Processing techniques perceived as natural are gaining favor among consumers who increasingly demand foods with fewer ingredients. “Sprouted,” “raw” and “cold-brew” are among growing claims in global product launches.
“Consumers very often have a negative perception of what they consider to be highly processed,” Ms. Moreno Torres said.
Companies may use processing claims to convey a premium positioning, she added. An example is a soft drink featuring “steam-distilled botanicals” and fruit juices filtered through silver birch charcoal.