Fortification of consumer milk products
2002
Haylock, S.J. (Fonterra Research Centre, Palmerston North (New Zealand))
Fortification of milk products provides both benefits to consumers and opportunities for milk product martketers. For the consumer, fortification provides products that are designed for their specific needs; for the marketer, fortification offers the opportunity for product differentiation and market segmentation. The complexity of fortification is increasing, with a wider range of components being added to an even wider range of milk product formats. To be successful, fortified products must have health and nutrition targets that are credible to consumers and actually deliver a health or nutrition benefit to the consumer. We can assess the effectiveness of fortification in four ways: product stability, sensory acceptability, component absorption and effect on human health and nutrition status. Fortified products must be stable at the point of consumption. This means that the effect of the fortifier on the product and vice versa must be minimised. Product homogeneity must be maintained right to the point of consumption. Fortified products must meet the sensory expectations of the consumer. The product must look right, smell right and taste right. The fortifier must be absorbed by the body to have benefit. There is no benefit to the consumer if the active component is excreted at the same rate as that at which it is consumed. Finally, the fortifier must have a positive impact on the consumer's health or nutrition status. There must be a positive and predictable physiological change that can be measured. Demonstrating the effectiveness of product fortification will continue to be a significant challenge. Responsible milk product marketers will continue with their efforts to prove product benefits, thus providing future consumers with greater assurance that products will deliver an increasing range of health and nutrition benefits.
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