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B U S I N E S Swww.new–nutrition.com AUGUST 2016 ISSN 1464-3308VOLUME 21 NUMBER 11

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 21-22Pages 5-7 Pages 8-11

Continued on page 3

By Julian Mellentin

Danone to take control of global non-dairy market?

One thing that you can be sure of is this: if everything goes to plan, the marketing of almond and other nut milks that compete with dairy milk will be getting a major marketing boost from 2017 in every market in which Danone operates. And soon after that, heavily-marketed non-dairy yoghurts will start to erode the dairy yoghurt market in the same way that non-dairy is eating up an ever-growing share of the liquid milk market.

Danone – one of the world’s largest dairy companies – announced in July that it will pay $12.5 billion (€11.3 million) to acquire WhiteWave, a price that marks a 24% premium to WhiteWave’s recent share price.

At a stroke Danone will become not only a dairy company but one of the world’s biggest players in plant-based foods and beverages – perhaps even the biggest:

• The combined sales of WhiteWave’s Silk and So Good non-dairy brands make it the market leader in the US with an approximately 40%+ share of the country’s $1.8 billion plant-based dairy market, which in recent years has grown at 11% annually. In the US, non-dairy milks already account for 12% of the liquid milk market, despite selling at a 100%

premium to regular cows’ milk and despite falling short on nutritional values (unless the products are heavily fortifi ed).

• Alpro, the European equivalent of Silk, has $533 million (€482 million) in sales giving it (at retail prices) a market-leading 50% share of Europe’s $1.4 billion (€1.25 billion) non-dairy milks market, which has been growing at 17% annually. Alpro is said to be six times bigger than the second-biggest competitor.

With the non-dairy market now dominated in most countries by chilled products and a clear growth opportunity identifi ed by WhiteWave in the embryonic non-dairy yoghurt segment, the acquisition makes the most of Danone’s expertise in chilled distribution as well as its world-leading R&D skills in yoghurts.

The acquisition will almost double the size of Danone’s US business, which will now account for 22% of Danone Group sales, up from 12%. Danone also said that merging with WhiteWave will make

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Diverse portfolios fast becoming the

new normal

Kite Hill aims to make premium

plant-based range fl y

Simple protein powers snack

sales jump

AUGUST 20162

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Published 11 times a year byThe Centre for Food & Health Studies

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LEAD STORY

1,3-4 Danone to take control of global non-dairy market?

EDITORIAL

5-7 Diverse portfolios fast becoming the new normal

CASE STUDIES

8-11 PLANT FOOD: Kite Hill aims to make premium plant-based range fly

12-15 STRATEGY: Kashi claws back sales

16-18 START-UP: ”Super clean” drinks target underserved niches

19-20 BEVERAGE: Simply keeping on growing

21-22 SNACKING: Simple protein power snack sales jump

23-24 START-UP: Honey water targets bee health

NEW PRODUCTS

25-30 Functional & healthy-eating new product launches

IMPORTANT NOTICE

31 A polite reminder to our subscribers

HOW TO SUBSCRIBE

32 Subscription Order Form

Ades ...........................................................4

Alpro ......................................................1,3

Balanced Breaks .................................21,22

Campbell Soup ...................................5,6,7

CAVU Venture Partners ......................8,11

Coca-Cola .......................................4,19,20

Danone ..........................................1,3,4,5,6

E-hydrate .......................................16,17,18

EAS .........................................................18

Fairlife......................................................19

General Mills ...........................6,8,11,12,13

GNC ...................................................16,17

Horizon .....................................................3

Just Bee ...............................................23,24

Kashi ................................5,6,7,12,1314,15

Kellogg ............................5,6,7,12,13,14,15

Khosla Ventures ........................................9

Kite Hill .......................................8,9,10,11

Kraft Heinz ........................................21,22

Kroger .......................................................6

Lu ..............................................................5

Lunchables ..............................................21

McDonalds ..............................................19

Michel et Augustin .................................5,6

Minute Maid ......................................19,20

Mondelez ...............................................5,7

Muscle Milk ............................................18

Oscar Mayer ......................................21,22

P3 .......................................................21,22

PepsiCo ..............................................19,20

Plum Organics .......................................5,6

Pure Organic ...........................................12

Sargento .............................................21,22

Silk ..........................................................1,3

Simply Juice ........................................19,20

So Good ....................................................1

Target .................................................16,17

Tropicana ...........................................19,20

Unilever ..................................................4,7

Walmart.....................................................6

WhiteWave ..........................................1,3,4

Whole Foods Market ............................8,11

AUGUST 2016 3


E D I T O R I A L

it one of the top 15 food and beverage producers in the US.

Danone will have also become the single-biggest player in the US organic market. White Wave’s Horizon organic brand has over $800 million (€724 million) in sales and is twice the size of its next-biggest competitor, according to Neilsen data.

Organic liquid milk is a growth market in the US, with sales reportedly up 6.6% in 2015 – compared to a 2.2% decline in sales of conventional milk, despite selling at a 100% price premium to organic milk. Horizon is also a player in the $200 million (€180 million) lactose-free milk segment, which grew by 20% in 2015 (and also sells at a more than 100% premium to regular milk). In short, taking together the Soy non-dairy milk business and the Horizon organic and lactose-free business, Danone will be perfectly positioned to profi t from the high-margin, high-growth niches which are taking an ever-bigger share of the US milk market (see New Nutrition Business June 2016).

COMMENT

It’s not impossible that Danone will sell off the bagged salads business of WhiteWave, which is the least-strong element of the portfolio. But dairy companies everywhere can be sure that Danone will be using its global presence to leverage the Silk/Alpro business into as many markets as possible, as quickly as possible. Given the success of the WhiteWave strategy in diverse European markets as well as in the US, it’s likely that Danone will soon make a diff erence to the plant-based non-dairy business.

For dairy companies – and start-ups – which have gone into non-dairy yoghurts and desserts (such as Kite Hill, see Case Study on page 8) the marketing dollars that Danone typically spends will give the category a boost, educate consumers and lift everyone’s sales. And all those dairy companies who do not yet have non-dairy in their portfolio will need to move fast or regret it later.

CHART 2: THE FIVE LEGS OF THE ALPRO STRATEGY IN EUROPE

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CHART 3: NON-DAIRY YOGHURTS, DESSERTS AND CREAMERS ARE CLEARLY IDENTIFIED AS THE NEXT BIG GROWTH OPPORTUNITIES IN “NON-DAIRY DAIRY”

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CHART 4: DANONE WILL BECOME THE BIGGEST ORGANIC DAIRY COMPANY IN THE US, ADDING HORIZON AND WALLABY TO A PORTFOLIO WHICH ALREADY INCLUDES STONYFIELD FARMS

AUGUST 20164


E D I T O R I A L

Danone’s acquisition comes hot on the heels of last month’s announcement from Coca-Cola that it was buying South America’s biggest non-dairy drink brand – Ades – from Unilever for $575 million (€515 million), a move which makes Coca-Cola the biggest player in South America in non-dairy milks and provides it with a platform from which to enter

other markets.The Ades brand was fi rst launched

back in 1988. A soy-based non-dairy drink, it has a more than 30% share of the $620 million (€550 million) sales value Brazilian market, where it is sold in a wide range of formats. The brand is also sold in Argentina, Mexico and fi ve other South American countries.

Companies around the world are watching the “non-dairy dairy” market’s phenomenal growth and the surging sales not only of non-dairy milks, but non-dairy yoghurts and desserts, and wondering how they can take part. The time to wonder is over. The time to act is now.

CHART 6: WHITE WAVE IS THE NO.1 PLAYER IN FIVE CATEGORIES, SEVERAL OF WHICH HAVE ANNUAL GROWTH RATES OF OVER 10%

CHART 5: WHITE WAVE SALES AND OPERATING PROFIT GROWTH

0

500

1000

1500

2000

2500

3000

3500

4000

Sales Sales Sales SalesOperating

profi t

Operating

profi t

Operating

profi t

Operating

profi t

2012 2013 2014 2015

$2,306

$2,542

$3,437

$3,867

$173 $209 $304 $375

Source: White Wave

AUGUST 2016 5


E D I T O R I A L

Diverse portfolios fast becoming the new normal

A few years ago it would have been impossible to imagine. In fact, Kellogg couldn’t imagine it – and so repeated the mistake that many other large corporates have made over the years, paying the price in hundreds of millions of dollars of lost sales.

But what Kellogg failed to see, a few smart companies are fast making “the new normal” for strategy. Campbell Soup is one – it saw the opportunity and successfully put its vision into practice – and now Danone appears to be following suit.

This handful of companies is quietly creating portfolios of small, premium, lifestyle brands, most often by acquisition or investment, and then letting them operate outside the parent’s corporate management and marketing structure, thus keeping their own identity and culture.

These companies are resisting the urge to fold the smaller brands into the existing organisation – for one of the clearest lessons of the past 20 years is that there is no surer way to kill such a business. Kellogg discovered this when it acquired Kashi, only to have to later re-establish Kashi in its own offi ce far from the corporate centre – 2,200 miles away in fact – in a bid to let Kashi rediscover the entrepreneurial spirit which had made it an attractive business to Kellogg in the fi rst place (see Case Study on page 12).

A sign of the new normal for strategy is the recent move by Danone, one of the world’s largest dairy groups, to take a 70% stake in a company that has just €40 million ($45 million) in sales, spread across several unrelated categories:

• Sweet cookies• Savoury cookies• Chocolate mousse and other fresh

desserts• Yoghurts and dairy smoothies• Green tea drinks and fruit juices

The company is Michel et Augustin, a brand unknown outside France, where it has made a place for itself at the premium end of the market with knowingly wacky marketing and ironic and kitsch packaging.

Michel et Augustin’s identity is key to the brand’s success – for its products are no better than any others already in the French market either in taste, texture or the naturalness of the ingredients. The ingredient list for Michel et Augustin cookies, for example, is not too diff erent to that of similar products sold under French market leader Mondelez’s Lu brand. And Michel et Augustin yoghurts use starches and thickeners that would be a no-no for most European dairy companies.

Michel et Augustin has done a great job of getting French consumers’ attention, thanks to its wacky created identity coupled with investment in good merchandising in supermarkets and big-city convenience stores. That combination enables it to earn a 200%+ price premium compared to regular brands. It’s a classic low-volume, high-value lifestyle brand.

What makes the Danone investment all the more remarkable is that it is in Europe, where conservative management teams have been particularly resistant to embracing the new reality of fragmented markets and more diverse, premium-and niche-oriented brand portfolios.

This is very diff erent from the US, where a more entrepreneurial and creative outlook is more common. One of the best illustrations of the creative and fresh American way is Campbell Soup. This company was once a by-word for unimaginative plodding, focusing its eff orts on how to revive the steadily shrinking business of selling soup in metal cans.

The company has since reinvented itself under the leadership of CEO Denise Morrison. Campbell’s acquisition of organic baby food pioneer Plum Organics as part of its strategic reinvention shows how mistaken is the idea that “big food” – as the much-reviled large food companies of the world are often called – can’t manage and grow small entrepreneurial brands, and can’t respond fast enough to consumers’ desires.

AUGUST 20166


E D I T O R I A L

Acquired by Campbell’s back in 2012 when its annual sales were $93 million (€83 million), by the end of 2015 they had grown to $130 million (€116 million). That’s a result of Campbell’s leaving the successful Plum team in place, physically separated (by 2,800 miles) from Campbell’s HQ and free to pursue their own strategy – but with the benefi ts of access to Campbell’s R&D, manufacturing and distribution. Plum has been free to take risks, move fast and create tens of new products – and in the last year alone has successfully entered four categories.

Like Campbell’s, General Mills has also embraced the strategy of a portfolio of many premium brands, acquiring or investing in tens of small companies. Its most recent move was to take an $18 million (€15.8 million) stake in Kite Hill, a start-up that makes premium non-dairy yoghurts and cheeses based on almonds (see Case Study on page 8).

It’s clear that neither Danone nor Campbell’s nor General Mills is likely to made the same mistake that Kellogg made so spectacularly as recently as 2008.

When Kellogg acquired Kashi – a maker of all-natural breakfast cereals, snack bars and other products – back in 2000, Kellogg’s then-CEO not only ensured that Kashi’s freewheeling culture remained intact but cycled young Kellogg managers through Kashi in the hope that

they would benefi t from being immersed in the spirit of entrepreneurialism.

Kashi’s team continued to make quick decisions about suppliers, product rollouts and pricing, with only three or four people involved – in contrast to the teams and committees and months that were involved in making such decisions at the parent company.

Backed with Kellogg’s fi nancial resources and operational expertise, Kashi was able to launch more than 15 products or line extensions in one 12-month period alone, including its Organic Promise and Heart to Heart cereal brands. Many were hits. Kashi also was grabbing shelf space at major retailers that knew Kellogg, including Walmart and Kroger.

UNDER CAMPELL’S, PLUM HAS BEEN FREE TO CREATE TENS OF NEW PRODUCTS

AUGUST 2016 7


E D I T O R I A L

Soon, Kashi’s growth was helping Kellogg to recapture leading share in the US breakfast cereal business. In its fi rst eight years under Kellogg, Kashi sales grew 42% annually on a compound basis, to about $600 million (€529 million) by 2008.

But from 2008 Kellogg badly screwed up a good thing. The current emphasis of Big Food companies, of course, is to fi nd ways to tap into and even own the vibrant, creative, youngish fonts of product, brand and marketing innovations that have transformed the industry – but only in ways that leave the startups basically alone to do their things, maybe helping them with extra resources.

But back in 2008, it was still normal to wrap acquisitions into the bigger company in a quest for “synergies” and cost savings. Kashi sales began stalling after Kellogg began exerting more control over things like product planning and approval, putting a drag on Kashi’s innovation and speed, according to a profi le of the decline by the Wall Street Journal. Then Kellogg put its sales force in charge of most Kashi retail sales, meaning salespeople now would be selling both Kellogg

Frosted Flakes and Kashi cereals – two brands that appeal to such very diff erent consumers and sell at such very diff erent prices that they have almost nothing in common.

Kashi’s sales fell 30% from their peak and only now is Kellogg unpicking the damage, the most signifi cant aspect of which is restoring Kashi’s independence and moving the company 2,200 miles away from the cold dead hand of corporate HQ, back to where it used to be based, in California.

Companies like Campbell’s have seen the future and embraced it. Danone is beginning to embrace it. Kellogg has learned the hard way that it must embrace it or fail. Creating big successful brands in

a traditional Unilever or Nestle-style way is getting harder and harder as consumer markets fragment into more and more niches. Only Mondelez appears to have the skill to do so. Companies that cling to dinosaur strategies will face long-term decline.

On the other side of the coin, the start-ups which have proliferated over the last 10 years are learning fast in today’s viciously competitive supermarkets that they need muscle and scale as well as start-up zeal. More and more start-ups are making partnerships with entrepreneurially-minded big food groups as they realize that without such partnerships they will struggle to grow and might just disappear.

CHART 1: OPPORTUNITIES IN THE HIGH-VALUE NICHES

For more and more companies, strategy refl ects the reality that the best opportunities for growth can be found in the high-value,

low-volume lifestyle segment of the market. Some of these brands will evolve into the mass market, most will not.

AUGUST 20168


P L A N T F O O D C A S E S T U D Y

Kite Hill claims to be the fi rst in the US to use bacteria cultures and plant proteins to mimic closely the processes used by the dairy industry to create dairy-free yoghurts, cheeses and cream cheeses – and claims to have come up with good tastes, textures and mouth-feels that will meet the expectations of mainstream American consumers.

After just two years in the market, Kite Hill products already are available at about 400 Whole Foods Market stores across the US, and the company was preparing for a major push into other natural- and specialty-food retailers as well as the beginning of an expansion into general supermarkets. An $18-million (€15.8 million) investment by General Mills and by CAVU Venture Partners in part will be used to fund that retail build-out.

“If you put ‘plant-based’ on one axis and ‘great taste’ on the other axis, there is the opportunity for us,” Matthew Sade, chief executive offi cer of Kite Hill, told New Nutrition Business. “It’s easy to point out, but it’s so diffi cult to do in practice. That’s why people have reacted so enthusiastically to our products. Finally, they see [vegan] cheese whose ingredient statement doesn’t resemble a chemistry site.”

What’s more, Kite Hill has leveraged the technology it developed, and its basic formulation success, to enter a number of dairy-analogue categories at once and to get marketplace traction with each. They range from “artisanal delicacies” such as soft fresh cheeses that retail for a suggested $10.00 (€8.80) a wheel, to cream-cheese analogues that sell for a pricey $5.99 (€5.28) for an 8oz (225g) package, to yoghurts that sell for a more reasonable $1.99 (€1.75) for a standard

5.3oz (150ml) cup. Kite Hill also makes ravioli entrees that contain its vegan ricotta cheese.

Sade declined to disclose Kite Hill’s revenue levels or the details of the investment deal with General Mills and CAVU. But it’s pretty clear what these new investors see in Kite Hill: a company and a brand that has a signifi cant chance of mainstream success in a category

that, for decades, has been defi ned by poorly-accepted products and overall marginalisation. The US dairy industry has perceived vegetable-based cheeses as a competitive threat for at least four decades, but whether products have been based on soy or other plants, neither established companies nor startups have been able to make acceptable substitutes for real cheese.

“It’s rare that you fi nd products that really, truly have negative brand equity,” said Sade. “One perfect example is Spam; in the US, anyway, it’s a classic case of negative brand equity.

“The other one is alternative cheese. For the last 30 years, through to today, the stuff that people fi nd on shelves has contributed to the idea people have that non-dairy cheese is an abomination.”

Kite Hill aims to make premium plant-based range fl yKite Hill is trying to take cheese and yoghurt and, using plant proteins and cultures, reinvent them as plant-based foods. General Mills has invested millions of dollars in Kite Hill in the belief that the startup really has successful prospects in this diffi cult segment. By DALE BUSS.

“If you put ‘plant-based’ on one axis and ‘great taste’ on the other axis, there is

the opportunity for us”

AUGUST 2016 9



Kite Hill means to build positive brand equity on this wasteground. The company’s predecessor entity was founded a few years ago in part through an investment by Khosla Ventures, a legendary Silicon Valley-based venture-capital company that has moved into other areas from its original focus on promising digital-tech plays – and in particular has backed several plant-based food start-ups.

RISING DEMAND

A veteran of Starbucks, Clorox and a Procter & Gamble joint venture, as well as a handful of his own startups, Sade moved into marketing management of what would become the Kite Hill product line and then became CEO of the company nearly three years ago, just after Khosla spun off the operation into an independent entity.

Since then, Sade explained, “I’ve largely been executing the plan that I was putting into place.” The plan began with the logic of coming up with dairy-alternative products that would meet rising demand from both vegan and

general American consumers who were happy with the overall off erings of plant-based milks – based on soy, almonds, coconuts, hemp and other materials – but not with vegan “dairy” products in other traditional categories.

The main reason plant-milk brands have succeeded while plant-based alternatives to other dairy products haven’t, he said, is that “there are no barriers to entry” in making milks. “You just grind up whatever material you’re using, add water and put it in a bottle or cube and put it on the shelf. But the rest of the dairy category are cultured products, and they’re technically much more diffi cult to make.”

Neither, Sade insisted, have existing makers of other dairy-free products tried very hard. “Essentially the legacy [cultured] products are like a paste made from oils and starch,” Sade said. “They’re using processes that have nothing to do with dairy. They’re heating these ingredients and creating a cheese-like food that is supposed to approximate the taste and texture of cheese, but it does so very poorly. So there’s nothing in any of these categories that represents products that

would give people enjoyment rather than pure utility.”

But Kite Hill had to come up with products that would far exceed this admittedly low standard. And, Sade said, the company did so using “unique enzymes and proprietary cultures isolated in a lab” and a formulation and manufacturing procedure that treats the cultured materials very similarly to how cultured milk is treated in making cheese, cream cheese and yoghurt.

“It’s not just the proprietary ingredients that are interesting but, more important, we make dairy the way it’s supposed to be made,” Sade said. “We’re using traditional cheese- and dairy-making techniques with equipment that’s very similar to that found in any creamery. We make curds; we drain off what we call whey; we shape them into rounds; in some cases we put the rounds into aging rooms and some of them age until they mature using the exact same processes as in dairy.

“The only diff erence is that our cultures are grown in a vegetal media instead of using lactose as a medium. We’re committed to animal-free products.”

AUGUST 201610



Here’s what Kite Hill has come up with so far:

Artisanal Delicacies: Made from almond milk, salt, enzymes and its proprietary cultures, Kite Hill off ers Soft Fresh Original, which it describes as “a supple, creamy soft fresh treat, rich and complex with sweet and balanced aromas,” as well as Soft Fresh Truffl e Dill & Chive, and Soft Ripened, which it describes as “velvety and aged with a white, fl uff y rind [and] a tangy mushroom-y fl avour profi le with a rich, silky texture and pungent aromatics.” Kite Hill Ricotta has “sweet, and cultured overtones, and a buttery, smooth fi nish.”

These cheeses are Kite Hill’s halo products – like an expensive sports car atop a lineup of less-expensive vehicles – and are “aged in French aging rooms that we brought over,” Sade boasted. “We wouldn’t charge what we do if it didn’t require that amount of time and investment to make. But it builds our brand and highlights in so many diff erent ways what’s unique about our products and what we do, and shows our know-how around cultures and plant-based dairy products.”

Sade added: “For the fi rst time, we’ve created a [vegan ricotta] that behaves just like traditional ricotta cheese. How exciting is that for a whole community of people who’ve always had to walk into the store to get pre-sliced, pre-shredded products? Here’s a cheese that is an ingredient that you can fi nally go home and cook with.”

Yoghurt: In Plain, Vanilla, Peach, Blueberry and Strawberry fl avours and made from almond milk

and cultures, Kite Hill yogurt provides 160 calories per serving. “These are fantastic,” Sade enthuses, and “fi nally off er something that tastes like Euro-style products” in the vegan category.

Cream Cheese Style Spreads: In regular and Chive fl avours, the spreads are made from almond milk, vinegar, salt, enzymes, cultures and some natural gums. “Each batch is cultured to add depth, sweetness, and a subtle tang,” the brand’s web site says.

Ricotta Ravioli: In Mushroom and Spinach fl avours, they are made with “dough produced by local artisans,” Kite Hill says.

Kite Hill has targeted mainstream consumers, not just analogue-seeking vegans, right out of the gate.

“Our challenge is less about how to get plant-based eaters to give us a try;

they’re knowledgeable and in the know, and when they fi nd something good and unique and that serves a higher good, they’re very vocal about it,” he said. “That’s wonderful, and Kite Hill is becoming known by the plant-based community.”

Also, he said, Kite Hill is attractive to a variety of other types of consumers, including those on a paleo diet, consumers who are seeking nutrient-dense and high-protein foods, and gluten-free seekers.

But again, Sade stressed, “our challenge is less about the audiences that are captive [to their diets] because they have very genuine needs to go out and fi nd products that will serve their interests and do it in a way that they can enjoy the food they eat.”

Kite Hill’s biggest target, he said, is “fl exitarians” who “are omnivores, but because they know better, they want to incorporate plant-based foods into their diets. We want to be known as the brand that is the greatest-tasting plant-based dairy, so when they go into a store and say, ‘I really should try it,’ they will know which one they want to try.

“We want to be the brand that people

CHART 1: KITE HILL PRICING COMPARISON

Pric

e in

$

AUGUST 2016 11



know is the best-tasting and is going to deliver on their expectations – which is where other products fall short.”

Whether Kite Hill really has cracked the good taste issue is debatable – New Nutrition Business recently tried the yoghurt and cheese and found it to be far from acceptable when compared with European yoghurt or cheese – but there’s no question it has brought the image of dairy-free products up to date with attractive packaging and a smart brand image.

SUBSTANTIAL BUZZ

Sade said that in just two years in Whole Foods, Kite Hill has achieved substantial buzz among consumers. He knows this, he explained, because Kite Hill is being continually contacted by new retailers requesting its products for their shelves.

“We’ve gotten calls from virtually every food retailer in North America,” he said. “Many say something like, ‘We’re not sure exactly what you do, but we have a lot of consumers who want your product, and would you please come and present it?’”

But while Sade is eager to expand distribution of Kite Hill to other specialty and natural-foods stores, which he believes understand the product line and will present it well, the company isn’t rushing into arrangements with mainstream supermarkets or mass discounters just yet.

“We’ll need to work together with those chains to make sure we’re creating an environment for success in their stores, educating consumers about the benefi ts of our products, positioning them right and lowering barriers to trial,” he said.

MERCHANDISING – BESIDE DAIRY IS KEY

By that, Sade means that Kite Hill will want to make sure “our products can be found where people expect to fi nd them”. Translation: Kite Hill expects its cheese analogue products to be merchandised in the dairy case along with real cheese, and its yoghurts alongside dairy yoghurts, just as almond and other plant-based milks

now are merchandised in the regular refrigerator case right alongside dairy milk. Plant milks “now represent about 10% of that category” in part because of where retailers have agreed to stock it, he said.

Kite Hill’s lightning-fast start attracted the attention of General Mills, which made the company its fi fth investment by 301, the entity the food giant created last fall out of its former new-business development unit. General Mills’ partner in the $18-million investment in Kite Hill is CAVU Venture Partners, whose co-founder is Clayton Christopher, who sold his Sweet Leaf Tea to Nestle and then last year sold Deep Eddy Vodka for almost $400 million (€353 million) to a Kentucky distiller.

Among the other investments by 301 has been Epic Provisions (see case study in New Nutrition Business February 2016), a very young maker of meat snacks that is based in Austin, Texas, where CAVU also is based.

For Kite Hill, the interest in such an investment came because “we decided we needed to put resources in place to scale the company” in staffi ng, distribution and “building the overall capabilities of the company,” Sade said. General Mills could bring “money and operating

expertise” in that pursuit. “A lot of people could give us

money, but [General Mills] was the only one that could bring us the kind of depth operationally that they have, and I believed that would more than compensate for the perceptual down side of participating with a large multinational.”

His decision, Sade said, reminded him of the one that Stonyfi eld Farm CEO Gary Hirshberg made several years ago when he decided to sell the company’s organic yoghurts in Walmart stores, a step which led to charges of betrayal among many of the brand’s progressive, anti-corporatist customers. Hirshberg defended the decision by noting that Walmart was the largest retailer in the world, and the best to spread the gospel of eating the way Stonyfi eld was hoping Americans would eat.

“People are just fl at wrong about ‘working with the enemy,’” Sade said. “We have an obligation to reshape the complexion of the food industry, and partnering with big companies that want to do better, and who want to off er our food to more people. Shame on us if we’re not willing to entertain that option.”

TABLE 1: NUTRITION SNAPSHOT, CREAM CHEESE-STYLE SPREAD

AUGUST 201612


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

Only 18 months into a giant remake meant to reverse a monumental slide in business, Kellogg-owned natural-foods brand Kashi is regaining some traction after a four-year dip that saw its sales fall by about one-third. Kellogg executives have reported “sequential improvements” in Kashi sales since early 2015 when the parent company moved the brand back to the West Coast.

Kashi’s brain trust has been attacking the challenge with new sources of inspiration such as restaurants in Ethiopia, new products, new ingredients, new packaging, new marketing, and a renewed charge to carry the banner of better-for-you innovation that created the brand’s initial success and prompted Kellogg to snap up the fast-growing startup in the fi rst place.

The company even just announced an acquisition, the purchase of Pure Organic, a maker of organic nutrition products whose off erings include fruit and nut bars, ancient-grain bars and fruit and veggie strips made with simple ingredients.

“At a very simple level, Kashi was at its best, and is at its best, when we’re being progressive with our food and our marketing,” Jeff Johnson, senior director of natural health and new ventures for California-based Kashi, told New Nutrition Business. “We are regrouping and rekindling that with our team now, and it’s all about getting back to that platform and those strong values.”

Unfortunately, at this point Kashi remains a case study in three chapters in how a plodding Big Food company can screw up a good thing. The best thing one can say about Kellogg’s handling of Kashi to date is that it fi nally seemed to recognise the error of its approach and is making a game eff ort to correct it. Earlier this year, Kellogg CEO John Bryant conceded that the Kashi brand had been “a source of

weakness for us over the last couple of years”.

Such concerns would have seemed bleakly out of place when Kellogg swooped into sunny California in 2000 and bought up Kashi, to begin Chapter One of the Kashi saga.

Married couple Philip and Gayle Tauber founded Kashi in 1984, catering to consumers seeking whole grains and simple ingredients and others trying to shed pounds with a high-protein, high-fi bre diet.

Kashi’s “seven whole grains” (hard red wheat, brown rice, barley, triticale, oats, rye and buckwheat) cereals were driving sales and the enthusiasm of the emerging better-for-you consumers at a time when Kellogg, rival General Mills and other processed-food giants still had no clue how the revolution in American eating eventually would upend their businesses. Kashi’s sales more than doubled in 1999, to $33 million (€29 million).

But Kellogg’s then-CEO, Carlos Gutierrez, had the foresight to buy Kashi in 2000, and the further insight that the new purchase should remain headquartered in food-futuristic Southern California so as not to disturb its growth formula. Gutierrez not only ensured that Kashi’s freewheeling culture remained intact but also cycled young Kellogg managers through Kashi in hopes that they would benefi t from the spirit of entrepreneurism which reigned there.

Kashi claws back salesFinally re-established in its California home and reorganised under more autonomous management, Kashi is attempting to re-establish its credentials as a progressive food brand – and hoping sales will increase again as a result. By DALE BUSS.

“The best thing one can say about

Kellogg’s handling of Kashi to date is that it fi nally seemed to

recognise the error of its approach and is

making a game effort to correct it”

AUGUST 2016 13



Kashi’s leaders continued to make quick decisions about suppliers, product rollouts and pricing, with only three or four people – in contrast to the teams and committees and months that were involved in making such decisions at the parent company.

And newly supplied with Kellogg’s fi nancial resources and operational expertise, Kashi was able to launch more than 15 products or line extensions in one 12-month period alone, including its Organic Promise and Heart to Heart cereal brands. Many were hits. Kashi also was grabbing shelf space at major retailers that knew Kellogg, including Walmart and Kroger.

Soon, Kashi’s growth, considered as part of Kellogg’s, was helping the parent company recapture leading market share in US cereal from archrival General Mills. In its fi rst eight years under Kellogg, Kashi sales grew 42% annually on a compound basis, to about $600 million (€529 million) by 2008.

But Kashi’s sales would stay essentially at $600 million for four years, forming Chapter Two of the company’s story, in which Kellogg badly screws up a good thing.

If Kellogg executives of today could go back to 2008, taking with them what they now know, surely they would have handled things diff erently. The current emphasis of Big Food companies, of course, is to fi nd ways to tap into and even own the vibrant, creative, youngish fonts of product, brand and marketing innovations that have transformed the industry – but only in ways that leave the startups basically alone to do their things, maybe helping them with extra resources.

Unfortunately, Kashi sales began stalling after Kellogg began exerting more control over things like product planning and approval, putting a drag on Kashi’s innovation and speed, according to a profi le of the decline by the Wall Street Journal. Then Kellogg put its sales force in charge of most Kashi retail sales, meaning salespeople now would be selling both Kellogg Frosted Flakes and Kashi cereals. Finally, the Great Recession took hold in 2008 and kept Kashi sales fl at.

There was more to come in this unfolding debacle. Another mistake by Kellogg leadership was to underestimate the importance of Kashi’s long-loyal customers and their concerns about the “purity” of the brand. For example, Kashi expanded its distribution footprint to more mainstream outlets such as Costco, dulling its edge as a food-forward brand.

And there was the GMO issue. As overall concern about GMOs grew among American foodies several years ago, Kashi in particular suff ered from a watershed social-media strike. In April 2012, John Wood, owner of a natural-and-organic grocery, removed some Kashi products after learning they contained GMO ingredients. Photos of a note he posted announcing the move went viral online and consumers complained that Kashi had misled them by describing its products as “natural”.

Many Kashi loyalists also became incensed by the fact that Kellogg was a major contributor to the eff orts of the industry lobbying fi rm, the Grocery Manufacturers Association, in opposing GMO-labeling laws.

Kashi responded by announcing that it would remove GMOs by the end of 2014 from its biggest-selling products; and more

recently, Kellogg vowed to take GMOs out of all Kashi lines by the fi rst quarter of this year. But the damage had been done.

By 2012, the needle on Kashi sales actually had begun moving in the wrong direction, down to about $550 million (€485 million) in sales, per SymphonyIRI, the Chicago-based market-research fi rm that tracks sales in US supermarkets, drug stores, mass discounters and convenience stores. By 2013, sales were falling off a cliff , down to about $450 million (€397 million) for the year.

WRONG MOVE

Then Kellogg added insult to injury by making exactly the wrong decision: it shut Kashi’s California headquarters and brought the brand, and executives and managers who would come, into the fold in Michigan. Kellogg cut about 20 jobs and lost other veteran Kashi employees.

Even worse, sales kept sagging – they fell by 21% in 2014 in Kashi’s biggest category, ready-to-eat cereal, per SymphonyIRI – and competitors such as independent brand Nature’s Path picked up signifi cant market share from Kashi. Meanwhile, Kellogg also was struggling with stagnation in the larger ready-to-eat

TABLE 1: NUTRITION SNAPSHOT, SWEET POTATO SUNSHINE CEREAL

AUGUST 201614



cereal market and, in particular, with its own once-fast-growing Special K brand.

Mercifully for Kashi, Bryant began writing Chapter Three of this story with his decision in 2014 to re-separate Kashi from the parent company even as Kashi sales were dipping further, to $398 million (€351 million) for the year. He told investors that Kashi “requires an entrepreneurial approach.”

FRESH TWIST

Bryant created a CEO position for Kashi and installed David Denholm, a self-described foodie and former Kellogg executive who led Kashi during some of its peak growth years and had left Kellogg in 2013 to become president of yogurt maker Chobani. Denholm opened a new Kashi headquartersin San Diego County near the company’s old haunt. And he determined to restore the recipe that originally worked for Kashi in Chapter One: developing products on the forefront of food trends that also appeal to a desire for convenience.

Johnson began with Kashi in 2000 and has stuck with the company for the entire roller-coaster ride. He attested to the brand’s renewed attention to innovation and to collecting again around its initial purpose, with a fresh twist built around plant-based, not just grain-based, foods that better fi t modern consumer sensibilities.

“We always had been a purpose-driven company, but we couldn’t just repeat what we’d done in the past,” he said. “We talked about what we are passionate about: being relevant for people, the planet and health.”

Lately the results of Kellogg’s zig-zag strategy and Kashi’s regrouping have begun to hit the market. One important result is that Kashi has pulled back from some segments to simplify and streamline its positioning, such as frozen pizzas, and has eliminated many other frozen entrees. “We have pulled out from where the products didn’t really fi t our plant-based purpose, and we’re just in the beginning stages of that,” Johnson said. “We’re doing a little bit less.”

Another major gambit is the launch of a new series of products under the GoLean sub-brand. The marque goes back to the late Nineties, and it was always aimed at the most physically active of Kashi customers, with higher protein levels and a wider variety of ingredients than the standard Kashi brand. Now, however, Kashi has introduced broad reformulation of GoLean products, and the company’s fi rst gluten-free products, in new cereals, bars and shakes.

“There are a lot of other plant-based ingredients [besides whole grains] that provide positive nutrition and have environmental advantages, such as legumes, nuts and seeds, so we have a broader foundation to grow GoLean

from,” Johnson said. “Protein was foundational for GoLean even before ‘protein’ caught on. Now we’re shifting to a more diverse array of plant-based options, such as rolled red beans in our cereal” and a GoLean Plant-Powered Bar called Peanut Hemp Crunch.

“Ten years ago that might have seemed strange, but not anymore. Consumers are looking for plant-based nutrient density – a more nutritional bang for their buck to match their active lifestyles.”

There are new Kashi fruit snacks and protein powders. And Kashi is more boldly drawing its culinary inspiration from more places, Johnson said. For example, new Kashi Savory Bars are hitting the market, one variety labeled as “Mediterranean Inspired” (with basil, white beans and olive oil) and the other as “Andean Inspired” (containing quinoa, corn and roasted pepper).

SUPERGRAIN INNOVATIONS

Also, Kashi recently launched teff -based crackers featuring a gluten-free “supergrain” that is popular in Ethiopian cuisine. “The recipes are all Ethiopian-inspired, after a team went to local Ethiopian restaurants [in San Diego] and loved the fl avours,” he said. “They wondered if we could put that taste together into a crispy cracker.”

Kashi also has introduced a new line of frozen entrees: quinoa bowls. In doing

KASHI PRODUCT RANGE

AUGUST 2016 15


so, it also is promoting a sustainability initiative with quinoa farmers in Bolivia to install solar panels in a rural village. “Everyone wants to fi gure out the next quinoa, which is fi ne, but we want to help deepen the sustainability of quinoa farming,” Johnson explained.

Along the same lines, Kashi recently launched a new “protocol” called Certifi ed Transitional, which is meant to recognize and help US farmers who are making the long and expensive transition from conventional to organic farming. As part of its eff ort Kashi introduced a new cereal, Dark Cocoa Karma Shredded Wheat Biscuits, and purchased the fi rst crop ever of Certifi ed Transitional ingredients for it.

Kashi also has been refreshing its approach to marketing, for instance with an all-social and experiential campaign in the spring for GoLean which was built around an original song created for Kashi by notable composer Diego Stocco, using “actual ingredients” in its cereals “to create rhythmic music that was ultimately featured in the video”.

And Kashi has redone its packaging in a more thorough way than ever before. Kashi was “one of the fi rst brands to utilise a lot of white” on its packaging as a way to symbolise “clean food” and other brand values.

“But competitors came in and copied it, or went the other way with craft-type, natural-looking packaging,” Johnson explained. With its new designs, he said, “we decided to reclaim iconic, clean design where the food is front and center. Good, clean food deserves good, clean design, and a lot of our packages had become mucked up with too many messages.”

Johnson said he was optimistic about all these changes restoring growth to Kashi overall this year, and Bryant has been telling investors the same thing. But while Kashi cereal sales have begun growing again, the CEO said, the brand’s granola-bar sales continued to slide in 2015, down by more than 6% to just $98 million (€86 million) in sales per SymphonyIRI – one of the biggest relative slides in the category.

Chapter Three has yet to be completed.


0

100

200

300

400

500

600

$

million

2010 2011 2012 2013 2014

CHART 2: KASHI SALES SLIDECold cereal

Granola

Other (includes items such as

frozen food and crackers)

0

2

4

6

8

10

12

Great Value Corn Flakes Cereal (680g)

Kashi Cinnamon Harvest Cereal (462)

Kellogg's Original Special K Cereal (510g)

Nature's Path Flaxplus Organic Pumpkin

Granola Cereal (326g)

Kashi 7 Whole Grain Flakes Cereal (357g)

Pric

e in

$

CHART 1: KASHI CEREAL PRICE COMPARISON

Includes supermarket and other retail; excludes foodservice outlets and other brands

that are part of Kashi, like Bear Naked granola.

Total sales:$398.3Ô19%

AUGUST 201616


S T A R T - U P C A S E S T U D Y

“Super clean” drinks target underserved niches

E-hydrate is gaining traction in three of the most mature, most crowded categories in the better-for-you beverage business, with all-natural ingredients and innovations in packaging, segmentation and marketing. By DALE BUSS.

Los Angeles-based E-hydrate already has reached “millions in revenue” annually in less than a year on US retail shelves with products aimed at the energy-drink, protein-drink and sports-recovery-drink segments, Michael Howard, marketing director, told New Nutrition Business. Pickups by high-profi le chains Target and GNC have helped fuel the growth.

Foundational to E-hydrate’s success so far, Howard said, is its dependence on only natural ingredients, and no artifi cial sweeteners, colors or preservatives, in segments where many of the most popular products still can’t make that claim. Also, E-hydrate has pioneered with a protein-drink line for kids, and it has packaged its drinks as powders in a pouch to which consumers add milk or water – the opposite approach of many competitors.

HIGH ENERGY FROM BALANCED FOODS

“We believe high energy levels are attained through eating balanced foods,” Howard said. “You don’t need caff eine to give you a boost. There are stimulants and crashes and sugars involved in that, but high energy levels come with balanced foods and natural products. That’s how we wanted to position them, and this has resonated pretty well.

“All of our products have electrolytes in them, so that steers us away from Red Bull territory and puts us more in the zone of Gatorade and some other drinks. We wanted to position E-hydrate as a healthy product that’s low in sugar and accessible to everyone.”

Specifi cally, E-hydrate relies on amino acids, vitamins, stevia and other natural products to provide the various functional benefi ts in its products, which include:

BCAA + Energy Gels: They include “branched-chain” amino acids including leucine, isoleucine and valine which, E-hydrate says, “accelerate protein synthesis and muscle development”. They include no artifi cial colours but do provide 10g of sugar and 40mg of caff eine.

Hydration + Energy Drink Mix: These are added to any liquid to deliver just 4 calories, recommended amounts of B, C and D vitamins, and a proprietary blend of amino acids including CoQ10 and L-carnitine. They’re sweetened with stevia but include 40mg of caff eine. The similar Kids Drink Mix includes no caff eine and provides 15 calories, sweetened with stevia.

Protein On-the-Go: These powder pouches provide 25g of a whey-blend protein and 150 calories and are available in vanilla and chocolate fl avours. A 1.34oz (37g) pouch retails for a suggested $11.49 (€10.18) for a three-pack. A Kids Protein On-the-Go line comes in cinnamon roll and Milk Chocolate fl avours, and in a smaller package at 0.81oz (23g), providing just 70 calories and 10g of protein; it retails for a suggested $8.99 (€7.97) for a three-pack.

Like so much in Southern California, E-hydrate’s origins stem at least partly in show business. Entertainment-media consultant Dan Adler, who also happened to run for Congress in 2011, co-founded E-hydrate in 2014, the same year he founded a not-for-profi t organisation intended “to remind Americans of their shared immigrant heritage”. Adler enlisted various Hollywood stars in the eff ort.

Through those connections he gained an early equity partner in E-hydrate, Sofi a Vergara, the Brazilian bombshell who lately has starred in Pepsi commercials and the hit US TV comedy Modern Family.

No doubt Adler’s entertainment orientation also played a role in the fact

AUGUST 2016 17



that, remarkably, E-hydrate launched an expensive, national TV-advertising campaign virtually simultaneously with the product line’s fi rst rollout on US retail shelves, at Target stores nationwide.

In September of 2015, the TV ads began running under the rubric, “E-hydrate Family,” appealing to the key demographic of “on-the-go” women ages 18 to 49 who are mothers. One spot focused on Protein On-the-Go as “low in sugar and ready when you are”; another featured the fact that Kids E-hydrate Hydration + Immunity Drinks didn’t stain a fl oor after a kid spilled a drink because it contains no colourings. The campaign also included highly developed and sophisticated digital elements including spots in YouTube and social-media advertising.

Before the Target rollout, E-hydrate had been available only online. The company had formulated its products only a few months earlier. More recently, E-hydrate has gotten on the shelves of some GNC stores, where adults go to buy

nutritional supplements. For that reason, Howard said, the kids’ lines aren’t off ered there.

“Typically, people who go into GNC know exactly what they’re looking for, and the age group and demographic is a bit diff erent” than Target customers’, he said. “We went into the grocery section at Target, also with some of the kids’ products, because of consumers’ buying habits there and because we could off er a family of products in grocery.”

TRIPLE APPEAL

Howard said that E-hydrate management made the decision early on to focus on the uniqueness of their protein products and to promote them heavily over the hydration product lines, even though they all hit the market at the same time.

The appeal of E-hydrate’s protein lines, he said, is based on three primary factors.

First, Howard said, the proprietary

whey-protein blend is unusual and therefore attractive to afi cionados of recovery drinks. It includes a “tri blend” of isolates, concentrates and hydrolysates, and “it’s not common to get all three in one drink,” he said.

“It’s super-clean, and a great formula for an everyday lifestyle and promoting overall health and wellness, and being able to do it with a busy schedule,” Howard explained. “It supplements your diet but isn’t made to get you jacked up or to be something that you take as you hit the gym twice a day.”

Second, E-hydrate’s delivery and packaging idea turns convention on its head. Each box of On-the-Go includes three pouches, each of which includes the powdered product. The consumer pours water or milk into the pouch up to a designated fi ll line, then shakes it thoroughly, then drinks E-hydrate straight out of the pouch. “So essentially,” Howard said, “it becomes a water bottle – only you add the water. It’s a ready-to-mix drink, not ready-to-

E-HYDRATE TV ADVERT

Mom: “What sport do we play? Everyday is game day and there are no time-outs. Some days we play sick. Some days we play

hurt. But we keep going. That’s why I love E-hydrate. The only on-the-go protein that’s low in sugar and ready when you are. We’re

parents. We’re moms. That’s the sport we play. We do not stop. We cannot stop. Ever!

Voiceover: 25 grams of natural protein, ready when you are. E-hydrate Protein On-the-Go, available at Target.

AUGUST 201618


drink.”The advantage of that approach, he

said, is not only the convenience per se but also how it diff erentiates E-hydrate. Competitors include products such as Muscle Milk and EAS beverages which are already in liquid form, as well as many brands of bottles or big tubs of whey powder, out of which the consumer spoons the required amount and adds to his or her water bottle.

“There was a gap in the market for this combination of protein and package,” Howard said. “Transport is really how we’re trying to diff erentiate ourselves. It’s a diff erent way of delivering protein powder that hasn’t been tried before. And this is space that’s highly crowded.”

And third, E-hydrate purports to be the fi rst brand to off er a protein sports-drink product specifi cally designed for kids.

GLARING NEED FOR LOW-SUGAR KIDS’

PRODUCT

In the very early going, Howard said, “We got tremendous feedback on the On-the-Go product line, so we saw a gap in providing the same kind of thing for kids that would be low in sugar. And Target didn’t carry one, though they thought it was a good idea. They were stoked because of the huge footprint they have with parents.”

To meet a glaring need expressed by such a major retailer, Howard said, the company quickly “came up with a formulation of a little less protein that lines up with the dietary needs and daily intakes for kids. The pouch is smaller and the grams of protein are less. It requires less liquid. Everything about it is dialed down.

“MISUNDERSTANDINGS”

“It’s the fi rst protein powder to be geared toward kids and their lifestyle. It’s portable, and you can throw it in a backpack or a bag after a game. Protein powders haven’t been thought of as kids’

products because of the scooping and shaking and misunderstandings about protein powder.”

And the fl avours – cinnamon roll and milk chocolate – hold special appeal to kids, he said.

E-hydrate pricing, Howard said, is “pretty much right in the middle” of the categories where it participates. “We’re actually a high-end product, so our pricing goes to the actual ingredients and the quality we have in order to get tri-whey blends and to use stevia.” Besides, he said, E-hydrate’s target market is “not 18-year-old” gym rats “but 25- to

45-year-olds who tend to have higher incomes”.

Having achieved strong sales, a robust marketing presence for such a new brand, and heavyweight retail placements already, E-hydrate is pivoting toward expanding distribution and harnessing its good start in social-media marketing.

“We want to evangelise our group of digital followers that we’ve been able to herd and create, and get that number to double and triple,” Howard said. “We’re still relatively new; not that many people have even heard of us yet.”


TABLE 1: NUTRITION SNAPSHOT, PROTEIN ON THE GO PREMIUM VANILLA

Source: E-hydrate

TABLE 2: NUTRITION SNAPSHOT, HYDRATION + ENERGY DRINK MIX

Source: E-hydrate

AUGUST 2016 19


BEVERAGE C A S E S T U D Y

Simply keeping on growingCoca-Cola owned Simply Juice has managed to freshen its portfolio with a line of “all-natural” mixed-juice drinks that took off to become one of the hottest-selling new-product lines last year. By DALE BUSS.

Simply Juices’ all-natural gambit has helped the “free-from” brand to solidify the premium positioning in the fruit-juice case which it snatched from PepsiCo’s Tropicana brand in the course of little more than a decade.

Simply Juice Drinks are three SKUs that are line-priced with the other 17 products in the brand which is owned by Coke’s Minute-Maid subsidiary – and which has been gradually transforming the juice category since the brand was launched in 2001.

Sold in Fruit Punch, Tropical and Mixed Berry fl avours, Simply Juice Drinks rang up nearly $71 million (€63 million) in sales in 2015 in US supermarkets, mass discounters, drug stores and convenience stores, as measured by SymphonyIRI, the Chicago-based market-research fi rm, after their January launch.

That was enough to place Simply Juice Drinks No. 7 among all food and beverage products on the widely watched IRI Pacesetters ranking of “the most powerful food and beverage launches” of the year. Interestingly, another Coke-owned launch, Fairlife, the enhanced-milk brand, placed No. 4, with $87 million (€77 million) in fi rst-year sales. The No. 1 Pacesetter for 2015 was McDonald’s packaged McCafe coff ees, with nearly $173 million (€153 million) in sales.

Simply Juice Drinks actually have built their momentum in 2016, posting sales of more than $82 million (€72 million) for the 52 weeks ended May 15, per

SymphonyIRI. While a mere fraction of the $754 million (€666 million) in Simply Orange Juice sales during the same period, Simply Juice Drinks’ performance sparked the Simply brand to an overall 4% gain for the period, to more than $1.45 billion (€1.28 billion) in sales, while sales of Simply Orange Juice alone rose by less than 2%.

Moreover, Simply keeps rising to the top of the overall fl at, struggling and commoditised fruit-drink business. “Simply is the No. 1 brand in the chilled juice and drink category and also the fastest-growing, outpacing the category as well as key competitors,” Layla Baugh, senior brand manager of Simply, noted for New Nutrition Business.

All Simply products grew at a 6% compound annual growth rate over the three years ended in February 2016, per Nielsen, while sales in the total category fell by 2% a year over that period, and sales of Tropicana specifi cally fell by 3% a year.

Key to the original brand proposition of Simply, the juice drinks are “all-natural” and “free from” in the sense that, fi rst, they are made only from fruit components, fi ltered water, cane sugar and natural fl avours. The Fruit Punch variety, for example, contains only not-from-concentrate pineapple, cherry and cranberry juices; lemon juice for tartness; and cherry puree. Also, Simply Juice Drinks are free from added preservatives, colors or natural fl avours.

“Our consumers love our products” because of those attributes, said Layla Baughn, senior brand manager for Simply. “We use only simple ingredients that are easily recognisable.”

The company, said Tom Pirko, “created a trademark and instilled in consumers’ minds that this is a premium product, so they could easily extend that into juice blends and, now, juice drinks.” The president of Bevmark Consulting is one of the beverage industry’s premier strategic advisors and has worked frequently with both Coca-Cola and PepsiCo over the years.

LATEST MOVE IN 40-YEAR WAR

Indeed, Simply Juice Drinks are writing just the latest chapter in the orange-juice wars between PepsiCo’s Tropicana brand and Coca-Cola that have gone on for more than 40 years. The companies together created the chilled-juice category as an innovation to provide a superior and premium-priced product to traditional frozen orange-juice concentrate.

But, famously, they took diff erent tacks. Minute Maid’s chilled juice came from concentrates, and it promoted its use of the concentrating process as an opportunity to blend the juices of oranges picked at diff erent times of the year, thereby overcoming seasonal variations in orange taste and quality and giving the resultant juice a more consistent fl avour and better overall quality.

AUGUST 201620


BEVERAGE C A S E S T U D Y

Tropicana took a diff erent tack, defi ning its “not from concentrate” juices as the category premium and dramatising the “freshness” diff erence with a logo on its packaging of a straw protruding from an orange. And for decades, Pirko said, this symbol helped defi ne Tropicana as the premium choice in chilled orange juice.

“Tropicana with the straw helped the brand get away with the idea that it was real, freshly squeezed juice even though everyone knew it didn’t taste like freshly squeezed juice,” he said. “So Coca-Cola had to respond. And Simply Juice would come back in to re-do what Tropicana already had done in terms of premium.”

The beginning of the response was for Minute Maid to establish Simply Juice in 2001 in Florida, then expand within the next few years to national distribution. What Simply did was apply a formulation philosophy similar to Minute Maid’s, which would rely on breaking down the hundreds of fl avours in orange juice and using an algorithmic approach to supply and manufacturing that would produce a consistent – but premium – product.

Yet in its branding and marketing, Simply would represent a clear departure

from what had become a commoditised Minute Maid brand. The name alone – Simply – connoted a fresh, unadulterated, “all-natural” product.

“It wasn’t fresh-squeezed, but it was fl avour-packed,” Pirko said. “They were able to implant in the consumer’s mind that this was a superior juice, and better-tasting. They played the formula brilliantly, the way they manufactured it. And it’s a good juice. But obviously it’s not fresh.”

Packaging has proven to be another key attribute of Simply juices and drinks as they have continued their impressive ascension. Most important, Simply is merchandised in clear plastic bottles that resemble glass carafes. “Consumers believe in things they can see,” Pirko observed. “And the shape of the container is extremely important: It says ‘premium’.”

Baughn agreed that “our signature premium transparent carafe plays an integral part in communicating [our] ingredient quality to our customers. We want customers to see what they’re getting before they open it”.

Also, the top on Simply products is a rather substantial, wide, screw-on

lid rather than a tiny plastic cap as on Tropicana and Minute Maid paper cartons. “The way it feels in your hand also screams ‘premium’,” Pirko said. “You put everything together in the package and it says that [Simply] pretty well has it fi gured out.”

In fact, remarkably, both Tropicana and some private-label brands of chilled juices have closely imitated the Simply packaging.

Another contributor to the robust debut of Simply Juice Drinks and to the increasing buoyancy of the brand overall, Pirko said, is that Coca-Cola has been heavily price-promoting the line over the last year or so. “They’ve been making it almost comparable in price,” he said, “to standard products.”

But having substantially achieved with Simply a victory over Tropicana in terms of brand esteem, if not sales volumes, Coca-Cola must be careful not to over-discount Simply’s pricing nor to over-extend the product line. In other words, there may not be another Simply Juice Drinks gambit for the company to play.

“You can only go so far,” Pirko said. “You don’t want to water down or distress the trademark.”

SIMPLY ORANGE ADVERT

VOICEOVER: Ah, my precious oranges. You, my little ones, are gifted. Never let them tell you any differently. Because you are special, destined for greatness, to create the most perfectly delicious orange juice in the world. Apparently the juice doesn’t fall far from the tree.

Simply Orange. Honestly simple.

AUGUST 2016 21


SNACKING CASE STUDY

Simple protein powers snack sales jump

With the success of Oscar Mayer P3 Portable Protein Packs, Kraft Heinz has created a most unusual achievement: a hit product that is fi elded by a major food processor and yet is popular because of its simplicity rather than for its accomplishments in food engineering. By DALE BUSS.

Oscar Mayer’s P3 achieved sales of almost $101 million (€91.7 million) for the 52 weeks ended June 12, a 60% sales increase over a year earlier, according to SymphonyIRI, a market-research outfi t that tracks sales in US supermarkets, drug stores, discounters and convenience stores. That was a huge jump in the second year for a product line that was introduced in early 2014.

Called by some wags at launch “Lunchables for adults,” P3 simply are made up of Kraft cheese, Oscar Mayer meat and Planters nuts, drawing products from three of Kraft Heinz’s key brands but also comprising a remarkably simple snack: handfuls of essentially unadorned, high-protein foods meant to provide fuel for American consumers looking to get through the day. New P3 varieties limit the ingredients to just one or two of those types.

Or, as P3’s website puts it, “Before there were powders, bars and goos, there was meat, cheese and nuts.”

“The response to [P3] has been overwhelmingly positive, with strong repeat purchases exceeding our expectations in the fi rst year, higher than many other new products,” Erik Sword, senior associate brand manager for P3, told New Nutrition Business.

In fact, Kraft Heinz’s success with P3 was quickly imitated by Sargento, another major cheese producer, which came out in 2015 with Balanced Breaks. Sargento’s protein-packed snack pack consists of just two products – cheese nibs, and a fruit-and-nut mixture

– and no meat, but the concept of a convenient protein boost is similar. And Balanced Breaks have done well in the US marketplace as well (see story in June 2016 issue of New Nutrition Business).

“P3 is playing a valuable strategic role in building the snacking category in the refrigerated meat case and is the leader in that category,” Sword noted.

PROTEIN TREND BEHIND P3

Kraft Heinz learned about the importance of packaging ready-to-eat, better-for-you meals from the success of Oscar Mayer Lunchables, a franchise that has mushroomed since its introduction in 1988. But in some ways, it’s remarkable that it took the company decades to apply the basic merchandising principles involved in Lunchables to an adult snacking line.

It took the strong rise of consumer interest in protein a few years ago to

nudge Kraft Heinz into action. As Kraft’s then-CEO, Tony Vernon, put it when the company introduced P3, the product represented “the holy trinity of Kraft” brands and products. And each P3 variety would provide as much as 14g of protein.

Vernon predicted P3 would be a big hit, and it has been. Convenience has been as big a factor as protein, Sword said.

“Along with being a protein-rich product, P3 fi ts the growing trend of on-the-go snacking as consumers search for a simple way to stay fueled throughout the day, and are starting to snack more often than sitting down for full meals,” Sword said. “We’ve really focused on creating a portfolio that answers a wide range of consumer needs while still focusing on serious protein and real foods.”

Retailing for $1.79 (€1.65) for a 2oz pack (57g) and $4.99 (€4.53) for a 6oz

AUGUST 201622


SNACKING CASE STUDY

(170g) pack, P3 comes in about a dozen SKUs in fi ve categories:

• Originals, such as turkey breast, cojack cheese and dry roasted almonds;

• Nut Clusters, such as peanut almond nut clusters, sharp cheddar cheese and applewood smoked turkey breast;

• Grilled Snackers, such as grilled chicken breast strips with sweet barbecue sauce;

• Fruit Medleys, which consists of dried fruit, cheese and nuts only;

• Deli Snackers, such as turkey breast, bacon pieces and cojack cheese.

Apparently, the fl exibility displayed by Kraft Heinz with P3 has played a role in its success. The company hasn’t insisted only on P3 varieties following the original “recipe” or even with three diff erent forms of protein but has been willing to isolate one or two of the original components and keep the new SKUs under the P3 brand.

“We launched P3 with meat, cheese and nuts to fulfi ll a desire for protein snacking, and we’ve expanded to off er several varieties,” Sword explained. “As we listened to our consumers, we realised there was an opportunity to look at new off erings with diff erent combinations – not just for the sake of variety, but to meet a broader range of preferences.”

The success of Balanced Breaks, which includes dried fruits, also may have played a role. Thus there are new P3 varieties that lack one or more of the original components, as well as new Fruit Medleys, which add fruit for the fi rst time and subtract meat.

PROTEIN HERE TO STAY

Kraft Heinz has resisted, so far, the temptation to try to attach P3 to some new wrinkles in American dietary thought, such as the Paleo craze. “P3 really isn’t about one particular diet trend or another – in fact, our marketing has called out some of the sillier diet and

exercise trends of the past,” Sword noted.At the same time, Kraft Heinz

believes that a protein focus will remain a long-term staple of the always-

evolving American diet. “There are no signs that Americans are walking away from protein-rich snacks,” Sword said, “anytime soon.”

TABLE 1: NUTRITION SNAPSHOT, P3 NUT CLUSTERS

0

5

10

15

20

25

30

35

2.623.44 3.69 4.99

10.3

16

28.9 29.35

Nature Valley

cereal bars

(253g pack)

Emerald breakfast-

to-go nuts & berries

(215g pack)

Sargento

Balanced Breaks

(127.5g pack)

P3 (170g pack)

CHART 1: OSCAR MAYER P3 PRICE COMPARISON

Price comparison (US$)

$

Price per pack

Price per litre

AUGUST 2016 23


START-UP CASE STUDY

Honey water targets bee health

A startup named Just Bee found a “white space” in the UK market for fruit-fl avoured waters and fi lled it with Just Bee, a line of three drinks which is sweetened exclusively with honey. By DALE BUSS.

Honey-sweetened water brand Just Bee speaks to consumer concerns about dwindling honey-bee populations by contributing to eff orts to preserve them – and giving away a free packet of bee-friendly wildfl ower seeds with each online purchase.

Available in three fl avours – apple and ginger, lemon and green tea, and blueberry – Just Bee is sweetened with what the brand says is “a drop of honey” and provides fewer than 50 calories per serving. It retails for £1.70 ($2.23/€2.03) to £2.00 ($2.62/€2.39) per 330ml Tetrapak package and is available more and more at signifi cant UK grocery chains.

The Manchester-based startup achieved sales in the six fi gures in only its fi rst year in retail, and is only at the beginning of building out its distribution footprint.

“We did our research, which was basically Google, and there were a couple of brands already doing honey water in the US, but in the UK there was no one we could fi nd,” Andy Sudgen, co-founder, told New Nutrition Business. “And as of today we’re still the only honey-water drink in the UK.”

Just Bee aimed to fi eld “drinks that are refreshing and healthy,” he said. “All we’re doing is using honey as that natural sweetener instead of refi ned sugar or artifi cial sweeteners. Honey isn’t the main fl avour; there’s just a touch of it in the background.”

Not surprisingly for a start-up, in early 2015 Sudgen and partner Joe Harper got into the business because of their personal familiarity with an important aspect of the proposition. In this case, Harper’s grandfather was a beekeeper in Ireland, a family tradition that Harper’s father

picked up after he retired.Friends since college, Sudgen

and Harper were talking about this grandfather one day when it occurred to them that “there was so much news about sugary soft drinks, and more people were becoming aware of them as a problem,” Sudgen recalled. Harper had “grown up using honey as a natural sweetener, and we wondered why no one had made a drink using honey as a natural sweetener”.

Just Bee’s principals fi gured that there was an ever-growing market in the UK of “people who are just looking for healthier alternative drinks. And though that might be a small part of the market at the moment, it’s massively growing,” Sudgen said. Target consumers range from students and young professionals to parents – a “massively wide range” of demographics, as he put it.

Also bored with their day jobs as fi nancial advisors at diff erent companies in the area, the two men, both in their

late twenties, set into a binge of evenings and weekends “busily in the kitchen trying to mix our own recipes using Joe’s dad’s honey and diff erent fruit juices,” with a spring water base.

Instantly, they realised they were on to something with commercial potential. The drinks were pleasant. The key to optimising their fl avour, Sudgen said, was the amount of honey. “It’s quite a balance, because if you use too much honey, it can become overpowering, but at the same time if you use too little, you won’t have the fl avour coming through. So you can taste the honey in the background, but it’s not overpowering.” The fl avours are natural and come from fruit juices.

But there was more than taste involved. “We wanted all of our drinks to be less than 4g of sugar per 100ml and not higher than 50 calories per serving,” Sudgen said.

Fortunately, Just Bee applied for and obtained a UK-government innovation

AUGUST 201624


START-UP CASE STUDY

grant of £5,000 ($6,559/€5963) for perfecting the drinks. “That was enough for us to go out with our home-made, kitchen recipe to a product-development kitchen and say, ‘Here’s what we’ve done at home. Can you tweak it and refi ne it and get the production right and make sure we’ve got the nutritionals correct?’”

Another important decision was packaging. Just Bee decided on a Tetrapak rather than, for example, a glass bottle so the brand could “position the drink for an on-the-go occasion, lightweight and convenient,” Sudgen said.

In terms of pricing, they settled on under £2 because “it’s a premium product but we wanted it to be accessible. We didn’t want it to be anywhere above the £2 mark, because that would eliminate a lot of people from the market”.

And from the start, Sudgen and Harper were highly aware of the importance and potential marketing value of the issue of global collapse of bee hives, which has scientists concerned not only about the viability of bee species but also about what happens to some crops in the increasing absence of their pollination by bees.

“Joe’s dad had lost one of his hives,” Sudgen said. “He had four, and one of them eff ectively collapsed. So we were

very aware of the issue from the very beginning. We wanted two missions – to make healthy drinks, and to do what we could do to help save the bees.”

Sudgen and Harper believed that associating themselves with the issue of mitigating bee-colony collapse, as some other brands have done around the world, would be a winner with their target consumers. “Everyone’s got an aff ection for bees anyway,” he said, “and the issue is something that many people feel strongly about.”

Just Bee found a couple of interesting ways to use bee-collapse concerns in positioning the brand. For one thing, the company donates 10% of its profi ts to organisations battling the problem. Less conventionally, it also distributes packets of wildfl ower seeds with online deliveries.

And the company encourages customers to use the empty container of Just Bee as a miniature planter for the fl ower seeds, cutting off the top of it, fi lling it with soil and the seeds. (The Tetrapak container, Sudgen said, is “not 100% biodegradable, but a high percentage.”)

Just Bee also uses social media to encourage customers to share photos of their wildfl owers. “It’s very engaging and fun and people can literally get involved in it,” Sudgen said. “From a brand

perspective, it adds something extra.”The seed gambit also is part of a

marketing budget that is almost entirely focused on social media, and on appearances at stores and trade shows and other places where consumers can sample Just Bee.

Initially, in 2015, Just Bee distributed its products to about 20 small and independent grocers in the Manchester area. But by June of last year, the brand had placement in Fortnun & Mason and Selfridge’s in London, preferring to stick with small chains and with other independent health and natural foods shops, coff ee shops and delis.

Tesco supermarket, and the handful of Whole Foods Markets outlets in the UK, loom as obvious potential next targets for distribution, but Sudgen said that Just Bee wants to make sure where it can go with its premium identity. Another outlet with potential is foodservice. Just Bee is “the perfect low-calorie drink to go with a sandwich at lunch time, and also to distribute in gyms and fi tness studios”.

Meanwhile, Just Bee’s principals also plan new fl avours. “Because the concept is not to be honey-fl avored per se but just to use honey as a natural, low-calorie sweetener,” Sudgen said, “new fl avours are something we can do quite quickly and easily.”

TABLE 1: NUTRITION SNAPSHOT, JUST BEE LEMON & GREEN TEA

AUGUST 2016 25


N 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

BAKERYCanada Le Moulin du Pivert Le Moulin du Pivert Organic Coconut

BiscuitsMade with regional wheat without the use of palm oil and contain 48% less sugar and 97% less salt than average biscuits.

BREAKFAST CEREALSCanada Nature’s Path Foods Nature’s Path Organic Qi’a

Superfood Honey Chia Superflakes Cereal

With organic sprouted sorghum, whole grain corn, chia seeds, and just a touch of organic honey, will keep the consumer satisfied and energized all morning. Wholegrain product is free from GMOs and gluten, high source of fibre. Also in Coconut Chia and Cocoa Coconut flavours.

USA Wildway Wildway Grain Free Toasted Coconut Instant Hot Cereal

With 100% real food ingredients. Paleo-friendly product is free from gluten, oats or grain fillers, grain, wheat, added sugar, sweeteners and GMO. Contains 6g protein and 8g fiber for lasting energy.

USA General Mills General Mills Multi Grain Cheerios Lightly Sweetened Cereal with Ancient Grains

With lightly puffed toasted Kamut wheat, sorghum, spelt and millet. May reduce risk of heart disease, contains no artificial flavors and no colors from artificial sources. Low in fat and free from saturated fat and cholesterol.

Canada General Mills General Mills Edge With Protein Honey Almond Flavour Cereal

Said to provide the highest protein versus leading cereals, 15g of protein with milk per 58g serving while also being high in vitamin B6 and very high in fibre.

CHOCOLATE CONFECTIONERYUSA Vosges Vosges Haut-Chocolat Mo’s Dark Bar Comprises 62% dark chocolate with uncured smoked bacon and alder

wood smoked salt. Free from gluten and dairy and contains a minimum of 48% cacao solids.

USA Solgar Vitamin and Herb Solgar Ohso Good Chocolate Original Belgian Chocolate Bar with Probiotics

Contains around 1 billion Lactobacillus and Bifidobacterium in each bar. Said to deliver live bacteria three times more effectively than dairy products. Free from gluten and nuts and contains 70 calories per bar. Also in Orange Belgian Chocolate Bar with Probiotics flavour.

DAIRYCanada Arla Foods Arla Lactose Free Creamy Cheese

SpreadFresh white cheese contains 16% milk fat and 71% moisture and no artificial colours or preservatives.

USA Prosperity Organic Foods Probiotic Melt Organic Buttery Spread

Claimed to support the digestive health and immune system delivering active cultures more effectively than yogurt. Dairy- and soy free product is non-GMO project verified, organic and made with virgin coconut oil. Free from artificial colors, flavors, trans fat and gluten, is high in omega 3, and providing 3 Weight Watchers PointsPlus per serving.

USA Organic Gemini Organic Gemini Chocolate Tigernut Horchata

Contains iron, prebiotics, free from soy, nut, and GMO. Naturally sweet nutrient dense drink. Vegan and paleo verified product provides as much potassium as a bottle of coconut water per bottle.

USA Forager Project Forager Banana Date Probiotic Cashew Smoothie

Organic certified vegan, probiotic, non-GMO fruit juice and nut milk blend comprises cashew milk, banana, dates, vanilla, chia seed and sea salt, and is cold processed with fresh ground nuts, and GanedenBC30.

USA Nuestro Queso Nuestro Queso Oaxaca Mexican String Cheese Snack Sticks

This 100% natural and gluten free product contains 15% calcium, 6g protein per stick and has no artificial additives.

DESSERTS & ICE CREAMUSA Monsieur Singh Monsieur Singh Frozen Passion

Chia LassiA blend of probiotic yogurt with healing herbs and spices. Only 67 calories per serving, 100% natural, low in fat (1%), low in calories and sugar, is gluten-free, contains no added hormones or rBST and is said to be very tasty and not too sweet.

Canada Dole Food Dole Mixations Unsweetened Apple Mixed Berry Fruit Snack

Contains real apple pieces in a smooth fruit sauce and one serving of fruit per container. Gluten free, contains no artificial flavours or colours.

BEVERAGESUSA Urban Remedy Urban Remedy Boost Cold-Pressed

BeverageWith turmeric, lemon and stevia. Uses cold pressing of certified organic ingredients to extract their vital phyto-nutrients, enzymes and minerals. Free from gluten and GMO.

USA Project Juice Project Juice Black Magic Juice Beverage

A gluten free spicy lemonade with activated charcoal for added detox and comprises activated coconut charcoal, lemon, raw agave and cayenne.

USA Caribe Juice Caribé Caña Passion Fruit Juice Cold pressed, high pressure processed product is delivers a generous supply of vitamin C, potassium and iron. Fruits are blended with pressed cane juice, which is known for vitamin B5, mineral and antioxidant content and its low glycemic impact.

USA Drink Melon. Drink Melon. Pure Watermelon Water Organic juice is made with one ingredient straight from the farm with nothing added. Provides natural hydration with electrolytes and a refreshing taste. Mineral rich drink is suitable for vegans and free from gluten, dairy and GMO.

USA Ambrosia Beverages Uji Quinoa + Mixed Berries Whole Grain Smoothie

Due to the quinoa, is full of proteins that contain the amino acids the body needs, healthy fats, and antioxidants to keep the cells damage-free.

MEALS & MEAL CENTERSUSA Strumba Media Miracle Noodle Soup Cold & Flu

Support SoupVegan product with vegetarian lemon ginger chicken contains no gluten. Made with immunity boosting and antiviral herbs with zero calorie Miracle Noodles, which support the weight management. Shirataki pasta is made from soluble fiber of the root of konnyaku, which only contains a healthy soluble fiber known as glucomannan, which is remarkably low in calories. Also available: Cleanse & Detox Soup with Ganeden BC30 and 22 antioxidant spices.

USA Amy’s Kitchen Amy’s Bowls Ravioli Spinach & Ricotta Cheese

Free from fish, shellfish, poultry, eggs, peanuts, preservatives, GMO and rBST hormones. Also available: Cheese Tortellini.

Canada Daiya Foods Daiya Deluxe Alfredo Style Cheezy Mac

Wholegrain pasta and sauce in a convenient squeeze pouch. Free from gluten, soy, diary and lactose, and contains 5g of protein. Pack features the Celiac Sprue Association logo.

AUGUST 201626



USA Slim Soul Slimsoul by Jillian Michaels Spice Chicken & Hummus Box

Comprises a four spice cooked white chicken meat, hummus, pita, celery, tomato, dry-roasted edamame, carrots and paprika chickpeas. Kit is high in protein, a good source of iron and vitamin A, and provides 430 calories, 23g of protein and 12g of fiber. Comes in other flavours: Hummus & Vegetable Box, Cheese & Fruit Box.

OTHER BEVERAGESUSA KeVita KeVita Meyer Lemon Cleansing

Probiotic Tonic with Apple Cider Vinegar

Vegan, non-dairy, certified organic and non-GMO product is low in calories, free from gluten, stevia sweetened and contains no added sugar.

RTDsUSA Sunniva Caffe Sunniva Caffe Super Coffee True

CinnamonCold pressured coffee has the same amount of caffeine as one cup of coffee, and is said to provide energy for the mind and body. Free from gluten, made with organic superfoods, has a decreased amount of carbohydrates and sugar, and is said to help building muscles and burn fat. Also contains powerful antioxidants, healthy fats, milk proteins from grass-fed cows, and MCTs from coconut oil.

USA MetaMatcha Meta Matcha Original Premium Green Tea

A super green tea. It is claimed that the secret for mental clarity lies in L-Theanine, Matcha’s predominant amino acid, which smoothes out the effects of caffeine and promotes an evenness of mind. Contains 3g matcha, 60 calories, 417mg antioxidants and 86g caffeine, provides sustained energy and enhanced focus.

USA The Healthy Beverage Company Steaz Organic Cactus Water with Starfruit & Green Tea

Comprises prickly pear fruit which is claimed to have a berry-like flavour. Filled with electrolytes and has a high antioxidant content for its anti-inflammatory properties.

SNACKSUSA Little Red Dot Little Red Dot Bakkwa Pork Bak Kwa All natural snack is minimally processed, contains no artificial ingredients.

Roast pork is seasoned with sweet rice wine, soy marinade and anchovy flavored fish sauce with natural smoke flavor added. Inspired by the vibrant food-scenes of Singapore and markets of Malaysia where bak kwa is a traditional street snack. Provides 15g protein and 140mg sodium per serving. Also available: Uncured Spicy Candied Bacon, and Turkey.

USA Wilde Boldr Wilde Boldr Sweet Thai Style Basil Chicken Bar

With 100% vegetarian fed chicken raised without growth hormones or antibiotics. Balanced with ancient grains, seeds, fruits and veggies. Slow baked with Wilde herbs and spices. Each whole food bar provides 10g of protein, 4g of sugar and 100 calories. Also available: Maple Uncured Bacon Blueberry Turkey Bar, Cranberry Turkey Bar, Strawberry Black Pepper Bison Bar.

USA Clinical Products Extend Nutrition Yogurt & Lemon Anytime Bars

Sweetened with Stevia and feature the patented Nutra9 Blend, clinically proven to help control blood sugar for up to six hours during day and nine hours overnight. With a unique combination of extended-release carbohydrates, fiber, lean protein and a small amount of healthy fat and claimed to help manage diabetes by helping to minimize blood sugar spikes, naturally control cravings and prevent blood sugar lows including nighttime hypoglycemia. Naturally flavored, high protein bars are low glycemic.

Canada Progressive Nutritional Therapies Progressive VegeGreens Protein & Veggies Protein Bar

Convenient high protein snack contains a blend of New Zealand dairy protein isolates, and over 1500mg of the vegetable concentrate blend found in the original VegeGreens formula. Naturally flavoured and sweetened, contains 15g of protein per bar.

USA Pork Barrel BBQ Pork Barrel BBQ Old-Fashioned Maple Uncured Bacon Jerky

Good source of protein, and contains no nitrates, nitrite or gluten. No artificial ingredients.

USA Kashi Sales Kashi Basil, White Bean & Olive Oil Savory Bars

Free from gluten and GMO. Mediterranean inspired crunchy bars contain 4g fiber, 18g wholegrain and 3g sugar per serving. Also available: Quinoa, Corn & Roasted Pepper Savory Bars.

USA Rhythm Superfoods Rhythm Superfoods Naked Beet Chips

Features natural sweetness of beet and is a good source of potassium and excellent source of fiber. Gluten- and GMO-free product is suitable for vegans. Also available: Sea Salt Beet Chips and Cinnamon & Coconut Sugar Beet Chips.

USA Made in Nature Made in Nature Organic Supersnacks Choco Crunch Figgy Pops

Free from refined sugar and GMO. Contain cocoa, cherries, dates, figs, power seeds, coconut and cacao nibs. Unbaked energy balls are satisfying and naturally energizing. Also available: Cranberry Pistachio Figgy Pops, Mangoberry Figgy Pops and Apple Cinnamon Figgy Pops.

USA Brami Beans Brami Sea Salt Flavor Snacking Lupini Beans

Free from soy and gluten, and provide 35 calories, 4g of protein and 4g of fiber. Fresh beans are not dry and also come in Garlic and Herb, and Chili Lime flavours.

USA Cornfields Hi I’m Skinny Superfood Sticks Kale, Spinach & Peas Sticks

Gluten- and GMO free product is suitable for vegans, high in antioxidants, light on calories, an excellent source of vitamin C and contains no trans fat, cholesterol, preservatives, artificial colors or flavors.

USA Saladshots Salad Shots Bar Choco Balsamic Snack Bar

High in fiber, combines the goodness of a salad with the convenience of a bar, infused with superfoods and antioxidants. Free from preservatives, gluten, trans fat and dairy.

USA Land O’Frost Land O’Frost Deli Snackers Rotisserie Seasoned Chicken Breast Baked Meat Snacks

Low fat and an excellent source of protein. Gluten free, portable snack is satisfying, contains 60 calories and 11g of protein per pack.

Canada Genuine Health Genuine Health Cinnamon Pecan Fermented Greek Yogurt Proteins+ Bar

Provides advanced digestive support with 15g of protein per bar. With non-GMO ingredients and contains no gluten, artificial colours or flavours.

SUGAR & GUM CONFECTIONERYUSA Big Picture Farm Big Picture Farm Farmstead Goat

Milk CaramelsFree from gluten and GMOs, made with fresh milk from a solar powered farm. Offers a variety of flavoured caramels, including sea salt & vanilla, chai, maple cream.

USA Space Enterprises World of Chia Chia Raspberry Fruit Butter

Contains omega-3 and fiber. Free from preservatives, additives, artificial flavors, artificial colors, added pectin and added acids.

WATERUSA Rawpothecary Rawpothecary RX

Probitonix Cucumber, Lemon & Mint Probiotic Water

Organic water is high pressure pasteurized and handcrafted with brewed medicinal herbs, pressed and crushed fruits and vegetables, and contains two billion probiotics.

USA Superleaf Detox Water Mango Bioactive Aloe Water

Organic water is said to provide a healing hydration, contains aloe, electrolytes, and vitamins, as well as 5% of lemon juice and 15 calories per serving. With 350mg of Activaloe formula which guarantees high retention of the following health benefits associated with aloe vera: digestive health support; nutrient absorption support; skin health promotion; and immune and antioxidant defense promotion.



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

JUNE 201627

BAKERYAustralia Tip Top Bakeries Tip Top Bakery Extra Protein White

BreadHas 75% more protein, from wheat and soy, and to provide 20% of the daily protein needs compared to Tip Top Sunblest White Bread. High in fibre and contains no added sugar, artificial colours, flavours or preservatives.

Brazil Pão Nutri-Vida Nutri-Vida Wholegrain Carrot Sliced Bread

Made from 100% cereal, rich in fibers, and low in calories, sodium and sugar. Suitable for vegans and contains no cholesterol, eggs, lactose, margarine, milk or vegetable fat.

Brazil Steviafarma Industrial Stevita Chocolate Cookies with Chocolate Chips

Contain zero sugar and have been sweetened with 100% natural stevia, said to be 300 times sweeter than cane sugar without the calories. Stevia is also said to help fight cavities and bacterial plaque. The dietetic product is a source of fibers, contains six whole grains, retails in a 120g pack featuring the ANAD (National Association for Assistance to Diabetics) seal.

Ecuador Moderna Alimentos Moderna Benefit Wholegrain Bread with Collagen and Sunflower Seeds

Contains collagen, a protein molecule that supports the elasticity and integrity of structures and organs such as skin, hair, nails and joints, and sunflower seeds which prevent the disintegration of the collagen in the body. It contains fiber, is free of trans fat and low in sugar.

Finland Vaasan Vaasan Rye Nacho Chips with Roasted Seeds

Made with 100% wholegrain rye, and described as an irresistible combination of pumpkin seeds and millet, delicious yet healthy. Rich in fibre with a 18% content, and one portion is said to contain 22% of the RDA of fibre, with rye promoting digestion.

France Gaia Gaia Wheat and Almond Sprouted Cereal Essene Bread

Prepared with highly purified water through reverse osmosis. Organic certified product regulates blood sugar level and intestinal transit.

Germany Papagrin Papagrin Bredis Linseed Bread with Tomato and Basil

Organic product; 100% natural ingredients; free from preservatives; low glycemic index; high in fibre; free from soya, gluten, dairy and eggs; sprouted seeds; produced under 42 degrees; naturally contains sugar. Suitable for vegans and Paleo diets, is 100% raw.

Japan Bourbon Bourbon Karada Mirai Soy Milk Wafer with GABA

FLP-certified product contains GABA for consumers that have high blood pressure and also contains 80kcal, 50mg calcium and iron equivalent to 1/3 of the recommended daily intake.

Portugal Galletas Gullón Gullón DevoraCol Cereal Cookies Formulated to reduce cholesterol in a natural way thanks to the presence of oat beta-glucans and contain a high fiber content. Made with high oleic sunflower oil that contains unsaturated fatty acids, which help to maintain normal cholesterol levels.

Singapore McVitie’s McVitie’s Breakfast Oaty Breaks Biscuits with Porridge Oats & Golden Syrup

Contain added iron and vitamins, energy releasing B vitamins and vitamin D, are a source of fibre. The B vitamins and iron contribute to normal energy-yielding metabolism.

Switzerland Hans Freitag Fit for Fun Chia Seeds & Hemp Nuts Superfood Biscuits

Multigrain biscuits are made with the superfoods hemp and chia seeds, have a high fibre content and are suitable for vegans.

BREAKFAST CEREALSFrance Iswari France Iswari Chocolate Flavoured Raw

Breakfast MixVegetable-based, gluten-free, organic and raw instant preparation for breakfast. Combines flavour and nutritional power of super-aliments such as ground chia and flax, an important source of omega 3 and 6; raw cocoa powder, which is rich in magnesium; lucuma, an antioxidant super-fruit; ground almonds; and ground and germinated buckwheat.

New Zealand Pure Delish Pure Delish Choc Nut Nograin-Ola Hand-made, rich, grain-free blend of 72% nuts and seeds includes macadamias, 70% dark real chocolate, pure maple and organic coconut. The premium cereal is paleo friendly and free from gluten, egg, added salt and added fruit. It is a source of protein and is high in fibre. It contains only 6.1g of sugar per serving.

Singapore Owl International OWL Nutrifield Soy 6 in 1 Instant Grain Soy Cereal

With a unique blend of oats, black rice, brown rice, cereal and soybeans fortified with nine types of vitamins such as vitamin A, vitamins B, C and E. It is 25% lower in sugar and 25% higher in whole grains than regular cereal drink, is low in fat, high in fibre and calcium and free of trans fat and cholesterol.

UK Moma Foods Moma Super Seeds Porridge Instant wholegrain oat porridge with linseed, pumpkin and chia seeds. Vegetarian product is high in protein, free from added sugar and gluten and helps to reduce cholesterol. Provides 1.8g of beta-glucan from oats, which is 60% of the suggested daily amount.

UK Kellogg Kellogg’s Special K Super Porridge with Five Grains, Raspberry, Pomegranate and Pumpkin Seeds

With wholegrain, folic acid, iron and five B vitamins, the porridge contributes towards the reduction of tiredness and fatigue.

CHOCOLATE CONFECTIONERYNetherlands Leev Leev Chocolate Spelt Balls Made with crispy spelt and dark Belgian chocolate. The UTZ certified,

additive free product is rich in fibre.DAIRYAustralia Fonterra Brands Calci Yum Vanilla Yogurt Contains 25% less sugar than average children’s yogurt, contains

calcium and vitamin D for strong bones and teeth, and active cultures. Smooth product is free from artificial colours, flavours, preservatives and sweeteners.

Costa Rica Cooperativa de Productores de Leche Dos Pinos

Dos Pinos Delactomy Lactose Free Cream Cheese

Source of energy and might help in the absorption of vitamins A, D, E and K while providing a natural calcium for stronger bones and teeth.

Ecuador Ecopacific D’Hoy Coconut Vegan Drinking Yogurt

Yogurt substitute has been made using natural coconut pulp, contains less than 50% natural components, and is free from dairy, soy, and gluten. It contains probiotic cultures, which can help to support digestion and the immune system. Contains no sugar, salt, or added fat.

Finland Kaslink Foods Sisu Chocolate Flavoured Milk Drink Lactose free product contains 50g protein per pack, is free from added sugar, has fat content of 0.7%. It contains twice the amount of vitamin D and more protein, as well as less sugar and fat compared to regular milk.

France Danone Danone Danonino Go! Vanilla Flavour Dairy Dessert

Sweetened and enriched with calcium and vitamin D needed for normal growth and bone development, and is free from preservatives and artificial flavourings. It can be consumed up to eight hours after being removed from the refrigerator.

AUGUST 201628



PROCESSED FISH, MEAT & EGG PRODUCTS

France DPFF Danone Danonino Superdino Strawberry-Banana and Vanilla Flavoured Dairy Speciality

Enriched in calcium and vitamin D, which are both important for the proper growth and development of children’s bones. Free from colourings and artificial flavourings.

Germany Alpro Alpro Apricot with Orange Blossom Soy Yogurt

Fermented soya product is said to be a delicious plant-based alternative to yogurt, with carefully selected fruit. Naturally low in fat, free from lactose, gluten and GMOs, and enriched with calcium and vitamins.

Hong Kong Chi Ventures Chi 100% Dairy Free Chocolate Milk 100% natural product is made with natural cocoa and coconut milk. It is isotonic, low GI, free of gluten, dairy, lactose and soya, helps maintain a healthy immune system.

India Urban Zing Refreshments The Rejoov Cold Pressery Nut Pro 100% Natural Juice

With almonds, which lower bad cholesterol and post-prandial blood sugar and contain brain boosters, such as riboflavin, as well as calcium, and potassium that strengthen bones, muscles and nerves; purified water; honey, a good source of flavonoids and antioxidants that promote a healthy heart; vanilla, a rich source of antioxidants; cinnamon which helps fight neuro-degenerative diseases; and rock sea salt which aids nerve functions. Suitable for vegans and vegetarians, 100% raw and free from added preservatives, artificial or synthetic colours and sugar. Said to provide an energy boost.

Ireland Arla Foods Arla Skyr Mango & Passionfruit Icelandic Style Yogurt Drink

FRee from fat, artificial colours, flavours; contains reduced sugar; and is high in protein.

Israel Yotvata Dairies Yotvata Meal on the Go with Cereals and Strawberries

UHT milk drink with whole grains and strawberries, and added calcium and vitamin D.

Japan Takanashi Milk Products Takanashi LGG Plain Yogurt with Galactooligosaccharide

Contains galactooligosaccharide and LGG probiotic bacteria which reach the stomach alive to support digestion and is made without sugar. The product contains skimmed condensed milk, fresh milk and cream form Hokkaido.

Malaysia Nestlé Nestlé Omega Plus Milk with Oats Contains plant sterols ester and betaglucan from oats. The instant product contains calcium and fiber, is said to help lower cholesterol.

Mexico Comercializadora de Lácteos y Derivados

Lala 100 Part-Skimmed and Lactose Free Pasteurized Ultra Filtered Milk

Enriched with vitamins A and D and contains 70% more protein and 30% more calcium than regular milk, which help build and maintain strong muscles and bones.

New Zealand Goodman Fielder Meadow Fresh Goodies Peppy Peach and Vibrant Vanilla Flavoured Smooth Yogurt

Made with fresh milk and real fruit, contains calcium for healthy bones and teeth, and 25% less added sugar. Aimed at children, contains no artificial sweeteners, flavours or colours.

South Korea Namyang Dairy Io Teen Probiotic Drink Targeted at teenagers, and has probiotics and dietary fibres for healthy bowel, taurine and L carnitine for energy, collagen and hyaluronic acid for skin. It is low in fat, has 20% less sugar for a healthy lifestyle.

South Korea Namyang Dairy Namyang Einstein Natural DHA Milk Plus

Milk is produced at a designated farm, which is regularly managed and inspected, and the cows are raised by DHA Milk specialist and fed with patented natural DHA formula. Targeted at children, this milk contains patented Wellmune immune properties and GP-C growth properties.

South Korea Hanmi Medicare Hanmi Medicare Whole Soymilk It Soybeans Black Soy Milk

Made with 100% Korean domestic soy and contains 90% whole soy milk and 0.35% black soy extract. It contains 4000mg dietary fibre that supports healthy digestive system; 3000mg fructooligosaccharide that helps the calcium absorption; 250mg lecithin that may helps to control cholesterol level; 200g calcium that supports the bone health; and low-GI crystalline fructose.

Turkey TAT Gida Sanayi Sek Quark Low Fat Pear Quark Contains real fruit pieces and is high in protein. The low fat product is made with SEK pasteurized milk and cheese culture for a high protein (5.5%) and low fat cheese.

UK Hain Daniels Group Oat Dream Oat Drink Contains added calcium, vitamins D2 and B12. Vegetarian non-dairy oat drink alternative to milk is free from lactose and added sugar.

DESSERTS & ICE CREAMNew Zealand GoodBoost Co. GoodBoost Co. Raw Cacao & Super

Berries Coconut & Chia Snack PotsInclude whole chia seeds, raw cacao and a coconut milk based yoghurt alternative, all layered on top of sun ripened super-berries, including raspberries, blueberries and cranberries. The raw cacao is said to be high in antioxidants, iron and magnesium, and the whole snack offers bursts of energy with fibre, omega 3 and prebiotics. The dessert snack pots do not contain dairy, artificial colours or artificial flavours. Also available in: Rhubarb & Raspberry Coconut & Chia; Mango & Passionfruit Coconut & Chia.

Spain Garin Cobian Yelli Frut Tropical Flavoured Gelatin Dessert with Yogurt & Extra Collagen

With extra collagen which supports joints, skin and nails. Free from gluten, fat, sugar, salt and GMO, and contains vitamins C and D. It contains 9% of protein.

HOT BEVERAGESIndonesia East Bali Cashews East Bali Cashews Rosella Natural

TeaMade from Rosella which is a flowering plant that is rich in vitamins, minerals, and various antioxidants. Has many health benefits, ranging from lowering blood pressure to helping maintain a healthy cholesterol level.

Netherlands Biobox Model Your Body Beauty Tea No. 2 A botanical organic tea to drink that can also be used as a facial steam bath. Said to be hydrating, rejuvenating and firming, is suitable for sensitive skin and can help to restores inner harmony and vitalize.

JUICE DRINKSAustria Birkengold Birkengold Organic Birch Juice with

AppleMade from Finnish birch and natural cloudy apple juices without added sugar. Claimed to contain birch life force which is said to be vitalizing, is suitable for vegans.

Costa Rica Inmobiliaria Melissa de San José Sanatura Light Linseed and Lemon Drink

Linseed drink has been fortified with prebiotics, is sweetened with Splenda, and contains fiber which supports intestinal transit and the reduction of sugar in the blood, thus reducing the risk of diabetes and playing a role in weight control.

Indonesia Tropita Tropita Lemon Pitaya Jelly Drink 100% real juice with no preservatives. It helps to detoxify, speed-heal, and boost immunity to the body. Low in carbohydrate and contains antioxidants, vitamin C, vitamin B1, vitamin B2, vitamin B3 and carotene. Also in Coco Dragon Juice flavour.

UK Tåpped Tåpped Birch Water with Apple & Root Ginger

Comes from the forests of Finland and is described as a delicately sweet, tree-tapped water mixed with apple and ginger juice. Birch water is considered by the Finns to be nature’s detox as it contains manganese, an antioxidant, providing 15% of its the daily value. Organic certified all natural product is not from concentrate, contains no refined sugar and only 35 calories.

AUGUST 2016 29



PROCESSED FISH, MEAT & EGG PRODUCTSMEALS & MEAL CENTERSSingapore Tasty Pot Tasty Pot Co Meal 5 Grain Superpot Contains 50% vegetables, quinoa, chia, roast vegetables and chermoula

dressing. The 100% natural and microwaveable product is low in fat, is high in fibre and is free from gluten and dairy. It provides two of daily vegetables.

OTHER BEVERAGESIndonesia Sinless Break Sinless Break Curcuma Herbal Drink Sinless Break Jamu Temulawak (Curcuma Herbal Drink) is available.

This homemade and ready-to-drink product has many health benefits. It protects heart and prevents kidney disease; accelerates blood circulation; prevents blood clotting; and helps recovery process from hepatitis A. It is made with all natural ingredients without added white sugar, preservatives or colouring. Also available: Red Ginger Drink.

South Korea Daesang Chungjungone Smart Hongcho Vital Plus Apple Carrot Vinegar Drink Concentrate

Made with fresh vinegar and added 21 fruits and vegetables: apple, pineapple, carrot, tomato, yellow carrot, courgette, beet root, sugar cane, black carrot, cucumber, celery, leek, pea, onion, red pepper, sweet pumpkin, cabbage, lettuce, spinach, broccoli and parsnip. Contains vitamin B complex including vitamin B3, B5, B6 to boost the metabolism, and fermented pomegranate complex to vitalize AMPK enzyme that gives energy.

Sweden Kronägg Kronägg Protein Go! Strawberry Flavoured Protein Drink

Contains protein from Swedish pasteurised egg white and has a high protein content of 26g per pack, which contributes to the building of muscle mass.

Denmark Marlow Foods Quorn Vegetarian Pepper Beef Slices Ready to eat, beef flavoured, meat free sandwich topping made from mycoprotein and horseradish sauce. Gluten free product is high in fiber and protein.

France Le Sojami Sojami Pink Peppercorn Flavoured Lacto-Fermented Tofu

Rich in vegetable proteins and omega 3, and has been traditionally made respecting ingredient properties and inspired from traditional cheese-making technology. It is 100% vegetable based, has been manufactured with organic GMO-free soybeans from South West France and has not been pasteurised. This gluten-free and organic product provides digestive benefits associated with lacto-fermentation.

Germany Havener Fiedlers Seafood Smoked and Cooked Sausages from Salmon & Giant Squid

Contains a high amount of omega-3 fatty acids, and is said to help maintain a normal cholesterol level, as well as a healthy brain. It is free from artificial flavourings and preservatives, contains lower amount of fat than other comparable sausages.

Italy Zerbinati Zerbinati Burger’Z Quinoa, Spinach and Cabbage Burgers

The 100% vegetable and non-fried product contains first choice ingredients, fresh vegetables, only Italian extra virgin olive oil, and is free from soy, preservatives, glutamate, flavouring, colourings, GMO, animal fats, and gluten. High in protein, is a source of fiber, and is suitable for microwave. Also available: Quinoa, Broccoli and Zucchini Burgers; Quinoa and Carrots with Ginger Burgers; Quinoa and Peppers Burgers.

New Zealand Life Health Foods Bean Supreme Café Range Black Eyed Bean Kumara Burger

Meat free, made with nutritious ancient grains quinoa and buckwheat, and a rich variety of wholefood ingredients such as grains, beans and vegetables. Freezer-friendly, a good source of fibre.

UK Linda McCartney Foods Linda McCartney’s Vegetarian Pulled Pork Quarter Pounder Burgers

Rehydrated textured soya and wheat protein coated with a smoky flavour barbecue sauce, is high in protein, low in saturated fat and said to be good for the Earth and animals.

SAUCES & SEASONINGSChile Inversiones Nivas Always Happy Edible Oil with Omega-

3 EPA/DHA for Women and MothersThis 100% natural product from the sea is highly refined and deodorized and is enriched with omega 3 fatty acids and natural tocopherols to improve nutrition and to control cholesterol levels in the blood.

South Korea Yeomsan Solar Salt Get Pearl Salt Getdrak Beyond The Salt Anthocyanin Salt

Made with sea salt from Yeongbaek salt pond, and mixed with anthocyanin extracted from Korean purple sweet potato and mulberry. According to the manufacturer, anthocyanin has an antioxidative effect, helps improve eyesight and memory as well as prevents and improves blood vessel disease.

SIDE DISHESAustria Ethical Foods Explore Cuisine Organic Red Lentil

Penne PastaFree from gluten, high in protein, and can be cooked in eight to 10 minutes. Easy to prepare, quick product is suitable for vegans and retails in a 250g pack containing three to four portions.

Czech Republic Via Naturallis Perfect Dish Organic Konjac Vegetable Rice

Pure natural dish made with konjac plant root, which is rich in soluble fibre glucomannan, represents an alternative to high calorie side dishes, is free from gluten, soy, fat, and sugars, and is suitable for vegans, as well as being ready to eat in five minutes. Has 90% less calories and carbohydrates than rice, features the shape of rice.

Poland Monini Monini Rice & More Tricolor Quinoa Mix

Comprises long grain brown rice, white quinoa, black quinoa and red quinoa. The mix is low in fat, rich in fibre and protein, and can be prepared in a microwave. Also available: Ancient Grains Mix

Portugal Alb-Gold Teigwaren Fit ‘n’ Free Chickpea Fusilli Pasta Gluten-free product is suitable for vegans, high in protein, a source of fibre, and very low in salt. It is organic certified. Also available: Red Lentil Fusilli Pasta.

Sweden Gustatus Da Carla Organic Gluten Free Green Pea Fusilli Pasta

With 100% pea flour. Low carb product, which cooks in seven to eight minutes, is rich in protein, fibre and minerals.

SNACKSDenmark HKScan Flodins Smoky Chicken Snacks A high protein snack made of tasty, thin dried strips of chicken meat with a

tang of smoky BBQ flavour. 100g of the snack is made with 237g of fresh meat. Pepper & Beef Snacks also available.

France Monoprix [N.A!] Nature Addicts My M!x Blue Boost Snack Mix

Exclusively created for Monoprix stores, is said to have a 100% natural origin and contains super fruits including 34% hazelnuts, 27% cranberries, 22% blackcurrant and 17% marrow seeds. This snack mix is free from added salts, preservatives and sulphites, and is a natural source of fibres and magnesium which contributes to reduce fatigue.

Germany Sporternährung Mitteregger Sportnahrung.de Pineapple & Coconut Flavour 24% Protein Bar

With whey protein concentrate, BCAAs, L-glutamine and vitamins. Refined with real fruit and coconut and is coated with yogurt. Doping free.

Germany Natural Crunch VitaSnack Beetroot Crunch Snack A raw food that contains no additives, added salt, sugar or gluten, is not lyophilised, and non-fried. The vegan product is rich in fibre, low in saturated fats and a source of magnesium.

PROCESSED FISH, MEAT & EGG PRODUCTS

AUGUST 201630



Mexico Good Health Natural Products Good Health Lime Ranch Flavoured Avocado Oil Kettle Chips

Non-GMO product is made with 100% avocado oil, which is known for its antioxidants and heart healthy monounsaturated fats. It contains 30% less fat than regular chips, and is free from gluten, artificial colours, added preservative, hydrogenated oils, and trans fat.

Mexico Harvested For You Harvested for You Baked Edamame & Lentil Chips with a Hint of Garlic Hummus

Gluten-free, crunchy product features a hint of garlic hummus. According to the manufacturer, edamame and lentils are protein-packed powerhouses with antioxidants, omega-3s and high fiber.

New Zealand Tom & Luke Tom & Luke Strawberry & Macadamia Snackaballs

All natural product is made with fruits, nuts and seeds to provide nourishment, energy and sustenance. The snack balls are gluten and dairy free, contains no GMOs and are a source of protein and fibre. A healthy, yummy and convenient snack, being suitable anytime, anywhere. Also available: Cranberry & Cashew Snackaballs; Salted Caramel Snackaballs; Cacao, Mint & Almond Snackaballs.

New Zealand Nice & Natural Nice & Natural Dark Chocolate & Cacao Protein Nut Bars with 3 Superseeds

Combine crunchy nuts, soy crisps, seeds, organic cacao powder, organic cacao nibs and superfoods all lightly dipped in chocolate. The snack bar features 25% protein, less than 4g sugar per bar, and is free from added artificial colours and flavours. Good source of fibre.

New Zealand Serious Food Serious Popcorn Coconut & Vanilla Popcorn

Wholegrain popcorn prepared with organic coconut oil, is a good source of fibre, and free from gluten, GMOs and dairy.

Peru Natural Sins Natural Sins Crispy Orange Thins 100% natural baked-dried fruit made according to a unique process. Extracted from the best fruits to offer the perfect healthy snack, with a high natural fiber content. Vegan product is certified Paleo Friendly, gluten-, fat- and GMO-free.

South Africa Good Food Sally-Ann Creed Activated Nuts and Seeds Activated Mixed Nuts

One of the best sources of fibre and minerals, including as selenium, B vitamins, zinc, magnesium and healthy fats, which activation makes bioavailable in a tasty way. No preservatives. Compliant with Banting, Paleo, Atkins and vegan eating programmes. Activated Almonds also available.

South Korea Daesang Chungjungone Smart Savzak Cube Seaweed Snack with Anchovy & Almond

Made with natural ingredients such as high quality laver, seaweed, anchovy, almond, sesame, sesame oil and rice. Rich in protein, iron, dietary fibre, vitamin C, low in trans fat, and contains calcium and vitamin A. This bite-sized well-being product has a crunchy texture. Also available: Cube Seaweed Snack with Quinoa & Sesame; Cube Seaweed Snack with Cranberry & Honey.

Spain African Tastes Kubdu Gourmet Boboti Curry Style Marinated Veal Shavings

100% veal product is high in proteins and low in fats, calories and carbs. It is free from GMOs and nitrites, and made with natural colourant and preservatives. Hand crafted, premium and halal certified product is a natural source of iron and vitamin B. Spicy Veal Slices Marinated with Chili and Paprika also available.

UK Good4U Good 4U Cocoa & Orange Super Bites

Naturally nutritious superfood truffles made with seed and fruit. These energy boosting seed and fruit bites are rich in fibre and calcium, a source of magnesium, gluten free, suitable for vegans, and contain no added sugar.

UK Dr. Klaus Karg Dr. Karg’s Tomato & Mozzarella Wholegrain Snack

Combines pieces of tomato and soft, mild mozzarella. This on-the-go, organic, crunchy snack is high in fibre, contains no additives.

UK Beloved Dates Beloved Date Fruit Hearts Beloved Date Fruit Hearts are 100% natural and pure raw date heart shapes that are said to be perfect for snacking and baking. The high-fibre product contains no gluten or added sugar, provides 105 calories and one of the five daily servings of fruit and vegetable. The vegetarian product is retailed in a 35g pack of five units.

UK Proper Pops Proper Pops Sizzling Sweet Paprika Protein Snack

Said to be better than beans with more than four times the protein content than broad beans. These nutrient-rich popped chips are low in fat and sugar, free from lactose and gluten, crammed with calcium and packed with protein and fibre.

SOUPAustria Iamsouper Souper High Protein Beef and

Superbeans SoupLow-fat soup is free from artificial additives, is heat-treated and high in protein, and can be enjoyed cold or hot. Said to make consumers feel fuller for longer.

SPORTS & ENERGY DRINKSDenmark State Drinks State Lime & Orange Carbonated

Energy DrinkContains caffeine (32mg/100ml), taurine and vitamins B, B6 and B12, said to contribute to reduce tiredness and fatigue, while palatinose/isomaltulose (3%), a combination of glucose and fructose, ensures a more stable blood sugar level than a normal drink that contains sugar. The lightly carbonated drink also contains green tea extract and no artificial flavours. Also available in Non Carbonated.

WATERJapan Coca-Cola Glaceau Sleepwater Peach Flavour

Water for Better SleepContains 200mg theanine to help improve sleep patterns.


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