suPERFRu IT CAsE sTuDY

Japan makes a superfruit out of the humble blackcurrant

Blackcurrants may be one of the most under-appreciated of berries. In the West, marketers have for decades focused only on this fruits high vitamin C content. But blackcurrant drinks are by-and-large a mature, even stagnant area, and product innovation has been close to zero. Its only in Japan where blackcurrants superfruit potential is being realised. By Mei-Lin Hansen.
Called kurorasasuguri in Japan, blackcurrants are marketed there under their French nomenclature, cassis, and it is by this name and its Japanese transliteration kashisu, that they are commonly recognised. Since 2005, kashisu, cassis or blackcurrants call them what you will have been getting Japanese opthalmologists, dermatologists, university professors and, unsurprisingly, those involved in the nutrition business more than a little bit excited. Its cassis ability to maintain and improve eye health which is creating much of the fuss: according to surveys conducted by the Japan Institute for Labour, Policy and Training, nearly 80% of Japans workers experience some form of eyestrain from using PCs or mobile devices. A further 90% of workers complain specifically about tired eyes or painful eyes. Consequently, the market for eyehealth supplements and foods in Japan is large worth approximately 99.5 billion ($822 million/609 million) at retail prices. Some 90% of the eyehealth market is governed by lutein-and bilberry-based foods, beverages and supplements, accounting for 91 billion ($753 million/558 million) in retail sales (with bilberry holding the lions share). But when bilberry prices started escalating in 2006 (due to poor crops), supplement and food companies began to inquire more intently about cassis as an ingredient for eye health. In that year, retail sales of functional foods, beverages and supplements containing cassis reached a sturdy 3.5 billion ($29 million/21 million) 40% growth over 2005. The value of the cassis market is now about one tenth of the bilberry market but given that the bilberry market took 10 years to reach more than 40 billion ($331 million/245 million) in sales, cassiss performance so far is fairly impressive. Interest by Japanese manufacturers in cassis was in part spurred by extremely high bilberry prices, but two other factors have really set the cassis market rolling. One is the establishment of the Japan Cassis Association an organisation which educates Japanese consumers about the potency of cassis as a fruit that is good for the eyes and the other is the entry of major food company Meiji Seika into the cassis market. The Japan Cassis Association was founded in 2005 to coincide with Japans eye protection day. Through the Association cassis producers, researchers, importers and manufacturers promote the benefits of cassis as an ingredient in supplements and foods targeted at eye health. With missions such as enlightening people about prevention of eye disease through consumption of cassis and establishing a cassis industry and culture, the Association via its website www.j-cassis.jp explains the history of the fruit, describes its properties and origins, and reports on blackcurrant research. Japanese consumers also learn about uses for the fruit and, in particular, its potential benefits for prevention of focus disorder, eye-strain and improvement of blood circulation. Most significantly, the Association was responsible for the very rapid rise in the popularity of cassis as a functional ingredient. Curiously, although the French name B u s I N E s s

The Japan Cassis Association was established to educate uninformed Japanese consumers about the health benefits, nutrition properties and great taste of blackcurrants.

R E P R I N T E D

B Y

N E w N u T R I T I o N w w w. n e w - n u t r i t i o n . c o m

suPERFRu IT CAsE sTuDY

for these deep purple berries is the one most commonly used by the Association, it is more often than not New Zealand varieties of blackcurrant that the Association refers to in its website. This is because it is a group of blackcurrant growers from New Zealand that has done more than any other to introduce their potent berry varieties to the Japanese market. Currently, NZ$5 million ($3.6 million/2.7 million) worth of NZ blackcurrants are exported to Japan as ingredients for supplements, snacks and functional food products and in an instant quick-frozen (IQF) form for products such as jams. But new and more diverse end-uses for blackcurrants owe much to the combined R&D and marketing knowhow of two corporate members of the Japan Cassis Association the New Zealand Berryfruit Group (NZBG) and food, pharmaceutical and healthcare company Meiji Seika Kaisha Ltd. One half of the NZBG is the export marketing company Horticulture Marketing Limited (HML). Alan Dobson, HMLs general manager, said the collaboration with Meiji has allowed NZBG to create a market in Japan from nothing and convince people to make New Zealand blackcurrants into functional foods and drinks and nutraceutical products like dietary supplements. NZBG and Meiji have developed an extensive range of blackcurrant-based supplements, functional foods and extracts, obtained from Just the Berries (JTB), the New Zealand company that makes up NZBGs other half. Rutinoside anthocyanins from NZ blackcurrants are the vital source for JTBs purified nutraceutical products. Together NZBG and Meiji are educating health conscious Japanese consumers about Rutinoside anthocyanins, which are found in NZ blackcurrants in very high levels, but are not found in blueberries. According to JTB, its these anthocyanins that help maintain optimal eye health. After research carried out at Japans Hirosaki University confirmed that cassis improved blood flow around optical nerves, Meiji cleverly used marketing and educational materials to link the benefits of cassis-based products with the improvement of blood circulation and the eradication of sagging eyes a complaint which, according to a 2005 cassis feature in Nikkei Health, worries one out of three people concerned about the appearance of their skin. Meiji has developed a range of supplements, foods and beverages targeting eye and skin health and blood circulation. Marketed under the Meiji brand, three categories of cassis-based products are available: Cassis Anthocyanin; Cassis Polyphenol and general Cassis Products. Cassis-i Shot, the centerpiece of Meijis Cassis Polyphenol product range, is a minidrink targeted at women in their 20s and 30s. The daily-dose 100ml bottle, in shining purple, contains 130mg of blackcurrant phenolics the level of phenolics that are required, so consumers are told, to produce a visible improvement in sagging eyes. An eight page feature in Nikkei Health magazine in 2005 introduced the blackcurrant to its mostly female readers, using before and after photographs of skin discolouration and testimonies from a range of medical professionals all invested in explaining and eradicating sagging eyes. Meiji also organised an innovative poster promotion for female consumers of Cassis-i Daily Shot. Entrants were required to count the number of bespectacled sheep pictured in a M.C. Escher-esque symmetry drawing. The poster, featuring pink and purple sheep wearing glasses, provided a quirky link to the New Zealand origin of blackcurrants and their eye health benefits. Twenty prize winners were flown to New Zealand for a six day tour of the countrys South Island, including a stop-off at blackcurrant farms. Later, the prize winners were served meals featuring blackcurrant genoise, fruit salad and sorbet.
WHY NZ BLACKCURRANTS?

According to research carried out in New Zealand, NZ blackcurrant cultivars have higher anthocyanin and polyphenol levels when compared with blackcurrants from other sources. Research by the New Zealand Institute for Crop and Food Research (CFR) revealed that the anthocyanin content of European blackcurrants is 250-500mg per 100g (average) whereas the content in NZ blackcurrants is a much higher 570mg per 100g (average). Ben Ard and Ben Rua, two NZ-unique, high yielding varieties grown on a large commercial scale have around 25% higher anthocyanin levels than blackcurrants from Poland, Canada, Scotland and Sweden. A significant number of further studies carried out by Japanese scientists from Tohuku and Hirosaki universities are revealing the superior antioxidant activity of cassis polyphenols. They are linking the berrys juice, anthocyanin and polyphenol extracts with a range of health benefits including reduction in tiredness, short-sightedness and eye

Meiji suppleMents, foods and beverages containing nZ blackcurrants

Meiji produces 3 categories of NZ blackcurrant-based products. Cassis Anthocyanin; Cassis Polyphenol and Cassis Products catering for a Japanese market that is well informed about the nutritional and health properties of berry fruit. cassis-i shot is one of the most innovative products in the Cassis-i range. This 100ml daily dose shot is targeted at women in their 20s and 30s who are concerned about skin and eye health. Each 100ml bottle contains 130mg of NZ blackcurrant polyphenol, vitamins C and A, and calcium and iron. The daily dose bottles can be purchased in groups of 30 or 60. The RRP for 30 bottles is 7,500 ($62.82/46.77) and for 60 its 14,250 ($119.35/88.87).

R E P R I N T E D

B Y

N E w N u T R I T I o N w w w. n e w - n u t r i t i o n . c o m

B u s I N E s s

suPERFRu IT CAsE sTuDY

disease, as well as some benefits related to cerebral performance. New Zealand is currently the second biggest supplier of blackcurrants accounting for around 3%-5% of the worlds total blackcurrant supply. At present rates (about NZ$1.00 ($0.73/0.54) per kilo over the entire NZ industry), NZ blackcurrants even varieties with higher levels of anthocyanins face significant price pressure from low-priced Polish blackcurrants. Polish yields are well above those of New Zealands. In 2002-2004, for example, Poland produced a whopping 132,000 tonnes of blackcurrants on average (thats 70% of EU-25 production according to the European Commission Agriculture and Rural Development) making the need for New Zealand producers strong differentiation on health even more palpable. The result of a focus on health is that the market for NZ blackcurrants remains strong because where they are being introduced Japan and South East Asia theyre becoming known as a higher value product. Whether the Japanese cassis market will eventually reach the 10 billion ($83 million/62 million) mark, and whether cassis will take off as an alternative to expensive bilberry and blueberry extracts and finished products, depends to a large degree on how many strong and competent players join Meiji Seika in the development, manufacture and marketing of blackcurrant products. At present, Meijis major role in the manufacture/import of blackcurrant extracts and its domination of the finished blackcurrant product market makes it difficult for any companies wishing to experiment with cassis. When Meiji puts Cassis-i on the shelves of convenience stores, for example, other Japanese beverage companies are reluctant to compete. All going well, when the partners are able to substantiate health claims, NZ blackcurrants will feature in even more health supplements and functional foods across the globe than is currently the case. It could very well be that in the near future, what was once an obscure, little-known berry in Japan may become one of the stars of the superfruit list. cassis feature from Nikkei Health june 2005*
Do you know blackcurrants? The fruit is black, sweet and sour, high in polyphenol content and has the effect of improving blood circulation. Blackcurrants have an effect on cold and stiffness in the shoulders, and fatigue of the eyes ... I bring to your attention and introduce the power of blackcurrants. Nikkei Health, June 2005. The text at the bottom right of this Japanese magazine feature on cassis highlights sagging eyes as a skin/ beauty related problem. The caption reads: Once you have sagging eyes the problem is difficult to eradicate. Conventional treatments are: Massaging around your eyes Concealing with cosmetics Using high frequency thermotherapy Even if you massage, it does not disappear immediately. Cosmetic creams only hide the effect and non-conventional high frequency thermotherapy does not have a decisive effect. I have discovered a new simple method! The detail is in the next page. Graphs, barcharts, figures and professionals testimonials are characteristic of promotional material in Japanese health magazines. As well as bar charts, this page uses thermographs to illustrates the effect of blackcurrant polyphenols on blood circulation. The following excerpt provides an explanation of the thermograph: [Blackcurrants] have improved poor blood circulation. After having dipped a hand into cold water for one minute in the experiment which investigated recovery of skin temperature, the recovery was clearly more rapid [when blackcurrant had been consumed]. This work is based on the bloodflow improvement action of blackcurrant polyphenols. And other excerpts provide quotes from a Meiji research scientist: although the oxygen radical, which is a powerful enemy of the skin, occurs after a blood vessel contracts, the powerful antioxidant activity of blackcurrants is useful for the elimination of this oxygen radical. It also turns out that there is an action where a small amount of carbon monoxide is generated in the body, and makes a blood vessel extend improving blood flow. Senior research scientist Matsumo of the Meiji Seika Health Food Research Institute outlined this in a blackcurrant talk.
*(translation and notes prepared on behalf of BCNZL by Keith Owen International Marketing Ltd.).

R E P R I N T E D

B Y

N E w N u T R I T I o N w w w. n e w - n u t r i t i o n . c o m

B u s I N E s s

Why do 75% of the readers of New Nutrition Business have the job title CEO/ President/Vice-President/Director?
Answer: Since 1995 New Nutrition Business has been the most reliable, practical and useful source of analysis and insight into the global nutrition business. Over 1,000 companies in 42 countries use New Nutrition Business as a practical tool to help them do business.

As a subscriber to New Nutrition Business you get individual access to our website.
At www.new-nutrition.com you can:
Download each issue of NNB the day it is published as well as every issue published since October 1998 Search our database the biggest internet source in the business of food and health, covering brands, companies, markets, ingredients, regulation and nutrition science Easily incorporate our insights into your own work

Your colleagues can also have unlimited access when you upgrade your subscription to an internet license.
BeVerAGes CAse stuDY
22
most B e V e r a g e s supermarketss 300ml bottles for 1.49Dright anditdietary advice. The UKtopress the C a in e s t u consider a social responsibility alert Y ($2.92/2.20) and 1-litre cartons for 3.29 April 2007 April 2007 expensive fruit and as such has a higher retail price point which may inhibit its growth, but who really knows? Personally I think the future is bright. Of course the bubble could burst, admits Yafi, whose company also markets a juice made from another buzz berry: goji. Its not possible that the market will continue to get excited forever and ever about every new food that emerges every couple of months. There are after all limits on supermarket shelf space. I do however believe that aa and goji can cement their positions as regular fixtures in most European supermarkets in the years to come as they possess great taste, are unique, and can be blended with all sorts of other flavours. This makes them exciting long term ingredients. And, having recently tasted juices made from both berries for the first time, I find it impossible to argue with Yafi: expect aa and goji to catch on in a big way this year in the UK.

New Nutrition
Volume 12 Number 6

Business
Yakult starts its European fight-back
Yakult Honsha, the worlds biggest marketer of digestive health products, is bringing one of the most successful of its home-market brands to Europe in a bid to boost flagging sales. Launched in the Netherlands in February, and likely to be launched later in the year in Germany too, Bifiene is a milk drink with the active ingredient Bifidobacterium breve Yakult, delivering a dose of at least one billion bacteria per 100ml package. Although plastic bottles have become the standard container for daily-dose dairy products in Europe, Bifiene is packaged in a 100ml Tetra Pak, as it is in Japan, where the product has been marketed albeit under a different brand name since 1978. The packs are sold in threes and retail at Albert Heijn, the Netherlands biggest supermarket chain, at 2.99 ($3.99) per 3-pack. The Netherlands is an important country in the history of functional foods in Europe it was where the whole European daily-dose market had its naissance in 1994 when Yakult launched its flagship 65ml daily-dose product, called simply Yakult. The Dutch daily dose dairy-drink market has grown strongly in recent years and in 2006 was worth, at retail prices, around 110 million ($147 million) a staggering 800% growth over 2001 mostly driven by the extremely aggressive and effective marketing of Danone Actimel, which entered the Dutch market in 2000. Despite being first-to-market in Europe, the Netherlands is the only country where Yakult has had any enduring success. Weathering

($6.45/4.85). reader/consumer to whats out there. This is 21 The Berry Company, the first berry-based a much more dominating tactic than using juice company in Europe, was launched last paid advertising because its unbiased. year with a range of berry juices by Khaled McCall has restricted his marketing and Yafi, a man who has no doubt that aa will advertising to print-based media. TVs a take off in Britain. little beyond our current means, he told April 2007 20 I think that typically the UK follows the NNB. While the UK market for aa products is still in its infancy ofthe first bottledtrends, containing the fruit went on interest from US in terms eating and fashion juice There has been considerable sale only last year, five years after the first in the USYafithere is every the pomegranate boom are determined to make national told NNB. Note sign that companies various publications ranging from newspapers the Amazonian buzz berry as popular in Britain as that started in theUS with Pom aul Vincent reports. through to celebrity and health it is across the Atlantic. P Wonderful. In the UK now there are about six smoothly magazines. The reaction thus far has been AA FLAVOUR OF THE MONTH AT NATURAL PRODUCTS EXPO WEST running pomegranate juice companies. extremely positive. Before the upscale supermarket chain McCall created his aa-based juices after of the fruit: nobody knows how to pronounce Yafi says that aa and another buzz berry, April 2007 9 Waitrose introduced the Happy Monkey a holiday in Rio de Janeiro, where he spotted it correctly. We try to address that with a goji, not only out-antioxidant pomegranate, THE FUTURE OF AA IN THE UK brand of aa juices in its stores nationwide in locals drinking a weird purple, gloopy phonetic on the front of all packaging but they also taste better. June 2006, the berry was really only available concoction. He summed up his business and most people still ask for ackai or something This should therefore make a massive I hope [aa] grows as rapidly as has been in frozen pulp form in trendy juice bars. But environmental relationships with the country similar, McCall explains. impact in a marketplace increasingly won the case in America, says McCall. the juice bar market is small, with the biggest he in the following way for New Nutrition Business: Another potential hurdle is supply, which over by innovations and healthy eating Undoubtedly there will be more entrants chain, Crussh, extending to just 15 stores, all First and foremost I love Brazil, its one McCall sees as more of a strategic challenge trends. into the market I expect to see brands such as April 2007 14 in the nations capital. of the most beautiful and diverse countries than a geographical one: The fourth new entrant, Sparky Sambazon and Zola, amongst others, trying The Waitrose deal transformed aa from on earth and it had an instant impact on me Berry supply is always a potential Superfoods Wild Aa berry daily shot, is to establish themselves over here. Id expect being a hard-to-pronounce and hard-tothe moment I arrived. I think Im incredibly problem. There is no harvest for 5 months of the first not-from-concentrate fruit smoothie the aa market in 5 years to resemble the find smoothie ingredient into a nationally lucky to have been able to found a company the year. It requires careful forward planning By Paul Vincent to be launched in a 100ml daily dose bottle. current pomegranate market. Aa is a more available juice drink. Happy Monkey is the that, I hope, does a little good all round to make sure you have the stocks to meet Containing aa, banana and strawberry, Unilever has debuted Amaze, a new brand nationwide in Turkey since February, through ads to help mothers understand original UK aa superjuice drink and the that their from the people who buy our products to demand. PRICE COMPARISON OF AA-CONTAINING BEVERAGES IN THE UK each 100ml daily shot is also fortified with it describes as the first specifically designed first all the grocery channels Unilever has access kids nutritional needs are important and that offerings Original and Aa companys two the local communities that harvest the berries 8 As we forecast in the December 2006/ can expect to appear in kids in Turkey.in markets Aimed at to brands to in the to boost the mood priced at 0.38 offering country. They are and omega-3. Sparky also markets a blend of April 2007 brainfood for other5 Amaze can assist them in the dailyPomegranate are 100% fruit juice and & challenge in the Amazon and ultimately the Amazon MONKEY SEE, MONKEY DO January 2007 issue of New Nutrition Business, short order. Unilever aged the only the Amaze range mental wellbeing andadults. ($0.65) respectively. 7.40 aa and mango that sells in 1-litre cartons school kids isnt 5 to 12, company ($0.51) of 0.49 Its not a question of getting a dose of daily goodness into their contain no artificial sugars, preservatives, rainforest itself. the concept of foods to improve mood and making kids brain development into a of if, but when. initial consumer response has been in Sainsburys for 2.29 ($4.49/3.38). A is currently made up of The kids. Continued from front page lunchbox snacks flavourings or colours. Happy Monkey The social and environmental benefits Already four other7aa-containing beverages brain health is rapidly accelerating into the significantand flavoured milk drinks which have been benefit platform for its brands 330ml bottle has just been added which very positive, Geert van Poppel, Ph.D and Bioavailability experts were constantly is available in 330ml bottles and is Original that the fledgling international aa industry have been launched on the UK market FAILURE TO CREATE A NEW POINT OF mainstream. This reality is nowhere better in the US market (seethe nutrition and mental sells for a hefty 1.89 ($3.72/2.79). developed by Director of Nutrition for Unilevers new involved in the design of the product, van aa berries and red grape juice table 1 - Retail sales (in euRos) of pRobiotic daiRy dRinKs in the netheRlands, a blend of has brought to the Amazon Delta were since Happy Monkey kicked things off. The DIFFERENCE? 6 demonstrated than by Unilevers recent page 7),Yoplait and The 100ml Sparky Wild Aa shots development programme Unilever established Vitality platforms told New Nutrition Business. Poppel told NNB. While water-soluble for 1.49 ($2.88/2.18). The Aa & 2001-2006. Note that the figures for Campina Vifit for the years 2001-2004 refer only 5.73 selling huge influences on McCall when he was inspiration for Green & Kerleys Aa & launch of the first specially-developed food Horizon (the 900-pound which were launched in 140 Tesco Extra 5.42 5.42 In less than four weeks, the brand attained vitamins are generally well absorbed, he adds, blend comes in 1-litre cartons to the 1-litre and half-litre cartons of its product the company didnt in 2000 and represent, the company says, introduce a daily Pomegranate entertaining the possibility of setting up a Strawberry and Aa & Mango blends, which With Bifiene, Yakult has something of a to aid childrens mental development (see and Hyper stores in February, with a dose bottle until 2005, a2007 which improved the fortunes gorilla ofhad become a of extensive research by the of what organic milk the culmination more than 3 million worth of news coverage the absorption of fat-soluble components from April move 6 business were launched late last year in health food problem. While products like ActiFruit have 4.96 Sambazon and Zola are no longer alone in what is fast-becoming a very crowded and sells for 2.98 ($5.84/4.40). only is the small Brazilian to import aa into the UK. market for aa -based products. Not 4.98 5 story brands) have choseninto kids nutritional needs. national rollout to follow, are available as stagnant brand. on page 9). company to in the Turkishfruit popular in Poppel says. can now beAmazein food products suchby the inclusion of also in butters. berry media, van beverages, it The found products is helped as nutrition bars and Theres no doubt aa is one very and organic stores like Fresh & Wild, hit the a clear point of difference and are clearly 4.51 Debuting first in Turkey a large add DHA-fortified lines, Price a 4-pack for 1.99 ($3.92/2.94). Two But what makes Amaze amazing? sales channels are proactively asking to list the essential fatty acids. BRAZILIAN EPIPHANIES healthy little berry but if harvesting it meant companys founders whilst on a beach in innovative, Bifiene seemingly offers no per litre danone actimel marketyakult increasing in wealth andcampina Vifit kid-specific marketing rapidly with private label weeks after the launch, models at London products which is a good early sign. Iron is a key brain nutrient that often () chopping Brazil. The blends come in 330ml bottles and innovation and no point of difference. Like The brand is the first of its kind foods If you can do this at a level thats the Premier Organics company umbrella. Goji and Mangosteen juice complete the down large parts of the Amazon 2001 sophistication the Amaze brand is the12,529,578 13,802,952 926,804 1,048,469 4 messages. Fashion Week were reportedly swearing The marketing campaign for Amaze is has low bioavailability. We choseHamish of a form McCall, and exploiting the local populace theres no retail for 1.79 ($3.51/2.64) in health food the main Yakult brand, Bifienes message is a and drinks not sustainable and organic and fair-trade, and The brand, which specialises in the provision the managingrange. of superfood director platform 2002 product of several years research by Unilever 16,433,939 1,053,510 11,828,744 But this 553,277 willspecifically developed to support by the shots, calling them botox in a fully integrated to cover press advertorials, iron that follows WHO recommendations Happy way I would have got involved. and organic stores. simple one: a daily dose of probiotic bacteria youre building marketing that says its great of nut butters made from organic liveMonkey, is the prime mover behind the optimum be kids. 2003 into18,257,137 nutritional profile that such 3,196,618 11,223,832 limited tochildrens mental development needs; it 2,085,605The market 3.29 By Kati Leskinen bottle. Certainly the progress of this in-store sampling, TV advertising and direct and we added extra vitamin C to boost iron the Bliss aa in the UK, and UK for better digestive health. With less attractive 2.98 for the brand and for Amazon, consumers foods, suggests that their Amazon popularisation of Dyanmic Health Laboratories Inc.: product, the UK markets first smoothie smoothie market leader Innocent 3 will fill does not involve the up with 2004 a product should have. 20,386,074 13,270,200 11,030,409 soon4,984,330 kid-specific fortification of existing After establishing Bifiene in the Netherlands, probiotic market was divided between Nestl a sole sellingits heritage and match the brand communication with medical professionals absorption. The effectiveness of adding like the State company HOW DO YOU PRONOUNCE THAT? has recently squeezed 35 aa berries into packaging, a premium price and closely to kids products are going to like that extra benefit, Jeremy butter, which along with aa contains maca, This New Yorkfounders which was If29,393,525 Unilever products 7,055,079 new with functional ingredients. and, seeking 2005 28,212,914 17,475,142 shot, will be watched with great interest. Yakult is likely to next roll-out the brand and Danone, with LC1ain the lead. One can already be with Japanese health expertise. The new can make Amaze a success in and a website. vitamin C to enhance iron absorption was of in 1994 its 250ml Natural Detox Smoothie which point of health benefit that 2.29 To our Black says. goji berries, cacao nibs and coconut butter, establishedAmericanlaunched three juices for niches, companies will next turn 2006*Turkey, then 37,646,922 51,052,134 22,853,414 11,158,646 knowledge there is no similar in Germany, Europes biggest and longestyear later, the market had nearly doubled to its only likely emphasised the distinguishing this brand, or similar products, campaign The brand is fundamentally targeting confirmed in a bioavailability study using aa companies While the UK market has a history of sells in Sainsburys, Waitrose and Tesco for obtained from other products, product to be found anywhere in Europe or We knew in the beginning that we can be heated to spoon over fruit, or cooled healthy living at Natural Products Expo 2 RIDING THE MEDIA WAVE established probiotic market. 142.5 millionto appeal to thein retail sales ($204 million) niche of consumers who are Yakult but also reflected a more features of mothers and TV is the main communication stable isotopes. Sambazon and Gold, embracing new, innovative products and has 1.85 ($3.63/2.73). The smoothie also 1.62 the US. couldnt lead with, Hey, eat this fruit and to make amazingly delicious, high energy West. 100% juices Aa Goji Gold table 2 - balance. and Rise of the netheRlands 2001 15,778,225 The German market is driven by the and had reached 190 million ($254 million) holistic viewpoint of innerthe Rise Yakult medium, explains van Poppel. Interestingly, the DHA in Amaze is Zola before him, contains all the usual antioxidant suspects most concerned about their digestive health Amaze is truly science-based: Unilever help save the rainforest. But now were at the treats. Cacao Bliss and Goji Bliss complete and Mangosteen Gold featuredproved more than receptive to superfruit too aware in Dyanmic McCall and Yafi are only daily dose daiRy dRinK maRKet. Sales figures (in 2002 18,040,726 traditionally high consumption of dairy by 1998. used what There are also, however, advertorials, supplied by Ocean Nutrition Canada (ONC), trends there are in a blend of seven juices which obscure and to the handful who are interested in an image of a girl in a yoga position says that it conducted a review of over point where that can be an important part of Artisanas range. Health (see related story on offerings from across the Atlantic, current fascination with Laboratories recent 1 Euros) are for Yakult, Actimel and private label from 2003 of the medias 23,539,360 products, as well as the growing popularity of But by the end ofof bugs theyre actually consuming. 1999 Nestl had been and summed up the spirit of wellness in a website and TV infomercials to help whose CEO is interviewed on page 15. page as he had an unique hurdles to be cleared for companies the unique taste of aa. Not so the more types 200 scientific studies on nutrition and our messaging as well. Described17) Rich in Antioxidants, in 2001-2005 and from then include the Vifit daily all things healthy and both are quietly foods promoted with soft health claims such overtaken by Danoneopinion, ifas a result of a tagline feel your inner strength. The 2004 38,640,605 mothers understand the essentials in kids epiphany in Brazil. like Happy Monkey. straight-up aa/raspberry blend from rival In our Actimel, Bifiene achieves sales dose drink. mental development in kids before creating Earths Bounty Superfoods: Touted company promotional material and as an thankful that they do not have to dip too as wellness or balance. Nestl concentrating too 1464-3308 campaign took a step back from its previous April 2007 iSSN much on science of the main nutrition and how the Amaze formula would WHY DEBUT AMAZE IN TURKEY? www.newnutrition.com Last year, nearly 70% 2005 69,661,518 The only is with the name The equivalent to 10% of those Amaze. As a result of this research Amaze AA IN INCREASINGLY ABUNDANT as a natural energy superfood, Earths age-defying superjuice on the companys real problem their own pockets to spread Berry Company, which is available in deep into the of Germans purchased a probiotic yoghurt or and missing the trendproduct it willprobiotics.well.medical seriousness, turning around Yakults help them in giving their children a better Brand & 2006* 109,857,702 Yakult of drinkable be doing has been designed to deliver a dose of 33% SUPPLY Bountys Aa Juice is one in a range of website, the juice is available in 16oz or 32oz aa gospel. % aa drink and four in 10 claim a positive attitude When the company finally introduced LC1 in to salami-slice start. The product launch has generated a Turkey represents a good bridge between Perhaps Yakults strategy is development. of all the key micronutrients that sciencethe world. Americans want extreme three superfoods now offered by the 15opaque plastic bottles. The company also One able greatest myths that has hindered an argument which, we believe, in table 3 - Retail salesto I have not used TV and have spent towards digestive health products. a drinkable format, it chose the niche and dominate it but the fact that Yakult wasof the of pRobiotic daiRy dRinKs in the netheRlands, 2001-2006, holds less Despite great deal of interest among mothers on the West and East and the developed and the ultra-healthy wrong serving indicates kids need daily for optimum convenience a quick, measured dose ofpopularity of Further evidence of the rising year-old health food supplement brand. In offers an Aa Juice Blend which contains many companies strategies in functional and less measuRed in numbeR of very little on paid advertising; I have let Furthermore, the daily dose bottle format size: a 200ml bottle which had less missed an opportunity to regain market share, it has never threatenedindiVidual bottles sold each yeaR. water. For one thing, European Internet. developing world, van Poppel told NNB. it seems that theyve appeal for mental the same thing back iron, iodine aa will fix their problem Natural Products promotional material the juice is described as pomegranate, raspberry and blueberry. foods is that products that offer heart health companies also saiddevelopment - such asin something thatwas found at this yearsin Sparky Superfoods Innocent (Tropicana) Happy Monkey The Berry Company Green & Kerley the press promote the rise of superfoods has become the most important one in consumers than the handy 100ml size. more interesting the leadership of Actimel, a brand supported The communications for Amaze are Turkey was chosen as the first launch Turkey yakult danone actimel campina Vifit introduce one of the many and B-vitamins the little importantdouble-quick time. which saw a significant increase in an all-natural, great tasting beverage from Expo West 1994 and twelve years later as well asbottle and almost jumped on their bandwagon, Note that while Sparkys 330ml bottle is more expensive than both the Happy Monkey and The Berry Company Germany more important than spoonable Yakult entered the German market in market in Japan budget 18 timesas their primary benefit have wide consumer by an annual higher than designed to reflect the great science behind country because it is a big market in economic 2001 36,068,571 2,450,468 and innovative products they the number of products featuring the tasty, the rainforests of the Amazon in Brazil. Aristo Health Inc.: Perhaps the most has become,macronutrients South America,and omegaas in Asia and such as protein Unilevers forthcoming the specifically designed, equivalents, its1-litre carton is cheaper than both its rivals corresponding products. Innocents Detox Smoothie is says Yafi. yoghurts and, according to some sources, 1997. Despite and many other countries. a premium price strategy, Yakults. The Japanese2002 have been the may appeal. As regular readers will know, we the product and launch of Promise transition where knowledge and mental 38,080,851 2,633,708 3 DHA. by far the most expensive aa beverage available, in line with their policy of premium-pricing all their products. exotic fruit over the previous years Consumers are also innovative of all the new aa-containing have long held this to be false an increasingly popular delivery form for all Activ 100ml cholesterol-lowering dairy drinks offerings. capabilities are more told that Aa contains Consider lifestyle magazines; every two thirds of probiotic products sales are Yakult was able to take a 7% market share, innovators in probiotics, but when 42,032,035 belief3,809,816 and it comes unique formula, says Poppel, and what he and more important. 2003 Tropicana Original Orange Juice is included as a comparison only. Bioavailability an issue which is Vying for attention in they are amino acids needed for energy in the body, releases is Aristo Healths Body and Mind unsupported by any evidence (beyond some types of products. responds precisely to this need what is fast-becoming single one has now a column on eating generated by daily dose drinks. In 2006, the which as Nestl LC1 faltered, put Yakult in to promotional budget, there are few who describes as a rational voice is used in TV Kids are a high proportion of the 2004 48,165,832 4,057,456 increasing in is a nation for anthocyanins & essential Omegas the good Wellness Nutrition Bar. Nutty Aa & Lime rather Danone Whats more, America importance of like liquidan overcrowded aa marketplace were dietary supplements. Whats more, probiotic daily dose market accounted for second position in daily-dose bottles. The can compete with Danone. In 2006,mediocre consumer research). Indeed, population and we know that 2005 69,907,475 26,926,947 2,829,803 products ranging from superjuices fatty acids. These healthy fatty acids aid features in a line which also includes Nutty pill-poppers,all companies withdietary consuming more ambitions liquid forms of supplements are growing in to snack the assault of million ($521 million). even is LGG (Lactobacillus Goldinheavily built which 390 Danone Actimel, Yakult brand image was & Gorbach), on health spent a staggering 65 2006* the evidence from actual market sales million ($8787,356,748 million) Turkish parents have a keen 69,183,536 5,666,589 n e w n u t r i t i o n B u s i n e s s bars and spreads. A selection of in the transport & absorption of fat soluble Pomegranate & Cranberry and Nutty Goji & confirms that supplementsin the nutrition any other nation per head than industry, popularity in the US, according to Nutrition the many managed to maintain market leadership in the by it licenses from Valio Dairydo not sell yoghurt, we The German dairy market is ruled effectiveness. We of Finland. LGG for the German Actimel TV-spots alone, cholesterol-lowering, blood interest in ensuring the mental w w w. n e w - n u t r i t i o n . c o m Unilever emphasises that it and varied Journal, which tracks to appear at vitamins A, D, E & K. Aa also contains orange. All the bars come with chocolate and pressure-lowering and the like are all Business aa-based products Netherlands giant:2005. Now, even though it is one until Danones Actimel. It dominates the worlds most-researched probiotic and Yakult sell bacteria, claimed the German according to ACNielsen Media Research. in pRobiotic daiRy dRinKs in the netheRlands. Danones progress of their kids. Our table 4- maRKet shaRes has gone to great lengths to thethe USare describedmarket. Expo supplement below: energy vitamins B-1, -2 & -3 and beta are boosted with omega-3s, plant sterols niche category has lost ground todaily doseYakultwith over 75% can be found in around Baltes when asked about the probiotic Danone, sales still holds a director Volker 30 dairy brands In 2006, the relentlessdaily dosefor Actimel has propelled it to market leadership and transformed the probiotic support concepts. products will make a difference formulate Amaze to ensure the sitoseterol [sic] that helps with physical stress. and antioxidants.Unusual suspects:describes Monkey kicked things off last year, at least four other beverages have been launched. Aristo, which After Happy They are easier to swallow than 34% market share far higher than in at 7%, worldwide. market share. Yakult is second either positioning of his brand. in Germany grew just 0.5% a One of the biggest failures in the dramatic since independent research has category. bioavailability of nutrients is Artisanas concern for older Aas amino acid profile & trace minerals itself as a new generation health and history of functional foods has been pills a big Raw Organic Coconut Germany (7%) or the UK (13%). (which Nestl no- Unfortunately, Vifit was Campinas last maintained drop compared to the 20% growth rate in followed by Nestls LC1 As elsewhere in Europe, Yakult established a lot of Turkish kids increased. n e w n u t B u s i n e s s Butter: Amazon Bliss which lists aa are perfect to help muscle contraction and wellness company specializing in functionalr i t i o n the US market for danone consumers and usually taste yakult Vifit private label attempt its doing single SKU, 7-bottle for strategy at strict anything innovative pack longer controls Mller Dairy licences the ller ller 2005. Fuelled by the market potential, several products based have insufficient intakes of the w w w. among its exotic, delicious, power-packed, it has more protein than an egg. As well as foods, says their new bars contain super- n e w - n u t r i t i o n . c o m plant better. 2001 87.5% 79.4% 6.6% some (one bottle for each which has a brand) and the Fit & Aktiv brand from Bauer. time and the company day of the week). The me-too brands from Germanon cholesterol-lowering 5.9% sterols. retailers are nutrients that are important for Amaze superfood ingredients isthe of three Bliss a juice, Earth Bountys Aa is also available nutrients to help support optimal body and brands However Activ, as one 5.8% 65.6% 3.1% has also been reputation for conservatism andLight a low-sugar A fifth brand, Zott Jogol, was removed from introduction of Yakult a remarkable expected to enter the 2002 Most 91.1% have failed, and only a segment. mental development. formulated to be as low as Butters offered theArtisana a brand under in capsules made from organic aa puree. mind function. evidence of by European 77.6% 13.6% 47.7% 8.9% self-confidence stoodthe only product variant. the market at the beginning of 2007 after version was back and did nothing Danone might not 2003 too much about worry few survive as ultra-niche products. In addition, Unilever Turkey possible in trans and saturated Unilever is one market shows, wont become 2004 52.8% 34.3% 28.5% 12.9% while the daily-dose sector romped ahead. used a only one year. By contrast Danone Actimel has that it has already beaten off a challenge to of the companies has a proven track record as fats, sugar and sodium and mass-market. It will be a niche 2005 that has The 42.2% 40.5% 25.1% 10.1% It until 2005 stream of new flavours, Nestls LC1 was first to market in 1995. wasntcontinuous almost ten years after point-ofits leadership from Aldis private label.experienced the frustrations an t i o initiatives like n e w n u t r iincubator forn B u s i n e s s therefore conforms to the WHOs brand, but it will at least be a 2006 fear this market at 34.3% 46.5% 20.8% 10.2% At launch the company spent 8 million first launching Vifit thatand an eight-digit marketing sales dominance Campina extended probiotic industry does not * of the challenge first hand, but now w w w. this.w - n u twilltbe rolledo m n e Amaze r i i o n . c out dietary guidelines. the big niche and a growing one. ($11 million) educating consumers about the brand into afar ahead ofdose. Campinas budget 100g daily Yakults. By 2003, from competitors such as Aldi. company is hoping to revive its further but, van Poppel, told Source: ACNielsen Amaze lunchbox nibbles and fortunes with the We just hope that Unilevers failure to see the market share had shrunk to 5%. the connection between the bacteria strain Yakults clear signs of how the Private labels will not pose a threat to the debut of Americas NNB, but would not give any milk drinks have been on sale first daily-dose senior management has at last market wasA brand analysis showed that consumers evolving have left Vifit as a minor in LC1 and bowel function. While LC1 was brand-loving probiotic market, says Monicacholesterol-lowering details just yet. fRom Japan to euRope drink, bringing learnt enough about functional promoted with scientific messages about probiotics player inYakult with only one attribute: associated its home market. Wien of Yakult Germany. Rather than the a successful European packaging format to the cholesterolfoods to recognise that success strains of bacteria, Danone debuted ActimelThe Netherlands is also home to one of flavour gut functionality. In terms of price, intrusion of private labels, we expect thatbrand was launched in Japan in October 2005 and it replaced The Bifiene the n e w n will come slowly and o n B u s i n e s s u t r i t i that they lowering category in the US for the Europes most innovative daily doseYakult scored far one year later with a less complicated health and general attractiveness, products new Health Claim Regulation will lead to a two existing brands one called Miru-Miru, the other Bifir. Bifir had been w w w. n e w n they do, they first time (see picture). must be patient.-If u t r i t i o n . c o m ActiFruit fromits mainone of Europes message and a catchy slogan, Actimel aktiviert behind Hero, competitor. revision of the market, as only products with marketed in Japan since 1978 and was the 9th-biggest digestive health can create, a very profitable new Much of Danone Actimelstranslates as Actimel biggest juice companies. ActiFruitdecided to soften Abwehrkrfte which success in In 2004 the company established a scientifically proven effect brand with sales inare many 5.25 billion ($50 million/33 million). will Although there 2004 of in the be allowed to market, as has already happened Europe relates to your immune system. a real point brand image and introduced an extensive activates its very effective use of the of difference in a crowded market communicate health claims. US who say that Americans dont like the daily-dose concept, thats in Europe. bifiene comes in three variants in Japan: challenges as a marketing million ($100 million)by providing digestive healthlink the brand more In 1996, the 75 tactic (see media campaign to benefits from bifiene V: distributed in supermarkets and convenience stores, with B. November 2005 NNB). These challenge the fruit each 100ml bottle has a 3.3g dose breve Yakult as the active ingredient w n e n u t r i t i o n B u s i n e s s customer to take Actimel every day for 2 of fruit fibre (pectin) and this is clearly bifiene m: for home delivery, with lactoferrin, DHA w w. n e w - n uandi D, o n . c o m w and vitamins A t r t i weeks and to claim their money back if they communicated on the label: fibre from fruit. as well as B.breve dont feel any difference. On average, the Thus for the many people particularly bifiene s: for home delivery, with iron, collagen, folic acid and vitamins number of money-back requests is in single women who want digestive health benefits B6, B12 and E, as well as B.breve figures while the challenge concept tends to in a convenient format but want to limit their boost sales by millions. intake of dairy products, ActiFruit provides a The only Dutch dairy company competing perfect alternative. n e w n u t r i t i o n B u s i n e s s in the sector was Campina, one of the two Athough privately-held Swiss-based Hero w w w. n e w - n u t r i t i o n . c o m biggest Dutch dairy groups and one of the has declined to comment on its brands worlds biggest dairy companies. Campina was performance, industry sources tell NNB that also spurred by the introduction of Yakult in sales of Actifruit, which was launched in 1994 to launch its own probiotic daily dose November 2006, have been going well. Theingredient Yakult, Nestl and Danone bottle it out for daily dose probiotic supremacy in the German market. race is on! product, called Vifit. Vifits active

f r u i t c a s e Aa d Y s t u set

to energise UK juice market

n e w s A n A LY s i s

editoriaL

news

A n A LY s i s

The amazing truth of trends in action

Unilever unveils first speciallydesigned kids brainfood range

news

A n A LY s i s

Germany next for Yakult Bifiene?

Aa & Pomegra 1 litre (15% nate )

Aa & Stra 330m wberry l (25% )

Aa & Raspberry 300m l (20% )

New Nutrition

Continued on page 5

Minute Maid lifts its nutritional portfolio

Page 3

Biggest fish in omega-3: Robert Orr

Page 15-16

n e w

The rise w w. n eriseu t r i t i o n . c o m w and w - n of Aa in the US

Page 25

n u t r i t i o n

B u s i n e s s

Business

T H E J O U R N A L F O R H E A LT H Y E AT 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

Reprinted for

R E P R I N T E D

B Y

N E w N u T R I T I o N w w w. n e w - n u t r i t i o n . c o m

B u s I N E s s

Aa & Raspberry 1 litre (20% )

Daily 4x100ml Shot (12% )

Detox Smo 250m othie l

Original Juice Orange 1 litre

Aa & 330m Mango l (12% )

Aa & 330m Mango l (25% )

Aa & 1 litre Mango (12% )

Orig 330m inal l (20%

Unilever tries a European success model to revive a failing US market