Queen Cuisine

Strong Enough for a Man, Nutritionally Balanced for a Woman

Women have been matriarchs of both the typical modern family and the natural products market; however, only recently has there been an influx of female-specific food products. From cereals to nutrition bars, foods are addressing women’s health needs using ingredients linked to various health issues common to the fairer sex.

Women may poetically be sugar and spice and everything nice, but, in reality, they are breasts and bones and everything hormones. Their health is tested and threatened by cancer, osteoporosis, autoimmune diseases, depression and various challenging states of menopause. There is a loyal family of natural products eager to help women ward off unhealthy developments, but these remedies have historically been available primarily in supplement form. Enter functional products, foods and beverages enhanced with vitamins, minerals and specialty ingredients shown to significantly impact general health or specific health problems.

Consider the case of folic acid, in which fortified foods can help correct deficiency, a more common condition in young women than most people realize. This B vitamin helps prevent birth defects, a benefit that should shoot it to the top of the nutrient list for most women anywhere near child-bearing age. However, a recent Gallup Poll commissioned by the March of Dimes revealed only 29 percent of women are taking a daily multi-vitamin containing folic acid, and a mere 19 percent know that the B vitamin prevents birth defects. If it weren’t enough that this vitamin helps produce healthier babies, there is evidence it can help impede heart disease and cancer development—two top killers of women.

Another vitamin crucial to women is vitamin D, which is needed in tandem with calcium for healthy bones. The National Institutes of Health (NIH) has reported 68 percent of 44 million Americans at risk of or afflicted with osteoporosis are women, and costs related to the bone-depleting disease exceed $14 billion annually. Calcium and vitamin D are the front line defense against osteoporosis.

Also considered useful in osteoporosis management is soy. From whole food to supplement to functional food ingredient, soy has taken many forms in its quest to improve the bone mineral parameters that mark osteoporosis development and progression. The phytoestrogenic isoflavones in soy also have implications in breast cancer, heart health and various discomforting symptoms of menopause, including hot flushes.

That soy has such broad benefits for women is a trend among other women’s health nutrients, such as folate, calcium and carotenoids, which all show activity for heart health and against breast cancer, as do essential fatty acids (EFAs) and phytochemicals abundant in herbal remedies, including flavonoid-rich tea.

Soy is also a good source of lean, heart healthy protein, which is important especially to active women concerned about energy and muscle strength. Power Bar’s Pria® line of nutrition bars for women feature soy as a source of protein. “Pria targets active women who need a convenient but nutritious meal option in their busy, energy-depleting lives,” said Andrew Hill, marketing manager for Pria brands. “Our bars feature 23 essential vitamins and minerals as well as antioxidants and soy protein.” He added the bars also contain a hefty amount of calcium—from 30 percent to 40 percent of recommended daily allowance (RDA)—in addition to vitamin D and inulin, a type of fiber that aids calcium absorption.

LUNA nutrition bars, a Clif Bar line, include many of these same nutrients women need for overall health and wellness including calcium, folic acid, iron, and antioxidants vitamin A, C and E.“LUNA Sunrise, our newest morning nutrition bar, provides a good source of protein, whole grains and omega-3s,” noted Kristel Cerna, LUNA brand director for Clif Bar Inc. “LUNA Sunrise also contains vitamin D, which helps the body absorb calcium, and is high in fiber, with each bar containing 5 grams.” LUNA bars also contain soybeans and oats as a source of both fiber and protein.

Soy is a common ingredient in foods designed for women. Wonder Bar, a candy bar in Ecco Bella’s Health by Chocolate line of functional cocoa goodies, features soy in addition to chaste-berry and rose oil. “The nutrients and healing herbs help women feel more balanced,” said Adrienne Kramer, general manager with Ecco Bella, who noted the rose provides a waft of femininity. “Women report the bars make them feel soothed and relaxed.” The line’s newest addition, Beautiful Bones Bar, contains calcium and vitamins D and K; its Instant Bliss Beauty Bar (also available as a drink mix) delivers EFAs from cranberry seed oil and a variety of carotenoids for healthy skin.

Zoe Foods makes cereals and bars that also contain EFAs as well as soy. “Soy is a lean and complete source of protein,” explained Tori Stuart, president and founder of Zoe. “And we use ground flaxseed, which provides fiber and heart healthy omega-3s.”

Despite its prevalence in the women’s products market, soy’s popularity has dissipated a little, according to Maria Emmer-Aanes, director of marketing for Nature’s Path, which makes cereals, granolas and bars targeting women.“Soy is still important, but it is prized mostly by the older demographic,” she said. “Our flax has been a big winner with women, as has anything whole grain.” She added alternative grains have been especially sought by women, who have taken interest recently in amaranth and quinoa. “This is great for us, because we’ve been experts at these grain ingredients for a long time,” she exclaimed.

While other companies target active, busy women of various ages, some manufacturers have focused on new and expectant mothers. Scott and Beth Vincent, founders of Vincent Foods, noted their Oh Mama! bars contain many ingredients designed to improve the health of a developing fetus. “Probably the most important ingredient is DHA (docosahexaenoic acid), the omega-3 acid crucial for a baby’s cognitive and central nervous system development,” the Vincents said. “But women are generally not getting enough of this nutrient during pregnancy, as they avoid fish—the main source of DHA in our diets—and most prenatal vitamins do not contain DHA.” The duo added DHA may even help with postpartum depression (a correlation has been established, but not causality). Other important nutrients in the bar include iron, folate, calcium, magnesium and iodine.

Similarly, Mommy Munchies nutrition bars, manufactured by Eating for Two Inc., were designed specifically to meet the needs of pregnant and nursing women. Founder Tammy Krutchik reported these bars have the same vitamin and mineral content as prenatal multis, and feature calcium, iron, folic acid, magnesium and selenium. They also contain both soy and whey proteins, as well as a healthy dose of fiber.

The wealth of ingredients that add functional benefits for women’s health are only part of the formula. In designing bars, drinks and other foodstuffs for the modern women, manufacturers also consider their goals and daily meal needs.

For instance, Emmer-Aanes reported Nature’s Path decided to put its granola into bar form because 60 percent of women eat their breakfast in the car. “I would say we are acknowledging the modern female lifestyle more this year than before,” she said.“I’m a mom of two kids, so I come in with a perspective very much tuned into women’s needs.” She further noted the company’s Optimum brand products target the single active women who are time-starved and juggling diet goals and overall health.

Stuart agreed. “We have received hundreds of e-mails from busy women over the years,” she said. “They struggle to juggle all of the demands in their life ranging from family to work. These women tell us that Zoe Foods provides them with products that they not only enjoy eating, but that they also feel good about because they know it’s good for them.” She added women also like the fact that Zoe cereals and bars can be enjoyed by their whole family, even if the woman is using the products as part of a weight management program.

As is the case elsewhere in the retail food industry, convenience is king ... err queen ... when it comes to female-specific foods. Hill said Pria bars are ideal for a quick meal at the start of or any time throughout a busy day. Pria provides convenience and health for women in three different types of bars—110 Plus is low calorie; Carb Select has only 1 g sugar and 2 g impact carbs; and Complete Nutrition has a full range of women’s health ingredients while keeping calories and carbs reasonably low.

The nutrition bar seems an ideal fit for the active, busy woman. “With LUNA nutrition bars, women have a nutritious, healthy, portable option that women can appreciate while not feeling guilty that they are consuming artificial ingredients or empty calories,” Cerna said, adding 25 percent of LUNA’s ingredients are certified organic.

Low calorie was also a factor in creating White Lie Early Season Chardonnay, a wine made by women for women. “There definitely is a market demand by women for low-alcohol, low calorie wine, and White Lie filled this need,” stated Rebecca Fine, public relations director for Foster’s Wines. “We choose Chardonnay, because it can be grown and picked for low sugar content.” Picking the grapes early in the season results in less brix, or sugar content, which results in less alcohol content. “Women were giving up wine during the week because of the calories and the high alcohol content,” she said. “Women are huge purchasers of wine, but they have been largely ignored by wine makers.” This is changing with the introduction last year of White Lie, as well as the emergence of other wines designed for women, including Seduction, from O’Brien Family Vineyards and Mad Housewife from Rainier Wines. Wine has a desirable relaxing effect and is also a great vehicle for healthy polyphenols that combat heart disease and cancer.

For Ecco Bella and other companies, chocolate is not only an ideal platform for many women’s health ingredients, but it also delivers healthy antioxidants and enjoys a great mood-enhancing reputation. “Our bars are designed for casual consumption whenever a woman wants to relax and indulge,” Kramer said. “Chocolate is a great medium for certain nutrients, including calcium and carotenoids for skin.”

Time is definitely a concern for expectant mothers. “However, one of the most important things to understand about Oh Mama! bars is that they were designed with the woman in mind who is taking a prenatal vitamin but doesn’t have time to cook the perfect pregnancy dinner each evening,” the Vincents explained. “She needs help filling in the nutritional ‘holes’ that a prenatal vitamin can’t—at the same time she doesn’t need to be over-supplemented with certain fat-soluble vitamins which can cause trouble. It’s a fairly specific vitamin mix.”

As in tune as women are to their health and that of their families, social and environmental issues are also important to this consumer demographic. “Although we offer foods that help with physical health, we also have a lot of emotional connection to our brand with women, in that we are a conscientious company that gives back to the planet and environment,” Emmer-Aanes said. “We try to leave the lightest footprint on the earth that we can.” To this end, Nature’s Path uses sustainable packaging, which uses less energy, less water and saves 76 tons of cardboard. It also donates 1 percent of profits from its EnviroKidz cereals to help conserve habitats for endangered species, in addition to working with the American Dietetic Association (ADA) and sponsoring women’s events.

Partnerships with key women’s health organizations and sponsorships of women’s health and athletic events are good ways to reach female consumers interested in natural health.

“In addition to providing women the right nutrition for their body LUNA also supports women as they take care of their community and environment,” Cerna said, noting the company supports initiatives such as LUNAFEST and the LUNA Chix teams.“Both of these community programs help bring women together to support one another and to raise money for the Breast Cancer Fund.”

As it falls under the Power Bar umbrella, Pria benefits from the connections and presence of its parent company at various events, including major professional and amateur athletic competitions. However, Hill stated Pria engages women’s health specifically by sponsoring Race for the Cure breast cancer events in 14 locations nationwide, in addition to partnerships with organizations such as Illumineri, Discovery Health and Baby Boot Camp. He also emphasized the importance of supporting women’s health education. Pria maintains an educational library on its Web site and sends female customers information via e-mail. “Our Weekly Sparks offer inspirational and health tips, nutrition articles and specials,” he said.

Ringing the education bell, Zoe Foods donates thousands of product samples annually for nutrition education. “We work with registered dietitians and different health care organizations to help women and their families learn how to eat nutritious foods that are convenient and taste great,” Stuart said. “Additionally, Zoe Foods worked with a registered dietitian to create the Zoe Foods Healthy Meal Plan to get families started on well balanced, nutritious meals.”

Education is a must for products targeting pregnant women. “Oh Mama! requires careful education,” the Vincents confirmed. “Women and their doctors have questions about Oh Mama!, and we try to address many of these questions in our consumer education sheets and on our Web site.”

Women have always taken care of their families, but as women take center stage in the stories of their own health and lives, they are demanding more convenient foods that contain nutrients and specialty ingredients tailored to the health concerns central to women’s health. Food manufacturers have taken notice of the breadth of health benefits these nutrients offer women and have increased their efforts to provide female consumers with more options to consuming these nutrients in foods fit for a queen.

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