~ Salt & Iodine intake irt seaweed ~

Marketing Monday ---- Salt & Iodine intake irt seaweed potential
In a podcast by I'm A Foodie on the excessive salt intake in Dutch diets, a related issue was highlighted: iodine deficiency was, is and remains an issue. This brings us back to a familiar yet underutilized solution — seaweed.

The Dutch Iodine Problem

Historically, iodine has been added to 'bakery salt', which is then incorporated into bread, a central part of the Dutch diet. However, Lately 'bakery salt' is being replaced with other salts (Himalaya, Keltic) that have no iodine in it.

As a result, iodine levels have dropped, making deficiency an increasing concern.

Seaweed: A Natural Fix

Seaweed, particularly kombu, wakame, and nori, is an excellent source of natural iodine. Unlike fortified salt, it comes with additional benefits:
✅ Boosts iodine intake — supporting proper thyroid function
✅ Rich in nutrients — including fiber, vitamins, and antioxidants
✅ Sustainable & future-proof — a resilient, eco-friendly crop

Although seaweed also contains salt, only small amounts of seaweed suffice to boost iodine intake and remain within acceptable bounderies for salt,

In addition, seaweed increase 'saltiness' of the food as a result that added salt levels can often be reduced by adding seaweed.

Why Isn't Seaweed Mainstream Yet?

Despite its health, sustainability, and culinary advantages, seaweed remains a niche ingredient in Dutch and European food culture. As discussed in a previous Marketing Monday post (240923 Seaweed, how to mass-market?) the real challenge is not supply but demand.

Suggestions made in previous blog are for example:

• Silent Revolution: Just as salt reduction in processed foods happened without consumer awareness, seaweed can be quietly integrated into recipes, which is ongoing like Seaweed Food Solutions and Dutch Seaweed Group.
• Link to Existing Food Trends: Seaweed aligns with high-protein, fiber-rich, plant-based, and hybrid meat trends, making it easier to position in modern diets.
• Grow Niche Segments: Sushi has already introduced seaweed to many Western consumers. Expanding this success into other food categories (e.g., snacks, bread, sauces) could bridge the gap to mass-market adoption.
• Educate Through School Meals: Learning from the dairy industry, integrating seaweed into school meal programs could shape the next generation's eating habits.
• Push & Pull Marketing: Food producers are already "pushing" seaweed into retail. Now, "pull" marketing—demand generation through consumer engagement, branding, and education—is crucial.

Making Seaweed a Daily Staple

Personally, I add small amounts of seaweed to everyday dishes, like tossing a strip of kombu into boiling rice. It subtly enhances flavor, and my kids don't even notice! This kind of effortless integration is key to making seaweed a staple in Dutch kitchens.

🚀 The challenge is clear: How do we take seaweed from niche to normal?

Let's continue the conversation and push for a future where seaweed is a mainstream ingredient — for lower salt intake and a higher intake of iodine.

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