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title: "Valio focuses on solutions for health-conscious consumers at FIE/HIE Exhibition 2021 in Frankfurt"
date: 2021-11-30
author: ""
featured_image: "https://www.valio.fi/cdn-cgi/image/format=auto/https://cdn-wp.valio.fi/valio-wp-network/sites/5/2021/11/925ad8b6a934bc88_org.jpg"
---

# Valio focuses on solutions for health-conscious consumers at FIE/HIE Exhibition 2021 in Frankfurt

Valio will showcase new possibilities to grow business with clean-label and better-for-you product concepts. And our sustainable nutrition solutions cover all life stages – from infants to ageing adults.

“Naturalness in nutrition is even more important. Health-conscious people want to avoid e-codes or ingredients they don’t recognise. Products made from familiar, understandable ingredients and with minimal processing meet consumer expectations for clean-label products. Transparent and sustainable production chains are also of interest to consumers,” says **Timo Pajari**, SVP Food Solution Sales, Valio.

“Sustainability also means healthy and safe nutrition for people. We call this better-for-you thinking. We make and supply food ingredients that enable sugar and salt reduction, protein enrichment, clean-label and gut health. In other words, better nutrition,” continues Timo Pajari.

**Valio’s patented lactose-free technology provides new business opportunities for digestive wellness**

Digestive wellness has gained interest among consumers globally and it will continue to grow. In general, the growing interest in gut-friendly functional claims and ingredients has been boosted by the pandemic. For example, the retail value of lactose-free dairy is growing by 8% annually in Western Europe. In areas like the Middle East, Africa, Eastern Europe, and Asia, the growth rate exceeds the average.

Valio will be offering a webinar “Digestive wellness is driving lactose-free growth” and a live Q&A **on Tuesday, November 30, 2021, at 3:30 p.m.** within the Exhibitor Showcases agenda. You will hear why digestive wellness is a major business opportunity, and how to build a profitable business in dairy, beverage, and other categories.

“Lactose-free can be a great opportunity for profitability improvement when consumers associate the products with digestive benefits. Lactose-free dairy may not be mainstream yet, so now is the time to act. The key to success is making food and beverages with a superior taste and nutritional benefits that consumers can enjoy,” emphasises Timo Pajari.

**How to make low-sugar and high-protein products taste great**

Consumers are increasingly conscious of the sugar content in products and looking for low-sugar options without artificial add-ons. With Valio’s solutions you can reduce sugar levels in a way that does not compromise other important product qualities, like texture or taste. You can also meet the trend of high-protein and nutritious food products by adding the benefits of high-quality milk protein to your product portfolio. The high protein content of Valio Eila® milk powders makes them perfect for healthy ageing or sport nutrition products, for dietary products, and for other products requiring an increased level of high-quality protein.

“The most successful concepts pick a few consumer benefits and connect them to multiple big trends. For example, a protein pudding that builds on the trend of protein-enriched products and then combines it with digestive wellness. The product is also lactose-free, but this is not the unique selling point,” Timo Pajari summarizes.

[Read more about business opportunities ](https://www.valio.com/food-solutions-for-companies/business-opportunities/)