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Especially for Kids Product Launches, Trends & Developments Tracked by the Innova Database November 2011 Martijn Kesteloo Market Analyst
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Global Kids Health Programs
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The Focus Is Not Only On “Nutrition”
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Product Launch Activity
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Product Launch Activity
Q1
Q1 Q1 Q1
UK: Ambrosia Low Fat Rice Pudding
UK: Sainsbury's Eric &
Friends Iced Biscuits:
2008
5,3%
2009
5,9%
2010
4,9%
2011 YTD
5,8%
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But How To Position Your Product?
Gluten Free
Allergy
No additives,
Preservatives
Natural
Vegetarian
Organic
Novel &
Fun
Traditional
Seasonal/
In-Out
Opportunities
++
+
Health Related
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Positioning Developments:
49
67
43
170
271 258
Passive Health Positioning Active Health Positioning
Vitamin/Mineral Fortified
Added Calcium
Oral Health
Added Iron
Energy/Alertness
No Additives/Preservatives
Natural Low Fat Gluten Free
Allergy
TOP 5: TOP 5:
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Top “Passive” Health Positionings
Germany: Orang Utang This Natural soft drink contains pure orange with cola.
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Kids need more fibers
USA: Mary B's Kids Whole Grain White Mini Biscuits Whole grain white mini biscuit dough for kids. 30% whole grain. Excellent source of calcium and vitamin D. No trans fat.
UK: Young's Chip Shop 24 Fish Nuggets in a Crisp Bubbly Batter Taste tested and approved by children. 100% fillet. Now less than 3% saturated fat and made with a sunflower oil blend.
USA: Froose All-Natural Tropical Blend Gummies 100% natural fruit flavored gummy snack. Gluten free. Certified kosher. Reduced sugar. Good source of fiber. Supports digestive health. Made with Organic Wholegrain Brown Rice Flour & Nutraflora Prebiotic Fibers
Russia: Velle Oats Forest Fruits : Spoonable fiber snack: Ingredients are: Water, Flavor, Oats, Probiotic cultures.
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Made with Natural or Real Fruits
New Zealand: Smooze ICE Berg & Fruit ICE Coconut. The product is promoted as a natural source of essential electrolytes and for being rich in vitamin C.
South Africa: Safari Funky Fruit Berry: fruit sticks Ten fruit sticks with black currant, strawberry, blueberry, and raspberry flavor. Made with real fruit. Low in sodium. Dried fruit is naturally low in fat and cholesterol free food. 64% fruit. Ingredients are: Minced dried fruit and concentrates (67%) [apricots an/or peaches and/or pears and concentrates (3%) (black currant, aronia berry, raspberry, strawberry) in various proportions], sugar, flavoring, coloring and preservative: sulfur dioxide.
South Africa: Safari Toy Story 3 Funky Fruit Bars sun-dried variety of fruit bars (pear, fig, apricot and peach
USA: Minute Maid Coolers
Fruit Punch
Good source of calcium which
is essential for strong teeth
and bones. Made with real fruit
juice. All natural flavors.
Contains a full day's supply of
vitamin C. 100% fruit juice.
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Healthy Dairy Or An Alternative for a Protein Boost
Soy Plus Chocolate Kids High in calcium and vitamin C. Naturally cholesterol-free
Pakistan: Haleeb Fun Milk Almond Milk with
Saffron and Cardamom
Guatemale: Natura's Bebida de Avena: Oatmeal Drink
USA: Sunrich Naturals SōL, Made with sunflower kernels USA: Good Karma FlaxMilk
Made with sunflower kernels or Flax seeds
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Vegetable products from the Veggie Chef: Frank Fol
Légumaise® a good alternative to mayonnaise.
Smaakbom®: The explosive schoolsnack
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Healthy School Meals: But what about after school The number of kids, lunching at school or going home preparing their own meals or grab their own afternoon snacks is growing. Attractive and easy to use packaging is important. Health and natural ingredients is the main focus.
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Top “Active” Health Positionings
Poland: Venosta Naturalle Choco-Globes:
Danone Danoontje Yogurt with Fresh Fruits and Cottage Cheese
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Nestlé has launched two new ready-to-drink, dairy-based beverages in Brazil to help parents increase their children’s daily consumption of iron and essential vitamins. Ninho Fruti is made with real fruit and provides 32%, 31% and 40% of children’s recommended daily intakes of vitamins A, C and vitamin D respectively. It also provides 30% of the recommended daily intake of iron. Ninho Baixa Lactose is a fortified low lactose drink suitable for the 10% of children in Brazil who are lactose intolerant. It is enriched with iron and vitamins A, C and D.
Helping the Parents to increase Childs Health
Nesquik 100 Calorie
Chocolate Drink
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Clear Benefit Communication: Bubbles on Pack
Slovakian based drinks manufacturer McCarter presented Energy Balls, an energy drink featuring beadlets with caffeine, taurine and vitamins. The non-carbonated beverage is offered in 200ml bottles and targets 15-22 year olds. The product is offered in two varieties: a classic energy drink style product (red) and a cannabis flavored energy drink (green). Also new is Magic Balls, a fortified beverage for children containing floating beadlet pieces with encapsulated vitamins.
France: Dia Gouter Trio: Snack with Beverage, Bread Sticks & Chocolate and Hazelnut Paste Two snacks with peach flavored iced tea, bread sticks and chocolate, and hazelnut paste, held in a cardboard sleeve. For a whole snack, 2 servings, to eat on the go. Complete and ideal for any occasion.
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Combining Fun, Taste and Nutrition
Mulder Natural Foods NV speculoos: These breakfast cereals consist of whole grain cereal pillows with speculoos.
With a basis of high quality whole grain oats, Kölln Flower Crispies naturally contain vegetable fats, easily digestible carbohydrates, well-balanced fibers as well as magnesium and iron. “Children love the chocolaty taste.” Also new is Kölln Flower Crispies Honey & Oats. A honeysweet breakfast treat, it contains 25% wholegrain oats and honey – for an ideal start into an active children’s day.
Kind Peanut Butter Whole Grain Clusters: whole grain cereal. Protein packed blend of peanuts and whole grains (amaranth, quinoa, oats, millet and buckwheat). “These delicious clusters provide 5g of protein per serving and are a tasty way to get 16g of whole grains.”
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Is er volgens u behoefte aan een kids “Goodness” assortiment in Nederland?
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Thank you for your attention
Innova Market Insights
Marketing 22
6921 RE Duiven
The Netherlands
Tel: +31 26 319 2006
Fax: +31 26 319 2009
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