Page 24 - FoodFocusThailand No.164 November 2019

SPECIAL FOCUS
SPECIAL FOCUS

While still enjoying traditionally seasoned comfort foods from fried chicken to breaded fish fillets, consumers
are seeking bold, delightful surprises in the coatings and seasonings of their foods.
Batters and Coatings Add Daring

Flavors to Varying Textures

Consumers today have a penchant for discovery—a zeal to Crisp Sensation’s chief technical officer. “With the new coating
sample foods that are new and different in flavor, texture, appearance system we also tackle the issue of acrylamide in fried products by
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and provenance, emphasized Innova Market Insights in its 2019 food offering safe alternatives.”
t rends report. Driven particularly by culinarily intrepid, health- Crisp Sensation’s new coating system provides a crunchy outer
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conscious millennials and members of Generation Z, this trend is coating and moist core without the need for deep-frying or pre-frying.
having a tremendous impact on the coatings and seasonings category. Not surprisingly, the clean label movement continues to have a
“Consumers, especially millennials and Gen Z, want authentic huge effect on the coatings and seasonings category, and that
and customizable experiences,” notes George Manak, strategic influence extends to salt. Less-processed than table salt, sea salt
marketing director for meat at Kerry Ingredients & Flavours in Beloit, has become ubiquitous in crunchy snack food products. With many
W is. (Source: www.kerry.com/products/food). Globally inspired options for food processors, SaltWorks (Source: www.seasalt.com),
coatings, seasoning mixes and glazes that suggest handcrafting are Woodinville, Wash., produces natural sea salts in a wide variety of
winning over these consumer groups, he says. grain sizes and flavors, from Ghost Pepper Salt to Espresso Salt
In this category, mouthfeel plays a leading role in gustatory (suggested for meat rubs and barbecue sauces).
adventures. “Texture is important and acts with flavor as part of the The desire of many consumers to avoid gluten is also having
overall experience, from delicate, persistent crispness to a robust noticeable impact on a category that has traditionally pivoted around
crunchiness,” Manak observes. w heat flour, for both batter and breadcrumbs. Chicago-based
Although younger adults may be more curious and daring in their coatings and seasonings developer Newly Weds Foods (Source:
embrace of exotic food, American consumers overall have more newlywedsfoods.com), for one, has introduced a gluten-free predust,
adventurous palates now, Manak maintains. “While they will seek batter and panko coating system that has “excellent adhesion, texture
out time-honored flavors, they also want to try new items,” he says. and taste,” the company states on its website.
U.S. consumers of all ages also increasingly favor healthful
options in categories that are typically indulgent or less-than-healthful, International Influences
such as coatings and batters. Normally made from crustless white bread baked by electric current
Based in Geneva, Switzerland, Crisp Sensation Holding (Source: and ground into fine crumbs, panko is a Japanese-derived breading
www.crispsensation.com) is banking on the fervor for better-for-you that is becoming more and more popular in Western cuisine. Indeed,
food with its new coating system , which is available in North America. Kraft Heinz Co.’s Shake ’n Bake brand includes a Seasoned Panko
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The coating system provides a crunchy outer coating and moist core coating mix, recommended for breaded tilapia, shrimp or baked
without the need for deep-frying or pre-frying (for breaded products zucchini fries.
designed to be oven-heated at home), thereby reducing fat content Panko breading is lighter, crispier and flakier than conventional
by 50 percent, according to the company. bread crumbs. Because it absorbs less oil and grease, panko is
“There is a real need to make snack products healthier without considered a more healthful breading for many types of fried foods.
compromising on taste and texture,” says Christien van Beusekom,

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