Health trend continues
shows the popularity of health positioned foods is far from waning
with food manufacturers competing in the innovation stakes.
The latest round-up from Mintel's Global New Products Database shows the popularity of health positioned foods is far from waning with food manufacturers competing in the innovation stakes.
In Germany and Austria, Kellogg has launched a twin-compartment cereal product for the chilled cabinet. The Kellogg Fjølk & Corn Flakes product features a portion of multi-grain cornflakes with a separate serving of 'fjølk', which is described as a fresh, mild yoghurt-milk made with original Scandinavian cultures.
In addition tothis health-oriented adult variety, Kellogg has also introduced avariety for children, based on Frosties Crrrunchy Choco cereal withvanilla yoghurt. For added convenience, they both come with a foldingplastic 'snack spoon' attached to the tub.
Kellogg has previously experimented with convenience-oriented cereals. Inthe UK in 2001 the company introduced To Go Twinpots, an 'on-the-go' breakfast solution comprising a portion of cereal, a portion of extended life semi-skimmed milk and a sachet of sugar, presented in a plastic'bowl' complete with a plastic spoon. Although positioned at the front of store alongside fresh sandwiches, the relatively high pricepoint undoubtedly deterred some consumers, writes Mintel. The new product in Germanycarries a lower price point, and also has the advantage of a unique ingredient (fjølk), adding value to the basic cereal proposition and drawing the consumer's attention.
Continuing the cereal theme, Hipp - best known for its baby food and milk formulae - is venturing into the 'good-for-you' adult breakfast cereal market with the Germanintroduction of Hippness Crisp.
The company already markets some children's breakfast cereals, but it is the first time an adult range appears to have been launched. The range is vitamin and mineralfortified, with certain varieties also offering functional properties.
Varieties include chocolate & nut with lecithin, probiotic strawberry &raspberry, and apple & cranberry with vitamins A, C & E. They arepackaged in modern style flexible, stand-up pouches as opposed to the more traditional carton.
The use of herbal and botanical ingredients in food and non-food remains a popular development, giving a 'better for you' and 'natural' positioning. Their use in dairy products, yoghurt in particular, alsoappears to be emerging further, adding a supplement-style proposition.
Recent examples that highlight this growing trend include Parmalat Kyr PrincipiaAgrumi e Ginseng, a low fat, citrus flavoured fermented milk drink withvitamins, ginseng and fibre, introduced in Italy. While in Malaysia, MagicFood has introduced under the Sunglo brand herbal yoghurts available in fennel and echinacea varieties - two ingredients new to the yoghurt market.
Mintel's Global New Products Database looks at new product development, and features records of food, drink and non-food product launches. For more information, visit the website or call +44 20 7606 45533.
