“Your gut is your second brain”: Stigma around digestion lifts as people turn towards clean label, says Ambronite exec

11 Sep 2019 --- As modern life becomes busier than ever, it is an increasing struggle for many people to eat nutritious meals regularly. However, that has not stopped the rise of “clean” and “natural” foods. NutritionInsight speaks to Simo Suoheimo, Co-Founder of meal-replacement drink company Ambronite, about the challenges of integrating complete nutrition in a powder format as well as how the stigma around digestive health is weakening as new research illuminates the importance of a healthy gut.

A key trend seen across categories is that of “clean” and “natural” labels, with people moving toward ingredients that they recognize and can pronounce. According to Suoheimo, people are also demanding more tangible benefits they can feel instantly from their foods, especially during breakfast and lunchtime.

While there is no regulation or definition surrounding clean label, natural, or real foods, for Ambronite, this means using whole food ingredients in a minimally processed format. Some examples Suoheimo gives include almonds, dark leafy greens and sea vegetables. “Almost everyone wants to eat more of them,” he states.

According to Innova Market Insights, there was a 13 percent CAGR in food and beverage launches with a clean label claim (Global, 2013-2017). Products with this type of positioning accounted for 29 percent of global new food & beverage launches in 2017.

“Plant-based ingredients fit the bill, while synthetic sweeteners like aspartame and acesulfame potassium are linked to numerous health issues, including metabolic syndrome, weight gain and gastrointestinal distress,” Suoheimo explains. 

However, a challenge for the company is that some ingredients, such as spirulina, are often not fresh. “Chemicals may be involved in the production process and this may lead to off-tasting products. This seems to be a serious issue for the vast majority of choices out there.” He also notes that supplements and synthetic products can be useful, but they cannot fully deliver on the promise of complete nutrition that is usable by the body and is healthy in the short- and long-term. 

“We have been following what research is finding about nutritional absorption, as well as looking at people’s own experiences. It is clear that real food ingredients are non-negotiable when you want to provide the body with truly complete nutrition and experience a feeling of sustained energy and lasting satiety with no cravings,” he notes.

A challenge for the company is that some ingredients, such as spirulina, are often not fresh.“It really is about filling the real food voids that people face throughout the day. This is also my personal experience – real foods should always be available, because I’m often busy and lazy, and will reach out for less healthy options that I should not be eating.”

Suoheimo is also excited about people becoming more informed about the long- and short-term effects of a plant-based diet, both from a health and a sustainability perspective. “Most of the packaged food products today contain fillers, artificial ingredients and modifiers that are not in the best interest of the consumer and often are harmful to the individual and the planet,” he says.

A stomach for change
Stomach friendliness has become a must-have for modern consumers, with people feeling more empowered to talk about their guts. 

“It seems that during the past five years, most of the stigma has been broken and people are discussing and searching openly for real solutions to gut health issues. This is true even of situations previously considered embarrassing, such as bloating, loose stools, constipation and gas. I find it almost amusing that we’ve had such a hard time discussing this key aspect of daily health when over 50 percent of people worldwide suffer from gut health problems at some point in life,” says Suoheimo.

Additionally, new evidence about the critical importance of gut health is coming out rapidly, he notes. “People are paying attention to the research saying that gut health is the cornerstone of immunity, neurotransmitter balance, mental health, nutrient absorption and fitness, and that eating enough of the right plants plays a critical role in repairing and maintaining gut health.”

Most people can radically improve their gut health by eating the right foods, especially by increasing their daily intake of leafy greens and other beneficial plants, says Suoheimo. “Our gut flora adapts measurably to change in diet in just 24 hours,” he adds. 

Suoheimo adds that he is pleased by the scientist-coined phrase “your gut is your second brain,” as it shows how the gut-brain connection has come into mainstream knowledge during the last year. Additionally, the public discussion on the impact of adopting proper diets for improving gut health has also helped raise awareness for this growing category. 

It remains to be seen just how far the gut health trend will grow, but for now, it is clear that it is radically changing the way people view their digestion.

By Katherine Durrell