Describing Brad Pitt or Julia Roberts as best agers may sound strange, but it is the definition of this age group between Generation X and Baby Boomers. What is important is that the 55-plus generation stands for fitness, an active lifestyle and conscious nutrition. Hydrosol has developed a Best Ager campaign especially for this target group. "It is based on the top claims generated worldwide by Innova Market Insight around the topic of healthy ageing," explains Binia Postel, Product Manager Hydrosol. The main claims focus on four health areas: immune system, digestion and gut, heart and muscle and bone. Hydrosol ensures a pleasant texture and a full mouthfeel in low-sugar and low-fat products thanks to selected starches and hydrocolloids. SternVitamin enriches the products with vitamins and minerals, while OlbrichtArom guarantees the desired flavour.

The focus is on dairy products with five product ideas. Three of them strengthen healthy bones and muscles by fortifying them with calcium, vitamin D3 and K2. One example is a protein rich pudding with 10 % protein and only 1 % fat, without added sugar. The mousse is available as a yogurt mousse with lemon flavour, 3.6 % protein, reduced sugar and low salt content.

In the area of immune health, Hydrosol offers a whey kefir drink with vitamin D, C and zinc as well as a tropical flavour. For heart health, there is a fermented milk drink with beta-glucan, oligofructose, calcium and vitamin D3. The products are based on proven stabilising systems and focus on fibre enrichment as well as sugar and fat reduction. Hydrosol is also working on product ideas for the delicatessen sector to support digestive and intestinal health.