N ew N utrition BUSINESS www.new–nutrition.com August 2013 issn 1464-3308 Volume 18 number 10 THE JOURNAL FOR HEALTHY EATING, FUNCTIONAL FOODS & NUTRACEUTICALS Pages 17-20 Pages 6-11 Pages 14-16 Continued on page 3 The marketing of products and ingredients as “natural” has long been one of the biggest trends in our business. It has become a mainstream trend now, as the Case Study on Nature Valley (see page 6), which may be the world’s biggest snack brand, illustrates. In many countries “natural” is becoming a category standard and even ceasing to have much value as a point of difference. This is creating a whole new set of challenges. Unfortunately the challenges around “natural” on which many people are focusing are, while important, not the most important ones. For example, debate in the trade press and at conferences about what “natural” means – and whether you can use this word on your label – has become more intense QV -]ZWXM IVL \PM =; QV \PM ÅZ[\ XIZ\ WN 2013. In one recent webinar participants debated whether it is better to say “Made with natural ingredients” or “100% natural”, and discussed what to do if regulators object to the use of the word “natural” or have I LMÅVQ\QWV \PI\ \PM KWUXIVa¼[ XZWL]K\[ cannot match. These are valuable discussions, but surprising as it may seem, the question of whether and how to use the word natural is one that can easily be addressed. In some countries, such as the US, there is a workable ZMO]TI\WZa LMÅVQ\QWV _PQKP MVIJTM[ JZIVL[ such as Nature Valley to use the natural label _Q\P KWVÅLMVKM *]\ M^MV QV R]ZQ[LQK\QWV[ QV which the use of the word “natural” is limited there are in practice few limits on marketing a product as natural, and that is because – in all countries – consumers are motivated more by personal beliefs than by regulatory LMÅVQ\QWV[ *]\ _PI\ Q[ ZMITTa QUXWZ\IV\ IJW]\ “naturalness” is not these points above. What matters is what consumers believe. ¹6I\]ZITVM[[º Q[ [QOVQÅML QV KWV[]UMZ[¼ minds by many things, of which the easiest to connect to are: 1. Fewer and simpler ingredients: Foods that are labelled as “free-from” IZ\QÅKQIT KWTW]Z[ XZM[MZ^I\Q^M[ WZ ILLQ\Q^M[ are, as far as consumers are concerned, sending the strongest signal of “naturalness”. It can also be used to encompass foods that are free-from other ingredients that your target consumers object to. Make your ingredients list as short as it can be while staying compatible with producing a good-tasting product. If you have a good story to tell about using few ingredients, tell it. Haagen-Dazs, for example, cleverly communicated in the US that some of its XZWL]K\[ KWV\IQVML WVTa Å^M QVOZMLQMV\[ – one of the brand’s most successful-ever marketing campaigns. Whenever you can, use descriptions of ingredients that people will easily recognise and understand, for example, “chicory extract” instead of “inulin”. 2. Use “naturally healthy” ingredients: Many, many food and beverage ingredients have a “health halo” in the minds of consumers – a perception that they have a natural and intrinsic health JMVMÅ\ []KP I[ OZMMV \MI ITUWVL[ JMZZQM[ oats, olive oil and others, largely thanks to the attention given to these ingredients by consumer journalists in magazines and websites. So if you can, use ingredients that have a health halo and they will help give your product a health halo. Coconut water (see case study on page 14) is a perfect example. Sales of coconut water have surged in Europe and the US since 2007 on the back of its strong “naturally healthy” and “nothing added” image. In fact all that coconut water companies do is to add some NZ]Q\ ÆI^W]ZQVO · ¹NZWU VI\]ZIT M`\ZIK\[º · \W most of their brands. Positive media attention has boosted its image, and now coconut water is being accepted as an ingredient in other products for its “health halo” – even conferring ¹VI\]ZITTa PMIT\Paº JMVMÅ\[ WV NZIXX]KKQVW a step that was unimaginable two years ago. US coconut water market leader Vita Coco – which has a 60% share of a fast- growing $390 million (¤296 million) market – is marketing Coco Café, coconut water combined with coffee. Vita Coco founder 5QKPIMT 3QZJIV [IQL ¹*a ILLQVO coconut water to this product, it tastes better than Frappucino but has just half the calories and half the sugar because it’s half coconut water, yet it has 120mg of caffeine” per serving. Natural: consumer belief JMI\[ ZMO]TI\WZa LMÅVQ\QWV Healthy snacking pioneer’s mainstream protein success Coconut water pioneer cementing expert position Innovation: customisable water enhancer
Transcript
N e w N u t r i t i o n
B U S I N E S Swww.new–nutrition.com August 2013 issn 1464-3308Volume 18 number 10
T H E J O U R N A L F O R H E A L T H Y E A T I N G , F U N C T I O N A L F O O D S & N U T R A C E U T I C A L S
Pages 17-20Pages 6-11 Pages 14-16
Continued on page 3
The marketing of products and ingredients
as “natural” has long been one of the biggest
trends in our business. It has become a
mainstream trend now, as the Case Study
on Nature Valley (see page 6), which may be
the world’s biggest snack brand, illustrates.
In many countries “natural” is becoming a
category standard and even ceasing to have
much value as a point of difference. This is
creating a whole new set of challenges.
Unfortunately the challenges around
“natural” on which many people are focusing
are, while important, not the most important
ones. For example, debate in the trade press
and at conferences about what “natural”
means – and whether you can use this word
on your label – has become more intense
QV�-]ZWXM�IVL�\PM�=;�QV�\PM�ÅZ[\�XIZ\�WN �2013. In one recent webinar participants
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Published 11 times a year byThe Centre for Food & Health Studies
ISSN 1464-3308 All rights reserved, photocopying of any part strictly prohibited.
New Nutrition Business uses every possible care in compiling, preparing and issuing the information herein given but can accept no liability whatsoever in connection with it.
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E D I T O R I A L
Continued from front page
Companies are also being encouraged to
worry about a perceived trend for consumers
to “avoid processed foods”, which in some
consumer research is what 60% say they
do (Shopping For Health 2012 Survey, Prevention Magazine, Rodale, Food Marketing Institute).
In fact, drawing conclusions from this
ZM[MIZKP�Q[�LMMXTa�ÆI_ML��[QVKM"
a) These consumers are the same ones
who buy and consume processed foods
every single day – from potato chips to
bread to juice drinks – and there is no
sign of sales declining.
b) Apart from raw fruits and vegetables,
almost everything we consume is
processed in some way.
As with a great deal of consumer research,
what the research asks and what the consumer
means are different things. To continue with
the example of coconut water, it has a very
positive natural image, yet to get it from the
coconut plantation to the consumer requires
\MKPVWTWOa��I[MX\QK�XIKSIOQVO��IVL�[QOVQÅKIV\�XZWKM[[QVO�[SQTT[���*]\�Q\[�IXXIZMV\�VI\]ZITVM[[�means consumers do not think of it as
“processed”.
What a percentage of consumers mean is
that they want their foods to seem simple and
uncomplicated, and this consumer concern
is addressed by the approach of using as few
ingredients as possible – labelled as simply as
possible.
The Chobani Greek yoghurt brand, which
gave birth to a $1.4 billion (¤1.06 billion)
market in the US, is one of the brands that
has excelled at this. Chobani’s success comes
from many factors—one of them being its
natural message. “Some foods are processed
so much. Lost nutrients must be added back
in. We just use the nutrients nature provides,”
says advertising for Chobani, which carries
the tagline “Nothing but good” on its
products.
Yet to make traditional Greek yoghurt
ZMY]QZM[�[QOVQÅKIV\Ta�UWZM�XZWKM[[QVO�\PIV�many other dairy products and traditional
Greek yoghurt processing methods are
“unsustainable from both an ecological
and a commercial point of view” as dairy
group Arla Foods Ingredients has pointed
out. So too has much of the dairy industry
as well as farmers who are concerned about
environmental impacts.
“Acid whey” is a by-product of producing
Greek yoghurt and it is toxic to the natural
MV^QZWVUMV\��1\�Q[�WN\MV�L]UXML�WV�ÅMTL[��Not only that but traditional Greek yoghurt
production means that manufacturers can
essentially throw away around two-thirds of
the milk they start the process with.
And yet, these obvious problems have
done nothing at all to dent the growth of the
Greek yoghurt market, where brands continue
to position themselves against some foods
that are “processed so much”. Consumers, it
seems, are largely unbothered by these
concerns.
The story of Greek yoghurt illustrates, in
short, how “natural” and “unprocessed” are
\MZU[�LMÅVML�QV�\PM�UQVL�WN �\PM�KWV[]UMZ�and in whatever way they can reconcile with
their own beliefs and preferences.
*MIZ�\PI\�QV�UQVL�VM`\�\QUM�IV�IV`QW][�colleague says that consumers are “switching
to unprocessed foods” – as NNB recently
heard one executive claim.
Vita Coco’s Michael Kirban said “by adding 50% coconut water to this product, it tastes better than Frappuccino but has just half the calories and half the sugar because it’s half coconut water, yet it has 120mg of caffeine” per serving.
'PIZIV�QEVOIXMRK�SJ�E�WMQTPI�±REXYVEP²�QIWWEKI�¯�XLEX�XLMW�TVSHYGX�GSRXEMRW�SRP]�½ZI�MRKVIHMIRXW�¯�LIPTIH�make this product launch by Haagen-Dazs one of its most successful ever.
August 20134
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The glycaemic index (GI) of different foods
is increasingly understood to have far-
reaching health impacts, so much so that a
recent international conference of respected
nutrition experts announced a Consensus
Statement highlighting the latest science
and the need – as they see it – for this to be
ZMÆMK\ML�QV�VI\QWVIT�LQM\IZa�O]QLMTQVM[�IVL�on-pack information for consumers. In their
view, the risks of overloading consumers (and
food labels) with nutritional information, of
confusing them with different GI scores for
similar foods, or of misleading them with
an impression of broader ‘healthiness’ are
W]\_MQOPML�Ja�\PM�JMVMÅ\[�\W�\PW[M�[IUM�consumers, to brands and to retailers.
The summit was organised by two non-
XZWÅ\�WZOIVQ[I\QWV[��*W[\WV�JI[ML�7TL_Ia[�and the Nutrition Foundation of Italy.
)KKWZLQVO�\W�7TL_Ia[¼�LQZMK\WZ�WN �NWWL�IVL�nutrition strategies Cynthia Harriman, there
was an impressive level of agreement among
the senior nutrition scientists present when it
came to the health evidence around GI (and
glycaemic load – GL – which relates GI to
the actual amounts of carbohydrate eaten),
as well as the implications for public health
policy.
“Several of those I spoke to said they were
expecting more controversy,” says Harriman.
“They were surprised by how solid the
consensus was.”
7VM�WN �\PM�IKILMUQK�ZM[MIZKPMZ[�present and a veteran of GI science, Prof
2MVVQM�*ZIVL�5QTTMZ�WN �;aLVMa�=VQ^MZ[Q\a��Australia, summarises the current status
of research in this area: “[The evidence of
a link] is strongest for diabetes, followed
by cardiovascular disease (CVD), followed
by weight management. All have been the
subject of meta-analyses, and all of these
favoured the lower-GI or lower-GL diet
versus the control.”
The cornerstone of the Consensus
Committee’s statement was that reduction
of post-prandial glycaemia (PPG) is, overall,
I�JMVMÅKQIT�XPa[QWTWOQKIT�MNNMK\��1UXWZ\IV\Ta��
the statement not only recognised the
importance of managing GI, GL and PPG
in those already with diabetes, but also its
preventative role in those at risk of acquiring
type 2 diabetes or CVD.
Papers delivered at the summit in Stresa,
Italy included one from head of research at
\PM�)]O][\�8Q�Q�;]VaMZ�*QWUMLQKIT�:M[MIZKP�1V[\Q\]\M�QV�*IZKMTWVI��)V\WVQW�+MZQMTTW��focusing on the relationship between GI/
GL, blood pressure and CVD. Here, too, a
chain of negative impacts could be triggered
by higher PPG levels. “He made the point
that we now spend a lot of our life in a ‘post-
prandial’ state, and don’t really have the time
to recover,” Harriman reports.
Committee co-chair Walter Willett of the
Department of Nutrition at Harvard School
of Public Health explained that with diabetes,
GI was the strongest risk factor, while it was
/4�QV�\PM�KI[M�WN �+>,��7\PMZ�XQMKM[�WN �research that Harriman pinpointed as being
WN �[XMKQIT�QV\MZM[\�_MZM�\PM�ÅVLQVO[�\PI\�TW_�GI mattered much more to those who already
<PM�ÅVIT�KTI][M[�WN �\PM�+WV[MV[][�Statement underline the “need to
communicate information on GI/GL to the
general public and health professionals,”
and recommend their inclusion in dietary
O]QLMTQVM[�IVL�NWWL�KWUXW[Q\QWV�\IJTM[��7N �even more interest to food manufacturers
and retailers, it also suggests that ‘low-GI/
GL’ labels for “healthy foods” should be
considered.
Given the weight of compelling evidence in
multiple therapeutic areas, how easy would it
be to introduce these public health messages?
And if they were introduced, would they have
the intended effects?
When it comes to the consumer, this
appears to be as much about ‘education’ as
‘information’.
*]\�*ZIVL�5QTTMZ��_PW�_WZS[�QV�;aLVMa¼[�*WLMV�1V[\Q\]\M�WN �7JM[Q\a��6]\ZQ\QWV��-`MZKQ[M���-I\QVO�,Q[WZLMZ[�IVL�_I[�instrumental in setting up the ‘Low-GI’ label
in Australia in 2000, believes that consumers
have picked up on the concept – and will
continue to do so.
She estimates that around 40% of US
consumers have heard of ‘low-GI’. “Many
of the old low-carb consumers now target
sustained release complex carbohydrates,” she
says, adding that in markets such as the UK,
levels of recognition would probably be at a
similar level. “The ‘GI Diet’ was a big hit in
�����º�[PM�ZMKITT[��¹<PMZM�_MZM�_PWTM�[PMT^M[�devoted to low-GI eating.”
*ZIVL�5QTTMZ�KWV\QV]M["�¹=VLMZ[\IVLQVO�is clearly different, but our research here in
Australia suggests that consumers understand
the basic idea that GI has something to do
with sustained energy and carbohydrate
Glycaemic Index: essential
information for consumers? If anyone thought the concept of glycaemic index (GI) had had its day, they may have to think again. At a recent WYQQMX�SJ�MRXIVREXMSREP�RYXVMXMSR�I\TIVXW��XLI�PEXIWX�WGMIRGI�ETTIEVW�XS�FEGO�XLI�FIRI½XW�SJ�+-�¯�PIEHMRK�XS�GEPPW�for public health messaging around the concept, including low-GI labels for “healthy foods”. By Paul Gander.
August 2013 5
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*IZ�_I[�\PM�MQOP\P�JM[\�[MTTQVO�VM_�NWWL�and beverage product in the US in 2012,
according to the 2012 New Product
Pacesetters list compiled by SymphonyIRI,
with $96 million (¤73 million) in sales at
US supermarkets, drug stores and mass
Healthy snacking pioneer’s
mainstream protein success8LI�EWXSRMWLMRK�½VWX�]IEV�WYGGIWW�SJ�XLI�4VSXIMR�+VERSPE�FEV�PEYRGLIH�YRHIV�XLI�2EXYVI�:EPPI]�FVERH�WLS[W�how protein has gone mainstream in America. But this success is only a small part of the story of a brand that was focused on being “all natural” and healthy 30 years before the rest of the food industry. In a world in which ±REXYVEP²�MW�GIEWMRK�XS�FI�E�TSMRX�SJ�HMJJIVIRGI��2EXYVI�:EPPI]´W�WOMPPJYP�QEVOIXMRK�LEW�QEHI�MX�MRXS�TVSFEFP]�XLI�[SVPH´W�FMKKIWX�WREGO�FEV�FVERH�ERH�XLI�QSWX�WYGGIWWJYP�TVSHYGX�SJ�MXW�OMRH��&] dale Buss.
August 2013 7
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merchandisers.
“In the snacks category, in general, we
know that consumers are on the go and busy
and always looking for more healthy choices
·�IVL�XZW\MQV��[XMKQÅKITTa��Q[�IV�I\\ZQJ]\M�\PI\�WNNMZ[�PMIT\P�JMVMÅ\[�º�5QKPMTTM�8M\MZ[WV��associate marketing director for Nature Valley,
told New Nutrition Business. “So we knew we
could drive some growth through innovation
there…We knew there was an opportunity for
more approachable protein than that offered”
by, for instance, yoghurt or sports-nutrition
drinks.
TASTE IS KEY TO “APPROACHABLE” PROTEIN
*]\��8M\MZ[WV�[IQL��6I\]ZM�>ITTMa�]VLMZ[\WWL�that “the biggest driver [would be] taste.
AW]�KIV¼\�ÅVL�LMTQKQW][�\I[\QVO�XZW\MQV�QV�the granola aisle, but we knew that we could
bring that to the granola-bar aisle.”
Nature Valley loaded its 40g Protein
/ZIVWTI�*IZ�_Q\P���O�WN �XZW\MQV��XZQUIZQTa�soy protein isolate, blended with whey protein
concentrate. Interestingly, of the many Nature
Valley granola bars, only the Protein varieties
IZM�[QOVQÅKIV\Ta�QLMV\QÅML�Ja�\PMQZ�N]VK\QWVIT�JMVMÅ\��?PQTM�\PM�XIKSIOM[�WN �W\PMZ�6I\]ZM�Valley bars tout texture, such as “Crunchy,”
or certain ingredients, such as “Yogurt,” for
M`IUXTM��\PM�\PZMM�ÆI^W]Z[�WN �8ZW\MQV�*IZ[�boldly proclaim “Protein” on the front and
feature a circle with the 10g attribute right
below it.
Nature Valley Protein bars launched with
8MIV]\�*]\\MZ�,IZS�+PWKWTI\M��IVL�8MIV]\��)TUWVL���,IZS�+PWKWTI\M�^IZQM\QM[��J]\�already in the last few months General Mills
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S N A C K I N G C A S E S T U D Y
occasions. “It’s a product that consumers will
have for breakfast mostly, but it offers a more
on-the-go option for consumers to pair with
whatever they drink to start their morning,”
Peterson said.
The platform for Nature Valley’s successful
use of protein is the brand’s “natural”
heritage, which has been a consistent
NWK][��[]XXWZ\ML�Ja�I�[QOVQÅKIV\�UIZSM\QVO�investment over many years. Nature Valley’s
strong natural identity in the mind of the
mainstream consumer gives the brand a
credible platform from which to confer
“naturalness” on protein. There have been
protein bars on the market for many years,
but most have brand identities that are far
from “natural”. Nature Valley, however,
provides reassurance for people looking for
protein but not willing to compromise on
getting it in as natural a form as possible.
Nature Valley also shows how very
differently consumers can interpret the term
“natural”. While European consumers and
some food industry executives with a “purist”
XWQV\�WN �^QM_�UQOP\�ÅVL�\PM�QVOZMLQMV\�TQ[\�WN �some Nature Valley products does not meet
their expectations of “natural”, it is clearly
“natural enough” for millions of Americans,
as well as for millions of mainstream
consumers in tens of other countries.
CAMPAIGN DEEPENS RELATIONSHIP WITH CONSUMER
Part of Nature Valley’s success can be
explained by the way in which the brand
has succeeded in moving beyond being “just
another” natural snack bar brand to become
I�JZIVL�QLMV\QÅML�_Q\P�IK\Q^MTa�KIZQVO�NWZ�\PM�environment, with social responsibility and
with healthy physical activity in the outdoors.
*IKS�QV�������_Q\P�3MTTWOO�VQXXQVO�I\�Q\[�PMMT[��6I\]ZM�>ITTMa�PIL�\W�ÅVL�I�_Ia�\W�deepen its relationship with its consumers.
Executives realised that they needed to move
the brand beyond narrow “natural” product
JMVMÅ\[�·�I�ÅMTL�_PQKP�3MTTWOO�IVL�UIVa�other competitors could easily encroach upon
– and elevate the brand to an emotional level.
7VM�QUXWZ\IV\�I[XMK\�WN �\PM�VM_�positioning was the Where’s Yours?
campaign, an inspirational call-to-action to
get consumers out into their special place in
nature.
The campaign consisted of print, TV
and digital adverts (see examples in box on
page 9) as well as a partnership with National Geographic magazine in a “Where’s your
Nature Valley?” photo contest. The contest,
which offered a $60,000 trip giveaway,
invited consumers to submit a short video
on YouTube, explaining where their “Nature
Valley” was in life. It targeted nature
enthusiasts ages 18 to 34. Travel enthusiasts
were invited to submit a video describing
their own “Nature Valley” for a chance to win
one of three trips to exotic locations making
the campaign’s YouTube channel one of
the most subscribed-to sponsors in YouTube
history (in 2008).
The advertising resulted in a massive sales
lift and delivered more than 830 million
impressions for the Nature Valley brand.
Today Nature Valley uses sponsorships that
reinforce the brand’s connection with healthy,
active outdoors life, such as sponsoring the
US 2012 Alpine Championships. These
featured 10 days of recreational and elite ski
competitions. The events attracted more than
2,000 competitors from recreational racers
\W�7TaUXQK�KPIUXQWV[��_PQTM�6I\]ZM�>ITTMa�staff were on hand to talk about the brand
and distribute granola bar samples.
Advertising also consistently places the
brand in a context of healthy outdoor activity
(see box on page 11).
RISKY BRAND EXTENSIONS
7N �KW]Z[M��VW\�M^MZa\PQVO�\PM�JZIVL�PI[�LWVM�has been a success. Recent years have seen
management attempt a series of stretching
brand extensions. The key lesson from most
of these seems to be – as is usually the case
when big established brands with a strong
identity try to stretch themselves too far – that
brand extension is a risky strategy in which
failure is more usual than success.
Two examples are:
1. Nature Valley Snack nuts, which
represented a big departure from the core
bars business and also a foray into a crowded
segment. Unsurprisingly, consumers didn’t
take to them. Sales were just $20 million
����UQTTQWV��QV������IVL�PI^M�[QVKM�LMKTQVML�sharply. Today no reference to them is made
on the Nature Valley website.
2. Nature Valley cholesterol-lowering bars��QV\ZWL]KML�QV�������_MZM�JI[ML�WV�plant sterols (clinically proven to lower
cholesterol, products containing them have
been allowed to make cholesterol-lowering
health claims in both the US and Europe
S N A C K I N G C A S E S T U D Y
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“WHERE’S YOURS?” CAMPAIGN
adverts, TV adverts and digital adverts (see example next slide)
National Geographic magazines
National Geographic
NEW NUTRITION BUSINESS
Print advertisement 2008
NEW NUTRITION BUSINESS
Print advertisement 2008
NEW NUTRITION BUSINESS
In 2009 the campaign was integrated with a website that allowed people to nominate hiking trails they wanted to see preserved. 10 finalists were chosen to receive $5000 for improvements and repairs of their chosen trail
[QVKM�\PM�TI\M��!!�[���0W_M^MZ��M^MV�QV������Q\�had been established by previous brands that
cholesterol-lowering is a medicalised message
with niche appeal. Moreover the main
KWV[]UMZ[�WN �[]KP�XZWL]K\[�IZM�IOML�������·�not the core demographic for snack bars and
not a core demographic for the Nature Valley
brand. The bars were withdrawn after two
years on the market.
In a global snack market in which “natural
and healthy” is increasingly becoming an
everyday message that no longer provides
a point of difference, Nature Valley shows
how powerful it can be to lift a brand above
being “just another bar brand” by building a
broader mission and identity, incorporating
action on the environment and physical
activity.
August 201310
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IZ\QÅKQIT�ÆI^W]Z[��OT]\MV�IVL�XZM[MZ^I\Q^M[��They also contain no added sugars or lactose
and the calories were kept low using maltitol
and sucralose. A package of eight servings is
available online for $37.60 (¤29.07).
TASTE SETS JAMBO APART
Derin does feel like the product is unique in
the market. As a body builder himself, he said
he had tried plenty of protein shakes and
bars, but nothing compares in taste and it is
\PM�WVTa�QKM�KZMIU�_Q\P�\PM�[QOVQÅKIV\�XZW\MQV�KWV\MV\��¹AW]�KIV¼\�X]\����WZ����OZIU[�WN �protein in a product and make it taste good,”
he said. “It is a big business, but they are not
good tasting products.”
Hoping to attract attention among the
Å\VM[[�KWUU]VQ\a�_Q\P�Q\[�LMTQKQW][�\I[\QVO�product, the company started by aggressively
pursuing the hardcore body builders – people
who train professionally or work out at least
three times a week. They are educated about
different proteins and know that whey protein
is best for their body building goals, Derin
explained. Distribution started in New York
City-based health clubs, where the company
placed branded freezers. The ice cream is
IT[W�[WTL�WVTQVM�WV�\PM�2IUJW�_MJ[Q\M�IVL�on Amazon.com, with both sites offering
shipment within the continental US.
Reception to the product has been very
Jambo Protein Ice Cream
offers the best of both worldsAn ice cream entrepreneur making healthy, high protein ice cream set out to help body builders with a post workout treat. But now he is now targeting a more general audience, the ice cream-loving consumer, with a newly formulated, all natural version made with a blend of protein and coconut milk. By Karen raterman.
PROTEIN CASE STUDY
August 2013 13
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PROTEIN CASE STUDY PROTEIN CASE STUDY
positive, according to Derin. In fact, niche
groups have even recognized the potential
of the protein ice cream. Although people
with diabetes don’t necessarily need the extra
protein, Derin noted, they saw that the ice
cream had no added sugar. “So this product
is friendly for diabetes patients and even for
children who like treats but don’t need the
extra sugar.”
FORMULATING FOR A BROADER AUDIENCE
Health clubs and niche markets may be
only the beginning. US consumers purchase
approximately six billion gallons of ice cream
annually, and Derin believes he can get a
slice of that pie as well. The entrepreneur
realized his product offered appeal to a much
_QLMZ�UIZSM\��)[�I�ZM[]T\��2IUJW�8ZW\MQV�Q[�K]ZZMV\Ta�QV�\PM�ÅVIT�[\IOM[�WN �TI]VKPQVO�I�new line of protein ice cream targeted at a
broader audience—people who may work out
more casually, but also want to be slim and
healthy. The formulation will be made from
pea protein rather than whey and offer less
protein (20 grams) per serve than the original.
“We liked the pea protein because it has good
IJ[WZX\QWV��\M`\]ZM�IVL�ÆI^W]Z��IVL�Q\�LWM[V¼\�need to be the best protein for body building,”
Derin said.
The new formula will also have all natural
ingredients, using stevia as a sweetener and
coconut milk instead of the organic soy
UQTS��)Z\QÅKQIT�[_MM\MVMZ[�IVL�[Wa��JMKI][M�WN �KWVKMZV�IJW]\�/57[�IVL�ITTMZOMV[��IZM�hot buttons for all consumers these days, and
Derin wanted the new products to address
\PI\��*]\�\PM�VM_�QVOZMLQMV\[�_WZSML�[W�_MTT��he decided to make these changes to both
lines.
“My goal is to make this product healthy
and 100% natural,” Derin said. “So we are
always looking at these new things, and I will
always make changes if necessary.”
CAPITALIZING ON PROTEIN AWARENESS
The new line also will have a more universal
logo and packaging and be geared to men and
especially women, as the primary shoppers.
The new products will be targeted to health
food stores around the country, but Derin
hopes they will appeal to everyone and
eventually make it to the frozen food aisle in
mainstream grocery stores.
The timing for a protein ice cream is
certainly good. Consumer awareness of and
desire for vegetable-based protein is reaching
record rates. Derin is capitalizing on this
growing trend and offers a full section on the
2IUJW�_MJ[Q\M�\W�ML]KI\M�K][\WUMZ[�IJW]\�proteins, including how different proteins
work, sources of protein, terminology, how
much an individual might need and why an
athlete needs more.
Communication and education about the
protein ice cream is now an important next
step as the company seeks retail distribution.
;W�NIZ�2IUJW�8ZWL]K\QWV[�44+�PI[�ZMTQML�on consumer buzz and social media to get
the word out. Though the company has had
plenty of interest from national media to do
infomercials, Derin said the cost has been
prohibitive and he worries about driving
too much demand before the company
can handle supply. “Right now we are fully
present on Facebook, Twitter and Google
Plus, and we have a team that is doing a great
job building our online presence. We are the
number one listing to come up for protein
ice cream, and this is not because of pay per
click,” he said. “I wish I could do more but it
takes time.”
And Derin has plenty of patience. He
JMTQM^M[�2IUJW¼[�LMTQKQW][��PMIT\Pa�QKM�KZMIU�Q[�something people can enjoy both emotionally
and literally, which he said will drive re-
purchase. His vision is to eventually build a
global brand, but he plans to expand with
care. “My dream would be to eventually have
an international company. It is a wonderful
idea and I am proud to make something that
is healthy that people can enjoy.”
That said, he noted the premium-priced
product has the most obvious appeal in
developed countries where the climate is
reasonably warm and the population is
already thinking about natural products,
staying in shape and paying attention to their
PMIT\P���¹1�_IV\�\W�M`XIVL�ÅZ[\�\W�KW]V\ZQM[�that are already calling us for information,
where we have some momentum and with
an atmosphere that is similar to the US, like
Canada, England and Australia.”
When asked if he would take the product
to his native Russia, he said it was possible,
but would be well down the road. “Russia is
a huge market, but I don’t think the people
there have the same health mentality yet. In
many areas of the country, people are still
looking to put bread on the table, not ice
cream.”
TABLE 1: INGREDIENTS AND NUTRITION FACTS FOR JAMBO PROTEIN ICE CREAM
August 201314
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BEVERAGE CASE STUDY
>Q\I�+WKW�+-7�5QKPIMT�3QZJIV�XZWKTIQUML�that he would like to see Coca-Cola and
PepsiCo take the coconut-water business
seriously in the interests of building up the
KI\MOWZa��*]\�]V\QT�\PMa�LW��\PM�6M_�AWZS�based startup keeps building on its dominant
position in the segment with a 60% US
UIZSM\�[PIZM�IVL�XZWRMK\ML������UQTTQWV�(¤191 million) in revenues this year.
And Vita Coco co-founder Kirban isn’t
content just to keep increasing sales for his
Vita Coco franchise and in the expanding
coconut-water category. He is broadening the
footprint of coconut water by launching a new
product line just for kids and also combining
coconut water with coffee in a bold bid aimed
at Starbucks’ ready-to-serve Frappucino line.
“The brand and category are still growing
at almost triple-digit percentages year over
year, and that’s still without huge national
consumer awareness of the category or our
brand,” Kirban told New Nutrition Business. “New York City is the most mature market,
and category awareness there is only 40%.
In the middle of the country, many places it’s
only 6, 8 or 10%.”
Yet Kirban said that coconut water already
has surpassed the grape-juice category in
US sales and is closing in on cranberry juice.
Another way of characterizing Vita Coco’s
growth, he said, is that Vita Coco is the 17th-
best-selling beverage brand in the country
excluding carbonated soft drinks and juices.
¹)\�\PM�\WX�WN �\PI\�TQ[\�Q[�/I\WZILM��:ML�*]TT�and Monster,” he explained. “There are only
one or two independently owned companies
on that [list of 17] and we’re the fastest-
growing by far.”
3QZJIV¼[������UQTTQWV�XZWRMK\QWV�WN �>Q\I�Coco sales for 2013 would comprise about a
two-thirds increase from 2012 sales of about
�����UQTTQWV��Â����UQTTQWV���)VL�PM�[IQL�\PI\�Vita Coco’s actual share of the category in
the US is closer to 70% including its high
penetration of Costco warehouse clubs and
other outlets.
Now, Kirban has high hopes for Vita Coco
Kids because, he said, “The kids’ beverage
aisle has seen no innovation in years …
There’s nothing really out there that’s good for
kids, tastes good and is cool.”
He also believes that Coco Café, which
Vita Coco acquired nearly two years ago,
offers huge potential with its “coconut-water
enhanced coffee” drinks. “It’s another area
where we’re making a twist on something
that I believe needs innovation,” Kirban said
about chilled coffee-based drinks. “It’s a big
category.”
7^MZITT��3QZJIV�\WTL�0]NÅVO\WV�8W[\�recently, “We want to own coconut water like
Tropicana owns orange juice or Gatorade
owns sports drinks.”
Several years ago, Kirban and some other
entrepreneurs discovered coconut water
essentially at the same time and launched
companies based on attracting American
consumers with the refreshing better-for-
you juice of young coconuts. Within a few
years, while Vita Coco drew interest by
potential acquirers, Kirban kept his company
independent, while Coca-Cola invested in
BQKW�IVL�8MX[Q+W�JW\P�QV^M[\ML�QV�\PM�7�6�-��brand and launched coconut-water SKUs
\PZW]OP�Q\[�6ISML�2]QKM�JZIVL�And as the two giants remained relatively
passive about the coconut-water category
over the past few years, Vita Coco began
emerging as the giant after Kirban signed on a
handful of celebrity endorsers, beginning with
5ILWVVI�QV����!��7\PMZ�J]bb�OMVMZI\QVO�endorsers of Vita Coco have included the
LQ[\ZQJ]\QWV�NWK][�WN �>Q\I�+WKW��PM�[IQL��*MQVO�able to use images of the athletes “helps us
engage regional and store managers who will
help us build bigger and more interesting
displays and help us to make our product
more visible in the store.”
Sports stars also will conduct “meet-and-
greets” with Vita Coco retailers, including
Rick Pitino, the famous coach of the college-
basketball men’s team from the University of
Louisville. “That’s something different that
Coke and Pepsi wouldn’t do at that small a
level,” Kirban said.
Coconut water is a “category that has had
to be built on the streets, one consumer and
one retailer at a time, especially in the early
days because people didn’t understand what it
was,” Kirban said.
7VM�ZMI[WV�Q[�\PI\��_Q\P�KWV[]UMZ�
awareness of the category still comprising
only a minority of Americans even in high-
penetration markets such as East Coast cities,
taste remains another hefty obstacle for
coconut water because unaware consumers
can be reluctant to try the product without
knowing anything about the taste and texture
they’ll encounter.
That’s why Vita Coco has continued to
emphasize sampling as a way to spread word-
of-mouth about the product. Kirban spends
“multiple millions” of dollars a year just on
sampling programmes, he said. “It’s worked
for eight or nine years to engage consumers
one-on-one,” he said, not only in retail stores
but in a variety of venues, especially athletic
events where Vita Coco can be a timely
offering at what Kirban calls the “point of
sweat”.
And Vita Coco trains a force that regularly
Vita Coco’s purchase of Coco Café broadens the footprint of coconut water by combining it with coffee in a bold bid aimed at Starbucks’ ready-to-serve Frappucino line. Vita Coco’s Michael Kirban said “by adding 50% coconut water to this product, it tastes better than Frappucino but has just half the calories and half the sugar because it’s half coconut water, yet it has 120mg of caffeine” per serving.
WHAT IS COCONUT WATER?
August 201316
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BEVERAGE CASE STUDY
numbers about 300 people who work for an
outside agency but are dedicated full-time
to sampling Vita Coco. “They’re part of the
family,” he said.
Vita Coco has a complex relationship with
Coca-Cola and PepsiCo, as the two giants so
far have chosen not to pursue the coconut-
water category as aggressively as they have
other better-for-you beverage segments, such
as enhanced waters, where Coke notably
XT]VSML�LW_V������JQTTQWV������JQTTQWV��\W�acquire Glaceau and its Vitaminwater brand
a few years ago.
He argued that those companies are too
far behind Vita Coco ever to take over the
coconut-water category and that, even if they
UILM�I�JQOOMZ�MNNWZ\�\W�[MTT�BQKW�IVL�7�6�-���the two gargantuan corporations still might
have trouble doing so.
Coca-Cola did conduct a notable
advertising campaign for Zico earlier this
year in New York and, in moving distribution
of its coconut-water brand onto the same
trucks from which the company dispenses
its carbonated soft drinks, Coke has
“dramatically” boosted the retail availability
of the brand, Kirban said.
*]\�BQKW¼[�¹[PIZM�PI[�KWV\QV]ML�\W�LMKTQVM�and growth isn’t really there” for the brand,
Kirban said. “At least they’re making more
of an effort on distribution.” And meanwhile,
PepsiCo has “fallen off the radar” in terms of
UIZSM\QVO�[]XXWZ\�JMPQVL�7�6�-���PM�ITTMOML�
In any event, “Coke and Pepsi can’t build
JZIVLº�QV�\PM�KI\MOWZa��PM�\WTL�0]NÅVO\WV�Post. “They missed out big on energy and
they’re missing out big on coconut water.” He
said that if Coke and Pepsi “stepped up and
took a 10% share” of the segment from us,
“Fine – we’d settle for a 60% share or even
�� �“If it would help us to build the category”
for Vita Coco’s giant rivals to become more
engaged in the coconut-water segment, “I’d
be thrilled,” said Kirban. “It would really
help us as we developed. It’s a lot of work and
money and focus to build the category on our
own.”
With Coco Café, Vita Coco now plans a
strong effort to penetrate a category it didn’t
create. Kirban’s company acquired the brand
and spent several months “tweaking the
formula and tweaking the packaging,” he
[IQL��7VM�ÅVM�TQVM�MUXPI[Q[�PI[�JMMV�\W�UISM�sure Coco Café isn’t perceived as “coffee-
ÆI^W]ZML�KWKWV]\�_I\MZ#�Q\¼[�KWKWV]\�_I\MZ�enhanced coffee going up against Starbucks
Frappucino.”
In any event, Kirban said, “by adding
�� �KWKWV]\�_I\MZ�\W�\PQ[�XZWL]K\��Q\�\I[\M[�better than Frappucino but has just half the
calories and half the sugar because it’s half
coconut water, yet it has 120mg of caffeine”
per serving.
3QZJIV�M`XZM[[ML�KWVÅLMVKM�\PI\�\PM�brand now owned by Vita Coco “can really
play” in that segment and capably would
expand the “areas of the store where we
play”, along with Vita Coco Kids.
3QZJIV�IT[W�\WTL�0]NÅVO\WV�8W[\�\PI\�PM¼L�like to expand Vita Coco beyond even the
beverage aisle while remaining focused on the
coconut.
“It’s not just coconut water, there’s a lot
more,” said Kirban. “We have built the right
to own the coconut.”
Vita Coco has encountered some problems
on its rise. In 2011, the company was slapped
with a class-action lawsuit, accusing the brand
of misrepresenting the nutritional content and
PMIT\P�JMVMÅ\[�WN �Q\[�LZQVS[�Ja�\W]\QVO�\PMU�as “super-hydrating”, “nutrient-packed” and
more. The two sides eventually reached a
settlement and Vita Coco agreed to provide
]X�\W����UQTTQWV���� �UQTTQWV��QV�KI[P�ZMN]VL[�and product vouchers, to regularly test the
nutritional contents of its drinks and to donate
$3 million (¤2.3 million) to charity.
Kirban said he isn’t actively seeking to sell
Vita Coco even though investors continue to
approach him about selling the company. He
has considered an initial public offering as
well.
¹1V�\PM�N]\]ZM�º�3QZJIV�\WTL�\PM�0]NÅVO\WV�8W[\��¹_M�PI^M�\W�ÅO]ZM�W]\�_PM\PMZ�_M�_IV\�\W�Z]V�\PQ[�WV�W]Z�W_V�TQSM�:ML�*]TT��_PM\PMZ�_M�_IV\�\W�187�TQSM�5WV[\MZ�WZ�_PM\PMZ�_M�want to exit or have a strategic partnership
with a multinational.”
CELEBRITY ENDORSEMENTS “SHORT CUT” TO BRAND AWARENESS
INNOVATION CASE STUDY
August 2013 17
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BEVERAGE CASE STUDY INNOVATION CASE STUDY
Newly separated from its more dynamic
corporate sibling Mondelez International,
Kraft Foods has been trying to revitalize many
of its venerable US-based brands in order to
R]UX�[\IZ\�OZW_\P��*]\�3ZIN\¼[�JM[\�XMZNWZUMZ�entering the company’s new era has turned
_Q\P�5Q7�Y]QKSTa�JZMISQVO�\PZW]OP�\PM������UQTTQWV�I�aMIZ�TM^MT������UQTTQWV���attracting the key Millennial consumer, and
validating the company’s bold new approach
to innovation all in one stroke.
“We went through the whole pipeline
at Kraft and we said, ‘Let’s pick the best
we have, and let’s get serious, let’s focus,
let’s invest and let’s launch those the right
_Ia�¼º�*IZZa�+ITXQVW��^QKM�XZM[QLMV\�NWZ�breakthrough innovation at Kraft Foods
Group, told a conference of CPG-industry
analysts recently. If Kraft had followed its old
IXXZWIKP�\W�QVVW^I\QWV��PM�[IQL��5Q7�_W]TL�only have been introduced as “a nice item
called Crystal Light Concentrate,” just an
extension of its long-standing Crystal Light
powder-mix-in franchise, instead of as a
new brand platform that has become one of
Kraft’s most robust.
)[�Q\�_I[��5Q7�¹TML�\PM�QV\ZWL]K\QWV�IVL�creation of this new category of liquid water
enhancers, giving consumers an entirely new,
XWZ\IJTM�_Ia�\W�ÆI^W]Z�\PMQZ�_I\MZ�º�+ITXQVW�told New Nutrition Business.
1V�NIK\��5Q7¼[�J][QVM[[�UWLMT�ITZMILa�PI[�attracted not only private-label imitators but
IT[W�[QOVQÅKIV\�I\\MV\QWV�NZWU�JM^MZIOM�OQIV\[�who believe that such liquid water enhancers,
and the customizable consumption experience
\PMa�XZW^QLM��KW]TL�[\MIT�[QOVQÅKIV\Ta�NZWU�their traditional carbonated-soft-drink
business.
¹<PM�XZWL]K\[�IZM�^MZa�OWWL"�<PM�ÆI^W]Z�sensations will challenge many drinks; it has
good packaging; it’s super-convenient,” said
<WU�8QZSW��XZM[QLMV\�WN �*M^UIZS�+WV[]T\QVO��a Santa Ynez, Calif.-based global beverage-
QVL][\Za�KWV[]T\QVO�ÅZU��¹1\¼[�OW\�ITT�\PM[M�really, fundamentally strong things going for
it.”
In fact, Pirko said, beverage titans
including Coca-Cola and PepsiCo are “wary
that there could be some serious diversion of
attention by consumers to water enhancers,
where they could maybe even buy sparkling
water and add [enhancers] at home. Such
5Q7�QV[XQZML�XZWL]K\[�KW]TL�¹\I[\M�OWWL�IVL�be economical and convenient.”
5Q7¼[�Y]QKS�[]KKM[[�[XZIVO�NZWU�\_W�fundamental truths that confronted Kraft
Foods three years ago.
<PM�ÅZ[\�ZMITQ\a�_I[�\PI\�[PIZMPWTLMZ�XZM[[]ZM�_I[�UW]V\QVO�WV�\PM�UI[[Q^M�ÅZU�\W�split itself in two in order to maximize gains
from its brands both domestically and abroad.
Kraft had become an agglomeration of
brands that were consistently sub-optimizing
results compared with their potential and
among which growth-sparking synergies
largely had disappeared.
So corporate strategists began conceding
the obvious and, by last year, split the
company into two entities for which they
believed the sum of the future parts would be
greater than the existing whole:
�� Mondelez International came to life
as an umbrella for faster-growing snack
JZIVL[��[]KP�I[�7ZMW��6IJQ[KW��<ZQLMV\�and Cadbury, and with a non-US focus,
especially on emerging markets
New brand platform sparks
success for customisable
water enhancerA bold new approach to innovation that avoided the usual “safe” path of brand extension has rewarded Kraft *SSHW�[MXL�E������QMPPMSR�E�]IEV� WYGGIWW� ERH�E�FYWMRIWW�QSHIP� XLEX�LEW� EXXVEGXIH� WMKRM½GERX�EXXIRXMSR� JVSQ�beverage giants. By dale Buss.
August 201318
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�� 3ZIN\�.WWL[�ZM\IQVML�TIZOMTa�[TW_MZ�growing and US-focused grocery
5Q7¼[�IL[�IXXMIT�LQZMK\Ta�\W�5QTTMVVQIT[¼�sense of personalization and customization.
1V�WVM�<>�IL��IV�WNÅKM�_WZSMZ�Q[�[Y]QZ\QVO�[WUM�*MZZa�8WUMOZIVI\M�5Q7�QV\W�PQ[�_I\MZ�as the guy in the next cubicle looks skeptical
and imagines his co-worker as a bow-tied
LIVLa��*]\�QV�\PM�VM`\�\ISM��\PM�5Q7�QUJQJMZ�PI[�UWZXPML�QV\W�I�XIZI\ZWWXMZ�W]\Å\��\PMV�quickly into a Hugh Hefner-like character.
<PM�K]ZQW][�WNÅKM�VMQOPJW]Z�ÅVITTa�\ISM[�\PM�5Q7�IVL�PQ[�_I\MZ�IVL�[Ia[��¹1�[Y]QZ\�R][\�a little?” He becomes an afro-haired tennis
player with a headband. His counterpart says,
¹7Z�aW]�KIV�[Y]QZ\�I�TW\�º�7NÅKM�LMVQbMV�6W��2 meanwhile says, “Hmmm” as he drinks the
5Q7�QVN][ML�_I\MZ��¹1\�ZMITTa�KPIVOM[�aW]Z�water.” The original guy now has changed
into a black man in a cowboy hat and says,
“It changes everything.” Now transformed
into a short, old Asian woman wearing a shirt
and tie, guy No. 2 concludes, “You can say
that again.”
More recently, Kraft has tapped into
emerging media channels such as Vine – an
online platform based on the looping of a six-
second video – that have become popular as
Millennials look for the next cool thing.
1V�IVa�M^MV\��3ZIN\¼[�P]OM�JM\�WV�5Q7�paid off immediately. The product won
Walmart’s innovation of the year award in
2011 and a Gold Medal Edison innovation
I_IZL�QV�NWWL�QV�������4I[\�aMIZ��5Q7�_I[�the sixth-best-selling new food or beverage
brand in the US, according to SymphonyIRI,
with $128 million (¤98 million) in sales
through outlets with sales measured by the
Chicago-based market-research concern (and,
ZMXWZ\MLTa��UWZM�\PIV������UQTTQWV�����million in 2012 sales overall).
1UXWZ\IV\Ta��5Q7¼[�[]KKM[[�KWV\QV]ML�into its second year in large part because the
overhaul of Kraft’s strategy involved stressing
the importance of backing new products that
demonstrated potential throughout year two
I[�_MTT�I[�\PM�ÅZ[\�aMIZ�“In my experience in innovation for close
to 20 years,” Calpino told the analysts, “one
thing I have seen is that every single study
of innovation has said that year two is just
as important and often more important
than year one, and that most innovators and
companies pull way back in year two after the
launch year. And the truth is that 80% of new
products are smaller in year two than they are
in year one. So we made year two a focus.”
)[�I�ZM[]T\��5Q7�[ITM[�IK\]ITTa�OZM_�Ja�about two-thirds in year two, Calpino said.
¹5Q7�NWZ�][�[PW_[�M^MZa�[QVOTM�MUXTWaMM�I\�Kraft that we mean what we say.”
Last year, for example, was when Kraft
_MV\�JMaWVL�Q\[�UIVa�[QUXTM�ÆI^W]Z�WX\QWV[�NWZ�5Q7�IVL�QV\ZWL]KML�\PM�ÅZ[\�N]VK\QWVIT�V]\ZQ\QWV�_ZQVSTM��1V�2IV]IZa�������3ZIN\�TI]VKPML�5Q7�-VMZOa��_PQKP�QVKT]LM[�60mg of caffeine per squeeze (about a half-
teaspoon) per 8oz serving of water.
And early this year, Kraft stepped further
QV\W�\PM�¹V]\ZQ\QWVº�ZMITU�_Q\P�5Q7�.Q\��_PQKP�XZW^QLM[�MTMK\ZWTa\M[�IVL�*�^Q\IUQV[�QV�ILLQ\QWV�\W�VW�KITWZQM�ÆI^W]Z[��<PM�KWUXIVa�_I[�[W�KWVÅLMV\�QV�5Q7�I\�\PI\�XWQV\�\PI\�Q\�launched MioFit in a 30-second ad during the
;]XMZ�*W_T�\MTMKI[\�QV�.MJZ]IZa�Pirko believes that the addition of
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E N T R E P R E N E U R C A S E S T U D Y
Tofutti is a household name even among
many mainstream Americans who would
VM^MZ�\W]KP�\PM�[\]NN��*]\�W^MZ�\PZMM�LMKILM[��it hasn’t been easy building the tofu-based
frozen confection into one of the most
venerable brands in the better-for-you food
market.
And after recent ups and downs, now
82-year-old founder David Mintz is gearing
up for one more attempt to elevate Tofutti
XI[\�\PM�����UQTTQWV�����UQTTQWV��UIZS�QV�annual sales and onto a surer long-term
foundation. Tofutti is further diversifying an
already-varied lineup of soy-based products
by offering a new “dairy-free” pizza cheese.
“Almost every single ice cream company
Q[�P]Z\QVO�JMKI][M�WN �\PM�ÅVIVKQIT�KTQUI\M�º�Mintz told New Nutrition Business��¹*]\�XQbbI�Q[�going through the roof. So we’re expanding
into a pizza line, and 9.2 million people in
America can’t have dairy. And we’re taking
advantage of that.”
A New York restaurateur, Mintz founded
Tofutti in 1981 after response by patrons to
his tofu-based creations encouraged him to
believe he could establish a going concern
by supplying them to the many foodies in
Gotham.
“I saw enormous opportunity in the
health-food market,” Mintz recalled,
“especially after [New York Post famed
columnist] Sylvia Porter wrote a little article
about our tofu. She said she usually couldn’t
stand it, but then she made me the prince of
tofu. Pretty soon people were calling me from
California saying that they wanted some of
the stuff.”
Mintz wouldn’t reveal the secret to making
tasty soy-based products but he said he faced
a clear challenge when he decided to make a
business out of tofu more than 30 years ago.
“I even had a sign up in my restaurant
explaining what tofu is,” he recalled. “Some
XMWXTM�_W]TL�[Ia��»<PI\¼[�\PM�[\]NN �\PI\�ÆWI\[�in soup’. It didn’t have a good reputation.
The only people who liked it were Asians.
And then some people realized how healthy
tofu must be because Asians lived on it; it was
like their meat and potatoes.
“And so then we experimented to make
sure ours tasted good in whatever we put it
in. Some tofu you bite into and it tastes like
I�XQTTW_��7]Z[�_M�ÅO]ZML�W]\�PW_�aW]�KW]TL�make everything out of it, from bread to
pastries to ice cream.”
*MKI][M�¹<WN]\\Qº�NZWbMV�\WN]�_I[�PQ[�
most promising product for mass production,
Mintz bought an old cheese plant in upstate
New York and perfected the product for local
distribution. Then he continually got feelers
from distributors that wanted to take Tofutti
regionally or even nationally.
Finally the owners of a then-independent
Haagen-Dazs brand persuaded Mintz to
allow them to distribute Tofutti alongside
their ice cream, which would make
XZWÅ\IJTM�][M�WN �M`\ZI�[XIKM�QV�\PMQZ�LMTQ^MZa�^MPQKTM[��*]\�[WWV��0IIOMV�,Ib[�M`MK]\Q^M[�became concerned that Tofutti sales were
cannibalizing sales of their premium ice-
cream brand, Mintz said, and the partnership
fell apart. The two brands tried something
similar again after Pillsbury acquired Haagen-
Dazs in 1983, but that also fell apart.
)V�MIZTa�187��QV��! ���OI^M�5QV\b�some expansion capital to chase his dream
of a national Tofutti franchise more
independently. Sales surged to $18 million
(¤14 million), and Tofutti began penetrating
international markets, where it’s now sold in
36 countries besides the United States.
Today, Tofutti is available in pre-packed
pints, three-gallon cans and soft serve mix.
Pre-packed pints currently come in seven
Innovation and perseverance key
to success for healthy brandsThe story of Tofutti shows how entrepreneurs who take a long-term view and are willing to keep innovating can carve out a unique and enduring place for a healthy brand and survive the challenges of private label and an ever-changing consumer market. By dale Buss.
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for-you fare, insisted on its own line of Tofutti-
like products, but Mintz wouldn’t budge.
“They wanted exactly our product but
to take the name ‘Tofutti’ off it and put
WV�»<ZILMZ�2WM¼[�¼º�PM�[IQL��¹*]\�\PI\�Q[�W]Z�biggest asset; I worked all my life for that.
3ZWOMZ�PI[�UWZM�\PIV�������[]XMZUIZSM\[��and they’re our customer, and they would end
up saying to us, ‘What are we – stepchildren?’
They would want the same thing. And instead
of ‘Tofutti,’ you’d call it ‘Kroger’s,’ and before
you know it our brand disappears.
“Eventually what happens is the Tofutti
name ceases to exist, and 30 years go down
the tube for nothing.”
:MJ]NÅVO�<ZILMZ�2WM¼[�KW[\�<WN]\\Q�I�����\W�$7-million-a-year retail account and, by 2012,
alone had whacked the company’s sales back
down to about $16 million (¤12 million) a
year.
This year, however, Tofutti has been
coming back with stronger organic growth
IVL�UWZM�KTQMV\[�\W�ZMXTIKM�<ZILMZ�2WM¼[��IVL�ÅZ[\�PITN �[ITM[�_MZM�� �PQOPMZ�\PIV�I�aMIZ�ago. And now, Mintz said, he’s excited to see
how the company’s pizza-cheese gambit will
work.
Tofutti has introduced “dairy-free”
mozzarella that it believes has the potential to
appeal to as many as 98 million Americans,
�!�UQTTQWV�WN �_PWU�IZM�TIK\W[M�QV\WTMZIV\������million of whom are vegans, and 22 million
of whom are what it calls “health-aware
individuals seeking dairy alternatives.” The
main opportunity for the company, Mintz
said, is to persuade retail and foodservice
pizza makers to offer new products based on
the stuff.
“Today pizza is setting new sales records”
in the US, Mintz said. “It’s reasonably priced
and you can feed a whole family. There’s
enormous potential for us.”
Mintz believes that the new pizza cheese
will help Tofutti quickly get back to the
$20-million-a-year level and beyond. He still
personally works hard every day guiding and
Z]VVQVO�\PM�KWUXIVa��KWVÅLMV\�\PI\�<WN]\\Q�– and he – have at least one more good run
in them.
“I’m 82,” he said, “but I eat a lot of
Tofutti.”
August 201324
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Country Company brand & product DescriptionpART 1: nORTH AmERICA – FOODS & bEvERAGES
All new product information is sourced exclusively from mintel’s GnpD (Global new products Database), which can be visited at www.gnpd.com. mintel can be contacted at 18-19 Long Lane, London EC1A 9pL, U.K.. Tel. +44-(0)20-7606-4533, Fax +44-(0)20-7600-3327
FUnCTIOnAL & HEALTHY-EATInG nEW pRODUCT LAUnCHESEach month we summarise new product launches from around the world.
N E W P R O D U C T S
BAKERY
Canada Canada Bread Company Dempster’s Bakery Garden Vegetable Bread
Contains added nutritional vegetables. Low-fat bread is baked inside and made with finely ground carrot and pumpkin. According to the manufacturer, every two slices contain half a serving of real vegetables and provides 47g or more of wholegrain per serving. Source of fibre, a source of 13 essential nutrients and retails in a 600g pack featuring The Heart and Stroke Foundation’s logo.
USA Berber Food Manufacturing Mi Rancho Ancient Grain Tortillas with Organic Flax and Quinoa
100% whole wheat tortillas baked with whole grain amaranth, brown rice and millet. Contain 100mg ALA omega 3 and 4g dietary fiber per serving.
BREAKFAST CEREALS
USA Target Simply Balanced Honey Almond Flax Granola
A blend of ancient grains, contains 31g or more whole grain per serving, good source of fiber.
USA Nature’s Path Foods Nature’s Path Organic Chia Plus Coconut Chia Granola
Whole-grain rolled oats with coconut and chia seeds. Provides protein, high in fiber, excellent source of ALA omega-3. Contains 30g of whole grains per serving.
USA General Mills Nature Valley Protein Oats ‘n Dark Chocolate Crunchy Granola
With wholegrain oats, free from artificial colors and flavors, contains 10g of protein and 23g of wholegrain per serving.
USA Kellogg Kellogg’s Apple Jacks Crunchy Sweetened Three-Grain Cereal with Apple & Cinnamon
Now available in a 1.5-oz. pack. Made with whole grain, is a good source of fibre, good for on-the-go.
CARBONATED SOFT DRINKS
USA Honest Tea Honest Fizz Lemon Limey Zero Calorie Soda
Naturally sweetened with Truvia and erythritol, a natural sugar alcohol that does not affect blood glucose or insulin levels. Contains natural flavors.
USA The Healthy Beverage Company Steaz Root Beer Sparkling Green Tea All natural, and contains B vitamins. Sweetened with Stevia, contains zero calories, 120mg antioxidants.
USA Phancy Products Phancy Authentic Soda Chanh Vietnamese sparkling limeade made with real lime juice. Inspired by a traditional Vietnamese drink, this gluten-free product is made with all natural flavors and ingredients. Ready-to-drink product is sweetened with cane sugar, contains no caffeine, HFCS, preservatives, artificial colors or flavors.
USA Boundary Waters Brands Joia Ginger, Apricot & Allspice All Natural Soda
A blend of 10% juice, natural flavors with nothing artificial. A combination of fruits, herbs, and spices, this drink contains 60 calories per bottle and is free from preservatives, HFCS, caffeine, gluten and sodium.
USA Reeds Reed’s Light Extra Ginger Brew An all natural Caribbean style ginger beer with exotic spices, honey, pineapple, and lemon and lime juices. Sweetened with stevia. Made with 26g of fresh ginger root, said to be an excellent digestive aid, motion sickness cure and general all around tonic root. Contains 25% fruit juice and no preservatives, caffeine or gluten.
USA Chuao Chocolatier Chuao Chocolatier Pop Corn Pop Flavored Milk Chocolate
Made with ethically sourced cacao and all natural ingredients. Gluten free product contains no hydrogenated fats, no preservatives, no artificial colors and no artificial sweeteners.
DAIRY
USA Blue Diamond Growers Blue Diamond Almonds Almond Breeze Almond and Coconut Milk Blend
Made from real almonds and real coconuts. Has 50% more calcium than milk with no cholesterol. With added vitamins and minerals and free of dairy, soy, lactose, cholesterol, peanuts, casein, gluten, eggs and MSG.
USA Wallaby Wallaby Organic Organic Blueberry Kefir
All natural ingredients including premium organic milk sourced from pasture-based family farms in Northern California. Free from gluten, contains 12 live and active kefir cultures and plenty of calcium. Said to be smooth, creamy, delicious and healthy for kids, teens, adults and seniors.
Canada Farm House The Farm House Natural Cheeses Cream on the Top Whole Artisan Milk
Gently pasteurized, non-homogenized product is sourced from Guernsey and Brown Swiss cows, ancient breeds whose milk has a higher percentage of beta carotene and A2 protein than modern domestic breeds.
USA Healthy Mom Maia Inspired Nutrition Pomegranate-Cherry Lowfat Yogurt
Greek style yogurt with probiotics and prebiotic fibre. Gluten free product is 100% natural and contains 10 x probiotics, 10g protein and 250mg of calcium.
DESSERTS & ICE CREAM
USA Full Tilt Ice Cream Full Tilt Ice Cream Thai Iced Tea Flavored Ice Cream
Hand made with all natural, local and fresh ingredients, egg free.
USA Materne Materne GoGo SqueeZ Apple & Grape Sauce On the Go
Made from 100% fruit and a splash of juice. All natural product is free from gluten, dairy, nuts and anything artificial.
FRUIT & VEGETABLES
USA Pacific Foods of Oregon Pacific Organic Refried Black Beans with Green Chiles
A traditional cookout favorite that is slow-cooked to develop the rich, natural flavors. Hgh in fiber, contains 6g of protein.
HOT BEVERAGES
USA The Republic of Tea The Republic Of Tea Hibiscus Superflower Tea Coconut Hibiscus Tea
Coconut variant, formulated with heart healthy Nigerian hibiscus blossoms. According to the manufacturer, it is known to fight cell-damaging free radicals with its powerful antioxidants and to help strengthen the immune system. Hibiscus is effective in maintaining healthy blood pressure and cholesterol levels. Further research suggests that it also has anti-inflammatory and anti-bacterial properties. Free of caffeine and gluten.
USA Rishi Tea Rishi Tea Organic Loose Leaf White Tea Silver Needle
Sourced in northern Fujian, China, and is said to promote energy. These elite teas are known as ‘Scholar’s Tea’ and are said to energize poets, statesmen and intellectuals with a reflective, calm state of focus.
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OTHER BEVERAGES
USA 4C Foods 4C Cap-It Wildberry Pomegranate Liquid Water Enhancers
Flavor filled sport caps to be used in place of 16.9-fl. oz. water bottle caps, used by twisting on until secure, removing the clear plastic over-cap, pressing down to release the liquid flavor, then shaking. Can be used with 20-fl. oz. bottled water for a milder flavor, or virtually all bottled water. Said to provide a flavor explosion, sugar free with zero calories.
USA Navitas Naturals Navitas Naturals Superfruit Blend Antioxidant Smoothie Mix
A simple blend of whole fruits rich in essential vitamins, minerals and antioxidants. Raw product contains 100% pure goji, pomegranate and acai powders. Said to increase energy and enhance health.
USA Designer Protein Designer Whey Sustained Energy Chocolate Velvet Premium Protein Powder with Soy
Proprietary Endurance Blend contains premium whey, soy and casein proteins to deliver sustained energy. Naturally flavored and sweetened, each serving contains only 100 calories, it provides 32% DV for protein and 2% for fiber to help control hunger. Excellent source of B vitamins to energize the metabolism, is high in antioxidants, vitamins A, C and E to help with immunity, and is rich in calcium and vitamin D to maintain and build strong bones.
Canada Gibiers Canabec Gibiers Canabec Rabbit Roast Made with omega-3 rich rabbits raised on a diet of flax seeds, rich in omega-3 polyunsaturated fatty acids, which contribute to the health of the brain, the eyes and the nervous system, especially in children younger than two years old. A source of vitamin B12, contains no gluten.
RTDs
USA Kmart Smart Sense Berry Diet Green Tea Contains no calories and is very low in sodium. Features flavonoid antioxidants naturally present in tea.
USA California Farms Califia Farms Pure Café Latte Iced Coffee with Almond Milk
Lightly sweetened and all natural. This 100% arabica coffee is fair trade and organic certified. Excellent source of calcium and is rich in vitamins B2, B12, D and E. Contains less sugar than other chilled coffee drinks and only 90 calories.
SIDE DISHES
USA American Italian Pasta Golden Grain Mission Ridged Jumbo Elbows
Enriched macaroni made with North American grown durum wheat. Low in GI.
SNACKS
USA Target Simply Balanced Organic White Tortilla Corn Chips
Gluten- and preservative-free and contain 18g or more wholegrain per serving.
Gluten free and is said to be puffed extra crunchy and packed with big, bold flavor.
USA Amazing Grass Amazing Grass Green Superfood Sweet & Savory Almond Whole Food Energy Bar
Said to satisfy hunger and deliver nutrients to the body. Unprocessed, no added sugar, gluten, soy or dairy.
Canada Zing Bars Zing Peanut Butter Chocolate Chip Bar
100% natural product contains 10g of protein and 4g of fibre. Gluten, soy and dairy free.
Canada Kaia Foods Alive & Radiant Organic Veggie Krunch Teriyaki Greens with Ginger, Coconut, Carrots and Tamari
Gluten-free product is made with raw, organic veggies, fruits and nuts, including collard greens, sesame seeds that are rich in bone-boosting calcium, zinc, chia seeds that are loaded with protein and heart-healthy omega-3, carrots that are rich in beta-carotene, carotenoids that protect eyes and cardiovascular health, kale, which is rich in phytonutrients, antioxidants and calcium, and coconut.
USA Aldi Millville Fiber Now Chocolate Mocha Chewy Bars
Cereal bars with oats, contain a guaranteed 12g of wholegrain per serving and a 36% DV of fiber. With prebiotic fiber that supports digestive health, good source of calcium.
USA Clif Bar & Company Clif Bar Sierra Trail Mix Peanuts, Chocolate & Raisins Flavor Energy Bars
Said to provide nutrition for sustained energy. Trans fat free, high protein product includes organic rolled oats and peanuts, and 23 vitamins and minerals.
USA Jenni’s Kitchen Greta’s Crab & Lobster Bites Fresh made in small batches and is said to be a sustainable and yummy bite that is ready in minutes.
USA CJ Foods CJ B!bigo Wellbeing Korean Food Fully Cooked Potstickers BBQ Flavored Chicken
Chicken and vegetables with a savory BBQ sauce in crispy whole grain wrapper. Contain 17g of whole grains and 4g of fibre per serving.
USA Journey Bar Journey Bar Sea Salt Nutrition Bar Gluten-free product made with quinoa, amaranth and other whole grains. All-natural savory bar does not contain GMO or soy, features lower sugar. Claimed to provide long-lasting energy.
USA Biosilo Foods Veggie Poppers Spinach & Cranberry Snack
All natural & is a good fiber & protein source. Free from trans fats, GMO, cholesterol, gluten, dairy & artificial ingredients. Also available: Lemon & Kale Snack.
USA That’s How We Roll Party ‘tizers Dippin’ Chips Ancient Grain Tortilla Chips
Made with quinoa, amaranth and black sesame. Free from gluten, trans fat, cholesterol, MSG and artificial flavors colors or preservatives.
USA Vital Pharmaceuticals VPX Life Lift Apple Cinnamon Delight Nutrition Bars
Gluten-free, all-natural product with all natural flavors delivers a 50/50 protein to fiber ratio to help restore the body back to vitality and fitness, and contains 185 calories per bar.
SPORTS & ENERGY DRINKS
USA Monster Energy Monster Rehab Tea & Pink Lemonade Energy Drink
Non carbonated and contains 10 calories per serving. Said to revive, rehydrate and refresh with a mix of tea, pink lemonade and electrolytes.
USA LXR Biotech Eternal Energy Tropical Punch Premium Energy Shot
Described as a healthy choice for lasting energy with 25 vitamins, amino acids & antioxidants. The ingredients are proven to provide balanced energy, increased focus & athletic endurance. Contains 0 calories, 0 sugar, 0 jitters & 0 crash.
SWEET SPREADS
USA Four Seasons Gourmet Foods Four Seasons Gourmet Foods Fresh Apple Cider Fruit Spread
Said to be a flavor blast from the past and comprises pressed Washington state organic apples for their golden aromatic cider, low amounts of pure cane sugar and citric pectin.
USA Justin’s Nut Butter Justin’s 80 Calorie Classic Peanut Butter
Now available in a new portion-controlled nut butter line with 80 calories squeeze packs. All natural product is gluten free, made using sustainably sourced palm fruit oil.
WATER
USA Dox Solutions Dox Cardio Water Pomegranate Grape Flavored Water
Naturally flavored, and contains 20 calories and 125mg trans-resveratrol per bottle. Does not contain alcohol or fruit juice, said to give a powerful boost of potent antioxidants to support heart health.
PROCESSED FISH, MEAT & EGG PRODUCTS
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N E W P R O D U C T S
Country Company Brand & Product DescriptionPART 2: REST OF THE WORLD – FOODS & BEVERAGES
BAKERY
Austria Mondelez BelVita Breakfast Biscuits with Honey & Hazelnuts
With five wholemeal cereals and contain chocolate pieces. Rich in cereals, contain fibres and vitamins and are enriched with vitamins B1, B2, B6, niacin, pantothenic acid and folic acid. Give energy for the whole morning.
Finland Vaasan Vaasan Round Rye Buttons Bite sized crisp buttons of dried wholegrain rye bread. Rich in fibre and free from additives.
Finland Weetabix Weetabix on the Go Fruit & Fibre Breakfast Biscuits
Made from wholegrain wheat and cereal. Contains six added vitamins and minerals, high in fibre, source of calcium.
Steam cooked to preserve taste. Contains 30% less fat compared to similar products, is rich in fibre and contains vitamins B1 and B3, which help process food into energy. Free from colourings, hydrogenated fats and added sweeteners.
Italy Bio Slym Bjorg Organic Spelt Biscuits with Chocolate Chips
Made with organic wholegrain spelt flour, which is low in fat and a good source of fiber, and organic chocolate, “perfect for a light, tasty and energetic breakfast”.
Italy Galbusera Dolciaria Galbusera Buoni Cosí Plum Cake Filled with Cranberries and Cherry Jam
Contains 26% fruit, rich in fibre, free from hydrogenated fat, contains 50% less fat and 85% less saturated fat, which helps maintain a normal cholesterol level.
South Africa Orgran Natural Foods Orgran Gluten Free Kids Itsy Bitsy Bears Biscuits with Choc Flavoured Bits
Oven baked tiny bear shaped biscuits made from all natural ingredients. Naturally rich in complex carbohydrates, contain psyllium for extra dietary fibre, calcium carbonate as a source of beneficial non dairy calcium. Free from gluten, wheat, dairy, egg, yeast, soy, nuts, animal fats, artificial colours, flavours and preservatives.
Spain Nutrition & Santé Gerblé Fig and Bran Biscuits Made of natural ingredients, free from preservatives, colourants and artificial flavouring. With wholegrain flour, is high in fiber, which helps with the digestive function, is a source of iron and is rich in magnesium, which helps reducing fatigue and the functioning of brain and nervous system, as well as containing 45% less sugar and 94% less salt than the average similar product on the market.
Wheat and oat biscuits with added vitamins B1, B2, B3, B6, B9, B12 and iron, are a source of fibre, rich in cereals and contains no artificial colours, flavours or preservatives. Packed in individually wrapped portions of two biscuits, great for busy mornings. Each couple of biscuits has a four Weight Watchers ProPoints value.
BREAKFAST CEREALS
Czech Republic Esatrade Isostar Apple and Cranberry Flavoured Energy Muesli
Diet muesli with added isomaltulose, adapted to the requirements of sportsmen. This clean product with an anti-doping guarantee and a checked and tested formula contains vitamin and mineral mix with vitamins C, B5, B6, B12 and PP, which contributes to reduction of fatigue and tiredness. Zinc, selenium and vitamins C and E contribute to protection of cells from oxidative stress. Rich in carbohydrates, said to be ideal for breakfast.
Japan Kellogg Kellogg’s Genmai Flake Matcha Green Tea
A new flavour extension to the brown rice-based cereal series. It offers brown rice flakes containing aromatic matcha green tea from Shizuoka prefecture. When eaten with milk, one can enjoy a mild matcha green tea milk flavour while consuming 50% of the daily required amount of 7 types of vitamins, iron, and calcium.
CHOCOLATE CONFECTIONERY
Australia Living Earth Loving Earth Organic Raw Coconut Mylk Chocolate
Certified organic and free from sugar and gluten. Features a low GI. Handmade with Fairtrade premium raw cocoa, contains 53% organic raw cacao, sweetened with organic evaporated coconut nectar.
Brazil Renk’s Industrial Nutri Prev Ciclo Milk Chocolate and Yogurt Coated Cereal Bonbons
Rich in vitamins B6 and E, calcium, magnesium, zinc and are a source of fibre. Can help combat PMS due to high content of triptophan, magnesium and vitamin B6 that transform into serotonin.
New Zealand Sugarless Sugarless Confectionery Chocolate Crunch Balls
Contains low carbohydrates and no added sugar, gluten or dairy. This carbohydrate modified confectionery is made with tooth friendly maltitol and does not promote tooth decay.
Portugal Alma & Valor Iswari Mint Raw Chocolate Made with 62% cocoa, is lactose-free and full of antioxidants from cocoa. Sugared with low GI coconut sugar.
DAIRY
Australia Vitasoy Australia Products Vitasoy Bone Essentials Oat Milk Claimed to actively lower cholesterol with beta-glucan, and to provide calcium and phosphorus for bone health, and vitamin D to assist in calcium absorption and utilisation in the body. Provides 37% of the daily calcium needs, has only 1% fat and contains no genetically modified ingredients, artificial flavours, colours or preservatives.
Finland Skyr Skyr Quark Dessert with Blueberry and Raspberry
Non-fat fermented milk product is described as a “protein bomb” with its 17g of protein. Gluten-free product is low in carbohydrates and does not contain added sugar.
Finland SOK Rainbow Protein Quark with Fruit Low in lactose.
Finland Valio Valio Olo Hyla Digestion Supporting Apricot Curd
Low lactose curd is rich in fibre and free from preservative. Enriched with vitamin D and contains calcium.
Finland Valio Valio Pro Feel Protein Cottage Cheese-Quark with Pineapple
Protein-rich, low in lactose.
France Lima Lima Choco Calcium Rice Drink Non-dairy drink from malted rice, a source of fibres. Contains added calcium from algae lithothamnium, said to provide 30% of the RDA of calcium per 200ml serving. No lactose.
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France Nestlé Nestlé Sweetened Condensed Semi-Skimmed Milk for Recuperation Break
This ready to drink on-the-go product contains: calcium, that contributes to normal muscle function; and phosphorus and vitamin B2, contributing to energy metabolism.
Contains added calcium and vitamin D, which help maintain healthy teeth and bones. Free from artificial colours and preservatives. Perfect for lunch boxes.
Japan Danone Danone Densia Drinking Yogurt Contains 1/2 the daily required amount of calcium and the RDA of vitamin D. Can be quickly consumed with one hand and is perfect for a busy morning or on the go.
Made from New Zealand milk with finely ground oats and no added preservative. This recombined UHT-processed long life milk is a source of fiber said to help sweep out the toxins inside the body, maintain good stomach as well as heart health.
Poland Kelmes Pienine Vilkyskiu Natural Yogurt with Apple and Oatmeals
Formulated with apple, which contains fibre and is known for antibacterial and anti-inflammatory properties, and oats, said to offer a soothing effect on the nervous system, keep the digestive system regular and provide heart benefits.
Russia Biokor Laktomir Bifidum 791 BAG Cultured Milk with Antioxidant
Probiotic dairy bioproduct that introduces a powerful natural antioxidant, Dihydroquercetin, isolated from Siberian larch. Said to improve functioning of capillaries, restores blood circulation throughout the body, normalizes metabolism at the cellular level, helps to slow down skin ageing.
South Korea Ildong Foodis Ildong Foodis Calcium Enriched Soy Milk with Black Bean, Black Sesame and Black Rice
Antioxidant-rich black food product contains 200mg of added calcium for bone health together with vitamin D3.
South Korea Seoul Milk Seoul Milk Shak King Sweet Potato Flavoured Milk
Contains twice the protein of the company’s standard milk and 1000mg of fiber to promote physical energy. Can become soft creamy sweet potato milkshake when it is shaken for ten seconds.
Spain Danone Danone Densia Forte Natural Drinking Yogurt
Features “CalciForte”, a complex that provides 60% of the RDI of calcium, vitamin D for the absorption of calcium, and essential minerals such as zinc and magnesium, which are essential minerals found in bones, all of which help to maintain bone density. Made with sugar and sweeteners.
Sweden ICA ICA Extra Natural Protein Yoghurt Made with milk from Swedish farms, 2.5% fat, and extra protein to help build muscles.
UK Asda Asda Chosen by You Breakfast Yogurt Drink with Mixed Berries & Cereals
A fruity low-fat yogurt drink said to be a kick start to the day. Contains strawberry, blackberry and raspberry purée and cereal. Free from artificial colours and flavours and is said to be high in vitamin C which helps increase iron absorption.
Made with organic fresh milk, is high in protein and low in fat.
France Decathlon Aptonia High Protein Chocolate Flavoured Cream Dessert
Contains 14g of proteins, is low in carbs, calories and fat. Sweetened with aspartame and contains the vitamins A, E, C, B1, B2, B3, B5, B6, B8 and B9. Helps maintain muscle mass.
JUICE DRINKS
Australia Berri Berry Super Juice Guard Fruit Smoothie
A specially blended juice with antioxidant vitamins A and C and naturally occurring fruit polyphenols that help fight free radicals and support the body against everyday stress. This grape, blackcurrant, blueberry, raspberry and banana juice makes looking after health and well-being easy and simple.
Belgium Moriba Moriba Saveurs d’Afrique Tamarind Drink with Fibres
Contains a minimum of 30% fruit, is 100% natural, free from artificial colours and preservatives. Comprises high-fibre tamarind fruit used for its digestive properties.
Czech Republic Maspex Relax Vega Vegetable & Fruit Juice Drink With black pepper, rosemary and sea salt. Fibre-rich product contains no added sugar or preservatives. One glass provides one fruit and vegetable serving.
Italy Hermann Pfanner Getränke Pfanner Naturalmente 100% Fruit and Vegetables Anti-Stress Juice
Free from sugars, preservatives, colouring and flavourings and it is rich in vitamins C and provitamin A, thanks to acerola and carrot juices. Said to support the nervous system, and to contain natural anti stress nutrients.
New Zealand Chia Chia Blackcurrant and Apple Drink A blend of high energy chia seeds with blackcurrant and apple juice. The 100% natural energy food contains over 2500mg of omega 3 and complete protein containing essential amino acids. High in minerals and fibre and rich in antioxidants, which naturally power the mind and body. No added sugar.
Spain AMC Grupo Alimentación, Fresco y Zumos
Via Nature Watermelon & Pineapple Pink Juice with Stevia
Combines watermelon and pineapple with a touch of rose water, sweetened with stevia. Contains 35% less calories than a sugar-sweetened drink, and is source of vitamins B3, B5, B6, B12 and C. This pink juice is free of colourants, preservatives and added sugars, and is said to contribute to energy metabolism, to help one maintain a healthy weight and to prevent obesity. Contains one serving of the RDA of fruit.
Spain AMC Grupo Alimentación, Fresco y Zumos
Via Nature Yellow Tropical Fruit Juice with Guarana
A blend of squeezed juices, tropical fruit purées, and a touch of jasmine flavouring for a unique taste. Enriched with guarana, which contains natural caffeine and helps increase alertness, and is a source of vitamin C, which helps with the immune system, aids iron absorption, and helps decrease fatigue. No artificial colors, preservatives, or added sugar, and provides one of the five recommended daily portions of fruit and vegetables per glass.
UK Chi Drinks Chi Coconut Water & Mango High in potassium and packed with electrolytes which helps to keep the body rehydrated, vibrant and healthy. 100% natural, fat free.
UK Savse Savse Broccoli, Pear, Spinach, Kale, Kiwi, Lemon & Banana Nutritious Raw Smoothie
Two of five a day portions of fruit and vegetables. A blend of crushed vegetable, fruit and pure juice, has been cold pressed which preserves all the nutrients that give body a deep cleanse.
MEALS & MEAL CENTERS
France Air Nutrition - Team Energie Team Energie! Mini Penne with Summer Vegetables and Farm Turkey
A full meal for athletic people with vitamins B1, B6 and C, essential for muscle work, and minerals, such as magnesium and calcium. Also contains recommended amounts of fats, proteins and carbohydrates.
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N E W P R O D U C T S
New Zealand Tasty Pot Tasty Pot Co Meal for One Vegetable Love Pot
Ratatouille style eggplant, bell peppers, barley and thyme. A 100% natural meal that is low in fat, high in fibre, and provides three of the daily recommended vegetable portions.
UK Marlow Foods Quorn Tikka Masala & Rice Meat free and made with mycoprotein, a nutritious, meat-free form of quality protein, naturally low in fat and high in protein and fibre.
UK Tinks Food Mrs Tinks Dinners Fish Pie High in protein, for normal growth and development of bone in children, and free from added salt or sugar, artificial flavourings or preservatives.
OTHER BEVERAGES
Mexico Grupo IdraPower Yummyang Blue Moon Hibiscus & Beetroot Fruit Drink Mix
A low calorie and very low sodium drink mix made with beetroot, plum, blueberry, grape and hibiscus, which are rich in vitamins A, C and E, magnesium, fiber, potassium, minerals, folic acid and antioxidants.
Spain Hijos de Salvador Costa Terra I Xufa Organic Tiger Nut Concentrate
100% vegetable, free from preservatives, gluten, and lactose. Source of vegetable fibre, important for digestive health, is cholesterol-free, and provides phosphorous, magnesium, and zinc. Also contains arginine, an essential amino acid that acts as a precursor to prolactin.
UK Lacka Foods Be Fast Strawberry Flavoured Breakfast Drink
Breakfast on the go. It contains protein, essential vitamins and minerals and is high in fibre.
UK Nutricia Nutricia Complan Juicy Berry Smoothie Fruit-based drink with milk protein and sunflower oil, fortified with 26 vitamins and minerals. Provides all the goodness of a balanced light meal. Free from artificial colours, sweeteners or preservatives, contains protein for growth and maintenance of muscle and B vitamins to help release energy.
SNACKS
Austria Bahlsen Kornland pro Sports Red Berry-Yogurt Cereal Bars
Can be consumed before, during or after training. It contains 55% carbohydrate, which provides energy; 20% protein, which contributes towards muscle gain and natural flavourants. This high protein product is free from added preservatives, hydrogenated fat and colourants.
France Decathlon Aptonia Raspberry Fruits Jellies Contain carbohydrates, vitamin B1 and wheat germ. Free from preservatives and colourants, helps the body convert energy normally.
Japan Asahi Food & Healthcare Asahi Balanceup Black Sesame with Soybean Flour Brown Rice Bran Bars
Crispy, made from brown rice and wheat bran mixed with black sesame and soybean flour. Fortified with calcium and iron. Also contains dietary fibre and ten vitamins that can lack in one’s daily diet. Provide only 137kcal per sachet, each containing three units.
Japan Nippon Suisan Kaisha Nissui EPA+ Matcha Latte Flavour Soybean Milk Cookie Bar
Contains EPA, DHA, for cardiovascular benefits, and whole wheat, along with a matcha green tea latte flavor.
South Korea Myeongseong Food Chungjungwon Sweet Potato Chew Snack
A healthy bite-sized snack. The 100% real sweet potato snack contains no artificial ingredients or additives including sugar and preservative, and has been steamed and dried for ten hours. According to the manufacturer, sweet potato is a low GI food, rich in dietary fibre, potassium and vitamins, and 5kg of sweet potato makes 1.5kg of snack.
UK Goodlife Foods Goodlife Sundried Tomato and Basil Koftas
Made with all natural ingredients, and contain tomato and chipotle chilli sauce. A source of fibre, and are free from artificial colours, flavours, preservatives, eggs and dairy. Contain 47 calories per unit, are low in saturated fats.
UK Humdinger Humdinger Edamame Soya Beans Baked and slightly salted soya beans are high in fibre and high in protein.
UK Marlow Foods Quorn BBQ Bites Source of protein, easy to prepare in next to no time, and made with mycoprotein, which is said to be low in fat and high in protein and fibre.
UK The Food Doctor The Food Doctor Chilli & Paprika Seed Blend
Has a smoky flavour and is said to be ideal to nibble and sprinkle. The high-fibre product is a source of protein, containing no added sugar and is naturally nutritious.
SOUP
France Lima Lima Exotic Coco Soup’ with Edamame Beans
Packed with diced vegetables, a touch of coconut milk and green soya bean bursting with high value protein.
SPORTS & ENERGY DRINKS
Norway Femme Natural Energy Femme Natural Boost Natural Energy Drink for Women
A 100% natural beverage formulated for women. Claimed to help increase performance ability, focus, and to provide a refreshing boost.
South Korea Monster Energy Java Monster Mean Bean Coffee + Energy Drink
Combination of Monster Energy, coffee and milk. It contains taurine and 179mg of caffeine to fight fatigue and increase concentration.
Spain Recuperat-ion Electrolitos Recuperat Ion Hydrasport Hypotonic Sports Drink
Patented formula for deep hydration, delivering the liquids and mineral salts that sport people need. Contains fructose and glucose for fast energy and vitamin B1, low in calories making it easy to digest.
Switzerland Deveurop Chamane Red Fruits Energy Drink Made with natural ingredients and enriched with vitamins. All-natural product is free from gluten, lactose and GMO.
SWEET SPREADS
Spain Membrillo El Quijote El Quijote Light Apple Spread Free from added sugars and gluten. Suitable for diabetics and people with coeliac disease, is high in fiber, and contains natural occurring sugars and sweeteners, inulin and prebiotics. It features a bifidus effect, is low in calories, and is made with 70% fruit.
WATER
Austria Ganic Natural Beverages Ganic Love Juice Wild Plum B8 Flavoured Vitamin Functional Water
A fruity beauty drink that contains a high performance vitamin mix, rare taiga root, beneficial aloe vera and all natural colours and flavours. All natural vitamin rich product is low in calories and free from preservatives.
South Korea Lotte Chilsung Beverage Lotte Daily-C Baby Face Vitamin Water Low-calorie product comprises anti-ageing hibiscus and acerola extracts, and is made with DSM Quali-C premium vitamins.
UK Britvic Soft Drinks Sobe V Water Pomegranate & Blueberry Flavoured Spring Water
Contains 0% sugar, sweetened with purified stevia leaf extract, which is free from calories. Also contains vitamin C that helps normal collagen formation; zinc and selenium that help maintain healthy hair and nails; and vitamins C and E which help protect cells against free radicals.
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All year long we monitor a mass of data from developments in science through to consumer research and supermarket sales figures.
We analyse this to work out what’s truly important, and what’s not. That’s why companies around the world use 10 Key Trends to formulate their strategy and innovation plans.
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These tools are powerful infographics that enable you and your colleagues to clearly see what’s happening with each trend and what direction it’s going in.
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