Cradle to Market – Adding Value to the Concept

Dunblane Hydro

Thursday 27 March 2008

Nutrials: commercialisation of academic

strengths

Andrea Zangara

Research & Business Development Manager

Northumbria University Functional Foods and Nutraceutical Group

a.zangara@unn.ac.uk

Who we are

• NUtrials is a recently established service for the food and drink, functional foods and nutraceuticals industry

• Northumbria University experts in food and nutrition, sports science, and behavioural psychology

• 3 compatible research disciplines from across Northumbria University:1. HCNU (the Human Cognitive Neuroscience Unit)

2.NEAR (Nutrition, Exercise & Appetite Research Group)

3.BBNRC (Biomolecular and Biomedical Research Centre)

Main expertise• Food analysis

Qualitative and quantitative analysis of functional ingredients, micronutrients, vitamins, allergens, additives and contaminants, chemical and microbiological aspects of food safety

• Regulation of basic metabolic processes

Diet, nutrition and appetite, optimising metabolism, combating obesity and controlling Diabetes

• Defence against oxidative stress

Antioxidants found in the diet which are existing, or could potentially become, functional food components

• Physical performance and fitness

Nutritional measures and dietary interventions of potential functional foods to promote optimal physical performance and recovery

• Cognitive and mental performance

Nutritional interventions on behaviour, including studies exploring cognition enhancement, improvements in mood and anxiety

Background

• Discussion with the Centre of Excellence for

Life Sciences (CELS) identified the opportunity

to develop a Functional foods testing and

product development centre

• The University Research Development Fund

(RDF) supported a BDM and activities

• HCNU already has an international reputation

for research and consultancy in the field of

food testing on behaviour

Background: the HCNU

1999 2000 2001 2002 2003 2004 2005 2006 2007 2008

current position:• ~100 international journal articles

• ~£500,000 annual income •industry plus BBSRC etc.

• NUtrials launched 2007•includes Sport, Applied Sciences

• move to new SRIF-funded labs

• Brain, Performance and Behaviour Research Centre

HCNU partners and sponsors

Why NUtrials?

• Single interface and port of call

• More consistent and valuable PR

• Reduced marketing and PR costs

• Easier to build critical mass of case studies and

work carried out and possibility to leverage work

already carried out by the various groups

• Range of services better than pieces to different

companies

• Companies want a solution that can help them from

concept to market

• Marketing material / website

• Brand

• Affiliations

• Presentations

• Dissemination of marketing materials

• Industrial engagement

• Market Research report– size of the potential

market – globally, nationally, regionally –

competition, areas of improvement

Initial goals

Market Research

Producers in the food and drink and

health-wellbeing sectors are welcome

to participate in an online survey.

Industry views will help NUtrials to

offer a wider range of services tailored

to specific industry needs. The online

survey can be found at:

http://www.nutrials.inventya.com

http://www.inventya.com/phpsurveyor/index.php?sid=21

Expertise we can offer

Food analysis:

• Bulk analysis of food constituents

• Trace analysis of nutrients, allergens, additives and contaminants

• Biochemistry; phytochemicals, anticancer compounds etc.

• Links between food & physiology, gene expression

• Microbiological testing, shelf life

• Role of biofilms and microbial communities in spoilage

• Organoleptics (food sensory evaluation laboratory)

• Pilot scale product development & quality testing

• Links with School of Design (packaging, marketing)

Expertise we can offer

• Sports Performance Studies

Studies designed to investigate the influence of certain foods or drinks on exercise capacity and performance in trained athletes

• Exercise Metabolism Studies

Studies designed to investigate the influence of exercise on substrate metabolism and energy expenditure before or after nutritional interventions

• Behavioural Nutrition Studies

Laboratory or field based studies investigating appetite and food intake responses to exercise

• Appetite and Food Intake Studies

Protocols designed to test the satiating power of different foods/ nutrients

Expertise we can offer

• Exercise Protocols

Treadmill, cycle ergometer, rowing ergometer, gym and field based protocols

• Expired Gas Analysis

Measurements of energy expenditure and substrate oxidation both at rest and during exercise

• Blood Sampling

Finger prick and venous blood sampling for the measurement of a wide range of blood metabolites including glucose, lactate, free fatty acids, appetite hormones

• Body Composition

BodPod, BIA, growth and maturation, anthropometry

• Continuous Glucose Monitoring System

Methodology to measure glucose profiles in free-living subjects for up to seven days.

Expertise we can offer

• EEG and cerebral blood flow (NIRS)

• Specialised biochemical analyses

• Medical and psychiatric elements

• Levels of hormones and metabolites in blood, saliva & urine.

• Computerised Mental Performance Assessment System (COMPASS) a flexible platform for designing and running cognitive assessment experiments:– everyday memory, everyday cognitive performance and

performance during mental demand and psychological stress

– Internet and Mobile Phone testing technology also enables researchers to combine gold-standard laboratory measures with ecologiocally valid cognitive and mood assessments undertaken during the everyday lives of participants.

Objectives

• Develop robust business models for

academic/commercial interaction

• A bid for capital funding to the Regional

Development Agency One NorthEast

• NUtrials: ‘virtual interface’ and opportunity to

take the regional lead in the area

• Academic collaborations

• Role on advancing knowledge in health,

guarantee consumers wellbeing and

confidence in products

Lack of Consumer Trust

Datamonitor 2006

Forecast

Datamonitor, 2006

Forecast

• The world market for functional foods

and beverages is highly dynamic

• Annual growth estimates varying

between 8% and 14%

• Changing population demographics

and the effects of lifestyle diseases

create greater demand for food

products targeting health and wellness

Consumers interests

Ranking

Foods that controls weight 1

Energy-boosting products 2

Fortified drinks 3

Fortified foods 4

Herbal supplements 5

Beauty foods/drinks 6

Datamonitor, 2005

•The functional categories with the greatest potential for

success have been consistently identified in consumer

surveys as those that provide a rapid lifestyle boost

•Categories with long-term benefits can be successful but will

remain niche

Opportunities

• Growing interest in health, diet, supplements

• Performance / appetite /obesity / composition

• Consumer awareness

• China , Asia

• Health Claims: the availability of scientific

evidence will become the real bottleneck to

launch new product on the market

European regulation

• 1) nutritional claims

• 2) health claims

• 3) Art.13: Structure-function claims.• Art.13 (a): the role of a nutrient or other substance in growth,

development and the functions of the body;

• Art.13 (b): psychological and behavioral functions;

• Art.13 (c): slimming or weight control or a reduction in the sense of

hunger or an increase in the sense of satiety or to the reduction of the

available energy from the diet

– For these claims a list will be published in 2010 by the EC.

Hierarchy for Evidence

Categories of evidence that may be used:

Intervention studies - RCT gold standard

Supporting: Animal, In vitro and molecular, Studies on

genotype

Intervention Studies

The design should include:

• Study groups representative of the target group

• Appropriate controls and markers

• Adequate duration of exposure to demonstrate

effect

• Characterisation of the study group´s background

diet and other relevant aspects of lifestyle

• An amount consistent with intended pattern of

consumption

• Monitoring of dietary compliance

• Statistical power to test the hypothesis

Effect of type of breakfast in children

Ingwersson et al (2007) Appetite, In press

9.00 am 9.40 am 10.40 am 11.40 am-80

-60

-40

-20

0

9.00 am 9.40 am 10.40 am 11.40 am-80

-60

-40

-20

0

9.00 am 9.40 am 10.40 am 11.40 am-20

-15

-10

-5

0

5

9.00 am 9.40 am 10.40 am 11.40 am-20

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0

5

MEMORY

ATTENTION

low GI

breakfast

reduces

decline in

performance

BREAKFAST

9.30 am

BREAKFAST

9.30 am

Coco Pops

All Bran

CH

AN

GE

FR

OM

9.0

0 a

m

9.00 am 9.40 am 10.40 am 11.40 am-80

-60

-40

-20

0

9.00 am 9.40 am 10.40 am 11.40 am-80

-60

-40

-20

0

9.00 am 9.40 am 10.40 am 11.40 am-20

-15

-10

-5

0

5

9.00 am 9.40 am 10.40 am 11.40 am-20

-15

-10

-

0

5

ATTENTION

low GI

breakfast

reduces

decline in

performance

low GI

breakfast

reduces

decline in

performance

BREAKFAST

9.30 am

BREAKFAST

9.30 am

BREAKFAST

9.30 am

BREAKFAST

9.30 am

Coco Pops

All Bran MEMORY

Effects of caffeine/glucose in slumpers and non-

slumpers

-80

-60

-40

-20

20

‘afternoon dip’ in slumpers

0

-80

-60

-40

-20

20

-80

-60

-40

-20

20

me

mo

ry p

erf

orm

an

ce

no ‘afternoon dip’ in non-slumpers no effect of a caffeine-glucose drink in non-slumpers

effect of a caffeine-glucose drink in slumpers

post-lunch period

Issues companies may have when undertaking

a research project

• Budget spent on research is small

• Cost is one of the biggest roadblocks in research

projects for small companies.

• May be unaware of actual cost of research

• Companies are found to spend a great deal on

marketing but to be reluctant to spend a small

proportion of their advertising budget on safety and

efficacy studies

• Borrowed Science’ is refraining companies from

investing in R&D

• Shift from marketing to R&D

Consumer attitudes

Datamonitor 2006

Strategies/Offers

• Alternative for research and testing for SMEs with a limited budget

• SMEs lack the budget for research and claim substantitation;

• SMEs may not be aware that various sources of funding exist that could support the cost associated with these activities

• Knowledge House funding to facilitate NE SMEs’ engagement with the regional universities

Funding for SME’s

• Funding is approx 50% of contract value; company

pays 50%

– Project max value is £10K

– Only one project per company is permitted

– Companies must be NE region SMEs and

demonstrate projected benefits to turnover, job

security etc

– Administered through NCE in collaboration with

Knowledge House Central

– Funding available from now till end November

2008

Conclusion

• The team understands the needs of small organisation as well as multinationals

• Wide range of technical skills available within the group as well as a well balanced set of competences

• Dedicated business development manager for bringing in new contracts

• NUtrials and similar groups can address

legislative requirements and bolster a

particular product or brand’s credibility