Bakery Live speaker and Global Marketing Director for ADM, Bastian Hörmann discusses the importance of functional, better-for-you products in the bakery industry
Could you introduce yourself and tell us a little about what you do?
I’ve been in the ingredient industry for over 10 years now. I’m a food scientist and currently the Global Marketing Director for ADM’s Sweets and Snacks division. My role involves translating our portfolio of product solutions for our industry partners, while also educating the market about ongoing trends, particularly in better-for-you products in bakery and snacks. We also explore the future of nutrition and how we can address emerging consumer needs.
Could you give us an overview of ADM’s role in the bakery space and its focus on functional, better-for-you products?
ADM is a global ingredient supplier with a long history of sourcing raw materials and extracting the best nature has to offer. We provide ingredients like natural flavours, colours, sweeteners, and even milling products such as flour mixes. In the bakery and snack sectors, we focus on supplying premium ingredients that meet market demands for better-for-you products—those that are high in protein, high in fibre, or that support digestive health. This is all aligned with our “farm-to-fork” value chain, keeping us at the forefront of innovation and helping our partners stay up to date with consumer trends and market demands.
What are the standout trends and preferences in healthier bakery products right now?
Baked goods, cereals and snacks remain essential parts of our daily diet, but consumer lifestyles have shifted towards convenience and on-the-go options. This has increased demand for products that not only taste good but also offer functional benefits—like improving digestive health or overall well-being. Consumers are increasingly looking for snacks that fit seamlessly into their day, whether they’re at work, on the go, or relaxing at home. Convenience, combined with functionality, is key for both snacking and bakery items, with many consumers seeking options that support their health and nutritional intake throughout the day.
Keeping ahead of trends must be a challenge. How does ADM stay informed about what consumers want, and what advice would you offer to other food producers?
Staying ahead involves close collaboration with industry partners and constant monitoring of consumer needs and trends. For example, sugar reduction is a significant topic, particularly in sweet snacking. However, simply cutting sugar isn’t enough—you also need to maintain texture, taste, and the overall nutritional profile. We work closely with manufacturers and consumer groups to understand what consumers really want. Do they want natural sweeteners? Low-calorie alternatives? We also keep an eye on regulatory frameworks like Nutri-Score and HFSS, helping our partners to reformulate recipes so that they not only taste great but also deliver the benefits that consumers expect.
When developing functional ingredients to meet specific health and nutritional goals, how do you address sensory challenges such as taste and texture?
As a food scientist, I can talk about this for hours, but I’ll keep it brief! At ADM, we combine our expertise in agricultural sourcing with advanced flavour technologies. This allows us to focus on the taste, texture, and nutritional density of the ingredient all at once. We even have our own Flavour Academy, where we train flavour experts. For example, when we collaborate with a partner to develop a new recipe, we typically have a sensory specialist and a flavourist involved. Together, we ensure that the final product not only meets the desired nutritional goals but also maintains the brand’s quality in terms of taste and texture.
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