Food Marketing & Technology India – July 2019

Food Marketing & Technology 20 July 2019

Ingredient

H

ealthy eating is a complex

challenge. As such, achieving

it successfully is almost

always a team effort rather than the

responsibility of any single individual,

or individual company. It’s impossible

for consumers to improve their

diets if they’re surrounded by – and

bombarded with adverts for – products

packed full of unhealthy ingredients.

And the success of companies with a

healthy eating mission often depends

on partnerships with others that

share their values. This is a story

about two companies – Wonderchup

and Lycored – who found they had

a similar mission, and have worked

together to offer consumers a healthy

new product.

Elise Daly knows better than anyone

the importance of healthy diet. She

is currently on her fifth pace-maker

having suffered from flu and, as a

result, has a weak immune system. She

also has a second heart condition called

SVT, and both conditions are kept in

check through a healthy lifestyle. Her

son was born with two holes in his

heart. And on her husband Karl’s side

of the family, there have been three

bereavements from breast cancer.

So Elise’s family has particularly good

reason to eat healthily. But despite all

the evidence that excessively sugary

products are harmful – toxic even –

she has realized that they are very

hard to avoid. It has struck her that

too few companies are offering healthy

products, and that fast foods covered

in sugary ketchup are everywhere.

The realization that nobody else was

doing it was the inspiration to change

things herself. It all started at a family

barbecue, where she decided to make a

batch of healthy, ketchup. She used Isle

of Wight tomatoes, which are naturally

sweet, roasted peppers fennel, garlic,

onion, rosemary, apple cider vinegar

and rapeseed oil. Crucially, she left

out both sugar and salt. The kids loved

it. Her son said: “Everybody should

have this” and her daughter added

“It would be good for everyone, go on

Mummy, think of how many people

you could help”. That advice was the

catalyst for something bigger – Elise

and Karl resolved to solve the “ketchup

problem.”

That was how ‘Wonderchup’, the

concept of a healthy sugar-free

ketchup, was born. As a designer, Elise

saw at once how it could be designed

and marketed, but she lacked hands on

experience of the food industry.

One of the things she wanted to do was

to increase the amount of Lycopene in

her recipe. She had learned that this

could be achieved by using tomato

concentrate – rather than puree –

which would also intensify umami

and kokumi taste experiences, both

of which, she learned, were proven to

increase consumer liking.

HOW LYCORED AND WONDERCHUP WORKED

TOGETHER TO SOLVE THE ‘KETCHUP PROBLEM’

A HEALTHY COMBINATION:

BY CHRISTIANE LIPPERT*

Elise Daly knows better than

anyone the importance of

healthy diet. She is currently

on her fi fth pace-maker

having suffered from fl u

and, as a result, has a weak

immune system