Prepared Foods - March 2009 - (Page 68)

2009 New Products Annual cereals and cereal bars tion of milk, and they can be consumed without utensils. An array Number of Cereal Introductions by Company, per Category of health functionalCompany Cold Cereals Snack/Cereal/ Hot Cereals ities appeared in 2008’s Energy Bars U.S. bars introductions, Kellogg 48 22 0 which ranged from outGeneral Mills 34 21 0 ward beauty management to brain health. Kraft Foods 21 22 0 Regeneration USA PepsiCo 8 14 18 Whole Food Products Target 19 12 2 introduced an AntiSupervalu 23 0 7 Aging Whole Food Bar. This bar’s extensive Trader Joe’s 9 6 3 ingredient list claims to Safeway 15 3 0 help to slow the body’s Nature’s Path Foods 8 6 2 natural aging process. Clif Bar 0 16 0 On the mainstream product side, Kellogg Source: Mintel GNPD launched its Live Bright Brain Health Bar—a bar that sustains brain health by delivering 100mg of the omega-3 fatty acid DHA in each serving. Today’s rising obesity rates in America are alarming. According to the Office Management of Obesity, 127 million U.S. adults are overweight, 60 million of which are obese, and 9 million that are categorized as being severely obese. This nationalized health concern has prompted manufacturers to develop products that proactively address it. Mirroring this finding were the U.S. cereals and bars groups that, according to Mintel GNPD, claimed weight control as their top health stance in 2008. In order to classify the products as such, firms extended their brand lines with variants positioned to help in weight management. Kashi’s Go Lean Roll! Protein and Fiber bar releases carbohydrates into the body to balance blood sugar and ward off hunger. “Weight Control” visibly appears across the box of Quaker Foods & Beverages’ Banana Bread Instant Oatmeal product, relaying its suitability for a low-calorie diet. On the bar side, products rich in protein were routinely observed and oftentimes contained higher counts of dietary fibers and grains. A diet plentiful in protein can create a feeling of satiety. To capture demand from those seeking fullness to curb their appetites, bar manufacturers designed products with high levels of protein. The level of protein found in the segment’s products ranged from small to significantly high counts per serving in each bar. Several U.S. bars directed to athletes and active individuals also leveraged their formulations’ higher protein contents. The Balance Bar Company introduced its Balance Pure line. These fruit and nut bars contain 9g of protein per serving and are gluten-free. In 2008, cereal and bar items targeted to specific demographics stood out from their competing brands. Targeted marketing certainly is not new to food and beverage groups, although the tactic continues to appeal to the needs-based consumer. Children and females were the top two demographics to which cereal and bar companies directed their marketing initiatives. According to Mintel GNPD, both groups collectively accounted for 8% of U.S. cereals and bars during 2008. For years, sweet cereal brands have advertised to children using colorful package designs and cartoon characters recognized by many. Now, more cereal and bar manufacturers are directing their focus to another key market, females. When it comes to choosing a cereal or bar brand, the majority of U.S. female consumers want a relatively healthier option. Father of the Pride March 2009 ● www.PreparedFoods.com http://loveyourraisins.com http://loveyourraisens.com http://www.PreparedFoods.com

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

Prepared Foods - March 2009 Contents MarketWatch 2009 Spirit of Innovation Awards Meals on Demand Baked Goods: Baked in 2008 Growth in Soups and Side Dishes Beverages: Defending Drinks Cereals: At the Bars Snacks Dealing with Dairy On the Sauce: Sauces and Dressings Abstracts R&D Trends: Update on Healthy Ingredients

Prepared Foods - March 2009

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.