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B U S I N E S Swww.new–nutrition.com MAY 2012 ISSN 1464-3308VOLUME 17 NUMBER 7

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

Pages 17-19Pages 15-16 Pages 20-22

Continued on page 3

By Dale Buss

ConAgra Foods has quietly fi led a petition with the U.S. Food & Drug Administration (FDA) that if granted would be one of the most signifi cant qualifi ed health claims ever: for whole grain consumption to reduce the risk of Type 2 diabetes.

Several weeks ago the Omaha, Nebraska-based ingredient and branded foods company asserted to the agency that “there is consistent scientifi c evidence to suggest an inverse relationship of whole-grain consumption and the incidence” of diabetes mellitus Type 2, commonly known as Type 2 diabetes.

Signifi cantly, ConAgra Foods asked the FDA to allow eligibility for the proposed health claim for “whole-grain-containing products” such as bread that provides at least 12g of whole grains per normal serving, in addition to approving the claim for whole grains per se, such as oatmeal.

Specifi cally, the petition proposed the following claims:

Scientifi c evidence suggests, but does not prove, that diets low in saturated fat and cholesterol that include three servings (48 grams) of whole grains per day may reduce the risk of diabetes mellitus type 2.

Scientifi c evidence suggests, but does not prove, that whole grains (three servings or 48 grams per day), as part of a low-saturated-fat, low-cholesterol diet, may reduce the risk of diabetes mellitus type 2.

The pace of qualifi ed-claim petitions to the FDA, and agency issuance of new qualifi ed claims, has slowed dramatically over the last few years after a change in policy in 2003 led to a deluge of petitions and claims under the new rules. Qualifi ed claims were a way for the FDA to endorse relationships between food, ingredients and health that were strongly suggested by the available science but not requiring a complete scientifi c consensus. Experts suggested that the pace of such claims has slowed for a number of reasons, including tougher FDA criteria on acceptability of the results of research trials.

A period for public comment on ConAgra’s petition closes May 11, and the FDA then has 270 days to review all documents and make a ruling.

“This is a very important health claim,” Mark Andon, vice president of research, quality and innovation for the nutrition division of ConAgra Foods, told New Nutrition Business. “It would be the fi rst [qualifi ed claim] pertaining to diabetes and food; there are no other ones.

“This petition ties together two really important public health issues. One is the growing incidence of diabetes in America, which has quadrupled over the last 30 years; 26 million people are now diagnosed with it, and another 80 million Americans have pre-diabetes. The other public-health issue is the goal to make more grain consumption whole

grains. [The federal government] advanced that goal starting with its 1980 dietary guidelines and it has been in every subsequent version.”

A “VERY SIGNIFICANT” CLAIM

Cynthia Harriman, one of America’s foremost experts on whole grains and health, agreed that the ConAgra bid “is potentially very signifi cant because of the diabetes epidemic and because of the way the petition is put together. They’ve done a very thorough job of laying out the research on which they’re basing this qualifi ed health claim,” said the director of food and nutrition strategies for the Whole Grains Council, based in Massachusetts.

ConAgra’s attempt to include bread is a crucial wrinkle of this claim petition that wasn’t included in prior government-approved health claims concerning whole grains. The agency approved a claim petitioned by General Mills in 1999 regarding “diets rich in whole-grain foods” and a reduction in the “risk of heart disease and certain cancers”; and in 2003 it approved a claim petitioned by Kraft Foods for whole-grain foods “with moderate fat content” and heart disease.

Foods eligible to bear each of these claims must contain a minimum of 51% whole grains and meet other compositional

Health claim linking whole grains and diabetes

on the horizon?

Ingredient specialist launches protein direct

to consumer

Consumers’ health motivation beats a nutrition

label

Sales soaring at probiotic science

specialist

MAY 20122

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LEAD STORY

1,3 Health claim linking whole grains and diabetes on the horizon?

EDITORIAL

6 Study highlights the limits of nutrition labelling

7-8 A new business model for the ingredients industry

9 Will massive marketing investment be enough to propel Pepsi’s “middle way” soft drink to success?

CASE STUDIES

4-5 DIABETES MARKETING: US brands target the pre-diabetic masses

10-12 INNOVATION: Real world data shows brand extensions don’t fl y

13-14 SCIENCE COMMERCIALISATION:

Oceans the crucible of next health ingredient?

15-16 SCIENCE COMMERCIALISATION: Ingredient specialist launches protein direct to the mass-market consumer

17-19 SCIENCE COMMERCIALISATION:

Smart strategy sends sales soaring at probiotic science specialist

20-22 LABELLING: Consumers’ health motivation beats a nutrition label for making healthier choices

23-26 ENERGY: Energy enters a golden era

NEW PRODUCTS

28-32 Functional & healthy-eating new product launches

IMPORTANT NOTICE33 A polite reminder to our subscribers

ORDERING

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5-Hour Energy ...................................... 24,26Aquapharm ........................................... 13,14Aristo Pharmaceutical ................................ 18Aunt Millie’s ................................................. 5Beverage Digest .......................................... 24Beverage Marketing Corp ....................... 9,23Bevmark Consulting ................................ 9,24Brain Twist ................................................. 26Bravo Friscus ......................................... 17,18Bringwell ................................................. 7,18Celestial Seasonings ................................... 23Cheerios .................................................... 3,5ConAgra Foods ...................................... 1,3,4Corn Products .............................................. 4Cranenergy ................................................ 25Danone .................................................... 7,17Dole Fruit Crisps ........................................ 12DSM ........................................................... 14EndoSeaRch ......................................... 13,14Enliven ......................................................... 8Fact Corp ..................................................... 5Force Energy Enhancement Products ........ 23Force Energy Gum ................................ 23,26

FruitFlow .................................................... 14Ganedan Biotech ......................................... 8General Mills ................................................ 3Golden Circle Healthy Life ........................ 18Good Whey ........................................ 8,15,16Hain Celestial ............................................. 25Heinz ..................................................... 18,19Hi-maize .................................................... 4,5Jamba All-Natural Energy Drinks .............. 25Jamba Juice............................................ 23,25Kombucha Energy Shot ............................. 25Kraft ................................................ 1,3,23,24Lean Cuisine .............................................. 10Martek ........................................................ 14Mio Energy ................................................ 24Monster ................................................. 24,26National Starch ......................................... 4,5Nestlé ..................................................... 23,25Nutrition First ........................................... 4,5Ocean Spray .............................................. 25Oceanx .................................................. 13,14Oscar Mayer Selects ................................... 12PepsiCo ........................................................ 9

PepsiNext ..................................................... 9Probi ........................................... 7,8,17,18,19Probi Defendum .................................... 18,19Probi Digestis ............................................. 19ProbiFrisk ........................................... 7,18,19ProbiMage .......................................... 7,18,19Provexis ...................................................... 14ProViva .............................................. 7,17,18Racconto ...................................................... 5Ranbaxy ..................................................... 18Red Bull................................................. 24,26Skane Dairy ................................................ 18Slap Frozen Energy ............................... 23,26Starbucks Refreshers ........................ 23,24,25SymphonyIRI .................................. 10,11,12The Good Whey Company .................. 15,16USV ........................................................... 18Vibact IBS .................................................. 18Volac ................................................ 7,8,15,16Walmart................................................... 8,26Zipfi zz ........................................................ 26

MAY 2012 3


N E W S A N A LY S I S

Continued from front page

requirements. But ConAgra’s proposed claim would be valid for any such food that contains at least 12g of whole grains per serving, or one-quarter of the daily amount of 48g proposed in the petition.

The claims shepherded by General Mills and Kraft “discriminate against moisture-heavy foods like bread,” Harriman said. “If some of those ingredients [included in the total weight of the product] are heavy, like raisins in raisin bread, you might not even have bread that’s 51% total grain, much less 51% whole grains.” General Mills “didn’t care that the bread folks weren’t going to do too well under its claim because it worked well for cereal”.

Andon noted that bread and some other products “contain whole grains in varying amounts but contain other ingredients as well”. One of ConAgra’s most successful new ingredient products of the last several years has been Ultragrain, a 100% whole-wheat fl our that combines the nutritional benefi ts of whole grains with the fi nished-recipe qualities of traditional refi ned, white fl our.

“CRITICAL MASS” OF SUPPORT

ConAgra Foods proposed the qualifi ed claim, Andon said, because “in our view, the amount of data [supporting the science] has reached a critical mass”. Also, American consumers already are “receiving the message about the benefi ts of whole grains in reducing the risk of Type 2 diabetes from very credible public-health organizations that they trust,” including the Mayo Clinic, the Harvard School of Public Health, and even a joint

diabetes-education programme of two other federal agencies, the Centers for Disease Control and the National Institutes of Health.

“These are extremely credible organizations,” Andon said. “But consumers don’t see [a health claim] so it’s not reinforced when they go to the grocery store and look at food packaging. Without a health claim, and despite any data that exists without the health claim itself, food companies aren’t able to communicate that benefi t on the package or in any other way.”

The FDA declined to comment.General Mills, petitioner in the fi rst whole-

grain qualifi ed claim, said only that it has “ongoing research” in potential associations between consumption of whole grains and mitigation of diabetes, heart disease and some cancers as well as help with weight management. Besides ConAgra, General Mills has been one of the biggest purveyors of whole grains in its foods over the last decades, especially its ready-to-eat cereals. In 2005 the company reformulated all of its cereals to include at least 8 grams of whole grain per serving, a move that General Mills billed as the single biggest health-driven product improvement in its history.

The company has continued to increase the whole grain content of its cereals and today all General Mills brands have at least 9 grams of whole grain per serving, and more than 20 products have at least 16 grams.

The few commenters on the claim so far have mostly responded positively. “The scientifi c evidence for the claim is very strong,” wrote Fergus M. Clydesdale, a food-science professor at the University

of Massachusetts-Amherst. “In fact, the model claims suggested and their scientifi c foundation are refreshing in light of extravagant claims seen far too often in the marketplace.”

And George C. Fahey, a food-science professor at the University of Illinois, wrote in support as well. “Ingestion of whole grains is a key strategy in helping Americans work toward meeting the recommended dietary reference intake value for fi bre,” Fahey said. “Whole grains are especially important in that they contain substances in addition to fi bre that may positively impact human health.”

COMMENT

The approval of a cholesterol-lowering claim for products high in oat beta-glucan – such as General Mills Cheerios cereal brand – back in 1998 was the last occasion on which a health claim was approved by the FDA with far-reaching consequences similar to those that will follow the approval of a diabetes-fi ghting claim. Sales of Cheerios and similar brands jumped 10%, and grew 10% a year for two to three years.

Heart health claims are now a “category standard” for whole grain cereals in the US. It’s a generic claim strategy that benefi ts the whole category but does not benefi t any one brand more than another – unless that brand has succeeded in strongly associating itself with the health message, as General Mills accomplished with Cheerios.

Given how common it now is in many categories to fi nd products high in wholegrains, a “may reduce the risk of diabetes” claim could just as easily become a category standard in bread, pasta and breakfast cereals – and certainly common in other categories which have products rich in whole grains.

Companies across the world have been wrestling with how to create products that consumers will buy and which can also credibly be marketed as having a role in preventing diabetes, with no one fi nding any particular success.

If the FDA approves the whole grain-diabetes claim it will highlight how ineffectual Europe’s restrictive health claims regulations are – because the message that ‘eating whole grains can prevent diabetes” will be all over the internet and will be picked up by European consumers too – although European brands won’t be able to communicate the benefi t.

Besides ConAgra, General Mills has been one of the biggest purveyors of whole grains in its foods, especially its ready-to-eat cereals. In 2005 the company reformulated all of its cereals to include at least 8 grams of whole grain per serving. Today all General Mills brands have at least 9 grams of whole grain per serving, and more than 20 products have at least 16 grams.

MAY 20124


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

Already there are in the US medical foods regulated by the federal government and explicitly aimed at those affl icted with both Type 1 and Type 2 diabetes – but the new focus of many regular supermarket brands is appealing to consumers who are concerned about their blood-sugar levels and perhaps worry that they might be pre-diabetic or are at risk for becoming so.

Fact Corp, for example, sells all-natural Nutrition First bakery mixes that have been formulated to be high in fi bre and low in fat and sugar. They were “designed to have a lower impact on blood glucose,” said Jacqueline Danforth, CEO of the Canadian-based concern. Retailers include many mainstream regional chains in the United States, such as HEB and Meijer. “And we’re actually in development now of products specifi cally for consumers with diabetes.”

Nutrition First is among companies that rely on Hi-maize resistant corn starch as a fi bre-rich ingredient that facilitates low blood-sugar levels. It is produced by Corn Products, a unit of National Starch, which is tapping into and encouraging this growing trend.

“Positioning and receptivity changes as market interest changes,” said Rhonda Witwer, senior business development manager of nutrition for Corn Products. “We see interest in messages about diabetes prevention getting stronger and stronger. And customers are more and more aware of it and looking at it much more seriously than before. The environment supports it.”

The number of Americans with diabetes could triple by 2050, according to the federal Centers for Disease Control, and one in 10 US adults already has the disease. The most common type by far is Type 2 diabetes, otherwise known as adult-onset diabetes, which is closely associated with obesity and diet.

Yet only 7% of the millions of Americans who are at risk of falling into Type 2 diabetes, part of the rising epidemic, know they are

pre-diabetic, Witwer said, “though some of them know they’re sensitive to carb consumption, and it affects losing weight and their energy levels.”

Thus, as many as 40% of American consumers, in Corn Products’ proprietary research, indicate that “Helps maintain blood-sugar levels” is an extremely important or very important label claim, Witwer said. “That’s especially signifi cant,” she maintained, “because there isn’t a very high number of product labels that carry that claim; so far, not many are promoting it. Consumers aren’t hearing it a lot but they’re grabbing on to it anyway. The number who are is comparable to those who think discussion of cholesterol levels in product labels is important.”

Americans who believe blood-sugar information on labels is important break down into three basic groups, Witwer said:

• the older population, who are most likely to be diabetic and to be dealing with other conditions of aging

• health “activists” who are younger and interested in a variety of health messages

• weight-watchers who are relying on management of carbohydrates to govern their diets.

But Witwer recommends that manufacturers using Hi-maize stop short of making explicit connections between their products and diabetes. “If a healthy-blood-sugar claim gives you an easy-to-understand message that consumers gravitate to, why put on a scary medical-sounding label?” she said. “You don’t need to put a medical diagnosis on it. It has to be friendly and easy to understand.”

The trend began several years ago as more manufacturers shifted to whole grains and were able to promote several nutritional benefi ts, including their effect of controlling blood sugar because of their fi bre content. Glycemic Index is a measure of the effects of carbohydrates on blood-sugar levels, with low-GI products being preferred because they break down more slowly.

Corn Products recommends that bakers and other clients that want to tap into this trend “aim at the healthy population, where the research base and evidence lies” that

US brands target the pre-diabetic masses

ConAgra’s petition for a qualifi ed health claim for whole grain consumption and reduced risk of Type 2 diabetes comes just at a point when mainstream food and beverage brands in the US are beginning to more explicitly appeal to Type 2 diabetes sufferers and pre-diabetics in positioning and marketing some of their products. By DALE BUSS.

Nutrition First is among companies that rely on Corn Products’ Hi-maize resistant corn starch as a fi bre-rich ingredient that facilitates low blood-sugar levels.

MAY 2012 5


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

certain ingredients fi ght conditions that can help lead to the onset of Type 2 diabetes.

“We suggest they use language like, ‘Helps maintain blood-sugar levels as part of a high-fi bre diet’ and aim at people who are still healthy,” Witwer said. “They may indeed be pre-diabetic, but they’re still healthy people. And ‘pre-diabetic’ hasn’t been defi ned as a medical condition at this point. Yes, you could target diabetics, but the real opportunity is how to keep people healthy in terms of their blood-sugar levels. And there is very strong scientifi c evidence to support what we’re saying. So that’s what’s emerging.”

Aunt Millie’s Bakery carries the following claim on the primary display panel of its Healthy Goodness Whole Grain white bread: “Two servings helps to support healthy weight, blood sugar, energy balance” with Hi-maize.

“We know that the addition of fi bre helps digestion and reduces sugar response that could come from more refi ned grains,” said Rod Radalia, vice president of technical services and quality assurance. “Because we are using large amounts of Hi-maize and National Starch has done numerous studies to support their product, we were able to add this to our packaging.”

Fact Corp is working on a line of products for diabetics that is formulated in portions that each include 15g of carbohydrates and high fi bre content, with recommended meals and snacks combining a number of these “blocks”. The products will include some sugar but not sugar replacements, Danforth said, because many pre-diabetic or diabetic consumers prioritize artifi cial sweeteners and end up hurting their diets by consuming too many calories despite the absence of sugar.

CAUTION URGED OVER CLAIMS

Witwer said Corn Products explains to clients that they can’t position products to promote healthy blood-sugar levels “in the context of diabetes because people already have the condition. It’s a different set of regulatory questions.” Meanwhile, Aunt Millie’s Radalia said that the company hasn’t done enough of its own research “to be too comfortable using too pointed language” about diabetes.

For Nutrition First’s upcoming line of bake mixes aimed at diabetics, said CEO Danforth, “We need to defi nitely focus in our packaging on people who have diabetes, but we don’t want to make these products seem like they’re for those who are sick,” Danforth said. “We’ll most likely say that these products are ‘suitable for people with diabetes’.”

Rod Bambach, vice president of sales for Racconto Imported Italian Foods, a pasta maker that used Hi-maize in some of its products, agreed with the concern. “Food companies have to be very careful with their positioning in the light of FDA rulings on Cheerios, Dannon Activia and others over health claims. It gets very precarious to make specifi c health claims for food products in relation to disease control.”

Racconto’s recent experiences underscore another challenge to companies that might want to highlight their products’ benefi ts in mitigating or helping prevent diabetes: the relatively anemic performance in the US marketplace of foods and beverages positioned on the basis of their glycemic indexes. The company recently discontinued its Essentials Glycemic Health pasta, whose front-label claim was “Helps to support healthy weight, blood sugar levels, and energy balance”.

“We believe it was a price-point issue,” Rambach said. “The products were expensive at retail versus conventional pasta, and the inventory turns were not there.” Of course, if enough consumers had been demanding Essentials Glycemic Health pasta, price levels wouldn’t have been as much of an issue.

The more diabetes rises as a general health concern of individual Americans and the entire populace, the more manufacturers will be inclined to address it directly rather than obliquely, through GI positioning. Aunt Millie’s, for example, plans to send someone to attend a three-day national conference on diabetes this summer in nearby Indianapolis.

“We’ll talk with patients and dietitians,” Radalia said, “and fi nd out what products we need to have or tweak to suit their needs, and how we should market to them.”

Foods and beverages positioned on the basis of their glycemic indexes have not performed well so far – though that could change as diabetes rises as a general health concern for Americans. Racconto recently discontinued its Essentials Glycemic Health pasta, whose front-label claim was “Helps to support healthy weight, blood sugar levels, and energy balance”, citing price point issues.

BOX 1: AUNT MILLIE’S WHOLE GRAIN WHITE BREAD WITH HI-MAIZE – INGREDIENTS

Aunt Millie’s Bakery carries the following claim on the primary display panel of its Healthy Goodness Whole Grain white bread: “Two servings helps to support healthy weight, blood sugar, energy balance” with Hi-maize.

MAY 20126


E D I T O R I A L

Does nutrition labelling serve any useful function? It is a question worth asking, since it is an unavoidable and uncomfortable fact that in the 30-odd years since the current trend for ever-more-abundant nutrition information on packs kicked off, diet and health appears not to have improved but to have got worse. The last three decades have seen continuously rising rates of overweight and obesity and diet-related diseases in most countries.

The research carried out by the Food Labelling to Advance Better Education for Life (FLABEL) project – an EU-funded project which has explored the impact of food labeling among consumers in Europe – brings a welcome dose of analysis that helps answer this question.

The FLABEL researchers – drawn from universities across Europe – audited 37,000 products in 27 European countries and found that 85% did indeed have nutrition information on them – usually the nutrition table that is found on the back of the pack. And 25% carried guideline daily amounts (GDAs) – a system favoured by many food companies.

The FLABEL study is perhaps the most comprehensive study yet conducted, with a huge number of aspects of labelling examined. But in the most revealing part of the study, the researchers sent people to test stores with a shopping list and an eye tracking device so that the researchers could see exactly which packages and which parts of the labels of packages people were actually looking at – and for how long they looked at them.

What the researchers found was that: • the average length of time people look

at a particular package is about 1 second• those parts of the package that are most

looked-at are the name of the product and the picture that is on the package

• the nutrition label accounts for a very small part of the attention that people give to the package – on average 0.02 seconds.

• only 10% of the people actually look at the nutrition label at all.

Overall, the study concluded, the addition of other information – GDAs or traffi c lights – to the label neither increases visual attention nor promotes more healthful choices.

One of the stated objectives of the FLABEL research was to address the fact that: “Insights into how these labels are used in real-life shopping situations are limited.”

In reality, the body of evidence is growing and the FLABEL research simply adds to an abundance of insights – and the conclusion they all point to is that nutrition labelling is of limited value either for helping people make healthier choices or for marketers of healthier foods.

FRENCH PEOPLE DON’T GET FAT – NOR DO THEY READ THE LABEL

Another study, conducted by researchers at the University of Laval in Canada and published recently in the British Food Journal, goes even further, arguing that too much focus on detailed nutritional knowledge might even be a bad thing.

The researchers reported that consumers in the USA were found to know signifi cantly more about the fat content of the foods they buy than consumers in France – yet the US has an obesity rate three times that of France (35% compared to 12%).

The researchers argue that a correlation between detailed nutritional knowledge and high obesity rates could mean that focusing on detailed nutritional knowledge might not be the best strategy for encouraging healthy eating habits.

In fact 43% French people in the study were found to admit they knew little about dietary fats, compared to just 5% of Americans.

“The difference among respondents’ knowledge essentially indicates that the

French don’t take much of an interest in the nutrients contained in the foods they eat. The information is on the package, but they don’t read it,” Professor Maurice Doyon was quoted as saying.

Many food campaigners, dietitians and even some food companies continue to favour “traffi c light labelling” as a way of making communication easier. The system ranks a food’s nutritional content against a set of “good” and “bad” criteria and awards it a green (healthy), amber (consume occasionally) or red (consume infrequently) “traffi c light” to be carried prominently on the front of the package to guide people in making healthier choices.

The only problem is that traffi c lights have also been found to be useless – not only by the FLABEL study – but based on hard sales data. A study published in 2010 in the World Health Organisation’s journal Health Promotion International found that traffi c lights did not persuade people to make healthier choices.

Researchers tracked ready meal and sandwich sales at an unnamed UK retailer for a month before and a month after the introduction of the labelling, and found no signifi cant difference; indeed, the healthiest two sandwiches experienced the sharpest sales drop of any product.

“This study found the introduction of a system of traffi c light labels had no discernible effect on the relative healthiness of consumer purchases,” said the study. The report’s co-author, Professor Mike Rayner of Oxford University’s public health department, was previously an advocate of traffi c light labelling.

The accusation frequently thrown at the food industry that it fails to provide enough nutrition information so that consumers can make healthier choices can be seen for what it is – not connected to the reality of how consumers actually behave.

What causes people to make healthier choices is a much more complex subject than labeling alone can address.

One of the fi ndings of the FLABEL project – and something that many food and beverage companies have already learnt – is that people’s attention to the label is dependent on their personal health motivation and whether they have a particular personal health goal.

Study highlights the limits of nutrition labelling

SMI head-mounted eye tracking device used by the Flabel researchers.

MAY 2012 7


E D I T O R I A L

A signifi cant change is underway in the world of food ingredient marketing. Ingredient companies are increasingly going to be market experts, branding experts, communications experts and consumer insights experts as well as technology experts.

Faced with intense competition and an understandable reluctance by many brand owners to use new and perhaps unproven ingredients, ingredient companies are cutting out the middlemen and instead creating their own consumer brands.

Initially intended as a way of getting a “proof of concept” – evidence that a product using your ingredient can be successful – these forays are now turning into successful businesses in their own right. Their success opens the door to a totally new business model for the food and beverage ingredients industry.

Sweden-based Probi (see Case Study on page 17) provides a very clear illustration of what can be achieved by companies with a more innovative approach to commercialising nutrition science.

Founded back in 1994 Probi is a business based on science. Probi owns the patents to the probiotic strain L. plantarum 299v, one of the best-researched probiotic strains in the world and the active ingredient in the very successful

ProViva probiotic fruit juice brand. The ingredient has been licensed by Danone, which also acquired a 50% stake in the ProViva brand, with the intention of a global roll-out.

Many ingredient companies would count a global partnership with a company the size of Danone as achievement enough and pin all their hopes on its future success.

But Probi has still-bigger ambitions – to grow its business in probiotic dietary supplements, which accounted for most of the company’s sales growth in 2011 and in the fi rst quarter of 2012, with sales up by 72%, to SEK 14.1 million ($2 million/ €1.6 million).

The supplements market is over-supplied with probiotics, most of questionable effi cacy. So Probi has taken steps to differentiate itself, launching its own branded products in the supplement market.

Called ProbiMage and ProbiFrisk – the former for digestive health and the latter for immune health – they were launched in partnership with Bringwell, the largest supplement company in the Nordic region.

Total income from these products increased 88% in the fi rst quarter of 2012 compared with the same period in 2011.

“This was a new business model for our company,” Niklas Bjarum, Vice-President of

Sales & Marketing at Probi, told New Nutrition Business.

The supplement brand venture has been an outstanding success. Probi has taken market leadership within a year of launch, with the two brands taking a combined 47% share of Sweden’s SEK200 million ($29.8 million/€22.5 million) probiotic supplement category as well as contributing to category growth.

The benefi t of surging revenue aside, Bjarum points out, the Swedish supplement brand’s success supports Probi’s aim of implementing a similar business model in other markets: “We have another success case in another category that we can show to partners and potential customers on other markets.”

The same urge to use a brand targeting consumers to achieve differentiation can also be seen in the dairy protein market, where dairy ingredient companies have long had the ambition of taking protein out of the sports nutrition market and into the wider consumer market. But while demand for protein is growing, consumer goods companies have been slow to respond.

Rather than continuing, as most dairy ingredient suppliers are, to wait and hope that consumer brands will respond – a wait that has lasted 10 years so far – Volac, a privately-

A new business model for the ingredients industry

MAY 20128


EDITORIAL

owned dairy ingredients in the UK but operating globally with production facilities in Malaysia and the Netherlands, has launched its own consumer brand, called Good Whey (see Case Study on page 15).

The Good Whey brand is intended to appeal directly to people who occupy what Volac calls the ‘healthy lifestyle category’, promoting protein to regular, health-conscious consumers as a way to help them maintain lean body mass and healthy muscles and bones.

Good Whey is marketed by Volac through a standalone company – the Good Whey Company – and is currently exclusively available via a dedicated website (www.thegoodwhey.com). Here, customers are able to order from a range of fl avoured whey protein powders designed to be mixed with milk, juice or water.

A key target group for the Good Whey Company is women, such as new mothers keen to regain their pre-pregnancy body shape and weight.

Despite launching a consumer brand, Volac says it remains committed to its core ingredients business – and insists it is not in competition with its own customers, who are focused on sports nutrition.

American companies, too, are taking this fresh approach – with some achieving outstanding success. Probiotic supplier Ganedan Biotech (see Case Study in March 2012 New Nutrition Business) has also given up on persuading brand owners to include its probiotics in their yoghurt brands. It decided to work directly with a retailer – Walmart – to develop and market a fi nished branded consumer-ready product.

Ganeden worked with a co-packer to produce the type of yoghurt Walmart was looking for and then offered the retailer exclusive rights to the fi nished product, which is sold under the brand name Enliven.

It appears that the strategy is working. Launched in March of 2011, Walmart is now expanding the range. Although the retailer never discloses sales fi gures, this suggests that Enliven is working well enough.

No matter how good the consumer research that shows the need for your ingredient, no matter how good-tasting and good-looking your product concept, no matter how cost-effective your ingredient technology, the fi nal decision will rest on how risk-averse are the client’s marketers – they are the gate-keepers to success for most ingredient companies.

Ingredient companies invest millions of dollars in developing their science, only to fi nd that the entire commercial prospects of their

ingredient rest on a decision by a marketer who may have no technical or scientifi c training and who may only be at the outset of their career. And marketers don’t like to take risks with their brands – or their careers.

Ingredient companies who are frustrated with the slow pace of commercialisation and the reluctance of many branded food marketers to take advantage of new ingredients are beginning to fi nd ways to go around those marketers to create their own brands and show just what can be achieved.

Ingredient companies must be not just experts in science, but also experts in markets.

Scientists naturally tend to recoil from this idea, but the good news is that scientists who learn about marketing usually make much, much better marketers than the people who have spent their entire careers in the marketing department, where – as the high failure rate of most new products attests – they have little experience of applying rigorous thinking to business problems.

Probi and Enliven have demonstrated how going direct to the consumer with your own branded products can become a central plank of success – and show the brand owners how it should be done.

MAY 2012 9


EDITORIAL

Pepsi Next isn’t the fi rst “mid-calorie” soft drink introduced by a major beverage company, but Next could be the next big thing – or it could be just the next mid-calorie drink to crash.

PepsiCo is betting big that Next will prove to be a winner, and maybe help boost the Pepsi brand, which has seen it steadily lose market share to Coca-Cola. As a result PepsiCo’s investors have essentially put CEO Indra Nooyi on notice. The Next gambit is part of her bid to boost investment in the company’s unevenly performing core brands.

Pepsi Next has 60% less sugar than regular Pepsi-Cola and just 60 calories and is targeting Americans who don’t want all the sugar of full-calorie sodas but are resistant to diet sodas. Next is sweetened by a combination of high-fructose corn syrup and sweeteners including sucralose, also known as Splenda.

“Somewhere in between that landscape is a big, wide-open space looking for something better than the diets that exist today but with less sugar than regular,” Angelique Krembs, vice president of marketing for Pepsi, told reporters recently. But “there are a lot of skeptics”.

In fact, Pepsi even has anticipated skepticism about Next in its opening marketing campaign for the drink, with the tagline, “Drink It To Believe It.” And indeed, outside experts are mixed at best about Next’s chances of success.

“There’s more consciousness about reducing calories, so there’s a better chance this could succeed now than in the past 10 or 20 years, but is there enough difference to push [Next] over into success?” asked Tom Pirko, president of Bevmark, a leading beverage-consulting fi rm.

Pepsi is “counting on the fact that the marketplace changes, consumers change, and technology changes,” said Gary Hemphill, managing director of Beverage Marketing Corp., a well-regarded industry consulting and market-research fi rm.

Previous mid-cal products haven’t had a good track record. In the 1990s, Pepsi launched the short-lived, 70-calorie Pepsi XL – “X” for excellent taste, “L” for 50% less

sugar. In 2004, Pepsi unveiled 70-calorie Pepsi Edge, while Coca-Cola introduced C2. All later disappeared from shelves.

Yet Pepsi and Coca-Cola feel an imperative to attempt a “hybrid” soft drink again. Carbonated drinks, including diet drinks, continue a slow decline. PepsiCo estimates the decline in the cola market at 90 million cases a year. It’s partly a result of the fact that American consumers have more – and healthier – alternatives including teas, sports drinks, energy drinks and enhanced waters.

Curiously, Pepsi chose not to sweeten Next with stevia, the natural sweetener that has taken a strong foothold in many segments of the beverage industry.

But, Hemphill noted, stevia hasn’t yet been seen in any signifi cant cola formation in the US market. “Formulations haven’t worked as well there as in other drinks,” he said.

Presumably Pepsi didn’t believe it could work around stevia’s aftertaste and didn’t want to risk a mistake in a product as important as Next, since the brand will have to win consumers on the basis of taste to have any chance of success.

Pepsi certainly is making an appeal to taste with its “Drink It To Believe It” slogan. After test-marketing Next in Iowa and Wisconsin last year, Pepsi found that the audience for the drink skewed slightly male and covered a broad range, including many regular-Pepsi drinkers who want to cut back on sugar – but are resistant to diet sodas. So Pepsi is

emphasizing “less sugar” rather than “fewer calories” in its marketing.

Hemphill said that Next might keep in the Pepsi fold “some consumers who traditionally would be diet-soda drinkers but who have moved out of the category entirely to other products, perhaps bottled waters.”

Pirko remains unconvinced because, he says, however good it tastes and however more concerned Americans are about calories, Next faces the same essential dilemma of consumer psychology that vanquished all its predecessors.

“The way this plays in consumer consciousness is that people really want a full-sugar drink, with all the mouthfeel and fl avour, and no sugar substitutes can supply that,” he said. “They either want and don’t care about calories, or there are consumers who don’t want calories – they say, give me something with zero or one calorie. Anything in between, for both groups, is still kissing your sister.”

Pirko said “the only way to move that is with a whole lot of advertising and promotion to convince consumers there is a middle way.” And, indeed, Pepsi plans to invest upward of $600 million (€453 million) in marketing this year, as Nooyi tries to restore some lustre to the soft-drink franchise she has allowed to languish; certainly, Next will get a huge share of those expenditures. But Pepsi and Coke also threw mammoth marketing budgets at previous mid-cal launches, to no avail.

Will massive marketing investment be enough to propel Pepsi’s “middle

way” soft drink to success?

MAY 201210


INNOVATION CASE STUDY

SymphonyIRI Group, formerly named Information Resources, Inc. (IRI), is well-known as a provider of supermarket scanning data – data which is by far the most reliable way to understand the size of any market.

Its access to all of America’s supermarket and drugstore sales data (except for Walmart) gives its analyses a solid credibility that most industry reports lack.

Symphony’s New Product Pacesetters Report – published every year for the last 15 years – provides a very clear snapshot, based on hard facts, about the state of innovation in the American grocery market, which innovations work and why.

MYTHBUSTING

What makes the report so useful to anyone working in the health and wellness market is how – year-after-year – it uses data to challenge some of the myths that many companies cling to. This year’s report is no exception.

The elements of successful new product launches, according to SymphonyIRI, include:

• Targeting niches (and accepting that you will be exceptionally lucky to earn more than $7.5 million in retail sales in your fi rst full year, even in a market as big as the US)

• Creating new brands rather than extending existing ones

• Continued focus on products that score on naturalness

A FUTURE OF NICHES

Symphony defi nes its Pacesetter brands as those which have achieved at least $7.5 million (€5.7 million) in their fi rst full year of sales across supermarket, drug and other mass channels (excluding Walmart).

As Chart 2 shows, 77% of all new product launches earn less than $7.5 million in retail sales in their fi rst full year. What’s more, only 3% achieve Year 1 sales of $50 million (€38 million).

There are many senior managements that still believe it is possible to make new products succeed fast – and that you can quickly give birth to big brands. They should all be forced to read the SymphonyIRI Pacesetter data.

Not only do most brands perform modestly, in fact the average fi rst-year sales achieved has been on a declining curve for several years. This does not, says Symphony, indicate that new products are less successful today than in the past, rather it is indicative of a very different trend.

The data shows that new product Year 1 sales were $35 million (€26.5 million) back in 2002. By 2011 this had declined to $25 million (€19 million). It’s a change that refl ects steadily increased competition for consumers’ dollars and the reality that, as many consumer needs are met by existing products, it becomes ever harder for new products to fi nd a point of difference.

It also, says Symphony IRI, refl ects the reality that new products are increasingly being targeted to the needs of smaller, more discrete consumer segments. The report

notes that manufacturers with a laser focus on consumer needs at an increasingly granular level will be the ones to enjoy success.

The report’s authors point out that marketers today have more information at their disposal than ever before as well as technology that enables them to mine that information.

What marketers need to do is absorb themselves in market knowledge, move beyond out-dated techniques such as focus groups, and develop intimate knowledge of consumers.

Successful innovators, says Symphony, are the ones who use this micro-level understanding to create more targeted – more niche – brands.

Symphony’s analysis should make many businesses re-think their launch strategy, their target time to break-even and their costing model for brand success. There are many brands that are killed off after just a year – but perhaps many of these are just performing as you would expect and in fact with time could be grown into something much bigger.

NEW BRANDS BEAT BRAND EXTENSIONS

Another “myth-buster” from SymphonyIRI concerns brand extensions. It’s a common misconception among timid marketers and over-cautious senior managers that it’s somehow less risky to launch extensions of existing brands and more risky to launch new brands.

The reality is that while brand extensions rarely fail, they also tend to have only modest success. Many major brand owners have put an emphasis on making more of the brands they have got only to fi nd themselves with a portfolio of modestly-performing brand extensions, few of which ever achieve the numbers fi rst forecast for them.

The Symphony report shows how – consistent with all the data it has gathered over the last 15 years – brand extensions accounted for the majority (92%) of all new

Real world data shows brand extensions don’t fl y

Brand extensions are less successful than new brands, success is about focusing on niches, and interest in messages such as “100% fruit” and “gluten-free” is on the increase. These are just a few of the fi ndings in SymphonyIRI’s New Product Pacesetters Report, one of the most useful reports published each year.

MAY 2012 11



products brought to market in 2011. This was up from 88% in 2010. The reason, as Symphony points out, is that “This road is shorter, and it is easier.”

However, “the easier road comes at a price”. The price is that brand extensions perform less well than new brands. In fact, Symphony points out, they have always performed worse than new brands – and the gap is widening.

As Chart 4 shows, a brand extension earned an average $27.7 million (€21 million) fi rst year sales in the period 2002-2011 – and this had declined to £21.6 million (€16.4 million) in 2011.

New brands, by contrast are performing better, with the 2002-2011 average at $30.2 million (€23 million), but the 2011 fi gure is up at $35.4 million (€26.8 million).

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

It seems counter-intuitive – that against the backdrop of a weak economy a new brand performs better than the extension of a trusted brand – but there are the facts.

WELLNESS CLAIMS AND NEW PRODUCT SUCCESS

Symphony argues that health continues to be an important factor, with a “natural” or “organic” message – the terms are interchangeable in the minds of many consumers – being the most important, with 23% of launches carrying a natural/organic message in 2011 compared to an historical average of 19%.

CHART 1: NUMBER OF NEW PRODUCT INTRODUCTIONS*Brand level

0

200

400

600

800

1000

2007 2008 2009 2010 2011

916859

659 647 665

CHART 2: 2011 PROPORTION OF NEW PRODUCTSby Year-One Sales* ($ Millions)

0

10

20

30

40

50

60

70

80

<$7.5 $7.5-$10 $10-$20 $20-$50 $50-$100 $100+

77%

3%10% 8%

2.1%0.3%

Source: SymphonyIRI New Product Profi lerTM

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

%

CHART 3: 2011% NEW PRODUCT PACESETTERS* THAT ARE BRAND EXTENSIONS

0

20

40

60

80

100

Food & Beverage

92%



CHART 4: NEW BRANDS V BRAND EXTENSIONSAverage Year-One Sales ($ Millions)

0

0.5

1.00

1.50

2.00

2.50

3.00

3.50

4.00

New brands

Brandextensions

New brands

Brandextensions

$30.2

$35.4

$27.7

$21.6



$

MAY 201212


“Natural” has become a basic category standard and Symphony cites the example from its top-10 Pacesetters list – of Oscar Mayer Selects, a line of frankfurters which use a prominent message that they contain no artifi cial preservatives and only naturally-occurring nitrates and nitrites.

As Chart 6 shows, two messages growing fastest in usage by Pacesetter brands are:

• “High fi bre/whole grain” (usage up 25%)

• “100% real fruit” a message whose usage increased by 60% in 2011 and appeared on both healthy and indulgent products alike. Symphony gives the example of Dole Fruit Crisps – bowls of fruit in a fruit sauce, each with a topping made with oats and brown sugar, a product type known in the UK as a “crumble”.

But the biggest growth has been in the use of the “gluten-free” message, with 6% of

pacesetters carrying a gluten-free statement in 2011, compared to just 1% in 2010.

Messages on the decline include “reduced calorie” and “added vitamins/nutrition”.

While it is true that consumers have become more frugal, and more price sensitive, what’s also true is that – despite the background of an unstable economy – “customers are shifting towards products that encompass convenient indulgence and wellness”. The success in the US of Greek yoghurt – a product type that combines

excellent (and indulgent) taste and texture with a low fat, higher protein message – is a perfect example of this shift.

If you can hit the convenient indulgence and wellness buttons you can earn premium prices and signifi cant sales growth – despite the more frugal consumer environment – because by doing so you create reasons to purchase that are compelling to a signifi cant number of people. Where price sensitivity hits is those brands that are the least differentiated.


Fz Dinners/Entrees

Fresh Bread & Rolls

Frankfurters

Coffee

Chocolate Candy

Carbonated Beverages

Crackers

Fz Dinners/Entrees

Rfg Teas/Coffee

Creams/Creamers $44.2

$44.3

$48.6

$50.6

$55.8

$58.4

$58.4

$69.2

$73.6

$101.6 1.

2.

3. Oscar Mayer Selects

4. Folgers Gourmet Selections K-Cups

5.

6. Sun Drop

7.

8. LEAN CUISINE Market Creations

9. Gold Peak Chilled Tea

10. BAILEYS Coffee Creamer

CHART 5: 2011 NEW PRODUCT PACESETTERS: TOP 10 FOOD & BEVERAGE BRANDSYear-one Dollar Sales ($ Mil) Across Food, Drug and Mass (Excluding Walmart)

Source: Symphony IRI New Product Profi lerTM, New Products that completed their fi rst year in calendar year 2011

2%

1%

6%

6%

8%

8%

15%

25%

16%

23%

19%

4%

6%

8%

9%

9%

13%

15%

19%

20%

20%

23%

Low Salt/Sodium

Gluten Free

No Trans Fat

Antioxidants

Energy/Protein

100% Real Fruit

Lower Fat/Fat Free

Added Vitamins, Nutrition

High Fiber/Whole Grain

Reduced Calorie

Natural/Organic

2011 2002-2011

CHART 6: PERCENT OF FOOD & BEVERAGE NEW PRODUCT PACESETTERS OFFERING HEALTH & WELLNESS BENEFITS VS HISTORICAL TREND

Source: Symphony IRI New Product Profi lerTM, New Products that completed their fi rst year in calendar year 2011

MAY 2012 13


SCIENCE COMMERCIALISATION CASE STUDY

If you’ve ever explored tide pools and poked a sea anemone to have it snap closed around your fi nger in defense, this is essentially what Aquapharm’s SeaRch technology does – but at a biochemical level.

Oceanx, a dedicated Aquapharm business unit which develops functional ingredients for the food, beverage and personal care markets, is a pioneer and leader in the “systematic industrial commercialisation” of marine micro-organisms.

SeaRch is its patented technique used to provoke the full range of dormant natural stress defenses in marine micro-organisms. The “fi nger” used to switch on these defenses is a variety of “reagents” – trace elements such as iron, copper and manganese, which are essential micronutrients of the human diet.

The biochemicals produced in this manner include a wide range of natural anti-bacterial, anti-infl ammatory and anti-oxidant agents, which formed the historic defences used by the organisms to overcome environmental and competitive stresses.

EndoSeaRch takes this process a step further – into the human digestive tract. It’s the application of this technique “in vivo” by delivering SeaRch reagents to the tract as novel food ingredients or supplements.

“This is a completely new mode of modulating the biochemistry of the microbial population of our digestive system to address digestive discomfort and disease,” said Professor Simon Best, CEO of Aquapharm, which employs 23 staff and whose investors include Tate & Lyle Ventures, Aescap Venture and Scottish Enterprise.

The company, which began life as a small-scale academic spin-out in 2001, before a signifi cant injection of venture capital in 2007 allowed it to start building substantial operating capabilities, has joined forces with the Medical Research Council’s Human

Nutrition Research Unit in Cambridge, England to evaluate EndoSeaRch’s potential for digestive health.

Best called the collaboration “timely”.“On the one hand, there is rapidly growing

interest the gut microbiome as a potential route to improving human health. On the other hand, the health claims associated with the current food products available to modify it, such as probiotic live cultures, have so far been largely rejected.

“Current bio-pharmaceutical approaches are either expensive and/or of limited effi cacy,” he added. “The time is ripe to try novel strategies to modify the biome, such as EndoSeaRch”.

The technique will be tested in models of infl ammatory bowel disease (IBD). Already lab tests have shown the SeaRch reagents can switch on dormant natural anti-microbial responses in human gut microbes, and soon six EndoSeaRch agents will be tested in

animal models of IBD and other gut disorders to see if they improve symptoms and biochemical markers by stimulating the release of natural anti-infl ammatory biochemicals from gut microbes.

If the results of animal studies are as positive as Aquapharm anticipates, the company expects to move onto tests in the human digestive tract – and to have human data within 18 months.

“We would expect to be able to start applying for a health claim once we have suffi cient human data,” Best told New Nutrition Business in an interview. Best is confi dent in the company’s ability to negotiate the claims process, pointing out that one business unit within Aquapharm is lead by a team with considerable experience of pre-clinical and clinical trials. It is working with leading medicinal chemistry and CROs to isolate individual novel compounds from its extracts that have the potential to be developed as novel drugs for a variety of diseases including the major gut disorders.

“We therefore have a deep understanding of what data is likely to be required and how to generate this cost-effectively and already undertake all our research to pharmaceutical standards – typically even higher than those required for nutritional products,” said Best.

Oceanx is expected to launch its fi rst food ingredient product in 2015. Its pipeline of ingredients are being evaluated and in some cases already being developed in collaborative partnerships. The fi ve partnerships already announced include Frutarom for the development of novel fl avours, Croda for novel cosmetic ingredients, Leatherhead Food Research for novel preservatives, and Dr Reddy’s for novel enzymes; the other seven include major household-name brand owners and ingredient suppliers and cover novel fl avours as well as novel anti-infl ammatory and cyto-protective food ingredients.

Oceans the crucible of the next health ingredient?

With a vast collection of nearly 9,500 marine micro-organisms gathered from the tropics to the polar regions – ingredients from which the company can sustainably produce on a large scale – Scottish marine natural products fi rm Aquapharm plans to unleash the potential of an entirely new category of ingredients. Its novel approach to digestive health, called EndoSeaRch, could form the basis of a health claim application, following tests of the technology in humans. By ADRIENNE CLARKE.

Aquapharm CEO Professor Simon Best

MAY 201214



“Our ingredients are potentially relevant to a wide range of food and beverage types,” said Best, adding that “dairy and sports drinks are likely to be some of the earliest presentations to reach the market”. EndoSeaRch could be used in potentially any food or beverage already enriched with mineral additives or supplements.

Among Oceanx’ partners in developing food ingredients are those who were part of the team that worked on and secured health claims for FruitFlow, the tomato-based ingredient developed by Provexis and now marketed by DSM.

They’re developing a food ingredient for improved heart and metabolic health, based on extracts with components that are bioavailable when consumed (unlike many substances with high ORAC scores, which are not signifi cantly bio-available when consumed, according to Best) that switch on a natural detox mechanism in human cells called Nuclear factor (erythroid-derived 2)-like 2 pathway (called Nrf2 for short) – which in turn switches on a whole battery of powerful detox enzymes such as GST Glutathione S-Transferase (GST) and Superoxide Dismutase (SOD) which protect cells and the tissues they’re located in against oxidative stress-related damage.

The collaboration “offers Oceanx a low-risk fast-track to the marketplace”, said Best.

At the heart of Aquapharm’s operations is a core asset of nearly 9,500 marine micro-organisms collected from all major marine ecosystems in the world’s oceans, from surface to sea-bed and from the tropics to the polar regions.

“This offers partners a unique snap-shot in one collection of global marine bio-diversity – the richest source of bio-diversity on the planet given that life has been evolving in the oceans for 3.5 billion years versus only 600 million years on the land,” said Best.

“We can reproducibly grow, ferment and extract every single one of these – a feat that requires a huge amount of know-how,” he added. “Our scientists can grow micro-organisms previously regarded as “unculturable” and we know from 16S rRNA gene-sequence data that at least 30% of our collection are completely novel and have never been seen before by academic or industrial scientists.

Aquapharm anticipates that Oceanx’s marine microbe ingredients will be able to claim “impeccable sustainability credentials”. “Unlike rare botanical ingredients, our ingredients do not require repeated harvesting

from environmentally sensitive environments: the initial collection of sample materials has low to zero impact on their native ecosystem,” said Best. “This also contrasts strongly with other marine ingredients, such as fi sh oils and collagens, where collection is often quickly associated with a negative impact on native populations greatly restricting their appeal to consumers and their availability to the mass market.”

Following characterisation, typical ingredients from marine microbes can be consistently produced at large scale via sustainable fermentation-based production processes. And production sites, based on fermentation, can be located close to end-users thus minimising the potential carbon footprint associated with the supply chain.

In addition, the natural fermentation of marine microbes also enables producers to offer high quality ingredients that can be guaranteed to be free from the risk of contamination from environmentally derived biological and chemical pollutants that affl ict ingredients from other sources.

Best said Oceanx’ pipeline of more than 10 novel functional ingredients (of which four are fully-defi ned, with demonstrable in-vitro proof-of-concept and in early development and six are “development ready” subject to funding from either new investors or industrial partners) could support the launch of major line-extensions or major new branded products, generating total retail sales value of billions of pounds in food and beverages at maturity.

Aquapharm’s share of the value of the ingredients that make these sales possible is expected to generate cumulative revenues of over £45 million within fi ve years and annual revenues of over £10 million by 2016, said Best.

“Aquapharm/Oceanx is the pioneer and leader in the systematic industrial exploitation of marine micro-organism,” he added. “The market potential for novel marine derived ingredients has been established by other pioneering companies such as Martek (now part of DSM) but we are looking to unleash the potential of an entirely new category.”

BOX 1: WHAT MAKES MARINE-DERIVED INGREDIENTS SPECIAL?

What does the sea have to offer that can’t already be found on land?

“Marine micro-organisms are more bio-diverse than their terrestrial counterparts and therefore produce a wider range of chemicals and peptides addressing a wider range of human biological targets,” explained Best.

“The oceans were the evolutionary crucible in which higher, multi-cellular organisms fi rst evolved and from which they fi rst moved onto the land. Much of the biology and chemistry of higher-life forms was anticipated in the evolutionary process and explains why the ancient and relatively simple-life forms we work with are nevertheless capable of helping modern day humans meet their health and beauty needs.”

Aquapharm is able to grow, ferment and extract every single one of its vast library of marine micro-organisms – even those previously regarded as unculturable.

MAY 2012 15



If protein supplements make you think of buff body builders admiring themselves in the mirror at an LA gym, you’re probably not alone. But one company is hoping to change that perception by encouraging ordinary people to build protein powders into their everyday dietary regimes.

The company in question is Volac, a privately-owned supplier of dairy ingredients based in the UK but operating globally, with production facilities in Malaysia and the Netherlands. Volac has just ventured outside the business-to-business arena for the fi rst time with the launch of consumer-facing brand Good Whey – a brand it believes will expand the appeal of protein beyond core users and into the “mass market”.

Good Whey is being marketed by Volac through a standalone trading company – the Good Whey Company – and is currently exclusively available via a dedicated website (www.thegoodwhey.com). Here, customers are able to order from a range of fl avoured whey protein powders, which are designed to be mixed with milk, juice or water.

PROTEIN FOR THE HEALTHY LIFESTYLE MASSES

The Good Whey brand is intended to appeal to people who occupy what Volac calls the ‘healthy lifestyle category’, which the company believes to be an untapped opportunity for protein that stretches beyond the performance market. The focus of the Good Whey Company is on promoting protein to regular, health conscious consumers as a way to help them maintain lean body mass and healthy muscles and bones.

Mark Neville, Volac’s head of lifestyle nutrition, explains: “Until now, whey protein has been mainly marketed towards the sports and performance category. The Good Whey Company’s target market is people who love

to actively engage with life. By educating consumers about the benefi ts of protein for healthy muscles and bones, the Good Whey Company’s products will appeal to consumers who care about a lifelong active lifestyle.”

He continues: “Consumers are increasingly looking for natural and wholesome foods. Protein is the only one of the three macronutrients – fat and carbohydrate being the other two – which doesn’t generally have any negative associations in consumers’ minds. Our extensive research has shown that the healthy lifestyle consumer market offers a new opportunity to promote the many health benefi ts of our high quality whey protein to everybody who cares about a healthy and active lifestyle.”

A key target group for the Good Whey Company is women, such as new mothers keen to regain their pre-pregnancy body shape and weight. Accordingly, the Good Whey Company website features plenty of feminine cues, such as pictures of women exercising or pushing a stroller.

Women are usually the gatekeepers to their families’ diets and Volac also intends to

promote Good Whey protein as suitable for children and, indeed, all the family. Protein, says Volac nutrition manager Suzane Leser, will provide “demonstrable benefi ts to their children’s growth and development, making Good Whey a convenient high quality protein food for the whole family to enjoy”.

UNIQUE BENEFITS FOR OLDER EXERCISERS

Another target group is older consumers. “Whey protein has been found to offer unique benefi ts for improving muscle protein synthesis in healthy fi t elderly people,” Leser says.

Two protein powders are currently available from the Good Whey Company:

• Good Whey Original – This twice-fi ltered whey protein powder is marketed as low fat and a natural source of calcium. It contains at least 17g of protein and no more than 102 calories per serving (two heaped tablespoons). Good Whey Original costs £13.95

Ingredient specialist launches protein direct to the mass-

market consumerFor almost 15 years dairy ingredient companies have wrestled with the challenge of taking protein out of the sports nutrition market and into the wider consumer market. One company – Volac – has decided to take an entrepreneurial approach, stepping outside business-to-business to launch a fi nished branded consumer-ready product. It is part of an increasingly common strategy by suppliers to conceive and develop fi nished products.

MAY 201216



($22.58/€17.10) for a 500g pack, which provides about 20 servings.

• Good Whey Premium Triple Filtered – This is triple-fi ltered to provide a high quality whey protein isolate. It is fat free and low in lactose and described by the Good Whey Company as the “gold standard of whey protein”. It contains at least 20g of protein and no more than 95 calories per serving. Good Whey Premium sells for £15.95 ($25.81/€19.56) per 500g pack.

Both varieties communicate front-of-pack that they use only natural colours and fl avours. They are available in a range of fl avours: Velvety Vanilla, True Banana, Summer Strawberry and Real Chocolate, as well as unfl avoured Good Whey Natural, which the Good Whey Company says is ideal for mixing with fruit and smoothies and for use in recipes.

The Good Whey Company website is crammed with information, offering advice on a wide range of protein and healthy lifestyle-related matters. Volac is able to be quite forthright in its marketing because protein is one of a select group of nutrients to

have really benefi ted from the EU’s Nutrition & Health Claims Regulation.

CAPITALISING ON PROTEIN HEALTH CLAIMS

Most claims for functional ingredients have been rejected (and therefore banned) by the European Food Safety Authority, which has been evaluating health claims under the Regulation. However, three specifi cally for protein have been approved. They are:

“Protein contributes to a growth in muscle mass”and“Protein contributes to the maintenance of muscle mass”and“Protein contributes to the maintenance of normal bones”

These are all Article 13.1 health claims, which means they can be used to market any product that satisfi es the necessary conditions of use (that’s to say, any product that contains suffi cient levels of protein) and Volac looks set to take full advantage of them.

For now, Good Whey will only be available via the website, and to UK-based consumers, though Neville says the company will explore

further retail options in time. Likewise, the company intends to expand the product range it offers – though details are currently unavailable. Marketing will be a combination of on and offl ine PR, digital advertising and paid-for print advertorials.

Despite launching a consumer brand, Volac says it remains committed to its core ingredients business – and insists it is not in competition with its own customers. “The Good Whey Company is entirely focused on the healthy lifestyle category,” says Neville. “Our products appeal to consumers who enjoy an active lifestyle. They have not been created for the performance market and clearly refl ect our healthy lifestyle focus.

“In creating a whole new category which takes whey protein to the mass market, we hope to expand the overall market for whey protein. We have had a very positive response from our customers to the launch of the Good Whey Company, which is raising the profi le of whey protein as a highly nutritious ingredient.”

He adds: “In short, we are confi dent that with the Good Whey Company we are going to bring the importance of protein for healthy muscles and bones front of mind for a much wider audience and, ultimately, stimulate greater demand for whey protein products.”

A key target market for the Good Whey Company is women, who are often the gatekeepers for their family’s diet - so the company’s website features plenty of feminine cues.

Good Whey’s website features consumer-friendly, female-oriented explanations of the benefi ts of protein.

MAY 2012 17



2011 was another “best-ever” year for Probi AB, with sales up 18% to SEK95 million ($14 million/€10.7 million) and operating profi t of SEK17.797 million ($2.7 million/€2 million), a healthy 22% profi t margin. It came on the heels of another “best-ever” year in 2010, when sales were up 23%. And the company’s recently-announced fi rst quarter results indicate that 2012 may set another record. In the fi rst three months of 2012 sales were up 28% and operating profi t up 25% compared to the same period in 2011.

Growth rates and profi t margins such as these are what every new company – and its investors – dream of. But the reality is that they are not achieved quickly or easily. So

what’s the explanation for this remarkable progress?

Founded back in 1994, Probi – a company listed on the Stockholm stock exchange – is a business based on science. Probi owns the patents to the probiotic strain L. plantarum 299v, one of the best-researched probiotic strains in the world. This strain is the active ingredient in the ProViva probiotic fruit juice brand (see Case Study in NNB August 2010), which is marketed in Sweden with a digestive health benefi t.

ProViva has been wildly successful, despite selling at a premium price, with retail sales of over €75 million ($99 million) a year in Sweden, a country with a population of just

9.1 million people. Pro rata that rate of sale to a larger market such as the US and ProViva is equivalent to a €3.75 billion ($4.97 billion) brand.

Given this success it was hardly a surprise when in 2010 Danone acquired the global license to L. plantarum 299v and bought a 50% stake in the ProViva juice brand, with the intention of a global roll-out.

ProViva and other products like it have long been the core of Probi’s business, with the segment the company calls Functional Foods accounting for 52% of sales and 80% of operating profi t in 2011.

ProViva is a product for digestive health, but Probi is also hoping to make a success of

Smart strategy sends sales soaring at probiotic science specialist

Europe’s health claim regulator may not be willing to authorise any health claims for probiotics, but that’s not holding back the success of a science-based company behind one of the best-researched scientifi c strains. Whatever sector of the ingredients market you are in, the story of Sweden-based Probi gives a clear guide to how to successfully commercialise nutrition science. By JULIAN MELLENTIN.

Wildly successful despite its premium price, ProViva is based on Probi’s L. plantarum 299V for digestive health. Skane Dairy’s Bravo Friscus contains Probi’s probiotic combination targeting immunities, called Probi Defendum.

MAY 201218


probiotic juice for immune health. Heinz will be launching the fi rst probiotic juice in the Australian market, where it has a signifi cant share of the juice category, in mid-2012. This is the fi rst dairy-free probiotic food or beverage in the Australian market.

The product will be marketed under the Golden Circle Healthy Life brand and the active ingredient is ProbiDefendum, Probi’s probiotic platform for immune health. It is based on a combination of two strains – Lactobacillus plantarum HEAL9 and Lactobacillus paracasei 8700:2 – which have demonstrated, in two comprehensive clinical studies, the ability to prevent colds, considerably reduce cold symptoms and shorten the duration of a cold. The Heinz product will carry the ProbiDefendum ingredients brand on the front of the package.

This ingredient combination has already been commercialized in Sweden by Skane Dairy, ProViva’s long-time partner, in a brand called Bravo Friscus, a variant of the Bravo brand, the biggest fresh juice brand on the Swedish market.

There are likely to be more developments in probiotic juices in 2012; Probi also has development activities under way with another global company – whose name is still undisclosed – to apply the immune probiotic technology in a product category where Probi currently does not have any products.

SUPPLEMENT MARKET THE GROWTH DRIVER

Probi’s other business unit is in dietary supplements and is called Consumer Healthcare. Formerly a small part of the business, it is now growing rapidly and it accounted for most of the company’s sales growth in 2011 and in the fi rst quarter of 2012, with sales up by 72%, to SEK 14.1 million ($2.1 million/€1.6 million) and operating profi t in the fi rst quarter up 25%, to SEK 851,000 ($126,615/€95,628).

The Indian market is an important target for Probi. The company recently signed a distribution agreement with USV, a leading Indian pharmaceutical company which is market leader in India in diabetes, cardiology and probiotics.

The company intends to launch capsules based on the Lactobacillus Plantarum 299v bacteria strain under the Vibact IBS brand, aiming at individuals suffering from IBS-related

symptoms, such as bloated stomachs, gas and constipation, which are common in the Indian population. This will bring to three the number of companies in India marketing products – the others are Aristo Pharmaceutical and Ranbaxy – based on Probi’s LP299v for digestive health.

Interestingly, in India probiotics are regulated as drugs and are prescribed by doctors, hence Probi will support its local partners in the Indian market with health professional communications – such as key opinion leader seminars, healthcare and consumer websites and clinical studies carried out locally.

India is highly competitive, but “there is a good premium segment available and that is where we are aiming with USV,” Niklas Bjarum, Vice-President of Sales & Marketing at Probi, told New Nutrition Business in an interview.

A BRANDED PRODUCTS COMPANY AS WELL AS AN INGREDIENT COMPANY

One of the most interesting aspects of Probi’s strategy is its decision to launch its own branded products in the supplement market.

Called ProbiMage and ProbiFrisk – the former for digestive health and the latter for immune health – they were launched in partnership with Bringwell, the largest supplement company in the Nordic region.

Total income from these products increased 88% in the fi rst quarter of 2012 compared with the same period in 2011.

“This was a new business model for our company,” says Bjarum. “We teamed up with Bringwell as they have local sales marketing

and distribution muscle, we have R&D know-how and experience acquired over the years of how to market these types of functional products.

“We work on a transparent basis with Bringwell when it comes to costs and we invest in our own brand. It gives us better control of our destiny.”

The supplement brand venture has been an outstanding success. Probi has taken market leadership within a year of launch, with the two brands taking a combined 47% share of Sweden’s SEK200 million ($29.8 million/€22.5 million) probiotic supplement category as well as contributing to category growth.

Bjarum emphasizes that the supplement brands have not attempted to piggy-back on the success of ProViva, focusing instead on creating their own identity using the probiotic strains’ original development in Lund University Hospital – as strains for medical usage – as a platform on which to build credibility.

The fact that the two strains actually deliver the promised benefi t – as demonstrated by clinical studies – is also likely to be a big factor in the success of the supplement brand. The L. plantarum 299v strain, for example, has the benefi t of a permitted health claim in Sweden.

“Supplements are under the same regulations as for food, so the EFSA rules apply,” says Bjarum, “but we already have an approved claim in Sweden for the digestive proposition and that is valid until the health claim transition period so it is worth investing in media to get this message out while we can still use it.”


Probi has also started to develop its own branded products, successfully launching supplements in Sweden under the ProbiMage and ProbiFrisk brands in cooperation with Bringwell, a supplement company, a move Michael Oredsson, CEO of Probi, has described as one of “the most important reasons for 2010 being such a successful year”.

MAY 2012 19



The benefi t of surging revenue aside, Bjarum points out, the Swedish supplement brand’s success supports Probi’s aim of implementing a similar business model in other markets: “We have another success case in another category that we can show to partners and potential customers in other markets.”

Unsurprisingly, Probi is investing signifi cantly in its marketing and sales efforts this year to make the most of the growth potential in the supplements market.

INTEL-INSIDE CONCEPT

In support of both its functional food and supplement activities Probi has created a new consumer-oriented ingredient brand platform. There are two ingredient brands:

• Probi Digestis based on L. plantarum 299v, for digestive health

• Probi Defendum, based on the strains Lactobacillus plantarum HEAL9 and Lactobacillus paracasei 8700:2 for immune health

“These two platforms can be used in all categories and business areas, for foods and supplements,” explains Bjarum. The Defendum brand will appear this year on the package of the Heinz probiotic juice launched in Australia.

“The ambition is to help better profi le the products to consumers,” Bjarum adds. “We are not only an ingredient but a concept where the ingredient is part of making the product possible.”

“We are working at different levels ranging from own brand to partnering with a local umbrella brand, with product name branding Probi Defendum and Probi Digestis prominent on the pack.”

NEW HOPES FOR PROBIOTIC CLAIMS

Although the European Food Safety Authority (EFSA) has thus far turned down all health claims based on probiotics, this is proving no hindrance to Probi’s growth. But the company is not complacent and it is taking steps to get its probiotic strains through the EFSA regulatory process, investing, for example, in two major clinical studies in the areas of gastrointestinal health and the immune system.

The aim of both studies – which involve 300+ participating subjects for the immune study and 200+ for the gastro study – is to supplement existing clinical documentation

and form the basis of an Article 13.5 health claim petition to EFSA.

“These big studies have been designed exactly according to the gaps identifi ed compared to the standards EFSA has communicated it requires,” explains Bjarum.

“These studies are not to substantiate the claimed health effects – that has been done already in multiple studies – but rather to close the gap and satisfy EFSA’s technical requirements.”

“We are certain of the effect,” Bjarum asserts, “but we need to be sure there are no technical hindrances.

“They are extremely big and costly studies. It’s a high price but it’s the way forward and our intention is to go for an Article 13.5 application later in the year. We could be the

fi rst-ever probiotic claim approved by EFSA.”Commercialising health ingredient science

is tough. Success, as Probi has demonstrated, is not just about doing the science but also about lifting the science to meet ever-higher standards required for regulatory approval. It’s also about fi nding product formats in which your ingredient makes sense – and fi nding partners who can take these formats to market. It’s also increasingly about going beyond science to become a successful consumer brand marketer in your own right. The price of playing in the health ingredients market is getting higher and only the companies willing to invest heavily from science to marketing will be able to create success.

Bringwell

Launch in short

• Launched in Sweden March 2010 with strong listings in Pharmacy (tot +1000) and Health food channels (tot 700)

• Strong, single minded positioning and communication in TV, daily and weekly magazines.

• KPIs– Total probiotic supplement segment +57% (value) FY 2010 vs LY only

driven by Probi launch.– Strong increase in younger consumers to the segment. Earlier weight in +60

yrs shifted to 40- 59 yrs. Probi core consumers 40-49 yrs.– Market leaders already after 6months in market – Full Year 2010 28% value

share - 2011 Full Year 46% value share– 75% of sales in Pharmacies– Current annual sales in Sweden 450.000 units

• Roll out– Launch in Finland Q2 2011 and Norway Q4 2011.

Consumer marketing material and advertisements were developed in cooperation with the distributor Bringwell.

BOX 1: PROBI’S SUPPLEMENT BRAND ROLL OUT AND RESULTS

MAY 201220


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

Opinions about the alleged importance of nutrition labelling are everywhere. Advocates say that industry needs to provide ever more-detailed information – or conform to traffi c light systems or other logo programmes – because this will help consumers make more informed choices, which in turn will mean healthier choices and help in the fi ght against the rising tide of diet-related diseases.

Facts, however, are scarce, so the research carried out by the Food Labelling to Advance Better Education for Life (FLABEL) project – an EU-funded project which has explored the impact of food labelling among consumers in Europe – brings a welcome dose of science to an area where debate has so far been largely guided by opinions alone.

“Insights into how these labels are used in real-life shopping situations are limited,” says the fi nal report of the FLABEL researchers, a group drawn from a wide range of leading European research organisations, as well as retailers (see box for list of FLABEL participants).

The fi rst part of the work set out to discover to what extent nutrition information is already available on food product labels in Europe and which types of labels people can distinguish.

The researchers conducted an audit of products in all 27 EU countries plus Turkey. The fi ve categories of products studied were:

• sweet biscuits• breakfast cereals• ready meals• carbonated soft drinks• yogurts.

The products were those found in each country in fi ve retail chains, one of which was among the top-5 retailers in that country.

The researchers found that of the 37,000 products audited, 85% carried nutrition information (see Chart 2). Almost 85% carried a nutrition table. Guideline Daily

Amounts (GDAs) appeared on about 25% of the products and nutrition claims also on about 25% of the products.

However there were different variations of GDAs, and there were also traffi c lights and health logos – in all, a range of different types of nutrition information.

To create a typology of nutrition labels the researchers conducted a qualitative study in the UK, Poland, Turkey and France, where people got 22 different nutrition labels on cards and had to sort them, both in a free and in a structured way.

This lead to the conclusion that there are three categories of labels:

• Directive• Semi-directive • Non-directive.

Directive labels are mainly health logos which tell consumers directly that the product which bears the logo is the healthy alternative in that category.

Semi-directive labels contain nutrient-based information and have a higher information content and also provide some degree of directiveness, mainly at the level of the nutrient, although not at the overall product level. Traffi c light labels are the most prominent example.

Non-directive labels contain nutrient-based information, have a high level of information but they are non-directive in the sense that they leave it up to the consumer to make inferences about which product is healthier than another. GDA labels are the most well-known example.

DOES LABEL LEAD TO HEALTHIER CHOICES?

In the second part of the work, led by Wageningen University in the Netherlands, the aim was to fi nd out what has an infl uence on whether people actually pay attention to a label if it appears on a product, and whether that carries through to healthier choices.

The major fi nding was that attention and reading is dependent on motivation. Attention to the nutrition label is higher if people have a particular health goal, something most marketers already know.

Some features of the label increase the likelihood of attention such as:

• bigger labels, • labels with which people are familiar, • the use of colour – or in fact the lack

of colour because a monochrome label was found to lead to more attention.

Also, the information density on the package had an effect in the sense that if the rest of the package contained a lot of other information then the nutrition label attracted less attention.

Looking at the effects on the healthfulness of the choices people made after they had looked at the label, it was found that Directive

Consumers’ health motivation beats a nutrition label for making healthier choices

When only 10% of the people actually look at the nutrition label at all, and then for only an average of 0.02 seconds, how much are these labels really helping consumers make better choices? Not much, suggest the fi ndings of a EU project that explored how consumers use and understand nutrition labelling in real life.

BOX 1: LIST OF FLABEL PARTICIPANTS

MAY 2012 21



systems – the health logo types of systems – performed better where people had to make a choice under time pressure.

CONSUMERS FAVOUR THE MOST-COMPLEX LABEL

Another part of the study dealt with liking and attractiveness of labels. A survey conducted in four countries – the UK, Poland, Turkey and Germany – with 500 subjects per country, all of whom were at least partly responsible for food shopping in their household, found that:

• people have a tendency to like those labels more that they have seen before

• people liked best a label that combines GDA information with the traffi c light colours – also the label that has most information and is the most complex label.

Yet another part of the project dealt with whether the label format makes a difference with regard to the correctness of the health inferences, and then whether this is affected by the type of product and by consumer characteristics. Using the same four-country survey group it was found that most people could rank pizza, yoghurt and biscuits correctly in terms of healthfulness even if they were given only the basic information where the nutrients were in grams and the energy was in calories.

The provision of additional front-of-pack label information in terms of GDAs, traffi c lights or a health logo had a slight positive

effect on the correctness of the health inferences – but the effects were very small.

In another study people were given 11 different snack food products – banana chips, chocolate sugar-coated peanuts, raisins and others – and were asked to rank them according to healthfulness.

The study was done with two specifi c target groups – a group of people with a low interest in healthy eating and a group of people who were Type-2 diabetics, with a high interest in healthy eating.

Interesting, both group had some similarities – both over-rating the healthfulness of banana chips, and both

underrating chocolate-fl avoured milk (see Chart 3).

LABELS PUT TO REAL LIFE TEST

In the next – and perhaps most revealing part of the study – the researchers developed an “ideal baseline label format” which provides information on nutrients on a per gram basis and the energy in calories in a standardised format, supplemented by a health logo, and hypothesised that the consistent use of such a label would increase consumer attention and understanding and facilitate healthy choices.

To test the hypothesis the researchers put

0%

20%

40%

60%

80%

100%

Irela

nd UK

Nethe

rlands

Spain

Belgiu

m

Czech

Rep

ublic

Roman

ia

Portu

gal

Finlan

d

Denm

ark

Sweden

Polan

d

Luxem

burg

Slova

kia

Eston

ia

Hungar

y

Germ

any

Franc

eIta

ly

Latvia

Malt

a

Lithua

nia

Bulga

ria

Greec

e

Turke

y

Austri

a

Cypru

s

Slove

nia

CHART 2: NUTRITION INFORMATION ACROSS 5 CATEGORIES BACK-OF-PACK (BOP)/FRONT-OF-PACK (FOP)

85% average penetration of BOP nutrition information of any kind (70-97%)48% average penetration of FOP nutrition information of any kind (24-82%)

Source: Flabel Report

CHART 1: IN-STORE USE OF LABELS - RESULTS (CEREALS)

Gaze Duration (0.922 seconds)


MAY 201222



people into one of a number of test stores. People were sent into the test store with a shopping list and an eye tracking device so that the researchers could see exactly which packages and which parts of the labels of packages people were actually looking at – and for how long they looked at them.

Chart 1 shows an example of the fi ndings, for breakfast cereals, of how much attention people give to various parts of the package. The results the other product categories, say the researchers, were similar. The main points are:

• the average length of time people look at a particular package is not very long – about 1 second

• those parts of the package that are most looked-at are the name of the product and the picture that is on the package

• As the chart shows, the nutrition label accounts for a very small part of the attention that people give to the package – on average 0.02 seconds.

• Only 10% of the people actually look at the nutrition label at all.

Overall, the researchers were able to conclude, the addition of other information – GDAs or traffi c lights – to the label neither increases visual attention nor promotes more healthful choices.

Although the researchers did not state this conclusion explicitly, what is clear is that the FLABEL project emphasises what many food and beverage companies have already learnt – that people’s health motivation is more important than a nutrition label in leading them to make healthy choices – and that, as many marketers have long suspected, people don’t pay enough attention to nutrition labels.

The blame thrown on the food industry

for “failing to provide suffi cient nutrition information” on labels so that consumers can make healthier choices can be seen for what it is – an empty accusation without substance. What causes people to make healthier choices is a much more complex subject than labelling alone can address. GDAs, traffi c lights and the like – as other studies have also found – have no effect.

CHART 3: UNDERSTANDING AND HEALTH INFERENCES FROM LABELS – METHODOLOGY AND RESULTS FOOD SORTING STUDY

Participants (“low health interest” or type 2 diabetics) shown a range of 11 snack food products and instructed to order the foods according to healthfulness, fi rst with no FOP label and then again with an FOP label whilst “thinking aloud”.


BOX 2: IN-STORE USE OF LABELS – METHODOLOGY

Participants were sent into stores with a shopping list and SMI head-mounted eye

tracking device.Source: Flabel Report

MAY 2012 23


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

Energy products don’t appear to be lagging as a functional platform in the United States. In fact, based on a continuing surge in sales of “traditional” energy products and a proliferation of new ways to provide the benefi t, energy foods and beverages have entered a new golden era.

Consider:• Energy-drink sales rose by nearly 17%

in 2011, including shots, while sales of carbonated soft drinks rose by only 2% and sports drinks by 8%, according to Beverage Digest magazine. That kind of continued double-digit growth is remarkable for a mature category that has been around for about two decades.

• More mainstream brands have fl owed into the general energy-product universe recently, including Kraft and Starbucks. Each of them has a different take on how to break off a chunk of the segment, but it’s instructive that each big marketer believes it is worth the effort.

• Demand is growing, albeit

gradually, for “natural” energy products that rely on plant ingredients. Celestial Seasonings, Jamba Juice and Nestlé are among the major players taking this tack.

• Entrepreneurs keep coming up with new ways to deliver the functional benefi ts of energy, or perceived energy, besides the drink and shot formats. Most prominent among these are sheets, which lie on the tongue and melt, and energy gums.

“People are always looking for more options and more value” in energy products, said Matt Lawlor, CEO and founder of Force Energy Enhancement Products, a Florida-based startup that is rolling out Force Energy Gum.

“Gum as a delivery vehicle delivers great value not only in terms of cost but versus using the digestive system to deliver the [energy] benefi ts.”

Overall, these developments are

underscoring that “energy is a massive consumer need state in general,” said Gary Hemphill, managing director of Beverage Marketing Corp., a New York-based consulting fi rm. “There’s probably not a person on earth who doesn’t feel the need for energy at some point during the day.”

STILL A “FAIRLY HIGH UP-SIDE”

And while “historically there have been beverages that people reached for to get that boost of energy – caffeinated colas, coffee and so on – more are being formulated specifi cally to bring energy and are marketed that way. I believe the category still has a fairly high up side.”

As beverage-industry consultant Tom Pirko observes, “Cola and soft drinks are in decline. But people need hydration. Water is boring. Fruit juice is fl attening and has volatile pricing. So more people on the non-alcoholic side are still turning to energy drinks.”

Here’s a closer look at each of the major

Energy enters a golden eraEnergy continues to be the biggest unmet consumer need in the food and beverage industry, as evidenced by the fact that energy drinks continue to surge by 15% and more. Can the category expand beyond classic Red Bull drinks into new formats and product types? The companies behind the latest formats – including gums, mixes and frozen “slushy”-type pouches – believe it can. By DALE BUSS.

Starbucks’ recently-launched line of “natural” energy beverages take the energy drink concept more mainstream, relying on unroasted green-coffee extract for their energy boost.

Entrepreneurs such as New York start up Brain Twist, with its Slap Frozen Energy, continue to focus on this expanding category of energy products. Slap defrosts to become slushy and pliable and quickly turns into a Slurpee-type beverage that consumers can drink through the cap.

MAY 201224



dynamics that continues to give the energy category its buzz:

Energy drinks: The continued wild success of 5-Hour Energy Shots is, by now, a well known story. But American consumers also continue to imbibe full-volume energy drinks at a record pace, many years after Red Bull initially caught on with the bar crowd and in convenience stores.

“Sales slowed in 2009 at the beginning of the recession, because energy drinks are premium priced,” observed John Sicher, editor of Beverage Digest. “But as the economy began to recover, energy drinks returned to double-digit growth. Consumers like them, both the energy function itself and the fact that they offer immediate gratifi cation in the sense that you can feel the functional benefi t almost immediately.”

The “traditional” brands – Red Bull, with a 34% share of the US market last year, and Monster, with 30% – continue to benefi t the most from Americans’ persistent demand for energy drinks. Red Bull, for example, is

relaunching its Total Zero low-cal offering fi rst fl oated in 2009, while Monster has been rumoured as a takeover target for the likes of a Coca-Cola or PepsiCo because the $10 billion (€7.6 billion) company has the highest operating margins in the beverage industry.

“The days of energy drinks being a niche category are long gone,” Monster CEO Rodney Sacks told investors on a recent earnings call. “Energy drinks are the soft drinks of many generations ago. They are innovative, cutting edge, cool and premium.”

More big brands: Coke and Pepsi notably failed to penetrate the energy-drink market a few years ago with their own offerings, so acquiring Monster might be their only way back in. But brands from other verticals in the CPG and quick-serve restaurant world are fi nding and creating new points of entry into the energy category.

Starbucks, for instance, announced one of the biggest new forays recently by launching Refreshers, a ready-to-drink line of “natural” energy beverages that it has begun selling

at its locations as well as at grocery and convenience stores. Refreshers are a “fruity, carbonated drink that’s high in antioxidants” and rely on unroasted green-coffee extract for their energy boost.” The drinks don’t have a coffee taste. Flavours of Refreshers include raspberry pomegranate, orange melon and strawberry lemonade.

Starbucks’ move “takes the energy-drink concept more mainstream and into more acceptability, and away from [just] the notion of teens wanting to get hopped up,” said Pirko, president of Santa Ynez, Calif.-based Bevmark Consulting.

Kraft has introduced an Energy version of its increasingly popular Mio beverage mix-in liquids. “Water’s great and all, but sometimes it’s like a yawn in a glass,” reads Kraft’s promotion of Mio Energy on its web site. “Ready to change that? Squirt some Mio into your drink, shake things up, and enjoy an amazing charge.”

Mio Energy is offered in fl avours called Green Thunder and Black Cherry. It retails for a suggested price of $3.99 (€3.02) for

Celestial chose a shot rather than a beverage format in order to appeal to 35-and-older cohort rather than the teenagers and 20-somethings who favour energy drinks.

*Among top 100 SymphonyIRI categories based on dollar sales, excludes cigarettes. **Average price change based on price per volume analysis.

0.8%

-3.8%

-3.4%

-0.4%

0.7%

1.0%

1.2%

1.4%

1.9%

6.4%

17.6%

3.2%

1.4%

5.8%

1.4%

3.8%

7.1%

6.6%

2.1%

2.4%

6.4%

16.7%

Total CPG

Fresh Bread & Rolls

Milk

Carbonated Beverages

Salty Snacks

Natural Cheese

Chocolate Candy

Bottled Water

Beer/Ale/Alcoholic Cider

Wine

Energy Drinks

Dollar Sales Unit Sales

Average Price Change** vs YA

+0.1%

+1.7%

+2.7%

(1.6%)

+4.4%

+6.7%

+3.0%

+2.2%

+9.7%

+5.8%

+2.2%

2011 vs 2010

CHART 1: TOP 10 CATEGORIES* DOLLAR & UNIT SALES

% Change versus Year AgoGrocery, Drug, Mass & Convenience (excluding Walmart) 2011 vs 2010

Source: SymphonyIRI Info Scan ReviewTM, 52 weeks ending 12/25/2011 and same prior year

MAY 2012 25



a bottle that contains enough liquid for 24 servings. But the other seven fl avours of Mio are promoted only as a “liquid water enhancer” with the main benefi ts of being calorie-free and sweetened by sucralose; Mio Energy is the only sub-brand that is touted with a specifi c functional benefi t.

“Natural”: Better-for-you brands have identifi ed the energy category as ripe with opportunity for some time, understanding that many Americans would love to have the benefi ts of “extra energy” but don’t want to get it by means of a chemical elixir.

That’s one aspect of the opening that Starbucks identifi ed by using green-coffee extract to provide the caffeine in Refreshers, for instance.

And Ocean Spray introduced a concoction called Cranenergy a few years ago based on what it called “natural caffeine from green tea extract and fi ve B vitamins”. It’s now available in cranberry, raspberry and pomegranate fl avours.

But the number of interesting companies pursuing the natural tack is growing, with Jamba Juice and Nestlé perhaps the most interesting new players.

Emeryville, Calif.-based Jamba partnered a couple of years ago as Jamba licensed a line

that has come to be called Jamba All-Natural Energy Drinks by Nestlé and introduced them into test markets in early 2011.

“It has shown a lot of viability,” Julie Washington, senior vice president and chief brand offi cer of Jamba Juice, told New Nutrition Business. “It has a true point of difference because of who we are. And consumers are saying, ‘Give me an [energy drink] that works well with my system and is healthy for me.’ They don’t need a high high and a low low.”

A TV ad in the test markets has underscored exactly that theme. “What’s in your energy drink?” the commercial asks, then reels off some chemical names that are common ingredients in conventional energy drinks. “Inositol? Taurine? Glucoronalactone? “Or how about real fruit juice? And natural caffeine?” Jamba’s drinks are made with “all-natural ingredients,” the ad continues. “So you get all the energy without the chemistry. Looking for a way to feel naturally charged and raring to go? Try new Jamba All-Natural Energy Drinks from Nestlé and be a force of nature.”

Jamba has lately been negotiating to drop Nestlé Beverages USA as licensee for its canned energy line in order to go it on its own, with Jamba said to be in talks to buy “product formulation and intellectual

property” from Nestlé as it prepares to expand the Jamba All-Natural Energy Drinks line.

Meanwhile, Celestial Seasonings, the tea brand owned by Hain Celestial, has introduced a Kombucha Energy Shot.

“We feel it’s a great opportunity,” Jennifer Stolte, director of marketing for Boulder, Colo.-based Celestial, told New Nutrition Business. “The primary reason for [consuming] kombucha is for its energy and revitalizing benefi ts, so it was sort of a natural transition to launch it in a shot. And it’s a great natural alternative to other energy shots in the market.”

Kombucha Energy Shot is based on added caffeine from guarana and ginseng and includes B vitamins, she said. “There are no artifi cial ingredients and it’s not overly caffeinated,” Stolte explained. It retails for about $2.99 (€2.26) and comes in Berry, Citrus and Pomegranate Extreme fl avours.

Celestial chose a shot rather than a beverage format, she said, because the brand wanted to aim at a 35-and-older cohort rather than the teenagers and 20-somethings who favour energy drinks.

“That’s where our core consumer is,” Stolte said, “and they trust the Celestial Seasonings name.”

2011 vs 2010

0.8%

5.2%

5.5%

5.8%

5.9%

5.9%

6.4%

6.7% 11.3%

17.6% 17.9%

Total CPG

Spirits/Liquor

RTD Coffee/Tea

Eye Cosmetics Rfg Entrees

Vitamins Wine

Dried Meat Snacks Sports Drinks

Energy Drinks

Weight Control/Nutrition Liq/Pwd (2.9%)

+0.1%

(1.7%)

(4.8%)

+1.7%

+1.7%

+0.5% (1.3%)

(0.3%)

+0.5%

+2.2%

Average Price Change** vs YA

*Among top 100 SymphonyIRI categories based on dollar sales, excludes cigarettes. **Average price change based on price per volume analysis.

CHART 2: TOP 10 GROWTH* CATEGORIES

Based on Unit Sales % Change versus Year Ago. Grocery, Drug, Mass & Convenience (excluding Walmart) 2011 vs 2010

Source: SymphonyIRI Info Scan ReviewTM, 52 weeks ending 12/25/2011 and same prior year

MAY 201226


Entrepreneurial energy: It’s hardly surprising that entrepreneurs should keep focusing on this expanding category of energy products, just as entrepreneurs founded Red Bull and 5-Hour Energy to get it started in the fi rst place.

One new product, for instance, is Zipfi zz, a powdered “energy mix” sold in Walmart stores. Founded in 2003, the company created no-sugar, low-calorie, low-carbohydrate mixes that combine vitamins, electrolytes, minerals and antioxidants into an energy elixir.

Another startup product is Slap Frozen Energy, a pouch that is sold at room temperature or out of freezers. They aren’t frozen solid. As they defrost, they become slushy and pliable and quickly turn into a Slurpee-type beverage that consumers can drink through the cap. Non-carbonated Slap retails for $1.88 (€1.43) at about 3,100 Walmart stores and for about 50 cents more at convenience stores and comes in three fl avours: Crisp Apple, Lemonade and Strawberry Frost.

The product is made by a New York city startup, Brain-Twist. Its tag line is, “Freeze It. Squeeze It. Get Slap’d.”

One Texas entrepreneur has introduced Energy Sheets that lie on the tongue and are dissolved into the mouth. Meanwhile, Lawlor is enthused about the prospects for Force Energy Gum even though some other brands long associated with energy drinks, such as PepsiCo’s Rockstar and Amp, already have tried marketing energy gums without much success. The main reason for optimism, he said, is the effectiveness of taking in ingredients in “the sublingual membranes in

your mouth versus digesting coffee or some other beverage”.

“When someone is having a heart attack,” Lawlor noted, medics will administer drugs “right under the tongue: It’s the fastest way into the bloodstream without injecting you. And it’s actually a more effective delivery system because if you go through the digestive system it doesn’t get into your bloodstream as fast.”

For that reason, he said, the US Army long has understood that caffeine-delivering gum helps soldiers on patrol, who can’t have a cup of coffee, to stay alert. Force Energy Gum is even more effective at delivering an energy benefi t, he said, because of how it’s manufactured: by “powder compressing” instead of heating and extruding as most gums are made.

“Once taurine, an amino acid, gets heated up to a certain point, it gets destroyed,” Lawlor said. Force also includes an electrolyte from a root extract that Lawlor claimed is unique in the energy-gum segment that

“works on the nervous system to calm nervous energy so that the jittery feeling you get from caffeine is offset.” Force also masks the bitter taste of caffeine in a way that traditional gum manufacturing wouldn’t allow.

Lawlor, a small-business consultant himself, said he has invested a six-fi gure sum of his own money into Force Energy Gum and soon will obtain a major investment by a Florida-based hedge fund to launch the product this summer in southern California and southern Florida, and nationwide within the next year.

He’s already got one signifi cant backer: Pirko, who has done some work for Force. “There is recognition now [in the energy segment] that possibly the next step after shots is gum, and it could be a fundamental extension,” Pirko said. “Gum is real simple and real inexpensive. Sheets are strange in a way, almost tied into teenagers, and there’s something not quite right about them – something medicinal or countercultural.

“But gum is like Juicy Fruit.”

BOX 1: ENERGY DRINKS’ AMAZING GROWTH

Energy drinks continue to grow strongly in the US with 29% volume growth in the fi rst quarter of 2012 compared to the same period in 2011 (Symphony IRI data).

• Monster grew 33.8%

• Red Bull gained 23.8%

• Essentials’ 5-Hour Energy saw volume decline 2.5% – compared to 40% growth in 2011.

• Energy drinks account for 25% of all the sales revenue earned by convenience stores from selling beverages.


CHART 3: ENERGY CATEGORY GROWTH FORECAST (MILLIONS) 1999-2015

Source: Neilsen/Red Bull

MAY 2012 27



Premium Category, no Private Label

A High Margin Category

Very little cross purchase pattern with other products

Source: Red Bull

BOX 2: ENERGY DRINKS IS A HIGH-MARGIN PREMIUM CATEGORY WITH FOCUSED AND FAST SHOPPERS

MAY 201228


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

BAKERY

USA Living Intentions Living Intentions The Original Sprouted Superfood Flour

Gluten-free, high in fiber and rich in protein. An all-purpose, power packed super blend of milled sprouts and superfood ingredients.

USA Orograin Bakeries Products Entenmann’s Cranberry Orange Flavored Muffin Tops

Made with real cranberries. A good source of vitamin D and calcium. Naturally flavored, 5g of whole grain. Pack features a link to Facebook website.

Canada Guardian Angel Foods Guardian Angel Foods Banana & Chocolate Muffin Bars

Made with real fruit and are a source of omega 3 and fiber, and contain prebiotics.

USA Bimbo Bakeries Oroweat Sandwich Thins Pre-Sliced Mini’s

Snack-sized sandwiches perfect for entertaining and suitable for kids. The 100% whole wheat product contains 19g of whole grain, 5g of fiber, 50kcal per mini, free from high corn syrup.

BREAKFAST CEREALS

USA H-E-B H-E-B Active Cultures High Fiber Whole Wheat Flakes Cereal with Yogurt and Mangos, Figs, Blackberries & Honey

With prebiotics and probiotics. With yogurt drops, naturally sweet fruit and extra fiber. The yogurt drops contains Lactobacillus acidophilus, which helps to maintain the digestive tract. Low in sodium, 0g of trans fat, excellent source of fiber per serving.

USA Living Intentions Living Intentions Acai Blueberry Superfood Cereal

A raw and sprouted cereal mix enhanced with bilberry, elderberry, amla berry and camu camu fruit. Made from live sprouted ingredients, an optimal balance of complete proteins, healthy fats, antioxidants and fiber.

USA Ralcorp Holdings Ralston Foods Tasteeos Chocolate Whole Grain Corn & Oat Cereal

With real cocoa. Carton bears the Smart for your Health logo.

USA General Mills General Mills Raisin Nut Bran Cereal Reformulated to contain more whole grain than any other ingredient. Provides 28g or more of whole grain per serving.

Canada Whole Foods Market 356 Everyday Value Protein & Fiber Cereal

Features soy protein squares. Free of HFCS, low in fat and sodium, high in fibre and protein. Said to be good for the brain, to give energy and to keep people trim.

USA Lily’s Sweets Lily’s All Natural Dark Chocolate Bar with Almonds

Sweetened with stevia and contains 55% cocoa with non-GMO ingredients. No added sugar and 25% fewer calories.

DAIRY

USA Dannon Dannon Activia Harvest Picks Mixed Berries Yogurt

Contains bifidus regularis to help regulate the digestive system. Naturally and artificially flavored.

USA Blue Diamond Growers Blue Diamond Almonds Almond Breeze Almond Coconut Beverage

Made from real almonds and coconut with added vitamins and minerals, can be used in many recipes. Provides 60 calories per serving. Contains medium chain fatty acids and 50% more calcium than milk. This all natural beverage is an excellent source of calcium, vitamin D and E.

USA Lifeway Foods Lifeway Low Fat Mango Kefir Cultured Milk Smoothie

Probiotic drink contains “Lifeway’s ProBoost”, a blend of 10+2 live and active kefir cultures. Rich in calcium; may help to enhance the immune system and balance the digestive system via two probiotic bacteria strains: lactobacillus reuteri and bifidobacterium lactis.

USA Helios Nutrition Helios Nutrition Non-Fat Organic Passion Fruit Kefir Cultured Milk Smoothie

This “super-probiotic” milk now contains omega 3s. This heart-healthy drink is an excellent source of omega 3s, supports healthy intestinal eco-system and strong bones. Now made with all organic flavors, contains seven live and active kefir cultures, and has low GI.

Canada Danone Danone DanActive Probiotic Drink Available in field berry and pineapple flavours. This light drink contains 50% less calories than regular variety, contains no added sugar, made with vitamin D fortified skim milk. This scientifically-proven drink contains L.Casei Defensis with ten billion active probiotic bacteria.

USA Supervalu Essential Everyday Original Almond Milk

Free from both lactose and soy, and rich in antioxidant vitamin E. This gluten-free milk contains 50% more calcium than regular milk, is made with real almonds.

USA Tillamook County Creamery Tillamook Light Oregon Strawberry Grade A Yogurt

No artificial sweeteners, high fructose corn syrup, artificial flavours or colours. Contains 35% fewer calories than regular low fat yogurt, naturally sweetened with Truvia and other natural sweeteners.

USA The Hain Celestial Group Almond Dream Plain Non Dairy Yogurt

Made from real almonds. The low fat yogurt contains live and active cultures, and is a good source of fiber. The all natural product is rich in calcium and contains no lactose, soy and gluten ingredients.

JUICE DRINKS

USA Rockstar Rockstar Relax Tropical Guava Flavored Relaxation Drink

A sugar free, calming herbal blend. Caffeine free. Contains extracts of chamomile & passionflower, said to be for those who need to unwind from their exhaustive lifestyles.

Canada Maison de la Pomme Vitapom’ Fresh Apple, Blueberries, and Blackberries Cider

100% natural with no preservatives, sugar or water.

USA Mamma Chia Mamma Chia Seed Your Soul Organic Coconut Mango Vitality Beverage

Contains 2500mg of omega-3, an excellent source of fiber, is high in antioxidants, contains 4g of complete protein, 95mg of calcium, is lightly sweetened, is gluten-free. With 4% juice and chia seeds, “one of the world’s healthiest whole foods”.

USA Odwalla Odwalla Smoothies for Kids Mango Pineapple Island Smoothie

With 100% all-natural juice and vitamin C, described as a flavored blend of five premium juices. Not made from concentrate and does not contain added sugar, gluten or GMO. Suitable for on-the-go, retails in four-pack with 6.75-oz. cartons or sold individually in a single serving 6.75-oz. pack, all including a straw.

MEALS & MEAL CENTERS

Canada Metro Brands Irresistibles Life Smart 4-Cheese & Roasted Vegetable Cannelloni

Provides 7g of fibre per serving. Good source of vitamin A and iron, and source of vitamin C and calcium. Contains 7g of fibre per 325g tray, free from artificial flavours and colours.

CHOCOLATE CONFECTIONERY

MAY 2012 29



USA Lightlife Foods Lightlife Perfecto Penne Primavara with Meatless Crumbles

Contains 15g protein, 15g whole grains and no preservatives.

OTHER BEVERAGES

USA Kraft Foods Crystal Light Peach Bellini Flavored Drink Mix

Free from sugar, caffeine and gluten and is low in sodium. Five calories per serving, said to be 90% fewer calories than leading beverages.

USA Gnosis Chocolate Gnosis Chocolate Elixir Aphrodisia Add to water or herbal tea. Organic product is free from refined sugar, dairy, cholesterol, gluten and soy, made with raw ingredients.

USA Jayone Foods J1 Yuzu Citrus Infusion Tea Drink with Honey

100% natural, free from caffeine, said to be a calming and relaxing drink which can be used as an herbal remedy for the common cold.

USA Jarrow Formulas Jarrow Formulas Berry Flavor Whey Protein

A 100% natural whey protein concentrate ultrafiltered to be low in fat, lactose and carbohydrates. Whey protein is “rich in essential amino acids, ranking it with egg as one of the highest quality protein sources available”.

RTDS

USA Arizona Beverages AriZona Arnold Palmer Half & Half Sweet Tea and Pink Lemonade

With all natural ingredients and 5% juice. Free from preservatives, artificial flavours and colour.

SAUCES & SEASONINGS

USA Shape Foods Heart Shape Mexican Seasoning Oil Made with chipotle, jalapeño, and garlic. This all natural flax oil is rich in omega 3, featuring 8000mg omega3 ALA per tablespoon.

SNACKS

Canada Biscuits Leclerc Leclerc Praeventia Fibre Superfruit Bars

Include cherry, blueberry, acai with red wine extract. Contains inulin. It provides 5g of fibre, 10% wholegrain and 70mg of polyphenols per bar, and retails in a 180g pack containing six bars.

USA Amway Intelligence for Your Life Apple Cinnamon Steel-Cut Oat Bars

Excellent source of natural fiber. These all-natural, wholegrain bars are low in fat and calories.

USA Abbott Laboratories Abbott Perfectly Simple by Zone Perfect Toasted Coconut Nutrition Bars

Made with a limited number of ingredients and contain a full 10g of protein. Low in sodium and contains no gluten, trans fat, colouring or preservatives.

USA Smartfoods Smartfood Selects Buffalo Cheddar Popcorn

With real herbs and spices, free from artificial colors, flavors and preservatives, MSG, and trans fat and contains at least 14g wholegrain per serving.

USA Clinical Products Extend Drizzles Chocolate Dream Snacks

Help control blood sugar for up to 9 hours. Developed by Dr. Francine Kaufman, world-renowned endocrinologist. According to the manufacturer, this snack is the only one to control hunger, avoid blood sugar highs and prevent low blood sugar. Contains 6g protein and 6g fiber in each 1.1-oz. pack.

USA Western Family Western Family Oats & Honey Crunchy Granola Bars

Provide 19g or more of whole grain per serving. 100% natural, made with whole grain oats.

USA Walgreen Nice! Oats & Honey Crunchy Granola Bar

100% natural, contains 19g of whole grain per serving and is free from cholesterol.

USA Living Intentions Living Intentions Wild Berry Sprouted Trail Mix

Comprises goji berries, golden berries, mulberries, pumpkin seeds, cashews, sultanas, golden raisins, currants and cacao nibs. Gluten free.

USA Clif Bar & Company Clif Kid Organic ZBar Iced Oatmeal Cookie Energy Bar

A baked whole grain snack for on the go.

USA General Mills General Mills Fiber One 90 Calorie Chocolate Caramel & Pretzel Chewy Bars

Provides 20% of the daily value of fiber and contains 90 calories per bar.

Canada Clinical Products Extend Bar Chocolate Delight Chewable Bars

Help control blood sugar for up to nine hours. Low GI, free from sugar or gluten. Pack features two Weight Watchers points.

USA General Mills Green Giant Original Carrot Crisps with a Hint of Sea Salt

Made from real sliced carrots that have been dried not fired. Free from fat, contains 70 calories and 3g of fibre per pouch, retails in a 7-oz. pack.

SPORTS & ENERGY DRINKS

USA Coca-Cola Powerade ION4 White Cherry Sports Drink

With cherry flavor and other natural flavors, and provides four electrolytes including sodium, potassium, calcium and magnesium, which are lost in sweat. With vitamin B3, B6 and B12 to support energy metabolism and a 6% carbohydrate solution to help provide energy to working muscles.

USA Melaleuca Melaleuca Sustain Sport Performance Hydration Drink

An on-the-go instant powder drink. Provides hydration and endurance and is low in calories. Claimed to be the first low calorie performance hydration drink that includes four electrolytes and vitamins C, E and B12 to help consumers maximize performance.

USA V-Labs ThinQ Energy Drink An all natural, multi-function, stress-relieving drink. Said to be the first beverage on the market that includes SAMe, an all natural mood enhancer from substances naturally found in the body, along with 13 herbs, adaptogens, antioxidants, vitamins, electrolytes and essential minerals.

USA Rockstar Rockstar Coconut Water Energy Drink

Made with 10% coconut juice, claimed to provide energy and hydration. Herbal blend includes high levels of caffeine, electrolytes, taurine, B-vitamins, ginseng and milk thistle.

Canada Kraft Halls Wild Berry Candies Made with 100% pure honey containing soothing syrup centre to relieve cough, soothe sore throats and relieve nasal congestion.

USA Yummy Earth Yum Earth Organics Sour Worms Provide 100% daily value of vitamin C per serving and are made with organic fruit juice.

USA XS Energy XS Energy Gum Contains caffeine, B-vitamins, taurine and zero sugar per serving.

USA Access Business Group Access Business Whitening Gum A CoQ10 enriched dental gum that is sugar free, no aspartame or saccharin.

Canada Dare Foods Dare Real Fruit Mango & Yogurt Gummies

With real mango and creamy yogurt. No artificial colours or flavours.

USA Xylitol Xylitol Xyla Ricochet Mints Naturally sugar free with no artificial sweeteners. According to the manufacturer, products sweetened with Xylitol have positive oral health benefits, as well as having fewer calories and carbohydrates than sugar.

SWEETENERS & SUGAR

USA Domino Foods C&H Light All Natural Sugar & Stevia Blend

Said to provide half the calories of sugar, free from artificial ingredients.

USA Kroger Fred Meyer Zero Calorie Sweetener Made with 99% natural ingredients, including a blend of natural sweeteners and sucralose. Free from gluten and contains xylitol which is found in fruits and vegetables.

SUGAR & GUM CONFECTIONERY

MAY 201230



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

BAKERY

Australia Kraft Foods Nabisco Belvita Breakfast Milk & Cereals Biscuits

Made with five whole grains, are rich in cereals, low in GI and are a good source of fibre. Claimed to provide a sustained release of carbohydrates over a four hour period.

Australia Popina Goodness Superfoods Wholegrain Barley Wraps

GMO-free toasted barley thin bread, low GI, an excellent source of fibre, resistant starch, proteins, and vitamins thanks to a BARLEYmax formulation - described as a unique type of wholegrain barley with enhanced benefits in the following functional areas: cell growth and repair thanks to proteins; good digestive health thanks to fiber and prebiotics provided by resistant starch; and optimal general health and well-being thanks to antioxidants. Retails in a 225g resealable pack containing five units and featuring Facebook, Youtube, and Twitter logos.

Finland Ruthin Leipomo Ruthin Leipomo Low Carbohydrate Bread

Lactose free, high in fibre and lower in carbohydrates than regular bread. This product contains 8.6% fiber, 21.3% protein and 20.2% carbohydrate.

Germany real,- Real,- Hausbäckerei Protein Dinner Bread

Contains 27.9% protein and 8% carbohydrates.

Germany Bosen Bösen Low Carb Bread Made with oil seeds and wholegrain soy. Contains 9.7g of carbohydrates, 26.4g of protein and 7.9g of fibre per 100g. Ideal for a carbohydrate-reduced diet since it supplies the right quantity of protein in the evening.

Japan Meiji Meiji Perfect Plus Pepper Cheese Diet Biscuits

High-satiety savory biscuits containing no sugar. Claimed to be perfect to control calorie intake and retails in a pack containing 4 x 25g packets each containing 100kcal. One sachet of this fortified product is equal to having one-third of daily required values of eleven vitamins, iron and calcium.

BEVERAGES

Australia Sanitarium Sanitarium Up & Go Energize Choc Protein Drink

Now retails in a newly designed pack, containing three 250ml units. Said to be a high protein body fuel, has essential vitamins and minerals, is low fat, and high in calcium and fibre.

Austria Nöm Nöm 4Ever Young Superfruit Mix Drink

Contains healthy antioxidants from acerola and cherries to help fight free radicals. The 100% fruit juice also contains fruit pulp and helps to prevent premature cell ageing.

Brazil Midway International Labs Midway Labs Maciste Vit 2600 Overall Chocolate Flavoured Meal Mix Replacement for Athletes

Formulated with four different proteins: isolated soy protein, whey protein concentrate from milk, casein, and albumin, which are associated with a blend of complex carbohydrates, vitamins, and minerals, plus dietary minerals. The product is described as a new concept in daily supplements for athletes of high performance and physical activities, who suffer great wear because of the overhead of physical exercise. This meal replacement is said to contain a large dose of BCAAs, which is an excellent combination of amino acids, is free from sugar and gluten, and retails in a 450g pack.

Brazil Dynamic Lab Indústria Farmacêutica Dynamic Lab 5h Dyn Energy Drink Said to quickly provide energy that lasts for hours, and a rush that can be felt. The ready to drink product features a guarana, acai, and orange flavor.

France Atlantic Multipower Multipower Muscle Formula 80 Evolution Muscle Building Vanilla Shake Mix

Claimed to be the ideal formula for increasing muscle building, while controlling the body weight and releasing a unique combination of protein sources over time. Contains more than 80% high-grade protein from four sources: caseinate; milk protein; whey protein; and egg protein. Egg white protein has a high content of L-methionine and L-cysteine amino acids, which play an important role in protein metabolism. Whey protein is digested quickly and increases the level of amino acids in the blood to support the stimulation of muscle growth after a workout. Casein and milk protein are digested slowly and provide a lasting supply of amino acids for up to seven hours. Said to build lean muscles and to be low in fat and cholesterol. It also contains vitamins and minerals for muscles and recovery from exercise.

Germany Haus Rabenhorst Rotbäckchen Strong Immune System Fruit Juice with Zinc + Vitamin C

Repackaged. The organic product is made with juices of grapes, aronia berries, and acerola cherries, and is fortified with zinc gluconate and vitamin C. Retails in a 200ml pack bearing the FSC certified logo and including a straw.

Germany Rossmann Rossmann WellMix Sport Protein 90 Raspberry-Yogurt Flavoured Protein Shake

Contains valuable protein to balance out increased use of protein during sports activities. The powder mix also contains L-carnitine and magnesium. L-carnitine plays an important role in energy metabolism, offering support to muscles and providing fast bodily regeneration after sport.

Germany Dr. Grandel Dr. Grandel GranoSlim Figur-Balance-Diät Pina Colada Diet Drink

Provides high quality whey protein that contributes to maintaining muscles during a diet. Valuable nutrients and vital substances support well-being and performance while basic minerals help to keep the acid base in balance. Isomaltulose, a functional carbohydrate, provides long lasting energy, and keeps blood glucose and glycemic levels low. The easy-to-prepare shake contains L-carnitine and no sweeteners. It supports weight loss, contributes to the firming of connective tissue and helps consumers to achieve the ideal weight.

Germany Eckes-Granini Hohes C Naturelle Sport Apple, Grape & Blood Orange Drink

A still mineral water with pure juice, fortified with magnesium and calcium, and rich in vitamin C, being good for the muscles. This drink has a fruit content of 46% and is free from colour additives and preservatives, and only contains the sugar from fruits.

Japan Avon Avon Life Diet Coffee Relaunched with new formulation containing more antioxidants, and a newly designed pack containing 30 x 2.9g sachets. Contains extract of Arabica, robusta, and Avon’s own deep and medium-roasted coffee beans in a stick format. Claimed to have weight-control properties, and is to be enjoyed after each meal. It also contains salacia reticulata extract, garcinia extract and mallotus japonicus extract to alleviate hunger pain, work on fat and healthy digestion.

MAY 2012 31



Japan Ito En Ito En Ichinichibun no Yasai One Day’s Vegetables Juice

Relaunched with a new formulation featuring a more distinct sweetness thanks to the company’s patented “Natural Sweet Technology”, and a new vegetable juice mix. No added sugar or salt, and adheres to the “Smart Life Project” endorsed by the Japanese Ministry of Health. With added calcium.

Japan Lotte Health Products Lotte Peach Flavoured Moist Collagen Drink

New formulation containing more vitamin C (1000mg) and featuring a more refreshing aftertaste. This low-calorie product contains 5000mg of low-molecular collagen without the odor. Aimed at women in their 20s to 30s for its beauty benefits.

Mexico South West International Tasty Diabetics Choco Tasty Sugar-Free Chocolate Flavored Drink Mix

Energy balanced, features a low GI, is very low in sodium, and is sugar-free. Formulated with TruCal, real calcium from milk, which helps in the growth of bones and bone density. The tooth-friendly tested product contains Palatinose, a source of long lasting energy, which features a low GI and helps prevent cavities.

Netherlands Nutricia Nutricia Nutridrink Compact Protein Drink

A strawberry flavoured drink food with added vitamins and minerals. Rich in energy and protein and is suitable for treating illness-related malnutrition.

Sweden Kickup Kickup Pure Effect Green Berries Functional Drink

Contains a unique Bio X20 mix of 12 vitamins, minerals, antioxidants, guarana and ginseng. Said to help protect the body’s cells and the body’s ability to absorb energy from food.

UK My Goodness My Smoothie Green Smoothie A 100% natural product from Sweden, no added sugar, no additives, no preservatives or added water. Formulated with green tea, spinach, nettle, broccoli, wheat grass, mango and guava. It is also available in the following varieties: Fibre Smoothie, which is made with coconut milk, pineapple, banana and fibre for a better digestion; and Relax Smoothie, which is formulated with hibiscus, chamomile, valerian root and passion fruit.

UK Aten Marja Aitta Aten Sea Buckthorn Juice Concentrate

Lightly sweetened, contains 85% juice and 15% sugar. The sea buckthorn is described as a super berry that delivers high levels of vitamins, as well as omega 3, 6, 7 and 9. It has anti-inflammatory properties, supports a healthy immune system, promotes a healthy skin, lowers cholesterol and helps fight fatigue.

BREAKFAST CEREALS

Australia Aussie Bodies Healtheries Bircher Deluxe Apple Cinnamon & Almond Muesli

A blend of grains, seeds, apple, cranberries, almonds and hazelnuts created in the unique Bircher style. An excellent source of dietary fibre, is rich in complex carbohydrates, is a natural source of omega 3, iron, niacin and folate, and is free from artificial colours or flavours. Designed to be soaked overnight to activate the enzymes in the seeds and wholegrains.

Australia NRG Cereals NRG Cereals Maxi Grain Breakfast Cereal

A source of wholegrain wheat and oats as well as protein which promotes muscles growth, and calcium promoting healthy bones. The product is also a source of thiamin, niacin, iron, riboflavin, and folate, and contains no artificial colours or flavours.

Czech Republic Emco Emco Mysli Oatmeal with Poppy & Plums

High in fibre and a natural source of beta-glucan. Suitable for vegetarians, said to strengthen the immunity system. No artificial colourings or saturated fat.

Israel Sante Sante Crunchy Crispy Muesli with Fruit

A good source of folic acid, vitamins B1, B2 and E, iron, magnesium, zinc and phosphorus. Said to be perfect for breakfast or as a healthy snack both for adults and children supporting the growth and bone development. Contains 42.7% of wholegrain oats and amino acids, especially lysine and unsaturated fatty acids.

Norway Mills Vita Hjertego’ Multi-Grain Flakes Contain 18% fibre, 60% whole meal and are said to be good for the heart. A source of fibre and said to help maintain a healthy cholesterol and sugar levels in blood. The 375g pack carries the Green Keyhole label.

Italy RG Pharma ChocoFlora Chocolate Bars with Lactic Bacteria

A milk chocolate tablet enriched with 12 billions live lactic bacteria, such as Lactobacillus plantarum, Bifidobacterium animalis, subsp. lactis, Bifidobacterium breve, Lactobacillus casei, Lactobacillus acidophilus and Streptococcus thermophilus. Claimed to help bowel movement even during a treatment with antibiotics.

DAIRY

Australia LD & D Foods Yoplait Cal-tivate Passionfruit Yoghurt

99% fat free, is enriched with vitamin D and contains 40% of the RDI of calcium for strong bones. This low GI product is free from artificial colours, flavours and gluten, and is made with real fruits and probiotic cultures.

Colombia Colanta Colanta Funciona Fibra Digesty Plum and Raisin Yogurt

Contains bifidobacterium lactis BB12 and prebiotic fibre. Contains fruit pieces, cereal, and natural fiber. Retails in a 1000g pack featuring the Liga Colombiana de Osteoporosis (Colombian Association for Osteoporosis).

Germany Milchwerke Berchtesgadener Land Berchtesgadener Land Fresh Banana Milk Drink

Low in fat, is made with fine banana puree, contains dextrose, extra calcium, free from preservatives. One 385ml serve provides 75% of the daily amount of calcium that is important in muscle function, bone development and for teeth. The 380ml pack has a stamp guaranteeing the origin of the product as the Berchtesgaden area.

Hungary Natura Margarin Vénusz SósSalted Low Fat Margarine

Contains vitamin A, which supports healthy skin and eyesight; vitamin D3, which contributes to the normal functioning of immune system and muscles; and vitamin E with tocopherols, which helps to delay cellular oxidation process.

Hungary Nöm Good Milk Natural Probiotic Drinking Yogurt

Contains L. casei, which are beneficial for the immune system, help to keep balance of intestinal flora and maintain a healthy functioning of digestive system.

India Danone Foods & Beverages Danone Sweetened Lassi Said to be filled with the goodness of dairy and fortified with four vital nutrients: vitamin A, zinc, iron and iodine. Vitamin A contributes to the maintenance of normal and night vision; zinc contributes to the normal functioning of the immune system; iron can help reduce fatigue and contributes to intellectual abilities; iodine is for normal growth and development.

Japan Kagome Kagome Labre Peach Mix Healthy Lactic Acid Bacteria Drink

Relaunched on the market with a new formulation using plant-sourced Labre bacteria and now containing dietary fiber.

Malaysia Gold Choice Food Industries Gold Choice Nutra 8 Beetroot Oatmilk Instant Premix

High in calcium, vitamin B1, B6, B12, and E, and a source of protein, iron, magnesium, zinc, and fibre.

CHOCOLATE CONFECTIONERY

MAY 201232



Netherlands FrieslandCampina Campina Optimel Variaties Raspberry & Jasmine Quart Flavoured Dessert with Yoghurt

A 0% fat skimmed quark with 20% skimmed yoghurt with raspberries and jasmine with added B-vitamins and calcium. The product with sweeteners contains no added sugar.

Philippines Nestlé Nestlé Acti-V Strawberry Flavoured Yogurt Snack

Said to help reduce constipation and bloating because of Actifibras, a proprietary fiber scientifically proven to help regulate bowel movement in 14 days. It is said to help support a good digestive system and to contain one billion live micro-organisms.

Poland Danone Danone Activia Breakfast Oatmeal Yogurt

Consists of a strawberry yogurt with oat grains and the bacteria ActiRegularis to help regulate the intestinal functions.

Portugal Nestlé Nestlé Yoggi Energy Shot Semi-Skimmed Drinking Yogurt

A strawberry flavoured drinking yogurt with vitamin B6, and is said to help reduce fatigue.

Russia Wimm-Bill-Dann Imunele 3 Active Forest Berry Flavoured Sour Milk Drink with Juice

Enriched with vitamins, minerals and lactic bacteria L.Rhamnosus and L.Casei, which are necessary for the immune system. Said to strengthen natural defences in 14 days.

Singapore FrieslandCampina Yazoo Milk Shaken Up Strawberry Sterilized Milk Shake

A strawberry flavoured milkshake with no artificial sweeteners or flavours. Low in fat, high in protein and is said to be packed full of flavour. With calcium for strong bones.

South Africa Parmalat Parmalat Easygest Low Fat Milk Lactose-free and is said to be easy to digest. Said to be long lasting and easily absorbed by the body.

South Korea Lotte Shopping Prime L Low Fat & Dietary Fibre Milk

A premium low-fat milk made with first grade A raw milk and contains 150mg dietary fibre per 180ml and CLA (Conjugated Linoleic Acid), which breaks down body fat. Also available is a High Calcium & Safflower Seed Milk variety.

Spain Consum Consum Sugared L.Casei Natural Drinking Yogurt

Retails in a pack of six 100g bottles. Also available is Yogucol Natural Azucarado (Naturally Sweetened Drinking Yogurt Drinking Yogurt), which contains added sterols said to help reduce cholesterol levels.

Switzerland Emmi Emmi Energy Milk Pistachio Drink A limited edition variety made with pistachios and coconut. The mix of maltodextrin, dextrose and proteins gives power for the whole day. Each 330ml carton covers 50% of the RDA of calcium and the following vitamins: vitamin E, vitamin B6, vitamin B2, vitamin B1 and vitamin D.

DESSERTS & ICE CREAM

Spain El Pastoret de la Segarra El Pastoret de la Segarra Caprichos de Yoghurt Mango and Forest Fruit Dessert

Greek yogurt with a fresh and original mango and forest fruit sauce, making it rich in natural antioxidants, said to help fight cellular ageing and some diseases.

UK Yog Yog Fat Free Natural Probiotic Frozen Yogurt

Contains no artificial colours, flavours or preservatives. It is gluten free, contains active probiotics good for the stomach and is rich in calcium.

SIDE DISHES

France Barilla Barilla Small Pennette Lisce Pasta This source of carbohydrates with a low glycemic index provides long lasting energy.

India Saroj Agro Industries Master Cook Brown Rice An unpolished rice obtained by just removing the outer grain husk. Said to be an excellent source of manganese and a good source of selenium and magnesium. Brown rice generally allows better digestion and has low GI.

SNACKS

Czech Republic Druid CZ Druid Fit Salted Crisps with Seaweed

Ridged potato crisps seasoned with red seaweed. The special baking process ensures up to 25% less calories than fried potato snacks. Added fibre is beneficial for the digestive system, and helps to reduce levels of cholesterol and sugar.

France SIC Rendez Vous Mountain Secret Liquorice Wood Sticks

An all natural product made of licorice roots. Claimed to have digestive properties and to promote well being.

France Atlantic Multipower Multipower Chocolate Recovery Bar Designed for muscle recovery after long-term effort. Said to provide carbohydrate and proteins to the body to promote the regeneration of the muscles.

France Atlantic Multipower Multipower Muscle Power Pack XXL Energy Bar

Said to provide optimal energy expenditure during training, while ensuring the supply of proteins for the body. Enriched with 30% of proteins.

France Nature Innovation N.A! Nature Addicts Crispy Fruit Red Berry, Apple & Cereal Snacks

Made with 100% fruits and cereals. The combination is 85% fruits for their softness and flavour and 15% cereals for their crispiness. Free from added sugars, sweeteners, colourings and preservatives and are a natural source of fibres.

Japan DHC DHC Grape Bite-Sized Pieces With more than 50% fruit puree. Contains Concord grape puree, is rich in vitamins, dietary fiber and polyphenols. It also contains 2,000mg of collagen per pack. Free from added colorants and preservatives, comes in a resealable portable 54g pack.

Norway Jensen & Co N.A! Nature Addicts Fruit Break Strawberry Snack

Small soft pieces made of strawberry and apple. 100% fruit, natural source of fibre, no added sugar, sweeteners, preservatives or colours. Comes in a 30g pack.

Philippines Clif Bar & Company Luna Caramel Nut Brownie A nutritional bar targeted at women that is 70% organic and all natural. It contains calcium, folic acid, vitamin D and iron. Low GI.

MAY 2012 33


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