In 2009, Maxx Performance introduced a breakthrough way for bitter free green tea extract to be added to bakery and other dried goods, without compromising flavor. Currently, the company continues to provide scientists, formulators, and companies globally with this breakthrough and has seen a remarkable rise in its inclusion in several finished goods.
Through microencapsulation, the bitter taste of green tea is eliminated naturally. The company coats green tea extract with a tasteless, thin film of vegetable food grade material. “Science allows this along with our proprietary technology at our state of the art facility in Roanoke, Virginia,” says Winston Samuels, CEO of Maxx Performance. “For industrial and artisan bakers, green tea can be used with ease with no formulation changes. It comes as a free flowing, dust free powder which we are proud to have accomplished and the particle size is so small that there is no grittiness, so texture will not be affected whatsoever.”
The company’s ingredient is comprised of 46 percent Epigallocatechin gallate (EGCG), the most abundant catechin in tea, 82 percent catechins, and 98 percent total polyphenols. It also contains between 2 and 3 percent caffeine. The bitter free ingredient will enable bakers to produce their products with added health benefits that they may not be aware of. Samuels added, “bitter free green tea extract provides a delivery for bakers to now add an age old ingredient with known health benefits to fortify their products. End products such as whole-wheat fiber breads, multi-grain, diet products, and gluten free bread products would be ideal breads to deliver green tea extract since they are more geared towards health conscious consumers.”
By using baked goods as the delivery system for green tea extract, weight management type consumers who are currently taking green tea extract, in mix-ins, drinks, on their cereals, etc. may opt to start consuming it in breads. Bread as a vehicle for green tea has the potential to open up a new distribution channel, along with brownies, cupcakes, scones, and muffins. Cookies fortified with bitter free green tea extract may also be ideal for kids.
The company believes that the baking industry in Europe particularly France, the United Kingdom, Germany, and the Scandinavian countries might have the most potential for green tea because consumers in these countries are more health conscious than others. Formulators in the United States may want to offer tasteless green tea extract in bakery items, which consumers can use as part of their weight management regimen.