Taking the lead with innovations - Products for a healthy diet (15.06.2011)

WILD’s pioneering role in the food industry can without doubt be credited to its corporate philosophy of focusing on natural ingredients. Additionally, the company’s willingness to invest in research and development is unshakable. Around 150 staff in Eppelheim and a further 380 worldwide make sure every day that WILD’s innovative products turn into international trendsetters.

The global trend towards natural foods is on the rise. This confirms that WILD’s philosophy of focusing on natural ingredients with great taste – at the heart of activities since the company’s establishment – is on the right track. Today, the company is a global leader in innovative, natural ingredients for the food and beverage industry. A constant source of ideas, WILD products guarantee growth potential for the company’s entire outward supply chain.

Focusing on prevention
WILD sees itself well equipped for the future. Healthy nutrition will play an increasingly important role for consumers these coming years and probably even decades. An ageing society, health systems in dire need of reform, heavily indebted health insurance companies and cash shortages in the public sector are making health the number one issue in the western world – and increasingly across all the other continents too, Dr. Hans-Peter Wild is convinced. As such, prevention is continuously moving into the spotlight of universal attention. “Mature consumers must assume responsibility for their own fitness and are becoming increasingly diet-conscious,” Wild summarizes.

In his opinion “functional ingredients”, i.e. food constituents that can improve productivity and health, will play an important role in future. Around a decade ago, WILD was one of the first companies to introduce products offering additional health benefits, like antioxidants which, in high doses, are known to boost the immune system. Their health-promoting effects have been scientifically proven in clinical tests. The WILD portfolio also includes other plant extracts and substances which support the different metabolic processes.

The gains must be measurable
“In future it will be essential to convince the consumer about healthier nutrition. Any new food or drink can not merely promise to be health-promoting; there has to be a proven, measurable effect,” Dr. Wild is convinced. “Measurable Health” is the new motto at WILD, serving as a basis for research and development of verifiably healthy foods. The company is now working with researchers from various colleges and universities to investigate the effects of promising substances. In China too, WILD is testing the excellent potential of “Traditional Chinese Medicine” (TCM) at its own production site.

The use of natural sweeteners which can be extracted from Stevia rebaudiana is also currently under investigation at WILD. Commonly known as sweetleaf and sugarleaf, this South American plant provides an extract that is several times sweeter than sugar. Stevia has a long tradition of use as a sweetener in Asia but in the European Union, with minor exceptions, its use is banned. However, the positive rating by the food safety authorities suggests that approval for use in the EU is on the horizon. The product developers at WILD have already created various interesting concepts based on stevia, and are thus ready to offer customers innovative, market-ready products as soon as approval of the natural sweetener has been given.

“Great taste” as a purchase criterion
The long-term success of a product still depends on whether the consumer likes the taste. As such, the WILD developers continue to work on their promise of “We Create Great Taste” – a commitment that it is reflected in the corporate logo and by which the company can be measured at all times.

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