n utrition business · n ew n utrition business ... india, iran, mexico had signed up, along ......

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

B U S I N E S Swww.new–nutrition.com FEBRUARY 2011 ISSN 1464-3308VOLUME 16 NUMBER 4

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 21-24

Continued on page 3

Pages 8-9 Pages 10-12

Tired of writing mostly unheeded or rebutted letters in response to the endless stream of negative health claim opinions that have flowed from the European Food Safety Authority (EFSA)’s Parma, Italy, headquarters for the past two-and-a-half years, a group of leading scientific researchers are forming a united front to have their grievances heard in a final push for change.

While a challenge to Europe’s deeply defective health claim regulations had long been expected from industry, which naturally has a vested commercial interest in changing the current status quo, the significance of this challenge is that it is being led by academic researchers and it has at its heart not commercial interest but outrage at the EU regulator’s defective and “absurd” approach to evaluating science.

AMSTERDAM COMEDOWN

The failure of the EFSA-organised gut health and immunity workshop held in Amsterdam on December 2nd last year (see page 25 of this issue of NNB) to ease their scientific and regulatory concerns was the final straw for many European scientists working in the area of gut health. For the record, the immunity side of the equation has become a little more clear with some validated clinical endpoints,

the scientists say, hence the focus on gut health.

So three weeks after Amsterdam, on Christmas Eve, three scientists – Bruno Pot, PhD, from the Institute Pasteur in Lille, France; Stephen Bischoff, PhD, from Hohenheim University in Germany; and Ger Rijkers, PhD, from the University Medical Centre in Utrecht in the Netherlands – launched a website (www.gut-health.eu) to gather support for their view that thousands of peer-reviewed gut health studies showing statistically significant results are unfairly and destructively being given short shrift by the EU nutrition and health claims regulation.

CRYSTAL CLEAR GUIDELINES

As of January 27th, 2011, 130 mostly university-based research scientists from 28 countries including China, the US, Australia, India, Iran, Mexico had signed up, along with a handful of scientists employed by corporates. In the Netherlands 26 scientists signed; 16 in the UK.

What they want is for the European Commission to “take appropriate measures” to provide “crystal clear guidelines” about the scientific requirements to earn gut health claims, something the EFSA health claims panel chief Professor Albert Flynn has repeatedly said EFSA cannot do as it is

bound by the regulation to follow a case-by-case approach.

So what chance have they got? Can this group force the EC’s hand and effect change that the scientific and political muscle of probiotic multinationals could not, and which could avert a severe shrinkage in the multi-billion Euro pre- and probiotics market in Europe; not to mention its effect beyond the EU’s borders?

Professor Rijkers told NNB he was “pleased and encouraged” by the number of academics that had signed up, and that the petition was being readied for formal presentation to the relevant section of the Commission.

“We want to have a meeting with the EC and make our points clear. EFSA’s approach is inspired but not dictated by the EC,” he said. “Here we have a situation where efficacy demonstrated in thousands of peer review papers does not lead to health claims. It’s absurd. What we are particularly concerned about is EFSA’s heavy criticism of scientific methods that have been validated via the peer review process. How can EFSA claim to be above the peer review process?”

BIOMARKER BLUES

The official statement from Pot, Bischoff and Rijkers highlights the failure of the

Scientists raise rebellion against regulator’s “absurd”

approach to scienceBy Henri Debain

Special K puts focus on

emotional gain from weight loss

Makeover for weight-loss giants

Fun marketing propels sales for premium

pistachios

FEBRUARY 20112

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LEAD STORY

1,3-4 Scientists raise rebellion against

regulator’s “absurd” approach to science

NEWS ANALYSIS

5-6 Probiotic sales soar despite regulatory

furore

EDITORIAL

7 Marketing ‘miracle’ brands takes more

than just the right message

CASE STUDIES

8-9 WEIGHT MANAGEMENT: Special K

puts focus on emotional gain from

weight loss

10-12 WEIGHT MANAGEMENT: Makeover for

weight-loss giants

13-14 SPORTS NUTRITION: Everyday athletes

drive growth for Mix1 protein shake

15-16 INGREDIENT: Nutritis mines fruit for

ground-breaking new sweetener

17-18 INGREDIENT: EFSA thumbs-up gives

oats the edge

19-20 INGREDIENT: New joint-venture spies

major opportunity with microalgae

21-24 SNACKING: Fun marketing propels

sales for premium pistachios

REGULATION

25-26 A disappointing day in Amsterdam:

EFSA offers limited health claims hope

NEW PRODUCTS

27-31 Functional & healthy-eating new

product launches

IMPORTANT NOTICE

32 A polite reminder to our subscribers

USEFUL TO KNOW

33 NNB Consultancy

ORDERING

34 New Nutrition Business Publications

35 Order Form

HOW TO SUBSCRIBE

36 Subscription Order Form

Activia .................................... 5,6,7

Atkins Nutritionals ................ 10,12

Biovelop ................................. 17,18

DanActive ................................. 5,6

Danone ............................ 5,6,25,26

Fructilight .............................. 15,16

Fructisweet ................................. 16

Jenny Craig ........................... 10,12

Kellogg .................................... 9,10

Marks & Spencer ....................... 17

Mix1 ...................................... 13,14

Muscle Milk ............................... 14

Nutrisystem ................................ 10

Nutritis .................................. 15,16

Paramount Farms ....... 21,22,23,24

Pom Wonderful ................ 21,22,23

PromOat ............................... 17,18

Solazyme-Roquette Nutritionals ....

19,20

Special K ........................... 7,8,9,10

Thin-site ..................................... 11

Weight Watchers .............. 10,11,12

Wonderful Pistachios 7,21,22,23,24

Yakult ......................................... 25

FEBRUARY 2011 3


N E W S A N A LY S I S

Amsterdam meeting to provide any such crystal clarity about why so much immune and gut health science is being deemed insufficient or invalid to back claims, with the refusal of EFSA’s health claims panel to recognise diarrhoea as a valid biomarker for gut health claims as a case-in-point.

“One of the major obstacles is the regulatory ban on clinical endpoints, such as diarrhoea, e.g. in the case of studies on prevention of traveller’s diarrhoea, and the requirement of validated biomarkers and risk reduction factors,” they write.

“Regulatory issues thus would form an obstacle for research aimed at substantiation of the beneficial effects of pre- and probiotics.”

EC: NO BIOMARKER BAN

But Professor Rijkers and his colleagues may not like initial soundings emanating from the EC, which has become aware of the group’s existence.

Responding to NNB questions, the EC’s Health & Consumer Policy spokesperson, Frederic Vincent, was blunt in his appraisal of their arguments. He disagreed with the scientists about the lack of validated biomarkers (clinical endpoints) and the appropriateness of diseased population results in backing claims.

”We cannot see how the group of academics has reached its conclusion that there is a regulatory ban on clinical endpoints in the regulation,” he told NNB. “There is no such ban.”

“Furthermore, the setting of detailed scientific criteria is the prerogative of the risk assessor (EFSA) who has made it clear on several occasions – most recently in Amsterdam – that studies of ill people are taken into account on a case-by-case basis.”

LEGAL OPINION

As for amending the regulation, prominent Brussels-based lawyer Jean Savigny observed the EC does not have that power; that is something for the EU’s member states and the European Council in Strasbourg, France.

But, he added, what the EC can do is adapt the application of the regulation, including the way it has been applied in the gut health and immunity area. That is within the remit of the EC and is something many of his food industry clients have been advocating in other areas.

Savigny believes Doctors Pot, Bischoff and Rijkers have a case, because like them, Savigny is of the view that the regulation has been inappropriately applied, and that this may have legal consequences.

“This would be a good time for the regulation to be applied consistently,” he said. “If implementation is not done in a straight line, the EC should start implementing it in the correct way. Indeed the EC has an obligation to do this.”

“If not it could end up in the European Court of Justice.”

This is a definite possibility, he said, noting some of his clients, both groups and individuals, had begun to wonder, “if this is not a solution that may be the best”.

EXEMPTIONS

The protesting scientists may not yet be considering such an extreme act, but Rijkers said if their concerns were not addressed by the EC, “they would consider joining forces with industry and consumer groups if need be.”

However one leading researcher from a prominent probiotics manufacturer who preferred to remain unnamed questioned the group’s strategy.

“We are aware of this group and it is good that the scientists form such consortium to raise a voice. But repeating the request for a guideline does not help and their message is not focused enough,” he said.

“To change this rigid and perhaps unreasonable rule, a solution and not criticism

Continued from front page

Pot, Bischoff and Rijkers’ website has gathered more than 100 signatures of support from scientists around the world.

FEBRUARY 20114



THE DIVIDE BETWEEN THE REGULATOR AND ACADEMIA

The regulator has infuriated large parts of the pre- and probiotic research world, which feels valid scientific results are being heavily discounted or dismissed outright by EFSA’s NDA panel. But the panel and working group members are academics too - how can their views be so diametrically opposed?

Comments NDA health claims panel working group member Maria Saarela:

“There is a lot of old information around...”

“There seems to be a lot of confusion about how we should think about these health claims because people are looking at almost medicinal claims and they are sidetracked about what can be claimed with foods. There are a lot of borderline issues here about whether claims are medicinal or food claims. The question is how do you show the health benefits of foods without crossing the borderline?”

“It’s a case-by-case situation so you can’t say beforehand what is relevant as it depends what kind of populations and study groups you have. We are not vague on purpose but it is an impossible task. The problem is that gut microbiota are extremely complex and most of the studies have been done in the 1990s and early 2000s when the meta-analysis methods were not that good. We now know that bifodobacteria are a minor population and lactobacilli are even smaller and there are a lot of other bacteria around in much higher numbers that have a lot of the same properties so it is extremely difficult to isolate the effects of particular bacteria. That’s why it was easier for us to go the other way with established pathogens – because at least you can measure those. It’s not an optimal way – it would be very much nicer to measure what is beneficial but at the moment we don’t have that information.”

“I think for a long time these studies were done as culture-based studies - bifidobacteria and lactobacilli are easy to culture compared to many other gut microbiota components, so the results reflect what was thought of as being important at the time. So there is a lot of this old information around which has its value because of what it is saying about bifidobacteria but it ignores the other bacteria that are there and I think this is the frustration because there may exist somewhat of a simplistic view of what is going on there.”

Stephan Bischoff, PhD, professor and chair at the Department of Nutritional Medicine at the University of Hohenheim, Germany:

“NDA scientists should stand up and say what is being asked for is not possible.”

“The most important question is the differentiation between the risk-factor of disease and prevention of disease. At the moment prevention of disease by a food or a food ingredient is not accepted, whereas lowering risk factors of disease is accepted. I don’t think you can distinguish between the two – it is an overlapping area, these two approaches.”

“Take antiobiotic-associated diarrhoea. This is not a disease, it is a side-effect of a treatment of a disease, which is totally different. A large percentage of people treated with antibiotics get this type of diarrhoea which the evidence shows can be reduced by probiotic foods but because of some crazy regulation this approach cannot be accepted.”

“But it is not just a problem of the regulation because the EFSA panel consists of scientists and the scientists should stand up and say what is being asked for is not possible. They should realise there are limitations to fulfil the criteria of the regulation. It is not only our responsibility to argue against it – it is also their responsibility to react critically. If they are already doing that they are certainly doing it very quietly.”

“But hopefully we can continue with these discussions and something will change at the end.”

needs to be suggested to the EC. It is not up to EFSA to make any fundamental changes with any guidance document. A possible solution would be for the regulation to allow some ‘exemptions’ for several common diseases to be claimed within the context of

functional food, like antibiotics associated diarrhoea, travellers diarrhoea and the common cold.”

Rijkers said this idea would be raised if it was granted a meeting with the EC, something that is by no means guaranteed.

In the meantime the European gut health community – both commercial and academic – is learning to live with a sick feeling that goes right to its stomach.

FEBRUARY 2011 5



In December 2010, Dannon USA settled complaints by 38 state-level attorneys general that Dannon was making unsubstantiated claims about the benefits of Activia and DanActive and got the company to trim some of its representations. So what is the U.S. arm of Paris-based Groupe Danone doing now? Dumping Jamie Lee Curtis as its advertising pitchwoman to go in another direction? Looking for ways to soften the associations it makes between Activia and gut health? Radically altering the positioning and marketing of its pioneering probiotic yogurt?

The answer: None of the above.“In the broadest of strokes, we’re doing

more of the same,” Michael Neuwirth, Dannon USA’s senior director of public relations, told New Nutrition Business. “We’re still marketing Activia and DanActive, and the core essence of our claims remains the same: Activia helps regulate the digestive system, and DanActive helps support the immune system.”

In fact, already in January, Dannon unveiled a new TV ad starring Curtis and launching the Activia Promise. In the ad a 20-something couple are working out in a gym as part of their New Year’s resolutions to become more fit and take better care of themselves. Curtis is in the gym at an Activia kiosk and tells the couple that she – and Activia – are there to help them make the best of their resolutions.

“Activia – for us?” the man says, presumably surprised because Dannon until lately has targeted Activia mainly at older populations. Curtis tells him that, yes, Activia is great for everyone, as well as delicious. And the ad closes with the Promise: Either consumers love Activia, or the company will refund up to $12 (€8.70) of purchases that are documented with receipts.

Neuwirth conceded that the new ad doesn’t explicitly discuss digestive benefits as Activia has in the past. “But we’ve focused on other things and not digestion in other ads, such as taste,” he said.

Dannon has been in the sights of the state attorneys general and the federal government since it settled a class-action suit for $35 million ($25.3 million) a couple of years ago with plaintiffs who alleged that it was hyping the immunity benefits of its probiotic bacteria.

In the latest action, Activia agreed with the attorneys general, consistent with U.S.

Federal Trade Commission standards, to a $21 million ($15.2 million) settlement that would be divided among 38 states. Dannon also agreed to stop claiming that consuming one serving a day of Activia for two weeks – the brand’s “14-Day Challenge” – improved digestive health.

“We agreed that, when talking about ‘irregularity’ or ‘transit time,’ we would

Probiotic sales soar despite regulatory furore

The past year has seen lot of attention on Activia over problems with health claims in the US, problems that have resulted in Danone having to make a financial settlement and modify its health claim. However, sales of Activia have continued to grow, increasing 16% in 2010, the result of a “feel the benefit” advantage, good taste and NPD. By DALE BUSS.

Danone has re-cast its “14-day challenge” as “the Activia promise”, with the promise softened from “It works or your money back” to “Love how you feel or your money back”. “In the broadest of strokes, we’re doing more of the same,” Michael Neuwirth, Dannon USA’s senior director of public relations, told New Nutrition Business. “We’re still marketing Activia, and DanActive and the core essence of our claims remains the same: Activia helps regulate the digestive system, and DanActive helps support the immune system.”

THE ACTIVIA PROMISE BEFORE...

AND THE ACTIVIA PROMISE AFTER...

FEBRUARY 20116



qualify that the studies on those benefits were performed at three servings [of Activia] a day,” Neuwirth said.

Dannon also agreed that DanActive won’t be marketed as a cold or flu remedy – which the company claims it never has done in the first place. The yogurt drink’s claim that it “helps support the immune system” didn’t require any changes, Neuwirth said.

Quite understandably, some of the politicians involved crowed about bringing the yogurt giant low. “Dannon outrageously overplayed the health power of yogurt – making unscientific claims about promoting good digestion, preventing flu and enhancing health,” claimed Richard Blumenthal, now a U.S. senator, who then was attorney general of Connecticut.

“False food claims really ruin good digestion. We are setting the record straight on food labeling and advertising by fighting health hype.”

Neuwirth acknowledged that the settlement is prompting Dannon to re-examine its basic advertising message for Activia about digestive health. “We’re looking at our options and may do one or the other or both” of the following: promote the benefits of Activia for transit time, or for

irregularity, as long as three servings a day are mentioned.

“At least it’s good to have clarity now from a regulatory perspective,” he said.

Dannon also plans to emphasize more the taste of Activia. “We’ve never lost sight of the fact that this product we’re marketing is a food,” Neuwirth said.

And Dannon launched a dessert version of Activia last year, which reached only $3 million (€2 million) in sales in U.S. supermarkets, drug stores and mass merchandisers (excluding Walmarts) for the 52 weeks ended Dec. 26, as measured by SymphonyIRI, a Chicago-based market-research firm.

“It will take some time for the [dessert] concept to develop, because it’s a more indulgent product with a good nutrient profile that is a suitable alternative for dessert,” Neuwirth said. “Our ambition is to grow dessert’s share of our brand. It’s a habitual change that we’re seeking to effect. We have lofty ambitions as a company for the idea of a dessert brand, and the best way to begin that is with our biggest brand.”

2011 will see further extensions of the brand, beginning during the first quarter with Activia Parfait Crunch.

Parfait Crunch comes in four flavours – Strawberry & Granola, Vanilla & Granola, Peach & Granola, and Mixed Berry & Granola – each including four ounces of yogurt and a granola “topper” with room to mix them together in the cup. They will retail for a suggested $1.29 (€0.93) for the six-ounce package.

Between the probiotic Activia and the fibre in the granola, Parfait Crunch comprises “a great snack that helps naturally regulate your digestive system,” Dannon said.

“It’s more of a breakfast satiety play,” said Neuwirth. “It’s a concept that has been in the market in certain forms, but never for Activia.”

Despite its well-publicised regulatory challenges, the essentials of the Activia franchise in the U.S. appear to be sound, as the chart shows, with sales in 2010 up 16% – an impressive increase against the backdrop of a weak economy and a plague of adverse media. It’s a result that shows the value of the three pillars of the Activia brand: a benefit the consumer can feel, clearly communicated (with the explicit claim Helps naturally regulate your digestive system) and good taste.

2006 2007 2008 2009 2010

$131.939 $183.3 $216.45 $214.423 $258.14

$28.880

$61.516

$113.21

$28.90

$32.88$3.115

$118.294

$136.306$21.49

$13.69

CHART 1: THE UNSTOPPABLE RISE OF ACTIVIA

Total US sales in supermarkets, drugstores and mass merchandise outlets (excluding Wal-Mart). Despite media attention to Activia’s problems with its health claims and the signifi cant fi nancial settlement the company has made, sales continue to increase, the result of a “feel the benefi t” advantage, good taste and NPD.

0

50

100

150

200

250

300

350

400

450

Source: Infoscan Reviews, SymphonyIRI Group

Sales in $ millions

DANNON ACTIVIA RFG YOGURT

DANNON ACTIVIA DESSERT RFG YOGURT

DANNON ACTIVIA FIBER RFG YOGURT

DANNON ACTIVIA LIGHT RFG YOGURT

DANNON ACTIVIA RFG YOGURT DRINKS

$160.820

$244.817

$329.675

$383.12

$444.139

FEBRUARY 2011 7


E D I T O R I A L

What should be the focus of your healthy brand? Rational benefits? Emotional benefits? Or both? It’s a question that most companies struggle with and the high rate of product failure in our industry – more than 80% of products fail – suggests that many don’t find the right answer for their brand.

The case studies of Activia (page 5), Wonderful Pistachios (page 21) and Special K (page 8) illustrate the criteria for choosing one of these three approaches and how good choices, well executed, can create huge sales growth even during economic hard times.

Danone Activia is all about the rational benefit of digestive health. Its explicit claim that it Helps naturally regulate your digestive system created a point of difference in a market in which many wrongly believed – as some still do – that you can’t be explicit about digestive health. Its rational approach is based on a “feel the benefit” advantage – it’s a product that does what it says, and if you are a person who wants your digestive system to feel better that’s the clear and “hard” statement of the benefit that you need.

The appeal of a rational claim is so powerful in the digestive health area that it helped drive an impressive 16% sales growth in 2010, despite adverse media attention following challenges to Activia’s rational claim (a health claim that in fact even after regulatory action remains unchanged – the claim was never the issue).

Wonderful Pistachios could have made a rational claim focusing on heart health, using an FDA-approved claim for nuts. But heart health is not as compelling a

benefit as good digestive health – it has, for example, no “feel the benefit” advantage. So the company – drawing on its experience in building the very successful Pom Wonderful pomegranate juice brand – opted instead for fun, celebrity-laden marketing. The reward? Growth from zero to approaching $200 million sales within four years.

Kellogg Special K, like Activia, has depended on a rational message – the promise that people who follow the Special K eating plan will “drop a jeans size”. It’s a very clear promise and while consumers can’t exactly “feel the benefit” in the way that Activia’s consumers can, Special K has cleverly made it possible for them to “measure the benefit” with their own clothing size. It’s a strategy that has worked well, propelling Special K to the status of the

world’s biggest weight management brand. In the US market the brand even managed 10% growth in 2010, a year in which many lesser brands were focused on discounting and money-off deals.

In 2011 Special K has added a focus on emotional benefits, encouraging women to focus on self-confidence, courage and pride in themselves and not just a jeans size or numbers on a scale. The goal is to remind women of “the positive emotional benefits that come from reaching weight management goals.”

What all of these successful brands have in common is a focus on a significant and consistent investment in execution. There are no half-measures in the marketing budgets that Danone and Kellogg deploy – nor in the efforts of Pom, which spent $15 million (€11 million) in support of its pistachio brand in 2010 and will spend $20 million (€14.7 million) in 2011. That’s because whether you choose to market a rational benefit, an emotional one or a combination, the harsh reality is that your message – no-matter how cleverly worded it may be – isn’t going to be heard in the clamour of advertising messages which bombard people every day. Not unless you find innovative ways to communicate – and back up your communication with enough money to get yourself noticed.

Regrettably, there are still many food and beverage companies who believe that you can market products with health benefits on a tight budget – you can, of course, but you will also not be very successful. There are no success stories in health that were “made on a shoestring”. Yet there are some senior management teams who still choose to believe that they can “beat the market” and achieve a miracle. Building miracle brands, as Danone Activia, Kellogg’s Special K and Wonderful Pistachios illustrate, comes at a high price and you must be willing to play the game with the high stakes that the house rules require.

Marketing ‘miracle’ brands takes more than just the right message

FEBRUARY 20118


W E I G H T M A N A G E M E N T C A S E S T U D Y

This year Special K – the world’s biggest weight management brand – is putting its familiar, two-week weight-loss challenge in a new, longer-term context via a campaign themed “What Will You Gain When You Lose?”

The Special K Challenge’s fundamentals are the same, but the campaign encourages women to focus on the lasting emotional benefits of shedding extra weight – more self-confidence, courage, pride in themselves – rather than focusing on the numbers on their scales.

“It truly is not what the numbers on the scale read, but how you feel about yourself that allows you to project beauty and confidence to the world,” said Jesper Lund Jacobsen, associate director, Special K brand. “That is what the new Special K brand campaign is all about, reminding women of the positive emotional benefits that come from reaching weight-management goals. It’s not what you lose, but what you gain in the process that translates into the real reward.

“As we partner with women who want to achieve their weight-loss goals in 2011, the Special K brand encourages women to focus on the positive emotional benefits that result from their efforts. We believe this additional support will ultimately help keep them motivated.”

The “What Will You Gain When You Lose” campaign launched on January 3rd, 2011 backed with television, print and online advertising, as well as an interactive event in New York’s Times Square (and repeated in several other cities) in which women were invited to step onto a larger-than-life scale that, instead of displaying a number, offered an inspirational word or phrase that captures the emotional benefit of achieving their goal. The women’s reactions were projected on

a large screen in Times Square to inspire others.

Some of the participants will be featured in 2011 Special K advertising that will be broadcast during a range of daytime programming and prime-time shows (including the leading weight-loss reality TV show, The Biggest Loser). Another element is a Special K sponsorship of the launch of the new cable TV channel the Oprah Winfrey Network.

Campaign elements focus on engagement and community support and significant online and social media efforts, which sit alongside the nutritional and lifestyle advice, motivational groups and other aspects which have long characterised Special K’s communications. They include:

Apps: A complimentary mobile application called myPlan, which includes helpful tips, shopping lists and personalised two-week weight-management plans for use on the go. The app (downloadable in versions compatible with Apple and Android devices), can be used to track weight-loss progress and earn “achievements” that can then be shared with friends on Facebook. The two-week planner can be used at any time, not just during the Challenge period.

The app’s recipes help make it clear that the Special K Challenge and Special K products are intended to be part of a commitment to eating healthy, “real” foods like fruits and vegetables to enable weight loss and maintenance – not just a short-term, quick fix.

Interactive packaging: A new design for the rear of the packs of cereal (see picture) which is intended to turn Special K cereal packages into inspirational, interactive tools. The backs of the cereal boxes now carry a large, empty cartoon bubble where women are invited to write in the word or words that summarise their personal “gain” from sticking to their weight-loss programmes. They can then simply keep their message on the box on view in their kitchen for motivational purposes or they can take a picture of themselves with the box and upload the image into a gallery at www.SpecialK.com or http://www.facebook.com/specialkus.

This gallery of images is accessible through and has its own tab on the brand’s Facebook presence. Or consumers can skip the box photo and just go into the gallery area and upload a word and a photo of themselves.

Special K puts focus on emotional gain from

weight lossIt’s a tribute to how well the Special K brand has connected to the weight management needs of women that its sales have grown throughout the recession, increasing 10% in 2010. Now the world’s biggest weight management brand is turning to apps and social media to amplify a New Year campaign that offers women weight loss, positive emotional benefits and the chance to “project beauty and confidence to the world”.

The Special K brand now offers snack chips for the fi rst time.

FEBRUARY 2011 9



Ultimately the online programme will generate a customized version of an inspirational video that shows the woman and her personal word and which can be saved for re-viewing when temptation strikes or motivation lags. Some of those who post to the gallery will be featured in the campaign’s online ads, adding a personal/inspirational element to those efforts.

At the website and Facebook page people can read others’ stories post their own videos, or download money-off coupons.

WHOLEGRAIN, FIBRE FOCUS & SNACKING

2010 saw a focus on increasing the fibre and wholegrain content of Special K products, with the tagline Get Fit with Wholegrain & Fiber. The company says 2011 will see new additions to the rapidly growing product line which are at least “a good source of fiber”, including a dark-chocolate shake and a new multigrain product, Special K Multigrain Oats & Honey cereal.

Simultaneous with the launch of the new campaign the Special K brand has also been extended to include snack chips for the first time. Made with potatoes, potato starch, oat fibre and long grain brown rice flour, they have 2,5g of total fat per 30g serving (which is made up of 30 chips); 3g of dietary fibre, 2g of protein and 110 calories. They are available in two flavours: sea salt and sour cream and onion.

The new snack chip line complements a line of crackers that debuted in 2008 which has plateaued at sales of around $20 million (€14 million).

US sales of Special K snack bars jumped an impressive 22% to $223 million (€161 million) in 2010, according to Symphony IRI supermarket scanning data, which does not include Wal-Mart sales. But sales of the cereal brands grew just 2% in 2010, following 10% growth in 2009 and for many years before. Kellogg will be hoping that its new campaign can re-ignite growth in the breakfast cereals business.

Total US retail sales of the Special K brand grew a healthy 9% in 2010 to $650 million (€470 million), according to IRI data. Adding back the likely level of sales in Wal-Marts and other outlets, Special K is an $850 million (€616 million) brand in the US alone.

Special K’s success is a testament to the brand’s ability to deliver not only products but the advice and support that women want when they’re planning to lose weight.

Consumers are invited to put a motivational word to encourage their weight loss efforts in the empty speech bubble on the back of Special K packs. They can then upload a picture of themselves with the pack to a gallery.

Special K’s free mobile app, myPlan, offers tips, shopping lists and personalised plans.

FEBRUARY 201110



Weight management is an ancient challenge. And instead of finally offering a solution to the problem, the modern era, contemporary western lifestyles, and undisciplined attitudes have only exacerbated it.

But that doesn’t stop weight-loss brands from continually taking yet another new approach to gaining shares of what has ballooned into a $55 billion (€40 billion) industry in the United States. Weight Watchers, Jenny Craig, Nutrisystem and Atkins Nutritionals each began the new year with different pitches – some, radically different than before.

Here’s a summary of the most recent developments:

• Weight Watchers totally overhauled its Points system for the fi rst time in 13 years, now taking a new approach to calorie-counting that favours nutrient-dense foods and doesn’t penalize dieters for consuming most fruits or vegetables.

• Jenny Craig’s new philosophy leans heavily on encouraging exercise and other physical activity as well as calorie-counting, including a new armband device that lets users know how many calories they’re burning at the moment.

• Nutrisystem is now emphasizing its introduction of lower-priced plans for its frozen-food line, including new items such as a vegetable omelet and margherita pizza, and ditching its previous celebrity-dependent marketing for a new approach using “real people” and their weight-loss stories.

• Atkins Nutritionals came up with a free, home-delivered “weight-loss kit” that includes chef-created low-carb recipes and new online resources and an expanded multimedia ad campaign featuring actress and brand spokeswoman Courtney Thorne-Smith.

And, of course, many CPG brands in the U.S. market also are trying to take advantage of Americans’ customary first-quarter interest in weight loss by veiling their products and brands in the language of the season.

Kellogg’s Special K brand, for instance,

has made great hay over the last several years with its two-week weight-loss “challenge.” But this year, Special K is emphasizing what the company called a “longer-term context” under the advertising theme, “What Will You

Gain When You Lose?” The brand’s first-quarter efforts include an emphasis on self-confidence and other benefits of continual weight control, including a sponsorship of the launch of the Oprah Winfrey network.

Makeover for weight-loss giantsNew year, new weight-loss system – 2011 sees major weight-management brands, including Weight Watchers and Jenny Craig, overhauling their approaches to reflect new obesity science. By DALE BUSS.

Jenny Craig’s new Metabolic Max system encourages exercise as well as calorie-counting.

Nutrisystem has ditched celebrities for “real people” and is emphasising lower-priced plans.

FEBRUARY 2011 11



“These brands are all recognizing that they need to take a step beyond the old views of weight loss,” said Dr. David Edelson, founder of Thin-site, a New York-based online weight management startup. “The good side of this is these traditional brands are starting to embrace some of the new science of obesity versus just looking at it as a strict energy-in-energy-out type of equation.”

The overhaul by Weight Watchers, a behemoth of the American weight-loss market, is most significant. Its new PointsPlus System reflects what the company said is the latest in cutting-edge nutrition science by factoring in not just the pure calorie counts in foods but also taking into consideration the amount of protein, fibre, carbohydrates and fat in the foods – and reflecting that not all calories are created equal.

“We have a greater understanding and appreciation that while a caloric deficit is at the heart of weight loss, and creating weight loss, the functional attributes of the nutrients from which we get calories can make a difference,” said Karen Miller-Kovach, chief scientific officer for New York-based Weight Watchers International. “Beyond recognizing that, we also had to come up with a mathematical way of expressing it.”

PointsPlus takes into account, for instance, that protein and fibre are important for satiety and for warding off hunger. It factors in how hard the body must work to process food into energy – thus favouring calories that come from protein and fibre over those derived from fats and carbohydrates. The system’s point values attempt to nudge users toward “natural” foods rather than those with excess sugar and fats while still allowing flexibility for indulgences.

So, for instance, in the PointsPlus System, two breakfasts are assigned a total of 270 calories each. One consists of a medium croissant with one pat of butter; the other is a poached egg, 3oz of ham and one slice of whole-wheat toast with a pat of butter. But Weight Watchers favours Breakfast No. 2 by assigning it a PointsPlus value of only 6 while affixing Breakfast No. 1 with a PointsPlus value of 7.

Weight Watchers is almost entirely an advice system, in which the brand has calculated PointsPlus values for a database of 24,000 different foods, which followers then use to make their dietary choices. The company’s previous Points system did penalize high-fat foods a bit and rewarded high-fibre foods, but it treated the calories inherent in all foods entirely equally in

assigning points. And it didn’t take protein content into account.

The company also was faced with a tangle of separate systems across the globe, depending on the types of information available on nutrition labels in each market. Thus, for instance, Weight Watchers Points in Germany, Australia and Sweden couldn’t account for fibre content because that information wasn’t always available on nutrition labels, Miller-Kovach said.

Now, she said, the PointsPlus System “is the same all over the world. With our technology and the availability of more nutrition information, we’re able to go to a single formula and system.” In fact, Weight Watchers tested its new approach in Europe under the brand name it uses there, ProPoints.

“We have to find that fine line between reliability and trust and brand awareness – which is such a big attribute for us – and yet

FEBRUARY 201112


be contemporary and modern and convey with PointsPlus that we’re not just doing some little overlay or marketing twist on the Points system, but that it’s new and up-to-date,” Miller-Kovach said.

So one major change – which has gotten a lot of media attention in the United States already – is that PointsPlus stops penalizing users for eating fruit (although points are still assessed for eating dried fruit and juice.) Under the old Points system, consumers could eat non-starchy vegetables such as carrots and spinach for “free.” But corn, potatoes and other starch-laden vegetables cost them Points, and so did consumption of fruit – because of the calorie content.

“What we found was that we hadn’t been sending the right message about fruit consumption,” Miller-Kovach explained. “If it was the middle of the afternoon and people were looking at snacking on a granola bar with a [Points] value of 2 and an apple also with a value of 2, they’d say, ‘What am I going to have? – their Points value is exactly the same.’

“But clearly the apple would have been the better choice from an overall nutritional point of view. And in our research, in testing, we found that more people would opt for fruit if there was no penalty in doing so. So in putting together PointsPlus, we adjusted our targets to account for that behavior, so fruit no longer carries points. It’s not that fruit doesn’t have any calories, of course. But in many respects, fruit has been ‘prepaid’ within the system. And no one ever got overweight or obese from eating broccoli – or apples.”

The PointsPlus overhaul also created some “Power Food” choices so people can select the “healthiest” foods within food categories, such as soups and frozen dinners. Weight Watchers also introduced an iPad app, called Weight Watchers Kitchen Companion, that features recipes and offers the ability to create customized shopping lists.

Yet when it comes to marketing its new philosophy, Weight Watchers seems to be relying to a great extent on a tried-and-true approach in the industry: the celebrity weight loser. This year’s model for Weight Watchers is Jennifer Hudson, an Oscar-winning actress and singer of American Idol fame.

The company also has signed on Tim Gunn, the fashion expert and the force behind TV’s Project Runway, to clothe Hudson – and demonstrate to Weight Watchers customers how weight loss can lead excitingly to the possibility of a new wardrobe in smaller sizes.

“We’re focused on behavior and behavior change, and what is it going to take to motivate people to do the things they know they should,” Miller-Kovach said.

Jenny Craig touted its change as the brand’s biggest in its 27-year history. Called Metabolic Max, the new programme by the Nestle-owned brand in Carlsbad, Calif., differs from past offerings by taking a much closer look at exercise, helping clients increase and monitor activities using an armband and software.

Relying on data on calorie intake and activities that the customer provides, the monitor calculates their rates of calorie burn and provides other information that gives clients a more realistic sense of how they’re performing. Then they can use weekly Jenny Craig counseling sessions to adjust the calories they consume accordingly.

“It’s the next stage in personalization of weight loss,” Steve Bellach, director of branding and advertising for Jenny Craig,

told New Nutrition Business. “Self-monitoring is one of the elements of really successful weight management. You can know how many calories you take in with food; now you can monitor how many you burn with your activities.”

Unlike Weight Watchers, Jenny Craig also has an extensive menu of branded CPG items called Jenny Cuisine. But like its big rival, in the first quarter of this year Jenny Craig also is flipping over to a new overweight celebrity to represent it in TV ads and other marketing: Carrie Fisher, the actress most famous for her role as Princess Leia in the Star Wars movies, who now admits she got way overweight.

“Her personal challenges are well documented and she tried many diets to lose weight,” Bellach said of Fisher. “People are really cheering her on now. They can relate to her story.”


REBIRTH FOR ATKINS

Atkins Nutritionals has introduced a new multi-platform marketing campaign to help consumers interested in quick weight loss—losing up to 15 pounds in two weeks —or a healthy way of eating that will satisfy them “for a lifetime”.

The campaign is centred around a free Weight Loss Kit, which provides an intro-duction to the low-carb eating plan, a quick-start guide, recipe booklet, sample two-week induction meal plan, pocket carb counter with acceptable foods lists, $3 book rebate for the bestselling The New Atkins for a New You, and three free Atkins bars. In 2010 the company sent out over 500,000 weight loss kits and 1.5 million bars to consumers.

Supporting marketing activities include a national TV, print, and online campaign touting the “Lose up to 15 pounds in two weeks” tagline and promoting the free kit. Actress Courtney Thorne-Smith, a recurring guest star on TV sitcom Two and a Half Men is the Atkins celebrity spokesperson for the third year in a row.

FEBRUARY 2011 13


S P O RT S N U T R I T I O N C A S E S T U D Y

Four years into existence, Mix1 was a recovery-drink brand in trouble, with several million dollars in sales – but mired in an indistinct identity, as it seemed to compete vaguely with everything from Slim-Fast meal-replacement shakes to Gatorade sports drinks.

But these days, CEO John Burns has got Mix1’s brand DNA figured out and has been focused on pursuing athletes and near-athletes more precisely – both men and women – offering all-natural nutrient fortification before workouts and replenishment after strenuous activities. Everything about Mix1, from packaging to marketing to retail outlets, is lined up behind that positioning refinement.

And now, Burns told New Nutrition Business, Mix1 is “in the process of doubling our revenues from last year” with “exponential growth” to a revenue level “north of $10 million” for 2011. “We are cranking along.”

Burns explained: “Our objective is to mainstream sports nutrition. Most of the sports nutrition products out there are too focused on professional athletes to be relevant to the mainstream; or too focused on real hard-core athletes and marketing in muscle and fitness magazines.

“It’s our belief that there is fundamentally sound nutrition science that you can put behind post-physical-activity periods that are appropriate for, and applicable to, the everyday athlete.”

It’s just taken Boulder, Colo.-based Mix1 a while to come to the realization that the everyday-athlete psychographic could be its sweet spot. Mix1 is an “enhanced protein shake” formulated by three co-founders who were amateur athletes. “We only create products with all-natural, high-quality ingredients that are truly functional,” the company says in its mission statement online.

Mix1 is made with 15g to 22g of whey-protein isolates per 11oz (325 ml) bottle in five flavours in its regular line – tangerine, mango, blueberry-vanilla, key lime and

mix-berry – and two flavours in its Lean Performance line, which features 8g of fibre and a big dose of antioxidants. In both varieties, the company says, there is “the right balance” of protein, carbohydrates, fibre and healthy fat “at efficacious levels” so as “to provide the maximum benefit to your body before a workout, after your workout, or throughout your day.”

Burns maintained that “there are a whole bunch of products with 30g to 50g of protein” in a serving, “but science suggests that your body can’t digest all of that.” Only a smaller amount can be “digested at a sitting

without creating bloating.”Moreover, he said, an effective workout

and recovery drink should have carbohydrates to proteins in the ratio of about 2-to-1; other drinks, he said, have ineffectively lower ratios. “Gatorade also went to 2-to-1 carbs to protein” in the PepsiCo brand’s new workout-recovery drink, Burns said, “so we feel they somewhat validated that our science is right”.

Mix1 Lean Performance also is unusual for a recovery drink in that it includes added antioxidants. “Exercise creates oxidative stress in your body,” Burns explained, “so we’ve also got the antioxidant package in our product. For consumers who look more into the science of these drinks, they appreciate that.”

But while Mix1 may have had an efficacious product all along, it was getting lost in the clutter. One reason that is surprising is that one of its co-founders was successful beverage entrepreneur Greg Stroh, a co-founder of Izze Beverage, a carbonated-juice startup that helped create the segment.

“Our greatest challenge was that Mix1 really didn’t stand for anything in the marketplace,” said Burns, a general partner in the Highland Consumer Fund, a venture-capital outfit that invested $6 million (€4.3 million) in Mix1 in 2009 in order to accelerate its national rollout. But among Mix1’s problem was cluttered packaging and a fuzzy marketing and retail distribution strategy.

By contrast, Burns admitted, competitor Muscle Milk had a much clearer identification with athletes, workouts and recovery. “It’s very clear what Muscle Milk is, which enabled that company to grow much more quickly than ours,” he said.

By last year, Burns supplanted Bob Pinkerton as Mix1’s CEO and plotted a new strategy that the brand is now executing. It may seem a tricky thing to be both a legitimate sports nutrition drink and a mainstream beverage, but Burns declared

Everyday athletes drive growth for Mix1 protein shake

After a difficult start, Mix1 protein recovery drink – which straddles the sports nutrition, meal replacement and diet products markets – is enjoying “exponential growth” following a strategy overhaul. The drink has sharpened its identity by simplifying its packaging and targeting the mainstream sports nutrition market, where it sees bigger opportunities than in the hardcore athlete arena. By DALE BUSS.

FEBRUARY 201114


S P O RT S N U T R I T I O N C A S E S T U D Y

that this is exactly what Mix1 is managing to do.

“The unique thing about our product is that we’re targeting the mainstream sports nutrition market, but our product and market opportunity is beyond sports,” he said. “We’re uniquely positioned at the seam between sports nutrition, meal replacement and diet products. In the longer term, we see a much bigger opportunity.”

Key to the new strategy, Burns said, has been Mix1’s deliberate targeting of women as a staple demographic. “We’re a very different product from virtually everything else out there in that our consumer base is about 50-50 male and female,” Burns said. “I would challenge you to find another protein beverage out there where the customer base is even 10% female. Muscle Milk would certainly like to have a double-digit percentage, for instance, but they do not.”

Mix1 appeals to women customers in a couple of ways. For one thing, with its new packaging design, which has been streamlined and features a clearer description of the product, while getting rid of superfluous copy. “Our brand packaging is more gender-neutral” than competitors, Burns said, “and so our brand is more gender-neutral. It’s not based on an old-guard view of sports nutrition products or on legacy branding.”

By “old guard,” Burns means Gatorade and Muscle Milk, for instance. “Gatorade’s positioning has been all to stick-and-ball athletes,” he explained. “The problem is that Gatorade stuck with only a hydration proposition for too long”, he said, and only in the last year or so have PepsiCo brandmeisters converted it into a three-part product line aimed at pre-workout, during-workout and post-workout segments.

“Their new line of products is similar to what we’re doing,” Burns said. “The difference is that it would cost you $10 a day or more to follow Gatorade’s three-part program versus a couple of bucks a day for Mix1. If you’re going to mainstream sports nutrition, you also have to simplify it – as we’ve done.”

Meanwhile, Burns said, Muscle Milk’s “big thing” has been an association with the MTV reality-show hit Jersey Shore, which spends an inordinate amount of time focusing on the six-pack abs of one of its main characters.

“With our brand and packaging and how we go to market, we’ve been able to convert a fair number of females,” Burns said.

Mix1 also unapologetically pursues

older consumers than those in the prime demographic of Muscle Milk and its ilk. “Some of the fastest-growing populations [of amateur athletes] are 30-and-up men and women, and that’s a market our product resonates with,” he said.

Mix1 retails for a suggested $2.29-$2.49 (€1.66 -€1.80) per 325 ml bottle, equivalent to $7.60 (€5.50) per litre. Promotions can take pricing as low as $1.89 (€1.37) a serving, and merchandising in gyms and health clubs as high as $2.99 (€2.16), Burns said.

The company has been focusing lately on marketing Mix1 to professional sports teams for the endorsement value of those associations, as well as at small races and

other athletic events. Retail carriers include Whole Foods nationally and Kroger, Publix and other big retail chains, though Mix1 focuses only on Denver, Atlanta, Florida and New England, with its eye toward expansion soon into New York and California.

Burns also has been in talks with potential new investors in the company, now that he believes Mix1 has been turned around and is headed in the right direction. “When we go into sales calls with big chains now, we basically bat 1,000%,” Burns said. “Even at the retail level, people see we now have a differentiated product and something unique that consumers are looking for.”

INGREDIENTS AND NUTRITION FACTS FOR MIX1

FEBRUARY 2011 15


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

Manufacturers aiming to achieve sought-after ‘clean label’ status, while cutting the overall calorie count of their products, have a new option following the introduction of what is claimed to be the world’s first 100% fructose sweetener extracted directly from fruit.

Fructose is a valued ingredient because the intensity of sweetness it offers is far greater than other sweeteners (it’s about 70% sweeter than conventional table sugar, or sucrose, for example). It is also highly soluble, making it easy to blend into formulations.

Most fructose sweeteners used in the food and beverage industry today are produced by the hydrolysis of sucrose from sugar beet, sugar cane and maize starch. However, French company Nutritis has developed a patented process that enables the separation and purification of fructose from apples and other fruit, enabling companies to sweeten fruit-based products – or indeed any product – while maximizing the opportunity to create cleaner ingredients listings.

Although regulations vary around the globe, replacing an existing sweetener – whatever that is – with Nutritis’s fructose, which is branded Fructilight, should enable a company to make the claim on-pack that the product is sweetened only with sugar that comes from fruit. The ingredient can be used in a range of products, including beverages, dairy products and ice cream.

In addition, not only does Fructilight offer the potential to enhance the naturalness of a product in consumers’ eyes, but its intensity means less of the ingredient is needed. In comparison with standard sugar, for example, Fructilight fructose contains the same amount of calories gram for gram. However, much less is needed – typically between 30% and 50% – which means the energy content of a product can be reduced without recourse to artificial sweeteners, retaining the ability to label a product as natural.

Further, and perhaps most interesting to companies looking to develop products with an active health proposition, Fructilight has

been shown to have a much lower glycaemic index (GI) than all other sugars. The GI system works by rating foods on a scale where glucose, with a GI of 100, is the reference point. Anything over 70 is considered high GI; below 55 is low. Anything in between is medium. Tests commissioned by Nutritis, and carried out by French research institute Inserm, found Fructilight had a GI of just 9.

In addition, Fructilight was shown to be assimilated into the body significantly more slowly than glucose – the difference between the two was 60 minutes – and delivered a glycaemic peak four times lower.

Pierre Lapoujade, founder and president of Nutritis, says Fructilight is the perfect natural sweetener for the times. “The Inserm study is very interesting research,” he says. “It shows that it’s not only our marketing that says that this natural sweetener is good, but also that it’s proven. At this time of rising levels of obesity and diabetes, I think this is a good differentiation.”

Besides the potential for producing low GI products for the mainstream food and beverage market, Nutritis also believes Fructilight could prove popular in sports

nutrition applications. The company has been running a clinical trial to examine whether consumption of a beverage containing Fructilight can help with the maintenance of energy levels in long distance runners. The results, which will be published early in 2011, are “very encouraging”, says Lapoujade.

The naturalness of Fructilight is also a key attribute, says Lapoujade. “When an ingredients list is simplified, it is better,” he argues. “Replacing words such as ‘corn syrup’ or ‘dextrose’ with ‘sugar extracted from fruit’ is a plus.” Fructilight also gives companies wishing to sweeten products that are otherwise made from nothing but fruit the opportunity to do so while retaining the claim that the product in question is ‘100% fruit’.

Having said that, it’s worth remembering that Fructilight, though claimed to be unique in that it is a fructose-from-fruit sweetener, is not the only sweetener extracted from fruit available on the market. It is increasingly common to find products – particularly those aimed at young children – sweetened with concentrated juice, usually from apples and grapes, rather than conventional sugar. However, Lapoujade says that while such

Nutritis mines fruit for ground-breaking new sweetener

A new 100% fructose sweetener that will allow manufacturers to cut sugar content without resorting to arti-ficial sweeteners – and thus use a naturalness claim on the label – may also have potential in sports nutrition, according to early research results. Is low GI Fructilight indeed “the perfect natural sweetener for the times”, as it has been dubbed by its creators? By RICHARD CLARKE.

Nutritis has only recently scaled up to full production. In one of the first applications, German beverage producer RhönSprudel is using Fructilight to contract-manufacture Haji Cola, a brand marketed on a naturalness platform.

FEBRUARY 201116



ingredients do a fine job, they do also present some difficulties in terms of consistency.

“Those sugars are very good products,” he says. “The only problem they have is that the levels of different sugars inside them – glucose, fructose, sucrose – are really dependent on the raw material. For example, not all apples contain the same balance of sugars – this varies according to the season, the quality of the harvest, and the ripeness and the variety of the fruit. This means you have a product that is not standardized. It has different taste features and technological qualities – the freezing point might vary, for instance.” This is not an issue with Fructilight, he says, because Nutritis’s tightly controlled processes ensure the specification of the finished ingredient never varies.

There is a limited number of products containing Fructilight in the marketplace at the moment, since Nutritis has only recently scaled up to full production of the ingredient, a project it undertook with French purification specialist Novasep Process. In one application, German beverage producer RhönSprudel is using Fructilight to contract-manufacture Haji Cola, a brand marketed on a naturalness platform.

B esides Fructilight, Nutritis also produces a sweetener called Fructisweet, which contains a bespoke, adjustable blend of fructose, sucrose and glucose. This is said to be more suitable for very sweet products, such as jams, where the replacement of conventional sugar with pure fruit fructose would probably result in a product that was too sweet.

To manufacture its sweeteners, Nutritis processes fruit rejected by retailers because of minor defects, such as harmless but unattractive blemishes, which keeps production costs down. The company predominantly uses apples because they are plentiful and available all year round in France, but it also uses grapes, melons, peaches and is running trials with kiwi fruit. Essentially, the company takes whichever fruit it can get its hands on – again, a strategy designed to minimize costs.

Crucially, whichever type of fruit is used, the sweetener produced at the end point is always exactly the same product. But Lapoujade is reluctant to reveal details of Nutritis’s purification and separation process, revealing only that it is chemical free, uses just water and steam, and is based on liquid chromatography.

Fructilight sells at a 25%-40% premium to standard sugar, but Lapoujade says the ingredient has the potential to enable

manufacturers to command an equal, or greater, premium on their finished products in the marketplace. He adds: “Our product is not a commodity. We are really in a niche market and we focus on customers that will give us a return on investment.”

GLOBAL VISION

Nutritis is targeting global markets with its sweeteners, and to that end has just hired a sales export manager. Lapoujade accepts that varying regulatory systems worldwide – such as the European Union’s Nutrition & Health Claims Regulation, and America’s Generally Recognised As Safe process – may impact on the way Fructilight can be marketed in

different markets. But he is philosophical about the challenge of navigating these, stating simply: “This is something we are investigating now.”

All in all, Fructilight constitutes an interesting new proposition for companies that are looking for an innovative sweetener option to help their products achieve differentiation in competitive food and beverage categories. It taps into a range of modern consumer needs, largely based around naturalness and healthfulness. And with so much negative publicity surrounding conventional sugar and artificial sweeteners, the market conditions could be just right for Fructilight.

FEBRUARY 2011 17



Plant sterols and stanols have dominated the cholesterol reduction space for years. Oat fibre has barely made a dent in the cholesterol-lowering market, despite abundant science backing its benefits. But at last oat fibre made be able to provide some serious competition, thanks in part to European health claim regulators.

Over the past 18 months, the European Food Safety Authority (EFSA) has issued two positive opinions approving the claim that eating 3g a day of beta glucan soluble fibre from oats can improve heart health by lowering high cholesterol.

The first, published in October 2009, was assessed as an Article 13.1 claim, which means it will be placed on the Community List of general function claims that can be used by any company. This claim applies to beta glucans from either oats or barley. The claim states:

“Regular consumption of beta glucans contributes to maintenance of normal blood cholesterol concentrations.”

The second claim relates specifically to oat beta glucan and was approved in December 2010 under the Article 14.1 channel, which is reserved for disease reduction claims. This claim contains somewhat stronger language than the other, stating:

“Oat beta glucan has been shown to lower blood cholesterol. Blood cholesterol lowering may reduce the risk of heart disease.”

These opinions build on science that has been generally accepted for years and several years ago regulators in Sweden, the UK and France all approved similar claims. The US Food & Drug Administration has recognized that beta glucans benefit heart health for more than a decade.

But it is still a significant development because it means oat beta glucans are one of a tiny number of ‘other substances’ – that’s to say substances other than essential vitamins and minerals – to have earned an approval from EFSA under the notoriously stringent European Union Nutrition & Health Claims Regulation. With health claims now approved

both sides of the Atlantic, the future looks brighter than it has done for many years for suppliers of ingredients made from oat beta glucan.

The newest entrant to this arena, Sweden-based Biovelop, certainly sees things that way. The company has spent almost ten years developing PromOat, an oat extract it believes will take beta glucans into the mainstream of the functional food and beverage category.

Within weeks of its recent market launch the company signed an agreement to supply PromOat to UK supermarket chain Marks & Spencer, which has used the ingredient in its recently-launched cholesterol-lowering fruit juice, sold under its own label.

Furthermore, the retailer plans to create a series of different products containing PromOat. Biovelop’s business development manager, David Peters, says PromOat’s strength is that it can easily be incorporated into a wide range of food and beverage products, not just those where oats might normally be expected to be found, such as baked goods or breakfast cereals.

He says this is thanks to a unique and patented chemical-free extraction process, which enables Biovelop to physically separate out the soluble fibre part of the oat – which is PromOat – leaving behind the insoluble fibre and the protein parts.

“That is hugely important for food and drink manufacturers because it means they’ve got a white powder without any taste which they can very easily incorporate into a whole range of different products,” he explains. “When you haven’t separated out the insoluble fibre and protein, you’re starting off with an ingredient that’s got a nasty brown colour to it and a strong taste of oats. That severely restricts what it can be used in, or it means the manufacturer has then got to mask the colour and taste by adding in other ingredients, which makes it more expensive and takes away the naturalness you had to start off with.”

Peters claims that PromOat is the only soluble fibre ingredient from oats that is produced without chemicals. Rivals, he says, typically use ethanol to extract beta glucans from the oat. He believes this will make the ingredient appeal to manufacturers and consumers who want their products to be as natural as possible.

PromOat can inject some fresh excitement into the cholesterol-reducing food and beverage category by presenting something innovative in a market, he argues. “I would say that PromOat has a clear advantage precisely because it is a newer ingredient which food and drink manufacturers can introduce into their products to drive growth. They – and consumers – are always looking out for new ingredients which can help them to freshen up their existing products or even launch new ones.”

Peters reveals Biovelop has signed a number of contracts to supply PromOat to food and beverage manufacturers, in addition to the UK supermarket. He believes the fact PromOat, like other beta glucans, is supported by both EFSA and FDA approved health claims will be key to successful commercialization of the ingredient – describing this aspect of its proposition as “enormous”.

He explains: “One of the key themes

EFSA thumbs-up gives oats the edgeWith health claims now approved in the US and Europe, the future looks bright for oat beta glucans – and the timing is perfect for Swedish company Biovelop as its oat extract PromOat debuts in a cholesterol-lowering fruit juice. By RICHARD CLARKE.

Marks & Spencer Red Grape, Blueberry and Blackcurrant Super Juice, launched in January 2011, clearly communicates its cholesterol-lowering properties on-pack. It contains 0.75g of oat beta glucan (PromOat) per 300ml serving, thereby providing consumers with 25% of the 3g daily intake of oat beta glucan recommended for the reduction of cholesterol.

FEBRUARY 201118



to have come out of the shows we’ve done recently – Supply Side West in Las Vegas and Health Ingredients Europe in Madrid – is that it’s important to have a concrete health claim behind you now, particularly in the light of EFSA’s reluctance to give out health claims. As a result, we’re seeing a lot of interest in cholesterol reduction.”

But Biovelop doesn’t plan to stop at cholesterol. It also has its sights set on establishing a scientific basis for PromOat’s satiety benefits. EFSA has rejected an Article 13.1 health claim linking beta glucans with weight control but Biovelop is in the process of conducting its own clinical trials using PromOat, with results due later in 2011.

Biovelop is hopeful that satiety will offer strong potential for PromOat, particularly since many consumers already associate eating porridge oats for breakfast with a reduced need to snack mid-morning.

“There’s plenty of anecdotal evidence that eating porridge oats for breakfast makes you feel satisfied and takes you through to lunchtime,” says Peters. “One serving of PromOat is going to be equivalent to several servings of porridge oats, so we’re pretty confident there is a satiety effect. It hasn’t been EFSA approved yet but that’s something we’ll be working on. We just need more evidence. I think it’s something that will happen.”

Biovelop is also exploring the area of gut health, with a view to harnessing PromOat’s prebiotic effects. As well as being interested in general digestive function, the company is running trials with athletes to establish whether by improving gastrointestinal health PromOat assists with the uptake of energy. If this effect was to be proven, the intention would be to target the sports nutrition market. Blood glucose regulation, which could benefit sufferers of diabetes, is another area under investigation.

Besides its functional health properties, PromOat can also be used as a straightforward fat replacer to improve the health profile of a product while maintaining mouthfeel. Peters reports interest from manufacturers of everyday products such as bread, potato-based snacks and sausages. He also believes functional and/or low-fat mayonnaise-style sauces and dips will be a key application. “Simply blending a little oil, water and PromOat creates a lovely, thick and creamy full-fat texture emulsion which looks very much like a mayo,” he says. “People can’t believe there’s no eggs in there. But it’s literally those three simple

ingredients.”In general, Peters believes PromOat will

benefit from the halo effect around porridge oats, which has seen them become a popular health food. Sales of hot cereals have been strong in recent years in the UK, for example, off the back of growing awareness that porridge is a sustaining breakfast and a cholesterol-lowering food. It has also experienced a renaissance across the Atlantic, says Peters.

“When we held our US marketing roadshow recently we discovered porridge had undergone a really amazing transformation. It’s gone from having a frumpy image to being incredibly fashionable. All sorts of companies over there are really marketing it quite heavily. It’s Starbucks’ biggest selling non-beverage item. McDonalds has been trialling it and plans to roll it out nationwide in 2011.”

The popularity of porridge oats will boost PromOat’s credibility in the marketplace, and enhance consumers’ understanding of what it offers, says Peters. “The benefits of

oats are very well recognised and, I think, beta glucan is becoming better recognized. If you look at lot of porridge packs now, they are increasingly including information about oat beta glucan. Manufacturers are trying to move people on from just the basic health message about oats being good for you, on to the reason why they’re good for you – and that’s because they contain beta glucan. This is obviously very helpful for us.”

Peters accepts that the EU’s Nutrition & Health Claims Regulation has been kinder to Biovelop than it has to the vast majority of functional ingredients supplers. And coupled with the FDA approval, this leaves PromOat well placed to flourish in the future. “The regulation has definitely been great for us,” he says. “It can obviously be frustrating for other ingredients producers that it can take so long to get these health claims approved. So when you have an ingredient like we have, which has got that concrete health claim attached to it, it puts us in a very strong position. The timing on this is perfect.”

BETA GLUCAN: THE HEALTH CLAIMS HERO

On 8 December, EFSA published an Article 14 health claims opinion acknowledging that oat beta glucan reduces cholesterol, which in turn contributes to good heart health. This came just over a year after the agency gave the green light to a claim that beta glucans from either oats or barley helps maintain normal cholesterol levels.

The Article 14 claim will probably to be written into law by the European Commission sooner than the Article 13.1 claim, which will be legalized along with all the other positive claims destined for the Community List some time after June this year. It is reasonable to expect that manufacturers marketing products containing oat beta glucan will prefer to use the Article 14 claim courtesy of its stronger wording.

In terms of conditions of use, EFSA has specified that 3g of beta glucans are required daily to reduce cholesterol. However, the agency does not insist that a serving must contain the full 3g of beta glucan. Instead it should contain at least 0.75g, and manufacturers must also state how much is in a serving. These conditions of use mirror exactly those laid down by the US Food & Drug Administration, which allows a claim along these lines: “Diets low in saturated fat and cholesterol that include 3g of beta-glucan soluble fibre may reduce the risk of heart disease.”

The Article 14.1 approval was the result of a dossier submitted by CreaNutrition, a competitor of Biovelop. Like Biovelop, CreaNutrition is based in Sweden and markets oat bran beta glucan ingredients under the Oatwell brand.

EFSA concluded in the opinion: “The evidence presented indicates that the cholesterol-lowering effect of oat beta-glucan may depend on the increased viscosity in the small intestine that reduces the reabsorption of bile acids, increases the synthesis of bile acids from cholesterol, and reduces circulating (LDL) cholesterol concentrations.”

In terms of claims unrelated to cholesterol, the jury is still out on the benefits of beta glucans. EFSA has rejected Article 13.1 claims linking them with weight management and the regulation of blood glucose concentrations. Beta glucan suppliers have won a significant victory on cholesterol reduction – but it’s clear they still have much work to do to win round EFSA’s scientists in other areas.

FEBRUARY 2011 19



Solazyme, a San Francisco-based producer of renewable oil, has joined forces with French ingredients supplier Roquette to exploit the potential to produce food ingredients derived from microalgae on a massive scale.

The two companies have set up a 50-50 owned joint-venture, called Solazyme-Roquette Nutritionals, to fund and build a commercial-scale manufacturing plant with the capacity to produce tens of thousands of tonnes of microalgae-based ingredients every year for use in mainstream food applications.

Microalgae are microscopic algae – or plant-like organisms – typically found in freshwater and marine systems. There are a huge number of different varieties, each with different characteristics. In nature, they can manufacture oils over an elongated period of time. If harvested, they can be farmed to produce oils for a range of purposes – such

as fuel, food and cosmetics – at a much faster rate.

Solazyme, which was founded in 2003, has developed what it says is a unique oil production process that involves feeding carbohydrate-based biowaste to microalgae and allowing it to ferment. Careful selection of the microalgae variety, and adjustments to the fermentation conditions, enable Solazyme to manipulate the composition of the oils produced.

Roquette, meanwhile, for the past two years has been running a project called Algohub, with the intention of producing functional ingredients from microalgae. Now the two companies have joined together in an effort to produce a new generation of microalgae ingredients that offer “superior nutritional properties along with outstanding taste and texture”. The joint-venture says it

plans to develop a range of oil, protein and fibre products that will allow manufacturers to enhance the nutritional profile of everyday foods more effectively than is currently possible.

Ken Plasse, Solazyme’s VP of nutritionals, says: “There are literally billions of strains of algae and we have gone through millions of strains and selected those that help us achieve our needs. We put the microalgae in a fermentation tank, just like beer or wine, we feed it sugar cane or switch grass, and in five to seven days it goes from having no oil cells to being a predominantly oil-based cell.

“We can then extract the oil that’s produced there, the characteristics of which can differ. Depending on the fermentation conditions, or depending on how you feed it, you get different results.”

This process differs from that used by

New joint-venture spies major opportunity with microalgae

By “farming” tiny algae, Solazyme-Roquette Nutritionals has developed a heart-healthy oil-based powder that’s high in fibre and unsaturated fats, contains no trans-fats, is low in saturated fat and offers omegas 3, 6 and 9 fatty acids. Able to replace oil, egg or butter in any product, the powder – along with a protein-based ingredient with complete amino acid structures – constitutes a new generation of microalgae ingredients that offer “superior nutritional properties along with outstanding taste and texture”. By RICHARD CLARKE.

Source: Solazyme

FEBRUARY 201120



Solazyme’s competitors, says Plasse, in that others usually use photosynthesis to produce oil from algae. But Plasse says fermentation is better because it is “much more scaleable and sustainable”.

In Solazyme’s process, once the microalgae have fermented they are washed and dried. The cells are then broken up to create an oil-based powder, which is rich in fibre, suitable for use in food manufacturing. According to Plasse, this end-product is “pretty amazing”.

“It’s a very heart healthy oil that’s high in unsaturated fats, contains no trans-fats, is low in saturated fat and offers a variety of valuable fatty acid profiles,” he says. “It’s a complete Omega, with Omegas 3, 6 and 9. It’s also shelf-stable, which is really attractive for developers. Essentially it’s a really healthy fat that provides amazing nutritional qualities to the end-use application.”

The Solazyme-Roquette joint-venture believes bakery applications will offer the most immediate potential. The first ingredient to market under the new arrangement will be a flour-like powder. The benefits to bakers of using this could be huge, says Plasse.

“You can get a dramatic reduction in saturated fat – over 90%. And because you’re reducing fat you get dramatically lower calories. On top of that it has a number of functional benefits for food developers, such as enhanced flavour and mouthfeel.” The high fibre content of the flour will enable manufacturers to improve the nutrition profile of their products further, he adds.

The Solazyme-Roquette powder can replace the eggs, oil and butter in any product, says Plasse. “Core products we think will be very attractive are any bakery applications, ice creams, salad dressings, sauces, mayonnaise and snack bars. Any time you utilise eggs, oil or butter, this can act as one ingredient to replace those or partially replace those.”

Going forward, the joint-venture intends to explore further the potential to diversify the range of ingredients it produces. “Our initial product will be an oil-based powder, but what’s really wonderful is that in the future we’ll be able to separate all the components. So at some point in time you can separate the oil so you’re left with just the fibre, and you could use that just like any other fibre additive. Then there are an amazing number of phospholipids and micronutrients that you could separate out further. You could essentially, just like soy,

take this core product and separate it into its components.”

ALGAE PROTEIN PRODUCT COULD OFFER TAILORED AMINO ACIDS

Solazyme-Roquette believes microalgae-derived protein represents another major opportunity. “We can change the fermentation conditions of the same natural strain of algae and create a protein-based product that’s part protein and part fibre,” says Plasse. “It’ll offer complete amino acid structures, like whey or soy, but it will vary in terms of which amino acids it will be high in, which will provide the opportunity to add different amino acid structures to protein-based products.

“In addition, it will be vegan and gluten-free. There’s a strong demand for new vegan sources of protein and algae is an attractive alternative to things like soy, pea and other protein-based plant products.”

Solazyme isn’t entirely new to the food arena. It already markets an earlier version of algae-based protein and Omega oil products to the functional food market.

The important difference between these products and those to be developed by Solazyme-Roquette is that they are ‘full-cell’ ingredients, while the newer versions will be ‘broken cell’ products.

“When you liberate the cells by breaking them they provide some amazing, really strong functional properties,” says Plasse. “The beauty of our technology platform is that it really allows us to have a large variety of products that complement the broad-based food ingredient universe – oils, protein, fibre and then eventually micronutrients and phospholipids.”

Solazyme-Roquette’s strategy is global, though Plasse says the US will be the first market for its new microalgae-derived flour. “We’re very excited about the opportunity to help with issues like the obesity epidemic and to really improve consumer health via products that are already available today in the marketplace,” he says. “The ability to dramatically improve health profiles was a personal mission I had when I joined the company, and it’s a mission that Solazyme-Roquette is going to pursue.”

BUILDING ON PROTEIN The fast-developing market for protein is an important one for Roquette. It recently launched a drive to position its pea protein brand Nutralys as a viable alternative to soy protein in healthful and dairy-free food and beverage applications. Roquette has improved manufacturing processes for Nutralys, a protein isolate extracted from the yellow pea, in a bid to reduce the off-fl avours and aromas that can sometimes be associated with vegetable protein products. It has done this by identifying and removing some of the volatile chemicals in the protein which can cause unpleasant organoleptic qualities, resulting in what the company says is a much cleaner taste profi le. Roquette believes the improvements it has made to Nutralys – which contains 85% protein – will help pea protein compete more effectively with soy not just in terms of taste, but also on the grounds of its nutritional content, allergen-free status and sustainability. In terms of nutrition, pea protein doesn’t offer the cholesterol-reducing health benefi ts associated with soy protein. Nonetheless, it is rich in essential amino acids associated with growth and muscle mass. This makes it particularly popular with athletes and body builders, who use protein-based sports nutrition products to help recover from muscle stress. Soy protein also contains amino acids but, says Roquette, at lower levels than in pea protein. Roquette believes there is signifi cant potential for pea protein in functional food and beverage applications, especially following the enhancement of the taste of Nutralys. To illustrate this, at the Vitafoods 2010 exhibition it unveiled a ready-to-drink healthy beverage concept called Vegetal Booster. This milk-like product is made from Nutralys pea protein and enriched with Nutriose, Roquette’s prebiotic fi bre ingredient.

FEBRUARY 2011 21


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

It’s ten years since the FDA approved a heart health claim for nuts and in that time only almond growers have successfully exploited the value of the claim. Now pistachios have also become a success – with a strategy that reflects how good marketing is more important than a health claim in creating success.

In ratcheting Wonderful Pistachios up to a $200 million (€145 million) healthy-eating success story within two years, Paramount Farms has applied several pages from the playbook of its other major brand, Pom Wonderful pomegranates.

Both brands employ edgy advertising that creates curiosity among consumers and buzz among the media cognoscenti. Both Wonderful Pistachios and Pom Wonderful juice rely mostly on the intrinsic health benefits of their basic commodity rather than too much enhancement with other ingredients. Both have placed big bets on supply expansion.

And both the pomegranate-juice and pistachio businesses have bet there’s magic in the word “Wonderful.”

“We’ve had this historical success with Pom Wonderful and we were looking for a brand that we could build over time that would tie in nicely with communicating the health benefits of pistachios,” Marc Seguin, Paramount Farms brand manager, told New Nutrition Business.

Wonderful Pistachios certainly has become that. Last year, thanks to the initiation of the brand’s fun, celebrity-laden marketing campaign in the fourth quarter, sales ended up about 65% higher for the full year than for 2008, which was Wonderful’s first year in the market.

Seguin expected another strong double-digit surge in sales during the fourth quarter of 2010 to bring Wonderful to about $200 million (€145 million) in revenues for the

full year, a level of sales that already is challenging that for Pom Wonderful, which has been in the market for much longer.

And as the only nationally established brand of pistachios, Wonderful already accounts for about 70% of the overall domestic sales of a commodity whose strong growth in the US it almost solely has driven. Paramount Farms cleans, roasts and packages about 30% of the pistachios in the entire world.

This success shouldn’t be all that surprising. Paramount’s Los Angeles-based owners, Lynda and Stewart Resnick, pulled off the same sort of thing with Pom Wonderful: identifying an under-appreciated but healthful commodity crop that lent itself to California weather, buying enough land and planting enough trees to become the dominant domestic grower, strategically securing ample water supplies, and then

turning the product into a marketing phenomenon.

Pom Wonderful has run into some trouble over the last few years from its own temporary supply constraints, competition from big beverage companies that have come out with their own pomegranate-juice drinks, and most recently a lawsuit by the federal government that alleges Pom Wonderful has been too vivid in marketing health claims for its products.

Wonderful Pistachios has managed to avoid similar such problems so far even as it has borrowed heavily from Pom Wonderful’s strategy in the marketplace. Just as with pomegranates, Wonderful Pistachios’ advantages start with its unparalleled scale in the pomegranate business – such a powerful standing that the Resnicks were able to break up a farmers’ cooperative in California that until three years ago governed how nearly all

Fun marketing propels sales for premium pistachios

California’s Paramount Farms seems to have worked the same magic on pistachio nuts as it did on pomegran-ates – taking an underappreciated but healthy commodity and making it desirable. With quirky marketing and a focus on communicating the intrinsic health benefits of the nuts, Wonderful Pistachios have flourished despite recession and a premium price. The brand is enjoying double-digit growth and a level of sales that’s driven half the total sales increase in the US snack nuts market and outstripped brands owned by giants such as Kraft and PepsiCo. By DALE BUSS.

FEBRUARY 201122



of the state’s pistachio growers went about their business.

As a commodity, pistachios enjoy a number of advantages. For one thing, they benefit greatly from Americans’ ever-rising appreciation of tree nuts as nutritionally beneficial. Despite their high fat content and the fact that most consumers like them salted, “There’s an overarching kind of health awareness about nuts,” Seguin said.

“When you layer in the fact that we’re a good source of fiber, and pistachios especially have antioxidants and that sort of thing, we feel like in general – relative to snacks like chips and pretzels – we’re in a much better position.”

Pistachios specifically enjoy the distinction of their light green colour and the fact that after processing they tend to barely peek from behind their slightly opened shell. “It’s a product that everyone loves to eat, and they’re fun to eat,” Seguin noted. “That allows us to get people into the health benefits of pistachios by using what they already know about them: that they’re fun and taste good.”

FOLLOWING ALMONDS’ EXAMPLE

Besides the lessons of Pom Wonderful, the company also watched closely what almond growers and brands have done with their commodity (Paramount Farms also grows and sells almonds). “They have a laser focus on getting people to understand how healthy almonds are,” Seguin said. “We saw that as a model for replicating a consistent health message over a long period of time and getting it ingrained in people’s minds.”

Paramount launched the Wonderful Pistachios brand about three years ago, just as America was entering the recession. That would seem to have been a problem for a premium-priced nut that retails in an 8oz (225 g) bag for a suggested $3.99 (€2.89 ) – in the neighbourhood of cashews, macadamias and almonds rather than, say, cheaper peanuts and sunflower seeds.

But Wonderful Pistachios began proving last year that control of the majority of the crop, along with clever marketing, can elevate savvy brands above concerns about price elasticity. Wonderful garbs its nuts in snappy green and black packaging, for instance.

“Green represents the inside of the pistachio, as well as healthy goodness, and we wanted to carry that forward with everything that we do so that the message is very consistent and carries a brand impression,”

Wonderful Pistachios recruited quirky B-list and “naughty” celebrities for its adverts, including TV star Nicole “Snooki” Polizzi (top), Rod Blagojevich of Illinois who was convicted of lying to federal investigators, and Lewis Black (bottom) known for his “angry rant” comedy style.

You can view these ads at:http://getcrackin.com/?vidid=1527#sidebar_video_thumb_1527http://getcrackin.com/?vidid=1528#sidebar_video_thumb_1528http://getcrackin.com/?vidid=1530#sidebar_video_thumb_1530

http://getcrackin.com/?vidid=1527#sidebar_video_thumb_1527



FEBRUARY 2011 23



Seguin said.The brand also cut out the middlemen

and dispatches its own merchandisers to its major retailer customers around the country, arriving in Toyota Priuses emblazoned with green brand signage. Such top-to-bottom control of its supply chain also has enabled Wonderful Pistachios to penetrate unlikely new outlets such as the upscale Nordstrom’s department stores.

FUN AND ‘NAUGHTY’ ADS CREATE BUZZ

And Wonderful borrows freely from the resources of Hollywood just down the road. In the initial version of its “Get Crackin’” advertising campaign in 2009, Wonderful recruited B-list and some “naughty” celebrities such as a star of the hit TV series The Sopranos; an American Olympic swimmer distinguished by her accomplishments even in middle age; and the infamous former boyfriend of politician Sarah Palin’s daughter.

“These are people who aren’t necessarily known that widely but could create some buzz and who have audiences that create a strong mosaic of consumers,” Seguin explained.

With an eye toward prime nut-consumption occasions including the winter holidays and snacking at Super Bowl-watching parties in early February, the ads focused on how people open pistachio nuts differently, liberally using Wonderful’s signature bright green, but also were heavy on health messaging such as “lowest-fat nut” and “lowest-calorie nut.”

“We needed to be able to capture people’s attention visually,” Seguin said. “When you have that, you can deliver a meaningful health message without getting overly complicated. There really hadn’t been any communication on a broad basis about pistachios, so we wanted to start with what people might know about pistachios.”

Sales rose as much as 80% each week during November and December compared with the year earlier, Seguin said, pushing Wonderful’s overall sales about 65% higher for the year – “in an economy,” as he noted, “that overall wasn’t showing much growth.”

In fact, after the marketing campaign was over, sales into 2010 continued at such a robust pace that Paramount Farms almost ran out of pistachios. Pom Wonderful experienced a huge drag on sales a few years ago when newly planted trees weren’t yet mature enough to supply crop expansion to meet fast-growing sales demand. But Seguin

Wonderful Pistachio’s fun marketing extends to this free app which challenges users to crack as many pistachios as they can.

Following the lead of almond growers and brands – with their “laser focus” on communicating the health benefi ts of almonds – Wonderful Pistachios intend to “ingrain” the pistachio health message in consumers’ minds.

PISTACHIOS ARE INCLUDED IN THE FDA’S QUALIFIED HEALTH CLAIM, WHICH STATES:

“Scientific evidence suggests but does not prove that eating 1.5 ounces per day of most nuts, such as pistachios, as part of a diet low in saturated fat and cholesterol may reduce the risk of heart disease.”

FEBRUARY 201124



insisted Wonderful Pistachios will avoid such a problem.

“It takes about seven years for a newly planted tree to produce pistachios,” he said. “But we have a number of new trees that have been in the ground now for five and six years and so we’ll be able to grow our crop size overall by 20%-30% over the next few years. That’s plenty of supply.”

So Wonderful Pistachios hasn’t let up in its efforts to boost sales, launching Round Two of its “Get Crackin’” campaign in the fourth quarter of 2010. The celebrities in the new campaign include Nicole “Snooki” Polizzi – a star of MTV’s reality-TV series Jersey Shore – as well as Rod Blagojevich, the former governor of Illinois, who was convicted in the summer of 2010 of lying to federal investigators.

Overall advertising spending was expected to be $20 million (€14.5 million) for this effort compared with $15 million (€11 million) a year earlier. “We’ve got 2,000-plus airings of our commercials scheduled for airing on many, many TV networks, reaching our target consumers” – focused on 30- to 50-year-old women – “each 10-plus times,” Seguin said.

Fueled by its quick success in expanding the pistachios market, Wonderul Pistachios is considering launching another advertising campaign in the spring, although on a smaller scale. “No one has ever tried to market pistachios in [that] half of the year,” Seguin said.

ADDING FLAVOUR – AND VALUE

Wonderful Pistachios come in a variety of package sizes and a variety of retail outlets, but the brand does almost nothing to alter its basic product or to boost its appeal with seasonings or other enhancements.

Paramount Farms has left that chore to a smaller brand called Everybody’s Nuts. These pistachio products are available in flavours such as Salt and Pepper, Chili and Lime, and Roasted Onion.

“If there’s one sub-segment of snack nuts that has been growing strongly outside of one-nut product lines such as pistachios and almonds, it’s flavoured nuts,” Seguin said. Such products currently account for about 20% of the overall snack-nut business – but for about 50% of growth.

“A lot of new SKUs are being introduced,” Seguin said, “and they are especially attracting more moms with young kids.”

2007 2008 2009 52 Weeks Ending

Oct 31, 2010

$9.084(€6.567)

$33.613(€24.302)

$71.122(€51.425)

$122.777(€88.774)

CHART 1: THE IRRESISTIBLE RISE OF THE WONDERFUL SNACK BRAND

US retail sales in $ millions in supermarkets, drugstores and mass merchandise outlets (excluding Wal-Mart) - a further $80 million (€58 million) of sales is in other channels. Since its launch in 2007, the US snack nut market has grown by 20% – and almost half of the total market growth has been driven by the Wonderful Pistachio brand.

0

15

30

45

60

75

90

105

120

135

Source: Infoscan Reviews, SymphonyIRI Group

$millions

NUTRITION FACTS FOR WONDERFUL PISTACHIOS

Wonderful Pistachios sends its own merchandisers in bright green Toyota Priuses as part of its top-to-bottom control of the supply chain.

FEBRUARY 2011 25


R E G U L AT I O N

The feeling of uncertainty and anxiety permeating the European pre- and probiotic industry has only grown after about 200 of its key personnel attended a specially convened gut health and immunity congress with the European Food Safety Authority (EFSA) health claims panel in Amsterdam in December.

In two previous EFSA-organised meetings in Brussels in 2009 and at its Parma, Italy, headquarters the summer just gone, EFSA had failed to provide the kind of clarity the industry seeks in the submission and adjudication of claim dossiers under the draconian remit of the European Union’s nutrition and health claims regulation, so it was hardly with hopeful expectation that the industry and institutional scientists, regulatory specialists, lawyers and consultants journeyed to an Amsterdam caught in an unseasonal Arctic snap.

For the weary and battered pre- and probiotics sector, its expectations were more realistic, hoping for perhaps a parameter or two that would give it a better idea of how to build dossiers that will demonstrate gut health and immunity health benefits, and even design trials that may eventually contribute to that same end.

There was a morsel or two in this area but not enough to give those assembled in Amsterdam the confidence that the science that exists will be enough to actually win a claim from EFSA’s Panel on Dietetic Products, Nutrition and Allergies (NDA).

In summary of the day, the NDA via its chiefs Juliane Kleiner, PhD, and Professor Albert Flynn, stated: “The discussions

showed there were many commonly held views, both amongst participants and EFSA experts, for instance on how to substantiate health benefits related to gut function, such as regularity, and defence against gut infections. In other areas such as claims related to immunity and claims on health effects of gut bacteria, the meeting was a good opportunity to exchange views on how to demonstrate the health benefit.”

DISCONNECTION BETWEEN EFSA AND INDUSTRY CONTINUES

But most of the industry left feeling as flat and frustrated by the process and the seeming impossibility of the challenge before them as when they had arrived at the meeting on that icy morning.

So the fear now is a continuation of the current grim scenario. That’s a landscape that so far has seen the NDA reject 100% of around 200 probiotic submissions including dossiers from Danone and Yakult – rejections that have sparked disbelief and outrage in academia not to mention the companies involved and the rest of the probiotics sector.

A fundamental disconnect has become apparent that no amount of meetings and stakeholder-NDA dialogue looks likely to resolve in the short or medium term. Because while much pre- and probiotic science demonstrates that increasing healthy microbiota in the gut yields benefits for diarrheoa, for digestion, for fighting colds, for boosting immunity and more, the NDA takes the view that such links are not strong enough to demonstrate causality according to its strict

reduction of disease risk factor requirements. The panel has been quite explicit that

increasing healthy microbiota in the gut – which even it acknowledges pre- and probiotics have the capacity to do – is not of itself a health benefit. That’s about wellness and the promotion of wellness, be it gut, immune or any other kind of wellness, and wellness is not a currency the NDA has shown itself willing or capable of trading in, some vitamins and minerals excepted.

It’s a situation that leaves industry asking: if vitamin C can win an immunity claim as it has done, why not pro- or prebiotics, highlighting a body of science the industry states is equally strong, if not stronger?

Reducing certain pathogen counts including Salmonella, Campylobacter, Listeria and some Escherichia coli strains has been recognised as being potentially beneficial when linked to a disease risk factor, but again, trials demonstrating such links have been found wanting, sometimes on technicalities such as blinding deficiencies the NDA has taken issue with even as respected publications such as the British Medical Journal have not.

REGULATORY STRAIGHTJACKET INHIBITING PRE-AND PROBIOTICS

So where to now? Increasingly industry is coming to the realisation that the NDA approach is utterly incompatible with the scientific body of work that exists for probiotics, and with it prebiotics. The botanicals sector had a mini-victory this year when the European Commission deemed that

A disappointing day in Amsterdam: EFSA offers little health claims hope

The apparent gulf between the regulatory strictures that govern health claims decisions in Europe and the scientific evidence behind health benefits of pre- and probiotics has not been diminished by the recent meeting between EFSA health claims panel members and industry in Amsterdam, leaving the industry feeling “flat and frustrated”. Industry is increasingly realising that the regulatory approach is incompatible with the science around pre- and probiotics. By HENRI DEBAIN.

FEBRUARY 201126


R E G U L AT I O N

the predominantly tradition-of-use data that exists in the herbal sector was never going to get a fair hearing under the NHCR, and so removed them from the process. How they will eventually be assessed is unknown for now, but the EC recognition of the disconnect between the varying forms of scientific evifidence that exist for those plant-based nutrients and the NHCR-inspired NDA approach, is leading many in the pre- and probiotics game to the conclusion that they should be similarly extracted from the process so that the science that is in place can be assessed under a system less disease factor-driven and didactic than that the NDA is bound by.

As Peter Pekelharing, the president of Dutch probiotics supplier Winclove Bio Industries – which itself cited criteria confusion and potential market damage when it pulled 30 claims from the system in February last year – noted after Amsterdam: “It seems this regulation doesn’t fit for probiotics. We have to show benefits with risk-reduction claims but probiotics are about supporting health. There is no opportunity or opening within the regulation to show the beauty of probiotics. Disease risk reduction is a small aspect of what probiotics can bring to the health of society. It’s a pity.”

Pekelharing highlighted an NHCR conundrum in that even when a link is scientifically validated – such as the reduction in the incidence of antiobiotic-associated, or travellers’, diarrheoa – such claims would not be permitted because they are deemed medicinal disease claims which the regulation does not cover, rather than claims linked to a reduction in a validated risk of disease factor – which diarrheoa is not.

NDA health claims panel working group member Maria Saarela said industry was yet to fully comprehend how disease is dealt with under the NHCR.

“People ask for claims for ‘prevents’ which is already strictly out of the scope of [the NHCR],” said fellow panel member Seppo Salminen. “So it’s important to continue the discussion and for all parties to thoroughly understand the regulation.”

The view was reiterated several times in Amsterdam by Professor Flynn, who stated: “The legislature states you must reduce the risk factor of disease. It may not always make scientific sense but that is what is in the regulation and that is what we must follow.”

Pekelharing spoke of the frustration over this approach and the sense of desperation he and his probiotic and prebiotic colleagues

are feeling when he added: “I think it is no longer worthwhile addressing the NDA panel – they are doing the best they can but they are bound by the regulation. It is clear that the regulation is a suit that is too tight for good research on probiotics. We need to go to the European Commission and its committees now to adapt the rules, or implement additional rules to boost innovation in probiotic research and health, an idea by the way which the World Health Organization formally supported more than 10 years ago.”

PLEA FOR EC RETHINK FOR GUT HEALTH CLAIMS PROCESS

In the wake of the Amsterdam meeting the presentation of such ideas has already begun in earnest with four groups – the Yoghurt and Live Fermented Milk Association (YLFA), the International Probiotics Association, the Lactic Acid Bacteria Industrial Platform and the European Food & Feed Cultures Association along with two leading academics – sending a letter to the EC’s Food Law, Nutrition and Labelling division, along with EFSA, highlighting the damage being wrought by the NHCR process, and the urgent need for further industry-regulator dialogue and a rethink of the regulation’s application in gut health and immunity.

“Many procedural and scientific aspects remained unanswered,” they wrote. “In addition, the workshop revealed numerous discrepancies in the way the scientific community and the Panel are evaluating evidence. Further clarifications are needed on very basic elements such as, among others, recognised risk factors and beneficial physiological effects, ranking of different immune parameters, best study models and target populations to be used for claim substantiation for food and food supplements.”

They said feedback submitted by 57 members of the pre- and probiotic community to the immune/gut health guidance issued by EFSA in September should be published ahead of an updated immunity/gut health guidance document the NDA was due to publish in January, 2011.

“The impact of EFSA’s negative opinions is deeply disconcerting for the industry, both in terms of the time and money invested in clinical trials, but also in terms of the damage of the industry’s credibility and the impact on public opinion,” they wrote. “Therefore, we plead to the European Commission to understand that an improvement of the

functioning of the claims approval process is necessary.”

PRE-SUBMISSION MEETINGS IDEA REJECTED FOR “LACK OF RESOURCES”

The groups forwarded the idea of pre-submission meetings with the NDA to better guide applications and trial design – an idea repeatedly raised in Amsterdam, to which the NDA repeatedly replied that, while not without merit, was not possible due to a lack of resources.

The four groups said such meetings could, “not only benefit the quality of future applications but may also improve the efficiency of the process.”

Moreover, these consultations could – in the long run – lower the cost to EFSA, as the majority of the applications would improve and be properly presented and structured.”

Danone, the biggest probiotics player in the world, and a company that has twice pulled gut and immunity claims for its probiotic yoghurts from the system citing criteria ambiguity each time, continues to push very hard for pre-submission meetings it has come to believe are vital before it resubmits any dossiers for its Activia and Actimel brands. In Amsterdam, Frederic René, the company’s vice president of research and development in its dairy division, criticised EFSA for conducting a learning process on the fly, which the industry was paying for with expensive dossiers and damaged brand equity when those dossiers were rejected.

Despite the utterances of resourcing restraints, his company, like the four probiotic groups, had not given up on the idea.

“We know EFSA are saying there are not the resources for it, but the NDA panel has sympathy for the proposal and Juliane Kleiner has said some restructuring is going on so it seems a discussion needs to go on with the EC to see what can be done. For our own claims we don’t think we can build dossiers that we can submit until there are changes like these.”

The YLFA separately posited the idea that industry could pay for such consultations, as occurred in several member states.

But how much traction any of these ideas is likely to gain within the legislative arms of the EU is unknown, and with it the future of pre- and probiotic claim-making within the bloc.

FEBRUARY 2011 27


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

BAKERYCanada Kraft Peek Freans LifeStyle Selections

Cranberry Citrus Oat Crunch & Blueberry Brown Sugar with Flax Biscuits

A source of fiber and omega 3, and contain no cholesterol or trans fat.

USA Schnuck Markets Schnucks Select 100% Whole Grain & 100% Whole Wheat Bread

Claimed to reduce the risk of heart disease and cancer. Low in total fat, saturated fat and cholesterol, and the pack carries the Heart Healthy logo. A good source of fiber.

USA Interstate Brands Corporation Hostess Smart Bakes Cheese Streusel Cakes

Contain 3g of fiber and 150 calories. This 100% wholegrain product is baked with real cheese.

USA Wasa Wasa Thin & Crispy Flatbread Made with all natural ingredients and contains 1g of fiber and 9g of whole grains per serving.

USA Doctors Scientific Organica ThinAdventure Carrot Sunshine Cupcakes

Made with healthy herbs and HeroFiber, including ForteFiber, which maintains healthy levels of cholesterol and blood glucose in healthy individuals. They also contain essential omega-3 fatty acids, plant sterols. Each cupcake contains 50% grains, 15% milk, 20% protein and 15% vegetables and is said to be equivalent to a cookie meal.

USA Interstate Brands Merita Smartwhite Special Recipe Bread Contains five grams of fiber per serving. A good source of calcium, contains nine vitamins and minerals and contains only 50 calories per slice. The bread with whole wheat is claimed to contain less sodium than a regular bread.

BEVERAGESCanada Weider Nutrition Group Weider Good2Go Pure Pro Strawberry

Flavoured ShakeReformulated and features a great new taste. Each serving provides 35g of protein, only 7g of carbohydrates, 0.5g of fat and no aspartame. Sweetened with sucralose.

USA Genesis Today Genesis Today Omega Orange Juice Made from a blend of orange, apple, pear, acerola, goji and papaya reconstituted juices with added nutrients. Fortified with omega-3.

USA Nestlé HealthCare Nutrition Boost Kids Essentials Vanilla Flavored Nutritionally Complete Drink

Naturally and artificially flavoured. Offers complete and balanced nutrition for kids, boasting 25 essential vitamins and minerals, 7g of muscle-building protein, flavorless probiotics and antioxidants including vitamins C, E and selenium. Free from lactose, gluten and high fructose corn syrup. Pack features patented “BioGaia” straws, the source of probiotics.

USA Celsius Celsius Iced Lemon Tea Enriched with vitamins. Said to burn up to 100 calories or more per can, by raising metabolism over a three hour period generating increased energy and alertness. This clinically validated product is free from sugar, aspartame, preservatives, artificial flavors, artificial colors, high fructose corn syrup and is low in calories and is very low in sodium. Contains MetaPlus® formula containing good-for-the consumer ingredients, such as green tea with EGCG, ginger, calcium, chromium, B vitamins and vitamin C to raise metabolism, resulting in a sustained calorie burn while keeping the consumer energized.

USA Preventive Beverages EVR Resveratrol Antioxidant Beverage Contains less than 1% of juice. All natural product with heart healthy benefits contains 30mg of ultra pure resveratrol, antioxidants, zero calories and zero sugar.

USA VPX VPX Coco Fit + Super Fruit Drink Infused with omega 3s and 1000IU of vitamin D3. The naturally and artificially flavored beverage is ultra low in sugar and calories and contains concentrated super-fruit juices rich in antioxidants.

USA PowerBar PowerBar ProteinPlus Protein Powder Drink Mix

Has a chocolate flavour and other natural flavors. Designed to help build lean muscle, it contains 20g TriSource protein per serving for a sustained amino acid delivery.

USA Marley Beverage Company Marley’s Mellow Mood Citrus Flavored Drink

Said to reduce stress and relieve tension. This lightly carbonated product is all natural.

USA Dynamic Health Laboratories Dynamic Health Organic Tart Cherry Juice Concentrate

Contains a “nutritional goldmine” of phenolics, which are naturally occurring plant compounds that have anti-inflammatory and antioxidative properties. Tart cherries are also a rich source of melatonin. It is free from fat, added sugar and gluten.

USA Sunsweet Growers Sunsweet Boosters Heart Health Orange Mango Drink

Proven to help lower cholesterol levels with natural plant sterols. No added sugar.

USA Campbell Soup V8 Low Sodium Spicy Hot Vegetable Juice

Made of 100% vegetable juice from concentrate and contains 70% less sodium than V8 Spicy Hot. Said to help get vegetable nutrition by providing two full servings of vegetables per serving. Low in saturated fat and cholesterol and is approved by the American Heart Association. Claimed to be an excellent source of potassium and is made with all natural juices from tomatoes and beets which provides powerful natural antioxidants helping to protect against cell damage.

USA Hero/WhiteWave Fruit 2day Potent C Blackberry Black Currant Fruit Juice

With real fruit bits and 100% juice from concentrate and contains no added sugar and provides 120 calories per serving. The vitamin C in this antioxidant, special edition juice has been increased from 50% to 100% DV.

USA Bolthouse Juice Products Bolthouse Farms Protein Plus All Natural Mango Flavoured Protein Shake

Made with 90% juice from one mango, 1.5 carrots, 2.5 apples, one orange and a slice of banana. Contains soy and whey, a proprietary blend that uses two different types of protein: whey protein is absorbed quickly to satisfy immediate nutritional needs while soy protein absorbs at a slower rate for sustained benefits. Each bottle contains 30g protein and provides three servings of fruit.

USA O.N.E. Drinks O.N.E. Kids Coconut Water Described as a super hydrating drink for kids free of added sugar. Pack features the Healthy Child Healthy World logo. The pack also features a straw.

BREAKFAST CEREALSCanada General Mills General Mills Fibre 1 Honey Clusters

CerealNow tastes better whilst still featuring the same high fibre content - 52% of the RDA.

USA Sturm Foods Ocean Spray Instant Oatmeal Made with wholegrain oats and Ocean Spray cranberries. Comes in a naturally flavoured Cranberry-Honey, and Multigrain variety. A good source of 10 vitamins and minerals, and contains soluble fibre, which may help reduce the risk of heart disease.

USA Wegmans Wegmans Weight Control Maple & Brown Sugar Instant Oatmeal

Wholegrain product that contains 7g of protein and 6g of fiber per serving, and is free from lactose. According to the manufacturer, diets low in saturated fat and cholesterol may reduce risk of heart disease.

FEBRUARY 201128



DAIRYCanada Turtle Mountain So Delicious Vanilla Flavoured Coconut

Milk BeverageMade with organic coconuts and is free from soy, dairy, lactose and gluten.

Canada Parmalat Astro BioBest Probiotic Yogurt with Plant Sterols

Now retails in a recyclable 16x100g pack, featuring a new look. Helps lower cholesterol, contains seven essential vitamins and minerals, is low in saturated and trans fat.

USA Organic Valley Organic Valley Organic Reduced Fat Milk Now retailed in a 1.89L carton. An excellent source of DHA, EPA and omega 3. The ultra pasteurised milk with vitamins A and D contains 38% less fat than whole milk.

USA Kemps Kemps Yo-J Raspberry Orange Nonfat Yogurt & Juice Blend

Now in a 0.5-gallon pack with a new look and the same great taste. It contains 25% less sugar than the original Yo-J, provides 100% of the daily value of vitamin C, good source of calcium, which helps maintain strong bones, and vitamin D. It is free from gluten, made only with natural sweeteners and contains 10% juice.

USA Dannon Dannon DanActive Strawberry Flavored Probiotic Dairy Drink

Repackaged and now available in an 8 x 3.1-fl. oz. pack featuring the support in fight against breast cancer. Shown in clinical studies to help support the immune system and contains 10 billion of its exclusive probiotic culture L.casei Immunitas which no regular yogurt has. It also contains 2% of juice.

USA Horizon Organic Dairy Horizon Organic Tuberz! Organic Low Fat Yogurt

Contains protein, calcium, probiotics and delicious natural flavours. Aimed at children and is free from “fake flavours”, high fructose corn syrup, antibiotics, added hormones, pesticides or cloning. Retailed in a 16-oz. pack containing four 2-oz. portable tubes of each flavours: Blueberry Wave, and Surfin’ Strawberry.

USA Nextfoods GoodBelly BigShot 50 Vanilla Chamomile Flavor Probiotic Drink

Contains 50 billion live cultures per serving, and has been clinically tested. The 60 calories product is free from dairy, soy, and wheat. It is said to support healthy digestion and natural immunity.

DESSERTS & ICE CREAMCanada Nestlé Nestlé The Skinny Cow

Caramel & Vanilla BarsReformulated and are now even creamier. This product contains 90 calories per bar, is a source of fiber and calcium, and is 98% fat free.

FRUIT & VEGETABLESCanada Europe’s Best Europe’s Best Antioxidant Fruit Blend Comprises strawberries, black currants, sweet cherries, blackberries, blueberries

and red sour cherries. This fibre-rich fruit blend contains no added sugar, and provides a good source of folate and dietary antioxidant vitamin C.

MEALS & MEAL CENTERSCanada Benevito Foods Inc. Benevito Foods Simply Mealkit Rigatoni

à la Beef BologneseFree from trans fats and a good source of vitamin A, iron and fibre.

USA H.J. Heinz Company Weight Watchers Smart Ones Artisan Creations Grilled Flatbread Savory Steak & Ranch

Comprises seasoned beef steak, fire-roasted green bell peppers, onions, reduced fat mozzarella cheese, with a creamy ranch sauce on a flatbread.

USA H.J. Heinz Company Weight Watchers Smart Ones Anytime Selections Mini Cheeseburgers

Said to be a great way to eat on busy days.

USA Hormel Foods Hormel Compleats Kids Macaroni & Beef in Cheesy Tomato Sauce

Said to be healthy food for kids, meeting healthy food guidelines established by the U.S.D.A. Each tray contains 3g of fiber with no preservatives or artificial colors added, and 0g trans fat per serving.

USA Birds Eye Foods Birds Eye Brown & Wild Rice with Broccoli & Carrots

Made with 100% wholegrain rice and selected vegetables.

USA Fresh & Easy Neighborhood Market Fresh & Easy Goodness Animal Shapes Whole Grain Pasta for Kids

Made with durum semolina and whole wheat flour, and is free from artificial colors, flavors and preservatives. This pasta contains 28g of whole grain per serving and is said to be a good source of fiber.

SNACKSCanada Noble Foods Rebar Organic Fruit & Veggie Bar Provides eight servings of fruit and vegetables. Gluten free.USA Diamond Foods Emerald 100 Calorie Packs Cinnamon

Roast AlmondsA nutritious snack that is an excellent source of vitamin E and a very low sodium content. The cinnamon is baked in, meaning no mess on hands, and these nuts provide a great weight management solution.

USA DZA Brands Nature’s Place All Natural Cherry Fruit Twists

100% real fruit snacks with no artificial colours or flavours. This product, which is claimed to be minimally processed, contains no sugar added, preservatives, trans fat, cholesterol, peanut, wheat, or gluten, and is a good source of vitamin C. It retails in a 4.2-oz. pack comprising 6 x 0.7-oz. twist pouches, each providing 1 serving of fruit.

USA Next Proteins The Biggest Loser All Natural Protein Bar with Fiber

Said to help halt hunger between meals and contains 3g of total fat per serving. A good source of protein, an excellent source of vitamin D, has been naturally sweetened and contains no refined sugars.

USA Kind Kind Plus Dark Chocolate Cherry Cashew + Antioxidants Bars

Said to provide 50% of antioxidant vitamins A, C and E which fight radical helping to maintain the immune system and healthy skin. All natural product contains 3g of fiber, and no trans fats or GMO ingredients. Low in sodium, contains no sulphur dioxide or hydrogenated oil. Is gluten and wheat free.

USA Kashi Kashi GoLean Protein & Fiber Bar with Peanut Butter & Chocolate

Reformulated to be smaller and also feature a new look. Designed with a combination of protein and fiber to help consumers stay fuller longer. Protein provides a lasting feeling of satisfaction and is essential for muscle development. It also contains fiber to keep digestive system running smoothly and helps balance blood sugar.

USA Isatori iSatori Eat-Smart Chocolate Peanut Caramel Crunch Bars

Powered by whey protein hydrolysates to absorb faster and better. The bar is high in fiber, enriched with vitamins and minerals, very low in sugar alcohols. Contains 27g protein and zero trans fat per bar.

USA Funky Monkey Snacks Funky Monkey MangOJ Fruit Snack Made with freeze-dried mango and orange juice. The 100% fat free snack is all natural, contains 100% real fruit, no added sugar and is free from gluten, preservatives, colouring or flavourings. The kosher certified raw food product retails in a 1-oz. pack containing three servings of fruits.

USA Right Track Global Dr. Sears Family Essentials Popumz Vanilla Drizzle Whole Grain Snack Crisps

Repackaged and is now available in a 2.96-oz. pack including 6 x 0.74-oz. on-the-go bags. The product is described as a 100% all natural popped whole grain snack providing fiber, protein and 100mg omega-3 fatty acids per serving. This snack is aimed at children and is claimed to contain 70% less fat than regular chips, zero trans fat and nothing artificial.

USA Fullbar Fullbar Peanut Butter Crunch Snack Bar A weight loss designed product, which helps to promote a feeling of being full and satisfied. The 100% natural product contains 170 calories, 4g fiber and 6g protein per serving and no trans fat. Now retailed in a 23.85-oz. pack that contains 15 x 1.59-oz. bars.

SOUPCanada Heinz Weight Watchers Smart Ones Italian

Wedding SoupRich spinach, pasta and hearty meatballs. The soup is ready to be served and is said to assist in achieving and maintaining a healthy body weight because of its high source of fibre and low-fat contents. 80 calories per serving.

USA Shiloh Farms Shiloh Farms Organic Soup A blend of wheat, red rice, barley and five kinds of beans and legumes. The 100% wholegrain product is retailed in a 12-oz. pack.

FEBRUARY 2011 29



USA Campbell Soup Campbell’s Healthy Request Vegetable Beef Condensed Soup

A good source of fiber and an excellent source of vitamin A. This heart-healthy product is low in saturated fat and cholesterol, and contains no trans fat per serving.

USA Cadbury Adams Trident Vitality Vigorate Sugar Free Soft Center Gum

Combines citrus and strawberry, and provides 10% of the daily value of vitamin C.

USA Cadbury Adams Trident White Spearmint Whitening Gums

Reformulated and are now available featuring an improved flavor. The sugar free product is claimed to prevent over 35% of stains.

USA Cadbury Adams Dentyne Ice Sugarless Arctic Chill Gum Reformulated and is now available flavor charged. The product is claimed to contain 35% less calories than sugared gum.

USA Nestlé PowerBar Energy Blasts Lemon Gel Filled Chews

Claimed to be a good source of vitamin C and to deliver maximum energy before and during exercise.

USA Bissinger’s Handcrafted Chocolatier Bissinger’s Naturals Raspberry Yumberry Gummy Pandas

Made with organic sweeteners. Yumberry is said to be appreciated for promoting good health and raspberries for their ability to neutralize free radicals. This all-natural product is a great source of vitamin C.

USA Peelu USA Peelu Citrus Breeze Flavored Chewing Gum

Formulated with xylitol, vitamin C and peelu tree fibers to clean and whiten teeth. The all natural gum is free from sugar, aspartame, sorbitol and is claimed to be an excellent source of vitamin C.

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

SUGAR & GUM CONFECTIONERY

BAKERYAustralia Burgen Bürgen Bread for Men’s Wellbeing With new packaging featuring a promotion to support Movember. This bread,

which is made from grains and barley, has been specifically developed with nutritionists as a natural choice to help support men’s wellbeing in five ways. It contains soy isoflavones to help support prostate heath, omega 3 ALA for heart health, and selenium, a vital antioxidant for men’s wellbeing. This low-GI product is a source of protein that supports muscle strength, and contains no artificial colours or preservatives. The wholegrain bread is high in fibre.

Hungary Dan Cake Danesita Frutíssima Roll with Forest Fruit Filling

Made with 50% of fruit, provides antioxidant protection.

India Diat Foods Sugarless Bliss Chocolate & Black Currant Cup Cake

Contains Life’s DHA for healthy brain, eyes and heart. Life’s DHA is also said to provide improved concentration and memory, better cognitive performance in children and teens, and reduces the risk of dementia and Alzheimer’s disease in old people. Sweetened with Splenda.

Singapore Kraft Kraft Jacob’s Oatmeal Biscuits Crunchier and tastier. Contain whole oats, 60% of cereals, beta glucan, heart-healthy fibre, essential vitamins and nutrients. According to the manufacturer, beta glucan helps to lower bad cholesterol.

South Korea Binh Duong Kinh Do Kinh Do AFC Vegetable Cracker Enriched with calcium, vitamin D, iron and dietary fibre. UK Lightbody Celebration Cake Weight Watchers Lemon Cake Slices Now in a new pack featuring new daily allowance values under the New Pro

Points System. BEVERAGESAustralia Campbell’s Soups Australia V8 Fruit & Veg Juice Now available in a recyclable multi pack containing 3 x 250ml bricks in a Citrus

Splash flavour. Each brick features an individually wrapped straw and provides one serving of vegetables and one serving of fruit. No added preservatives, artificial colours or artificial flavours, is low Gl, contains no added sugar and provides 100% RDI of vitamin C and 50% RDI of vitamin A per 250ml.

Australia Pure Cocobella Cocobella Pure Coconut Water with Pineapple Flavour

Provides natural hydration with five key electrolytes.

Austria Smart Beverage Transatlantic Blow Stimulation Drink Transatlantic Blow Stimulation Drink is made with coca and is claimed to provide pure power; has a high caffeine content.

Austria Unilever Knorr Vie Winter Fruit-Vegetable Drink Now in a new passion fruit-banana-carrot variety. Rich in vitamin C , free from added sugar, preservatives and added flavourings.

Brazil Alibra Ingredientes Supra Vita Yogo Nutri Vitamin Enriched Shake

Gluten-free papaya, banana, and apple flavoured shake formulated with VitaSlim which contains collagen, vitamins A, C, D, and E, calcium, and zinc.

Finland Azerbaijan Juices Jala Super Juice Pomegranate Juice Drink with a Burst of Raspberry

Contains antioxidants which have several health benefits and can help maintain a healthy heart and lower cholesterol levels.

Finland Twinings Twinings Green Tea with Cranberry Contains all natural ingredients and is a source of antioxidants.France Long Horn France Cola by Long Horn Cola Flavoured

Energy DrinkWith caffeine and guarana, known for their stimulant effects, both on the nervous system and on the intellect; ginseng, which works like natural steroids and helps develop brain activity; and ginkgo biloba.

Germany All Market Vita Coco 100% Pure Coconut Water Said to contain more electrolytes than leading sports drinks with 15 times the potassium. According to the manufacturer, potassium keeps the body properly hydrated and prevents cramping.

India British Nutritions Slim Life French Vanilla Flavoured Nutritional Drink

Powered with Fabuless, a breakthrough natural satiety ingredient that keeps the consumer hunger-free for up to six hours. This clinically proven product is made from 100% natural sources, provides 24 essential nutrients in one serving, contains zero trans fat. Said to be a quick and easy way to lose up to 5kg in one month.

Indonesia NutriFood WRP Coffee Flavored Nutritious Drink Newly designed pack features the winner of “Sure You Can Do” challenge of weight loss. Available as a breakfast and dinner replacement. According to the manufacturer, this product controls calories intake and is rich in protein and fiber.

Japan Pokka Pokka Chelate Lemon Sparkling Plus Limited-edition drink contains 60mg of calcium and 24mg of magnesium. It contains fruit juice equivalent to 1.6 lemons, vitamin C, polyphenols and citric acid derived from lemons.

Japan Sapporo Beverage Sapporo Beauty Soda A carbonated soft drink developed for women, by female members of the company. This zero-calorie yuzu flavoured drink is formulated with 6,500mg of dietary fiber (equal to having 1.9 lettuce), as well as collagen for beauty benefits.

Netherlands Hero Hero Fruit & Co Weerstand Forest Fruits & Apple Juice

No added sugars. The nectar is enriched with vitamins and Bifido fibres, which are claimed to strengthen the body’s resistance and the growth of healthy bacteria in the intestine.

Philippines Del Monte Del Monte Fit’n Right Lemon Iced Tea Contains 200mg of L-carnitine that may help burn fat and B vitamins that help speed up metabolism. According to the manufacturer, L-carnitine helps convert fatty acids into energy needed for a healthy heart.

Poland Oshee Oshee Vitamin Shot Basic Mango Flavoured Vitamin Drink

Enriched with magnesium and vitamin B6. The can provides 100% of the RDA of these elements.

FEBRUARY 201130



Switzerland Beverage Innovations Venga Relax Drink Contains valuable premium ingredients for balanced well being. The White Grape, Pink Grapefruit, and White Tea flavoured drink contains natural extracts of chamomile and lemon balm. It is a source of magnesium, aloe vera, folic acid, niacin, vitamin B5, vitamin B6, vitamin B12, and vitamin E.

UK All Day Energy iShot Healthy Decaff Acai Berry Energy Drink

Draws on the invigorating properties of herbs like guarana, green tea, and Siberian ginseng to help increase the energy levels, focus and alertness naturally. Contains a “big boost” of vitamin B Complex to enhance energy production, amino acids for focus and anti-oxidants for health throughout the day. It features zero sugar, low calorific content and caffeine equivalent to a cup of premium coffee.

UK The Clever Jelly Company The Clever Jelly Co Sukk Lemon and Green Tea Jelly Drink

Contains 6g of fibre to keep hunger at bay. It is made from fruit juice, green tea and a touch of fibre, while each drink features only 83 calories.

Vietnam Southern Nutrition Food Sonifood Resoni Instant Coffee Free from sugar and is rich in Fibersol, a dietary fiber. Sweetened with isomalt. BREAKFAST CEREALSBelgium Nestlé Nestlé Plus Cereals with Antioxidants Contain selenium and vitamin E. This wholegrain product is said to be 100%

delicious and is made with strawberry slices. It also contains calcium and nine vitamins.

Colombia General Mills Nestlé Lucky Charms Breakfast Cereal Reformulated, and is made with wholegrain oat and new magic spiral marshmallows. The cereal is an excellent source of iron and zinc, and a good source of vitamin C, calcium and fibre.

Czech Republic Semix Semix Zdravý Zivot Muesli Clusters With oats and hazelnuts. Their unique shape makes them an ideal snack at work, school or sports, which can be eaten without using plate and spoon. The wholegrain product is free from cholesterol and added fat, and contains fibre for good digestion. It is also high in B vitamins.

Finland Myllyn Paras Tyrni Voima Sea Buckthorn Berry Cereal Fibre rich, and free from additives and trans fat. Contains the following: vitamin B1, vitamin B2, vitamin C, vitamin E, isoleucine, leucine, lysine, methionine, phenylalanine, threonine, valine, and tryptophan. It provides oxygen radicals, which may help to prevent ageing and diseases. The lactose free cereal contains 11% sea buckthorn juice and only 5% added sugar.

France Nestlé Nestlé Plus Breakfast Cereals with Antioxidants

Comprise wheat flakes and strawberry flavoured corn flakes with red berry chips and strawberry slices. They are made with 50% of whole wheat and provide a rich source of vitamin E and selenium. Rich in antioxidants, low in fat, sugar and sodium.

New Zealand New Zealand Health Association Sanitarium Toasted Muesli with Nuts & Seeds

With sliced almonds and cashews with crunchy sunflower and pumpkin seeds, puffed buckwheat, sorghum and golden toasted oats, but no fruit. It is high in protein, thanks to its content of nuts and seeds and is high in fibre to ensure optimum digestive health.

CHOCOLATE CONFECTIONERYBrazil Chocolife Ind. e Com. de Alimentos

FuncionaisChocolife 70% Cocoa Chocolate Tablet No added sugar. It is free from gluten, lactose and trans fat. This low calorie

product is rich in antioxidants and prebiotics, and is said to maintain a healthy intestine.

Japan DHC DHC Germinated Brown Rice Choco Bar (Caramel)

Made with crispy puffed up domestic germinated brown rice, assorted with caramel flavoured white chocolate. Even though it is high-satiety it has only 77 calories. It is formulated with 1.2g of dietary fibre to aid digestion as well as 100mg GABA to combat the stress of being on a diet.

DAIRYAustralia Kraft Foods Kraft Live Active Light Cheese Slices Claimed to be the first Australian cheese that is enriched with plant sterols to

lower cholesterol. They contain 50% less fat than regular processed cheese and are a source of calcium.

Australia Parmalat Good to Go Mango & Passionfruit Fresh Smoothie

Made with real fruits and fresh dairy. Low GI. The low-fat product is free from artificial colours or flavours, and has a high in calcium, protein and fibre content.

Austria Danone Danone Actimel Powerfrucht Multi-Fruit Flavoured Yogurt Drink

Rich in natural vitamin C from the acerola fruit which supports the immune system. Free from colourants, preservatives and artificial flavourings.

Brazil Yakult Yakult 40 Sweetened Liquid Cultured Skimmed Milk

Claims to have 40 billions of L. casei shirota probiotics, which contributes to a balanced intestinal flora. Gluten-free and low fat.

Chile Watt’s Alimentos Lonco Leche Bio Fibras Digestión Skimmed Milk with Probiotics

Reformulated. It is a special combination of prebiotic fibre that help improve digestion. A good source of fiber, high in calcium and is free from fat. This product is enriched with vitamins A and D3.

Colombia Alpina Productos Alimenticios Alpina Regeneris Cultivo + Fibra Kellogg’s All-Bran Yogurt with Culture

This semi-skimmed product contains prebiotics, helps the digestive system, and has been approved by the Colombian Gastroenterology Association. Contains vitamins and minerals.

Finland Andechser Molkerei Scheitz Andechser Natur Organic Mango-Vanilla Drinking Yogurt

Said to be the ideal break drink with important easily digestible protein. It contains 0.1% fat and provides 64 calories per 100g.

Germany Euco Gut & Günstig LactiPro Probiotic Cereal Yogurt

Contains Efficilis cultures that support digestion and cereals that contain fibre.

Germany Nöm Nöm Nutrachol Classic Cholesterol Lowering Drink

A probiotic milk product with 0.5% fat in the milk parts and contains plant sterol ester. One bottle contains 1.6g of plant sterols.

Hungary Danone Danone Densia Strawberry Yogurt A reduced fat yogurt with live cultures, enriched with calcium and vitamin D. Indonesia NutriFood WRP Body Shape Low Fat, High Protein

and High Calcium MilkRepackaged, and now features the winner of “Sure You Can Do” Challenge Body Shape. Formulated with CLA and L-carnitine that helps shape the body.

Italy Danone Danone Activia Coffee Yogurt Danone Activia Caffè (Coffee Yogurt) contains the lactic ferment bifidus regularis. Japan Nippon Milk Community Megmilk Mainichi Honebuto Drink This low-fat aseptically packaged milk is nutrition-fortified and can be stored

chilled for up to 90 days. One 200ml unit offers half the RDA of calcium and vitamin D per day. Targeted at health-conscious middle aged to senior consumers.

Netherlands Danone Danone Activia Yoghurt with Fibres and Cereals

Contains Bifidus ActiRegularis.

Netherlands Yakult Yakult Fermented Milk Drink Now available in a newly designed 15 x 65ml pack to celebrate the product’s 75th anniversary.

Norway Tine Tine Biola Pluss Fibre-Rich Yogurt With added fibre and prebiotics, said to improve the natural flora, and protect against undesirable bacteria. This product contains extra fruit, and retails in a recyclable pack containing 2 x 125g tubs featuring a Prune flavour and 2 x 125g tubs featuring a Corn flavour.

Portugal Pingo Doce Pingo Doce Pura Vida Cholesterol Reducing Drinking Yogurt

This strawberry flavoured product contains Reducol, which has been scientifically tested. The product is also formulated with vegetable sterols.

Russia Danone Danone Activia Fresh Drinking Yogurt with Mango Juice

Enriched with fibre and probiotics ActiRegularis bifidobacteria.

Russia Danone Danone Blueberry and Blackcurrant Milkshake

Enriched with calcium and contains 1.2% fat.

Singapore Malaysia Dairy Industries Marigold HL Plant Sterol Plus Milk For people who want to lower their blood cholesterol level. It has high calcium, high protein, low fat, low lactose and 9 vitamins. According to the manufacturer, Marigold HL Plant Sterol Plus is part of a balanced and varied diet, including regular consumption of fruit and vegetables to help main carotenoid levels and has been shown to lower blood cholesterol.

FEBRUARY 2011 31



Spain Eroski Eroski Activitas Skimmed Liquid Cultured Milk

With L. Casei, contains 0% fat. and is said to reinforce natural defences.

Spain Kaiku Corporación Kaiku Benecol Strawberry Drinking Yogurt

Repackaged into an 8 x 65ml economy pack. The individual bottles have also updated their look. The product contains added vegetable stanol, which reduces cholesterol.

Vietnam Vita Dairy Vita Mama Colostrum for Mama Contains IgG, IgA, IgM, IgD and IgE essential for the immune system; IgF1 and IgF2 for development; and 17 amino acids and other vitamins and minerals, which can improve mother’s health. This milk powder also contains L-lysine, pre-DHA, taurine, iron, folic acid, synbiotic and calcium, which are said to provide an ideal health and prepare a good base for baby’s development.

DESSERTS & ICE CREAMBrazil Danone Danone Activia Lemon Pie Flavored

DessertFeatures DanRegularis and contains bifidobacterium animalis, and is said to be intensely creamy.

Japan Kagome Kagome Morning Mango Gelee Targeted at consumers in their 20s to 30s, for busy mornings. It has no added salt or sugar and comes in a pouch with a spout and straw.

Portugal Nestlé Nestlé Longa Vida Tutti-Frutti Flavoured Noddy Jelly Dessert

Rich in vitamin D, necessary for healthy growth and development of bones in children. Pack features Noddy designs.

FRUIT & VEGETABLESFrance Les Crudettes Les Crudettes Lamb’s Lettuce and

Cherry TomatoesFree from preservatives and rich in omega-3 fatty acids.

Italy Orogel Surgelati Orogel Artichoke Hearts Naturally rich in folate, which help blood production, and fibre, which help weight control and to support intestinal function. A source of antioxidant polyphenols.

UK Whitworths Great Scot Green Split Peas High in protein, low in fat and low in sugar. UK Soleco Florette Fresh Tropical Fruit Pots A natural source of vitamin C. Comes in a 240g on-the-go pack containing three

tubs.MEALS & MEAL CENTERSColombia Helios Helios Light Tomato Sauce Contains no added sugar, 50% less fat and 34% fewer calories than regular tomato

sauce. Contains Beneo, a natural ingredient extracted from plants that aids digestion.

Germany Green Coco Dr. Antonio Martins Coco Milk for Cooking

A pure organic coconut cooking sauce that contains only 3% fat. Contains no cholesterol and can be added to a variety of food including curries, soups, desserts and more.

Germany Wolf Naturprodukte Wolf Naturprodukte 100% Pure Styrian Pumpkin Seed Oil

Claims a wide range of active pharmaceutical substances that are used for healing purposes in medical therapy including: prostate conditions; bladder conditions; inflammations; swellings; to lower elevated blood fats; and to prevent strokes.

Japan DHC DHC Diet Support Meal Spicy Curry Contains the “necessary amount of protein” per meal. UK Innocent Innocent Veg Pot Italian Mushroom

RisottoReformulated with a new recipe. Provides three portions of vegetables.Naturally low in fat and high in fibre, and is a source of protein.

SIDE DISHESChile Suazo Gómez Suazo Balance Vitaminized Spaghetti

No. 5 PastaA good source of proteins, and contains phytosterols and omega 3. Naturally low in saturated fat and cholesterol and free from trans fat.

Colombia Barilla Barilla Integrale Whole Durum Wheat Semolina Pasta

Repackaged in a new 500g recyclable carton. A source of natural fibre.

Egypt Carrefour Carrefour Parboiled Wheat Grains High in fiber. Taiwan Nam Chow Group Nam Chow High Fiber Pre-Cooked Rice Designed for consumers with high blood glucose levels. The rice is certified by

Taiwan National Healthy Food and claimed to reduce blood glucose. UK The Co-operative Group The Co-Operative Added Goodness

PenneContains added oat fibre.

SNACKSAustralia Yarra Valley Snack Foods Thomas Chipman Organic Beetroot

ChipsFree from gluten, nuts, GMO, hydrogenated oils, artificial flavours and colours, additives, sugar, soy, egg and preservatives. This kosher and halal certified snack is made from 100% Australian beetroot and is lightly seasoned with salt.

Brazil MET-Rx Met-Rx Protein Plus Protein Bar Contains 32g of protein, including Metamyosyn protein, 0g of trans fat and 2g of sugar. Gluten-free.

Finland The Natural Brands Company Bounce Spirulina & Ginseng Defence Boost Natural Energy Ball

A chewy mix of nuts, oats and seeds. This 100% natural product is GM free, contains 5g of fibre, 0g trans fats and no artificial preservatives, colours or flavours. Gluten-free. Also available is Almond Protein Hit Natural Energy Ball.

Japan Kellogg Kellogg All Bran Cereal Biscuit Crisp (Maple & Honey)

A naturally rich in dietary fiber snack bar made primarily of wheat bran and containing a balanced blend of seven vitamins and oligosaccharide. The product is enriched with calcium. The Maple & Honey variety was repackaged with a new look, and reformulated to now have a stronger maple flavour. Also repackaged and reformulated was the Strawberry & Honey variety. Targeted at women in their 20s to 30s.

Mexico Forward Foods Detour Lean Muscle Dietary Supplement A whey protein bar made with cookie dough and crunchy caramel. It contains 32g of protein, 3g of sugar and 2000mg of Omega-3.

New Zealand Bluebird Foods Quaker Fibre Bar Available in a golden apricot flavour. This product contains wholegrain oats and delivers 25% of the recommended daily fibre intake which is said to aid digestion and regularity.

Singapore Sunsweet Growers Sunsweet Premium Varietal Blueberries Contains nutritious antioxidants and is naturally flavourful and sweet. According to the manufacturer, eating fruits naturally high in antioxidants helps slow age-related health problems.

Spain Nutrición Center 1985 NC Control de Peso Chocoslen 7 Weight Control Snack Bars

Contains Slendesta, a natural patented ingredient extract from potato proteins that generates a satiety feeling, and helps to burn fat.

Thailand Sunsweet Growers Sunsweet Gold Label Pitted Prunes Dried Plums

Deliver more fiber than one ounce of apples and are said to be nature’s ultimate convenient and nutrient packed snack.

UK Nairn’s Nairn’s Oaty Bakes Cheese Flavoured Crispy Bitesized Snacks

High in soluble fibre and packed full of slow energy release carbohydrates which keeps the consumer fuller for longer. This wholegrain oats snack is baked not fried and low GI. It contains 99 calories per bag and uses a wheat free recipe.

SOUPAustralia Aldi Great Life Benifex Slim & Trim Meal

Replacement Tomato SoupA good source of protein and contains no artificial colours or flavours.

France Liebig Liebig Recettes Maison Eight Vegetables Soup

Contains 100% natural ingredients and is free from colourings or preservatives. It contains 95 calories per serving with 1% fat, is low in sodium and provides 22% of the daily fibre need.

Japan Orbis Orbis Petit Chowder (Roast Onion Potage)

A chunky and creamy soup formulated with 1,000mg of easily absorbed collagen to promote beauty. It also contains one-third of the daily requirement of vitamins, as well as 4.0g of added fiber for satiety.

Norway Axellus Nutrilett Creamy Tomato Hot Soup Claimed to allow the consumer to lose weight quickly as it contains only 115 kcal per portion. This complete meal with 13 vitamins and 14 minerals has been proven effective through 19 clinical studies. This low-lactose product contains no gluten.

FEBRUARY 201132


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Consultancy and strategic advice

Data is everywhere, explanation is rare. We focus on the explanation.Our exclusive focus on the business of food, beverages, nutrition and health gives us unrivalled knowledge of our sector globally. Our customers appreciate our ability to explain what is happening and what it means to them. This is why we are uniquely positioned to deliver significant value through a range of services including:

Health & Nutrition Trend Analysis: what we do better than anyone else. All year round we monitor consumer research, supermarket sales data and interview 400 industry executives to give our customers clear, actionable insights. Then we tailor these to individual companies’ specific areas of interest. From Australia to America to Europe, businesses use our unrivalled health trend analysis to inform their strategy and guide the direction of product development. We individually tailor a package for each company. We make the content as convenient and accessible as possible, using web delivery tools, webinars, audio files and in-house presentations.

For a taste of our trends analysis, take a look at our annual Ten Key Trends report at www.new-nutrition.com/10kt2010.asp. Julian Mellentin’s in-person presentations of the Key Trends are popular with companies around the world. For more information e-mail: [email protected]

Health & Nutrition Success Factors: our expert focus means that we are able to identify and constantly refine and evolve – in response to the evolution of markets and regulations – the “Golden Rules” for success for products with health benefits. Tailored to your category and market, our Success Factors guides are widely used by many companies. For more information e-mail: [email protected]

Business Models: since 1995 we have identified models which are now widely used to help businesses think clearly about how to get the best results, whether for commercializing science, new ingredients or food and beverage brands.

Workshops and presentations: insight into how to create specific advantages for your business, explanations of successes and failures across many categories and markets, and much, much more. Julian Mellentin delivers these in person or long-distance via webinars.

Market overviews and research: enabling companies to identify and validate opportunities.

Case studies: analyses of particular brands and what key lessons can be applied in your business.

Strategy consulting: strategic guidance and strategy reviews that allow you to define and analyse your strategic choices.

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Confidentiality: All of our work is carried out under complete confidentiality. Unless given prior permission we never disclose the names of any clients or the details of any projects in which we have taken part.

To find out more contact [email protected]

FEBRUARY 201134


PUBLICATIONS

REPORTS

Coconut water: innovation and natural health benefits drive a new categoryFrom Brazil to America to Europe: coconut water is the fastest-growing new category, with retail sales already above $450 million (€327.5 million), thanks to its strong isotonic, hypo-allergenic and all-natural health benefits. Using new processing technologies and new brands, start-ups in Germany, the US and elsewhere are growing coconut water sales and getting premium prices. Coca-Cola, PepsiCo, some of Europe’s biggest brewing families and even Madonna have invested in the sector.

Innocent Drinks: seven strategy lessons from the setbacks of Europe’s biggest smoothie makerInnocent Drinks rocketed from start-up to over $200 million in retail sales within eight years, creating a new category in Europe – fruit smoothies. But between 2007 and 2009 its sales plunged by 29% and prices were slashed. This unique 27-page report sets out the seven strategy lessons that can be learnt from the experience of Innocent.

Pom Wonderful: how innovation in science, packaging and branding can create a new superfruit categoryPom Wonderful pomegranate juice is the world’s most distinctive beverage brand. First launched in 2002 in innovative and eye-catching bottles, its meteoric rise helped create a category which did not previously exist. This all-new Case Study from New Nutrition Business delivers a close-up view of Pom Wonderful’s strategy and positioning and the lessons that everyone can learn from this extraordinary brand.

Beauty foods and beverages: 7 strategy lessonsBeauty foods and beverages are big in Japan, but in the West few brands have gone beyond a niche. This unique report sets out the seven strategy lessons that can be learnt from the experience of Danone Essensis, Nestlé Glowelle and Borba Skin Balance Water - three case studies which provide the most clear insights into the risks and opportunities in the “beauty-from-within” business.

10 Key Trends in Food, Nutrition & Health 2010Our annual review, 10 Key Trends in Food, Nutrition & Health, is one of the most sought-after publications in the food industry. The report identifies the 10 mega-trends that will have the most impact on the food and beverage industries over the year ahead. This year we also include seven Micro-Trends, and we address regulatory issues in Europe. It points companies towards some clear and practical strategies for their functional food and beverage developments, production and marketing.

20 Key Case Studies in Functional and Health-Enhancing Beverages 2010Using 20 Case Studies of brands addressing a range of benefits – energy, joint health, sports beverages, protein boosting, digestive health, weight management and heart health – this report looks at what makes some functional and health-enhancing brands succeed and what makes others fail.

Probiotic juice: five key strategy lessons from Europe and the USCase studies in digestive and immune healthProbiotic juice is one of the biggest untapped innovation opportunities in the healthy beverage business, worldwide. The author of this unique report, Julian Mellentin, drawing on case studies from Europe and the US, sets out the five key lessons that are essential reading for anyone who wants succeed in probiotic juice.

Marketing Kids’ Healthy Beverages: Ten key case studiesIn the market for kids’ foods and drinks, it’s in beverages that you will find the most examples of success – and some of the smartest innovations.

Organic and all-natural kids’ snacks and baby foodsSeven key case studiesHealth-conscious parents seem committed to continuing to buy healthy food for their children despite the recession, even as they economise in other ar-eas. This 42-page report looks in detail at these different approaches. Using seven detailed case studies we analyse the performance and strategies of leading organic and “all-natural” kids’ snacks and babyfood brands in the US and UK.

Failures in Functional Foods & Beverages: And what they reveal about successThe functional foods market is a complex one. Success with a new product or ingredient is rare. This unique 98-page report examines failures by functional brands and ingredients. It sets out the lessons that can be applied by anyone trying to develop an effective strategy for a brand or trying to commercialise nutrition science and offers concise strategies for reducing the risk of failure.

Energy shots: birth of a new premium-priced, high-growth categoryStrategies, trends and case studies from the US and UKSuch is the value to consumers of the proposition of a daily dose of energy with no added sugar that in the US alone this new category has soared to over $350 million in retail sales in less than two years - despite recession and despite selling at a massive 400% price premium over “mainstream” energy drinks such as Red Bull!

Trends & Strategies in Weight Management: Ten Key Case StudiesOur concise analysis shows which brand strategies are most effective and why, which ingredient strategies are most effective and why and sets out the key market and consumer trends. Our analysis is illustrated with ten detailed case studies which cover satiety and fat burning and look at how to use weight management to revive old brands or create new ones.

Superfruit: strategy for superfruit successSuperfruits are the product of a strategy, not something you find growing on a tree.Superfruits are revolutionising the way consumers relate to fruit and fruit-based products and they’re growing their market fast – from 40%-100% every year. And yet just a handful of fruits have crossed over from commodity status to superfruit stardom. This guide provides a checklist for superfruit success.

Probiotics: Successful Strategies from the Global MarketplaceThis report is written for anyone trying to develop an effective strategy in the challenging and fast-changing area of probiotics. It sets out the seven steps to creating a successful probiotic brand and describes probiotic strategy both in dairy and emerging new segments such as fruit juice and solid foods.

The Food & Health Marketing HandbookIn a competitive world how do you take your technology to market so that it’s your product that wins at the point of purchase? This handbook tells you how to get the best out of the science and the health benefits of your ingredients or products.

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FEBRUARY 2011 35


R E P O RT O R D E R F O R M

PDF POWERPOINT POWERPOINT PRICE PER REPORT IN PDF OR PPT – €300 / $395 / £255 / A$420 / NZ$530 / ¥33,000 / C$395 ONLY ONLY & PDF COMBINED PACKAGE FORMAT OF PDF & PPT – €480 / $630 / £400 / A$670 / NZ$840 / ¥52,000 / C$630 10 Key Trends in Food, Nutrition & Health 2011 Fiber for digestive health: Opportunities, strategies and case studies Smart start-up strategy in healthy food and beverage

PDF POWERPOINT POWERPOINT PRICE PER REPORT IN PDF OR PPT – €200 / $295 / £190 / A$345 / NZ$395 / ¥23,000 / C$295 ONLY ONLY & PDF COMBINED PACKAGE FORMAT OF PDF & PPT – €320 / $472 / £305 / A$552 / NZ$632 / ¥36,000 / C$472 Coconut water: innovation and natural health benefits drive a new category

Innocent Drinks: seven strategy lessons from the setbacks of Europe’s biggest smoothie maker

20 Key Case Studies in Functional and Health-Enhancing Beverages

10 Key Trends in Food, Nutrition & Health 2010

Probiotic juice: five key strategy lessons from Europe and the US

Marketing Kids’ Healthy Beverages

Organic and all-natural kids’ snacks and baby foods: Seven key case studies

Failures in Functional Foods and Beverages And What they Reveal About Success

Successful Superfruit Strategy

The Food & Health Marketing Handbook

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