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B U S I N E S Swww.new–nutrition.com May 2016 iSSn 1464-3308VoluMe 21 nuMber 8

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 19-21Pages 11-14 Pages 15-18

Continued on page 3

By Dale Buss and Julian Mellentin

Flawed sat-fat study signals time for industry to stand firmFor 30 years consumer beliefs, new product development efforts and food industry strategy have lived under a scientific orthodoxy which held that saturated fats in foods increased the risk of death from heart disease. Surprisingly few people in our industry realise that their companies’ long strategic focus on reducing fat in foods was the result of the efforts of just one man – a man whose work is increasingly discredited.

One new revelation after another paints a picture of the misleading of western consumers for nearly half a century by the proponents of the low-fat hypothesis.

The latest development came in April 2016, when the British Medical Journal featured some never-before-published data undermining a seminal research study from 40 years earlier that, back then, had

helped galvanise the negative consensus around saturated fats.

The study – titled Re-evaluation of the traditional diet-heart hypothesis: analysis of recovered data from Minnesota Coronary Experiment (1968-73), (BMJ2016;353:i1246) – looked at a randomised trial, using 9,423 people, which had been designed to test whether replacing saturated fat with vegetable oil reduced coronary heart disease and death by lowering serum cholesterol.

The researchers – who were gathered from the US National Institutes of Health (NIH), an agency of the US Department of Health, as well as a number of universities – recovered data that had been collected during the study but never published. This data was analysed according to hypotheses specified back in the 1960s by the original investigators.

The findings are clear:1. Although the intervention did lower

blood cholesterol in the subjects, it did not translate to lower risk of death

2. In fact, the people who had the greatest reductions in cholesterol had

a higher – not lower – risk of deathThis new interpretation adds to

the ever-growing pile of evidence undermining the credibility of Ancel Keys, father of the low-fat hypothesis, the original lead researcher in the flawed Minnesota study and a man who may have had more influence on food industry strategy than any other one person.

In the 1950s Keys, a scientist at the University of Minnesota, relentlessly championed the idea that saturated fats raise serum cholesterol in the blood and, as a result, cause heart attacks and increased risk of death.

Keys was in a prime position to promote his idea in part because he had led the “Seven Countries” study of 13,000 men in seven countries which ostensibly linked heart disease to diet. In 1961 Keys secured a position on the nutrition committee of the American Heart Association (AHA), whose dietary guidelines were considered a gold standard at that time. Soon after, the AHA issued its first-ever guidelines targeting saturated fats and over the next 20 years the alleged evils of saturated fats

Fresh and healthy makeover brings

Millennials to c-stores

Taking paleo eating to the mall

Adding more to free-from

May 20162

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7-Eleven ........................................12,13Alo Drink ........................................... 14Aquaball ............................................. 14Beanitos ....................................22,23,24Beech-Nut ............................................ 6Borden ............................................... 12Burlington Coat Factory .................... 23Cadence Consulting .......................... 19Campbell Soup .................................... 4Cheerios ............................................. 10Chili’s At Home ................................. 10Chipotle ............................................... 5Clearly Crafted .................................... 6Coca-Cola ............................................ 9ConAgra .............................................. 4Enjoy Life Foods ............12,14,19,20,21Fairlife ............................................. 9,10

Fishpeople ............................................ 5General Mills ..................................... 10Grocery Manufacturers Association ... 4Grupo Lala ...................................12,13Happy Baby ......................................... 6HEB ................................................... 23Hershey ................................................ 5IRI Pacesetters ................................ 9,10J&T Management Inc ....................... 12Juiceology ........................................... 14Kashi .................................................. 25Kraft ..................................................... 5Kwik-Trip ................................12,13,14Live Better Brands ............................. 25Marshall’s ........................................... 23Mondelez ........................................... 19

National Association of Convenience Stores .............................................12,13NPD Group ....................................... 12Oscar Meyer ...................................... 10Plum Organics ..................................... 6Public Health England ........................ 7Sbarro .................................................. 4Target ................................................. 23That’s It .............................................. 13Thr1ve ................................15,16,17,18TK Maxx ........................................... 23Tony Horton Kitchen ........................ 13U-Gas ............................................11,13Walmart ............................................. 23Way Better Snacks ...................25,26,27Whole Foods Market ....................11,23

LEAD STORY

1,3 Flawed sat-fat study signals time for

industry to stand firm

EDITORIAL

4-6 Let’s be clear about this

7-8 Dairy must act to avoid a “too late”

moment

CASE STUDIES

9-10 STRATEGY: Key Trends drive biggest

successes in US market

11-14 RETAILING: Fresh and healthy makeover

brings Millennials to c-stores

15-18 FOOD SERVICE: Taking paleo eating to

the mall

19-21 FREE-FROM: Adding more to free-from

22-24 SNACKING: Strategy pivot for chips

built on beans

25-27 SNACKING: Sprouting into the

snacking mainstream

NEW PRODUCTS

28-32 Functional & healthy-eating new product launches

IMPORTANT NOTICE

33 A polite reminder to our subscribers

REPORTS

34 Consultancy

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35 Case Study Order Form

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E D I T O R I A L

May 2016 3


became the new orthodoxy. We now know that what Keys’ studies

– from the Seven Countries to the Minnesota Coronary Experiment – all had in common was that they breached several basic scientific norms.

In the Seven Countries study, for example, he in fact looked at a much wider range of countries than just seven, but then selected only those compatible with his hypothesis. France was excluded – a land of high fat consumption but low heart disease – as well as other countries where people consumed a lot of fat yet didn’t suffer from high rates of heart disease, such as Switzerland, Sweden and West Germany.

The most glaring flaw of many – which were revealed for the first time in a study in 2002 – was made on the island of Crete where, according to a letter from the Faculty of Medicine of the University of Crete to the journal Public Health Nutrition, “around 60% of the study participants were fasting during the 40 days of Lent”, a fact which “was not noted in the study, and no attempt was made to differentiate between fasters and non-fasters. In our view this was a remarkable and troublesome omission.”

Keys appears to have promulgated flawed science. The exact reasons are lost to history, but his high-profile advocacy of a low-fat diet landed the now long-deceased scientist on the cover of Time magazine in 1961.

A half-century of false orthodoxy identified animal fats as the biggest villain in the modern diet, contributed to a harmful turn toward high-carbohydrate diets, dictated an incorrect mainstream approach to nutritional advice and regulation, compelled the food and beverage business to emphasise low-fat products that comprised a poor solution to a misdiagnosed problem, resulted in the ban of whole milk in school lunches, and arguably contributed significantly to the modern scourge of obesity and Type 2 diabetes instead of mitigating those huge problems.

The institutional disdain for saturated fats that took hold across the western world had the effect of encouraging

consumers to eat carbohydrates instead of fats – at least 25% more since the early 1970s. And because carbs break down into glucose, which causes the body to release insulin, high carbohydrate consumption actually has emerged as a huge culprit in obesity, Type 2 diabetes and, over time, heart disease.

And the inertia behind the bad science keeps creating more bad science: The new Eatwell guidelines issued in early 2016 by the UK government body called Public Health England almost halve the previous recommended daily intake of dairy products because of concerns about fats.

Some nutritionists today blame Big Food for flooding the American diet with high-carb and low-fat foods, especially sugar and grain producers and processed-food giants such as General Mills and Kellogg. “They made billions of dollars doing that,” said Marsha Nunley, an American specialist in functional medicine.

“It’s unfortunate because food companies have been blamed for the obesity epidemic, but they were just following the gold standard of the government, and the government was going by what the scientific community said – and at the time they were relying heavily on epidemiological studies,” said Colette Heimowitz, vice president of nutrition and education for Atkins Nutritionals, founded by Dr. Robert Atkins, the originator some four decades ago of a weight-loss diet that promoted the consumption of fats and proteins and discouraged carb intake.

The latest revelation in the BMJ closely followed the release of a much more recent study in Circulation, another medical journal, in which consumption of full-fat dairy, compared with eating lower-fat dairy products, cut the risk of getting diabetes by 46% during the study period among a group of more than 3,300 adults.

“The science around milk fat and whole-milk dairy products has tremendously evolved to the point where we can certainly say strongly that dairy products don’t cause heart disease – even whole-milk dairy products – and research is emerging now which shows there might be some benefit to milk-fat consumption,”

said Greg Miller, chief science officer of the National Dairy Council.

It’ll take some time before the momentum behind a half-century of bad science on saturated fats fully swings the other way. “It’s a matter of getting that research into the national education library, working with the government to oversee the dietary guidelines, having independent reviews of how they pick their research” and promoting some of the latest, more accurate studies, said Heimowitz, who has kept close tabs on the evolution of the US guidelines.

Industry has got into the habit of capitulating to every demand from health lobbyists and government. Those demands have grown over time – yet despite the industry’s compliance with them, resulting in the removal of fat from tens of thousands of products, the food industry continues to take the blame for poor public health. And it is uniquely the food industry that is blamed – makers of computers and video games are not publicly berated for encouraging sedentary lifestyles, nor are city governments lambasted for making it necessary for people to drive rather than walk or cycle.

Faced with the failures of their policies, health campaigners have moved on to demand warning symbols on food products, such as the traffic light system in the UK or Australia’s star rating system for foods, to denote the presence of “harmful” saturated fats. But the premise for such systems is false.

The exposing of the scientific void at the heart of much public health advice suggests that, while responsible companies should continue to listen to what public health officials have to say, they should not be so compliant. It is time to reject many of the demands of public health lobbyists and refuse, for example, to collaborate in the use of flawed star rating and traffic light systems.

We are at a turning point. Whether companies respond to it as they should, or simply remain paralysed and compliant with demands based on bad science, will tell future generations how competent are today’s senior management.

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Let’s be clear about thisTransparency and simplicity in ingredients, recipes and labels have become the reigning concerns of western consumers – and especially Millennials. So, brands ranging from startups to giants are overhauling their product formulation, manufacturing, packaging, marketing and distribution to harmonise with the trend and, where possible, are trying to leverage some kind of strategic advantage out of their approach.

“Transparency is the coin of the realm,” Campbell Soup CEO Denise Morrison recently told a meeting of Wall Street analysts, as the company announced an unprecedented transparency initiative that includes a new web site with detailed information about each product line, its ingredients and origins.

GMO-FREE A MAJOR STEP

Morrison used the occasion to say that Campbell would voluntarily label its products for the presence of GMOs, the first such move by any major food company and a major step that paved the way for similar moves by General Mills, ConAgra and others. “GMO-free” has fast become one of the most-used label claims in the US, appearing on almost 20% of new product launches, according to Mintel GNPD, and more products are launched in America that say “GMO-free” than “natural” or “organic”. The commercial imperative of transparency about the presence of GMOs is clear.

But Campbell’s transparency platform is much broader than that. On the web site, for example, one typical section details V8 and its products. Under “Key Ingredients,” the brand says, “Our tomatoes are mainly grown in California by family farmers, many of which have grown tomatoes for V8 for generations. The ripe tomatoes are harvested and transported directly to our nearby plants to be washed, peeled and pureed. Tomato juice makes up about 90% of

our V8 juices.”Other sections detail and describe

the “Ingredients for Flavor” used in V8 products and “Other Ingredients,” explain that the brand does use some GMOs including molasses, corn oil and maltodextrin; describes “Who Grows & Makes V8” as a collection of “family farmers,” and a “family of employees,” and notes that its plastic packaging is “both appealing and environmentally friendly”.

The transparency phenomenon is on the agenda of the entire food business, involving a vast array of food retailers, restaurant chains and suppliers up and down the value chain.

They’re all scrambling for the higher ground and figuring out how to strip their products and processes down to the simplest levels that will still deliver products that are safe and meet consumers’ taste and texture expectations, then busily communicating via social media and traditional

advertising just how open and honest they’re being about what goes in their products.

“The food IQ of consumers is higher than ever before,” said Anne Pritz, chief marketing officer of Sbarro, an Ohio-based chain of fast-serve pizza with more than 800 outlets, mainly in shopping malls, airports and other high-traffic locations across the United States, with a new marketing campaign based on how it chops peppers and shreds fresh mozzarella cheese every single day. “Everyone wants to know what they’re putting into their bodies.”

SMARTLABEL COVERS THOUSANDS OF

PRODUCTS

One of the biggest such initiatives was launched recently by the Grocery Manufacturers Association (GMA), the trade association for the US food industry. It launched the SmartLabel Transparency Initiative, which is

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embraced by more than 30 member companies.

SmartLabel provides information on hundreds of attributes covering thousands of products, including nutritional information, ingredients, allergens, third-party certifications, social compliance programs, usage instructions, advisories and safe handling instructions and company and brand information, along with other pertinent information about the product.

“People want more information and are asking more questions about products they buy, use and consume, and SmartLabel puts detailed information right at their fingertips,” said Pamela Bailey, president and CEO of the GMA.

The transparency and simplicity dynamic is taking some interesting and unexpected twists as well. For example, Chipotle built its fresh-burrito business on the foundational promises of transparency and simplicity in ingredients, taking pains to point out that its meats were from livestock raised without antibiotics and that all of its food was non-GMO. Another big part of its positioning was to taunt “Big Food” and conventional fast food for being “industrial” and filled with chemicals. Chipotle sales and the brand in the US took off like a rocket several years ago with Millennials its most-devoted customers.

But in late 2015, Chipotle ran into disaster when dozens of customers got sick from bacterial and viral infections from its food in various locations, as the chain seemed to violate its transparency

pledge by disdaining some of the basic food-safety practices that long had kept conventional fast food safe. Chipotle sales have been down about 25% since. The company is trying free burritos, new food-safety procedures and other measures to try to correct the damage caused by its hubris over the transparency issue.

KRAFT TACTIC HIGHLIGHTS SIMPLICITY

Meanwhile, Kraft Foods turned the transparency idea on its head with a clever gambit around its iconic macaroni and cheese line. In April 2015 the company announced that it planned to switch to a new formula that removed artificial preservatives and swapped out artificial dyes for a combination of paprika, annatto and turmeric that had been under development for three years.

But when the reformulated version finally hit the shelves in December, Kraft said not a word about having made the switch. Only customers paying careful attention to the ingredients listed on the side of the box would have known; and no public word surfaced. Even the orangeish colour remained the same.

Then in March 2016, Kraft made a big announcement about the impish trick it had pulled and launched an advertising campaign around it. The tactic served to underscore both the big brand’s commitment to a new simplicity and transparency in its products and its ability to field products that also satisfied its traditional criteria and only enhanced, rather than endangered, its brands.

To be sure, the difficulties faced by food companies in overhauling their supply chains comprise daunting obstacles. Some of the very advantages wielded by these companies get in the way of transparency and simplicity.

For instance, one major reason large companies have managed to keep a lid on retail price increases over the decades is the complex supply chains they have constructed to amalgamate sources of supply and even out the cost and availability challenges that go along with relying on commodities and other natural products that are subject to climate swings, geopolitical disruptions and so on. But these complex supply chains can work at cross-purposes to transparency initiatives.

It was Hershey, for example, which led the industry with the initial development and implementation of the SmartLabel platform and technology. But Hershey is having trouble coming up with a way expand its own Smart Label platform to share information about the countries that grow the cocoa beans for a particular product because Hershey mixes beans from different places for its chocolate, so it can’t say that a particular candy bar was made with cocoa from a certain farm.

For many startup brands, the scale of the challenge is somewhat smaller and many go into business with transparency that now is being adopted by many industry giants. For example, for the past three years Fishpeople has been posting on its web site the names and photos of the boat captains that caught

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fish for its new Fishpeople brand of packaged seafood meals and frozen filets. The Portland, Oregon-based company built the system from scratch to trace its ingredients from their origins to processing plants, assigning codes for boat captains to track each load of fish from ship to shore and connecting the information to individual web pages.

BABY FOOD MOVES TO RETAIN

CREDIBILITY

A major nexus of the transparency push is in baby food, for the obvious reason that mothers watch carefully what goes into their babies’ mouths (see NNB’s Kids Nutrition Report). Plus the millennial generation that comprises the vast majority of today’s mothers is especially attuned to getting as much information as possible – about everything.

Organic baby food is a category where most parents make the presumption that the makers of purees and other products for their infants can be depended upon to do the right thing by consumers in part because each of these companies has positioned itself as antithetical to the established baby food companies.

But last year, the sheen of credibility on the new breed of baby-food brands, most of whom had surged by marketing fruit and vegetable purees in opaque plastic pouches, began to wear off.

First, the Center for Science in the

Public Interest complained that Plum Organics was using the names of its products and images on its packaging to misrepresent the food ingredients that actually predominated in many of its purees.

Consumers might assume kale is the first ingredient in Plum’s Kale, Apple & Greek Yogurt, for instance. Yet the Center pointed out that kale puree was actually the fourth ingredient behind apple puree, water and pasteurized yogurt.

A few months later, Plum announced that it would modify the names of its baby and toddler pouches in response to feedback from parents, naming pouches in order of the predominance of major ingredients. Some weeks after that, a judge in California dismissed a class-action suit against Plum over the practice.

Second, last fall GoGo Squeez voluntarily recalled applesauce and other snack products after mold was found in pouches, citing a production issue.

And third, last spring Beech-Nut Nutrition, a giant of the US traditional baby-food business along with Nestle’s Gerber unit, stole a march even on many organic-puree brands by announcing that it would list all of the ingredients in its baby food and the percentage amount of each ingredient on its web site.

The company said that it was the first US baby-food company “to reveal exactly what’s in our jars and pouches”.

Fast-forward to early 2016, and it’s clear that these three actions accelerated the move of baby-food companies toward greater transparency of information and simpler ingredient lists in their product lines. The fact that this is exactly the sort of new development that millennial parents appreciate practically guarantees a new era in the organic baby-food business.

Happy Family Brands, for example, now owned by Danone, just came out with a new product line, Clearly Crafted, whose whole point is to demonstrate greater transparency than the original brand and than rival brands in the simplicity of its ingredient list, the transparency of what’s inside, and the amount of other information provided about the products and their origins.

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E D I T O R I A L E D I T O R I A L

Dairy must act to avoid a “too late” moment

“Error,” says a Chinese proverb, “will travel over half the globe, while truth is pulling on her boots.” The dairy industry is witnessing that now.

At precisely the moment when a critical mass of science is revealing that dairy is a natural whole-food with a wealth of health benefits – reduced risk of diabetes and cardiovascular disease, lower blood pressure, healthy body weight – it faces a growing tide of new negatives, spawned by the digital revolution.

Osmosis is a scientific term used to describe the gradual process by which ideas are distributed and assimilated in society. The digital revolution and social media have enabled the osmosis of negatives about dairy on an unprecedented scale.

MANY (DEBATABLE) REASONS TO DROP

DAIRY

Type the words “do we need dairy” into Google and you will find links to social media posts, magazine articles and blogs which – at best – are not clear whether consuming dairy is a healthier choice than cutting it out of the diet.

Many more sources recommend that people drop dairy. Among the reasons are:

• Personal appearance (have better skin)• Lose weight – incredibly, the myth

that “dairy makes you fat” is easier to find than the science which shows the opposite

• Cancer – there’s no shortage of people ready to repeat the falsehood that dairy is linked to increased risk of cancer

• Cow’s milk “is not made for humans”, it is made for calves (bees don’t make their honey for humans either, so by this reasoning we should be cutting that out of our diets too)

• Dairy is bad for the environment –

criticism of dairy’s perceived lack of sustainability and its contribution to climate change is everywhere

There are also documentaries that link meat and dairy production and enumerate their negatives. Of these Cowspiracy, produced by Leonardo DiCaprio and released via Netflix, may be both the most influential and the most negative about dairy and the environment.

ASTONISHMENT

Academics in public health often don’t help either: a UK government body called Public Health England (PHE) caused astonishment recently by issuing dietary guidelines that halved the recommended daily intake of dairy products. Called the Eatwell guidelines, they recommend that dairy products should account for just 8% of an individual’s daily food intake, compared with 15% previously (and compared with around 12% in

the latest US dietary guidelines). The guidelines even classify soymilk as being a nutritionally valid alternative to cows milk. UK trade organisation Dairy UK described the decision as “baffling and disappointing”, pointing out that the change went against the prevailing scientific evidence.

If you aren’t sure whether you agree about the impact of these negatives, just remember that in the US non-dairy milks – such as almond milk – have already seized more than 12% of the entire liquid milk market, with most of the growth happening since 2012.

And while the world is used to Americans passionately embracing every dietary trend that comes along, even in European food cultures such as France, Spain and Portugal – where people have faith in their naturally healthy diet and pity Americans with their crazy fads and bad foods – the idea is quietly growing that “dairy-free” might be a healthier and more sustainable choice. The increasing

Mixed messages online about dairy may well contribute to consumers cutting dairy out of their diet as a precaution. Reasons people might go dairy-free include:

• Personal appearance (look better, clearer skin, lose weight)

• Cow’s milk is not made for humans, it is supposed to be for calves

• Consuming animal products is bad for the environment

MIXED MESSAGES ON DAIRY

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sales of non-dairy products prove it. In Spain sales of non-dairy product are rising at more than 30% annually, while milk consumption has fallen by 18% since 2000. Even in cautious Germany sales of non-dairy milks are up 20% annually.

There’s also some big money betting against dairy. Their real motive is not human health, but to create businesses that they can float on the stock exchange for billions of dollars.

BIG BETS ON PLANT FOODS

Silicon Valley financiers, looking for new profits, are investing hundreds of millions of dollars in companies who aim to “mainstream plant-based nutrition” and disrupt established markets with non-dairy milks and yoghurts, meat substitutes and egg replacers.

The people placing big bets on plant-based foods and against animal-based foods include Bill Gates, Vinod Khosla (a technology billionaire), SOSVentures (a technology company usually focused on “the internet of things”), Google Ventures, and Li Ka-shing (a Hong Kong billionaire).

Many in industry allege that the companies based on plant foods – not necessarily those mentioned above – spend huge sums of money on PR agencies to promote their agenda and disseminate and promote negatives around dairy.

Make no mistake, dairy is under attack and the attacks are only going to increase in intensity and frequency.

Unfortunately, many dairy executives assume that consumers mostly “just know” that dairy is naturally nutritious and that they won’t ever cut it from their diet. As a result of this complacency our industry is guilty of doing a lousy job of communicating the many science-based health benefits of dairy. And while senior executives sit back and let opportunity pass by, the rising tide of negatives about dairy is slowly, quietly, eroding dairy’s position.

Consumer knowledge about dairy’s health benefits is still very limited. The only way to change that will be through educating the consumer – and that’s

something that dairy’s rivals in plant-based foods – and specifically soy protein – have already been doing for some time, running a coherent communications effort since the mid-1990s.

The dairy industry is today faced with a launch-pad opportunity for communications, similar to what the soy industry had in the 1990s. The dairy industry has little choice but to do what soy did back then – pool their resources and create a coherent, long-term communications campaign, backed with significant investment.

Just as the Soy Foods Council and the United Soybean Board did, dairy needs to create coordinated advocacy efforts for dairy’s benefits aimed at health professionals as well as consumers. The press – both trade and consumer – should be fed a steady stream of story ideas. And if a journalist needs a comment on any aspect of dairy and health the industry’s communications team should be available to find them an expert to comment on the subject. Videos, podcasts, press tips,

newsletter, access to credible nutrition experts and dietitians – these will all be essential for success.

DAIRY MUST WAKE UP

Unless efforts start soon to communicate the positives and refute the negatives – in a rational, reasonable, fact-based way – the “dairy-free is best” message will just keep growing.

Many senior dairy executives believe they can build the positive dairy message on their own, through their own communications. They are wrong. The forces ranged against them are too big, too well-resourced and too single-minded.

History shows that massive changes usually develop slowly, with clear warning signs, but that people ignore the growing number of small signs until it’s too late. The dairy industry must wake up, and soon, and get its act together on better communication to turn the tide on the negatives before its “too late” moment is reached.

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

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Key Trends drive biggest successes in US market

The fragmentation of markets is one of the most important trends of our time. More and more, brands are serving ever-smaller segments of the market, meaning that fewer and fewer are achieving the first-year sales targets set by marketers and senior management. Welcome to the new normal – a world of smaller brands with less growth potential. But it’s a world in which, despite the emerging plant-based trend, meat and dairy still reign supreme. By Julian Mellentin.The IRI New Product Pacesetters Report – published every year for the last 18 years – provides a very clear snapshot, based on hard facts, about the changing state of innovation in the American grocery market.

IRI is a Chicago-based organisation that is perhaps best-known as a provider of supermarket scanning data – data which is by far the most reliable way to understand the size of any market. Its access to all of America’s supermarket, convenience and drugstore sales data gives its analyses a solid credibility that most industry reports lack.

What emerges from IRI’s analysis of the most successful new product launches of 2015 will come as no surprise to readers of New Nutrition Business. IRI’s salient facts may be drawn from the US market, but they must certainly apply to strategy in every western market – and increasingly also in what used to be seen as high-growth-potential Asian and Latin American markets.

IRI defines its Pacesetter brands as those which have achieved at least $7.5 million (€6.7 million) in their first full year of sales across supermarket, drug and other mass channels. The key facts are:

• Of the 10,000 new products launched in America in 2015, only half reach the modest $7.5 million sales threshold that enables them to be categorised as Pacesetters. That’s an amazingly weak performance in a country of 300 million people.

• Year 1 sales of Pacesetter brands averaged $19.6 million (€17.5 million), a 14% decline from 2014,

when the average was $22.9 million (€20.4 million).

• Only three food and beverage products achieved more than $100 million (€89 million) in first-year sales.

• And 90% of products failed to achieve the first year targets that marketers had set for them.

Another interesting trend is the steady decline in sales impact of the 10 best-selling new products. The 10 top-selling Pacesetter brands of 2015 had combined sales of $923.9 million (compared with $957 million/€853 million in 2014, $969 million/€863 million in 2013 and $1.478 billion/€1.3 billion) in 2012.

The most telling statistic is that the average first-year sales achieved by a successful, Top-10 brand in the US market in 2015 was just $92 million (€82 million) – a 37% decline from 2010, when the average sales of a Top-10

brand were $147 million (€131 million). Although sales of $50 million (€44.5

million) and above are impressive, the owners of some top-10 brands are still likely to have been disappointed by their brands’ performance. Most prominent among these is likely to be Coca-Cola, which made plain that it had big ambitions for its Fairlife high-protein, lactose-free, low-sugar, ultra-filtered milk. Among the statements made by the company and widely quoted in the media were that:

• Fairlife will “Rain money” (this attributed to Coca-Cola’s Sandy Douglas)

• Fairlife is planned to go into “every fridge in America” (this attributed to Steve Jones, CEO of Fairlife)

Fairlife achieved respectable first-year sales of $87.1 million (€77.6 million), according to IRI data, making it the fourth-biggest new product launch

IRI’s analysis highlights the increasing fragmentation of the market - average first-year sales for a successful Top-10 product dropped from $147 million in 2010 to just $92 million in 2015 - and the importance of the Snackification key trend, with snacks and light meals growing around3% in 2015.

Munk Packs contain 90 to 100 calories and 3 to 4 grams of fibre per 120g serving, and sell at a suggested retail price of $2.49 (€2.23).

Georgia slides 9-‐12 for Oats plus grains box

A 100g pack and mini-‐sized beets transforms this root vegetable from an under-‐rated and forgoOen food to interesIng new snack idea.

Georgia insert just before PREMIUMISATION IS ESSENTIAL x-‐head

HAVE YOUR CAKE AND EAT IT – FOR BREAKFAST

It’s fairly normal to eat cake for breakfast in Holland, where on average, a household buys a Peijnenburg breakfast cake 11 Imes per year. Peijnenburg makes low-‐ and zero-‐sugar varieIes and on-‐the-‐go variants are popular.

With other more obviously healthful brands in its por5olio, such as Krave meat jerky and fruit-‐and-‐chocolate snacks, Hershey can relax about communica>ng the health benefits of chocolate.

With other more obviously healthful brands in its por5olio, such as Krave meat jerky and fruit-‐and-‐chocolate snacks, Hershey can relax about communica>ng the health benefits of chocolate.

Chic a peas’ latest flavours are Sweet BBQ and Fresh Salsa.

SEAWEED SNACKS

Launched 2015 Flavours: •  Texas BBQ •  Sea Salt •  Sriracha

Pricing: •  $1.49 (€1.36) per 0.14oz (4g)

pack

“Packed with minerals, nutrients and vitamins they are the perfect eat beau9ful snack and only have 24 calories per pack. Itsu crispy seaweed thins are harvested from the crystal clear seas around South Korea...”

CASE STUDY: ITSU SEAWEED THINS

Itsu’s seaweed snacks – thin crispy strips of seaweed in Asian flavours – are sold as part of the chain’s Itsu Grocery range, which can be bought in-‐store or through online grocery shop Ocado, Sainsbury’s, Tesco and Waitrose.

THE GREAT FRAGMENTATION

May 201610




of 2015. That’s a number that most businesses would be happy with, but it’s a number which puts Fairlife (with a 0.4% market share) a long way from the stated ambition of being in every fridge in America. It’s likely to be especially disappointing given the huge marketing investment Fairlife had in its first year. In fact, the complicated nature of the Fairlife proposition means that its future is probably as a “big niche” brand and its sales peak is not far away.

CEREAL DISAPPOINTMENT?

Also likely to have been disappointed is General Mills, which launched a high-protein version of its Cheerios cold oat cereal. Cheerios is America’s biggest breakfast cereal brand and its sales have been flagging for some time. But this high profile brand extension earned just $49.8 million (€44.4 million), giving it the 10th spot. Again, that’s a great number, but we would guess it is far below what General Mills was hoping for. Most likely the protein benefit just can’t outweigh the fact that processed breakfast cereals are falling out of favour with consumers.

Historically, American food and beverage executives set their teams the aim of generating year 1 sales of $100 million (€89 million), labeling any lesser performance as a failure. Strangely, many senior executives still adopt this approach to sales targets. But it’s a way of seeing the market that has been increasingly out of touch with reality for 15 years. IRI’s Pacesetters report confirms that the days of $100 million year-1 successes are firmly over. Consider yourself to be doing well if you get past $10 million (€8.9 million).

IRI’s analysis highlights not only the increasingly fragmented nature of the market but the importance of Snackification, for it is snacks and “light meals” which are the growth areas of food, averaging around 3% growth in 2015.

Snacks and light meals have become interchangeable for the majority of people and IRI makes the point that marketers should stop thinking in terms

of category definitions and accept that consumers are willing to select a meal or a snack from any one of several food and beverage categories. Truly, no one is competing in just their own category any more, but with every other category in the supermarket.

Some stand-out facts from the Pacesetters report include:

1. Greek and dairy: remarkably, Greek yoghurt-inspired products continue to do well, with just two Greek brands (Danon Oikos Triple Zero at number 3 and Yoplait Greek 100 Whips! at number 5) accounting for 20% of the total sales of Top-10 products. In fact, dairy products appear to be holding their own in the mass market at least, with four dairy brands in the Top-10, accounting for $345 million (€307 million) in sales, equivalent to 37% of the sales of all Top-10 brands.

2. People want meat more than plants: while plant-based foods is a trend, it still seems to be one for the lifestyle consumer and has less impact than is claimed on the mass market. Two meat-based brands – Oscar Meyer Deli Fresh Bold luncheon meats and Chili’s At Home frozen meals, based on chicken – made it to the Top-10 new launches at the number-2 and number-6 spots respectively, with combined retail sales of $225.1 million (€200 million), accounting for 24% of total Top-10 new product sales.

It’s important to keep in mind that despite the growing attacks on animal-based foods mainstream America is still very happy with animal-based foods, which make up six of the 10 most-successful new products of 2015, accounting for 61% of the value of all sales of Top-10 products.PLANT FOODS TRENDY BUT SIX OF THE TOP-‐10

PERFORMERS ARE ANIMAL-‐BASED PRODUCTS

KT X: PROTEIN

KT X: DAIRY

Despite growing a:acks on animal-‐based foods, mainstream America’s tastes appear to favour meat-‐ and dairy-‐based foods, which accounted for two-‐thirds of the naIon’s most successful new products of 2015.

PLANT FOODS TRENDY BUT SIX OF THE TOP-‐10 PERFORMERS ARE ANIMAL-‐BASED PRODUCTS

KT X: PROTEIN

KT X: DAIRY

Despite growing a:acks on animal-‐based foods, mainstream America’s tastes appear to favour meat-‐ and dairy-‐based foods, which accounted for two-‐thirds of the naIon’s most successful new products of 2015. PLANT FOODS TRENDY BUT SIX OF THE TOP-10 PERFORMERS ARE ANIMAL-

BASED PRODUCTS

Despite growing attacks on animal-based foods, mainstream America’s tastes appear to favour meat- and dairy-based foods, which accounted for two-thirds of the sales of nation’s most successful new products of 2015.

For box TAKING BACK MILK’S TASTE ADVANTAGE

Sargento’s product range includes traditional cheeses, such as swiss, cheddar, havarti, parmesan, ricotta and others, in blocks, slides, shredded, strings and sticks. The company’s latest innovation is “Balanced Breaks”, which expands its snack options beyond cheese for the first time.

SARGENTO TAKES CHEESE IN NEW SNACK DIRECTIONS

Balanced Breaks combines bites of natural cheese, nuts and sweet dried fruit. Each pack contains 7 grams of protein and between 170-190 calories. They are sold in convenient, individual-sized packages (42.5g). "Today's health-conscious consumers are looking for portable snacks that balance nutrition and great taste," said Chris McCarthy, Director of Marketing for the Sargento Foods Consumer Products Division.

For Savoury yoghurt sec0on

To go in 2. MAKING DAIRY UNASHAMEDLY INDULGENT

Munk Packs contain 90 to 100 calories and 3 to 4 grams of fibre per 120g serving, and sell at a suggested retail price of $2.49 (€2.23).

Georgia slides 9-‐12 for Oats plus grains box

1

Hershey, America’s biggest chocolate confectionery maker and one of the biggest in the world, in January 2015 announced the acquisition of Krave, possibly the fastest-growing meat snack brand in the western world. On the surface, the purchase of a marketer of premium meat snacks by a chocolate giant looks odd, but in fact it illustrates that Hershey understands the most important growth trends. Krave is thought to have had sales of around $60 million in 2014 – from zero in 2010.

BOX X: SNACKING AND PROTEIN STRATEGY FROM CHOCOLATE GIANT Georgia Slides 1 and 2 make one box

3

Cheerios is America’s biggest breakfast cereal brand. Its new recently-introduced protein variant is thought to have contributed $100 million (€88 million) in sales in its first year.

L-Men is an Indonesian brand which focuses exclusively on the younger men, offering them a range protein benefits: energy, muscle building, weight management.

BOX X: PROTEIN IN INDONESIA

Key claims made are: ü  High in protein: 10-50% more protein than regular milk ü  Gain weight OR Lose weight (depending on product) ü  Muscle building ü  Extra energy ü  Burn fat faster ü  Healthy snack ü  Help to maintain the daily levels of protein intake

BOX X: PROTEIN IN BRAZIL In Brazil, Batavo markets a Greek yoghurt which is said to be: •  thick, satisfying, high in calcium •  high in protein •  without any artificial flavours •  only with natural sugars from the fruits

Batavo Grego compares its protein content with other products which consumers know to be high in protein and strongly connects with the Redefining Sweetness key trend with messages like “only natural sugars from the fruits”.

“It has the same protein as a big egg!”

“Healthier and tastier, with more protein and less fat”

“The exclusive liquid greek yoghurt. 2x more protein. Only with natural sugars from the fruits. No artificial flavours added.”

May 2016 11


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

Fresh and healthy makeover brings Millennials to c-stores

Long lampooned as purveyors of unhealthy, over-processed, bad-tasting food, convenience stores are subtly making themselves over with fresher offerings – and attracting new customers, especially Millennials, in the process. By Dale Buss.The stereotype of the American convenience store (c-store) is a place where harried commuters, idle teenagers and neighbourhood construction contractors all mingle in a tiny space to buy cigarettes, beer, energy drinks, candy bars, doughnuts, dried-up hot dogs and lots of cigarettes and lottery tickets.

If Whole Foods is the definition of better-for-you foods and beverages, then the gastronomic fare offered in the American c-store long has been regarded as worst-for-you – without any redeeming quality except convenience. That image has been pretty much unwavering for all 154,000 c-stores across the United States, about 80% of which also sell gasoline and automotive sundries, in about 160 million transactions daily.

C-STORES GETTING FRESHER

But the stereotype is changing quickly into a new reality in the $204-billion (€179 billion) industry. Many c-store chains have been tacking heavily toward fresh and better-for-you fare over the last couple of years, especially as high-profit cigarette sales have declined and as more eateries, ranging from Starbucks to Dunkin’ Donuts, expand their own menus of convenience foods.

And more consumers not only are responding to the trend at c-stores but also intensifying it, as American Millennials turn out to be greater users of the c-store format than previous generations, and also comprise the biggest force behind the overall rise of more nutritious fare in the diet of US consumers.

“If you think of the traditional convenience store, you go back to that

movie, National Lampoon’s Vacation, where the joke is that they’re so hungry they could eat gas-station food,” said Perry Cheatham, chief operating officer of U-Gas, a small Fenton, Mo.-based c-store chain that has become a pioneer of the better-for-you trend.

“To this day, there is that stigma. I get that. What we have to do is break down those barriers. We need to provide

healthier alternatives for that segment of society that wants them, because at the end of the day, it’s a business decision. And hopefully that will lead to a better bottom line, because we want to become a destination store for them.”

So better-for-you brands rather suddenly are finding the welcome mat out at American c-stores. “There’s absolutely a huge new opportunity in

For the past few years 7-Eleven, the largest c-store chain in the US, has been pushing fresh and better-for-you food.

May 201612



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

this channel,” said Joel Warady, chief sales and marketing officer for Enjoy Life Foods, the Chicago-based leading “free-from” food brand in the US. “They’re never going to get rid of their pork rinds. But there’s a segment of consumers who want easy-to-find, grab-and-go healthier products, and so c-stores are definitely evolving to a healthier-eating destination.”

ATTRACTING MILLENNIALS’ SHARE OF

STOMACH

The American convenience store “isn’t what it was 15 or 20 years ago,” echoed Desiree Johnson, chief marketing officer for Borden, the venerable US dairy brand which now is owned by Grupo Lala of Mexico and sells yoghurt drinks. “Because of busy lifestyles, you have everyone shopping that channel now, and it provides another point of distribution for us. The growth is there, but the needs for grab-and-go currently aren’t being met in that channel.”

So a symbiotic relationship clearly is building. Food and beverage brands behold the unmitigated growth in the c-store sector across America. The convenience retailing industry has roughly doubled in size over the last three decades. At year-end 1985, the store count was 90,900 stores; at year-end 1995 it was 101,100 stores; and at year-end 2005 the count was 140,665 stores.

“Our continued growth shows that our industry’s core offer of convenience resonates with time-starved customers, whether they are searching for a fuel fill-up, a quick and healthy snack, a refreshing drink or for fill-in groceries or [for] take-out meals,” said National Association of Convenience Stores (NACS) Chairman Jack Kofdarali, president of the Corona, Calif.-based c-store chain, J&T Management Inc.

Moreover, the c-store format is acquiring what some might consider surprising currency with Millennials, accounting for 11% of their food and beverage stops in 2014 compared with under 8% in 2006, according to NPD Group research. C-stores are taking

much of Millennials’ “share of stomach” from fast-food restaurants, and they’re more likely to stop and buy food items at c-stores than any other age group.

Of course, because of the varied demographics of their customers and the range of needs they serve at the intersections of traffic and much of American life, convenience stores will always emphasise quick, easy and filling food, and because of their tiny formats always will be limited in how much fresh and better-for-you fare they can – or want to – offer. Thus it’s no surprise that the largest US c-store chain, 7-Eleven, just introduced a doughnut in a flavour called Wild Cherry Slurpee, paying homage to the company’s famous, high-calorie, nutritionally vacant slush beverage.

Research for NACS discovered a continuum of c-store customers. At one end is the core customer, nicknamed “Bubba,” who “gets whatever he or she wants,” said Jeff Lenard, vice president of strategic industry initiatives for the trade association. At the other end is about 20% of Americans “who are health-focused and who may not even shop at convenience stores because they’re not in their universe”.

The key target for the industry’s greater consideration of healthful fare was identified as Fence Sitters, who represent about one-quarter of the US populace – but account for 38% of c-store customers. “They are the ones who want to eat healthier but may not know how to get it and where to get it,” Lenard said. “So there’s a big opportunity for our channel with them in doing a better job communicating that we have healthier items.”

SUCCESS BUILT ON BANANAS

Of course, the reality in the c-store needs to match such communications. And in that regard there have been some pioneers. One is Kwik-Trip, a relatively obscure chain in general industry terms – but a company that has emerged as a shining star when it comes to the channel’s future with healthier food.

Comprised nowadays of nearly 500 stores clustered in the contiguous states of Wisconsin, Minnesota and Iowa, the family-owned chain began selling fresh bananas in its stores about 20 years ago. The idea caught on with its customers – what could be more convenient and yet healthier than grabbing a banana on the

America’s largest c-‐store chain, 7-‐Eleven, aimed to double the share of sales coming from fresh food to 20% from 10% in 2012, and recently launched Go!Smart! beBer-‐for-‐you snack bars, each with under 200 calories.

America’s largest c-store chain, 7-Eleven, aimed to double the share of sales coming from fresh food to 20% from 10% in 2012, and recently launched Go!Smart better-for-you snack bars, each with under 200 calories.

May 2016 13



way out? – until, today, each Kwik-Trip store sells an average of 400lb (181kg) of bananas each day.

“That created momentum, and then we slowly began adding all kinds of other fresh produce,” said Erica Flint, who as Kwik-Trip’s registered dietitian may be the only such professional on the payroll of any American convenience store chain – so far. “Fruit is obviously easier to sell than vegetables, so we sell whole fruits and seasonal fruits and fruit cups with diced, washed and prepared fruits. Some people just want to pick up a cup of grapes.”

NEW THRUST

From there, Kwik-Trip also added fresh-meat cases in some of its stores. And most recently, the chain has begun seeking out CPG products that are healthier, “not trying to dictate anyone’s diet but trying to put options out there,” as Flint put it. “The more everyone sees we’re making that initiative, the more people will bring products. It’s also important because existing vendors are noticing that’s what we’re trying to do and can reformulate their products.”

Kwik-Trip’s new thrust culminated two years ago in its becoming the first c-store chain to join the Partnership for a Healthier America, a signature initiative of First Lady Michelle Obama to get retailers, food and beverage companies, schools and other crucial determiners of the American diet to make it easier for consumers to find and eat healthier fare. Kwik-Trip’s initiative has led to three other c-store chains joining the Partnership recently.

In addition to the symbolism involved, Kwik-Trip’s commitment calls for it to designate a minimum number of linear feet of merchandising space in its stores for fresh fruits and vegetables, whole-grain foods and whole-fat dairy items (as well as obligatory bicycle racks outside the stores to encourage exercise). Instead of a handful of healthier nutrition bars such as the Kind brand, it’s committing to carry 20 or more. Also, the company

gives each employee a free piece of fresh fruit per shift. And Kwik-Trip has a “healthy concessions” programme under which not-for-profit groups get price discounts on healthy foods they can sell at their own concessions stands.

U-Gas is another c-store pioneer. Now consisting of 19 stores, the chain decided in 2008 to sell fresh foods and built a central commissary to service them with sandwiches, pizzas and many other foods prepared daily. It joined the Partnership for a Healthier America and now, among other things, is reformulating commissary fare for lower sodium and fat content so that it can designate a section of each U-Gas whose merchandise will be certified by the Partnership.

“We’re also looking at things for that section like healthier grab-and-go food than what we offer in the general area, such as maybe hummus and grapes in a package,” Cheatham explained.

The nation’s largest c-store chain, Dallas-based 7-Eleven, has been dabbling with more fresh and better-for-you fare for years for its 57,500 stores across the US, at one point aiming to double the share of sales coming from fresh food to 20% from 10% in 2012. For instance, the company introduced what it called a Bistro Snack Protein Pack that included mini pita rounds, cheddar cheese cubes, grapes, celery, baby carrots and hummus.

Last fall, some 7-Eleven stores in Southern California began selling a “nutritionally balanced” line of fresh sandwiches, salads, wraps and even cold-pressed juices under the banner of fitness guru Tony Horton Kitchen. 7-Eleven now also is offering a line of sandwiches called Go Smart, consisting of seven SKUs, each of which is under 300 calories. And it sells two bananas for $1.

And under a burgeoning private-label line of healthier fare, the chain launched Go!Smart! better-for-you snack bars in Cranberry Cashew and Pistachio and Mixed Berries varieties, each with under 200 calories. A Better Bites snack collection includes dry roasted edamame, organic trail mix, veggie chips and nut blends.

“Fresh food is a really important part of our strategy in the US and around the world, and we’ve added a number of better-for-you products,” said Raja Doddala, vice president of omnichannel strategy and corporate venturing for 7-Eleven.

Another general tactic for boosting its quotient of healthier foods, said NACS’s Lenard, is for c-store chains to position an efficient new generation of open-air coolers near their checkouts and stock it with whole fruits, string cheeses, boiled eggs and other items. “It doesn’t have to be fancy,” he said. “But it does differentiate us from other stores. Because at the register, virtually every store looks like a c-store and has snacks and drinks. But they’re not going to have an open-air cooler like we do.”

Also, more c-store chains are working with NACS to exploit what they see as an underdeveloped opportunity to provide fresh foods, even “meal kits,” for customers in the evening. “Just because the traditional dinner period has ended by then doesn’t mean that people still aren’t looking for fresh food then,” Lenard said. “So we’re testing the idea of having all the ingredients for a meal that can be prepared quickly but with no processing.”

NEW WAVE OF PRODUCTS

While fresh foods have been the main thrust of c-stores’ embrace of healthier fare, packaged and processed products comprise the next wave. Consider the following brands, each of which is embracing c-stores these days:

Lala: The US yogurt-drink brand has put a huge bulls-eye on American convenience stores with a plan to field a special 11oz (300ml) bottle just for c-stores, which specialize in big-volume beverages, compared with its regular 7oz (200ml) bottles for conventional channels.


May 201614



Aquaball: One of the keys to the brand’s decision to change the packaging of its no-sugar-added enhanced waters for kids was that switching to an oval bottle instead of its round shape would allow Aquaball to slide its products into conventional racks in c-store refrigerators. “We think we can be a healthier alternative there” than the kids-drink brands that now dominate c-stores which “have a lot of sugar and artificial flavours and colours,” said Kevin Sherman, CEO of True Drinks, parent of the Aquaball brand.

That’s It: The all-fruit snack-bar brand is tapping the c-store channel “because we’ve noticed over the last year or two that there’s been a lot more demand there for healthier products as well as convenience,” said Lior Lewensztain, CEO. “It’s inevitable it would happen, but actually it’s changing pretty rapidly.”

Juiceology: C-stores “are a great target opportunity for us this year,” said Felipe D’Avila, CEO of Daklen, the Los Angeles-based parent company of the fibre-enhanced juice brand. “Premium in c-stores is part of our strategy, because we can get a lot of volume especially in high-end areas where they’re moving toward healthier grab-and-go options” and consumers will be willing to pay a pricey $2.99 or $3.49 (€2.63 or €3.07) apiece for the 15oz (425ml) drink.

Alo Drink: The aloe vera beverage brand launched a new line of pulp-free drinks to sell at convenience stores.

Enjoy Life Foods: Warady promised a “major announcement” about convenience-store penetration this year.

More than half of the c-store customers surveyed by Technomic last year agreed that they are seeking more healthy items than a year ago. And women are more interested in healthy items than men are, found the Chicago-based foodservice-consulting firm.

In fact, Millennial moms are the key to

the boom in healthier options at c-stores, Lenard said. In the association’s recent research, 48% of consumers overall said that the primary reason they stopped at a c-store was to get a beverage. But more than 50% of female respondents said they were seeking a beverage first, and the percentage climbed to more than 60% for women with small children.

“This is an opportunity for our stores to really grab market share with healthier products,” Lenard said. “And we aren’t going to let it pass us by.”


Changing from this signature round bottle to a more oval shape means kids’ drink company Aquaball can remove preservatives while at the same time solving merchandising problems such as how to fit the round packs on c-store shelves made for narrower bottles.

Kwik-‐Trip has built its reputaIon on bananas, as this TwiBer entry suggests. The answer? 50 million in 2015.

Kwik-Trip has built its reputation on bananas, as this Twitter entry suggests. The answer? 50 million in 2015.

FOOD SERVICE CASE STUDY

May 2016 15


R E T A I L I N G C A S E S T U D Y FOOD SERVICE CASE STUDY

Delicate produce, proteins that aren’t chemically or artificially preserved, a massive amount of ingredients all needing storage – it doesn’t sound like a great recipe for a foodservice idea. But Josh Sparks has fitted all this into a pioneering chain of mall-based restaurants that deliver paleo eating on the go. By Dale Buss.

Taking paleo eating to the mall

The rise in popularity of the Paleo and Primal diets has been accompanied by many books, lots of conversation on television talk shows across at least three continents, and incessant propagandising on the internet. But relatively few restaurant concepts have taken hold around the philosophy of a diet based on the types of foods presumed to have been eaten by early humans, consisting chiefly of meats, fish, vegetables, and fruit, and excluding dairy or grain products and processed food.

Thr1ve aims to fill that gap. Founded by a former apparel-retailer and e-commerce executive from Sydney, Josh Sparks, the chain of shopping-mall food-court, fast-food restaurants based on a paleo menu has grown in just a few

years to seven successful outlets clustered in eastern Australia. Sparks planned to open three more Thr1ves by summer and, eventually, up to two dozen outlets there, with the ambition of launching the chain in the United States as well within a couple of years.

“My idea was to take the best of my brand-building experience in fashion to create a [paleo restaurant] brand that was aspirational but very accessible and welcoming, but also very non-judgmental, for people taking a step toward living a healthier life,” Sparks told New Nutrition Business. “And to build a menu, and systems in the back of the house – where we invested most of our money – to be able to deliver that meal in three minutes.”

The Thr1ve menu of “Real Fast Food” consists of dozens of breakfast bowls, sandwiches, lunch and dinner entrees, smoothies and coffees that add up to an average meal of about A$9.00 ($7.00/€6.18) for breakfast and A$12.00 to $13.00 ($9.37-$10.15/€8.24-€8.93) for lunch. About 80% of the menu is completely compliant with paleo principles “and the rest were inspired by other diets that have great research behind them, such as the Mediterranean Diet,” Sparks said.

The menu includes breakfast bowls such as the “Beast Bowl,” for A$13.00 ($10.15/€8.93), which consists of “free range scrambled eggs, sweet potato bake, bacon and smashed avocado,” and “Son of a Beach,” which includes

May 201616




Tasmanian smoked salmon on zucchini fritters, topped with smashed avocado and capers,” for A$14.00 ($10.79/€9.60). For lunch and dinner, typical entrees are “Happy Hippie”, for $10 ($7.71/€6.86), which is a zucchini fritter topped with lentil dahl and wild and brown rice, and drizzled with coconut mint yoghurt. “Strength Bowl,” for $13 ($10.15/€8.93), offers chargrilled lemon and herb chicken breast, wild and brown rice, basil pesto and roasted peppers with a side of chili and almond broccoli.

“Buns” are sandwiches such as “Peckish,” a chargrilled lemon and herb chicken breast with basil pesto and roasted peppers, for $8 ($6.17/€5.49). Smoothies, in $7.00 ($5.40/€4.80) and $9.00 ($7.00/€6.18) sizes, include “The Hulk,” which is spinach, cucumber, aloe vera, matcha, mint, banana, chia seeds, coconut cream and honey. And there are “signature” coffees.

PROOF OF CONCEPT

So far, so good: “In these food courts, we are No. 1 or 2 or 3 in [revenues] every month,” Sparks said. Thr1ve is close to proving the concept in Australia, he said, whereupon Sparks plans to take

it overseas beginning with the United States. “We’re to the point where we have all the documentation done” of procedures and processes so that they can be replicated abroad, perhaps by franchisees, and we’re laying the groundwork for such an expansion.”

Like so many other stories in the better-for-you food business, Thr1ve’s started with an individual who sought better nutrition for specific personal reasons. Eight years ago, Sparks was in his early forties. He had succeeded as a lawyer in the US mergers and acquisitions game but then pursued his passion for retail design, becoming CEO of Thom Browne New York and then moving to Philadelphia to become managing director of e-commerce for Anthropologie, the pricey apparel chain.

An avid athlete, Sparks found that “I wasn’t bouncing out of bed anymore, and I was getting what you might call low-intensity illnesses: not something that would knock you on your back, but my immune system clearly wasn’t functioning as well as it had when I was younger.”

Medical blood work uncovered a variety of low-grade maladies ranging from less-than-optimal cholesterol numbers to inflammation. But Sparks

didn’t want to accept the conventional treatment his doctors were offering, consisting of statin drugs and other pharmaceutical interventions. His dissatisfaction with a course of action led him to study a number of different diet regimens, and he ended up lingering on paleo and primal diets prescribed by popular authors including Robb Wolf, Loren Cordain and Mark Sisson.

REVELATION

“I changed my diet completely, and the results were astounding to me personally,” Sparks recalled. “Everything changed. My energy returned. The mental fog lifted. And because I’m aware of the placebo effect, I made sure that my blood work was improving. It made me a bit of a convert. My dad had cancer, and I got him onto my diet. Friends were asking what I was doing differently.

“So I had the revelation of just how powerful really simple changes to nutrition can be and how profound that can be to an individual, not to mention how it could affect the big drain on the public purse of obesity and other conditions.”

Yet even armed with his new


May 2016 17


FOOD SERVICE CASE STUDY FOOD SERVICE CASE STUDY

conviction to follow a paleo diet Sparks, still based in the US, was frustrated to be getting so little help in following it from the foodservice industry. That’s when the idea that led to Thr1ve hit him.

“I was walking around a shopping center in Atlanta, where I was for Anthropologie, and I could only go to the food court,” he remembered. “There I was struck by how even nominally healthy fare, such as salads, included so much rubbish that it really wasn’t healthy; they would add sugar to the salad dressings, for example. And I thought, ‘If I can’t eat here without compromising all the hard work I’m doing on my diet, then surely other people are experiencing the same thing.”

FAST FOOD IS “WHERE YOU CAN MAKE

AN IMPACT”

At the same time, he concluded that the menu of restaurants he’d gone “that were based on primal principles” were “kind of intimidating and overwhelming and judgmental. And the average person doesn’t understand the options or the ingredients.”

All of this coalesced in the idea for Thr1ve: a consistent fast-food experience “that would be familiar

and a bit comforting rather than fringy and weird,” as Sparks put it. With his successful experience in retail, he also had the expertise to “present all the dimensions of a brand – what is the brand promise, the personality – and to bring it to life in a three-dimensional environment.”

Rather than settle for an e-commerce brand and home delivery, for example, or instead of just writing a book about what he was learning, Sparks wanted “to be able to compete in a mass market that is impulse-driven”. And why fast food rather than, say, fast-casual? “Typical Australians or Americans eat it three times a week, and that’s where you can have an impact.”

Because of his success in business, Sparks had the wherewithal to finance the startup of the concept himself; later he enlisted a high-net-worth investor to get the first restaurant open, and more recently Sparks has brought on venture capital. Before he left fashion retail as a consultant, on the side he assembled a team consisting of a chef, graphic designer and others to help come up with what would become Thr1ve. But Sparks ended up birthing the concept in Australia instead of where he’d originally planned, the US, because of a divorce

and the subsequent move of his children with his ex-wife back to Australia.

Sparks believed the most important part of success for Thr1ve would be the food-production system he designed. “We spent a ton of time on what you can’t see,” he said, explaining that “typical quick-serve restaurant equipment doesn’t work for us. You’re dealing with delicate produce or proteins that aren’t chemically or artificially preserved. So our back-of-the-house systems are different, and we have so many ingredients that our storage is different.”

Also, he said, Thr1ve needed to operate in a space as small as 50 square metres, the typical constraints of a mall food-court operation. “We spent a lot of time getting systems right so we can compete in that environment, where larger-footprint operators can’t do it, or they’d have to take up the space of two or three stores.”

“CURATED” FOOD CHOICES

Meanwhile, putting together a menu for Thr1ve was relatively easy, Sparks said. “We had a lot to play with: all the vegetables, all the fruits, all salad leaves, all herbs, all spices, all high-quality [meat proteins], seafood. And it was amazing

May 201618




how little we didn’t have the opportunity to use: just gluten-containing grains, bad oils and processed carbs.”

Key to Thr1ve’s approach, he said, is to “curate” food choices for customers by putting food elements into its own dishes. “Everything is customisable,” he said, “but rather than asking customers to make decisions at every phase of the process, which is slow, we lead with signature dishes, which are our ideas on how to best combine the ingredients we have. Then you can customise to your heart’s content.”

ALL ABOUT NOURISHMENT, NOT DOGMA

Another early decision for Sparks, which came out of his experience in building mass-market brands, was not to make the “paleo” or “primal” strictures on Thr1ve’s menu take precedence over making the place inviting to people other than absolutely strict adherents to those diets.

“I consider paleo a great template, but core messages to me are more important than extreme dogma,” he explained. Thus, for example, at Thr1ve, customers can request the regular smoothies made out of almond milk – or get them made out of dairy milk upon request.

Thr1ve also does seasonal menu updates a couple of times a year so it can try out new items “based on customer feedback and new science,” Sparks said; the company also swaps items in and out every month or so. “This is not a weight-loss plan,” he explained. “It’s about holistic health and about really nourishing you. So many diets are all about punishment; Thr1ve is all about nourishment. We want to take away the guilt and judgment.”

F R E E - F R O M C A S E S T U D Y

May 2016 19



Adding more to free-fromA year after its acquisition by Mondelez International, Enjoy Life Foods is launching a new-product offensive that is adding nutrients such as protein and probiotics to its original positioning as a “free-from” leader for allergy-conscious consumers, and is grabbing distribution in new outlets and new retail formats. By Dale Buss.While Chicago-based Enjoy Life is continuing to steer itself without significant interference from the snack giant that broke off from Kraft Foods three years ago, Mondelez is helping Enjoy Life reach the next level in the better-for-you business by funding its massive boost in product development and distribution and helping lower its manufacturing costs using economies of scale.

In fact, Mondelez is funding construction of the world’s largest free-from processing facility for Enjoy Life, a factory that will start producing later this year.

A MODEL FOR “BIG FOOD”

And in the process, the relationship between Mondelez and Enjoy Life, at least in the early going, is proving something of a model of how “Big Food” companies can benefit the increasing number of better-for-you startups they’re acquiring and investing in – and vice versa.

“They’ve held true to their word,” Joel Warady, Enjoy Life’s chief sales and marketing officer, said about how Mondelez leadership has behaved since acquiring the startup in early 2015 as a way to enter the $12-billion (€10.6 billion) free-from market in the US, and its double-digit growth.

“We use our own R&D team, our own product development and communications teams, and our own sales force,” he said. “What we get from Mondelez is their resources and their expertise in manufacturing. We bring our expertise in the natural category, which admittedly they do not have.”

Ken Harris, who was chairman of Enjoy Life until Mondelez’s acquisition, added that the buyer “has really done

a nice job of allowing [Enjoy Life] to remain independent. They’ve been very supportive and haven’t pressed them too much with big-company stuff. And that’s not easy to do: Very few big companies have been able to allow smaller companies to thrive after acquiring them.

“Our hope,” said Harris, who now is managing partner of Cadence Consulting, a CPG consultancy, “was that Mondelez would be able to pull it off in a way that would be advantageous to both companies, to provide support when needed, and they really have.”

The idea behind Enjoy Life when it was founded in 2001 was to come up with cookies, chocolate, granola bars and other snacks that were free from the eight most common allergens: wheat, dairy, peanuts, tree nuts, egg, soy, fish and shellfish. Together these account for about 90% of all food allergies.

Enjoy Life was a pioneer in both serving and creating a market for free-from foods that has burgeoned as more Americans either:

• discover food allergies• perceive that they might have food

allergies

• are raising children with such allergies

• are adopting free-from eating habits in support of family members and other loved ones, or

• are opting for a free-from diet out of the belief that it’s better for their general well-being.

“Three years ago, when we introduced the term ‘free from’ in the US, after borrowing it from Europe, no one knew what we were talking about,” Warady said. “Today it’s a real category.”

That is what Mondelez, a $34-billion (€30 billion) company, recognized in 2014 when it moved to acquire Enjoy Life, whose sales then were about $40 million (€35 million), from about 40 SKUs. Like other Big Food companies, of course, Mondelez has been struggling with growth worldwide as consumers have spent sluggishly and changed tastes toward fresher snacks and more complex carbohydrates than those represented by Mondelez brands such as Oreo and Cadbury.

“The Enjoy Life brand expands our portfolio into faster-growing, on-trend

May 201620




‘better for you’ areas,” said Mark Clouse, Mondelez’s chief growth officer, at the time. “Enjoy Life offers an excellent brand promise that’s trusted by their loyal and engaged consumers,” Clouse also said in 2015. “We’re excited about the extraordinary potential of this business and the entrepreneurial team leading it. We have a great opportunity to share our expertise, learn from their experience and work to accelerate Enjoy Life’s growth in this exciting consumer space.”

MONDELEZ DELIVERS ON PROMISE

So Mondelez didn’t want to kill the golden goose. “When Mondelez looked at what we were doing,” Warady recalled, “they thought it was really interesting that we were focused on this free-from consumer and at the same time recognized that the ingredients we use, and the way we do R&D, is different from large companies. So that was part of our negotiation to operate as a standalone entity.”

As Harris put it, “What more could [Enjoy Life] ask for? Not a lot. The idea is that if you have a big parent with big pockets that really wants to support this, they’re placing a big bet and saying they want it to be successful and are willing to invest to make it successful.”

And indeed, Mondelez has come through on its promise to accelerate Enjoy Life’s own growth. The extra financial resources enabled Enjoy Life to more than double its head count in sales, marketing and finance, “giving us the ability to reach more of our customers, and certainly to get into additional channels where we didn’t exist before,” including convenience stores.

At the same time, Mondelez’s procurement reach and scale has helped Enjoy Life hold the line on its pricing, which already represents about a 20% premium over conventional snacks. “When a lot of companies get acquired,” Warady said, “the first thing you see is price increases, because the parent company is looking for margins. We haven’t had to increase our prices

since the acquisition, and we’re able to purchase more efficiently so we’re able to take advantage of those savings and put them back into R&D to develop additional products for consumers.”

Perhaps most important, out of an intensified R&D effort now is coming a barrage of new items for Enjoy Life: a plan for 46 new SKUs or pack sizes by the end of 2016, which will more than double its product count. Also, the thrust of these products brings a new dimension to the brand’s portfolio: enhanced functionality. “Whether we’re adding protein or probiotics or some other unique properties that our consumers are looking for, that’s where our product development is headed,” Warady said.

For example, one new Enjoy Life product is baking mixes that include algae-based proteins as well as patented, shelf-stable probiotic bacteria that work after the baking process is done. Enjoy Life had offered a baking chocolate before, “but we found that people were buying it and using it in competitors’ baking mix,” he said. “But we didn’t want to do a ‘me-too’ product, so we came up with a unique proposition in a category where consumers are looking for innovation.”

Similarly, Enjoy Life just unveiled a new line called ProBurst Bites, which Warady said are protein-infused chocolate truffles. “They fit the trend

of functionality with protein: They’re on-the-go, two-bite bites that can be popped into your mouth for a quick burst of energy,” he said. “It dovetails with the fact that Americans are now more often snacking during the day, and we want to give them healthier alternatives that meet their dietary needs in easier formats.”

Warady maintained that Enjoy Life’s move to add ingredients and functionalities to its products isn’t contrary to the general move of the mainstream market toward fewer, simpler ingredients, and cleaner recipes – the trend represented, in fact, by Enjoy Life’s entire growth arc.

“We haven’t changed our focus, but what’s happening is consumers are changing the way they’re eating,” he said. “What our expanded consumer base is telling us is that if a product is great, and still is free from all these things that I don’t want in my daily diet, why not” add things such as plant-based proteins? “The funny thing is that for 13 years we were a plant-based protein company before anyone knew to call it plant-based. So the market kind of has caught up to our product development.”

Harris, too, maintained that Enjoy Life’s new strategy of including additional ingredients and extra nutritional benefits – beyond the benefits of being merely “free from” – is the right one, despite the fact that

$14.2 (€12.5)

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Nature Valley Granola Bars (204g 6

bars)

Udi's Gluten Free Granola Bars (170g 5

bars)

Kind Plus Bars (160g 4 bars)

Go Raw Sprouted Bar Raisin (140g 10 bars)

Zego Bars (331g 9 bars)

Enjoy Life Caramel Apple Bars (141g 5

bars)

Price per kilo

Price per pack

CHART 1: PRICE COMPARISON, ENJOY LIFE BARS

CHART 1: PRICE COMPARISON, ENJOY LIFE BARS

May 2016 21


F R E E - F R O M C A S E S T U D Y F R E E - F R O M C A S E S T U D Y

western Millennials increasingly seem to be favouring foods that not only are “cleaner” but also simpler and as close to natural products as possible.

“It’s the next evolution,” he asserted. “What we’ve seen over the last two years is a move away from just taking bad things out and a move to also putting good things in.” Moreover, Harris said, exactly what nutrients Enjoy Life adds is an important distinction. “If you added zinc or vitamin C to these products, you’d run afoul of consumer expectations. But if you’re talking about a snack bar, by definition it’s not natural or occurring in nature, and even raw ones are produced. So if you add a prebiotic or a probiotic to a snack bar, you aren’t going to get a lot of blowback, and you’ve still got clean ingredients.

“Yes, it’s a nuanced difference, but it’s very consistent” with Enjoy Life’s positioning, Harris said, “and it will be quite differentiating to get a product that’s free-from and also one that’s more nutritious for you. There is real appeal there.”

At the same time, Warady conceded that competition has been developing for Enjoy Life in the free-from segment, including an Australia-based brand known as Freedom Foods and even Larabar, the General Mills-owned, better-for-you bar brand that, while including nuts in its recipes, “is a great clean-ingredient bar overall,” he said.

Yet, Warady said, “we needed competition to make [free-from] a category. We needed other brands to validate the positioning we had set forth. That helps convince retailers to create free-from sets in stores.”

Enjoy Life also is beginning to wear off on Mondelez, which was another important part of the acquisition plan. For example, the parent has announced that it’s going to remove all artificial colours from its products, “and they tapped us for that insight,” Warady said. “Plus they’re looking for more ways to align more closely with the natural-products consumer.”

Mondelez also is picking up lessons

from the speed and nimbleness of Enjoy Life’s product development, he said. And the experience with Enjoy Life is inspiring Mondelez to “identify more companies similar to us” in which the parent could invest. “They’re starting to see the opportunity to get in earlier with emerging brands,” not unlike many other large food companies. For example, in March, Triscuit, a Mondelez cracker brand, announced a $250,000 (€220,000) investment fund for startup companies.

Another benefit for Mondelez, Harris said, is acquiring from Enjoy Life “a clarity of understanding of the importance of a strong advocate base: a card-carrying following of wildly loyal consumers who are sticky beyond sticky.”

Over the last few years, Harris explained, Mondelez has been credited with clever marketing of some of its iconic brands, especially digitally. The high point was three years ago when a power outage at the Super Bowl in New Orleans for 34 minutes created an uncomfortable interim not only in the stadium but with more than 100 million television viewers across America, many of whom also were engaged with their

“second screens” during the Big Game. Opportunistically, the social-media

team for Oreo, which wasn’t a Super Bowl TV advertiser, tweeted, “You can still dunk in the dark,” and the internet exploded with attention to the brand’s timely message – which also, presumably, subsequently goosed sales.

“Mondelez has prided itself on that kind of thing,” Harris said. “But the difference is that those things are episodic: There was an event; they captured it; they won the day; and they did a good job. But Enjoy Life is day in, day out, communicating with people who are afflicted, in a true dialogue with the consumer base, and responding constantly to it.

“From that standpoint, Mondelez has really benefited from understanding what it means to have consumers who are willing to have a discussion with you, good and bad. The key is not to crush opposition expressed in that dialogue, and not to celebrate affirmation. You should always be somewhere in a band between responding positively to positive feedback and responding positively to negative feedback.”TABLE 1: NUTRITION SNAPSHOT PLENTILS, LIGHT SEA SALT

TABLE 1: NUTRITION SNAPSHOT PLENTILS, LIGHT SEA SALT

May 201622



S N AC K I N G C A S E S T U DY

Strategy pivot for chips built on beans

Beanitos, the snack chip brand based on the protein, fibre and taste of beans, has doubled its US retail footprint in just a couple of years by emphasising the appeal of the nutrition it does provide, instead of relying mainly on what the bean-based snack chips don’t contain. By Dale Buss.While six-year-old startup Beanitos initially emphasised that its chips are gluten-free and low on the glycemic index on its way to distribution in about 15,000 stores by 2014, lately the brand has pivoted to more emphasis on taste and the protein and fibre provided by its main ingredient, beans.

Largely as a result, Beanitos has been able to move out of the small and specialised gluten-free section of stores and into the main salty-snack aisle with dozens of other brands, boosting its exposure and overall appeal on the way to placement in more than 30,000 stores today, surging sales, and an emerging prominent position even amid a proliferation of other alternative-salty-snack products and brands.

“The one thing we know we do really well is to make sure people realize there’s goodness” in Beanitos, Alicia Ward, vice president of marketing, told New Nutrition Business. “It’s purposeful snacking. People are actually eating things now that you never thought they would have eaten, such as kale [chips]. So bean chips are seen as a little bit more mainstream. And we have more mass appeal in our look and approachability, but at the end of they day, consumers are still eating a superfood chip.”

Beanitos was established in 2010 amid a wave of entrepreneurial, retailer and consumer interest in finding healthier alternatives to the traditional potato- and corn-based offerings that dominated the American salty-snack aisle along with nuts

and wheat-based crackers. Brothers David and Doug Foreman

launched Beanitos as the first bean chip on the US market and highlighted its credentials as a source of protein and fibre, as a gluten-free snacking option and as a certified low-GI alternative. Beanitos provide about 6g of dietary fibre per serving versus 1g to 2g for a basic corn chip. However, calories and levels of sodium are similar to those of conventional chips, in part because Beanitos still must meet the taste and mouth-feel expectations of American consumers who were raised on Doritos and potato chips.

“Flavour is what brings people to the brand,” Ward said. Beanitos are based on black, pinto and white beans in various

May 2016 23



forms, “and we’ve taken those options and seasoned them with mainstream flavours such as nacho cheese and barbecue.”

And most recently, Beanitos launched four new flavours “with a slightly different twist,” including Black & White Bean Skinny Dippers, White Bean Crunch Mac n’ Cheese, White Bean Garden Fresh Salsa, and White Bean Sweet Chili & Sour Cream. They retail for suggested prices ranging from $3.49 (€3.08) for a 5.5oz bag of the last two varieties to $5.49 (€4.83) for a 10oz bag of Skinny Dippers.

NEW FLAVOURS BROADEN APPEAL

“We want consumers to feel that Beanitos is their go-to chip and has all the flavours they look for, and we’re always offering something new so they can rotate in and out of flavours,” Ward said. For example, the Garden Fresh Salsa variety “is a take on a traditional flavour but has a high finish of citrus notes – a slightly different taste that feels cleaner and healthier than some other salsa chips on the market.”

And Mac n’ Cheese Crunch “is an exciting and sophisticated product” that “really tastes like mac and cheese” and “has been well received by consumers”.

The latest flavours underscore Beanitos’ new devotion to broadening its mainstream appeal. The brand first got distribution in Texas chains Whole Foods Markets and HEB, both of which were renowned for helping launch better-for-you products and brands. Then Target and Walmart picked up Beanitos as well.

Interestingly, Beanitos also has joined dozens of other alternative-salty-snack brands in finding a curious new – and powerful – distribution niche: discount-clothing chains. Over the past few years, many new snacks made from kale, other vegetables, brown rice and sundry other better-for-you ingredients have begun populating the impulse-purchase areas around checkouts in big bargain-apparel chains such as Marshall’s and TK Maxx.

In Beanitos’ case, a big chain called Burlington Coat Factory has become “a great partner,” Ward explained. “Research says that consumers now are constantly snacking and not consuming meals at normal times. Well, people in these stores are, among other things, staying longer in the store and not leaving it hungry because they’re buying our snacks there.”

In generating almost all of that growth, Beanitos was still casting itself more

than anything else as a gluten-free snack brand, at a time when the popularity of gluten-free foods was exploding in the US market. But a couple of years ago, Beanitos’ brain trust, which also included CEO Dan Costello, began to grasp the limitations of this approach and look for a way to improve it.

“The gluten-free section tends to be in the baking aisle, toward the back of a store, by the produce section,” Ward explained. “And we learned that even though gluten-free is a pillar of the Beanitos brand, it wasn’t the best opportunity for growth and mass exposure.”

GLUTEN FREE NO LONGER A POINT OF

DIFFERENCE

Another obstacle was the fact that, by dint of their formulation from corn and potatoes instead of wheat, even most of Beanitos’ conventional competition was gluten-free as well. “There was no need to go to the gluten-free aisle for salty-snack purchases because of that,” Ward said. “We also began to see the ‘gluten-free’ message appear on offerings already in the salty-snack aisle.

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Bearitos Corn Tor;lla Chips (453g pack)

Frito's Original Corn Chips (262g pack)

Lay's Original Chips (177g pack)

The Good Bean Chips (141g pack)

Way BeKer Black Bean Tor;lla Chips

(155g pack)

Beanitos Black Bean Tor;lla Chips (170g

pack)

Price per kilo

Price per pack

CHART 1: PRICE COMPARISON, BEANITOS CHIPS

CHART 1: PRICE COMPARISON, BEANITOS CHIPS

May 201624



“It will always be top of mind for us, but we have migrated over to the main snack aisle,” Ward said. And there in a much bigger space, though it is more crowded, Beanitos has found that it can obtain “seven or more facings, versus only two or three in the gluten-free aisle.”

But now Beanitos has had to step up its game to market its brand and get its products noticed in a crowded and more competitive part of the supermarket. It was true that “in the gluten-free section, there are fewer things to choose from, so it’s easier to be a hero in that aisle,” she said. “And in the salty snack section, you don’t know where to look. And there are so many choices. So it has been an opportunity for our marketing to really come forward.”

BIGGING UP BEANS

Among other things, Beanitos has “optimised the way flavour is represented on our packaging, and made the appetite appeal stronger,” she said. Before, Beanitos packages emphasized that, for example, a product was restaurant-style chips, made out of white beans, with sea salt.

“But in that,” Ward explained, “a lot of consumers were missing the fact that we were a bean chip and that it was the No. 1 ingredient in our product.” Imitators that have arisen lately may list beans on the back of the package as only the No. 5 or No. 6 most prominent ingredient, she said. So Beanitos “made ‘bean chip’ relatively large on the package, and we have honed in our logo and branding and bringing flavor through in the visuals”.

In addition, Beanitos has continued to emphasise digital marketing and in-store sampling. In store aisles, the company typically emphasizes its multiplicity of flavours and offers Beanitos with various dips to emphasize the line’s versatility – and always dips that, like the chip brand, have high quality standards and no artificial ingredients. Beanitos also offers lots of coupons.

All of these efforts, Ward said, are meant in part to help offset the fact that Beanitos charges a significant price premium at retail to the conventional products it is imitating. “Beans are wildly more expensive than corns and potatoes,”

she conceded. “But we do everything we can to bring affordable options to consumers, because we know price will turn some people away. We think we’re doing a good job of that versus other [non-chip] superfood options.”

Ward believes that 2016 “will definitely be a year where we make waves in the market and have some significant growth.” Beyond that, she said, Beanitos is considering how “we can continue to grow and branch out to other salty snack forms and other aisles. We have some pretty cool options in the pipeline, but it’s all about timing and product life-cycle, and risk and reward.”


Beanitos must meet the taste and mouth-‐feel expecta4ons of American consumers who were raised on Doritos and potato chips – hence the company has launched mainstream flavours such as nacho cheese and barbecue. And most recently, Beanitos launched four new flavours “with a slightly different twist,” including Black & White Bean Skinny Dippers, White Bean Crunch Mac n’ Cheese, White Bean Garden Fresh Salsa, and White Bean Sweet Chili & Sour Cream.

Beanitos must meet the taste and mouth-feel expectations of American consumers who were raised on Doritos and potato chips – hence the company has launched mainstream flavours such as nacho cheese and barbecue. And most recently, Beanitos launched four new flavours “with a slightly different twist,” including Black & White Bean Skinny Dippers, White Bean Crunch Mac n’ Cheese, White Bean Garden Fresh Salsa, and White Bean Sweet Chili & Sour Cream.

TABLE 1: NUTRITION SNAPSHOT, BEANITOS SKINNY DIPPERS TABLE 1: NUTRITION SNAPSHOT, BEANITOS SKINNY DIPPERS


May 2016 25



Sprouting into the snacking mainstreamWay Better Snacks is trying to extend its command of the sprouted-grain platform in the US salty-snack market while also leveraging new mainstream flavours and textures, and all-new packaging, to broaden its reach to mainstream consumers who haven’t experienced the brand’s nutrient-dense yet tasty offerings. By Dale Buss.Minneapolis-based Live Better Brands is aiming at $50 million (€44 million) or more in sales this year after just five years in business, on the back of sales of its nine varieties of sprouted-grain tortilla chips and four kinds of sprouted-grain crackers. It is about to roll out the first of its new “everyday” flavours, nacho cheese, as well as packaging with bolder and simpler graphics, and is working with major retailers to improve sampling events where its crucial and unique nutritional message is communicated.

“We’ve allowed ourselves to address ‘better for you’ in a more holistic way rather than just focus on our ingredients,” Jim Breen, founder and CEO, told New Nutrition Business. “People also eat our products because they taste better and are better from a satisfaction standpoint.”

The brand offers tortilla chips in a 5.5oz bag with a suggested retail price of $3.49 (€3.08) in these flavours:

• ‘Sweeet’ Potato• Sweet Chili• Multi Grain• Black Bean• Blue Corn• Sriracha• Ginger-Kissed Sweet Potato• No Salt Naked Blues• A Nacho Above (the newest flavour)

Crackers come in a 5oz box for the same price in Black Bean and Salsa, Salt and Cracked Pepper, Rosemary Me and Olive Oil, and Mustard and Cheddar varieties. Way Better discontinued its original “Pit-aah” Chips line last year.

Way Better has owned the sprouting phenomenon from the start and doesn’t

have any serious competition to associate with a sprouted-grain positioning in its category; Kashi and some other brands have fielded just a few sprouted products. The concept is that Way Better products pack in a lot of nutrients because they use sprouted seeds of flax, quinoa, kale, chia and black beans in chips and of barley, spelt and emmer in crackers.

The idea of using sprouted grains is that a seed is basically a storage container for grain, keeping everything inert until the conditions are just right for the germ to digest the endosperm and begin

growing. The bran layers on the outside of the seed are to protect the plant until it’s ready to sprout. At that point, studies show, it’s easier for the nutrients held by the plant to become bioavailable to the human body.

Sprouted grains yield more soluble fibre than regular grains, as well as more of certain minerals and vitamins including vitamin A and folate, and the nutrients in sprouted grains stand up to heat processing better. They also provide a contrast with refined carbs in traditional snacks made from corn and wheat, the latter of which is being avoided by more consumers who are concerned about potential inflammation from wheat.

“Our product has the chops for the better-for-you market in a variety of ways, which also include non-GMO verification, simple and real ingredients, the use of certified whole grains and of course our unique sprouting grains and seeds,” Breen said. “We felt like we are in a really good spot from a nutritional standpoint.”

But while depending on all of that science as one major pillar of the brand, Breen also has begun developing other aspects of a Way Better brand that also must compete in a salty-snacks category that is, after all, about indulgence more than about proper nutrition.

“We’re in a category that everyone knows should be a fun category,” Breen said. “People are eating salty snacks because they want to enjoy them, not necessarily for their daily intake of omega-3s or antioxidants. So we felt we could do more with delivering on craft and fun, not just the messaging that we had early on, which was a bit more slanted toward

Way Be'er’s new flavour of tor3lla chip, A Nacho Above, is the brand’s first “everyday” flavour and texture – it’s lighter and airier than other varie3es, and taps into one of the most popular savoury snacks with American consumers. With this and other new flavours, Way Be'er aims to appeal to consumers who are crossing over from conven3onal snacks.

Way Better’s new flavour of tortilla chip, A Nacho Above, is the brand’s first “everyday” flavour and texture – it’s lighter and airier than other varieties, and taps into one of the most popular savoury snacks with American consumers. With this and other new flavours, Way Better aims to appeal to consumers who are crossing over from conventional snacks.

May 201626




nutritional benefits.”Way Better is leading in this new

positioning with its A Nacho Above variety, which combines sprouted chia, flax seed and quinoa with organic cheddar cheese, herbs and spices including sea salt, onion, garlic, paprika, and black and red pepper. This chip is lighter and airier than Way Better’s other varieties, the founder said.

APPEALING TO CONSUMERS “CROSSING

OVER”

The strategy behind the brand’s first “everyday” flavour and texture, Breen said, is to “get in line with consumers who would be highly satisfied with a better-for-you version of some of the products that they’re already consuming today.” And nacho-flavored tortilla chips are one of the most popular savoury snacks with American consumers, exemplified by Frito-Lay’s Doritos franchise.

“It’s light and airy, which you also might find in a conventional product as well. And it will get a high level of distribution.”

Breen said Way Better is working on a number of other everyday flavours, “things that we believe will appeal to consumers who are crossing over from conventional snacks. We’ve got a real opportunity to continue to gain support from consumers who don’t want to have

the dissatisfaction and guilt associated with the snacking choices they make.”

This spring, Way Better also is rolling out all-new packaging design that has been nine months in development. The initiative stemmed from the company’s realisation that its messaging focused on “nutrition-speak and less on quality and taste of the product and other elements that also are important to the snack consumer,” Breen explained.

New players have been proliferating by the dozens in the category of better-for-you chips lately, and Breen noticed that nearly every one of them also shared an information-heavy, sometimes clinical focus on nutritional messaging to the exclusion of these other significant attributes.

“As we started plotting out our competitors, we found that it was a pretty earnest and serious group in packaging,” he said. “We always wanted to make sure we had our nutritional backstop, and it is all real. But we didn’t want to get too serious, or confuse consumers with the idea that if you eat our chips you don’t need to eat your vegetables anymore.”

Another obstacle for the brand was that bags of tortilla chips in a grocery aisle quickly end up looking messy, which is a huge merchandising challenge for any brand. “It’s a cluttered, rummage-sale type of section where packages are

crinkled, and the stuff is always picked over a bit, and it’s not as clean and proper as a boxed set would be,” Breen explained.

So in the new packaging, Way Better has “moved toward more of a craft and fun positioning than our [old] packaging and communications were expressing.” The new package is less cluttered than the old and with bold, “beautiful imagery custom art work that we’ve done as well as a brand stamp that should allow us to break through the clutter and emphasises the fact that we’re ‘Way Better’,” Breen said. Design elements give it a “vertical trade-branding element” that can “break through on the shelf ” and stand out even in a less-than-ideal environment, he said.

“It effectively communicates the taste and quality that the product has always had,” Breen said. Meanwhile, Way Better has confined most of its detailed nutritional information to the back panel. “It’s simpler, and there’s less nutrition-speak.”

MORE CONFIDENT

In turn, Breen said, Way Better can be more confident about standing out in the important sampling events that still underpin its marketing, not only in the store but at community festivals and other events where consumers tend to be open to experiencing new healthy foods.

May 2016 27



“These trials and events give us a unique opportunity to break through, because we’re a brand that looks good and tastes good, and people respond to us favourably,” Breen said. “We don’t just take the approach that if we put it on a shelf – even with our great new packaging – people will just buy it.”

DIETITIAN SAMPLING PROGRAMME

Way Better also is stepping up a specific type of sampling cooperation: with the increasing number of registered dietitians who are being employed by stores in supermarket chains, including conventional ones such as Kroger and Shoprite. On Earth Day in April, for example, a number of dietitians were set to include Way Better chips in broad sampling programmes in their stores.

“They’ll be sampling our products along with other products that they believe are important to their guests,” Breen said. “It’s a huge benefit for us to be able to get support for a snack product from people on the nutritional side of things.”

TABLE 1: NUTRITION SNAPSHOT, TORTILLA CHIPS, A NACHO ABOVE

TABLE 1: NUTRITION SNAPSHOT, A NACHO ABOVE TORTILLA CHIPS

$6.4 (€5.6)

$8.5 (€7.5)

$16.8 (€14.8)

$16.9 (€14.9)

$20.3 (€17.9)

$21.6 (€19.0)

$2.9 (€2.5)

$3.1 (€2.7)

$3.0 (€2.6)

$2.8 (€2.4)

$2.9 (€2.5)

$3.4 (€3.0)

$0.0

$5.0

$10.0

$15.0

$20.0

$25.0

Bearitos Corn Tor;lla Chips (453g pack)

Tos;to's Rest. Style Corn Tor;lla Chips

(368g pack)

Lay's Original Chips (177g pack)

Beanitos Black Bean Tor;lla Chips (170g

pack)

The Good Bean Chips (141g pack)

Way BeKer Black Bean Tor;lla Chips

(155g pack)

Price per kilo

Price per pack

CHART 1: PRICE COMPARISON, WAY BETTER CHIPS

CHART 1: PRICE COMPARISON, WAY BETTER CHIPS

May 201628



N E W P R O D U C T S

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

BREAKFAST CEREALSUSA Paleonola Paleonola Apple Pie Grain Free

GranolaFree from gluten, oats, grains, GMO, dairy, soy, fillers, artificial ingredients, and preservatives.

USA Bite Fuel Bite Fuel Go Pecans Protein Granola Trail Mix

Contains 13g protein per serving, free from trans fats, preservatives, hydrogenated oils, HFCS, gluten and GMO.

USA Wildway Wildway Grain Free Granola Soft & Chewy Apple Cinnamon Granola

With 100% real food ingredients without grain or oats, wheat, gluten, sweetener, oil, extracts, added sugar and flavorings. Vegan, non-GMO, paleo friendly product provides lasting energy.

USA Two Moms In The Raw Two Moms in The Raw Plain Grain Free Cereal

Wheat-, dairy-, soy- and gluten-free product is 100% organic, non-GMO, raw, handmade, suitable for vegans. Contains: chia seeds; banana; and coconut containing large amounts of lauric acid, a heart-protective fatty acid, and aids in anti-viral activity and digestion.

DAIRYCanada Loblaws President’s Choice Vanilla Bean

Kefir Probiotic Fermented MilkContains 1% milk fat and two billion probiotic live active cultures per 250ml. With 12 bacterial cultures. Excellent source of calcium, no artificial colours or flavours.

USA Good Karma Foods Good Karma Plain Dairy Free Probiotic Cultured Flaxmilk Beverage

Rich in calcium and vitamin D and contains 5g plant protein, 1200mg omega-3 per serving, and seven live and active cultures. Free from artificial flavors, GMO, dairy, lactose, nuts, soy and gluten.

USA Califia Farms Califia Farms Half Original Coconut Cream & Almondmilk Creamer

Real almond cream and coconut cream. Free from carrageenan, GMO, gluten, dairy and soy.

Canada Earth Island Earth Island Mozzarella Style Slices Cheese Alternative

Free from gluten, dairy, lactose, casein, soy and GMO.

USA Yoplait Yoplait Plenti Plentiful Greek Yogurt Cherry Pomegranate Greek Yogurt

Contains wholegrain oats, flax and pumpkin seeds, with natural flavour, added vitamin D, contains 140 calories per serving and live and active cultures.

Canada Les Produits de Marque Liberté Liberté Raspberry Kefir Probiotic Fermented Milk

Excellent source of vitamin D, contains two billion probiotic bacteria per 200ml serving, and 10 active cultures.

USA Tarte Foods Tarté Strawberry & Guanabana Asian Yogurt

Vietnamese style yogurt, made by blending milk and cane sugar before culturing. Light, sweet tangy taste and smooth creamy texture. Delivers 12g protein, 110 calories, 0% fat and 35% calcium. Also available: Green Tea & Honey Asian Yogurt.

USA Sargento Foods Sargento Snack Bites Savory Garlic & Herb Jack Snack Bites

Comprise Monterey Jack natural cheese seasoned with garlic and herbs. Under 20 calories per stick.

USA Galaxy Nutritional Foods Go Veggie Lactose & Soy Free White Cheddar Style Bars

Pasteurized processed cheese food alternative contains 50 calories per serving, has 40% more calcium, and 50% less calories and saturated fat than ordinary cheese. Free from lactose, soy, cholesterol, gluten and preservatives.

USA Green Grass Foods Nutpods Original Unsweetened Nature’s Dairy-Free Creamer

Made from almonds and coconuts. Free from carrageenan, soy, HFCS, refined sugar, sugar alcohols, gluten and GMO. Vegan and paleo friendly.

DESSERTS & ICE CREAMUSA Yasso Yasso Sea Salt Caramel Frozen

Greek Yogurt Covered with Dark Chocolate

Gluten free dessert contains 150 calories and 4g protein.

USA Chloe’s Soft Serve Fruit Chloe’s Soft Serve Fruit Co. Raspberry Soft Serve Fruit Pops

The cool way to eat fruit. With fruit, water and a touch of cane sugar, blended in a soft serve machine for a creamy, clean frozen treat. Free from GMO, gluten and dairy.

USA Nestlé Dreyer’s Ice Cream Nestlé Outshine Watermelon Fruit Bars

Made with real fruit, excellent source of vitamin C. Free from fat, gluten, artificial colors or flavors and HFCS.

JUICE DRINKSUSA Campbell Soup V8 Pineapple Passion Veggie

BlendFlavored vegetable and fruit juice beverage with 25% water, natural flavors, and 75% blend of seven juices from concentrate. Provides one serving of vegetables and half a serving of fruit per 8-oz. glass, excellent source of antioxidant vitamins A, C and E. No added sugar, HFCS, artificial colors, flavors or preservatives.

USA Suja Life Suja Elements Divine Probiotics Fruit Juice Smoothie with Probiotics

Comprises apple, almond milk, banana, chia seed, vanilla and vegan probiotics. Contains 72% juice and 2 billion probiotic CFUs. Free of GMOs, gluten, dairy, soy and added sweeteners. Cold pressure processed.

MEALS & MEAL CENTERSUSA General Mills Beyond Meat Vegetarian Korean

BBQ with Beyond ChickenComprises brown rice, Beyond Chicken strips, edamame, kimchi and green onion in a Korean BBQ sauce. This 100% vegan meal contains 21g plant protein, and is free of GMOs, cholesterol, saturated fat and animal fat. USA

USA Ape Man Foods Ape Man Food Co. Nutmeat Tacos Meal Kit

Comprises apple flaxseed tortillas, cashew nut queso and seasoned taco nutmeat. Vegan product is fresh, raw, contains only pure, unadulterated, delicious plants with all nutrients and enzymes intact, is nutrient dense. Free from gluten, refined sugar, grain, dairy and GMO, is paleo friendly.

OTHER BEVERAGESUSA Sequel Naturals Vega Sport Performance Protein

Vanilla Flavor Drink MixComplete, multi-source blend of premium, plant-based protein made from pea, alfalfa, pumpkin, and sunflower seed. Provides 30g protein, 6g BCAAs and 6g glutamine with turmeric, tart cherry and probiotics that can be consumed post workout to help build and repair strong muscles, and reduce recovery time. Free of GMOs, gluten, added sugar, dairy, soy and artificial flavours, colours or sweeteners.

May 2016 29


N E W P R O D U C T S N E W P R O D U C T S

USA True Citrus True Lime Black Cherry Limeade Made with 100% natural ingredients, which include lime juice, oils, stevia and flavor from ripe black cherries. Free from artificial sweeteners, gluten and preservatives and provides 50% of the daily recommended vitamin C intake.

USA Health-Ade Health-Ade Maca-Berry Kombucha Premium and handcrafted probiotic super tea has been fermented in glass and contains no added chemicals, dyes, fake fermentation or artificial flavors, GMO, preservatives or anything artificial. Reinvigorates with maca root, aronia berry and blackcurrant. Also available: Sweet Thorn Kombucha.

USA Abbott Nutrition Abbott Glucerna Advance Vanilla Flavor Shake

Has a new look along with claims of three benefits in one, providing blood sugar management, immune support and heart health. Scientifically designed with ingredients to support blood sugar management with Carbsteady Ultra which includes slowly digestible carbohydrates, clinically proven to help minimize blood sugar spikes compared to a standard shake. Contains plant based phytosterols to support heart health, and the antioxidants vitamin C, vitamin E and selenium for immune support.

USA Health-Ade Health-Ade Pink Lady Apple and Kombucha Bubbly Probiotic Tea Drink

Vegan, organic product is hand-crafted in small batches using only the freshest organic and raw ingredients, flavored with cold-pressed juice from organic produce. Free of gluten, GMO, preservatives and dyes.

RTDsUSA Califia Farms Califia Farms Unsweetened Black

& White Cold Brew Coffee with Almond Milk

Free of dairy, soy, carrageenan, gluten, BPA and GMOs, and contains only 60 calories per serving.

USA Whole e Nature Wond’er Fuel Coconut Oil MCT Superdrink with Cold Brewed Coffee

With medium chain triglycerides MCTS from the purest organic coconut oil, utilizing unique metabolic pathways to deliver rapid fuel to the mind and body and energy. Free from GMO, gluten, dairy, soy, palm oil, artificial sweeteners and added sugar, provides 7g MCT oils and 90mg caffeine from fair trade coffee.

USA Califia Farms Califia Farms Unsweetened Full Shot Cold Brew Coffee with Almond Milk and Coconut Cream

Contains 6g protein and 2g MCT, said to be a powerhouse source of energy. Vegan product, free of soy, dairy, gluten, GMOs and carrageenan.

USA Harvest Hill Beverage Juicy Juice Teasers Fruit Juice & Tea Blend

Blend of fruit juice and real decaffeinated tea with half the sugar of the leading juice. Contains no high fructose corn syrup or artificial sweeteners.

USA Marley Beverage Company Marley Beverage Co Mellow Mood Peach Raspberry Tea Relaxation Drink

Decaffeinated and naturally flavoured product is free from gluten, artificial sweeteners, flavours and colours. Mix of black tea, fruity peach with hints of raspberry and passion fruit.

SNACKSCanada Freeyumm Foods Freeyumm Raspberry Chia Bars Made with gluten-free oats, naturally sweetened without cane sugar.

Free of nine allergens: milk (all dairy), eggs, peanuts, tree nuts, wheat, sulphites, seafood, soy and sesame.

Canada Way Better Snacks Simply Sprouted Way Better Snacks Rosemary Me & Olive Oil Sprouted Barley Crackers

Barley is one of the oldest cultivated grains with a rich and nutty flavour. With sprouting, the outer protective layer of the grain is naturally eliminated, making the nutrients easy to digest and bioavailable. Non-GMO crackers contain nothing artificial and 21g of wholegrain per serving.

USA San Lucio Groksi! Oven Baked Cheese Snack Crispy bites made entirely of cheeseGluten and lactose free.USA Jelly Belly Candy Jelly Belly Organic Assorted Fruit

Flavored SnacksMade with real fruit juice, non-GMO ingredients and natural flavors. Organic snack contains colors from natural sources and is free of gluten, fat and peanuts.

Canada Genuine Health Genuine Health Dark Chocolate Almond Fermented Vegan Proteins+ Bar

Provides advanced digestive support with 14g of protein per bar. With non-GMO ingredients and contains no gluten, artificial colours or flavours.

USA Boundless Nutrition Oatmega Nutrition Shared Lemon Chia Crisp Bar

With high quality grass-fed whey made from happy pasture-raised cows. Contains 300mg omega 3 derived from sustainable marine sources, 7g fiber, 14g protein and only 5g sugar. Contains no gluten or GMO.

USA Nature’s Path Foods Nature’s Path Organic Qi’a Superfood Mocha Cocoa Hazelnut Superfood Snack Bar

Contains chia, which is rich in fibre and ALA Omega-3s and expands when hydrated; coconut and hemp, which is a seed with complete protein containing ALA Omega-3 and 6. Free from gluten and GMO, low in sodium.

USA Greenwave Foods Eda-Zen Toasta Ma-me Premium Golden Toasted Lighty Salted Edamame

Organic, vegan snack is lightly salted and high in protein. Free of GMO and gluten, low in carbohydrate. Provides 130 calories, 12g protein and 8g fiber per serving. Also available: Onion and Chive Flavoured Premium Golden Toasted Edamame.

USA Frontier Snacks Frontier Bites Almond Blueberry Lemon Crunchy Energizing Bites

Made with eight natural ingredients and free from gluten, soy and dairy. Non-GMO, low GI product is low in naturally occurring sugars.

USA Slantshack Jerky Slant Shack Shack Classic Steak Jerky Rhythm Superfoods Smoky Bacon Roasted Kale

Contains ginger, honey, garlic and cumin. With 100% grass-fed free range and never confined to a feedlot. Free of gluten, preservatives, antibiotics, artificial ingredients and hormones. Minimally processed, contains all natural spices.

USA Rhythm Superfoods Rhythm SuperFoods roasted kale Fresh organic Lacinato kale roasted in a delicate oil and seasoned. High in vitamins A, K and C.

USA Beanitos Beanitos Baked Black & White Bean Skinny Dippers

GMO- and gluten-free product provides per serving 2g fat, 90 calories, 5g complete protein and fiber, and 1/4 cup of beans. A lean bean protein machine, 100% baked, clinically tested as low GI.

USA Grandma Hoerner’s Foods Grandma Hoerner’s Big Slice Fit Juicy Cooked Apples with Honey, Berry & Chia

Great source of vitamin C, and contains chia seeds, which contain 500mg omegas per serving and can support a healthy heart. Only 90 calories per serving. GMO and gluten-free.

USA Wild Zora Foods Wild Zora Lamb Rosemary Spinach Lamb & Veggie Bars

Made from 100% natural lamb without antibiotics, gluten, milk, nuts or added hormones.

USA Forte Powerfoods Forte Truth Bar Peppermint Brownie Flavoured Bar with Prebiotic + Probiotic

Gluten free, vegan product contains live probiotic, Bacillus Coagulan cultures, omega-3s from chia, 10g protein and 10g fiber. Free from trans fat and cholesterol, is rich in fiber, low in sodium. Also available: Chocolate Dipped Coconut Prebiotic & Probiotic Bar.

SOUPUSA Bonafide Provisions Bonafide Provisions Pasture

Raised Chicken Restorative Bone Broth

Drinkable nourishment loaded with collagen, mineral and nutrients. Free from gluten and MSG. Organic broth is suitable for paleo diets, GAPS and Whole 30 diets. Also available in beef flavour.

SPORTS & ENERGY DRINKSUSA Starbucks Coffee Starbucks Refreshers Black

Cherry Limeade Flavored Revitalizing Energy Drink with Coconut Water

Sparkling green coffee energy contains B vitamins, ginseng and fruit juice blend. Claimed to have the just right amount of caffeine from green coffee extract to lift your energy.

May 201630




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

BAKERYBrazil Fhom Indústria, Comércio

e Embalagem de Produtos Alimentícios

Fhom Tapioca and Quinoa Biscuits Made with tapioca and red quinoa which is a source of carbohydrates with a low GI.

France Nutrisens Wellbeing Nutrisens Sport Gâteau Bio Energy Organic Almond Flavoured Powder Cake Mix

Provides energy before exercise and is rich in vitamin B1, necessary for metabolism.

India B&M Hot Breads B&M Hot Breads Diabetic Friendly Chocolate Cake

Made using Diabliss low GI cane sugar.

Iran Baharan Gol Kalleh Celino Gluten-free White Toast Bread

Good source of fibre and free of wheat, barley, soy and egg. Endorsed by Iranian Celiac Support Society.

Norway Mesterbakeren Mesterbakeren Grovt & Godt Oat Bread

A 81% coarse bread made using oat. Rich in vitamin D, which contributes to the maintenance of bones; three slices provide 2/3 of the daily needed amount.

South Africa Essential Foods Futurelife Smart White Bread South Africa’s first and only non-GMO, low GI bread that is naturally high in energy, protein and omega-3, a source of dietary fibre, 13 vitamins and four minerals, and contains 19 amino acids. Features the Diabetes South Africa and Green Often Foods logos.

Spain Productos Dulcesol Dulcesol Innova Bread Buns with Seaweed, Chia Seeds, Chlorella and Extra Virgin Olive Oil

High in fibre and low in saturated fat. Rich source of vegetable protein, and omega 3 fatty acids. Also contains chlorella unicellular seaweed, which is very rich in natural pigments including chlorophyll and beta-carotene. Contain vitamins A, B2, B3, B5, B6, B12, C and E and their alpha-linoleic acid content contributes to maintaining normal levels of blood cholesterol.

Spain Productos Dulcesol Dulcesol Innova Orange Sponge Cake with Seaweed, Wheat Bran, Soy, Oat and Orange Juice

Made with GMO-free chlorella, a unicellular seaweed which is high in vegetable protein and rich in pigments including chlorophyll and beta carotene. Contains vitamins A, B, B2, B3, B5, B6, B12, C and E with omega-3, and is high in fibre. Also contains wheat bran, which contributes the acceleration of intestinal transit. Also available: Pear and Yogurt Flavoured Sponge Cake with Seaweed, Wheat Bran, Soy and Oat.

UK Saf Life Saf Raw Beetroot & Horseradish Activated Crackers

Source of protein, high in fibre, and free from gluten, dairy and soy. Raw product made at 46°C.

UK SCI-MX Nutrition Sci-MX Nutrition Advanced Protein PRO2Go Oatmeal and Raisin Cookie

Contains glutamine peptides, high protein (23g per cookie), for muscle support. With sweetener and sugar.

BREAKFAST CEREALSGermany Allos Allos Vita Korn Amaranth Berry

MuesliContains a berry mix with 20% amaranth, a high fibre content and is a source of magnesium and iron. Magnesium supports the reduction of tiredness and a normal energy metabolism. Independently scientifically proven by the University of Hannover to keep the sugar levels on a more stable level while still giving energy during the whole day compared to other basic muesli and to have a low glycemic value compared to other basic muesli without amaranth. Also available: Chia Porridge, Amaranth Fruit Muesli; and Matcha Porridge.

Germany naturARTen NaturARTen Vegan Superfoods Superfood Baobab Muesli

Naturally sprouted and made with baobab. Rich in natural vital substances; improves the amino acid profile; provides basic metabolism; and features an improved bio-availability due to sprouting.

Ireland SeaBeeTree SeaBeeTree Fruit & Nuts Muesli with Irish Seaweed

Features apple, raisins, sultanas, roasted hazelnuts and almonds. Blend of Irish oats, nuts, seeds and just enough fruits for natural sweetness, with Irish seaweed to enhance taste. High in fibre, a source of protein, is low in salt and in saturated fat, and contains no added sugar.

Netherlands Sun Organic Sun Organic Sprouted Spelt Muesli with Strawberries

Comprises freeze-dried strawberries and cereals which are sprouted in water and then oven-dried.

Norway Orkla Foods Toro Super Porridge with Barley, Oat, Rye and Wheat

Source of protein and dietary fibre. Contains protein, free from added sugar.

South Korea Neulgreen Ograe Cranberry Granola Comprises 41.28% brown rice, 8% GABA brown rice and 16% dried cranberry, said to enhance memory function and concentration by promoting brain metabolism with gamma-amino butyric acid. Also contains 10 super foods including blueberry, broccoli, almond, tomato, green tea, garlic, spinach, crispy oat, popped quinoa and brown rice, which are processed to minimize the loss of nutrients. Also available: Banana Granola.

Sweden Finax Finax Urkraft Müsli Muesli with Parsnips, Blackberry and Pumpkin Seeds

Made from buckwheat, barley and oats, rich in fiber, low in fat and is a source of minerals and vitamins B. Also available: Muesli with Beetroot and Dark Chocolate.

Sweden Lantmännen Cerealia Axa Protein Muesli with Apple and Coconut

Features super oats that are 100% whole grain and full of fiber, vitamins and minerals. Also contains complete protein from yellow peas and oats, which together provide the necessary amino acids. Contains 40% more protein than regular muesli.

UK Mornflake Oats Mornflake Go! Chocolate Flavour High Protein Porridge

Naturally high in fibre chocolate flavour porridge oats with a protein boost. Each portion of this porridge contain: 7g protein, which contributes to a growth in muscle mass and to the maintenance of normal bones; beta glucan, which actively helps lower cholesterol; and 25g wholegrain from oats.

CARBONATED SOFT DRINKSAustria Chia Birds Chia Birds Organic Green Tea

Wellness Drink with Chia SeedsMade with ginger, lime and peppermint. This soft drink with valuable omega 3 is said to be relaxing and refreshing. Free from artificial preservatives and flavourings.

Finland Hartwall Hartwall Novelle Plus Vitaminised Apricot & Jasmine Flavoured Drink

Sweetened with fructose, flavored with apricot, jasmine and aloe vera, and contains added vitamin E and zinc. Zinc is said to promote the maintenance of normal skin.

Japan Asahi Breweries Asahi Style Balance Yuzu Flavoured Non-Alcoholic Drink

Claimed to help prevent absorption of fat and sugar by the body. Free from calories and sugar.

May 2016 31


N E W P R O D U C T S N E W P R O D U C T S

PROCESSED FISH, MEAT & EGG PRODUCTSCHOCOLATE CONFECTIONERYUK The Hut Group Exante Diet Choco Balls Chocolate flavour coated soya puffs that are high in protein. Can be

used for weight control. Contain over 70% less sugar than standard chocolate coated honeycomb confectionery.

DAIRYBelgium Alpro Alpro Go On Plant-Based

Alternative to Strained Yogurt with Passion Fruit

High in plant protein which contributes to muscle maintenance. Free from dairy and gluten, contains added calcium and vitamins.

France Les Aliments Sibon Necta Organic Pure Maple Water Subtle and sweet water helps the body rehydrate with its naturally occurring electrolytes and contains no preservatives or additives, and no added sugar.

Germany Biotta Biotta Lacto-Fermented Vegetable Juice Mix

Organic juice is a source of potassium that contributes to a normal blood pressure.

Germany Cruncheese Cruncheese Crunchy Cheese Balls Made from 100% all natural mature cheese. Crunchy product is high in protein, an excellent source of calcium, contains no carbohydrates or gluten.

Germany Heideblume Molkerei Elsdorf-Rotenburg

Mein Q Orange Flavoured Quark Creme with Protein

Features a high protein content and is low in fat. Protein is said to increase muscle mass.

Hong Kong Quaker Oats Quaker Joint Care Milk Powder Special formula with 1600mg of glucosamine per 100g, multi-vitamins and high calcium to promote cartilage regeneration and bone strength.

India Milk Mantra Dairy Moo Shake Vanilla O La La Milk Shake

With curcumin and turmeric to boost immunity. The UHT treated milk is suitable for vegetarians and contains no added preservatives or synthetic flavours. This children’s product is said to be a little less sweet and features a rich creamy texture.

Indonesia Unilever Buavita Guava Juice Drink Now in a newly designed 1000ml pack bearing the FSC logo. Source of vitamin A which helps to maintain eye, digestion, respiratory and skin health; vitamin B1 which acts as co-enzyme to change carbohydrate into energy; and vitamin C which helps to maintain and develop collagen’s tissues.

Japan Nissin York Nissin York Choshoku Banana Yogurt Drink

Claimed to supply energy and features seven vitamins, 300mg l-arginine and L casei, which reaches the stomach alive. Free from caffeine and has a 5% fruit juice content.

JUICE DRINKSNorway NorgesGruppen Eldorado Frisk Quark with Pear Ideal for breakfast or as a snack. The fresh quark is high in protein and

low in fat.Norway Tine Tine 14 Low Fat Lemon Quark Protein-rich snack is low in fat, contains no added sugar, and provides

18g of protein, which contributes to muscle growth and normal bone health..

Norway Tine Tine Biola Limited Edition Soured Fat-Free Milk with Coconut and Cupuaçu

Lactose free product contains a carefully selected combination of lactic bacteria, A+B and LGG, which naturally belong in the gut, enriched with vitamin D to support the immune system.

South Africa Brands Ink Group H2 Coco Cocoespresso Coconut Water

Blend of premium coconut water with an espresso shot of robusta coffee. Not from concentrate. Light, hydrating and naturally energising. High source of potassium, free of preservatives and naturally free from fat, gluten, lactose and dairy.

South Korea Namyang Dairy Products Namyang Cookie & Creamemong Cookie & Cream Flavoured Milk

With raw milk, coconut cream, fresh milk cream, dark cocoa and sweet cookie. With 11 added vitamins, folic acid and calcium.

Spain Kaiku Corporación Alimentaria Kaiku Sin Lactosa Mix Lactose-Free Natural Fermented Milk with Muesli

Light digestive product is low in fat, comprises crunchy muesli and creamy yogurt, and retails in a 175g pack containing 160g of fermented milk and 15g of muesli. Also available: Lactose-Free Fermented Milk with Strawberry & Muesli.

UK Plenish Plenish Organic Dairy-Free Nut M*lk

Made with cashew, cocoa, vanilla, maca, dates, cinnamon, Himalayan salt and filtered water, and contains 6.5g of plant protein in every bottle. Preserved using high pressure not heat to ensure it stays raw, delicious and nutrient-dense, and contains no added sugars, additives or preservatives.

MEALS & MEAL CENTERSSouth Korea Dongwon F&B Yangban Haejangjuk Spicy

Seafood Hangover Relief Rice Porridge

Made with Korean domestic grains and fresh seafood and has added oriental raisin extract.

OTHER BEVERAGESGermany naturARTen NaturARTen Vegan Superfoods

Clever Drinks Protein Drink 30% with Chokeberry and Moringa

A natural protein and superfood mixture comprising sprouted rice, hemp and pea protein, and is particularly suitable for vegans, vegetarians, athletes and people with increased protein requirements. Supports basic metabolism, provides fast available proteins and long lasting energy, and features a high content of antioxidants. No added sugar.

Italy Scitec Nutrition Scitec Nutrition Pineapple & Coconut Flavour Protein Smoothie

A UHT drink containing protein, sweeteners and natural fruit juices with natural flavours. Provides 26g of high quality whey protein. Low fat beverage is free from added sugar and added carbohydrates.

Netherlands Wessanen Benelux Zonnatura Snelle Start Spelt Drink Cereals

Multigrain organic instant drink breakfast. Activates natural energy and is a source of fibre, phosphorous and zinc.

UK Moma Foods Moma Mango & Peach Yog-Oat Smoothie

Contains yogurt, oats and fruit with no bits. High in protein, a source of fibre, low in fat and contains no added sugar.

SIDE DISHESColombia Grain Naturelle Grain Naturelle Vanilla Flavored

QuinoaGluten free product is sweetened with stevia. Quinoa is said to have 50% more protein than other grains. Claimed to normalize cholesterol levels in the blood, to provide a high fibre content and to be suitable for diabetics.

Denmark Vitafood TummYummy Organic Green Pea Pasta

High protein content and is free from gluten.

Germany Ethical Foods Explore Asian Organic Black Bean Spaghetti

Free from GMO and gluten. Made only with beans, is high in protein and fibre.

Ireland GEC Leaves Buckwheat & Chickpea Macaroni with Sage

Naturally contains 50% higher protein than normal pasta. Made with buckwheat and chickpeas and is processed using traditional Italian methods for a great flavour, short cooking time, high nutrient content and natural energy that keeps the consumer going for hours. Low in GI and free from wheat, dairy and eggs. Pasta is 100% clean and provides one of the five daily recommended portions of fruit and vegetables.

Italy Max Sport MaxSport Organic Protein Pasta Black Bean Spaghetti Pasta

Organic pasta contains 42% protein, is free from gluten and high in fibre. Contains no GM ingredients, features a high protein content.

May 201632




Malaysia Yugatrade INA Kelp Seaweed Broad Pan Mee Noodles

Rich in iron and calcium and to improve digestive system. Free from preservatives and added colours.

South Africa Mira Skinny Pasta Fettuccine Shaped Konjac Noodles with Tapioca

Said to be a healthy alternative to starchy carbohydrate laden foods, ideal for those suffering from diabetes, gluten sensitivity, high blood pressure, calorie and food point counters, protein and carbohydrate separators, and anyone on a weight loss program. Excellent source of fibre, aids in constipation relief, lets the consumer feel fully satisfied. Contains just 18 calories, is completely odourless and free from sugar, gluten, fat, salt, cholesterol, soy, lactose, starch, wheat and preservative. Also available: Spaghetti Shaped Konjac Noodles with Tapioca.

Sweden Axfood Garant Eko Organic Spaghetti Bean Pasta

Made with organic yellow soya beans, and is gluten free, and rich in both protein and fiber. Also available: Organic Fettuccine Bean Pasta.

Sweden ICA ICA Gott Liv Red Dinner Booster Mix of Red Quinoa, Millet, Buckwheat and Amaranth

Said to be an easy way to boost fibre intake. Rich in fibre and a source of protein.

SNACKSBelgium Louis Delhaize Delhaize Superfood Physalis Incas

BerriesRich in fibres and a source of vitamins B3 and C.

Germany Alnavit Alnavit Organic Physalis & Turmeric Bar

Organic super bar with fruits, dates and golden linseed. Rich in omega 3, fibres, a vitamin C source and sweetened only with fruit ingredients. Lactose- and gluten-free.

Germany The Protein Ball Co The Protein Ball Co. Goji + Coconut Protein Vegan Balls

All-natural, high protein balls stacked with organic rice protein, pea protein and hemp protein. Free from gluten, dairy, soy, wheat, added sugar and GMOs. Also available: Peanut Butter Protein Paleo Balls and Coconut + Macadamia Whey Balls.

South Korea Badaone Badaone Ice Fish Snack Has transparent flesh and a light taste. Crunchy product is rich in calcium and protein, supports bone health. Also available: Young Herring Snack.

Switzerland Aldi Well & Active Peach-Apricot Energy Bar

Features high content of magnesium, which contributes to an electrolyte equilibrium, as well as reduction of tiredness and fatigue; and proteins which contribute to the growth and the sustaining of muscle mass. Also available: Apple Energy Bar.

Turkey Aytac Gida Yatirim San. Aytac Keyifli Et Lokmalari Plain Dried Beef Jerky

High in protein and each 100g meets 90% daily protein needs. Free from pork fat and its derivatives, and can be eaten anytime. Also available: Dried Beef Jerky with Black Pepper and Oregano Dried Beef Jerky.

UK Laverstoke Park Farm Laverstoke Park Farm Mini Chorizo Made using selected and fully traceable shoulder of British Pork mixed with smoked Spanish paprika and earthy herbs and spices. High in protein, low in sugar, totally gluten-free, contains no added nitrates, preservatives or colours.

SOUPAustralia KJ&Co. Brands Hart & Soul All Natural Pho Soup

with Konjac NoodlesA traditional Vietnamese soup infused with aromatic herbs and spices with low calorie konjac noodles and sliced beef. This 100% natural product is gluten-, dairy- and GMO-free and contains no artificial colours, flavours or preservatives.

Japan Nagatanien Nagatanien Avocado Green Soup Contains 5.04mg vitamin E equivalent of an avocado, which is said to support health and beautiful skin. Also available: Nagatanien Shield Lactic Acid M-1 Miso Soup, which contains 10 billion shield lactic acid bacteria M-1 to support health and is made with rich salmon and kelp; and Soulful Soup Thai Chilli Kale with Edamame, Peas & Quinoa Soup, a detox boost food that is a good natural source of vitamins A,C and K, fibre, iron and calcium and provides 168 calories per 300g serving and two of the recommended five a day.

SPORTS & ENERGY DRINKSGermany naturARTen NaturARTen Vegan Superfoods

Detox Aronia Energy DrinkOffers natural energy, better bio-availability, more concentration and performance. Comprises bio-active super seeds and the superfood chokeberry. Germinated, vegan product with no added sugar is said to fill one with energy for longer.

Germany Powerlook Power Look Brain Vital-Power Drink

Caffeine-containing drink includes B-vitamins. Citrus-flavoured product retails in a 250ml bottle with a patented fresh depot on the top for mixing the vitamin ingredients with water.

Italy ProAction ProAction Prestart Shot Endurance Food Supplement

Contains arginine, ornithine and dry extracts of ginseng and guarana, as well as fructose and sweetener.

Japan DyDo Drinco DyDo Miu + Sports Sports Drink Made from sea water number 14 of 164 deep from Kochi and is a source of deep sea minerals. Low-calorie drink contains 49mg sodium and amino acids. Free from artificial sweeteners to offer a refreshing aftertaste.

Peru Chía Orgánica Chia Sport Super Drink Hydrating Mandarin Flavor Sports Drink with Chia Seeds

Healthy and hydrating drink is enhanced with chia seeds, an excellent source of fibre, calcium, carbohydrates, proteins, vitamins, antioxidants and omega-3 fatty acids.

South Africa Vitalize Labs Eboost Superberry Energy Shot with Coconut Water

Loaded with green tea, coconut water, minerals, electrolytes, green coffee and antioxidants plus vitamins and 74 trace elements for natural energy. Contains 150mg of caffeine and is gluten- and soy-free.

SUGAR & GUM CONFECTIONERYSwitzerland GU Endurance GU Watermelon Flavoured Energy

ChewsWith 480mg of amino acids and 50mg of sodium per serving. Naturally flavoured chews contain 90 calories, and are free from gluten and caffeine.

SWEET SPREADSUK Hi-Pro Hi-Pro Smooth Peanut Butter Contains 33% protein in every 15g serving. SWEETENERS & SUGARCroatia Myristica Kernnel Premium Birch Xylitol

SugarContains 40% less calories than white sugar. Ideal for diabetics, contributes to the mineralization of teeth.

South Africa Smartpack MojoMe Erythritol Sweetener Stix Gluten free and 100% pure sweetener features a low GI, and said to be a pet friendly alternative to xylitol. Contains no GMO and 95% less calories than refined sugar. Suitable for diabetics.

WATERSpain Rising Beverage Activate Fresh Vitamins Exotic

Berry Nutrient Enhanced Water Beverage

A naturally sweetened drink with stevia. Free from GMO, calories and sugar, and releases vitamin powder when the cap is twisted clockwise. Antioxidant blend supports against free radicals for healthier cells.



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I M P O R T A N T N O T I C E


We don’t believe in a ONE-SIZE-FITS-ALL APPROACHEvery business is UNIQUE and DESERVES a HEALTH AND WELLNESS STRATEGY that’s a PERFECT FIT.

Analysis of competitive landscape

Experts in start-ups

Marketing & communication strategy

How to connect to market trends Science

commercialisation

Growth strategyProduct development and ingredient strategy

Channels to market

Health and nutrition success factors Brand development

and positioning

Market overviews and case studies

Business models

Strategy tailored to country, category & regulatory environment.

Speak to us today about consultancy that is tailored to your needsContact Allene Bruce - [email protected]

May 2016 35


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