The launch of Flourish Flour provides US consumers with another farinaceous option that is higher in fiber and lower in carbs than standard flour. 

“Flourish is the first all-purpose flour that’s naturally rich in prebiotic fiber to support good digestive and immune health – representing an entirely new value proposition within the all-purpose flour category,” Pete Levangie, CEO of Bay State Milling (Flourish’s parent company), tells NutritionInsight.

The non-GMO flour is made from high amylose wheat. Typically, the starch found in wheat is made of amylose and amylopectin. Most wheat starch is composed primarily of amylopectin, an easily digestible source of starch. 

However, Flourish wheat has a higher content of amylose, a resistant starch that can function as a prebiotic. Accordingly, Flourish has five times more fiber than traditional all-purpose flour, as well as fewer net carbs. 

Representing major opportunity
Levangie argues that many consumers see refined all-purpose flour as lacking in nutritional value, although health claims for traditional whole wheat and alternative flours may be familiar. 

“This represents a tremendous opportunity for Flourish, as the brand offers enhanced nutritional benefits with the same taste and functionality as traditional all-purpose flour. We know from our commissioned research that this product is of interest to consumers,” he states. 

The company recently found that a third of consumers say that immune health is top of mind. With around 70 percent of immune cells residing in the gut, consuming foods rich in prebiotic fiber creates an environment for immune cells to thrive, highlights Flourish. 

“only 5 percent of US adults are receiving the recommended amount of daily fiber needed for optimal gut and immune health,” says Jessica Levinson, registered dietician. 

“A simple, impactful, whole food ingredient like Flourish is an easy way to incorporate prebiotic fiber into your family’s everyday meals.”

Maintaining sensory characteristics
Levangie states that Flourish has the same look, taste and texture of all-purpose flour. “However, there are some considerations for adjusting water use, depending on the application, but the flour performs very well across a wide range of baking applications,” he states. 

This will appeal to burgeoning home bakers. According to Flourish, 77 percent of US consumers plan to do more holiday baking this year. There was also a boon to home baking over Easter, with nostalgia and indulgence being key themes. 

“We’ve seen a continued resurgence in baking – especially as the holidays approach. Consumers are adding all-purpose flour to their virtual shopping cart like never before – with sales up 80 percent on Amazon compared to this time last year,” says Levangie. 

He adds that comfort food is also making a comeback, but with a twist. Notably, “Modern Nostalgia” was crowned as one of Innova Market Insights’ Top Ten Trends for 2021.

“People are also looking for nostalgic favorites that are more nutritious. Seventy percent of people say they are now more likely to pay attention to the nutritional benefits of their food, and 50 percent have increasingly turned to food to boost their immune health,” continues Levangie.

Future projects afoot
Flourish is enabled by Bay State Milling’s B2B ingredient, HealthSense. The high fiber wheat flour can deliver up to ten times the fiber of traditional flour, depending on the application and inclusion level in a formulation.

HealthSense launched three years ago, and since then, Levangie has seen continued increased adoption among US consumer packaged goods companies. The ingredient has featured in NPD ranging from pizza and pasta to tortillas. 

Late last year, Arcadia Biosciences secured its first purchase commitment for HealthSense. 

“We’ve spent years working to conventionally breed the HealthSense wheat grain to optimize the naturally occurring high fiber content. We will continue to look at other wheat varieties, like durum or soft wheat, that may bring this advantage to other applications,” says Levangie.

Bay State Milling will now assess the market for new products to add to its portfolio, which also includes Sow Naked high-protein oats and BeneGrain sprouted grains.