Food & health business strategy for growth
This month's listening
Faced with declining sales of traditional breakfast cereals, Kellogg is trying out new ideas. In 2018, the company launched a new probiotic breakfast cereal brand called Happy Inside. But this product has since been pulled off the market, proving yet again that, in consumers' minds, probiotics don’t work in breakfast cereal.
KNR 72 – Direct-to-Consumer Case Study
One of the toughest things about parenting is feeding your kids well, according to the latest expert thinking, while also battling lack of sleep and time. Little Spoon has done a lot of the thinking for busy parents, building its offering around the new buzzword of “exposure” – the concept of early introduction to new tastes to avoid future picky eaters.
The smartest entrepreneurs, strategists and product developers read the 10 Key Trends report when they want to understand how shifting consumer beliefs in health and nutrition will change the market and create opportunities. And this is the only trend analysis that sets out what strategies companies are following and what the risks and opportunities are.
KNR 72 - Dairy Case Study
Provenance, fruit flavours, whole milk, convenience and a naturally healthy proposition have been brought together by a regional dairy for its first foray into the kids market. The family-owned business has used innovation and an authentic identity to propel itself to the status of a national brand in the adult segments of the chiller cabinet. It’s now applying those lessons to the kids business.
KNR 72 – Dairy Case Study
Bears Nutrition and its milk-based nutritional shake powders got a great send-off in late 2019 when the start-up was awarded the grand prize of $250,000 (€206,300) as the inaugural winner of the Real California Milk Accelerator competition sponsored by the California Milk Advisory Board. And already Bears is expecting vibrant growth for 2021 as American parents embrace its engineered-dairy proposition.
NNB January Lead
Long-time readers of NNB will know that we have often emphasised how valuable it is, when creating a new product, to make sure that the benefit you are offering, and the ingredient providing it, together make sense in the type of product you are selling. This means that, while a sleep benefit from chamomile tea is credible to the consumer, a probiotic benefit in breakfast cereal isn’t.
10 Key Trends 2021
Food has long been used by people to influence their mood. For the food and beverage industry ‘mood food’ was already a growth trend, with strong consumer interest. But the trend has been accelerated in 2020 by anxiety the lockdown of whole societies and the resulting challenges to mental wellbeing.
KNR 72 – Case Study
China is often seen as a baby formula maker’s El Dorado, but to get a footing in the world’s biggest formula market companies must beat stiff competition and navigate a complex regulatory system. Seasoned food industry professional Ross McMahon has risen to the challenge, and turned a moribund English dairy production facility into a stellar success in China and beyond.
10 Key Trends 2021
Where once companies were wrestling with whether and how to reduce sugar, they appear to have now largely cracked the problem. Sugar reduction – no added sugar, less sugar – is now a normal everyday part of product development in every category, and many technical barriers to achieving those benefits have been overcome.
KNR 72 – Case Study
Pregnancy Chef is an Australian start-up that aims to provide healthy, safe and satisfying frozen meals for women during pregnancy and beyond. The company taps into a rapidly-growing ready meals market in Australia – and its founders have plans to license the brand internationally.