Prepared Foods - February 2009 - (Page 10)

new product trends Hitting the Shelves Eco-friendly Responsibility As consumers become educated on how their consumption affects the environment, many are beginning to rethink their routine purchase decisions. This past summer, Kraft Foods introduced Kool-Aid Singles, packaged in a reusable water bottle that targets kids. To encourage this younger group to consume Kool-Aid and other drinks more responsibly, Kraft Foods partnered with two well-known proponents of preserving the environment: water filtration firm Brita and the manufacturer of reusable water containers, Nalgene. Kraft Foods’ venture with Brita and Nalgene supports the FilterForGood program, a platform for reducing waste. The Kool-Aid Singles offering, positioned as “Refreshingly Eco-Friendly,” instructs kids to mix one Kool-Aid single with filtered tap water in the reusable bottle. When children learn about their affect on the environment from an early age, they will likely carry such responsible consumer practices into adulthood. A Twist on Energy Drinks POM Wonderful, known for its pomegranate juice and tea drinks, branched out of its comfort zone with its launch of a unique iced coffee drink. Marketed under the brand name POMx, this beverage is available in Café au Lait, Chocolate, Caramel and Chai Tea flavors, and contains a potent dose of caffeine and healthy antioxidants. POMx positions as a sophisticated offering for consumers who seek an energy boost, but want to avoid excess sugar and artificial ingredients commonly associated with carbonated sodas, coffee beverages and energy drinks. POMx’s Café au Lait variant is brewed with Rainforest Alliance Certified Arabica beans that blend with fat-free milk and chocolate to deliver a rich taste. Equally impressive is the iced coffee’s ingredient list, which includes organic cane sugar, natural caffeine and flavorings, and POM Wonderful’s patent-pending Antioxidant Extract. Sweetness, Naturally In the U.S., Whole Earth helped to lessen the anxiety of those worried about consuming artificial sweeteners with its launch of PureVia. PureVia is an all-natural, zero-calorie sweetener that derives its sweet taste from stevia leaf extract. The stevia leaf is native to the tropics of South and Central America and is oftentimes called the “sweet leaf.” Though other stevia-based sweeteners have launched globally, PureVia’s debut marks the first of its kind in the U.S. market, where stevia is now available for purchase after receiving FDA approval. Positioned as “welcome to the next generation of sweet,” the ingredient’s recommended usage is similar to that of sugar. This sweetener is suitable for those with diabetes and is not genetically modified in its manufacturing process. This sweetener also is interesting because of PepsiCo’s upcoming venture to reintroduce its SoBe drink with PureVia as a main ingredient. 10 February 2009 www.PreparedFoods.com Anti-aging Claims on Snacks Asia’s beverage category was the innovator for introducing drinks claiming to enhance consumers’ outward beauty. Western countries have since adopted the trend, as the appearance of such beauty drinks are growing in these markets’ launches. Interestingly, one manufacturer has moved one prevalent beauty claim from the beverage category to an unexpected segment in food. Regeneration USA developed its Anti-Aging Whole Food Bar to help boost the body’s immune system and maximize nutrients that might slow the catalysts of aging. The Regeneration Anti-Aging Whole Food Bar boasts an unparalleled list of age-defying compounds that include the following: DMAE (dimethylaminoethanol, linked to increasing the lifespan), C-ester, alpha lipoic acid, and omegas -3, - 6 and -9. Also present in the bar’s ingredient list are blends of organic Superfruits and extracts high in anti-inflammatory levels and fruitderived antioxidants. The snack category can expect a rise in antiaging claims in the upcoming months. ● http://www.PreparedFoods.com

Table of Contents Feed for the Digital Edition of Prepared Foods - February 2009

Prepared Foods - February 2009 Contents Hitting the Shelves Category Analysis: Contemplating Condiments Consumer Research: Flavor Launches Signal Trends Regulations: Food Protection MarketWatch Grab and Go: From Street Food to Retail Flavor Secrets: Shrimp Around the World On the National Menu Gelatos and Gourmet Ice Creams R&D Applications Seminar: Fats—Nutritional Nuances to Physical Functionality R&D Applications: CLA Claims on Ingredient Statements R&D Applications: Leavening Allows Sodium Health Claims Abstracts

Prepared Foods - February 2009

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