food and ugust/ beverage a innovation frito-lay call stack
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Starting at the end of August, Frito-Lay is
rolling out across the U.S. Lay’s Stax, potato
crisps stacked in a portable, resealable, crush-
resistant container, taking on P&G’s Pringles
head-to-head.
“Lay’s Stax potato crisps offer the great taste
that consumers expect from Lay’s, America’s
favorite potato chip,” says Stephen Quinn, chief
marketing officer, Frito-Lay. “Its convenient
packaging also expands the Lay’s brand’s already
broad appeal to a new audience.”
“Our superior frontline sales force will be
placing Lay’s Stax potato crisps on store shelves
across the nation,” said Tom Greco, senior vice
president, sales, Frito-Lay North America. “This
means consumers will have an unmatched snack
experience available on a daily basis.”
Lay’s Stax crisps will be available on store
shelves nationwide in four flavors: Original, Sour
Cream & Onion, Barbecue and Cheddar, with
Original in 6 oz. and the flavors in 5 3/4 oz.
canisters. Lay’s Stax potato crisps is another
Frito-Lay offering with zero grams of trans fat.
With $800 million in sales, Frito-Lay is the
top-selling branded range in the $2.7 billion US
potato chip business (AC Nielsen), but it has not
had a rival for Pringles which is the clear leader
in the $300 million market for crisps, with
Pringles commanding about 60% of sales of pre-
formed, stacked potato chips in a can.
Lay’s Stax crisps will be supported by a fully
integrated launch program including print and
television advertising as well as coupon inserts,
product sampling and in-store merchandising – a
launch marketing package estimated to be
costing $50 million.
The television advertising will feature
magician Dana Carvey as different characters in
an entertaining commercial showing how
creative you can get with a “deck” of Lay’s Stax
potato crisps. The 30 second spot is set to break
on September 21, 2003 during the Emmy
Awards.
P&G tried to stall the introduction of Stax by
filing in 2000 – then later
dropping – a patent-
infringement lawsuit.
Now, the packaged goods
giant says it will beef-up
Pringles marketing to
protect the sales share of
its 34-year-old brand,
though it would not say
how much more it will
spend. Last year, P&G
spent $30 million on
Pringles advertising.
It will truly be a
battle of the crisp
giants. “The idea
is that Lay’s is
available in Stax,”
Quinn says. “This
is not like any
Lay’s you’ve seen
before.” ■
5Food and
Beverage
Innovation
Au
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Functional foods in SpainSpanish consumers are eating healthier, but rather than simply
returning to the traditional Mediterranean diet, many are looking toconvenient answers. This has resulted in Spain becoming one of themost innovative and fastest growing markets for functional foods.
Obesity responsibilitiesMany food companies have been on the defensive in recent years in
response to public concerns about the obesity epidemic. Now they areturning on the offensive – at least in voicing their side. New productinnovations are just one part of the complex challenges obesity poses.
Innovation celebrationThe food industry is not renowned for providing many new
innovations in a short period of time. However, a look at 75 years ofinnovation at General Mills, for example indicates that long-terminnovation can often be just as exciting.
Powerful fatty acidStudies continue to link Conjugated Linoleic Acid (CLA) with a
reduction of body fat mass and an increase in lean body mass. Theingredient is now also making the shift from dietary supplements tofunctional foods.
17
21
25
34
Contents in this issue
Americans in huge numbers – between 15
million to 30 million according to some
estimates – are turning to low-carb, high protein
diets to lose weight.
Pioneered by diet guru Dr. Robert Atkins back
in 1972, his approach to eating looks destined to
go mainstream. There are already 200 low-carb
specialty shops, low-carb websites are increasing,
and restaurants are offering low-carb menu
options. In addition, mainstream food companies
are introducing a host of low-carb lines driven by
demand from retailers like Safeway, who are
planning to expand low-carb offerings
throughout its 1,700 U.S. and Canadian stores. ■
Low-carb craze
Alcoholic soft drinks63
Lager88
Ales and stouts50
Cider and perry12
Specialty107*
Specialty beers dominate new product launchesCategories of new beer and cider introductions
*9 of the 107 specialty beers surveyed were positioned as either low andIight, functional and fortified or natural and organic
Analysis of 320 worldwide beer launches (January-July 2003)Source: Innova WIN database
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Frito-Lay call stack snacks war
Innova_005_Augustus '03 04-09-2003 15:22 Pagina 1
2 August/September 2003 innova
Contents
EditorialEditorial Director: Michael Heasman, PhDEmail: michael.heasman@innovami.comEditorial Assistant: Robin WyersEmail: robin.wyers@twoi.comTel: +31 26 319 0652Senior Analysts: Norma Sarma, Lu Ann Williams
ContributorsMichael Fitzpatrick, Ed Ogiba, Ron McMillan, Henk W Hoogenkamp
Subscriptions & administrationFor subscription information or questions:Tel: +31 26 319 0650Fax: +31 26 319 0659E-mail: info@win-food.com
Annual subscription feePublished 10 times a year1 year: €895/ US$ 955 / £5402 years: €1565/ US$ 1675/ £940
Publisher: Patrick MannionEmail: patrick.mannion@innovami.comTel: +31 26 319 0653
Innova Market Insights BVMarketing 226921 RE DuivenThe NetherlandsTel: +31 26 319 0650Fax: +31 26 319 0659E-mail: info@win-food.comwww.win-food.com
Companies in this issue7 Eleven Inc. 6A&W All American Restaurants 13, 14Abbott Laboratories 3Adirondack Pure Springs Mt. Water Co. Inc. 8ADM 5AFC Enterprises 10Albertson's 10Amway de Espana 18Anheuscher Busch 36Atkins Nutritionals 6Baja Fresh 13Becks 36BioDelivery Sciences International, Inc. 12 Bitburger 37Bodyonics Ltd. 8Boioral Nutrient Delivery 12Bravo 36Bravo! Foods International Corp. 8BTG 12Buca Inc. 14Burger King 13, 24Cadbury's 24California Walnut Commission 7Canadian Canola Growers Association 11Carbsense Foods Inc. 4Cargill Health & Food Technolgies 29Carlsberg Breweries 37Carrefour 10ChampionLyte Beverages Inc. 6ChampionLyte Holdings Inc. 6Chili's 14China Bistro Inc. 14Chipotle 13Circle Group Holdings, Inc. 12 Coca-Cola 8, 18, 24Cognis Health & Nutrition 34Cohen Marketing Services 12Colorful Harvest 7ConAgra Foods 10
Costco 10Cytodyne Technologies 34Daehnfeldt 7D'Amico & Sons 13Danone 18, 23Dean Foods 5Del Taco Inc. 13Dhul 18Dreyer's Grand Ice Cream 10Dutch Farms 8Einstein Brothers 13Equi's Ice Cream 5Farmer's Snack 28Felsenkeller 37Fiber Gel Technologies, Inc. 12 Fleishman-Hillard 24Frito-Lay 1, 22Gatz Altbier 37General Mills 25Gilde and Hannover Breweries 36Golden Corral 14Good-Humor-Breyer's 22 Grocery Manufacturers of America 9Group EFO 18Grupo Leche Pascual 18Hannen Alt 37Hartwall 27Healthy Gourmet Delivery 3Heineken 36Heinz 10Holsten 36Home Depot 10Horizon Organic Holding Corp. 5IHOP Corp. 14Industrias Rodriguez 18Interbrew 36Island Way Sorbet 6JC Penney 10Jordans 27Kagome 5
Kellogg's 4, 27Kelsen Bisca 27Kemin Foods 5KFC 13, 14KFC 24Kinder 24Kmart 10Kraft Foods 21, 32Kroger 10Kyowa Hakko Kogyo Co., Ltd. 12Lifeway Foods Inc. 4Loders Croklaan Lipid Nutrition 34Long John Silver's 13, 14LSG Sky Chefs 13Mars 24McDonald's Corp. 13, 14, 24, 31McVitie's 27Merit Distribution Services 10Monsanto 29Natural Inc. 34Nestle Holdings 10, 24Ocean Spray Ingredient Technology Group 27Omnicom Group 24Orafti 18PepsiCo. 23, 24Pharmanutrients 34Pilgrim's Pride Corp. 10Pizza Hut 13, 14, 32PriceSmart 10 Proctor & Gamble 1, 8Puleva Biotech 18Puleva Food 18Radeberger 37Regal Trade & Consult 29Rexall/Sundown 6Ross Products 3Ruby Tuesday 14SABMiller PLC 36Safeway 1
Safeway 10Sam's Club 10Save-a-Lot 4Sear, Rosebuck and Company 10Seattle Coffee Co. 10Shepherdboy Ltd. 27 Slim-Fast Foods Co. 22 Sloan Trends and Solutions Inc. 32Snyders 6Sonic 14Southwest Foods 6Specialty Foods Group Inc. 6Starbucks Corp. 10, 14Subway 14Sunflower 10Swift & Company 6Swift Transportation Co. 10T.G.I. Friday's 13Taco Bell 13Taco John's International Inc. 13Target 10The Boston Beer Co. 6The Hain Celestial Group 6, 29Tuborg 37Unilever 22Vie de France 13VOIC 11Wacker Specialties 29Wal-mart 10, 22, 24Weider Nutrition International 35Wendy's International Inc. 13White Wave 5Whole Foods 5Wild Oats 10Wild Oats 5Wolfgang Puck Express 13Yum Brands Inc. 13YUM! Brands Inc. 14ZonePerfect Nutrition Company 3
International news1. Frito-Lay call stack snacks war
Company watch3. Abbott Laboratories emerging as global
nutritional leader
Product and company news4. Lifeway foods expand La Fruta line
5. Dean Foods buys Horizon Organic
New juices high in antioxidants
6. 7-Eleven introduces gourmet sorbet in fruit
shells
Deli meats partnership
News & trends7. More health boosts to natural foods – in this
case walnuts
New fresh produce for colorful, healthy
phytonutrients
Beverage update8. Cloudy days for P & G and Sunny Delight
Another juice drink runs dry
Trendwatch9. Organic Trade Association launches “Organic
for Kids” promotion
Let’s do lunch – unless you’re a British
worker
Consumers fight obesity with healthy
alternatives
Retail watch10. US retailers remain inventive to stay relevant
Supermarkets active in M & A transactions
Wal-Mart opens Beijing store
Healthy eating without the premium
Market trends11. Industry urges loosening of Canadian
vegetable oil regulations
29.How a barbecue impacts the Californian food
company
“Next generation” functional
beverages alliance
Technology innovation12. Cholesterol-lowering ingredient from Japan
Omega-3 as stable, dry powder
Double the soy protein in baked and snack
foods
Foodservice13. Mexican food keeps Yum Brands! satiated
In-Flight-Café to give airline passengers a
food choice
14. Impressive growth in US foodservice
Consumer trends15. Singles spend on themselves
16. Marketers failing to cash in on the gray pound
Functional foods17. Spain’s food and health trends
Innovation research19. Why new products succeed or fail in the
marketplace
Health claims20.A, B, C, D claims
Hot topics21. Companies face up to obesity responsibilities
24.World’s children at risk from junk food
manufacturing
Wal-Mart to invest in “reputation research”
Innovation celebration25. 75 years of innovation in the kitchen and
beyond
Ingredients case study27. Cranberry ingredients open up European
innovation trend
Food futures30. GMO controversy heightens
Nutrition trends31. Downsizing super-sized foods
Ingredient innovation34. Fighting fat with a fatty acid
Innova_005_Augustus '03 04-09-2003 15:22 Pagina 2
Abbott Laboratories is potentially one of the
most important large functional food and
nutritional companies emerging in the world
today.
The global, broad-based health care company
is devoted to the discovery, development,
manufacture and marketing of pharmaceuticals,
nutritionals, and medical products, including
devices and diagnostics. The company employs
approximately 70,000 people and markets its
products in more than 130 countries. In 2002,
the Abbott’s sales were $17.7 billion.
Abbott has been active in a couple of areas
over the past few weeks to strengthen its
nutritional positioning. Perhaps the most
significant development is its agreement in July
to acquire the ZonePerfect Nutrition Company.
ZonePerfect Nutrition, based in Beverly, Mass.,
markets a line of healthy and nutritious products
for active people. The acquisition will expand
Abbott’s Ross Products Division into the weight
control categories.
Under the terms of the agreement, Abbott
will acquire all of the equity of ZonePerfect
Nutrition, a privately held company, for
approximately $160 million in cash. Founded in
1996, ZonePerfect Nutrition markets its products
through major food, drug and mass
merchandisers across the United States as well as
through its direct to consumer program.
ZonePerfect Nutrition’s product formulations
conform to a 40/30/30 carbohydrate, protein and
dietary fat ratio. The brand is squarely positioned
in the center of the rapidly growing healthy living
and weight control categories.
“The acquisition of ZonePerfect Nutrition
provides us with the fastest growing brand of
nutritional bars, and it affords the opportunity to
expand Abbott’s leading position in the medical
nutritional category into the healthy living
segment,” said Mark F. Gorman, vice president,
medical nutritionals, Abbott Laboratories. “The
healthy living category is growing very rapidly,
and Abbott is uniquely positioned to deliver high-
quality nutritional solutions to consumers in this
segment.”
“Our mission of providing ‘Nutrition for a
Time-Starved World’ underlines our success in
nutritional bars,” said Christopher P. Baker, chief
executive officer, ZonePerfect Nutrition.
In addition, switched on to consumer food
trends, Abbott is making a significant market
statement by changing from its well-established
cans to its ground-breaking Ensure consumer
product, and relauching the entire Ensure
nutritionals range in re-closable plastic bottles, a
first in the adult nutritional category.
The company says this is in response to
consumer demand for greater ease and
portability, and the new re-closable bottle offers a
more convenient way to enjoy Ensure. In fact,
consumer research for the company showed an
overwhelming preference for the re-closable
bottle versus the existing can.
“Through extensive consumer research, we
found our users wanted, and needed, a more
convenient nutrition option to fuel their active
lifestyles,” said Mark F. Gorman, vice president,
medical nutritionals, Abbott Laboratories. “Our
reclosable and portable Ensure bottle easily fits
into the lifestyles of busy, active adults, offering
them a delicious new nutritional option.”
Abbott’s Ross Products Division plans to
introduce the new Ensure re-closable bottle to all
of its existing retail sales outlets, including drug,
food, mass merchandisers and club stores. The
remaining varieties of the Ensure product line –
Ensure Plus, Ensure High Protein, Ensure High
Calcium, and Ensure Fiber With FOS – are
expected to be available in the re-closable bottle
over the next 18 months.
Abbott pioneered the market for adult
nutritionals more than three decades ago.
Abbott’s existing adult nutritional family of
products includes Ensure, a source of complete
balanced nutrition; Glucerna, a nutritional
product line for people with diabetes; and
ProSure, a specialized nutritional product for
people with cancer. www.ross.com ■
3innova August/September 2003
Company watch
Abbott Laboratories emergingas global nutritional leader
The original Ensure can
Gourmet meals-on-wheels with anutritional twist is the latest food fad forsome up-market consumers in downtownDetroit. All the meals delivered by HealthyGourmet Delivery are based on the ZoneDiet developed by Dr. Barry Sears, whichbecame popular when Hollywood starsstarted following the dietary regime.
But Healthy Gourmet Delivery co-founder Philip Ross explained, it’s reallyjust a matter of people wanting to havegood-tasting and nutritious food preparedfor them in imaginative ways.
“It’s really for anyone who wants toexperience the benefits of a properlybalanced diet,” Ross said. “We want to bea personal chef to anyone who would liketo eat well, lose weight and have moreenergy without having to do the shopping,cooking or cleaning up.”
Customers can visit the company’swebsite or call and choose from four mealplans, offering high-end foods such asflank steaks and fish, or vegetarian. Thediet is heavy with high-fiber fresh fruit andvegetables to provide carbohydrates andprotein. The business is projecting revenues
of more than $500,000. And the menu is far from ordinary fare.
Recent breakfast offerings included char-grilled white peach with fresh berry creamand turkey sausage, carrot and zucchinipancakes and smoked Norwegian salmonwith scrambled eggs.
Among lunch offerings were roastedstuffed Pablano peppers with baby wildrice and cheese, fresh seafood Gazpacho,and seared shrimp and scallops. For dinner,customers received selections featuringroast rose lamb, top round with Merlotdemi-glace, herb and lemon marinatedpickerel, and grilled baby artichoke hearts.
For around $40 a day, customers receivethree prepared and packaged meals andtwo snacks, from garden veggie burgers tostufffed silver dollar mushrooms with pinenut basil pesto. Or they can have mealsdelivered five or seven days a week totheir home or office within a limited area.Meals are delivered in sealed and insulatedcooler bags and come in disposable,microwave plastic containers, which can berecycled.www.healthygourmetdelivery.com
Firm offers gourmet meals-on-wheels based on Zone Diet
Innova_005_Augustus '03 04-09-2003 15:22 Pagina 3
Kellogg’s have launched a nutritious
alternative to adult chocolate candy bars called
Krave. With nearly half the fat of leading candy
bars, as well as being a good source of protein and
calcium, Kellogg’s Krave snack bars claim to help
satisfy chocolate cravings and give bodies a boost.
Krave snack bars contain 11 essential vitamins and
minerals and 50% of daily value of antioxidants,
vitamins A, C and E, and have nearly as much
calcium as a cup of low fat cottage cheese.
According to recent Kellogg’s research, 47% of
women named chocolate as the food they crave
most and 6 out of 10 described chocolate as a
food that they “love.” Additionally, a similar study
found that 75% of cravings could be satisfied by
chocolate alone, and that 43% manage their
cravings by eating just a little bit of chocolate.
Finally, women listed weight gain (83%) and
4 August/September 2003 innova
Product and company news
Lifeway Foods, Inc. is expanding its La
Fruta(TM) product line, a drinkable yogurt
specifically designed to appeal to Hispanic
consumers. The La Fruta beverage now will be
available in horchata and tres leche flavors, as
well as the original four fruit-based varieties. The
company is also introducing a spreadable cheese
in the tres leche flavor, under the La Fruta brand.
The product additions reflect La Fruta’s
success since it was introduced in strawberry,
banana-strawberry, mango and pina colada
varieties in 2001. La Fruta is now sold across the
US through the Save-a-Lot chain and other retail
and specialty grocery stores in Hispanic
neighborhoods, with distribution continuing to
expand. The new La Fruta products are expected
to appear on store shelves by early September.
“We created La Fruta to tap into the fastest-
growing demographic market in the United
States, and it has proved to be an exceptionally
strong addition to our product portfolio,” said
Julie Smolyansky, President of Lifeway Foods.
“We expect the two new flavors and the new
cheese to help us continue to build the brand and
drive additional revenues among Hispanic
customers.”
La Fruta is a variation on Lifeway Kefir. La
Fruta contains essential vitamins, one-third of an
individual’s daily calcium needs, 8 grams of
protein, and “good” bacteria in the form of live
and active cultures that have been shown to
promote gastrointestinal health and other health
benefits.
Lifeway is a manufacturer of cultured,
probiotic and functional food products in the
health food industry, and is America’s leading
supplier of the cultured dairy product known as
kefir. The Company markets 12 flavors of kefir
and does a successful business exporting its
products to Canada. ■
Carbsense Foods, Inc., a manufacturer of all
natural, reduced-carbohydrate foods is introducing
21 new reduced-carbohydrate products. “We are
passionate about the low-carb category, and rolling
out 21 new SKUs is evidence that we’re strongly
committed to maintaining our leadership
position,” says Carbsense Marketing V.P., Kevin
Dalrymple.
Jim Haun, President of Carbsense Foods, adds,
“Launching 21 new items of this caliber in such a
short period of time may be unprecedented.” The
new products launched under the Carbsense
brands are Aramana and MiniCarb, and include
soy energy bars, pasta meal mixes, granola, hot
cereal, soy tortilla chips, soy pretzels and baking
mixes.
According to the Natural Marketing Institute’s
Health and Wellness Trends Report 2003, nearly
two-thirds of the US population consumed low-
carbohydrate and high-protein foods in 2002.
Additionally, the report indicates that 21 per cent of
all US households increased their use of low-carb
foods last year.
Carbsense Foods, incorporated in 2001, claims
a two-tier formula for their success, as Dalrymple
explains: “The leaders in our company are firmly
committed to low-carb eating in our own lives
[note: Dalrymple himself has dropped 40 lbs., now
comfortably below his weight as a high school
athlete]. We understand the wants and needs of
our customers. Secondly, with experience as senior
executives with some of the nation’s largest food
manufacturers, we’ve been able to create an
efficient manufacturing and logistic network that
enables us to typically ship orders the same day
they are received from anywhere in the country.” ■
21 new reduced carb products in one go!
health (42%) as the top reasons for worrying
about eating chocolate.
Available across the US, Kellogg’s Krave snack
bars can be found in the granola/cereal bar
section of major supermarkets and grocery stores
in two flavors, Chocolate Delight and Chocolate
Peanut. Chocolate delight features whipped
chocolate blended with toasted grains and toffee
bits in a chocolate coating, while chocolate peanut
flavor includes chewy nougat with crispy rice,
caramel and chopped peanuts in a chocolate
coating. ■
Conquer chocolate cravings with Krave
Lifeway Foods expandLa Fruta line
Grecian Delight Foods, a leadingmanufacturer and marketer of authenticMediterranean foods, is introducing a full-line retail offering to be branded Opaa! TheOpaa! line features gyros kits & entrées, pitabreads & chips, dips & sauces, and dressings& toppings.
Made from classic recipes with traditionalingredients and spices, this complete linemakes it easier for consumers to enjoyrestaurant quality Mediterranean meals athome, the company says.
Opaa! is strategically designed to capturemore of the growth in the Mediterraneancategory; a $1 billion market with projected50% growth in the next 10 years. And,Opaa! is being positioned to take advantageof the health benefits of the Mediterraneandiet.
Since its founding in 1974 by PeterParthenis, Grecian Delight has grown to over180 employees, including in-house researchchefs and food technology professionals,and has a state-of-the-art 200,000squarefoot production facility in the suburbsof Chicago. See www.greciandelight.com.
Mediterranean classics
Innova_005_Augustus '03 04-09-2003 15:22 Pagina 4
5innova August/September 2003
Products and company news
FloraGLO brand lutein extends GRASstatus to new food categories
FloraGLO brand lutein has earnedexpanded GRAS (Generally Recognized AsSafe) status for increased inclusionamounts in its current GRAS foodcategories and for use as an ingredient innew food categories.
The new food categories include: bottledwater; carbonated beverages; instant andregular hot cereals; chewing gum; saladdressings; frozen yogurt; hard candy;energy, sport or isotonic drinks; vegetabledrinks; chewy and nougat candy; fruitsnacks; and infant/toddler foods (notincluding infant formula). Kemin Foods hasnow attained GRAS status for FloraGLOLutein in more food categories than anyother lutein ingredient manufacturer.
FloraGLO Lutein is the first luteinproduct with GRAS status, which itachieved in June 2001 for inclusion inbreakfast and granola bars, energy bars,energy drinks, fruit drinks, fruit juice, mealreplacement drinks, mixed vegetable juice,cereals and soy milk. In June 2002FloraGLO Lutein gained GRAS status foradditional product categories includingtomato-based pasta sauce, snack crackers,canned soups, ready-to-drink teas,refrigerated yogurt, liquid, frozen andpowdered egg substitute mixtures andfermented milk beverages.
The GRAS inclusion level for FloraGLOLutein among these products has nowbeen increased by a range of up to 200%.Lutein inclusion allowances per serving(Reference Amounts CustomarilyConsumed or RACC) now range from 0.3milligrams to 3 milligrams. The FloraGLO
Lutein inclusion allowancelimit for medical foods hasbeen increased to 20milligrams per day.
New zero and reduced trans-fat oils
The Archer Daniels Midland Companyhas launched NovaLipid, its brand namefor zero and reduced trans-fat oils andshortenings. NovaLipid’s range of oils andshortenings can be used in margarine,baking, frying, confectionery, snack andcereal products.
“With the introduction of the NovaLipidline, ADM can now provide customers withthe most complete range of options forzero and reduced trans-fat products,” saidPaul B. Mulhollem, President and ChiefOperating Officer of ADM.
Ingredients Dean Foods buys HorizonOrganic
The United States largest dairy company,
Dean Foods consolidated its hold on the organics
industry with a $216 million deal to buy
Longmont-based Horizon Organic Holding Corp.
The deal caps a $420 million spending spree that
gives Dean Foods control of two of the nation’s
largest organic brands, Horizon and Boulder-
based tofu and soy-milk maker White Wave.
Analysts said Dean’s acquisition of Horizon
Organic validates the fast growth and perceived
financial potential of the organic foods sector.
Dean had held a 13% stake in Horizon since
Horizon’s initial public stock offering in 1998.
Dean will pay $24 a share for the remaining 87%
of Horizon Organic.
“This is an indication of the maturation of the
organic industry,” said Dave Carter, chairman of
the National Organic Standards Board, an arm of
the US Department of Agriculture. “Some very
large companies, in this case Dean Foods, are
becoming important players in the organic foods
industry.”
Natural products stores such as Whole Foods
and Wild Oats logged $512 million in organic
dairy sales in 2002, up 17% from last year.
Organic non dairy beverages, which includes soy
milk, also grew 17% to $275 million, according to
The Natural Foods Merchandiser. Horizon sells
organic milk in about 62% of the nation’s
supermarkets. Horizon had revenue of $187.5
million and a net loss of $33,000 last year.
Chuck Marcy, president and chief executive of
Horizon, said he is pleased with Dean’s offer and
comforted by the way Dean handled the White
Wave acquisition last year – keeping White
Wave’s management structure intact and
allowing a degree of autonomy. “Dean buys
companies, and they work with the (existing)
management teams to grow them by working
with the strengths of the companies,” Marcy said.
While Dean Foods will increase Horizon’s
milk penetration to 70% or 80% of
supermarkets, Marcy said a bigger boost will
occur in Horizon’s organic butter, cheese and
yogurt lines, which now have a considerably
smaller presence in stores. ■
Three new vegetable juices from Japanese-
based company Kagome are now available in the
United States. The juices naturally provide a
supply of phytonutrients, containing the powerful
antioxidants lycopene and beta-carotene.
Kagome’s juices are made with patented
processes such as its low-heat pureeing Reverse
Osmosis method that retains the purest, most
natural flavors and colors of the tomatoes. Other
tomato processing methods can diminish a
juice’s color and flavor. Each 8-fluid-ounce
serving of True Vegetable Garden contains
approximately 23 milligrams of lycopene, Sweet
Summer Tomato Juice contains approximately 25
milligrams of lycopene and the Carrot Ginger
Zinger contains approximately 22 milligrams of
beta-carotene.
Founded in 1899 by Ichitaro Kanie, a
Japanese pioneer in tomato cultivation, Kagome
has grown to become the dominant producer of
tomato products and a major producer of other
vegetable and fruit foods in Japan.
All three Kagome juice varieties are made
with 100% juice, are lower in sodium and
calories and naturally fat-free. They do not
contain any artificial additives, preservatives or
added sugars. Kagome’s juices are part of the “5
A Day” for Better Health program, the nation’s
largest public-private nutrition education
initiative, with the goal of increasing fruit and
vegetable consumption to “5 A Day” for 75% of
Americans by 2010. ■
New juices high in antioxidants
Equi’s Ice Cream, of Hamilton, Lanarkshire,
has introduced an A.C.E. sorbet after David Equi
got the idea on a trip to Italy. The ice cream
company has created the sorbet with the added
antioxidant vitamins that is fat free, to try and
tackle west Scotland’s poor health record.
Mr Equi, believes it will appeal to figure-
conscious adults. The third-generation Italian,
whose grandfather Peter founded the cafe in
Hamilton in 1922, took the idea home with him
from a trade fair and was soon working on a
winning recipe for the lemon, orange and fresh
pink grapefruit sorbet. He added vitamins A, C
and E in powdered form and tested it on staff
and family before deciding to begin selling the
product.
He said: “In Italy, you get a number of things
with added vitamins and when I was at a big
trade show recently, lots of people were going for
this. Usually fat-free things are disgusting and do
not have a lot of flavor, but this is sharp and has a
nice citrus flavor. ■
Scottish ACE sorbet
Sun Sweet prune juice containing
Kemin Food’s lutein
Innova_005_Augustus '03 04-09-2003 15:22 Pagina 5
6 August/September 2003 innova
Products and company news
YoCarb low carbohydrate yogurt
SouthWestFoods in Tyler,Texas, the makersof LeCarb FrozenDessert andLeCarb DairyDrink, low-carb
ice cream and milk alternatives, has nowintroduced YoCarb cultured dairy blend, aninnovative low-carbohydrate culturedproduct, which the company claims is thefirst of its kind in the world.
With 80% less sugar than regular low-fat yogurt and a maximum of 4 grams ofcarbohydrates per serving, YoCarb ispositioned as a practical replacement foryogurt fans and a healthy addition to low-carb and diabetic diets.
YoCarb contains half the calories ofregular low-fat yogurt, and has the lowestcombination of carbs, fat and calories ofany yogurt-like cultured dairy blend. Theproducts sweetened with Splenda.
“This is the third product in a low-carbohydrate line produced specifically tomeet the needs of the growing carb-conscious market,” said Fred Calvert,senior vice president SouthWest Foods.The company expects to introduce a low-carbohydrate frozen bar in the near future.
Atkins Nutritionals promotes sugar-free sports drink
ChampionLyte Beverages, Inc., a whollyowned subsidiary of ChampionLyteHoldings, Inc. has said that it sports drinkChampionLyte sports drink will be soldthrough the Atkins Nutritionals, Inc.website and promoted in the its cataloguefrom September. ChampionLyte Beverages,Inc. was recently established tomanufacture, market, sell and distributeChampionLyte, the first completely sugar-free entry in the multi-billion dollar isotonicsports drink market.
Boston Beer test marketing SamAdams light draft
The Boston Beer Co. is test marketingSam Adams Light draft beer in six cities.The draft is being test marketed inOrlando, Fla., Phoenix, San Francisco,Cleveland, Indianapolis and Hollywood,Calif. Sam Adams Light was launched in2001 and is sold in stores. The draft beer issold in bars and is drawn from kegs intoglasses. Sam Adams Light beer accountsfor about 25% of the brewer’s volume.Sam Adams Light is targeted to consumerswho drink light beers and “better beers.”
Products
Sorbet isn’t just for palate-cleansing at fancy
restaurants anymore – 7-Eleven, Inc. is
introducing the unique frozen gourmet dessert
in its stores this month.
Being manufactured by Island Way Sorbet,
the product doesn’t come in a paper bowl or on a
stick. Each of the five fruit flavors is served in its
own fruit shell. The fresh fruit is cut in half,
hollowed out and made into sorbet, returned to
its fruit shell and flash frozen. A spoon is
enclosed in each package. Flavors include orange,
lemon, apple, pineapple and coconut. Suggested
retail prices are $1.29 for lemon, orange and
apple and $1.99 for pineapple and coconut.
Four of the fruit varieties are low in calories
and fat, ranging from 50 to 70 calories, with 7 to
13 calories from fat. The coconut sorbet has 170
calories. The product is also being positioned as a
healthy alternative to full-fat ice creams.
Better-for-you natural and organic snacks
7-Eleven is revamping its snacking “image” by
offering several varieties of natural, low-fat and
organic chips from manufacturers likes The Hain
Celestial Group, Snyders and Rexall/Sundown.
Snacks and chips is an important business for 7-
Eleven, and the company believes that many
customers are looking for a healthier alternative
to the traditional offerings.
But 7-Eleven is making sure it follows market
trends – better-for-you snacks have become the
fastest-growing new business segment within the
US snack industry.
And as 7-Eleven Snack Master Kennith Fries
points out: “On any given day, 15 million
Americans are on the Atkins diet. One reason the
Atkins approach may have proved so popular is
that dieters didn’t feel like they were doing
without their favorite foods.”
“You basically have two types of customers
who are looking at labels, those who want to lose
weight and those who want to eat healthier,”
Fries said. “We want to duplicate the success
we’ve had since first introducing nutritional bars
with these better-for-you offerings in all areas of
the store.”
Fries considers the new natural and organic
as a category entirely different to the energy,
protein, weight-loss bars, beverages and snacks
that 7-Eleven already carries. All told, Fries
estimates that today’s typical 7- Eleven store
carries close to 100 different foods and beverages
that appeal to a health-conscious consumer.
But don’t write off all traditional convenience
store food items as less healthy choices. Even
some of those are showing up on high-protein
diets. Jerky is experiencing a resurgence in
popularity, since the high-protein diet craze
started. “The jerky snack section is another one
that is growing, and we’re looking at new jerky
products to add.”
7-Eleven offers first liquid-filled breath mint
7-Eleven Inc. is introducing what is said to be
the first liquid-filled breath mint in the US.
Available nationally at up to 5,300 participating 7-
Eleven stores, Momints is said to deliver a
“burst” of peppermint flavor that instantly
freshens breath. Encased in a patent-pending EZ
Slide pack, Momints’ tapered-edge packaging
allows the mints to be inconspicuously tucked
into even the tightest of jeans.
“Momints is the first product in what I think
will become the next major segment in the
breath mint market: liquid-filled mint capsules,”
said Derek Schmitt, confectionery category
manager, 7-Eleven, Inc. “Like breath strips
during the last two years, Momints represents
the next substantial evolution of breath mint
technology. After 18 months of product
development, Momints enters the $1 billion retail
market for mints and gums in the United States.
Momints is manufactured by Yosha! Enterprises
Inc. ■
7-Eleven introduces gourmetsorbet in fruit shells
Swift & Company and Specialty Foods Group,
Inc. (SFG) have signed an exclusive agreement to
produce a broad line of premium deli meats under
the Swift Premium brand that will be distributed
throughout to retail and food service outlets,
starting this autumn.
Under the terms of the agreement, SFG will
manufacture, market and distribute a broad array
of deli products, which include premium dry
sausages, smoked and cooked meats and deli sticks
and loaves. Swift described the deal as the first step
in a comprehensive plan to expand the Swift
Premium brand name into a variety of processed
meat products.
Swift & Company is the US’s third-largest beef,
pork and lamb processor, serving retail grocery
chains, wholesalers and foodservice venues with a
wide variety of products under the Swift Premium
and Swift brands. Based in Greeley, Colorado, the
company also owns Australia Meat Holdings, the
leading beef processor in Australia, and employs
more than 21,200 people worldwide. Specialty
Foods Group, Inc. is a subsidiary operating
company of Specialty Foods Group Income Fund
and an independent US producer and marketer of
premium brand processed meat products. ■
Deli meats partnership
Innova_005_Augustus '03 04-09-2003 15:22 Pagina 6
7innova August/September 2003
News & trends
Colorful Harvest of Monterey, California, an
offshoot of Minneapolis-based Green Giant,
latest product offering is Fresh Merced Red corn,
an example of new crops bred through traditional
means – not by genetic engineering – to make
vegetables and fruits more nutritious. On the
way are purple broccoli, yellow carrots, red-leafed
spinach and orange cauliflower.
An increasing number of farmers are
experimenting with crops in new colors,
encouraged by heightened interest in “functional
foods.”
“What you are doing is adding color to the
plate,” said Santa Barbara-based Larry Kampa,
head of North America sales and marketing for
Danish company Daehnfeldt, which developed a
purple cauliflower and plans the first large
planting of an orange variety this summer in
California. “The consumer for the most part is
always looking for something a little new and
exciting to serve,” he said.
They’re spurred by a nationwide “five a day”
TV ad campaign by the Produce for Better
Health Foundation and books such as The Color
Code: A Revolutionary Eating Plan for Optimum
Health.
The red corn doesn’t look any different from
typical corn, except that the corn tassels are red
when the stalks are young. But inside, kernels
are deep red on top and white underneath, the
product of eight years of breeding by Oxnard-
based Seminis Vegetable Seeds in Nampa, Idaho.
Studies are planned for this summer, that
Merced Red partners hope will show the corn has
highly elevated levels of the naturally occurring
phytonutrient anthocyanin, the source of the red
in red cabbage and red wine grapes. That would
allow Colorful Harvest to promote the benefits of
plant-based compounds that are thought to
promote health.
At Daehnfeldt, the company’s colored
cauliflower is being developed, using traditional
breeding techniques, to emphasize naturally
occurring pigments, such as anthocyanin
(purple) and beta carotene (orange). One study
showed the purple variety, called Graffiti, has
approximately 200 times the amount of
anthocyanin in white cauliflower. ■
New fresh produce for colorful, healthy phytonutrients
The US Food and Drug Administration (FDA)
affirmed the health claim, “Supportive but not
conclusive research shows that eating 1.5 ounces
per day of walnuts as part of a diet low in
saturated fat and cholesterol may reduce the risk
of heart disease. See nutrition information for fat
content.” This FDA decision comes in response
to a petition filed by the California Walnut
Commission, which highlights a body of
international scientific research substantiating
the specific benefit of consuming walnuts as part
of a heart healthy diet in reducing the risk of
heart disease. The body of evidence suggests that
the nutritional composition of walnuts contribute
to these heart health benefits.
The 1.5 ounces of walnuts cited by the FDA
also more than fulfills the daily requirement of
essential omega-3 fatty acids. Among tree nuts,
walnuts are distinctive because of their
concentration of omega-3 fatty acids.
California’s walnut industry sets the world
quality standard and accounts for more than
99% of the commercial US supply and the
majority of the world trade. www.walnuts.org ■
More health boosts to natural foods – inthis case walnuts
Two new heart-healthy peanut varieties
developed by the US Agriculture Department
and university researchers are expected to reach
grocery shelves next year. The peanuts contain
high levels of oleic acid, the healthful
monounsaturated fat.
One of the new varieties, the Olin, is a type
of Spanish peanut – a small round nut covered
with reddish-brown skin. Spanish peanuts often
are used to make candy and peanut butter, as
well as salted nuts. The other, the Tamrun OL
01, is a kind of runner peanut. Runners are
mostly used in peanut butter.
Oleic acid appears in most peanuts. A
handful, 10 grams, of conventional roasted
peanuts can contain 5 grams of fat, 55% of
which is oleic acid. Conventional peanuts also
contain as much as 20% saturated fat.
The new peanuts contain much more oleic
acid. Of the 5 grams of fat in a 10-gram handful,
as much as 75% of the fat is oleic. They still
contain 20% saturated fat.
Seeds are already commercially available,
and some farmers planted them this year.
Officials expect the new peanuts to start
showing up in products on grocery shelves in
2004.
The two peanuts were created through plant
breeding. To come up with the Olin, Melouk
said breeders at Texas A&M University crossed a
peanut called the Tamspan 90 with an unnamed
high oleic line. For the Tamrun OL 01, they
crossed a relative, the Tamrun 96, with the high
oleic line. The entire effort took 10 years.
The new peanuts are the latest development
in peanut research by the Agriculture
Department’s Agricultural Research Service.
The agency recently began trying to help the 1.5
million people who are allergic to peanuts by
breeding a hypoallergenic variety. ■
Peanuts are also good for the heart
Innova_005_Augustus '03 04-09-2003 15:22 Pagina 7
8 August/September 2003 innova
Beverage update
Adirondack Pure Springs Mt. Water Co.,Inc. new beverage “Pinnacle WOW”Energie High Drink, its new venture withnutritional supplement companyBodyonics, Ltd., is being distributed inGreat Earth Vitamin Stores giving theproduct distribution from New York toCalifornia.
Adirondack Pure Springs President &CEO, David Sackler said: “Great EarthVitamin Stores, with nearly 200 storesthroughout the country, has been aroundfor thirty years, is a strong, reputable namein the nutritional retail industry, and hasbeen recently selected as one of the “Top200” by Franchise Times magazine.”
Pinnacle WOW, or “Whacked OutWater,” is the first energy high drink thatis non-carbonated, sugar-free, calorie-free,and infused with caffeine from naturalsources, including Yerba Mate, Guarana,and Kola Nut, to provide a “great tasting”energy rush. Pinnacle WOW retails for 99cents per bottle in General NutritionCenters and Great Earth Vitamin Stores,and is available in 8 ounce PET bottles intwo flavors, Rockin’ Raspberry and SinfullyCitrus.
Being Looney pays off
Bravo! Foods International Corp., abrand development and marketingcompany that holds the Looney Tunes(TM)license to manufacture, promote anddistribute brand flavored milks, isexpanding the rollout of its Slammersbrand vitamin fortified flavored milk.
The company is using the Dutch Farmsdistribution system, whose core servicearea is the 150 mile radius around theChicago region, but also makes deliveriestwo to three times a week to the Jewelsand Dominicks supermarket chains and toover 700 independent grocers in 32 states.
Roy Warren, Bravo! Foods’ CEO, said:“Our national footprint is almostcomplete. We will soon have productdistribution throughout the US, Mexicoand Canada. Our initial rollout with DutchFarms has been highly successful with salesper store running twice our historicalaverage. We are very encouraged by thisprogress and look forward to introducingour low fat, vitamin fortified no sugaradded Slim Slammers line into thismarket.”
Bravo! Foods holds a license fromWarner Bros. Consumer Products to utilizethe Looney Tunes(TM) characters andnames on milk products throughout thefifty US States, Puerto Rico, the US VirginIslands, Canada, China and Mexico.
WOW sets to wow from New York to California
Procter & Gamble is looking to sell off its
top juice brands in a strategic overview of its
business activities as the company explores
alternatives with respect to its Sunny Delight
and Punica juice drink brands. P&G will
consider various alternative structures to
increase shareholder value, which could include
a sale of the brands and related assets.
Additionally, the company is seeking partners,
licensees, or other ways to commercialize its
considerable nutrition technologies.
“Exploring strategic options for P&G’s
business is an ongoing process. P&G’s strategy
for sustained growth is focused on building
from the core. A key element of our strategic
focus involves tough choices that enable us to
re-deploy resources and invest in core and new
businesses. This is one of those tough but right
choices,” said A.G. Lafley, P&G chairman,
president and chief executive.
“The Sunny Delight and Punica businesses
have made significant progress on delivering a
better cost structure, better brand equity and are
leading brands in their home markets,” said
Jorge P. Montoya, president of P&G’s global
snacks and beverages business. “However, while
the juice based market is large, the business
model is better for companies that have chosen
juice beverages as a corporate priority.”
Lafley added, “Following this decision, we’re
now focused on growing our snacks and coffee
businesses, where P&G has two billion dollar
brands with strong equities. Both Folgers and
Pringles have proprietary technology, a robust
innovation pipeline and solid business plans.”
P&G is now soliciting offers for the
refrigerated drink/juice businesses and will
consider sale or alternative offers for the
businesses as a group or as individual units.
About Sunny Delight, Punica and the Nutrition
Technologies
Originally created in Florida in 1964, Sunny
D is a leading brand in the US, Canada, Spain,
Portugal, the United Kingdom and France.
Since acquiring Sunny D in 1989, P&G has
more than quadrupled the sales of the brand
through geographic expansion, new flavors and
packages, and effective marketing. The brand’s
line-up includes Tangy Florida Style, Smooth
California Style, Tropical Caribbean, a calcium
fortified version, a new Lemonade and a variety
of sizes, including the fast selling new 333ml
Big D sports bottle.
Punica is a leading brand sold primarily in
Germany. Since acquiring Punica in 1984, P&G
has more than tripled the sales of the brand
through several innovations, including the
recent launch of Schorle and Tea and Fruit
flavors, and new PET packaging forms.
P&G’s nutrition technologies are extensive
and cover a wide variety of food and beverage
products enhancing both performance and
taste. ■
Cloudy days for P&G andSunny Delight
Coca-Cola is phasing out much of its Fruitopia
line of drinks after nearly a decade of unsuccessful
attempts to build the brand. Coke, which already
has begun making the change, is revamping a few
Fruitopia flavors under the better-known Minute
Maid label.
In the future, the old Fruitopia line will be
available only in Canada, where it has been
relatively successful, and in the United States as a
fountain drink. The partial demise of Fruitopia,
first reported by Beverage Digest and confirmed
by Coke, marks the end of an effort that started in
1994.
Fruitopia was intended to be a rival to the
Snapple juggernaut, coupling a hippie-ish image
with Coke’s distribution muscle. Fruitopia was one
of many pet projects of Coke’s former marketing
chief, Sergio Zyman. The company spent untold
sums on Fruitopia, including an initial marketing
budget of $30 million. The much-hyped brand got
plenty of attention. It was one of Time magazine’s
top new products of the year in 1994, along with
items such as the Wonderbra.
In 1997, Fruitopia entered the pantheon of
popular culture by being mentioned on The
Simpsons television show. The gag: A mock ad
said Fruitopia was made by hippies but
“distributed by a heartless, multinational
corporation.”
Even at its peak in 1999, Fruitopia was a
minor brand, with US sales of 44 million cases,
according to Beverage Digest. By 2002, Fruitopia
had trailed off to 19 million cases, less than such
small-time soft drinks as Coke’s 23-million-case
Fresca.
“In the US, Fruitopia gained modest traction,
but the 2001 introduction of the similar Minute
Maid line blew it away, due largely to the strength
of the Minute Maid name,” said John Sicher,
editor and publisher of Beverage Digest.
While Coke de-emphasizes Fruitopia, Pepsi has
changes afoot as well. It plans to drop its
FruitWorks line of products, along with Lipton
Brisk lemonade. Beverage Digest reported that
Pepsi plans to start a new line of similar drinks
under the Tropicana name. ■
Another juice drink runs dry
Innova_005_Augustus '03 04-09-2003 15:22 Pagina 8
UK workers have no time for a lunch break is
the worrying picture painted by the results of an
ICM poll commissioned by the Public and
Commercial Services Union (PCS).
Over half the UK workforce (57%) take less
than thirty minutes for their lunch-break at work
(the legal minimum for an average working day).
62% of those surveyed said they skipped lunch or
lunched at their desk at least once a week, with
one in five saying they did this everyday. To
highlight the survey results, the Union hosted a
picnic in the park in London to raise awareness
on the long hours culture and to launch its work
life balance campaign.
Commenting on the findings Mark Serwotka,
PCS general secretary, said: “The survey findings
confirm what we already knew – long hours
working in Britain is reaching epidemic
proportions. British workers take shorter lunch
breaks, less holiday and work far longer hours
than our European counterparts.
“A half an hour lunch break is the legal
minimum for an average working day, but
shockingly over half the UK workforce take less
than this. Twenty percent never take a lunch
break at all. This sort of work pressure is not
healthy for the employee and it is not healthy for
business.
“The Public and Commercial Services Union
hosted the picnic in the park to encourage
9innova August/September 2003
Trendwatch
Consumers throughout the US are
recognizing the severity of the obesity problem
and migrating toward better-for-you products and
“light, lean, low and less-of” brands. According to
the newest issue of GMA/IRI Times & Trends,
supermarket sales of better-for-you foods, which
include soy products, nutritional/energy/wellness
bars, weight-control items and bottled energy,
sport and water beverages, have averaged 18%
growth over the past five years.
In addition, sales of “light, lean, low and less-
of” brands increased 6.7% to $5.9 billion during
2002, and the sales of popular weight
management beverages grew from $6.7 billion in
2001 to $7 billion in 2002.
“Products geared toward healthful eating
including lower-fat, no-fat and reduced sodium
meals, snacks and drinks experienced significant
growth over the past few years,” said Mike
Diegel, director, communications for the Grocery
Manufacturers of America. “This is clearly a sign
that consumers are more aware of the
importance of nutrition and a balanced diet. The
food industry will continue to address this
demand by offering more of these alternatives.”
The increased public attention to health and
nutrition is evident in the sales of products
containing soy, which has grown an impressive
60.7% over the past five years. In addition, sales
of nutritional/energy/health bars have
experienced a similar boost, rising 38% over the
same period. ■
Consumers fight obesitywith healthy alternatives
An Organic Family Menu Guide by celebrity
chefs, tips for getting organic food into the
schools, and a cost analysis showing organic, non
conventional foods as a bargain, are the key
components of the Organic for Kids program
launched in August by the US Organic Trade
Association (OTA).
“Choosing organic food is an easy way for
parents to protect their families while giving
them delicious foods and an understanding of
the need to protect our environment. The OTA’s
‘Organic for Kids’ program helps parents
incorporate organic food into their children’s
lives both at home and at school,” said Katherine
DiMatteo, OTA’s executive director.
DiMatteo noted that children are especially
vulnerable to pesticides, and says that organic
agriculture minimizes their exposure to toxic and
persistent pesticides in the foods they eat, the soil
in which they play, the air they breathe and the
water they drink. Children who have organic
diets have lower pesticide residues in their urine
than children fed conventionally grown foods,
according to recent research conducted by
scientists at the University of Washington.
Celebrated organic chef Nora Pouillon of
Washington, D.C. headed a team of organic chefs
from across the country, who contributed family-
friendly organic recipes for breakfast, lunch and
dinner, as well as personal anecdotes and
shopping and preparation tips. The chefs include
Akasha Richmond and Jesse Cool from the West,
Scott Uehlein from the Southwest, Odessa Piper
from the Midwest, and Michel Nischan and
Pouillon from the East.
“Food brings families together,” said Nora in
her introduction to the guide. “Now, with the
help of this Organic Family Menu Guide, you can
make organic food a part of your life. You will be
giving your children delicious, healthful meals,
and teaching them an invaluable life lesson about
where food comes from and how we can work
together to protect the earth.”
Getting organic food into the schools
A tool kit of resources to help parents get
organic foods into their children’s school is
offered in a series of articles provided by Elaine
Marie Lipson, author of The Organic Foods
Sourcebook. The kit includes “Eleven Tips for
Change” for getting organic foods into the
schools. These advise parents to do their
homework, avoid attacking foodservice staff, and
“start small, but don’t think small.” An
educational handout for parents to distribute –
“Organic Food and Children” covers the meaning
of “organic” and explains why organic foods may
matter most to children. Extensive resources
listings are provided as well. ■
Organic Trade Association launches“Organic for Kids” promotion
employees and their employers to take a lunch
break. The event is part of the union’s wider
Work/Life Balance campaign which aims to
address these issues and provide some positive
solutions.”
ICM Research interviewed a random selection
of 565 adults aged 18+ in full or part time work,
by telephone between the 20th and 22nd of June
2003. Interviews were conducted across the
country and the results weighted to the profile of
all adults. ■
Let’s do lunch – unless you’re a British worker
Innova_005_Augustus '03 04-09-2003 15:22 Pagina 9
10 August/September 2003 innova
Retail watch
Supermarkets form the single largest sector
among the US Top 100 retailers with 26 of the
spots, according to STORES Magazine’s annual
Top 100 Retailers survey. In response to the
competition Wal-Mart has brought to the
grocery segment, supermarkets have adapted by
expanding their non-food offerings and
becoming mini-supercenters.
The survey says that retailers are looking to
new ideas and new tactics to remain
competitive. And, despite the year’s struggles,
some retailers are thriving. “A sluggish
economy, threats of terrorism, and a pending
war with Iraq made 2002 an extremely
challenging year for retail,” said Rick Gallagher,
STORES publisher and NRF Vice President.
“Most retailers have realized the need to
reevaluate their merchandising, their
marketing, and everything in between. The best
retailers understand that to remain competitive
they must continually reinvent themselves, and
we’ve seen some great creativity this year.”
Arkansas-based Wal-Mart leads the list as the
US’s largest retailer with 2002 sales of $246.5
billion, a 12.2% increase over the previous year.
Wal-Mart has generated enough grocery sales to
qualify as the largest US seller of supermarket
merchandise, but is expanding on new ideas to
grow the company even more. Recently, Wal-
Mart introduced a brand exclusive, the
Signature line from Levi’s. Additionally, Wal-
Mart is testing the online rental of DVDs.
Home Depot retained its place as the
second-largest US retailer, with 2002 sales of
$58.2 billion, an 8.8% increase over 2001.
Kroger preserved its number three status with
sales of $51.8 billion, a 3.3% increase over the
previous year.
A high rate of growth due to continued
success from a designer-oriented strategy sped
Target to the fourth-highest position, bumping
Sear, Roebuck,and Company to the number 5
spot. Costco advanced to the number six slot, up
two notches from 2002, ahead of Albertson’s
(no. 7) and Safeway (no. 8).
Rounding out the Top 10 retailers, JC
Penney advanced to the number nine position
(from no. 10 in 2002) due to the success of its
Eckerd’s drug stores. Kmart, which recently
emerged from bankruptcy, dropped to number
10 from seventh position.
Dollar stores continued high levels of growth
in 2002, growing by double-digit percentages
and significantly advancing in their individual
rankings from 2001.
Further information: 2003 Triversity Top 100
Retailers ranking is published in STORES
magazine (July issue) the official magazine of
the National Retail Federation. ■
US retailers remain inventive to stay relevant
Supermarkets were one of the few sectors of
the food industry actively acquiring or merging
with other companies in the first half of 2003,
racking up 20 deals, up from 12 during the first
six months of 2002.
On the whole, food industry merger and
acquisition activity was tepid in the first half of
2003. The Food Institute tracked 194 transactions,
down 11% from the same period in 2002 and a
drop of 34% from the first six months of 2001.
M&A activity among food processing firms held
steady – at 46 deals versus 49 during the first
half of 2002, but investment firms/banks, which
were striking a record number of deals in 2002,
slowed their pace, making 13 purchases, about
half of their level of activity from the first half of
2002, noted Catherine Pfister, Managing Editor,
at the Elmwood Park, NJ-based trade association.
Notable deals completed by the end of the
second quarter saw the FTC approval of the $2.8
billion merger of Nestle Holdings and Dreyer’s
Grand Ice Cream, after the firms agreed to shed
three Dreyer’s ice cream brands and Nestle’s US
distribution assets. Wal-Mart Stores agreed to sell
its McLane food distribution unit to Warren
Buffett’s Berkshire Hathaway and announced
plans to sell its Merit Distribution Services
business to Swift Transportation Co. Starbucks
Corp. disclosed a deal to acquire Seattle Coffee
Co. from AFC Enterprises in a $72 million
transaction, while Pilgrim’s Pride Corp. agreed to
buy the chicken operations of ConAgra Foods for
$590 million deal, making it the No. 2 US
chicken producer. ■
Supermarkets active in M&Atransactions
A new retail concept has been introduced into
the Southwest of the US, aimed at attracting
shoppers who want high quality foods at
discounted prices. Sunflower is a private company
started by Mike Gilliland and Libby Cook, a
husband-and-wife team that also co-founded Wild
Oats Markets. Gilliland and Cook, who are no
longer involved in Wild Oats, a publicly traded
company started in 1987, opened their first
Sunflower store in Albuquerque in July 2002 and
generated more than $10 million in sales in its
first year. They plan to open four to six stores a
year in Arizona for the next few years, the
founders say. As noted by its slogan, “Serious
food, silly prices,” the company wants shoppers
seeking high-quality foods at discounted prices.
The company plans to keep prices lower by
purchasing in volume from distributors, buying
fresh produce directly from growers and
aggressively managing costs, Millsap said.
Sunflower Markets will face competition from
other chains looking to serve a similar niche. The
most recent entry is Sprouts Farmers Market, a
California-based grocery chain, which opened a
store in Chandler last year and one in Scottsdale
this year. Sprouts officials have said they wanted
18 Valley stores in seven years. ■
Wal-Mart, the world’s biggest retailer, opened
its first outlet in China’s capital Beijing this
summer, making its inaugural foray into a major
Chinese city after setting up 22 stores elsewhere
in the country.
The opening represents a new step in Wal-
Mart’s penetration of the Chinese retail market,
seven years after it opened its first China outlet
in the southern city of Shenzhen. Wal-Mart
operates about 3,200 Wal-Mart and Sam’s Club
stores in the United States and more than 1,200
stores worldwide, including outlets in Germany,
Great Britain, Brazil, Argentina and South Korea.
Already the single largest buyer of Chinese
products, the company is rapidly becoming one
of the biggest sellers to the Chinese, too. If Wal-
Mart were a nation, it would be China’s eighth-
largest export destination.
Many of the best-known American food
products on sale in the Beijing outlet are made in
China. The Heinz baby food came from the
southern city of Guangzhou, the Budweiser beer
was brewed in Wuhan in the country’s center,
and the Tang drink mix comes from Tianjin, just
east of Beijing.
France’s Carrefour and PriceSmart of the
United States already have Beijing stores. Local
competitors are also getting into the business
too, including one called Wu Mart, located about
five minutes from the Wal-Mart store. ■
Wal-Martopens Beijingstore
Healthy eating without the premium
Innova_005_Augustus '03 04-09-2003 15:22 Pagina 10
11innova August/September 2003
Market trends
The Vegetable Oil Industry of Canada
(VOIC), representing canola growers across
Canada, oilseed processors and manufacturers of
oilseed-based food products, such as canola-
based margarines and cooking oils, has asked
the Federal and Provincial Ministers of
Agriculture to complete long overdue
commitments to eliminate regulations that
discriminate against vegetable oil-based
alternatives to dairy products.
Ernie Doerksen of the Canadian Canola
Growers Association, a member of VOIC, said:
“Current nutrition recommendations support the
reduction of saturated “animal-based” fat and its
substitution with polyunsaturated and
monounsaturated [plant-based] fats found in
vegetable oils such as canola based products. Yet,
the marketing of vegetable-oil based alternative
foods is seriously hampered by differing
provincial regulations that were to have been
eliminated almost six years ago under the
Agreement on Internal Trade.”
Under the Agreement on Internal Trade
(AIT), agriculture ministers committed to
harmonize margarine standards and standards
regarding dairy blends (mixtures of butter and
margarine) and vegetable oil-based alternatives to
dairy products by September 1, 1997 but have
failed to do so in the almost six years that have
elapsed since the deadline. In addition, Ministers
were to have reviewed the scope and coverage of
the Agriculture Chapter of the AIT by September
1, 1997, but have repeatedly deferred that
commitment.
Members of VOIC presented Ministers in
advance of their July 8th annual meeting in
Winnipeg, a study from Finland that
demonstrates the significance of changes in the
choice of spread from high to low-in-saturated
fat products, and the impact on the rate of death
due to coronary heart disease. In 1972, 90% of
those studied used butter on bread and the
corresponding rate of death from coronary heart
disease was 671 persons per 100,000. In 1992,
20% used butter, with the majority using low-fat
spreads, margarine and blends with a
corresponding rate of death from coronary heart
disease of 324 per 100,000, a decline of more
than 50%.
Results of a Harvard University Study
conducted in the 1970s and 1980s, focusing on
90,000 women and 50,000 men and
subsequently verified by a 1989 National
Academy of Sciences report, found that the
incidence of heart disease was strongly
influenced by the type of dietary fat consumed.
Consumption of plant-based polyunsaturates and
monounsaturates decreased the risk, while
consumption of saturated fat increased the risk.
According to Health Canada, cardiovascular
disease results in $7.3 billion in direct costs and
$16.9 billion in indirect costs per year in Canada.
Recently, the Minister of Health, the Honourable
Anne McLellan observed that “…the
consequences of poor dietary habits are
significant, not only for individual Canadians’
health, but also for the welfare of the health
system itself…. The economic burden of a poor
diet alone is estimated to be $6.3 billion annually
in Canada, including direct health care costs of
$1.8 billion.”
Eliminating regulatory discrimination against
vegetable oil-based alternative foods would also
address the needs of the 20% of Canadians who
are dairy-intolerant. Up to 95% of adult Asians
are dairy-intolerant, 74% of First Nations People,
70% of the black community, and 15% of
Caucasians. As indicated by the recently released
2001 census data, visible minorities – two thirds
of whom are Chinese, South Asian and black –
now comprise 13.44% of the population
compared to 11.2% in 1996. Hence, Canada’s
dairy-intolerant sub-population is becoming
increasingly significant as a percentage of the
total population.
“Ministers of Agriculture are strongly
encouraged to address commitments under the
AIT that will improve the health of Canadians,
reduce health care costs to treat diet-related
illnesses, particularly cardiovascular disease, and
address the needs of the increasingly large dairy
intolerant population in Canada,” added
Doerksen.
In a letter to Industry Minister Allan Rock,
the Federal Agriculture Minister, Lyle Vanclief,
states that the objective of the Federal
government’s Agriculture Policy Framework
(APF) is to make Canada a world leader in food
safety, innovation and environmentally
responsible production. Yet, the APF is silent on
the elimination of internal trade barriers to
develop the domestic market. ■
Industry urges loosening of Canadian vegetable oil regulations
To protect Americans from the possibilityof eating food contaminated bybioterrorists, businesses and individuals whoproduce, import or distribute food will haveto meet four new requirements imposed bythe US Food and Drug Administration, theagency announced in August.
One rule holds that foreign and domesticfacilities that manufacture, process, pack orhold food to be consumed by humans oranimals in the United States, be required toregister with the agency.
The Food and Drug Administration (FDA)also wants to be given prior notice beforefood is imported or offered for import intothe United States.
Another rule would require specificrecords about a food’s “immediate previoussources and immediate subsequentrecipients” to be kept and retained. Retailfood operations are exempted frommaintaining records on immediate
subsequent recipients, when food is solddirectly to consumers.
A fourth rule would identify procedures.The secretary of Health and HumanServices, through the FDA, would take tostop foods “that present a serious healththreat to humans or animals” from enteringthe US food system.
The proposed rules, mandated by theBioterrorism Act of 2002, are expected togo into effect on December 12. The agencysaid it is currently reviewing publiccomments on the proposals.
Imported food from foreign facilities thatare required to register but have not doneso will be held at the port of entry until thefacility is registered. In addition, the agencywarned, it is a prohibited act to fail toregister if required to do so, which couldsubject the owner, operator, or agent-in-charge of the facility to criminal or civilpenalties.
The new requirement would apply to allaffected facilities for all foods and animalfeed products regulated by the FDA,including dietary supplements, infantformula, beverages – including alcoholicbeverages and food additives.
Some facilities would be exempt from thenew rules – farms, restaurants, certain petfood entities, retail food establishments,non-profit establishments that prepare orserve food, fishing vessels not engaged inprocessing, and facilities regulatedexclusively by the US Department ofAgriculture. Foreign facilities would beexempt “if the food from the facilityundergoes significant further processing orpackaging by another facility outside of theUnited States,” the FDA said.
The agency said it expects the finalregistration requirements will be publishedby mid-October. Source: Environment NewsService. www.ens-newswire.com
Tougher US food import controls aimed at bioterrorists
Innova_005_Augustus '03 04-09-2003 15:22 Pagina 11
12 August/September 2003 innova
Technology innovation
Japanese company Kyowa Hakko Kogyo Co.,
Ltd., has developed a liquid version of CSPHP, its
popular cholesterol-lowering food ingredient and
is looking for new markets in Europe and North
America.
This technological breakthrough means that
food and drinks manufacturers can make
functional beverages that dramatically lower
cholesterol levels. The company says that since
its release in Japan in 2001 in powder form,
CSPHP has become a popular ingredient for
functional foods among Japanese consumers.
“We believe that CSPHP-containing drinks
will appeal more to consumers in the US and
Europe, where functional beverages are more
common than functional foods,” said Tadayasu
Furukawa, President of Kyowa Hakko’s Food
Company. “It requires such small volumes and is
so stable that almost any manufacturer can
incorporate it into their products. We think this
unique product will add real impetus to the
overall functional beverage market.”
Kyowa Hakko released a mild yogurt-flavored
CSPHP drink in Japan in May 2003. The
Company plans to market the liquid CSPHP
technology in the US through New York-based
Kyowa Hakko U.S.A., Inc.
CSPHP is a novel cholesterol-lowering
compound that combines soy protein hydrolyzate
and soy phospholipids to block the absorption of
harmful LDL cholesterol in the intestine. CSPHP
also has a unique property that promotes the
production of healthy HDL cholesterol.
Controlled trials indicated that 3 grams of
CSPHP taken every day for one month reduced
LDL-cholesterol by 17%, compared to a 13%
reduction with the same quantity of plant sterol
ester. In the same trials, a daily intake of 25
grams of soy protein resulted in a reduction of
LDL-cholesterol by only 10%.
Kyowa Hakko describes itself as an industry
leading global supplier to the food,
pharmaceutical and chemical industries, with net
sales in the fiscal year ending March 31, 2003 of
359 billion yen. The Company was established in
1949 and is headquartered in Tokyo. Areas of
expertise include the development and
application of fermentation technology, and new
forms of biotechnology. Kyowa Hakko’s core
pharmaceutical research focuses on drug
discovery using antibody-based technologies and
on developing therapeutic agents for cancer and
allergies. ■
Cholesterol-lowering ingredient from Japan
BioDelivery Sciences International, Inc.
through its subsidiary, Bioral Nutrient Delivery,
LLC (BND), has utilized its licensed and patented
technology, Bioral Delivery, to formulate an
Omega-3 fatty acid oil as a stable, dry powder
known as Bioral Omega-3.
Potential use for the delivery system is in
goods that are then baked or cooked, such as
cakes, muffins, pasta noodles, soups and cookies.
Other potential applications may include the use
of Bioral Omega-3 by manufacturers of cereals,
chips, and candy bars. In addition, the Company
has added the Bioral Omega-3 formulation to
beverages such as soy milk, milk, liquid yogurt,
grapefruit and orange juice, smoothies, sports
drinks, soft drinks, coffee, iced coffees, and other
beverages, in each case without altering taste or
odor.
The Company cautions though that all the
testing to date has been performed on a small
scale and there can be no assurances that Bioral
Omega-3 will scale and perform as well in a larger
production setting.
The development of Bioral Omega-3 is part of
a larger effort by BND to utilize the company’s
licensed encochleation technology platform to
enable BND to encapsulate or “wrap” a selected
nutrients into a crystalline structure, termed a
“cochleate” cylinder, for use in processed foods
and beverages. BND was formed on January 8,
2003 for the purpose of exploiting this application
of the Company’s licensed technology. Effective
April 1, 2003, the Company sub-licensed its
encochleation technology to BND for this purpose.
BND intends to identify food and beverage
manufacturers as potential licensees of its sub-
licensed technology, who will apply the
encochleating technology to their products. ■
Omega-3 as stable, dry powder
BTG, a global technology commercialization
company, and Cohen Marketing Services have
announced an agreement allowing BTG to
commercialize a technology that enables higher
soy content in several food product categories,
including baked goods, snack foods (chips,
cookies), and any other dough-based specialty
foods.
Because foods made with soy protein may
lower cholesterol and generally have lower
amounts of saturated fat, consumers have
embraced soy products and are demanding a
broader array of foods containing this ingredient.
In 2001, sales of soy foods in the US totaled $3.2
billion, up 17% over the year before, according to
a study by market research firms SPINS and
Soyatech.
Currently, very few dough and baked products
contain soy because dough made with a high
amount of soy could not be formulated properly
to meet the demands of food manufacturers.
This company’s soy dough formulation is said to
enable food manufacturers to more than double
the amount of soy in baked foods while providing
the consistency and texture consumers have
come to expect in these food products. ■
Double the soy protein inbaked and snack foods
Fiber Gel Technologies, Inc., a whollyowned subsidiary of Circle GroupHoldings, Inc., has successfully completedits pilot production of Ztrim, which canreplace up to 50% of fats and calories inprocessed and fast foods, withoutcompromising the taste and texturequalities consumers are accustomed to.Fiber Gel owns the exclusive, worldwidelicense for all fields of use to Z-Trim, anall-natural, carbohydrate-based fatreplacement developed by theAgricultural Research Service of theUnited States Department of Agriculture.Z-Trim can be used to decrease fat andcalories and increase insoluble healthyfiber in foods. The target markets for Z-Trim include: dairy (cheeses, dips,spreads) baked goods & confectionery(breads, cookies, candies, cakes, pies),cereals, pasta, snack foods (chips,crackers, energy bars), meats (burgers,lunch meats, deli meats, sausages, hotdogs, fish dogs), beverages (energydrinks, shakes, beers, weight-loss drinks),face and hand lotions.
Fiber Gel began sample production inApril 2003 of Z-Trim and has entered intomutual non-disclosure agreements anddiscussions with Nestle, McDonald’s,Mitsubishi Australia, Manildra Mills andProctor & Gamble to pursue potentialopportunities for Z-Trim. Fiber Gel alsoreceived a request from a large Canadianbrewing company to provide a low-calorie lager formula using Z-Trim.www.ztrim.com
Fiber-based fat replacer ready for market
Innova_005_Augustus '03 04-09-2003 15:22 Pagina 12
13innova August/September 2003
Foodservice
Taco Bell, best known for selling tacos and
burritos for less than $1, has gone upscale by
introducing a $2.99 Chicken Caesar Grilled Stuft
Burrito and the Southwest Steak Border Bowl for
$3.49 and in so doing has gone from the weakest
to the strongest of the fast-food chains owned by
Yum Brands Inc.
Yum Brands, formerly known as Tricon
Global Restaurants, was spun off in 1997 by
PepsiCo Inc. Yum Brands also owns KFC and
Pizza Hut, and last year it added seafood chain
Long John Silver’s and A&W All-American
Restaurants.
Taco Bell is the nation’s largest Mexican fast-
food chain and fifth-largest fast-food company in
the United States, with $5.2 billion in sales last
year. But within Mexican fast food, Taco Bell is
pretty much the category, with nearly a 70%
market share, according to Technomic
Information Services, a Chicago restaurant
consulting firm. Smaller competitors are
privately held Del Taco Inc. of Lake Forest, Calif.,
and Taco John’s International Inc. of Cheyenne,
Wyo.
Much of the growth in Mexican restaurants is
seen at the higher-priced end. Last year, sales at
the McDonald’s Corp.-owned Chipotle chain rose
55% to $225 million, and sales at Wendy’s
International Inc.’s Baja Fresh chain gained 41%,
to $249 million.
At Taco Bell, its new goals were to have
cleaner, nicer-looking restaurants, and offer
higher-priced items with better ingredients.
“We’re repositioning the brand,” said Greg
Creed, Taco Bell’s chief marketing officer.
Earlier the company had a major headache
sorting out many financially troubled Taco Bell
franchises. In an 18-month span from 2000 until
the fall of 2001, Taco Bell’s same-store sales kept
falling. Some franchisees fell into bankruptcy,
and others, buried under debt from a recent
expansion push, pleaded for help from the
company.
Taco Bell ended up restructuring deals with
nearly 1,800 of its restaurants, or almost 30% of
the chain. The company bought 147 restaurants
for $76 million, spent an additional $28 million
to purchase land, buildings and equipment from
52 others, and committed $45 million for future
franchise capital expenditures. The company also
set up a $15 million loan program to help
troubled franchisees.
Rolling out a higher-price menu helped boost
Taco Bell’s average sales to $964,000 per
restaurant last year – nearly on par with rival
Burger King – and up 7.6% from $896,000 in
2000. Taco Bell also cut 25 seconds from its
delivery time at the drive-through windows,
which accounts for 66% of Taco Bell sales. ■
Mexican food keeps Yum Brands! satiated
US airlines are testing the concept of selling
in-flight meals to coach-class passengers rather
than giving them no food choices at all.
The idea is being pioneered by LSG Sky
Chefs, the world’s largest supplier of airplane
food, who want to sell high-quality boxed meals
to coach passengers who have been sadly
abused, or abandoned, by airline foodservice.
Under LSG’s concept, which half a dozen
airlines including America West Airlines,
Northwest Airlines, US Airways, Delta Air Lines
and United Airlines, have been testing off and
on since last year, the choice is still limited, but
the prospects are better because the new meals
are made in close cooperation with take-out
restaurant brands that are partners with LSG.
The idea of selling in-flight meals began to
take hold early last year when America West
Airlines, followed by Northwest Airlines, US
Airways, Delta Air Lines and United Airlines,
began test-marketing it on selected routes.
Hoping to create what Stephan Egli, LSG
Sky Chefs senior vice president for global
marketing, called a paradigm shift in airline
foodservice, LSG Sky Chefs did intensive
research and development on a food-for-sale
program called In-Flight Cafe.
Recently, US Airways became the first
carrier to offer the In-Flight Cafe meals in coach
seats on most domestic flights of 700 miles or
more. Lunch or dinner costs $10; breakfast is
$7. (Traditional foodservice remains free in
business class and first class.)
LSG, which currently produces more than
364 million traditional in-flight meals a year for
260 airlines worldwide, had been hammered by
meal cutbacks and the steep decline in the
number of flights after 9/11, Mr. Egli said.
“We went out, did some market research
over a year ago,” he said. “We asked, ‘Will you
pay for food on an airplane?’ Three-quarters
said they would, if there was no free meal being
served and if the food was good. The approach
we’re taking is it cannot be airplane food. It has
to be a much higher level of quality.”
So LSG began seeking brand-licensing
agreements with prominent take-out retailers,
who sent their own chefs to work with LSG
chefs to develop menus with signature dishes.
LSG’s initial restaurant partners are D’Amico &
Sons, T.G.I. Friday’s, Einstein Brothers,
Wolfgang Puck Express and Vie de France.
“The best way to do it is use established
brands because people are familiar with
Einstein, with T.G.I. Friday’s, with Wolfgang
Puck,” Mr. Egli said. “We sell it as a meal under
our licensing agreements, but everything is still
produced in our kitchens.”
If all goes well, LSG plans to soon add 10 or
15 more restaurant brands to its portfolio and
start rotating them across different airlines,
ensuring that frequent fliers will not grow
bored. ■
In-Flight-Café to give airlinepassengers a food choice
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 13
14 August/September 2003 innova
Foodservice
At a new restaurant in Orlando, Fla.,called Seasons 52 there is nothing on themenu more than 500 calories, desserts arethe size of a shot glass and servers canlook up nutritional information onhandheld computers. But far from afaddish diet restaurant, Seasons 52 is thelatest concept being tested by the verymainstream Darden Restaurants Inc., whichowns the Red Lobster and Olive Gardenchains.
Darden experiments with “health” concept
Collectively, 89 publicly traded US restaurant
companies posted a solid performance in 2002.
Foodservice information provider Technomic
Information Services found that average revenues
among public chain restaurant companies
increased 7.7% over 2001 and net operating
income was up 6.6%, despite the fact that 17
companies reported negative NOI.
This impressive growth supports the view that
foodservice, and particularly the restaurant
industry, is relatively resistant to recession and
remains a dynamic sector in the US economy.
US systemwide sales for the chains owned by
the 89 public companies were just shy of $100
billion in 2002, which accounts for 36% of total
restaurant industry sales. Public company
revenue reached $65.5 billion in 2002, up from
about $60.8 billion in 2001.
Notably, 39 publicly traded casual dining
chains enjoyed an average 12% increase in
revenues, edging out limited service restaurants
(up 9%) and significantly outpacing midscale
restaurants (up 3%). Average operating income
for casual dining chains was up 23%. Buca Inc.
posted 36.8% revenue growth in 2002 over 2001
and P.F. Chang’s China Bistro Inc. enjoyed
32.4% revenue growth, among the most
impressive casual dining operators.
In all, the 89 publicly traded US restaurant
companies operate 121,000 units, up 5.5% from
2001. Revenue per employee averaged $39,000
last year, up from $37,000 the prior year.
While McDonald’s Corp. is ranked No. 1 when
it comes to revenues ($15.4 billion) and assets
($23.9 billion), YUM! Brands Inc. (KFC, Pizza
Hut, Taco Bell, Long John Silver’s and A&W) is
No. 1 with respect to number of units (32,920).
IHOP Corp. led the publicly traded US
restaurant companies with respect to operating
margin in 2002 (24.2%). The Top 10 chains
ranked by% operating margin are as follows: (13
14 food service excel sheet)
In Technomic’s annual survey of the Top 100
leading chain restaurant companies published
earlier, they found that the annual rate of growth
Impressive growth in USfoodservice
2002 2001Rank Chain Operating Operating
Margin % Margin %1 IHOP Corp. 24.2 26.42 Sonic Corp. 20.6 20.43 CEC Entertainment Inc. 19.1 19.14 Applebee’s International Inc. 15.7 15.15 Wendy’s International Inc. 14.2 13.86 McDonald’s Corp. 13.7 18.17 YUM! Brands Inc. 13.3 12.88 Panera Bread Co. 12.5 10.89 Outback Steakhouse Inc. 12.3 11.1
10 Domino’s Inc. 12.3 10.1Source: Technomic Inc.
Top Ten Chains by Operating Margin
Rank Chain 2002 US % Sales % Unit Sales ($ millions) Change Change
1 Quizno's Classic Subs $615* 68% 39%2 Chipotle 225* 55 313 Panera Bread/ St. Louis Bread Co. 755 43 304 Baja Fresh Mexican Grill 249 41 395 Krispy Kreme 622 39 256 Culver's Frozen Yogurt 280 30 267 Buffalo Wild Wings Grill & Bar 282 28 268 P.F. Chang's China Bistro 400 28 219 Carabba's Italian Grill 343 24 19
10 Starbuck's 2,940 23 19Total $6,711 32% 25%
*Technomic estimate
The top ten fastest-growing chainsWith sales over $200 million, ranked by percentage increase in sales in 2002 vs. 2001
for these top players was 4.7%. US systemwide
sales for the Top 100 rose to $145.8 billion in
2002, up $6.6 billion over 2001 on a same-chain
basis.
Among the major foodservice segments
represented within the Top 100, the
Bakery/Other Sandwich category exhibited the
highest rate of growth at 13.7%. Donuts were a
close second, however, at 13%. Other foodservice
segments with sales growth over 8% were the
full-service categories Broad Menu and Italian.
While domestic sales growth in 2001
outpaced that of international operations, this
trend was reversed in 2002. Sales from
international operations among Top 100 US
companies increased 5.7% in 2002, significantly
higher than 1.8% in the prior year. Of the 188
chains within the top 100 restaurant companies,
only 76 chains operated units internationally.
International sales for the Top 100 chains
equaled roughly 34% of their domestic
counterparts.
In terms of total growth rates, Starbucks is
plainly the largest of the fastest-growing chains
(displayed in the chart). However, five other
major chains with sales over $1 billion also
achieved double-digit growth in 2002 including
Ruby Tuesday (17%), Subway (16%), Chili’s (13%),
Golden Corral (12%) and Sonic (11%).
Quick-casual chain growth has slowed but
continues to claim substantial and well-deserved
attention. Considered as a group, the 15 largest
quick-casual chains achieved collective sales
growth of over 12% in 2002, down from 17% in
2001. The fastest growing quick-casual chain was
Atlanta Bread Company, with over 59% sales
growth. Four other quick-casual operations-
Chipotle, Panera Bread/St. Louis Bread, Baja
Fresh Mexican Grill and Corner Bakery-all turned
in sales performances in excess of 15%.
While the Top 100 chains posted strong
growth in the aggregate, individual results varied
dramatically with sales ranging from 68% growth
to 14% declines; 24 of these chains showed sales
declines in 2002.
Both winners and losers appeared in each
segment and menu category. These widely mixed
results only serve to demonstrate the overall
competitiveness of the industry and the need for
suppliers and operators to carefully identify and
focus upon the winners. ■
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 14
15innova August/September 2003
Consumer trends
Going solo is becoming the norm rather than
the exception according to new research from
Datamonitor. One-third of all western Europeans
were living alone in 2002 – and more and more
people are choosing to do so. These new singles
are a force to be reckoned with – not lonely
pensioners or students squatting in a garret, but
affluent professionals with a growing desire to
spend their hard-earned money on themselves.
These affluent singles make a valuable market
for food, drinks and personal care, spending
€ 140/150 billion every year. Single person
households spend 50 per cent more per person on
CPG (consumer packaged goods) than two adult
households. Across Europe, the 35 per cent of the
market represented by people who live alone is
worth 10 per cent of the off-trade alcohol market,
40 per cent of the food market and 41 per cent of
the personal care market. This works out at an
average of € 3,022 per single person per year.
Between now and 2007, singles’ spending
overall Europe will have increased by 4% per year
to just under € 190 bn. Sweden, The Netherlands
and the UK will be the fastest growing markets.
Table 1 illustrates Single person households’ per
capita spending on food, drinks and personal care
(c) in western Europe 2002.
Late mid-lifers set to drive market value
Single Late Mid-lifers, aged between 35 and 49,
show the highest CPG spending of all people who
live alone due to their greater income, the typical
absence of dependents and greater desire to spend
money on their own comfort. As they make up 20
per cent of the total singles population, they are
definitely a profitable market. The majority of Late
Mid-Lifers are Long-term Singles who avoided
marriage in their Early Mid-life while the rest are
the New Singles – separated, divorced or widowed,
and possibly with dependent children.
The Long-term Singles are the most lucrative
sector of the single person household market.
Their earning power has increased and they will
usually have no dependents. They are
independently minded, place a high priority on
enjoying their life and have a higher than average
disposable income, making them a good target for
premium goods in all CPG arenas.
These consumers are far more likely to
premiumize on food and alcoholic drinks and are
the group with the least stigma about drinking
alone at home and the most desire to spend
money on high quality alcoholic drinks. The home
alone occasion is an important one for Long-term
Singles as it enables them to luxuriate in their
single status.
They also have a greater ability than other
consumers to spend money on high quality or
luxury personal care. Their motivations for using
personal care vary – with age many, particularly
women, feel the need to fight the signs of ageing
and try to maintain an attractive appearance. For
others, using high quality personal care is a
reflection of their own values. Pampering is also
very common and reflects another aspect of the
enjoyment of the home alone occasion.
The New Singles differ quite markedly from
long-term singles in terms of their behavior. They
usually have to have to form new social networks,
may have dependents and are not accustomed to
living alone.
Single Young Adults want convenience, fun and
communication
Single Young Adults between 18 and 24 are
comparatively rare, as most of them tend to live
with their parents or share with others. Single
Young Adults’ greatest needs are for
communication and fun – they need to socialize
in order to develop their social networks and
friendship groups, and meet new people. They
tend to spend large amounts of time outside their
homes. As a result they shop much more
frequently, as their eating habits are too irregular
to make bulk purchases of perishable goods a
good idea. These top-up shopping trips are
generally impulsive as well – quality of food is not
a high priority, whereas convenience and speed
are. Single Young Adults tend to eat a lot of ready
meals, rather than spend time cooking. They also
care a great deal about their appearance, thanks to
their frequent socializing. However, as they do not
have large incomes, they are limited in their ability
to spend as much as they would like in this area.
Single Young Adults’ active social lives mean
that they are a key market for on-trade alcohol and
in the UK they are responsible for one-third of the
on-trade alcohol consumption.
Greater concern for health at the heart of Single
Seniors’ lifestyle
Seniors make up the largest group of people
who live alone, due to bereavement as much as
choice, and thus the most valuable market. For
most, particularly those who have retired, money
is a key concern.
Seniors often become interested in
experimenting with cookery after their retirement
– however, their need for convenience also
increases. For some retirees, this is because they
live a more active life in retirement, for others it is
because they do not want to waste any more of
their time chopping vegetables. As a result, the
demand for convenience foods increases with age.
Datamonitor analyst, Andrew Russell
comments: “Targeting people who live alone
means understanding how their key need states
affect their demand for food, drinks and personal
care. Food manufacturers need to develop
products and marketing, which appeal to single
person householders looking for quick, convenient
and tasty meal solutions which they can enjoy in
front of the television or while phoning friends.
Personal care manufacturers need to help people
living alone to feel good about themselves by
creating an attractive, confident image. Drinks
manufacturers need to target the desire to
premiumize in order to enjoy a greater quality of
life – something most people living alone feel they
deserve.”
Source: Targeting the Needs of People who
Live Alone. See www.datamonitor.com for further
details. ■
A new report from independent market analyst Datamonitor reveals how the soaring
number of single households and their ever-increasing spending power present
manufacturers and retailers with a unique opportunity to tap into a highly lucrative
market.
€/year per capita 18-24 25-34 35-49 50+France 2,619 3,128 3,596 3,199Germany 2,587 2,631 3,014 2,694Italy 3,298 3,337 3,727 3,473Netherlands 2,166 2,392 3,063 2,637Spain 2,076 2,052 2,228 2,072Sweden 4,629 4,237 5,633 4,796UK 3,942 3,773 4,463 3,285Other 2,998 2,991 3,510 3,117
Overall 2,699 2,991 3,510 3,117
Source: Datamonitor
Table 1: Single person households’ per capita spending on food, drinks and personal care (EUR) western Europe 2002
Singles spend onthemselves
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 15
According to Datamonitor “seniors” remain
overlooked by marketers and the packaged goods
industry when it comes to product, marketing
and advertising. Between 1997 and 2007, the
number of European Seniors is expected to rise
significantly from 127.4 million to 147 million in
2007. This, together with the fact that they
possess high disposable incomes, makes them a
highly attractive and profitable segment.
“This rise in number represents an interesting
social phenomenon as well as an exciting, yet
often overlooked opportunity for the packaged
goods industry. Changing attitudes and
consumption habits of both current and future
cohorts of 50-59 year olds will herald a “new-age”
of Senior consumerism,” comments Daniel Bone,
Datamonitor consumer markets analyst and
author of the report.
Time to respond to the WOOFS
Between 1997 and 2007, the number of
European Seniors is set to rise by over 15% and
reach 147 million. This, together with the fact that
they possess high disposable incomes, makes
them a highly attractive and profitable segment.
Possessing high disposable incomes, many
can be considered Well Off Older Folk (WOOFS),
particularly those aged between 50 and 64. The
European average disposable income of this age
group equates to € 19,800 in 2002, compared to
€ 25,324 in the UK where it is expected to rise to
€ 27,487 by 2007. The drivers behind this
income trend include empty nesthood, higher
earnings, an increased likelihood of a large
inheritance and lessening impacts of long-term
financial payments.
High levels of inequality exist amongst Senior
consumers though. Those aged 65+ are on a
lower income and with the pension crisis
deepening, there is little chance of the gap
diminishing. Consequently, principles of saving
and simplicity remain highly applicable to Senior
consumerism, particularly for older consumers
who possess more conservative values stemming
from their generational experiences.
A new age of senior consumerism
Europeans turning 50 now mark the first
generation of mass consumers who have grown
up immersed in a consumer culture.
Consequently, the manner in which they will
behave and consume will be markedly different
from their parents. They have grown up using
brands to help construct their identities. The
desire to be seen consuming the right products is
a need that will accompany them in the Senior
lifestage. As a result of increasing hedonism, an
innate fear of ageing and their consumption
history, Seniors are more and more likely to
become adopters of so-called youthful brands.
“Contemporary Seniors are also subject to
greater influence from their children. Due to
delays in the average age of first births and a
growing tendency for young adults to remain in
the parental home for longer, current and future
cohorts of Seniors will be subject to growing
influence from their off-spring,” comments
Daniel Bone. “This will only further enhance their
tendencies to adopt consumption habits typically
associated with youth culture,” he concludes.
Marketers must capitalize on “ageless
marketing”
Although there remains a tendency to see
Seniors as a homogenous group, Datamonitor
finds that the over 50s across Europe are a highly
diverse group of individuals, both in terms of
attitudes and lifestyles.
In order to capitalize on the growing number
of European Senior consumers and their
comparatively high disposable incomes,
marketers must show greater sensitivity to their
changing lifestyles. With a new generation of
Senior consumers and a blurring of values
between the so-called “older” and “younger” age
groups, CPG players should follow the example of
others such as GAP in realizing that they must
make fashionable products available to and
inclusive of Senior consumers. GAP’s “ageless”
campaigns partly account for its popularity with
mature consumers, especially those seeking to
retain cool credibility.
However, a significant reason for advertisers
shying away from consumers over 50 is the
conventional wisdom that they are very brand
loyal and less likely than younger people to try
new products. “This is perhaps the greatest
marketing myth associated with Senior
consumers and stems from historic and
stereotypical references,” says Bone. “In reality,
many Seniors are moving into a new phase of life
ready to experience new things, particularly once
they are unencumbered by children. Critically,
food purchases tend to come into line with food
preferences once the kids leave home simply
because there are fewer people to please. They
have more time to focus upon themselves and
this is often reflected by different consumption
patterns,” he continues.
Seniors increasingly cynical of advertising
In a marketing world still obsessed with youth
culture, few marketing campaigns and associated
advertising messages speak explicitly to Seniors.
And when they do, there is a tendency to
stereotype and patronise their lifestyles or for the
advertisement to lack relevance. Marketers
continue to show reluctance in using older
models in advertisements even though the over
50s want to see more people their own age in
commercials.
“Given that the world of advertising has
evolved away from simplistic structures to
abstract messages that are inappropriate for older
people, Seniors have become increasingly cynical
of advertising. This means they often turn to
friends and family as more trusted and credible
sources of information,” comments Bone.
“Marketers can communicate to Seniors by
embracing Senior specific media as well as
portraying Senior lifestyles more positively
through the use of active images which illustrate
their enjoyment of life thus leveraging the
positive values of maturity.”
NOTE: Datamonitor’s report, “Targeting
Seniors Effectively” provides information about
how social trends, life experiences and needs
impact seniors’ purchasing behavior. See
www.datamonitor.com for further details. ■
16 August/September 2003 innova
Consumer trends
Marketers failing to cash in onthe gray poundDatamonitor have also released a new
report entitled, “Targeting Seniors
Effectively,” which reveals that Seniors, in
particular those aged 50 to 64, which they
say are one the most affluent segments of
European society, both in terms of income
and wealth.
€/year per capita Age 2002 2007 % change 2002-2007UK 25-49 22,002 23,162 5.3
50-64 25,324 27,487 8.565+ 16,294 17,359 2.6
NB: 2007 forecasts are based upon inflation rates and 1997-02 trends identified fromEurostat figures.
Source: Datamonitor, OECD and Eurostat
Table 1: Distribution of mean net income per capita by age, 2002-07
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 16
Walk into any Spanish super Mercado and you
may find it hard to locate any fresh milk. But long-
life milk with additives? There are more to satisfy
even the most faddish health nut and perhaps
encapsulates what is happening to Spanish eating
habits. Yes, people are more interested in eating
healthier – the traditional Mediterranean diet of
fish, vegs and olive oil is making a comeback – but
many also want it conveniently says Dr Ramon
Segura Cardona, a food science specialist at the
Universitat de Barcelona.
Hence the explosion in functional foods on the
Iberian peninsular, and perhaps the decline in
pure unadulterated but somewhat inconvenient
foods such as fresh milk – it goes off. Food
companies have also latched onto the growing
trend realizing functional foods as a way of adding
value to existing traditional foods.
Now the research and development of
innovative functional food products is increasing
exponentially, particularly for those products that
have the potential to reduce morbidity and
mortality. And of course with Spain’s rapidly aging
population, there is an increased interest in foods
that promote a healthier lifestyle.
Dairy products lead in functional foods
The concept of functional food refers to those
foods that incorporate components or ingredients
that promote human health over and beyond basic
nutrition. Born in Japan in the 1980s, it has
surged in the US and Europe lately.
Recently the nation’s biggest dairy company,
Puleva, launched a milk where the saturated fat
content was replaced with fatty acids such as
Omega-3. Success has been so great that its
Omega-3 Milk now represents 60 per cent of its
milk sales.
“Fortified foods may well have become popular
as habits in Spain changed,” says Dr Cardona.
“People are eating out more, eating more on the
go. It would be better if we had natural fortified
foods, greens, nuts etc. But as lifestyles change will
be natural, then perhaps demand for these type of
added functional foods will become popular in the
‘ready to go’ form.”
With the Spanish economy experiencing steady
growth, and an increase in consumer confidence
and personal income the consumer foodservice
market in Spain has witnessed remarkable growth
recently. Last year the market increased in value
terms by 22.6%. In 2001, the market stood at
€ 24,640 million. According to a Spanish
government report on the food industry, changes
in working patterns, such as the increasing
number of working women and the positive
evolution of tourism in Spain were key drivers of
the market.
The new and emerging market for
nutraceuticals and functional foods – natural,
bioactive chemical compounds with health-
promoting, disease-preventing or medicinal
properties – is driven by an increasing consumer
understanding of the link between diet and
disease, rising health-care costs, and advances in
food technology and nutrition research.
Media and word of mouth fuels consumer
demand
Word of mouth, marketing and advertising
campaigns, and media interest have also helped
the boom in functional foods, with many Spanish
doctors also recommending patients switch to
certain foods that benefit from added health
ingredients such as Actimel’s milk products with
added Omega 3. This additive, like others, has
been much touted as a rich substitute for
beneficial fish oil which has links to a low rate of
heart disease in some countries such as Japan.
With demand growing steadily, food companies
such as Puleva have been beefing up their biotech
departments to find new products. Puleva Biotech
(PB) – established in 2000 as part of Spain’s
largest food corporation Ebro Puleva – counts on
the experience and knowledge of more than 70
scientists at its R&D center in Granada, where it
develops natural food additives.
For a full 30 years before that, the company has
been a pioneer in the functional foods business,
developing, amongst other research, the first
nucleotide-supplemented infant formulae and one
of the first patents for an industrial process for
extraction and purification of Omega-3 and
Omega-3 fatty acids. The development of a novel
mixture of oils and fats for infant and adult
nutrition led the company to launch some its top
selling brands such as Puleva Calcio (milk with
added calcium), Puleva Peques, Puleva Mamá
(with folic acid for mums-to-be) and Puleva
Omega-3.
The company claims Puleva Omega-3 is the
first dairy product that combines the nutritional
benefits of semi-skimmed milk and a healthy fat
that is rich in unsaturated and Omega-3 fatty acids.
Sales boom for Puleva
Sales of these products have boomed in Spain,
despite a higher price tag than regular milk. Ebro
Puleva reported a 19% rise in first-half net profit to
€ 63.7m this year, from € 53.6m in the previous
year. The company’s sales fell 9.3% to € 973.6m
due to the divestment of some non-core units, but
sales of its core sugar, dairy and rice businesses
rose 22%.
“I think I can put the success of our products
down to the fact that not only is our research
meticulous but we never lose sight of the fact that
not only must food provide a health benefit with
its intake but, furthermore, it must be nice and
tasty, which constitutes the main difference with
medicines and drugs,” says a Puleva spokesman.
The food giant’s latest development is a new
anti-cholesterol compound, CV-17, a variant of the
17innova August/September 2003
Functional foods
Spain’s food and health trendsSpain has become one of the most
innovative and fastest growing European
markets for “functional foods.” Michael
FitzPatrick reports from Barcelona on
some of the more prominent health
enhancing products currently wooing
Spanish consumers.
Danone’s Actimel
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 17
omega-3 essential fatty acid found in oil-rich fish,
which was launched in Spain in March.
Javier Tallada, chairman of Spain’s Puleva
Biotech, told Reuters news agency that these type
of milk supplements will account for over 50 per
cent of the dairy products market in the years to
come.
The new additive is claimed to significantly
reduce factors that can cause heart disease, such as
cholesterol buildup, when taken in small daily
doses, and is the first product of PB in its research
to find new health ingredients. Puleva Biotech now
plans to produce 1.5 billion liters of the fat, which
would be used by the parent company Puleva
Food.
Puleva’s future research plans
Nor is Puleva Biotech stopping there. It plans
to open a microorganism factory in 2004 and
another biotechnology plant in 2005, while
currently Puleva Biotech is working on nine
projects in varying stages of development.
Recently, the company applied for a global
patent for a product, which it believes could
prevent the contraction of certain degenerative
diseases of the nervous system for which there is
no current cure – such as Alzheimer’s and
Parkinson’s disease. However scientists are still
cautious about the benefits of the new research.
The company may achieve encouraging results
from animal testing, but to date there have not
been any tests conducted on humans. Puleva
Biotech hopes to market this product from 2006.
“There are two, rather obvious, potential
outcomes,” says investor analyst Javier Mata at
Madrid-based bank Banesto Bolsa.
“If the initiative is successful, then PB has
effectively discovered the cure for one of the 21st
century’s cruellest illnesses,” he says. Between
25% and 50% of people over 85 years of age suffer
from Alzheimer’s.
“We would be facing one of the greatest
medical discoveries of all time, comparable to the
discovery of penicillin. By 2050 the world’s
population of over 60s will have tripled to 2
billion. The market potential for such a product is
comparable to that currently enjoyed by Coca-Cola.
“If on the other hand this attempt to cure this
terrible disease is left on the cutting floor, then we
are again facing an investment boom which could
make the 2000 technology bubble pale in
comparison.” Growth in the functional food
business in Spain rests with the success or failure
of the numerous patents pending on PB’s research
and that of other companies, he adds. The science
must be proved first if functional foods are really
to take off.
Puleva bullish about functional foods
To back up their claims, Puleva scientists
recently published their paper on n-3 fatty acids
and folic acid enriched milk. The study, published
in the peer reviewed Clinical Nutrition, looked at
the use of Omega 3 in healthy volunteers aged 45-
65 and its role in reducing cardiovascular risk
factors.
“The question is not whether these products
can be successfully commercialized, but whether
the ‘inventors’ of these products will accrue
extraordinary profits as a result. We should not
forget that it is substantially more difficult to
develop and market foods with health benefits
than plain foods. Every day the media bombard us
with advice, often confusing and contradictory, as
to what we should and should not be eating,” says
Mata.
Nonetheless, Puleva is bullish about its success
chances and points to its latest earnings results.
Up to a third more expensive than traditional
UHT milk, which is the biggest seller in Spain, the
new fortified milks are obviously very profitable.
Sales of milk and dairy products varied greatly
last year, according to the latest findings from the
Spanish Farm ministry (MAPA). Liquid milk sales
declined slightly during the year, down 0.8 per
cent in volume terms, as a result of a 3 per cent
hike in prices caused by the launch of several new
brands of value-added fortified milk.
Dairy products, on the other hand, registered a
3 per cent increase in volume sales to 35.2 kg per
capita per year. The volume increase came despite
a 13.6 per cent rise in prices during the year,
following on from the 7 per cent increase
registered in the previous year. The market of
fresh lacteos products continues to grow in Spain
(between 3% and 5%), owing mainly to the
continuous innovation of new products.
Yogurts help fuel growth in Spain’s dairy
category
And it appears to be yogurts that are lifting this
trend, particularly probiotic drinking yogurts such
as Danone’s Actimel which has become a ¤ 350
million brand, turning in a 40% annual growth.
This makes it the biggest functional food success
story in Europe. And its biggest fans? The Spanish
people.
In Spain, the penetration is a massive 30% of
households, easily beating out other EU states
such as the UK, for example, where Actimel’s
household penetration is a mere 8%. And, claims
the company, there is room for more growth still.
“Danone is unquestionably the market leader,”
says Danone spokesman Jose A. Zaldua. “We
produce and sell about 450,000 tons of products,
which generated earnings of € 983.34 million in
2002 and we still see opportunities for growth in
the health yogurt sector.”
Supported by a huge marketing and advertising
campaign, the company has also been very
aggressively mailing samplings. Over 30% of
households will be sampled in a single year. “This
has been central to our success, as the public gets
to realize that not only is it a healthy product, it
tastes great too!” says Zaldua.
Other functional foods now gaining market
success
The success with valued added health foods
has not just been restricted to milk products on
the Iberian peninsular. Over recent years, Spain
has seen something of a gold rush in
manufacturers racing to design functional foods
that tackle all kinds of health concerns. Products
with added antioxidants, blue-green algae, added
calcium, new dietary fibres, and of course fatty
acids such as omega 3.
Amway de Espana, for example, has developed
spaghetti that is rich in vitamins, proteins, mineral
salts and fibre while valentine-shaped hearts on
labels abound implying a heart-healthy product.
Grupo Leche Pascual, Spain introduced, in 2002,
an orange juice and soy drink with a heart-shaped
sliced orange on its front panel claiming to “care
for the heart” it now joins others in the
burgeoning health drinks field.
Meanwhile last year, food company Dhul
launched a chilled version of a Catalunya favourite
– crème caramel – containing omega 3 and
vitamin E. And about the same time Industrias
Rodriguez introduced Biosan Activa with omega 3
plus high levels of fortification with eight essential
vitamins.
Consumers in Spain can now join their
European neighbours in Belgium and Switzerland
in enjoying a range of food products endorsed by
the Beneo program. Launched over two years ago
by Belgian ingredients company Orafti, the
program brings together prebiotic ingredients and
innovative food products under the same symbol.
Shoppers can choose from a variety of fortified
breads, cakes and other food products.
The fortified foods market seems bound to go
from strength to strength. As elsewhere, the focus
of functional foods development in the next five
years will be on products targeted at heart health,
gut and bone health, performance and general
well-being. The emergence of “gender-specific”
functional food – products formulated to take into
account the different nutritional requirements and
disease profiles of men and women – are also
poised for growth, according to industry
commentators. The growing awareness that
nutritional requirements change throughout life
could also lead to the emergence of functional
foods for specific life stages – for example,
childhood, teenage, midlife and retirement.
Successful commercialization – the real
challenge
Mata even goes so far as to say that functional
foods will be the future of the food industry in
Spain and elsewhere in the developed world.
“Functional food is the future of the food industry.
The challenge is the successful commercialization
o the products,” he says.
Prof Cardona agrees that growth in this area is
inevitable. “However, it may be detrimental to the
health of Spain and I would prefer to see people
take up true functional foods, such as more fish,
nuts vegetables and so on.
“We may have successfully modified much of
our milk, but I’m not convinced that the added
ingredients are so effective. Maybe they are a good
way of educating people about the importance of
fatty acids. In Spain we had a terrifically healthy
diet, but these days we are regrettably following
the American style.”
Either way functional foods – pre-packaged or
straight from the local fresh food market – are
here to stay again in Spain. ■
18 August/September 2003 innova
Functional foods
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 18
Despite increased NPD emphasis, new
product success rate remains stagnant at 7%.
Most new product managers (74%) say their
management and companies are more
committed to improving their new product
process and results than ever before. Yet despite
the increased commitment, 93% of the industry’s
new product efforts fail. These were among the
key findings of the Innovation Survey™ among
new product managers and top management of
76 major manufacturers. These executives
reported that only 16% of the new products that
their companies invest financial, human and
other resources in, make it to market. And of
those that do reach the shelf, only 43% meet their
major business objectives, resulting in a
cumulative 7% success rate.
The participating marketers in the survey
represented a diverse range of major food,
beverage, HBA, household, pharmaceutical and
other consumer driven industries. They pointed
to a long list of different reasons for the shortfall,
including the lack of adequate marketing
support, restrictive paybacks, price value and
advertising issues. Some executives also found
fault with their development process, citing
unpredictable market research, packaging
problems or products that don’t deliver. However,
most managers seemed focused at three key
reasons for the increasing failure rate.
The top reason (74% of NPD managers) was
that their new products lacked a competitive
point-of-difference. Consumers didn’t perceive
anything meaningfully different to separate these
new entries from all their other current choices.
Simply put, many new products are viewed as a
“me too.”
The second greatest contributor, according to
63% of NPD managers, was that their strategic
vision lacked a clear focus. In some cases, the
vision is to combat a competitive entry, but the
sole focus often becomes countering the
competitor, not necessarily upgrading the
offering for the consumer. In other instances, the
growth vision was based on a marketing concept
or physical product, whose potential is often
interpreted differently by management,
marketing or R&D. As a result, the idea or new
technology is often not clearly “focused” at
addressing a specific unmet consumer need or
market gap.
The third largest factor was a positioning
problem. Many managers said while their new
product’s promise proved persuasive in their pre-
market research, it was another matter in market.
Some said the product’s benefit was not easily
recognized by consumers on shelf, while others
felt it didn’t prove differentiating or “ownable.”
The most intriguing findings came in the
follow-up interviews, when we asked if a 7%
success rate was acceptable. The survey
participants were split on this issue, with many
finding the low hit rate totally unacceptable. But
significantly, the executives at the more
successful companies felt a 7% hit rate was
tolerable if their company managed the product
process properly. They stressed that development
is a “long odds game,” that one needed to play
accordingly. Their processes emphasizes
screening lots of ideas up-front and weeding out
all the weak ideas early, while risk and exposure
is minimal. Their priority is to reserve costly
development support for the ideas that
demonstrated strong potential in early research.
Why weak ideas get through
However, the majority surveyed agreed that a
57% failure rate for products introduced into the
market was prohibitive, considering that the cost
of developing and supporting a new entry can
exceed $20-50 million. This raised some serious
questions about how so many weak ideas make it
through the process? Why aren’t these consumer
driven concept or product issues, which are often
so obvious in market, spotted during all the
extensive “consumer” processes that many major
companies employ?
Based on all our development experience and
consistent reactions from follow-ups with survey
participants, one reason stands out. Most new
product processes lack a genuine consumer
focus, despite giving considerable attention and
budgets to consumer research. Marketers pointed
19innova August/September 2003
Innovation research
Why new products succeed orfail in the marketplaceEd Ogiba, president of Group EFO, a new
product consultancy located in Weston,
CT, highlights some of the key findings
from their Innovation Survey™, which
explores the innovation process and the
factors for success in new product
development.
Average % of products Success Rate By Step
(%) (%)What percentage of project opportunities that your group proposes gets funding and began the development process. 49 49
Of all new product projects that your group starts, what percentage actually complete the process, whether or not they reach the marketplace? 55 27
Of the new product projects that are completed, what percentage reach the marketplace? 61 16
What percentage of all projects that got to the marketplace will eventually lead to a brand that meets all its major marketing objectives. 43 7
Source: Innovation Survey™
New product success rate
% of NPD Managers who said factor contributed to last new product failure. (%)Competitive Point-of-Difference 74Strategic Direction 63Positioning 57Marketing Support 49Market Research 43Price Value 42Advertising 39Payback Period 36Development Process 33Packaging 30
Source: Innovation Survey™
Why new products fail
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 19
20 August/September 2003 innova
Health claims
In a report issued in July, the FDA’s TaskForce on Consumer Health Information forBetter Nutrition unveiled a process for theFDA to review health claims. This processwill rely on expertise from the Agency forHealthcare Quality Research and othergovernment agencies, coupled withenhanced consumer studies, to reviewhealth claims before they appear in foodlabeling.
“Protecting consumers by helping themget better nutrition information is amongthe FDA’s top priorities, because the choicesthat Americans make about their diet havea great impact on the health of the public.This new initiative will better protectconsumers from making uninformed ormisinformed choices about their diet andnutrition, by giving consumers betterinformation about the health consequencesof those choices,” said FDA CommissionerMark B. McClellan, M.D., Ph.D.
“The FDA review process for makingqualified claims, when combined with ourstrong enforcement work, will rewardcompanies that make healthier products,while more aggressively enforcing the lawagainst companies that appeal toconsumers through false and misleadinghealth claims,” McClellan continued.
To this end the FDA has unveiled aranking system that will assign letter gradesranging from “A” to “D” on each claim acompany makes, indicating the quality andstrength of the scientific evidence thatsupports the claim. The measure is intendedto encourage the manufacturers of foods,beverages and dietary supplements, topresent only health claims that are firmlybacked by sound science.
The ranking system is set out in thedocument Guidance: Interim Evidence-based Ranking System for Scientific Data,which describes the process forsystematically evaluating and ranking thescientific evidence for a qualified healthclaim. The highest grade, “A” or theequivalent, means that there is significantscientific agreement (SSA) about the healthclaim. It means that the evidencesupporting the claim is derived from well-designed studies conducted in a mannerconsistent with generally recognized
scientific procedures and principles. Such aclaim requires no disclaimer and is thereforereferred to as an “unqualified healthclaim.” A current example of a “Grade A”health claim is a claim relating calcium to areduced risk of osteoporosis.
The grade of “B” would be assigned tothose petitions for which there is goodscientific evidence supporting the claim, butfor which the evidence is not entirelyconclusive. Grades of “C” would apply toclaims for which the evidence is limited andinconclusive. The fourth level, “D,” wouldbe given to claims with little scientificevidence to support them. Health claimsgraded “B,” “C,” or “D” are referred to as“qualified health claims” because theyrequire a disclaimer or other qualifyinglanguage to ensure that they do notmislead consumers.
The FDA also issued a second GuidanceDocument, Guidance: Interim Proceduresfor Qualified Health Claims in the Labelingof Conventional Human Food and HumanDietary Supplements, which explains howapplicants can seek a qualified health claimfor their food or dietary supplement duringthe first phase of this initiative. It alsodescribes how the FDA will set priorities forreviewing qualified health claims petitions,so that the agency focuses on reviewingclaims most likely to have important publichealth benefits.
The FDA will review all qualified healthclaims before they are used on the foodlabel. The agency intends to begin applyingthese interim guidances for health claimpetitions submitted on or after September1, 2003.
Comment: the ABCD “health claim”scheme has the potential to open thefloodgate of health and nutrition messageson America’s food supply – and a step backto the health claim anarchy of the late1980s. The reason being the “A” claims, asalways, will be rare indeed, but the“qualified” C and D’s are much easier tocraft for food and beverage products. TheFDA will also have its work cut out topreview all qualified claims. But the bigquestions are will the scheme really informconsumers about better nutrition so theycan in practice improve dietary choices, orwill the scheme further fuel the big turn-offby consumers of yet more “expert” advice,and will the scheme foster genuinenutritional innovation in food and beverageproducts, or unleash a rash of superficialproduct “repositioning” aimed to try andscore a quick nutritional hit? The use of thelabeling scheme will need some carefulthinking for food marketing, but if anABCD bandwagon starts to roll, will anymanufacturer feel they can be left out?
A, B, C, D claimsout three critical areas of over focusing – at
the Brand, the positioning or the idea itself –
anyone of which can diminish or distort a clear
reading of the consumers’ priorities.
Some processes are preoccupied at
understanding consumers’ perception of the
Brand. Since managers report that 86% of their
new products leveraged an existing Brand name,
it is not surprising that their process priorities
are to extend the Brand’s power. What’s the
Brand’s image? How extendable is it? How does
the Brand image, concept and product “fit”?
These are important issues, but we must
remember that these are the manufacturers’
agendas, not the consumers’.
Other processes lose consumer insight by
narrowly focusing at positioning. These
approaches are designed to find the right literal
positioning, then build it up by developing all its
support points. These are also internal issues, not
the consumers’ priority. By emphasizing the
importance of the literal promise, this line of
research asks the consumer to reason, a skill they
rarely use in the marketplace. In the real world,
consumers buy new foods, household and other
products with their senses, particularly driven by
appealing and distinguishing product or package
features they can see, smell or feel. A
development process that focuses too narrowly at
positioning misses an opportunity to optimize
and integrate the presentation with the product
characteristics, package and other sensory
features that make or break a new product in the
real world. And lastly, as already mentioned,
many managers highlighted that their new
product processes start with either a “concept” or
physical product, sometimes built on a
competitive development. Projects often take on a
“life of their own”, as the process attempts to
retrofit the idea or product to a consumer need.
This was evident as 47% of managers said their
company had no defined process to redefine or
“kill” projects based on new consumer learning.
Leveraging corporate equities is obviously
important in insulating a new entry. But in the
end, a new product either addresses a consumer
need in a new or better way, or it doesn’t succeed
in market. Experience has taught us to
tenaciously look for a marriage of a major
consumer need gap with our clients’ relevant
corporate equity from beginning to the end of the
process. Until more companies recognize and
practice this, success rates are not likely to
change. ■
Ed Ogiba is president of Group EFO, anew product consultancy located inWeston, CT, which conducts theInnovation Survey™ to provide insights forInnerLink™, their totally integratedapproach to new products, plusExperiential Link, their innovative approachto focus groups that connects withconsumers in-store and at home. Contact:edogiba@groupefo.com, +1 203 2266700, www.groupefo.com
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 20
Food and beverage manufacturers are
looking at how they can slim down their
products to meet the growing demand for
“healthier” products, in response to the rising
obesity rates around the world.
One of the most high profile responses to
date had been from Kraft Foods that recently
announced it will initiate a new series of steps to
further strengthen the alignment of its products
and marketing practices with societal needs.
Heady stuff indeed from a food company – but
the fine print of change is often harder than the
public relations hype.
As Betsy D. Holden, Co-CEO of Kraft Foods
says: “The rise in obesity is a complex public
health challenge of global proportions. Just as
obesity has many causes, it can be solved only if
all sectors of society do their part to help. Kraft
is committed to product choices and marketing
practices that will help encourage healthy
lifestyles and make it easier to eat and live
better.”
The commitments Kraft is making, which
are global in scope and supplement a variety of
actions the company is already taking, will set
the company apart.
The Kraft strategy will focus in four key
areas: product nutrition, marketing practices,
consumer information and public advocacy and
dialogue. Some are fully developed and nearing
implementation, while other steps will require
further development, including continued input
from experts and interest groups outside the
company.
To aid in this process, Kraft is forming a
global council of advisors to help it structure its
ongoing response to obesity and develop
policies, standards, measures and timetables for
implementation.
Among the steps Kraft is committed to
taking in the four areas are:
Product nutrition
• A cap on the portion size of single-serve
packages
• Guidelines for the nutritional
characteristics of all products
• A planned effort to improve existing
products and provide alternative choices, where
appropriate
Marketing practices
• The elimination of all in-school marketing
• Locally appropriate criteria to use with the
vending industry in different regions of the
world, to determine the selection of Kraft
products to be sold through in school vending
machines
• Guidelines for all advertising and
marketing practices, including advertising and
marketing to children, to encourage appropriate
eating behaviors and active lifestyles
Consumer information
• Nutrition labeling in all markets worldwide,
including markets where labeling is not required
• Added nutrition and/or activity-related
information on product labels and company
websites to assist consumer choices
• Guidelines for the use of health-related
claims in all markets worldwide, including
markets where no restrictions exist
Advocacy and dialogue
• Advocacy for appropriate public policies to
engage schools and communities in helping to
improve fitness and nutrition
• Increased dialogue with key stakeholders to
help guide the company’s continuing response
to the obesity issue
“What people eat is ultimately a matter of
personal choice, but we can help make it an
educated choice,” said Roger K. Deromedi, Co-
CEO of Kraft Foods. “And helping them get
more active is every bit as important as helping
them eat better. By providing people with
products and information they can use to
improve their eating and activity behaviors, we
can do our part to help arrest the rise in
obesity.”
But as in so many things it is a question of
timing – it will be many years before the
industry and consumers will see how this is
implemented in practice and impact of such a
far-reaching policy.
For example, Kraft is still in the process of
forming its expert advisory council, which will
bring together leading voices from key
disciplines important to the company’s response
to changing patterns in diet, activity and weight.
These will include experts in obesity, nutrition,
physical activity, public health, human behavior,
nutrient fortification and lifestyle education and
intervention programs.
The council will then be tasked with giving
an overall assessment of Kraft’s current and
planned responses to the growth of obesity. In
addition, the council will be asked to help
21innova August/September 2003
Hot topics
Companies face up to obesityresponsibilities
Public concerns about the obesity epidemic, not least the threat
of lawsuits, have put many major food companies on the
defensive. Now they are turning on the offensive – at least in
voicing their side of the issue. New product innovations are just
one part of the complex challenges obesity poses. Michael
Heasman rounds up some of the latest developments in the
battle of the bulge.
The Food and Drug Administration(FDA) should require food manufacturersto limit the amount of acrylamide in theirproducts, says the nonprofit Center forScience in the Public Interest (CSPI). CSPIpetitioned the agency to set “interimacceptable levels” for the chemical, aknown carcinogen and neurotoxin thatforms when certain carbohydrate-richfoods are cooked at very hightemperatures.
“Acrylamide is a powerful carcinogenand is definitely something one wants lessof in food,” said CSPI executive directorMichael F. Jacobson at a Washington, D.C.,news conference. “Clearly, some foodprocessors are able to make food withmuch less acrylamide than others. All weask is that the FDA require thosemanufacturers that are at the high end of
the scale to bring their acrylamide levelsdown to that of many of theircompetitors.”
Since Swedish scientists first discoveredacrylamide in food last year, other nationalgovernments, the FDA, the World HealthOrganization (WHO), and food companieshave measured acrylamide levels in a widevariety of foods and begun to investigateways to reduce levels of the chemical.Researchers earlier this year found thatacrylamide is formed when glucose reactsat high temperatures with asparagine, anamino acid. Potato chips, french fries, andcoffee—which is roasted before beingbrewed—are among the biggest sources ofacrylamide in the average American diet.The CSPI petition is the first US proposal torequire food companies to reduceacrylamide in foods.
The next food and health issue? – FDA urged to limit acrylamide in food
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 21
develop detailed standards and measures for
implementing several of the specific
commitments the company has made. The
company is targeting the end of 2003 to
complete the development of these standards
and measures. Implementation will begin in
2004 and will likely require two to three years to
complete.
Wal-Mart wants new products to address
obesity concerns
A lot of focus on the obesity crisis in the US
has fallen on the fast food industry and
manufacturers. Surprisingly, food retailers in the
US, who essentially dominate consumer food
markets, have received little media attention. But
now Wal-Mart Stores is jumping on the health
bandwagon and has been reported as pushing
for manufacturers to come up with new
products in the low-cal, low-sugar “health” area
– not least as it seeks to increase revenues
through high-growth categories.
“We have a lot of customers who are
becoming more health-conscious and are
looking for a light alternative, and we will
continue to work to provide them with the
selections they’re requesting,” a Wal-Mart
spokeswoman said.
According to Reach Marketing principal Burt
Flickinger, Wal-Mart has previously pushed
ahead with hard lines such as exercise
equipment and workout tapes and now is
looking to tap the consumer trend toward low-
cal foods. The effort is especially urgent, Mr.
Flickinger said, since Wal-Mart is facing
comparative-store sales that are flat to slightly
negative for the first time in its history.
“Wal-Mart is really focusing on getting on
shelf as quickly as possible with major
consumer news items,” he said, “and light and
low-cal certainly fits that profile.”
Unilever promotes “healthy” ice-cream brands
The drive for “healthy” options is affecting all
categories. For example, Unilever’s Good
Humor-Breyers division is upping its healthier
offerings and advertising of lower-fat, lower-
calorie and smaller-portion sizes of its various
brands.
According to Terry Olson, vice president for
marketing and development of Good-Humor-
Breyers North America, the low-fat trend that
had been falling off since its heyday in the early
‘90s showed a resurgence last year.
“Consumers had been very disappointed by
the taste and the number of calories [in low-fat
products], but now a lot of companies are
coming back with products that still retain some
fat for better texture and flavor and are also able
to cut down on calories,” Mr. Olson said. Good
Humor-Breyers this summer breaks the first
advertising for Klondike Slim-a-Bear, a line that
includes a 98% fat-free ice cream sandwich and
22 August/September 2003 innova
Hot topics
Frito-Lay is trying to help consumersmake informed snacking choices with theintroduction in August of a new on-packribbon label on some of its snack products,including its Baked! brands.
Baked! Lay’s potato crisps will be thefirst product to feature the new SmartSnack ribbon label, highlighting some ofthe product’s nutritional information on thefront of the bag – zero grams of trans fats,no cholesterol and 1.5 grams of fat perserving, making it easier for consumers tochoose a snack that fits into a healthylifestyle.
Products that feature the Smart Snackribbon meet criteria developed by KennethCooper, MD, MPH, an expert on health,nutrition and exercise and founder of TheCooper Aerobics Center. Dr. Coopercreated specific nutritional guidelines thatFrito-Lay products must meet in ordercarry the Smart Snack ribbon label. Theseguidelines include: contains 150 calories orless; less than 35% of calories from fat(usually 5 grams or less); less than 7% ofcalories from saturated fat (usually 1 gramor less); zero grams of trans fats and 240milligrams of sodium or less per 1 oz.serving.
“The Smart Snack ribbon label is a keyinitiative that we are implementing topositively impact the way America snacks,”said Tracy LaRosiliere, Vice President ofMarketing, Sensible Snacks, Frito-LayNorth America. “This new label will serveas a guide for people who are looking forclear direction on the most healthful snackoptions.”
The introduction of the Smart Snacklabel Frito-Lay says, is just one of the stepsthe company is taking to offer consumerssnacks that fit into a healthy lifestyle. InJuly, Frito-Lay announced it waseliminating partially hydrogenated cookingoils from its Doritos, Tostitos and Cheetosbrands. With this switch, these brands,along with Lay’s and Ruffles potato chipswill be made with trans-fat-free oils.
“Better-for-you” snacks up 28%PepsiCo, in announcing the company’s
second quarter (Q2) results in July, said itsFrito-Lay North America (FLNA) division’sportfolio of “wholesome snacks”, includinggranola and cereal bars, treats, toasterpastries and fruit snacks, gained sharethroughout the grocery channel. AcrossFLNA’s salty and macro-snack business, thevolume of better-for-you products
collectively grew 28%, the company said. However the company said the move to
make “healthier” snacks had impactedprofit margins because of the higher costof switching from oil without trans-fats(such as from soybean oil, to moreexpensive corn oil).
During Q2, Frito-Lay North Americagained more than a half point of saltysnack market share with almost 4% poundgrowth, and volume growth of 4% on ayear to date basis. Net revenue for Q2 was$2,149 millions ($4,177m for year todate).
Growth in the “core” salty snackbusiness came primarily from:
• Double-digit growth in Cheetos, ledby new Twisted Cheetos;
• Strong single-digit growth in theDoritos brand, led by new Doritos Salsaand by increases in Baked Doritos, which isnow available in a new Cool Ranch flavor;
• Continuing growth from recentlyintroduced flavors of Munchies Snack Mix;and
• The new line-up of Natural productswith Lay’s, Ruffles, Tostitos and Cheetosthat are either Natural or Natural andOrganic.
Strong “Add More” macro-snackgrowth was driven principally byinnovation, including:
• Double-digit growth in Quaker Chewybars, reflecting new flavors such asWholesome Favorites and Trail Mix;
• Quaker Fruit & Oatmeal Toastables – atoaster pastry with real oatmeal crust andreal fruit filling, that’s fortified withvitamins and calcium and is alsocholesterol-free; and
• Crisp’ums, a munchable chip thatprovides the sweet-tooth satisfaction of acookie, but is only 170 calories per servingand is calcium fortified.
The “better for you” figures wererevealed as PepsiCo announced its secondquarter results for 2003 of double-digitearnings growth, with reported earningsper share for the second quarter of 2003up 19% to $0.58, on a fully diluted basis.Year to date, earnings per share were up18%, to a total of $1.02, on a fully dilutedbasis. Division net revenues for the secondquarter rose more than 7% to $6.5 billion,while division operating profit rose 9% to$1.5 billion. Year to date, division netrevenues increased 6% to $12 billion anddivision operating profits grew 8%, toalmost $2.7 billion.
Frito-Lay unfurls Smart Snack ribbon label
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 22
no-sugar-added ice cream bar.
Breyer’s is also introducing an all-natural ice
cream in 2% milk varieties (which offer half the
fat and 20% fewer calories) as well as new 98%
fat-free varieties and new Breyers Fruit Bars.
Good Humor-Breyers also helped Unilever
sister company Slim-Fast Foods Co. in the
development of new Slim-Fast frozen novelties,
the first extension of the diet brand into ice
cream. The products include a 110-calorie fudge
bar with 1.5 grams of fat.
City analysts worried about “health” concerns
on company earnings
Public and societal issues aside, and even the
possible threat of legal action, another pressure
on food and beverage companies is the
widespread concern these days among financial
institutions that health concerns will cost the
industry in terms of declining sales, poor image,
and hence less earnings potential.
In an equity research report published earlier
this year by JP Morgan, it stated that they
believed food manufacturers faced risk of
increased regulation, notably in Europe, in
labeling, advertising and distribution of some of
their key growth levers. The authors described
this as: “not good news for volume growth or
margins.” As part of this analysis, the authors
had drawn up an analysis of the portfolios of
those companies most exposed to the “obesity
risk.” The JP Morgan ranking of exposure (based
of % of total revenue) of total portfolio to obesity
risk for the following companies is illustrated in
table 1.
But they also think that obesity concerns
create a growth opportunity for those companies
focused on healthy segments of the industry and
able to make the transition to “healthier” options
– they singled out French company Danone as
one such example.
Comment: The “healthy foods” market is
more confusing and uncertain for the
immediate future than for many years. Colliding
“health” trends are now threatening to shake up
existing food markets as never before. Two
mega-trends – functional foods/nutraceuticals,
on the one hand, and the rise in obesity on the
other – will prove a nutritional challenge that
will require many companies thinking in ways
that are very different from how they have done
things in the past.
There is no quick fix – although the market
will see many products that imply just that – but
more of a cultural change, in corporations and
in consumption behaviors, all of which will take
years to play out rather than be reflected in the
quarterly results beloved of financial analysts.
The current nutrition crisis – which Kraft rightly
identifies as global in scope – requires new and
creative thinking at the very heart of food
industry strategy. ■
23innova August/September 2003
Hot topics
As obesity becomes more common,companies are taking on the problemdirectly by sponsoring programs and hiringcounselors, in much the same way theyhave been addressing drug or alcohol abuse.
For example, in the spring of 2002, tomotivate employees to slim down andthereby help reduce health insurance costs,VSM Abrasives, a maker of industrialsandpaper in O’Fallon, Mo. started its GetHealthy for Life contest. About 100 ofVSM’s 135 employees joined five-memberteams, each with its own name, andcompeted to see which could lose the mostweight. Weigh-ins were held every Mondaymorning, and the team that shed the mostpounds collectively in three months wasdeclared the winner.
Obesity among workers is estimated tocost American companies $12.7 billion ayear, and health insurance costs related toobesity account for $7.7 billion of the total,according to the Washington BusinessGroup on Health, a group of 175 employerswho together provide benefits for 40 millionpeople. Obesity is associated with 39 millionlost workdays and 63 million additionaldoctor visits a year, the group says.
“I believe we will see a 100% change atthe big companies,” said Helen Darling, thegroup’s leader. In June, the group startedthe Institute on Costs and Health Effects ofObesity to promote better health in theworkplace. About 200 companies are
involved.Small and midsize companies are also
urging workers to slim down, whether byproviding information on healthy diets or, inthe cafeteria, offering fruits and vegetablesand listing nutritional information about thefoods served.
Weight-loss companies are sensing thenew workplace focus. In 2002, WeightWatchers, which has long held weeklyweigh-ins and support meetings inconference rooms nationwide, createdWeight Watchers Corporate Solutions.Employees in the program can choose toattend weekly meetings at the office, go tomeetings in their cities, participate online oruse at-home kits.
At VSM, the weight-loss program “gaveeveryone an opportunity to make apermanent lifestyle change for the better,”said Brent Barton, the company’s president.“As the program progressed, our employeesbecame noticeably more productive andconfident.”
It was so successful, he said, that it isnow a permanent employee benefit.Employees weigh in each quarter, and aslong as their weight is not above theirprevious reading, they receive $25.Employees who keep the weight off for ayear receive an extra $25 and a day off withpay. So far this year, Mr. Barton said, theprogram has saved the company 10% to15% on insurance claims.
Companies helping employees to lose weight and get fit
Table 1: Exposure of total portfolio to obesity risk
Rank Company % of “not so healthy” food % of “better than” +“healthy” food
1 Hershey 95% 5%2 Cadbury 88% 12%3 Coca-Cola 76% 24%4 PepsiCo 73% 27%5 Kraft 51% 49%6 Kellogg 38% 62%7 Wrigley 35% 65%8 General Mills 35% 65%9 HJ Heinz 32% 66%10 Campbell 23% 77%11 Unilever 23% 35% (43% non-food)12 Nestle 22% 60% (18% non-food)13 Danone 20% 80%
Source: JP Morgan (2003)
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 23
24 August/September 2003 innova
Hot topics
The health of the children around the world
is put at risk by the marketing of junk food, says
a report from the International Association of
Consumer Food Organizations (IACFO), an
alliance of non-governmental organizations that
represents consumer interests in the areas of
food safety, nutrition and related matters.
The report, Broadcasting Bad Health: Why
food marketing to children needs to be
controlled, shows that:
• The food-industry’s global advertising
budget is $40bn, a figure greater than the Gross
Domestic Product (GDP) of 70% of the world’s
nations.
• For every $1 spent by the World Health
Organization on preventing the diseases caused
by western diets, more than $500 is spent by the
food industry promoting these diets.
• In industrialized countries, food advertising
accounts for around half of all advertising
broadcast during children’s TV viewing times.
Three-quarters of such food adverts promote
high-calorie, low-nutrient foods.
• For countries with transitional economies
(such as in Eastern Europe), typically 60% of
Foreign Direct Investment in food production is
for sugar, confectionery and soft drinks. For
every $100 spent invested in fruit and vegetable
production, over $1,000 is being invested in soft
drinks and confectionery.
• Over half the world’s population lives in
less-industrialized countries such as Russia,
China and India and they are now suffering a
rising tide of diet-related diseases as food
companies export their products and their
advertising practices.
The report coincides with a major
consultation by the World Health Organization
(WHO) to address a rising tide of diet-related
disease around the world. The WHO has
identified as “probable” or “convincing” the
scientific evidence that these diseases –
including heart disease, diabetes, hypertension,
obesity and several common types of cancers –
are linked to eating high-calorie, low-nutrient
foods and sugar-sweetened drinks, backed by a
cultural environment in which processed foods
and fast-food outlets are heavily marketed.
“Junk foods and sugary drinks are supported
by enormous advertising budgets that dwarf any
attempt to educate children about healthy diets,”
said research officer Kath Dalmeny, co-author of
the report and a member of the London-based
Food Commission, part of the IACFO alliance.
“Junk food advertisers know that children are
especially susceptible to marketing messages.
They target children as young as two years old
with free toys, cartoon characters, gimmicky
packaging and interactive websites to ensure
that children pester their parents for the
products.”
Companies such as KFC, Burger King,
McDonald’s, Kinder, Mars, Cadbury’s, Nestlé,
Coca-Cola and Pepsi are criticized in the report
for targeting children. The report calls for
international controls on the marketing of high-
calorie, low-nutrient food to children. In
particular the IACFO recommends the WHO to:
• Ensure children’s health protection is put
before trade concerns,
• Support international controls on food
marketing, including cross-border television,
websites and email marketing,
• Co-ordinate a Statement of Responsibility
outlining the rights and responsibilities of food
and beverage manufacturers and advertisers,
• Monitor industry marketing practices and
develop global and regional targets. ■
World’s children at risk fromjunk food marketing
Wal-Mart, concerned about its public image,
is using a consultant to analyze that image and
has commissioned radio and television ads to try
to reverse criticism from local officials,
consumers and others, according to a report in
The New York Times. It will be the first time that
Wal-Mart has invested in “reputation research.”
The on-going project began about two years
ago at the suggestion of Wal-Mart board
members, a company spokesman was reported as
saying. Regular updates are being given to the
board. The company’s relationships with
consumers, employees, bankers and community
leaders have all been examined by the consultant,
Fleishman-Hillard, a part of the Omnicom
Group. Last but not least will be its ties to
suppliers, who make and deliver billions of
dollars worth of goods to Wal-Mart stores.
The project found that many people view Wal-
Mart as a place of dead-end jobs, and that its
performance as a corporate citizen leaves much
to be desired the NY Times report said. “They
didn’t see us as involved in the community as
they might like,” Wal-Mart’s chief spokesman,
Jay Allen, was reported saying. “They didn’t give
us good marks on listening. Sometimes it was as
basic as the parking lot was not clean, and that’s
not treating the community with respect.”
To reverse the impression about its jobs, Wal-
Mart is broadcasting three ads nationwide that
portray it as a great place to work. More
television ads are planned around other findings
from the Fleishman-Hillard research, Mr. Allen
said. “We need to do these things,” Mr. Allen
said. “At the same time, we can’t change who we
are. We can’t change what makes Wal-Mart Wal-
Mart.” ■
Coca-Cola says it won’t market anydrinks directly to children under 12,including water or juices, according to aninternal document, reported the AtlanticJournal-Constitution.
Coke spokeswoman Kari Bjorhus wasreported as saying the company’s newpolicy is meant to “respect the role ofparents and guardians. It certainlyunderscores our overall commitment tobeing part of the solution.”
Bjorhus said Coke’s change wasn’tintended to influence the larger industry.“This is the right policy for us,” she was
reported as saying. Coke’s internal policy document was
reported as saying about advertising andpromoting to children:
• The company won’t target ads atchildren under age 12 for any brand.
• No child under 12 can be shownconsuming Coke-owned products in an ad,unless they’re depicted with an adult.
• School classrooms will be considered“commercial-free” zones.
• Anything trademarked with the Cokename, toys, for example, falls under thesame marketing guidelines.
Coke won’t market directly to children under 12
News – Suppliers – Ideas
www.FoodIngredientsFirst.com
• Industry news first every morning
• The complete on-line food ingredients resource
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Essential information for food & beverage developers
Wal-Mart to invest in “reputation research”
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 24
General Mills is the company that brought Betty
Crocker, Wheaties and Pillsbury into the kitchens of
generations of families and has also been
instrumental in the development of several
revolutionary products that have shaped not only
how people eat today, but many other aspects of
consumer society.
Today, General Mills is a global manufacturer
and marketer of consumer foods products, with
annual worldwide net sales of $10.8 billion. Its
global brand portfolio includes Betty Crocker,
Pillsbury, Green Giant, Haagen-Dazs, Old El Paso,
Bugles and more. It also has more than 100 US
consumer brands, more than 30 of which generate
annual retail sales in excess of $100 million.
Included in the US portfolio are some of the
nation’s most popular brands including Cheerios,
Wheaties and other Big G cereal brands; Yoplait
and Colombo yogurts, Betty Crocker desserts and
dinner mixes; Betty Crocker and Nature Valley
snacks; Totino’s frozen pizza and snacks and
Progresso ready-to-serve soups. General Mills is
also a leader in the bakeries and foodservice
business as a major supplier of baking and other
food products to the foodservice and commercial
baking industries.
But innovation does not only extend to the food
products themselves, as Steve Sanger, General Mills
chairman and CEO, said: “While our food products
are familiar to consumers around the world, we
also have shaped broadcast airwaves across the
country, what astronauts eat in space and even the
way airplanes communicate.”
For example, in 1953, General Mills’ Mechanical
Division teamed up with the University of
Minnesota to develop the Ryan Flight Recorder,
commonly known today as a data flight recorder, or
the black box. The black box records flight
communications data and is key to disaster
investigations by the airline industry.
General Mills’ Pillsbury division created
specially packaged space food for NASA, the first
solid food eaten in space by astronauts. First used
during F. Scott Carpenter’s May1962 mission on
Aurora Seven, the innovation was later marketed to
consumers as Space Food Sticks.
Also in 1962, General Mills’ Electronic Division
created ALVIN, a deep-diving submarine for the
US Navy and Woods Hole Oceanographic Institute.
ALVIN was used to take the first photographs of
the Titanic on the ocean floor in 1986 and is still
used today in ocean exploration.
While General Mills is known for its breakfast
cereal, the company also has a history in radio
serials, creating the very first national radio serial,
Jack Armstrong, the All-American Boy in 1933. The
talk radio series was centered on high school
student Jack Armstrong and his friends, Billy and
Betty Fairfield. The show was enormously popular
for nearly two decades and was inducted into the
Radio Hall of Fame in 1989. Sponsored by
Wheaties during its entire run, Jack Armstrong
transformed the “Breakfast of Champions” into a
major marketing phenomenon. Uncommon
objects that figured into the show’s storyline, such
as a wrist compass and a dragon’s eye ring, were
offered as a “premium” to listeners who mailed in a
dime and a Wheaties box top.
In the 1930s, Wheaties pioneered the
sponsorship of baseball game broadcasts
throughout the country. One of the stations was
WHO in Des Moines, Iowa, where a young
broadcaster named Ronald “Dutch” Reagan
delivered play-by-play recreations of Chicago Cubs
games from telegraph reports. In 1937 Reagan was
voted the most popular Wheaties announcer in the
country and was awarded a trip to the Cubs
training camp in California, all expenses paid,
courtesy of Wheaties. While there, he took a
Warner Brothers screen test. The rest, as they say, is
history.
Back in the kitchen, the Betty Crocker Picture
Cookbook became one of the best-selling books in
the country in 1950, second only to the Bible for a
period of time. The cookbook led to another
General Mills breakthrough with the introduction
of audio cooking instructions for the blind. In 1956,
General Mills produced and sold three 10-inch
records featuring directions for Betty Crocker cake,
pie crust, cookie mixes and Bisquick recipes. Betty
Crocker recipes are still published in Braille today.
“General Mills’ history of innovation has made
us No.1 or No. 2 in nearly every product category in
which we compete,” said Sanger. “Our products
today are found in virtually every aisle of the
grocery store. And while our focus now is food
products, we’ll continue our legacy of innovation to
build our brands and drive our business.” ■
25innova August/September 2003
Innovation celebration
75 years of innovation in thekitchen and beyondThe business literature on innovation that summarizes across industries often ignores
the distinct characteristics between different sectors. From this perspective the food
industry is often categorized as a poor innovator compared to other industrial sectors
because of the lack of “new” innovations over short time periods. But one unusual
aspect of food brands and products is their longevity in the marketplace – something
other industrial sectors struggle with. This distinctness in the innovation profile of the
food sector is clearly illustrated by US company General Mills which is celebrating 75
years of innovation in 2003.
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 25
26 August/September 2003 innova
Innovation celebration
Food innovations• Wheaties was developed in 1921 by a
health clinician who brought the idea to theWashburn Crosby Company, one of GeneralMills’ predecessors. Research anddevelopment tested 36 varieties until theyfound the “perfect” flake that wouldn’t turnto dust inside a cereal box.
• Green Giant developed the firstvacuum-packed corn in 1929 – NibletsWhole Kernel Corn.
• In 1931, General Mills develops arevolutionary new baking powder. By simplyadding milk or water, fresh, hot biscuitscould be made very quickly from the newproduct, Bisquick.
• Kix, the first ready-to-eat puffed corncereal is introduced in 1937. It is made witha batch-puffing gun, an innovation thatdramatically changes the look of cereal.
• Pillsbury begins enriching its flour withvitamins and iron in 1941. This pioneeringeffort is initiated before the governmentmandates that some foods meet nutritionstandards.
• Cheerios, the first ready-to-eat oatscereal is born in 1941. Originally introducedas Cheerioats, the name is changed toCheerios four years later. Today, Cheerios isthe No. 1 selling brand of cereal andfrequently is the first solid food eaten bytoddlers.
• In 1942 Pillsbury begins making soupmixes for the US Army during World War II.
• On the home front, seven million BettyCrocker “Your Share” meal planningbooklets are distributed in 1942 to helphomemakers get the most out of rationedfood during World War II.
• The first Betty Crocker packaged cakemix is introduced in 1947. The first flavor isthe popular Ginger Cake, followed by PartyCake and then Devil’s Food Cake.
• Pillsbury introduces the first chocolatebox cake mix in 1948. It quickly becomes amust have for homemakers across theUnited States.
• Pillsbury acquires a Kentucky-based millin 1951, and with it obtains a patentedprocess for packaging refrigerated freshdough in a can, bringing consumers yetanother revolution in baking. In a few shortyears, the venerable Pillsbury Doughboy willdebut, jumping out of the can.
• In 1957, Pillsbury introduces “slice andbake” refrigerated cookie dough, instantlyenriching the lives of both kids and momsforever.
• In 1960, General Mills develops a new,less costly and speedier milling process.Called the Bellera “Air Spun” process, itdrastically reduces the amount of handlingand number of steps previously requiredwhen turning wheat into flour.
• General Mills launches Total cereal in1961, the first cereal to provide 100% of theminimum daily adult requirement for eightdifferent vitamins as recommended by theUS government. Never offered before in a“single ounce of delicious, appetizing food,”Total cereal’s development is the result ofunprecedented levels of research.
• Pillsbury introduces the first ready-to-spread frosting in 1964.
• Bundt cake mix is introduced in 1972, adirect result of the Pillsbury Bake-Offwinner’s recipe “Tunnel of Fudge Cake” in1966.
• General Mills introduces Yoplait yogurtto America in 1977.
• Fruit Roll-Ups are introduced in 1979 tothe delight of both kids and their parents.
• In 1983, Pillsbury introduces the firstrefrigerated pie crust, resulting in easier andmore convenient pie baking.
• Pillsbury launches Toaster Strudelpastries in 1985, again creating a newproduct category and a new use for toastersacross America.
• Pillsbury’s Totino’s unit launches StuffedNachos in 1990, a new shape for a high-speed co-extruded dough product.
• Green Giant launches a new category ofprepared meals in 1993. Create A Meal, withfrozen veggies and sauce in the same bag,introduces a whole new level of convenienceinto kitchens everywhere.
• Pillsbury introduces shaped cookies in1992. The first shapes were teddy bears anddinosaurs, later giving way to holiday-themed cookies.
• General Mills acquires the first USyogurt company, Colombo, in 1993.
• In 1994 Pillsbury’s Totino’s facilityreaches a major milestone as it beginsproducing an average of one million pizzaseach day.
• General Mills introduces Go-GURT in1998, another technological first. Theinnovative yogurt tube’s convenience isunparalleled in the category and yogurt isnow more portable and can be eatenanywhere without the aid of utensils. Inaddition to the R&D efforts that went intothe packaging, the other innovation
associated with Go-GURT is its ability to befrozen.
• In 2001, Pillsbury develops “freezer-to-oven” technology. This foodservice industryinnovation launches baked goods andbiscuits that go directly from the freezer tothe oven, resulting in major cost savings foroperators. The line of products is expandedand subsequently introduced to consumersfor home kitchen use as Pillsbury HomeClassics.
Cultural, marketing and advertisinginnovations
• Betty Crocker has enjoyed greatlongevity throughout the decades since hercreation in 1921. Originally created as a penname to personalize responses to customerinquiries on a Gold Medal flour promotion,Betty Crocker had become the second mostrecognizable female in the country by the1940s, next to Eleanor Roosevelt. ArtistNeysa McMein unveils the first officialportrait of Betty Crocker in 1936. The icon isupdated a total of seven times since. In1996, a nationwide contest is held to select75 women whose images “morph” to createa new computer generated portrait.
• In Minneapolis, the Washburn CrosbyCompany, the predecessor to General Mills,buys a failing radio station in 1924 andnames it after its acronym, WCCO. BettyCrocker begins her cooking school radioshow on WCCO shortly after.
• Pillsbury holds its first Bake-Off Contestat the Waldorf Astoria in New York City in1949. This premier cooking contest is stillheld today, offering a $1 million grand prize.
• General Mills develops the Olive Gardenrestaurant chain in 1982.
• General Mills develops a microwavetechnology that is used to make one ofAmerica’s favorite and most popular snacks –microwave popcorn.
• The “Breakfast of Champions” slogan,first used in 1933, became a famousWheaties catchphrase that is still used todayto inspire athletes to work hard.
• In 1939, Wheaties sponsored the firsttelevised commercial sports broadcast whenNBC presented a game between theCincinnati Reds and the Brooklyn Dodgersfor the 500 owners of TV sets in New YorkCity.
• With the help of ad agency Leo Burnett,Pillsbury introduces the world to the PillsburyDoughboy in 1965, where he makes hisdebut in a Crescent Roll commercial. Withinthree years of his debut, the Doughboy hasan 87% recognition factor amongconsumers.
• The Jolly Green Giant, famous icon ofone of the world’s largest vegetable brands,joins the Pillsbury family of brands in 1979.
Innovation history at General Mills
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 26
The birthplace of the cranberry, the USA has
already felt the full force of the “red revolution.”
Ocean Spray cranberry ingredient sales there have
increased significantly in the past few years and
the cranberry is used as an ingredient in over
2000 products.
The last decade has seen the cranberry’s fame
spreading beyond its homeland, across the
Atlantic. Since the red berry officially arrived in
Europe in 1996, sales of Ocean Spray branded
products and ingredients have topped $100
million – a massive achievement for a tiny berry.
Here, Ocean Spray – a grower owned cooperative
– charts the evolution of the European market for
cranberry ingredients.
Trade secrets
European ingredient sales are experiencing
significant year on year growth and represent a
sizeable part of Ocean Spray’s global ingredients
business. Frozen and concentrated cranberries
were the first forms to find favor with European
manufacturers. But as manufacturers became
more comfortable with using cranberries,
Sweetened Dried Cranberries (SDCs) and
Flavored Fruit Pieces (FFPs) have established
themselves as value added ingredients in a range
of applications. These two segments now
command more than 50% of Ocean Spray’s
ingredient sales.
Many varieties of infused, Sweetened Dried
Cranberries (SDCs) are used internationally by
customers in cereals, snacks, confectionery and
baked goods. The popularity of the SDC hinges
on its healthy proposition, process tolerance and
ability to sustain its vibrant red color throughout
processing. SDCs can be sliced to various
dimensions and the moisture content modified
according to customers’ needs.
The next generation of infused and dried
cranberry-based fruits – Flavored Fruit Pieces
(FFPs) – uses cranberry as the starting material to
create an ingredient which exhibits the flavor and
color of a variety of real fruits: blueberry,
raspberry, cherry, strawberry, orange, peach and
now – mixed berry. These ingredients deliver the
flavor, color and texture of natural fruits,
answering customer demand for cost effective,
versatile and realistic fruit pieces.
Cranberries on the map
The UK was the first ingredients market to be
penetrated by Ocean Spray. In the past few years,
sales in the UK have increased dramatically. The
cereal bar market is the driving force, as
innovation involving berries, apples, bananas and
other real fruit pieces takes center stage. Leading
players McVities, Jordans and Kellogg’s have all
tapped into the berry trend, introducing cereal bar
variants with cranberry.
Cranberry is even catching on in countries like
Holland, with cranberry ingredients being used in
a range of products from drinks to spreads. In
Germany, dozens of products containing
cranberry are now available on the supermarket
shelves, and numbers will only increase if the
27innova August/September 2003
Ingredients case study
Cranberry ingredients open upEuropean innovation trendRon McMillan, General Manager Europe,
Ocean Spray Ingredient Technology
Group, explains how cranberry ingredients
– first introduced in the late 1990s are
being used to open up innovative new
product developments across European
countries.
Biscuit snackbar in Denmark
Sweeteneddried cranberries(SDCs) supplied
by Ocean Spray have been incorporatedinto a new snack bar. Launched in June byKelsen Bisca, Denmark’s largest exporter ofbiscuits, the low-fat cereal grain barcontains hips and honey as well as five percent cranberries. The aim was to devise asnack bar that not only tasted good butwas healthy too. Associated with a varietyof health benefits, the cranberry fitted thebrief perfectly.
“We identified a gap in the market for atasty, filling and healthy biscuit bar snack ina convenient, individual format rather thantraditional roll-wrapping;” explains GretheKjølby, marketing manager at Kelsen Bisca.“We knew that it would be difficult toachieve both taste and health with grainsalone, so looked at including various fruitingredients. Apple and strawberry fell shortin terms of health appeal and failed tomaintain their taste profile after baking. Weopted for cranberry, owing to itssubstantiated health benefits and ability toretain its taste, texture and colorthroughout baking and in the end product.”
Three variants of the Bisca bar –cranberry, blackcurrant plus tomato andblack olives – are aimed primarily at femalesbetween the ages of 25-45. Distributedinitially on the Danish market, Bisca’s rolloutto the rest of Scandinavia is scheduled forAugust, followed by export to othercountries in 2004.
With a turnover of 1.5 billion kroner,
headquarters in Copenhagen and threemanufacturing facilities, Kelsen Bisca isDenmark’s leading biscuit manufacturer andoccupies a number two position in Sweden.Primary export markets include Hong Kong,Russia and the USA – where products aresold under the “Royal Dansk” and“Kjeldsen” brands.
Stimulating drinkin Finland
Finnish beer andsoft drinkmanufacturer,Hartwall, usedcranberryingredients todevelop FenixPiristävä, a new
cranberry and pink grapefruit health drink.In response to consumer concern for healthand wellbeing, the company includedOcean Spray’s cranberry concentrate in thestimulating drink.
“Consumer research – which found thatmore than 50% of the Finnish populationwatch their diets carefully and exerciseregularly – contributed to the developmentof our Fenix health drink;” explains EsaRautalinko, Hartwall’s marketing director.“But it was more than just well-documented health benefits that led us toinclude the cranberry. The berry’s vivid colorand tart flavor enhance and complementthe pink grapefruit, providing a deliciousand stimulating drink with excellentmouthfeel.”
Web www.oceansprayitg.com andwww.oceanspray.com
Product examples
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 27
current climate continues. Innovations include:
biscuits with frozen cranberries, barbecue sauce
with cranberries and a trail mix snack which uses
SDCs as an alternative to raisins.
French and Swiss consumers have also been
keen to embrace the cranberry. This is reflected in
recent NPD activity with SDCs, which includes a
muesli, launched in June 2002; a nougat bar,
introduced in January 2003 and “Baguettine,”
toasted breads. In Switzerland, there has been a
flux of cereal bars and cereals addressing the
health conscious consumer.
Several trends have contributed to this growth:
• the heightened popularity of infused fruit as
manufacturers reject lower value ingredients such
as reformed fruit pieces in favor of natural fruit
ingredients with greater consumer appeal and
bake stability
• the addition of novel or tropical fruit
ingredients such as saskatoon berries, cranberries,
passion fruits and blueberries to processed foods
• the snacking phenomenon which has sent
sales of fruit to cereal bar manufacturers
rocketing looks set to intensify
• the UK government’s “five a day” program
and concerns over escalating obesity levels are
likely to have an influence on consumer eating
habits to the advantage of fruit
• the introduction of functional or fortified
products with added health benefits and
resurgence of the low-fat or light categories.
Creating a synergy between its ingredients and
branded businesses in Europe has also played a
key part in Ocean Spray’s strategy. Branded drinks
engender acceptance and pull for cranberry
products among consumers, while food products
incorporating ingredients such as dried or frozen
cranberries generate a push from the industry.
The contrast between the development of
different European markets is marked. While the
cranberry market in the UK, Germany and
Holland is established, the Scandinavian and
Southern European countries are at an earlier
stage of development, but are proving receptive to
efforts. 2003 launches include a snack bar with
hips, honey and sweetened dried cranberries and
a cranberry and pink grapefruit health drink (see
product examples). Ocean Spray expanded into
Southern Europe in 2001, appointing distributors
in Italy, Spain and Greece. The picture is quite
similar to that in the more developed territories
eight years ago and Ocean Spray is confident that
over time these markets will evolve as
manufacturers and consumers become informed
about the benefits of the cranberry.
Cranberry health science
Since 1984, many studies have indicated that
cranberries may have a number of health benefits,
the foremost being its “anti-adhesion” effect on
certain bacteria.
Support for an anti-adhesion mechanism
began in the early 1980s. Then in 1991, a study
published in the New England Journal of
Medicine1 identified a component in cranberries
and blueberries, but not in other common fruit,
that prevented the adhesion of certain E. Coli
bacteria. In a 1994 study published in the Journal
of the American Medical Association2, Harvard
Medical School researchers conducted the first
well-controlled, large-scale clinical trial to
demonstrate that drinking cranberry juice
regularly, significantly reduced the presence of
bacteria in the urine of elderly women. The
researchers found that the effect was not because
of a more acidic urine and speculated that there
was something specific in the cranberry that
prevented bacteria from adhering to the urinary
tract. In 1998, a study published in The New
England Journal of Medicine3 identified
proanthocyanidins (PACs) as the compounds in
cranberries responsible for preventing P-
fimbrated E Coli from adhering to the urinary
tract. The implications of a fruit that blocks
disease-causing bacteria from sticking to cells and
tissues could be significant and are under active
exploration.
The cranberry’s role in the prevention of
Urinary Tract Infections (UTIs) has led to its
application in dietary supplements Europe-wide.
Ocean Spray’s 90 MX cranberry juice powder,
which provides a naturally consistent level of
urinary tract proanthocyanidins, lends itself to use
in dietary supplements. Products on the market
include Fleurance Nature’s Canneberge (France)
and Jemo Pharm’s Vitabutin (Denmark).
Conclusion
While the cranberry wave is still in its infancy
in Europe, the little red berry has mustered
support at an astonishing pace as manufacturers
are discovering the benefits that cranberry can
confer to their products. The cranberry’s
exceptional processing properties, tart, unusual
taste profile and well-documented health benefits
look certain to secure its place in the food
industry for years to come.
References
1 Ofek I., Goldhar J., Zafriri D., Lis H., Adar
R., Sharon N. Anti-Escherichia coli adhesion
activity
2 Avorn J., Monane M., Gurwitz J.H., Glynn
R.J., Choodnovskiy I., Lipsitz L.A. Reduction of
bacteriuria and pyuria after ingestion of cranberry
juice. Journal of the American Medical
Association, 1994, 271, 751-4.
3 Howell A.B., Vorsa N., Marderosian A.D.,
Foo L.Y. Inhibition of the adherence of p-
fimbrated Escherichia coli to uroepithelial cell
surfaces by proanthocynadin extracts from
cranberries, The New England Journal of
Medicine, 1998, 339, 1085. ■
28 August/September 2003 innova
Ingredients case study
Cranberry cereal bar set for success inUK
Shepherdboy Ltd, the largestindependent health food manufacturer inthe UK, introduced a cranberry cereal baronto the UK market this year. OceanSpray’s sweetened dried cranberries (SDCs)constitute 30% of the product, ensuringthat the cranberry’s vibrant color and tarttaste are prominent in the cereal bar.
“The decision to include cranberries inour healthy snack bar range stemmed fromtheir unique natural ability to maintainurinary tract health, as well as providinghigh levels of antioxidants andpolyphenols. Not only, therefore, is thecranberry bar tasty and nutritious but itmeets heightening consumer concerns fora healthier lifestyle,” explained G.M.Gibson, Director of Shepherdboy Ltd.“Ocean Spray’s SDCs stood out from otheringredients because they are backed by anestablished brand name and efficienttechnical support.”
Shepherdboy Ltd specializes in healthfoods, snack bars and energy bars. OtherShepherdboy products include Just/Socarob bars – a chocolate alternative, oils,muesli, capsules and a range of hempproducts.
Germanhealthy snackoption
An alliancebetween Germannutritional foodsmanufacturerFarmer’s Snackand fruitingredient
specialist Ocean Spray ITG resulted in thedevelopment of Studentenfutter ohneRosinen, a raisin-free, trailmix style productcontaining dried fruit, nuts and sweeteneddried cranberries (SDCs).
Farmer’s Snack marketing manager,Cornelia Ahrens said: “A distinguishingfeature of the product is that it doesn’tcontain raisins. However we wanted tomaintain the fruit aspect, which is integralto the taste and healthy balance oftrailmix. We found the cranberry to be theobvious choice to satisfy our requirements,leading us to develop a healthy snack withyouthful-appeal, while creating a new tastesensation. The sweet flavor of thecranberry pieces complements perfectly theethos of the product by enhancing tastewithout adding sugar or artificial flavors.”
Following excellent sales results since itslaunch onto the German market,particularly among the under-30s, Farmer’sSnack plans to introduce the cranberrytrailmix to a wider European audience.
Product examples
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 28
29innova August/September 2003
Market trends
US nutrition industry sales grew nearly$4 billion in 2002 to $58 billion, accordingto research recently published by NutritionBusiness Journal. Each year, through itsown surveys of manufacturers andsuppliers and analysis of more than 40secondary sources, NBJ quantifiesconsumer sales in Dietary Supplements($18 billion), Natural and Organic Foods($14.4 billion), Natural Personal Care ($4.5billion) and Functional Foods ($20.5billion).
Much like the sputtering globaleconomy, the nutrition industry sparked tolife in some areas in 2002 (organic foods,calcium, magnesium, essential fatty acids(EFAs) and meal replacement powders) andcaught a flat in others (herbs andglucosamine-chondroitin).
However, the nutrition industry onceagain achieved an overall growth ratetwice that of the economy. Growth of 7-10% in natural & organic foods, naturalpersonal care, minerals and mealreplacement supplements balanced out lessactive supplement categories. In 2002, thebellwether vitamin category reboundedwith sales growth of 2.5%, up from 0.8%growth in 2001. Herbal supplement salesdeclined in 2002, led by an aggregate$150 million decline in echinacea, garlic,ginseng, ginkgo biloba and St. John’s wort.Specialty supplement sales growth alsoslowed in 2002, due primarily to lowerconsumer prices in the glucosaminemarket, which represents nearly 30% ofthe category.
US nutrition industry salesgrow 7.3% in 2002
The Hain Celestial Group and Cargill Health &
Food Technologies have announced plans to jointly
develop new food and beverages product solutions
for consumers to address a broad range of health
concerns.
“By combining our expertise, we bring two
industry leaders together to focus on the
development of the next generation of functional
beverages, one of the hottest categories serving
today’s health-conscious consumers.
This collaboration will complement our current
health brands and allow us to continue to exceed
consumer expectations,” said Irwin Simon,
chairman, president and chief executive officer of
The Hain Celestial Group.
“The Hain Celestial Group and Cargill Health &
Food Technologies share a common goal of
producing great tasting, healthy solutions for
consumers,” said Ted Ziemann, president of
Cargill H and F&T. “We are excited about the
opportunities to explore new formulations with our
family of ingredient brands including: CoroWise
phytosterols, AdvantaSoy isoflavones, Ascend
trehalose, Oliggo-Fiber inulin, and OptaFlex
chondroitin.”
“For example, we look forward to bringing
exciting extensions to our Rice Dream, Soy Dream
and WestSoy non dairy beverages to consumers,”
Simon said. “Our beverage categories have already
set the bar high nutritionally. With the addition of
Cargill’s high value ingredients, proprietary
technologies and food formulation expertise, we
expect to surpass consumers’ desire for great taste.”
Both companies predict that this collaboration
will further accelerate growth in the functional
foods and beverages categories with a combination
of synergistic resources typically not seen in this
industry. ■
“Next generation” functionalbeverages alliance
Can one barbecue substantially impact
California’s food economy? According to an
economic impact report released in August, the
answer is yes.
In fact, if all California consumers were to
choose locally grown products for their Labor
Day barbecues, it would not only generate $76.2
million in revenues to farms, but also an
estimated $65.4 million in spending by farms
to meet that growth in demand, and nearly
$124.3 million in additional spending in
communities throughout California. In
addition, approximately 500 new jobs – in
agriculture as well as other industries – would
be needed due to the increased economic
activity up and down the state.
“As you can see, the purchasing power of 35
million Californians cannot be overstated,” said
Scott Horsfall, chief operations officer at the
Buy California Marketing Agreement (BCMA).
“This Labor Day, if we each reach for California
grown products, from chicken and garlic to ice
cream and peaches, it can have a profound
impact on our entire state’s economy.”
Using a mix of popular foods to create a
healthy menu, this “California Grown” barbecue
report measured the impact of seemingly
simple shifts in consumer purchases to prepare
a meal made from California grown products
rather than those grown elsewhere.
The “California Grown” barbecue meal
included the following menu items: guacamole
and chips; barbecued chicken (marinated with
orange, lime and garlic); fruit salad; peach
cobbler with ice cream for dessert; and wine for
adults and milk for kids.
The barbecue study forms part of a wider
campaign in California to encourage purchasing
local food products.
In a statewide economic impact study
released in July, findings reveal that relatively
minor shifts in Californians’ purchasing
decisions have a major impact on the state’s
economy and job outlook.
According to study findings, if Californians
increase purchases of California grown products
by just 10% annually – which equates to about
$1.63 per week for the average Californian – it
would result in 5,565 new jobs throughout the
state and nearly $1.38 billion in additional
spending due to the increased business activity.
In addition, the added economic activity would
generate $188 million in taxes for local and
state governments.
Importantly, these figures do not assume an
increase in any household spending, simply
documenting the effect of choosing the
products of California’s farms, ranches, forests,
and fisheries over products available from out-
of-state.
If California grown purchases are increased
by 25% annually – which equates to about $4.12
per week for the average Californian – the
resulting economic impact becomes even more
substantial. In fact, a 25% increase in the
purchase of locally grown products would result
in 13,913 new jobs throughout the state and
$3.46 billion in additional spending. And, the
growth in business activity would generate
$470 million in taxes for local and state
governments.
“As you can see, when it comes to
agricultural products, origin matters,” said Scott
Horsfall, chief operations officer at Buy
California Marketing Agreement (BCMA).
“Without question, our choices have a powerful
influence on the state’s economy. Buying
asparagus or apples, cherries or chicken, we can
all have an impact by simply paying attention
while shopping and choosing more California
grown products.”
The Buy California Marketing Agreement is
a joint effort of 26 industry groups representing
the products of California’s farms, ranches,
forests and fisheries.
Structured as an industry advisory board to
the California Department of Food and
Agriculture, BCMA brings together industry
and government resources to increase the
awareness, consumption and value of California
agricultural products, helping the state’s
consumers enjoy the best of the California
lifestyle. ■
How a barbecue impacts theCalifornian food economy
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 29
Any quick solution to the GM controversy and
possible consumer acceptance of innovative GM
derived products in Europe evaporated in August
when the United States, Canada, and Argentina
requested the establishment of a World Trade
Organization dispute settlement panel over the
European Union’s handling of genetically
modified organisms (GMOs).
The three countries are the world leaders in
the cultivation of genetically modified food crops,
and they want the five year de facto EU
moratorium on new biotech crop approvals
declared illegal under international trade rules.
But the dispute can only serve to heighten
European consumer resistance to the perception
of having US corporations force GM
“frankenfoods” into their foods.
It is also likely to stiffen European policy
resistance to the early introduction of GM crops.
EU commissioners, who last month finalized
new European legislative proposals covering new
crop approvals, have so far reacted angrily to the
move.
Environment Commissioner Margot
Wallstrom said: “There should be no doubt that it
is not our intention to create trade barriers. But
my concern is that this request will muddy the
waters of the debate in Europe. We have to create
confidence among citizens for GMOs and allow
them to choose – and this is what our new
legislative framework is designed to do.” She said
the European Union stance on GMOs is in line
with World Trade Organization rules.
Trade Commissioner Pascal Lamy regretted
the resort to “unnecessary litigation.” “The EU’s
regulatory system for GMOs is clear, transparent,
reasonable and nondiscriminatory,” said Lamy.
“We are confident that the WTO will confirm that
the EU fully respects its obligations.”
The request for a dispute settlement panel
follows the breakdown of conciliation talks
between the two sides initiated in June.
US Trade Representative Robert Zoellick said
on August 7, “Delegations from the United
States, Canada and Argentina consulted in June
with EU officials, but the EU indicated no
willingness to comply with its WTO obligations
by lifting the groundless moratorium on biotech
products.
“The EU’s stance leaves us no choice but to
proceed with the establishment of a WTO dispute
settlement panel. For five years, the EU has kept
in place a ban on biotech approvals – a ban
which is unsupported even by the EU’s own
scientific studies,” said Zoellick. “This trade
barrier harms farmers and consumers around
the world by denying them the benefits of
productive, nutritious and environmentally
friendly biotech products.”
The recent near completion of new EU
biotech crop rules makes it possible that the
moratorium will be history by the time the WTO
panel makes a ruling. A better labeling and
traceability framework for GM food and feed was
adopted in July. The Commission said today that
the new system aims to respond to citizens’
demands for more and better information on
GMOs, and the need to facilitate the freedom of
choice between new and more traditional
agrifood products.
Martin Rocholl, director of Friends of the
Earth Europe said: “The US administration,
funded by the likes of GMO giant Monsanto, is
using the undemocratic and secretive WTO to
force feed the world GM foods. Decisions about
the food we eat should be made in Europe and
not in the White House, the WTO or Monsanto’s
HQ.”
In its statement in response to the WTO
move, the European Commission cited an ABC
News public opinion survey to claim that
Americans want similar GM crop safeguards to
those in Europe “by a huge margin.”
The ABC News telephone poll of 1,024 adults,
released June 19 found that 92% of Americans
polled support labeling of genetically modified
foods, a provision of the new European legislative
framework governing GMOs.
Just one-third of the Americans polled by
ABC told interviewers that they believe
genetically modified foods are safe to eat.
Instead, 52% believe such foods are unsafe, and
an additional 13% are unsure about them.
In 1996, no US crops were genetically
modified, but by 2002, 34% of the corn crop and
75% of the soya crop were genetically modified.
Livestock and poultry are the biggest customers
of US corn, eating 58% of the nation’s crop in
2002.
The United States accounts for over two-
thirds of all biotechnology crops planted
worldwide. Genetically modified food crops
grown by US farmers include corn, cotton,
soybeans, canola, squash, and papaya. Argentina
plants primarily biotech soybeans, and Canada’s
main biotech crop is canola or oilseed rape. ■
30 August/September 2003 innova
Food futures
GMO controversy heightensFrom science, policy, politics, corporate
behavior to consumer activism GMOs
continue to one of the most controversial
innovations in food supply today.
The possible spread of DNA fromgenetically modified (GM) crops to wildand domesticated relatives raises a new setof issues for scientists and policymakers toconsider, according to a new issue briefreleased in August by the Pew Initiative onFood and Biotechnology.
The report notes that gene flow is notunique to GM crops, but it draws attentionto the ecological and economic concernsthat could arise if novel traits from thesetransgenic crops spread to otherpopulations.
Titled Have Transgenes, Will Travel:Issues Raised by Gene Flow FromGenetically Engineered Crops, the briefnotes a primary ecological concern thattransgenic plants will breed with wildrelatives and confer a trait not otherwisefound in nature to the resulting plant. Thishas the potential to alter the gene pool forthat crop and to threaten biodiversity.
The Pew Initiative reports, however, thatdespite the theoretical concerns presentedby gene flow, it is unclear if the spread ofDNA from transgenic crops is an ecologicalhelp or a hindrance. Depending on the typeof trait passed on, the general fitness of aplant could increase or decrease as a resultof acquiring that trait, the report says.
The primary economic concern stemsfrom the possible impact to specialtymarkets, such as organic crops, if geneticmaterial from transgenic plants were tospread and mix with a crop intended toexclude transgenic materials.
“As new transgenic crops are tested andgrown, preventing unwanted gene flow toother crops will present technical andregulatory challenges as well as possibleeconomic conflict,” said MichaelRodemeyer, executive director of the PewInitiative on Food and Biotechnology, whichis a nonpartisan, nonprofit research project.
Report raises issue of gene flow from GM crops
While most GM crops do not go directlyfor human consumption (for example themajor market for soy is animal feed),Monsanto will significantly up the stakes inthe debate about GM food with theplanned introduction of GM wheatvarieties. The company’s work is in the finalstages now and field trials are underway ofwheat grown using its GM technology. Thecompany has been reported as alreadymastering the transfer of DNA from alaboratory-grown bacterium into wheatDNA, so farmers can spray weed killeracross entire fields without harming theircrop. Monsanto’s current focus is now onconvincing regulators that biotech wheat issafe to grow and eat, while persuadingfarmers to plant it, and food companies touse it in the bread, cereals, crackers andother products.
Monsanto to introduce GM wheat?
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 30
Major sociological and economical changes
will impact the quality of our lives and the
direction of the food industry in the next few
decades. New food and beverages are introduced
at record pace and most products try to offer
something unique to a demanding customer.
These demands range from quality and
uniqueness all the way down to quantity and
value. The world population will continue to grow
at unprecedented levels from 6.3 billion in 2003,
to 7 billon in 2010 and 8 billion in 2025. Of the
latter figure, five billion will be global, affluent
and urban-based consumers.
The issues of rapid growth of population and
shortage of fresh water supply are further clouded
by the number of countries that have a graying
society and are confronted with a decline in birth
rate, which ultimately can lead to progression of
current poverty levels. These demographic trends
will no doubt influence domestic and
international policies, including figuring out how
to support aging populations with managed
healthcare systems and two-tiered food programs,
ranging from affordable nutrition for people
living in the economic depressed countries and
the development of functional foods for more
affluent societies. If these issues are not
addressed it will have devastating effects and
might destabilize world society as a whole.
New demands
Eating and diet habits change over time as a
result of socio-economic factors. Already, it is
evident that the dogmatic attitude of some of the
American franchised fast-food companies
ultimately cannot be sustained. For a plethora of
reasons, consumers have demanded change and
forced the fast-food companies to loosen the strict
formulae guidelines and adapt to local or regional
flavor and economic preferences. A decade from
now, the foodservice sector will be largely
unrecognizable to what it portrays today.
Innovation, convenience, flavor preferences,
affordability, entertainment, healthy choices and
made-to-order convenience will drive significant
changes.
On the other hand, the foodservice industry
has come to realize that health doesn’t sell – at
least not for now. Most fast-food customers don’t
necessarily want to know what’s in food. They
just want to enjoy it without the burden of guilt.
Yet, as demographic changes occur, nutrition will
become a bigger issue over time.
Active interest in health and nutritional
issues, have most likely slowed in response to
many years of nutritional “terrorism”. Foodservice
may lead in culinary trends, but its nutritional
correctness lags retail. This is largely attributed to
the absence of nutritional labeling on foodservice
products, but definitely also influenced by the
mindset of consumers, who seem to have a
double standard when it comes to purchasing
food in a grocery store and when eating out.
For example, everybody will say they want to
eat healthy, though when decision time comes,
the food chosen often doesn’t match the
intentions. Subsequently, the success of food is
only driven by taste, with everything else taking
second position. There are endless opportunities
for creating new and exciting foods and
beverages. However, the secret of success in the
marketplace is repeat business. It’s as simple as
that!
But change at large corporations doesn’t come
easy. In 1993, for example the McDonald’s US
based senior management approved a store test
in 1993 in the Philippines with great reluctance,
to evaluate a new formulae concept for
hamburgers. A patented technology using soy
protein granules, allowed interaction between
some 50% beef and some 50% meat analog
ingredients. These right-sized formulated
affordable foods have become a permanent
feature on the menu-board for the enjoyment of a
great many customers. At the start of the 21st.
century, hundreds of millions formulated meat
patties are being sold through branded fast food
companies, showing that affordable quality and
tasty nutrition can actually become a reality.
Fast-food experts credit these sort of product
successes to quantum leaps in non-meat protein
technologies, in which soy protein is the main
driver. In the meantime, more spin-off menu
board meat and poultry products have been
introduced throughout the region, allowing a
larger part of the population to afford the luxury
of eating out and enjoy good food created by
mother nature.
Affluent Change
The percentage of US households made up of
married couples with children dropped from 45%
in 1970 to 25% in 2000. No doubt the face of the
family has changed, with increasing numbers
delaying childbirth and baby boomers becoming
empty nesters. Hectic lifestyles are the norm for
large segments of society, such as working
women who try to juggle the impossible task of
being successful as a professional, a mother, a
wife and a lover all at the same time. This
development, together with a growing number of
single households has led to discerning
consumers who need greater flexibility in meal
opportunities that can be indulgent yet healthy.
The future will focus less on families and
redirect increasingly to the life-stage consumer
segments. Marketing to children is one of the
sub-categories. Instinctively children know how to
influence the decision making process of parents,
using negotiating skills and tactics to leverage
good behavior.
The reduction of family size and the increased
influence of outside communication such as
television and the internet, have made children
into more equal family members earlier in their
life. Translated to food and fun, this means that
“entertainment” has become an essential part of
the value that restaurants need to provide in order
to stay ahead of the pack. A recent development is
fast-casual dining at franchised chain restaurants.
This is the fastest growing segment and has
occurred at the expense of independent
restaurants.
The pendulum of change is in full swing.
Newer restaurant styles are now designed to
deliver a dining experience at a more appealing
fast-casual value. They offer home-style meals to
tempt to solve the five o’ clock dilemma for a
large number of people with busy households or
“won’t cook – don’t cook” generations. The
challenge is to provide a freshly prepared, great
tasting and nutritious meal at a reasonable price
for a large group of consumers who are too worn
out to fix a meal that requires time and effort.
These fast-casual restaurants with an upscale look
and appearance probably try to integrate a center
of the plate serving such as a functional non-meat
protein enhanced pre-cooked meat portion or a
pre-cooked meat analog together with freshly
prepared contemporary food selections featuring
some classics and ethnic culinary foods with
provocative bold seasonings from around the
world.
Too much of a good thing
The United States society represents an
example of how the world is misusing the true
meaning of food. An alarming number of
Americans are considered overweight and obese.
The waistline of Americans is expanding faster
than those of people in other parts of the world,
though it is true that affluent consumers in
countries such as Australia and in Western
Europe fight the same battle, albeit with a slight
delay. Published research data suggests that
overeating accelerates the aging process, and
31innova August/September 2003
Nutrition trends
Downsizing super-sized foodWill meat, fat and sugar-filled foods be
sustainable and reconciled in a rapid
changing demographic landscape of
overweight and obese consumers?
Henk W. Hoogenkamp issenior director strategictechnology of The SolaeCompany. (a DuPont/BungeJV). He is a former presidentof DMV International USA.Hoogenkamp has been
successful as a publicist and creator offuturistic food concepts including lifestylefoods & nutraceuticals.
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 31
what is already clear is that obesity does seem to
damage health. In the developed countries and
some affluent societies there is a distinct trend
toward overeating. Is obesity the cost of
modernity? Can compulsive eating be considered
as a form of malnutrition? In the United States
the number of overweight and obese people
doubled in the past 20 years to a staggering 64%.
Are people themselves to blame for succumbing
to overeating high caloric density foods that are
marketed cleverly by meat, snack, food and
beverage companies? Are people made to believe
that so-called low-fat foods can be eaten in
abundance, falsely assuming that these foods are
harmless?
Prosperity, lack of nutritional education, lack
of physical exercise, and of course the abundant
availability of fat- and sugar-loaded foods at all
times during the day can be considered the real
culprits. Franchised fast-food restaurants and a
growing number of home meal replacement food
selections all serve belt-straining meals. More is
better. Increasingly, physical activity together with
food intake moderation is the lifestyle change
most likely to have far-reaching consequences in
preventing onset of many degenerative diseases.
Super-size
Consumers themselves are responsible for
their food choices, but in all fairness some finger
pointing to the American way of living is
justified. After all, American fast food companies
– in their unrelenting drive to generate sales and
profits through a global empire of restaurants,
have introduced super-sized and value-sized food
portions. Marketing campaigns funded by almost
unlimited advertising budgets directed at certain
target groups to Americanize world food habits,
must definitely share some of the blame in
making people eating more than is needed.
Increasing the size of the serving portions helps
to spur sales and subsequently profits from food
when manufacturers increase serving size.
Research clearly shows people eat more when
they’re given larger portions. Each restaurant and
food company has an incentive to get more food
onto the plates. There is no question that
consumers suffer from portion distortion.
The trend toward super-sizing began in the
mid 1970s, but increased sharply in the mid
1980s. From there on the trend only continued
and perhaps that is why developed countries are
now faced with two generations that clearly show
a linear line between food-size and waist-size.
Super-sizing is not just happening with fries,
burgers, pizza and soda pop. Equally responsible
are the colossal size versions of bagels, muffins,
chocolate chips cookies and croissants. For
franchised fast food restaurants it is relatively
cheap to offer super-sized food portions. Food
costs are only marginally higher, therefore the
marketing blitz to draw higher numbers of
customers on super-value promotions obviously
justifies the load of the extra but hidden calories.
On the other hand, it is also true that any food
can theoretically be part of a balanced diet if the
portions are tiny enough. Once inside the
restaurant or drive-thru lane, customers are
enticed not to make intelligent and sensible
decisions.
Although many countries have national health
guidelines for reducing obesity, very few
countries actually have a plan to implement these
guidelines. In a way a schizophrenic behavior
occurs, because people who want to eat right have
to behave abnormally. For example, most people
don’t actually pay close attention to what
constitutes a serving. “A serving is what is being
served,” is a rather logical conclusion.
No longer is obesity only an adult problem. In
the United States, 1 out of 4 children is now
overweight. This alarming increase shows every
sign of becoming an epidemic. To attack this
severe health problem it is necessary to find a way
to reach parents first. Overweight and obese
children are not only a health risk, they also feel
targeted at school and other social settings.
Parents feel embarrassed as well, as it is hard to
feel proud of their offspring. Since the 1990s the
number of overweight children has grown
rapidly. Even more worrisome are the strong
indications that overweight children are more
likely to stay overweight or obese as adults. It
looks like a script for a science fiction movie:
obese parents and undernourished children living
together in a high-tech house in a nice sub-urban
community with empty streets. After all,
television and computer screens and
unsupervised snacking are the only exercise most
children are accustomed to, while both parents
are busy with their careers.
For some food companies it is about time to
get some out of the box collective thinking in
place, because it is clear that American fast food
imperialism not only has generated at least two
generations of over-sized and overweight people,
but equally important, now are confronted with a
society suffering from degenerative conditions
such as heart disease, high cholesterol and high
blood pressure, stroke, bone and joint weakening,
osteoporosis and not the very least mental anxiety
and depression.
On the other hand, fast progress in technology
driven lifestyles has fast-forwarded the attitudes
and behavior of people, yet slowed down physical
activities to dangerously low levels.
Human genes are programmed to be
physically active, and the abundance of foods with
large amounts of hidden calories has created an
imbalance between caloric intake and a decline in
calorie-burning activities.
How long will it take before the evils of the
couch-potato syndrome make way for sensible
weight management? How to get massive
numbers of people motivated to react and fit
exercise into their daily lives. Based on current
knowledge, there is no quick fix solution in sight.
The complexity of the issues, deal with social
infrastructures, changing food habits, sedentary
behavior, and above all decreasing motivation for
physical activities.
Perhaps the time has come for franchised fast
food restaurants to give serious thoughts to the
earlier suggestions to install a Nutritional
Advisory Board. After all, the past has proven that
32 August/September 2003 innova
Nutrition trends
Food safety and food security are thetopics of the moment in the food industry,according to a panel of experts. The panelresponded to questions about what theythought would be the top five trends for2005 at the IFT annual meeting in Chicago.Lester Crawford, Deputy Commissioner ofthe Food and Drug Administration (FDA)stated that the threat of terrorism to thefood supply is being addressed todaythrough the Bioterrorism Preparedness &Response Act that was introduced last year.Crawford added that the federalgovernment has invested more than $90million in food security initiatives – rapidcommunication systems, outreach andeducation, training and additionalequipment to help monitor the importationof foods into the US.
Also on the panel were Todd Abraham,vice president of research at Kraft Foods,Leah Evans, senior vice president of R & Dat Pizza Hut, Elizabeth Sloan of Sloan Trendsand Solutions Inc. and Mike Pariza of theUniversity of Wisconsin. Food safety wasanother area of heightened concern withissues like BSE and Chronic Wasting Disease,Vibrio vulnificus in shellfish, acrylamides andSalmonella enteritidis in eggs all on the
regulatory radar screen of the FDA. Therewas also consensus amongst the paneliststhat the obesity epidemic in the US willinfluence the future of the food industry inthe country. The girth of the nation is givingrise to a host of other health and wellnessissues related to obesity – high bloodpressure, diabetes, heart disease, dentalcaries, and a diet based on high protein andlow carbohydrates. The desire for pure foodis also increasing, with consumers wantingproducts free of antibiotics, GMOs, transfatty acids and cholesterol. Sloan said thatconsumers are reaching beyond organic andnatural, looking for pesticide-free,responsibly grown, free-range and evenhandmade.
Other trends mentioned by panelistsincluded nutragenomics, an agingpopulation, environmental sustainability,setting international standards for foodsafety, and the ongoing debate aboutbiotechnology and GMOs. Conveniencewas however the central trend, withultimate convenience highlighted.“Consumers want ready-to-eat, ready-to-heat, and products packaged for on-the-goconsumption, and they’re willing to pay forit,” commented Sloan.
Food security the key trend
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 32
somehow, someone in the future is going to pay
the price for super-sizing the body of customers.
Down-sizing food intake
Increasingly, people eat because they respond
to time of day, social environment and impulses,
such as smell, observation or just thoughts.
Although obesity has reached epidemic levels,
medical funding on a per patient basis is
extremely limited compared to other health
conditions, such as heart disease, cancer, diabetes
and HIV. The future of healthcare costs to combat
obesity related diseases is beyond
comprehension. But perhaps even more
important is the overriding issue how to find
communication ideology and consumer platforms
to discuss these issues? So far the food industry
and the scientific health professionals have only
contradicted each other with as a logical
consequence that consumers have been
inundated with results touting glory or doom for
literally every single food that is known. Healthy
food does not necessarily translate into
elimination of a key ingredient such as fat.
Consumers like to indulge in pure pleasure; they
have come to expect it and it has resulted in
concerned consumers having shifted to weight
management, with more emphasis on positive
nutrition rather than negative nutrition.
For example, soy protein is now extensively
being used beyond the typical use in meat
emulsions and water binders in processed whole
muscle meats such as roast beef. Instead a great
many high protein/high fiber cereals together
with ready-to-eat food bars, and ready-to-drink
smoothies now deliver health benefits.
There is a growing belief that being
overweight, even obese, isn’t as unhealthy as
being sedentary. Recent research at the renowned
Cooper Institute for Aerobics in Dallas, TX,
showed that unfit lean people, as measured by
performance on a treadmill were nearly twice as
likely to die as the fit, including the obese fit. This
indicates that a more effective treatment might be
a healthful diet with lots of fresh fruit and
vegetables and exercise, though not purely for the
purpose of weight loss. The latter draws attention
to a larger problem, which is the obsession of
modern society with appearance. Most people
work out not to get fit but to get thin and when
that fails to happen they quit the daily routine.
Obviously there is a major challenge for health
care professionals: getting people to focus on
feeling better rather than looking thinner.
Needless to say that it will take a great many years
to dispel the myth that thin equals fit, and fat
unfit. However, just to be sure, the healthiest
option is to be fit and trim.
Translated to foods, this means that people
should eat less high-calorie foods, especially foods
high in saturated fat and high in sugar; be
physically active, prefer unsaturated for saturated
fat and use less salt. The consumption of several
portions of fruits and vegetables help reduce the
risk of several diseases including cancers,
diabetes type-2, high blood pressure and heart
disease. These diseases count for approximately
66% of all deaths in the United States and it is a
given that men develop these chronic diseases
earlier in life and have higher death rates than
women. Fruits, vegetables and legumes are
packed with vitamins, minerals, fibers and
hundreds of disease-fighting phytochemicals;
natural substances that work to protect health and
are the best insurance for longevity.
Pro-active versus sedentary
Government, healthcare professionals and the
entire chain of food processors must unite and
develop a plan that uniquely incorporates health
cuisines and physical activity. Pro-active in health
and diet guidelines rather than just compile
statistics and react and only signal trends
accompanied with the occasional warnings.
Continuing contradictions and confusion are not
helping people who want to be in charge and try
to stick to a balanced and nutritionally sound diet.
In the past, dietary guidelines took the whole
population and based the recommendation for
the majority of consumers. However it is clear
that in developed countries the affluent
consumers that already “enjoy” an abundance of a
plethora of food choices, individually customized
food selections are needed in search for health,
well-being and longevity. Functional niche foods
of today will most probably transform into
normal food options, addressing the needs and
wants of people who are prepared to spend extra
on foods in order to remain energetic, mentally
sharp, not to mention the delay of onset of age
related diseases such as osteoporosis, cancer,
heart disease and boosting the immune system.
Food or pharmaceutical companies will eventually
exploit nutrigenomics to develop functional foods
tailored to meet the needs of individual people
with specific genetic traits.
Problem or solution?
Is the meat, food and beverage industry part
of the problem or part of the solution? Leading
ingredient and food companies try very hard to be
involved in both playing fields. These companies
manufacture and sell ingredients and food brands
which first entice the consumer to indulge and
then offer products to shed accumulated weight.
For example, functional ingredient companies
are known to help (prospective) food companies
to quickly develop new products or using more
cost efficient alternatives. These ingredient
companies call this “leveraging” and as long as
they do it in different regions or countries the
bandwagon keeps moving. However, because of
the internet and other forms of instant
communication, the functional ingredient
marketers need to understand that they are no
longer alone and have to fight alternative
performance ingredients, nutritional and cost
efficient solutions. It is expected that, for
example, functional ingredient leveraging such as
the use of soy protein isolate in processed meat
will be increasingly difficult to implement as
percentages of inclusion levels increase, and it
has to be acknowledged that this strategy might
also have many limitations.
Lifestyle dimensions
Although it started a few decades ago as a
fragmentation of movements, vegetarianism will
ultimately lose its position as a niche market
segment and slowly but surely integrate in
mainstream diets. Vegetarianism has been
instrumental to provide people of all walks of life
a realization of its value to both environment and
health. The contributions of the vegetarian
movement have evolved to a greater awareness of
both socio-economic and health driven issues.
Now that this awareness has penetrated a large
part of the population, it can be anticipated that
vegetarianism will lose its strict definition and
slowly move into mass market positioning.
Eventually, “vegetarian” will become part of the
catch-all segment “lifestyle foods.”
The last few years have signaled that
vegetarianism is on the wane, but fortunately the
decline is overshadowed by the growing number
of meat reducers or lifestyle food consumers. The
rapid growth of vegetarianism in the early 1990’s
is leveling off at best, and instead a significant
demographic movement is taking place on
actively reducing meat intake, not to mention
fashionable and psychologically driven lifestyle
food consumers, such as young professionals and
young urbanites. Consumers in the 1st decade of
the 21st century are much more individualistic
and want their purchases, including food
selections, to reflect a different set of personal
values. For food marketers it is important to
monitor these changes to stay ahead of the curve.
While it is true that vegetarianism is on the
decline, actively pursuing less meat consumption
is definitely vogue. To a certain degree,
demographic trends are influencing the way in
which food will develop. Demographic changes,
albeit subtle, change faster than marketers like to
acknowledge. For example, the size of the youth
market is dwindling, while at the other end of the
scale aspirational consumers over the age of 50
are skyrocketing.
But marketers should not abandon the
influence of the new generation either.
Youngsters definitely look at food differently. It is
important to realize that the younger generation
who is growing up with moderation of (red) meat
intake, will have no problems embracing genetic
modifications, or the addition of certain natural
components in foods to meet goals such as
environmental, mental and physical well-being as
well as a rapid growing intolerance to substances
such as gluten, wheat and many other forms of
food inflicted allergies.
Today’s children are growing up faster than
any previous generation and their interactive
mindsets demand instant gratification.
Increasingly, these young consumers turn to
brand names for security
and affirmation. Foods, including a growing
selection of pre-packaged performance and fun
foods therefore need quality, trust, honesty and
safety. ■
33innova August/September 2003
Nutrition trends
by Henk W. Hoogenkamp
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 33
Conjugated Linoleic Acid (CLA) has been one
of the hot ingredients in recent times, as
supplements begin to find their way into dietary
supplements and functional foods. World retail
growth for CLA has risen from $34.6 million in
2000 to $65.4 million in 2001 and $125 million
in 2002, according to Cognis Health & Nutrition
estimates. David Lewis at Loders Croklaan Lipid
Nutrition estimated the market for CLA to be
about 500 tons per annum, with annual growth
of 25% for the past three or four years. “The
market for CLA is getting bigger by the day. The
big chain stores are starting to bring in more
products containing CLA because it really does do
what it says it does,” according to Mike
Benjevenga at Cytodyne Technologies. Consumers
are becoming increasingly aware of the benefits of
CLA as more and more products are including it.
For Lewis this is especially true in sports
nutrition, “where especially bodybuilders look to
lose body fat and increase lean body mass.”
Fat reducer
CLA is a naturally occurring fatty acid that has
been shown to be important in the reduction of
body fat mass, as well as being able to maintain
or increase lean body mass, and thus helping in
the battle against the worldwide obesity epidemic.
Scientists are still not entirely sure how CLA
works in producing fat loss, however research
indicates that its action is concentrated in two
main sites – fat cells and skeletal muscle cells.
CLA appears to decrease the amount of fat stored
after eating, decreasing the total number of fat
cells. The rate at which fat is used for energy and
fat breakdown in fat cells is also increased with
CLA. Cognis cite a number of studies indicating
the ways in which CLA works to decrease body fat
mass. CLA has been shown in studies to decrease
the activity of lipoprotein lipase (LPL), the enzyme
that transfers triglycerides from the blood into
adipocytes for storage.
From a chemical angle, linoleic acid is an 18-
carbon fatty acid with two-double bonds, the last
double bond occurs at the 6th carbon molecule
from the end, according to Pharmanutrients. CLA
is one part of the omega-6 fatty acid family, which
mammals cannot naturally synthesize, because
they lack the enzyme necessary to convert it from
linoleic acid to conjugated linoleic acid. CLA
isomers are unique because their double bonds
are not separated by a methylene carbon, as
occurs in other fatty acids. Linoleic acid, an
omega-6, and linolenic acid, an omega-3 acid, are
both essential fatty acids (EFA’s) that the body
cannot produce. However while the typical
Western diet contains too much omega 6 acids,
CLA functions more like an omega 3 fatty acid,
such as fish oil, which helps support circulatory
and cardiovascular system function.
CLA naturally occurs in our diet, and is mostly
found in beef and dairy fats, although traces can
also be found in lamb, veal, turkey, chicken and
pork. However, a shift in our diet and the change
in the way in which cattle are fed, has led to a
marked decline in the amount of CLA we
consume. Studies suggest that we require an
intake of 3.5g of CLA per day, however a review of
CLA intakes in Europe suggests that average daily
intakes fall well short of this (in Germany it is
estimated to be as low as 0.5g a day). Dr Heather
Nelson Cortes at Cognis Health and Nutrition put
the main reasons for the marked decline in CLA
intake over the past 30 years down to a number of
factors. These include a reduced beef and beef
product consumption, due partly in Europe at
least to the BSE crisis and the way in which
rearing livestock (grain-fed as opposed to grass-
fed) affects CLA production. Other factors include
the increasing preference for plant oil/fats over
animal fats, the reduced intake of animal
products with a shift towards a growing number
of vegetarians and the switch to liquid oils in fast-
food services.
Getting it into the diet
Because we are not consuming enough CLA
in our regular diet, the three main producers of
CLA supplements are trying to convince the
consumer that we need to add it in the form of a
supplement or in foods. Cognis Health and
Nutrition now produces Tonalin CLA after
acquiring it from Natural Inc. in Norway in
February of this year (which had been producing
it since 1996) and hold GRAS status.
Pharmanutrients claim to have commercialized
the nutrient industry’s first branded form of CLA
in 1996 and introduced the second generation of
CLA in 1999, known as CLA One. Meanwhile,
Loders Croklaan Lipid Nutrition produce the
Clarinol brand of CLA, and according to Lewis
hope to achieve GRAS status by the end of 2004.
All of these supplements are produced using the
same patented process, which derives natural
linoleic acid found in safflower oil into CLA,
although concentration levels vary between the
three. CLA is available in water dispersible and
oily forms. “Safflower based CLA tastes just like
other oil. It is very easy to use in applications and
doesn’t require much masking just like other oil,”
commented Lewis at Loders. “It is a difficult
process compared to other ingredients, and it
requires a lot of skill,” noted Franz Timmerman
at Cognis. “It requires shifting double bonds from
linoleic acid. If you don’t have the skill it can
produce different isomers, which are not desired.”
“There are only two active ingredients in CLA.
The main challenge is to get a very good shelf life
so it survives the storage of the food,” he added.
As with most nutritional ingredients the
passage for CLA is from dietary supplements to
food applications. “Apart from our experience
with sterol esters, all other health ingredients
move from dietary supplements to the food
industry,” according to Timmerman. Cognis has
already developed two food applications for CLA
and according to Timmerman, the oily or water
dispersible forms of CLA can cover more than
90% of food applications. He cited dairy products
such as milk and yogurt and nutrition bars as
34 August/September 2003 innova
Ingredient innovation
Fighting fat with a fatty acidA number of studies have shown CLA to be important in the reduction of body fat
mass and in increasing lean body mass. CLA is already beginning to make its way
from dietary supplements to functional foods.
CLA is extracted from the safflower
So
urc
e: C
og
nis
Hea
lth
& N
utr
itio
n
David Lewis
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 34
ideal for fortification with CLA. “The triglyceride
form, which naturally occurs in nature can be
applied in all food systems. It has also been
developed in a water dispersible powder, which
can be blended with other powder form
ingredients in food systems such as baked goods
or cookies,” added Timmerman.
Meanwhile an extensive branding program by
Loders Croklaan has helped create the demand
for consumer products, according to Lewis. “A lot
of innovative products have been brought to the
market such as bars and drink mixes,” he
commented. Loders Croklaan completed an
extensive US promotional tour at a cost of about
$1 million in promoting CLA during June and
July. The so-called Clarinol CLA Caravan tour saw
the company visit Boston, Philadelphia, Atlanta,
Chicago, Houston and Los Angeles. Celebrity
fitness trainer Greg Isaacs (who has trained Pierce
Brosnan and the cast of the program Friends)
hosted each two-day visit, in a bid to promote
Loders Croklaan’s Clarinol brand.
Prospects
But what is the potential of CLA on the
marketplace? According to Timmerman there is
no existing market for CLA as yet, therefore
attracting 1-2% of the population to buy the
product would be a success (he cites these as
similar statistics to those for sterol esters). He
noted that it may take a while longer to bear fruit
on the European market as opposed to in the US.
“There is already a good market for dietary
supplements in the US and the European market
is more concentrated,” he commented. One of the
tricks still appears to be convincing the consumer
that CLA is an ingredient that actually works, as
well as informing the consumer of the difference
between good and bad fats. “The public has
become a little skeptical as there have been a lot
of products on the market that simply don’t
perform. CLA is safe and has no adverse side
effects. The public is also still a little confused
about beneficial fats. The media kind of screwed
that up although awareness is growing daily,”
according to Mike Benjevenga at Cytodyne
Technologies.
Cytodyne were one of the first companies to
introduce CLA into the mainstream food market
in the US, with the launch of Xenadrine bars in
September 2002. This is claimed to be the first
protein bar engineered to burn fat and build
muscle at the same time. According to
Benjevenga, Cytodyne were not the first to use
CLA in a meal replacement bar (following EAS
who had included a small amount of the salt of a
CLA in one of its bars), however, they were the
first to use a high amount of CLA. “CLA seems to
prevent the yo-yo diet. Two Xenadrine bars will
lose fat as well as keep it off providing the body
with 3 mg of CLA. It also tastes good, so what
better way to snack?,” he commented.
Cytodyne promote their bars with numerous
“success stories” featuring consumers who lost a
lot of weight as a result of consuming Xenadrine
bars. The company points to a recent study, which
found that subjects using CLA experienced an
838% greater fat loss than the placebo group.
These individuals are said to have not only lost
body fat, but also gained over 5 pounds of lean
muscle. Xenadrine bars contain the oil form of
Clarinol CLA. The Clarinol brand contains the
highest level of the active isomer, according to
Benjevenga. “The oil form is preferred to the
powder form as it offers a higher level of stability,
and the triglyceride form can provide the bars
with a shelf life of 18 months,” he noted.
But what is the future of CLA? In Sports
Nutrition 2003, Luke Bucci of Weider Nutrition
International argues that CLA “is not a magic
bullet against the bulge” and that two hurdles
remain regarding its greater acceptance. “The first
hurdle is to determine the dose of CLA required
to statistically effect significant fat-loss. The
second hurdle, which is related to the first,
revolves around how to get the most efficient
results from a relatively costly ingredient. In other
words, what kind of diet and exercise program
along with CLA gives the best results?” according
to Bucci. With sales of supplements and food
products fortified with CLA picking up and
knowledge about the ingredient growing amongst
consumers, it seems clear however, that people
willing to explore every avenue in their bid to lose
excess weight will try it, whether it is a magic
bullet or not. ■
35innova August/September 2003
Ingredient innovation
by Robin Wyers
Franz
Timmerman
Timmerman: “There are only twoactive ingredients in CLA. Themain challenge is to get a verygood shelf life so it survives thestorage of the food.”
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 35
Most consolidated beer markets are now
being dominated by about three major breweries,
with a number of small ones following behind, as
the world leaders continue to grow and expand
into new markets. In the enormous US market
for example, nearly one of every two beer barrels
sold, is produced by the world’s biggest brewer
Anheuscher-Busch, the producer of Bud Light
and Budweiser. According to information based
on first-quarter shipments this year, the St. Louis
based brewer now holds over half the US market.
Bud Light outsells Budweiser, the best-selling
regular beer in the US, with more than double
the sales of the second and third in the list of
light beers (Coors Light and Miller Lite)
combined. Anheuscher-Busch also produces the
second-best-selling regular beer with Busch,
which has a quarter the sales of Budweiser.
According to first quarter earnings, Anheuscher-
Busch sales grew by 5% in the first three months
of 2003 to $3.28 billion, with worldwide sales
growing by 1.7% to 26.7 million barrels.
Next in the list of world brewers is the newly
merged SABMiller PLC, which came as a result
of South African Breweries takeover of Miller
Brewing Co. from Philip Morris Co., in a deal
worth $5.6 billion (acquiring a 64% share). SAB
has grown far beyond its African base, acquiring
breweries in Eastern Europe, Asia and Central
America in the last five years. This merger has
seen Belgium based Interbrew drop from
number two to number three on the list with the
Netherlands based, Heineken following in fourth
place, producing over 11 billion liters of beer in
2002. Interbrew recently acquired the strong and
profitable German based Gilde and Hannover
Breweries, in a deal worth € 575m. Meanwhile
two of Heineken’s most important recent
acquisitions have been Egypt based Al Ahram
Beverages, in a deal worth US$287m and
Russia’s third largest brewer, Bravo for $400m.
The German market
These takeovers all suggest that the global
beer industry will only become more and more
dominated by a select group of breweries in the
near future. According to Manel Vrijenhoek at
Heineken, the only consolidated markets, which
are not comprised of two or three large breweries
and a group of smaller ones are Germany and
China. In fact 75% of all breweries in the EU are
in Germany with a massive 1,279 in the EU’s
most populated country. Beer is one of the pillars
of German industry and culture and it is one of
the few countries, which largely rejects importing
and exporting it (just over 11% is exported). “The
percentage of foreign beers in the German
market is small (2-3%). Germans love their local
or regional brands. There are thousands of them.
They taste distinctively different and are adjusted
to the regional taste – e.g. more bitter in the
north of Germany, less in the south,” according
to Heidemarie Klemme at Holsten.
However, despite the number of breweries,
the actual size of them is tiny in comparison to
world giants such as Anheuscher-Busch,
Heineken and Interbrew. While Germany’s
biggest brewer, Holsten produces 1 billion liters
of beer each year, Heineken produced 11 billion
in 2002. How long Germany’s legion of brewers
can remain independent remains to be seen.
Germany’s only serious beer exporter, Becks was
sold to Interbrew last year and Time reported
Credit Suisse First Boston (CSFB) analyst, Ian
Shackleton predicting that by 2010, 70% of
Germany’s beer will be in the hands of a few
global players.
An even more immediate concern for the
German beer industry is that Germans are
simply drinking less beer. Consumption of beer
varies greatly between European countries, but
the Germans have nearly always been near the
top of the list. However, the Czech Republic now
currently lead the way according to a study by the
German Brewers Association, consuming an
average of 158 liters a year in 2002. The Irish
overtook the Germans into second-place this year,
with 125 liters per annum, as opposed to 121.5
liters. Other statistics from the study revealed
that on average, the UK consumer drunk 97.1
liters of beer in 2002, the Dutch consumed 80.5
liters, while at the bottom end of the scale were
the French and Italians with respective figures of
35.9 liters and 28.9 liters, largely due to their
preference for wine.
According to the German Brewers
Association some of the figures are misleading,
due to the fact that the Slovaks have always
drunk less than the Czechs and since the
breakup of Czechoslovakia, the Czech Republic
has quickly risen to the top of the table. However
the figures for Germany are already declining
further and will fall even more if early 2003
statistics continue in their current trend. Factors
influencing the decline in beer consumption in
Germany relate to the economy, with high
unemployment and tax increases hitting beer
consumption.
The disappearing Germans
The decline apparently also follows similar
lines to the fall in the number of 15-34 year olds
in Germany, from almost 24 million in 1992 to a
current 20 million, according to CSFB statistics.
“The amount of young people in the German
population has been declining for a number of
years. The per-capita-consumption has also been
going down for years. It used to be 152l in the
seventies and is now 122l,” commented Klemme
at Holsten. Despite the best efforts of beer
companies to convince the youngest generation
of alcohol drinkers to choose beer over other
drinks, many are being tempted away. “TV-Spots
and ads show beer in situations that are attractive
to young people between 18 and 28 years of age.
Beer brands are sponsors of events set up for this
young generation. Beer is offered in pubs and in
clubs. Nevertheless beer has lost sympathy
amongst young people and some of them have
switched to wine or alcopops,” noted Klemme.
The success of alcopops goes far beyond the
German market of course, but while Vrijenhoek
at Heineken admitted that it has had some effect
on the beer industry, she felt that the peak of
their success has already been reached and that
36 August/September 2003 innova
Beer design trends
German beer sales plummetOne of the most German of industries is undergoing a serious crisis. German brewers
are blaming their woes on the disappearing age group of young people and on the
government’s introduction of a 25-50 eurocent deposit on cans.
Even the largest German breweries are miniature in
comparison to the likes of Anheuscher-Busch.
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 36
these drinks were predominantly aimed at the
teenage market anyway. “2 years ago it [the
popularity of alcopops] normalized. The first
companies who were successful in the beginning
were copied by others, who failed straight away.
Anyway these drinks are aimed at a different
target audience and the hype has been for that
group. From age eighteen upwards people begin
drinking beer, which is a different age group
category.”
One of the ways in which the German beer
industry has responded to the demand for more
alcopop like drinks has been the introduction of
beer mixes, with 3% of the beer market currently
made up of these drinks. By blurring the lines
between beer and flavored alcoholic beverages
and energy drinks, brewers have successfully
launched hybrid beer-based products. Almost
unique to the German market are drinks made of
a mix between beer and cola, such as
Felsenkeller’s Herford’s 50/50 Bier + Cola.
Herford also has fruit flavored beers on the
market. Herforder 50/50 range comprises Cola –
a beer and Cola blend in equal proportions;
Herforder 50/50 Alster – a blend of 50%
Herforder and 50% lemon lemonade; Herforder
50/50 Apple – a blend of 50% Herforder and
50% apple beverage with a fruit juice content of
10%. Lemon is by far the most popular flavor in
terms of occurrences, according to Innova’s
database of new products.
The problems
The most heavily affected German breweries
by the decline in the German beer industry are
apparently those of a medium size (companies
brewing between 500,000 and 100 million liters
per year). According to the German Federation of
Brewers, the number of medium sized breweries
has fallen from 610 in 1995 to 466 today, as a
result of mergers, closures and acquisitions.
Meanwhile, microbreweries (those producing less
than 500,000 liters of beer per annum) appear to
be thriving. However, despite being the largest
group, they only make up 2% of the beer
produced.
The most significant factor hitting the
German beer industry right now is the
introduction of a deposit of between 25 and 50
eurocents on recyclable cans and bottles, which
came into effect across Germany in January. This
deposit has effectively doubled the price of
drinks. This deposit has hit the major breweries
who sell in shops more than it does the smaller
ones who simply sell barrels to bars, with first-
quarter volumes for beer down by 9.1% in the
first-quarter of 2003, according to CFSB. The
most optimistic expectations for the rest of the
year are a 5% decline in volume, but it could be
much worse. Because there has been no
nationwide system for returning the cans and
bottles, consumers have been forced to return
them to where they were purchased, which is
hardly ideal if they were bought at a petrol
station, or through a vending machine. Because
of this, many consumers have simply opted not
to buy cans, hitting the German canning industry
even more than the beer producers.
Ulrich Kallmeyer, chief executive of
Germany’s third largest brewer, Radeberger
responded to the deposit at this year’s annual
meeting by hitting out at the German
government. “Our rulers are behaving like
apprentice sorcerers. Europe is once again
marveling at this original German custom: the
self-destruction of a well-functioning market,” he
blasted. Some 40% of Holsten’s output is sold in
cans and according to Klemme, Holsten lost 70%
of the sales of beer in cans between January and
June 2003. Danish giant, Carlsberg Breweries
responded to the introduction of the deposit by
selling its production facilities for its subsidiary
Hannen to German brewery Oettinger Brauhaus
GmbH in June. Oettinger will assume
responsibility for the production and 152
employees, Hannen’s contracts for delivering
discount beer to supermarket chains, and the
filling of bottles and cans for other German
breweries. The company did state however that
Tuborg, Hannen Alt and Gatz Altbier brands will
continue to be owned and marketed by Carlsberg
Breweries.
It seems apparent that one of the most
German of industries is undergoing a crisis,
which of course can be partly blamed on the
struggling economy, as well as the shift in
preferences amongst young people, but certainly
also through these new laws installed by the
government, which are causing Germans to
question whether it is worth paying an extra
amount for their beer. Beer companies had been
warned about this in the past, with sales figures
for Becks dropping by 20% in 2000, following a
hike in prices. Beer may well be more of a
culture than an industry in Germany, but it is
apparently also something that must come at a
low price. Klemme at Holsten was optimistic that
things will pick up again however, “As soon as
the legal and technical situation on how to return
nation-wide one-way-packaging is set, there will
be a rise in the demand for it again – especially
in appropriate situations like hiking, sailing and
being on the move. It could be, however, that the
cans than will be replaced to a large extent by
PET-bottles.” For example, one innovative
introduction earlier this year was a 500ml plastic
bottle with a wide mouth from Bitburger, which
can be reclosed. It could well be down to these
sort of innovations to save the German beer
industry. ■
37innova August/September 2003
Beer design trends
by Robin Wyers
Alcoholic soft drinks63
Lager88
Ales and stouts50
Cider and perry12
Specialty107*
Specialty beers dominate new product launchesCategories of new beer and cider introductions
*9 of the 107 specialty beers surveyed were positioned as either low andIight, functional and fortified or natural and organic
Analysis of 320 worldwide beer launches (January-July 2003)
Source: Innova WIN database
Tequila5
Seaweed2
Lemon18
Cola9
(all on the German market)
Lime6
Gin2
Apple3
Vodka3
Others13
Lemon the most popular flavor to accompany beerOf the 107 specialty beer introductions, 47 had at least one other flavor
Source: Innova WIN database
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 37
Reeb Beer: beer with
added calcium
Beer with calcium.
Ingredients are: water,
malt, barley, hop, lactic
calcium.
China: Shanghai Asia
Pacific Brewery
Golden Reeb: whole malt
beer
Fermented with imported
barley.
China: Shanghai Asia
Pacific Brewery
Miller Genuine Draft: beer
Beer brewed from the finest
malted barley, selected cereal
grains, and choicest hops.
Contains no additives fo
preservatives.
Germany: Miller Brewing
Company
Diebels – dimix: cola
flavored beer
A cola flavored beer that is in
keeping with the latest trends:
a drink with less alcohol and
more refreshment. Contains
2.9 % alcohol by vol, and 43
cal/100ml the proportions of
beer to cola are 60%:40%.
Ingredients are: top
fermented dark beer (water, malted
barley, hops, carbonic acid for
fermentation), caffeine containing cola
(water, sugar, carbonic acid, coloring
agent E150c, acidic agent E338, vitamin
C, natural flavoring and caffeine).
Germany: Privatbrauerei Diebels Gmbh
& co. kg
www.diebels.de
Zinniz Gin Lemon Beer
Gin and lemon flavored
beer. Ingredients are: water,
hops, malt, lemon juice,
lime juice, lemon flavor,
lime flavor, gin flavor and
sugar.
Netherlands: Grolsche
Bierbrouwerij
Suntory, Rakuzen-
Happosyu: low-malt,
economy Japanese beer
Ingredients are: malt, hops,
barley, saccharine, fortified
starch and malt rootlet.
Japan: Suntory Co. Ltd.
Kirin, 8 Gatsu No Kirin-
Happosyu: low-malt, low-
priced Japanese beer
Happosyu is made using
hops from New Zealand.
Contains: malt, hops, barley,
rice, corn, starch and sugars.
Japan: Kirin Brewery Co. Ltd.
Barre’s Alster: beer with
lemonade
Beer mixed with lemonade.
Said to contain 40% less
calories. Contains 50% beer
and 50% lemonade.
Germany: Privatbrauerei
Ernst Barre GmbH
http://barre.de
Pilsner Urquell Beer:
pils beer
The original Pilsner. Newly
imported into South Africa.
SAB Miller has stated that
it will begin local
manufacture of this top-
selling brand.
South Africa: Sabmiller (pilsner Urquell)
Holsten Apple +: non-
alcoholic malt beverage
Sparkling non-alcoholic malt
beverage rich in fruity apple
flavor. Contains valuable
vitamins and healthy
minerals that result from
Holsten’s brewing process.
Contains supplementary
vitamins B6, B12 and D.
Holsten Apple is slightly sweet with the
rich taste and scent of apple and the pale,
golden color of a natural malt beverage.
Germany: Holsten-Brauerei AG
Clausthaler Radler
Lemon: alcohol free
lemon beer
Ultimate refreshing alcohol
free lemon flavored beer,
available in bottled and
canned form.
Germany: Clausthaler
www.clausthaler.de
Karlsberg Mixery: beer and
cola mix
Refreshing mix of beer and
cola, with key code inside the
cap, that gives free access to
Mixery’s internet services.
Innovative promotion idea.
Germany: Karlsberg
Deco:
Kronenbourg
lager with a shot
of absinthe
A small bottle of
Kronenbourg
lager with an attached shot of absinthe.
The absinthe is intended to be drunk as a
shot first, followed by the 5% strength
beer as a chaser. Sold in bars and
nightclubs. Alcohol content 2.5 units (as
opposed to 2.8 units in a pint of
Kronenbourg).
United Kingdom: Groupe Brasseries
Kronenbourg Sa
Zinniz Fresh: beer with gin
and lemon
A fresh beer mixed with gin
and lemon, now with a handy
twist cap. Contains 5%
alcohol. Ingredients are:
water, barley malt, sugars,
lemon juice (4.0%), lime
juice, citrus-, gin-, and herb flavor and
hops.
Netherlands: Grolsche Bierbrouwerijen
38 August/September 2003 innova
Beer design trends
Some beer introductionsfeatured in the WIN
database
Germany (Warsteiner) Warsteiner is launching a 0.5 liter long neck
bottle of their pilsner to correspond with the jubilee of the Warsteiner
brewery from the 5th to the 14th of September. These bottles will first be
launched in the Nordrheinwestfalen region before becoming available
throughout Germany. The brown bottles are based on the smaller 0.33
liter long neck bottles, which were introduced in February.
Consumer advertisement
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 38
Zinniz Fresh: beer with
vodka and lime
A fresh beer mixed with
vodka and lime, now with a
handy twist off cap.
Contains 5% alcohol.
Contains: water, barley malt,
sugars, lemon juice, lime
juice 0.5%, citrus -, vodka -,
and herb flavor and hops.
Netherlands: Grolsche Bierbrouwerijen
Grolsch Premium Pilsner:
pils in a new 250ml bottle
Grolsch beer in 250ml
bottles, with a twist off cap in
a fancy 12-pack box.
Ingredients are: water, barley
malt and hops.
Netherlands: Grolsche
Bierbrouwerijen
www.grolsch.nl
Amstel Bright: premium
quality beer
Thirst quenching premium
beer, brewed and bottled in
Curacao, to be drunk ice cold.
Now available in a carton
carry case. Contains 5%
alcohol. Ingredients are:
water, malted barley, sugar
and hops.
Netherlands: Amstel Brouwerij BV
www.amstelbright.com
Dommelsch
Ice: refreshing
ice beer
First ice beer
launched in the
Netherlands.
Refreshing beer
with a bitter taste. When cooled at -4
degrees, the beer creates ice crystals,
which makes the beer crystal clear and
pure. Best served ice cold from the bottle.
Contains 5% alcohol. Ingredients are:
water, barley malt, non malted grains and
hops.
Netherlands: Dommelsch
www.dommelsch.nl
Beck’s Gold: specialty
beer
German specialty beer made
with brewing water, barley,
malt and hops.
Germany: Brauerei Beck
Gmbh & Co
KLB Raspberry Wheat
Beer: raspberry flavored
beer
Wheat beer with raspberry
extract. All natural.
Canada: Kawartha Lakes
Brewing Company
www.klb.on.ca
39innova August/September 2003
Beer design trends
USA (Miller Brewing Co.)
Miller is promoting Miller
Genuine Draft as an ideal summer
drink with a typical poolside
summer scene depicted. Miller’s
brewing process involves MGD
being cold-filtered at a constant
32°C. What’s left is pure beer that
hasn’t had its flavor heated away.
This process gets rid of what’s not
needed and keeps what’s good,
symbolically expressed in this
advertisement.
Consumer advertisement (men’s
lifestyle magazine)
For more new products information, try the WIN database. Request guest access today.
www.win-food.com
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 39
Skol Beer: lager
Skol has been introduced to
the Brazilian market.
Ingredients are: water, malt,
grain, carbohydrates and
hops. Contains antioxidant
INS 316 and stabilizer INS
405.
Brazil: Skol – Caracu SA,
Cervejarias Reunidas (Carlsberg Brazil)
www.skol.com.br
Namakuro: Dark Happo-
shu beer
Bittersweet, dark Happo-
shu beer. Beer with a
unique bittersweet flavor.
Promoted as being
enjoyoble for any occasion. Ingredients
are: malt, hop, barley, rice, corn starch
and sugar.
Japan: Kirin Brewery Co. Ltd.
www.kirin.co.jp
33 Export Demi
Rondelle: lemon
flavored lager
Ingredients are:
beer, sugar,
glucose syrup,
lemon flavor, acid (citric acid) and
antioxidant (ascorbic acid).
France: 33 “Export”
Kriska: vodka flavored beer
Beer spiked with vodka.
Ingredients are: beer, sugar,
aromatic compounds (75%
vodka) and antioxidant
(ascorbic acid).
France: Brasserie Fischer SA
Doshisya Muginisuke
Happosyu: beer
Traditionally brewed beer
with the finest hops, pure
water and barley malt.
2.5% alcohol. Contains
malt, hop and corn.
Japan: Doshisya Co., Ltd.
Wilkenburger Der
Rote Curt: beer blend
with lime soft drink and
guarana
Beer blended with a lime
flavored soft drink and
guarana. Ingredients are:
beer (water, malt, hop),
water, carbonated water, coloring fruit
and vegetable extract, lemon juice
concentrate, natural flavoring, guarana
extract, sweetener sodium cyclamate,
aspartame, antioxidant ascorbic acid and
caffeine.
Germany: Gilde Brauerei AG
Sapporo,
Namashibori Half &
Herb: happosyu with
herbs
Happosyu (low-alcohol
beverage that looks and
tastes like beer) with
herbs. Contains half the
normal calories.
Ingredients are: malt, hop, rice, corn
starch, sugars and orange peal.
Japan: Sapporo Beer’s Beverage Co. Ltd
40 August/September 2003 innova
Beer design trends
The Netherlands (Bacardi)
Bacardi Breezer was one of the
first drinks to begin the wave of
alcopops, aiming to challenge
beer’s popularity, especially
amongst young people. Bacardi
Breezer is a Bacardi rum specially
blended with tropical fruit juices,
exotic flavors and sparkling water,
for a refreshing blend best served
chilled. This drink contains 5%
alcohol and is available in
cranberry, orange, lime,
watermelon, citrus, ruby
grapefruit, lemon, peach and
pineapple flavors. The company
has now launched its drink in a
large 70cl bottle.
Consumer advertisement
www.win-food.com
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 40
Kirin, Lager Beer Blue
Label: low-calorie beer
Low calorie lager beer
made with malt, hops, rice
and cornstarch.
Japan: Kirin Brewery Co
Ltd.
Hirter Bio Bier: beer with
ingredients from biological
cultivation
Beer produced with raw
materials from controlled
biological Austrian
cultivation. “The pure
pleasure,” Hirter Bio beer is
promoted as having a
special, original and
aromatic taste.
Austria: Brauerei Hirt Gesmbh.
www.hirterbier.at
Silver Pilsner: Danish
beer
Premium Danish beer
now available on the
Italian market.
Italy: Harboes Bryggeri
Von Wunster Beer:
Dutch lager
Dutch lager now available
on the Italian market.
Italy: Heineken Italia
S.p.A.
www.heineken.it
Wieckse
Brut: sparkling
beer
Fresh and
sparkling beer,
fermented with
champagne
yeast, available
in a 4-pack. Due to its fermentation with
champagne yeast, this beer is slightly
fruity. To be drunk ice cold. Contains 5%
alcohol. Ingredients are: water, barley
malt, sugar, hop and flavors.
Netherlands: Stadsbrouwerij De Ridder
Wieckse
Lichte: light
white beer
Refreshing
light flavored
white beer,
with only 3.2%
alcohol. Contains 33% less calories than
regular Wieckse Witte beer, sweetened
with acesulfame K. Ingredients are:
water, wheat and barley malt, non malted
grain, hops, yeast, herbs, citrus peels,
flavors and sweetener acesulfame K.
Netherlands: Stadsbrouwerij De Ridder
Pelican Pub Seasonal Beer
Macpelican’s Wee Heavy Scotch
Ale: caramel flavored ale
An ale with an aroma of rich caramel,
cocoa, and toffee.
United States: Pelican Pub & Brewery
41innova August/September 2003
Beer design trends
USA (Pilsner Urquell USA)
Pilsner Urquell is being marketed
to the US market as a beer for the
connoisseur, promoted as being
the world’s first clear, golden beer.
This beer is imported from the
Czech Republic and according to
the company, the top ten beers in
the world are all pilsners based on
this “pilsner style.”
Consumer advertisement (men’s
lifestyle magazine)
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 41
Cab Cola & Beer
Flavored With
Dragonfruit
Cola and beer drink
flavored with dragonfruit.
Ingredients are: beer
(water, barley malt,
hops/hop extract), soft
drink with caffeine (water,
sugar, drink base (with acidifier citric
acid, caffeine, natural flavoring), carbonic
acid and natural dragonfruit flavoring).
Germany: Krombacher Brauerei
Holsten Cooler: beer
with lemon and lime
flavor
Beer with lemon and lime
flavor. Contains 50%
Holsten beer (water, malt,
hop), plus 50% soft drink
with lemon and lime
(water, sugar, carbonic acid, acidifier citric
acid, natural flavoring and natural lime
flavor).
Germany: Holsten-Brauerei AG
Sapor Merus
Clausthaler: alcohol-free
beer
Non-alcoholic beer.
Promoted as being the
leading non-alcoholic brew
in Europe. Brewed
according to the German Purity Law from
1516. Contains malt and hops.
Japan: Binding Brauerei AG
Suntory Fine Brew:
alcohol-free beer
Non-alcoholic beer.
Ingredients are: malt, hops,
scarification starch,
acidulant, antioxidant
(vitamin C).
Japan: Suntory Co Ltd.
Kilkenny Irish Beer:
refreshing red beer
A distinctive and refreshing
red beer. Premium, red beer,
brewed by Guiness in
Ireland, using only the finest
quality ingredients.
Germany: Guinness Ireland
Group – Irish Division
www.guiness.de
Clausthaler
Hefeweizen: Alcohol-
free wheat beer
Premium wheat beer with
no alcohol
Germany: Binding
Brauerei AG
www.clausthaler.de
Kirin Namakuro:
bittersweet happoshu (a
low priced Japanese beer)
A happoshu with a
bittersweet taste.
Ingredients are: malt,
hops, barley, rice, corn
starch and sugars.
Japan: Kirin Brewery Co Ltd.
42 August/September 2003 innova
Beer design trends
The Netherlands
(Dommelsch) Dutch brewer,
Dommelsch claim to have been
the first to launch an ice beer in
the Netherlands, with Dommelsch
Ice. This beer, which is meant to
be drunk ice cold from the fridge,
is being promoted for its
refreshment qualities, with a fine-
bitter taste created following a
“unique procedure.” The beer is
well cooled to -4ºcelsius, when
ice crystals begin to form. These
crystals are filtrated, producing a
crystal clear and pure beer with a
balanced taste. These beers are
now available in an easy-to-carry
six-pack and boxes containing
twelve long-neck bottles.
Consumer advertisement
For more new products information,
try the WIN database. Request guest access today.
www.win-food.com
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 42
Schwatz!
Black Lager &
Cola: lager and
cola drink
Black lager beer
with a cola flavor
and guarana.
Germany: Tivoli brands & drinks GmbH
Asahi Minorizanmai:
mild lager
Lager beer with a smooth
and mild taste. Ingredients
are: Malt, hop, rice, sugar.
Japan: Asahi Breweries
Ltd.
Suntory Momo Gre:
grapefruit flavored beer
Grapefruit flavored beer.
Ingredients are: flavor,
acidulant, antioxidant and
carbon-dioxide.
Japan: Suntory Co Ltd.
Guinness: stout
Traditionally brewed dark
beer, now available in South
Korea.
South Korea: Guinness
UDV
www.guinness.com
Beck’s: non alcoholic
malt beverage
Non alcoholic malt
beverage. Made with
water, barley malt,
natural carbon dioxide,
malt and lupulo (beer
hops).
India: Brauerei Beck & Co
Sokol Ice Beer: premium
beer
Claimed to be the number
one beer in Russia.
Ingredients are: water, barley
malt, sugar and hops.
Russia: OAO Amstar
Birra friulana
La Rossa: red
beer
Double malted
beer with an
alcohol content
of 7.2%. Packs
comprise of three glass bottles wrapped
with a carton wrapper. Double malt
flavor.
Italy: Dedos Srl – Conad Margherita
www.moretti.it
43innova August/September 2003
Beer design trends
UK (Smirnoff) Following the
trend of extending bottled drinks
to a slick can size, Smirnoff has
launched its Ice and Black Ice
alcopop in silver 300ml cans.
Smirnoff ice is a blend of pure
Smirnoff Red vodka with a lemon
taste, while the extension,
Smirnoff Black Ice is a citrus
blended drink containing triple
distilled Smirnoff Vodka. Both
drinks contain 5% alcohol.
Trade advertisement
www.win-food.com
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 43
Monteiths
Kristall-
Weizen Spicy
Cloved Beer:
cloved beer
A spicy beer that
is said to re-
create the crystal-clear wheat beer of
Germany, boasting golden colors and
spicy, citrus and clove notes. Available in
6 packs. Made using hallertau hops.
Limited edition.
New Zealand: Monteith’s Brewing
Company
www.monteiths.co.nz
Gold Lager: lager beer
Lager with a 4.7%
alcohol content. Contains
ascorbic acid and no
preservatives.
Poland: Browar
Polnocny-Suwalki
Efes Pilsener Beer:
double malted beer
Double malted beer with a
5% alcohol content.
[Imported to Italy by
BIMAR, Empoli].
Ingredients are: water, malt,
rice and hops.
Italy: Efes Beverage Group
www.efespilsener.com
Holsten Cooler: mix of
beer and lemonade
Refreshing sparkling mix of
beer and lemonade, with a
2.5% alcohol content. Now
available in an unbreakable
0.5 liter PET bottle.
Germany: Holsten-brauerei
Ag
Fischer Beer Alsace:
Specialty beer
Specialty French beer
with a 6.0% alcohol
volume.
Italy: Brasserie Fischer
SA
Bavaria 8 – 6: imported
beer
Beer produced in Holland.
To be stored in a dark place
and served chilled. Alcohol
content: 8.6%.
Italy: Bavaria NV
www.bavaria.nl
Stout: black beer (stout)
Deep and rich in texture
and flavor.
South Korea: Hite
Brewery Co.
www.hite.com
44 August/September 2003 innova
Beer design trends
UK (Budweiser) Budweiser is
focusing its latest UK advertising
campaign on the theme of sport,
the main focus for most beer
companies. The King of Sport
campaign ties up with last year’s
King of Beers theme. This
campaign offers consumers the
chance to win the top prize of 10
trips to key US sporting events,
with 100 pairs of tickets to
English Premiership football
matches also being offered. A
similar competition is planned for
November.
Trade advertisement
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 44
Sapporo Senretsu
Happo: happoshu beer
for every occasion
Extra powerful draft
happoshu. Promoted
with the phrase, “every
occasion is a special
occasion with this zest-
packed happo-shu brewed by friends for
friends. Contains 4.5% alcohol.
Japan: Sapporo Beer’s Beverage Co. Ltd
Kirin Tanrei Alpha:
happoshu beer
Kirin’s technology creates
happo-shu with 90% less
purine. Ingredients are:
malt, hop, barley, rice,
corn , starch, sugars,
flavor, acidulant and color (caramel).
Japan: Kirin Brewery Co Ltd.
Suntory Jun-nama:
draft beer
Draft beer. A “unique,”
charcoal-filtered draft
beer brewed from fine
barley and ingredients.
Contains: malt, hop,
barley and
saccharification starch.
Japan: Suntory Beer Corp
Kirin, Shirokirin: lager
beer
Lager with a mild and
refreshing taste. Contains:
malt, hop, barley, rice,
corn, starch and sugars.
Japan: Kirin Brewery Co
Ltd.
Hite Prime: Premium
beer
Premium beer with the rich
taste of 100% all malt beer.
South Korea: Hite Brewery
Co.
www.hite.com
Doctor Diesel Draft:
lager beer
Pasteurized draft lager beer.
Contains: water, barley
malt, barm (godisgood,
yeast) and hops.
Russia: Pivovarni Ivana
Taranova (Ivan Taranov’s
Breweries)
Sibirskaya Legenda:
Light beer
Pasteurized premium
quality light beer. Made
with water, barley malt and
hops.
Russia: Pikra
www.pikra.com
Salitos Tequila: beer and
tequila mix
A classic bottom fermented
lager balanced with a shot of
the tequila and the fruity taste
of of South American limes.
Crown opener in the bottom
of each bottle to open the
twist-off crown cap of the next
Salitos bottle.Contains 5.9% alcohol.
Ingredients are: water, hop, malt, maize,
glucosesyrup, carbonated water, natural
flavors, tequila, citric acid and ascorbic
acid.
Netherlands: Salitos Beverages Overseas
Bibop Schwarzbier Mit
Cola & Guarana
Dark beer with cola and
guarana. Contains:
Köstritzer dark beer ( water,
malt, hop, hop extract), cola
soft drink with caffeine,
(water, sugar, carbonated
water, coloring E 150c,
acidifier agent E 338, guarana extract,
antioxidant ascorbid acid, caffeine,
flavoring).
Germany: Köstritzer Schwarzbierbrauerei
www.bibop.de
OB Beer: beer
Beer from an oriental
brewery.
South Korea: Ob Beer Co.
www.beer.co.kr
Saranac Hefeweizen Beer: traditional
ale
Saranac Hefeweizen is a traditional
German wheat ale, which is crisp, light,
and refreshing. Limited edition available
between May and July. Originally released
as a limited edition as part of the
company’s 12 Beers holiday package in
2002, but back for a second run due to
“positive response.” Hefeweizens are
highly carbonated and when poured,
these beers should appear cloudy – this
cloudiness is from the yeast and the
higher proteins contained in the wheat
malt. Saranac Hefeweizen remains
unfiltered to preserve its natural smooth
flavor and aroma. The color is a pale gold
to amber shade, with a thick, creamy
crown. Saranac Hefeweizen is also low in
calories, promoted as being ideal for
summertime activities.
United States: The Matt Brewing
Company
www.saranac.com
Karamalz Fresh Lemon:
alcohol free lemon beer
Refreshing alcohol free beer
with a lemon nut flavor. Said
to give energy for body and
mind.
Germany: Eichbaum-
Brauereien Ag
www.karamalz.de
Caimman: caipirinha flavoured beer
drink
Refreshing flavored beer drink containing
beer and caipirinha flavored soft drnk.
Contains 5.5 % alcohol. Ingredients are:
73% beer (water, barley, malt, hops), and
27% soft drink (water, sugar, carbonic
acid, natural cachaca rum flavoring,
natural lime flavoring, citric acid and
antioxidant: ascorbic acid).
Germany: Caiman Beer Gmbh
www.caimanbeer.de
45innova August/September 2003
Beer design trends
The Netherlands (Albert Heijn) Dutch supermarket giant, Albert
Heijn has launched its own label brand of premium pilsner. This beer is
claimed to be lighter and “blonder” in taste. The bitter taste of traditional
beer has been cut back somewhat to make way for a light sweet
aftertaste. Albert Heijn is promoting its beer as an ideal drink to be
consumed in the garden during the summer.
Consumer advertisement
For more new products
information,
try the WIN database.
Request guest access today.
www.win-food.com
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 45
Bacon and Ham
Maverick
Crispy
Mini Ball:
pork snack
Cheese flavored. Ingredients are: pork,
water, sugar, starch, salt, seasonings,
phosphate and sodium nitrite.
China: Asia Pacific Guangdong Co., Ltd.
Baby Cereals and Biscuits
Weiquan Fruit
Juice: juice for
babies
Vegetable wheat
powder for children
above 6 months.
With added
skimmed milk powder, concentrated
juice, spinach and carrot. Wheat powder
contains rich fiber, and is enriched with
Ca, Fe, Zn and vitamin D3.
China: Beijing Weiquan Food Co., Ltd.
Heinz
Nutritional
Biscuits: baby
biscuits
Provides 15
vitamins and
minerals. Enriched with DHA and
oligosaccharide. Orange flavored.
Ingredients are: wheat flour, sugar, palm
oil, orange concentrate, calcium
carbonate, fructo-oligosaccharide,
monoglyceride, DHA, B-carotene, VA,
VB1, VB2, niacin, pantothenic acid,
potassium iodide, folic acid, reduced iron,
calcium phosphate, VB6, VB12, VD and
zinc.
China: Heinz Union Co., Ltd.
www.heinz.com.cn
Bread
Kroger Super Kids
Hero Bread: enriched
sandwich bread with crust
Super kids bread has 50%
more of the daily value for
calcium than enriched
white sandwich bread and
is a low fat food. This bread
is being promoted for its taste as well as
for its nutritional content. Ingredients
are: enriched flour (niacin, reduced iron,
thiamin mononitrate, riboflavin, folic
acid), water, high fructose corn syrup,
contains 2% or less of nonfat milk, yeast,
salt, calcium sulfate, soybean oil, cultured
whey, soy flour, mono- and diglycerides,
monocalcium phosphate, dough
conditioners (sodium steroyl lactylate,
ammonium sulfate, calcium sulfate,
calcium peroxide and/or ascorbic acid
and protease).
United States: The Kroger Company
www.kroger.com
Arnold Healthy
Multi-grain Bread:
multi-grain bread
Multi-grain bread made
with cornmeal, oats,
and brown rice and
sweetened with brown
sugar. Arnold Healthy Multi-grain Bread
is said to combine the wholesome
goodness of cornmeal, oats and brown
rice, with the sweet taste of brown sugar.
Not only a good source of fiber and
calcium, Healthy Multi-grain Bread’s soft,
full sized slices are also ideal for great
tasting sandwiches, too. This flavorful
bread is being promoted as an ideal way
to get the benefits of bread according to
the USDA Food Guide Pyramid.
United States: Arnold Foods Co Inc.
www.gwbakeries.com
Kangaroo Salad
Pockets: sliced bread
alternative
6 white pre-opened
pockets for a salad
sandwich. The first
pita pocket to be packaged pre-opened,
using Kangaroo’s patent pending process,
allowing the consumer to easily fill the
pocket without tearing. Salad Pockets are
softer than traditional pitta and easy to
fill. Ingredients are: unbleached white
flour, water, yeast, vegetable shortening,
sugar, salt, calcium propionate, citric
acid, mono and diglycerides, guar gum,
cellulose gum, calcium sulfate, L-cysteine
enzymes and citric acid.
United States: Kangaroo Brands, Inc.
www.kangaroobrands.com
Smucker’s
Uncrustables
Cheese
Sandwiches:
pre-toasted
sandwiches
4 pre-toasted microwaveable grilled
cheese sandwiches made with
pasteurized process cheese spread.
Promoted as being the perfect “grab-and-
go” sandwich for families on the move.
Simply keep them in the freezer, then
pack them in your lunch in the morning.
By lunchtime, they are thawed and ready
to eat.
United States: The Jm Smucker Co.
www.smuckers.com
46 August/September 2003 innova
Products
Worldwide new product paradeA selection of new introductions selected by our editors and
presented in Innova’s WIN (Worldwide Innovations Network)
database. To request access, visit: www.win-food.com
USA (Hershey Foods) Hershey Foods recently introduced its first ever
sugar free line in Chocolate Candy, Peanut Butter Cup Miniatures, Dark
Chocolate and Chocolate Candy with Almonds varieties. The company’s
advertising campaign is focused on convincing the consumer that its sugar
free chocolate candy has the same taste as the sugar varieties of Hershey’s
chocolate. Their sugar free brands are sweetened with lactitol, which is
slowly metabolized and causes only a slight rise in blood sugar levels.
These brands represent about half the effective carbohydrates compared to
regular Hershey’s chocolate.
Consumer advertisement (health magazine)
www.win-food.com
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 46
Sara Lee Center
Split Deli Rolls:
deli rolls
Premium split deli
rolls. Made with
potato flour, these
Center Split Deli Rolls are softer and
baked in batches for exceptional
freshness. Ingredients are: enriched flour,
water, high fructose corn syrup, yeast,
potato flour, soybean oil, contains 2% or
less of each of the following: wheat
gluten, corn flour, salt, yeast nutrients,
cornstarch, turmeric and paprika (color),
natural flavor, dough conditioners,
calcium propionate added to retard
spoilage.
United States: The Sara Lee Bakery
Group, Inc.
www.saralee.com
Sara Lee Classic
White Bakery
Buns: classic bakery
buns
Classic white bakery
buns with added
buttermilk for flavor. Ingredients are:
enriched flour, water, high fructose corn
syrup, soybean oil, yeast, contains 2% or
less of each of the following: salt, wheat
gluten, buttermilk, corn flour, yeast
nutrients, cornstarch, turmeric and
paprika (color), natural flavor, dough
conditioners, calcium propionate added
to retard spoilage.
United States: The Sara Lee Bakery
Group, Inc.
www.saralee.com
Breakfast Cereals
Fitness & fruits:
breakfast cereal
A low fat, healthy
breakfast cereal with
crisp whole-wheat
flakes, sultanas,
pineapple, papaya, coconut, cranberries,
apple. Low in fat and high in vitamins
and minerals. Contains: cereals (28%
wholemeal wheat, rice) hardened fruits
27% (raisins, sultanas, pineapples,
papayas, coconuts, cranberries, apples
and antioxidant (sulphur dioxide)), sugar,
brown invert sugar syrup, malt extract,
vitamins and minerals (calcium
carbonate, niacine, ferrum, vitamin E,
pantothen acid, vitamin B6, B2, B1, folic
acid and vitamin B12), salt, glucose syrup,
acidity agent sodium phosphate and
antioxidant E306.
Germany: Cereal Partners Deutschland
Gmbh & Co. Ohg
www.nestle.de
Kashi Good
FriendsT Cinna:
raisin crunch cereal
Good FriendsT Cinna-
Raisin Crunch is made
from raisins, crunchy
fiber blossoms, light &
crispy flakes, and granola with a taste of
cinnamon. Made from a blend of seven
whole grains and sesameT, delivering 10
grams of wholesome fiber, almost a third
of the consumer’s daily needs. Contains:
wheat bran, yellow corn meal, evaporated
cane juice, kashi seven whole grains &
sesame flour, raisins, corn bran, oat fiber,
whole grain oats, whole grain wheat,
brown rice syrup, glycerin, crisped rice,
yellow corn flour, evaporated cane juice
syrup, textured soy protein concentrate,
salt, natural flavors, expeller pressed
canola oil, waxy maize starch, cinnamon,
annatto, honey and mixed tocopherols
(natural vitamin E).
United States: Kashi Company
www.kashi.com
Cakes and Pastries
Peijnenburg
koffiekoek
amaretto: amaretto
coffee biscuits
Ingredients are: glucose
syrup, rey flour, sugar,
almonds (6%), marzipan, candy syrup,
spices, raising agent, amaretto, cherry
concentrate and aroma.
Netherlands: Koninklijke Peijnenburg
Koopmans Brownie
Mix: baking mixture
Baking mixture for
chocolate brownies.
Ingredients are: sugar,
cocoa powder, wheat
flour, salt, raising
agent, E450a E500, vanilla flavor and
cream flavor.
Netherlands: Koopmans
www.koopmans.nl
Panrico 6 Muffins
with Lemon Flavor:
muffins
Lemon flavored
muffins. Ingredients
are: wheat flour, sugar,
vegetable oil, egg,
water, emulgent, baking powder, glucose
syrup, calcium propionate, lemon flavor
and tartrazine.
China: Beijing Panrico Food Processing
Center
www.panrico.com.cn
Alliance Almond
Biscotti Dipped in
Mocca Chocolate:
Italian cookies
Cookies originally from
Italy. Ingredients are:
wheat flour, sugar,
mocha chocolate, egg, almond, margarine
and raising powder.
China: Yantai Alliance Food Co., Ltd.
Wieger
Ketellapper
Snelle Jelle:
chocolate cake
with raisins and iron
Contains: glucose syrup, rey flour, raisins
10%, chocolate drops 7%, cacao powder
3%, rising agent (baking soda,
zuurnatriumpyrofosfaat,), aroma and
iron.
Netherlands: Wieger Ketellapper
www.wieger-ketellapper.nl
Canned Soup
Wolfgang Puck’s
Classic Chicken
With Broccoli
Heart Soup:
canned soup
Classic chicken with
broccoli heart soup
made with real chicken stock, pieces of
broccoli, sliced onions, chunks of tender
chicken, carrots and real creme.
Ingredients are: chicken stock, broccoli,
cooked chicken meat, carrots, onions,
heavy cream, enriched bleached flour and
chicken fat. Contains 2% or less of the
following: cream flavor, modified food
starch, salt, spice, beta carotene and
47innova August/September 2003
Products
USA (Dannon) Dannon’s new Light ‘n Fit Smoothies are being promoted
as ideal light snacks for on the move. The dairy drinks are being marketed
as the lightest smoothies ever containing a mere 80 calories in a 207 ml
bottle. They are available in Mixed Berry, Peach Passion Fruit, Strawberry
Banana and Tropical flavors. These smoothies are sweetened with Splenda
sweetener and contain 0% fat and 0% carbohydrates. They come in single
bottles or in packs of four.
Consumer advertisement (health magazine)
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 47
garlic powder.
United States: Wolfgang Puck Food
Company
www.wolfgangpucksoup.com
Carbonates
Real Soda Bennett’s Hot
Cola: hot cola beverage
Cola with habanero pepper.
Ingredients are: water, high
fructose corn syrup, cola
extract, sodium benzoate and
habanero chili extract.
United States: B. Scott Bennett,
Inc./distributed by Real Soda
Mercury Brewing
Atomic Grape Soda:
carbonated soda
Atomic grape is a high
quality grape soda made with
real sugar. Ingredients are:
carbonated water, sugar,
natural and artificial flavor,
citric acid and sodium benzoate
(preservative).
United States: Mercury Brewing
Company
www.mercurybrewing.com
Sumol Orange: orange
juice beverage
Slightly sparkling orange
juice beverage. Made
with: carbonated water,
sugar, glucose syrup,
orange pulp and puree, citric acid, orange
fragrance and ascorbic acid.
Portugal: Sumol
Mountain Dew
Live Wire
Orange Ignited:
orange drink
Limited edition,
only available in summer 2003. Naturally
and artificially flavored. Ingredients are:
carbonated water, high fructose corn
syrup and/or sugar, orange juice from
concentrate, natural and artificial flavor,
citric acid, sodium benzoate (preserves
freshness), caffeine, sodium citrate,
yellow 6, ascorbic acid (preserves
freshness), calcium disodium EDTA (to
protect flavor), yellow 5, gum arabic,
brominated vegetable oil and red 40.
United States: Pepsico Inc.
Tropical Sprite
Remix: tropical
flavored soft drink
No caffeine Sprite
with tropical
flavors. Very low in sodium. Ingredients
are: carbonated water, high fructose corn
syrup and/or sucrose, natural flavors,
citric acid, sodium citrate and sodium
benzoate (to protect taste).
United States: The Coca-Cola Company
Fanta Greenz: fruit flavored
carbonated drink
Refreshing drink with fruits
and ginseng extracts.
Ingredients are: sparkling
water, sugar, apple juice (3%),
melon juice (0.5%), lime juice
(0.5%), acid (citric acid), flavors (ginseng
extracts), conservative (sodium benzoate),
stabilizers (E1450, E444, E445) and
colorings (E104, E142).
France: Coca-cola
www.coca-cola.fr
48 August/September 2003 innova
Products
USA (The Coca Cola
Company) Minute Maid has
joined in on the trend of offering
healthy orange juices. Their latest
addition offers the benefits of
vitamin D as well as added
calcium. This new variant of their
original premium 100% pure
squeezed orange juice, is being
promoted as helping your body
absorb more calcium due to its
vitamin D content. Coca Cola are
marketing the product for taste as
well as for health benefits.
Consumer advertisement (health
magazine)
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 48
Cat Food
Whiskas
Assiettes
Gourmandes:
meaty cat food
Meat and
vegetable jelly mix. Chicken, turkey and
duck flavor. Contains: meat and animal
sub-products, mineral substances,
vegetable proteins extracts, sugar,
vegetable sub-products, colorings (CEE
additives), vitamin E, B1 and cupper.
France: Masterfoods
Friskies
Felix Duo:
cat food
with meat
and fish
Cat food containing chicken and turkey,
cod and prawn, bullock and lamb, with
vegetable gelly and smooth mouthfuls.
Nutritional meal with vitamins.
Ingredients are: meat and animal sub-
products, fish and fish sub-products,
molluscs and shellfishes (4% of prawn in
the smooth), mineral substances and
sugars, colored with additives.
France: Friskies
Cereal Bars
Quaker Chewy
Yogurt Granola
Bars: yogurt bars
Vanilla flavored
chewy yogurt
granola bars made
with whole grain quaker oats. Source of
calcium. Ingredients are: granola, yogurt
coating, glucose, fructose-glucose, crisp
rice, brown sugar, glucose solids,
glycerin, hydrogenated vegetable oil
shortening, corn flakes, oat flour, rice
flour, sorbitol, natural and artificial
flavors, sugar, salt, soy lecithin, modified
food starch, malt, vegetable oil, sodium
bicarbonate, BHT, citric acid, water and
sulphites.
Canada: Qtg Canada Inc
Schwartau
fruity: red fruit
cereal bars
4 cereal bars with
red fruits (cherry
and cranberry) and cereals. With dextrose
and enriched with vitamin C. Also
launched in orange and apple variants.
Ingredients are: fruit mixture 17%
(hydrogenated cranberries and apples),
sweetener out of apple extract, extrudat
(wheat, rice, corn), glucose syrup,
oligofructose, dextrose 8%, roasted cereal
flakes 8% (oats, wheat), vegetable oil,
concentrated fruit juice 5% (cranberry,
cherry), honey, roasted hacked almonds,
wafer, maltodextrin, lemon fiber,
stabilizer glycerin, vitanin C, flavor and
antioxidant (ascorbic acid).
Germany: Schwartau
Kellogg’s
Nutri-Grain
Minis with
Yogurt Icing
Blueberry:
cereal bar
Bite Size Cereal Bars with yogurt icing.
With natural and artificial flavors. Low fat
and an excellent source of calcium.
Ingredients are: filling (high fructose
corn syrup, blueberry preserves (high
fructose corn syrup, blueberries), corn
syrup, fructose, glycerin, sugar, water,
modified tapioca starch, modified corn
starch, pear puree concentrate, sodium
citrate, apple puree concentrate, natural
and artificial blueberry flavor, cellulose,
corn starch, modified cellulose, citric
acid, calcium phosphate, sodium
alginate, xenthan gum, malic acid, red
‘40, blue ‘1), enriched wheat flour, sugar,
partially hydrogenated soybean and/or
cottonseed oil, whole grains oats, high
fructose corn syrup, honey calcium
carbonate, nonfat yogurt powder (heat-
treated after culturing), dextrose, nonfat
dry milk, salt cellulose, potassium
bicarbonate (leavening), soy lecithin,
natural and articficial flavor, wheat
gluten, corn starch, gelatin carrageenan,
vitamin A palmitate, guar gum,
niacinamide, zinc oxide, reduced iron,
pyridoxine hydrochloride (vitamin B),
thiamin hydrochloride (vitamin B1),
riboflavin (vitamin B2) and folic acid.
United States: Kellogg USA Inc.
www.kelloggs.com
Chilled Bakery Products
Nestlé Tollhouse
Ultimates
Chocolate Chip
Lovers Cookies:
chilled cookies
Cookies made with
semi-sweet and milk chocolate chips and
chocolate chunks. Ultimate bake cookie
dough before consuming.
United States: Nestlé Usa, Inc.
Chilled Desserts
Nestlé
Sveltesse
Mousse au
chocolat au
lait: dessert
mousse
Milk chocolate dessert mousse. Contains:
skimmed milk (73.4%), sugar, glucose
syrup, milk chocolate (2.6%), cocoa
(2.6%), chocolate powder (2%), starch,
dried skimmed milk, gelatin, emulsifier :
E472b, gelifier : E407, flavors, acididy
corrector : E524 and soy lecithin.
France: Nestlé
www.nestle.fr
Nestlé La Mousse
Au Lait
Concentre Sucre:
mousse dessert
Mousse dessert
made from sweet
concentrated milk. Contains less than 6%
fat. Ingredients are: whole milk (64%),
Nestlé sweet concentrated milk (32.5%),
modified starch, gelatin, emulsifier
(E472b), stabiliser (E339, E452), acid E331
France: Nestlé
www.nestle.fr
Chilled Meat Products
Tyson Deli Style
Honey Roasted
Chicken Breast:
chicken breast slices
Tender, deli style
slices of all white
meat chicken. Premium quality, perfectly
seasoned and ready to eat. 98% fat free.
United States: Tyson Foods, Inc.
www.tyson.com
49innova August/September 2003
Products
USA (KF Holdings) Kraft Foods are promoting their new Post Select’s
Maple Pecan Crunch cereal as the only ready-to-eat cereal in the grocery
aisle that is made with real maple syrup. This cereal contains 12 essential
vitamins and minerals and is high in folic acid. The breakfast cereal is a
combination of crispy, multi-grain flakes and also features crunchy oat
clusters and praline-coated pecans.
Consumer advertisement (lifestyle magazine)
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 49
Hillshire
Farms Deli
Select: turkey
breast
Ultra thin oven
roasted turkey breast packaged in
reusable Gladware containers. 99% fat
free. Contains: turkey breast, water, 2% of
less of modified food starch, salt,
potassium lactate, dextrose, carrageenan,
sodium phosphate, turkey flavor (malto-
dextrin, salt, flavor) and sodium diacetate.
United States: Hillshire Farm
Chilled Meat Substitutes
Toki Eco: vegetable
sausage
Organic vegetable sausage
with green pepper.
Ingredients are: tofu, egg
white, palm oil, natural
flavor, wheat flour, parsley, green pepper,
soya sauce, water and sea salt.
Spain: Corporacio Alimentaria Satoki
Chilled Pizza
Sodebo Les
Fournées D’antan:
pizza
Ham, mushroom and
cheese pizza. Rich in
proteins and calcium. Ingredients are:
dough (41%): wheat flour, water, milk,
yeast, honey, salt, wheat germ, wheat
semolina, palm oil Filling (59%): tomato,
emmental (25.5%), ham, carragheenan,
mushrooms (13.5%), baked pork
shoulder, olive oil, olive, basil, garlic, salt
and oregano.
France: Sodebo
www.sodebo.fr
Marie Tarte
Aubergines
Grillées Et
Fromage De
Brebis: savoury pie
Savoury pie topped
with cheese and vegetables. Ingredients
are: dough (39%): wheat flour, margarine
water, salt, cystein topping (61%) :
skimmed milk, courgette (13.5%),
aubergine (10.5 %), red pepper (9%),
fresh cream, whole egg, onion, tomato
(5.4 %), ewe cheese, melted cheese
(melting salts: E450, E339, E331, E330),
olive oil (2.5 %), water, concentrated
tomato, garlic, salt, basil and flavors.
France: Général Traiteur
Chilled Sauces and Dips
Athenos
Mediterranean
Spreads
Hummus: dip
Artichoke and
garlic flavored hummus. Made with pure
olive oil. Ideal for on pitta. Ingredients
are: chickpeas, artichoke, water, olive oil,
tahini (sesame), lemon juice concentrate,
garlic, salt, contains less than 0.5%of
sorbic acid and sodium benzoate as
preservatives, parsley, natural flavors,
phosphoric acid and spice.
United States: Churny Company, Inc.
Chocolate
Kraft Baker’s
Real Dark
Semi Sweet
Dipping
Chocolate:
dipping chocolate
Real dark semi-sweet chocolate dipping
sauce in a microwaveable bowl, making it
ideal for dipping fruits, pretzels and lots
of other treats. Ingredients are: semi-
sweet chocolate (sugar, chocolate, cocoa
butter, soy lecithin (emulsifier), vanilla
extract, salt and milk solids).
United States: Kraft Foods North
America, Inc.
www.kraftfoods.com
Hershey’s Fudge
Cookie Crunch Shell
Topping: chocolate
topping
Chocolate with dark
chocolate cookie bits.
Freezes in seconds.
Contains: sugar, partially hydrogenated
soybean oil, coconut oil, cocoa processed
with alkali, enriched flour, vegetable oil,
whey, chocolate, soya lecithin, high
fructose corn syrup, salt, corn flour,
sodium bicarbonate, and artificial
flavorings.
United States: Hershey Foods Corportion
www.hersheys.com
Ritter Sport
Active
Guarana
crunch:
chocolate bar
Filled chocolate
with guarana creme and rice flakes.
Caffeine content is equal to two cups of
espresso. Ingredients are: sugar, cocoa
mass, hardened vegetable oil, glucose,
cocoa butter, cream powder, hazelnut
mass, skimmed milk powder, lactose,
rice, guarana extract, emulsifier
soyalecithine, salt, malt, flavor and
vanillin.
Germany: Alfred Ritter Gmbh & Co. Kg
Milka Sommer
Pralines Kirsch
Joghurt: cherry
yogurt pralines
Pralines of white
chocolate filled
with skimmed milk yogurt filling.
Ingredients are: sugar, cocoa butter,
vegetable fat, skimmed milk powder,
lactose, sweet whey powder, skimmed
milk yogurt powder (3%), butterfat,
emulsifier (soya lecithine), preparation
with cherry powder (0,3%)
(maltodextrrin, cherry, natural flavor),
acidifier (citric acid) and flavor.
Germany: Kraft Foods Strasbourg
Condiment Sauces
Ian Tomate Frito: fried
tomato with peppers
Mild flavored fried
tomatos with Piquillo
peppers. Ingredients are:
fried tomato, vegetables,
sunflower oil, salt and sugar, piquillo
peppers 25% and benzoic sodium.
Spain: Ind. Alim. De Navarra, S.a.
50 August/September 2003 innova
Products
USA (Nestlé) Nestlé has extended its range of Nestea Iced Tea Liquid
Concentrates, with the launch of an unsweetened variety, said to have a
“fresh-brewed tea taste without the hassle of tea bags.” These ice teas
simply require the addition of water and ice. Other varieties are Lemon
Tea, said to be refreshing and light with a touch of lemon, Raspberry Tea,
promoted as having a sweet and zesty flavor for fruit lovers and Green Tea
with Honey, which is said to be “simple and soothing with natural
antioxidants.” These concentrates are available in 16 oz. bottles, are easy
to measure and pour and can be served ice cold or steaming hot.
Consumer advertisement (lifestyle magazine)
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 50
Apis: Tomato paste
Tomato paste with onions,
made from natural
tomatoes. Ingredients are:
natural tomato, onion
(17%) salt and citric acid.
Spain: United Biscuits Iberia, S.l.
Cooking Fats and Oils
Fruit d’or: cooking liquid fat
Based vegetable oil liquid fat.
Rich in linolenic acid.
Contains: hydrogenated
vegetable oil (82%), water, salt
(1.5%), emulsifier (lecithin),
flavor, acid (citric acid),
coloring (carotene) and vitamin E.
France: Unilever Bestfoods France
Cream
Primevère
Semi épaisse:
half thickened
cream
Dietetic
preparation
made from vegetable oils with vitamin E.
Contains: reconstituted skimmed milk,
water, non-hydrogenated vegetable oils
(14.2% – rapeseed, oleic sunflower, wheat
germ), thickeners (malto-dextrin, E460-
E466, xanthan, carrageenans),
emulsifiers (sugar-ester, lactic ester of
mono- and diglycerides of fatty acids),
hydrolysed caseinates, flavors, lactose,
vitamin E (extract rich in tocopherols)
and coloring (beta-carotene).
France: Primevère
www.primevere.com
Stop & Shop Half &
Half: cream
Ultra pasteurized half &
half cream. Promoted with
the phrase, “add some to
your coffee and enjoy the
farm-fresh difference.”
Ingredients are: milk, cream, contains
less than 1% of each of the following:
disodium phosphate, sodium citrate
United States: Stop & Shop Brands, Inc.
Dairy and Soy Drinks
Sunshine Millet Milk:
sweet drink
Ingredients are: pure water,
millet, milk, sugar and honey.
China: Liaoning Sunshine
Food Co., Ltd.
Fristi fresh & fruity: dairy
drink
Fristi fresh & fruity yogurt
drink.Made with: skimmed
yogurt, sugar, fruit juice 5%
(white grape, orange,
passionfruit, mango), aroma,
B-carotene, vitamin A and E.
Netherlands: Fristi/ Riedel Drinks
51innova August/September 2003
Products
USA (Quaker) Quaker has
introduced Quakes Corn Rings,
promoted as “the new snack that
won’t weigh you down.” These
crunchy snacks are baked not fried
and can therefore be eaten “to
you or your family’s heart’s
content.” These bite sized rings
have been launched in Cheddar
Cheese, Nacho Cheese and BBQ
flavors and are said to be perfect
for school lunches, TV time,
parties or anytime.
Consumer advertisement
(parenting magazine)
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 51
Coke Swerve Blooo
Drink: milk drink
Swerve Blooo is the berry
flavored variety of this
product. Like the other
flavors it uses a mixture of
sugar and sucralose
sweeteners, resulting in a lower calorie
count.
United States: Delaware Punch
Company
Coke Swerve
Chocolate Drink:
chocolate drink
Swerve chocolate is a
cocoa flavored drink that
has a high milk content
and is nutritionally
balanced. Swerve is Coke’s entry into the
flavored milk drink category. Formerly
known as “Slap,” this line of products
came about after many months of R&D
and test marketing and is now ready for a
national push. Feature a high skimmed
milk content (55%), the company is
bidding to have the three flavors of
Swerve gain entry into school systems
across the US. Also launched in Vanana
flavor (vanilla/banana).
United States: Delaware Punch
Company
Toki Eco: soy drink
Organic soy drink.
Contains: water, soy,
wheat syrup and sea salt.
Spain: Corporacio
Alimentaria Satoki
Dessert
Mondamin Milk
Mousse: mousse
dessert
Milk mousse dessert.
Contains: sugar, 20%
less fat cocoa,
hardened vegetable
fat, 8% chocolate, lactose, gelatine, milk
protein, modified starch, emulsifier,
thickener: xanthan, sodiumalginat and
salt.
Germany: Unilever Bestfoods
Deutschland Gmbh
Dips
Hellmann’s Squeeze
Out: dipping sauce
Promoted as being “the
best rockin’ ranch dippin’
sauce.” Ingredients are:
water, soybean oil, egg
yolks, modified corn
starch, salt, vinegar, sugar,
onion and garlic powder, phosphoric acid,
monosodium glutamate, lemon juice,
xanthan gum, autolyzed yeast extract,
color added, propylene glycol alginate,
natural flavors, potassium sorbate,
sodium benzoate and calcium disodium
EDTA used to protect quality, spices,
dried parsley, disodium inosinate and
disodium guanylate.
United States: Unilever Bestfoods North
America
www.hellmans.com
Dough Products
Pillsbury Home
Baked Classics
Dinner Rolls:
dinner rolls
12 quick butterflake
dinner rolls. Frozen
or refrigerated, Pillsbury Dinner Rolls
can warm up any meal. Convenient
packaging of Home Baked Classics lets
the consumer bake as many servings as
they like, straight from freezer to oven to
table in minutes. Ingredients are:
bleached enriched flour, water, partially
hydrogenated vegetable oil, sugar, baking
powder, dextrose, vital wheat gluten, salt,
sodium caseinate, datem, wheat protein
isolate, artificial flavor, colored with
yellow 5 and red 40, artificial color.
United States: General Mills Inc.
I-Mei Puff: chocolate
puffs
Chocolate filled puffs.
Ingredients are: flour,
egg, sugar, vegetable oil
(hydrogenated palm oil,
coconut oil), milk powder, cocoa mass,
lecithin, vanilline and chocolate flavor.
Taiwan: I-mei Foods Co., Ltd.
Dried Soup
Fantastic Big
Soup Noodle
Bowls
Vegetarian
Chicken Noodle
Soup: noodle soup
Low fat soup made from broth, lots of
noodles and soy protein using all natural
ingredients. Brimming with noodles and
flavor. Ingredients are: pasta, dehydrated
vegetables (onions, garlic, celery and
carrots), textured soy protein, sea salt,
yeast extract, spices, evaporated cane
juice, guar gum, olive oil, natural flavor
(vegetarian), turmeric, xanthan gum and
citric acid.
United States: Fantastic Foods
www.fantasticfoods.com
Dry Cooking Sauces
Maggi
Meisterclasse:
instant
napolitana
tomato sauce
Instant tomato
pasta sauce.
Ingredients are: tomato powder 47.3%,
sugar, modified starch, onions, tomatoes
7%, iodiated salt, flavor enhancer,
hardened vegetable oil, flavor (with soya,
wheat), spices, herbs, acididfier citric
acid. Also in the range are an instant
cheese sauce and an instant tomato sauce
alla panna.
Germany: Maggi Gmbh
www.maggi.de
Dry Pasta
Catelli Healthy Harvest Spaghetti:
dried spaghetti
Multigrain dried spaghetti, made with the
goodness of five grains. Promoted for its
high source of fiber, taste and the fact
52 August/September 2003 innova
Products
USA (Dannon) Dannon has launched a mild, rich and creamy yogurt
mousse, said to deliver the sensuous indulgence of their la Crème yogurt
in a mousse. Like their yogurt this mousse is being promoted as mild not
tart with a touch of cream. These desserts are available in Strawberry,
French Vanilla and Orange Cream flavors, all packaged in twin packs
containing two 73.71g tubs. The company says on its website that they
will refund money paid for these mousses, up to $2.29 if the consumer
does not “love it,” with a tag-line “love it or it’s free.”
Consumer advertisement (parenting magazine)
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 52
that it is low in fat. Contains: durum
whole wheat semolina, whole rye flour,
wheat bran, whole buckwheat flour,
whole barley flour, brown rice flour,
thiamine mononitrite, riboflavin, niacin,
folic acid and ferrous sulphate.
Canada: Ronzoni Foods Canada
Corporation
www.catelli.com
Energy and Sports Drinks
Fuze Omega Energy
Drink: energy drink
Energy drink that combines
10% juice, crystalline
fructose & sucralose, and a
tropical fruit flavor.
Ingredients are: carbonated
water, crystalline fructose, apple juice
concentrate, citric acid, taurine, d-ribose,
sodium citrate, natural passion fruit and
mango flavors with other natural flavors,
l-carnitine, ascorbic acid (vitamin C),
inositol, contains 10% juice, caffeine,
gum arabic, monopotassium phosphate,
ester gum, panax ginseng root extract,
sucralose (a non-nutritive sweetener),
pyridoxine hyrochloride (vitamin B6),
folic acid, beta-carotene and
cyanocobaliamin (vitamin B12).
United States: Fuze Beverage, Llc.
US Energy Drink
(Series II): enegy drink
This energy drink is
made using spring water
and the natural flavors
of ginseng and ginkgo
biloba. It’s fueled by l-
carnitine, and taurine
for maximum energy production. It also
has 100% of daily needs of vitamin C. It’s
infused with fruit essence to provide a
crisp citrus taste. US Energy Drink is said
to be scientifically formulated to give your
body the sustained energy it needs. Said
to replenish your arsenal with improved
performance and increased endurance.
Contains: natural spring water infused
with carbonation, glucose, sugar and or
high fructose corn syrup, citric acid,
taurine, natural and artificial flavors, l-
carnitine, ascorbic acid, sodium benzoate
(preservative), carmel color, caffeine,
inositol, guarana (paullinia cupana) seed
extract, niacin, d-calcium pantothenate,
ginkgo biloba leaf extract, siberian
ginseng root extract, pyridoxine
hydrochloride, riboflavin and
cyanocobalamin.
United States: United Brands Company
www.usenergydrink.com
Leading Brands Mad
Croc Energy Drink:
energy drink
Imported by Leading
Brands, Inc. from the
Netherlands. Mad Croc will
start with an exclusive
national listing with the 7-Eleven chain.
Ingredients are: carbonated water, sugar,
glucose syrup, citric acid, carbon dioxide,
sodium citrate, invert sugar syrup,
artificial flavor, caffeine, inositol, caramel
color, niacin, pantothenic acid, pyridoxine
hydrochloride, taurine, riboflavin (color)
and cyanocobalamin.
United States: Leading Brands, Inc.
www.lbix.com
Jianlibao A8: grapefruit
flavored sports drink
Grapefruit flavored sports
drink containing suitable
alkalinity electrolyte which
quickly supplies lost salt
and moisture. Ingredients
are: water, sugar, glucose,
citric acid, sodium cholide, sodium
citrate, potassium cholide, Mg cholide,
vitamin C and flavor.
China: Guangdong Jianlibao Enterprise
Group Co., Ltd.
Raw Dawg Energy
Drink: sports drink
Raw Dawg Energy Drink is a
berry punch flavored drink
with yohimbe, guarana,
taurine, and performance
components such as potassium,
carbohydrates, vitamins B6 & B12 and
vitamin C. It contains Horny Goat Weed,
claimed to be a world renowned
aphrodisiac. Raw Dawg helps put lost
fluids and electrolytes like sodium and
potassium back in the body so you will
drink enough to stay hydrated. Raw Dawg
has a 9% carb solution, to give working
muscles the energy they need to enhance
athletic performance but not inhibit rapid
absorption.
United States: Raw Dawg Beverage
Corp.
Electra-X Energy Drink:
energy drink
Electra-X is an Austrian
energy drink which claims
to offer 20% more energy
than Red Bull. It also
promotes relaxation and
targets consumers 14 to 50
years old. Ingredients are: carbonated
water, sucrose, citric acid, glucose,
artificial flavor and color caramel.
United States: Premium Energy
Beverages Llc
Gatorade Fierce
Strawberry: energy drink
Strawberry flavored energy
drink. Ingredients are: water,
sucrose syrup, glucose-
fructose syrup, citric acid,
natural and artificial strawberry flavor,
salt, sodium citrate, monopotassium
phosphate, vegetable juice (for color) and
ester gum.
United States: The Gatorade Company
www.gatorade.com
Fats and Spreads
Deli reform:
cholesterol
free half-fat
margarine
Cholesterol
free half fat
margarine, rich in vitamins. Contains no
preservatives, is free from cooking salt
and is made from only vegetable fats and
oils. Ingredients are: water, vegetable oil,
vegetable fat, jelling agent pektin,
emulsifiers: lecithins, mono- and
diglycerids of food fatty acids; natural
flavor, acidifier lactic acid, vitamins:
vitamin E, vitamin B6, vitamin A,
vitamin D and coloring (beta-carotene).
Germany: Walter Rau Lebensmittelwerke
Gmbh & co.kg
www.walter-rau.de
53innova August/September 2003
Products
UK (Masterfoods) Masterfoods has introduced a new pack design to
correspond with the launch of new Starburst Sour Chews. These chewy
candies are available in packs and bags containing an assortment of apple,
raspberry, pineapple and cherry flavors in the UK, as opposed to the US
range of green apple, watermelon, cherry and blue raspberry. Masterfoods
is spending £3.4 million on its relaunch campaign including a 1.2 million
pack sampling campaign.
Trade advertisement
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 53
Finger Foods
Combos Cheddar
Cheese Pretzels:
pretzels
Cheddar cheese
filled pretzels.
Contains: flour,
whey, partially
hydrogenated
soybean oil, food starch-modified, less
than 2% -salt, maltodextrin, corn flour,
leavening, dextrose, autolyzed yeast
extract, skim milk, soy lecithin,
hydrolyzed wheat gluten, lactic acid,
buttermilk, coloring, corn syrup, citric
acid, lactose, mono and diglycerides,
sodium caseintate.
United States: M&ms/Mars
www.combos.com
Frozen Desserts
Oasis Sorbet:
tropical sorbet
Exotic fruit
sorbet.
Ingredients are:
water, fruit juices (35% [orange, mango,
guava, papaya, kiwi fruit, apple, lemon,
pineapple, passion fruit]), exotic fruits
sauces (modified starch, gelifier (pectin),
natural colorings (curcuma roots extract,
anthocyan), natural flavor, acidifier
(E330)), fructose glucose syrup, sugar,
gelifiers (E410, E464, E412), flavor and
colorings : E160b, E120, E100.
France: Mb Sas
Frozen Fish and Seafood
Ocean Jewel
Calamari:
frozen calamari
Oven ready
Italian seasoned
breaded calamari rings with marinara
sauce and parmesan cheese. Oven-ready
in less than 15 minutes.
United States: Expack Seafood Inc.
www.expack.com
Frozen Ready Meals
McCain
American Bun’s:
filled breads
Small breads filled
with chicken and
fresh cheese. Ready
in 1 minute and 30 seconds in a
microwave oven. Ingredients are: dough
(48%): wheat flour, water, vegetable fat,
eggs, sugar, dried skimmed milk, yeast,
emulsifier (E471), salt, modified starch,
stabiliser (E461), yeast extract Filling (52
%) : vegetables (26% – carrots, beans,
onions, courgettes), cheese (25% –
mozarella, white cheese (10% – fresh
cheese, milk proteins and salt)), cream,
chicken (14%), water, parsley, basil,
modified starch, chives, vegetable and
chicken stock (flavor enhancer E621,
E631, E627), stabilizer (E461), flavors,
yeast extract, spices extract, marjoram,
cayen pepper and lemon juice.
France: McCain Alimentaire
Linda
Mccartney
Southwestern
Style Rice
And Beans:
vegetarian ready
meal
All natural, meatless rice and beans ready
meal. Dish is prepared with no artificial
flavors, colors or preservatives and every
effort possible is taken to ensure that
these products contain no genetically
engineered ingredients. Contains: cooked
enriched rice, zucchini, water, red beans,
cultured cream, corn, skim milk, peppers
(chili, jalapeno), milk, onions, tomato
paste, peanut oil, salt, cornstarch, garlic,
enriched flour, spices and coloring,
cheese culutres, cream, sodium citrate,
enzymes, chipotle puree (water, chipotle
peppers, salt, vinegar), vegetable gums
(xanthan, arabic), yeast extract, natural
flavors, annatto (vegetable color) and olive
oil.
United States: Ethnic Gourmet Foods,
Inc.
www.ethnicgourmet.com
Fruit Drinks
The Switch Black Cherry
Fruit Drink: black cherry
fruit drink
100% juice reconsituted with
sparkling water. Ingredients
are: 100% juice (filtered
sparkling water sufficient to
reconstitute juice concentrates, apple,
grape, cherry juice concentrates), natural
flavor and color, citric acid and ascorbic
acid (vitamin C).
United States: The Switch Beverage
Company
www.switchbev.com
Rocwell Water Wild
Irish Apple Fruit
Drink: fruit drink
Wild Irish Apple, is a fruit
drink imported from
Ireland, which is made
with 12% fruit juice and
carbonated natural
mineral water. The hold-in-hand bottle is
custom-designed and specifically
manufactured for Wild Irish, claimed to
help create a new level of impact. This
drink contains no colorants, is 100%
natural and contains no preservatives or
artificial additives or sweeteners, and no
refined sugar. Also availble in orange,
fruit of the forest, plum and pear flavors.
Ingredients are: carbonated water, sugar,
glucose syrup, orange pulp and puree,
citric acid, orange fragrance and ascorbic
acid.
United States: Rocwell Water
www.rocwellwater.com/wirish.asp
Master Kong Plum
Drink: fruit drink
Plum fruit drink. Contains:
pure water, plum extracts,
Chinese hawthorn and
liquorice juice.
China: Tianjin Dingjin Food
Co., Ltd. Of Dingxin
International Group
www.mastekong.com.cn
Sapporo, Syunrei
pineapple: pineapple
juice
Pineapple juice.
Contains vitamin C.
Ingredients are fruits
(pineapple, lemon),
frozen crushed
pineapple, fructose corn syrup, flavor,
stabilizer(pectin), acidulant, vitamin C
54 August/September 2003 innova
Products
UK (Red Bull) Red Bull energy drink was launched in a sugar free
variety earlier this year, backed by the company’s £10 million annual
brand advertising campaign. According to Nielsen Impulse, regular Red
Bull holds an 87% share of the energy drinks market. Red Bull Sugarfree
is said to deliver the benefits of increasing performance, increasing
concentration and reaction speed and alertness. Red Bull uses the
sweetener combination of aspartame and acesulfame K instead of sugar.
Trade advertisement
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 54
and sweetener.
Japan: Sapporo Beer’s Beverage Co. Ltd
Teisseire Excellence:
concentrated syrup
Mango and passion fruit
flavored concentrated fruit
syrup. Contains: sugar,
fruits juice based on
concentrates (40% of which
25% mango and 15%
passion fruits), water, acidifier (citric acid)
and natural flavors.
France: Teisseire
Niulanshan Fresh
Blueberry Beverage:
blueberry drink
Blueberry flavored
beverage. Ingredients are:
pure water, sugar, citric
acid, vitamin C, blueberry
juice and flavor AK.
China: Beijing Niulangshan Wine Factory
Ice Cream
Deshi Happy
Room Ice-
Cream: ice cream
Ingredients are:
water, sugar, whole
milk powder, jam,
palm oil, xanthan
gum and milk flavor.
China: Shenyang Deshi Food &
Beverage Co., Ltd.
Glico Momowari-
Peach and Crushed
Ice: ice cream
Peach and crushed ice.
Contains vitamin C.
Ingredients are: peach
pulp, sugar, acidulant,
flavor, vitamin C, stabilizer
and sweetener.
Japan: Ezaki Glico Co., Ltd.
Häagen-Dasz
Dates &
Almond cream:
ice cream
Ice cream made
with almond and
peanut butter and
with dates pieces. Contains: fresh cream,
skimmed milk, dates (10%), sugar,
concentrated dattes juice, egg yolk,
almond butter (3%), dates mash and
peanut butter.
France: Häagen-Dasz
www.haagen-dazs.fr
Nestlé Crunch
Ice Cream
Bars: ice cream
bars
Artificially
flavored vanilla
ice cream with a caramel center and a
Nestlé crunch coating. Caramel flavored.
United States
Nestlé Ice Cream Company, Llc
www.nestle.com
Ice Tea
Oregon Chai Iced
Tea with Peach and
Chai Spices: ice tea
Ice tea concentrate and
with chai spices infused
with peaches. Oregon
Chai has introduced two
new refreshing iced teas,
both in a convenient concentrate form.
Just add equal parts of water and enjoy
over ice. Each is made from all natural
and organic ingredients. Serve by the
glass or by the pitcher. Contains: water,
organic evaporated cane juice, organic
peach juice concentrate, organic black
tea, natural flavors, citric acid, organic
spices, honey, organic vanilla and organic
ginger (extracts).
United States: Oregon Chai Inc.
www.oregonchai.com/splash.cfm
JT, Ao-oolong: Ice
oolong tea
Ice oolong tea, containing
vitamin C.
Japan: Jt Foods Co.,ltd
Nestea Waldfrucht: ice
tea with berry flavor
Soft drink with tea extract
and berry flavor. Ingredients
are: water, sugar, fruit juices
(bilberry juice, strawberry
juice, raspberry), acidifier:
citric acid and apple acid,
flavor, tea extract (0.09%) and acid
regulator sodium citrate.
Germany: Atlantic Beverages Limited
Zeigler’s Lemon Tea:
ice tea
Pasteurized lemon tea
containing 5% juice.
Ingredients are: water,
high fructose corn syrup,
lemon juice, white grape
juice concentrate, tea,
citric acid, natural flavors, sodium
benzoate and potassium sorbate to
maintain freshness.
United States: Zeigler Beverage Co.
Juices
Looza ACE:
multivitamin nectar
Multivitamin nectar made
from different fruits,
naturally rich in vitamins
and with a fruit content of
at least 50%. Rich in
vitamin C and containing
no added sugar. Fruit
content consists of: pineapple, orange,
passion fruit, lemon, carrot juice and
kiwi, banana and mango papaya puree.
Germany: Looza Sa
Reed’s Ginger Juice
Brews: cranberry
raspberry ginger juice
These are non-carbonated
variants of Ginger Brews
and are brewed from
fresh organic ginger root
and sweetened with
organic fruit juices. Freshly brewed from
filtered water, sweetened by organic white
55innova August/September 2003
Products
UK (Kellogg Company) Kellogg’s are promoting four of their biggest
light snacks (Special K Bar, Nutri-Grain Elevenses, Nutri-Grain and
Winders) in response to the growing demand for snacks on the move.
According to the company the light snacks market is growing 27% year
on year and 45% of snackers are looking for something lighter. Nutri-
Grain Elevenses for example are wholesome wheat and wholemeal bakes
with just 4g of fat per bar and said to provide 25% of your daily essential
vitamin B requirements.
Trade advertisement
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 55
grape or organic apple juice from
concentrate, organic ginger, cranberry
and raspberry juice from concentrate.
They contain organic ginger, sweetened
organic juice and 100% juice.
United States: Reed’s, Inc.
www.reedsgingerbrew.com/
Meat Substitute
Natural
Touch
Roasted
Herb
Chik’n:
frozen chicken: chicken substitute
The taste of chicken made with organic
soy and glazed with garlic, onion, red bell
pepper, and other seasonings. Made with
organic soy. Organic textured soy protein
with water, organic textured wheat
protein (wheat gluten, wheat flour) with
water, egg whites, and native tapioca
starch.
United States: Worthington Foods
www.morningstarfarms.com
Natural Cheese
Frico Cheez’it:
mild cheese
Two bars of Edam
cheese. Edam 40+ cheese contains: milk,
salt, zuursel, coagulant, preservative E251
and coloring E160a.
Netherlands: Frico Cheese Benelux
Leerdammer
Minis:
Leerdammer
cheese
Semi-hard 45%
fat Leerdammer cheese.
Germany: Leerdammer Company
Popcorn
Rainbow Popcorn:
rainbow colored
popcorn
Sweet ‘n’ crunchy
rainbow colored
popcorn. A high fiber
snack, with no
preservatives. Cholesterol-free food.
Ingredients are: popcorn, sugar, canola
and/or coconut oil, artificial color, (blue
‘1, red ‘40, yellow ‘5 & ‘6).
United States: Royal Palm Co., Inc.
Potato Chips
Calbee Black
Pepper Potato
Chips: potato chips
Black pepper flavored
potato chips.
Ingredients are: potato,
56 August/September 2003 innova
Products
UK (McVitie’s) Mini Cheddars,
which are said to be aimed at the
25-44 year old market, are one of
the most established snack brands
in the UK. McVitie’s teamed up
with Van den Burgh Foods
Peperami brand of salami snacks
earlier this year to produce the
limited edition Mini Cheddars
Peperami, which are miniature
savoury biscuits with a cheesy
salami flavor. These snacks have
now been permanently introduced
on the market. According to IR
statistics Mini Cheddar sales are
up 10% this year. Other flavors
are: Original, Smokey BBQ and
Tangy Salsa.
Trade advertisement
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 56
vegetable oil, black pepper, salt, sugar,
yeast extract powder, malt syrup, onion
powder, corn starch, powdered soy sauce,
seasoning lard, spices, seasoning (amino
acid), spice extract, flavor and acidulant.
Japan: Calbee Co., Ltd
Frito Lay Sour
Cream & Onion
Ruffles: sour cream &
onion potato chips
Thick-ridged, dip-
friendly, potato chips
flavored with tangy
sour cream & onion. Promoted as being
“Ultimate Dip Chip!”, Ruffles potato
chips hold up to dip without breaking.
Ingredients are: potatoes, corn and/or
cottonseed oil, salt, whey powder, non-fat
dry milk, onion powder, partially
hydrogenated soybean oil, dextrose
monohydrate, maltodextrin, natural
flavor, sour cream, monosodium
glutamate, corn starch, modified food
starch, sugar, citric acid, silicon dioxide,
mono-and diglycerides and artificial color.
United States: Frito-Lay Inc.
www.fritolay.com
Daliyuan Copico Potato
Chips: hot potato chips
Ingredients are: potato flour,
vegetable oil, potato starch,
spice, corn flour,
emulsifying agent, salt,
glucose, sweetener and
antioxidant.
China: Fujian Dali Food Co., Ltd.
Vico Plumise:
blown potato chips
Contain only 10%
fat. Blown and
cooked in the oven.
Contains:
dehydrated potato (66%), starch,
vegetable fat, flavors (with yeast extract,
taste enhancements: monosodic
glutamate, disodic inosinate and disodic
guanylate, dried melted cheese, milk
albumin, peanut oil), sugar, salt,
emulsifier (E322), wheat flour, tomato
basilic, emmental, fresh cream and fine
herbs and tomato olives.
France: Vico
Cadina Tomato
Sauce Potato Chips:
potato chips
Tomato flavored potato
chips. Ingredients are:
fresh potato, refined
vegetable oil, tomato powder, sugar, egg,
salt, flavor enhancing agent, tomato
flavor and antioxidant.
China: Beijing Cadina Agricultural
Developing Co., Ltd.
Powdered Milk
Yili Fresh Milk
Powder for Men:
milk powder
Contains rich
protein, with
scientifically added
Ca, Zn, Si, and
vitamins A, E, D. 100% nutrition
concentrated from fresh milk.
Ingredients are: fresh milk, skimmed
milk, refined vegetable oil, lecithin, B-
carotene, taurine, vitamins and minerals.
China: Inner Mongolia Yili Industrial
Group Co., Ltd.
Sanyuan Second
Phase Formula: milk
powder for babies
between 7 and 12
months
Based on the
composition of human
milk, enriched with folic
acid. it is characterized by ideal solubility.
With added whey protein, enriched
vitamins and trace elements. Contains:
high quality fresh milk, demineralized
whey powder, whey protein concentrate,
palmitic oil, refined corn oil, sugar,
vitamins and minerals.
China: Beijing Sanyuan Foods Co., Ltd.
Sanyuan Middle
and Old Age Milk
Powder: milk
powder
With specially added
calcium, vitamin A,
VD3 and trace
element of Si. Enriched with VE, Si,
taurine, VA, VD. Ingredients are: high
quality fresh milk, skimmed milk,
demineralized whey powder, whey
protein concentrate, sugar, dextrin,
vitamins and minerals.
China: Beijing Sanyuan Foods Co., Ltd.
Sanyuan Hi-Calcium, Hi-iron Milk
Powder: milk powder
With high quality fresh milk and added
iron, Ca, VD3, VC. High calcium, iron
enriched to promote bone health.
China: Beijing Sanyuan Foods Co., Ltd.
Powdered Soft Drinks
Tongye Litchi
Powdered Drink: soft
drink
Ingredients are: sugar,
glucose syrup, litchi, acid,
food flavor and food color.
China: Jiangsu Tongye
Health Food Co., Ltd.
Pourable Dressings
Kraft Hot ‘n Spicy
Miracle Whip
Dressing: hot and spicy
dressing
Ingredients are: soybean
oil, water, vinegar, high
fructose corn syrup, eggs,
sugar, modified food starch, contains less
than 2% of salt, cayenne pepper puree,
mustard flour, dried tomatoes, natural
flavor, paprika, spice, potassium sorbate
as a preservative, oleoresin paprika and
dried garlic.
United States: Kraft Foods North
America, Inc.
www.kraftfoods.com
Pre-mixed Spirits
Kisses from Russia:
vodka and orange mixed
drink
Alcoholic pre mixed drink
with vodka and orange, to be
drunk ice cold. Contains
5.4% alcohol. Ingredients
are: carbonated water, sugar,
vodka, fruit juice, flavors,
colorings, E122, E110, E102,
preservatives: E211, E202, and acidity
regulator E338, E330.
Belgium: Geens Benelux Sa
57innova August/September 2003
Products
USA (The Keebler Company) Keebler has introduced two varieties of
shortbread biscuits. Sandies Swirl is available in Cinnamon Shortbread and
Caramel Pecan Shortbread varieties. These biscuits are buttery shortbread
with caramel pecan or cinnamon swirled through it.
Consumer advertisement (lifestyle magazine)
For more new products
information, try the
WIN database. Request
guest access today.
www.win-food.com
Innova_005_Augustus '03 04-09-2003 15:23 Pagina 57
Processed Cheese
Rougette
Ofenkäse: oven
cheese
German soft cheese
with garden herbs
for the oven.
Contains: German
soft cheese, herb mixture and coloring:
paprika extract.
Germany: Käserei Champignon
Le Tartare
Provence: fresh
cheese preparation
Original French
fresh cheese
preparation.
Contains only 18%
fat. Ingredients are: fresh cheese, paprika
(5.5%), milk protein, butter salt, tomato
concentrate, thickener: carrageenan,
locoust bean gum, sugar, olive oil,
marjoram, thyme, flavor, pepper and
garlic.
Germany: Le Tartare Provence
Savoury Biscuits
Keebler Harvest
Bakery Rye
Crackers: large
crackers
These crackers are
being promoted for
their baked rye bread
taste with a crispy crunch. Claims to have
the authentic taste of natural grains and
caraway seeds. Ingredients are: enriched
flour (wheat flour, niacin, reduced iron,
thiamine mononitrate (vitamin B1),
riboflavin (vitamin B2), folic acid),
vegetable shortening (partially
hydrogenated soybean and/or cottonseed
oil), rye flour, sugar, contains two percent
or less of salt, caraway seed, onion
powder, leavening (yeast, sodium
bicarbonate, sodium acid pyrophosphate,
monocalcium phosphate), corn syrup,
caramel color, high fructose corn syrup
and dill seed.
United States: Keebler Company
www.keebler.com
Nabisco
Ritz
France:
savory biscuits
Salty sandwich biscuits. Contains: wheat
flour, vegetable shortening, whey powder,
cheese powder, sugar, leavening agent,
salt and soya lecithin.
China: Nabisco Food (suzhou) Co., Ltd.
Nabisco
RITZ
Italy:
pizza flavored biscuits
Pizza flavored sandwich biscuits.
Contains: wheat flour, vegetable
shortening, sugar, pizza flavoring,
leavening agent, salt, monosodium,
glutamate and soya lecithin.
China: Nabisco Food (suzhou) Co., Ltd.
Maohuat
Almond
Nutrition
Cracker:
nutritional
crackers
Ingredients are: wheat flour, sugar,
shortening oil, California almonds,
vegetable oil, egg, condensed milk,
raising powder, cream, malt syrup, salt,
Ca, flavor, preservatives, vitamin B1, B2
and vitamin E.
China Shantou Maofa Food Co., Ltd.
Savoury Spreads
Nadler
oliviades:
salad with
olives and
ham
Mediterranean
spread made with tomatoes, olives and
ham. Contains: 21% ham, tomatoes,
zucchini, 9% vegetable oil (40% olive
oil), onions, sugar, raisins, paprika, 3%
green olives, water, white wine vinegar,
broth, bacon, preservatives sodium
benzoate and kalium sorbate, thickener
xanthan, balsamico-vinegar, salt, herbs,
spices, colors: real karmin and paprika
extract and flavors.
Germany: Nadler feinkost Gmbh
www.nadler.de
Meggle
Die
Krauter
Joghurt
Butter Aufstrich: Mexican flavored
yogurt herb spread
A creamy and easy to spread herb butter
with a Mexican flavor. Ingredients are:
butter, red and green pepper, red and
green chilis 5%, tomato paste, parsley 3%,
iodiated salt, spices, natural flavor,
maltodextrin, starch, spirit vinegar and
acidifier citric acid.
Germany: Meggle wasserburg Gmbh &
co kg
www.meggle.de
Savoury Snacks
Kashi TLC (Tasty
Little Crackers):
snack crackers
All natural snack
crackers. Promoted
as full of whole
grain goodness with
no saturated fats.
Made from Kashi’s unique combination
of seven whole grains and sesame. This
blend is stone ground into flour, tossed
with whole cracked wheat berries and
toasted sesame seeds, then baked to
crispy perfection, creating a hearty,
crunchy snack that’s just the right size
for popping in your mouth. No saturated
fat, no hydrogenated oils.
United States: Kashi Company
www.kashi.com
Codfish string
snack: cod snack
A snack in a
noodle shape
made from codfish
and wheat flour.
Ingredients are:
codfish, wheat
flour, starch, salt, sugar and seasonings.
Taiwan: Yon-fong Foods Co., Ltd.
58 August/September 2003 innova
Products
UK (Walkers) Walkers Snacks is completing its biggest snacks
promotion yet in the UK, with over 35 million prizes being given away.
Meanwhile the company has introduced a limited edition line of French
Fries crispy potato snacks for the rest of the year with the introduction of
the typically British Fish & Chips flavor in snack form. These snacks are
shaped in French fry form as well as in the shape of miniature fish. This
snack retails at £0.27 for a 22 g bag.
Trade advertisement
Innova_005_Augustus '03 04-09-2003 15:24 Pagina 58
Seasonings
Kraft Steak A.1.
House Chicago
Steakhouse
Marinade: black and
red pepper marinade
for steaks
Robust marinade with
coarse black pepper
and roasted red bell
peppers. This robust marinade combines
coarse black pepper and roasted red bell
peppers to create a flavor said to be like
that at your favorite steakhouse. Simply
marinade steak with your favorite flavor
for 30 minutes and grill.
United States: Kraft Foods North
America, Inc.
www.almarinades.com
Ken’s Steak House
Lemon & Pepper
Marinade: marinade
Lemon and pepper
marinade for chicken,
meat, fish, pasta salad,
or stir-fry. Blend of
ingredients marketed as
combining a light and
tangy lemon flavor with a complimentary
touch of pepper. Meat should be covered
and refrigerated for at least 30 minutes-
marinate longer for richer flavor.
Promoted as ideal for marinating,
basting, grilling and dipping.
United States: Ken’s Foods, Inc.
www.kensfoods.com
Ken’s Steak House
Teriyaki Marinade:
marinade
Teriyaki marinade for
chicken, meat, fish,
pasta salad or stir-fry.
Savory blend has a
traditional Oriental
flavor with added
garden spices. Contains: distilled vinegar,
molasses, soy sauce, water, sugar and
modified food starch. Contains less than
2% of: salt, maltodextrin, spice,
monosodium glutamate, hydrolyzed soy
and corn protein, caramel and sodium
benzoate as a preservative.
United States: Ken’s Foods, Inc.
www.kensfoods.com
Jack Daniel’s
Mesquite EZ
Marinader:
marinade in a bag
Authentic smoky
sweet flavor from
mesquite wood,
complemented with
Jack Daniel’s Tennessee whisky flavor
and a special blend of spices. Promoted
as a quick and convenient marinating
solution and is said to be ideal for
chicken, steak and pork.
United States: H J Heinz Co.
Mr. Yoshida’s
Fine Sauces
Teriyaki EZ
Marinader:
marinade in a bag
A wonderful Asian
flavor from naturally
brewed and aged soy
sauce and the finest
ginger, sesame seeds and spices. Said to
be ideal for chicken, steak, fish and
vegetables. Contains: high fructose corn
syrup, soy sauce, sugar, water, garlic
powder, sesame seeds, garlic, ginger
puree, modified corn starch, lactic acid,
xanthan gum, dehydrated onion, citric
acid, sodium benzoate and potassium
sorbate as preservatives, sesame oil,
onion powder, spice and calcium
disodium EDTA added to protect flavor.
United States: H J Heinz Co.
Sugar Confectionery
Red Band Soft
Spinners: fruit gums
Soft fruit gums in red
fruits, apple-pear and
pineapple-cactus
flavors. Ingredients
are: glucose syrup,
sugar, modified starch, gelatin, milk
sugar, food acids, E270, flavorings,
glazing, vegetable oil, bee wax and
colorings (E104, E120, E141, E171).
Netherlands: Rbv Leaf Bv
www.redband.nl
Nabisco Jell-O
Pudding Bites:
soft, chewy pudding
snacks
Pudding snacks
made with real milk.
Promoted as a good
source of calcium. Contains: corn syrup,
sugar, skim milk, chocolate,
hydrogenated coconut oil, modified
cornstarch, gelatin, calcium carbonate
(source of calcium), natural and artificial
flavor, mineral oil, salt and carnauba wax.
United States: Nabisco Division Kraft
Foods North America Inc.
Storck
Campino:
hard candy
Strawberry and
cream flavored
hard candy. Ingredients are: glucose
syrup, sugar, cream (6.2 %), butyric fat,
hydrogenated vegetable fat, acidifier
(lactic acid), acidity corrector (sodium
lactate), artificial and natural flavors, salt,
emulsifiers (E471 and lecithins),
concentrated strawberry juice (0.15 %),
colorings (red Allura AC and E171).
France: August Storck Kg
Sweet Biscuits
Joseph’s Sugar-free
Peanut Butter Cookies:
sugar-free cookies
Sugar-free, crispy bite-sized
peanut butter cookies made
from certified organic
wheat flour and sweetened
with maltitol. Contains: unbleached
wheat flour, low fat peanut flour, maltitol,
canola oil, peanuts, peanut butter, egg
whites, baking soda and baking powder
(aluminium free).
United States: Joseph’s Lite Cookies
www.josephslitecookies.com
59innova August/September 2003
Products
US (KF Holdings) Jell-O Brand Sugar Free Gelatin Snacks are convenient ready-to-eat snacks. These gelatin
snacks have been launched in peach, watermelon, strawberry, raspberry, orange, strawberry-kiwi, tropical berry,
lemon-lime, cherry and black cherry varieties. Each cup provides a refreshing fruity 10-calorie, fat free snack.
JELL-O Brand Sugar Free is especially being promoted as ideal for people with diabetes, offering a free food
exchange.
Consumer advertisement (lifestyle magazine)
Innova_005_Augustus '03 04-09-2003 15:24 Pagina 59
Tea
Lipton
Jasmine
Teabag:
teabags
Quality, natural Jasmine tea.
China: Unilever Foods (China) Company
Ltd.
Blended Herbal Tea:
herbal tea
Mixture of different herbs.
These are: ganoderma
lucidum, wedelia
chinoensis merr, mint,
orthosiphon stamineus,
mesona proumbens hemsl, phylanthus
urinaria L., biden pilosa, petris
fromosana bak and sugar.
Taiwan: Jin-jin Co., Ltd.
Toppings
Wish-bone Cheesy
Ranch-up!: dressing
dip, topping and spread.
Dressing dip, topping &
spread
Wish-Bone Ranch-Up!
has a rich, creamy flavor
and is promoted as being
ideal for dressing salads, coating buffalo
wings, dipping French fries, spreading on
sandwiches and more. Ingredients
include: soybean oil; water; natural
flavors; distilled vinegar; sugar; salt;
whey; cheddar and blue cheeses; contains
less than 1% of garlic powder; onion
powder; xanthan gum and modified corn
starch.
United States: Unilever Bestfoods North
America
www.wish-bone.com
Betty Crocker
Dulce De Leche
Caramel Rich &
Creamy Frosting:
creamy frosting
New rich and
creamy caramel frosting flavor in the
Betty Crocker line. Light and fluffy
whipped frosting is easy to spread. Betty
Crocker frostings are promoted as the
perfect complement to SuperMoist cakes
and any other dessert you’re making for
your family. Ingredients are: sugar,
partially hydrogenated soybean and
cottonseed oil, water, wheat starch, high
maltose corn syrup, contains 2% or less
of: yellow lakes 5&6 and other color
added, salt, distilled monoglycerides,
polysorbate 60, sodium-stearoyl lactylate,
sodium acid pyrophosphate, natural and
artificial flavor, sulfiting agents, citric
acid, non-fat milk and preservative
(potassium sorbate).
United States: General Mills Inc.
www.bettycrocker.com
Hershey’s Triple
Chocolate Dessert
Toppings: dessert
topping
Semi-sweet chocolate
chip flavored
sprinkles, with cookie
pieces. Ideal topping for ice cream, cakes,
and other desserts. Hershey’s has also
introduced a peanut butter dessert
topping. Ingredients are: semi-sweet
chocolate chips, sugar, enriched flour,
cornstarch, partially hydrogenated
vegetable oil, cocoa processed with alkali,
chocolate, contains 2% or less of: whey
(milk), corn syrup, sodium bicarbonate,
salt, soy lecithin, dextrin, resinous glaze,
natural and artificial flavor, and carnauba
wax.
United States: Hershey Foods Corportion
www.hersheys.com
Smucker’s Magic Shell
Turtle Delight
Topping: dessert topping
Chocolate caramel
flavored topping with
pecans and artificial
flavor. This topping
freezes in seconds on an
ice cream to create a candy-coated
topping that can be broken and mixed
right in with the ice cream. Said to be
“fun to make and fun to break.”
United States: The J.m. Smucker Co.
www.smuckers.com
Wet Cooking Sauces
McCormick Grill Mates
Mesquite Grilling Sauce:
barbecue and grill sauce
A mesquite barbecue sauce
to be brushed on during last
few minutes of grilling or at
the table if a bolder flavor is
desired. Tangy barbeque
sauce said to be enhanced with Mesquite
wood flavor and a hint of smoky chipotle
peppers to give a rich taste to chicken,
ribs or pork. Easy to use. Ingredients are:
water, honey, high fructose corn syrup,
brown sugar, tomato paste, salt, banana
puree, mustard, modified corn starch,
spices, orange juice concentrate, lemon
juice concentrate, distilled vinegar,
paprika, grill flavor, molasses, mustard
seed, garlic, corn syrup, natural mesquite
smoke flavor, caramel color, parsley,
onion, sugar, tamarind, natural flavor,
and citric acid.
United States: McCormick & Company
Inc.
www.mccormick.com
Bull’s-Eye Premium
Original BBQ Sauce:
barbecue sauce
Bull’s-Eye barbeque
sauce in a new easy
squeeze bottle. No mess
cap. Ingredients are:
tomato puree, high
fructose corn syrup, molasses, vinegar,
salt, contains less than 2% of modified
food starch, natural smoke flavor,
mustard flour, onions*, spice and garlic*
*dried.
United States: Ridg’s Finer Foods Inc.
Kraft BarBQ Sauce:
barbecue sauce
Sauce containing no
preservatives. Slowly
simmered. Ingredients
are: glucose-fructose,
water, vinegar, modified
corn starch, cooking molasses, brown
sugar, salt, tomato paste, spices, natural
hickory smoke flavor, mustard, guar gum,
natural flavor and color.
Canada: Kraft Canada Inc.
www.kraftcanada.com
Wine Coolers
Arbor Mist Tropical
Fruit Chardonnay:
flavored wine
Flavored Wine with tropical
fruit and other natural
flavors. Refreshing new way
to drink wine.
Canada: Arbor Mist Winery
www.arbormist.com
60 August/September 2003 innova
Products
US (Next Proteins) Detour bar, from the makers of Designer Whey is
said to combine the taste of creamy caramel, crunchy roasted peanuts and
a rich, chocolaty flavor to deliver a bar with a high nutritional profile. Each
triple layered bar provides loads of muscle building protein. GlycerLEAN is
said to help hard working muscles recover and get leaner, stronger, faster
after workouts. The bars are also being promoted for their taste. Each 40g
bar provides 30% of the daily value of protein.
Consumer advertisement (health magazine)
Innova_005_Augustus '03 04-09-2003 15:24 Pagina 60
Yogurt
Nestlé
Bifidus: natural
bio yogurt
Natural flavored
biological
yogurt, with calcium and bifidus. Rich in
calcium. Ingredients are: milk, milk
ferments and powdered skimmed milk.
Spain: Nestlé Espana, S.a.
Sanyuan Yogurt
Drink
Fermentated type of
yogurt drink with
added Va, Vd and Ca.
Contains: water, fresh
milk, sugar,
culture,fructose
oligosaccharide, calcium lactate,
stabilizer, vitamin A, vitamin D and
flavor.
China: Beijing Sanyuan Foods Co., Ltd.
Wandashan Pure
Yogurt Drink:
drinking yogurt
Contains: fresh milk,
water, sugar,
stabilizer and acidity
flavor.
China: Wandashan
Haerbin Dairy Co., Ltd. Of Heilongjiang
Nestlé Longa Vida Mix
Peach: yogurt drink
Long Life Mix is claimed to
be a new beverage concept
resulting from the
combination of peach juice
with the nutritional qualities
of yogurt. Nutritious and fresh beverage.
Portugal: Nestlé
www.nestle.pt
Nestlé
Suissinho: low
fat cheese
Fresh, low fat
cheese with fruits. Multipack containing
strawberry, red fruits and apple-pear-
peach flvors.
Portugal: Nestlé
www.nestle.pt
Onken
wellness: low fat
mild aloe vera
yogurt
A mild and light
(only 1.5% fat)
yogurt with aloe
vera and dextrose. Ingredients are: low
fat yogurt, fruit preparation (with
dextrose, oligofructose syrup, inulin,
flavor) and malti syrup. Also launched in
acerola elderberry and orange star fruit
varieties.
Germany: Onken
www.onken.de
Nestlé
Sveltesse
0%: fruit and
fiber yogurts
Light yogurt
with fruits
and fibers. Low in fat, rich in fiber.
Ingredients are: skimmed milk, milk
ferments, sultanas 2.5%, oligofructose,
milk protein, cereals 1.3% (wheat, oats,
barley), jelly, powdered skimmed milk,
hazelnuts, sesame, dextrose and
sweeteners E202.
Spain: Nestlé Espana, S.a.
Sveltesse
0% Fruit
Duet: Fruit
light yogurts
Fruity duet
light yogurts
with apple and kiwi flavor. Ingredients
are: skimmed milk, milk ferments, fruit
8.8%, oligofructose, milk protein, jelly,
flavor and sweeteners E202.
Spain: Nestlé España, S.a.
Nestlé Sveltesse
0% Cremosso:
light strawberry
yogurt
Light strawberry
flavored yogurt. Contains: skimmed milk,
milk ferments, strawberry pulp 5%, milk
protein and lactose, skimmed powdered
milk, fructose syrup, flavor and
sweeteners E202, E120.
Spain: Nestlé España, S.a.
Mona
yogurt
sorbet:
Mona light
yogurt sorbet
with strawberry-lemon and raspberry
sauce. Ingredients are: yogurt, sugar,
raspberry, glucose syrup, hardened
vegetable fat, maltodextrine, strawberry,
lemon, modified starch, stabilizer E471,
E472a, E472e, gelly, thickening agent,
E407, E415, E466, coloring E120, aroma
and milk protein.
Netherlands: Mona
Yanjing Green Tea: green
ice tea
Low sugar drink. Ingredients
are: pure water, sugar,
selected green tea, honey, Vc
and flavor.
China: Beijing Yanjing
Beverage Co., Ltd. Of
Yanjing Beer Group
61innova August/September 2003
Products
USA (Unilever Bestfoods) Wish Bone’s Ranch Up has been introduced
in three sauce flavors: Zesty, Cheesy and Classic. These sauces are being
promoted as perfect to dress salads, coat buffalo wings, dip French fries,
spread on sandwiches and more. Meanwhile Wish-Bone has also
launched a 5 Cheese Italian Dressing, which contains five cheeses said to
create a bold, flavorful dressing that is bursting with cheeses.
Consumer advertisement (lifestyle magazine)
For more new products information,
try the WIN database.
Request guest access today.
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Innova_005_Augustus '03 04-09-2003 15:24 Pagina 61
62 August/September 2003 innova
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63innova August/September 2003
Product retrieval order form
Innova - issue date
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Innova_005_Augustus '03 04-09-2003 15:24 Pagina 63
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