Why the stealth trend is creating opportunities for disruptive new product innovations

What is ‘Stealth Health’ you may be thinking? Stealth Health is not as scary as it sounds. It is actually one of the simplest ways to get healthy. Stealth Health is about replacing or adding elements to everyday life to ensure you can build a healthier foundation. This is not an intense diet where you have to count your calories and go for 10 mile daily runs. In fact it is not a diet at all. It’s a lifestyle. A lifestyle that involves eating well, sleeping well and moving your body. Those high-calorie treats are still allowed, once in a while. The nutrition packed daily meals and exercise is what sets a Stealth Health journey in motion. A Stealth Health consumer will definitely be on the lookout for a food or beverage product that can embody the nutrition and satisfaction they demand.

In today’s world consumers want to live a healthy life more than ever before. Their expectations around health have grown and they are constantly looking for ‘new’ trends to follow that will keep them and their families healthy. A survey was done last year by The International Food Information Council. They found that 54% of consumers, 63% of those being over 50+ care about their health and are making purchases based on healthfulness over taste and price. Stealth Health is becoming popular because it introduces an easy, effective healthy way of living for the entire family. With the increase in the wellness & mindfulness adoption globally, brands want to ensure their consumers are getting what they want. This has opened the door for disruptive product innovation in new and wonderful ways.

Nutritious Ingredients and Products

Celery > is a water-loaded vegetable that contains stealth nutrients that help with healing. Celery reduces blood pressure and is able to relax muscle tissue in artery walls and increase blood flow due to the phytochemicals in celery called phthalides. Celery is not only being infused into all sorts of food product innovations to improve its nutritional value, clean label and taste but also beverages. We have seen the launch of Innocent’s easy green juice, made with a mixture of apples, cucumber, celery and spinach.
Seaweed > is commonly used in Japanese dishes globally. It is a huge plant source of calcium and is loaded with potassium, helping maintain and support blood pressure levels. Seaweed comes in four classes which are green, brown, red and blue-green. Each one is packed with nutrition. Seaweed is a great salt substitute. Shøre is a Scottish company that heroes seaweed in the creation of their lightly salted seaweed chips.
Hemp Seeds > are rich in omega-3 fatty acids and complete protein. The protein found in hemp seeds is comparable to the protein found in meat, dairy and eggs as it has all the essential amino acids unlike other plant-based proteins. Hemp seeds can be used as seeds or oil and can be added to any meal or beverage. Add it to your morning shake before your workout to help with muscle-building or to your stir-fry dinner. From milk products to protein bars, we see hemp seeds being used in a variety of up and coming stealth health related product innovations.
Lentils > are a well known ingredient amongst the health-conscious community. They are full of fibre and disease-fighting antioxidants. Lentils make a great substitute for rice and pasta. So next time you think about cooking that yummy roast chicken, rice and gravy replace the rice with lentils and get the same tasting wholesome meal with extra fibre. From lentil chips to lentil pasta the inclusion of lentils into our snacks, desserts and ready to eat meals has opened up their appeal to the healthy lifestyle consumers.

KICR Innovation has extensive experience when health, nutri-score and clean label improvements are key objectives for your product innovations . Whether you are looking to unlock a new category or simply looking for ingredient discovery, our team can assist in fast tracking your NPD and application ambitions. Reach out today: hello@kicrinnovation.com