News Roundup: Mintel Report Finds Positive Consumer Sentiment For MSG; Nestle and Cargill Make $15M Regen Ag Investment

Mintel Sees Shift In Consumer Response To Monosodium Glutamate

After years of negative misconceptions about monosodium glutamate (MSG), a new report published by market research firm Mintel found that consumers are increasingly viewing the ingredient in a more positive way. The report found that 75% of global social media conversation around MSG skewed toward positive sentiments between 2018 and 2023.

MSG has been “villainized” in American cuisine since the late 1960’s due to the publication of a letter from Dr. Ho Man Kwok in the The New England Journal of Medicine. Kwok coined the term “Chinese Restaurant Syndrome” after experiencing symptoms like headaches and fevers and attributing them to his meal at a Chinese restaurant, naming MSG as the cause.

In 1985, the U.S. Food and Drug Administration (FDA) declared there was no scientific proof linking MSG to these symptoms, but the negative public perception had already been well-established. However, Mintel has tracked an increase in positive consumer attitudes toward the ingredient in recent years and claims that companies working to destigmatize MSG will likely be seen favorably by consumers as it found 64% of Americans said they have or would boycott a company that reinforced racial stereotypes.

“We are thrilled to see the consumer sentiment included in this report, as MSG is a valuable tool for creating foods that can meet sodium reduction needs, while still tasting delicious, which we know is the top driver of purchasing decisions,” said Dr. Tia Rains, VP of customer engagement and strategic development at Ajinomoto Health & Nutrition North America, Inc., in a press release.

According to Ajinomoto, MSG is an effective ingredient to reduce sodium, contains two-thirds less sodium than table salt and adds umami flavors to any food. Last year, Omsom launched an MSG salt shaker product in a move to elevate consumer perceptions of the plant-based, naturally occurring ingredient. Meanwhile, last year lifestyle program Whole30 removed MSG from its list of off-limit ingredients.

Nestle and Cargill Seek To Restore 1.7 Million Grazing Acres

Alongside the National Fish and Wildlife Foundation (NFWF), Nestlé and ingredient corporation Cargill have teamed up to support the restoration of 1.7 million acres of grazing land for regenerative beef ranchers over the next five years. The two companies announced this week they have invested a combined $15 million into the project, which has also secured an additional $15 million in federal funding.

“At the heart of Cargill’s BeefUp Sustainability program is the unique ability to connect strong partners, inventive solutions and financial resources to scale impact in the fight against climate change,” said Jeffrey Fitzpatrick, Cargill’s BeefUp Sustainability Program lead, in a press release. “This partnership has uncovered a sweet spot for us in supporting local farmers and ranchers, and their communities, all the while increasing supply chain sustainability, decreasing impact on the planet and showcasing beef as a force for good.”

The project will span more than 15 states including areas in the Great Plains region, Mountain West, Midwest and Southeast while supporting the needs of private landowners and local conservation organizations, according to the press release. NFWF estimates that the project has the ability to sequester the equivalent of 845,000 metric tons of carbon dioxide over the next five years.

“The conservation challenges of our time can feel daunting, but when we engage public and private institutions, we are able to unlock potential — in technical expertise, in funding and in results,” said Jeff Trandahl, executive director and CEO of NFWF, in a press release. “This partnership with two of the world’s largest food companies will have a nationally significant grassland impact while also benefiting ranching families at the local level.”

MìLà Partners With Marvel’s Simu Liu

After rebranding in February, frozen dumpling and noodle company MìLà (formerly Xiao Chi Jie) announced Thursday a partnership with “Shang Chi” star Simu Liu who will act as chief content officer to help drive growth initiatives as a brand ambassador.

“Simu has broken barriers in Hollywood in the same way we want to increase representation of authentic Chinese flavors in grocery aisles nationwide,” said MìLà co-founder Jennifer Liao.

The announcement comes after MìLà closed a $22.5 million Series A raise led by Stripes and Imaginary Ventures in February. MìLà’s rebrand and new investment are part of bringing the brand’s message of “third culture” identity to more consumers, according to the brand. Liu will be an integral part of telling the story of being a Chinese-American brand bringing authentic Asian street food to mainstream American audiences.

“Many Asian kids, like myself, grew up being made fun of for the taste, look or smell of food that wasn’t familiar to other kids. MìLà is demystifying Chinese cuisine and creating an inclusive conversation around third culture in a way that I’m thrilled to be a part of,” Liu said.

In April, MìLà reported its products will be available in Town & Country, Metropolitan Market and QFC stores in Washington and Oregon. The brand will also launch in Bay Area Costco locations later this summer.

Report: Climate Costs Could “Wipe out” Livestock Company Profits

ESG-focused investor network the Farm Animal Investment Risk & Return (FAIRR) Initiative warned that 50% of the larger livestock industry companies are in danger of losing profit margins due to costs incurred from climate change.

FAIRR’s Climate Risk Tool estimates a $23.7 billion decrease in EBIT in 2030 compared to 2020 for about half of the largest livestock companies. Climate-related costs could force profit margins to drop 11% in North America, resulting in net operating losses for companies like JBS, Tyson Foods, WH Group (owners of Smithfield Foods), and egg-producer Cal-Maine Foods.

“As investors start to factor climate risk into their long-term valuations of livestock companies, the allure of investing in meat and dairy could be approaching an expiration date unless companies take action to address climate risk,” said FAIRR chair and CIO of Coller Capital Jeremy Coller. “These figures highlight the urgent need for meat companies to adapt swiftly, or pay the financial price with investors increasingly not willing to bear the financial risk of investing in these companies.”

The news comes after the Intergovernmental Panel on Climate Change’s (IPCC) damning Sixth Assessment Report that a 1.5°C of warming is now “more likely than not.” FAIRR’s calculations predict agricultural costs and carbon taxes bringing costs up over 9% in 2030 compared to 2022 levels with profit losses rising to $38 billion by 2050 under a 2°C rise in global temperatures.

Last Crumb Launches Gluten-free Collection With Flour Brand Original Sunshine

DTC luxury cookie maker Last Crumb announced a new partnership this week with gluten-free flour company Original Sunshine, to launch its new gluten-free cookie collection. The ingredient company produces a regeneratively-grown, non-GMO, gluten-free and glyphosate-free wheat starch made from wheat grains and fibers.

Currently, Original Sunshine supplies ingredients to a range of bakeries and foodservice operations. Similar to Last Crumb, Original Sunshine has developed into more than just a food company and is working to create a lifestyle brand which includes a range of swag available on its direct-to-consumer website.