International Market News

Celebrity chef Ming Tsai hosts awards.

Exhibitors at New York's Fancy Food Show insist that the outlook for Asian-inspired flavours has never been better. Pinched by the economy, American consumers are eating out less and cooking more, yet they still want genuine ethnic flavours at home.

Maite Goff, Marketing Director of the US-based natural and specialty food brand manager Panos Brands, said: "the Asian category has been growing over the last few years, and I think it's going to keep growing. People are looking for bolder tastes, and anything that's ethnic has a lot of appeal."

One of its brands, KA-ME, she added, is covering different bases by expanding into cuisines from China, Thailand, Indonesia, and Japan. Panos Brands also handles brands such as Tap'n Apple and Tofu Rella.

Hong Kong-based Sunfolk Group saw the demand for foods that appeal to health growing, and specifically where it comes to gluten-free cuisines.

The incidence of celiac disease - intolerance to gluten - is on the rise. According to the findings of a recent Mayo Clinic study, the disease is more than four times as common as it was 50 years ago. The development of palatable, gluten-free products (a hot topic throughout the Fancy Food Show) is on a sharp upswing.

Gluten-free food from Sunfolk Group.

Anita Tsoi with Sze Ling Tsoi: aiming to generate distribution.

Anita Tsoi of Sunfolk, a firm selling canned meat, vegetables and other items, came to New York to generate wider US distribution for a line of eight gluten-free pastas. "We see reports of double digit increase in the gluten-free product category," she said.

Highlights of Panos' exhibit were KA-ME's new gluten-free Mini Rice Crackers and Brown Rice Crisps.

Fastest-growing US segment.

"KA-ME relaunched all its rice crackers as gluten-free because we recognise that it's the fastest-growing segment in the US," Goff explained.

Celebrity chef Ming Tsai, who hosted the presentation of the show's 2009 sofi Gold Awards for outstanding foods and beverages of the year, commented on the gluten-free phenomenon. Advising product developers to stay ahead of the curve, he said: "I walked the floor and there are tonnes of gluten-free products now."

Desire for good taste

The depressed economy hasn't dampen consumers' desires for good food, as borne out by the throngs of attendees at this largest marketplace for specialty cuisines in North America presented by the National Association for the Specialty Food Trade (NASFT). Attendance was higher than ever for the past decade, and up 4% over last year.

Industry participation grew.

They included more than 24,000 industry participants and buyers from gift, gourmet and specialty shops; natural and organic retailers; supermarkets, while leading chain stores from around the world swelled the aisles at the Jacob K Javits Convention Center from 28 to 30 June.

Some 2,300 exhibitors from more than 70 countries displayed 140,000 specialty foods and beverages.

It shows that even in a recession, people have to eat. The fact that more are eating at home than dining out is good news to many companies selling products for home cooks.

With Asian-inspired flavours taking centre stage, companies blending authentic Asian tastes fared especially well.

UK firm Tiger Tiger, a maker of Asian sauces, pastes, condiments and meal kits, exhibited to connect with distributors and launch new products such as its egg-, lactose- and gluten-free mayonnaises.

Gluten-free mayonnaise.

Convenience products.

The company is also firmly aboard the gluten-free bandwagon, selling gluten-free simmer sauces and minced pastes.

US-based Annie Chun's was at the New York show to renew relationships with existing customers as well as to try to find new customers and explore opportunities to use alternative distribution outlets, said Marketing Director Diana Wang.

Among the new products Annie Chun's showcased were three convenience products: Korean Sweet Chili Noodle Bowl, Vietnamese Pho Soup Bowl and Garlic Scallion Noodle Bowl (retailing at US$3.9).

Showcasing Asian offerings.

Barden: all natural.

Deborah Barden, representing US firm Deep River Snacks, a maker of kettle-cooked potato chips, said one of the company's latest items is its Asian Sweet and Spicy chips. Like all of Deep River's products, it's all natural - and gluten free.

Gluten-free is a trend that goes well beyond ethnic foods, showing up in everything from chocolates to crackers.

Kitchen Table Bakers' new Aged Parmesan Mini Crisps, for example, which won the show's sofi Gold Award - were gluten-free. Founder Barry Novick, showcasing the company's new minis in a pouch, which retail for US$3.9, said the interest in gluten-free foods has certainly contributed to the company's success.

Authenticity of Asian flavours

When it comes to Asian flavours, exhibitors insist that authenticity is a prime concern of buyers. Tiger Tiger boasted the authenticity of its flavours and Amar Johal pointed to researcher Mintel's reports of increased demand in America and the UK for more authentic products.

Authentic goals.

Goff: demystifying Asian cooking.

But creating satisfying ethnic tastes, he explained, required knowing the market. A truly Thai sauce, for example, may "blow your head off" and thus need to be toned down for a Caucasian market yet still provide a fresh, bold taste.

For KA-ME, whose ingredients are produced in Asia with several ingredients sourced from Hong Kong, authenticity is a key component. Said Goff: "we're trying to have an array of basic products and show consumers how to demystify Asian cooking."

KA-ME, she said, is working with chef and cookbook author Corinne Trang and putting recipes on its website to help dispel the notion that Asian cooking is difficult.

Wang, of Annie Chun's, said: "we create the components, items [shoppers] can microwave or cook in ten minutes. We've taken the most difficult part out by creating the complex sauces that let people make a one- or two-minute meal and enjoy the tastes they've only had before at a restaurant."

There's also a rising interest in intense flavours, said Wang. "Consumers are looking for bold, strong flavours."

Founder Eileen Park, a new exhibitor to the Fancy Food Show with her Palcha Products line of Asian-influenced salad dressings and meat marinades retailing at about US$7, takes a slightly different approach. "I'm not trying to make authentic Asian food. I'm trying to take Asian ingredients and make it good for the mainstream palate, so I guess you could say it's fusion."

Park: aiming for the mainstream.

Award-winning Sencha Naturals.

David Kerdoon, of Los Angeles-based Sencha Naturals, whose green tea mints and green tea bars with Asian-centric flavours such as Morning Lychee and sophisticated Asian-inspired packaging, won a sofi Silver Award at this year's show, noting that lychee is one of the top flavours for 2009.

The popularity of tea companies has also been buoyed by the demand for Asian flavours as well as for increased recognition of the health benefits of tea. "The show is a good opportunity to present our products both to our existing clients and to new customers," said Carleen Violante of US firm Boston Tea Company, whose products derive from China, India, Sri Lanka and South Africa.

New loose-leaf teas.

Among a wide range of products, a new line of premium, all-natural loose tea, with 16 varieties of black, green, white and rooibos tea, retailing for between US$8 to US$15 for 40-helping tins, was the star attraction.

Strong outlook in difficult times

Despite the economic downturn, exhibitors suggest that sales are strong and look forward to increased growth through this year and into 2010.

Howie Klagsbrun, Vice President of Sales at US-based Sonny and Joe's, presented hummus in a range of flavours. Hummus, he explained, is a maturing category and people want a better product, so he anticipates a 15% or better growth in sales.

Klagsbrun with hummus.

Huang: first time at the show.

Huang Jianwei, of the Chinese mainland's Sainty International Group, came for the first time to the Fancy Food Show to find new customers for boiled and fresh vegetables.

Chen Ke Dong, Vice General Manager of the Mainland's Yancheng Hengsheng International Trade Co Ltd, had less traffic at his booth than in previous years, but he still found some new clients.

Tsoi of Sunfolk is also optimistic that she'll generate "better than expected" orders for her gluten-free pastas as a result of attending the show.

from special correspondent Kate Jackson, New York