Prepared Foods - October 2008 - (Page 10)

new product trends Hitting the Shelves All-natural Energy Source As the energy drink market, especially in the U.S., continues to grow and develop, companies increasingly look for ways to differentiate themselves in the marketplace. Some focus on the amount of caffeine or other ingredients, while others offer larger sizes that provide more refreshment. More and more products provide additional health benefits. Vemma Nutrition’s Verve! beverage contains a proprietary ingredient blend most often associated with dietary supplements and is positioned on-can as “the insanely healthy energy drink” that is “a radically different dietary supplement.” The company suggests the product is three products in one: an energy drink; a vitamin and mineral supplement; and a powerful mangosteen/aloe juice phytonutrient source. This combination of formulation—with mangosteen, aloe vera and green tea—and unique positioning provides a platform truly different from competing products. The Restaurant Comes Home Licensing is not new to the world of packaged goods. Often, when the right brand is licensed in the proper category, multiple companies can benefit from increased consumer awareness, strong sales and more. General Mills is exploring this route with the launch of its Romano's Macaroni Grill Restaurant Favorites line of shelf-stable meal kits. The line offers gourmet flavor options, such as Chicken Marsala, Creamy Basil Parmesan, Chicken Alfredo with Linguine and Garlic Herb Chicken. Consumers simply need to add meat, generally chicken, or even shrimp for some varieties. The product is often found on-shelf with Hamburger Helper products, but it is premium-priced, driven by the gourmet flavors and positioning. One question is whether the line will cannibalize from the Helper line. Most likely, this will bring a new type of consumer to the category—those who generally purchase frozen meal kits, but due to increasing food costs, are looking for less expensive premium alternatives. All About Açaí To Go Brands has launched Acai Natural Energy Boost, a beverage mix available in single doses, but formulated with organic açaí, as well as six other organic Superfruit powders and extracts, with an energy positioning. This energy positioning moves away from the usual claims linked to açaí—normally just its high antioxidant content. Claiming a natural, energizing formula for quick and sustained energy, the product is also said to promote alertness and clarity and assist in post-exercise recovery. It is formulated with natural organic extracts, as well as energy compounds from green tea, yerba mate, guarana and ChocamineT, a special dark chocolate extract meant to provide the stimulation and health benefits of chocolate—without any of the unhealthy ingredients such as sugar and fat. The mix is also rich in chromium, a mineral said to be essential to support normal blood sugar levels. The natural energy formula is delivered in a base of organic, soluble rice bran and stevia leaf crystals. 10 October 2008 www.PreparedFoods.com Grab ’N Go Mania Major manufacturers in the breakfast cereal world have taken creative approaches to increase the eating occasions for cereal, driven by innovative advertising campaigns. Kellogg, for instance, has launched the Kellogg's Froot Loops Sweetened Multi-Grain Cereal in Grab 'N Go Cereal Packs, with each pack containing 90 calories. The product retails in a Tear Tab Pantry Pak carton containing eight convenient pouches. No milk is recommended or required. The product is positioned to be eaten as a snack, more like chips or crackers, than a breakfast option. The imagery on-pack focuses on non-breakfast usage occasions, packed in a lunch box or as a snack after soccer practice. If consumers buy into this concept, Kellogg may have found the key to making cereal more than just a breakfast staple and help breathe some energy into a category challenged by the changing U.S. consumer. ● http://www.PreparedFoods.com

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

Prepared Foods - October 2008 Contents Hitting the Shelves Winning Way—Spirit of Innovation Award Winners—Foodservice and Retail MarketWatch Novel Ingredients for Sports Nutrition Products NutraNews The Flavors of Cooking On the National Menu A Matter of Balancing Taste Solving Problems with Dairy Ingredients Colorings: Will I Be Blue? Coloring with Confidence: Inclusions R&D Applications Seminar: Answers for Dairy and Confectionery Applications R&D Applications: Naturally Vibrant Colors R&D Applications: Healthy Foods with Flavor Abstracts

Prepared Foods - October 2008

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