbreads, muffins, and crackers—that maintains food

safety and extends shelf life, while at the same time meets sodium reduction targets and achieves desirable taste and texture for consumers.

Food Preservation: A Balancing Act : Sodium plays an essential role in preserving baked grain products. Salt, by nature, reduces the amount of water activity in foods and thereby inhibits growth of undesirable microorganisms, such as mold and harmful bacteria. While the emergence of modern day refrigeration and other techniques to preserve food have curtailed the need to use salt for preservation, salt continues to be used extensively for extending the shelf life of products, and also for enhancing flavor and texture.

“Food safety cannot be compromised,” says Janice Johnson, Ph.D., Technical Service at Cargill, when considering a reduction of sodium. Rather, when salt i s r e d u c e d , o t h e r ingredients may need to be

added or increased to compensate for the decrease in salt. The ideal formulation for a food product creates a desirable, stable, and safe product that

keeps the growth of harmful microorganisms at bay. “The thing about salt is that it does so many things, that to pull it out and try to find another ingredient that has all of that functionality is impossible,” says Johnson.

Salt is rarely used as the singular strategy for modern food preservation; rather, notes the Institute of Medicine (US), salt is one component of “multiple hurdles” that can help control microbial growth. For example, in order to preserve a product, salt may be combined with high- or low-temperature processing and storage, redox potential, pH, or other additives. When these hurdles are combined, the potential for microbial growth decreases at each hurdle, and the product is thereby protected from spoilage.

Sodium Reduction Strategies : According to the Centers for Disease Control and Prevention, 89% of adults and greater than 90% of children consume more than the recommended daily intake of sodium. And, processed foods is the top source of sodium for consumers as these products tend to be consumed at multiple eating occasions throughout the day. Therefore, many food manufacturers are looking at ways to reduce sodium by reformulating their products. The use of salt alternatives, additives, and salts with different physical properties may aid food scientists in reducing sodium in certain baked foods.

Manufacturers may also enhance the saltiness a consumer perceives as they bite into a product by changing the type of

Introduction of news brands in Indian market

venson’s brand of frozen bakery products was introduced by the Davars in Indian market for quick Sservice restaurants. The Svenson’s brand is solely

targeted for the QSR segment and includes products like, mousse shots, choco lava, savoury muffins, bruchita, volcano muffins, pizza tarts and marble brownie. Its main target is its ‘ready-to-serve’ range of popular, international desserts & savouries that QSRs can add to the menu without the need of additional, expensive staff. The products, maintained frozen till needed, have to simply be thawed & microwaved to be served. Davars claim its products to have a shelf life of six months and makes them available in sizes of 40-55 gm, with individual packaging and customised solutions. Svenson’s is currently available only in Delhi, though Davars is expecting to make it available across India in due course. “QSR represents one of the largest segments of the food industry in India. It is growing by 26% every year and expected to reach US$117 bn by 2017. It is clear from the emerging QSR

chains that the customer wants to be served within limited time. Svenson’s is a promising brand and will serve the motive for the same as it is convenient for food industry as it requires only thawing, micro waving and serving. This trend is expected to grow in coming years. Product innovation and

adoption of advanced methods in order to improve frozen bakery products quality including enzymes, hydrocolloids, sour dough fermentation and antioxidants for natural process are also expected to have positive growth in the global market. Inclination towards freshly baked products, pH range, health issue, temperature concern and others are some of the hindrances in the global frozen bakery

market growth over the forecast period.

The dessert product line includes Mousse shots (Egg free. Flavours – strawberry, chocolate & orange); Choco lava; Volcano muffins; Volcano cake with filling; Rainbow cake; Marble brownie; Sweet muffins basket.

The savoury product line includes Savoury muffins; Bruchita; Pizza tarts.

Mondelez’s biscuit revenue was led by such brands as Oreo and belVita

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salt used. Johnson explains that the physical properties of salt, that is the shape and size of the salt molecules, can be important when striving for sodium reduction and maximum flavor. For example, the use of regular table salt, which has a typical granule shape, may actually give off a less salty taste profile compared to flake salt, such as Cargill’s Alberger® Fine Flake Salt products. The flake salt not only has a larger surface area to stick to the product, but also its rapid solubility aids in a quick burst of saltiness for the consumer. In one Cargill test, replacing regular table salt with Alberger® Fine Flake Salt achieved a 75% reduction in the amount of salt product used while maintaining the same taste profile, and with 30% less sodium.

In addition, Cargill’s studies show that the

adherence rate of Alberger® Fine Flake Salt was 95.8%, compared to 75% for standard evaporated salt, allowing for more homogenous distribution of the Alberger® salt on the surface of a product. brand Flake Salts come in different varieties that may include anti-caking agents or other additives to aid in solubility, dust control, or consistent flow, depending on the desired application.

Sodium reduction will likely continue to be a challenge when developing baked grain products. However, by optimizing the balance between salt and other sodium-containing ingredients, and adjusting the type of salt used, food scientists can work to achieve a desirable product.

o, we are clearly in charge of the category performance here in the U.S., and we have very Sstrong plans in place to continue to drive that,” Ms.

Rosenfeld said.

For the first quarter ended March 31, net earnings attributable to Mondelez were $554 million, equal to 35c per share on the common stock, up 71% from $324 million, or 20c per share, for the prior-year period. Net revenues fell nearly 17% to $6,455 million from $7,762 million, driven by the negative impact of the company’s coffee transaction and currency headwinds. On an organic basis,

net revenues advanced 2.1%, the company said.

Mondelez’s financial performance was helped by significant margin expansion as the company continued to reduce supply chain and overhead costs.

“We delivered this growth, despite the volatile operating and currency environment that pressured category growth, especially in many of our larger emerging markets,” Ms. Rosenfeld said. For the full year, the company expects organic revenue growth of at least 2%, adjusted operating income margin of 15% to 16%, and double-digit adjusted earnings per share growth on a constant currency basis.

Industry Short Courses

Short Course on Food Safety Modernization Act :Preventive Controls in Human FoodMay 25-27, 2016 at MumbaiJune 1-3, 2016 at ChennaiShort Course on Aseptic Foods PackagingMay 28-29, 2016, New Delhi

Short Course on Frozen Foods & Bakery ProductsMay 24, 2016 at MumbaiShort Course on Biscuit Processing TechnologyJune 14-16, 2016, AIBTM, Greater NoidaShort Course on Bread Processing TechnologyJune 17-19, 2016, AIBTM, Greater Noida