N EW N UTRITION BUSINESS www.new–nutrition.com OCTOBER 2015 ISSN 1464-3308 VOLUME 21 NUMBER 1 THE JOURNAL FOR HEALTHY EATING, FUNCTIONAL FOODS & NUTRACEUTICALS Pages 28-30 Pages 16-19 Pages 22-24 Continued on page 3 By Dale Buss Suja juice: a $100 million game changer? The organic, cold-pressed juice phenomenon that is Suja is a clear success. The four-year-old San Diego- based startup essentially founded the high-priced cold-pressed bottled-juice market in the US and grew into a $100-million (€89 million) company that already has attracted the purchase of a 16% equity stake by Coca-Cola. Suja was recognized earlier this year by Forbes magazine as the No. 2 “Most Promising Company” in America. And, appropriately for a highly-praised and very socially- conscious brand, it is looking for new growth horizons. “Our brand vision is to help people live a long, beautiful life,” Heather MacNeil, vice president of marketing for Suja, told New Nutrition Business. “Think about all the places we could go in helping consumers to do that – there are a ton of health-and-wellness spaces, and beyond.” But it could be that this super- premium niche has reached a natural ceiling. The juice- cleansing phenomenon that birthed the Suja brand appears to be losing momentum in the United States. Suja has plenty of competition now in the high-pressure-processed (HPP) juice business. Even Suja purchasers believe the product’s most important attribute is that it’s organic, rather than that it has been made via HPP. And the fact that Suja’s low-priced line has become by far its most popular just a year after introduction suggests that American consumers may be tired of paying $8 or $9 for a single serving of juice. “They may be overplaying their hand,” said Tom Pirko, president of Bevmark Consulting and an influential industry player. “There’s not nearly as big an audience for HPP juice as Suja might think. Health and wellness can be carried to the point where enough is enough.” While projections for Suja’s future vary widely, there is no question about what the brand already has accomplished. Several years ago, US startups such as BluePrint began promoting an internal “cleansing” routine for dietary and health regimens in which various juices played a major role. Raw juices were ideal, but BluePrint used an existing yet underdeveloped technology, HPP, to create juices that allegedly retained the nutrient and taste attributes of raw juices but managed to extend The brand is positioned on three key messages: 1) Organic 2) Non-GMO 3) Cold-Pressured Vegetable dancing to a new beat Chickpea snack keeps it simple Perking up probiotic delivery
Transcript
N E W N U T R I T I O N
B U S I N E S Swww.new–nutrition.com OCTOBER 2015 ISSN 1464-3308VOLUME 21 NUMBER 1
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 28-30Pages 16-19 Pages 22-24
Continued on page 3
By Dale Buss
Suja juice: a $100 million game changer?The organic, cold-pressed juice phenomenon that is Suja is a clear success. The four-year-old San Diego-based startup essentially founded the high-priced cold-pressed bottled-juice market in the US and grew into a $100-million (€89 million) company that already has attracted the purchase of a 16% equity stake by Coca-Cola. Suja was recognized earlier this year by Forbes magazine as the No. 2 “Most Promising Company” in America. And, appropriately for a highly-praised and very socially-conscious brand, it is looking for new growth horizons.
“Our brand vision is to help people live a long, beautiful life,” Heather MacNeil, vice president of marketing for Suja, told New Nutrition Business. “Think about all the places we could go in helping consumers to do that – there are a ton of health-and-wellness spaces, and beyond.”
But it could be that this super-premium niche has reached a natural ceiling. The juice-cleansing phenomenon that birthed the Suja brand appears
to be losing momentum in the United States. Suja has plenty of competition now in the high-pressure-processed (HPP) juice business. Even Suja purchasers believe the product’s most important attribute is that it’s organic, rather than that it has been made via HPP. And the fact that Suja’s low-priced line has become by far its most popular
just a year after introduction suggests that American consumers may be tired of paying $8 or $9 for a single serving of juice.
“They may be overplaying their hand,” said Tom Pirko, president of Bevmark Consulting and an infl uential industry player. “There’s not nearly as big an audience for HPP juice as
Suja might think. Health and wellness can be carried to the point where enough is enough.”
While projections for Suja’s future vary widely, there is no question about what the brand already has accomplished. Several years ago, US startups such as BluePrint began promoting an internal “cleansing” routine for dietary and health regimens in which various juices played a major role. Raw juices were ideal, but BluePrint used an existing yet underdeveloped technology, HPP, to create juices that allegedly retained the nutrient and taste attributes of raw juices but managed to extend
The brand is positioned on three key messages:1) Organic 2) Non-GMO 3) Cold-Pressured
Vegetable dancing to a
new beat
Chickpea snack keeps it simple
Perking up probiotic delivery
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C O N T E N T S & C O N T A C T S
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8-9 No-added-sugar message no guarantee of success
CASE STUDIES
10-13 STRATEGY: Has nutrition focus turned the ship for PepsiCo?
14-15 STRATEGY: Small snack brands deliver health for Hersheys
16-19 START-UP: Under-rated vegetable dancing to a new beat
20-21 START-UP: Porridge in a pouch
22-24 SNACKING: Chickpea snack maker keeps it clean and simple
25-27 BRANDING: Energy drink heads in new direction
28-30 PROBIOTIC: Perking up probiotic delivery
NEW PRODUCTS31-36 Functional & healthy-eating new
product launches
IMPORTANT NOTICE
37 A polite reminder to our subscribers
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Continued from front page
the products’ shelf life to several weeks from several days by killing bacteria with cold-water pressurization instead of heat pasteurization.
BluePrint was acquired by Hain Celestial in 2012, and the cleansing phenomenon has seemed to peak since then. But also in 2012, four entrepreneurs – Annie Lawless, Eric Ethans, Jeff Church and James Brennan – founded Suja in an attempt to leverage HPP technology and attract consumers who were interested in ultra-nutritious and tasty juices with or without also wanting to experience cleansing.
They gave various items in the Suja line trendy, functionally-based names that were attached to intriguing fl avours and ingredient lists, such as Master Cleanse (with lemon and cayenne pepper) and Purify (including carrot, apple, celery, cucumber, beet and lemon). They were all non-GMO and organic and free of any additives and dairy, soy or gluten. And they typically retailed for a whopping $6 to $8 (€5.34 to €7.13) per 16oz (473ml) bottle.
“Revolutionizing juice-bar juice was a vision that was really unique in the category at the time,” MacNeil said. “If you looked at BluePrint and juice bars,
the price points were $9 to $11 and above. It didn’t have to be that way.”
Freshness was another strong attribute of the brand from the start. Suja now has perfected a process in which it takes only 14 days from when a retailer customer orders inventory from Suja until the juice is shipped to them, and that includes the time required to harvest the fruits and vegetables involved.
Suja’s fl avour philosophy also has added to its aura of freshness. Now at a total of about 50 fl avours, the company has always added and dropped fl avours quickly and abruptly and has experimented heavily, partially refl ecting variations in available harvests of organic produce, MacNeil said.
“So we innovate quickly and have new blends on almost a weekly basis and pitch them out to customers to see if they’re interested,” she said. “Also, we can do small minimum runs of fl avours compared with big companies. If sales grow, we keep selling them, and if not, we move on to the next fl avour.”
Heavily layered on top of the products per se was Suja’s missionary brand positioning around what the company calls the founders’ “shared dream to help people everywhere transform their
lives through conscious nutrition”. Although initially how Suja would do that remained vague, the trendiness of HPP juices, and the social-responsibility emphasis that the founders expressed early and often, helped attract Hollywood celebrities including Leonardo DiCaprio and Sofi a Vergara as minority investors in Suja.
DEMOCRATISING COLD-PRESSED JUICE
Quickly, Suja gained entry into key chains for sales and infl uence including Whole Foods Markets, and revenues climbed quickly – to $18 million (€16 million) in 2013. Yet at the same time, Suja’s founders began to understand that the number of Americans who could aff ord and would be willing to part with $8 or $9 for a small bottle of juice – no matter what was inside it – would prove to be extremely limited. And, as Church put it, Suja wanted to “democratize” cold-pressed juices.
Suja’s fi rst move was to strike a deal with Whole Foods in 2013, to provide the chain exclusively with a line of 12oz (354ml) bottles, called Elements, that would retail for $4.99 (€4.44). While the price per ounce came down by about
SUJA HAS THREE PRODUCT RANGES
Suja Classics• “Packed with fruits and vegetables, Suja
Classic is a convenient way to drink the daily nutrients your body needs and maintain overall health”
• Retails for $8.99 per 16oz (473ml) bottle
• Flavours: Reef, Fuel, Glow, Green Supreme, Lemon Love, Master Cleanse, Purify, Spark, Twelve Essentials, Lavenade, Fortitude, and Revive.
Suja Essentials• “The Essential lines is great for anytime,
anywhere refreshment and they’re all packed with vital nutrients, amino acids, omegas & antioxidants!”
• Retails at $3.99 per 12oz (354ml) bottle
• Launched in July 2014
• Flavours: Sweet Beets, Berry Nana, Green Delight, Mango Magic, Berry Goodness, Mighty Greens, Uber Greens, Carrot Crush, Sunrise Probiotic, Midday Thrive, Green delight, and Cucumber Chill
Suja Elements• “This line consists of juices and teas with a
purpose: for every bottle purchased, 20-25 cents is donated to an important cause through the Suja Elements Cause Collective”
• Retails at $4.99 per 12oz (354ml) bottle; also comes in
• Exclusive to Whole Foods
• Launched in late 2013
• Flavours: Karat, Berryoxidant, Blutrients, Green Charge, King of Greens, Power Greens, Probiotic & Greens, Orange, and Easy Greens
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20% in Elements versus the original line that Suja now calls Classic, the more important aspect of Suja’s move was to create a price point below $5, which helped its cold-pressed juices compete with Naked, Odwalla and other premium (but not cold-pressed) juice brands that dominated Whole Foods.
At the same time, Suja also added heavily and institutionally to its social mission by pledging to donate 20 cents for every bottle of Elements sold to non-profi ts as part of what it called the Suja Elements Cause Collective. It “addresses four key areas of concern: human aid, health & nutrition, conservation, and growing practices”.
Elements was a hit as well, helping push Suja’s overall sales to $45 million (€40 million) in 2014. But also in 2014, Suja launched an even bigger initiative – one that would immediately pop the top off its growth, but also which would lead to today’s questions about the future of the cold-pressed juice phenomenon that Suja created in the fi rst place.
COMPRESSED MARGINS
In July, 2014, Suja introduced Essentials as the next step in “democratizing” HPP-made, cold-pressed juices by creating a $3.99 (€3.56) price point for 12oz (354ml) bottles. One key was using some less expensive ingredients, along with cold-pressed juices, such as mango puree that are not used in the Classic line, and others such as bananas that can’t be cold-pressed into juice. “But that doesn’t make for the total cost diff erence,” MacNeil said, “and so we also compress our margins on Essentials to make that product available on scale. It goes back to our mission of getting the best quality juice to as many people as possible.”
With Essentials in hand, Suja fi nally could aim eff ectively at mainstream retailers including Target, Publix, Kroger, Safeway and Costco. Soon, Suja was working itself into a total of 10,000 outlets. Remarkably, Suja executives said, for 2015 the company was on its way to as much as $100 million in sales – and
nowadays, already as much as 90% of Suja’s revenues come from Essentials.
“Essentials has turned the category upside down,” MacNeil said. “What happened is very straightforward: Consumers want the healthiest product available but they’re not willing to compromise on taste or price, and when there is a product that meets all three of those criteria, it’s completely game-changing.”
GAME-CHANGER NOT ALL GOOD NEWS
To Pirko, one of the world’s leading beverage-industry consultants, this “game changing” is far from all good news for Suja even though Essentials has generated rocket-like growth. Most important, he said, the fact that it took a cut-price line to make Suja sales really take off is a dangerous commentary on the future of high-priced cold-pressed juices.
“HPP is interesting, but the economics aren’t so great,” said Pirko, who’s been working with at least one client on the possibility of launching a cold-pressed line. “For one thing, you need to use a huge amount of produce to get what you need. And the process doesn’t create as much shelf life as Naked or Odwalla has. Plus, some companies using HPP have
been sued in a class action claiming that their juices aren’t any better than other juices.
“Is it practical? A whole portion of the industry is heading toward this, using equipment made in Spain. But it’s cumbersome, and very expensive – and is there enough of it?”
Pirko also argued that “most consumers don’t know what HPP is and frankly don’t care. This is an outgrowth of what happened with cleansing: Savvy consumers have seen that trend go south because they’ve seen that cleanses actually may do more harm than good; they may not even be spa-worthy.”
Interestingly, MacNeil essentially agreed with Pirko about consumer understanding of HPP.
“I don’t think consumers have a deep understanding of the benefi ts of cold pressing,” she said. “They don’t understand the science. It has a halo, but people just think they know what it is.” In fact, MacNeil revealed, the No. 1 attribute of Suja that attracts consumers these days “is that it’s organic, more than that it’s cold-pressed. But over time I do believe that cold-pressed and HPP consumers will be able to understand better what it means.”
Pirko also believes that Suja comes on too strong with its social mission for
0
5
10
15
20
25
R. W. Knudsen 32oz (946ml)
Lakewood Organic 12.5oz (355ml)
Vital Juice 10oz (295ml)
Suja Juice 16oz (473ml)
BluePrint 16oz (473ml)
Per pack
Per Liter
CHART 1: SUJA PRICING COMPARISON (PER 1L)
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Nutritional Info 1 bottle – 354ml
Energy 220kcal
Carbohydrates 51.0g
Sugars 36.0g
Proteins 1.0g
Fat 0.5g
Saturated fat 0g
Cholesterol 0mg
Fibers 2.0g
Sodium 0mg
Nutritional Info 1 bottle – 354ml
Energy 210kcal
Carbohydrates 51.0g
Sugars 40.0g
Proteins 1.0g
Fat 0g
Saturated fat 0g
Cholesterol 0mg
Fibers 1.0g
Sodium 25mg
TABLE 1: NUTRITION SNAPSHOT SUJA ELEMENTS BLUTRIENTS
the long-term health of the brand. “The company is so politically correct that you feel like they’re vying for the Nobel Peace Prize – they’re way out there,” he said. “With some exceptions, the consumer has started to develop a thick skin to stuff like that.”
It’s also up in the air whether Suja’s new association with Coca-Cola will hurt its bona fi des with American foodies. “Now there is this confl icting image that scares off a lot of people who are into those concerns,” Pirko said. “In some ways, Suja is an extreme beverage. Will Coke taint the entire image and essence of what the company is about?”
In a news release over the summer about Coke’s investment, Suja’s co-founder, Church, said: “As we continued to innovate and fi nd ways to democratize juice, we soon realized that for us to take the business to the next level in providing organic, cold-pressured juice to even more people, we needed to fi nd the correct strategic partners.”
COKE DEAL BOOSTS DISTRIBUTION
The Coke deal valued Suja at about $300 million (€267 million), reports said, and gave Coca-Cola the option to buy the remainder of Suja in three years. In the meantime, MacNeil noted, Coca-Cola is boosting Suja’s immediate performance and prospects in several ways. The deal will allow Suja to boost the number of distribution points by 50% through 2016 by tapping the brand into the network Coke uses to distribute Odwalla juices.
Coke also is helping Suja to boost manufacturing by helping move its output to a much larger plant in San Diego. And Suja will be able to leverage Coke’s procurement network of ingredient suppliers, boosting Suja’s bottom line.
Still, Pirko is dubious that, when the time comes for Coca-Cola to decide whether to buy all of Suja, the investment would be worth it. “I’m not saying HPP doesn’t have a place,” the consultant said. “But you put in a lot of fruit to get a little bit of juice, and so the costs zoom. And is it really better?”
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SUJA COMMUNICATIONS
The Suja website also has a blog that talks about nutrition, exercise and a healthy way of living, providing information as well as quick tips.
On the company’s Facebook page (415k likes), Twitter (19.8k followers), and Instagram (101k followers), Suja promotes its products, interacts with its consumers, and promotes a healthy way of living.
Suja carries out frequent sampling
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No-added-sugar message no guarantee of success
It’s not often that a major company launches a product that has “very likely to disappoint” written all over its strategy. Yet that is what Friesland Campina, one of the world’s top-fi ve dairy companies, is doing.
There aren’t many marketers who would choose to launch a product into a category that’s showing no growth (and is even declining), using ingredients that fail to meet consumers’ requirements for “clean label”, selling under a brand that’s new and unknown to consumers – and all in a bid to create a type of consumption that many brands have already tried to stimulate and failed over and again.
Since 1998, Dutch dairy giant Friesland Campina has made an enduring success in its home market with its Optimel brand, a
yoghurt drink that off ers the benefi ts of no added sugar and no fat. A mature brand whose days of growth seem to be behind it, Optimel earns around €34 million ($38 million) a year in retail sales in the intensely competitive Dutch market, a respectable number in a country of just 23 million people.
It must have seemed like a logical step to the company to take the Optimel concept – its name altered to Optiwell – to the much bigger UK market, where Friesland announced the launch of Optiwell in September 2015.
According to Friesland Campina UK, Optiwell is positioned as a good-tasting healthy snack for women aged 25-40 years old. It is aimed at the UK and Ireland’s three million health-conscious women.
Sold under the tagline, “Optiwell. Thank Goodness”, the brand communicates its health credentials as:
• No added sugar• Fat-free• Only 64 calories per 200ml servingAnd there’s a secondary message about:Dairy goodness, full of protein, vitamins and calcium
Sold in 330ml on-the-go bottles and 1-litre packs for at-home consumption, it is available in two fl avours – strawberry & raspberry and peach & apricot, the taste coming from “natural fruit juices”.
The company recruited a well-known TV presenter, Holly Willoughby, to be brand ambassador. The 34-year-old Willoughby, who has 1.3 million Facebook fans and six million Twitter followers, is described by the company as “the perfect fi t for this product”.
The brand is supported by national advertising – outdoor, in women’s press and online – which Friesland says is part of a four-year marketing campaign valued at £25 million (€34 million/$38 million).
On the surface, a no-added-sugar dairy drink seems to be just what health-conscious consumers are looking for.
But the cards are stacked against Optiwell for the following reasons:
1. Wrong conclusion from market researchFriesland Campina UK said it saw an opportunity in the UK market because there was no healthy yogurt drink aimed at adults except the functional brands. And in one respect it is right: 90% of sales in the UK’s £181 million (€245 million/$274 million) yoghurt drink market are probiotic brands, such as market leader Actimel, or cholesterol-lowering, such as Benecol, all sold in 100ml bottles.
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Friesland Campina UK said in a statement that just 6% of British people consumed drinking yoghurt as a snack on the go – suggesting big room for growth. However, when you see that consumption is so low the next questions to ask include:
• Why is it so low?• Why has it been at that level for 20
years despite the eff orts of many brands?
• What can we learn from the successes and failures of other dairy drinks?
2. Wrong category, wrong consumption typeYoghurt drinks don’t exist in isolation. In fact, if UK consumers want an on-the-go dairy drink they can turn to the much bigger fl avoured milk drinks category. With £266 million (€360 million/$404 million) in retail sales, it grew by 11% in 2014 (while the long static yoghurt drink category declined by 2.7%).
UK consumers – and particularly the female age group that Optiwell is targeting – prefer the texture of milk drinks to the thicker texture of yoghurt drinks. Over the last 15 years around 50 attempts have been made by brands to get UK consumers to embrace yoghurt drinks – all failures. Back in 2002 Friesland itself tried with its “99% fat-free” Fristi yoghurt drink, aimed at women aged 16-34. The brand was later withdrawn.
Even Innocent – the smoothie company now owned by Coca-Cola – was unsuccessful. Its 100% dairy smoothie was the best-tasting product ever tried. Sold in a 250ml on-the-go pack, marketing and merchandising were excellent. Yet the product was withdrawn owing to disappointing sales. If Innocent couldn’t do it when they got every element right, it’s hard to see Optiwell succeeding.
Milk drinks are not only more aligned to consumers’ texture preference, they off er some great tastes. The
fastest-growing part of the segment is coff ee fl avours, with the Starbucks brand (produced by Friesland’s rival Arla) leading the way with a 10% market share and impressive 27% annual growth.
Interestingly, Friesland already competes in milk drinks with Yazoo, one of the two brands that are most popular with young men, with an almost 20% market share.
3. The wrong sweeteners?Optiwell’s “no added sugars” message will get the attention of many consumers. It’s possibly the most popular message you can use to position yourself on the right side of the sugar debate.
But what’s hard to understand is why Friesland chose to use sucralose and acesulfame-K in the product, particularly since every other Friesland-owned dairy drink on the UK market clearly communicates: “No artifi cial sweeteners, colours or fl avours.” People want their beverages to be free-from anything they perceive as “artifi cial” – and that’s why messages about “no artifi cial” ingredients are now a basic requirement in the dairy category.
The problem is circular. Take away the artifi cial sweeteners and Optiwell cannot say “no added sugar”, and it loses its only point of diff erence. But keep those sweeteners and most consumers will reject the brand.
4. Wrong pack size Optiwell’s communications describe its 330ml pack size as “on-the-go”. For the female consumers Optiwell is targeting, that’s too much – 250ml would be about
right. Optiwell has given itself a handicap in winning the on-the-go battle.
5. A brand problemWith Optiwell, Friesland is launching a new brand that looks very corporate at a time when people either want brands with a quirky character and the look of a small company (such as The Collective dairy brand, a start-up which has quickly grown to £20 million in retail sales) or brands with an identity they know (such as Starbucks). Optiwell falls at neither pole, looking instead like something from 1995.
Friesland has launched a brand in a competitive market in which indulgence products are doing better than healthy ones. Optiwell is targeting a declining category, off ering a product type that consumers clearly don’t want, with a pack size that’s too big for on-the-go consumption, using sweeteners that consumers want to avoid.
If Friesland is, as it claims, planning to invest £25 million in marketing Optiwell one can only hope that the product has great profi t margins – because the brand is unlikely to achieve £25 million in annual retail sales. Sales of £10 million (€14 million/$15 million) might be achievable, and if Friesland gets that far it can congratulate itself. Such a level of sales would be an amazing success with a product so ill-suited to the market.
Messages about “no artifi cial” ingredients are now a basic requirement in the dairy category.
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Has nutrition focus turned the ship for PepsiCo?
PepsiCo’s CEO Indra Nooyi has been criticised for focusing on other beverage and snack brands at the expense of the Pepsi brand, but her focus on growing the company’s better-for-you portfolio appears to be paying off. In a climate of slow sales and consumer disillusionment that is making life hard for many traditional food and beverage giants these days, PepsiCo has surprised observers with growing revenues – a transformation that’s coming from its nutrition-focused brands. By DALE BUSS.Despite being stuck with an unfortunate fl agship product these days, PepsiCo largely has escaped the contagion of slow growth and consumer disfavour that is affl icting many other giant food and beverage companies. And PepsiCo vice chairman Mehmoot Khan credits a push behind product R&D and innovation for the success.
Sure, PepsiCo continues to be held back by the fact that its namesake product, Pepsi, remains stuck in long-term decline in the most-discredited category in the beverage universe. But Khan noted that, over the eight years since the former endocrinologist took the helm of a newly created, centralized R&D organisation, the company has continually deployed new products and innovations that now account for more than 9% of PepsiCo’s $66 billion (€59 billion) in annual revenue, up from 8% in 2012 and double the 4.5% in 2007.
And moreover, Khan told New Nutrition Business, PepsiCo’s “nutrition portfolio” of better-for-you brands and products – including Gatorade, Quaker Oats, Naked juices, Sabra hummus, Trop50 juice beverages and Muller Quaker yogurts – now comprises about 20% of the company’s net revenue, a ratio that is growing.
“That gave us the growth and transformation we needed,” he said. “To get that sort of topline growth from innovation in CPG, in the food industry, is remarkable by any standard. And it has made PepsiCo the No. 1 contributor of growth to US supermarket sales over that period – by an amount that totals more than the contributions of the next 20 companies combined.”
Presumably, PepsiCo has Khan tooting his own horn these days to create a popular sense that the company isn’t quite like its many troubled brethren in
the traditional global food and beverage business that are battling slow sales, tarnished perceptions in the eyes of the growing ranks of health-and-nutrition-minded consumers, tremendous new pressures for ingredient transparency and accountability, and a phalanx of activist investors who are willing to prey for their own purposes on now-lumbering industry titans that can’t cope with it all.
TRANSFORMATION
It’s extremely diffi cult to get independent verifi cation of big aspects of the success story that Khan described because PepsiCo declines to disclose revenues by brand or product line, and sales-tracking data provided by the likes of Nielsen and SymphonyIRI is increasingly impenetrable.
But big-picture, publicly-available data backs the transformation that
R&D “REVOLUTION” TURNS OATS AROUND FOR QUAKER
PepsiCo credits a turnaround in its approach to R&D for the rising fortunes of Quaker Oats, particularly new processing methods that have created more convenient products for consumers.
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Khan described. For the second quarter, PepsiCo reported organic revenue growth of 5.1% and raised its outlook for full-year 2015 earnings per share. Only extremely stiff headwinds from currency translation, mainly because of the strong US dollar, held back reported revenues.
“PepsiCo was once again the largest contributor to retail sales growth among all food and beverage manufacturers” during the second quarter, CEO Indra Nooyi noted, echoing one of Khan’s major themes, “with over $400 million of retail sales growth in all major channels. This was more than two times the next largest contributor to growth and represented more growth than the next 14 largest manufacturers combined.”
IMPRESSIVE PREFORMANCE
This performance was enough to impress Wall Street sage Jim Cramer of TheStreet.com, whose evaluations recently have helped punish shares of less impressive CPGs. “The power of the combination of beverages and snacks really played out well” for PepsiCo, Cramer noted, “and I think we can see that PepsiCo is doing everything right with new products and marketing. It’s working and the organic growth is quite surprising.”
Of course, Pepsi sales weren’t a contributor to this growth, as sales of the fl agship soft-drink line, including Diet Pepsi, are falling. Ironically, it was only a few years ago that Nooyi was being criticized for not putting enough resources behind the Pepsi brand and, instead, favouring other PepsiCo beverage brands and snack brands such as Frito-Lay.
TRANSFORMING R&D
But Nooyi focused on the company’s growing better-for-you portfolio and a transformative approach to R&D.
When Nooyi brought Khan in as chief scientifi c offi cer to lead R&D in 2007, just a year after she became CEO, “we didn’t have a PepsiCo R&D organisation” per se, he recalled. “There
was a lot of R&D at the brand level, and its primary role for a long time had been doing line extensions, new fl avours, new colours. Our organization was a ‘Go do’ function – ‘Take that and execute on it’. That was not what I wanted to build.”
Instead, Khan wanted to build R&D into a “Go to” function within PepsiCo – “a place where, within the company, people say ‘How come?’ and ‘How do we solve it?’” He did this in several ways:
• centralised the R&D function • diversifi ed his staff with more women
and more people from outside the US and outside the food and beverage industry
• added various digital modeling capabilities
• tackled fl avour “at the biological level, not just as chemistry in a test tube”
• invested in innovation initiatives with new partners ranging from suppliers to technology startups to universities
• got Nooyi to boost the R&D budget by almost 40% just over the last four years
“And we decided to anchor ourselves in understanding the consumer,” Khan explained. “The science is important, but if we understand the problem consumers are trying to solve, from that we will create innovation and results.”
Consider how the R&D revolution that Khan described has boosted the fortunes of Quaker Oats, for example. While the heart-health benefi ts of oats have been understood for decades and endorsed many years ago by the US government, Quaker had a diffi cult time benefi ting from this as much as many observers thought it should. New products, such as
PepsiCo’s “nutrition portfolio” of better-for-you brands and products – including Gatorade, Quaker Oats, Naked juices, Sabra hummus, Trop50 juice beverages and Muller Quaker yogurts – now comprises about 20% of the company’s net revenue, and growing.
Muller Quaker, the new yogurt brand that PepsiCo launched a couple of years ago in cooperation with the Germany-based dairy giant, hasn’t yet found a lot of traction with American consumers, but Mehmoot Khan remains optimistic: “It’s early for us to say where we are overall [with Muller Quaker] but let’s keep watching,” he said. “The whole point of innovation is trying and exploring spaces which are growth opportunities and having a portfolio of plays [as] platforms for success.”
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breakfast bars, gave Quaker new ways to tap into Americans’ growing awareness of the healthfulness of oats, and Quaker tried several new marketing approaches, but the company’s performance remained sub-par.
“There was a period where we were actually losing volume share to small players in oatmeal,” Khan acknowledged. The popularity of restaurant oatmeal that was being off ered by chains ranging from McDonald’s to Starbucks also ate into Quaker’s growth potential. “So it wasn’t the case that oatmeal was getting out of trend, but the form we were delivering it in was out of trend. The consumer was saying, ‘I love oatmeal, but I want convenience,’ and we were saying, ‘It’s great for you, keep consuming it.’”
CONVENIENCE THE KEY TO GROWTH
Khan believes that new-product innovations led by his group fi nally broke the code for Quaker to achieve the kind of success and growth that befi ts a market leader in such a promising category. “Our consumer-insights team started to pick this up with the R&D team and we said, ‘Oatmeal is great and on trend, so let’s start thinking about form, function and packaging,’” he said.
Resulting recent innovations such as new Instant Oatmeal with 50% Less Sugar, Real Medleys Super Grains; Quaker Protein Instant Oatmeal; and, especially, Quick 3-Minute Steel Cut Oatmeal have made the diff erence, Khan maintained. Perhaps the biggest winner was developing the technology to be able to cook steel-cut oats in just three minutes.
“They’re still oats, but we understood what the consumer wanted: the texture and fl avour of steel-cut oats, but quickly,” he said. “And now they’re the category leader and the single largest contributor to growth in oatmeal consumption.”
Similarly, Khan said, consumer insights and responsive R&D have helped Quaker tap into growing possibilities around the world for fi elding dairy-based oatmeal beverages. Into such beverages, Quaker can fold 1.5 times the amounts
of betaglucans that are in a bowl of oatmeal. In Latin America, for instance, Quaker has sold oat-and-milk beverages for several years.
“We also heard from Chinese consumers that there would be a great opportunity for these beverages there, and of course it’s a huge market,” he said. “Could we provide Quaker’s fi bre and the benefi ts of oatmeal into a drink in a dairy format in China, the world’s largest beverage market – and the world’s biggest potential value-added-dairy market?”
But instead of simply giving the China market the same sort of beverage as in Latin America, Quaker adapted to Chinese tastes by harnessing its patented “Solu-Oats” technology to completely blend ground oats with milk into a form that gives them a uniform, silky texture – in contrast to products in Latin America where consumers “prefer to experience more texture,” Khan said.
“We haven’t stopped at just the US; Quaker is a much bigger global platform,” Khan said. “But the forms that oatmeal takes will vary by market, and if we can accept that – not telling the consumer what they want but [fi nd out] what they are looking for and deliver an authentic dairy drink in a form and fl avour they’ll enjoy – they’ll pick it up. It’s part of our transformative thinking across the entire enterprise.”
So Quaker launched Quaker High Fiber Oats Dairy Drink in August and made it available for the fi rst two months only via a prominent e-tailer, JD.com. “Right out of the door we got a phenomenal reception,” Khan said.
NEW LOW-CALORIE PLATFORM FOR TROP50
Similarly, Khan cited Trop50 as a PepsiCo success story. It was launched in 2009 featuring just 50 calories per 250ml serving and sweetened by stevia; about half the drink is water, not juice. It ranked as one of PepsiCo’s most successful recent product launches as it produced 100% of the growth in the refrigerated-juice-drink segment between 2009 and 2011.
“Early on, we observed that many boomer-age women were buying juice in the morning and adding water to dilute it, foregoing taste but getting less sugar and calories,” he said. “That led to the genesis of Trop50, and it created a brand new platform. It also led to Farmstand products in the Trop50 format in a variety of fl avours besides orange, which Khan said also produced $100 million (€88 million) in sales in their fi rst year.
Khan acknowledged that Trop50 sales have leveled off lately – they were down by 1.3%, to about $152 million (€135 million), in US supermarkets, drug stores and mass discounters for the 52 weeks ended August 9, per SymphonyIRI – but insisted that the success of the Trop50 initiative must be measured by its overall impact, including the Farmstand extensions.
“The idea here wasn’t just to scale Trop50 but to take that platform of
Quaker’s oat fi bre dairy drink for the Chinese market sells through Chinese online retailer JD.com.
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a lower-calorie juice and vegetable refreshment drink and start to expand the range,” he said. “That brought Tropicana into forms that go beyond just continuing to sell orange juice, which has been increasingly commoditized.”
EXPLORING OPPORTUNITIES
Other favourite better-for-you successes cited by Khan included:
• Gatorade Protein
• Sabra: “That got us into plant protein in an attractive and culturally relevant way,” he said, and the brand has rocketed to No. 1 in the hummus category in the United States
• Mtn Dew Kickstart (featuring a small amount of juice whose taste contribution is highlighted in a patented process, and positioned as an all-day drink, generating $100 million/€88 million in sales its fi rst year and skyrocketing to $400 million/€355 million in sales in 2014, its third year)
Other brands that have sprung from PepsiCo’s new collaboration between consumer insights and R&D, Khan can’t yet call successes. For example, Muller Quaker, the new yogurt brand that PepsiCo launched a couple of years ago in cooperation with the Germany-based dairy giant, hasn’t yet found a lot of traction with American consumers and is battling for sales, shelf space and mere attention in a US yogurt market with a still-proliferating number of SKUs, most of them Greek-style.
“Dairy is challenging as a category,” Khan said. “But there is still an opportunity to grow as long as you bring something. It’s early for us to say where we are overall [with Muller Quaker] but let’s keep watching. The whole point of innovation is trying and exploring spaces which are growth opportunities and having a portfolio of plays [as] platforms for success.”
Frito Lay chips only have three ingredients – potatoes, vegetable oil and salt - but can consumers suspicious of processed foods be persuaded to see that?
PEPSICO TRANSPARENCY
PepsiCo may be signaling a new way to approach two trends that are reshaping the food and beverage market in signifi cant ways: consumer stigmas about ingredient “transparency”, and about “processed” foods – which describes nearly everything that PepsiCo sells.
Vice chairman Mehmoot Khan observed that “Whether [these consumer demands] are anchored in science doesn’t matter,” he said. “It’s what the consumer wants. And we’re not in the business of changing the consumer more than we’re in the business of serving what the consumer wants.”
But he told New Nutrition Business that, for PepsiCo, dealing with these demands is partly a matter of helping consumers better appreciate the desirable attributes of the brands and products that the company already provides, rather than scrambling to recast its entire portfolio along explicitly better-for-you lines.
“The notion that processed food is bad,” Khan said, “is anchored in the assumption that it involves some form of chemistry. But baking bread involves processing by heat, and that’s been done for millennia. You just take wheat and fl our and add yeast and salt – but is that a processed food?”
In a similar vein, he said, “Lay’s Potato Chips have only potatoes, oil and salt,” and that’s the ingredient list on a bag of them in the supermarket. Is that a processed food? Those are probably fewer ingredients than what you use in the kitchen.
“So part of this is understanding what the consumer thinks, yes, but also giving it to them in forms that they start to understand. And keep one thing in mind: We’re not going to feed seven billion people on the plane now – and nine billion by 2050 – by selling only things off the back of a truck.”
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Small snack brands deliver health for Hersheys
Chocolate companies went through a period of focusing on the health benefi ts of chocolate fl avanols, but those days are gone. Hershey is now focusing on chocolate as a sweet treat – and instead acquiring smaller, more obviously healthy brands including fruit and nut bars and meat jerky. By DALE BUSS.Time was when Hershey and Mars only cared about competing for the American and global sweet tooth and making consumers salivate with the next great fl avour of M&Ms or Hershey’s Kisses. When the onset of the better-for-you era began threatening their junk-food empires, the two companies simultaneously attempted to fi nd nutritional value in chocolate and came up with a case for the fl avonols in dark chocolate.
But yet another new age is upon both Mars and Hershey, and it has them now emphasizing two fresh attributes: snacks that are clearly more healthful than chocolate, and the “sustainability” of each company’s supply chain and its environmental bona fi des.
There’s also a new acceptance that a chocolate company will always be mainly about selling a sweet treat.
“It’s about being really clear with the consumer what we are and what role we aspire to play in their lives,” Peter Horst, the new chief marketing offi cer for Hershey, told New Nutrition Business. “We make no bones about the fact that we’re in the confection business, and that a chocolate bar is a treat – not masquerading as a core food staple, and not presenting it as anything other than what it is. There’s a place for treats, and that’s perfectly fi ne.”
And while holding on to some aspects of positioning dark chocolate as nutritional, it’s interesting how clearly Hershey and Mars have pivoted away from that story as core to their brands.
“We read stories about the health benefi ts of chocolate, and if there comes a day that there is an appropriate, science-based statement to make about it, we may do it,” Horst said. “But I don’t sit here with any agenda to try to dress up or
position chocolate as some sort of health food.”
Even when it comes to dark chocolate, with its higher levels of fl avanols, he stressed, “We’re not at the point where we’re using that as the rationale for making any marketing claims about the healthfulness of chocolate. If there comes a day when that is an important and true thing to say, we will.”
But several years ago, it was exactly the opposite. Both Hershey and Mars devoted many millions of dollars in attempts to research and identify what nutritional benefi ts there were in chocolate, then isolate them and develop them into new products, and fi nally to position, market and merchandise dark chocolate products as a sort of health food.
Both companies were promoting fl avanols in chocolate as extremely benefi cial to cardiovascular health, in part through its anti-infl ammation and vasodilation properties. “Cocoa is starting to emerge as the best supported health ingredient out there,” Debra Miller, then
director of nutrition and co-director of the Hershey Center for Health and Nutrition, said several years ago.
Hershey brought out dozens of new versions of dark-chocolate products. For several years, consumers responded eagerly to the new “permission” to eat chocolate, pushing up sales of dark-chocolate products by double-digit percentages for some years in a row.
Hershey also placed a new label on these products touting the fact that cocoa is a great source of fl avanol antioxidants and began listing the total percentage of cocoa solids in its dark-chocolate products. Hershey even launched a new wholly owned subsidiary, Apure Foods, to explore opportunities to develop cocoa-based health and wellness products.
Meanwhile, Mars rolled out a number of products, including special dark chocolates, under its health-oriented CocoaVia banner. The only thing Mars sells under that brand today is supplements.
One main reason for what is essentially
With other more obviously healthful brands in its portfolio, such as Krave meat jerky and Brrokside fruit-and-chocolate snacks, Hershey can relax about communicating the health benefi ts of chocolate.
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an about-face by Hershey on positioning its products as healthful is that, instead, it has gone out and acquired smaller companies that make products whose health benefi ts are less disputed.
In January, for instance, Hershey announced the acquisition of Krave, possibly the fastest-growing meat snack brand in the western world. Hershey bought Krave because it “delivers on portable and protein nutrition,” Hershey President of North America Michele G. Buck said at the time.
BROOKSIDE TAKES HERSHEY TO “NEW
SPACES”
This acquisition actually followed Hershey’s purchase in 2013 of Brookside, a startup brand that was selling bars made of fruits and nuts with dark chocolate and attempting to compete with the gorilla of the category, the independent company, Kind. Mars also directed its GoodnessKnows healthful-products brand into the same category.
Horst called Brookside “an amazing product” and “a new platform that has taken us into new spaces, and we see it as one of our core global brands that we are in the process of taking around the world.
“When you give [Brookside] to people and they try it,” he continued, “the language they use to describe its unbelievable deliciousness is really quite striking. So we’ve built an ad campaign around the things people say about Brookside.”
In addition to Krave and Brookside, Horst said, Hershey has “more things brewing, some around the world, and some that will be hitting the streets soon, in the functional foods and protein arena”.
He noted that Hershey is conscious of the possibility that Americans’ current obsession with adding protein to their diets – which is refl ected in new products and claims as seemingly irrelevant as General Mills’ new “Protein” variety of Cheerios – could end up being “a fl ash in the pan or a passing fancy. A month from now, will we be saying that protein was so yesterday? … And how much protein should you have – and how much is a good thing?”
Hershey is addressing the market dynamic toward more healthful eating in a number of other ways as well. For example, it is advocating that nutrition labeling in the US should help consumers understand the “total sugars” in a candy bar or any other product.
By contrast, Mars recently came out in favour of a new labeling regulation that would require listing of “added sugars” in all foods – a component of the American diet that the most recent dietary guidelines issued by the US government particularly advised that consumers reduce.
Hershey believes that understanding total sugars is more valuable because it’s no surprise to consumers that a chocolate bar is virtually all added sugar, Horst said – but mothers may be surprised to see the “total sugars” content of, say, a fruit juice.
“We want consumers to avoid doing improper math, too, when they take added sugars and put them together with total sugars and come up with a fi gure that is way too high, the wrong fi gure,” Horst said. “If you’re in a business that is mostly added sugar, you want to make sure there is no consumer confusion about that.”
Hershey also wants to bring more overall product information to consumers and retailers, which is why it has become a pioneer in an agenda called Smart Label. This technology enables smartphone-equipped shoppers to scan a code which takes them to a web site with “a wealth of information” about the given product that “could never fi t on a package,” Horst said. “That includes what’s in it, how is it made, where does it all come from – to help people make good and smarter choices.”
Other giants are joining Hershey in the eff ort to, they hope, make Smart Label an industry standard some day. In the meantime, Hershey’s fi rst Smart Label-bearing products will be Kisses that come out in time for the winter holidays.
Smart Label speaks to another recent emphasis by Hershey: on transparency about not only its ingredients but also the supply chain that produces them. Hershey lately has been emphasizing the fact that its suppliers of cocoa, milk and other ingredients are commendable from a sustainability viewpoint and has been
talking up the simple-ingredients list for most of its products.
FEEL-GOOD TREATS
Mars has been doing likewise. In fact, sometimes it seems as if both companies believe that it has become more important to consumers to emphasize the moral high ground involved in their business processes than in their products themselves.
But Horst rejected this idea. “It’s not so much that we’re trying to play a shell game – it’s not, ‘Take your eye off what it is’ – as much as we’re bringing you these delicious treats, and you can feel good about them,” he said.
Thus, Hershey is one of only 13 companies from the food, beverage and tobacco industry in the Dow Jones Sustainability World and North America indices, marking the fourth consecutive year that it’s been included in the North America index and the third year it was named to the World index.
This designation refl ected “the company’s substantial progress in its global corporate social responsibility eff orts,” said the outfi t that puts together the Dow Jones index, Sustainable Asset Management. “Over the course of the last few years, it has made signifi cant strides in its corporate responsibility initiatives, including sustainable sourcing and improving basic nutrition to help children learn and grow, particularly in West Africa.”
Yet no sooner had this glowing announcement been made in late September than, a few days later, three fresh class-action lawsuits were fi led in California alleging that Hershey, Mars and Nestle used child labour in Cote d’Ivoire to produce their cocoa. Hershey said “the allegations in the law suit are not new and refl ect long-term challenges in cocoa-growing countries that many stakeholders … have been working diligently to address for a number of years.”
All of this takes Hershey far afi eld from the days when a Hershey milk-chocolate bar truly was a guiltless indulgence. But it’s the new world in which the chocolate icon operates.
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Under-rated vegetable dancing to a new beat
What does one do with a vegetable that’s hiding its health credentials behind a need for messy preparation and consumer ignorance about how to eat it? Take all those barriers away by presenting it in convenient, ready-to-eat formats and intriguing fl avours – as Love Beet has. By DALE BUSS.
Swimming in beets, a UK family is trying to do the same thing for their red vegetables as Pom Wonderful did for pomegranates and Bolthouse Farm did for carrots: yank them into the mainstream of the US market by turning them into a variety of relevant products that take advantage of their better-for-you attributes.
And they seem to be succeeding. The family’s US-based brand, Love Beets, already has neared the $20-million (€18 million) mark in annual sales mainly with its marinated and pre-packaged beets (called beetroot in the UK) in the produce section, and only this year has Love Beets enacted its ambitious launch of beets-based products in the diffi cult juices and bars categories. Next up are beets chips; marinated, shredded-beat products, and a foodservice initiative.
“We feel like we’ve carved out this space essentially for this new category, and we feel that we can be seen as the beet expert,” Natasha Shapiro, marketing manager for Love Beets, told New Nutrition Business.
One would have to grant her that. Beets have lots of nutritional attributes, including being a good source of folic acid and of various vitamins. The most spectacular benefi t is the presence of nitrates, which the body converts to nitric oxide, a great boon to the human cardiovascular system (the red beets at issue here are not sugar beets, which are raised mainly for their sugar content).
Here’s how it works. Yes, nitrates in processed meats like hot dogs are an acknowledged negative. But when the nitrates in beets come into contact with the healthy bacteria on the tongue, they are transformed into nitric oxide. This
compound is proven to boost stamina and endurance by relaxing blood vessels and optimizing circulation, and the 1998 Nobel Prize for medicine was awarded for the discovery of the important role that the so-called “miracle molecule” plays in the cardiovascular system.
Also, as Shapiro noted, nitric oxide “allows athletes to recover a lot sooner,” and “a lot of doctors recommend it for people who have high blood pressure or heart issues”.
Yet as Shapiro put it, many Americans and others traditionally have been put off by the diffi culty of preparing red beets with the requirements to “scrub them, peel them, get your hands all red and boil them for 40 minutes. Not everyone has the time or motivation to do that.”
And while beets and beet juice have been showing up on more shelves lately as a better-for-you play by various brands and private-label manufacturers, no other brand appears to have made an eff ort to analyze, consolidate, position and trumpet the appeal of this overlooked vegetable like Love Beets.
The company’s motivation and expertise are clear. The Shropshire family in the UK owns vast vegetable farms and supplies commodity produce to restaurant chains and grocers across the country. Among its product lines are pre-packaged and processed beets for Tesco. But in visits to the US, family members noted few instances of branded or sophisticated attempts to market or merchandise beets or beet products.
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“It was a light-bulb moment,” Shapiro related, as Guy Shropshire and his wife, Katherine, created recipes for marinated baby beets and took them to the New York Fancy Food Show in 2010. Show-goers’ responses were “overwhelmingly positive”, the company concluded, so a US company and brand were born.
PASSIONATE ABOUT BEETS
It turned out that, despite Americans’ resistance to fi xing beets at home, there’s a great store of aff ection for the vegetables. “Many people are really passionate about them,” Shapior reported. “There isn’t a comparable fruit or vegetable out there. People want to tell you about their experience with them, such as when Grandma fi xed them when they were growing up. They ignite personal reactions.”
At the same time, Love Beets’ brain trust believed they could attract new US consumers to beets for the fi rst time with interesting as well as nutritious products that were packaged, merchandised and marketed in attractive and modern ways.
The fi rst product lines were the cooked and prepackaged plain beets and marinated baby beets that now are sold across the country in Whole Foods, Wegmans, Shop Rite and many other supermarkets. Non-organic plain beets retail typically for $1.99 (€1.79) for an 8.8oz (250g) package and $2.99 (€2.68) for an organic package. Love Beets also supplies Costco warehouse stores with four-packs of these packages that retail for $7.99 (€7.17) for conventional and $8.99 (€8.06) for organic.
NEW FLAVOURS MAKE BEETS
INTERESTING
The marinated beets retail for $3.50 to $5 (€3.14 to €4.48) for a 6.5oz (184g) package. And it’s in the latter product line that Love Beets has found ways to make the vegetable truly interesting. Flavours include:
• Sweetfi re• Honey & Ginger• Mild Vinegar (in both regular and
organic varieties)• White Wine & Balsamic
But while a robust American reception to these products has fi red Love Beets’ early growth, beginning this year brand leadership has been pivoting toward a
great expansion of the beet proposition to many new product categories and to making the love of beets a much broader proposition.
“The challenge in this is the same as the advantage in it: There are so many options,” Shapiro said. “Initially it may
Baby BeetsFresh, ready-to-eat beetroot, peeled and freshly cooked in their own juices.Available in 184g packs.Flavours: Sweetfi re, Honey+Ginger, Mild Vinegar, White Wine+Balsamic Organic Mild Vinegar
Cooked BeetsVacuum-packed and cooked beets. Available in 250g packs.Options: CookedOrganic Cooked.
Sweetfi re Snack trayA snacktray of baby beets with cheese and crackers. Available in 100g.
Beet JuiceNaturally sweet with a rich, smooth taste and just a hint of earthiness. Available in 454ml and 591ml bottles.Flavours: Organic Beet Juice, Organic Beet Juice 20oz, Beet Juice, Cherry-Berry & Beet Juice
Beet BarsGluten free, GMO free, nut free, and a good source of protein and fi ber bars. Available in 45g bars.Flavours: Apple Beet, Blueberry Beet, Cherry Beet.
LOVE BEETS RANGE
LOVE BEETS COMMUNICATIONS
On Facebook (72.6k likes), Twitter (1.8k followers), and Instagram (6.5k followers), Love Beets promotes its products, provides tips and shares recipes with its customers and consumers. LoveBeets’ website has a page dedicated to fun recipes.
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have been limiting because people think we only do beet-related products. But it’s not limiting: We’re always thinking of new ideas, and we have tons of product development going on.”
Out of that process, Love Beets launched a line of juices at the beginning of this year and a line of nutrition bars last spring. The juice line includes 14oz (414ml) and 20oz (591ml) varieties of organic all-beet juice, as well as a 20oz bottle of conventional beet juice and a 20oz bottle of Cherry-Berry and Beet juices. Prices start at $4.99 (€4.47) for the 14oz organic.
SPORTS PEOPLE SEE VALUE OF BEET JUICE
Shapiro acknowledge the intense competition in premium vegetable juices but cited a couple of advantages for the Love Beets line that has helped them get off to a fast start. First is the fact that “a lot of our customers are marathoners or cyclists or Crossfi t people, so they’re very in the know about health benefi ts of beet juice and nitrates and want to get their hands on it,” she said.
Second, the purity of Love Beets’ juices – 99% beet juice with 1% lemon juice as a stabilizer – is unmatched. Other juice brands, including Suja, “like to market their products with beet juice being one of their main messages,” Shapiro said, “but the fact is that these are all blends, and beet juice is only the seventh or eight item in the ingredients list. The primary one is apple juice … You’re not going to get the benefi ts of beet juice from these products.”
Bars in apple, blueberry and cherry blends with beets are 1.6oz (45g) and retail for $1.99 (€1.79), well inside the wide range of nutrition-bar prices. “It’s a very competitive market, but we felt that we had a unique idea, going to athletes or people who are very health-oriented and wanted a bar with beets as the main ingredient,” Shapiro explained.
Plus the ingredient deck is very clean, including millet and pea protein but no nuts. Love Beets bars are high in protein and fi bre.
Ingredients: Beet Juice Concentrate, Fruit (Blueberry, Raisin), Chicory Root Fiber, Sunfl ower Seed, Pumpkin Seed, Millet Meal, Protein Blend (Whole Grain Brown Rice Protein, Pea Protein Isolate), Pectin, Sunfl ower Oil, Natural Flavor, Dried Orange Pulp, Apple Juice Concentrate.
Nutritional Info per bar – 45g
Energy 170kcal
Carbohydrates 25.0g
Sugars 12.0g
Proteins 7.0g
Fat 7.0g
Saturated fat 1.0g
Cholesterol 0mg
Fibers 8.0g
Sodium 30mg
g
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Love Beets executives believe they are far from exhausting the product possibilities – or Americans’ appetite – for the vegetable. The company is working on how to manufacture a beet-based savoury-snack chip, which would join literally dozens of other veggie-based chip brands on the US market, most of them small.
Love Beets also soon will be launching a smoky-barbecue-fl avoured shredded-beet product that will be packaged similar to its marinated beets. “You can put it on burgers and sandwiches and use it in salads as a slaw,” Shapiro said. “So we’re excited about that.”
BREAKING INTO FOODSERVICE
While distribution has been slower in coming for the juices and bars than for the produce-department beet products, Shapiro said more supermarkets are picking up the lines. Love Beets also is trying to break into foodservice outlets with a new line of SKUs, “which means getting into restaurants, cafeterias and hospitals”.
In October, Love Beets planned to launch its fi rst e-commerce store. And internationally, Love Beets has launched a brand in the UK with some juices, as well as elsewhere in Europe. An Australian company has licensed the Love Beets name.
“We just have to be disciplined,” Shapiro said. “We get excited and want to do everything at once.”
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Porridge in a pouchMix rising interest in oats with booming sales of fruit purees in pouches and consumers’ increasing willingness to experiment with new better-for-you product formats – and throw in some enterprising entrepreneurs – and you get squeezable fruity porridge. By DALE BUSS.
Tobias and Michelle Glienke were inspired by their need for eating on the go in New York City to create the oatmeal-and-fruit puree pouch that’s an industry fi rst for their start-up Munk Packs.
“We were skipping breakfast, the essential meal of the day,” co-founder Michelle Glienke told New Nutrition Business. “Or it was messy. We got to the point of eating smoothies and oatmeals and putting them in bottles; they were perishable but at least they were healthy.”
Munk Packs blend oats with fruit purees and ancient or nutrient-dense grains in 4.2oz (120g) packs in three fl avour variants:
• Apple Quinoa Cinnamon• Blueberry Acai Flax• Raspberry Coconut
They are free of artifi cial fl avours and added sugars (sweetness comes from the sugar naturally in the fruit), contain 90 to 100 calories and 3 to 4 grams of fi bre per 120g serving, and sell at a suggested retail price of $2.49 (€2.23).
They’re meant to be consumed at room temperature or even cold, and consumers’ interest in trying out such a proposition encouraged the Glienkes to shift Munk Packs from inspired notion to a real business. Now they’re even thinking that Munk Packs could be the basis of a broad better-for-you brand.
“The brand itself lends itself to many other things, whether they’re inside of a pouch or outside of a pouch,” said Tobias Glienke. “But right now, our concept of oatmeals and a spouted pouch is extremely disruptive, so we want to build very strongly on that. There is room for substantial growth in this space in part because of demographics: A lot more adults will be consuming spouted
pouches. And we want to be a part of that.”
Then they took a close look at a packaging format that is booming in the US and elsewhere – fruit purees, apple sauces and the like in product lines ranging from GoGo Squeeze to Fruigees to Shine Organics, the new fruit-and-vegetable pouch line from HappyFamily. The shelf-stable pouch format, initially was used mainly for kids’ products, has become the vehicle for products aimed directly at busy and health-oriented adults – like the Glienkes.
At the same time, the Glienkes were watching PepsiCo’s Quaker unit and other brands roll out new dairy-based “drinkable” oatmeals around the world, punctuating the idea that consumers were increasingly interested in getting their healthful oats not just in the traditional, warm-bowl-in-the-morning sort of way, and not just bars and other oats-based snacks, but in new product forms as well.
“Actually, this is a trend in other ways as well, because I know a lot of people who make room-temperature oats, overnight,” Tobias Glienke said. “But of course they only last a day.”
The Glienkes put oats and purees
together in a slurpable pouch and began selling them at local farmers’ markets, quickly fi nding that consumers embraced the format and generally didn’t question the idea of eating oats at room temperature – or out of a pouch that also was packed with purees. In fact, customers told them they enjoyed how the vibrant fruit “woke up” room-temperature oats.
Another attractive attribute of Munk Packs was how the slight grain content threw wrinkles into the textures that consumers expected – mostly, to positive reviews. “They like how they get a bit of a crunch from the coconut shreds in the Raspberry coconut fl avour, for example,” Tobias Glienke said. “Still, we made sure that the oatmeal texture was the dominating force” and that no other ingredient disrupted that mouth feel.
Munk Pack’s founders also realized that how the product gets out of the pouch and into consumers’ mouths was important, so they developed a patent-pending spout that could accommodate the thicker texture of an oatmeal-fruit combination versus a typical fruit puree. They wouldn’t say much about the specifi cs except to note that, as Tobias
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said, “a lot of R&D went into it”.They quickly pivoted into commercial
production at a plant in Canada and kept testing the product at farmers’ markets. “We’d ask people what they would improve – more or less oats, consistency, and so on – and with each run on a small scale, we were able to make modifi cations.”
By 2015, the Gleinkes were ready to make a run at retailers. They were expecting a lot of resistance at fi rst but soon came to realize that they hit the market at exactly the right time. In fact, when Munk Pack went to potential retail customers with what the Glienkes considered their most important suggestion, stores took them up on it.
“We thought, ‘Wouldn’t it be amazing if they placed us with the energy bars?’” Tobias Glienke said. “Munk Packs are a grab-and-go item and serve the same purpose: You can grab it for breakfast in the morning. Everyone agreed. Lots of Whole Foods buyers got excited and merchandised it with cereal bars, though we have the same packaging as fruit pouches. And we absolutely prefer to be there.”
The Glienkes also like the fact that Munk Packs typically are merchandised with nutrition bars for another reason: Bars carry a variety of price points, but many of them are in the $2 to $3 range, which supports the pricing that the founders prefer for their product.
“We want to maintain our pricing” at $2.49 or so, Tobias Glienke said, which provides “a very healthy margin.” By contrast, some fruit purees in pouches are priced lower than that.
Tobias Glienke said that, as he talks
with retailer buyers, it seems as though some chains “are moving in the direction of an entire set area of adult pouched products.” He would be open to that positioning for Munk Pack “even though for now it’s going really well to be in cereal bars.”
In any event, Munk Pack worked fi rst in the Northeast to build a retail network, “approaching distributors and stores that fi t the audience we are targeting: people who understand the concept of healthy eating on the go,” Michelle Glienke said. “It actually went better than I’d thought. And now we’re looking at other regions including the West.”
In fact, Munk Pack is looking ahead optimistically in a number of ways. The Glienkes decline to disclose even rough fi gures for their revenues. They do say
that they are “currently funded” and, as Michelle put it, “have some deep-pocketed investors,” but they’re “looking at more investment down the road”.
In addition to building out distribution nationwide, one of the immediate plans is to add a fourth fl avour of Munk Pack: Peach Chia Vanilla, which Michelle called “sort of reminiscent of the peaches-and-cream oatmeal that we had as kids”. The company plans to add other fl avours as well.
But more broadly, the Glienkes see possibilities for creating a wider better-for-you brand out of Munk Packs. “There’s a lot of potential for this concept, whether it’s oatmeals or other things,” Tobias Glienke said. Added Michelle Glienke: “Our brand is very versatile. There’s unlimited potential.”
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S N A C K I N G C A S E S T U D Y
Chickpea snack maker keeps it clean and simpleClean ingredients, with simple straightforward messaging, and the health halo of chickpeas is the recipe for New York-based startup Chic-a-peas. As interest in healthy snacking and plant-based proteins grows, founder David Levi see plenty of potential, but still wants to take it slow. By KAREN RATERMAN.
Above all else, the products had to be healthy. That was the overriding mission when entrepreneur David Levi set out to start a company that would make and distribute snacks made from baked chickpeas. While the protein-rich legumes have seen growing interest as a plant-based snack ingredient of late, Levi, ahead of the curve when he started in 2011, wanted to make sure he did not lose site of the vision. So, Levi and co-founder Darren Shlisky kept the New York City-based business lean, taking more than two years to formulate the product, and focused on doing things right rather than fast.
Now, four years later, the company remains regional, but is showing national promise as the Chic-a-Peas brand snacks were named one of the 100 Cleanest Packaged Foods by Prevention magazine and were mentioned in Rachel Ray’s magazine. Chic-a-peas now boast distribution in Fresh Direct, in the northeast region for Whole Foods Markets, and growing interest from mainstream retailers. Levi, however, is determined to keep his eye on the health mission, staying focused on the natural channel for now rather than being pulled too quickly into the mass market.
He may be wise to do so. Using chickpeas as an ingredient for healthier snacks does seem like a no-brainer, but so far, it has remained a category for more entrepreneurial brands. The legumes have seen strong interest from big companies like PepsiCo, which in 2011 announced a billion-dollar investment to produce chickpea-based products, noting that it was part of the company’s strategy to build a $30 billion global nutrition
business by 2020. So far, however, the company has not introduced any chickpea-based packaged products beyond its Sabra line of hummus dips.
Levi’s strategy is tied to his belief that the future of the category lies in continued innovation. “Down the road, I believe that innovation is key to staying relevant. The landscape is changing quickly and consumers are getting smarter by the day. Smaller companies are successful for a reason—because they can make changes and adapt quickly.” Chic-a-peas’ goal, he told NNB, is to stay on top of changing consumer attitudes, and develop next generation chickpea or combination products based on what consumers want.
KEEPING IT SIMPLE
And what consumers want, he added, is clean, simple ingredients – something that is talked about a lot, but not so easy to do in practice. With no background in the food industry, Levi had no idea how hard it would be. He started with the basics in creating a healthy formula. The whole idea of Chic-a-peas, he recalled, was based on an accident—a chickpea casserole he overbaked one day. “I am a curious eater, so I tasted it and I liked it.” That prompted Levi to begin researching the health benefi ts of chickpeas and he
liked what he found—a good source of protein and fi bre. Levi thought other health-conscious eaters would like that too, so he rented a shared kitchen incubator space in New York and began playing around with the formula.
“I could make roasted chickpeas for one, but it took me a couple of years to develop something on a bigger scale,” he said.
Finding the right ingredients was essential, he added. “As a healthy eater it was important to me that we keep the ingredients clean. I look at nutritional content on products and when I see ingredient lists with long names and words, I have no clue what they are and why it’s in my food. I think other people do this as well.”
So the basics are what you get in Chic-a-peas snacks, which come in four fl avours:
• Sea Salt• Falafel• Fresh Salsa• Sweet BBQ
The ingredient lists read like a homemade recipe. For example, Falafel fl avour contains chickpeas, saffl ower oil, garlic powder, onion powder and sea salt. Fresh Salsa fl avour, which contains the most ingredients in the range with 11,
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includes chickpeas, saffl ower oil, sea salt, tomato powder, cane sugar, onion powder, garlic powder, natural fl avours including cucumber, dehydrated jalapeno powder, citric acid and extract of paprika.
“We wanted to create a snack that would not sacrifi ce the product for price,” Levi said. “We could have developed a product with a longer shelf life, but we didn’t want to alienate the customer who would care about certain ingredients.”
PIGGYBACKING ON SUCCESS OF
HUMMUS
The startup relied on early consumer research to see how the product would be received and whether it would have a positive association with the growing popularity of hummus. “We wanted to piggy back on the success of that and provide an alternative relative to potato chips and popcorn.” The Chic-a-peas snacks contain 6 grams of protein, 2.5 grams of fat with 110 calories. By comparison potato chips contain 2 grams of protein, 10 grams of fat and 160 calories.
The company launched in 2013 with its two original fl avours, Sea Salt and Falafel, and then introduced two new varieties, Fresh Salsa and Sweet BBQ, in spring of 2014. The 2oz (60g) snack packages contain two servings at 110 calories each and have a suggested retail price of $2.29 (€2.01).
CLEAN LOOK, SIMPLE INGREDIENTS
Along with the simple ingredient list, Levi wanted the branding and packaging of the products to refl ect that clean, straightforward image. “We wanted to create a simple brand with not too much confusion. So there is not much wording on the packaging. It is simple and easy for the consumer to truly understand what the products off er.” The package messaging and promotional copy is minimalist, with promotional materials describing the product as “Chickpeas, Spice and Crunch…That’s it!”
The package itself was also very important, Levi added. He knew a
gusseted pouch would be best for the product because supermarkets and consumers like them. But it also created a higher premium for the Chic-a-peas. Levi said he was forced to stay lean and make sure he had all the elements, from product formula to packaging, right before he produced too many products. “We had to tip toe around all these expenses before we went all in. You can really tie up a lot of cash with inventory. We produced a million products in the
beginning and that may be small for a lot of companies, but for us it was a big investment.”
The start-up’s investment in gaining non-GMO certifi cation was well worth it, Levi noted, adding he felt from the beginning that non-GMO certifi cation was consistent with the concept for the product and the desires of the target audience.
While the snacks are geared for anyone who likes potato chips and popcorn and
The company launched in 2013 with two fl avours, Sea Salt and Falafel
Chic a peas’ latest fl avours are Sweet BBQ and Fresh Salsa.
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wants an alternative, healthier option, the core target audience, Levi explained, is mothers aged 25 to 49. “Our core audience is these females who live in the city, go to the gym, maybe shop at lululemon and pay a premium to be healthy. They will be reading ingredient lists and looking at nutritional content,” he said.
SAMPLING SUCCESS
To make sure the products get the attention of this key audience, Levi and team do a lot of sampling and consumer research to support retail accounts. “Supermarkets are crowded, and we want to make sure the customers try out products, and they may not get to it if they don’t walk down the aisle it is in.”
The company has also had a fair amount of success handing out samples at local New York fairs. The team off ers Chic-a-peas to companies providing monthly subscription boxes containing healthy foods as well. “This off ers a good indicator of how people like the product and it helps us reach out to new audiences,” Levi said.
With a minimal marketing budget,
the startup primarily relies on online marketing and social media to generate product interest. Levi works with bloggers who help them reach out to consumers interested in clean, nutritional products and encourage interested customers, particularly in the Northeast, to request samples.
Even though the product is generating growing interest, Levi says the focus will continue to be distribution on the East coast. “This is where we are, so it makes the most sense for now.” Chic-a-peas is currently in Whole Foods, Fresh Direct, some independent healthy supermarkets as well as online. “We have some distribution in the northeast and southeast, along with New York. I know it is not the whole country, but it is huge ground to cover.”
Right now, he added, the team wants to just build its base and establish a strong presence in its backyard. “If we tried to expand faster, some things might fall through the cracks,” he noted. “We don’t want to do that. We want to do things well and then implement a model once we see what works.”
So for the present, Levi is still in learning mode, but he does have bright
plans for the future. In addition to next-generation chickpea products, he also sees strong growth for the category. “It is still a niche market for now, but we have had growth and success with our new fl avours. Will [chickpea based snacks] ever beat potato chips and popcorn? I don’t know, but we do see it growing.”
TABLE 1: NUTRITION SNAPSHOT FOR CHIC A PEAS FRESH SALSA FLAVOUR
CHIC-A -PEAS COMMUNICATIONS
Chic-a-peas uses Facebook to keep customers informed of sampling locations.
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Energy drink heads in new direction
In a kind of strategy Extreme Makeover, the new owners of energy drink Xyience have plucked the zero-calorie sucralose-sweetened beverage from its martial-arts ghetto and pointed it towards a more conventional (and potentially far bigger) audience – lovers of college-football. By DALE BUSS.
The energy drink market is tough enough for small players, so why endure an ill-fi tting marketing relationship? That’s why the owners of Big Red, the born-in-1937 Texan soda brand, last year bought the zero-calorie Xyience franchise and quickly unwound its relationship as the offi cial energy drink of the Ultimate Fighting Championships mixed martial arts league.
TAPPING INTO A MORE MAINSTREAM SPORT
Instead, Xyience’s new brain trust is tapping a diff erent sport and audience in college football and has a new brand ambassador who is strongly associated with what is far more of a mainstream sport in the United States. The switch in marketing relationship is part of a major shift in target audience as well for the new brain trust of Xyience, toward older millennials and away from younger ones.
And in a very crowded energy-
beverage market, the new owners are simplifying Xyience packaging, rationalizing the brand’s existing lineup of SKUs and new-product plans, and emphasizing Xyience’s original and continuing zero-calorie attribute.
Maybe the biggest and most signifi cant change for Xyience will prove to be its ownership. Xyience was founded about a decade ago by a former convicted felon among whose various entanglements included a relationship with UFC, the mixed-martial arts brand that has a strong following among many American millennial males.
The principals behind Las Vegas gaming company Station Casinos, brothers Frank and Lorenzo Fertitta, also owned UFC, and they bought Xyience several years ago to build the marketing relationship between the two brands. Under their guidance, Xyience managed to secure a signifi cant niche – 0.6% market share, as of last year, in the US – in a multi-billion-dollar energy
drink market dominated by Red Bull and Monster.
Now headed by former Red Bull executive Gary Smith, carbonated soft-drink brand Big Red (about 15% owned by Dr Pepper Snapple Group, which distributes about 80% of Big Red volume and also, in some markets, Xyience) is building something of a stable of new-age beverage brands.
In 2012, it acquired Hydrive Energy drinks, a “better-for-you” brand whose main attribute is just 30 calories per serving, and already owned the All Sport isotonic drink brand.
ZERO-CALORIE STILL GROWING
Big Red latched onto Xyience out of its familiarity with the brand and the products – and with some confi dence that the energy drink business would keep growing despite some demographic and regulatory hurdles.
“It’s an enormous category and still
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very profi table even without the growth we’ve seen in the past,” Thomas Oh, head marketer and senior vice president for Big Red, told New Nutrition Business. “But if you look at the zero-calorie segment, it’s still growing at about 17 percent, versus 7 percent for energy drinks overall. And it has doubled its share of the category to 18 percent.
“And Xyience has always been zero-calorie and great tasting. Plus it is made with sucralose, while all of the negative chatter about diet soft drinks is around aspartame. Also, energy drinks aren’t as mature as the soda business, plus there’s the fact that they provide a benefi t beyond soda – a boost of energy. So it made sense to explore the acquisition and ultimately to do it.”
TARGETING OLDER MILLENNALS
But while Big Red believed that Xyience remained a solid product and was positioned in the right part of the energy-drink category, the company determined that it needed to make some big changes in how Xyience was positioned and marketed.
Most important, Oh said, was that Xyience should target older millennials rather than the 18-to-22-year-old male demographic that has been considered the sweet spot for energy drinks since they became a mainstream category around the turn of the century.
“Research indicates that older millennials are actually drinking more energy drinks than they used to,” Oh explained. “Some people are wary of energy drinks now; ‘If I drink too many, am I going to die?’ But these people had grown up with energy drinks 15 or 20 years ago and know they are safe.
“Another part of it is when folks become parents, they recognize they need more energy. Some of these parents had grown up with energy drinks, and others were new to the category.”
So, as Big Red CEO Smith said in a release, “Xyience is targeting the older millennial consumer that grew up during the energy-drink boom and now drinks
more energy beverages … to keep up with everyday life.”
This redefi nition of its target audience also fi t the plans by Xyience’s new brain trust to cut ties with the UFC and that world. “As part of the acquisition, we had to divest ourselves away from using UFC marks,” Oh said “That was fi ne by us because as we did some consumer research, we recognized that the UFC relationship had created awareness of the brand but not a strong connection, even among Xyience drinkers, to the brand. There was an opportunity for us to broaden the target.
“We didn’t have to stay within mixed
martial arts and sign up another MMA fi ghter. We could look at the landscape and see how we could position Xyience in a very diff erent manner.”
Distributors at convenience-store chains and elsewhere initially were wary of Big Red’s plans to sever Xyience’s marketing relationship with the UFC, a strong marque that at least had guaranteed Xyience some visibility with a reliable demographic for the brand. “They were nervous when we took on the product,” Oh conceded. “They knew what UFC was, but not us.”
But Big Red moved decisively in pursuit of its new older-millennial
Xyience’s new look, designed to appeal to older Millennials, includes simplifi ed packaging and rationalisation of the brand’s product lineup - and replacement of the drink’s alliance with martials arts with a connection to college football. An integrated marketing campaign relaunched Xyience with ads featuring football reporter Samantha Ponder, who is said to “appeal to a sport-loving male audience but to females as well”.
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audience. The company identifi ed that demographic as enthusiastic college-football fans and began pursuing them in a big way, with an integrated marketing campaign that re-launched Xyience with a relationship with Samantha Ponder, a popular “sideline reporter” on college-football coverage for sports TV channel ESPN.
MORE MAINSTREAM
“We believe that college football will appeal to a more mainstream audience and soften the brand’s extreme image associated with its former sponsorship” of the UFC, Oh said. “College football indexes well with the 18- to 34-year-old male and affl uent consumers, and traditional energy drinks don’t do that. And we felt Samantha would be the perfect face for Xyience: she’s young; she just became a mother; and she appeals not only to a sport-loving male audience but to females as well.”
And indeed, in its news release, Ponder played up her own credentials as a potential Xyience consumer. “As a new mom with a busy work and travel schedule,” Ponder said, “I used to rely on high-calorie lattes to get me through the day. That’s why partnering with Xyience is the perfect fi t for me.”
NATIONAL PROMOTION CALLS FOR
“XYELFIES”
Xyience began running TV spots featuring Ponder at the start of the college-football season in September with plans to run the campaign for 12 weeks on ESPN. Ponder also will be conducting social-media chatter for Xyience this fall.
And the brand can count on a sort of “product placement” as, during game broadcasts themselves, Ponder will be doing her job as a reporter and talking with players and coaches at the games. “Hopefully,” Oh said, “Sam will be reporting from the sidelines on one of those days and they’ll skip to our commercial!”
Simultaneously, Xyience also kicked
off a national promotion in stores based on smartphone selfi e photos – for fans to take “Xyelfi es” to win and meet Ponder at the national college-football championship game in January.
And for sampling, Xyience is partnering with Tailgate Tour, which organises on-site festivals at big college football events. “From a digital standpoint, we’ll target key geographic markets around the country,” Oh said. “And we’re one of the founding advertisers on the International Gaming Network’s Snapchat channel.”
BRAND CLEAN-UP
Other changes Big Red made to the Xyience brand included “cleaning up” its packaging, Oh said. For one thing, the new owners removed the actual product name, Xenergy. “No one called it that anyway,” Oh explained. And Big Red applied “a new colour palette” to Xyience packaging and simplifi ed the label, removing UFC references.
Big Red also delisted some relatively new SKUs that the previous ownership planned to launch, such as one called Energy Lemonade, as well as a protein-based energy drink. “They were just throwing things out there in terms of new products that weren’t really going to accomplish anything,” Oh said. “We decided to focus on our core Xyience portfolio, which has only 8 SKUs.”
But proving that the new ownership remains responsive to Xyience’s old fan base, Big Red brought back one fl avour, Melon Mayhem, even after it had delisted this SKU as well. “Social-media chatter made us decide to bring it back,” Oh said. “It’s a fan favourite.”
Xyience has remained a retailer favourite as well, Oh said. “The fact that we’re broadening the target and going to a much more appealing sport is very exciting to them,” he said. “They feel very energized with what we’re doing.”
TABLE 1: NUTRITION SNAPSHOT XYIENCE MANGO GUAVA
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Perking up probiotic deliveryDetermined to show a risk-averse industry the potential of new seaweed-based microgel technology, an Australian entrepreneur developed a naturally-sweetened probiotic water with big ambitions. By DALE BUSS.
Perkii is an enhanced-water drink that brings something new to the probiotics market in at least three dimensions: It is an enhanced-water product in a category that has been dominated worldwide by dairy; it is low-calorie in a business where dairy and juice vehicles for probiotics largely have prohibited that; and it touts a new microgel technology that keeps bacteria alive long enough to ensure their effi cacy.
Developed by a university-affi liated startup in Australia, Perkii debuts in three fl avours:
• Lime Coconut• Raspberry Pomegranate• Elderfl ower Green Tea
Initially selling in Australia, at a supermarket price of A$3.69 ($2.57/€2.29) per 300ml bottle, Perkii is destined for larger markets including Japan, South Korea, China and the United States beginning as early as next year. It is believed Perkii will be essentially unique everywhere it goes.
Each fl avour of Perkii is water enhanced with some apple juice, as well as natural fl avourings and colours. It registers just 26 calories per bottle and off ers gut-health and immunity benefi ts with one billion live Lactobacillus casei bacteria.
“We started out knowing we had a product that was on trend in probiotics and aimed at the non-dairy gap in the market,” Cameron Turner, CEO of Progel, the university-affi liated company that developed and launched Perkii. “And within a few months of launch, already we’ve been astounded at the success of Perkii within its 15 initial stores in Brisbane, without an active marketing budget.”
For Perkii, the entire proposition starts with advanced microgel technology invented by University of Queensland
Professor Bhesh Bhandari. He was able to create natural microgel capsules out of seaweed algae and encapsulate probiotic bacteria, omega-3 oils, pharmaceutical compounds and other substances in much smaller capsules than previous technology – and, importantly, in capsules that could be manufactured at scale in continuous production.
Without giving too much away about the proprietary Progel technology, Turner explained, Professor Bhandari was able to create small capsules that could be manufactured in a continuous process out of a basic chemistry lesson: Mix some active ingredient, say an omega-3 oil, with sodium alginate and spray it into a bath of calcium chloride using a patented process, and immediately there is formation of microcapsules – beads – that are individually too small to see and look a bit like caviar.
“No one before had been able to encapsulate into alginate microgels at such a small size and for a large industrial scale,” asserted Turner. “So there is a low cost of operation and a low capital cost for establishing manufacture, and because it’s highly scaleable, you can produce hundreds of kilos per hour while
keeping the microparticles small.”The size of Progel microgel capsules
is key, Turner explained, because of how human tongues and overall sensory systems react to them. At about 100 micrometers, capsules can be easily detected and tasted. If a manufacturer can reduce a microgel capsule to just 50 micrometers, they can be seen settling out at the bottom of a container of liquid, but if the beverage is shaken and the capsules are dispersed, they can’t be detected or tasted.
POSSIBILITIES MULTIPLY
And at the 10- to 50-micrometer size basically undetectable to human senses, Turner said, the possibilities for microencapsulation multiply. That is why Turner left his job as director of commercialization of food and agricultural technologies for the university, founded Progel in 2008, interested investors and raised capital in 2010 and joined as CEO in 2010.
Locking down patents for the technology has been a long but relatively easy process, which Progel completed in Australia, New Zealand and Japan
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PROCESSED FISH, MEAT & EGG PRODUCTS
and which was scheduled for completion in the US for October 30. But, as is typical for startups in the global food and beverage business, commercialising the Progel technology turned up challenges.
Turner knew Progel would work well in products that either tasted bad or were very sensitive, such as omega-3 oils, probiotics and iron. The limitations of existing microgel technologies had proven to be huge limiting factors in those categories. Largely because of the size of microgel capsules that carried probiotics and omega-3s such as fi sh oil, the active ingredients inside, and the capsules themselves, were too involved in the sensory process – they couldn’t be easily “masked”.
That was why, for example, oily notes interfered with the intended tastes of beverages with microencapsulated fi sh oils, and why probiotic beverages at that point largely were restricted to juices and dairy products – beverage bases whose overall consistency, texture and other properties could mask these fl avour problems.
And, in turn, the requirement for juice or dairy to carry probiotics meant, in the existing market, that probiotic beverages couldn’t be low-calorie propositions; there are lots of calories in milk and fruit.
PROBIOTICS LIVE LONGER
Progel keeps active ingredients encapsulated in the acidic stomach and then releases them into the intestines, where they can be absorbed easily. This also stops probiotics from fermenting, which may be OK in milk products but not in fl avoured water or juice. Most existing non-dairy probiotics are either fermented, like kombucha, or use a particular strain that doesn’t ferment but which also doesn’t have the most proven health benefi ts, Turner said.
Given all of this, Turner said, Progel’s initial business plan was to license its technology to a large beverage manufacturer or ingredient company. He fi gured at least one of them would be very interested in being able to make
their probiotic bacteria live longer or make their omega-3-featured products taste better, not to mention auxiliary benefi ts of Progel such as being able better to mask “inactive” ingredients such as iron.
He ranged the world for a few years, talking with CPG giants such as Unilever and Danone and ingredients titans including Christian Hansen and DuPont. Progel developed a number of potential new products, in some cases with the prospective clients themselves, including probiotic orange juices, milks, almond milks and waters, as well as omega-3-encapsulated products, and even those containing slow-release caff eine, ibuprofen and insulin.
While those companies could see the technology was a breakthrough, “eff ectively what they all said,” recalled Turner, “was that unless you can prove it works in a product fi rst, for the consumer market, we’re not really that interested”. He added: “They said if you build a product and take it to market, then we’ll buy [the company].
“So large food and beverage companies today don’t innovate; they buy,” Turned concluded. “It just took me a few years to learn that lesson. Large companies are interested in science and technology but they are risk-averse. They like to look at innovative companies and then buy them. You can complain about that all you like, but ultimately that’s the
way it works. Pharmaceutical companies are heading in the same direction. ”
So Progel decided that it wouldn’t license its technology until the company could incorporate it into a successful product and demonstrate that the microgels worked as advertised, and that they could form the basis of an appealing consumer proposition. The company came up with Perkii.
COMPELLING OPPORTUNITIES
“We did a lot of research and planning and saw a couple of really compelling weaknesses and opportunities in the market to decide on our fi rst product,” Turner said.
First, he said, Progel saw that probiotics was heading toward a $50 billion (€45 billion) global market but that “99 percent of the probiotic products are dairy-based”. The challenge for dairy companies, Turner said, is that “a big part of the population is moving away from dairy products” because of intolerances or other reasons. Also, he noted, “You can’t get a low-calorie dairy product because of the intrinsic calories in milk.”
And, he alleged, “Probiotics die in many dairy products…By the end of their shelf life, 40 to 50 days, most of the probiotic bacteria are dead.”
Second, Turner said, while some strong brands had established the
PERKII MARKETING IS ONLINE AND WORD OF MOUTH – AND SAMPLING
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probiotic-juice proposition, including GoodBelly in the United States and ProViva in Europe, “We felt those [products] were a bit off the mark, and they haven’t been spectacularly successful largely because there are too many calories in the product and they have a short shelf life.”
And third, Progel wasn’t too impressed by the competition in the “light probiotic” beverage market posed by kombucha beverages, which are water-based and fermented. Commercial kombucha products have diffi culty keeping probiotic bacteria alive, Turner said, “because the process of fermentation creates acid, and that kills probiotics. So by the end of the process, kombucha tastes a bit funny and the probiotics are dead.” Further, he said, kombucha really hasn’t caught on as a mainstream product.
What Progel created in Perkii was an enhanced water that includes 10% to 15% apple juice, depending on fl avour, and is sweetened with stevia.
A small amount of apple juice “gives the product more mouth feel and body,” Turner said, and the natural sugar in it provides carbohydrates that are important for probiotics’ survival, while it
also does heavy lifting for the sweeteners “so that we only have to add a very small amount.”
Thus, he said, Perkii “doesn’t taste like a fully sweetened product. It has nice balance and mouth feel. It’s fresh and light and hydrating, and all other probiotic products are heavy by contrast.”
The drink is sweetened with sugar from apples and Facebook posts boast of Perkii’s low sugar levels compared with other drinks: “We only have 1.5 teaspoons of natural sugar to one Perkii bottle!”
In marketing – which so far has been online and word of mouth, mostly – Perkii leads with the fact that it is a non-milk probiotic drink that, secondarily, is low in calories. Ads say, “1 billion probiotics, 26 calories. Perkii. Love your guts.”
Perkii proved to be a hot seller in Brisbane supermarkets and upscale cafes right away, he said, and it has been especially popular with women and college students. A nationwide launch in Australia was scheduled for early 2016 as Progel brings aboard a CEO just for the Perkii brand, an ex-Coca Cola manager, and seeks a second round of fi nancing in
the millions of dollars.“We’re wanting to focus on nailing
it and executing well in Australia fi rst, but we’re looking to grow fast and make a small targeted entry into the US and China next year or the year after,” Turner said.
CHINA A CLEAR OPPORTUNITY
There are big obstacles to taking Perkii abroad. Japan “is the biggest probiotic market in the world but very complex to get into,” Turner noted. South Korea is promising. The US is “attractive but large and expensive to cut through,” he said, “so we might consider starting in Whole Foods or Trader Joe’s.” And in China, “there is enormous appetite for probiotics and health foods, so it is a clear and present opportunity for us, being in Australia.”
Another advantage of Perkii is its long shelf life – up to three months, in actuality – which means that it has the shelf life to travel to international destinations by sea freight and the staying power to penetrate international retail chains.
Source: www.progel.com.au
PROGEL APPLICATIONS
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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.• Part 1: North America • Part 2: Rest of the World
BAKERYUSA Two Moms In The Raw Two Moms In The Raw Spicy
Chipotle Pepper Almond Protein Crackers
Contain 6g plant based protein and are free from GMO, added sugar, gluten and dairy. Raw, sprouted and crunchy snacks. Also in Ancient Spice and Lightly Salted.
USA Enjoy Life Natural Brands Enjoy Life Muffi n Mix with Ancient Grains
Gluten-free product is free from the eight common allergens. Provides 5g of protein per serving, with BC30 probiotics to support immune health.
BREAKFAST CEREALSUSA Love Grown Foods Love Grown Foods Original Chia &
Quinoa Super Oats PacketsGluten-free oats, chia seeds, quinoa and amaranth fl akes, and provide 7g of protein, 5g of fi ber and 0mg of sodium per packet. Also in Blueberry Chia & Quinoa.
USA Love Grown Foods Love Grown Foods Mighty Flakes Frosted Breakfast Cereal
Made with navy, lentil and garbanzo beans, and with no wheat or corn. Low in fat, cholesterol-free, these beans are a good source of protein and fi bre. GMO-free, provides 2g of protein, 1g of fi ber and 0.5g of fat per serving.
USA Munk Pack Munk Pack Blueberry Acai Flax Oatmeal Fruit Squeeze
Blend of pure fruit and grain. Wholegrain cereal provides sustained energy, 550mg of omega-3 and 4g of fi ber per pouch. Also in Apple Quinoa Cinnamon and Raspberry Coconut.
USA Kashi Kashi Organic Promise Sprouted Grains Cereal
Includes 100% sprouted whole grain fl akes, wheat, brown rice, oats, barley, spelt and amaranth. Contains 51g whole grains and 6g fi bre.
WaterA premium natural mixer made with natural quinine and no artifi cial sweeteners, fl avourings or preservatives. This reduced calorie tonic water is made using natural fruit sugars and provides 58% fewer calories than regular tonic. T
Tigernut HorchataMade with naturally-sweet, nutrient-dense organic tigernuts and biodynamically fi ltered water. Raw organic product is non-GMO and a source of iron and potassium, contains prebiotics, dairy and nut free.
Minimally processed, USDA organic certifi ed product comprises cashew milk, coconut water, coconut, almond milk, dates, gluten-free oat milk, and nutmeg, and does not contain GMOs. Cold-pressed.
USA Califi a Farms Califi a Farms Toasted Coconut Pure Almond Milk Blend
Free from soy, gluten, sugar, BPA and dairy. Only 50 calories per serving, zero trans fat and cholesterol. Vegan milk is an excellent source of calcium, containing 50% more than normal milk.
USA Facci Food Yoatz Original Flavor Oats + Yogurt Comprises organic steel-cut gluten-free oats, organic yogurt, and Sugared Responsibly culture that is functionally nutritious. High in fi ber, and contains no preservatives, added colors or stabilizers. Also in Blueberry Flax, Strawberry Chia, Apple Cinnamon.
USA LuliLife Luli Tonix Green Mylk A dairy-free cashew potion, comprising date-sweetened cashew milk blended with raw spinach and boosted by superfood moringa, with lemon peel, olive oil and Himalayan salt.
USA Stonyfi eld Farm Stonyfi eld Organic Super Grains Vanilla Buckwheat & Quinoa Greek Nonfat Yogurt
Comprises Greek nonfat yogurt, buckwheat and quinoa for a satisfying protein packed-snack. Gluten free.
USA Yoplait Yoplait Whips! Root Beer Float Yogurt
Contains vitamins A and D, is free of gluten and high fructose corn syrup, and a good source of calcium. Limited edition product is artifi cially fl avored, contains live and active cultures, provides 140 calories per serving.
Canada Bunker Hill Cheese Heini’s Yogurt Cultured Cheese with Jalapeno Pepper
All natural product is described as a semi-soft, unripened cheese made from semi-skimmed milk. Lactose free, contains probiotics.
USA Hain Celestial Group Dun Dee Honey Aussie-Style Yogurt A probiotic grade A yogurt made with milk from cows not treated with rBST.
USA Smári Organics Smári Non-Fat Peach Organic Icelandic Yogurt
Contains 14g protein, and four cups of milk in every cup.
USA Promised Land Dairy Promised Land Salted Caramel Latte Milk
Provides protein and calcium. Comes from Jersey cows that are not treated with rBST or rBGH, and consistently produce milk with higher calcium and protein content than Holstein cows.
USA Orgain Orgain Organic Protein Unsweetened Vanilla Almond Milk
Contains 10g of protein per serving and 10 times more protein than leading brands. The doctor-developed product includes raw organic almonds, wholesome plant-based proteins, food-based vitamin D and calcium. Organic and free from dairy, soy, lactose, gluten and GMOs. Also comes in Lightly Sweetened.
DESSERTS & ICE CREAMUSA Innocent Foods Eatpops Green Detox Kale,
Made using real fruit and vegetables. Free from fat, gluten, dairy, added sugar, artifi cial sweeteners and added colouring.
Canada Les Aliments Lebel Foods Originale Augustin Organic Mango and Vanilla Kefi r Bars
Low in fat and made with 100% all natural ingredients. Contain 1 billion probiotic bacterias per serving and provide 80 calories.
USA The Chia Company The Chia Co. Chia Pod Dark Cacao Dessert
With chia seeds, almond milk and cacao, and is lightly sweetened with coconut sugar. Gluten-free.
FRUIT & VEGETABLESUSA Mann Packing Mann’s Kalettes Feature a brand new vegetable that is a cross between kale and brussels
sprouts. Described as a fresh fusion of sweet and nutty, free from preservatives, gluten and GMO, can be steamed, sautéed, roasted, grilled or served raw. Washed and ready to eat.
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USA Enray truRoots Organic Sprouted Green Lentils
High protein product is free from gluten and GMO, is ready in fi ve minutes. Captured at the moment between being a bean and a green, these crunchy, fresh-tasting little rounds are more nutritious, convenient, and versatile than regular lentils. Sprouting boosts the lentil’s nutritional profi le, increasing vitamins and micro-nutrients and activating digestive enzymes. Heart-healthy.
JUICE DRINKSUSA Campbell Soup V8 + Energy Original 100%
Vegetable Juice with Green Tea Extract
Vegetable juice blend from concentrate with green tea extract and other natural fl avors, with no added sugar. Each can provides two full servings of vegetables, natural energy from green tea, 50 calories, and is an excellent source of B vitamins, vitamins A and C.
USA H:20 Innovations Oh-So Organic Veggie Plus Orange Fusion Organic Fruit & Vegetable Juice Drink
Naturally fl avored with other natural fl avors, made with organic carrot juice and covers 100% daily value of vitamin C per serving. Contains 35% juice, 60% less sugar than leading kids’ fruit and vegetable juice drink, 45 calories per serving, and is free from gluten and GMO.
USA H:20 Innovations Oh-So Organic Tots Apple Spinach Organic Fruit & Vegetable Juice Drink
Naturally fl avored with other natural fl avors and contains 35% juice and no added sugar. Organic product covers 100% daily value of vitamin C, has 40 calories per serving and 70% less sugar than 100% apple juice.
USA Naked Juice Naked Peachy Almondmilk Juice Smoothie
Comprises a peach fl avored juice blend and almond milk smoothie with other natural fl avours. It contains 11g plant protein per serving and provides 310 calories per bottle. Free from added sugar, preservatives, gluten and dairy. Made with Rainforest Alliance Certifi ed bananas and pineapples and contains 57% juice of 3/4 peach, 24 almonds, 1 1/4 apples, 1/4 banana and a hint of pineapple and orange.
USA Steuben Foods Elmhurst Naturals Original Banana Water
An all natural banana juice concentrate with natural banana fl avor. Claimed to contain as much potassium as two bananas, is made with natural ingredients, and is an excellent source of vitamin C, magnesium and potassium. No added sugar, no added colors, and is fat-, cholesterol- and gluten-free. Contains 70 calories per bottle. Also in Passionfruit and Mango fl avours.
USA Suja Life Suja Essentials Organic Vibrant Probiotic Juice Drink
A cold pressed fruit juice drink with probiotics made with water, strawberry, raspberry, lemon, honey, tart cherry, vegan probiotics and stevia. Contains 1.5 billion probiotic CFUs per serving. Free from gluten and GMOs, features 34% juice.
USA Califi a Farms Cuties Tangerine Juice with Calcium Made with 100% California tangerine juice from concentrate. Contains vitamin C, calcium and vitamin D. All sugar is found naturally in the fruit.
USA CAJ Food Products Beet Performer Beet Juice with B12 An endurance enhancing body fuel which stimulates stamina and strength. Contains 100% juice and no caffeine, added sugar or gluten.
USA Love Grace Love Grace Green Sunshine Cold-Pressed Juice
100% juice cold-pressed in order to deliver more nutrients and more results. With chard, kale, spinach, celery, cucumber, apple and lemon. Also in Watermelon Cleanser fl avour.
MEALS & MEAL CENTERSUSA Kellogg Morning Star Farms Southwest
Sunrise Breakfast SandwichMicrowavable breakfast sandwich contains spicy black bean, potato, scrambled egg patty with pepper jack cheese on an English muffi n thin made with whole grains. Provides 200 calories and 12 grams of protein.
Canada Dole Fresh Vegetables Dole Chef En Route Santa Fe Feast Salad Meal
Made with wholegrain and comprises chopped greens, including romaine and kale, heritage grains, seeds and beans, such as red rice and quinoa, with a smoky chipotle vinaigrette and a fi re roasted tomato fi nishing salsa. Contains 9g of protein and 7g of fi bre. Dole Chef En Route Greek Fusion Salad Meal is also available.
USA Daiya Foods Daiya Cheezy Mac Deluxe Alfredo Style Pasta
Free of gluten, soy, dairy and lactose, provides 5g of protein, and is an excellent source of calcium. The kosher and vegan certifi ed product is described to be rich and creamy, and retails in a 10.6-oz. pack that contains one pack of wholegrain pasta and one convenient squeeze pouch of sauce, and features the CSA logo.
USA Smart Flour Foods Smart Flour Foods Uncured Pepperoni Pizza
Excellent source of protein and calcium, provides at least 9g of whole grain per serving, made with cheese from dairy cows not treated with rBGH synthetic hormone and vegetarian-fed pork never given antibiotics. Is free from MSG, preservatives, artifi cial ingredients, gluten, wheat, egg, soy, rice, casein, and milk. Crust made with Smart Flour, a unique blend of ancient grains sorghum, amaranth, and teff, which provides vitamins and minerals.
OTHER BEVERAGESUSA White Cloud Nutrition Kura Berry Flavor New Zealand
Protein Smoothie PowderNaturally fl avoured and contains 14g of grass-fed dairy protein, 26 vitamins and minerals, omega-3’s and four billion probiotics. This protein-packed product is free from GMO ingredients, gluten, added sugar, rBST, preservatives, artifi cial sweeteners, fl avors, colors and high fructose corn syrup, and is said to be crafted using the world’s purest grass-fed dairy from New Zealand.
USA Campbell Soup V8 Chocolate Raspberry Protein Shakes
Comprise milk, soy, quinoa, brown rice and pea proteins blended with rich cocoa, real honey and a hint of raspberry fl avor to provide energy. The naturally and artifi cially fl avored shake contains 12g of protein, 3g of fi ber and 120 calories, and is free of high fructose corn syrup. Excellent source of protein, provide as much fi ber as a cup of kale, as much calcium and vitamin D as a glass of milk, and a quarter cup of vegetables.
USA Plant Fusion Nutra Spark PlantFusion Organic Plant Protein Chocolate Flavored Dietary Supplement
Described as the fusion of four of the world’s most potent plant protein sources, enhanced with fermented foods and digestive enzymes to create an uncompromising fusion of taste, potency and digestibility, all in one. Organic product is free from GMO, sugar, dairy, wheat, gluten, eggs, peanuts, soy, rice, tree nuts, fi sh, shellfi sh, animal ingredients, preservatives, artifi cial colors and fl avors. The fermented components of the product are said to unlock the protein’s full potential and aid in digestion.
RTDsUSA Califi a Farms Califi a Farms Dirty Chai Cold Brew
Coffee with Almond MilkCold brewed coffee with almond milk blend and sweet and spicy chai. Provides only 110 calories per serving, is formulated with Rainforest Alliance certifi ed ingredients, kosher certifi ed, and free from dairy, soy, gluten, carrageenan, and GMO ingredients.
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SAVOURY SPREADSUSA Sabra Dipping Company Sabra Crisp Bell Pepper Greek
Yogurt DipSaid to contain half a serving of farm market-fresh vegetables per container.
Canada ZBI Wild Garden Mediterranean Foods Hummus to Go with Quinoa Chips
Comprises a 50g pack of traditional hummus dip and a 15g packet of sea salt quinoa chips.
SIDE DISHESUSA Quinoa Corporation Ancient Harvest Protein Power
Lentil & Quinoa Supergrain Pasta Penne Supergrain Pasta
Naturally gluten-free and has the taste and texture of traditional pasta, but with two times the protein power containing 14g of plant-based protein per serving. An excellent source of fi ber with 7g of fi ber per serving, and are GMO-free.
USA Modern Table Modern Table Meals Confetti Bean Pasta
Gluten-free product comprises penne and rotini made from green and red lentils and black beans and contains 14g protein and 5g fi ber per serving. It is non-GMO Certifi ed and free from artifi cial colors, fl avors and preservatives.
SNACKSUSA John B. Sanfi lippo & Son Fisher Nut Exactly Peanut Popcorn
Dipped in Peanut Butter Snack Bites
Made with whole grain popcorn and roasted peanuts dipped in a peanut butter fl avored coating. This snack contains 15 calories per snack bite, and is free from high fructose corn syrup, artifi cial preservatives, colors and fl avors.
Crispy, low-fat, vegan product provides 100 calories, 3g of fi ber, and 7g of protein, and is free from gluten, soy, and GMOs. Packed with protein and fi ber, has been lightly roasted in sunfl ower oil, sprinkled with sea salt, and seasoned. Also available: Sriracha Flavored Roasted Broad Beans.
USA New Frontier Foods Ocean’s Halo Sriracha Flavored Seaweed Snack
Lightly roasted, spicy, garlicky and tangy sweet. The organic certifi ed product is full of vitamin B12 and iodine, gluten free, made with sustainably harvested seaweed.
USA Revolution Foods O Revolution Foods Dynamos Triple Berry Soft Baked Granola Bites
Protein-packed bursts of energy great for keeping kids powered throughout the day. They contain 6g protein and 11g wholegrains per pack as well as wholesome oats with berries, natural fruit fl avors, and a vanilla drizzle. Free from artifi cial colors, fl avors, and preservatives.
USA Riverside Natural Foods Made Good Chocolate Banana Granola Minis
Allergy-friendly snacks free of eight common allergens, such as peanut, tree nuts, wheat, soy, dairy, egg, sesame and shellfi sh, as well as gluten and GMO. Organic product comprises 10g of whole grains per serving and nutrients found in one serving of vegetables. Source of fi ber and vitamin B6, and suitable for vegans.
USA Watusee Foods Watusee Foods Spicy Cayenne Flavored Organic Chickpeatos
Crispy chickpeas roasted in olive oil, and are simply prepared with only six ingredients. The snack contains 120 calories, 6g protein and 5g fi ber per serving, and is free from gluten, preservatives and GMOs. Organic, heart healthy snack is low glycemic, an iron booster, suitable for vegans. Provides the same amount of protein as an egg, twice as much fi ber as kale.
USA Kraft Foods Oscar Mayer P3 Nut Clusters Portable Protein Pack
Comprises peanut almond nut clusters, mild cheddar cheese and brown sugar ham, which contains up to 25% of seasoning solution and is browned with caramel color. This snack mix provides 11g of protein and is free from artifi cial preservatives.
USA Balance Bar Company Balance Bites Chocolate Nutrition Energy Snack
A poppable bite available in an on-the-go, single-serve pouch. Protein-rich, gluten free, non-GMO. Has a balanced 40-30-30 nutrition ratio (40% carbohydrates, 30% protein and 30% dietary fat) to help satisfy hunger, supply energy and provide smart nutrition.
USA Kind KIND Healthy Grains Caramel Macchiato Granola Bars
Made with rich coffee, sweet caramel, and fi ve super grains including oats, millet, quinoa, amaranth and buckwheat. Contains 19g wholegrain per bar, is free from GMO and gluten.
USA Rhythm Superfoods Rhythm Superfoods Garden Ranch Broccoli Bites
Made with broccoli, which is full antioxidants, vitamins and minerals and is said to be a powerhouse of nutrition and health benefi ts. This gluten- and GMO-free snack is a good source of fi ber and protein.
USA Aldi LiveGfree Gluten Free Southwest Vegetarian Tamale Bites
A rice, corn masa and quinoa dough fi lled with black beans, corn, red pepper and a hint of lime. Excellent source of vitamin A, and contains no partially hydrogenated oils. It is free from gluten, nut and wheat.
USA Nurture Shine Organics Revive Pear, Celery, Coconut, Lime, Green Tea & Chia
Contains a blend of organic fruits, veggies and micronutrients. Made with non-GMO ingredients and no artifi cial fl avours, it is a good source of vitamin C and fi ber, contains 240mg of omega-3 (ALA), and features milled chia for a smooth texture. Provides 70 calories per pouch.
USA Brad’s RAW Foods Brad’s Raw Pop’n Hot Broccoli Poppers
Excellent source of living nutrients and enzymes, as well as a source of vitamins A and C, iron and calcium. Organic raw product is free of GMO, gluten, soy, and nuts, and suitable for vegans. Broccoli is described as one of the most nutrient-dense superfoods. The snack is air-crisped under low heat to preserve the bio availability of its living nutrients and antioxidants. Seasoned with a hand-crafted blend of veggies, seeds, herbs and spices.
USA Daniele Daniele Endurance Snack Packs Comprise dry cured genoa salame paired with soft provolone cheese and unsalted almonds.
Canada Procter & Gamble Meta Fibre Bar Cinnamon Oatmeal Raisin Bars
Made with 100% naturally sourced psyllium fi bre which is a factor in the maintenance of good health, helps lower (LDL) cholesterol, a risk factor for heart disease, and also makes the bars a nutritious high fi bre snack. Naturally and artifi cially fl avoured.
Made from a blend of black and navy beans and long-grain rice. They contain 4g of protein per 28g serving, and 29% less fat and twice the protein and fi bre as most tortilla chips. Contains no sugar, gluten, corn, peanuts or seeds, and is Non-GMO Project verifi ed.
SOUPUSA Pacifi c Foods of Oregon Pacifi c Organic Chicken Bone Broth
with GingerTraditional sipping broth is ready to drink, contains only 40 calories and is free from fat and gluten.
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Country Company Brand & Product DescriptionPART 2: REST OF THE WORLD – FOODS & BEVERAGES
CrispbreadWholegrain crispbread with lots of seeds, baked in the Swedish highlands with organic buckwheat sourdough, crushed wholegrain and topped with coarse sea salt.
Germany Max Sport MaXsport Veggie Protein Wholegrain Crackers with Sesame
Provide 20% protein, high in fi bre. This 100% natural product does not contain added sugar, gluten or GMO.
BREAKFAST CEREALSDenmark Good Carb Food Company Lizi’s Passionfruit & Pistachio
GranolaHome-baked product is GL tested with a low glycaemic load and offers slow energy release to keep one fuller for longer.
Russia United Bakers Lyubyatovo Buckwheat Balls with Natural Honey
100% natural ingredients including buckwheat, real honey, salt and sugar. Wholegrain cereal is high in fi bre.
Germany mymuesli MyMuesli Fit For Fun High Performance Muesli for Endurance Athletes
Developed in cooperation with nutrition expert Achim Sam. With 37g of carbohydrates per serving. Organic product is free from GMOs, lactose, artifi cial fl avours, colours and preservatives and is rich in fi bre. Also available: Best Protein Muesli with Figs & Strawberries.
New Zealand New Zealand Health Association Sanitarium Weet-Bix Bites Energize Vanilla Flavoured Hi-Protein Breakfast Cereal
Crunchy protein buds are 60% wholegrain. High in protein, and contains iron, niacin, thiamin and ribofl avin to help release energy to power the day, and folate to fi ght fatigue.
Netherlands Albert Heijn AH High Fibre Spelt Malt Flakes from Spelt
Source of protein, packed with fi bres.
Japan Nissin Cisco Nissin Cisco Gorotto Sweet Potato & Soft Brown Sugar Vegetable Granola
Contains pumpkin, carrot, pumpkin seed, sweet potato and purple sweet potato. High in dietary fi bre, contains nine types of vitamins, iron and calcium. Also contains wheat, wheat bran, pumpkin, oats, corn, rye and brown rice.
Netherlands Allos Allos Amaranth Matcha Porridge Made with green tea from the experts of Aiya, organic and high in fi bre. Contains important proteins.
Chocolate BarClaimed to help maintain healthy hair. Chocolate with vitamins, minerals, antioxidants and fi bers. Made with 54% cocoa and is free from gluten, sugar, lactose, sodium and trans fat.
UK Unilever Wall’s Mini Milk Chocolate Lollipops Enriched with 270mg calcium, offer 30% of the daily recommended calcium allowance.
UK Maui & Sons Maui & Sons Dark Chocolate Coated Coconut Chips
Lightly roasted and crunchy, an alternative to sugar fi lled candy.
DAIRYPoland Kelmes Pienine Vilvi Yoga Yogurt with Quince,
Pumpkin and CerealsHas 3.5% fat and is enriched in fi ber.
Mexico Allnat Nutrition Allnat Vitalmendra Almond Drink Mix Fortifi ed product contains pieces of almonds, has 0% of saturated fat, is free from fl our and dairy, is said to be ideal for growth thanks to its calcium content, and helps reduce cholesterol. Mix contains arginine, is high in fi ber which aids intestines and regulates sugar and cholesterol absorption, suitable for lactose-intolerants.
Sweden Arla Foods Arla Peach & Passion Fruit Flavoured Drinking Quark
Filling drink resembles drinking yogurt but is based on quark. Low in fat, free from added sugar. Contains sweeteners and is naturally high in protein with 20g protein per portion.
Sweden Valio Valio Eila Laktosfri Natural Kefi r A lactose free sour milk, contains Lactobacillus rhamnosus GG lactic acid bacteria and vitamin D.
Portugal Arla Foods Arla The Original Cheese Sticks for Kids
High in protein and calcium. Contains 45% fat, 110mg calcium per serving.
Israel Milko Tara Moo Milk for Cornfl akes with No Added Sugar
A mildly sweetened 3% milk drink with no added sugar or artifi cial sweeteners. Low in lactose, preservative free, enriched with calcium and vitamin D.
New Zealand Fonterra Brands Anchor Uno Smooth Mixed Berry Yoghurt
Made with real fruit and no bits that contains fi ve essential vitamins and minerals for immunity support, including iron, zinc, folate, vitamin D and vitamin B6. This supplementary food for young children, whose diet may be low in energy or vitamins and minerals, is made with natural colours and fl avours. Source of calcium and free from artifi cial sweeteners.
A non-dairy frozen dessert made from cholesterol-free and lauric acid rich coconut milk, and naturally low-glycemic agave syrup sweetener. Organic and free from dairy, soy, and gluten.
Spain Grupo Eroski Eroski Sannia Cream and Chocolate Flavoured Mini Ice Cream Cones
Contain 65% less sugar than Eroski mini ice cream cones, feature a high fi bre content, and are free from hydrogenated fats. Range also features less salt and saturated fats.
Puerto Rico Lifeway Foods Lifeway Tart and Tangy Strawberry Frozen Kefi r
All-natural product contains natural fl avors as well as ten live and active probiotic kefi r cultures. Only 90 calories per serving, is 99% lactose free, gluten-free.
Australia Slim Secrets Slim Secrets Protein Pud with Chia Strawberry Indulgence Flavoured Dessert
Low in fat, naturally sweetened with steviaNo gluten, artifi cial colours, fl avours, sweeteners, or preservatives and features 92 calories. Good source of protein, calcium and fi bre.
FRUIT & VEGETABLESIreland Marks & Spencer M&S Super Berry Smoothie Mix of blackberries, banana, raspberries and blueberries. Source of vitamin
C which helps the body absorb iron, and contains one of fi ve fruits and vegetables a day.
UK Pack’d Ltd Pack’d Energy Frozen Smoothie Kit A mix of frozen fruit, vegetables and superfoods. Designed by nutritionists for the ultimate smoothie. Fortifi ed with vitamin C, copper, manganese and potassium. It is paleo, vegan and non-GMO and contains no additives, preservatives, artifi cial ingredients, purees, concentrates or gluten. Also available: Defence Frozen Smoothie Kit.
UK Fiddes Payne Jamie Oliver Smoky & Spicy Mighty Beans
Cannellini beans are a good source of fi bre and protein.
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HOT BEVERAGESUK Pukka Herbs Pukka Blackcurrant Beauty Fruit Tea
SachetsSaid to make the customer glow inside and out. GMO-free and contains ethically sourced ingredients, of which 36% are FairWild certifi ed. Naturally caffeine free.
Germany Feinstoff Feinstoff Power Cocoa Superfood Drinking Powder
With raw cocoa, lucuma, maca and carob. Free from gluten, naturally high in fi bres, vitamin C, potassium, magnesium, iron, zinc, copper and manganese, and a natural source of protein, vitamin B6 and calcium. Claimed to increase concentration and to provide strength and cheerfulness.
JUICE DRINKSUK Tåpped Tåpped Birch Water Made by the forests of Finland. Delicately sweet, tree-tapped water fl owing
with nature’s nutrients and is said to be fi ltered by nature. Considered by the Finns to be nature’s detox, as it contains manganese, an antioxidant, providing 15% of the required daily manganese. Organic product contains no added sugar, only ten calories, is not from concentrate, all natural ingredients.
UK Soline Sibberi Birch Water Formulated with pure tree sap from tapped trees without added sugar, fl avours, water or preservatives. Cold pressed product is said to feature cleansing and cosmetic benefi ts.
UK Noa Potions Distribution AB Noa Relaxation Elderberry & Rhubarb Still Herbal Drink
Contains 200mg selected green tea extracts and 50mg melissa, and is free from caffeine. Contributes to relieving stress and increasing concentration. The effect is said to start approximately half an hour after consumption. The low calorie product contains sweeteners. Also available: Blueberry and Birch Sap Drink.
Germany Beodrinx Trezor Organic Raspberry & Apple Protein Smoothie
Free from added sugar and lactose, high in protein.
Fruit SauceLactose- and gluten-free, comes with wholegrain rice and a vegetable mix. Low glycemic, has a low sodium content and no preservatives or addition of oil.
Ireland Marks & Spencer Marks & Spencer Balanced for You Miso Chicken Noodles
High in balanced carbs and protein, needed to maintain growth in muscles. Provides one of the fi ve-a-day portions of fruit and vegetables and 318 calories per serving. Also available: Sesame Chicken Noodles.
Australia Vesco Foods Super Nature Super Foods Homestyle Sweet Potato Cottage Pie
The 97% fat free product is a good source of protein, free from preservatives, artifi cial fl avours and colours. The super foods are claimed to be loaded with nutrients to energise body, fuel brain, fi ght infection and help stay lean for longer.
OTHER BEVERAGESHong Kong Nutri Biotech Dropin Beauty Up Liquid Water
EnhancerContains 20% pomegranate vinegar.
Netherlands Nestlé Nestlé Health Science Resource Junior Fibre Complete Meal with Strawberry Flavour
Clinical nutrition product is ultra heat treated and sterilised, and is or the treatment of children aged one year old and up, who suffer from or are at the risk of malnutrition. It is energy-rich, contains fi bres and milk protein, is free from gluten.
Italy Nutricia Nutricia Souvenaid Strawberry Flavoured Medical Supplement
Features a patented Fortasyn Connect formula, which contains an exclusive combination of ingredients for the nutritional treatment of age-related cognitive decline. Gluten-free.
UK Marks & Spencer M&S The Grill Edgy Veggie Burgers Soya protein, green lentils, beetroot and porcini burgers. Low in saturated fats, which help to maintain healthy cholesterol levels.
UK Secret Sausages Secret Sausages Vegan Chilli Dogs Sausages
Veggie hotdogs full of carrots, onions, mixed peppers and sweetcorn with a warm kick of chilli. Low in fat, free from GMO, gluten, milk, lactose, egg, yeast, wheat and oat, and has 90% less fat, 50% fewer calories and 50% less salt than normal sausages.
Matcha TeaMade with matcha, white tea extracts, natural juices not from concentrate and contains no refi ned sugars. Also contains vitamin C that contributes to the reduction of tiredness and fatigue.
SAUCES & SEASONINGSItaly Coop Coop Bene.Sì Protected Iodised Fine
Sea Salt100% Italian salt obtained through an innovative technology that allows the iodine to remain stable even after cooking, ensuring its correct assimilation. Iodine contributes to the normal functioning of the thyroid and supports energy metabolism.
SIDE DISHESDenmark Pastariget Pastariget Natural Pasta Sustainably produced using durum wheat from Bornholm and original
craftsmanship. Said to be twice as fi lling compared to normal pasta and has a low glycemic index of 41.
Italy Marcozzi Fermanelle Whole Spelt Pasta A low fat pasta that is rich in fi bre and organic.
Denmark Ethical Foods Explore Asian Authentic Cuisine Organic Black Bean Spaghetti
Gluten free and is made only with beans and water. High in protein and fi bre. Also available: Organic Soybean Spaghetti.
SNACKSBrazil Supply Life Ind. e Com. Supply Life Fine Herbs Flavored
Roasted Protein SnackSaid to help consumers regulate their diet quickly and effi ciently. Source of protein and healthy energy, providing 21g protein per package and zero trans fat. Based on whey protein isolate.
Hong Kong Nutrisens Medical Nutrisens Sport Raspberry, Strawberry, Apricot and Pear Flavoured Jelly Bar
A fruit paste to consume during exercise, is rich in vitamin C, necessary for regular energy metabolism and contributes to reduce tiredness.
UK Clearspring Clearspring Snack Organic Tamari Roasted Soya with Tomato & Herb
Free from dairy, wheat, gluten and added sugar. High in fi ber and protein, and a source of magnesium. Vegan and organic.e gl
UK Unavailable Snack Garden Vacuum-fried Crispy Veggie Chips
Made with green bean, sweet potato, potato, squash and carrot. 100% natural, high in fi bre, and contains absolutely nothing artifi cial. Free from gluten, cholesterol, trans fat, preservatives, MSG, corn and GMO.
India Neithal Puratham Marine Magic Chilli Garlic Anchovy Fish Chips
Enriched with protein, said to be the fi rst of its kind.
PROCESSED FISH, MEAT & EGG PRODUCTS
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UK Nairn’s Nairn’s Snackers Sea Salt & Balsamic Vinegar Flavoured Bite Sized Crispy Snacks
Made with sustainable palm fruit oil and wholegrain oats, which keeps consumer going for longer as the energy is released slowly. Feature a wheat-free recipe, provide 100 calories per bag, and are free from sugar, artifi cial colours, fl avours, preservatives, hydrogenated fat and GM ingredients. Baked not fried product is high in fi bre. Made with insecticide-free oats.
Finland Leader Foods Leader Protein SoftBar Rich Flavour Red Berries Protein Bar
Contains 20g of protein, is high in fi bre and free from gluten and sugar alcohols. Low in sugar with less than 3g per bar and has been sweetened with sucralose.
Germany Mamma Chia Organic Mamma Chia Seed Your Soul Chia Squeeze Green Magic Vitality Snack
Contains 1200mg of omega-3 and comprises chia seeds, and banana, mango and spirulina fruit purée. Gluten-free.
UK Freida’s Pantry Freida’s Feeding Food Oat and Nut Snack Bar
Designed for breastfeeding mothers, hand made from wholesome ingredients. No nasty ingredients and is high in fi bre. A convenient and portable snack for mothers on the go, full of wholesome oats and nuts and helps with additional calories required for breastfeeding through good fats.
UK The Protein Ball Co The Protein Ball Co. Goji + Coconut Protein Balls
Contain 13% protein and are suitable for vegans. The all-natural, high protein balls are said to be free from gluten, dairy, wheat, soy free, added sugar and GMOs. Handmade, are stacked with organic rice protein, pea protein and hemp protein, and retail in a 45g pack containing six units. Also available: Peanut Butter Protein Paleo Balls and Coconut + Macadamia Whey Balls.
UK Urban Food Fest Urban Food Fest Meat Bites Japanese Teriyaki Beef Jerky
Dried sliced beef infused with aromatic Asian spices, features a high protein and low calorie content, and does not contain wheat or gluten. Also available: Mexican Chilli Beef Jerky.
UK Scrubbys Foods Scrubbys 3 Potato Blend Potato Crisps with Sea Salt
Feature redskin, white and blue potato varieties, gently cooked in sunfl ower oil. Lower in fat, and are free from gluten, additives, MSG, GM, artifi cial colours, fl avours and preservatives. High in fi bre. Also available: Sweet ‘n’ Beet Sweet Potato & Beetroot Crisps with Sea Salt.
UK TTP Snacks Taking the Pea Sweet Chilli Salsa Flavour Coated Crunchy Peas
High in fi bre and a source of protein. These marrowfat peas have less fat than peanuts and more fi bre than crisps. Vegan snack provides 145 calories per pack. Also available: Smoked Ham Flavour Coated Crunchy Peas.
UK Freida’s Pantry Freida’s Fertile Food Oat and Seed Bar
Full of wholesome oats and super seeds and, rich in essential nutrients. Made by hand, is high in fi bre, contains no nasty additives, and retails in a 40g pack..
UK Anna Alla Two Chicks Chirps Sea Salt & Cracked Black Pepper Flavoured Free Range Egg White Bites
High in protein, low in sugar and carbohydrates, non-GMO and contain natural fl avouring. Contains 50% less fat than standard crisps. Also available: Sour Cream & Onion Flavoured Free Range Egg White Bites.
Contains 68% wholegrain oats and is said to be perfect with coffee, as a fi bre rich snack or as a replacement of a sinful sweet.
SPORTS & ENERGY DRINKSDenmark Gu Energy GU Brew Watermelon Flavoured
Electrolyte + Light Carb Drink MixSaid to keep the body properly hydrated, simply, with a delicious, light taste derived from natural fl avours. Ready to go drink product contains sodium and potassium to maintain electrolytes levels, and has carbohydrates to keep the athlete moving forward. Gluten free, and trusted by sport.
Israel Altman Briut General Partnership Altman Push Energy Drink A natural herbal energy drink based on a WakeUp formula. Clinical tests have shown that this natural beverage helps overcome Post-lunch Dip Syndrome (PLD) and that, unlike caffeine, it has a long-lasting effect not affi liated with elevated blood pressure or pulse rate. An effective drink to counteract the drowsiness that occurs after the lunch hour and is free from preservatives and artifi cial stimulants.
Reformulated with xylitol to help reduce gastrointestinal distress when compared to sorbitol. Naturally fl avoured, contains no caffeine or sorbitol. Also available: Tri-Berry Hydration Drink Tabs.
UK Science in Sport SIS Go Double Espresso Flavoured Energy + Caffeine Gel
A maltodextrin gel with caffeine and added sweeteners, formulated for a fast physical and mental boost. Researched and developed by sports scientists in conjunction with international athletes, the gel technology delivers fast energy with an extra caffeine boost of 150mg that is east to take, is clean in the mouth and easy to digest.
Brazil Muscle Pharm Musclepharm Coco Protein Chocolate Flavoured Coconut Water and Protein
Said to be the fi rst sports drink that provides both protein and coconut water in one convenient drink created for every type of fi tness enthusiast lifestyle. Each serving provides important electrolytes, minerals and contains 20g of protein to build lean muscle, increase endurance, fuel recovery and stay hydrated. Free from gluten and lactose.
France Biotta Biotta Bio Energy Natural Energy Drink
Contains grape, guarana, açai and caffeine. 100% organic ingredients, and is free from added sugar, colourings and preservatives. Provides natural energy thanks to the guarana extract and grape sugar.
SUGAR & GUM CONFECTIONERYUK Bach Flower Remedies Bach Rescue Plus Clarity and
Composure Selected B Vitamins & Rescue Essences
Sugar-free liquid centred lozenges with orange and elderfl ower fl avour contain pantothenic acid said to support mental performance; and vitamin B12 to help maintain normal psychological function.
Germany NORMA Bona Vita Clean Citrus Flavoured Dental Care Chewing Gums
Sugar free product contains micro granules, 32% xylitol and sweeteners, helps to neutralize plaque acids and is suitable for vegans and vegetarians.
WATERMexico Core Natural Core Natural Perfect pH Water Nutrient enhanced water with electrolytes and minerals features a pH of 7.4,
and contains zero calories. Enhanced with the right amount of electrolytes and minerals to help the body achieve a natural pH balance. Free from chlorine, arsenic, chromium 6, fl uoride, BPA, and MTBE.
Mexico Glicéridos y Derivados Novaliv Sport Alkaline Ionized Water Features a pH of 9.5+, hydrates after exercising, is free from sugar and artifi cial fl avors, is rich in oxygen, and contains antioxidants that helps to mineralize the body. Contains calcium that contributes to healthy bones, potassium that aids in rehydration and avoids cramps, sodium keeps the organism liquids balanced, and magnesium helps to avoid muscle injuries.
Mexico NuPreGen Paleo Black Water Revitalizing, oxygenating, and energizing water has been purifi ed with an infusion mineral complex of fulvic acid which is an antioxidant, and ionic minerals or immune mineral complexes, as well as silica. Features only vegetable origin ingredients, can help support collagen synthesis.
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S T A R T- U P C A S E S T U DYWe don’t believe in a ONE-SIZE-FITS-ALL APPROACHEvery business is UNIQUE and DESERVES a HEALTH AND WELLNESS STRATEGY that’s a PERFECT FIT.
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