National Starch brings new barley flour to Europe

By Jess Halliday

- Last updated on GMT

Related tags: Nutrition, National starch

National Starch has secured a deal to sell ConAgra’s high-flour wholegrain barley flour and flakes in Europe, and expects it to prove popular in bars, cereals, baked goods and beverages.

The ingredients, known as Sustagrain, are derived from identity-preserved, waxy, hull-less barley variety. They have been available to the US since 2007. They are said to be a close fit with the drive towards healthier eating and foods of natural origin, as they contain an exceptionally high level of fibre, as well as antioxidants and B vitamins.

National Starch and ConAgra signed their agreement just prior to the opening of the FiE trade show in Frankfurt last week. The new distributor plans to use its existing sales and distribution networks to bring the flour and flakes to its existing customers, to whom it already promotes its portfolio of healthy ingredients.

While the FDA has approved a heart health label claim for soluble fibre from barley in the US, in Europe Sustagrain will be geared more towards products that can be labelled as a ‘good source of fibre’ or ‘high in fibre’. Not all grain-containing products are rich enough in fibre to make such claims, it says.

Overall, it boasts 30 per cent total dietary fibre, which is three times the total dietary fibre and soluble fibre in whole oats and as much as eight times the fibre of other whole grains. Some 40 per cent of the fibre is beta-glucan.

Other National Starch products marketing on a health platform include Hi-maize Resistant Starch.

The Sustagrain Flakes are described as having optimal thickness and granulation profile, and can be used in nutrition and energy bars, hot and cold cereals and baked goods.

The Sustaingrain Flour is barley flour “milled to micro-fine particle size”,​ and is suitable for cold cereals, baked goods, snacks, pasta and beverages.

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