n utrition business · n ew n utrition business volume 18 number 6 –nutrition.com april 2013 issn...

N E W N U T R I T I O N

B U S I N E S Swww.new–nutrition.com APRIL 2013 ISSN 1464-3308VOLUME 18 NUMBER 6

T H E J O U R N A L F O R H E A L T H Y E A T I N G , F U N C T I O N A L F O O D S & N U T R A C E U T I C A L S

Pages 17-19Pages 11-13 Pages 14-16

Continued on page 3

By PAUL GANDER

Recent months have seen some major Western economies ‘downgraded’ by credit rating agencies, some losing their valued AAA status. What if the same process, or more usefully an opposite ‘upgrading’, were possible for ingredients and the formulations in which they were used?

In fact, as we know, something more scientifi c even than the evaluations of Moody’s and Standard & Poor’s is already available in dietary protein assessment. The science behind the value and role of specifi c amino acids (AAs), their digestibility and availability is improving all the time.

This scientifi c activity is evident in the recently published report from the UN’s Food and Agricultural Organisation (FAO) on the 2011 Expert Consultation into dietary protein quality evaluation. But equally apparent is a mismatch between current techniques of assessing real protein benefi ts and the latest science regarding optimal calculation.

Much of the report deals with comparisons between the current system of Protein Digestibility Corrected Amino Acid Score (PDCAAS) and Digestible Indispensable Amino Acid Score (DIAAS), which it proposes should replace PDCAAS as the preferred measurement technique. Any change would depend upon suffi cient evidence being produced to confi rm the superiority of DIAAS, the report adds.

Companies with an interest in protein

quality evaluation are likely to be paying at least as much attention to a second recommendation to emerge from the report. This foresees the removal of the system of ‘truncation’, whereby specifi c protein evaluations are rounded down to 1.00 (or 100%), when they exceed human protein requirements. The proposal is that truncation should be abandoned for individual ingredients, but maintained when analysing overall dietary suffi ciency.

Chair of the Expert Consultation and co-director of New Zealand’s Riddet Institute Prof Paul Moughan has no doubts about the need for both changes. “PDCAAS is based on old disproven technologies, whereas DIAAS represents ‘state-of-the-art’ technology and better refl ects current scientifi c understanding,” he says. “The truncation of PDCAAS for protein ingredients can be particularly misleading.”

This is the ‘upgrade’ that many in the dairy industry have been waiting for.

Understandably enough, the industry has leapt on the report as an opportunity (as many would see it) to set the record straight when it comes to protein quality. Over the last two decades, truncation has allowed suppliers of soy protein in particular to play down, or even ignore, differences.

The US-based Dairy Research Institute (DRI) stresses the need for urgent action in the wake of the report. Says president Greg

Miller: “It’s about seizing the day. We can’t sit back and wait. We need to bring people together and create a sense of urgency in the scientifi c community.”

But given the need for much new research within a relatively short time, what are the cost implications? “There will be a cost, and it will be signifi cant,” says Miller. “But the benefi ts could be much larger than we realise even now.”

Key areas of future research outlined in the report include animal studies in order to calculate true ileal digestibility, human studies, and work on the correlation between the two. “The implementation process need not take long,” says Moughan. “There is already a very considerable degree of industry interest and support to expedite this. I see no reason why this cannot all be done and in place by this time next year, or even sooner.”

As Miller predicts, longer-term research is likely to go further. At UK-based dairy company Volac, human nutrition manager Suzane Leser points out that the report foresees research investment going beyond the initial priorities of a robust DIAAS dataset. “It recommends future research to determine specifi c AA requirements for healthy populations, as these may vary with age, gender and exercise.”

Meanwhile, many of the qualitative messages about dairy proteins need not wait for new quantitative research data. As Miller

From AA to AAA: a FAO-endorsed protein re-evaluation for dairy?

Meerbrood: an algal boom

in bakery? Greek trend

boosts probiotic pioneer

Powerful putting muscle into

men’s yoghurt

APRIL 20132

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Activia ...............................................6,9,10ADM ..................................................23,27Becel ........................................................10Bisschopsmolen ....................................4,12Bolthouse Farms .....................................27Burcon Nutriscience ...............................27Campbell ..........................................5,8,27Chobani ............................................5,7,15Clarisoy ...................................................27Cosmic Bugs ......................................15,16Dairy Research Institute ........................1,3Danone .....................................6,7,9,10,14Dupont ....................................................23Elli ..........................................................5,7Facebook .................................................16Flora ........................................................10Fonterra Brands ......................................20GlaxoSmithKline ....................................10Harvest Innovations ................................27

Kampffmeyer Food Innovation .........21,22Knorr Vie ..............................................5,8Lifeway Foods .........................4,5,14,15,16Lifeway Foods ........................................6,7Lipton Linea ...........................................10Mammoth Yoghurt .................................20Meerbrood .................................4,11,12,13Muscle Milk ............................................17Naked Juice .............................................27Odwalla ..................................................27Orkla Food Ingredients...........................12Phycom ......................................4,11,12,13Powerful Yogurt ............................17,18,19ProBugs ...................................................15Red Bull Energy Shots...........................5,9Red Bull Simply Cola .........................5,8,9Ribena Plus .............................................10Riddet Institute ......................................1,3Siggi’s .....................................................4,7

Solae ..............................................23,24,27Sonneveld ................................................12Soy Foods Association of North America (SANA) ...............................................23,27Soy Foods Council .............................23,26Soyatech ..................................................25Starfruit Café .....................................14,15SunOpta .................................................27Twitter ................................................14,16Unilever ....................................................8Unilever ProActiv ...................................10United Soybean Board ......................23,26University of Surrey .................................3US Dairy Export Council ........................3V8 Fusion Tea ..........................................8Volac .........................................................3Walmart ..................................................14White Wave .............................................27Whole Foods Market ..........................7,15

LEAD STORY1,3 From AA to AAA: a FAO-endorsed

protein re-evaluation for dairy?

EDITORIAL4-5 If you can sell green bread, you can

sell anything

6-7 Entrepreneurs, not corporates, are

driving dairy innovation

8-10 Brand extension: the strategy with a

less than 50/50 chance of success

CASE STUDIES11-13 INGREDIENT: Meerbrood: an algal

boom in bakery?

14-16 DAIRY: Greek trend boosts probiotic

pioneer

17-20 DAIRY START-UP: Powerful putting

muscle into men’s yoghurt

21-22 CONSUMER INSIGHTS: Eight reasons

why clean label products fail

23-27 INGREDIENT STRATEGY: Soy food

renaissance offers lessons for dairy

protein

NEW PRODUCTS28-32 Functional & healthy-eating new

product launches

IMPORTANT NOTICE33 A polite reminder to our subscribers

NEW REPORT34 10 Key Trends in Food, Nutrition &

Health 2013

HOW TO SUBSCRIBE35 Case Study Order Form

36 Subscription Order Form

APRIL 2013 3


N E W S A N A LY S I S

Continued from front page

at the DRI puts it: “From a marketing point of view, you can get out there straightaway and talk about high protein quality.” The removal of truncation represents a message in its own right, he claims.

The soy industry has also been quick off the mark in communicating its own take on the report. Some have suggested that the FAO recommendations are only relevant to the developing world.

RECOMMENDATIONS “HIGHLY RELEVANT” TO HIGH-PROTEIN FOODS MARKETING

But Moughan at Riddet tackles this head-on, saying: “In the developed world, DIAAS is directly relevant to anyone whose food or protein intake may be low, including the immune-compromised, the elderly and sports performers. It will also be highly relevant to those making claims around high-protein foods, which is something of a megatrend. Any claim must refl ect AAs that are absorbed, available and able to be used by the body, which is what DIAAS measures.”

Of course, he adds, it also has “immediate and profound application” to the malnourished in the developing world.

On the subject of “megatrends”, consumers in the developed world are coming to expect increasingly reliable insights into their diet and particular foods. “They deserve to be given accurate information concerning their protein and AA intakes,” says Moughan. “This is what DIAAS and the other recommendations in the report provide.”

At the US Dairy Export Council, nutrition research manager Celines Martinez agrees about the applicability of DIAAS to the developed world. “It’s defi nitely relevant to vulnerable groups, such as the ill and the elderly,” she says. “But when it comes to the mainstream consumer, not everyone knows about protein quality. Part of the challenge will be educating the consumer to choose dairy proteins over any other source.”

Leser at Volac looks at this another way: “Our ability to talk effectively to consumers about protein quality is [currently] impaired by the way the regulatory framework has evolved.”

So what might the specifi c impacts of the report’s recommendations be? Leser says: “The new method will highlight the large differences in protein quality, mainly at the competitive top end of the scoring system, where the protein effi ciency of dairy will stand out.”

For Moughan at Riddet, this will lead to greater segmentation. “We will also see new protein ingredients appearing, refl ecting the complementary nature of diverse sources. The picture will not be ‘vegetable versus dairy’. Each grouping has strengths. It will be: ‘How can we best combine and extend protein sources to effi ciently feed a world demanding ever more protein?’.”

At the DRI, Miller has a similar perspective: “For food formulators, it’s going to come down to cost versus value. The great value of dairy is going to be made clearer.” He explains what this might mean in practical terms: “If a brandowner is using lower-quality proteins for cost reasons, he can blend some dairy into that, and without the limitations of truncation, you can then talk about an excess of good quality AAs.”

Of course, all of this assumes that the report’s fi ndings feed through into specifi c regulation. Says Leser at Volac: “The report recommends FAO to include a measure of protein quality, determined by DIAAS, in nutrition claims in future.” She adds: “In Europe, although the scientifi c opinions issued by the European Food Safety Authority (EFSA) acknowledge that differences in quality between animal and plant proteins exist, their recommendations do not at this time consider protein quality over quantity.”

The use of PDCAAS has helped to prevent a quality element being introduced into the claims regulation, she says. But she will not speculate about how long we may have to wait to see a change in EFSA’s stance.

A FIVE YEAR TIMEFRAME

Likewise, the US Food and Drug Administration (FDA) is not noted for its fast footwork. “Our industry has expressed a strong interest in moving this forward,” says the DRI’s Miller. So might we see changes to the US regulatory framework in fi ve years? Seven years? “Five years is a reasonable timeframe, though I’d like to see it happen faster,” he states.

There will be implications, too, at the level of food processing and manufacture. As the report makes clear, the availability of indispensable AAs such as lysine can be dramatically affected by processing conditions – particularly heat. “We have published data on lysine availability in some cereal products, and in some cases values are alarmingly low,” says Moughan at Riddet. “This can all be addressed by optimal processing.”

Meanwhile, there will be resistance to

the process of regulatory revision, and not only from industry. Joe Millward, emeritus professor at the University of Surrey, was one of the FAO’s invited experts. He was also a member of the 1991 FAO committee that advocated adoption of PDCAAS. In his view, the part-private funding of the 2011 consultation raised questions about impartiality.

Millward also talks about the report being “less transparent than most FAO reports”. This goes back to the report’s conclusion that there is a current lack of evidence regarding the practicalities and accuracy of the ileal digestibility route.

He argues: “I don’t think the industry could care less about DIAAS. Dairy companies have been lobbying for years against PDCAAS purely on the basis of the truncation of protein score values to 100%.”

Millward adds: “The report gives the dairy industry what it wants: a statement with which it can beat the soy industry.”

DUAL TRUNCATION SHOULD BENEFIT DAIRY

However you view this near-accusation of physical assault, is there any truth in the idea that DIAAS is of little interest to the dairy industry?

In fact, as Leser at Volac explains, the defi ciencies in the way PDCAAS is measured tend to narrow the differences between high and low quality protein sources. Since DIAAS determines AA digestibility at the end of the small intestine rather than over the total gut, it better refl ects where they are absorbed.

In effect, this view sees PDCAAS as imposing a dual ‘truncation’: in measurement as well as in scoring. So it would be surprising if the dairy industry were not eager to see DIAAS introduced.

Many now see an open door. Says Moughan at Riddet: “I am sure that the FAO, having now published the report, will continue the process of informing Codex and discussing the global recommendations with specifi c countries and jurisdictions. This is already underway.”

The next year will be critical partly, as Moughan explains, in terms of establishing suffi cient research data around DIAAS to carry it forward, and partly to gauge FAO’s determination to see through the report’s recommendations. But it will also become clear just how hungry the international dairy industry is to invest in and capitalise on this unprecedented opportunity.

APRIL 20134


E D I T O R I A L

Commercialising a new – or at least a little-known – health ingredient is one of the toughest challenges any marketer is ever likely to face. In fact bringing new food ingredients to the food, beverage or supplement market is a tougher challenge than any other industry.

Here are some of the most important steps you must take if you want to be successful:

• You have to demonstrate that you are solving a problem or creating a new growth opportunity.

• You must demonstrate applications and create product prototypes – because you need to show to prospective customers that your ingredient can taste good and look good (or at least won’t have any negative effects) in a range of product formats. You have to invest in doing this, because your customers usually don’t have time to.

• Show that your ingredient is cost effective and/or show how it can help the customer to earn a premium price for their product.

• Show that it has some signifi cant differentiating benefi t – and bring consumer insight as to how the benefi t can be used to engage consumers.

• Bring also some consumer insights so that you can show how to overcome consumers’ natural hesitancy if the ingredient is entirely new and unfamiliar.

• Remember that you must take time to overcome the commercial concerns and natural conservatism of the marketing departments of the companies you hope to sell to.

• Help with labelling, nutritional information on-pack messages and creating consumer marketing messages.

• Address any regulatory questions• Invest in signifi cant B2B marketing

communications – with media messaging and content creation – that will get the attention of potential customers, cost-effectively.

The newer and more innovative the ingredient, the bigger the marketing challenge and the more important are the steps above.

There are few better examples of a big, big marketing challenge than commercialising microalgae as a food ingredient.

Microalgae – usually cultivated in tanks or lagoons – is one of the world’s best possible food sources. It has a very high content of protein, vitamins and minerals. It’s nutrient dense but not energy dense. It is a new source of vegetable protein that’s also renewable, sustainable and has minimum environmental impact and it has a huge opportunity as a food source in a world in which demand for protein is growing fast.

But microalgae powders are green and can colour foods containing them green – and outside those parts of Asia where it is an established part of the diet, or the Australasian cities where it is a trendy smoothie ingredient, microalgae is a totally unknown product to consumers. Most will think the idea of consuming it is plain weird.

COMMUNICATING A CLEAR – AND FAMILIAR – BENEFIT DON’T EXPECT QUICK RESULTS

Netherlands-based algae producer Phycom has decided that the best way into the market is to communicate on the one benefi t that consumers can most easily understand – salt reduction – and to deliver it in a familiar food format where this benefi t is most needed and can make sense in the mind of the consumer – bread.

Around a third of adult salt intake typically comes from bread. But, as the Case Study of Meerbrood on page 11 shows, bakers in the Netherlands who are using microalgae can reduce the salt content of bread from 1.5% salt to 1%, enabling them to claim a valuable 33% reduction. In Germany, for instance, where the industry norm is 2.5% salt, the reduction could be even more signifi cant.

One of the 125 Dutch bakeries currently supplying Meerbrood, and one of those most involved with development and innovation in the brand, is the Bisschopsmolen bakery in Maastricht. Owner Frank van Eerd says: “Consumers are enthusiastic about the salt reduction. They know that eating less salt is healthier, but at the same time, they

experience tasty bread. Their feedback tells us that the saltiness and sweetness is still there thanks to this ‘fi fth taste’ of umami.”

Visually, too, the bread’s subtle shade of green has a defi nite impact. Research showed that a cross-section of consumers associate the colour with healthiness, says Phycom.

START WITH THE LIFESTYLE CONSUMERS

Green bread is not, however, something with immediate mass-market appeal, so the premium and healthy positioning and the unusual ingredient instead create appeal for the lifestyle consumer segment – that 20%-30% of the population (depending on the country) who are strongly motivated by making healthy choices (see Chart 1, on page 5). They are also willing to pay premium prices.

The lifestyle consumer segment is the strongest place to begin with any new healthy product format, ingredient or brand. For example Lifeway (see Case Study on page 14) began selling its kefi r – a fermented dairy product that is unknown outside Eastern Europe – only to lifestyle consumers, distributing in the US through the channel – the natural products stores – where these people shop. With this “laser focus”, to use the company’s own phrase, it was able to educate consumers and build acceptance, growing sales from $20 million a year in 2004 to $100 million by 2012, and thus taking the brand to the point where it can advance into the mass market (see Chart 1 on page 6).

New concepts such as other new dairy brands (such as Siggi’s skyr, from Iceland, and Elli’s quark, from Germany) and protein-based smoothies (Bolthouse Farms) and others all have to begin in this segment if they are to have any chance of success.

Note also the long time to success – eight years from $20 million to $100 million. At NNB we have found that this is a fairly typical rate of evolution for healthier products (in fact most grow much more slowly).

However, the impatience of management at many big companies for faster results sees many ideas killed off even before they reach the stage of $20 million in sales.

If you can sell green bread, you can sell anything

APRIL 2013 5


E D I T O R I A L

CHART 1: PRODUCTS AND BRANDS IN THIS NNB ISSUE: WHERE THEY SIT IN THE LIFE-CYCLE

The chart below was developed to aid understanding of brand positioning and the evolution of markets. Many products start out on the left, targeting consumers who have a need for a product that has effective technology. They sell in low volumes at premium prices but over time their appeal increases and they move down the price curve to the right, eventually becoming mass-market products. The stages of the life cycle are: Technology consumers – These are the early adopters, people who have a near-medical need for a product. They need the technology of the functional food to address their health condition. They see products in a medicalised context and, as with drugs, they will pay a substantial premium for something that addresses their condition. Lifestyle consumers – They are interested in maintaining their wellness, not fighting illness. They will adopt new brands and will pay a premium for a product but only if it supports their lifestyle. Mass-market consumers – They are motivated when a benefit becomes a standard and is available in products with low or no premiums, ideally from well-known and trusted brands.

TECHNOLOGY CONSUMERS

LIFESTYLECONSUMERS

MASS-MARKETCONSUMERS Solid line = sales volumes

Broken line = unit selling price

SALES

HIGH LOWCONSUMER

COMMITMENT

The desire for fast results – and a false belief that they are making a lower-risk choice – causes managements in many companies to focus on brand extensions rather than creating new brands, even though the evidence is overwhelming that in health at least these mostly fail (see pages 8-10).

It’s ironic – and unsurprising if you look at market history – that while brand extensions such as Knorr Vie, Red Bull energy shots, Red Bull Cola and Campbell’s V8 Tea were all aiming at the mass market they failed, while the biggest success of recent years was

not an extension but a totally new brand – Chobani – which in fact began in the lifestyle segment and created a suffi cient point of difference and clear identity that it was able to grow to mass market success.

This is what case studies of success and failure over the last 15 years tell us we should expect – distinct new brands offering distinct new propositions like Lifeway and Chobani fi nd success, each in their own different way. But brand extensions are failures or mediocre performers at best.

THINK DIFFERENT

Apple Computer is often held up as a role model for innovation. Apple has a simple and powerful motto: “Think different”. Deciding to making that a guiding principle will enable many companies to be more successful.

But having the courage to do it is the biggest challenge for many senior managers.

APRIL 20136


EDITORIAL

If your company needs further validation of why your strategy should start by targeting a niche in the early adopter market, coupled with taking a long-term perspective on measuring success, the Case Study of Lifeway Foods (see page 14) provides it.

Mike Smolyansky, the late founder of Lifeway Foods, America’s largest and for a long time only producer of kefi r, told New Nutrition Business back in 1999 that given how diffi cult it is to educate the consumer about an innovative product his strategy was to focus on consumers who are “health-conscious, up-scale, with a higher educational level. We sell mostly through upscale specialized health food stores and we are now in the natural foods section of upscale supermarkets.”

That laser-focus on the early adopters helped Smolyansky drive consistent growth for his company. When Smolyansky was interviewed by NNB in 1999, his company had annual sales of less than $8 million (€6

million). Today Lifeway, now led following his untimely death by his daughter Julie, has grown to $100 million (€78 million) in sales – with its strategy little changed from when we fi rst wrote about the company.

Lifeway – along with many other makers of fermented dairy foods on the US market – benefi ted from the halo effect of Danone’s marketing of its Activia brand in the US from 2006. But its success isn’t solely down to that.

Kefi r originated in Eurasia, where its digestive health benefi ts have been known for centuries. It is found in the supermarket in Russia and much of eastern Europe, but back in the 1990s it was new to Americans.

The key to growing the company was to invest over many years in educating the consumer: “Not everyone even knows what kefi r is yet. It still needs some help. So we focus on sampling, where people can actually try our products. We’re getting in touch with the market and the consumer and letting

them taste it. It’s also an opportunity for us to interact with consumers, not just give them the product. They have to fi gure out and learn about kefi r to really appreciate it.”

At the same time Lifeway provided a wide range of products, targeted to a wide variety of different consumption occasions: “We wanted to fi gure out consumption occasions to make it easier for consumers, to give them an opportunity to embrace the brand.”

GOOD NEWS FOR DAIRY REINVENTORS

Lifeway’s strategy has been to effectively slice up the market into a series of narrower targets and serve them well. And today’s market is one dominated by a wealth of niches, of which very few become “big niches” and even fewer make it to mass-market success.

Lifeway also highlights the huge scope that exists to re-position and reinvent traditional dairy foods for new markets and new

Entrepreneurs, not corporates, are driving dairy innovation

The next few years will likely see many efforts to create new healthier niche dairy products – but these are far more likely to come from small, family-owned or entrepreneurial companies and not from major dairy players.

CHART 1: LIFEWAY FOODS SALES GROWTH 2005-2012

High growth and high profi ts are the reward for an early-adopter-focused strategy. Sales of kefi r have increased 180% in fi ve years and the operating profi t margin has increased from 5.9% to a very healthy 15.4%.

Sales ($ million)

Source: New Nutrition Business, extraction from company statements

0

10

20

30

40

50

60

70

80

90

100

$20.13(€15.4)

$27.7(€21.2)

$38.79(€29.7)

$44.46(€33.4)

$58.11(€44.4)

$63.53(€49.3)

$77.12(€59.9)

$100.00(€77.68)

2005 2006 2007 2008 2009 2010 2011 2012

Sales Sales Sales Sales Sales Sales Sales SalesOperatingProfit

OperatingProfit

OperatingProfit

OperatingProfit

OperatingProfit

OperatingProfit

OperatingProfit

(fcst, not announced yet

$3.4(€2.6)

$4.2(€3.2)

$4.4(€3.4)

$4.19(€3.2)

$8.9(€6.8) $6.27

(€4.87)

$5.00(€3.88)

APRIL 2013 7


EDITORIAL

consumers. Lifeway took a product form – kefi r – that’s everyday in Russia and brought it to America where it is new and created a successful niche brand with it. And the signs from the sales fi gures are that this niche, premium brand – which managed to grow by 40% in 2012 against the backdrop of a weak economy – can one day be a big niche brand.

Greek yoghurt is another example of taking an everyday product from Europe – where it has been on sale not only in Greece but in many other countries since the 1970s – and presenting it as new and exciting to consumers in another market.

DARING TO BE DIFFERENT

Greek yoghurt in the US has also been a story – like Lifeway – about “daring to be different”. All other American yoghurts tended towards a common taste and texture which no doubt was approved of by consumer researchers as what Americans wanted. Chobani, the inventor of the category, dared to give consumers what they didn’t know they wanted – something totally different in taste and texture.

What this means is that there are opportunities for anyone who wants to innovate with healthy dairy to take traditional formats from one market to another, or to reinvent them.

As usual, it’s entrepreneurs doing it, not corporates (both Lifeway and Chobani are entrepreneur-created businesses). Here are two current examples:

Skyr is a thick fermented dairy product that is traditional in Iceland. It’s in fact a cream cheese, rather than a yoghurt, and like Greek yogurt it’s high in protein and calcium.

Icelandic-born founder Siggi Hilmarsson markets skyr under the Siggi’s brand in upscale stores on the US east coast in both drinkable and spoonable formats. It has distribution in 100 Whole Foods Market stores, America’s biggest natural foods supermarket chain. While it may be far from being a Chobani, Siggi’s skyr sales show that it’s on track to be another Lifeway.

Quark is commonplace in parts of northern Europe, where the soft, fresh cheese with the smooth, creamy texture takes up lots of space in the supermarket dairy case in Germany and Finland, just like yogurt. In the last 12 months, its all-natural, high-protein, low-fat credentials have produced 100% growth in some markets.

But quark is barely known in the US or many other countries. In California Preya Patel Bhakta and Sachin Bhakta, wife and

husband, have launched the Elli quark brand and have begun rolling out their quark lineup to retailers beginning with Whole Foods Markets in California.

Quark is popular especially in Europe for its naturally high protein levels, the resulting high satiation level it produces, its mild and adaptable taste profi le, and its versatility – it can be used in both sweet and savoury applications. It’s used for snacking, baking and cooking. And while it’s naturally high in calcium, it’s not high in added sodium or sugar.

The Bhaktas were amazed, during a research trip to Germany, “to walk into the grocery stores there and see just aisles and aisles of different variations of quark. We just fell in love right there with the idea of doing this and bringing it to the United States, because we think Americans also will appreciate it for its nutritive value and taste.”

The Bhaktas realize that they’ve got a lot of educating to do not only of Americans but also of distributors and retailers. They’re trying to

get Elli merchandised, for now, in the dairy case right next to conventional cottage cheese.

“If [store managers] see a fl yer for quark at this point, they won’t know where to put it on the shelf or even what it is,” Sachin Bhakta said. So the couple are working trade shows and attempting to educate potential business-to-business customers online as well. But like kefi r, a long-term commitment to education should pay off.

The next few years will likely see many more such efforts at creating new healthier niche dairy products. And 10 years from now there will be many more Lifeways. But what we can almost be certain of is that these will come from small, family-owned or entrepreneurial companies and not from major dairy players. Once companies as big as Danone were the creators of new markets with brands such as Activia and Actimel. Whatever skills of new invention that Danone and its peers in the industry once had, they appear to have mislaid them.

APRIL 20138


E D I T O R I A L

Senior management and many marketing executives believe that the least risky way to grow a business is by extending existing successful brands. Launching a new brand is time-consuming, it may need a signifi cant marketing budget to create consumer awareness and growing new brands is a long-term commitment with no short-term boost to profi ts. Managers believe they can reduce costs and risks by using an established brand to accelerate consumer recognition and trust for a new product.

This is true for many brands – but it is emphatically not always true for brands with some functional or other health benefi t, as otherwise very successful brands keep discovering. Here are some examples:

Campbell’s V8 Fusion Tea: Campbell’s venerable V8 vegetable juice brand was revived by launching fruit-plus-vegetable juices as V8 Splash and V8 Fusion. The latter became the brand’s growth driver, propelling it to over $550 million (€423 million) in retail sales in the US.

In 2010 Campbell extended the brand into the fast-growing RTD tea market with V8-Fusion + Tea. Despite heavy marketing investment, fi rst year sales were modest, at around $15 million (€11.5 million), according to SymphonyIRI data. By 2012 sales had slid to just $10 million (€7.7 million). If the

product is still on sale a year from now we will be amazed.

Campbell broke some simple rules:

1. Its V8 brand stands for products that provide one or two servings of fruits and vegetables – the proposition cemented in consumers’ minds by tens of millions of dollars of consumer advertising, pack labelling and merchandising. Tea is not a credible fi t with a brand strongly identifi ed with the benefi t of getting your vegetables in a convenient way.

2. Campbell’s marketers were likely trying to coat-tail on the steady growth of the $2.5 billion (€1.9 billion) US tea drinks market. But Campbell’s V8 has no credibility in the consumer’s mind in tea – that belongs to the established tea brand leaders like Lipton, Coca-Cola and Dr. Pepper (which between them have a 50% market share) or to the entrepreneurial brands with cool appeal like Honest Teas. Campbell’s product was neither one thing nor the other.

If Campbell executives are regretting their extension into tea they can take comfort from the fact that compared to Unilever executives they looked positively wise.

Knorr Vie: Back in 2004 Unilever launched a line of fruit and vegetable shots. They were unlike anything else in the Unilever portfolio. But instead of giving it its own strong and clear brand identity, Unilever timidly parked the product under its Knorr brand – a 150-year-old brand that is well-known in Europe and is very strongly identifi ed with instant soup and stock cubes.

Despite the mismatch between the brand and the new product format, sales struggled up to a respectable €50 million ($65 million), Europe-wide, before Unilever withdrew it. Had Unilever’s management not allowed themselves to be enslaved by the myth of brand extensions, it could have been a different story.

Red Bull Cola: Red Bull has also had to learn – not once but twice – that if your brand is very strongly identifi ed with one format or benefi t it is almost impossible to make it extend to another. Although Red Bull is the original new category creator, bringing the “energy” concept from Asia to the West, back in 2008 it decided that it could be a me-too in a mature and well-defended category.

“The cola from Red Bull. Strong and natural,” claimed Red Bull’s fi rst brand

Brand extension: the strategy with a less than 50/50 chance of success

What strategy could you propose to management that they will like the most – but which has, at best, only a 50-50 chance of success? The answer: brand extension. The reason: because executives believe it’s a low-risk strategy. The reality: in health it’s at least as risky as launching a new brand. In fact: it may be the worst strategy you can choose – as many otherwise very successful brands have found to their cost.

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extension since its debut back in 1987. Red Bull Simply Cola, a “natural cola” said to be made with cola nut, coca leaf and natural caffeine, sold in 250ml slimline cans and went on sale in the US, Russia and multiple European markets.

A brand’s “extendibility” depends on how strong consumers’ associations are with the brand’s values – and Red Bull is synonymous with “energy drink”. It is not synonymous with “cola”. In consumers’ minds that word belongs to Coke and Pepsi.

Red Bull was also trying to associate its name with the term “natural” – but the brand values of Red Bull are the opposite of “natural” and the brand image has no appeal to the types of consumers who favour natural products.

Ironically, Red Bull had been praised in the past in the Harvard Business Review precisely because it was one of the brands that had not tried to extend itself into the cola category. Clearly, the marketing team at Red Bull are too smart to spend time reading the Harvard Business Review. Red Bull cola has been withdrawn in most markets.

Red Bull Energy Shots: If cola was clearly an illogical extension for Red Bull, then surely energy shots – typically an 80ml-120ml serving – were more credible, in that they were built around the core proposition of energy? Unfortunately not.

Even though the potential of energy shots was well known to Red Bull from the Asian market – where shots have been around since the 1960s – it failed to seize the opportunity to be fi rst to market with the format in the West. By the time the company did enter the category in the US it was already dominated by the 5-Hour Energy brand (which today has retail sales of over $1 billion). Red Bull energy shots were simply a me-too with nothing new

to offer – in fact the Red Bull brand may have been a positive disadvantage, since energy shots tend to be bought by older consumers and Red Bull, in common with most energy brands, appeals primarily to younger consumers.

Even in Europe, where there were no established shot brands to compete with, the idea of a Red Bull shot was an extension too far for consumers. As with cola, this particular brand extension has been withdrawn in most markets.

Danone Activia: Danone’s Activia yoghurt is arguably the world’s biggest and most successful brand of probiotic yoghurt for digestive health, but even it has had only a modest success with brand extensions.

Activia hit the US market in 2006 and with skilful messaging about digestive health benefi ts, supported by a memorable advertising campaign that featured actress Jamie Lee Curtis, it rapidly became a major success, with sales exceeding $450 million (€346 million) after just four years on the market.

Danone can take credit for creating the probiotic market in the US. “To be synonymous with a category is a sizeable accomplishment, kind of like Kleenex” has become synonymous with facial tissue, according to Danone spokesperson Michael Neuwirth.“Activia is a big brand for being only six and a half years old [in the US].

Others have used the term ‘probiotics’ but we’ve focused on building the Activia brand. We don’t have to use that word. But using ‘probiotics’ is intentional by other brands to benefi t from the rapid rise in interest in Activia.”

Recently Activia’s US sales growth came to an end as Greek-style yoghurts seized consumer’s attention. The same loss of momentum has affected just about every other yoghurt segment except Greek-style products.

Danone launched a wealth of extensions to the Activia brand in a bid to revive growth. Unsurprisingly, they have failed to do so:

• Activia Fiber: Featuring “scrumptious cereal pieces” and fi bre, introduced in 2008. By 2010 sales were about $35 million (€27 million) in SymphonyIRI-measured outlets. But in 2011 sales plunged by 30% and dropped another 30% in 2012.

• Activia Dessert: Introduced in 2010 it initially hit $23 million (€17.8 million) in sales for 2011 – before sales nosedived, down to less than $5 million (€3.8 million) in 2012.

• Activia Parfait Crunch: Introduced in 2011, this dessert-type extension booked $9 million (€7 million) in sales but in 2012 appears to have dropped below the threshold at which SymphonyIRI can measure it.

CHART 1: NEW BRANDS V BRAND EXTENSIONSAverage Year-One Sales ($ Millions)

0

0.5

1.00

1.50

2.00

2.50

3.00

3.50

4.00

New brands

Brandextensions

New brands

Brandextensions

$30.2

$35.4

$27.7

$21.6

Source: SymphonyIRI New Product Profi lerTM

* Across Food, Drug & Mass Channels (excludng Walmart)

$

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More recent extensions might perform better, but to put them into some kind of context:

• Back in 2009 two Activia extensions earned $55 million (€43 million) in sales.

• In 2012 six extension products together earned just $70 million (€54 million) in sales.

It’s an expensive way to do business. Every time you create an extension it’s a use of NPD and marketing resources. Giants like Danone can afford such a scatter-gun strategy – but 95% of companies can’t.

SUMMARY

Creating new fl avours is a valid way to keep consumers interested in a brand. So too is delivering very logical, very “adjacent” benefi ts – such as Red Bull’s successful launch of a sugar-free variant. But for a successful functional brand to stray further from its core proposition is risky.

As a general principle, good marketers and business school gurus alike know that extending strong brands with a strong and clear benefi t platform into new formats yields modest results at best – as the Activia fi gures illustrate – and usually results in failure.

The facts are confi rmed by data from SymphonyIRI (see Chart 1), which showed that – consistent with all the data it has gathered over the last 15 years – brand extensions accounted for the majority (92%) of all new products brought to market in 2011. But brand extensions perform less well than new brands, SymphonyIRI points out, adding that they have always performed worse than new brands – and the gap is widening.

As Chart 1 shows, a brand extension earned an average $27.7 million (€21 million) fi rst year sales in the period 2002-2011 – and this had declined to $21.6 million (€16.4 million) in 2011.

New brands, by contrast, are performing better. In simple terms, new brands outperform extensions by 64% (up from 61% in 2010) and the gap is widening.

And yet the myth of brand extension persists – and many senior managers cling to it in the teeth of all the evidence.

The current wisdom of business gurus is that successful organisations must constantly challenge their own thinking. It’s clear that, when it comes to the idea of brand extension, that’s just not happening in our industry.

BRAND EXTENSIONS THAT SHOULDN’T HAVE HAPPENED

Unilever Pro-activ: Unilever’s management in particular seems guilty of preferring to extend existing brands instead of creating new ones – even when the brand extension makes no sense at all (see Knorr Vie example on page 8).

The company’s Becel table spreads brand (called Flora in many countries) is the world’s biggest spread brand and – based on its content of polyunsaturated fats – it has long had a strong association with heart health, dating back to the early 1960s in many markets. When, in 1998, Unilever introduced a table spread with plant sterols, clinically proven to lower cholesterol, it was entirely logical to market it as an extension of Flora/Becel, with the product name Pro.activ.

However, efforts to extend the brand into other formats have not gone well. The Flora/Becel brand stands for table spreads and very little else and has done so for fi fty years – so asking consumers to buy yoghurts or yoghurt drinks (for example) was not credible. In the UK market, for example, Flora spreads have retail sales over $300 million (€236 million). By contrast Flora yoghurt shots have sales of just $16.5 million (€13 million), despite being on the market since 2005 and despite multiple relaunches and millions in marketing investment. A spoonable yoghurt version has failed twice. This performance is similar in almost every other market.

Lipton Linea: Another failed brand extension by Unilever. Lipton is possibly the world’s most successful tea brand. In 2007 the company launched a catechin-rich green tea range under the name Lipton Linea with the tagline Trink dich in form – jeden tag (Drink yourself into shape every day). The line included a sugar-free green tea drink, with 230mg of catechins, in 500ml bottles and pouches of 20 pyramid-shaped green tea bags. Europe-wide sales crawled up to €50 million ($65 million), which was below Unilever’s targets. Lipton stood for iced tea, pleasure and fun – but it didn’t have any association with weight management. By 2012 the brand had been withdrawn from most markets.

Ribena Plus: One of Europe’s newly-approved immunity health claims is used on the Ribena blackcurrant juice brand, owned by GlaxoSmithKline and with $241 million (€182 million) in sales in the UK alone (as well as many other markets). Ribena could have applied the immunity claim across the whole range and become “the expert brand” in immunity, with a high content of vitamin C as the “reason-to-believe”, all backed by the fact that the benefi t is “natural and intrinsic” to the brand and supported by an EU-approved health claim. But instead it launched a brand extension, called Ribena Plus, which alone has the immunity claim – and a bone health claim.

Now there are two Ribenas: one that’s naturally rich in vitamin C and another, Ribena Plus, that’s rich in vitamin C and supports your immunity. What, they will ask, is the difference? The most health-conscious may simply switch from buying Ribena to Ribena Plus, resulting in no net gain. And sales fi gures seem to show that is exactly what has happened.

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I N G R E D I E N T C A S E S T U D Y

Despite all the sophistication and good looks of the latest hybridised crops and superfruits, the novel food source that is attracting perhaps the most industry interest for nutritional and sustainability reasons is one of the least-evolved plant forms on the planet – microalgae.

But if it is grabbing the attention of the food industry in Europe and North America, the same cannot be said for its impact on the majority of consumers, outside those parts of Asia where it is an established part of the diet. For company Dutch-based Phycom, which is convinced of the benefi ts of algae as a global food source, the initial challenge is all about accustoming consumers to the taste of its product and to its status as ‘good nutrition’.

“Our mission is clear, to make the best food sources available to everyone,” says MD Reinier Smit. “And we mean ‘available’ in the sense of both location and affordability.”

So before the company fi rst took shape between 2008 and 2009, what was it that steered Smit and business partner Erwin Houtzager in the direction of algae? After all, Houtzager might have had a track record of patents to his name in biological innovation, but Smit’s background was in the rather different world of Sara Lee’s tea and coffee business.

“It was very clear to us when we looked into shortages of proteins, of minerals such as phosphates and of fresh water, the solution which kept on coming up was an algae product,” he says. “We looked into it, why it wasn’t a bigger and more successful market. Per kilo dry weight, the price of algae has been very high. People have been producing it in very expensive ways, and not always to human food standards.”

The next question was how to set this grand mission in progress with just ‘two men and a dog’ or, as the Dutch have it, ‘two hands and a horse’s head’. “We decided to set the business up as quickly as possible

and share the work with business partners,” says Smit. “That way, you can produce large volumes in the shortest possible time, and at relatively low prices.”

While Phycom itself operates from outside the food and biotech hub of Wageningen, it now has two “well-established” joint venture (JV) partners, according to Smit. Avoiding specifi cs, he says that one company is based elsewhere in Europe and will be producing for Phycom by the end of the year. The second is located in South America, from where production is due to start during 2014. A third JV is still under negotiation, he says, but all being well, should also be supplying Phycom sometime next year.

Clearly, this is a small company in a big hurry. But for Western consumers, the challenge of basic acceptance remains, when it comes to algae in the diet, and is not something that can be resolved overnight. “If algae has so much added value, how can you allow people to get to know it and acquire a taste for it? The answer, we decided, was to put it into everyday products,” says Smit.

The specifi c solution that Phycom came up with was fresh bread with microalgae integrated into the recipe. According to Smit, the formulation followed up to now has been for wheat-based bread, with 5% by weight Chlorella pirenoidosa microalgae. The Meerbrood brand was introduced last year, with the ‘meer’ part of the name meaning both ‘fresh water lake’ – an oblique allusion to the algae content – and ‘more’ in Dutch, in reference to the added nutrition.

And of course, nutritionally there are undoubted benefi ts from chlorella’s protein, fi bre and mineral content. As well as containing the highest amounts of chlorophyll of any plant, this microphyte boasts all of the key amino acids, essential fatty acids, beta-carotene, plus over 20 different vitamins and minerals.

“But in fact, in our marketing, our focus with Meerbrood is very much on salt reduction,” Smit says. “The message we try to communicate is ‘less salt, more content’.”

Currently, the industry norm in the Netherlands is to include 1.5% salt in bread.

Meerbrood: an algal boom in bakery?

Algae may be the answer to the world’s protein shortage – but how to win over consumers’ tastebuds? For Dutch company Phycom, the answer is to blend it into one of the Netherlands’ favourite foods, bread – and to use the salt-reduction benefi ts of the algae to tempt health-conscious consumers. By PAUL GANDER.

APRIL 201312



Since the algal content allows these levels to be cut to 1%, Phycom can claim a valuable 33% reduction. In Germany, for instance, where the industry norm is 2.5% salt, says Smit, the reduction could be even more signifi cant. Given that, on average, around a third of adult salt intake typically comes from bread, he adds, this could make a major difference.

“People eat Meerbrood for different reasons,” Smit points out. “There is the salt reduction, and blood pressure is very much a hot topic right now, there is the nutrient base, and the taste is also very good.” Actually, as he readily admits, this umami fl avour “takes some getting used to”.

One of the 125 Dutch bakeries currently supplying Meerbrood, and one of those most involved with development and innovation in the brand, is the Bisschopsmolen bakery in Maastricht. Owner Frank van Eerd says: “Consumers are enthusiastic about the salt reduction. They know that eating less salt is healthier, but at the same time, they experience tasty bread. Their feedback tells us that the saltiness and sweetness is still there thanks to this ‘fi fth taste’ of umami.”

Visually, too, the bread’s subtle shade of green has a defi nite impact. Research last year showed that a cross-section of consumers associate the colour with healthiness.

While Phycom’s Essentials brand of microalgae in capsule and powdered formats (see box) focuses on an especially health-conscious target group, Meerbrood is seen more as a family product. “It’s bought by women, typically, who want their kids to have the best nutrition at the start of the day,” Smit says. The bread is priced at €2.95 ($3.83) per 400g loaf – or €7.38 ($9.53) per kg – a premium compared with other breads in Dutch supermarket Albert Heijn, where prices range from a standard bread at €1.92 ($2.48) per kg to a dark bread at €7.90 ($10.20) per kg.

The algae content provides further advantages to both consumers and bakers. “Shelf life is defi nitely affected by the algae,” says van Eerd at Bisschopsmolen. “Last year, we experienced shelf life of more than nine days, without any trace of fungi or bacteria.” A more typical shelf life for bread of this type without microalgae would be three or four days.

Van Eerd’s bakery is one of two Dutch Meerbrood resellers putting the most effort into development and innovation in the brand, according to Smit. Bisschopsmolen has experimented with a spelt Meerbrood

loaf, which he says offers “good health credentials”. But spelt is also less popular and more expensive, he adds.

Despite the number of individual bakeries involved in producing and marketing the bread, Phycom has kept control of the formulation by providing each reseller with a premix incorporating the 5% chlorella. “The mix is blended by Orkla Food Ingredients group company Sonneveld, and then sold on to the bakers,” says Smit. “It’s our brand, and we’re responsible for ensuring that quality is consistent.”

Given the vision and energy of the duo behind Meerbrood, it is hardly surprising that they have well-defi ned plans for its future. Smit is coy about quantifying the growth in

value of the brand, but talks about a projected hundredfold growth between 2012 and 2013. From next year, with new volumes available from the three JVs outside the Netherlands, expansion could be even more impressive.

“We’ve had plenty of interest expressed from abroad,” he says. “Demand is already there, across Europe and internationally. For the moment, it’s more than we can supply.”

Requests for the Meerbrood mix have come from the Nordic countries, Germany, France and the UK. “We’ve also had our fi rst request from the US,” he adds.

But there is more than one dimension to the future growth of the brand. Up to now, Phycom has focused on small or artisanal bakers. But what about industrial bakeries

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ONE PRODUCT, MANY SPECIES

While Phycom’s Meerbrood product uses one type – Chlorella pyrenoidosa – there are estimated to be up to 800,000 varieties of microalgae around the world. Even though the 200-plus species that the company cultivates may sound a lot, this is only a fraction of those characterised to date.

Many of Phycom’s varieties are used for animal feed. “Around 60% or 70% of our production is of types – such as chlorella – which are approved by the EU for human use,” says MD Reinier Smit.

While other producers cultivate some species to extract ingredients such as astaxanthin, Phycom’s interest is in algae as “whole foods”. “There can be issues about the cell wall being hard to digest,” he says. “But we produce our algae in such a way that it is digestible.”

Meerbrood, which integrates chlorella microalgae into bread, was not the fi rst of Phycom’s human food products. In 2011, a year before the Meerbrood launch, it introduced the Essentials brand of algae in capsule and powder form.

“Consumers are buying this in both forms, in almost equal quantities,” says Smit. “I was a bit surprised by this, thinking that people would be more used to taking supplements.” In fact, the powder form is widely used as an added ingredient or condiment in soups or salads, he says. The Essentials range is currently sold in Spain as well as the Netherlands.

supplying packaged bread to a wider retail network? “The formula could work for bigger brands,” Smit claims. “And we’re already looking at opportunities to get it into larger retailers.”

Judging by van Eerd’s observations, the company is pushing against an open door here. “We have buyers, marketers and directors of larger retailers visiting Bisschopsmolen on a regular basis and showing interest in Meerbrood,” he says. “We’re convinced that the product has the potential to inspire a large group of consumers.”

In fact, internet sales by Bisschopsmolen and other bakeries mean that the brand already reaches a potentially wide audience in the Netherlands.

The other dimension to brand growth lies in line extensions. Here, Smit says Phycom already has well-developed marketing plans for the launch later this year of Meercracker and Meertoast, as variants in the baked goods market. “Of course, these could all have organic versions, as well, and we’re looking at organic Meerbrood with Bisschopsmolen,” he says. “We’re currently developing Meerpasta, too.”

If chlorella offers impressive nutrition, then its impact on health could be even more profound. Research (probably not at a level that would convince the European Food Safety Authority, as yet) suggests it could help to combat fi bromyalgia, hypertension,

ulcerative colitis and certain tumours. It could also have a benefi cial effect on the immune system.

But Smit is not expecting a health claims dossier to be submitted to EFSA any time soon, largely for cost reasons. Looked at another way, when your chosen food source is something of a nutritional powerhouse to start with, why bother with health claims?

TABLE 1: NUTRITION FACTS FOR MEERBROOD, PER 100G

Meerbrood marketing focuses on salt reduction, with a ‘less salt, more content’ message. Algal content allows salt levels to be cut, so in the Netherlands Phycom can claim a valuable 33% reduction.

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DAIRY CASE STUDY

Lifeway has managed to power through the Great Recession and now may be on the cusp of a new growth phase, fueled by its debut in international markets, the rising popularity of its new frozen-yoghurt line, a new push behind kids’ products, and Americans’ growing taste for tangy yoghurts that has been encouraged by the Greek-style phenomenon.

The Chicago-based creator of the organic-kefi r market, now led by the daughter of its founder, rolled out its cultured-drink products nationwide in US Walmarts in the fi rst quarter and is preparing to launch sales in the UK and Canada by mid-year.

“Pretty much what everyone in the industry is saying is that we could be the next Chobani,” Lifeway CEO Julie Smolyansky told New Nutrition Business, referring to the US startup that has popularized Greek-style yogurt and set it on a still-growing boom in the American market. “The idea is that people will get sick of that fad and want to move on to the next thing – a more convenient, high-quality probiotic product like Lifeway.”

There’s plenty to generate new business for Lifeway in the meantime. Smolyansky has managed to keep the startup on a growth path since taking over the company at the age of 27 after the heart-attack death of her father, its founder, Michael Smolyansky, ten years ago. With the distribution help of Groupe Danone, which has owned a 20% stake in Lifeway since 1999, Smolyansky has steered the company from $12 million (€9 million) to $60 million (€46 million) in annual revenues over the last few years.

Clearly Danone’s help has been crucial as Lifeway executes two of the most important distribution initiatives in its history. In February, Lifeway kefi r products became available in Walmarts nationwide for the fi rst time. The chain’s importance as a seemingly unlikely mainstream outlet for organic and all-natural products has burgeoned over the last several years, and it’ll be “benefi cial” for

Lifeway, Smolyansky said.“They only will offer our top SKUs, like

they do for most products, and we have about 100 SKUs across our product line,” she said. “But it’ll help make the whole basket of eating available to more people, and that will certainly help Lifeway.”

Meanwhile, Lifeway prepares for a mid-year launch in the UK and Canada after pondering such a move for a couple of years. Smolyansky credited the rise of social-media marketing – where Lifeway was a pioneer – for tipping the company in favour of the move.

“It’s so much easier to get the word out today because of social media,” she said. “Walls have been broken down, and so the barriers to [international] entry are much different. Five years ago it would have been impossible for us to consider doing this.” The launches will include Lifeway’s initiation of individual brand Twitter feeds for both countries.

While it’s confi ned to the US market for the moment, the fastest-growing part of Lifeway’s business right now is a frozen-kefi r line that it is selling both in supermarkets and via its own small chain of quick-serve outlets in the Chicago area. Already, just a couple of years after introduction, frozen Lifeway kefi r in pints has become one of the best-selling grocery-store frozen-yoghurt lines in the US, Smolyansky said, and a “signifi cant part of

our [revenue] profi le”. She declined to be more specifi c.

Lifeway experimented off-and-on, over the course of several years, with frozen yoghurt, she said, “but we were always fi ghting traditional soft serve” and its bland tastes. “The market wasn’t ready for it.”

But two factors changed the readiness of the American market: the proliferation of frozen-yoghurt chains such as Pinkberry and Red Mango, selling tart-and-tangy products, and the appetite that US consumers have been demonstrating for the similar taste of Greek-style refrigerated yoghurts.

“We realized there would fi nally be a market for the tart-and-tangy frozen products that we had envisioned,” Smolyansky said. “We instantly said, ‘Now we can do this.’ So we launched.”

Lifeway began its frozen-kefi r venture fi ve years ago by opening four locations in the Chicago area under the brand Starfruit Fueled by Lifeway, “so people would be sure to make the connection that this was a Lifeway concept,” Smolyansky explained. There’s also a Starfruit food truck that Lifeway wheels to various major events around the city.

Starfruit outlets offer frozen kefi r as well as custom smoothies, a format very similar to the fast-growing national frozen-yoghurt chains. “The [QSR] part isn’t a big part of our business,” she said, “but it is a marketing approach for us that’s really been helpful in

Greek trend boosts probiotic pioneer

Probiotic kefi r pioneer Lifeway is poised for growth, fuelled by the rise of tangy Greek-style yoghurts that’s renewed interest in its tart products, coupled with the distribution muscle that investor Danone brings to the brand, and the rise of social media, which has allowed it to reach a younger audience. By DALE BUSS.

APRIL 2013 15


DAIRY CASE STUDY

getting products to consumers really fast, and it has helped us with test marketing.”

Smolyansky said that “when we want to go to the market with a new concept, we take it to our stores fi rst and get consumer feedback,” similar to how Chobani has opened its own QSR outlet, Chobani Soho, in New York City. “It gives people a place to see how creative they can get with a [kefi r product] that’s still very unfamiliar to many of them. A big part of our effort is to consistently create awareness and build the brand.”

At the same time, Chicagoans’ enthusiasm for Starfruit persuaded Smolyansky that it was time to bring Lifeway frozen kefi r to its network of retail distributors. And already, Lifeway is innovating in a space that is still new to the company, launching a frozen version of its ProBugs product line for kids. “It’s the fi rst healthy frozen-yoghurt novelty in the kids’ market,” Smolyansky said.

In general, ProBugs has become a vibrant part of Lifeway’s growth story. It was the fi rst company to introduce a frozen-yoghurt drink in a resealable pouch for kids, in 2006, and Smolyansky said that packaging innovation has helped it retain dominance of the niche as such healthy products for kids continued to grow even during the recent recession. ProBugs has continued to grow, she noted, even as mainstream yoghurt brands in the US have given up on probiotics in children’s products.

“We still dominate that space in Whole Foods Markets,” Smolyansky said. And the chain has “found that people go to the yoghurt category just to buy ProBugs, and then they end up buying other things there.”

Now, Lifeway is seeking to extend its hold in the kids’ market with a new product line called ProBugs Cosmic Bugs, aimed at the next-older cohort from the target for regular ProBugs: kids from early-elementary-school

TABLE 1: NUTRITION FACTS FOR PROBUGS

APRIL 201316


DAIRY CASE STUDY

ages up through “tweeners”. “Fun” fl avours include Cherry Lime Comet, part of an overall “story” for the product line.

“The idea behind it is innovating products today for kids who’ll go to the moon on vacation,” Smolyansky quipped. “The story is all about cosmic bodies and space. And we’re taking the approach of educating kids about science and making it really fun too.” Eventually, Lifeway plans to add a mobile app, games and books about astronomy under the Cosmic Bugs line, she said.

The Cosmic Bugs line will include a 3.3oz (100ml) shot, ProBugs Blast. “The idea is to extend smaller portion sizes to kids, because everyone recognizes the importance of portion sizes in obesity and other health problems,” Smolyansky said.

Lifeway was not concerned, she said, about the possibility that the shot format might encourage ProBugs’ young consumers to investigate other shot products – such as energy shots, which lately in the US have been implicated in emergency-room visits for caffeine poisoning of kids.

The overall success of ProBugs also has been heartening to Smolyansky because it is

helping prove one important aspect of her strategy for growing the Lifeway brand.

“When I decided to go after the children’s market after I started having my own children” a few years ago, said the 37-year-old mom, “I fi gured it would make it easier for kids to make us a trusted brand for them when they became slightly older. And now we’re fi nding that that is absolutely true – younger kids, raised on ProBugs beginning back in 2006, are now drinking regular kefi r. And we didn’t have to do an entire education process for that to happen; it was a very conscious decision.”

In fact, one of the hallmarks of Smolyansky’s tenure in succeeding her father has been to shift the demographic target of the entire brand decidedly younger than the baby-boomer set that he initially sought.

“He was focused on boomer and seniors,” she explained. “But the gap in our marketing 15 years ago, when I joined the company” in a lower position, was that he wasn’t speaking to people like myself, [social] infl uencers and moms. I gradually pushed our marketing younger, such as by sponsoring [races] for women. Women and girls tend to be very conscious about their diets from an early age.”

With Millennials as Lifeway’s most important target, Smolyansky also became a pioneer in the use of social-media marketing to reach this cohort. “This nice, young, youthful market is also the one that spreads information the most,” she said. So in 2007, Lifeway become one of the fi rst small handful of brands to establish its own Facebook page and Twitter feed.

“I spent many hours looking for other [food] brands that were doing this, and the

only other ones I could fi nd at that time were Starbucks and Whole Foods,” Smolyansky recalled. Now, Lifeway has about 200,000 Facebook fans and about 60,000 followers on Twitter, which, she said, “is pretty good for a small brand like ours”.

Smolyansky also attributed the Greek-style craze as a contributor to Lifeway’s own growth, as Americans simply become more accustomed to the zingier tastes available in both kinds of cultured products. Lifeway has sold its own Greek-style SKUs for a while, with a thicker texture and more protein, as well as Greek-style frozen kefi r – but the surge in sales of Greek refrigerated yoghurts, by nearly every brand in the category now, has been a signifi cant boost to Lifeway’s entire product line.

“More people are open to the kinds of tastes we have, without the extra sugar that commodity brands were putting in,” she said. “It has brought more people to our category too, by creating interest in protein as well.”

Could Lifeway become the “next Chobani”? Smolyansky isn’t sure, but she does believe that there remain plenty more distribution opportunities for the brand – beyond Walmart and early foreign markets – that will only continue Lifeway’s rise.

It helps, she says, that consumers don’t need a spoon to consume Lifeway kefi r beverages. “We see that as an opportunity,” Smolyansky said. “Lifeway should be in hotel minibars, and in convenience stores, and airports, movie theatres and amusement parks. The more people want to eat healthy, the more I can see these opportunities.”

TABLE 2: NUTRITION FACTS FOR LIFEWAY FROZEN KEFIR

Lifeway’s frozen-kefi r venture kicked off fi ve years ago with the opening of four Starfuit cafes in the Chicago area. Starfruit outlets offer frozen kefi r as well as custom smoothies, and also function as a test market for new concepts. There’s also a Starfruit food truck that Lifeway wheels to various major events around the city.

APRIL 2013 17


DAIRY START-UP CASE STUDY

A corporate-dairy executive asked a basic question – why isn’t yoghurt targeted toward men? – and turned it into a promising startup with the Powerful brand of Greek yoghurt that now is being rolled out to markets in the US Northeast.

Powerful features a big package – 8oz (227g) compared to the 4oz (113g) in which many products are packaged – high protein content, traditional fl avours, male-appeal packaging and athletically-oriented marketing, all of which are designed to emphasize the aspects of yoghurt that would most appeal to American males who have grown up thinking that yoghurt makers are far more interested in marketing to women and children.

PROTEIN PROMISE TIMELY

Especially at a time when young men in the US are seeking more and better ways to get delivery of performance-oriented protein, Powerful could be the right product with the right message.

Carlos Ramirez certainly is counting on it. The former US general manager of Alpina, a major South American dairy, called on just about every professional associate, family member and friend to compile the seven-fi gure fi nancing required for him to formulate and launch Powerful in New York, Connecticut and New Jersey.

“I asked: Why hasn’t the industry developed a product for guys?” Ramirez told New Nutrition Business. “Guys don’t know a lot about yoghurt in general. They see it standing in the refrigerated section and everything is pink and light blue and white.

“And you see small amounts – four ounces, three ounces per serving. Guys want more satisfying amounts. And for them, it’s about the protein they can get from yoghurt, not so much about fat. When yoghurt is marketed

to women, it’s all about fi bre and digestive health, not about building muscle.”

Powerful is retailed for a suggested $2.99 (€2.34) for the 8oz cup. That’s pricey for yoghurt, even at double the typical volume of a yogurt cup, Ramirez admitted. But a big part of the iconoclastic positioning of Powerful is not to consider conventional yoghurts – even other pricey Greek yoghurts – as the true competition.

“The real competitive set for our product is protein shakes” that American men consume as part of their recovery and fi tness routines, Ramirez explained. And in that context, he noted, Muscle Milk and many protein shakes retail for $4.50 to $5.00 (€3.50 to €3.90) for a 10oz (283g) container, giving Powerful a signifi cant price edge for the same purported benefi t.

“When we explain that to [retailers], we win, hands down,” Ramirez said.

Similarly, Ramirez kept Muscle Milk and its ilk in mind when he was formulating Powerful. The plain variety of Powerful has 25g of protein, which matches the 25g of protein in a 10oz container of Muscle Milk.

At the same time that it can match protein with some of the best-known dairy-based

brands in the male-fi tness genre, and at a lower price, Powerful has what Ramirez considers another major advantage: a clean label.

“There is no other [nutritional] fortifi cation” of Powerful, he said. “It’s regular yogurt. It’s the size and the [Greek-yogurt] processing that account for the high protein content; we don’t add anything else. We didn’t want to. Our proposition is that, instead of protein powders and shakes that add a bunch of stuff, we wanted to keep Powerful as simple as possible – an all-natural product.”

MAN FLAVOURS

The unprecedented male orientation of Powerful also extends to its fl avours. Ramirez said he conducted online research with about 600 young men in the New York-New Jersey-Connecticut area to get some idea of how men would react to fl avours other than those typically oriented toward women in yoghurt brands.

“In our questions, we mixed in traditional fl avours with some not-so-traditional ideas,” Ramirez explained. “So we asked them about

Powerful putting muscle into men’s yoghurt

It’s well known that in almost every country young men are not big consumers of yoghurt – they leave that to female, mainly older consumers. Yet with the notable exception of Fonterra in New Zealand, very few dairies have put any effort into reinventing yoghurt to boost its appeal to men. Now an entrepreneurial start-up in the US is targeting this demographic with an innovative – and decidedly manly – approach and fun marketing. By DALE BUSS.

APRIL 201318



strawberry and peach but also about things like peanut-butter-and-jelly-fl avoured yoghurt. In the end, our rankings actually showed traditional fl avours such as strawberry and banana very high – but also good results for vanilla almond and maple syrup.”

For launch, Powerful stuck with traditional fl avours: Strawberry, Mango, Banana, Blueberry-Acai as well as Original. Only one “non-traditional” fl avour made the initial lineup: Apple-Cinnamon. The fl avours besides Original offer only 20g of protein instead of 25g, however, to make room for the fruit.

Ramirez said such an initial strategy for fl avours of Powerful Yogurt would remove one uncertainty from the introduction of the Powerful line, and that more off-beat fl avours – such as Espresso – soon will also make their way into the line.

Powerful’s packaging also makes a pitch to testosterone, Ramirez said. It is a bold graphic pattern of red and black, with the brand logo that includes a bull’s head, and a black sealer cap.

“All the protein products, and stores that sell them such as GNC, use these basic colours like black and red and white,” he said.

PROTEIN CONTENT “THE MOST IMPORTANT THING”

Ramirez said that he has labeled Powerful as “Greek Yogurt,” and embraced the processing that goes along with it, in large part because the Greek-style manufacturing would ensure higher protein content than that of regular yoghurts. The brand isn’t positioning itself around its “Greek” attributes such as a tangier taste, however.

“You look at our packaging and ‘Greek Yogurt’ is very small,” he said. “For us, the most important thing about Powerful is the protein content.”

Powerful’s fl edgling branding and marketing efforts clearly refl ect this focus on protein and, initially at least, on building “abs” – a male preoccupation. “Powerful Yogurt is the voice of the Abs Movement,” reads one of its promotional presentations. “A brand that motivates and recognizes the quest for a fi t body.”

So, at the mammoth and infl uential Natural Products Expo West trade show in Anaheim, California, in March, for example, Powerful’s booth featured an “ultrasound machine” where male passers-by were invited to have their abdominal areas checked by a “nurse” who would help them see their “inner

POWERFUL YOGURT BLUEBERRY-ACAI NUTRITION FACTS PANEL

Humorous marketing keeps Powerful’s message fun, such as an ultrasound to “fi nd your inner abs” performed by a “nurse”, with all the set up and with the ability to print out your results, all in a place where Powerful can do sampling at the same time.

APRIL 2013 19



abs.” Print ads, for instance, declare that “in the battle for women, abs always win.”

The machine instead threw up medical-looking images of human interiors with pizza slices and nachos lodged inside. “People would ask, ‘Is that image for real?’” Ramirez testifi ed.

HUMOROUS BRAND POSITIONING KEEPS THINGS LIGHT

Such is an example of the approach that Ramirez is favouring as he builds a brand identity for Powerful Yogurt: one built on a direct appeal to male appearance and fi tness and nutritional concerns – but one that doesn’t approach such topics as seriously as many of the non-yoghurt competitors do.

“We want to support the ‘abs movement’ and be seen in the press and so on as doing that, but we also want to bring a little bit of fun,” Ramirez explained. “Everything about our [Powerful] culture means some fun.”

Thus, another bit of brand positioning reads, “We don’t want to be perceived as ‘Gymbuffs’ with abs. Humour allows us to spread the gospel of abs in an entertaining way that appeals to those that have abs,

those that desire abs [and] those that weren’t thinking about abs.”

“Find Your Inner Abs” is meant to be the tagline for Powerful’s initial campaign as it unfolds in a variety of phases, including heavy marketing via social media.

Ramirez was an executive of Alpina, which he said is a $1 billion (€780 million) dairy enterprise based in Columbia, when he was put in charge of building the brand’s presence in the United States. “And all that time,” he recalled, “I was wondering why yoghurt was just marketed to women.”

Through his contacts, he nurtured his fl edgling idea for Powerful Yogurt and lined up a distributor in New York City that also handles Fage and Chobani Greek yoghurts. He coaxed his attorney and an advertising agency into taking small equity stakes in his new enterprise leaning on family and friends as well as his own resources for the rest.

Powerful Yogurt fi rst was available early this year only in about 50 stores in the Tri-State area. By March, Ramirez said, the store count had grown to about 250, and he has vast expansion plans. How far Powerful Yogurt goes depends on how far men will carry it.

CHART 1: POWERFUL YOGHURT PRICING

Pricing of Powerful Yoghurt compared on a price per litre equivalent basis with high-protein drinks, a naturally high in protein yoghurt (Chobani) and the leading probiotic yoghurt, Danone Activia.

Powerful Yoghurt$2.99 per 227g

package

25g of protein

Activia$2.69 per 4-packof 4oz packages

Chobani$1.59 per 170g

package

15g of protein

Core Power$3 per 240ml

package

25g of protein

Muscle Milk$4.50 per 283g

package

25g of protein

0

2

4

6

8

10

12

14

16

$13.17

$6.12

$9.35

$12.50

$15.90

Source: New Nutrition Business store checks, March 2013

APRIL 201320



SALES SUCCESS FOR YOGHURT “MADE FOR MEN”

Around the world dairy companies are wrestling with the problem of how to get younger men to eat more yoghurt – in many countries it’s a category dominated by women and men over 45. New Zealand is no exception. A usage and attitudes study by Fonterra Brands – part of Fonterra, the world’s fi fth-biggest dairy manufacturer – provided insights that led the company to create Mammoth, the world’s fi rst successful yoghurt brand, “made for men, by men.”

One output from the study, Michael Rutledge, brand manager for Mammoth, told New Nutrition Business, “was a graph showing yoghurt consumption frequency, split between males and females. It gave an interesting picture. Females bought into the category when young and they eat more and more occasions per year as they get older.”

He continued: “Guys were buying in and eating as many occasions per year as females up to the age of 30. Then they markedly dropped off the grid – to the point where by the age of around 40, male consumption occasions per year are half that of females. It starts to trend up again from the late 40s but their number of consumption occasions doesn’t catch up with women.”

Fonterra did more research among men aged 30-50 and found that they felt under constant pressure to perform as husbands, fathers, bosses and employees. They felt they had very little freedom or time of their own.

“YOGHURT IS FOR CHICKS, KIDS AND HIPPIES”

Fonterra found that for these men yoghurt fails on three major points:1. It is seen as “just thick milk, not real food”2. The classic single-serve yoghurt pot is too small, eating one doesn’t fi ll you up.3. The imagery and positioning of yoghurt is seen as very feminine. “One direct quote from the research,” mentions Rutledge,

“was ‘yoghurt is for chicks, kids and hippies’”.

To give yoghurt legitimacy as real food the NPD team selected as a base a thick Greek-style yoghurt, which provides the right texture and mouthfeel. Seeds and grains were added, as they could deliver a thick, fi lling feeling.

DIFFERENTIATION THROUGH PACKAGING DESIGN

Mammoth is strongly differentiated by its packaging. Its 325g single-serve pack is more than double the size of a standard tub used in New Zealand – three times what would be a single-serve pot in Europe.

After a one year product development, Mammoth yoghurt went to market in November 2010, along with an iced coffee and an ice cream.

A sampling campaign supports the brand in store and at selected sports events.

The strongly male positioning of Mammoth is, says Rutledge, “purely intended to be humorous – and that’s the reason it has worked so well.”

While people expect macho imagery that takes itself seriously from products like beer, that’s “not what you’d expect from a yoghurt,” Rutledge says. “‘We’re men and this is yoghurt’ created a tension that people think is funny.”

In fact, Mammoth targets women too and it has advertised in womens’ magazines, with communications such as the “Mammoth man quiz”.

SUPER-PREMIUM PRICING NO BARRIER

Mammoth is a premium yoghurt brand, selling, on a price per kilo basis, at a 100% premium to the biggest yoghurt brand.Despite this it achieved sales of over NZ$7 million ($5.86 million/€4.58 million) in its fi rst year on the market, with the yoghurt accounting for two thirds of that and the iced coffee one third. That total sounds small, but New Zealand has a population of less than 5 million people. Pro rata this rate of sales to a much larger market, such as the US, and Mammoth is equivalent to a $100 million (€57 million) brand, an impressive result for year one.

Mammoth accounted for 26% of the growth in New Zealand’s NZ$160 million ($134 million/€105 million) yoghurt market in its fi rst year.

APRIL 2013 21


CONSUMER INSIGHTS CASE STUDY

With 30 years of experience in “clean label” products, grain experts Kampffmeyer Food Innovation decided in 2012 that it was time to take a fresh look at what natural and the idea of clean label actually mean to consumers.

A joint venture of the largest milling business in Europe, Kampffmeyer Mühlen GmbH, and the Danish ingredients manufacturer and global player, Palsgaard A/S, the company specialises in technological know-how of grain processing, development of innovative grain-based products and specialty fl ours for both artisan and industrial bakeries.

The Hamburg, Germany-based company, which has an annual turnover of €40 million ($51 million) commissioned Europe’s biggest-ever consumer study on the subject of clean label, involving over 4,000 people.

The resulting report, How to Make Clean Label, brings together not only the fi ndings from the consumer study but also sets out everything that the company has learned – the “8 Mistakes” – and provides some concrete recommendations that are useful for any company looking to improve the natural credentials of its products.

Previous consumer surveys on the naturalness of foods have always focused only on the question of “naturalness” across all product groups, Kampffmeyer says. By contrast its Clean Label Study is the fi rst to investigate 17 product groups separately, looking at both the purchase frequency – to determine their relevance in daily nutrition – and the importance for consumers of natural ingredients in each of the individual product groups.

The research found that there was a strong consumer desire for “natural” ingredients across all 17 food groups. And even in the case of those where the score was lowest, such as instant packet soups, more than half of consumers still rated naturalness of

ingredients as important (see Chart 1). The desire for naturalness was even present and high at 70% in cakes, biscuits and pastries.

But what does natural mean for these people for whom it is so important? For most, the report shows, it meant ingredients they understood and which they would expect to fi nd in a kitchen at home. For example, sea salt was perceived as natural (by 85%) as consumers see this as extracted by traditional processes from seawater. Interestingly, the idea that the sea might be more polluted than in the past did not play any role in their thinking.

The ingredients that are perceived as used in home cooking and therefore natural are:

• Wheatfl our (81%)• Corn fl our (77%)• Rice fl our (73%• Yeast (73%)• Cream (72%)• Sugar (72%)

At the other end of the scale, any ingredient labelled with an E number or with a name that people don’t understand or fi nd diffi cult to pronounce was perceived as unnatural. Those that fell into this negative classifi cation included “emulsifi er”,

“thickening agent” and “carrageenan”. More than 80% of those interviewed described these ingredients as “very unnatural”.

These perceptions aside, it is perceived benefi ts that matter most to consumer. As the report states: “When consumers choose a particular food it is not the claimed “ingredients” or “preparation methods” which are the purchase reasons. Consumers always buy benefi ts!”

Importantly, three quarters of European consumers think that the consumption of natural foods brings with it health benefi ts (see Chart 2) and almost none disagree with this point of view.

Conversely, many consumers regard artifi cial additives as the cause of increase in the incidence of allergies, with 49% believing that natural foods are increasingly important for people with allergies.

For many readers, little of this will come as a surprise. A drive towards clean label is strong in all categories. However, the report points out: “many manufacturers are merely passive free riders in this megatrend; they imitate without understanding what makes a brand, what effect it has.”

It isn’t surprising, say the writers, citing

Eight reasons why clean label products fail

Europe’s leading grain technology company recently sponsored a unique, large-scale study into consumers’ attitudes towards naturalness and “clean label”. Unsurprisingly, natural came out close to the top of most people’s wish-lists – with most associating it with health. Yet, says Kampffmeyer, people won’t pay much of a premium for natural – and indeed many new product launches fail – so to help industry the company has published a report that sets out a practical “how-to” guide to strategy alongside the consumer research*.

APRIL 201322


CONSUMER INSIGHTS CASE STUDY

research by GfK, that 70% of all innovations fail within their fi rst year. It’s a statistic that shows that “most manufacturers do not have a suffi cient answer with respect to how strategic marketing can reduce the failure risk”.

The larger part of the Clean Label report is dedicated to answering, in a very practical way, the question of how clean label concepts should be successfully positioned and communicated.

The report is full of useful perspectives, of which one of the most useful is “The 8 Mistakes: Why Clean Label Products Fail”, drawn from the company’s 30 years of experience with Clean Label products. Each mistake comes with a recommendation.

For example:The 7th Mistake: Justifying price

increases with clean and pure ingredients.

“Many managers wrongly assume that their customers are willing to pay more for the Clean Label concept,” says the report. In fact, say the writers, companies almost never succeed in passing the price thresholds that a product was selling at before it became “clean label”. The reason is that from the consumer’s viewpoint it is the manufacturer’s responsibility to use natural ingredients – they are a basic requirement and not an “extra” that merits a premium.

While the idea of good and bad foods isn’t favoured by nutritionists or by many in industry, the fact is, says the study, that is how consumers think:

“Consumers perceive foods which contain additives…as “bad”. Although the labelling of foods as “good” or “bad” is often problematic, these criteria are frequently more important for consumers as an orientation in everyday life than the abstract nutritional information. This generalised categorisation of foods may be disputed from a scientifi c viewpoint but this does not have any relevance. This is because whatever experts or scientists may say is increasingly losing signifi cance in comparison to the customer’s own opinion formed through their own information, friends and social networks, and the food producers need to get used to this!”

* “How to Make Clean Label” by Kampffmeyer Food Innovation is available at http://kfi .kampffmeyer.com/cleanlabelreport/en/index.html. Or contact Svenja Frank at [email protected] or tel +494075109-632

CHART 1. Q. HOW IMPORTANT ARE NATURAL INGREDIENTS IN CONVENIENT PRODUCTS?

(illustrated is a small sample of the 17 product categories investigated)

Bread, bread rolls

Frozen vegetable dishes

Pastries, cakes, biscuits

Canned stews

Instant soup

78%

71%

70%

56%

55%

CHART 2: PRESUMED BENEFITS OF NATURALNESS

Source: Kampffmeyer Food Innovation

It leads to healthier products

It preserves the natural vitamins

It ensures better product quality

It ensures better taste in the product

It is becoming increasingly important especially for people with allergies

It is important for the immune system

It is more important than organic quality

No advantages

74%

73%

60%

55%

49%

47%

20%

1%

APRIL 2013 23


I N G R E D I E N T S T R AT E G Y C A S E S T U D Y

Consumer research by the major dairy companies shows that despite recent growth, consumer knowledge about protein – and particularly dairy protein – is still very limited. The only way to change that will be through educating the consumer – but their rival the soy protein industry is already well ahead and has been running a coherent communications effort and a market-building campaign since the mid-1990s.

The dairy industry is today faced with the same kind of one-off “launch-pad” opportunity for communications that the soy industry had in 1999, when the US FDA approved a heart health claim for soy protein. The effect of the claim – and the communications that the industry built on it – was to prompt sales growth of an average 15% per year in the early years of the millennium, according to Nancy Chapman, executive director of the Soy Foods Association of North America (SANA).

Part of that was “media attention for soy,” she said, “plus all of a sudden health professionals, physicians and dietitians began suggesting that soy was an important element in the diet. There were huge numbers of new products, and it was a very exciting time.”

But opportunities like that only typically happen once for an industry. Today, while the heart health platforms are still a part of the mix, the focus of consumer messaging from industry is on wider health benefi ts and easy ways to integrate soy into the everyday diet.

New product formats, new packaging and positioning in new places in the store have also been key to soy’s growth – more important than the heart health claim. In fact the rapid growth of the soy milk market in the West from 1998 onwards owes almost everything to the decision to position soy milk in the chiller cabinet, alongside cow’s milk, instead of the open shelf, thus “normalizing” an ingredient that was formerly the preserve of hippies, health food stores and people with lactose intolerance.

Looked at from the outside, there appear to be fi ve elements of strategy:

1. Major, long-term, co-ordinated industry communications as well as individual company communications

2. Willingness to “tell a strong story” and tackle media/consumer concerns head-on

3. Industry focus on improving taste,

texture, creating new applications and providing NPD services to branded foods companies.

4. An increasing focus on taking soy into new growth markets.

1. COMMUNICATIONS STRATEGY

The fact that the industry was able to capitalize on the heart health claim was a result of the fact that since 1994 soy has been at the forefront of marketing and education efforts, led by industry organisations such as the US United Soybean Board and companies like Dupont (Solae) and ADM.

Trade organizations like the Soy Foods Council and United Soybean Board lead advocacy efforts as well as promotion to consumers. Soy Connection, and other sites, provide videos, podcasts, press tips, newsletter, access to credible nutrition experts and dietitians.

The press – both trade and consumer press – is kept fed a steady stream of story ideas. And if a journalist needs a comment on any aspect of soy and health the industry’s communications team can fi nd them an expert to comment on the subject.

Soy food renaissance offers lessons for dairy protein

Thanks to the recent decision by the UN FAO to change the test methodology for proteins, dairy protein will be able to market itself as being of higher quality – more available to the body – than other proteins. But to make the most of their new advantage, producers of dairy protein will need to up their marketing game – and they can learn the most relevant lessons on protein marketing best-practice from their rivals, the soy protein industry. The soy industry got its marketing act together many years ago – and as a result it still presents formidable competition.

The soy industry excels at communications.

APRIL 201324



The industry also makes sure that every possible piece of new science about soy – including studies that have no connection to any industry funders – get into the media, thus ensuring a drip-feed of “good news” about science-based benefi ts for soy.

With such a professional communication campaign, the fact that the soy industry can no longer overtly market soy protein as equivalent to other proteins, such as eggs and dairy, and better than other plant-based proteins, which is the positioning the industry has used for 20 years, is unlikely to make much difference in the short-term.

In fact the positioning of soy has evolved over recent years. “With so much information and misinformation out there, soy ingredient suppliers and marketers are shying away from specifi c health-based platforms in favour of plant-based protein content and overall health and wellness,” an industry executive told NNB, adding:

“Soy itself is no longer the destination. In the 90s, there was a rush to put soy on everything, but smart companies are no long selling their products on the idea of soy alone.”

Now the driver messages include:• protein, especially “vegetarian protein”• wellness• senior health• healthy ageing• low glycemic• gluten free.

SOY LOSES POSITIONING AS EQUAL TO OTHER PROTEINS

Soy suppliers and manufacturers have worked hard in recent years to communicate that soy protein is equivalent to other proteins, such as eggs and dairy and better than other plant-based proteins. That industry can no longer say this is unlikely to make much difference.

SOY TELLS A STRONG SUSTAINABILITY STORY

Young adults and particularly younger women (20-35) are seen as a key market. This group is particularly interested in the environment and sustainability – and the soy industry has done an excellent job of boosting its sustainability credentials.

APRIL 2013 25



Meanwhile companies marketing branded consumer foods that contain soy have in most cases started to emphasise nutrition and convenience, but steer away from emphasis on soy itself, said Sarah Day LaVesque, an analyst for Soyatech.

“Companies need to think of soy as a functional ingredient for products like energy bars. People know it is a source of protein, but they don’t realize they are consuming soy.”

2. TELLING A STRONG STORY

While dairy producers often shy away from bold marketing statements, boldness has served the soy companies well.

For example, young adults and particularly younger women (20-35) are seen as a key market. They have grown up with the idea of healthy eating and for many young women in particular the idea of plant-based protein sources is appealing.

This group is in particular motivated by messages about the environment and sustainability.

“Particularly younger consumers are interested in diversifying their protein intake, while eating something that uses resources effi ciently and effectively. Soy is a wonderful sustainable protein and when you eat it you

get 100% of the soy protein, versus if it is fed to another animal. So it represents eating further down on the food chain,” according to Nancy Chapman.

The soy industry is forthright about establishing itself as having superior

environmental credentials to other sources of soy, using easy-to-understand graphics (see box) and PR to drive the message home.

Another example of bold communication is an emphasis in the last one to two years on communicating the value of soy for

STRONG COMMUNICATIONS IS AT THE HEART OF SOY STRATEGY

Communications strategy aims to get every piece of science before the media and health professionals.

IT’S PROTEIN – NOT SOY

The soy industry has moved beyond the tofu ghetto to focus on delivering familiar products that are reformulated to include soy but also meet consumer expectations.

“This is the biggest opportunity. The market has moved from being built around soy as a signature ingredient and heart health to wider health and wellness benefi ts driving the category.”

“Now we have these soy-based fresh juice products putting soy in a whole new area of the store.”

Source: Peter Golbitz, director of International Business Development, SunOpta Grains and Food Group.

Examples include:• Bolthouse Farms Vanilla Chai protein drink located in the fresh juice case in produce. • Naked Juice and Odwalla protein smoothies

Protein is being used to create totally new propositions.

Note that creating new categories has been a key driver of success in food and health.

“Companies are devising marketing messages that will stand the test of time and market shifts better. They are taking soy out of the product name and off the front of the package. Now you see a greater emphasis on protein.”

APRIL 201326



children, with an emphasis on the benefi ts of consuming soy in childhood to promote growth and bone health as well as the key nutrients kids need. The Soyfoods Council has used short web-based videos in which nutrition experts talk about the importance of soy consumption among girls, referencing research that suggests that: “The plant estrogens in soy can prevent breast cancer later in life if consumed by girls in childhood and adolescence”.

In the US the industry has also lobbied with some success for more soy foods in school meals.

Every industry encounters negatives from time-to-time – in fact there seems to be a sizeable section of the media dedicated to fi nding things to criticize about the food supply. Soy is no exception – but the soy industry’s communicators tackle criticism head-on. One example was a media controversy over the use of hexane in soy processing. The chemical has been used for 70 years to extract the vegetable oil from the plant seed. It is an affordable and effi cient way of fat separation with no evidence of risk to human health at safe limits of consumption.

The use of hexane was reported in “shock-horror” terms by some media outlets. The soy industry’s response was to boldly lay out the facts and refute the errors (see box). This stands in sharp contrast to the dairy protein producers. In 2012, for example, the BBC ran in the UK and in its global news service several reports questioning the need for increased protein in the diet and the “safety” of consuming high levels of dairy proteins. The science to refute these stories existed, but the dairy industry remained mute and so the stories stand – leaving the door open to more negative media reports in the future.

3. TASTE, TEXTURE AND NEW APPLICATIONS

There is a growing list of protein sources from which manufacturers can choose – not only soy and dairy, but pea and many others from vegetable sources that companies like Bunge and others have in the pipeline. As a result soy suppliers are working hard to distinguish the value, quality and functionality of soy protein from the protein in meat, dairy and other plants and to demonstrate its versatility.

For instance, new soy-based products geared toward mainstream markets for weight management, sports nutrition and the

STRONG COMMUNICATIONS IS AT THE HEART OF SOY STRATEGY

Trade organizations like the Soy Foods Council and United Soybean Board lead advocacy efforts as well as promotion to consumers. Soy Connection, and other sites, provide videos, podcasts, press tips, newsletter, access to credible nutrition experts and dietitians.

and other sites, provide videos, podcasts, press tips, newsletter, Tacces to experts and dietitians.

mmunications is at the heart of soy strategy

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APRIL 2013 27



burgeoning older population is driving a trend toward a higher value of protein ingredients, Jean Heggie, director of marketing for Solae, one of the biggest soy suppliers, told NNB in 2012.

“Consumers are looking for a higher value protein in their diet to help them lose weight, to meet the needs of an active lifestyle or because they are growing older and they want to hold onto muscle mass,” she said. “So in the past we might have delivered eight to 10 grams of protein, now the demand is for more like 12 to 15 grams of protein per serving. For sports nutrition, it has shifted from 20 grams in the past to more like 30 grams per serving now.”

Soy also holds advantages for product manufacturers in that they can address cost and supply chain issues. The volatility of dairy protein prices – and their high level compared to vegetable proteins – has caused manufacturers to look to soy for better price stability in their value chain. “Soy is more reliable and predictable in its pricing,” said Heggie.

What’s more, she said, many manufacturers see the global demand for protein from a long-term perspective and predict shortages in the future. So diversifying and not being over-reliant on one type of protein when supply is tight and prices are out of control can be advantageous for manufacturers, she added.

OPPORTUNITIES FOR INNOVATION

According to Peter Golbitz, director of International Business Development, SunOpta Grains and Food Group, delivering familiar products that are reformulated with soy but that also meet consumer expectations will continue to be a successful formula and one that presents the biggest opportunity.

The industry has seen this over and over in the category, he added – most notably, when White Wave put soy milk in a carton in the dairy cabinet. Now Campbell Soup-owned Bolthouse Farms is doing something similar with products like its Vanilla Chai protein drink located in the fresh juice case in produce. Pepsi-owned Naked Juice and Coke-owned Odwalla have similar SKUs. “So now we have these soy-based fresh juice products putting soy in a whole new area of the store,” he said.

Such out-of-the-box thinking is the future for soy ingredients and products, according to Golbitz. Suppliers and manufacturers need to

work together to provide soy products in new formats.

Beverage formulators wanting to incorporate soy protein in products have traditionally been limited by not only taste and mouth feel, but also a cloudiness in the fi nished product. But a proprietary soy protein, Clarisoy, developed by technology company Burcon NutraScience and under license to ADM, provides a soy protein that is 100% soluble and completely transparent in an acidic solution.

“If you want to put soy protein in a product, many ingredients specifi cally carry a lot of off fl avours,” said Noel Rudie, PhD, director of research for Harvest Innovations. The company utilizes a mechanical, high heat process for a short time to deactivate the undesirable enzymes that cause the negative taste profi les while leaving the nutrition. “Our raw materials don’t taste like soy, so fi nished products aren’t limited by that.”

“We are always looking for new technologies and innovation to drive fl avour and taste characteristics,” added Solae’s Heggie. In today’s market, soy protein comes in many formats. “Powder is used in beverages, but there is also extruded nuggets that are quite compatible in crisps and offer unique taste characteristics.”

There is also a lot of work being done by ingredient suppliers to show how soy, blended with other protein sources, such as dairy, can deliver better taste fl avour than either alone. “A whole lot depends on texture and fl avour, so we have a panel of experts that just taste products,” Heggie said. “We have also done a lot on the technology end with textured vegetable proteins to mimic what consumers taste and feel when they eat a burger. The technology has come a long way in the last 10 years.”

The positioning of soy products has become so complicated and diverse that many suppliers are taking an expanded role, beyond formulation and functionality, to help their customers. “We want to be a brand extension of our customer,” said Harvest Innovations’ Rudie. This is more typically necessary for smaller companies, who need help with ideas, formulation and marketing, whereas larger companies may only need some directional advice.

Heggie says Solae is establishing a greater awareness among food companies of the broader perspective a supplier brings to the value of the ingredient. “We are doing a

lot more to get consumer insights on where things are heading with regard to protein, diets and soy in general,” she said. Clients expect Solae to have a strong sustainability message, she noted, but the company also helps customers develop a story about the ingredients they are working with, especially surrounding the value of plant proteins in the diet.

4. NEW GROWTH MARKETS

The soy industry is focusing on South America, China, India, South Africa and sub-Saharan Africa.

“The soy industry is having a huge impact in these countries, and we are seeing a lot of new entrepreneurs, new soyfoods associations and product development activity. One of the reasons is that soy is affordable, and it supports the growth and development of kids. So we are seeing this development in Asia, Guatamala, Mexico [which formed its fi rst soyfoods association], Brazil,” according to Nancy Chapman of SANA.

Soy’s affordability is said to be beginning to have a “huge impact” in sub-Saharan African in countries like Mozambique and fast-developing countries such as Nigeria.

GMO QUESTIONS ALMOST GO AWAY?

In some markets – but not all – the question of GMOs remains an Achilles heel for soy. Because the issue has potential to be a big one it is causing some manufacturers to trace the source of their raw materials to a new level. Non-GMO is a big hot button in soy because there is so much GMO soy—maybe 80% of what is produced.

However, it’s apparent that so far it hasn’t been the critical issue that it has threatened to be in the past. Because of soy’s versatility and functionality, because it lends itself well to a variety of applications and products, it has growing appeal for manufacturers. And it is a cost-effective substitute for more expensive sources of protein such as dairy. The soy producing industry has shown itself to be highly innovative – and excellent at marketing communications. Dairy may have a small window with its new opportunity to communicate the superior properties of dairy protein. But soy remains a formidable competitor – and soy executives remain upbeat. As one said: “This is a renaissance time in soyfoods.”

APRIL 201328


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

N E W P R O D U C T S

BAKERY

USA Eco-Heaven Eco-Planet Gluten-Free Strawberry Frosted Toaster Pastry

With seven organic wholegrains.

USA Glutino Food Group Glutino Apple Cinnamon Flavored Gluten Free Toaster Pastries

Ready to eat, good source of fiber.

USA Rudi’s Organic Bakery Rudi’s Gluten-Free Spinach Tortillas Made with whole grains with 5g of fiber per serving. The microwaveable product is said to contain no junk.

BREAKFAST CEREALS

Canada Kashi Kashi Blueberry Oat Clusters & Flakes

Contains oat fibre which helps lower cholesterol. High in fibre, low in fat and saturated fat, trans fat-free, made with natural ingredients and contains seven wholegrains.

USA Van’s Natural Foods Van’s Natural Foods Gluten Free Cinnamon Heaven Flavored Cereal

High in fibre, all natural, free from dairy, low in sodium and free from artificial colors or flavors. Made with gluten free oats, which is highly nutrient rich and contains more fibre than any other grain; brown rice, one of the most easily digestible grains; millet, which is rich in B vitamins, calcium and potassium; quinoa, with complete protein with all essential amino acids; and amaranth, a plant based protein packed full of amino acids.

USA Post Foods Post Grape-Nuts Original Cereal with Protein

Now contains 8g of protein. Excellent source of fiber, which supports healthy glucose and cholesterol levels and keeps one feeling fuller for longer. Also provides 49g of whole grains, which support a healthy digestive system and contains phytonutrients and plant nutrients that aid in the overall health, and represents 100% of a day’s whole grain.

USA Vigilant Eats Vigilant Eats Superfood Coconut Maple Vanilla Flavoured Organic Oat-Based Cereal

Free of genetically modified ingredients, refined sugar, gluten, soy, dairy, additives and preservatives. All the sweeteners used are derived from low-glycemic whole food.

DAIRY

USA Save-A-Lot Coburn Farms All Natural Original Almond Milk

Contains added vitamins and minerals, including antioxidant vitamin E. Each glass is said to provide as much calcium and vitamin D as milk with no cholesterol, saturated fat, soy, lactose, dairy or gluten. Only 60 calories per serving.

USA Stonyfield Farm Stonyfield Organic Yokids Squeezers Lemonade and Blueberry Flavoured Low Fat Yogurt

With 2% of milk fat and vitamin D added. Organic certified product is a good source of calcium and vitamin D, and contains six live active cultures.

USA Aldi Friendly Farms Greek Vanilla Yogurt An all-natural nonfat strained yogurt with twice more protein than Friendly Farms Vanilla Low Fat Yogurt.

Canada Les Produits de Marque Liberté Liberté Froúto Apple Flavoured Greek Yogurt

Contains 0% milk fat, 6g of protein per portion. Features a creamy texture, contains a generous amount of fruit.

Canada Parmalat Astro Original Pineapple Mango Fat Free Greek Yogurt

Made with natural ingredients, contains 0% milk fat, and contains twice as much protein as Astro Original yogurts.

USA YoCrunch YoCrunch Yopa! Authentic Greek Black Cherry Nonfat Yogurt

Repackaged. Made with natural ingredients and contains nine whole grain granola and other natural flavors.

FRUIT & VEGETABLES

USA Duda Farm Fresh Foods Daybreak Celery Sticks Repackaged in a 1.25-lb. resealable pack bearing a Facebook link as well as The Biggest Loser logo. Ready to eat product is low in calories, high in fibre and keeps fuller for longer.

JUICE DRINKS

USA Toby’s Family Foods Genesis Organic Apple Ginger Juice 100% organic ingredients. Said to be bursting with antioxidants and active enzymes as it is never heated. The company uses a unique high pressure process and the juice is made in small batches using 100% organic apples from Oregon and organic ginger.

USA Puree Artisan Juice Bar Purée Artisan Juice Bar Green Goddess Detox and Cleanse Vegetable Juice

A 100% organic unpasteurized fresh pressed juice. Also available: Purée Artisan Juice Bar Detox and Cleanse Mean Lemon-Aid Juice Drink.

USA Pulse Beverage Natural Cabana Blueberry Lemonade Free from preservatives, comprises 9% of juice, pure cane sugar and stevia for a lower calorie content.

USA Coca-Cola Minute Maid Light Peach Fruit Drink with Tea

Contains 15 calories per serving, 85% fewer calories than regular fruit drinks. Contains 5% fruit juice and 100% daily value of vitamin C.

USA Cheribundi Cheribundi Tart Light Cherry Juice Drink.

Available in a newly designed 8-fl. oz. bottle. Made with 65% juice not from concentrate, full of phytonutrients and vitamins and contains no gluten, less sugar and the equivalent of 40 tart cherries. Provides 80 calories per serving, which is 1/3 less than the original juice drink.

MEALS & MEAL CENTERS

USA MaGi Foods Kathleen’s 3 Bean Chili All natural, high in protein and contains pinto beans, red beans and black beans. A healthy, affordable and convenient food option.

USA Cedarlane Natural Foods CedarLean by Cedarlane All Natural Minestrone Soup and Mediterranean Wrap

A classic vegetable minestrone soup paired with a low-fat tortilla filled with eggplant, tomatoes and mozzarella cheese. The high protein, microwaveable food is low-calorie.

USA Amy’s Kitchen Amy’s Light & Lean Italian Vegetable Pizza

Made with spinach, artichoke hearts, mushrooms, tomatoes and flour. The organic product is microwavable, low in fat and calories.

APRIL 2013 29



OTHER BEVERAGES

USA Wal-Mart Parent’s Choice Vanilla with Fiber Nutritional Shake

Repackaged. Name changed from Pediatric Drink to Nutritional Shake. A source of balanced nutrition. Contains ScFos, a prebiotic dietary fiber to help support the immune system and 7g of muscle building protein. This lactose- and gluten-free product provides an excellent source of DHA omega with 32g of DHA per serving.

USA Growing Naturals Growing Naturals Chocolate Power Organic Raw Rice Protein

Made with wholegrain brown rice isolate powder, free from dairy, soy and gluten. All natural product contains 100% essential amino acids, supplies all the essential amino acids which help build muscle and reduce fat, it is the only rice protein to utilize a 90% protein isolate, thanks to a proprietary chemical-free, raw process that extracts the naturally occurring plant protein. The result is a superior bioavailability and digestibility, supplying better sustained energy than whey, without the cholesterol.

USA Navitas Naturals Navitas Naturals Organic Freeze-Dried Coconut Water Powder

For on-the-go hydration as it provides key electrolytes, essential minerals & vitamins per each serving. The premium Tropical Superfood is made from fresh organic coconuts that have been freeze-dried to preserve the flavour & nutrients.

USA Amy’s Kitchen Amy’s Black Bean Veggie Burgers Made using the finest natural and organic ingredients, including organic black beans, grains and vegetables.

USA Heart Goodness BF Family Heart Goodness Omega-3 Real Egg Product

Contains CoroWise plant sterols, proven to reduce cholesterol. Product promotes good heart health with the addition of DHA and EPA omega-3 fatty acids. Omega-3 also supports healthy brain and nervous system. Fat free product is low in cholesterol and a good source of nine vitamins.

USA Wegmans Wegmans Food You Feel Good About Don’t Be Piggy Meatless Sausage Style Crumbles

Made with soy and said to be recipe ready. Lactose free product is low in fat, good source of protein. Also available: Don’t Be Chicken Strips; Don’t Be Chicken Breasts; Don’t Have a Cow Strips; Don’t Have a Cow Crumbles.

RTDs

USA Oat Solutions Simpli Oat Shake Coffee A non-dairy coffee drink made with real coffee and sugar, Source of vitamin D, contains natural fiber and no trans fats, corn syrup or GMO. Provides 25mg of natural caffeine per serving, low in gluten and sugar.

SNACKS

USA American Halal Company Saffron Road Wasabi Flavored Crunchy Chickpeas

Flavoured with all natural ingredients. Free of gluten and MSG, good source of protein and nutrition.

Canada Wellness Foods Simply Protein Chips Pea Protein Chips

Contain under ten ingredients, free of gluten, preservatives, dairy and soy. Spicy and lightly sweet, the 33g pack provides 15g of protein 140 calories and 2g of sugar.

USA Two Moms In The Raw Two Moms In The Raw Blueberry Flavor Granola Bar

The 100% organic, raw, handmade, vegan product is free from wheat, dairy, soy, gluten and GMO, and is made with blueberries, which are packed with antioxidants, vitamin B complex, and vitamins E and C to promote a healthy immune system, iron absorption and firm skin, germinated buckwheat, which is loaded with vitamins, minerals and essential amino acids, and germinated pumpkin seed, which is loaded with vitamins and minerals to promote prostate health.

USA Blue Diamond Growers Blue Diamond Almonds Whole Natural Almonds

A healthy snacking choice that fills the consumers up with fewer calories. Free of cholesterol and artificial ingredients and are a good source of fiber and protein. Can be used as a snack for weight management. Newly designed resealable grab-and-go bags feature American Heart Association certified logo. According to the manufacturer eating almonds can reduce the risk of heart disease.

USA H-E-B H-E-B Opti-meal Chocolatey Chip Protein Meal Bars

Said to help increasing the daily intake of protein and fiber.

USA Salba Smart Natural Products Salba Chia Snacks Organic White Corn Tortilla Chips

Free from gluten and trans fat. Made with organically grown, non-GMO Salba chia, which contains omega-3, fiber and minerals.

USA Greenwave Foods Cruncha Ma-Me Lightly Seasoned Freeze-Dried Edamame Veggie Snack

All natural, low GI convenient product is free from gluten, dairy, GMO and preservatives, high in protein and fiber. Consumers can “enjoy the great taste and heart-healthy nutrition of edamame anytime and anywhere”. Contains only 90 calories.

USA Walgreen Good & Delish Crunchy Fuji Red Apple Chips

An all natural snack that is baked, not fried. This sweet and crunchy treat contains two apples per bag and is free from added sugar, gluten and nuts.

USA H-E-B H-E-B Central Market Blue Potato Crinkle Cut Exotic Vegetable Chips

Contain no artificial preservatives, color or flavors. Gluten-free.

USA Downright Healthy Foods Genisoy Sea Salt Soy Crisps Relaunched with a new look and improved taste. The all natural, low-calorie, protein rich, cholesterol-free product is described as a smart snacking option, and contains 120 calories and 5g protein per serving.

USA Orange Peel Enterprises Greens Plus Vegan Dark Chocolate Almond & Coffee Crisp Bars

Free from soy, dairy, gluten. Certified organic product combines organic almond butter, brown rice, pea protein and omega 3 chia seeds with organic coffee and dark chocolate. Each bar delivers 5g protein, 4g dietary fiber, 740mg omega 3, and 180 calories. Also available: Hemp Seed Butter Honey & Peanut Crisp Bars.

USA Shubox Hasselbeck’s NoGii Kids Chocolate Chip Nutrition Bars

No gluten, nuts, high fructose corn syrup or dairy. This all natural product is the ultimate healthy snack for children with premium protein and quality carbohydrates, fiber, omega 3s.

USA General Mills Fruit Roll-Ups Flavor Mixers Fruit Flavored Snacks

Made with real fruit,good source of vitamin C. Pack contains strawberry, lemonade, and tropical flavors, which can be used to create own flavor combinations. Naturally flavored.

USA Popchips Popchips Katy’s Kettle Corn All natural popped corn chips. Contains 50% less fat per 28g serving than regular fried potato chips.

USA ThinkThin ThinkThin Divine Dark Chocolate Coconut Flavored Nutritional Bars

Sweet coconut filling covered in rich dark chocolate. High in protein, high in fiber and contains only 10g of sugar. This gluten-free product provides weight wellness, which is the optimal weight range for emotional and physical wellbeing to live a healthy active life.

SPORTS & ENERGY DRINKS

USA Rockstar Rockstar Recovery Tea and Lemonade Energy Drink

Non-carbonated, with other natural flavors. Contains 2% juice, caffeine, vitamins B, taurine, ginseng, milk thistle, electrolytes and is said to provide energy and hydration with only ten calories per serving.

USA Shadow Beverages and Snacks Whey Up Berry Protein and Functional Energy Drink

A combination of whey protein isolate and an energy beverage. Each bottle provides 20g of protein loaded with naturally occurring amino acids, 150mg caffeine, 2g of carbs, 90 calories, is sugar free, and contains B vitamins.

PROCESSED FISH, MEAT & EGG PRODUCTS

APRIL 201330



Country Company Brand & Product DescriptionPART 2: REST OF THE WORLD – FOODS & BEVERAGES

BAKERY

Argentina Integralia de Ricardo Obercie Integralia Natural Sweet Oat Cookies with Honey and Lemon

Made with high oleic sunflower oil, are free from cholesterol and trans fat, and are made with 100% whole flour. Provides vitamins, minerals and fiber that the body needs, with no added salt. Contains omega 9.

Belgium Vitaline Ceval Healthfood Organic Fruit Biscuits

100% natural and made with premium dried fruit. Sweetened with wheat and apple syrup, are rich in fibres and low in fat.

Chile Orgran Orgran Gluten Free Kids Dinosaur Wholefruit Cookies

Made from all natural, gluten free ingredients with 25% whole fruit, no cane sugar added and less than 5% fat. These wildberry flavoured biscuits are naturally rich in complex carbohydrates, with added psyllium for extra dietary fibre and calcium carbonate as a source of non-dairy calcium.

Finland Urtekram Urtekram Organic Flour Mix A high-fibre mix of spelt flour, carrot and beetroot.

France Le Moulin du Pivert Le Moulin du Pivert P’tit Déj’ Cereals and Chocolate Breakfast Biscuits

Free from palm oil and rich in fibres.

Japan Otsuka Pharmaceutical Gerblé Poppy Seed & Lemon Vitality Biscuits

Contain vitamin E and magnesium, perfect for breakfast or tea time.

South Africa De Vries Foods De Vries F-Plus Digestive Biscuits - Chocolate

Contains F-Plus, a source of fibre, an important daily ingredient with proven benefits to the digestive system and health in general. Contain real honey and wholewheat.

UK Quaker Oats Quaker Oats Oat So Simple Oats & Honey Breakfast Biscuits with Chocolate Bits

Made with wholegrain oats, are high in fibre and said to be great as a part of a balanced breakfast. Free from artificial colours, flavours, preservatives and retails in a 300g pack, containing six packs of four biscuits.

UK The Food Doctor The Food Doctor Multi-Seed & Cereal Loaf

A fibre-rich bread topped with a mix of seeds and oats. The all natural bread contains omega 6 and is a source of protein.

UK Weetabix Weetabix On The Go Milk & Cereal Breakfast Biscuits

Contain wholegrain wheat and cereal with milk and added six vitamins and minerals. High in fibre, made with real Weetabix and are a source of calcium.

BREAKFAST CEREALS

Finland Lantmännen Cerealia AXA F Müsli Muesli with Blueberry An oat and barley flake based muesli containing the equivalent of 16% fresh blueberries. Available in a 575g pack displaying the Finnish Heart Foundation logo.

Germany Granovita Grano Vita Organic Low Carb Evening Porridge

Contains 25% of dried fruit and seeds, no added sugar, and is rich in fibre and protein.

Germany mymuesli Mymuesli Runner’s World Muesli A creation of mymuesli and Runner’s World. This organic power muesli has a five grain base containing carbohydrates for energy and contains strawberries for the protection of the cells against oxidative damages and specially prepared banana pieces.

Germany mymuesli N’oats Organic Vanilla Poppy Oat Porridge

Said to provide long satiety; fibre-rich.

Hungary Naponta Cerbona Disney Cinnamon Flakes Targeted at children, made with calcium for strong teeth and bones and the proper muscle function. Made with whole wheat semolina.

Ireland Kellogg Kellogg’s Rice Krispies Multi-Grain Shapes Strawberry Flavoured Sweetened Rice, Wholegrain Oat & Maize Cereal

High in fibre and made with wholegrain. Contains folic acid.

Netherlands Quaker Oats Quaker Cruesli White Chocolate and Strawberry Flavour Muesli

A crunchy wholegrain multigrain mix of roasted oats and wheat, rich in fibre and low in salt. Contains 30% less saturated fat than regular crunchy muesli.

Netherlands The Kilkenny Food Co Quick Start Extra Fine Oatmeal Porridge with Oats and Fresh Milk

Made with fresh Irish whole milk and wholegrain oats and takes only two minutes to prepare in the microwave. The porridge contains vitamin B12, which is essential for a healthy cardiovascular- and nervous system; and is a source of proteins, important for healthy growth and restoration of the body. Naturally low in salt and free from added preservatives.

Sweden Procordia Food Paulúns Cocoa Granola and Raspberry Muesli

High content of 53% wholegrain and 19% fibre. It is made with all natural ingredients and is naturally high in vitamins and minerals. Free from added sugar.

Sweden Risenta Risenta GI-Smart Porridge Contains buckwheat, red quinoa and rosehip peel. Rosehip is said to provide extra vitamin C and buckwheat to be an excellent source of protein.

UK Kellogg Kellogg’s All-Bran Golden Crunch Natural Wheat Bran

Now available in a handy 90g pouch pack, that makes it easier to have whenever and wherever.

UK Kellogg Kellogg’s Coco Pops Croc Prints Chocolate Flavoured Cereal Shapes

Chocolate flavoured wheat, whole wheat and rice cereal shapes. High in fibre and contains folic acid.

Germany SPACElab Bad Sex ßG Killer Refreshing Beverage for Sexual Enhancement

A beverage with a unique blend of selected natural fruit juices and herbal and plant extracts. It has a natural composition, works with and not against body chemistry and can be consumed daily.

DAIRY

Australia Vitasoy Australia Products Vitasoy VitaCafé Soymilk for Coffee 98.5% fat free, and free from lactose, dairy, cholesterol, gluten and GMO. The easy to use milk is made with whole soy beans and said to be perfect for the home barista. Enriched with calcium and retails in a pack of three 240ml individual packs, each containing a perfect amount for making one soy latte.

Finland Arla Ingman Arla Ingman Luonto+ Fat-Free Milk for Strong Bones

A lactose free milk, enriched with vitamin D and calcium. Said to contain 100% more vitamin D than regular milk.

Finland Arla Ingman Arla Ingman Luonto+ Natural Protein Yogurt

A probiotic, low lactose yogurt. The rich-in-protein product contains Acidofilus, Bifidus and L. casei F19 cultures, is enriched with vitamin D.

CARBONATED SOFT DRINKS

APRIL 2013 31



Finland Valio Valio A+ Rhubarb Yogurt Additive- and lactose-free yogurt containing acidophilus-bifidus and enriched with vitamin D. Rich in calcium and contains less sugar than other similar products. It retails in a 150g tub.

Finland Valio Valio Laktoositon PROfeel Green Apple Protein Yogurt

Lactose-free yogurt that is rich in protein and low in added sugar. Free from sweeteners and contains twice the amount of milk’s good quality protein compared to other yogurts.

Finland Valio Valio Olo Hyla Digestion Supporting Raspberry-Blackberry Yogurt

Low in lactose, and rich in fibre with 30% less added sugar than regular yogurts.

Hungary Kara Kara Dairy-Free Alternative to Milk Made with freshly pressed coconut milk, calcium and vitamins, and contains no cholesterol, lactose, soya, gluten, artificial flavours, preservatives and colourings. Natural source of lauric acid and each 250ml glass provides 37.5% of the RDA of calcium, and vitamins D2 and B12.

Indonesia Nestlé Nestle Mom & Me Vanilla Flavoured Instant Milk for Pregnant Women

Formulated with probiotic bifidus BL, which helps to protect the digestion system, and folic acid, which helps to minimise the risk of congenital abnormality of foetuses. Enriched with calcium and iron.

Ireland Müller Dairy Müller Kids Corner Mini White Chocolate Coated Cereal Footballs with Vanilla Flavour Yogurt

Vanilla flavoured yogurt with white chocolate coated and decorated puffed football shaped cereals. Said to contain 20% of the RDA of calcium, and to be great for healthy bones. Free from artificial colours, sweeteners and preservatives.

Ireland Yoplait Yoplait Cal-in+ Apricot Yogurt Enriched with calcium and one pot provides 100% of vitamin D RDA for strong bones.

Netherlands Unilever Becel Omega3Plus Margarine Enriched with Omega 3 Plus

An easy way to increase the intake of fish fatty acids. Contains 38% fat and is enriched with vegetable alpha-linolenic acid and the omega 3 fatty acids EPA and DHA from fish, and also contains added vitamins.

South Africa Herbex Herbex Living Light Slim Strawberry Flavour Instant Powdered Yoghurt

The low-fat, low-kilojoule product is said to help its user stay in good shape, feel energetic and full of vitality, and is formulated with garcinia cambogia, an Asian fruit that is reputed to assist with appetite reduction, and green tea, a very popular leaf that has been known to help burn calories.

South Korea Seoul Milk Seoul Milk Fridge World Cocomong Drinking Yogurt

Contains Lactobacillus to keep intestine healthy; vitamin C to support general health; L-carnitine to increase metabolism; xylitol and oolong tea extract for the good maintenance of teeth.

Spain Danone Danone Activia Fibra Plus Original Flavoured Naturally Sweetened Yogurt

Rich in fibre. The low-fat product retails in a 180.5g pack that includes 20.5g of cereal.

Spain Mercadona Hacendado Soy Drink with Calcium Enriched with calcium and vitamins B2 and B12. The product is 100% vegetable, GMO-, milk-, lactose- and gluten-free, and is suitable for vegetarians, coeliacs, and lactose-intolerants.

Spain Triballat Noyal Sojasun Soy Drink with Calcium This sweetened 100% vegetable drink is free from both dairy and lactose, enriched with calcium and vitamin D. Contains no genetically modified ingredients, is easily digestible, and a source of vegetable protein.

DESSERTS & ICE CREAM

Australia Gelativo Gelativo Greek Style Frozen Yogurt with Honey

All natural gluten-free yogurt made with fresh milk and probiotics such as acidophilus bifidus casei.

Japan Seven & I Holdings Seven & I Premium Ice Cream with Live Lactic Acid Bacteria

Plain yogurt taste and contains live lactic acid bacteria with digestive benefits.

Spain Grupo Eroski Eroski Sannia Soy Dessert with Mango 100% vegetable and a source of calcium and fiber. The product provides 15% DV of calcium, which contributes to bone and teeth health.

FRUIT & VEGETABLES

Norway Findus Findus Perfekt Til Yellow and Orange Carrots, Peas and Asparagus Beans

High fibre content, is a source of vitamin A and retails in a 500g recyclable pack featuring the Nordic Keyhole symbol.

JUICE DRINKS

Germany Eckes-Granini Hohes C Plus Apple-Mango-Apricot Juice Enriched with Fibre

Naturally rich in vitamin C and contains no added sugar.

Hong Kong Daklen Nutrition Juiceology Peach Mango Drink An all-natural Superjuice which contains 18g of whole grain extract, 5 grams of vegetable fibre and vitamin C essential nutrient. The drink contains no fat and added sugar and provides 97 calories per serving.

Philippines Excellence Food Biochemical Shih-Chuan Apple Vinegar Drink Sweet and sour refreshing taste. The ready-to-drink beverage is said to help with digestion and also enhance appetite.

Russia Roberts Roberts Nutritive Berries Drink Nutritious healthy drink, high in protein, and ideal to be consumed for breakfast. This beverage does not contain gluten, lactose or milk.

Russia Tomskaya Vodyanaya Kompaniya Kedrovyy Bor Rowan Berry Nectar Has at least 33% of fruit content and is rich in vitamins C, E, B-carotene, B1, B9 and PP, organic acids, potassium, manganese and iron. Rowan berry is said to stimulate the formation of red and white blood cells, to adjust metabolism, to improve supply of cells with oxygen, to reduce cholesterol, to lower blood pressure and to help remove harmful substances.

OTHER BEVERAGES

Germany Müller Müller Fit + Vital Wellness Whey Drink with Chocolate Flavour

A beverage powder with calcium, magnesium and phosphorous which naturally appear in whey contributing to a good metabolism. It is said to be refreshing and can be used as part of a health-conscious diet.

India Guruji Products Shree Guruji Cooling Saffron Beverage Concentrate

A traditional drink from ancient India which gives tremendous cooling effect in the blazing summer. It is a great source of vitamins, minerals and antioxidants.

New Zealand Barker’s of Geraldine Barker’s Vegelife Vegetable and Fruit Juice Concentrate

Features 100% local New Zealand vegetables and comprises a mix of carrot, beetroot, pear, blackcurrant, and apple juices. Free from refined sugar, preservatives, colours, or flavours, is rich in vitamins A and C, which contribute to a healthy immune system and also reduce tiredness and fatigue and protect cells from free radical damage, and is a source of both polyphenols and antioxidants - containing an ORAC value of 2500umole per 250ml serving. Every glass of Vegelife contains half a cup of vegetables.

South Africa Biogen Biogen Diet Protein Strawberry Cream Protein Shake

Free from sucrose, low fat and ready-to-drink. The product is high in protein providing 27.4g.

APRIL 201332



South Africa Nativa Nativa Mom 2B Velvet Vanilla Flavoured Pregnancy Shake

Contains essential nutrients, vitamins and minerals which support the development of the foetus, as well as the general well-being of the mother. Its formula offers development support, is high in folic acid, provides digestive support, nausea support, breast milk quantity and breast milk quality.

Norway Unil Jippi Fish Cake Figures Fish-shaped and made with 63% fish. They contain added protein.

RTDs

South Africa Theonista Raw & Natural Theonista Kombucha Ginger Rooibos Tea

A slightly effervescent beverage fermented from tea and living cultures. It is said to have a unique taste and purported benefits including increased energy, improved digestion and detoxification.

SIDE DISHES

France Danival Danival Les Graines Express 2 Grains & 2 Legumes Mix

Rich in fibres, source of proteins and low in fat.

Germany H&J Brüggen Brüggen Fine Premium Barley Low-fat product contains more fibre than rice or pasta and has a positive effect on cholesterol levels. A source of vegetable protein.

Norway Unil Jippi Wild Animal Shaped Wholegrain Pasta

87% wholegrain and rich in dietary fibre.

Portugal Cerealis Produtos Alimentares Milaneza Margaritas Pasta with Vegetables

Contains added vitamin D, which is an essential nutrient for immune and muscular system, and for maintenance of bones and teeth, providing 50% of vitamin D daily requirement per 60g serving. Prepared with 250g of vegetables.

Ukraine Sam Mills Sam Mills Pasta for Kids Duck Shaped Gluten Free Corn Pasta

Made from corn only, and is free from gluten, dairy, GMO, sodium, nuts, sugar, yeast, soy, cholesterol, and egg. Has a low glycemic index, and is said to be easier to digest.

SNACKS

Australia FMP Marketing Fruit For Life Dried Blueberries High in fibre and contain antioxidants and no preservatives.

Brazil Biosoft Biosoft Light Chocolate Flavoured Coated Fruit Bar

The reduced-fat product, which features banana, grape, sesame and linseed flavours, is claimed to contain only 83 kcal, to be rich in fiber, a source of protein, and free from trans fat.

Colombia Bocadillos El Caribe Productos El Caribe Light Guava Cubes

Rich in vitamins, and are said to provide energy, being perfect to consume during physical activity, and contain vitamin C, dietary fiber, and iron. Reduced in sugar, and retails in a 240g pack

Germany VISPOaktiv Sport Bio Riegel VISPOaktiv Adrenalin Organic Caffeine Energy Bar with Guarana

Rich in vegetable proteins and is free from artificial additives.

India Asia World Trading Greenday Okra Chips Now retailed in a redesigned 25g pack, featuring a Real Veggie logo. It is 100% natural, low in fat, high in fibre and contains no preservatives, sugar or additives.

Ireland Kellogg Kellogg’s Special K Mini Breaks Mellow Caramel Flavour Crunchy Multi-Grain Cereal Bites

Now made with wholegrain cereals. The bite-size snack is high in fibre and provides 98 calories per bag.

Ireland Walkers Snack Foods Walkers SunBites Cheddar & Caramelised Onion Flavoured Wholegrain Crispy Snacks

Wholegrain crispy snacks which contain 30% less fat than regular crisps and are free from artificial colours, flavours and preservatives. The product contains 67% wholegrain per individual pack.

South Africa Nestlé Powerbar Muscle Up Chocolate & Peanut Flavour Bar

A high protein bar that contains 31g protein to support muscle growth after hard workout and 3.8g L-leucine, which is a key essential amino acid.

UK Marlow Foods Quorn Mini Savoury Eggs Repackaged in a newly designed 240g pack. Made with mycoprotein with a herby sausage style flavouring, chopped free range egg filling and coated in breadcrumbs. Mycoprotein is low in fat and high in protein and fibre. Perfect for snacks and lunchboxes.

UK Morrisons M NuMe Beetroot Crisps Described as ridiculously moreish air-dried crisps. The low-fat product contains 62 calories per pack, is high in fibre, and provides 2 ProPoints as calculated by Morrisons using information published by Weight Watchers.

SOUP

UK Symington’s The Food Doctor Tomato, Pepper & Quinoa Wholesome Soup

High in protein, low in salt and a source of fibre; 109 calories per sachet and contains no artificial colours, preservatives or added sugar.

SPORTS & ENERGY DRINKS

Ireland GlaxoSmithKline Lucozade Revive Orange with Acai Flavoured Light Energising Drink

Lightly sparking drink contains vitamin B3 to help fight fatigue. Also contains vitamins B5, B6 and B12 to help with everyday energy release; 50 calories per bottle and contains 75% less sugar than regular energy drink.

Denmark Haribo Haribo Stevi Liquorice Features a mountain herbs and anise flavour. Contains 40% fewer calories than traditional liquorice, also high in dietary fibre. The sweetener used consists of steviol glycocides.

South Africa Grace Pharmaceuticals Stay Awake Energise Caffeine-Free Sweets with Ginseng & Gingko Biloba

Strawberry flavoured energy sweets. The product is tartrazine free and retails in a pack containing 12 sweets.

Spain Wrigley Wrigley’s Orbit Ice Arctic Peppermint Gum

Contains micro-granules that leave an incredible clean sensation. The sugar-free product retails in a 42g pack featuring the World Dental Federation logo. According to the manufacturer to chew sugar-free gum can help to neutralize oral acids.

SWEET SPREADS

India Last Forest Last Forest Saffron Honey Enriched with pure oleorsin of saffron to fortify the qualities of honey, helps build immunity and contains pollen, which is a nutritious edible protein.

Spain Costa Concentrados Levantinos Amandin Organic Almond Cream Now available with a new recipe that can be a spread or dissolved in water. This certified organic spread is low in saturated fats, high in fibre, and has been made using rice syrup. Made using almonds, which are rich in calcium, phosphorous, amino acids, and oleic acid, and is high in protein. This pasteurized spread can be spread over toast or biscuits, used in desserts and sweets, and even in beverages.

PROCESSED FISH, MEAT & EGG PRODUCTS

SUGAR & GUM CONFECTIONERY

APRIL 2013 33


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APRIL 201334


WEIGHT MANAGEMENT CASE STUDY

10 Key Trends in Food, Nutrition & Health 2013

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10 Key Trends 2013

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CHART 22: THE NUTRITIONAL PRODUCT LIFE CYCLE – WHERE THE TRENDS SIT

TECHNOLOGY CONSUMERS

LIFESTYLECONSUMERS MASS-MARKET

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10 Key Trends in

Food, Nutrition &

Health 2013

by Julian Mellentin

Report

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All year long we monitor a mass of data from developments in science through to consumer research and supermarket sales figures.

We analyse this to work out what’s truly important, and what’s not. That’s why companies around the world use 10 Key Trends to formulate their strategy and innovation plans.

This year, for the first time, we show the Trend Diamond that we use to analyse the strengths and weaknesses of each trend. And in addition, we plot the product lifecycle for each trend.

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