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

B U S I N E S Swww.new–nutrition.com SEPTEMBER 2012 ISSN 1464-3308VOLUME 17 NUMBER 11

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 23-25Pages 15-16 Pages 17-20

Continued on page 3

While Americans already seem to have lost their appetite for low-carb foods – the movement peaking in 2004 – northern Europe and particularly Finland is now enjoying a glut of protein-heavy food advertising.

According to a recent survey conducted by the Finnish Bread Information, 40% of adult Finns say they have actively tried to cut down on carbohydrates in the past year. In 2007 only 18% claimed to pay attention to carbs, whereas in 2010 the amount was already 33%.

Low-carb diets are nothing new: you can probably already name several variations such as Atkins, Dukan or the Paleolithic diet. Each specific diet has its own set of rules, but basically any low-carb diet limits foods high in refined carbohydrates, replacing them with foods containing a higher percentage of proteins and fats.

But although opinions regarding low-carbohydrate diets’ effectiveness vary greatly among nutritionists, the movement is already having a huge impact on food marketing in Finland.

Take butter, for example. This former artery clogger enjoyed a total image makeover after being promoted by low-carb aficionados as the “all-natural” alternative to processed margarine. Consequently, Finns’ butter consumption skyrocketed by sevenfold in the past four years – from 2.5kg (5.5lb) per person in 2007 to 17.3kg (38lb) in 2011.

The low-carb craze has also had a considerable effect on the nation’s bread consumption: while in 2008 Finns still ate 47kg (102lb) of bread per capita, two years later consumption was down 10%, to 42kg (93lb).

BAKERIES’ REVERSAL ON CARBS

As is often the case with significant new market shifts, the quickest product innovations come from smaller entrepreneurial companies rather than from global giants. To counteract the downward spiral on bread sales, the first low-carb bread, called Karppinen, was introduced in June 2011 by Perheleipurit, a small family bakery.

In Karppinen a certain amount of wheat

is replaced with egg, oil and fibre. One bread slice contains 3g (0.1oz) of carbohydrates and 4.6g (0.16oz) of protein. Boasting a reduction of 70% carb content compared to conventional bread, Karppinen quickly became one of the top five best-selling bread products in the country. Within three months, the small bakery had sold 500,000 packs (in a nation of just over five million inhabitants) and had to hire new personnel to satisfy the growing demand.

One 430g pack of Karppinen sells at €3.50 ($4.70) for a 430g (15oz) of sliced loaf. That’s a big price premium – over 230% – on the standard multigrain loaf, which typically retails at just €1.50 ($2.00) for 480g (17oz).

Being a small business with a limited

Finns embrace low-carb, high-protein foods

By Kati Weiss

Nutrition-rich Thrive turns ice cream

on its head

Ups and downs of building a protein snack brand

Ancient grain core of modern beverage

SEPTEMBER 20122

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Activia .................................................................... 5Activia Breakfast Blend ........................................ 11Arla Food Ingredients ...................................... 6,7,8Atkins Diet ............................................................. 1Barliv .................................................................... 10Benecol ................................................................ 4,6Betty Lou’s Inc ........................................... 17,19,20Boing .................................................................... 20Bolthouse Farms ........................................... 9,10,24Boost ..................................................................... 15Bounce ....................................................... 17,18,19Buoyance .............................................................. 20Campbell Soup ................................................. 9,10Cargill ................................................................... 10Coca-Cola .......................................... 5,12,13,14,23Core Power ................................................ 12,13,14Danacol .................................................................. 6Danone .............................................................. 5,11Dukan Diet............................................................. 1Eat Balanced ................................................... 21,22Elovena ................................................................ 3,4Ensure .................................................................. 15Facebook ......................................................... 22,25Fair Oaks Farms ......................................... 12,13,14

Fazer .................................................................... 3,4Forte .................................................................... 6,7Function Alternative Energy ................................ 24Giant Eagle .......................................................... 25Go Soup ............................................................... 10GoodBelly ............................................................ 24HEB ..................................................................... 13Honest Tea ........................................................... 23Hyvee ................................................................... 15Karppinen ........................................................... 1,3Lacprodan .............................................................. 8Madison Dearborn Partners .................................. 9Mamma Chia .................................................. 23,24Meijer ................................................................... 15Mootopia .............................................................. 13Muller ................................................................ 5,12Muscle Milk .................................................... 12,14NaturaHigh ..................................................... 17,20Nestle Health Sciences ........................................ 6,7Paleolithic Diet ....................................................... 1Pepperidge Farms ................................................. 9PepsiCo ........................................................ 5,12,14Perheleipurit ........................................................ 1,3PROfeel .................................................................. 4

Protein Plus .......................................................... 10Quaker ................................................................... 5Raisio ..................................................................... 4Ralph’s ................................................................ 25Real Max ............................................................. 3,4S-group ................................................................... 3Select Milk Producers ..................................... 12,13Shakedowns .......................................................... 10Skyr ..................................................................... 3,4Synergy ........................................................... 24,25Target ................................................................... 10Thrive Frozen Nutrition ............................ 6,7,15,16Tropicana Trop 50 ............................................... 24Twitter ............................................................. 22,25V8 Fusion .......................................................... 9,24Valio ....................................................................... 4VitaCoco .............................................................. 24Von’s ..................................................................... 25Walmart................................................................ 10Wegman’s ............................................................. 25Whole Foods Market ....................................... 16,25Yoplait ............................................................... 5,16

LEAD STORY1,3-4 Finns embrace low-carb, high-protein foods

EDITORAL5 Lessons in commitment from a 200-year-old innovation

6-7 Medical nutrition offers tempting innovation opportunities with less risk

8 Innovation broadens role of whey protein in beverages for seniors

CASE STUDIES9-10 STRATEGY: Bolthouse antidote to Campbell’s declining soup business?

11 BREAKFAST: Activia jumps to fi ll the breakfast dairy gap

12-14 DAIRY: Innovative approach to high- protein dairy propels Core Power

15-16 DESSERT: Nutrition-rich Thrive turns ice cream on its head

17-20 SNACKING INNOVATION: Ups and downs of brand building push high- protein snack to new levels

21-22 START-UP: Healthy pizza a marketing coup

23-25 INNOVATION: Ancient grain core of an innovative beverage for modern times

NEW PRODUCTS26-30 Functional & healthy-eating new product launches

IMPORTANT NOTICE31 A polite reminder to our subscribers

REPORTS32 Lactose-free dairy

33 Kids’ dairy and snacking: 10 case studies in marketing and innovation

ORDERING34 Premium License

35 Order Form

HOW TO SUBSCRIBE36 Subscription Order Form

SEPTEMBER 2012 3


N E W S A N A LY S I S

Continued from front page

marketing budget, Perheleipurit has maximized the use of social media.

“We received a record amount of customer feedback and product development ideas through our website,” says Kari Herukka from Perheleipurit. He noticed that Karppinen got plenty of attention in discussion forums and blogs, too. “In order to have a proper dialogue with our consumers, we created a Facebook site (www.facebook.com/karppinenleipa).”

The consumer feedback has already resulted in new product launches, says Herukka. This year the bakery has added lemon muffins and ready-made pizza to the Karppinen range.

While the regular bread sales now show the first signs of recovery – the leading Finnish grocery chain S-group reported that the decrease finally halted in the past few months – larger bakeries are still looking into re-inventing their daily bread.

Fazer, for example, has launched high-protein bread Real Max which is positioned not so much as a competition to other low-carb breads but rather as a substitute for high protein foods. To communicate this, the pack is embossed with a graph illustrating that the bread contains more protein (22g/100g) than milk, quark or cottage cheese.

While in consumers’ minds high-protein content and weight management benefits are indisputably linked, ironically, the EU has not approved a single health claim for protein and weight loss.

This has forced Fazer and other food manufacturers to take a detour with on-pack claims, referring to protein’s benefits as “helps to strengthen muscles”.

DAIRY GETS HIGH ON PROTEIN

With or without EU-approval, protein is gaining weight loss credibility particularly after the results of the recent pan-European Diogenes-study were published. The relevant research was quoted in the country’s leading newspaper Helsingin Sanomat stating that even a relatively small increase of protein intake from 15% to 25% contributes to weight management.

Apart from butter, one of the biggest winners of the low-carb trend is quark – a fat-free, protein-rich fresh cheese typically consumed by athletes. According to recently published statistics from the Finnish Ministry of Agriculture and Forestry, the consumption of flavoured, yoghurt-like quark increased by a whopping +144% in 2011.

One product novelty contributing to

Consumers’ growing interest in protein has seen Elovena, Finland’s biggest oat brand, launch an added-protein variety of its popular liquid breakfast drink. Skyr, a high-protein dairy snack imported from Iceland, has also seen sales surge.

SEPTEMBER 20124


N E W S A N A LY S I S

the flavoured quark sales in Finland is an Icelandic dairy snack called Skyr, which is described as a “high-protein, fat-free healthy treat”. Available in eight fruity flavours, Skyr retails at €1.49 ($2.00) for 170g (6oz) – a 10% premium over the regular flavoured quarks. According to the manufacturer, Skyr contains 3-4 times more milk than regular yoghurt making the protein content 2-3 times higher.

Finland’s leading dairy company Valio has developed a whole range of high-protein dairy products – branded PROfeel – including yoghurt, quark and drinks to appeal to carb-averse consumers (see Case Study in New Nutrition Business July 2012).

The development followed a survey conducted by Valio among more than 1,000 consumers which found that 70% were either paying attention to the levels of protein in their diet or wanted to get more protein into their diet.

Before this survey was carried out, Valio was already aware that protein was a nutrient that was of growing interest to Finnish consumers. But it was nonetheless surprised at the extent of this interest. “I thought: ‘I can’t believe this, it cannot be true’,” says Taru Pilvi, who is vice-president, Blue Ocean, at Valio.

Further investigation found other pieces of research supported the results of Valio’s study, leaving it convinced that there was a compelling case for launching a high-protein dairy range that would appeal not so much to committed athletes and body-builders – as is the case with many other protein products – but to the general Finnish population.

SURPRISE WINNER: BENECOL

Recent sales data from Finland shows that the low-carb trend is boosting sales also in one unexpected segment: cholesterol-lowering products.

Low-carb, high-fat diets have long been suspected of having adverse health effects, and a recently published study (1) from Sweden found that diets low on carbohydrates may indeed cause an upsurge in unhealthy cholesterol levels.

Raisio, the Finnish company that owns Benecol and which launched the fi rst-ever cholesterol-lowering products back in 1995, reports a peak in its plant stanol ester-based product sales. Raisio’s Marketing Director Johanna Siltala told New Nutrition Business that particularly the sales of daily-dose Benecol bottles have been “signifi cantly higher” in the past six months.

“We suspect that there is a causal relation with the low-carb trend as many Finns now consume signifi cantly higher amounts of saturated fats and this might show in cholesterol levels already.”

LOW CARB TREND COOLING?

Siltala estimates that the low-carb trend has seen its highest peak in the past 18 months but fi rst signs of a cool-down are already showing. For Raisio this is good news as the company relies heavily on cereal sales – particularly oats.

“Thankfully we haven’t seen a drop in our direct-to-consumer oat products”, says Siltala. “Oat is still considered as one of the healthiest form of carbohydrates, and many low-carb dieters in Finland continue eating oats while cutting back on other refi ned carbohydrates.”

Despite oats’ health halo, Raisio has had to respond to consumers’ growing interest in

added protein. According to Siltala, Raisio’s biggest oat brand Elovena – which was extended into a “liquid breakfast” format in January 2008 – is now being extended further with the launch of Elovena Oat Drink With Protein which retails for around €1.69 ($2.26) per 250ml (8.45fl oz) pack.

“We see the protein claim as something that attracts active, sporty consumers – particularly men. And protein is also known for prolonging the feeling of satiety, a benefi t which is important for the Elovena brand,” Siltala concludes.

References: 1. Associations among 25-year trends in diet, cholesterol and BMI from 140,000 observations in men and women in Northern Sweden: Ingegerd Johansson, Lena Nilsson, Birgitta Stegmayr, Kurt Boman, Göran Hallmans and Anna Winkvist, Nutrition Journal 2012, 11:40 doi:10.1186/1475-2891-11-40

CHART 1: STEADY GROWTH FOR LOW-CARB NEW PRODUCT LAUNCHES IN FINLAND

Although the number of product launches looks small, Finland is a country of just over fi ve million people.

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Fazer, a major bakery group, has launched Real Max, a bread which competes with high-protein foods. The pack contains a prominent graphic illustrating that the bread contains more protein (22g/100g) than milk, quark, or cottage cheese.

SEPTEMBER 2012 5


E D I T O R I A L

At New Nutrition Business we are often asked by nervous corporate executives whether this idea or that is worth adopting, whether a new product will really continue to grow, or whether it will prove to be a passing fad. Can an idea make a transition from Asia or Latin America to Europe – or vice-versa? These days we’ve begun to point these executives to the 1820s to find an answer to their question.

We always say that any idea – no matter how strange it seems – can be made successful, provided that you are willing to invest time and money, have a long-term vision, target your idea towards the health-conscious early adopters rather than hope for rapid mass-market success and grow the business like an entrepreneur with his house pledged to the bank.

The best example in our industry of the power of this committed long-term vision is chicken essence – and to be precise, Brand’s Essence of Chicken. Created in the 1820s, it’s today a billion-dollar brand.

It was the brainchild of Henderson William Brand, chef to Britain’s King George IV. The king’s often poor health – he had what we would today recognise as metabolic syndrome – prompted Mr. Brand to develop a chicken tonic to boost the king’s health. He placed a chicken in a pot and placed this in turn into a larger pot with boiling water, what a chef would call a bain-marie. The result was a thick, rich and healthy concentrate of chicken extract.

By 1835 Mr Brand was marketing his chicken essence as a tonic food for children and invalids. As Britain’s trade expanded

in Asia, so did Brand’s sales. Singapore – a British-created trading centre – became the Asian base for Brand’s Essence of Chicken.

Today owned by Singapore-based company Cerebos Pacifi c, Brand’s Essence of Chicken is one of the most remarkable success stories in the region.

With retail sales of over $1 billion (€790 million) you will fi nd it on sale in China, Indonesia, Malaysia, Vietnam and many other countries in most drugstores and supermarkets – always expertly merchandised to maximise its visual impact – available in a range of variants, including one for digestive health, one for children, one with blackcurrant and lutein for eye health and many others.

If Red Bull is the Asian innovation that is legendary in the west, then Brand’s Essence of Chicken is the British innovation that is legendary in Asia.

To many people it seems an unlikely product concept, but it is just such unlikely product concepts that have the most chance of succeeding – with vision and long-term commitment.

For example, Mamma Chia – the innovative drink (see Case Study on page 23) that contains a visually intriguing display of chia seeds, held in suspension within the drink – will seem bizarre to some readers. Yet Mamma Chia is growing its sales, despite premium pricing, and establishing a beachhead with precisely the

kinds of “most health-conscious” people that – in Asia – also like Brand’s Essence.

As an industry, it’s time we stopped viewing things through conservative, risk-averse eyes that are all too quick to label something as bizarre or unlikely. And it’s time we stopped using mediocre consumer research as the excuse for our failure to innovate – consumer research will never, ever tell you what consumers don’t yet know they will want in the future. Consumer researchers can tell you whether people like the taste, but they are hopeless at telling you whether a product will succeed – as can be seen from our industry’s 80%-90% failure rate for new products.

We need to embrace the seemingly bizarre ideas as the opportunities they are. And if you do, then 200 years from now you too, like Mr Brand, could be hailed as a visionary.

Lessons in commitment from a 200-year-old innovation

SEPTEMBER 20126


E D I T O R I A L

Among corporate giants and start-ups alike, medical nutrition is getting more and more focus. Not only do global demographic trends say it’s a growth market, but there are also a wealth of unmet consumer needs and opportunities to deliver better taste, better ingredients and better nutrition – all of which require both technical and marketing know-how. This is driving a wide range of innovations that, for the companies behind them, could be the biggest business opportunities of this decade.

It’s now fi rmly established that consumers aged over 40 – and particularly those over 50 – are the key drivers of the business of food and health. It’s the time of life when people start to notice their bodies working less well than they used to and they begin to invest in keeping themselves healthy and active. But an even more important group are seniors – consumers aged over 60 – who represent a large and growing segment of the population not only in the west, but in many Asian countries too.

These consumers tend to be the buyers of the more serious, science-based health products – for cholesterol-lowering brands such as Benecol and Danacol, based on clinically proven plant sterols that lower cholesterol by 15% or more, the core consumer is aged 55-74. Younger buyers are barely evident.

But how to market products with disease-prevention claims in an environment – particularly in Europe – in which health claims are restricted is a challenge. Increasingly, companies wanting to market products that reduce the risk of disease are directing their innovation activity towards medical foods. It’s a category with a more rational set of regulations and one in which communicating health benefi ts is less complex and messages can be better targeted.

In this category, compliance – whether the patients actually consume the product – is a major issue. The opportunities lie in improving on the nutritional quality of existing products (which is often not what it should be) and taste, so creating greater

appeal to the patients and ensuring the compliance that is needed for good health.

Opportunities for innovation can be found in:

1. Ingredients that provide better nutrition and/or solve problems

2. Ingredients and technologies that make good nutrition more available

3. New formats, tastes and textures that improve patient compliance

4. New benefi t platforms5. New ways of branding and positioning

The focus on these areas can be seen in some recent examples ranging from a global giant strong in medical nutrition (Nestlé), to a key supplier of ingredients (Arla, see page 8) and an entrepreneurial start-up (Thrive, see page 15).

1. Nestlé Health SciencesFaced with being overtaken by Danone and Abbott Labs, back in 2009 Nestlé put medical nutrition at the top of its agenda, investing $500 million to create Nestlé Health Sciences, a business with ambitions in the areas of gastrointestinal health, metabolic health and brain health.

Essentially Nestlé is buying its way into the medical nutrition market, acquiring a wealth of companies with technology that it thinks it can commercialise. The acquisitions it has made so far address all fi ve of the opportunity routes listed above.

Most recently, Nestlé Health Sciences took a stake in US-based Accera, which is developing Axona, a medical food intended for the clinical dietary management of

Alzheimer’s disease and which is already on the market, available on prescription.

“Our stake in Accera is a strategic step forward in building up our brain health portfolio,” said Nestlé Health Science President and CEO Luis Cantarell. “Axona is an innovative medical food with a well understood mode of action and offers the potential for personalized nutrition for AD patients.”

As Alzheimer’s disease progresses, the brain becomes less able to use glucose for the energy it needs. Accera’s clinical trials have shown that Axona is metabolised by the liver to produce ketone bodies, which are naturally occurring compounds the brain can use as an alternative energy source. This results in improved memory and cognitive function in mild to moderate Alzheimer’s patients.

The investment in Accera by Nestlé Health Sciences will allow the collection of more extensive clinical data to support Axona.

2. Arla Food IngredientsUpstream of companies like Nestlé, Arla Food Ingredients provides the makers of medical foods and beverages with ingredients that

Medical nutrition offers tempting innovation

opportunities with less risk

SEPTEMBER 2012 7


E D I T O R I A L

make their products effective. While Nestlé relies on acquisitions, Arla uses its technical know-how to create solutions.

Of the fi ve innovation opportunities, Arla appears to be focused on:

1. Ingredients that provide better nutrition and/or solve problems

2. Ingredients and technologies that make good nutrition more available


The best example is the company’s recent launch of a whey protein (see Editorial on page 8) which overcomes all the traditional technical and processing problems of using whey protein in UHT medical beverages. A “fi rst of its kind” innovation, it enables companies to use whey protein instead of casein protein – the ingredient commonly used today – which in turn makes the products more effective since whey has a higher and more bio-available content of branch chain amino-acids (BCAAs), the vital elements of protein which support healthy physical development.

Arla’s innovation means that good nutrition is more available to patients and because of whey’s better taste and better “gastric emptying” characteristics, the ingredient means patients drink more of the beverage (providing “better compliance” in the medical terminology) which in turn means better nutrition.

3.ThriveThis start-up company (see Case Study on page 15) has focused on:


2. New ways of branding and positioning

Entrepreneur Frank Everett founded his company Thrive Frozen Nutrition on the insight that ice cream is very popular among the elderly in care, as well as hospital patients, and therefore an excellent way to deliver nutrition in a form that gives more compliance than traditional liquid supplements. It’s a simple fact that has seen Thrive double the compliance rate among patients in institutions in which it is used and achieve $5 million (€4 million) in sales in its fi rst year in business. The brand is rolling out in health-care institutions as well as major retail stores around the US.

Thrive is a near-ice cream with a

nutritional profi le to match those of liquid supplements that are typically given to medical patients. Each 177 ml cup contains 25% of the RDI of 24 vitamins and minerals, including 15% of the RDI of potassium, along with 3g of fi bre, 9g of dairy protein and four probiotic strains.

Most important, said Everett, is that Thrive is delicious: “I had the belief that ice cream could be the ultimate carrier of nutrition. It’s a combination of the fact that ice cream is humans’ favourite food, and the fact that there are so many people who either need extra nutrition as a life-saving phenomenon or others who have irregular nutrition and need regular nutrition. To put it into ice cream seemed the best and most noble use of ice cream.”

Thrive’s fi rst home, and the inspiration behind its development, is with patients in hospitals, assisted-living centres, nursing homes and hospice-care centres. The reasons are that Everett learned that:

• Hospital staff have diffi culty in getting compliance – that is, actual consumption – of liquid nutritional supplements by patients who need the nutrition

• Patients of all sorts – those recovering from chemotherapy treatments, for example, as well as those with Alzheimer’s disease and many recovering from non-serious affl ictions – can’t resist ice cream even if they pass up practically every other kind of food and disdain the

liquid supplements that are prescribed to help them because they don’t want to, or can’t, eat anything else

“If you go into a hospital, for people of all ages, ice cream rules,” enthused Everett. “If you go into an assisted-living centre, ice cream rules. If you try to feed people with Alzheimer’s, it’s one of the biggest problems with these patients – but [caregivers] are not allowed to force-feed them. But no one turns their head from ice cream. It’s a game-changer.”

Non-compliance in consumption of liquid nutritional supplements is a huge problem for health-care providers. Everett said that a three-month trial at a hospital found 92% consumption of Thrive and only about 50% consumption of typical liquid supplements.

In formulating Thrive Everett’s goals were to squeeze in a substantial list of nutrients but also to make sure that Thrive tasted good and wouldn’t be rejected on that basis, hence the company worked closely with food technologists who helped him microencapsulate certain ingredients that would interfere with the taste and mouthfeel requirements.

Medical nutrition is often overlooked as a business opportunity – even though profi t margins are higher than regular foods, growth seems to be guaranteed for the next 20 years – and there are none of the frustrations and innovation-killing challenges of dealing with supermarkets.

SURGING NUMBERS OF OVER-60S

All over the developed world, people are living longer lives. According to the UN: “The older population is growing faster than the total population in practically all regions of the world and the difference in growth rates is increasing.”

• In the EU average life expectancy is forecast to reach 89 years for women and 84.5 years for men by 2060

• 22% of the population of Europe is already aged over 60, forecast to rise to 35% of the population by 2050

• 18% of the population of the US is aged over 60, forecast to rise rapidly to 25% of the population (for comparison, back in 1960, just 10% of Americans were aged over 60)

• Of Americans aged over 60, 1 in 5 are aged over 80 years, when fragile health is an everyday reality for most people

• People aged 60 years or over constitute more than 25% of the population of Germany, Italy and Japan, and there are 26 other countries where over-60s are between 20% and 25% of the population

• By 2050, more than 40% of the population is expected to be 60 years or older in China, Japan and the Republic of Korea

SEPTEMBER 20128


EDITORIAL

Creating success in food and health is often a question of how good a company is at branding, positioning and appealing to a “lifestyle of wellness” consumer, and offering pleasure and indulgence as much as health – as many of our recent case studies (such as Kraft Belvita and Nature Addicts!) have shown.

But the biggest driver of opportunity in food and health – and the single-biggest group of buyers for all foods and beverages with health benefits – is the ever-expanding number of consumers aged over 50, and in particular those “seniors” aged over 60. It’s a trend that’s as true of most Asian countries as it is of western ones.

The key to growing sales of products that meet the needs of seniors – and propelling the growth of any health ingredient business – is to ensure your ingredients provide tangible benefits that make consumers’ lives better and make your ingredients an easier choice for processors.

Yet few ingredient companies focus their product development with laser clarity on these objectives. One of the few that does is Arla Food Ingredients, the ingredients division of Danish-headquartered, farmer-owned Arla Foods, the world’s 7th-biggest dairy company, which has made a breakthrough with its new line of whey protein, called Lacprodan.

The benefits of whey protein over other sources of protein are well documented in scientific literature. Whey proteins have long been recognised as having the best combination of essential amino acids to support tissue growth and easy digestibility. Whey protein contains a higher proportion of branched-chain amino acids (BCAAs), and other essential amino acids, compared with all other sources of protein. In fact, the amino acid profile in whey proteins is such that it covers or even exceeds the human requirements for essential amino acids, according to standards set by the World

Health Organisation. In particular, whey is rich in the amino

acid leucine, which plays an important role in muscle synthesis. This makes whey a valuable component in the diet – and especially so when seeking to prevent muscle loss by hospital patients, in particular the elderly and others hospitalised for extended periods.

Whey protein delivers much better protein synthesis compared with casein protein – commonly used in nutritional beverages – mainly due to the higher leucine content and a faster absorption. A study published recently in American Journal of Clinical Nutrition is one of several that have found that whey protein provided roughly twice the levels of muscle synthesis of casein.

When designing a medical beverage, enabling faster “gastric emptying” is key – vulnerable people usually have to consume their nutritional beverages at a time when they may have a limited appetite so a product that leaves the gut faster can do its work before people feel too full to drink all of their beverages. In addition, patients experiencing problems related to vomiting will benefit from faster gastric emptying.

Although both whey and casein are milk proteins, their gastric emptying rates are different. Casein exits the stomach at a much slower rate than whey protein. This is mainly because casein coagulates in the acid environment in the stomach. Whey proteins, however, remain solubilised. The result is a significantly faster gastric emptying for whey protein than casein protein, since liquid food empties the stomach rapidly, whereas solid foods empty much slower.

The faster rate of gastric emptying associated with whey protein results in quicker uptake of amino acids into blood plasma compared with casein protein. For example, one study found that 100 minutes after consumption of whey protein, the average blood amino acid increase above baseline was 88%, while casein protein

produced an increase of only 44%. However, whey protein hasn’t been an easy

option for medical nutrition beverages. UHT-stable ingredients are an essential component of these types of drinks because they need to have a long shelf-life. But whey protein is notoriously hard to incorporate into UHT processes as it tends to form a gel.

LACPRODAN OPENS GATE TO WHEY BASED RTDS

This means that until now it has not been possible to produce a whey protein concentrate for the clinical nutrition arena – manufacturers have tended to use less nutritionally effective proteins, such as casein.

Given the importance of products that deliver the maximum benefit to patients this technical challenge has left a clear deficiency in the market and a gap crying out for a technical solution. Spotting this opportunity, Arla Food Ingredients developed its new Lacprodan whey protein concentrate, which has been designed to overcome the formulation issues associated with whey proteins in UHT-stable beverages.

It represents the first time that a pure whey protein concentrate has been available in a form that is stable when subjected to UHT processing, making it possible to create 100% whey-based ready-to-drink beverage formulations. Lacprodan is designed for use in both acid and pH neutral formulations and can be used in not only the milky beverage typically used in clinical nutrition, but also in less viscous beverages which may be easier for some patients to drink.

Lacprodan is a perfect case study of how to couple deep understanding of a “consumer problem” with technical know-how to create a breakthrough new product, representing a genuine first in the market for clinical nutrition RTD beverages, which was worth almost €4 billion ($5 billion) in the US & Europe in 2011.

Innovation broadens role of whey protein in beverages for seniors

SEPTEMBER 2012 9


STRATEGY CASE STUDY

Campbell Soup’s $1.55 billion (€1.2 billion) acquisition of fresh-packaged-products leader Bolthouse Farms will bring CEO Denise Morrison a high-growth offset to the frustrations of a soup business in long-term decline. But while Morrison has talked hopefully about synergies that could help Campbell in its base segments, her best bet likely is to just keep letting Bolthouse be Bolthouse – and create and penetrate new markets as it has been for the last several years.

Owned by Madison Dearborn Partners, a private equity firm, California-based Bolthouse had sales of $689 million (€550 million) for the financial year ended March 31 and posted 7% annual sales growth from 2010 to 2012 in an extremely tough consumer environment. The vertically integrated company employs about 2,100 people, and its management team, including President and CEO Jeff Dunn, agreed to remain with the company.

“This brand does bring wellness credentials to us, and I think that there will be a nice combination there,” Morrison told securities analysts shortly after announcing the deal to buy Bolthouse. “But I also think that what [Campbell] is about is bringing consumers tasty, affordable, nourishing food and beverages; and this is another way to do that.”

Morrison said that she actually considered Bolthouse about three and a half years ago, when she was president of Campbell’s North American soups, sauces and beverages business. “It wasn’t for

sale at that point, but I was pretty intrigued with it and ... it was put on our radar screen at least. We were attracted really by the potential for growth beyond what we do today, and had the benefit also of looking at what [Bolthouse] said a couple years ago and what they have actually been able to do, which has been terrific.”

Todd Putman agreed with Morrison. The former vice president of innovation for Coca-Cola’s Coke brand, who serves as a marketing consultant, said that Bolthouse management has been on a mission for the last three to four years to “inspire the fresh revolution”. That has included the brand’s innovating its way to the very top of the super premium-juice market, entering and

putting a spark in the fresh-salad dressing segment, and imagining creative new ways to get American kids to eat Bolthouse’s original and still-staple fresh-produce crop, baby carrots.

Such moves “gave [Morrison] some indication that the Bolthouse Farms brand had broader shoulders and that it would be able to expand into more categories to be more relevant. It was an important optical for [Campbell] to see that.”

SOUP BY ITSELF “NOT ENOUGH”

Essentially, Morrison believes that Bolthouse’s brands, products, expertise and continued expansion of its presence in the produce

department is just what Campbell needs to provide some fresh growth dynamics, including complementing the parent company’s growing V8 beverage line and helping Campbell do a better job of marketing its own increasing fresh-packaged goods, such as refrigerated soups. Its other major brand is Pepperidge Farm snacks.

She said, for instance, that Bolthouse Farms would be bringing its “equities in health and nutrition” to bear on the “matchless equities” of Campbell’s V8 brand, which over the last few years has proliferated way beyond the original vegetable juice into a wide variety of fruit and vegetable juice blends and even teas (for more information, see Case Study in New Nutrition Business July 2011).

Morrison became CEO about a year ago and lately told investors that “by itself ”, the soup business

Bolthouse antidote to Campbell’s declining

soup business?Unable to squeeze more than flat growth out of its soup business, Campbells has scooped up super-premium juice brand Bolthouse Farms, citing its “wellness credentials” and its expansion in the produce department– including its innovative approach to selling baby carrots – as attractions. By DALE BUSS.

SEPTEMBER 201210


STRATEGY CASE STUDY

“cannot take us where we want to go”. She said Campbell’s 2012 sales would end up closer to flat than to previously projected 2% growth and that projected 2013 sales would fall below the company’s long-term target of 3%-4% growth. She also said that Campbell is going to trim its marketing budget over the next year, reversing new brand-building investments that the company had made in the soup business last year after the increases “did not generate anticipated consumption lift”.

NEW SOUP LINE TRIES TO HOOK GEN Y

Campbell has focused on Generation Y as its key audience these days, a cohort that hasn’t been eating soup the way their parents did. That’s the reason Campbell planned to unveil in August Go Soup, a line of ready-to-eat meals in varieties such as chorizo, and pulled chicken with black beans, in fuchsia-and-white pouches. They’ll be priced at about three times that of a can of chicken-noodle soup, which may be an obstacle for the currently financially-strapped Millennial generation.

Bolthouse will be bringing some products to the Campbell stable that Millennials already like. Over the last few years it has stormed past PepsiCo’s Naked Juice brand and Coke’s Odwalla brand to the No. 1 market share in the packaged, chilled superpremium juice and smoothie segments, one area where the Bolthouse Farms brand has become prominent in store produce departments.

Putman credited a stream of innovations for Bolthouse’s move up the ranks in superpremium juices, “in flavours and unique combinations of flavours”. The brand also introduced a line of Protein Plus beverages with an idea and three flavours – Blended Coffee, Chocolate and Mango – that initially seemed strange but now have been recognized as part of the vanguard of all beverage makers’ increasing focus on protein content these days.

Another innovation that has helped Bolthouse pick up market share in beverages was to introduce 2-pint (900ml) and 52oz (1.5l) containers of many of its products. “The notion of a family sitting down and sharing a healthful beverage option together, and this value proposition, increased our share,” Putman said, an idea that Naked and Odwalla later copied. Bolthouse “made it a clear, dominant strategy and priced it in a way that made sense to the consumer. We took a size that only had been available in the club-store channel and expanded it across a wide variety of grocery offerings including Walmart and Target.”

DRESSINGS REVITALISED

Of course, not every Bolthouse Farms beverage innovation works out: A few years ago, Bolthouse teamed up with Cargill to introduce a variety called Heart Healthy Pear Merlot featuring Barliv betaglucans (see New Nutrition Business May 2009). But the product no longer is listed on Bolthouse’s web site.

Bolthouse now is pursing the fresh-

dressings segment in a way similar to how it went after superpremium beverages. It’s been a relatively sleepy business to now, and Bolthouse had a low-voltage presence in it. But last spring, the company reformulated its dressings to cut calories and fat and also slapped the number of calories on the label.

“Sales exploded,” Putman said, and now are rising at an annual rate of 30%-50%, though dressings began the year at only about 10% of the company’s overall sales. “We’ve gained incremental distribution as well as velocity, increasing transactions and shares.”

EXPANDING ON BABY CARROT INNOVATIONS

Baby carrots, one of Bolthouse’s oldest businesses, has become an area of innovation recently. In an advertising campaign last year under the slogan “Eat them like junk food”, Bolthouse test-marketed the notion of positioning baby carrots as a kids’ item. This fall, it is expanding the test with a new product called Shakedowns, which are bags of a coating mix in either Ranch, Chipotle Lime or Salsa flavour. Kids are supposed to throw their damp baby carrots into the dry mixes and pull out the fun, coated veggies and plop them in their mouths.

Yet Morrison believes that folding Bolthouse into Campbell will help the combined company even in this area. “We believe that the carrots bring us a platform for vegetable snacking, and we have a lot of capability in vegetable nutrition that we can build upon,” she said.

SEPTEMBER 2012 11


BREAKFAST CASE STUDY

Activia Breakfast Blend, launched by Dannon, the US arm of Paris-based Groupe Danone, is the newest variety of the company’s groundbreaking probiotic brand. It makes a play for the convenient healthy breakfast occasion that seems to have gone underexploited in the US market until now, and it does so while also tapping into American consumers’ growing desire for more protein in their diets.

Available in four fl avours, Activia Breakfast Blend comes in a 6oz (180ml) cup – 50% larger than the traditional 4oz (120ml) yogurt package – and delivers 11g of protein per serving, 22% of the RDI and not far below the protein level of Greek yoghurt. There are 190 calories per serving.

The point is to create an option that can essentially constitute the breakfast meal rather than count as just an element of breakfast. So Activia Breakfast Blends include grains, such as oats; fruit, such as apples, as well as spices and other taste enhancers, in addition to yogurt.

“We want the product to be more fi lling,” Michael Neuwirth, senior director of public relations for Dannon, told New Nutrition Business. “The protein in addition to the bigger size really accomplish that, along with the grains we’ve added for taste and texture. They make this a terrifi c breakfast option independent of any other food.”

Neuwirth noted that “breakfast is when people are trying to start the day with a

healthy mindset, so there’s a strong thought behind what they eat. There’s also a need for a product that has enough protein to really help start the day right.”

Besides, Neuwirth said, “breakfast is a part of the day when dairy is already a familiar concept”.

The familiarity of dairy at breakfast, and the fact that many Americans already consume dairy for breakfast or as part of the meal, leave it a bit of a mystery why no major yogurt brand had come forth before Activia Breakfast Blends with a breakfast positioning and product.

“I’m not aware of any competition” for the positioning even now, Neuwirth said in August. He speculated one reason for the lack of such products previously is that yogurt manufacturers didn’t perceive a need to create a breakfast-focused product because regular yogurt is such a common breakfast food.

Activia Breakfast Blends’ fl avours – Apple Cinnamon, Banana Bread, Maple & Brown Sugar, and Vanilla – each have a strong association with other traditional American breakfast foods such as oatmeal. “They’re fl avors we’re very familiar with and welcome as a way to start the day,” Neuwirth said.

While the cup is 50% larger than a regular Activia, Breakfast Blend retails for prices much less than 50% higher than regular Activia – a suggested price point of $2.99 (€2.39) for a four-pack, compared with $2.49

(€1.99) to $2.79 (€2.23) for a four-pack of regular Activia.

As is common for many brands now, one way Dannon got out the word about Activia Breakfast Blends was by appearing before a group of “mommy bloggers”, in this case a gathering of the BlogHer group in New York City in August.

And, of course, no Dannon marketing campaign for Activia would be complete without the appearance of Jamie Lee Curtis, the boomer-generation actress who has represented the brand from nearly the start of its US launch in 2006.

But whereas Curtis’s initial focus was very explicitly on the digestive benefi ts of Activia – leading, at one point, to a Saturday Night Live spoof of the role – her approach in the Breakfast Blends TV ad bespeaks how Dannon’s marketing has evolved to recognize that most Activia customers now well recognize its digestive functionality.

“It’s a great way to start the day,” a perky Curtis says in the ad about eating Activia Breakfast Blend, after waking up and sharing other parts of her morning routine with watchers, such as exercising and dressing “cute”.

The ad also highlights the fact that Breakfast Blend has twice the protein by weight of “regular low-fat yogurts”. And Curtis only lightly mentions that Breakfast Blend “helps regulate your digestive system”, and only near the end of the ad.

Activia jumps to fi ll the breakfast dairy gap

Consumers increasingly demand breakfast options that are more convenient and easy to eat on-the-go. But traditional breakfast cereal companies are failing to innovate in response. Instead innovation is coming from start-ups, dairy companies and cookie makers, creating new category cross-over products and some amazing – and profi table – opportunities. Danone is the latest company to join the fray. By DALE BUSS.

SEPTEMBER 201212


DAIRY CASE STUDY

Core Power is the latest significant entry in the fast-growing dairy recovery-drink market, leveraging the technology of milk fractionation into a protein-focused drink that also has the benefit of a distribution partnership with Coca-Cola.

Owned by a cooperative of 85 dairy farmers in the US Southwest, Core Power is a post-workout drink made lactose-free from recombined milk fractions instead of from reconstituted milk powders that are the basis of notable competitors including Muscle Milk, which is distributed by Coca-Cola’s arch-rival PepsiCo and has grown to be the most successful beverage in the category.

“It’s natural nutrition right from dairy without powders,” explained Steve Jones, a former chief marketing officer at Coke and president of its Minute Maid brand, who left the Atlanta-based giant in 2003 and came off the sidelines three years ago to become CEO of Fair Oaks Farms, which is owned by Select Milk Producers.

Core Power has “a perfect balance of casein and whey identical to the balance in regular milk, and because we keep the protein in solution, the product tastes awesome. And it’s affordable.”

Available in two different protein concentrations – 20g and 26g per 340ml serve – and four flavours – Honey, Chocolate, Vanilla and Strawberry Banana – Core Power retails for $2.80 (€2.24) to $3.20 (€2.56) for an 11.5oz (340ml) bottle, equivalent to around $8.20 (€6.55) a litre. Jones said it is “line priced” with Muscle Milk and other competitors that typically are merchandised in 8oz or 12oz (240ml or 350ml) packages.

The sports-recovery market has grown to a market with annual sales of over $2 billion

(€1.6 million) in the United States, Jones said, with roughly $500 million (€400 million) going toward protein beverages such as Core Power and Muscle Milk.

Jones’ former employer is clearly bullish about prospects for Core Power. Coca-Cola began in July to deliver it to stores across Arizona, Illinois and Indiana and is in the process of expanding outlets for the brand to about 10,000 convenience, grocery and specialty stores, up from the 600 that stocked it previously.

Coca-Cola increasingly, of course, has been investing in and acquiring better-for-you beverage brands as US demand for its

franchise soft drinks continues to soften. Its North America Venturing and Emerging Brands (VEB) unit is responsible for most of this activity.

Core Power “is part of an exciting category for consumers and retailers that is still in the early stage of its growth potential,” Deryck van Rensburg, president of VEB, said in a press release. Coke demonstrated a Powerade-branded protein entry at a trade show several years ago. And PepsiCo has distributed Muscle Milk nationally as it also has just launched a push into the yogurt business in the US in a joint venture with the Germany-based Muller yogurt brand.

Innovative approach to high-protein dairy propels Core Power

Fair Oaks Farms has harnessed technical innovation to differentiate its dairy-protein drink in the $2 billion sports recovery market, and coupled it with Coca-Cola’s distribution might. The company is taking a slowly-slowly approach to brand building, aiming Core Power at the “30% of [Americans] who are active in some way throughout the day”. By DALE BUSS.

SEPTEMBER 2012 13


DAIRY CASE STUDY

And while the deal with Fair Oaks Farms is Coca-Cola’s first foray into a startup dairy-based beverage, Jones declined to characterize whatever interest his old employer might have in acquiring, sooner or later, the Core Power brand, as it has other new healthful beverage brands such as Odwalla – a purchase that Jones himself had greenlighted while with Coke.

“Right now it’s just a distribution deal to see whether the Coke system is geared up to take this kind of product,” Jones said. “If there is that kind of discussion [about acquisition] it will be far in the future.”

Select Milk Producers and Fair Oaks Farms have taken their own, aggressive tack over the last few years as dairy-based recovery beverages – including old-fashioned chocolate milk – have become something of a rage with active Americans. Select was formed in 1994 and represents dairy farmers clustered in New Mexico and Texas.

Five years ago, the co-op began marketing a milk blend it called Mootopia, with higher calcium and protein and less fat and sugar than regular milk. HEB Grocery, the San Antonio-based chain that is a leading retailer of innovative better-for-you products, carried Mootopia.

The foray into designer milks also represented a vision of the other owner of Fair Oaks Farms, Michael McCloskey, a veterinarian-turned-farmer who had turned the massive Fair Oaks Farms in northwest Indiana, and its 30,000 cows, into a visitor magnet with a $10 million visitors’ centre, restaurant, and cutting-edge devotion not only to innovative dairy products but also to environmentally sensitive agriculture.

Jones – whose most recent stint after Coke had been a short stay as CEO of Jones Sodas (no relation) – joined McCloskey and Select Milk Producers at Fair Oaks Farms in their bid to overturn not only traditional dairy retailing but traditional dairy farming.

“They saw farming and the quality of milk and combined those two things in a whole new age of agricultural principles, traceability, animal husbandry and environmental sustainability across their farms, a team of people dedicated to reinventing dairy,” enthused Jones in an interview with New Nutrition Business.

Soon, Fair Oaks Farms also was selling shelf-stable milk, in flavours including strawberry-banana and coffee, under its own brand and fielded the predecessor product of Core Power. Athletes HoneyMilk was the

first Fair Oaks Farm product to manifest its protein-packing strategy and use its milk-fractionation technology. HEB picked it up last year and so did Kroger’s King Soopers chain in Colorado. Soon, Fair Oaks Farm changed the name to Core Power.

Jones said that the company’s approach to protein packing is innovative because it breaks milk down into five components and then reconstitutes it, still as fluid. That helps Fair Oaks Farms avoid having to source protein powder, the quality of which “can be very variable”, said Scott Backinoff, the company’s director of new-product development.

Importantly, the Fair Oaks Farm process also cuts the number of ingredients in Core Power. “The protein is from solution, and tastes great, and you don’t have to mask it with a bunch of ingredients, so the ingredients list is short and simple,” Jones said. “People read it and trust it.”

That, in turn, helps Core Power gain the allegiance of its single most important target: elite athletes whose recovery regimens can be sacrosanct. “Even these most discerning consumers would say our protein is really effective protein,” Jones said. “And if we can convince them, that gives us a lot of

In common with most protein beverages, Core Power uses elite athletes as brand ambassadors.

SEPTEMBER 201214


DAIRY CASE STUDY

credibility on the brand side. That’s why we started Core Power as a sports-recovery drink.”

Taking lactose out of Core Power was another key step, something that other recovery-drink startups have been doing as well. Lactose can cause sweetness in drinks, “and sweetness isn’t necessarily what people are looking for in a nutritious beverage,” Jones said. “Elite athletes are looking for products that digest really well, and removing lactose makes that easier for everyone.”

At the same time, Backinoff said, removing the sweetness provided by lactose allowed Fair Oaks Farms room to insert natural sweeteners such as honey, cane sugar and even monk fruit into Core Power, “and they’re more effective in delivering energy”.

Of course, Jones realizes that elite athletes comprise only a market thimble-full relative to the mainstream, so this savvy marketer hasn’t planned to keep Core Power pinned to that tiny positioning. “We’re aiming for anyone who wants to build lean muscle – those 30% of [Americans] who are active in some way throughout the day who know that they need to rebuild their strength,” he said. “So that means we have a core audience ranging from the elite athlete to the weekend jogger to someone who’s coming home after a hard day’s work to relax.

“But in our marketing, you look to see who’s actually drinking Core Power – the elite athlete – and that adds to our credibility.”

Coke will be gradually broadening distribution of Core Power geographically and helping Core Power with its market saturation and merchandising expertise and clout. “That means I can concentrate more on the consumer and on driving demand while [Coke] concentrates more on availability,” Jones said.

But while counting on Coke’s distribution system to blanket particular metro markets and even states with Core Power availability to retailers and consumers, Jones, perhaps surprisingly, doesn’t plan to roll out the

brand nationally for some time. Though competing with Muscle Milk and other established sports-recovery beverages, he said, “We’re still a very young brand and we need to go slowly, building up market by market and city by city. If you rush that, you could very easily undermine the long-term credibility of the brand.”

Jones also foresees other products. “We’re positioning ourselves as a health and wellness company that sells effective natural nutrition that happens to start with the highest-quality milk,” he said. That could lead to products focused on bringing protein and calcium concentrations to certain “day-part and lifestage needs,” he said, without getting specific.

Fair Oaks Farms already is peddling one innovation based on its proprietary milk-fractionating technology, one that Jones said “could be more transformational in the dairy world”: concentrated milk. This isn’t traditional condensation of milk, a heat-based process that, Backinoff said, “browns the milk to some extent. We’re actually able to take

the water out as a cold process so there’s no heat effects on the milk at all except normal pasteurization.”

Its weight only about one-third that of milk, Fair Oak Farms’ condensed milk opens up a variety of foodservice applications – akin to what Coke and Pepsi were able to accomplish by providing concentrated syrup that is mixed on-site with carbonated water to produce the soft drinks. Core Power products also could be concentrated.

“We can work with restaurants and coffee shops to increase their efficiencies of handling and reduce costs,” Jones said. “They don’t have to have open jugs of milk on the countertop because our [concentrated] milk can come out of a dispenser, always cold and always fresh and always sanitized. You just reconnect it with water at the point of purchase.

“So the retailer not only gets the highest-quality milk but also could take advantage of the Fair Oaks Farms story of how we’re managing the farm environment as well as products. And that’s a huge story.”

SEPTEMBER 2012 15


D E S S E RT C A S E S T U D Y

The notion of creating a nutrition-rich ice cream startled Frank Everett awake one night a decade ago, and ever since, the would-be entrepreneur has been pursuing it like a divine revelation. Today, Thrive Frozen Nutrition is on its way to $5 million (€3.9 million) in revenues in its first year in business and is rolling out in health-care institutions as well as major retail stores around the United States.

Thrive is a near-ice cream with a nutritional profile to match those of Ensure, Boost and other liquid supplements that typically fortify recovering or chronic medical patients. Each 6oz (177 ml) single-serve cup contains 25% of the RDI of 24 vitamins and minerals, including 15% of the RDI of potassium, along with 3g of fibre, 9g of dairy protein and four live probiotic strains.

Most important, said Everett, is that Thrive is delicious. And his insight to make an ice-cream-like dessert irresistible-tasting as well as robustly nutritious, he told New Nutrition Business, is the reason that his startup business is giving him the opportunity to fulfil

his admittedly strange vision of several years ago.

“I had the belief that ice cream could be the ultimate carrier of nutrition,” said the 61-year-old Florida-based entrepreneur, who spent decades in the advertising business before devoting most of the last 10 years to pursuing his dream. “It’s a combination of the fact that ice cream is humans’ favourite food, and the fact that there are so many people who either need extra nutrition as a life-saving phenomenon or others who have irregular nutrition and need regular nutrition. To put it into ice cream seemed the best and most noble use of ice cream.”

Thrive Frozen Nutrition retails for a suggested $3.50 (€2.79) for a two-pack of the 6oz (177ml) cups, which Everett said is “maybe a little more expensive than regular ice cream, but not more expensive than premium ice creams” such as Haagen-Daz and Ben & Jerry’s. Compared on a price per litre basis, Thrive $9.88 (€7.89) is almost exactly the same as Haagen-Dazs.

Thrive is available in four flavours: milk

chocolate, chocolate fudge, vanilla and strawberry.

Even though Everett really only exposed Thrive Frozen Nutrition to most retailers at a trade show in the spring of 2012, he already has managed to place it in a handful of major supermarket and mass-merchant retailers, including the Hyvee grocery chain in Iowa and Meijer discount stores in the Upper Midwest.

PATIENTS ARE THRIVE’S NATURAL HOME

But Thrive’s first home, and the inspiration behind its development, is with various types of recovering and chronic, nutrition-needy patients in hospitals, assisted-living centres, nursing homes and hospice-care centres across the country. There are a few reasons for this, in addition to his dream.

First, Everett’s wife worked in a hospice and noticed the difficulty that hospital staff had in gaining compliance – that is, actual consumption – of liquid nutritional supplements by patients who needed the

Nutrition-rich Thrive turns ice cream on its head

Entrepreneur Frank Everett has been brave enough to do what no ice cream company would – deliver medical nutrition in the form of the popular frozen treat. Everett has based his product, Thrive, on consumer insight that ice cream is very popular among the elderly in care, as well as hospital patients, and therefore an excellent way to deliver nutrition in a form that enjoys far greater compliance than traditional liquid supplements. By DALE BUSS.

SEPTEMBER 201216


D E S S E RT C A S E S T U D Y

nutrition. She also noticed that, almost invariably, the last requested meal of dying patients was ice cream.

Second, Everett came to understand that patients of all sorts – those recovering from chemotherapy treatments, for example, as well as those with Alzheimer’s disease and many recovering from non-serious afflictions – can’t resist ice cream even if they pass up practically every other kind of food and disdain the liquid supplements that are prescribed to help them because they don’t want to, or can’t, eat anything else.

“If you go into a hospital, for people of all ages, ice cream rules,” enthused Everett. “If you go into an assisted-living centre, ice cream rules. If you try to feed people with Alzheimer’s, it’s one of the biggest problems with these patients – but [caregivers] are not allowed to force-feed them. But no one turns their head from ice cream. It’s a game-changer.”

Third, Everett has been motivated as an entrepreneur, ultimately, by the fact that he wasn’t able to get any established ice-cream company to back his idea, even over the course of several years. After selling his ad agency over 10 years ago, he contracted his services as a marketing consultant to ice-cream companies largely in the hope that such a relationship would lead to commercialization of his idea that ultimately became Thrive.

MULTIPLE BARRIERS TO NUTRITIOUS ICE CREAM

He worked with three different ice-cream companies, two of which did end up taking a stab at an execution of his concept. One of them rolled out a product called Yoplait Frozen Breakfast Bars, licensing the Yoplait name from General Mills – but other issues bankrupted the company. A second one dabbled with the idea.

But Everett said that, in addition to the particular obstacles for the companies he consulted with, there are generic problems with the whole idea of “nutritious” ice cream. For one thing, he said, established ice-cream companies simply tend to think they can “sprinkle a little probiotics in there, and vitamin B, but they never take it to the point that they’re going to emulate the nutrition provided by a leading liquid supplement.”

Another barrier to ice cream as a super-nutritious food is that, in America at least, it typically has been associated with junk

foods because of its high fat and sugar content. “That’a s tragic mis-positioning of a wholesome food with potato chips,” Everett asserted. And as a result of that sort of popular condemnation of ice cream as empty calories, the way most ice-cream brands have tried to roll it back is to take fat, sugar and other primary components out of ice cream.

“Then they give you something that doesn’t have anything in it and tell you it’s good for you,” he said. “Whereas with Thrive, we put everything in there. That’s the power of the product.”

Over the last several years of working on Thrive, Everett was able to develop an intellectual construct, product research and a business model around these insights as well as a couple of others that have helped him sell Thrive to health-care administrators for their patients who otherwise are, to employ the medical term, “failing to thrive”.

ICE CREAM A “PERFECT CARRIER” OF NUTRITION

For one thing, Everett reminds them, ice cream is a perfect carrier of nutrition, including probiotic strains, because “the ingredients never have to be heated like liquid supplements that have to end up in shelf-stable packaging”. The typical heating of these products “beats up the vitamins and minerals and can give them a metallic taste. But in ice cream, when you mix these ingredients, you never have to heat them significantly. And they’re enrobed in butterfat, so from the texture and taste standpoint, the nutrition elements are undetectable.”

And Everett insisted that, because of his second insight, he doesn’t need to price Thrive so inexpensively for institutional customers that the business simply becomes a not-for-profit enterprise that is only made profitable by retail sales.

Non-compliance in consumption of liquid nutritional supplements is a huge problem for health-care providers because they must waste such huge volumes of the product just in efforts to get some patients to consume it, only to be ultimately unsuccessful with huge numbers of them and have to dispose of the unconsumed supplement. Everett said that a three-month trial at a hospital found 92% consumption of Thrive and only about 50% co

Though he believed from the start that ice cream was a perfect nutrition-delivery vehicle, Everett did confess to some formulation

challenges. His goals were to squeeze in a substantial list of nutrients but also to make sure that Thrive tasted good and wouldn’t be rejected on that basis. Food chemists helped him microencapsulate certain ingredients that would interfere with the taste and mouthfeel requirements.

FORMULATION CHALLENGES MEAN THRIVE CAN’T BE CALLED ICE CREAM

In the end, Everett said, the formula worked really well, but Thrive came out just below the federally defined 6% butterfat threshold that meets the legal definition of ice cream; so he had to call it Thrive Frozen Nutrition.

“Something had to give – something had to be displaced to fit all that stuff in there,” he explained. “Our simple intention was to make sure it tastes as good and creamy and satisfying as any ice cream. And with 250 calories – just marginally above most ice cream – it does. Whatever we took out in butterfat, we didn’t lose in satiation because the calories are still there.”

Everett said that it has proven more of a challenge to pick up retail distribution of Thrive than acceptance within the health-care universe. For one thing, he said, it doesn’t meet the typical definition of “better-for-you-food” of chains such as Whole Foods Markets.

But he said the product intrigues many mainstream retailers “because, for their frozen-food sections, it’s going to be entirely incremental business rather than something that is just me-too”. Retail audiences for the product include mothers whose children are picky eaters or who want to feed Thrive to their voracious teenagers.

Thrive is manufactured under contract by a Wisconsin company that Everett declined to disclose. He said he is somewhat concerned about the potential for competition even through there are high barriers to entry in frozen food and it took about two-and-a-half years for him and Thrive to get the product’s formula just right. Meaningful competition, he said, would require an existing ice-cream maker that is willing to invest in the same way Thrive and its venture-capital investors have.

“I’ve never seen a new product concept so deep and wide and with absolutely no competition,” he said. “It’s rare to be so broad and categorically unique and not have any competition. Of course, I know I’m just screaming for someone to change that.”

SEPTEMBER 2012 17


SNACKING INNOVATION CASE STUDY

Bounce is broadening its franchise by rolling out complementary brands of healthy shakes for kids and adults and has adopted an umbrella brand for the whole line, NaturaHigh, in Australia. Meanwhile, founders Andy and Paula Hannagan are trying to pick up the pieces from a partnership that has gone bad in the UK. And they have high hopes for North American markets but must move delicately because of their relationship with the small company that came up with the idea and recipes for nutrition balls that had inspired the Hannagans’ establishment of Bounce in the first place.

“It’s been a hard thing for us to swallow,

where we’ve gotten to,” Andy Hannagan told New Nutrition Business. “We were a bit naïve and did things in certain ways that led us down this path ... Every time we talk about it, it feels like a tragedy. But all of the thinking and advice we get keeps coming back to doing what we’re doing now.”

Bounce began after Paula Hannagan, visiting friends in New York, found a product that captured her entrepreneurial imagination – nutritious, high-protein snacks in the shape of balls. The Hannagans believed that the product – healthful, moist, dense snacks like nutrition bars but in the form of balls – would have potential in Australia, where healthy snacks were in their infancy.

The Almond Ball, for instance, has 12g of whey protein per 49g ball, equivalent to 24.5g per 100g. A 49g ball also has 3g of fibre; 8g of total fats; just 1g of saturated fat and 21g of carbohydrates. It is wheat- and gluten-free and provides no added sugar or flavours and no artificial preservatives.

The Hannagans contacted the American company, based in Oregon, that made the “nut-butter” balls – Betty Lou’s Inc. – and contracted it to manufacture some for sale in Australia, where the Hannagans launched them under the brand name Bounce Balls.

Apart from being natural and “free-from” wheat and gluten, the products were positioned for their satiation properties. A

Ups and downs of brand building push high-protein

snack to new levelsBounce was born nine years ago, when Sydney-based founders Andy and Paula Hannagan launched their line of spherical “nutrition bars” with winning positioning and cheeky marketing. Although lately the company has met some problems, the Hannagans have made the kind of mid-flight adjustments that often are forced on entrepreneurs. By DALE BUSS.

GOOD MERCHANDISING AND PRODUCT PRESENTATION KEY TO BOUNCE’S GROWTH

SEPTEMBER 201218



statement on the Bounce web site said:

There is now scientific evidence that dietary protein enhances satiety and promotes weight loss.

Today the statement reads:

High in protein. Keeps hunger away.

CHEEKY MARKETING CAMPAIGN HIGHLIGHTED BALL SHAPE

But perhaps more important than what was in the balls was their shape – unique to the Australian market for nutrition snacks, as Paula Hannagan had surmised – and how Bounce boldly marketed that shape. During a three-month test market in 10 health-food stores in central Sydney and the outlets of a juice-bar franchise, the Hannagans sampled Bounce balls by handing them out on a busy street wearing t-shirts with the words, “Have you got the balls?” across their chests.

“We got a massively positive response,” Hannagan told New Nutrition Business a few years ago, “and that gave us a lot of confidence.” He said the “message that goes beyond the product” was a “deliberately provocative question and it goes far beyond asking people to buy the product. The question extends to what would you do if you had the courage to? The philosophy behind our business is about inspiring change in the way people think, eat and live.”

MERCHANDISING POSITIONS BOUNCE AS IMPULSE PURCHASE

Bounce underwent a relatively normal growth process for a healthy foods start-up for a few years. The company began by targeting health food stores, gradually gaining national distribution – achieved by Andy Hannagan selling personally to store managers. He got the first 250 stores to stock Bounce by pounding the streets.

The challenge was how to avoid Bounce’s innovative product format being stuck among the other nutrition bars on the crowded bar shelf, where it would get lost and fail to achieve stand-out. The answer was to persuade retailers to stock them at the check-out – the perfect location for an impulse purchase – which Bounce made it easier for retailers to do by supplying its balls in a 40-count clear plastic cylinder, which could easily stand on the counter.

“That enables us to get prime real estate

near the cash register and so we were able to launch the Bounce brand as an impulse item,” Hannagan said at the time.

Bounce bars retail for A$2.95 ($3.06/€2.45) per 49g ball – equivalent to A$5.90 ($6.13/€4.89) per 100g. That’s a massive 300% premium, when compared on a price per-100g basis, over mass-market nutrition bars, such as the Nestlé-owned Uncle Toby’s brand, which is the market leader in Australia.

The price and unusual appearance mean that Bounce doesn’t immediately appeal to mainstream consumers. Hence sampling was for a long time a core part of Bounce’s marketing efforts. When people experienced how good the product tasted, they were willing to buy it.

Bounce has gone on to add new flavours – including Cashew-Pecan, Peanut Butter and a very foodie variety called Spirulina-Ginseng – and is broadening distribution nationally beyond health-food stores to also include mainstream supermarkets and convenience stores.

Recently, the Hannagans also have made some moves in the Australian and New Zealand markets for Bounce that have freshened the brand’s appeal. For one thing, Bounce has added a Coconut Macadamia

flavour. “It was one of Betty Lou’s existing flavours that we hadn’t been selling,” Andy Hannagan said, citing the fact that its ingredients are more expensive than other varieties of Bounce. “But we added it, and line-priced it with our other products, and it’s been a master stroke.”

A second major gambit was for Bounce to update its packaging. The company brightened up the colours, but more important, covered up the product in foil instead of clear plastic.

“We felt we needed to give the brand a refresh in terms of packaging,” Hannagan explained. “We wanted to appeal to a wider audience. Therefore, we wanted to transcend where we’d come from – out of the pure natural space – and appeal to a larger audience where we wanted to communicate more of a brand and lifestyle component.”

Hannagan said the couple debated whether to cover the Bounce balls from consumers’ view in the packaging, in part because “we’re a natural product, and the clear packaging gave the consumer a heads-up.” But the new colours, better printing on the package, and shelf-life-extending foil “has dramatically changed everything. We’ve gotten growth out of all of our existing accounts and we’ve gotten noticed by more

SEPTEMBER 2012 19



mainstream channels.”At the same time, however, the Hannagans

are involved in some dynamics that have little to do with the intrinsic appeal of Bounce products, packaging and marketing but everything to do with the rough-and-tumble of entrepreneurism no matter what the product, industry or geographic market.

The seeds of this problem were sown in 2005, when Bounce launched in the UK market with a strategy similar to its Australian strategy – but very limited resources. There were challenges getting into stores because of that. So in a move that Hannagan remains uncomfortable discussing, he and his wife formed a partnership with an

investor in the UK who gained control of the Bounce brand for British accounts and also for Europe, and the couple became minority shareholders.

But while Hannagan said that the partner has made Bounce popular in the UK and is making inroads in Continental Europe, the couple and the British controlling interest experienced a falling-out over product strategy, among other things.

In the UK, the Bounce brand marketers are rather comfortable relying mainly on recipes for the products that are still owned by Betty Lou’s. Hannagan had been advised for years to try to begin to move away from such dependence toward developing

proprietary recipes for Bounce in Australia.“It’s very difficult to move away from the

Bounce brand in that [European] market,” Hannagan said. “It’s like rubbing salt into a wound because of how we started the whole thing, and then the fact that it went all pear-shaped over there. But it all came down to our conviction that we need to build IP in our business. And only half-owning the Bounce brand, we needed to develop other brands on its back that we would own completely.”

Besides the difficulties with its UK affiliate, that reality has led the company to the Hannagans’ most difficult and fundamental decision since starting the company: to

SEPTEMBER 201220



diversify both Bounce’s product line and brands.

NEW BRANDS OFFER WHEY PROTEIN AND SUPERGREENS

They decided to add powdered nutrition shakes to their product line and to name the products complementary to the Bounce name. So Boing is the shake for kids and Buoyance is the shake for adults.

“We basically wanted to do more stuff we would use ourselves,” Hannagan said. “We have young kids, and we give them a health-food shake every morning for breakfast.” So Boing and Buoyance were born, including whey and pea proteins, “super greens,” probiotics and natural sweeteners.

The success of the Bounce name and positioning actually made it more difficult for the Hannagans “to get product two, three or four out there because Bounce is such a strong name, and somehow they needed to be synonymous [brands] with Bounce. It’ll be more difficult to get traction quickly for them.”

The Hannagans decided to create an umbrella brand, NaturaHigh, as a “connector” and platform for all current and future products. “It’s not like any of them are worlds apart from one another,” Hannagan said. “The look and feel of the new products will be in line with what we’ve already created with Bounce.”

The company is encouraging retailer buy-in to the new products in part by promoting the new NaturaHigh name as well as the new individual brands, and even providing a

proprietary shelving unit. “They’ll be able to house the shakes for adults and kids, and the Bounce balls, and if we bring out anything else – like ready-to-drink shakes – it can house everything in one spot.”

All of these moves have moved the Hannagans closer to their adopted goal of “positioning NaturaHigh and the brands and recipes we do [solely] own. That needs to be fundamental behind the whole strategy of the business,” he said.

The potential for the Bounce brand in the United States and Canada remains both an opportunity and a challenge. Bounce already sells in Canada, where it recently began to retail through the giant Loblaw’s chain. “Their words to us were, ‘We think you’re the next Clif Bar.’” And, Hannagan said, the management of Betty Lou – which

manufactures the balls – “loves what we’ve done with the brand and the new packaging in Canada.”

But therein lies the rub. What about the US market, which Hannagan believes could hold enormous potential for the Bounce brand, and to which it holds territorial rights for the brand?

Betty Lou’s has sold essentially the same product as Bounce, to its own American outlets, for many years. The Hannagans might be able to do better selling their similar wares with the more dynamic Bounce packaging and brand. “[Founder] Betty Lou [Carrier] has spoken to us about it,” Hannagan said. “But it’s a very sensitive topic. She treats us like family. We have a very personal relationship with Betty Lou.”

SEPTEMBER 2012 21


START-UP CASE STUDY

The Eat Balanced company has captured worldwide media interest in its healthier pizzas and has won listings in a key supermarket chain – all without yet selling a single pizza.

Eat Balanced pizzas were developed jointly by Professor Mike Lean of the human nutrition department of Glasgow University and entrepreneur Donnie Maclean. They are based on the simple concept of providing the right proportion of proteins, carbohydrates, fats, salt, sugar, fibre, vitamins and minerals such that each pizza is a balanced meal in its own right, providing about 30% of the recommended daily amounts. The developers used the UK Food Standards’ Agency’s nutritional guidelines as their reference.

A genuine innovation, the formulation relies on recipe innovations such as the substitution of dried seaweed for salt and the use of red peppers in the sauce to maximize the vitamin C content. The finished product is frozen, so that the nutrients are preserved. But despite this the pizzas are made using a traditional technique and the creators of Eat Balanced have kept their sights on making sure that their pizzas taste as good as or better than any other pizza on the market.

They will be available initially in a 9 inch (23cm) diameter size in the freezer case in three varieties – cheese and cherry tomato, ham and pineapple, and spicy chicken and jalapeno. Eat Balanced pizzas will become

available in two major supermarket chains in Scotland around the end of September and in a third around the end of 2012.

Donnie Maclean didn’t start out to create actual better-for-you food but, rather, information about how to eat better. The 33-year-old sales and marketing director for his family business is a marathon runner but was having trouble maintaining proper levels of nutrients in his body. He ended up suffering an iron deficiency and becoming anemic.

“I hadn’t been eating the right things even though I thought I had been,” he recalled. So he developed a way to analyze recipes to determine their nutritional balance. From there, Maclean began marketing the knowledge he was developing and a software programme based on it to, for instance, celebrity TV chefs in Scotland. “I would show them how something was maybe not quite nutritionally balanced and advise them on how to improve it,” he said.

Maclean wanted to turn all of this expertise into a web site where his software would analyze foods, recipes and diets and automatically dispense nutrition advice to users. But in consulting with nutrition experts and doctors and lawyers, he came to understand “why there aren’t that many such nutrition web sites: You need to be making an actual medical assessment of an individual before giving out advice like that,” Maclean

explained. “People could have an underlying condition, or be pregnant and have a miscarriage.”

Maclean channeled his drive into the idea of making nutritionally balanced foods instead of analyzing foods that weren’t balanced. In discussing the idea with him, Glasgow University professor of nutrition science Professor Mike Lean was partitioning a dinner plate, representing complete nutrition, into sections occupied by various foods that would complement one another and produce overall balance. Maclean’s inspiration was to try to come up with one food that would offer an entire “plateful” of nutrition, and pizza seemed like the perfect choice.

The Glasgow, Scotland-based entrepreneur conceded that pizza wouldn’t have been everyone’s obvious choice as the ultimate nutritional vehicle. “Most of it has way too much saturated fat and salt, mostly coming from the cheese, and is too low in fibre and vitamins and minerals” and micronutrients, he said. Pizza makers generally “just don’t know or care what nutrients are in their pizzas.” That is why some nutritionists regard pizza more or less as junk food.

But Maclean embraced the potential of a food that can be a vehicle for just about any ingredient. He nutritionally analyzed 25 different brands of pizza to discover their nutritional shortcomings. He

Healthy pizza a marketing coupWhen an entrepreneur and a nutrition scientist teamed up to attempt the seemingly impossible task of reinventing the pizza as a healthy, balanced meal, their idea captured the attention of the global media, leading to a storm of interest – and helping the company get its new brand stocked by a leading supermarket chain. It’s a case that demonstrates the superior power of PR, compared to advertising, as a highly cost-effective way to raise awareness of a new healthy product. By DALE BUSS.

SEPTEMBER 201222


START-UP CASE STUDY

targeted supplying 30% of daily nutritional recommendations for his pizzas, with 30% representing the amount of such nutrients that European food regulators recommended someone consume at each of lunch and dinner.

SCOTTISH SEAWEED PART OF INNOVATIVE FORMULATION

Removing salt from pizza was one of the first things Maclean needed to do. He wanted to retain the salty flavour that helps attract consumers to pizza, and low-salt cheese tends not to taste very good. So he focused on removing salt from the crust and decided to try substituting dried, salty-tasting but low-sodium seaweed because he wanted a natural alternative to chemical salt substitutes.

“Seaweed is underused in British and American culture but it’s used a lot in Japan, like to wrap sashimi,” Maclean observed. He located a Scottish company that harvested a nutritious type of seaweed near islands off the Scottish coast that has a salty flavour but is only 3.5% sodium, whereas salt is 40% sodium. The seaweed also is a good source of vitamin C and zinc. It dries and granulates into something resembling green ground peppercorns. “We decided we could bake it into the crust of the pizza, and you can’t smell or taste it,” Maclean explained.

That’s just one example of the careful formulation work that Maclean accomplished with every component of the pizza. Remarkably, he came up with a different balanced formula for each of seven varieties – including the three that first will be sold in supermarkets as well as a spicy beef variety, venison, vegetarian, and ham and mushroom. He declined to get more specific because of what he called “very little IP protection in the food industry”.

Maclean also decided to come up with three different sizes of Eat Balanced pizzas as well. A 7.5 inch (19cm) diameter pizza, he said, is aimed at kids; the 9 inch (23cm) toward “weight-conscious consumers”; and an 11 inch (28cm) for sports fans and partiers. “I got some members of the Scottish rugby team to try some of the pizzas, and they gave them a thumbs up,” he said.

Pricing, Maclean said, will make Eat Balanced “more expensive than the average frozen pizza but generally less expensive than the top-end refrigerated pizza.” Manufacturing will be provided by a contract supplier in Edinburgh with whom Maclean has previous business connections.

Even more remarkable than what Maclean may have achieved nutritionally is what he has achieved marketing-wise – for a product that, he admitted, only about 500 people ever have consumed. His strategy has been well-executed tactically, though serendipity has also played a part.

Borrowing from his earlier work in establishing an online-information concern, Maclean understood the value of treating Eat Balanced as if it were an established brand, product line and company – long before it was. So he set up a Twitter account, #EatBalanced, and targeted nutritionists and dietitians in Scotland on Twitter.

“We followed them and engaged them early on and got them to follow us,” he said. “We were straight with them: We told them we wanted to set up a business to help people eat a balanced diet. We didn’t share the specifics with them.” In other words, they were not told the product was a pizza.

At the same time Maclean was working with a colleague to launch Eat Balanced pizza at Food & Drink Expo, the UK’s largest annual trade show, in March 2012. And competing against as many as 400 other food ideas, some of them offered by industry giants such as Unilever and Procter & Gamble, Eat Balanced managed to win the award for “best new idea” of the whole show.

The prize for the award was a full-page ad in a major grocers’ magazine for UK retailers. “That gave us more credibility,” Maclean said.

The tipping point for Eat Balanced’s public profile came when a BBC health correspondent took an interest in the company. Professor Mike Lean’s credentials and ability to explain the nutritional advantages of the product came in handy in validating Eat Balanced to the reporter.

The result was that the BBC did a major feature on Eat Balanced, filming manufacturing of prototypes and including a taste-testing session. “It was all very positive, and because the BBC has such a very good name and is seen as independent, a lot of people latched on to what they had to say,”

Maclean said. Once the story aired on July 2, “even more things snowballed from there”.

The page that contained the text and video of the story was shared by 7,000 people sending links to other people and to social media, making it the second most-shared page on the BBC website for that day.

That in turn led to worldwide media attention from the likes of The New York Daily News, the Times of India, Die Welt in Germany – as well as the media in the UK, the target market for Eat Balanced’s launch.

Eat Balanced now has about 1,400 followers worldwide on Twitter, which it uses intensively, and several hundred on Facebook. Maclean makes a point of engaging them as much as he can individually and he says that in parallel with the pizzas going into supermarkets the company will be making a major push to grow its Facebook following.

Again, mind you – not a single pizza has been sold. But already, as well as generating interest across the UK, Eat Balanced already has received interest from Germany and Norway. And Maclean is trying to tell himself he isn’t getting ahead of things by beginning to seek a manufacturing partner in the United States.

Why shouldn’t he? “I have detailed business plans and financials in place,” he said. “The scope of this could be huge. There are all sorts of toppings I could do for pizzas. And because of the software I’ve developed, there are actually plenty of other sorts of meals that I could develop and analyze. I’m not going to stop with pizzas.”

SEPTEMBER 2012 23


I N N O VAT I O N C A S E S T U D Y

“Ancient grains” such as chia, quinoa, amaranth and spelt are fashionable among some of the most health-conscious consumers, but they are mostly known as ingredients in upmarket breakfast cereals and breads. Few – if any – have become the core ingredients for any particular brand. Entrepreneur Janie Hoffman aims to change that for the ancient Mexican grain known as chia. In less than a year her Mamma Chia beverage has become a $10 million (€8 million) brand.

Offering exotic-flavored, shelf-stable fruit juices packed with hundreds of chia seeds that are clearly visible in clear glass bottles in a beautiful state of equidistant suspension from one another, the product’s combination of healthfulness, tastiness, and oral and

visual drama already has propelled Mamma Chia to the position of number seven best-selling functional-juice beverage in America’s small but important natural foods channel – and it has even achieved 14th position in conventional supermarkets, where it has only just begun appearing.

Based in California, Mamma Chia founder and CEO Janie Hoffman, a career “community” farmer, has made her values part of the brand’s identity, giving Mamma Chia a focus on sustainability – the company gives back 1% of gross sales to support local food systems. The company makes a point of working with growers in Mexico and further south where chia originated. The product is also certified organic.

Hoffman has managed to land highly

regarded beverage entrepreneurs such as Seth Goldman, CEO of Coca-Cola’s Honest Tea unit, as investors and for her advisory board. Her team includes executives with vast experience with natural beverages and natural foods retailers. And Mamma Chia has achieved such buzz in American media that the brand is a favorite of TV host Dr. Oz and has been featured in Oprah Winfrey’s magazine.

The humble chia seed had until recently been known by American consumers only as the basis of the “Chia pet” toy that became popular in the 1980s by quickly growing chia sprouts that could be made into the shapes of animals.

“There’s nothing as nutritionally dense as a chia seed,” Hoffman explained to New

Ancient grain core of an innovative beverage

for modern timesBy taking the “ancient grain” chia seed and modernizing it – in the form of a visually-striking drink – start-up brand Mamma Chia has become a best-selling functional beverage in less than a year. Undeterred by its limited marketing budget the brand is focusing on sampling, confident that the beverage’s intriguing mouthfeel will sell itself. By DALE BUSS.

SEPTEMBER 201224



Nutrition Business. And while there have been chia-based frescas and other beverages in the Mexican market, she allowed, Mamma Chia “were the innovators and first to market” with a chia beverage in the modern era. “And it really has taken off.”

Among the chia seed’s claimed benefits are that it has more fibre than flax seed, and carries 30% more antioxidants by weight than blueberries. Yet the hull-less seed – which resembles a sesame seed in colour and size – is completely bioavailable in its whole form and so doesn’t need to be ground like many other seeds, including flax.

The ancient Mayans and Aztecs relied heavily on chia, using it not only as a food staple but also as a form of currency and

even in religious ceremonies, Hoffman said – and the Aztecs’ chia goddess is Mamma Chia’s logo. But Spanish conquistadores destroyed chia crops in favour of having their new subjects grow wheat and barley, and so chia cultivation went essentially underground, to small family plots, where it remained for a long time.

Hoffman was a small-time farmer for many years in San Diego County, raising and selling produce such as avocados and guavas in a network of “community-supported agriculture” ventures. She became familiar with chia seeds a few years ago after hearing and reading about them in foodie media and recognizing their growing popularity as a crop grown not only in Mexico but also

in Central and South America and even Australia. Hoffman began putting the raw seeds in all sorts of personal recipes.

Then she began experimenting with soaking the seeds in water. Although chia doesn’t have a hull, it bears a thin membrane that softens in water. That allowed Hoffman to infuse the seeds with organic fruit juices and also created a gel around the seed as the fibre was drawn out of the seed. She was able to suspend the seeds in the juice, creating a visual statement that, when consumed, also created a “sensory party” in the mouth.

“I intuitively knew and felt very strongly that if we could keep the natural gel surrounding the chia seed intact during the [production] process, and keep that fun-for-

CHART 1: MAMMA CHIA – A PREMIUM PRODUCT IN A SUPER-PREMIUM MARKET

The chart compares Mamma Chia to other successful “wellness beverages” on a price per litre equivalent.

0

1

2

3

4

5

6

7

8

9

10

11

12

Synergy Kombucha$3.39 per

16 fl oz/473ml

Good Belly probiotic juice

$3.69 per 950ml

Bolthouse Farms Fruit Smoothie

$4.29 per 33.8 fl oz/1 litre

Vita Coco coconut water$2.99 per 17 fl oz/500ml

Function Alternative Energy

$1.99 per 16.9 fl oz/500ml

Tropicana Trop 50 Orange Juice

$5.79 per 59 fl oz/1.744l

Campbell’s V8 Fusion$4.99 per 46 fl oz/1.36l

$7.16

$3.88

$4.29

$5.95

$3.98$3.31

$3.68

$

Source: New Nutrition Business survey of pricing at Whole Foods and Albertsons

Mamma Chia $3.49 per 296ml

$11.80

SEPTEMBER 2012 25


your-mouth experience – that unique and enjoyable drinking experience – we really had the potential to make a meaningful and significant contribution to the beverage industry,” Hoffman recalled.

But such a vision was easier expressed than realized, especially the part that allows Mamma Chia to hold the seeds in attractive suspension evenly throughout the beverage. “We had one disastrous pilot run after another,” Hoffman said. “There was plenty of clumping. Also, it was incredibly difficult to maintain the natural gel around the seed. I had many people tell me, ‘Just grind up the seed and make a smoothie.’ But I was sure we could do it. So we stuck with it.”

Ultimately Hoffman figured out how to make the product fit her vision; she declines to describe the exact method, and a patent is pending for the seed-suspension formula and technology, including how to manufacture Mamma Chia. It is co-packed by a manufacturer. “Let me just say that if you were going to take chia seeds and just throw water in the bottle with them, you’d have clumping,” she said.

Once Hoffman got the suspension technology right, and could create the dramatic sight of hundreds of tiny cream-colored seeds suspended evenly in an ocean of delicious-looking juice, she was ready to take Mamma Chia to retailers in the summer of 2009. Her first sales call was to a Whole Foods purchasing agent for the Southern Pacific Coast region, who signed up for the brand right away.

Mamma Chia first hit store shelves at Whole Foods – America’s biggest natural foods supermarket chain, with 330 stores – in southern California in October, 2010. Within two months of that debut, the chain wanted to take the brand national. But Hoffman hesitated at that point. “We weren’t able to do that,” she said. “We wanted to make sure when we went national, we were able to hit it out of the park. We were very disciplined and methodical” and, instead, rolled out to other Whole Foods stores, region by region. Mamma Chia became the chain’s fastest-selling new beverage everywhere it arrived and finally appeared nationally about a year ago.

More recently, Mamma Chia

has been picked up by 150 Ralph’s and 40 Von’s conventional supermarkets in the West as well as by Eastern chains including Giant Eagle and Wegman’s. And over the 52 weeks ended in mid-July, Hoffman said, Mamma Chia’s dollar sales increased ten-fold compared with a year earlier. “How the brand polls with consumers is just amazing,” said Hoffman, adding that Mamma Chia has become “a word-of-mouth phenomenon”.

Mamma Chia retails for a suggested $3.49 (€2.79) for a 10oz (296ml) bottle, a robustly premium price point in a premium market, when compared on a price per litre basis (see chart).

Each 296ml bottle delivers:• 2500mg of omega-3s• 4g of protein• 6g of fi bre – 25% of the RDA• 95mg of calcium

The product is entirely organic. It is sweetened with agave nectar, with 14g of total sugars per bottle.

Beyond its appearance and the powerhouse nutrition provided by chia seeds, Mamma Chia also offers an interesting lineup of flavours, some of which combine unusual ingredients:

• Blackberry Hibiscus• Coconut Mango• Raspberry Passion• Guava Mamma• Cherry Lime• Cranberry Lemonade• Pomegranate Mint

• Kiwi Lime• Grapefruit Ginger.

Blackberry Hibiscus, Coconut Mango and Guava Mamma, a new flavour, are selling “through the roof,” Hoffman said. Her overall philosophy is to make Mamma Chia flavours “sophisticated yet accessible. I don’t think they’re too crazy,” she said.

“Fun for your mouth, great for your body!” is the brand’s marketing tag line, and Hoffman carefully keeps the beverage targeted on that mantra. Her patent-pending suspension process is a major part of that, of course. Also, the company calibrates the viscosity of the drink to strike an ideal balance between substance and refreshment.

“We wanted to keep it very refreshing, and we feel this viscosity and density is the perfect fit,” she said. “It’s still lots of fun to play with it on your tongue.”

In fact, Hoffman doesn’t miss many opportunities to promote how Mamma Chia feels in the mouth. “We heard that sentiment over and over again from people when we were testing the product, and it really is like a party in your mouth,” Hoffman said. “It’s so much fun to drink. And we know that’s our best marketing tool. So being a startup company and with a limited marketing budget, we put every dollar we can into sampling – in-store events and community events.

“We know that once people taste the magic, they are hooked and want to tell other people.”

As with most start-ups, Mamma Chia also has a presence on Facebook and Twitter and its own Youtube channel: http://www.youtube.com/mammachial.

Hoffman also is aware that potential competitors would like to access the “magic” of Mamma Chia as well. Already, Synergy, the leading purveyor of kombucha drinks (see Case Study in New Nutrition Business August 2012), has added chia seeds to some products.

“We were first to market,” Hoffman said. “And we know that the chances of a whole family liking a fermented-mushroom tea like kombucha are [very small.] But we know with Mamma Chia and our organic fruit juices, the whole family can enjoy it.”


Undeterred by its limited marketing budget, Mamma Chia is focusing on sampling, confi dent that the beverage’s intriguing mouthfeel will sell itself.

SEPTEMBER 201226


N E W P R O D U C T S

Country Company Brand & Product DescriptionPART 1: NORTH AMERICA – FOODS & BEVERAGES

All new product information is sourced exclusively from Mintel’s GNPD (Global New Products Database), which can be visited at www.gnpd.com. Mintel can be contacted at 18-19 Long Lane, London EC1A 9PL, U.K.. Tel. +44-(0)20-7606-4533, Fax +44-(0)20-7600-3327

FUNCTIONAL & HEALTHY-EATING NEW PRODUCT LAUNCHESEach month we summarise new product launches from around the world.• Part 1: North America • Part 2: Rest of the World

BAKERYCanada Kraft Christie Belvita Breakfast Cranberry

Orange Cereal BiscuitsMade with real fruit, soft baked with whole grain and are a wholesome source of energy. Contains 5g fibres and 5g whole grain per serving. The 250g recyclable pack containing 5 x 50g individually wrapped biscuits.

Canada Dare Foods Grissol Crispy Baguettes Tomato & Basil Baked Snack Bread

No artificial flavours. A source of polyunsaturates and omega 3, no trans fat, low in saturated fat. Also available: Sour Cream & Onion Flavoured Bite-Sized Bread Snacks.

Canada Canada Bread Dempster’s Bakery Smooth Multigrains Fins Loaf

Baked with 16 whole grains, features a soft and smooth texture, made with Dempster’s Signature grain blend, a proprietary recipe of whole grains which provide fiber and help feel fuller for longer. Pack features the Heart & Stroke Foundation logo.

USA Suncore Products WhoNu? Nutrition Rich Chocolate Cookies

No trans fat, hydrogenated oils, or high corn fructose syrup. Provides as much fiber as a bowl of oatmeal, as much calcium and vitamin D as an 8-fl.oz. glass of milk, and as much vitamin C as a cup of blueberries per three cookie serving. Also contains vitamin A, vitamin B12, vitamin E, and iron for a total of 20 essential vitamins and minerals.

USA Nordic Breads Nordic Breads All Natural Finnish Ruis Bread

Made from 100% whole grain rye and contains 15% fiber, four times more than white bread. This organic product is low in GI, high in antioxidants and iron, free from preservatives, wheat, cholesterol, and trans fat, is claimed to provide the right kind of energy to boost one’s daily life.

USA Kashi Kashi Almond Soft-Baked Squares Made with whole grains and naturally sweetened for a tasty, all natural snack. With agave, no high-fructose corn syrup, contains nutritious seven whole grains, sweet potatoes and beans, 4g of fiber and 4g of whole grains per serving and 300g ALA omega-3 from expeller pressed canola oil. Kid-friendly product contains 38% organic ingredients.

USA Baltic Shop Storye Classic Rye Bread with Carrots

Made with 100% rye grains grown in Northern Europe and freshly cut carrots. This all natural bread is made with no preservatives and contains 10g of fiber per slice. Low in fat and free from yeast, cholesterol and trans fat.

BEVERAGESCanada WN Pharmaceuticals Webber Naturals PGX Satisfast PGX

& Whey Protein PowderVanilla flavoured whey protein powder containing PGX, which helps reduce appetite by promoting a feeling of fullness for hours. It also helps lower GI, promoting healthy blood sugar levels, and helps reduce elevated total and LDL cholesterol levels. No artificial colours, preservatives or sweeteners or yeast, and contains only 70 calories per serving. With 90% whey protein.

USA Lucerne Foods Lucerne Protein+ Vanilla Flavoured Protein Fortified Dairy Beverage

Contains 20g of protein per bottle, a convenient way to add additional protein to diet. Low fat milk combined with important vitamins including the antioxidant vitamin E, said to help replenish body after a workout. Contains 30% more protein than low fat milk, with vitamins A, D, B1, B2, and E added.

BREAKFAST CEREALSCanada PepsiCo Quaker Hearty Medleys Fruit, Nut

& Omega-3 Instant Multigrain Hot Cereal

High in fibre, contains real fruits and nuts, and is a source of omega 3. Low in saturated and trans fats, which may reduce the risk of heart disease. With all natural flavours and wholegrains.

Canada Nature’s Path Foods Nature’s Path Qi’a Superfood Chia, Buckwheat & Hemp Cereal

Cranberry vanilla flavour. This organic certified product is free from GMO, gluten, wheat, added sugar and salt. Source of omega -3 polyunsaturates and fibre. Full of plant based protein, fibre & ALA omega-3s, and can boost one’s nutrition with only two tablespoons.

Canada Everyday Superfoods Everyday Superfoods Super Trim Superfood Cereal

Contains chia seeds, hemp hearts and buckwheat. Chia seeds is a source of omega-3 fatty acids and soak up to ten times their weight in water forming a gel that is soluble fibre. Source of protein, calcium, magnesium, omega 3 and 6 polyunsaturated fatty acids, and high in dietary fibre and iron. Free from gluten and lactose.

USA Good Superfood Good Cacao Coconut Omega-3 Superfood Chocolate

Hand-made using whole-food, all-natural ingredients: Raw Ecuadorian cacao powder, Peruvian lucuma and maca, Brazilian cupuacu, African baobab, and Madagascar vanilla, among others, are blended with evidence-based and patented nutraceuticals such as: FloraGlo lutein, Fuji AstraREAL, DSM life’sDHA for healthy brain, eyes, and heart, Biothera Wellmune, Tocomin, and Ganeden BC30 Probiotic. Contains 72% dark cacao, and is free from gluten, trans fat, GMO, additives, preservatives. Features vegetarian omega 3, antioxidants, polyphenols, Cocanourish, raw lucuma, raw vanilla, and raw cacao.

USA Indahphoria Chocolate Indahphoria Chocolate Relax Chocolate Tablet

An organic “calming and uplifting” herbal chocolate alchemy for sustainable stress relief. Said to assist to sooth and uplift while combating anxiety and irritability; 65% cacao.

DAIRYUSA International Trade Imports Ricky Joy Original Flavored Yogurty

DrinkWith LCS (Lactobacillus Casei Strain), which aids in digestion and calcium absorption, and a low sugar content of 9g per bottle. Made with New Zealand milk, no refrigeration required, retails in a pack that includes straws.

USA Sprouts Farmers Market Sprouts Farmers Market Original Coconut Milk

Enriched with calcium and vitamin A, vitamin D2 and vitamin B12.

USA Kroger Ralphs Almondmilk Made from almonds, which are rich in vitamin E antioxidants and calcium and contains essential vitamins A and D. Only 60 calories per serving.

USA Cascade Fresh Cascade Fresh Plain Nonfat Yogurt Gluten free, probiotic yogurt made with all natural ingredients. Contains eight active cultures to provide exceptional nutritional benefits for digestive health.

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USA EatStrong Sophie Plain with Fiber Nonfat & No Sugar Added Greek-Style Yogurt

Provides 16g of protein, is a good source of fiber.

USA Minerva Dairy Ilios Cultured Greek Yogurt Butter This butter contains 1g of protein, 25% less fat and 30% fewer calories compared to regular stick butter, and contains no artificial flavors, colors or preservatives.

DESSERTS & ICE CREAMCanada Metro Brands Irresistibles Smart Kids Mini Fudge

Bars on a StickNo artificial colours or flavours. Contains 60 calories per bar.

Canada Sobeys Compliments Balance Double Chocolate Frozen Yogurt with Milk Chocolate Pieces

With probiotics, low in fat and cholesterol, free from added artificial colours and flavours. A source of calcium.

USA ConAgra Foods Snack Pack Bakery Shop Apple Pie A La Mode Pudding

Provides 30% of the daily value of calcium. No high fructose corn syrup, no preservatives and no trans fats. No gluten.

USA Be Active Brands Jala Honey Vanilla Harmony Flavoured Low-Fat Greek Frozen Yogurt

Contains active probiotics, is all natural and free from gluten.

FRUIT & VEGETABLESUSA Sunrise Growers Sunrise Growers Antioxidant Blend Blend of high antioxidant, vitamin C fruits. Contains antioxidants, vitamin C

and fiber. This combination of fruits has an ORAC value over 6000. JUICE DRINKSCanada Novidev Santé Active Anti+ Blueberry 100% Pure Juice Processed by Vegetal Intelligence, a unique process which guarantees that the

fruit’s bioactive compounds remain intact. USA Zico Zico Dark Chocolate Flavored

Premium Coconut WaterReformulated and is now a good source of iron and magnesium.

USA Mamma Chia Mamma Chia Seed your Soul Organic Grapefruit Ginger Beverage

Provides 2500mg of omega-3, 4g of complete protein, 95g of calcium, is an excellent source of fiber and powerful antioxidants, and naturally provides energy and strength. Variants: Kiwi Lime Beverage; and Guava Mamma Beverage.

USA Mrs.Erb’s Sustainable Foods Chia Star Organic Blackberry Lime Refresh Beverage

Comprises 3% juice and 90% hydrated chia, is free from GMO, gluten, and contains only 5g of sugar. Claimed to accelerate, hydrate, and invigorate.

USA H-E-B H-E-B It’s Juice! 100% Grape Juice Plus Calcium & Fiber

With calcium and fibre. Enriched with vitamin C and contains no artificial colours or flavours.

MEALS & MEAL CENTERSUSA Frozen NP Naked Pizza Cheese Pizza Made with Ancestral Blend crust with 10 grains and seeds and

GanedenBC30 probiotics. Contains 100% premium, real mozzarella, tomato sauce with no added sugar or citric acid, all-natural vegetables with no preservatives or additives.

SNACKSCanada General Mills Fibre 1 Chocolate Caramel Pretzel

Flavour Chewy BarsContain 100 calories per bar. The high fibre bar contains 20% of daily fibre.

USA Supreme Protein Supreme Protein Peanut Butter Wafer Crunch Nutrition Bar

Described as the world’s first quadruple layer protein bar, combining real candy flavor and the unsurpassed amino-rich power of high quality whey isolate. The product offers 15 grams of high quality protein with essential vitamins and minerals.

USA Supervalu Essential Everyday Fiber Max Oats and Chocolate Chewy Bars

Naturally flavored and provides 35% of the daily value of fiber. This whole grain product aids in satisfying one’s appetite, managing weight and keeping the digestive system on track.

USA Clif Bar & Company Clif Kit’s Organic Chocolate Almond Coconut Fruit+Nut Bar

Contains six ingredients and is free from GMO, gluten, soy and dairy.

USA Quest Nutrition Quest Bar All Natural Protein Bars High in fiber and are free from gluten, added sugar and artificial sweeteners. Each serving contains 20g of protein. This low-carb product is said to be the only protein bar with a perfect nutritional profile.

USA Mars Goodness Knows Nutty Apple Squares

Repackaged in a 6.0-oz. recyclable pack containing five 1.2-oz. individually wrapped squares. With selected cocoa beans that are uniquely handled to retain cocoa flavanols, which help support the healthy circulation of nutrients and oxygen from the brain to bare feet. Also available: Peachy Cherry Squares; and Very Cranberry Squares.

USA Clif Bar Clif Kid Organic ZBar Crispy Rice Cookies’n Cream Bars

Whole grain rice crispy bars with 8g whole grains and free of high fructose corn syrup, hydrogenated oils, preservatives, artificial flavors, artificial colors and trans fat. A blend of carbohydrates, fiber, protein and fat to maintain kids’ energy, are the right size for them and contain vitamins and minerals.

USA Quaker Oats Quaker Stila Cranberry & Yogurt Oat Clusters Bits

Naturally and artificially flavored. Contains 90 calories per pack.

USA The Nest Collective Plum Kids Organic Grammy Sammy Cocoa Graham & Banana Yogurt Sandwich Bar

A soft baked cocoa graham sandwich filled with banana yogurt. No high fructose corn syrup, trans fats, GMO, artificial flavors or preservatives. The wholegrain, easy to eat bar is said to help nourish and fuel kids with energy throughout the day. Sized for snack time and is a perfect lunch-box snack.

USA Greens Plus Greens Plus Camu Kaze Energy Shot Contains the powerful Amazon superfruit camu camu, is loaded with high-ORAC antioxidants, vitamin C, vitamin B complex, and minerals and electrolytes for hydration. Said to neutralize free radicals, provide important nutrients such as calcium, potassium, and B vitamins required for proper metabolism, energy production and mood support. With organic coconut water, each serving contains an ORAC value of 62588 units.

USA Feel Fit Enterprises Fitmixer Amino Acid Drink Said to optimize before, during and after a workout. With Tri-Flow, a patent-pending blend of ingredients university tested and clinically shown to increase nitric oxide 300% more than leading fitness products. According to the manufacturer, increased nitric oxide may have a variety of benefits including increased oxygen delivery throughout the body to reduce fatigue and improve muscle recovery. Formulated with green tea and green coffee extract to boost body’s natural energy and support focus while exercising. Eight essential amino acids may increase strength, define lean muscle, and help support muscle repair. Contains isomaltulose, a naturally occurring sugar found in honey and sugar cane. Isomaltulose has a low GI and is digested more slowly than sucrose, therefore prolonging glucose and energy supply and a low glycemic response.

SPORTS & ENERGY DRINKS

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

BAKERY

Austria Kraft Foods BelVita Breakfast Biscuits with Cranberries

With five wholemeal cereals and rich in cereals, fibres, vitamins and minerals. Enriched with vitamins E, B1 and B3, iron and magnesium carbonate. Variants: Breakfast Biscuits with Milk & Cereals; and Crisp Breakfast Biscuits.

Colombia Kraft Foods Belvita Honey and Chocolate Chip Cereal Biscuits

Contain four wholegrain cereals. Claimed to provide energy, vitamins, miner-als and fibers for the consumer’s mornings. It contains more than 50% cere-als, 34% wholegrain cereals, and is free from trans fats, colorants or preserva-tives. Also available is a Milk and Oatmeal variety.

Finland Perheleipurit Perheleipurit Karp Pinen Lemon Flavoured Low Carb Muffins

Contain 92% less carbohydrates than wheat muffins and are free of gluten and lactose. A rich source of fibre and contain no added sugar.

Italy Buitoni Buitoni Vitamin Enriched Rusks Newly designed 300g pack. Ideal for a vital and dynamic breakfast, enriched with six vitamins, calcium and iron providing 15% of the RDA in four slices.

Japan Yamazaki Nabisco Nabisco 100kcal Digesta Cassis Orange Biscuits

Provide 100kcal per 20g on-the-go pocket pack. The portion-controlled cookies are bite-sized and feature wholewheat which is naturally rich in dietary fiber, and wheat germ, naturally rich in vitamins and minerals. The rich fruit cream part also contains functional ingredients for women such as col-lagen. Also contains added vitamin C.

South Korea Lotte Boulangerie Body Smile Project Croissant with Apple Jam

Contains 3g dietary fibre, the same amount as two apples.

Spain La Bella Easo La Bella Easo Cuida + Croissants Repackaged. Contains 6% soluble fiber, which improves the digestive system, and has 30% less fat. Contains fructose as the only added sugar, which helps provide energy and is free from hydrogenated fats, preservatives or colou-rants. Pack features the Sociedad Española de Dietética y Ciencias de la Alimentación (Dietetic Spanish and Food Science Society) logo.

Spain Girofibra Fibrarich 10 Oatmeal and Chocolate Biscuits

Have a bifidus effect with 12% natural fibres, a high fibre content, and are free of added sugars and hydrogenated fats. Contains raisins, delivers well-being. Also available: Cacao + Frutas (Cocoa and Fruit Biscuits); and Avena + Lino (Oat and Linseed Biscuits).

UK GG Unique Fiber Slimming World GG Unique Fiber Scandinavian Bran Crispbread

Contains all natural ingredients and is made with unprocessed wheat. Excellent source of fibre and keeps consumers feeling fuller for longer.

BREAKFAST CEREALS

Australia Rob’s Products Rob’s Pure Life Fructose Free Cereal with Chia Seeds

A premium protein and weight loss food. All natural, and free from gluten, wheat, yeast, nuts, preservatives, GM, and dairy. High fibre and omega 3 cere-als are packed with antioxidants and whole grains, low in salt and low in sugar. A source of the entire range of vitamins and minerals, designed to be nutritionally balanced with large amounts of protein and fibre to keep feeling full for longer, can be consumed on the go. Also available is a Berry Boost with Antioxidants Cereal variety.

Portugal Scamark Marca Guia Forme Cereals with Red Fruits

With toasted rice and wheat flakes, and contain seven vitamins including thia-min that helps the nervous system; riboflavin which helps maintain healthier skin and eyes; niacin which contributes to the assimilation of energy; vitamin B12 which is essential for the blood formation; vitamin B6 which contributes to a healthier cardiovascular system; folic acid which helps the development of the baby during pregnancy; and panthotenic acids which are ideal for healthy hair, nails and skin.

Japan Pokka Pokka Kubire Fruit Sparking Drink A prune flavoured carbonated soft drink formulated with 6.0g of dietary fiber to provide a source of dietary fiber for adult women.

Japan Ito En Ito En Stylee Sparkling Drink Aimed primarily at men in their 40s to 50s whose blood triglyceride level tends to be high, and contains monoglucosyl hesperidine, a citrus polyphenol that reduces triglyceride. A non-calorie drink with a ginger lemon flavour.

Belgium Nutrition & Santé Céréal Milk Chocolate with Stevia Extracts

Contains 75% less sugar and is rich in fibre. Also available is Stevia Sweet Noir (Dark Chocolate with Stevia Extracts).

Netherlands Mood Foods Ombar Superfood Chocolate Organic Raw Chocolate Infused with Strawberry and Probiotics

Contains probiotics, and is sweetened with low glycemic organic coconut sugar.

UK Goodnesse Ohso Probiotic Chocolate Bars Contain the optimum daily amount of probiotic to help keep the digestive system healthy. Each bar contains around a billion lactobacillus and bifidobac-terium bacteria. Contains good bacteria that lasts three times longer than in yogurt drinks and has only 72 calories per bar.

Netherlands NewTree New Tree Dark Chocolate Bar with Speculoos Biscuit and Fibre

Consists of dietary fibres, Belgian speculoos biscuit pieces and golden flax-seed. It contains three times more fibres and 30% less sugar than regular chocolate bars and it is a source of Omega 3.

DAIRY

Chile Nestlé Nesté Svelty Corazon Instant Skim Milk with Phytosteroles

Relaunched, and now features a new brand name. Contains phytosteroles, which stop cholesterol absorption.

Czech Republic Miltra B Mlékárna Miltra Emmental Slices Prepared from ripened cheese with Sel-Plex antioxidant defence to support the immune system.

France Auchan Auchan LK Fermented Strawberry Flavoured Drinking Milk

This sweetened product contains L. casei and L. rhamnosus, claimed to help reinforce the immune system.

India Danone Foods & Beverages Danone Nutri 4+ Strawberry Flavoured Yoghurt

Fortified with four vital nutrients including iodine for normal growth and development, and vitamin A which contributes to the maintenance of normal and night vision. It also contains zinc essential for the normal functioning of the immune system, and iron which can help reduce fatigue and contributes to intellectual abilities.

CARBONATED SOFT DRINKS

CHOCOLATE CONFECTIONERY

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Indonesia NutriFood HiLo Teen Banana Yogurt Flavoured Milk

A milk powder specially formulated for teenagers up to 19 years of age. The certified halal milk is said to have balanced nutrition and to be high in calcium to help bone development. Repackaged in a newly designed 250g recyclable pack, featuring links to Facebook and Twitter.

Ireland OTL Lactida B3 Active Vanilla Flavoured Dairy Drink

Contains Lactobacillus Bulgaricus, a probiotic lactic acid reducing bacteria. This easy-to-digest drink is said to be a great way to start the day as it is enriched with vitamin B3 that helps to provide energy and vitality, maintain healthy skin, aid circulation and the digestion system.

Italy Dico Dico Strawberry Flavoured Fermented Milk

One bottle a day of this drinking yogurt is said to reduce cholesterol levels thanks to the vegetable sterols in its formula.

Italy Centrale del Latte Salerno Campania Intavola BryOgo Strawberry Flavoured Probiotic Yogurt

Free from preservatives and contains probiotic ferments which regulate intestinal functions and favour the natural balance of micro flora. Also avail-able are the following varieties: Arancia Carota Limone (Orange Carrot and Lemon Flavoured Probiotic Yogurt); and Banana (Banana Flavoured Probiotic Yogurt).

Norway Tine Tine YT After Exercise Restitution Drink with Banana and Strawberry

Now with new and better flavour. This protein rich drink is developed in co-operation with Toppidrettssenteret (Top Sports Center) to help muscles rebuild their energy quickly and to promote their growth and maintenance.

Russia Valio Valio Gefilus Soured Milk A natural fermented milk product that has a positive effect on the digestive system. This soured milk contains 1% fat and is enriched with vitamin D and Lactobacillus LGG, the most studied lactic-acid bacterium in the world that normalizes the flora of the stomach. It also strengthens the immune system and combats harmful micro-organisms.

South Korea Ildong Foodis Ildong Foodis Bone Care Calcium Enriched Milk

Specially designed to care for the growth and health of bone. Contains Bone-pep ingredient, extracted from egg yolk. Enriched in calcium and contains vitamin D3 that supports calcium absorption and bone structure, casein phosphopeptide, manganese, folate and zinc. This pasteurized product is pro-cessed in a manner that minimizes the loss of vitamin, protein, and calcium.

Spain Corporación Alimentaria Peñasanta Central Lechera Asturiana Lactose-Free Semi-Skimmed Milk

Low in fat, and enriched with calcium and vitamin D. One glass provides 50% of the calcium daily requirement. Free from lactose, making it more digestible, and contains vitamin D, which helps calcium and phosphorous absorption and appropriate use.

Spain Alcampo Auchan Vivir Mejor Strawberry Flavoured Drinking Yogurt

Said to help reduce cholesterol, and contains added vegetable sterols.

UK Pakeeza Dairies Lancashire Farm Probiotic Low Fat Mango Yogurt

Contains probiotic friendly biocultures bifidiobacterium BB12(R) and lactoba-cillus acidophilus which help to maintain a healthy digestive system.

DESSERTS & ICE CREAM

Mexico Nutrisa Nutrisa Natural Flavored Yogurt Ice Cream

Made with semi-skimmed milk, this low-fat ice cream has been enriched with fiber, contains lactobacillus, a probiotic that may help improve digestion and protect intestinal flora, and also provides nutrients that facilitate the absorp-tion of vitamins and minerals, such as calcium.

JUICE DRINKS

France Distriborg Gayelord Hauser Goji Berry Drink Contains goji berries which are high in antioxidants for immune system health and other fruits. Said to be rich in natural beta carotene and enriched with vitamins C and E.

France Zico Zico Original Coconut Water Said to be naturally low in calories, naturally isotonic and a natural source of potassium to help maintain normal muscle function.

Israel Sapnan General Food Sappe Beauti Drink Apple Flavoured Beverage with Collagen

Contains 1,000mg of collagen. Also available is Beverage with Fiber and L-Carnitine.

Japan DHC DHC “Drinking 350g” Vegetable Drink

A 100% juice formulated with 350g of green, yellow and a total of 25 vege-table varieties. Claimed to satisfy the recommended daily value of vegetables suggested by the Ministry of Health, Labor and Welfare. It has the rich flavour and original sweetness of the vegetables and a refreshing aftertaste. It offers more than 5.1g of dietary fiber per pack, and has no added sugar, salt, flavour-ings, colorings or preservatives.

Netherlands Fruity Line Fresh Boozt Freshly Pressed Fruit and Vegetable Shot

Contains a blend of freshly pressed fruit and vegetable juices, including apple, blackcurrant, raspberry, pear, beetroot and wheatgrass juice. Claimed to pro-vide natural fruit power, is packed with vitamins and a high concentration of natural nutrients which give one energy to start the day.

MEALS & MEAL CENTERS

Ireland Innocent Innocent Veg Pot Bombay Squash Curry Meal

A microwaveable and Vegetarian Society-approved meal of fresh veg, tasty sauce, beans, rice and spices with no colourings, flavouring or additives. This vegetable loaded meal provides three portions of vegetables, is a source of protein, high in fibre and naturally low in fat. Made with 100% non-air freighted ingredients, and the inside of the cardboard sleeve lists 101 things to do with the pot.

Japan Ezaki Glico Glico 80kcal Calorie Control Hot Curry with Eight Vegetables

Reformulated with eight vegetables and repackaged with a new look. It provides only 80kcal, less than half the calories of comparable products. The microwaveable product is free from added sugar or wheat flour and contains 5.0g sugar per serving. The high-satiety curry also has 8.6g dietary fiber per serving.

UK Marlow Foods Quorn Chicken Style Jalfrezi Lunch Pot

Made with mycoprotein, a nutritious member of the fungi family which is naturally low in fat and high in protein and fibre.

OTHER BEVERAGES

Netherlands Natusor Gezondheidsproducten Natusor Vanilla Flavoured Seaweed Protein Shake

A whey protein-kelp-undaria-chlorella-spirulina shake that increases the metabolism, has a strong appetite suppressant effect and is a total body cleanser as well. This product helps to lose weight, gives lots of energy and the consumer does not feel hungry. The protein shake is based on high pro-tein, and reduced amounts of carbohydrates and fat. This easy to maintain diet is rich in chlorella for a total body cleanse, spirulina for lots of energy and kelp and undaria to reduce hunger. The gluten-free product also includes a unique combination of seaweed, algae and whey protein to feed muscle tissue.

SEPTEMBER 201230



SIDE DISHES

Argentina Italo Manera Nutregal Pasta Letters Fortified with both iron and calcium, providing 30% of the recommended daily intake of each mineral.

Russia Southern Rice Company Agro-Al’yans YunNat Millet for Children and Adults

Suitable as baby food and for those who prefer diet products. A source of eight essential amino acids, and ninth-histidine, which is not produced naturally by a child’s body but is very important for proper metabolism and growth. The premium quality product is low in carbohydrates, promotes weight loss.

SNACKS

India Sun Hygiene Foods Natural’s Coco Cranberry Energy Bar

A meal or breakfast on the go. This vegetarian energy bar is free from added sugar, additives or preservatives, gluten, wheat, dairy, trans fat and cholesterol. Low Gl and is high in energy and rich in sources of fiber.

Japan Meiji Meiji Perfect Plus Double Berry Chunky Snack Bar

Formulated with a balanced blend of ingredients including soy, unpolished rice, oat, wholewheat, millets, and dried fruit of cranberries and blueberries. The enriched product provides dietary fiber, iron and 10 vitamins. Aimed at consumers in their 20s to 40s.

Japan DHC DHC Mango Flavoured Fruit Mannan A healthy weight control treat described as dry konjac strips flavoured with mango fruit and puree. It has the chewiness of konjac and the sweetness of fruit, offering a texture and taste much like dried fruit. As it is rich in dietary fiber, it offers fullness when taken with water. One 12g pack provides only 37kcal, and features added calcium but no sugar, chemical seasonings or pre-servatives. A good snack for dieters to be served with alcoholic beverages, and is also claimed to be good as a snack for children looking to strengthen their chewing ability.

Mexico NuGo Nutrition NuGo Chocolate Banana Bar Made with real milk chocolate, is 100% natural, low fat and contains 17g of proteins. Contains essential antioxidants and vitamins, and has a low glycemic response.

Netherlands Oce-Bio Kineslim Caramel High Protein Complex Bar

Part of a diet control system with a high 10g protein complex and a vitamin complex. The bars are made with sweeteners and are low in sugars and calo-ries. The product is rich in fibre and is said to be an ideal, balanced snack that may be used to support a weight loss program.

Netherlands NBTY Europe Protopure Diet Chocolate Indulgence Flavoured Bar

Contains antioxidants which contribute to the protection of cells from oxidative stress. The bar is also said to be an excellent source of zinc which contributes to normal macro nutrient metabolism. The product contains 20g protein, is high in fibre, and is a source of vitamins C and E.

Netherlands Van Delft Golden Power Crunchy Energy Bars with Taurine & Caffeine

Crunchy baked wheat bars containing 45mg of caffeine per 100g. Claimed to provide extra energy.

SPORTS & ENERGY DRINKS

Germany Limuh Limuh Asterix-Mix Premium Vital Drink

Made with whey and 25% fruit content. Sweetened with stevia, features a forest fruits and grape flavour, and is fortified with vitamins and zinc. Twisted with LQ [+] vital formula to deliver energy, concentration and protect the immune system.

Japan Fancl Fancl Birdie Rush Supplement Drink for Golfers

Targeted at middle aged to senior golfers. The jelly drink contains ViNitrox, a grape and apple-origin polyphenol, branch-chain amino acids, theanine, arginine and maltodextrin to improve mental and physical performance. The product won the company’s in-house competition for products that create a new value. Contains no colorings or preservatives and is designed to boost the consumers’ focus, vitality and help them to relax. It retails in a pack com-prising 8 x 70g on-the-go pouches.

UK Boots Boots Shapers Berry & Apple Stimulation Drink

Carbonated low calorie berry flavour drink with apple, blackcurrant and strawberry juice, taurine, caffeine and B vitamins with sweetener.

Japan Kraft Foods Recaldent Lemon & Grapefruit Gum Sugarless gum with a long-lasting flavour formulated with CPP-ACP for healthy teeth. Comprises the following flavours: sweet and sour lemon; and a juicy white grapefruit.

Mexico Novedades Exclusivas Novidex Fruit’n Yogurt Yogurt Coated Gummies

Contains 73.5 calories per pack, 100% of vitamin C, 25% of vitamin D, and 10% calcium. Preservative free.

Spain GlaxoSmithKline GSK Hibit’s Honey and Lemon Flavoured Balsamic Candies with Natural Herbs

Said to soften and protect the throat. They contain chamomile, sage, thyme, marshmallow and mint, which are said to protect the mucous membranes of the throat and refresh. The product is made with vitamin C and retails in a 56g pack with 16 units.

SWEET SPREADS

Argentina Cedro Azul Trini Diet Peach & Strawberry Jam Contains 70% fewer calories than traditional jam and is made from selected fruit. It is naturally sweetened with stevia and free of added sugar and artifi-cial sweeteners such as aspartame and cyclamate. This jam has a low glycemic value and is suitable for diabetics. The gluten-free product retails in a 410g jar, which shows the logo and recommendation of LAPDI.

WATER

Australia Musashi Musashi Protein H2O Berry Blast Flavour Water

Contains 10g protein derived from whey protein isolate (WPI) in a hydrating drink. WPI is said to be a high quality and fast absorbing protein source and shown to support muscle growth and recovery. The addition of carbohy-drates help to restore the body’s glycogen levels. The fat-free product con-tains no artificial colours or flavours.

SUGAR & GUM CONFECTIONERY

SEPTEMBER 2012 31


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Ordering is easy…see inside back cover or visit www.new-nutrition.com

PRICE FOR EITHER PDF: €300 / $395 / £255 / A$420 / NZ$530 / ¥33,000 / C$395

March 2012

PDF – 32 pages with illustrations, charts and tables

Most adults in the world are lactose intolerant, although the prevalence varies widely from low levels of lactose intolerance in Europe (around 10%) to as many as 95% of Chinese people.

Yet surprisingly, over the past five years it is Europe that has been the fastest-growing market for lactose-free dairy.

Growth rates and forecasts: This report estimates the size of the current market and forecasts growth out to 2016. It is Europe that is likely to remain the fastest-growing market for the next five years. The report explores why the Asian market – though growing fast – still lags Europe and may continue to do so.

Strategy and case studies: Using detailed Case Studies of Valio’s Zero Lactose, Arla’s Lactofree and McNeil’s Lactaid, the report sets out the seven steps to creating a lactose-free dairy brand.

We show you how an effective strategy can win “customers for life”, as it has for the brands we profile. These loyal customers are willing to pay premium prices – usually a 100% premium to regular products.

Lactose-free dairy enjoys a profitable niche: The growing success of lactose-free brands including Valio’s Zero Lactose and Arla’s Lactofree illustrates the power of serving a niche in the right way. Niches of consumers can be premium-priced and very profitable.

The service opportunity: The medical statistics on lactose intolerance in fact underestimate the size of the opportunity. Beyond the medically-diagnosed lactose intolerant, there is a much larger group of self-diagnosers – possibly twice as many as the medically diagnosed – who become loyal to brands that provide services alongside the brand that help them with their health concerns.

Lactose-free dairy Opportunities, strategies and key case studies

Lactose-Free Dairy

www.new-nutrition.com

TABLE 3: VALIO LAKTOOSITON STRAWBERRY-CURRANT YOGHURT NUTRITION FACTS

Ingredients: Milk (Pasteurised), White Sugar, Strawberry, Green Currant, Red Currant,

thickeners (Modified Starches (Modified), Pectins), Flavouring Substances (Vanillin), Salts

(E331) (Acidity Regulators), Carmine (Food Colours), yogurt culture, Vitamin D

Nutrition: Per 100g: Energy 360kJ/85kcal, Protein 3.5g, Carbohydrate 13g (of which

Sugars 13g (of which Lactose 0g)), Fat 2.1g (of which Saturated Fat 1.2g), Dietary Fiber

<1g, Sodium 0.045g, Calcium 120mg (15% RDA), Vitamin D 1μg (20% RDA)TABLE 4: VALIO LAKTOOSITON CHOCOLATE MILK NUTRITION FACTSIngredients: Milk (High Pasteurised, High) (Vitamin D), White Sugar, Cocoa Powder,

Carrageenan (Stabilizers), Salt, flavours (among others vanilla), LactaseNutrition: Per 100g: Energy 250kJ/60kcal, Protein 3.3g, Carbohydrate 9.4g (of which

Sugars 9.4g), Lactose 0g, Fat 1g (of which Saturated Fat 0.6g), Dietary Fiber 0g,

Sodium 0.04g, Calcium 110mg (14% RDA), Vitamin D 1μg (20% RDA), Vitamin B12

0.4μg (16% RDA), Vitamin B2 0.2mg (14% RDA)TABLE 5: VALIO LAKTOOSITON QUARK NUTRITION FACTS

Ingredients: Quark Cheese (Milk (Pasteurised), souring agent), Cream

(Pasteurised), White Sugar, Waters, Cocoa Powder (Powdered), Pectins

(Thickeners), Modified Starches (Modified), Caramelised Sugar Syrup,

Flavouring Substances

Nutrition: Per 100g: Energy 650kJ/160kcal, Protein 7.2g, Carbohydrate 16g

(of which Lactose 0g), Fat 7g

20 www.new

OOSITON STRAWBERRYsed), White Sugar, Strawbehes (Modified), Pectins), F), Carmine (Food Colours),360kJ/85kcal, Protein 3.5gse 0g)), Fat 2.1g (of whichum 120mg (15% RDA), Vita

SITON CHOCOLATE MILK eurised, High) (Vitamin D), Wlt, flavours (among others van50kJ/60kcal, Protein 3.3g, Ca1g (of which Saturated Fat 0.mg (14% RDA), Vitamin D 1μg2 0.2mg (14% RDA)

TON QUARK NUTRITION FACk (Pasteurised), souring agent),ters, Cocoa Powder (Powdered),s (Modified), Caramelised Sugar

kJ/160kcal, Protein 7.2g, Carbohy

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Lactose-Free Dairy


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actose-Free Dairy

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Lactose-Free Dairy

www.new-nutrition.com4

CHART 1: LACTOSE INTOLERANCE AROUND THE WORLD

Native Americans

Asians African & Caribbean peoples

Mediterranean people

Northern Europeans

Anglo Americans

100%

95%

75%

50%

10%

15%

0

10

20

30

40

50

60

70

80

90

100

%

CHART 2: LACTOSE INTOLERANCE VARIES GREATLY WORLDWIDE

Lactose-Free Dairy

www.new-nutrition.com4

CHART 1: LACTOSE INTOLERANCE AROUND THE WORLD

NativeAmericans

Asians African &Caribbeanpeoples

Mediterraneanpeople

AngloAmericans

100%

95%

75%

50%

15%

0

10

20

30

40

50

60

70

80

90

100

%

CHART 2: LACTOSE INTOLERANCE VARIES GREATLY WORLDWIDE

Report

Lactose-free dairy

Opportunities, strategies

and key case studies

SEPTEMBER 2012 33


STRATEGY CASE STUDY

Kids’ dairy and snacking: 10 case studies in marketing and innovation

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Snacking is the over-arching trend in food and health, not least in the kids’ food market. But the market for healthier kid-specific snacking products is a tough place in which failure is more common than success.

This report outlines the factors for success in kids’ snacks – factors that the six companies in our snacking case studies are using to their advantage.

In dairy, too, innovating successfully is one of the most difficult challenges. There is a narrow spectrum within which consumers – specifically, mothers – will accept innovative dairy products. Product developers’ innovation efforts in kids’ dairy are taking one (or more) of five possible routes, as the four dairy case studies in this report demonstrate.

How to successfully market to mothers: companies are changing the way they market to mothers. Effective marketing to mothers is starting to shift from traditional messaging that was directed at mothers to campaigns that evolve with them – increasingly delivered via social media. Mothers are the strongest-growing group of users of social media – and the companies in our case studies have had success with social media campaigns targeting moms – yet there remains room for improvement in marketing to mothers, with 75% of mothers saying they are portrayed in marketing in ways that are stereotypical and outdated.

New approaches to distribution and marketing are also fuelling success, with forward-thinking companies tackling the challenges of how to take new products to market in ways that enable companies to earn better margins, to build better relationships with consumers and give new ideas a chance to grow.

SEPTEMBER 201234



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Lactose-free dairy: Opportunities, strategies and key case studies

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10 Key Trends in food, nutrition and health 2012

Coconut water 2012

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Trends and strategies in healthy snacking 15 key case studies

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