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B U S I N E S Swww.new–nutrition.com June 2015 iSSn 1464-3308Volume 20 number 9

T H E J O U R N A L F O R H E A L T H Y E A T I N G , F U N C T I O N A L F O O D S & N U T R A C E U T I C A L S

Pages 25-27Pages 16-18 Pages 19-21

Continued on page 3

By Joana Maricato, Julian Mellentin and Adrienne Clarke

Fortunes of cheese at a tipping point

Cheese is at Day 1 of a new era of opportunity. After 40 years of being demonized for its fat and salt content cheese today stands at the threshold of a turnaround that could see it re-established as a natural and healthy wholefood, like many other foods before it, from nuts to eggs.

For the food industry and specifically dairy companies it’s great news that science has now established that not only is cheese not harmful – neither for its saturated fat content nor for its sodium, with no link to cardiovascular disease or to elevated blood pressure – in fact it could well be beneficial to health thanks to its high protein and calcium content.

The nutritional profile of cheese makes it a clear naturally functional candidate. In fact, when comparing semi-skimmed milk and yogurt with Cheddar cheese, cheese has more than 3 times the amount of protein, less than a half of the carbs, more than 3 times the calcium, less than half the lactose and the highest magnesium, zinc, vitamin A and vitamin B2 content.

And that’s not all. As Professor Fred Brouns, Chair of the Faculty of Health, Medicine and Life Sciences at Maastricht

University, told New Nutrition Business, cheese is also “high in vitamin K2, which is known to have anti-inflammatory effects and be protective against atherosclerosis and osteoporosis”.

But for years consumers have worried about their cheese intake, which is hardly surprising given that “avoid too much fat, saturated fat and cholesterol” was on the top 3 recommendations of the American Dietary Guidelines between 1980 and 1990. Advice coming from institutions such as the Committee on Medical Aspects of Food Policy (COMA) stated that diets high in saturated fat raised blood cholesterol levels, which in turn increased risk of heart disease.

But according to recent studies from universities such as Cambridge, Oxford and Harvard this link is not so strong and linear as it could be expected.

As Professor Arne Astrup, Head of the Department of Nutrition, Exercise and Sports at the University of Copenhagen – and who headed the influential Diogenes study published in the New England Journal of Medicine in 2010, which found strongly in favour of high-protein, low-carb diets – told New Nutrition Business:

“Over the last years science has constantly made the same mistake. It’s time to change and start looking at the foods as a whole and not only to the effects of individual nutrients. The food matrix [the composite of naturally occurring food components in a food] is extremely important and determines the final effects on the body – and cheese is the proof of this”.

SODIUM IS NOT AN ISSUE

Another barrier to cheese consumption has been concern about its relatively high sodium content (salt is an important part of cheese-making, key to microbal safety of the final product). But studies show this may also be less of an issue than health advisors believe.

“If the salt content of cheese is analysed to assess the role on blood pressure and CVD, one should perhaps rather look at the effect of eating cheese on blood pressure,” said Professor Astrup. “Such studies clearly show that cheese does not increase blood pressure”.

Indeed there are several studies which show no relationship between cheese intake and increase of blood pressure

High protein yoghurt draws on Viking tradition

TABLE X: NUTRITION SNAPSHOT SMARI VANILLA

Ingredients (vanilla flavour): Organic grade A pasteurized skim milk, organic cane sugar, organic vanilla extract, organic vanilla bean, live and active cultures.

Nutritional Info per pack (170g)

Calories 140kcal Fat 0g Protein 18g Carbohydrates 16g Sugars 16g Sodium 65mg Cholesterol 4mg Calcium 20%

Nutri-smoothies for a tough

French market

Predicting success and failure in emerging markets

June 20152

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LEAD STORY

1,3--10 Fortunes of cheese at a tipping point

EDITORIAL

11-12 Dairy 2.0: is skyr the next Greek?

CASE STUDIES

13-15 BEVERAGES: No health claim, no problem for newest plant water

16-18 DAIRY: High protein yoghurt draws on Viking tradition

19-21 DAIRY: Nutri-smoothies for a tough French market

22-24 START-UP: High-protein chickpea transforms pasta

25-27 STRATEGY: Predicting success and failure in emerging markets

NEW PRODUCTS28-32 Functional & healthy-eating new

product launches

IMPORTANT NOTICE

33 A polite reminder to our subscribers

REPORTS

34 Consultancy

HOW TO SUBSCRIBE

35 Case Study Order Form

36 Subscription Order Form

Aarhus University ..................................... 3Activia ..................................................... 27Almond Board of California ..................... 5American Heart Association .................. 5,7Arla .......................................................... 11Australian Dairy Farmers.......................... 6Australian Dental Association ................... 8Balanced Breaks ...................................... 10Bamboo Water .............................. 13,14,15Banza............................................. 22,23,24British Dental Association ......................... 8Chobani .................................................. 11Circle Up ................................................. 16Coca-Cola .......................................... 15,20

Coldiretti ................................................... 7Fairway .................................................... 22Galeries Lafayette ............................... 20,21Hershey ..................................................... 3Innocent .................................................. 20Itambé Plenus .......................................... 27Kraft Cheestiks .......................................... 8Krave ......................................................... 3Le Bon Marché .................................. 20,21Meijer ...................................................... 22Nestle ....................................................... 15NesVita .................................................... 27Nutry Ativa ............................................. 26Pret a Manger ......................................... 20

Sargento .................................................. 10Shoprite ................................................... 22Siggi’s ...................................................... 11Skyr .................................................... 11,12Smári ........................................ 11,16,17,18Sprouts .................................................... 22UK Dairy Council .................................... 8University of Copenhagen ........................ 1University of Maastricht ...................... 1,25Vikwäl ........................................... 19,20,21Walmart................................................... 12Westby Cooperative Creamery ............... 17Whole Foods Market ............................... 16Wonderful Pistachios ................................. 4

June 2015 3


E D I T O R I A L

Continued from front page

and some even found beneficial effects.12,

15, 16

Yes, concerns about sodium will take some time to change (and industry should park efforts to market low sodium cheese, which never worked well anyway). But industry can take heart from the experience of meat jerky snacks, another high-sodium product. Consumers’ awareness of the benefits of protein has proven stronger than continued attacks on meat from dieticians (and the latest draft US dietary guidelines) and sales growth is significant, with Hershey buying high-growth brand Krave (see NNB Feb 2015 and June 2014).

CHEESE NOT LINKED WITH WEIGHT GAIN

Nor is cheese the inevitable path to weight gain many believe it to be.

In a Norwegian study, a significant negative correlation was found between the intake frequency of cheese and BMI in all age groups of men and women, except in old subjects.20

“Since saturated fat is a major cheese component, it might be questioned whether subjects with a frequent use of cheese would put on more weight than low consumers of cheese,” said the study. “Our consistent finding in all age groups of both men and women, except in the 75-year-old subjects, of a negative correlation between cheese intake and BMI is not in favour of the idea that frequent cheese intake leads to increased body weight. In fact, the opposite might be suggested from the present results.”

INDUSTRY FACES A CHOICE

The evolution of science gives every reason to believe that cheese could be the next big food turnaround, just as nuts, once demonized for their fat content, turned out to contain beneficial fats and have gone on to become a snacking success story.

But how quickly that happens – in fact whether it happens at all – is dependent on:

CHEESE AND SODIUM

Consumers are constantly advised to reduce their intake of salt – and lower their risk of high blood pressure – by avoiding foods that are high in sodium.

Cheese is a well-known high-sodium food. Last year in the UK, for example, a CASH study and survey on cheese said that “in the UK, milk and milk products are estimated to contribute to about 9% of the total salt intake, of which cheese accounts for 44% of this percentage, with only 3 out of the 23 types of cheese having less than 1g of sodium per 100g and 8 having more than 2g of sodium per 100g”.

But is the equation as simple as “sodium in cheese = high blood pressure”?Dr. David A. McCarron, CEO of The McCarron Group research consultancy and former UC Davis professor, told NNB that sodium intake is far from being solely a food policy and diet issue. “There are physiologic mechanisms that control sodium intake when dietary exposure to salt is reduced. This means that when sodium is reduced in the diet or food supply, people eventually adjust their salt intake pattern by one of two strategies: 1) they start eating more food, or 2) they start increasing the consumption of higher sodium food products”. So the advice against eating high-sodium foods is not as simple as it seems.

Furthermore, if you look at the actual effect of cheese on blood pressure, several studies show no relationship between cheese intake and increase of blood pressure and some have even found beneficial effects.12, 15, 16

COULD CHEESE EXPLAIN THE “FRENCH PARADOX”?

Why is it that the French eat lots of cheese – they have the highest per capita consumption in the world at 26.3kg/year – yet remain slim and healthy with a relatively low incidence of cardiovascular diseases?

Scientists from Aarhus University suggest cheese could be the reason for the apparent paradox. Eating cheese, in moderation, affects the composition of the bacterial flora in the gut.

Their results21 indicate that dairy consumption, especially cheese, can beneficially modify the gut microbiota to increase short chain fatty acid (SCFA) levels.

“Our results lead us to suggest that cheese consumption is associated with an increased level of SCFAs in the gut, possibly induced by stimulation of beneficial gut microbiota, as well as an increased extent of lipid excretion with resultant beneficial effects on cholesterol metabolism,” concludes the study.

“In addition, a reduced TMAO [trimethylanine N-oxide] production may also contribute to potential beneficial effects of cheese intake on the risk of CVD,” the authors add. Urinary TMAO excretion (TMAO is produced from the metabolization of choline found in many animal-based foods) was significantly reduced after cheese and milk consumption. A lowering of TMAO may be involved in the mechanisms contributing to a beneficial effect of dairy products in relation to the risk of CVD and CHD.

“Overall, this metabolomics study suggests that cheese could be an important piece in the French paradox puzzle,” concluded the authors. “However, further studies are needed to explore the exact metabolic mechanisms linking cheese consumption, stimulation of the gut microflora, and cholesterol metabolism.”

A range of scientific studies have shown that cheese consumption was not associated with the risk of stroke, CVD or CHD.5, 6, 7, 8, 9, 10 In some publications, cheese even attenuated the total cholesterol and LDL levels, and was associated with higher total cardiovascular health scores (CHS).1, 11

Even eating 60g of Camembert daily, a cheese type that has more than 14g of salt per 100g, had no effect on blood lipid levels.12

Furthermore, several studies support Professor Astrup’s statement about the influence of the food matrix (see page 1) on its effects on the body, with significant differences between the effect of cheese and butter on the body.2, 3, 4

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E D I T O R I A L E D I T O R I A L

• how willing industry is to effectively and quickly use the new science to show to consumers that cheese is more hero than villain

• how willing industry is to re-educate health professionals who cling to ideas about cheese that have no basis in science

• and perhaps above all, how willing companies are to be innovative with cheese and create new and convenient products that revitalize consumer interest in this traditional wholefood.

We believe industry faces a choice of two approaches to the cheese opportunity.

1. The scary but effective routeIn this scenario, instead of waiting for

consumers to slowly change their minds about cheese, and expecting sales of block cheese to go up on the back of this revised science, industry takes a more courageous and proactive approach.

It could do worse than to follow the example of nuts. New science showed that contrary to being bad for you, nuts in fact contain beneficial fats. But the nut industry didn’t sit around waiting for this change to filter into consumer consciousness. It has done a great job of presenting nuts in new flavours and formats, presented with excellent marketing (such as Wonderful Pistachios’ fun and eye-catching Get Crackin’ campaign), to create a snacking success story.

In fact the nut industry’s experience offers two key lessons for dairy companies.

The first is that you can’t rely on sales of commodity block cheese to increase – you have to present cheese in convenient snack formats so health conscious consumers can incorporate it in their daily routine as an alternative to other less healthy snacks (see Table 1 and Case Study on page 10).

The second is that the dairy industry has to engage in educating consumers and the media about the good things

CHEESE FOR WEIGHT WELLNESS

Cheese is high in protein and calcium, which are the two best-known and most-studied nutritional benefits of cheese. Both nutrients contribute to weight wellness, as protein is satiating and calcium has been shown to influence the fat absorption in the body.

Calcium’s effect on fat absorption has been a topic of research for many years, and the mechanism behind it may be the reason behind findings like increased fecal fat excretion from men on a cheese-based diet, or the inverse association between cheese and weight gain in women.1, 16

In a Norwegian study, a significant negative correlation was found between the intake frequency of cheese and BMI in all age groups of men and women, except in old subjects:20

“Since saturated fat is a major cheese component, it might be questioned whether subjects with a frequent use of cheese would put on more weight than low consumers of cheese. Our consistent finding in all age groups of both men and women, except in the 75-year-old subjects, of a negative correlation between cheese intake and BMI is not in favour of the idea that frequent cheese intake leads to increased body weight. In fact, the opposite might be suggested from the present results.”

Nutritional Info (per 100g)

Cheese snack

Block cheese

Beef Jerky Cereal bars Almonds Potato chips

Calories 239kcal 416kcal 321kcal 452kcal 571kcal 571kcal

Fat 18.5g 34.9g 3.5g 14.2g 50g 35.7g

Saturated fat 12.5g 21.7g 0g 1.19g 3.5g 5.3g

Carbohydrates 6.5g <0.5g 39.2g 69g 21.4g 53.5g

Sugar 6.5g <0.5g 28.5g 28.5g 3.5g 3.5g

Protein 11.5g 25.4g 32.1g 9.5g 21g 7g

Sodium 1.8g 1.8g 1.6g 380mg 0 607mg

TABLE 1: NUTRITION SNAPSHOT FOR CHEESE VERSUS OTHER SNACKS TABLE 1: NUTRITION SNAPSHOT FOR CHEESE VERSUS OTHER SNACKS

CHART 1: CHEESE SNACKS COMMAND A PREMIUM

$2.5 (€2.2)

$2.7 (€2.4)

$3.1 (€2.8)

$2.8 (€2.6)

$3.2 (€2.9)

$6.9 (€5.1) $3.7

(€3.3)

$8.4 (€7.6)

$9.6 (€8.7)

$12.4 (€11.4)

$12.8 (11.7)

$19 (€17)

$75.9 (€55.8)

$85.8 (€76.9)

0

10

20

30

40

50

60

70

80

90

100

297g Lays Chips 280g La Vache qui rit cheese

253g Nature Valley Crunchy

Bars

226g Sargento Natural

Provolone

170g Blue Diamond Almonds

92g Krave Beef Jerky

43g Sargento Balanced Breaks

Price per pack

Price per 1kg

CHART 1: CHEESE SNACKS COMMAND A PREMIUM

June 2015 5


to be said about cheese, to counteract 30 years of misinformation from health professionals. There are two prongs to this:

1. Like the Almond Board of California did, go out and present the new science around cheese at dietician conferences. Debunk old science and present newly-discovered benefits of cheese – its role in dental health (see Box on page 8) for example.

2. Challenge dietary advice that is not based on new science. Have a “fast-response unit” to challenge any misinformation about cheese in the media and among conservative dieticians – misinformation about cheese has been currency for the last 30 years is going to take some time

to stop circulating. This includes actively challenging consumer food rating systems (see Boxes on pages 6 and 7) such as the UK’s traffic light labeling (which punishes cheese for its saturated fat and sodium content) unless changes are made to incorporate new findings about cheese.

2. The safe-but-slow approachThe industry could sit back and wait

for the cheese-is-actually-fine message to slowly filter down via health professionals to consumers. But conservative health advisors will drag their feet for years before they gradually change their perceptions. Without a helping hand, the process of changing consumer perceptions could take a long time, as the example of eggs shows.

There was never any science to

show that the cholesterol in eggs led to cardiovascular disease. This was known 20 years ago, and the American Heart Association revised its dietary guidelines and gave eggs the green light as long ago as 2000. But the egg industry mostly simply waited for consumers to get the new message. As a consequence it’s only really in the past five years that egg sales have started rising and consumers have relaxed their guard over how many eggs they’re eating in a week.

The same will happen with cheese. Conservative health advisors will continue to counsel caution around cheese consumption. A very quick, very small consumer poll by NNB reveals that even health-conscious, relatively affluent urban consumers who love the taste of cheese are careful about how much they eat because of concerns around saturated fat, cholesterol and sodium. This is


Media coverage around cheese has been increasing over the past years and months. MEDIA COVERAGE AROUND CHEESE HAS BEEN INCREASING OVER THE PAST YEARS AND MONTHS.

June 20156



E D I T O R I A L

probably more relevant to Boomers, brought up with the cheese-is-bad message, than Millennials.

As one 50-something told NNB: “I am careful about how much cheese I eat but my daughter eats as much as she likes, I’m quite worried about it”.

COMMENT

With new science reaching a tipping point, cheese could be the next naturally functional success story. Anyone in the dairy industry now has a once-in-a-career opportunity to take a dairy food that’s been out of favour for decades and reposition it. And there are many factors favouring this.

For one, cheese scores on taste and variety. You would be reintroducing consumers to one of nature’s natural whole foods – a food that they really want to be eating, so you’re not having to convince them on taste or offering a totally new concept.

Second, rising butter sales show that there are already consumers saying ‘I don’t need to worry about dairy fat’. Lurpak has done a great job with marketing and packaging to benefit from shifts in perceptions around butter. The dairy industry should start by targeting the most health conscious consumers – the people who are already consuming more butter will be ready for cheese 2.0.

Third, there remains huge potential for growth in cheese consumption in many countries. The US, for example, has half the per capita cheese consumption of France – a country, by the way, with relatively low rates of cardiovascular disease, high blood pressure and obesity. Even a 5% per annum increase in cheese consumption in the US should be achievable – bearing in mind that almonds were achieving 30% growth (admittedly off a smaller base). Other countries with quite low rates of cheese consumption are Australia, Canada, Brazil, Belgium, Denmark, Israel, Sweden and even that famously cheese-loving nation, the Netherlands.

Packaged foods are given a star rating based on their nutritional profile, calculated as per 100g or 100ml. Ratings cover: -  Energy (kilojoules). -  Risk nutrients - saturated fat, sodium (salt) and sugars. - Positive nutrients - dietary fibre, protein and the proportion of

fruit, vegetable, nut and legume content. Health Star Ratings for products within a food category can vary significantly depending on the individual nutrient profile of each product..

AUSTRALIA’S STAR RATING SYSTEM KNOCKS CHEESE

Health Star Ratings can appear on packs in two general ways. 1.  Shows just the star rating

of the product 2.  Shows the star rating plus

additional specific nutrient content of the product.

GEORGIA – Slides 4-‐6 = one box

AUSTRALIA’S STAR RATING SYSTEM KNOCKS CHEESE

Australian Dairy Farmers has called the system flawed. "A star rating based on individual nutrients creates difficulties for whole foods [such as milk, cheese and yoghurt] where the nutrient 'bundle' supports it as a healthy option," its president, Noel Campbell, said.

The table below shows that cheese looks like a less healthy choice than cereal, despite being far lower in carbs and sugars.

Australian Dairy Farmers has called the system flawed. “A star rating based on individual nutrients creates difficulties for whole foods [such as milk, cheese and yoghurt] where the nutrient ‘bundle’ supports it as a healthy option,” its president, Noel Campbell, said.

The table below shows that cheese looks like a less healthy choice than cereal, despite being far lower in carbs and sugars.

Nutritional info (100g) All-Bran Breakfast Cereals

Cole Greek Yogurt Bega Farmer’s Tasty Cheese

Calories 392kcal 134kcal 410kcal

Protein 13.9g 4.7g 24.8g

Fat 3.5g 9.7g 34.7g

Saturated fat 0.7g 6.5g 23.8g

Carbohydrates 76.3g 7.2g <1g

Sugars 13.6g 7.2g <1g

Fibers 27.5g - -

Sodium 380mg 65mg 650mg

Calcium - 168mg 738mg

June 2015 7



The real challenge for cheese is not a lack of science demonstrating its benefits. The challenge is whether the industry has the courage to step up and present the new science to a health professional tribe, and to consumers, and – like the nut industry – to press forward with innovative new formats for cheese.

This will require bravery – and many companies will find that lacking in senior management. But anyone looking for justification should remember that on your side is growing consumer frustration at, and increasing mistrust of, the twists and turns of dietary advice.

The reason for this frustration is neatly summed up in an opinion piece in the New York Times by investigative journalist Nina Teicholz – author of The Big Fat Surprise – who said: “Since the very first nutritional guidelines to restrict saturated fat and cholesterol were released by the American Heart Association in 1961, Americans have been the subjects of a vast, uncontrolled diet experiment with disastrous consequences. We have to start looking more skeptically at epidemiological studies and rethinking nutrition policy from the ground up.

“Until then, we would be wise to return to what worked better for previous generations: a diet that included fewer grains, less sugar and more animal foods like meat, full-fat dairy and eggs. That would be a decent start.”

CHEESE ALSO SUFFERS UNDER THE UK’S TRAFFIC LIGHTS SYSTEM

Colour-coded nutritional information tells you at a glance if the food has high, medium or low amounts of fat, saturated fat, sugars and salt.

- red means high

- amber means medium

- green means low

Even low-sodium cheeses like Mozzarella (see below) don’t look like a healthy option due to the 2 red labels of fat and saturated fat. For other cheeses which have a higher content of sodium, even if they reduce 30% of the natural fat content the fat labels stay red.

As the pictures below show, the traffic light system means that eating potato crisps (2 red labels, 1 amber and 1 green) looks healthier than eating organic British mild cheddar cheese (4 red labels, 1 green), and eating a slide of pizza (4 amber labels) appears to be as healthy as eating Greek yogurt (1 red label, 2 amber and 1 green).

The European Commission opened infraction proceedings against Britain in February after Mediterranean countries complained that the system would damage the sales of their high fat exports such as Nutella, olive oils, salamis and cheeses.

Mediterranean products which are naturally high in fat (and still part of what’s considered one of the healthiest diets to follow) end up looking unhealthy and sometimes even worse than some processed foods high in sugars and low in protein.

National farmers association Coldiretti claims the scheme fails to distinguish between junk food and traditional products with high fat that are part of a balanced healthy Mediterranean diet. It said : “The aim of the traffic-light system is to reduce the consumption of fat, salt and sugar, but it’s based only on the presence of certain substances, rather than on the actual quantities that are consumed. Paradoxically, this ends up excluding things like extra-virgin olive oil from diets, while promoting sugar-free fizzy drinks, misleading consumers about the real nutritional value (of the items).”

CHEESE & DIABETES/INSULIN RESISTANCE

The link between dairy and diabetes is starting to be explored and so far the results are promising. Last year, the EPIC study from Cambridge, Oxford and other universities indicated a protective effect from dairy products against type 2 diabetes.19

A study on low-fat cottage/ricotta cheese concluded that these were associated with 12% lower risk of diabetes, and dairy intake has been inversely associated with insulin resistance too.17, 18

“Lean dairy is clearly associated with decreased risk of type 2 diabetes,” Professor Astrup told NNB. “In addition, it does not increase body fatness but tends to preserve lean body tissue.”

June 20158




CHEESE A DENTAL CAVITY-FIGHTER

Cheese is considered to be one of the most anticariogenic of all foods (BDA). Like milk it contains many beneficial nutrients but most importantly calcium, phosphorus and casein which help to protect our teeth as mentioned above.

In 2008 the UK Dairy Council launched a Slurp & Chew campaign, aimed at promoting the message that cheese and milk consumption can offer consumers an effective means of fighting tooth decay.

The British Dental Association recommends having a piece of cheese at the end of a meal for this reason; The British Dental Health Foundation and NHS recommend having cheese, vegetables and fruit as snacks to prevent tooth decay in children and adults.

In 2013, the U.S. Academy of General Dentistry found that chewing cheese creates a protective layer around teeth and increases production of alkaline saliva, which is known to reduce dental problems (as it acts as a buffer to the acidity in the mouth).

The Australian Dental Association recommends eating a small amount of cheese after meals, and the combination of casein (the protein in cheese), phosphorus and calcium in cheese is believed to help put minerals back into teeth.

Although EFSA did not approve the claim related with dairy and dental health in children, there is an approved claim for calcium: “calcium is needed for the maintenance of normal bones and teeth”. Bones’ matrix is very similar to the ones of teeth, being mainly made up of calcium, protein and phosphate. The Australian Dental Association, in advice to parents about caring for their children’s teeth, says ‘Recent research shows that cheese is one of the healthiest snacks for your child’s teeth.

“In addition to providing large amounts of much-needed calcium, cheese also does its part to fight cavities. Cheddar, Swiss and mozzarella all stimulate saliva glands to clear the mouth of debris. Saliva provides a strong protective film to the teeth and helps to wash away and neutralise the damaging acids.”

CHEESE THE BEST DENTAL OPTION

Within the dairy category, cheese is the best contender to carry an oral health claim because:

• It has to be chewed

• There are no issues with sugar

• Key influencers are already aware of the beneficial effects of consuming cheese after a meal

But this may change when EFSA nutrient profiling is introduced.

Within the dairy category, cheese is the best contender to carry an oral health claim because: 1. It has to be chewed 2. There are no issues with sugar 3. Key influencers are already aware of the beneficial effects of consuming cheese after a meal

But this may change when EFSA nutrient profiling is introduced.

Cheese the best dental option Krat Cheestik Wedges consist of a cheese spread with casein, a tooth-friendly product that protects against plaque, and calcium, which is good for growing teeth. The product was recommended by the Australian Dental Association and carried its logo until health groups raised concerns about saturated fat, and the logo was removed.

The Australian Dental Association, in its advice to parents about caring for their children’s teeth, says ‘Recent research shows that cheese is one of the healthiest snacks for your child’s teeth. “In addition to providing large amounts of much-needed calcium, cheese also does its part to fight cavities. Cheddar, Swiss and mozzarella all stimulate saliva glands to clear the mouth of debris. Saliva provides a strong protective film to the teeth and helps to wash away and neutralise the damaging acids.”

Kraft Cheestik Wedges consist of a cheese spread with casein, a tooth-friendly product that protects against plaque, and calcium, which is good for growing teeth. The product was recommended by the Australian Dental Association and carried its logo until health groups raised concerns about saturated fat, and the logo was removed.

June 2015 9



REFERENCES

1 - Effect of dairy calcium from cheese and milk on fecal fat excretion, blood lipids, and appetite in young men. Soerensen K. et al. Am J Clin Nutr 2014;99:984–912 - Dairy fat in cheese raises LDL cholesterol less than that in butter in mildly hypercholesterolaemic subjects. Nestel et al. European Journal of Clinical Nutrition 2005;59:1059–10633 - A comparison of the effects of cheese and butter on serum lipids, haemostatic variables and homocysteine. Biong et al. British Journal of Nutrition (2004), 92, 791–7974 - Cheese intake in large amounts lowers LDL-cholesterol concentrations compared with butter intake of equal fat content. Hjerpsted et al. Am J Clin Nutr 2011;94:1479–84.5 - Dairy consumption and risk of stroke in Swedish women and men. Larsson et al. “http://www.ncbi.nlm.nih.gov.ezproxy.ub.unimaas.nl/pubmed/22517598” \o “Stroke; a journal of cerebral circulation.” Stroke. 2012 Jul;43(7):1775-806 - Dairy foods and risk of stroke. Larsson et al. http://www.ncbi.nlm.nih.gov.ezproxy.ub.unimaas.nl/pubmed/19057387 \o “Epidemiology (Cambridge, Mass.).” Epidemiology. 2009 May;20(3):355-60 7 - Prospective study of calcium, potassium, and magnesium intake and risk of stroke in women. Iso et al. http://www.ncbi.nlm.nih.gov/pubmed/10471422 \o “Stroke; a journal of cerebral circulation.” Stroke. 1999 Sep;30(9):1772-98 - Prospective Assessment of Coronary Heart Disease Risk Factors: The NHANES I Epidemiologic Follow-up Study (NHEFS) 16-Year Follow-up. Gartside et al. Journal of the American College of Nutrition, 1998; 20?open=17” \l “vol_17” 17(3)9 - Dairy consumption and 10-y total and cardiovascular mortality: a prospective cohort study in the Netherlands. Golbohm et al. Am J Clin Nutr 201110 - Cheese consumption in relation to cardiovascular risk factors among Iranian adults – IHHP study. Sadeghi et al. Nutr. Res. Prac. 2014, 8, 336-34111 - Dairy food intake is positively associated with cardiovascular health: findings from Observation of Cardiovascular Risk Factors in Luxembourg study. Crichton et al. “http://www.ncbi.nlm.nih.gov/pubmed/25476191” \o “Nutrition research (New York, N.Y.).” Nutr Res. 2014 Dec;34(12):1036-44.12 - Effect on blood lipids of two daily servings of Camembert cheese. An intervention trial in midly hypercholesterolemic subjects. Schlienger et al. Int J Food Sci Nutr, 2014; 65(8): 1013-101813 - Cross-sectional survey of salt content in cheese: a major contributor to salt intake in the UK. Hashem et al. BMJ Open 201414 - What determines human sodium intake: policy or physiology? McCarron D. Adv Nutr, 2014; 5: 578-584.15 - Dairy food consumption, blood pressure and retinal microcirculation in adolescents. Gopinath et al. Nutrition, Metabolism & Cardiovascular Diseases, 2014; 24: 1221-1227.16 - Cheese in nutrition and health. Schmid et al. Dairy Sci. Technol. 2008; 88: 389-40517 - A changing view on SFAs and dairy: from enemy to friend. Astrup A. Am J Clin Nutr 201418 - Importance of dairy products in cardiovascular diseases and type 2 diabetes. Yerlikaya et al. Critical reviews in food science and nutrition, 2013; 53(9): 902-90819 - Differences in the prospective association between individual plasma phospholipid saturated fatty acids and incident type 2 diabetes: the EPIC-InterAct case-cohort study. Forouhi et al. Lancet Diabetes Endocrinol 2014; 2: 810–1820 - The Oslo Health Study: Cheese Intake Was Negatively Associated with the Metabolic Syndrome. Høstmark A, Tomten S. Journal of the American College of Nutrition, Vol. 30, No. 3, 182–190 (2011)21- Metabolomics Investigation To Shed Light on Cheese as a Possible Piece in the French Paradox Puzzle. Zheng H, Yde C, Clausen M, Kristensen M, Lorenze

On the US Na+onal Dairy Council’s official website there is a video about lactose intolerance with “Cindy” presented as being intolerant to lactose. The video states: “Cindy learned helpful tricks, like choosing natural cheeses that are low in lactose or even lactose free.” CHEESE HAS LESS THAN HALF THE LACTOSE OF SEMI-‐SKIMMED MILK AND

YOGHURT

Source: http://www.eatconfidentlywithli.org

CHEESE HAS LESS THAN HALF THE LACTOSE OF SEMI-SKIMMED MILK AND YOGHURT

On the US National Dairy Council’s official website there is a video about lactose intolerance with “Cindy” presented as being intolerant to lactose. The video states: “Cindy learned helpful tricks, like choosing natural cheeses that are low in lactose or even lactose free.”

http://www.ncbi.nlm.nih.gov.ezproxy.ub.unimaas.nl/pubmed/22517598

http://www.ncbi.nlm.nih.gov.ezproxy.ub.unimaas.nl/pubmed/19057387

http://www.ncbi.nlm.nih.gov/pubmed/10471422

http://www.ncbi.nlm.nih.gov/pubmed/25476191

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E D I T O R I A L

CASE STUDY: SARGENTO TAKES CHEESE IN NEW DIRECTIONS

Sargento’s product range is varied. It includes traditional cheeses, such as swiss, cheddar, havarti, parmesan, ricotta and others. These are offered in blocks, slides, shredded, strings and sticks. Reduced fat and reduced sodium options are also available for some cheese types. The latest innovation is called “Balanced Breaks”, which expands the company’s snack options beyond cheese for the first time.

Balanced Breaks combines bites of natural cheese, nuts and sweet dried fruit. Each pack contains 7 grams of protein and between 170-190 calories. They are sold in convenient, individual-sized packages (42.5g).

“Today’s health-conscious consumers are looking for portable snacks that balance nutrition and great taste,” said Chris McCarthy, Director of Marketing for the Sargento Foods Consumer Products Division.

Balanced Breaks are available in the following flavours:• Natural White Cheddar Cheese, sea-salted almonds and dried cranberries• Natural Sharp Cheddar Cheese, sea-salted cashews and cherry-infused cranberries• Natural Pepper Jack Cheese, honey roasted peanuts and raisins• Natural Sharp White Cheddar Cheese, sea-salted cashews and golden raisin medley

NUTRITION SNAPSHOT: BALANCED BREAKS

BALANCED BREAKS -‐ COMMUNICATIONS

Nutritional Info per pack (43g) Calories 190kcal

Fat 13g

Saturated fat 4.5g

Cholesterol 20mg

Carbohydrates 12g

Fiber 2g

Sugars 7g

Protein 7g

Sodium 180mg

NUTRITION SNAPSHOT: BALANCED BREAKS Nutritional Info per pack (43g) Calories 190kcal

Fat 13g

Saturated fat 4.5g

Cholesterol 20mg

Carbohydrates 12g

Fiber 2g

Sugars 7g

Protein 7g

Sodium 180mg


Nutritional Info per pack (43g) Calories 190kcal

Fat 13g

Saturated fat 4.5g

Cholesterol 20mg

Carbohydrates 12g

Fiber 2g

Sugars 7g

Protein 7g

Sodium 180mg


June 2015 11


E D I T O R I A LE D I T O R I A L

Is skyr yoghurt the next Greek? That’s the question that many people in the dairy industry in the US are asking.

The success of Greek and the debut of skyr – the traditional style of yoghurt consumed in Iceland (see box) – are both excellent examples of Dairy 2.0 strategy in action.

In Dairy 2.0, dairy innovation is no longer focused – as it was from 1995 to about 2010 – on positioning dairy as a competitor to dietary supplements, adding omega-3 and other science-based ingredients, but on:

1. Communicating about ingredients and benefits that are a more logical and “easy to accept” fit with dairy (such as protein).

2. Ingredients and benefits that are “as natural as possible”.

3. Focusing on communicating the intrinsic whole food health benefits of dairy products (see our review of the tipping point for cheese in this issue of New Nutrition Business). Dairy is increasingly being shown by science to have no negatives (not even saturated fat) and many positive health benefits.

4. New and more interesting product formats – usually in the form of companies reinventing “old formats” or taking traditional regional dairy

products from one geography and launching them into new geographies where they are “new and exciting”, but adapted to suit the tastes of the new markets.

5. Taste and texture, in particular re-establishing dairy’s strengths in the minds of the consumer. The recent surge in higher protein products is one element of this since protein significantly adds to a dairy product’s pleasurable mouthfeel.

The success in the US of Greek yoghurt is the most successful and high-profile example of Dairy 2.0. Although a traditional and somewhat unexciting product in most of Europe, an entrepreneur took Greek yoghurt and presented it, back in 2007, as new and exciting to consumers in the US, under the brand Chobani. Since then the Greek yoghurt segment has grown from zero to account for 50% of the $7 billion (€5.6 billion) US yoghurt market.

We often hear companies wondering aloud what is going to be “the next Greek”. Icelandic skyr (see Case Study of the Smari skyr brand on page 16) is one of the products that people hold out the biggest hopes for. Like Greek, it’s high in protein and as a result thick and satisfying.

Undoubtedly skyr will be able to carve a place for itself in the US and other markets. It has taste, texture, novelty and a good provenance story on its side (even when the real provenance is New York and not Iceland).

We are going to stick our necks out and say that we can see skyr becoming a $300 million (€327 million) business in the US, at retail values. But it is not going to be as big as Greek.

The reason is that skyr doesn’t bring enough of a point of difference. For decades American consumers were accustomed to thin, watery, overly-sweet yoghurts – American yoghurt was possibly the worst in the world. So poor was American yoghurt that many Europeans (including NNB staff) never let it pass their lips during a visit to the US.

The arrival of Greek’s thick, satisfying texture was a revelation to Americans. The taste and texture experience brought a massive point of difference. And although Greek was what got the protein trend started in America, it was the texture benefits of protein, not the health benefits, which drove the market’s growth.

Skyr offers a similar taste and texture

Dairy 2.0: is skyr the next Greek?

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experience to Greek – which may convert some consumers of Greek and bring in some people who like the thicker texture but don’t like Greek.

But skyr doesn’t have enough of a point of difference. The texture is familiar now, not new and radical. The revolution was delivered by Greek and after that anything else is a me-too.

Many of the trendy urban consumers who shop at health food stores will embrace skyr just because it’s new – they like small new brands and new things. Greek’s mass-market success will to some extent even work against it in the minds of many of these people, who are always looking for a product and brand that you don’t find in Walmart.

Some skyr marketers are taking a “healthier than they are” approach in a bid to differentiate themselves from Greek, highlighting skyr’s higher protein content. But the benefit of two extra grams of protein per 100g isn’t going to motivate most people enough to make them switch. The people who count each gram of protein are more focused on the sports nutrition aisle than the pleasure of yoghurt.

There’s also been a focus on the sugar content of skyr, compared to some flavoured varieties of Greek. But it’s worth noting that people go on buying those higher sugar products, despite all the scare-stories about sugar, because they are buying them for pleasure as much as for health. And lowering the sugar content won’t be too much of a technical obstacle for Greek yoghurt makers.

Skyr has a bright future ahead of it and behind it will come more and more yoghurts from far-away places – Asia and Australia are two already trying. Each of them will create its own (premium) niche. And that’s the key for marketers and strategists to grasp – short of some product delivering another massive, earth-shattering shift in the consumer’s experience of the product, the yoghurt market will likely fragment into ever-more niches. The days of thinking of new products in terms of mass-market mega-success may be over.

WHAT IS SKYR?

Skyr is a yoghurt made by heating milk, adding cultures for fermentation and straining the product three times. In effect it is similar to the process for making Greek yoghurt.

The result is a slightly sour yoghurt which is 12% protein and only 3% carbohydrate and 0.5% fat.

Skyr has been consumed in Iceland for 900 years. It can also be found in parts of Norway (Norwegian settlers are thought to have taken the recipe to Iceland with them).

Iceland’s leading brand of skyr (skyr.is) has been shipping product directly to the US since about 2009, when Iceland’s previously very strong currency collapsed in the wake of the global financial crisis, making it competitive and profitable to ship fresh dairy products from Iceland to the US (the flying time from Iceland to New York is 6 hours).

June 2015 13


E D I T O R I A L B E V E R A G E C A S E S T U D Y

Like oil and rice, bamboo is one of those commodities that make the world go round. In use for thousands of years, components of fast-growing bamboo today are pressed into service by billions of people around the planet as everything from construction material to feedstock to folk medicines. And yet it apparently took until now, and a Filipino entrepreneur in Canada named Vincent Villanis, to turn bamboo into a commercially feasible plant-water startup.

The prospects for Bamboo Water tap into both the unutilized commercial-beverage potential of bamboo as well as the strong interest by American foodies in similar plant waters from coconut, maple and even birch trees. Like those, it has just a few ingredients, but it is lightly sweetened with cane sugar.

Beginning in June, Villanis planned to roll out Bamboo Water to about 60 stores in Toronto and then New York City at a suggested retail price of about $1.90 (€2.07) for a 12oz single-serve bottle. Sales of his first production run of 70,000 bottles will be supported by local television commercials and digital marketing as well as taste tests at colleges and universities.

In the background, Villanis also claimed that major beverage companies are mentoring him as he brings Bamboo Water to market, with an eye toward participating materially with him later. “They feel that Bamboo Water is carving a new path in the beverage industry and has legs to stand on,” Villanis told New Nutrition Business, while declining to specify which major beverage giants have told him this. “They want it to be a success story too.”

But will Bamboo Water really become

the “next coconut water” or prove to be just a bit too much of a leap for North American consumers who have no trouble wrapping their minds around the notion of a coconut beverage, but who might not be able to appreciate drinking something that has been cold-pressed from the leaves of a strange Asian plant that they understand mainly as the raw material for cheap furniture and chop sticks?

As evidence that his idea is gaining some traction outside his own head, Villanis noted that he has been invited to Korea in September to address a world bamboo summit. “They’re very intrigued with what I created with Bamboo Water,” he said. “For the leaders of the bamboo industry, it would be completing the circle because tons and tons of bamboo leaves now just go to waste.”

And at least one expert on bamboo, although not on the beverage industry,

believes that Villanis has a shot at success. “Big companies might see a billion people who are raised on bamboo use, an environmentally friendly plant that replenishes quickly, and uses coconut water and maple water as models,” said Cherla Sastry, a former adjunct professor at the University of Toronto who once led the efforts of a Canadian global-aid association to help third-world farmers establish and commercialize bamboo plantations. “And once you give Vincent an idea, he takes it to fruition.”

Villanis grew up in the Philippines and, like many Asian youth, grew familiar with the many uses of bamboo. Family members used it in construction of their houses. His grandparents would make teas out of bamboo leaves as a natural remedy to fight fevers. Villanis remembered being shown by a soldier how to tap bamboo to survive in the jungle by identifying a young bamboo

No health claim, no problem for newest plant water

Coconut water has succeeded because it delivers a natural, unprocessed, naturally sweet and low-calorie alternative for hydration. Its popularity has prompted multiple entrepreneurs to try making a success of other plant waters, from birch to maple, that share some of those qualities. The latest entrant is bamboo. By Dale Buss.

BAMBOO WATER PROMOTIONAL YOUTUBE VIDEO

“Bamboo is one of the new superfoods on our planet. Its leaves contain natural silica and antioxidants.”

“Bamboo water is a breakthrough in the beverage industry. It is an eco friendly resource.”

“Bamboo water is the people’s new way to stay naturally hydrated.

“Bamboo water tastes fresh and natural.”

BAMBOO WATER PROMOTIONAL YOUTUBE VIDEO

Source: https://www.youtube.com/watch?v=cGSg4CNn77I

June 201514



B E V E R A G E C A S E S T U D Y B E V E R A G E C A S E S T U D Y

plant, creating an opening on one of the culms and drinking the water from inside the bamboo in order to hydrate and survive.

When his mother emigrated to Canada as a live-in caregiver, Villanis came with her, got a business-administration degree, worked at a bank, married and began raising a family – and all the while nurtured his entrepreneurial ambitions. “I wanted to teach my kids, too, that working and thinking you will retire with a pretty pension is something that is gone, at least for my generation,” he said.

Five years ago, he started a bamboo farm to provide plants for horticultural markets. Of course, this was a tropical plant that he was trying to grow in one of the coldest nations on earth, so he was discouraged because his bamboo poles didn’t grow very tall. But they did bear a lot of leaves. So he began thinking about how to put them to commercial use as well and, of course, recalled his childhood.

He found Sastry and together they developed an idea for an initial product: bamboo beer. Chinese producers have been exporting bamboo beer to Europe and elsewhere for decades, Sastry said, so Villanis started out with some bamboo-leaf extracts from there. Soon he got to the point where he launched Bamboo Beer in Toronto two years ago, complete with a star-studded, Filipino-themed unveiling party that featured leading Canadian celebrities and politicians.

But Villanis quickly became discouraged about commercial prospects for Bamboo Beer, in part because of the stringent food-safety standards for beer in markets around the world. The positive side of that realization, he said, was that “we had to put a lot of standards for production in place, including lab certification and analysis” of Bamboo Beer. “That helped us to develop a formula for Bamboo Water that met international standards.”

Observing the success of coconut water and the introduction of other plant waters recently – including maple water,

native to Canada – Villanis concluded that a bamboo water would be a better bet for his efforts. So the 31-year-old entrepreneur managed to put together some investment funds from angels, the participation of Sastry, and advice from some big beverage companies to bring Bamboo Water to market.

At this point, to most of the world, bamboo leaves still are best known as the food for panda bears. And much like coconut water and maple water, bamboo

water can make no great claims to nutritional potency per se. “Ninety-nine percent of the beverages out there don’t make any health claims,” Villanis said. “We’ve followed that standard.”

The initial appeal of coconut water was based largely on the fact that it was a simple, natural, non-processed and low-calorie alternative for hydration; ditto for maple water; and ditto for bamboo water. The biggest differentiator for his product, Villanis maintained, is

$3.2 (€2.9)

$4.1 (€3.7) $4.74 (€4.23)

$1.9 (€1.7)

$2 (€1.8)

$2.5 (€2.2) $2.1

(€1.9)

$5.5 (€4.9)

$6 (€5.4)

$8.4 (€7.6)

0

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1.5L Evian 1L Maple 3 1L O.N.E. 340ml Bamboo Water

330ml VitaCoco

296ml Happy Tree Maple

Water

Price per pack Price per 1L

CHART 1: BAMBOO WATER IS PRICED SLIGHTLY BELOW COCONUT WATER CHART 1: BAMBOO WATER IS PRICED SLIGHTLY BELOW COCONUT WATER

Ingredients: Water, cane sugar, concentrated bamboo leaf extract, citric acid. Claims: Fat free, Saturated Fat Free, Cholesterol Free, Sodium Free, Extra lean.

NUTRITION SNAPSHOT BAMBOO WATER

NUTRITION SNAPSHOT BAMBOO WATER

Ingredients: Water, cane sugar, concentrated bamboo leaf extract, citric acid.Claims: Fat free, Saturated Fat Free, Cholesterol Free, Sodium Free, Extra lean.

June 2015 15


B E V E R A G E C A S E S T U D Y

that bamboo leaves are known to have the most organic silica content of “any plant out there”, and silica is an essential building block – along with calcium and magnesium – of bone growth. “So it’s a critical part of having a healthy life,” he said.

In promoting the silica content, Villanis could borrow a page from the playbook for coconut water, some brands of which promote the beverage’s high content of potassium, about the only significant ingredient that stands out in its nutritional profile.

LIKE GREEN TEA WITHOUT THE BITTERNESS

In any event, Villanis describes the taste of Bamboo Water as “light” and “refreshing” and said “it’s been described as green tea without being bitter”. The liquid is obtained from farmers in the Philippines and elsewhere in Asia who extract it from bamboo leaves through a cold-pressing process. Bamboo Water also does some of its own extraction in Canada in the course of its research.

While Villanis now is confident in his product, his path to market remains a bit tentative. He’s sticking close to home initially, in the Toronto area, where he’s got commitments from a few dozen stores, then within several months leapfrogging into the New York City area where he’s still getting retailer commitments. The process includes test marketing with distributors and wholesalers as well as taste tests at colleges and universities, where, of course, the key Millennial market is hatched.

Fully understanding the role that celebrity endorsements, social-media talk and other factors can play in providing marketing and sales fuel behind a new better-for-you beverage, Villanis claimed that he has “several brand ambassadors” lined up for the debut of Bamboo Water who will be included in digital video and local television commercials.

Meanwhile, he continues to keep an eye on the “gold standard” of plant-based beverages, coconut water. Bamboo

Water’s price point, for instance, is deliberately “a bit lower” than that of coconut water. And, Villanis said, one of the next likely flavours beyond 100% Bamboo Water is a blend that includes coconut water; not only would their main nutrients be somewhat complementary, he explained, but “they blend very well”. He also is interested in a potential blend of Bamboo Water with Canadian maple water.

Besides being “natural”, transparent and, if possible, hip, another essential factor for the popularity of an obscure new beverage these days is its sustainability narrative – so that the mostly targeted Millennials have yet another reason to feel good about drinking the product. And in the case of bamboo water, as with so many other products and brands these days, “sustainability” means not just environmental bona fides, not just the earth-friendliness of its supply chain and manufacture and distribution, but also to what extent the product boosts the economic and financial “sustainability” of human beings, especially those in the developing world.

Sastry made a great case for bamboo water on this front. He said that cultivating, harvesting and processing of bamboo and rattan provide a living for more than one billion people these days, mostly in Asia. Bamboo is one of the world’s fastest-growing plants, shooting up around 10cm a day, meaning that it’s a highly renewable resource. And it’s very flexible: He said that bamboo has more

than 1,600 overall uses.But most bamboo farmers and most

trade in bamboo products are for things like toothpicks and chopsticks and “things for storage”. So when he was with the Canadian government’s International Development Research Centre, a public corporation whose aim is to help communities in the developing world, Sastry’s goal was “not only environmental protection but also helping poor people to make a buck. So we came up with a whole lot of technologies from which these countries began benefiting, by producing other products from bamboo.”

Some of these value-added products included timber replacement and bamboo-plywood flooring, and clothing. But Sastry also focused on how bamboo has been used in Chinese medicine for thousands of years, using not only the sap from the tree – which is yielded only in small amounts—but more importantly from processing the leaves. “If you can produce a small amount of extract into 1,000 gallons of a beverage,” he explained, “then [farmers] can make a lot more money rather than selling small bamboo mats and things like that.”

BEVERAGE GIANTS LOOKING FOR MARKET DISRUPTOR

Filipino farmers could really make a lot of money if Villanis somehow could hook up with a beverage giant such as Coca-Cola or Nestle someday. And understanding that giant CPG companies increasingly are scouting out product innovations so that they can work with a potential market disruptor, rather than be the victim of such disruption, Villanis is trying to take into account this new dynamic as early as he can – although he won’t say with whom.

“I’ve been able to share my vision and I’ve been able to get them to see the vision,” he said. “We’re starting slow. Some of the biggest in the world have mentored and guided us. It hasn’t been on a formal basis. But beverage companies see the shift in the industry and are looking for new innovations that they could support.”

1

Vincent Villanis, a Filipino entrepreneur in Canada, hopes to turn bamboo into a commercially feasible plant-water startup.

Vincent Villanis, a Filipino entrepreneur in Canada, hopes to turn bamboo into a commercially feasible plant-water startup.

June 201516



D A I R Y C A S E S T U D Y

Smári Icelandic yogurt is a product with an epic history and founder Smári Ásmundsson is not afraid to milk that. His certified organic skyr is not the first Icelandic yogurt to hit the US market, but its creator is bravely passionate about his product in a seriously competitive landscape, and his results show it.

Within the first few months of the California-based company’s 2012 launch, Smári Organic Icelandic Yogurt had achieved national distribution in Whole Foods Markets. Now with $3 million (€2.6 million) of additional funding from a second round Circle Up crowdfunding campaign, the team is setting its sights on the mainstream market.

But along the way, Ásmundsson, a former advertising photographer, has made smart business moves to get where he is. He capitalized on the growing popularity of protein to position his product as a superior, higher-protein and better-tasting yogurt. He also called on expertise of friends such as food entrepreneur Doug Stewart and engaged top marketing talent through his advertising connections to create a clean, practical aesthetic for the brand. And Ásmundsson has also not been afraid to go beyond the traditional yogurt consumer, nodding to a male audience with his “brave yogurt of Iceland” tagline, all without taking things too seriously.

Ásmundsson is a native Icelander born in the town of Hafnarfjörður, who grew up eating skyr, or Icelandic yogurt, which he calls the “fast food” of Iceland. A staple there since about the 9th century, skyr was a practical way to preserve milk in a region where the growing season is short and the nutritional needs of tall, strong Viking-types were big. The highly-

concentrated yogurt made with whole milk delivers about four times the amount of protein, calcium and vitamins as milk alone.

But being a skyr baron was not in Ásmundsson’s initial career plan. He originally left home for California to pursue a career in photography. It wasn’t until he became a father in 2009 that he started thinking about nutrition, the food system and its connection to the environment and thought he might make a more important contribution. “I actually found that I was more passionate about food than I was about advertising, and I wanted to cut back on my travel to be with my family,” Ásmundsson told NNB.

WITH A LITTLE HELP FROM HIS FRIENDS

That was when the idea to make Icelandic yogurt as a business began to form. Ásmundsson knew that skyr was both nutritious and good for satiety and wondered why no one in the United States was making it. Although he had been making skyr for himself for more than a decade, Ásmundsson found that ramping up presented challenges. “Skyr is a very simple food,” he said. “Like bread, it is easy to make, but hard to do well. It is very precise, with lots of factors to get right. And it is always hard when you’re dealing with live cultures.”

He learned the finer points of skyr making from an 82-year-old master skyr maker and family friend in Iceland. The basic method seems simple. Start with whole milk, skim off the fat, heat it, add culture, let stand. And then strain and strain and strain again. Ásmundsson wanted to stick with the Icelandic approach, which is slower and more expensive, but he felt it makes a better product.

Currently, the company offers 10 SKUs: the original Pure Organic Icelandic Yogurt and then additional flavors including, blueberry, strawberry, vanilla, peach, coconut, pure whole milk, and vanilla whole milk all in six-ounce containers and then Pure and Vanilla in 24-ounce containers. The yogurt contains between 17 grams and 20 grams of protein for a 6oz (170g) serving. The suggested retail price for the single serve cups is $2.29 (€2.00).

With no food operations experience, Ásmundsson enlisted the help of friend Doug Stewart, who had launched an

High protein yoghurt draws on Viking tradition

A Native Icelander is combining passion for the traditions of his home country, the need for better food systems and marketing expertise to create a winning strategy in the ultra-competitive yogurt segment. Karen raterman reports.

Smari Asmundsson was advised by an 82-year-old dairyman from Egilsstaoir (Iceland) about the secrets of skyr-making: "Get the best milk. Skim the fat. Add live cultures. Let it set. Strain the liquid. When it looks really thykk (thick), strain even more."

Georgia run as pic and caption

Smári Ásmundsson was advised by an 82-year-old dairyman from Egilsstaoir (Iceland) about the secrets of skyr-making: “Get the best milk. Skim the fat. Add live cultures. Let it set. Strain the liquid. When it looks really thykk (thick), strain even more.”


June 2015 17


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organic gelato company. Stewart knew full well the difficulties of what Ásmundsson was proposing, but he also saw the viability of the business. They named the product Smári and hit the ground running. The partners were instantly complementary. “We like to joke that [Doug] is responsible for making the products and not running out of money, while I am responsible for getting products sold, marketed and off the shelves.”

ORGANIC AND PREMIUM

Because the skyr-making process is unique, the company had to find manufacturers that would install new equipment to do the straining. Because they were the only ones using this straining equipment in the United States, the partners decided to find a dairy with space and purchase it themselves. The company eventually partnered with Westby Cooperative Creamery in Wisconsin, where Jersey and Guernsey cows produce the organic milk used for the yogurt. Ásmundsson was adamant about making an organic product. “That stems from being a dad,” he said. “But I also think the cleaner the food the better and organic is better for the environment, so it is just better all the way around.” Sometimes, he added, that means the yogurt is more expensive, but he feels the value proposition is one that works for his customers.

HIGH PROTEIN PROPOSITION WORKS FOR RETAILERS

To fund the initial operation, the partners raised money from friends and family. A few months later, they initiated a Circle Up, a San Francisco, Calif.-based crowdfunding platform. The first campaign not only produced $1.5 million (€1.3 million) in additional working capital, but generated media exposure.

According to information presented to potential investors, in 2014 Smári had revenues of $2.1 million (€1.9 million), a 253% increase over 2013.

Initial retail reception to the product was strong, with the Whole Foods

Market deal coming in the early stages. Positioning the yogurt as of higher protein content than other yogurts certainly helped, according to Ásmundsson. “When retailers would see it on paper, they were intrigued. When they tasted it, they would fall in love with it.”

Ásmundsson used his advertising experience and expertise to create packaging and marketing that is both unique and simple. The white cup with a diagonal stripe pattern at the top, which varies by flavour, is different from other products on the shelves and has a clean, Scandinavian aesthetic. “I spent a lot of time looking at how people buy

yogurt,” he noted. “One thing I noticed is that there are a lot of men who are now buying yogurt for the first time and they stand there looking at the shelves and don’t know which to buy. So they often walked away and didn’t buy any.” So Ásmundsson geared the marketing and packaging to be appealing to men, but without alienating women. “The majority of the yogurt buying audience is still women, so we didn’t want to get too narrow with the demographic because we believe Smári is a product for everyone – parents who want something health conscious and organic for their kids; the protein speaks to people who spend time

TABLE X: NUTRITION SNAPSHOT SMARI VANILLA


Nutritional Info per pack (170g)

Calories 140kcal Fat 0g Protein 18g Carbohydrates 16g Sugars 16g Sodium 65mg Cholesterol 4mg Calcium 20%

TABLE 1: NUTRITION SNAPSHOT SMÁRI VANILLA


$5.2 (€4.7)

$6.3 (€5.6) $6.6 (€5.9) $6.6 (€5.9)

$9.6 (€8.6) $10.1 (€9)

$13.1 (€11.7)

0

2

4

6

8

10

12

14

Activia ($2.38 per 4x113g pack)

Activia Greek ($3.78 per 4x150g pack)

Yoplait Greek ($1 per 150g pack)

Oikos ($1 per 150g pack)

Chobani ($1.44 per 150g pack)

Powerful Yogurt ($2.29 per 226g

pack)

Smari ($2.24 per 170g pack)

CHART X: SMÁRI PRICING COMPARISON (PER KG) CHART 1: SMÁRI PRICING COMPARISON (PER KG)

June 201518




at the gym; and older people who want something nutritious and high protein,” he said. “It is a big demographic and growing.”

MARKETING TELLS “EPIC SAGA”

Smári’s marketing and social media has a bit of fun with the product’s Icelandic and Viking heritage. Proclaiming it the “brave” yogurt of Iceland, copy credits the yogurt with keeping the Viking ancestors strong for more than 1,000 years, with subtle, clever references in their own special Smári language, Icelish, if you will, that boasts of yogurt that is “thykker” than Greek, tells the products’ “epic saga” and posts creative yogurt recipes on the Smári “blogg”.

The brand’s logo is a spoon topped with a Viking helmet and marketing touts the products’ clean label and certified organic standing, as well as the rich, more nutritious milk from pasture-fed Jersey and Guernsey cows. The website features tongue-in-cheek profiles of the cows including their names and ages, favorite reads, and likes and dislikes. Social media features daily posts with recipes, pictures, videos and articles along with testimonials from fans. The goal, Ásmundsson said, is to engage customers and get them to try the product, because “once people try it, they love it”.

NEW STORIES, NEW FLAVOURS

With listings in 1,000 stores, the company is now constantly pushing to keep its presence up and the new funding will help them continue the expansion. “The short and long-term goals are to get in as many stores as possible,” Ásumundsson said. “We are also working to launch some new flavours by the end of the year. Probably whole milk flavours because people are looking to get more good fats, nutrients and vitamins.”

Brand architecture

On the product lid the slogan “The brave yogurt of Iceland” is well visible. The other 2 claims are related with the amount of milk necessary to obtain 1 cup of yogurt (as a proof of how thick and concentrated the products is) and the 20g of protein/0g of fat per dose claim.

The package has a picture of the yogurt resembling Icelandic mountains.

Both the Organic certified, Kosher and Gluten-free logos are well visible on the package.

SMÁRI BRAND ARCHITECTURE

CHART 2: SMÁRI COMPARES WELL WITH OTHER HIGH-PROTEIN YOGHURTSGrams of protein per 100g of yoghurt comparisonGrams of protein per 100g of yoghurt comparison

CHART X: SMÁRI COMPARES WELL WITH OTHER HIGH-PROTEIN YOGHURTS

3.5g

7.3g

8g

8g

10g

11g

11.7g

0 2 4 6 8 10 12 14

Activia

Yoplait Greek

Activia Greek

Chobani

Oikos

Powerful Yogurt

Smari Organic

June 2015 19



A year ago, Estonian-born Urmas Väljaots introduced his vikwäl smoothie brand to Paris, weaving together French preferences with some strong Nordic themes. He had spent the best part of a decade marketing cosmetics and perfumery before making the leap into the food sector. Positioned as a ‘beauty-from-within’ product without making any formal health (or beauty) claims, this ‘nutri-smoothie’ is – he believes – a logical nutrition-based extension to the attention that many women (and men) pay to their appearance, through fashion or makeup.

The challenge for vikwäl may not lie in either the message or the target audience. So far, the obstacles that Väljaots has had to overcome in the “difficult” French market have had more to do with distribution and listings.

The brand’s marketing literature describes the target demographic as “25-to-60-year-old professional urban women”. She takes care of herself, pays attention to her food, looks for novelty and likes rewarding herself, it adds.

Väljaots sees a progression from a young woman’s immersion in fashion to a greater interest in makeup and personal care products in her twenties. “From around her mid-thirties, she may see that she needs to make changes to what she eats and drinks,” he says. “She realises these choices have consequences.”

The product uses the strapline: ‘Eat better, enjoy life, look great’.

Understandably, Väljaots does not like to limit his potential market. “In fact, vikwäl is not particularly designed for either women or men,” he claims. “But when you look at lunchtime café chains in the French market, the clientele seems to

be around 70% women.” Väljaots’ “point of departure” was the

concept of beauty-from-within, he says, as well as his own heightened awareness of what he was consuming as a foreigner eating and drinking ‘on-the-go’ in France, and the interplay between Estonian and French culinary traditions.

The Estonian product which inspired him is kama, a finely-milled multigrain flour which was originally blended with fermented milk and different fruits. More recently the blend has tended to be based on drinking yogurt.

The building blocks which Väljaots worked with in each of his three variants were: yogurt from semi-skimmed milk (20% of the contents), fruit purees and juices and dietary wheat fibre with toasted wheat germ.

“I started to experiment and came up with the basic concept around four

years ago,” says Väljaots. “I began the NPD process on my own, but got in touch with a biochemistry professor in Estonia, who is a specialist in nutrition – including sports nutrition. He helped me to combine the different components such as fibre, protein and micronutrients. The product was finally launched in the summer of 2014.”

LEARNING PROCESS

In fact, its introduction would have come a year earlier if the dairy he’d been working with had not gone bankrupt at the moment vikwäl was ready for launch. He now works with “a small dairy in Normandy”, he says.

The fact that his background was in another industry made it challenging to find the right suppliers and business partners. “It was a huge learning process,

Nutri-smoothies for a tough French market

A no-added-sugar combination of yogurt, fruit juices, fibre and micronutrients is giving fortified smoothie brand vikwäl an entrée to the French market. Paul GanDer talks to the founder about the opportunity, the barriers and the Parisian lunch on-the-go.

Packaging for vikwäl is intended to convey a “hand-crafted, home-made look”.

June 201520




simply grappling with the vocabulary,” says Väljaots. “But it’s been made much easier than it would have been, say, 15 or 20 years ago, thanks to the internet.”

The brand’s three flavour variants are:

• mango, passion fruit and carrot with ‘vitamines solaires’ (‘vitamins of the sun’) with 125kCal per bottle

• raspberry and pear with ‘antioxydants des vikings’ (‘Viking antioxidants’) with 95kCal

• apple, plum and apricot with ‘fibres fantastiques’ (‘fantastic fibre’) with 122kCal

Väljaots says he has no timetable for adding further flavours at the moment, and plans for a 700ml size variant appear to have been put on hold, too.

Instead, the brand uses 200ml single-serve polyethylene terephthalate (PET) bottles, rather than the more standard 250ml – a nod to women’s allegedly smaller appetites, and no doubt a useful way of nudging up margins. In terms of the calorie count per bottle, Väljaots says he felt this was the right volume.

Of the labels, which show a milk churn surrounded by different fruits, he comments: “The vibe I’ve tried to communicate is something quite hand-crafted, home-made.”

This impression is no doubt reinforced

by the way he has kept the flavours subtle, unlike in a typical fruit-flavoured drinking yoghurt. Väljaots was also determined to keep sugar content as low as possible. So sugar is 6.5% in the raspberry and pear variant, slightly higher in at least one of the other products, he says, but still at levels around 20% lower than other smoothies and yoghurts.

There is competition from other smoothie brands, notably Coca-Cola-owned Innocent which, Väljaots says, enjoys a strong position in the French market. “But most of these other products have a longer shelf-life, and really there’s nothing else quite like vikwäl,” he explains. “The main difference is that, unlike other smoothies, my drink mixes fruit, yogurt and cereals. Also, the taste is more sophisticated, not over-sweet or too fatty. The idea is that, when you’ve drunk one, you feel full but not ‘heavy’.”

Even though the nutrition of all three smoothies has been significantly boosted with vitamins and zinc, Väljaots says he does not like the idea of ‘fortification’, claiming it sounds too “medical”. In fact, he says, in the way the product is positioned, the balance between ‘better-for-you’ and the taste experience firmly favours the latter. Where added nutrition does feature, it tends to be introduced in a humorous way, as in ‘fantastic fibre’ and ‘Viking antioxidants’.

NO DESIRE FOR HEALTH CLAIMS

The same reasoning has led Väljaots to avoid any formal health claims, even those which might be possible thanks to the micronutrient content. “That would make it more ‘medical’ and less of a lifestyle product,” he argues. “And also, I wouldn’t have space on the label.”

On the face of it, the French on-the-go lunching sector appears to be opening up. City-centre retailers are developing their ‘grab-and-go’ lunch aisles, while the ‘sandwich-and-coffee’ retail model which has been so successful in the UK is gradually gaining traction. In April this year, for example, media reports stated that UK-based coffee chain Pret A Manger was planning to add a further seven or eight locations to its current tally of 11 stores in Paris.

So when Väljaots describes the French market as being “difficult”, what does he mean? He agrees that these changes are taking place, though not at the same level as some other parts of northern Europe. But it seems that those managing – or buying for – these outlets are decidedly risk-averse.

He explains: “They tend not to be interested in any new product which overlaps with existing brands, and some of those products they’ve had for years. So it stays quite conservative.”

Vikwäl is taking advantage of a growing French on-the-go lunching sector, with city-centre retailers developing their ‘grab-and-go’ lunch aisles. Paris retailers stocking the range include Galeries Lafayette and Le Bon Marché.

June 2015 21



His drink has a shelf-life of just four weeks. In many cases, retailers and coffee shops feel ‘safer’ with brands which offer a longer shelf-life (and so are more likely to be sold) and which are better-established.

“But they don’t appreciate that our product will win additional sales rather than cannibalising existing ones,” says Väljaots.

While the lunch-on-the-go market appears to offer the most potential, vikwäl is again careful not to exclude other opportunities. The breakfast market, mid-afternoon snack and pre- or post-exercise nutrition are all among the brand’s target occasions.

DISTRIBUTION CHALLENGES

Up to now, sales have been restricted to the Paris and Ile de France area. Part of the challenge, he says, is that it can be difficult to find reliable regional distributors in France. Paris retailers stocking the range include Galeries Lafayette and Le Bon Marché, but so far not the bigger chains.

In common with most start-up brands, vikwäl has been dependent on a combination of point-of-sale (POS) promotion and social media for its marketing. “POS activity has been the most important for me,” says Väljaots. “I’ve done a lot of sampling and dégustations.”

As well as social media (especially Facebook), he has used professional media to raise his profile among potential distributors and retailers. He has also leveraged his links with the world of cosmetics and fashion.

PREMIUM PRICING

The recommended price for vikwäl in retail is €2.60 ($2.90), although in Parisian sandwich bars, prices can be as high as €3.30 or even €3.50 ($3.68-$3.90), Väljaots reports.

In comparison, Innocent all-fruit smoothies retail at an average of around €2.70 ($3.01) for a 250ml bottle, he says.

He recognises that future growth of the brand outside the capital may depend in

part on hitting lower price points in other cities and regions. His immediate priority is clearly to broaden out the distribution and retail base across France, but he

says he would also consider linking up with producers and distributors in other countries.

Drinking yoghurt (20%): with semi-skimmed milk, lactic ferments and milk protein

Fruit: Mango puree (19%), pineapple juice, banana puree, orange jus, white grape juice, passion-fruit juice, carrot juice (6%), apple juice and lime juice.

Fibre: Soluble wheat fibre, toasted wheatgerm.

Vitamins: Vitamin C, vitamin D (cholecalciferol), vitamin E (D-alpha tocopherol acetate), vitamin B1.

Minerals: Zinc (lactate de zinc).

Contains gluten, wheat, lactose.

TABLE 1: NUTRITION SNAPSHOT FOR MANGUE PASSION CAROTTE

German model Franzi Mueller with a bottle of vikwäl at the Kenzo show during Paris Fashion Week, when vikwäl “invaded” the backstage.

While the lunch-on-the-go market appears to offer the most potential, vikwäl is again careful not to exclude other opportunities. The breakfast market, mid-afternoon snack and pre- or post-exercise nutrition are all among the brand’s target occasions.

June 201522



S T A R T- U P C A S E S T U DYS T A R T- U P C A S E S T U DY

Although they are the very first to introduce a chickpea-based pasta to the market, brothers Brian and Scott Rudolph, founders of the Detroit-based startup called Banza, say their corporate mission goes well beyond being first to market in the category. They have a much broader vision: to show both the food industry and mainstream consumers that traditional packaged food products can pack a greater nutritional punch, without sacrificing taste. But beyond providing more nutrient diversity on the general pasta aisle, the company is also striving to play an important local role in the revitalization of the once-great manufacturing capital of Detroit, Michigan.

Growing awareness of chickpeas as a healthy nutritional snack, coupled with the rising appreciation of protein’s benefits, have certainly helped the company off to a strong start. Retail reception to the pasta would also indicate the company is on to something. Since the launch of Banza in August of 2014, the brand has gained a presence in 800 stores, such as Sprouts, Meijer, Fairway and Shoprite.

CHICKPEA PASTA FOR THE MASSES

“Our long-term vision is not to just make a gluten-free, vegan pasta. We want to make a pasta that mainstream consumers will choose. So that is why we are trying to be a mainstream brand. We see our competitors as Barilla and other pastas on the main grocery aisles,” explained Avery Hairston, a member of the founding team, who serves as marketing director. And the back story is the company’s creation of jobs in Detroit,

which is an important part of its mission and something that the team is very proud of.

“We have created a total of 22 new manufacturing jobs,” Brian Rudolph told NNB, “and, as we continue to grow, the majority of jobs that we create will be perfectly in line with what we do here in Michigan. We lost so many manufacturing jobs to automation and because companies moved their manufacturing overseas. But we have a lot of manufacturing talent here, and we even have people from the car industry working on Banza.”

The company manufactures four varieties of the pasta – penne, rotini, elbows and shells – made from chickpeas, with tapioca, pea protein and xanthan gum. Marketing sheets say Banza pasta is protein-packed, high in fibre, gluten- and grain-free, low glycemic, vegan and non-GMO. A 2oz (56g) serving contains 190 calories, 32 grams of carbohydrate with

8 grams of dietary fibre and 14 grams of protein. In comparison, a conventional wheat pasta serving contains a similar count of 200 calories, but contains 42 grams of carbohydrate, 2 grams of dietary fibre and 7 grams of protein. The suggested retail price for an eight ounce box is about $5.00 (€4.48).

OBSESSED WITH CHICKPEAS

Getting the formulation of Banza down was a significant early challenge. Brian Rudolph was the original visionary and started creating pasta using different ingredients and a hand extruder in his Detroit kitchen. He didn’t at first see the burgeoning potential of chickpeas as they hitched a ride on the current wave of protein popularity. The choice of chickpeas, he recalled, was just a natural extension of his dietary interests.

“We started for fun, looking at a bunch of different ingredients, but settled on chick peas because they taste good, are good for you and you end up with something nutritionally valuable. I was pretty obsessed with getting chick peas in my own diet. They have valuable nutrition and high quality protein, something I was looking for anyway,” he recalled. What the Rudolph brothers and Hairston soon realized was that chickpeas, or garbanzo beans as they are sometimes called, were part of a greater trend that was building as consumers get smarter about their dietary choices.

It did take a fair amount of trial and error to get the chickpea pasta right, according to Hairston, but continuing to work on the product is one of the company’s core pillars. “We came from the tech space, where you launch a

High-protein chickpea transforms pasta

A Detroit based company is tapping into an entrepreneurial spirit to revitalize the manufacturing capital while offering carb-tired consumers a more nutritionally-packed chickpea-based pasta. Karen raterman reports.

June 2015 23


S T A R T- U P C A S E S T U DYS T A R T- U P C A S E S T U DY

product, but you are continually trying to make it better,” Hairston explained. “So, this is a familiar approach for us, and how we see ourselves as a business.” That is not to say that Banza doesn’t taste great, he added. “But we know our customer has changing tastes, so we will always be in touch and learn as much as we can, so we will never stop improving the product.”

The timing for this attitude in the food industry is also right, Hairston added. “It is definitely an interesting time for food right now. There is a lot of disruption and that is something we are trying to do in a variety of store aisles, starting with pasta.”

Gaining retail distribution for Banza pasta was much easier, by comparison, Hairston noted. “Retailers were very excited about a product that was first to market and showing such differentiation, so we didn’t have much trouble gaining distribution.”

That said, getting a company off the ground is by no means easy. “Anyone who has ever worked on a startup knows, it is not a time when you get a lot of sleep or personal time,” Hairston recalled. “There is a lot to do and it is not easy. We have had tremendous growth, but it is certainly not for lack of hustle.”

Hairston attributes part of Banza’s quick success to support from the entrepreneurship culture in Detroit. Being part of a community with Michigan grit and hustle, he said, was very inspiring to the team. “Being part of the rebirth of the city definitely moved us to put in some long hours.”

The startup also got initial support from locally-based retail chain Meijer, which took on the product in its 213 stores. “The fantastic people at Meijer believed in our mission and being a part of that eco-system definitely helped jumpstart our ability to grow,” Rudolph said. “A lot of people look at the city of Detroit as being on the downswing, but what we have been a part of is positive momentum.”

Banza pasta is both gluten-free and vegan, but the company sees its target

Georgia run these three images in a ver0cal box with heading BANZA’S NUTRITION BENEFITS GIVE PASTA LOVERS “PERMISSION TO INDULGE”

BANZA’S NUTRITION BENEFITS GIVE PASTA LOVERS “PERMISSION TO INDULGE”

Source: h*ps://www.facebook.com/EatBanza

Source: https://www.facebook.com/EatBanza

Source: eatbanza.com

BANZA MARKETING EMPHASISES THE PASTA’S PROTEIN CONTENT

June 201524



S T A R T- U P C A S E S T U DY

audience as a much broader group of mainstream consumers looking for healthier alternatives – its website claims to be “changing pasta forever, for the better”.

The Banza team is positioning the product from a marketing perspective as a replacement for mainstream pasta for customers who want a healthier alternative for the pasta they love, or health-aware consumers who might come back to pasta as a category, if it was better nutritionally. “We are targeting a customer who may not eat a lot of pasta but might eat this,” Hairston said.

The main tag line is “Delicious pasta without the guilt.” Marketing on the website points out that one serving has twice the protein as regular pasta and contains more protein than you get in a protein bar. The company also touts that Banza has half the net carbs of regular pasta and four times the amount of fibre, and also mentions protein’s abilities to increase satiety and speed exercise recovery.

The Banza team primarily engages its community with social media and has generated a fairly strong following. The product generated 1,000 likes in its first month of operation. Since then, the company has also seen mentions in mainstream US media such as the “Dr. Oz Show” – where he called it “like hummus in a noodle” – “The Today Show”, and Prevention Magazine listed it as one of the 100 Best Clean Foods. The team also posts recipes for traditional pasta dishes such as pasta primavera and macaroni and cheese featuring Banza. “We have lots of followers who have become really passionate about chickpeas,” Rudolph said. “We owe some of that to other companies that have been educating people about this food and that it is a rare breed of plant that is both delicious and nutritionally valuable.”

The team also engages customers in stores and at local events, like farmers markets. Rudolph notes that they love to get feedback and one of their favorite things is to have kids try it and trick them into thinking Banza is regular pasta.

It is not hard to guess that the Banza team may be planning on providing a chickpea alternative in other grocery categories, although Rudolph and Hairston won’t say much about what they have in mind. “Our vision is to do this again in another category, maybe bread or tortilla chips,” Hairston speculated. But first, he said, the company is working on a business partnership that will dictate some of its strategy. “Right now, we have a high level of demand on the retail side, so we want to make sure we are approaching this in the best way possible, to move products off the shelves once we get there.”

“We do have some exciting things we are looking at,” Rudolph added, “but I won’t go into too many specifics right now. The main vision is that we want to change the way most people think of products made with wheat, corn and soy. We don’t need all packaged food products to be made from those same things. We want to make it easier for people to eat better food.”

BANZA WON PEOPLE’S CHOICE AWARD AT NATURAL PRODUCTS EXPO EAST 2014

Banza won people’s choice award at Natural Products Expo East 2014.

NUTIRION SNAPSHOT FOR BANZA

June 2015 25


S T R AT E G Y C A S E S T U DYS T A R T- U P C A S E S T U DY

Faced with mature markets that have low or no growth, intense competition and price-crushing retailer dominance, more and more companies have turned to emerging markets to benefit from growing consumer disposable income.

While it’s true that many companies have found in emerging markets the high growth rates they were looking for it has by no means been plain sailing. Foods and beverages with health benefits, no matter how well-adapted to the taste, texture and packaging design preferences of the local market, still often fail.

It’s often asserted that emerging markets are very different from developed markets and that there are few lessons from one that can be applied to another. Brazil has been one of the most glamorous, fast-growth markets of the last 10 years, a target for companies both large and small. And so New Nutrition Business decided to take a snapshot of the Brazilian market over a five-year period and focus on identifying the specific factors underlying the success or failure of new functional foods and beverages.

Brazil plays a big role in the global food system and it is a major consumer market (with 212 million people it is the world’s 5th most-populous country). There’s huge upside potential to consumer demand on a scale not imaginable in Europe or the US.

In the dairy category, for example, Brazil’s annual per capita consumption of yoghurt – one of the most active and successful health categories – was just 4.7kg in 2011, but had jumped by 35% to 6.4 kg by 2014. This is the third-highest consumption rate in South America but it’s still far below European countries like

Germany (16kg per annum) or France (20kg per annum).

In terms of dairy, Brazil also has potential because unlike many emerging markets where sales still go through a host of small local stores without refrigeration, 54% of Brazilians buy dairy products in the supermarket.

WHAT WE DID

Working on behalf of NNB, a masters student from the prestigious University of Maastricht Food & Health Innovation course scoured the literature on the causes of failure of new foods and beverages as well as NNB’s previous research on failures in functional foods and beverages in other countries in an effort to find all the possible controllable variables. Next we set out to test these on real functional food product launches in Brazil between 2007 and 2011 and we assembled a group of case studies in the following categories: dairy, beverages, bakery, snacks and breakfast cereals.

The health benefits of the products within these categories were:

• Digestive Health• Heart Health• Fortified/High in vitamins,

minerals, calcium, iron or other compounds.

• Weight Management • Energy

Next we statistically analysed the data about the failed and successful products.

As a first step, we identified the rate of failure of products in our sample. In the Brazilian market it was lower than suggested by the business school literature

and lower than in markets such as the US and Europe. As Chart 1 shows:

• Dairy had a rate of failure of 20%• Beverages’ failure rate was 17%. • Bakery and snacks had the lowest

number of launches of functional foods and also the lowest rates of failure, 6% and 12% respectively.

• Breakfast cereals had highest failure rate of 33%.

And from the statistical analysis, which factors emerged as most important in helping predict success or failure?

1. Sensory aspects. Taste and texture unsurprisingly appear as one of the factors most strongly correlated with success. This corroborates the argument that foods for health – functional foods – are viewed by consumers as food first, health second. Good sensory aspects are key to gaining consumers’ loyalty.

2. Product differentiation. Offering a product that’s strongly differentiated – even unique – is a key component of success. The point of difference might be related to ingredients or benefits, product format, intended time and/or way of consumption and accessibility to the product and package innovations. In a nutshell, creating a distinctive product that provides a clear benefit will significantly increase the odds of success.

It’s worth noting that it is so important to create a clear point of difference that this factor appears to outweigh pricing. Going after a market with a me-too product with an aggressive, low-price strategy sometimes seems to work in some categories and some countries, but

Predicting success and failure in emerging marketsA focus on emerging markets is flavour of the month and they are often seen as a sure way to make money. But is it? What do you have to do to succeed? What are the common pitfalls that you must navigate around? New Nutrition Business decided to take a look at Brazil, helped by the University of Maastricht.

June 201526



S T R AT E G Y C A S E S T U DYS T R AT E G Y C A S E S T U DY

as NNB has shown before, it is usually a strategy that fails. As our Brazilian case studies showed, low price fails to motivate consumers if the product doesn’t bring any advantage compared to what’s already available.

And regardless of whether you are a global giant with a big budget or a well-known and trusted local brand you will still fail if you don’t pay attention to the factors above.

NO VALUE IN HEALTH CLAIMS?

A factor that emerged from this research and which has also emerged strongly from research in other countries is that the presence of a regulator-approved health claim on a product and in its advertising seems to have no relationship with success.

An example is the Nutry Ativa cereal bar brand. Nutry has been a trusted and successful cereal bar brand in Brazil since 1994. Nutry launched a new sub-brand called Ativa, containing FOS, an ingredient based on inulin that helps intestinal functioning. Launched in 2011, it was the first cereal bar with an approved health claim from the Brazilian Ministry of Health. The claim – and the fact that it was approved by the health ministry – appeared prominently on-pack and in marketing.

Nutry claimed that consumption of one Nutry Ativa bar per day for 21 days would result in improved digestive health.

According to Nutry communications at the time, Nutry Ativa was an: “Easy to carry snack. It’s ideal for women and men with active lifestyles who are concerned with their health and wellbeing”.

But the brand had many challenges, one of which was that it failed to explain what the mystery ingredient “FOS” was. Sales were poor and by 2014 Ativa had been withdrawn.

FIVE FACTORS FOR SUCCESS

Our study in Brazil enabled us to create a predictive model for healthy food and

beverage launches which has an 88% predictive capacity (which in simple language means that its predictions are right almost every time).

Interestingly, the findings about success and failure in Brazil are similar to those in many other markets – both developed and developing. They make it possible to list some practical suggestions for companies that will increase the probabilities of new product success. These are:

1. Taste and texture need to be so good that people will buy the product for these alone – and the health benefit is a bonus. When it comes to food and health, food comes first.

2. Product uniqueness is a key factor. Avoid a me-too strategy if you want to avoid failure.

3. Pricing strategy is central to success. Not only is low price no guarantee of success, more often health-conscious consumers in fact prefer premium-priced products.

4. Significant investment in launch marketing matters.

5. Creating brand awareness, trust and credibility is very important – and takes a long-term investment. Do not expect consumers to be won over within the first 2-3 years.

0%

10%

20%

30%

40%

20%

16.5%

6%

12%

33%

Dairy Beverages Bakery Snacks Breakfast

Cereals

CHART 1: RATE OF FAILURE OF FUNCTIONAL FOODS IN FIVE CATEGORIES IN BRAZIL

CHART 2: A LOWER PRICE STRATEGY DID NOT HELP THE ME-TOOS

Consumers remained wiling to pay a premium for Activia, which held on to a 90% market share of the probiotic yoghurt for the digestive health segment.

0

1

2

3

1.88€/kg 1.90€/kg

2.75€/kg2.88€/kg


CHART 2: A LOWER PRICE STRATEGY DID NOT HELP EITHER OF THE ME-TOO BRANDS NESVITA OR PLENUS Consumers remained wiling to pay a premium for Activia, which held on to a 90% market share of the probiotic yoghurt for the digestive health segment.







June 2015 27


S T R AT E G Y C A S E S T U DYS T R AT E G Y C A S E S T U DY


Itambé Plenus’ me-too strategy failed in Brazil despite aggressive low pricing.

Itambé Plenus’ me-too strategy failed in Brazil despite aggressive low pricing.

CASE STUDY 1: NESTLÉ NESVITA

Product: NesVita was a functional yogurt which combined probiotics and “actifibers” that together promised digestive health benefits. It was launched in Brazil in 2006, two years after the launch of its biggest competitor, Danone Activia.

Distribution: Mainstream supermarkets and multiple retailers.

Pricing: The price of each pack (four spoonable yogurts of 100g each) was €1.32 ($1.45), making it cheaper than rival Activia (see Chart 2).

Despite a significant marketing spend including advertising, social media and PR and a “money back if not satisfied” campaign, NesVita never secured more than 2% market share and by 2009 it had been withdrawn.

NesVita’s main problem was that it was a “me too” product, undifferentiated from its competitors. Its communications focused on comparing itself with the market leader, Activia, instead of clearly transmitting its own benefits. This comparison just made it more evident that NesVita was a “me-too” product, and it failed to gain a unique space in the minds of consumers.

The brand also suffered from communicating too many different attributes (low calories, low fat, more calcium). It also focused too much on the ingredients and seemed to make the main selling point the fact that it was the first product with “probiotics plus actifibers”. In short, NesVita failed to build a distinctive, differentiated and value-based brand and product positioning.

CASE STUDY 2: ITAMBÉ PLENUS

Product: Itambé Plenus was launched in Brazil in 2006 and was the first functional dairy product produced by local food company Itambé. Marketed with the promise of balanced and regular intestinal function, it included the probiotic bacteria Bifidobacterium lactis and Lactobacillus acidophilus. In 2009 it was relaunched with a new packaging visual and a stronger promotion campaign.

Distribution: Mainstream supermarkets.

Pricing: Itambé Plenus had a significantly lower price than competitors – 35% below Danone Activia, as Chart 2 shows.

At launch in 2006 the brand went unnoticed by consumers due to the lack of a promotional campaign. Low price was not enough to get consumers’ attention and as a result of poor sales the brand was relaunched in 2009, this time with a new package and stronger promotional efforts, with advertising and point-of-sale displays carrying a “Try to Change” message and focusing on the benefit “contributes to the intestinal flora equilibrium”.

Itambé Plenus was a me-too product, with no point of difference in benefit, flavour nor pack design (which was very similar to that of market leader Activia). Despite a low price strategy the brand failed to take any significant market share and was withdrawn.


2

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N E W P R O D U C T SN E W P R O D U C T S

Country Company Brand & Product DescriptionPART 1: NORTH AMERICA – FOODS & BEVERAGES

All new product information is sourced exclusively from Mintel’s GNPD (Global New Products Database), which can be visited at www.gnpd.com. Mintel can be contacted at 18-19 Long Lane, London EC1A 9PL, U.K.. Tel. +44-(0)20-7606-4533, Fax +44-(0)20-7600-3327

FUNCTIONAL & HEALTHY-EATING NEW PRODUCT LAUNCHESEach month we summarise new product launches from around the world.• Part 1: North America • Part 2: Rest of the World

BAKERYUSA Freeland Foods Go Raw Choco Crunch Sprouted

CookiesFree from GMO, gluten, nuts, and added sugar and salt. Good source of iron, and contains 25mg of Omega 3, 200mg of Omega 6, and 190mg of potassium. Sprouted and gently dried as opposed to cooking, and thus nutrients and enzymes are unlocked and preserved to super-charge digestion and support optimal health. With sprouted sesame seeds which are heart healthy, and high in fiber which promotes healthy digestion. Also available: Sweet Crunch Sprouted Cookies.

USA Silver Hills Bakery Silver Hills Herb’s Garlic Sprouted Bagels

Made with 90% organic ingredients and contain artificial preservatives. Made from sprouted 100% organic whole grains, these bagels provide 52g or more per serving. This high fiber product is free from GMO, dairy, oil, additives, stabilizers, eggs.

Canada Ozery’s Pita Break Pita Break Morning Rounds Date and Chia Breakfast Pitas

Nutritious source of energy with the flavour of date and the crunch of the chia blend. Free from artificial preservatives and low in saturated and trans fats. Claimed to be heart healthy.

USA Snyder’s-Lance Lance Quick Starts Maple French Toast Breakfast Biscuit Sandwiches

Naturally and artificially flavoured. Contains no preservatives and are said to provide nutritious morning energy. Good source of fiber and B vitamins and contains 13g whole grain per serving.

USA Manna Organics Manna Organics Manna Bread Fruit & Nut Bread

Made with 100% sprouted and USDA organic certified whole grains, fruits and nuts. Contains no salt, yeast, oil or sweeteners. According to the manufacturer, it converts the starch into easily digestible natural complex sugar, similar to those found in fresh fruits.

DAIRYUSA Icelandic Milk & Skyr Siggi’s Icelandic Style Mango &

Jalapeño Strained Low-Fat YogurtNow available as a seasonal flavor. All natural product is free from rBGH, gluten, aspartame, sucralose, gelatin, artificial colorings, preservatives and high fructose corn syrup.

USA Stonyfield Farm Stonyfield Organic Greek and Chia Pear Nonfat Yogurt & Chia Seeds

Free from gluten. Contains 12g of protein and 500mg of added omega-3 per serving.

Canada La Maison Alexis de Portneuf Alexis de Portneuf Caprano Aged Firm Ripened Goat Cheese

High in protein, rich in calcium and contains 27% milk fat.

USA Whole Foods In Soho Kite Hill Cream Cheese Style Spread

A plain traditionally cultured spread made with fresh almond milk.

USA Saga Dairy Viking Pure Icelandic Yogurt Contains more protein than sugar, and is free from gluten, milk fat and GMO. Also available: Cucumber Mint Icelandic Yogurt.

JUICE DRINKSUSA Hain Celestial Group BluePrint Chard Basil Apple

Romaine Celery Cucumber Collards Lemon Cold Pressed Juice

A leafy green super food. USDA organic certified product comprises 100% raw, organic juice, and contains no GMO or gluten.

USA Lakewood Lakewood Organic 2.0 Mango Juice

Free from GMOs, pesticides, herbicides, growth regulators, additives, preservatives, gluten, casein, and added sugar. The 100% fresh pressed fruit juice blend is said to provide essential micro-nutrients, vitamins and minerals to help maintain healthy blood pressure and normal cholesterol levels, to support the immune system and maintain normal glucose levels, to improve iron absorption and maintain strong healthy teeth and gums, to restore vital body electrolytes for overall vitality, healthy and well-being, to promote normal cell growth and keep eyes and skin healthy, and to support the digestive system and provide healthful nutrients for every stage for like.

Canada Ampol Food Processing King Island Coconut Water with Chocolate

Made with coconut water not from concentrate, is a good source of potassium and magnesium as well as a source of iron. It contains 3g medium chain fatty acids per 250ml serving, and is free from GMO, gluten, lactose, dairy, soy and cholesterol.

USA Drink Daily Greens Daily Greens Half Pint Berry Tasty Mixed Berry Vegetable & Fruit Smoothie

100% cold-pressed fruit and vegetables juice high pressure processed. USDA organic certified juice is free of gluten and GMOs. Also available: Green Thing Fruit & Greens Vegetable & Fruit Smoothie and Peel Out Chocolate, Banana & Strawberry Protein & Fruit Smoothie.

Canada Minute Maid Simply Orange Orange Juice Beverage with Coconut Water

Not made from concentrate and contains 25% less calories than leading orange juices. Free from preservatives, good source of vitamin C and potassium, excellent source of folate.

MEALS & MEAL CENTERSUSA GFA Brands Udi’s Gluten Free Been & Green

Chile BuaritoMicrowaveable product is a good source of protein.

USA Fresh Express Fresh Express Digestive Health Kit

Good source of fiber and helps maintain a healthy digestive tract. Contains as much fiber as 3/4 cup of brown rice, as much vitamin C as half lemon and as much potassium as one cup low fat milk.

USA Made by Lukas Made By Lukas Beet with Quinoa & Sunflower Seeds Fresh Veggie Burger Mix

Ready-to-shape product comprises ground and seasoned veggies with quinoa and sunflower seeds. It is free from wheat, dairy, eggs and soy, and provides one serving of veggies in each burger.

Canada Sol Cuisine Sol Cuisine Ginger Lime Teriyaki Meatless Chicken

Made of imitation chicken containing 100 calories, 2g fat and 11g protein per 76g. It is free of GMO, gluten, harm and fowl.

PROCESSED FISH, MEAT & EGG PRODUCTS

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N E W P R O D U C T S

RTDsUSA Jade Monk Jade Monk Mint and Honey

Matcha Green Tea100% cold brewed and is made with matcha and a hint of honey and mint. Handpicked from the Tokai-chiho prefecture of Japan, flash steamed, and ground into a fine green powder consisting of 99% pure tea leaf from which all the antioxidants are absorbed. The USDA certified organic product is free from GMO, gluten, dairy and soy. Cold brewed and cold pressured to eliminate potentially harmful bacteria without the high temperatures that destroy nutrients and taste. Each bottle contains 300mg of natural antioxidants flavanoids, ten cups of green tea nutrients and 28mg natural green tea caffeine.

SNACKSUSA Epic Provisions Epic Bites Bison Meat, Uncured

Bacon, Chia & Raisins SnackMade with minimally processed 100% natural bison meat, and does not contain artificial ingredients, added antibiotics, growth stimulants, gluten, or soy. It has been handcrafted, contains organic chia seeds and 9g of protein per serving. Also available: Chicken Meat Snack with Currant & Sesame BBQ Seasoning.

USA Engine 2 For Life Engine 2 Plant-Strong Sweet Potato & Cinnamon Popped Crisps

Comprises light, airy and crunchy crisps made with a blend of brown rice, corn and sweet potato. Popped instead of fried, free from GMO, gluten and added oils. Low in fat and contains 22g of whole grains per serving.

USA Freeland Foods Go Raw Sweet Spirulina Sprouted Bites

Free from GMO, gluten, nuts, and cholesterol, is a good source of iron, and contains 200mg Omega 6 and 8g of fiber per each serving. Sprouted and gently dried as opposed to cooking, and thus nutrients and enzymes have been unlocked and preserved to super-charge digestion and support optimal health. Comprises spirulina which contains 22 amino acids as well as vitamins and minerals, as well as coconut, banana, dates, and sprouted sesame seeds which are heart healthy, high in fiber, promote a healthy digestion and support skin, hair, and bone health.

USA Engine 2 For Life Engine 2 Plant-Strong Purple Corn, Quinoa & Garlic Popped Crisps

Light, airy and crunchy crisps. Made with a blend of whole grains including purple corn grits, brown rice and quinoa with a note of garlic. Low in fat and free from gluten, GMO and added oils. Provides 25g of whole grains per serving.

USA Freeland Foods Go Raw Spicy Fiesta Sprouted Flax Snacks

Free from GMO, gluten, nuts, and cholesterol, is high in protein, high in fiber with 13g per each serving, and contains 300mg of Omega 3 and 200mg of Omega 6Sprouted and gently dried as opposed to cooking, and thus nutrients and enzymes have been unlocked and preserved to super-charge digestion and support optimal health. Contains jalapeno, cilantro and lime juice, and is said to satisfy craving longer than most snacks. It contains flaxseed which is known to help lower cholesterol levels and inflammation, as well as soluble fiber that aids in feeling full longer.

USA Biena Foods Biena All Natural Sea Salt Flavored Chickpea Snacks

Foasted and not fried, and said to be tasty and crunchy. Gluten free power snack is a good source of proteins, an excellent source of fiber. Made with all natural ingredients and is free from cholesterol, trans fat, artificial ingredients, artificial flavors, colors and preservatives. It provides 5g protein and 24% daily fiber.

Canada Simply 7 Snacks Simply 7 Cheddar Quinoa Chips Free from gluten, GMO, trans fat, artificial colours, artificial flavours and preservatives. These all-natural bite size chips are a good source of protein.

Canada Dare Foods Dare Breton Popped! Beans Chick Pea & Red Bean Sea Salt & Pepper Cracker Chips

Made from a unique blend of chickpea and red bean. According to the manufacturer, beans contain fibre and protein that making them a nutritious choice. Contain 2g of fibre and 2g of protein per serving. They Free from gluten, artificial colours and flavours.

USA Lesserevil Brand Snack LesserEvil Buddha Bowl Foods Himalayan Pink Popcorn

Made with wholegrain organic coconut oil, organic popcorn, and Himalayan pink salt which contains 84 essential minerals and elements to detoxify and balance pH levels. Contains 38 calories per cup; and is free from EC, gluten, GMO, trans fat, cholesterol, MSG, artificial preservatives, flavors, colors, and milk hormone. Loaded with antioxidants, is a good source of fiber, and has only 4g of fat and 110 calories per serving.

USA Nutrisystem Nutrisystem D Fudge Graham Bars

A portion-controlled, low fat, reduced calorie comprehensive program designed to help people with type two diabetes achieve meaningful weight loss. Each bar contains 12g protein and 5g fiber, and helps to minimize blood sugar spikes and satisfies hunger.

USA Orange Peel Enterprises Greens+ +PlusBar Dates, Almond Butter & Greens+ Superfoods Energy Bar

100% free from GMO and gluten. Contains 2.5g EFA and 9g of protein and is EcoCert certified. Organic snack bar provides energy and supports performance and nutritional balance. Also available: Almond Butter, Chia Seeds & Greens+ Superfoods Natural Bar.

USA Divine Bovine Divine Bovine Spicy Jalapeño Gourmet Beef Jerky

Gluten-free product is free from nitrites, preservatives, added MSG and artificial ingredients.

USA SmashPack SmashPack Protein Mixed Berry Fruit & Protein Pack

Free from soy, gluten and artificial ingredients, and contains one fruit serving, 15g of whey protein and 180 calories per pack. Thick and smooth fruit and protein pack contains real fruit, real food and high quality whey protein.

USA Betty Lou’s Betty Lou’s Nuts About Almond Butter Protein Plus Energy Balls

Made with crunchy nuts, gluten-free oats and unrefined sweeteners; and are said to provide the nourishment and on-the-go energy to keep going throughout the day. Made using non-GMO, all natural ingredients and contains 3g fiber and 12g protein per serving.

USA Core Foods Core Meal with Whey Almond Raisin Hearty Oatmeal to Go

Certified organic and free from gluten.

USA Aduna Aduna Mango & Cashew Green Superleaf Moringa Energy Bar

Source of protein, 100% organic and contains no added sugar, no gluten, wheat or dairy containing ingredients. Spiced with ginger and contains one teaspoon of moringa, a green superfood that helps super-charge the day, while supporting small-scale farmers..

WATERUSA Pomdial Wahta Pure Maple Water 100% natural, pure and freshly tapped maple water from Canada.

Free from added sugars, additives and preservatives and is claimed to refresh, replenish and revive. Contains 20 calories per serving.

USA Hunni Water Hunni Water Detox Raw Honey and Cinnamon Water

Gluten free and raw and is claimed to help the heart health, appetite regulation and gives a brain boost.

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Country Company Brand & Product DescriptionPART 2: REST OF THE WORLD – FOODS & BEVERAGES

BAKERYArgentina La Zaranda La Zaranda Chia and Honey

Oatmeal CookiesProvide omega-3, omega-6 and omega-9. These cookies are a source of fiber and contain high oleic sunflower oil and inulin that is a prebiotic soluble fiber known to help reduce cholesterol.

France Régime Dukan Dukan Oat Bran Biscuits with Dark Chocolate & Chia Seeds

Rich in fibres and omega 3 and free from white flour and added white sugar. This product contains 33% oat bran.

Italy Esselunga Esselunga Equilibrio Wholegrain Rusks

Rich in fibres, which helps with intestinal regularity.

Italy Mondelez Vitasnella Cereal Breakfast Milk & Cereal Biscuits

Made with five types of cereals, feature 55kcal each, 50% less saturated fat than regular biscuits, and no hydrogenated fats. These biscuits provide energy for the entire morning, are a source of fibre and rich in vitamins E and B1. The product contains slowly digestible starches, which release glucose slower into the bloodstream. It is also enriched with iron, magnesium, and vitamins E and B1.

Malaysia Pepsi-Cola Far East Trade Quaker Breaktime Biscuits Source of protein to help build and repair body tissues and a source of calcium to development strong bones and teeth. The wholegrain oats are rich in dietary fibre and can help to keep on the go.

Morocco Galletas Gullón Gullón Ligera Biscuits with Sesame, Linseed and Wheat Germ

This light product is high in fibre, is made with high oleic sunflower oil, is free from salt and added sugars, and bears the Spanish Heart Foundation logo.

Netherlands Koninklijke Verkade Sultana Vol Graan Blueberry Flavoured Wholegrain Biscuits

Vegetarian product is full of oat and rich in wheat fibres, made with only natural aromas, colourings and flavourings, and with sunflower oil.

Nigeria Strategic Food Nutro Digestive Biscuits Made with whole wheat flour and bran, and contains no trans fat or cholesterol. The manufacturer claims that wheat bran is one of the richest sources of dietary fibre to help maintain normal digestive system and controls blood sugar; and whole wheat flour helps reduce cholesterol.

Philippines Blue Diamond Growers Natural Blue Diamond Almonds Artisan Nut-Thins Brown Rice, Almond & Sesame Seed Cracker Snacks

Wheat free and gluten free. Each serving of 13 crackers provides 21g of whole grains, 3g of protein, 3g of fiber and 130 calories for 13 crackers.

Romania Nutrition & Santé Gerblé L’Expert Diététique Low Salt Candied Citrus Peel Biscuits

Contain 55% less sugar, 60% less saturated fat and 91% less salt than regular biscuits, which can help maintain a normal blood pressure, and are a source of phosphorus and fiber. The product is made with wheat flour grown without pesticides, contains only natural flavours.

Spain SOS Cuétara Cuétara AvenaCol Digestive Oat Biscuits

Claimed to be a 100% natural way to reduce cholesterol. Recognized by the Spain Heart Foundation. Also available: Rustic Oat Biscuits.

BREAKFAST CEREALSAustria mymuesli MyMuesli Fit For Fun Best Protein

Muesli with Figs & StrawberriesDeveloped with nutrition expert Achim Sam and features a naturally high protein content. Ingredients are: whole grain flakes, oat crunchies, pumpkin seeds, sunflower seeds, almonds, figs and strawberries. Said to be ideal for athletes who need protein to build and maintain muscles; free-from GMOs, lactose, artificial flavours, colours and preservatives. Rich in fibre.

Brazil Vitalia Nikola Vitalia Multigrain Flakes with 30% Fruits

Contains 30% of coconut, mango, pineapple, papaya, dates, raisins and banana chips. This wholegrain product is a source of fiber, low in saturated fats and free from dairy. It is claimed to provide vitality and give a long lasting energy necessary for an active day.

Netherlands Malsovit Malsovit Fibre Muesli This 100% plant-based product contains slow carbohydrates, 18% insoluble fibres and is free from additives, added sugar, salt, fat, flavour enhancers, colourings and flavourings. Claimed to help stabilise blood sugar levels, one 50g portion combined with 200ml skimmed yoghurt has a glycemic index of seven and contains 221 calories. Contains beta-glucan from oats and barley, which lower cholesterol, and ensures a high satiety, improves digestion and stool movements.

New Zealand Kellogg Kellogg’s Five Whole Grain Muesli with Sundried Apricot, Cranberry & Pepitas

Blend of wholegrain oats, wheat, triticale, barley and rye blended with fruit pieces, nuts, seeds and a hint of spice that is said to be a great addition to yogurt and fresh fruit at breakfast. Source of protein, high in fibre and low in salt, and contains no artificial colours or flavours.

Poland Granex Granex Topfit Breakfast Cereals with Fibre and Algae

With a high content of fibre, recommended for overweight people or consumers who care about a slim figure.

CHOCOLATE CONFECTIONERYIndonesia Big Tree Farms Big Tree Farms Wonder Chocolate

Cold-Processed Dark Chocolate with Organic Sea Salt & Sweet Nibs

Made from 73% cacao and sweetened coconut palm nectar. It is naturally nutrient-rich with the following: anandamide, the bliss-molecule as a mood-enhancing compound; magnesium and theobromine to promote cardiovascular health; a low glycemic value to slow absorption into the bloodstream; antioxidants to prevent disease and repair cells; and iron to promote blood, muscle and brain functions.

DAIRYAustralia Chobani Chobani Oats Banana Maple

Yogurt with Steel Cut OatsA blend of steel cut oats, real fruit and creamy yogurt. It is high in protein, a source of fibre and calcium, and free from preservatives, artificial colours and flavours.

Australia Mondelez Kraft Cholesterol Lowering Cheese

Said to be proven to lower blood cholesterol by up to 10% by taking two servings (2g plant sterols) daily over three weeks. Source of calcium and 45% less fat than original Kraft singles.

Brazil Cooperativa Agropecuária Petrópolis

Piá Essence Bicamadas Yogurt with Yellow Fruits

Comprises a layer of peach, mango and passionfruit jam, and contains nature identical flavor. This yogurt contains probiotic cultures Lactobacillus acidophilus and Bifidobacterium lactis that helps maintain intestinal flora balance.

June 2015 31



Colombia Parmalat Pamalat Inmune+ UHT Milk with Vitamin C and Zinc

Long life milk enriched with vitamins A and D, B6, B9, B12, and E, to help to support the immune system. The vitamin C in this milk is said to help stimulate the production of neutrophils, a type of white blood cell involved in destroying bacteria, this helping to fortify the immune system.

Indonesia Djembatan Dua Produgen Vitafirst Plain Milk Powder

High in calcium which supports bone and teeth formation and density, phosphorous, magnesium and vitamin D. This low fat milk contains inulin prebiotic that maintains digestion.

Italy Le Officine Culinarie Olympia Skrick Crunchy Cheese Snack The 100% Italian cheese snack is free from gluten, lactose; is high in protein, nutrients; and is less in fats, and carbohydrates. The oven baked product is suitable for low calories and proteic diets, and retails in a 30g pack.

Japan Danone Danone Oikos Fat Free Strawberry Yogurt

A patent-pending, low fat and low calorie product with less than 100kcal. It is said to be made with 3x more dairy than normal product and rich fruit sauce, and contains 2x more protein than regular yogurt.

Japan Kyodo Milk Industry Meito Fancl Beauty Skin Yogurt Features patented HTC collagen and the company’s own bifidus bacteria LKM512. It also contains oligosaccharide and lactose for a naturally sweet flavour.

Malaysia Bio Vita Ceuticals Bio Vita Colostrum Powder Hgh in protein, vitamins and minerals, and is said to dissolve easily. The product is enriched with probiotics, and is free from added sugar.

Portugal Alpro Alpro Natural Soy Yogurt with Almond

A plant-based alternative to yogurt with an almond taste. Rich in plant proteins, enriched with calcium and vitamins; naturally free from lactose, gluten and wheat; low in fat and sugars. Also available: Natural Soy Yogurt with Coconut.

South Korea Emart Emart Organic Kids Cheese 3 Made of 80% organic natural cheese and contains linolenic acid, one of omega-3 fatty acids, which aids in brain development.

South Korea Seoul Milk Seoul Milk MilkLab Low Fat Milk with 80% Extra Milk Protein and Calcium

High in protein and low in fat.

Sweden Skånemejerier Lindahls Plain Kefir Made with kefir culture, contains 12% protein and 0.2% fat, and is said to provide natural recovery after exercise.

Switzerland Emmi Emmi Aktifit Exotic Multi Fruits Drinking Yogurt

Formulated with the probiotic LGG that contributes to a normal digestion, and vitamins B6, B12, D and folic acid that support the normal functioning of the immune system. Each bottle provides one billion of the LGG bacteria.

UK Alpro Alpro Plain Fermented Soya Product with Coconut and Added Calcium and Vitamins

Contains yogurt cultures. It is a plant based alternative to yogurt with a coconut taste. Rich in plant protein, low in fat and low in sugars.

FRUIT & VEGETABLESAustralia Ward McKenzie McKenzie’s SuperBlend Fibre

Freekeh, Lentils & BeansAll natural blend comprises Australian Greenwheat Freekeh, lentils and beans, and is said to provide an excellent source of fibre blend. One serving provides an average of 27% of RDI of fibre.

India Aum Agri Freeze Foods Aum Fresh Freeze Dried Kiwi Freeze dried 100% natural product that is claimed to be longer lasting and healthier than foods that are simply dehydrated, and is low in sugar content compared to a fresh kiwi fruit. Free from additives, sweeteners and preservatives. High in fiber, and each 25g pack is equivalent to 400g of fresh kiwi fruits.

Mexico Comercializadora GAB Mr. Lucky Green Slim Blend This mix of mini cucumbers, green tomatoes, spinach, and celery sticks are ready to juice and can help to promote weight loss. This blend features a high vitamin A content, can help to stimulate memory, and provides both energy and nutrition. Retails in a 200g pack, enough to make up to 1L of drink when combined with water or juice.

Russia Obraz Zhizni Zhivaya Krupa Lentils with Live Sprouts

Said to contain 10 times more essential nutrients than ordinary lentils and are a source of iron, potassium and proteins. This whole grain product is said to help with weight loss and contains: active enzymes that improve the digestion; available proteins which provide strength and energy; antioxidants that reduce ageing and promote beauty; and vitamins which promote health and provide energy.

JUICE DRINKSBrazil Press Juice Brasil Press Juice Brasil Green 1 Juice Cold-pressed detoxifying juice which comprises a blend of cabbage,

spinach, Romaine lettuce, celery and cucumber juices. Free from artificial preservatives and sweeteners; has a low glycemic index, rich in antioxidants, minerals, vitamin C, and fibers and can help to detoxify the body. The cold-press process is said to help preserve the vital vitamins, enzymes, and minerals in the fruit whilst reducing oxidation. Also available: Roots 1 Juice, a blend of beet, red apple, and Sicilian lemon juices, and Spice Energy Juice, a blend of red apple, Sicilian lemon, ginger and cayenne pepper.

Japan Kyodo Milk Industry Meito VC3000 White Grape Juice Formulated with vitamin C equivalent to 150 lemons and said to have a refreshing flavour. The product has 1% fruit juice content and retails in a recyclable 1000ml carton.

South Africa Tipco F&B Tipco 100% Pro Fiber 5x Mixed Vegetable and Fruit Juice with Green Apple Formula

A blend of half vegetable and half fruit juices that contains five times higher fibre content.

UK Benefit Drinks Benefit Drinks Vitality Beetroot & Apple Juice

A 100% juice with added vitamins A, C and E. A 250ml glass of juice provides 100% of theses vitamins, which contribute to the normal function of the immune system.

UK Marks & Spencer M&S Apple, Coconut Water, Cucumber + Spinach Drink

Not made from concentrate and high in vitamin C that helps the body to absorb iron. Suitable for vegetarians, provides one of the five daily recommended servings of fruit and vegetables per pack, and retails in a 250ml bottle featuring the Eat Well logo.

OTHER BEVERAGESCzech Republic All Stars Fitness Products All Stars Strawberry Flavoured

Muscle ShakeA milk protein concentrated drink that contains 100% milk protein and is low in fat and calories. This high protein and gluten-free product contains 39g protein.

UK Golden Acre Dairy Foods Acti-Shake Chocolate Flavour High Protein Dairy Drink

Low-fat drink made with milk protein. Contains 25g of protein, which is known to keep one fuller for longer.

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RTDsIsrael Kmera Jools Lychee in Apple Green Tea A still apple juice and green tea drink with vitamins and lychee juice in

beads. This product provides 100% of the RDI of 8 vitamins, including niacin and biotin that are said to contribute to normal hair and skin. Free from gluten, preservatives and added sugar. Contains 29kcal per 100ml.

SAVOURY SPREADSAustralia Cantire Foods Chris’ Heritage Dips Hommus &

Black Sea Salt DipThe gluten- and dairy-free product contains unhulled tahini which is a rich source of dairy-free calcium and gluten-free fiber and known to be low in GI as well. Retails in a 170g pack containing a sachet of black sea salt garnish.

SIDE DISHESAustralia Ward McKenzie McKenzie’s SuperBlend Energy

Pearl & Black BarleyContain complex carbohydrates that provide a more steady supply of energy.

Brazil Asher Alimentos do Brasil Asher Oat Farofa with Toasted Garlic

Free from artificial colors, flavors, preservatives and stabilizers. Made from oats that provide calcium, iron, proteins, vitamins B and E and carbohydrates, and are rich in fibers to help improve intestinal transit.

Brazil Rede Brasileira de Bem Estar Franquia de Estab. Comerciais

Mundo Verde Seleção Freekeh Comprises cracked green wheat grains. Said to be ideal in salads and soups, and can be used as a substitute for whole wheat in baking or risottos. A source of proteins, is rich in fibers and low in fat.

Brazil Vernaglia Risaliti Massas Alimentícias

Sundhed Alimentos Funcionais Whey Isolate Fusilli

Comprises protein with beetroot, spinach and eggs, basil, quinoa flakes and oat flour, and provides 40g of whey isolate. Tested and approved by the athlete and nutritionist Ney Felipe Fernandes.

India Nature’s Basket Healthy Alternatives Beetroot Fusilli Pasta

Rich in proteins and fibre, and contains no artificial colours, flavours, preservatives, gluten, trans fat or cholesterol.

Indonesia Kampung Kearifan Javara Mustard Green Veggie Noodles

Made from mustard greens and contains vitamins A, B, C, calcium, potassium, iron, phosphorus and dietary fibre. Mustard greens are claimed to cure uric acid, improve digestion and prevent constipation. Free from chemical preservatives, artificial flavouring, artificial colouring and MSG.

SNACKSAustralia The Biltong Man The Biltong Man Old Fashioned

Smoked BiltongThis natural smoked biltong comprises lean Australian beef, smoked and air-dried and is low in fat and high in protein, and free from artificial preservatives.

Czech Republic Jiri Vytopil-Cerea Cerea New Bar Beetroot Cereal Bar

Made with 32% dried beetroot and a milk coating. High in fibre and free of preservatives.

Denmark Aduna Aduna Moringa with Mango & Cashew Green Superleaf Energy Bar

Source of protein, 100% organic and contains no added sugar, gluten, wheat or dairy containing ingredients. It is spiced with ginger and contains one teaspoon of moringa, a green superfood that helps super-charge the day, while supporting small-scale farmers.

Finland HKScan Flodins Pork Fillet Snacks Comprises delicious thin strips of cold smoked pork meat, seasoned with black pepper. The snack is made using 234g of fresh meat per 100g of snack. Free from gluten and lactose.

France Nutrition & Santé Gerblé Sport & Energie Banana Bars

Contain carbohydrates to improve endurance capacity during prolonged physical exercise; vitamin B1, manganese and phosphorus that contribute to normal energetic metabolism; magnesium, vitamins B2, B6 and PP that help reduce fatigue; and vitamin E that plays a role in the protection of cells against oxidative stress. With natural flavours and is free from colourings and preservatives, and rich in carbohydrates.

Hungary FPH Paula Crispy Natural Crispy Cheese and Carrot Slices with Bell Pepper Seasoning

Made from low fat cheese and carrots, not fried or baked, are a source of calcium and fibre and are ideal for dipping, as a salad garnish, as croutons and also for barbecues. High in protein.

Italy Gustitalia MyPollo Protein28 Chicken and Almond Bar

Features a high content of protein. Also availabe: Chicken Snack Bar.

Norway Acti-Snack Acti-Snack+ Fruit, Nut & Seed Power Pack

A mix of dried cranberries and raisins with oven roasted hazelnuts, pumpkin seeds, sunflower seeds, almonds, cashew nuts and dried cherries. The product is a source of: fibre; protein, which contributes to a growth in muscle mass; vitamin E, thiamine, vitamin B6 and biotin. Free from added sugar, additives and gluten.

Poland Castus Naturlig Exotic Fruit and Nut Bars Features a high fiber content, and is free from added sugars. UK Beloved Dates Beloved Cranberry & Blueberry

Date Cereal Bars100% natural cereal bars that are low in salt and a good source of fibre, manganese and “lean energy”. No added sugar. According to the manufacturer, dates contain a complex of natural carotenoids, phytosterols, polyphenols and metabolising minerals and 100% unrefined natural sugars.

UK Eat Natural Eat Natural Protein Packed Crunchy Nut Bars with Peanuts and Chocolate

Claimed to contain more protein than any other Eat Natural bar, with 10g of protein per bar. Made with coconut, which is a good source of fibre, and free from gluten, artificial colours, flavours or preservatives.

UK Grenade Grenade Reload Coconut Chaos High Protein Flapjacks

Contains over 26% of protein per bar, it has three-source protein blend, and complex carbohydrates. A convenient way to consume additional protein in between meals, is made with soy isolate, whey concentrate and micellar casein.

UK Wholebake 9Bar Indulge Cocoa & Raspberry Snack Bars

Snack bars with mixed seeds and free from wheat and gluten. Comprise a blend of seeds and raspberries with chocolate coating. Source of fibre and magnesium, with the magnesium contributing to normal energy-yielding metabolism.

SOUPUK Iamsouper Souper Peppered Beef &

Superbeans Fully Loaded SoupA high protein soup meal that is said to keep the consumer feeling fuller for longer. Low-fat soup is free from artificial ingredients. Microwavable product is described as protein boosted. Also available: Supergreens Fully Loaded Soup.

June 2015 33


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I M P O R T A N T N O T I C EN E W P R O D U C T S


We don’t believe in a ONE-SIZE-FITS-ALL APPROACHEvery business is UNIQUE and DESERVES a HEALTH AND WELLNESS STRATEGY that’s a PERFECT FIT.

Analysis of competitive landscape

Experts in start-ups

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commercialisation

Growth strategyProduct development and ingredient strategy

Channels to market

Health and nutrition success factors Brand development

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Speak to us today about consultancy that is tailored to your needsContact Allene Bruce - [email protected]

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