When Tate & Lyle’s allulose line was first launched in 2015, the corporate invested in a advertising and marketing marketing campaign to introduce individuals to the low-calorie pure sweetener.
Abigail Storms, now the worldwide head of sweeteners at Tate & Lyle, informed Advert Age on the time that the purpose of this marketing campaign was to persuade individuals within the meals enterprise that this sweetener — which is 70% as candy as sugar with 90% fewer energy — was for actual.
“While you say low-calorie sugar, notably to an skilled R&D individual, it nearly sounds too good to be true,” she informed Advert Age. “There’s a stage of disbelief, but in addition intrigue and pleasure concerning the prospects.”
Allulose, which is a detailed chemical relative of sugar and has most of the similar bulking and mouthfeel properties, has solely gotten extra interesting over time. As a result of it’s metabolized in a different way than standard sugar, the Meals and Drug Administration dominated in 2019 that it doesn’t have to be included beneath a product’s whole sugars on the Vitamin Information panel.
Six years later, allulose has a whole lot of believers. Since April 2019, there have been 161 new merchandise launched with the sweetener, and lots of extra are in growth. With this speedy spike in recognition, some producers are discovering it tough to get a provide of allulose from Tate & Lyle, with the tight provide being talked about in current earnings calls.
Storms, in a current interview with Meals Dive, stated the corporate is working arduous to satisfy demand.
“This surge is way more excessive than you’d have anticipated,” she stated.
“When you’ve a surge in demand that actually goes up nearly on a weekly foundation, there’s a whole lot of administration of how one can meet that demand.”
International head of sweeteners, Tate & Lyle
Tate & Lyle had anticipated that the ingredient could be in style, Storms stated, and the corporate anticipated the surge to be proper about now. It takes about two years for product growth and reformulation to maneuver from idea to a meals or drink product, she stated — the identical period of time that has elapsed since FDA’s determination on allulose.
And with half of grownup shoppers actively trying to cut back their general sugar consumption, based on a FONA Worldwide report, producers are on the lookout for substitutes that may come as shut as potential to replicating the style and mouthfeel. Plus, with the COVID-19 pandemic altering client attitudes about more healthy consuming, demand for better-for-you meals — typically made with much less sugar — has skyrocketed.
Tate & Lyle’s allulose merchandise, that are marketed beneath the Dolcia Prima model, can be found in two kinds: liquid allulose syrup — used primarly for drinks, ice cream and a few confectionery purposes — and crystalline allulose — used for completed baked merchandise that aren’t fat-based, and tabletop sweeteners. Storms stated the corporate is making extra allulose each month, and is forward of demand for the liquid selection. The problem is assembly demand on the crystalline kind, which is desired due to its manufacturing versatility.
Tate & Lyle is working arduous to extend its manufacturing capability for crystalline allulose, Storms stated. However she famous this has every thing to do with an especially excessive demand for the ingredient and isn’t straight associated to different challenges the meals enterprise as an entire is going through, like growing commodity prices or problem find manufacturing employees.
Storms didn’t point out what Tate & Lyle’s present allulose capability is or how a lot the corporate is making. She stated the corporate has the biggest allulose manufacturing capability on the planet, and there’s one facility in america the place it’s made.
A couple of different producers make allulose, together with Ingredion. All have indicated the recognition of the sweetener has made it tough to satisfy demand.
In a name with buyers following Tate & Lyle’s most up-to-date earnings report in Might, CEO Nick Hampton stated that allulose is changing into more and more extra necessary to the corporate’s enterprise. It’s taking a look at add capability, and he stated the curiosity in allulose helps jumpstart the corporate’s development.
Allulose has appeared in quite a lot of merchandise, however bars are the preferred software, based on Tate & Lyle. The following hottest merchandise embrace candy biscuits and cookies, dairy ice cream and frozen yogurt, chilly cereals, baking components and mixers, and tabletop sweeteners.
Regardless that demand exceeds provide for a few of Tate & Lyle’s allulose sweeteners, Storms stated the corporate remains to be working with new shoppers who’re searching for an allulose-sweetened product or reformulation. Tate & Lyle’s purposes and tech service groups will assist shoppers when it comes to formulation help, however they are going to be open concerning the surge in demand and potential timing points to get merchandise out.
And, Storms stated, Tate & Lyle remains to be investing in constructing consciousness of allulose amongst shoppers, producers and well being care professionals. So the corporate is working to create much more enterprise as time goes on.
Storms stated that there is not quite a bit that may be stated or promised about allulose availability proper now, however she is hopeful that provide will quickly catch up.
“When you’ve a surge in demand that actually goes up nearly on a weekly foundation, there’s a whole lot of administration of how one can meet that demand,” Storms stated. “And that is actually what we’re engaged on as we communicate — to present ourselves that grace of flexibility and skill to satisfy that demand.”