GoodMills Innovations releases immunity-strengthening fiber compound
22 Oct 2020 --- German milling group GoodMills Innovations is releasing a high-fiber product for baked goods aiming to boost consumers’ immune systems and address concerns of flu and viruses.
GOOD Fibres 10 + 1 is a compound of ten different fibers extracted from cereal, grain and fruit sources. Wheat germ, which provides nutrients like spermidine, vitamin E and folic acid, is added to the fibers. This composition allows for EU health claims regarding immune system fortification and intestinal health.
GoodMills is positioning wheat germ as a superfood thanks to a rise in consumer demand for immunity products. The convergence of the COVID-19 pandemic with evolving eating behaviors is expanding the scope of the superfoods market.
Spermidine is a naturally occurring substance that stimulates autophagy, promoting immune defense. Tartary buckwheat, another ingredient in GOOD Fibres 10+1, is rich in zinc and provides anti-inflammatory and antioxidant properties.
GoodMills Innovations says the choice to create a product suitable for baked goods that also appeals to immune-system strengthening will tap into permanent, growing dietary trends.
“Baked goods are an everyday good that people eat regularly, so it is an important place for product innovation”, says Johanna Imbeck, product manager at GoodMills Innovations. 
GOOD Fibres 10+1 contains ten fibers and wheat germ.
Dietary health concerns are “permanent trends”
She stresses that the new product is not positioned as an answer to COVID-19, but is tapping into rising consumer health concerns, which are creating new spaces for innovation.
“Seasonal concerns are so much more present in the media – everywhere people are starting to care about natural ways to boost the immune system. Not only through supplements, but also through the food they consume and this is certainly related to the pandemic situation,” says Imbeck.
“Consciousness about healthy food, staying healthy and immunity is growing for consumers. These are trends that are permanent, however, they existed before the pandemic and will remain after it ends,” Imbeck continues.
“Of course, you can’t say GOOD Fibre 10+1 helps fight COVID-19, but its contents can help maintain the normal function of the immune system. We will have to see how this situation changes our daily lives, so we will see if this produces new opportunities.”
Fiber and gut health rising in importance
Before the outbreak of COVID-19, there had already been a rise in fiber-related health claims. According to Innova Market Insights data, 20 percent of cereal products released in 2019 included such claims, as did 19 percent of bakery products and 13 percent of snacks.
Nutrileads’ €6.5 million (US$ 7.7 million) funding for its flagship product Xtramune is an example of the rise in importance for fiber products. Xtramune is a carrot derived fiber product touted for its immune strengthening properties.
An expert at J.Rettenmaier & Söhne (JRS) told Nutritioninsight recently that wheat fiber is a vital market product as it is simple and easily understood by consumers. Besides effects on the immune system, it can also play a role in strengthening gut health and metabolism.
By Louis Gore-Langton
