With Six You Get Egg Roll

Brandweek, April 24, 2000

"Appetizers, schmappetizers"--that's what consumers over the age of 55 are saying. Only 13% of the senior set consider hors d'oeurves a meal mainstay, while 41% of those 18-24 do, according to the Prepared Foods Web site (www.preparedfoods.com).

The craving for pre-meal snacks varies regionally Only 24% of Midwesterners order appetizers when dining out, while 40% of Northeasterners do. But not because they're starving.

"Hunger" placed third on the list of reasons for ordering hors d'oeurves. The No. 1 factor that entices diners: "the fun of sharing with friends," followed by "wanting to try something new." Celebrating a special occasion was also key, with half mentioning that as a strong factor in their decision to nibble.

While we fight over the last potato skin, Japan--the cradle of functional foods--continues to experiment with nutritional products. The latest trend? Anthocyanin, an ingredient found in blueberries and purported to be beneficial to eyesight. Used primarily as a food coloring in the U.S., products containing anthocyanin are being targeted at Japanese office workers and particularly young women. Offerings include Fujiya's Blueberry Nodo Ame candy, and Morinaga Milk Industry's lactic acid drink Kirei.

The antioxidant polyphenol, which occurs naturally in foods containing cocoa, is hotter than Godzilla's breath. Touting its benefits, Japanese candy companies have launched a slew of chocolate products, such as Meiji Seika's Chocolate Koka.