Wild targets demand for 'natural' confectionery

And as a specialist in natural ingredients, the Germany-based company believes it is well placed to meet consumer demand for new products.

The firm is currently marketing to the confectionery industry trend-oriented innovative concepts the incorporate fruit granules, fruit powders and flavour granules.

According to Wild, natural ingredients have a particularly good image with health-conscious consumers. Confectionery products that utilise natural colours and flavours - as well as high fruit content - will be in a better position to satisfy consumer desire for more healthy treats.

This is especially pertinent at the moment. Nestle Rowntree recently announced its decision to eliminate artificial colours from its Smarties brand of confectionery. Artificial colours will be removed from June, the company stated in a press release.

Wild's fruit powders and fruit granules fit into this trend towards natural ingredients. The company is marketing these granules in a concentrated form.

The company says that the fruit powder is particularly suitable for use in rich cream fillings, chocolate products and baked goods as well as in cereals and fruit bars. Fruit granules are used in products where not only is the fruit content desired but also texture and crunchiness.

A wide spectrum of fruits are available that can be used alone or in a variety of combinations.

Flavour granules can also be used in confectionery and baked goods for their visual impact. The granulate particles make the fruit clearly visible in the product, allowing for greater differentiation.

Wild is one of the largest private producers of natural ingredients for food products and beverages. The company is also a leader in the production of high quality natural flavours.