NPD opportunities for Mediterranean mix'n'match

The Mediterranean diet, which is based on wholegrain carbohydrates, high fruit and veg intake, and simple food components, is making its mark on consumers as they strive for a healthier lifestyle. But what opportunities does this present for product developers?

Ready meals could leave out vegetables, and instead provide serving suggestions, which involve adding your own greens, says Catherine Collins, dietician at St George's Hospital in London. This fits in with the Mediterranean trend towards mixing and matching different dishes and could also make economic sense. "Consumers don't want to pay a premium price for chopped vegetables - they want the money to go on the meat or fish," says Collins.

She also claims it would empower consumers to make informed choices. "Manufacturers may be worried that telling people to add something to a ready meal may imply that the product is lacking, but I think it would be perceived as manufacturers helping consumers," she adds.

The idea of consumers being able to pick and choose different accompaniments is a trend that Witwood Food Products plans to take advantage of. The firm claims that people are moving away from traditional three-course dining and towards a culture of smaller plates and sharing.

"This style of eating is becoming increasingly popular amongst consumers for a number of reasons: it allows them to be more adventurous and try new dishes with much lower risk, and it satisfies an increasingly diet-conscious society," says marketing manager Heather South.

Witwood has developed a range of 'small bites' concepts inspired by the Mediterranean including: sea salt, lemon and olive oil battered calamari; potato & rosemary crumbed chorizo croquettes and smoky paprika battered manchego cheese bites.

Unilever has also launched Birds Eye Mediterraneano: a range of dishes cooked in the Mediterranean by local chefs.