Prepared Foods - September 2008 - (Page 11)

new product trends Less-foreign Function Due to strong marketing campaigns and significant publicity, the concept of functional foods and beverages is no longer new to the American consumer. With lifestyle and diet playing roles in many of the top medical issues facing Americans, such as diabetes, heart disease and high blood pressure, consumers are looking for easy ways to improve their health, particularly when they need something relatively quickly. Manufacturers have sought to help consumers by embracing the functional food and beverage segment that has been relatively strong in Europe and Asia for several years now. Functional packaged goods products have been around for a long time, but the positioning has not always been so focused on the health benefits a product or ingredient satisfies and how it works. The key to functional foods now—particularly for consumers who can educate themselves online in minutes about which ingredients work for what—is positioning. In the U.S., adult and childhood obesity concerns, along with the growth in type 2 diabetes, have prompted the introduction of a large number of weight-control products. Digestive health products, driven by the use of prebiotics, probiotics or fiber, have exploded in the last two years, as hectic lives and eating on-the-go have driven the need for such products. Again, tying to the major health concerns of the American consumer, cardiovascular health products and bone health introductions have jumped dramatically, as have several other key functional claims. So, will the demand for functional foods continue? Although the answer is never definite, given the global scale in which consumers and manufacturers have embraced the concept, along with the continued growth over the last few years and the proliferation across categories, functional foods will most likely have a lasting impact on the grocery store as we know it. GlobalTrends Product naturalness is the dominant trend in many markets, such as juices, nectars and fruit/flavored still drinks, as consumers continue to perceive more natural formulations—free from additives/preservatives or made with organic ingredients—as more wholesome and healthier. An interesting such product, Minute Maid Limon & Nada from Coca-Cola, has been relaunched in Spain. First appearing in the country as a seasonal line in the summer of 2007 and now a permanent fixture due to popular demand, Limon & Nada is a still lemon drink with 13.5% lemon juice. The product name has an interesting take on the word “Limonada” (a.k.a. lemonade) as in Spanish, the separated words, limon and nada, literally mean “lemon” and “nothing”—highlighting the fact that the product is free from preservatives. The permanent version of the drink also has a more unusual flavor twist compared to the original line launched back in 2007—a touch of cardamom. The aromatic spice from the ginger family is not often seen in cold beverages. Around the world, more manufacturers are designing food and beverage products with higher nutrient contents to help consumers reach their daily recommended servings. Convenience claims are often paired with these products, as they provide a sufficient amount of healthy ingredients and nutrients in one item. Introduced to the U.K. in April, Nature’s Plus Red Lightning Bar is a true Superfood with its abundance of all-natural vitamins and minerals, probiotics, amino acids, enzymes and phytonutrients. The Red Lightning Bar takes an interesting approach in positioning itself as a health-by-color product, hence the word “red” in the brand’s name. Because most health-by-color products in the West have been generally seen in beverage or soup forms, Red Lightning warrants recognition for implementing the concept into its snack bar offering. The bar's main “red” ingredients are pomegranate, noni, mangosteen, açaí and goji berry. These components are generally seen as healthy and exotic Superfruits for their rich nutrient and antioxidant levels. In addition, the product is positioned as having as much fiber as two bowls of salad, quite a high quantity for a snack bar, but it further communicates the healthiness of the product to consumers. Launching a New Product? If so, contact Diana Sheehan at 351 W. Hubbard, 8th Floor Chicago, IL 60610 Call: 312-932-0600, Fax 312-932-0474 or e-mail dsheehan@mintel.com. Information in this column is from the Global New Products Database, the premier source of global product intelligence, published by Mintel International Group. All Systems Functional Functional Food and Beverage Claims, U.S., Number of New Products (Sorted by 2008 Launches) 2008* Weight-control Digestive Cardiovascular Functional—Other Immune system Brain/Nervous system Bone health Beauty * Through June 2008 Source: Mintel GNPD 2007 195 113 154 113 55 68 17 8 2006 28 42 43 108 14 13 10 7 2005 114 25 54 67 17 14 1 5 123 114 96 85 55 33 23 10 Need in-depth food & beverage industry research More than 90 Mintel Reports available at www.PreparedFoods.com www.PreparedFoods.com ● September 2008 11 http://www.PreparedFoods.com http://www.PreparedFoods.com

Table of Contents Feed for the Digital Edition of Prepared Foods - September 2008

Prepared Foods - September 2008 Contents Hitting the Shelves Talk Soup Why Kids Choose the Foods They Do MarketWatch Regulations Oaxaca: Land of the Seven Moles Flavor Secrets: A Touch of Garlic On the National Menu Emerging Healthy Ingredients: Staples to Stars Formulating for Texture and Viscosity R&D Applications Seminar: Tropical Fruits and Flavor Considerations R&D Applications: The Fifth Taste R&D Applications: Fiber Byproduct Adds Value Abstracts IFT Profile Fast-tracking with Fiber-ful Grains R&D Applications: Domestic New Superfruit NutraNews

Prepared Foods - September 2008

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