Dive Brief:
- The Global Pulse Confederation debuted the Pulse Brand and "Made with Pulses" seal at the IFT Annual Meeting & Food Expo this week.
- The seal is comparable to other industry certifications, such as the Whole Grain Stamp and Gluten-Free Certified logo. To earn the seal, a product must contain pulses in the top five ingredients by weight and pulses must comprise a minimum of 5% of the final formulation.
- The first products bearing the seal will appear in stores by the end of the year.
Dive Insight:
This seal offers manufacturers an opportunity to more easily communicate with consumers that a product contains pulses, which are becoming more popular among health-conscious consumers. Recognizable symbols, such as the USDA certified organic seal or Non-GMO Project Verified seal, can influence consumers' choices while they shop.
However, manufacturers may need to run a coordinated marketing campaign or include information on their website to explain the new seal. Not all consumers realize what pulses are, even if they already regularly consume them.
Manufacturers may also consider reformulating their products or creating new ones that feature pulses. Pulses are high in protein and fiber, two popular functional characteristics of better-for-you foods and beverages. Pulses are part of the fast-growing plant-based protein trend and also offer a range of nutrients, like antioxidants, iron, potassium and folate, which may pique the interest of health-conscious consumers.
Manufacturers may also consider using pulses as ingredients and promoting their usage as an act of sustainability. Pulse production carries less of an environmental burden and offers greater water efficiency, according to the Global Pulse Confederation.