Puratos Canada proactively meeting increasing consumer demand for Health & Well-being solutions

9 Jan 2020


For decades, Puratos has developed solutions to improve the nutritional value of baked goods and launch more transparent, Clean(er) labels, as well as organic, gluten-free and plant-based alternatives.

  • Puratos has developed a more proactive approach through the launch of global and local innovations to contribute the consumers' well-being without compromising on taste or texture and overall functionality of the product.
  • Results from the latest Taste Tomorrow study showed when it comes to healthier food, consumers want both less and more. Healthy eating is just as much about eliminating 'unhealthy' ingredients, as it is about adding wholesome ingredients.
  • The study also revealed that 65% of Canadian consumers believe a plant-based diet has a positive impact on solving the food shortage issue.
  • Toronto, Ontario, January 7, 2020 - Puratos Canada, the Canadian arm of global Belgium-based ingredient supplier, Puratos, has committed to becoming the market leader for health and well-being solutions. As a leader in innovation, Puratos is meeting consumer demands trough a variety of strategies, offering the best nutritional value possible, without compromising on taste, quality, or safety.

    In 2019, Puratos Canada launched its Satin Vegan cake mix and identified all company-wide ingredient solutions that are suitable for plant-based applications. They are also looking at decreasing the sugar content in some of their patisserie mixes, to improve the nutritional values of cakes, cupcakes and muffins.

    Healthy food is connected to the growing demand for an Ethical Lifestyle: one that is good for you and also good for the planet," says Puratos Canada R&D Director, Julie Istead.

    "With the aim of offering solutions designed around the consumer's needs, Puratos is developing a more holistic approach to help consumers achieve a healthy balanced diet."

    Puratos' strategy involves two streams: Health and Well-being. Health-related approaches are scientifically-proven to deliver nutritional benefits, such as increasing grains, seeds, and fruits while reducing sugars, fats and salt. Well-being is linked to the 'better for you' category and includes practices like removing artificial flavours and colours. For Puratos, this second process is part of a commitment to creating Clean(er) Labels and providing more organic, gluten-free, and plant-based solutions.

    The 2019 Taste Tomorrow survey by Puratos, revealed that millennials and Gen Xers are adapting their eating habits and are looking for healthier alternatives and products that contribute to their well-being. For this reason, Health and Well-Being are at the forefront of Puratos' research and development.

    To take its commitment to this strategy a step further, Puratos Canada is proactively enhancing its Clean(er) Label products by abandoning certain ingredients that are currently allowed under the CFIA (Canadian Food Inspection Agency) but prohibited in the EU. This includes already removing ADA (Azodicarbonamide) and a promise to remove SALP (Sodium Aluminium Phosphate) by the end of 2020.

    Want to know more about our approach towards a health and well-being, please contact one of our Puratos sales representative or emails us on infocanada@puratos.com