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New Food Selections Provide Opportunities

and Challenges

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he supermarket of the future ishere now. Advances in biotech-nology and medical research

ave made tailored foods a reality.lients can now purchase goods basedn their individual needs.“Grocery shopping today is a lot

ike going to the pharmacy,” nutritionolumnist Marsha Hilgeford, RD,otes. “There’s margarine that helpsght heart disease, orange juice thatorks to prevent osteoporosis, and

eas with herbs aimed at calmingour nerves. The line between medi-ine and food appears to be narrow-ng” (1).

These new options at the supermar-et put clients as well as dietetics pro-essionals in an interesting position.For the well-informed consumer, it is aelp. For the not-so-well-informed con-umer, it is confusing,” says Linda Mc-onald, MS, RD, owner and publisherf Supermarket Savvy. “This is an op-ortunity for dietetic professionals too a better job with nutrition educa-ion.”

HE REAL VALUEailored and, in some cases, fortified

oods have become prevalent in sev-ral types of products, but the mostymbolic arena has been orange juice.Minute Maid (The Minute Maid Co,ouston, TX) currently offers 10 dif-

erent orange juices:

OriginalOriginal Plus CalciumCountry StyleExtra Vitamins C and E Plus ZincKids�Heart Wise: “The first national or-ange juice clinically proven to helpreduce cholesterol.”

This article was written byDamon Brown, a freelancewriter in New Orleans, LA.

odoi: 10.1016/j.jada.2004.10.012

776 Journal of the AMERICAN DIETETIC ASSOCIATI

Home Squeezed StyleHome Squeezed Style with CalciumPulp FreeLow Acid

The number of orange juice brandsinute Maid manufactures has dou-

led since 2003. Orange juice compet-tor Tropicana (Tropicana Products,nc, Chicago, IL) has a similar num-er of products, targeting specificalcium, cholesterol, and vitamineeds.Aside from giving customers the op-

ortunity for a more customizableiet, increasing the number of foodhoices available also provides com-anies with more shelf space, as su-ermarkets must make room to carryhe additional products. More prod-cts make their brand more availablend recognizable to consumers. Steveannaford, editor of the publicationligopoly Watch, says that in a nega-

ive form this can be a “pseudo-vari-ty.” “One technique retail oligopoliesse is flooding the shelves with aseudo variety of similar productsade in almost exactly the same way,

o that minor vendors that offer realariety can be elbowed out” (2).However, Tropicana Nutrition Fel-

ow Debra DeMuth PhD, RD, sayshat the content of the juices arerustworthy and based on solid re-earch. “The brands are based on in-ormation from the National Acad-my of Sciences and the FDA [Foodnd Drug Administration]. It’s notust vitamins thrown in, but the in-redients are researched by lookingt a population and its needs.”

ASTE AND PREFERENCEeMuth says that one of the purposes

s to take the guesswork out of eatingealthy. “People don’t have to do theomework required to increase their

ntake of heart-healthy orange juice

r what their kids need,” she says. “If w

ON © 2004

ou have a bad heart, you know youhould drink Heart Healthy. Our Es-entials brand addresses commononcerns of consumers, not just basedn science saying that this is whatou need—there are only five choices,o it’s pretty easy. The other [orangeuice] varieties are based on taste andexture preferences.”

Some of the extra varieties can beoiled down into taste choices likeulp and pulp-free, but McDonald, aember of the Dietitians in Business

nd Communications dietetic practiceroup, says that the average con-umer may be intimidated by thearger selection, and even she findshe choices daunting.

“I find the choices overwhelmingnd confusing at times. The orangeuice category is an example,” sheays. “There are so many choices.e end up with two and maybe

hree different orange juices in ourefrigerator to meet everyone’s pref-rences.”McDonald says that if it is a confus-

ng store shelf now, consumer opinions partially to blame. “This is a re-ponse to consumer demand. Thereas been an increase in research link-

ng nutrients and specific health con-itions.”“We’re trying to take a more person-

lized approach to nutrition, based onhat Tropicana was hearing from con-

umers,” says Tropicana spokespersonourtney Perry. She cites the successf the Light ’n Healthy line, initially aesponse to consumers interested inore carb-friendly orange juice. “We

lso originally had one-third less sugarin the Light ’n Healthy brand), but weeformatted it to one-half less in earlyummer 2004 because of customer

eedback.”“The products out there represent

he top disease states of the consum-rs,” DeMuth says. “Like with over-

eight and obesity affecting two

by the American Dietetic Association

To keep your patients on a heart healthy diet, give them the great taste, variety and satisfaction they want. Recommend almonds. Research shows that a handful of almonds a day may help lower cholesterol, and that an eating plan composed offoods acknowledged by the FDA for heart-health benefits, including almonds, mayhave significant cholesterol-lowering benefits. Go to PortfolioEatingPlan.comTM

for more about the good science and great taste of almonds.

&Califo rn i a Almond s

LOWER CHOLESTEROL

RAISE EXPECTATIONS.

LOWER CHOLESTEROL

RAISE EXPECTATIONS.

For more information circle 138 on Reader Service Card or enter www.info.ims.ca/3283-138

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FOR YOUR INFORMATION

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hirds of Americans, we’re going toee heart-health and weight-controlroducts geared towards what peoplere experiencing.”

STICKY SITUATIONxperts say there are ways toelp clients adjust to the new foodhoices:

Use and recommend the Web sites:

Tropicana, Minute Maid, and many

778 December 2004 Volume 104 Number 12

other major brands have their nu-trition facts online.Be specific: “A dietitian should setspecific goals and guidelines andencourage a client to focus on onenutrient at a time,” McDonaldsays.Go shopping with your client:“Actually going to the supermar-ket with the client will help themunderstand some of the basics ofsupermarket shopping,” says Mc-

Donald.

eferences. Hilgeford M. Super-fortified prod-

ucts do more than make up for dietdeficiencies. The Courier-Journal.Available at: http://www.courier-journal.com/features/health/2003/10/hf-front-foods1023-12182.html.Accessed November 1, 2004.

. Hannaford S. Pseudo-variety in thebeer market. Oligopoly Watch. Avail-able at: http://www.oligopolywatch.com/2003/04/30.html. Accessed No-

vember 1, 2004.

The American Dietetic Association Foundationannounces the selection of Andrew and Ann Prentice of London, England to receive the Edna and RobertLangholz International Nutrition Award. The first husband and wife team to receive this award, thePrentice’s are recognized for their outstanding contributions to international nutrition.

Andrew Prentice, PhD is the Professor and Head,Medical Research Council (MRC) International NutritionGroup, London School of Hygiene and Tropical Medicine,London, England, UK. Ann Prentice, PhD is the DirectorMRC Resource Centre for Human Nutrition Research,Elsie Widdowson Laboratory, Cambridge, UK.

Both Prentice’s have enjoyed long and distinguishedrecords of research achievements. Andrew’s researchfocuses on pregnancy and lactation, energy requirementsand adaptations and malnutrition. Ann’s research is inthe area of nutrient requirements for bone health,encompassing the nutritional problems of both affluentand developing societies.

The award was presented during the opening session ofthe 2004 ADA Food & Nutrition Conference & Expo. The awardees received an original bronze sculpture prepared by an American artist as a symbol of the award.

American Dietetic Association Foundation

Andrew and Ann Prentice2004 Recipients of the Edna and Robert LangholzInternational Nutrition Award from the American Dietetic Association Foundation