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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 fruit’s high vitamin C content. But blackcurrant drinks are by-and-large a mature, even stagnant area, and product innovation has been close to zero. It’s 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. It’s 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 Japan’s 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 lion’s 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, cassis’s 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 Japan’s “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.
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NZ$5 million ($3. and calcium and iron. Ben Ard and Ben Rua. WHY NZ BLACKCURRANTS? According to research carried out in New Zealand. vitamins C and A. anthocyanin and polyphenol extracts with a range of health benefits including reduction in tiredness. NZ blackcurrant cultivars have higher anthocyanin and polyphenol levels when compared with blackcurrants from other sources. provided a quirky link to the New Zealand origin of blackcurrants and their eye health benefits. This 100ml daily dose “shot” is targeted at women in their 20s and 30s who are concerned about skin and eye health. According to JTB. in shining purple. 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”.35/€88. including a stop-off at blackcurrant farms. two NZ-unique. The daily-dose 100ml bottle. pharmaceutical and healthcare company Meiji Seika Kaisha Ltd. Later. high yielding varieties grown on a large commercial scale have around 25% higher anthocyanin levels than blackcurrants from Poland. Meiji also organised an innovative poster promotion for female consumers of Cassis-i Daily Shot. snacks and functional food products and in an instant quick-frozen (IQF) form for products such as jams.6 million/€2.C. Meiji has developed a range of supplements. foods and beverages targeting eye and skin health and blood circulation. Rutinoside anthocyanins from NZ blackcurrants are the vital source for JTB’s “purified nutraceutical products”. After research carried out at Japan’s Hirosaki University confirmed that cassis improved blood flow around optical nerves.7 million) worth of NZ blackcurrants are exported to Japan as ingredients for supplements. it’s these anthocyanins that “help maintain optimal eye health”. 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. Cassis-i Shot. which are found in NZ blackcurrants in very high levels. featuring pink and purple sheep wearing glasses. according to a 2005 cassis feature in Nikkei Health.suPERFRu IT CAsE sTuDY for these deep purple berries is the one most commonly used by the Association. Entrants were required to count the number of bespectacled sheep pictured in a M. The RRP for 30 bottles is ¥7. functional foods and extracts. Cassis Anthocyanin. short-sightedness and eye Meiji suppleMents. The daily dose bottles can be purchased in groups of 30 or 60. but are not found in blueberries.n u t r i t i o n . the New Zealand company that makes up NZBG’s other half. the centerpiece of Meiji’s Cassis Polyphenol product range. 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. Together NZBG and Meiji are educating health conscious Japanese consumers about Rutinoside anthocyanins. it is more often than not New Zealand varieties of blackcurrant that the Association refers to in its website. to produce a visible improvement in sagging eyes. Canada. the prize winners were served meals featuring blackcurrant genoise. 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. They are linking the berry’s juice. n e w . three categories of cassis-based products are available: Cassis Anthocyanin. foods and beverages containing nZ blackcurrants Meiji produces 3 categories of NZ blackcurrant-based products. c o m B u s I N E s s . Alan Dobson. Currently.77) and for 60 it’s ¥14. cassis-i shot is one of the most innovative products in the Cassis-i range. HML’s general manager. 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. fruit salad and sorbet. “worries … one out of three people” concerned about the appearance of their skin. is a minidrink targeted at women in their 20s and 30s. so consumers are told. obtained from Just the Berries (JTB). 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. Cassis Polyphenol and Cassis Products – catering for a Japanese market that is well informed about the nutritional and health properties of berry fruit. Marketed under the Meiji brand.82/€46. The poster. 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).250 ($119.500 ($62. Escher-esque symmetry drawing. using before and after photographs of skin discolouration and testimonies from a range of medical professionals all invested in explaining and eradicating “sagging eyes”. Each 100ml bottle contains 130mg of NZ blackcurrant polyphenol. An eight page feature in Nikkei Health magazine in 2005 introduced the blackcurrant to its mostly female readers. contains 130mg of blackcurrant phenolics – the level of phenolics that are required. Scotland and Sweden. NZBG and Meiji have developed an extensive range of blackcurrant-based supplements. One half of the NZBG is the export marketing company Horticulture Marketing Limited (HML). Cassis Polyphenol and general Cassis Products. Twenty prize winners were flown to New Zealand for a six day tour of the country’s South Island.87).
high in polyphenol content and has the effect of improving blood circulation.). this page uses thermographs to illustrates the effect of blackcurrant polyphenols on blood circulation. As well as bar charts.suPERFRu IT CAsE sTuDY disease. Whether the Japanese cassis market will eventually reach the ¥10 billion ($83 million/€62 million) mark. 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 – they’re becoming known as a higher value product. it does not disappear immediately. barcharts. figures and professionals’ testimonials are characteristic of promotional material in Japanese health magazines. and makes a blood vessel extend – improving blood flow. June 2005. It could very well be that in the near future. At present rates (about NZ$1. The text at the bottom right of this Japanese magazine feature on cassis highlights “sagging eyes” as a skin/ beauty related problem. for example.. Cosmetic creams only hide the effect and non-conventional high frequency thermotherapy does not have a decisive effect. NZ blackcurrants – even varieties with higher levels of anthocyanins – face significant price pressure from low-priced Polish blackcurrants. When Meiji puts Cassis-i on the shelves of convenience stores. Graphs.” – Nikkei Health. All going well. other Japanese beverage companies are reluctant to compete. *(translation and notes prepared on behalf of BCNZL by Keith Owen International Marketing Ltd. n e w .. and fatigue of the eyes . when the partners are able to substantiate health claims. “This work is based on the bloodflow improvement action of blackcurrant polyphenols”.n u t r i t i o n .73/€0. The caption reads: Once you have sagging eyes the problem is difficult to eradicate. c o m B u s I N E s s . Polish yields are well above those of New Zealand’s. New Zealand is currently the second biggest supplier of blackcurrants – accounting for around 3%-5% of the world’s total blackcurrant supply. and whether cassis will “take off ” as an alternative to expensive bilberry and blueberry extracts and finished products. NZ blackcurrants will feature in even more health supplements and functional foods across the globe than is currently the case. little-known berry in Japan may become one of the stars of the superfruit list. Meiji’s 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. And other excerpts provide quotes from a Meiji research scientist: … although the oxygen radical. Senior research scientist Matsumo of the Meiji Seika Health Food Research Institute outlined this in a blackcurrant talk. Blackcurrants have an effect on cold and stiffness in the shoulders. the recovery was clearly more rapid [when blackcurrant had been consumed]. occurs after a blood vessel contracts. for example. the powerful antioxidant activity of blackcurrants is useful for the elimination of this oxygen radical. 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. After having dipped a hand into cold water for one minute in the experiment which investigated recovery of skin temperature. I bring to your attention and introduce the power of blackcurrants. It also turns out that there is an action where a small amount of carbon monoxide is generated in the body. In 2002-2004. At present. Poland produced a whopping 132. I have discovered a new simple method! The detail is in the next page. which is a powerful enemy of the skin. what was once an obscure.00 ($0.000 tonnes of blackcurrants on average (that’s 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. manufacture and marketing of blackcurrant products. The following excerpt provides an explanation of the thermograph: [Blackcurrants] have improved poor blood circulation. Conventional treatments are: • Massaging around your eyes • Concealing with cosmetics • Using high frequency thermotherapy Even if you massage. as well as some benefits related to cerebral performance. depends to a large degree on how many strong and competent players join Meiji Seika in the development.54) per kilo over the entire NZ industry). cassis feature from Nikkei Health june 2005* “Do you know blackcurrants? The fruit is black. sweet and sour.
29 To our Black says. MONKEY DO January 2007 issue of New Nutrition Business.29 By Kati Leskinen bottle”. Yakult brand image was & Gorbach).578 13. couldn’t lead with.18). and The brand.89 ($3.64) in health food the main Yakult brand.42 5. Campina’s budget 100g daily Yakult’s.” year with a range of berry juices by Khaled McCall has restricted his marketing and Yafi. several products based have insufficient intakes of the w w w.475 26. Ph.” into the market I expect to see brands such as April 2007 14 in the nation’s capital. One can already be with Japanese health expertise. April 2007 9 Waitrose introduced the Happy Monkey a holiday in Rio de Janeiro. Not 4. however. Actimel and private label from 2003 of the media’s 23. 20. iron that follows WHO recommendations Happy way I would have got involved. will Although there 2004 of in the be allowed to market.94). June 2006.1% have failed.914 17. the Netherlands’ biggest supermarket chain. America importance of like liquidan overcrowded açaí marketplace were dietary supplements. Two But what makes Amaze amazing? sales channels are proactively asking to list the essential fatty acids. The 2004 38.6% 47. As regular readers will know. With less attractive 2. In 2006.661. ‘Hey. I’d expect being a hard-to-pronounce and hard-tothe moment I arrived. Yakult is likely to next roll-out the brand and Danone.8% 10.356.137 nutritional profile that such 3. n e w . the connection between the bacteria strain Yakult’s clear signs of how the “Private labels will not pose a threat to the debut of America’s NNB. The blends come in 330ml bottles and innovation and no point of difference.98 ($5.142 shot.1% It until 2005 stream of new flavours. this. eat this fruit and to make “amazingly delicious. 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. developed by Director of Nutrition for Unilever’s new involved in the design of the product. While products like ActiFruit have 4.529.n u t r i t i o n .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. is to establish themselves over here. Theingredient Yakult. rainforest itself.816 and it comes unique formula.468 and innovative products they the number of products featuring the “tasty. its1-litre carton is cheaper than both its rivals’ corresponding products. Nestlé and Danone “bottle” it out for daily dose probiotic supremacy in the German market. folic acid and vitamins number of money-back requests is in single women – who want digestive health benefits B6.” 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. power-packed.640.6% 3. retailers are nutrients that are important for Amaze superfood” ingredients isthe of three Bliss a juice.51 Debuting first in Turkey – a large add DHA-fortified lines.” says Monicacholesterol-lowering details just yet. probiotic daily dose market accounted for second position in daily-dose bottles.” extremely positive. current fascination with Laboratories recent 1 Euros) are for Yakult.6% 13. For one thing. The smoothie also 1. Nestlé’s LC1 was first to market in 1995.450.38). called Vifit. water.618 11.” van Poppel told NNB. They are and omega-3. but it will at least be a 2006 fear this market at 34.79 ($3. a drinkable format. ($11 million) educating consumers about the brand into afar ahead ofdose.832 limited tochildren’s mental development needs. Bifiene achieves sales dose drink. introduce a daily Pomegranate entertaining the possibility of setting up a Strawberry and Açaí & Mango blends. sugar and sodium and mass-market. ($0.99 ($3. in table 3 .778.223. revision of the market.074 13. are available as stagnant brand.9% self-confidence – stoodthe only product variant. little beyond our current means.165. there are few who describes as a “rational voice” is used in TV “Kids are a high proportion of the 2004 48. turning around Yakult’s help them in giving their children a better Brand & 2006* 109. we the product and launch of Promise transition where knowledge and mental 38. it has more protein than an egg. advertorials. releases is Aristo Health’s Body and Mind unsupported by any evidence (beyond some types of products. worldwide.92/€2.Yoplait and The 100ml Sparky Wild Açaí shots development programme Unilever established Vitality platforms told New Nutrition Business.51) of €0.Retail salesto “I have not used TV and have spent towards digestive health products. 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 Artisana’s range. at €2. the UK market’s first smoothie smoothie market leader Innocent 3 will fill does not involve the up with 2004 a product should have. are unique. and exploiting the local populace there’s no retail for £1.” McCall explains.65) respectively.409 soon4. and can be blended with all sorts of other flavours. Nestlé 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.571 2.” Geert van Poppel.605The market 3.99) per 3-pack. “Actimel aktiviert behind Hero.n u t r i t i o n .” explains van Poppel.” Before the upscale supermarket chain McCall created his açaí-based juices after of the fruit: nobody knows how to pronounce Yafi says that açaí and another buzz berry. the juice is available in 16oz or 32oz açaí gospel.9% sterols. This New Yorkfounders which was If29.2% 40.n e w .98 5 story brands) have choseninto kids’ nutritional needs.539.7% 8.D and Bioavailability experts were constantly is available in 330ml bottles and is Original that the fledgling international açaí industry have been launched on the UK market FAILURE TO CREATE A NEW POINT OF mainstream. berry media. time and the company day of the week). Happy Monkey is the that. as well as B. all “First and foremost I love Brazil. o n . goji berries. Earth Bounty’s Açaí is also available nutrients” to help support optimal body and brands However Activ. which is available in deep into the of Germans purchased a probiotic yoghurt or and missing the trendproduct it willprobiotics.40 açaí and mango that sells in 1-litre cartons school kids isn’t 5 to 12. ActiFruitdecided to soften Abwehrkräfte” – which success in In 2004 the company established a scientifically proven effect brand with sales inare many ¥5. Interestingly. on health spent a staggering €65 2006* the evidence from actual market sales million ($8787. In terms of price. 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.851 2. yoghurts – and. There is no harvest for 5 months of the first not-from-concentrate fruit smoothie the açaí market in 5 years to resemble the find smoothie ingredient into a nationally lucky to have been able to found a company the year. -2 & -3 and beta are “boosted” with omega-3s. and only a segment. page as he had an unique hurdles to be cleared for companies the unique taste of açaí. in line with their policy of premium-pricing all their products. gloopy” phonetic on the front of all packaging but they also taste better. more interesting the leadership of Actimel. exotic” fruit over the previous year’s Consumers are also innovative of all the new açaí-containing have long held this to be false an increasingly popular delivery form for all Activ 100ml cholesterol-lowering dairy drinks offerings.433. (which Nestlé no. Açaí is a more available juice drink.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. 1997. Sambazon and Gold. These challenge the fruit – each 100ml bottle has a 3.breve figures while the challenge concept tends to in a convenient format but want to limit their boost sales by millions.633. The Dutch daily dose dairy-drink market has grown strongly in recent years and in 2006 was worth.068. At www. bifiene comes in three variants in Japan: “challenges” as a marketing million ($100 million)by providing digestive healthlink the brand more In 1996.” US who say that Americans “don’t like” the daily-dose concept. as well as B. establishedAmericanlaunched three juices for niches.030.057. and likely to be launched later in the year in Germany too.” formulated to be as low as Butters offered theArtisana – a brand under in capsules made from “organic açaí puree”. market for açaí -based products. which was launched in 1994 to launch its own probiotic daily dose November 2006. Not so the more types 200 scientific studies on nutrition and our messaging as well. 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.all companies withdietary consuming more ambitions liquid forms of supplements are growing in to snack the assault of million ($521 million). having recently tasted juices made from both berries for the first time. it 2. The DIFFERENCE? 6 demonstrated than by Unilever’s recent page 7).052. markets. a blend of has brought to the Amazon Delta were since Happy Monkey kicked things off. c out dietary guidelines. cholesterol-lowering. of the most beautiful and diverse countries than a geographical one: The fourth new entrant. Goji and Mangosteen juice complete the down large parts of the Amazon 2001 sophistication – the Amaze brand is the12.857. Over 1. n e w .804 1. fRom Japan to euRope drink. was removed from introduction of Yakult a remarkable expected to enter the 2002 Most 91.947 2. By contrast Danone Actimel has that – it has already beaten off a challenge to of the companies has a proven track record as fats. What’s more. 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. industry sources tell NNB that also spurred by the introduction of Yakult in sales of Actifruit. the Thus for the many people – particularly • bifiene s: for home delivery. the which as Nestlé LC1 faltered. where he spotted it correctly.802. c o m – ActiFruit fromits mainone of Europe’s message and a catchy slogan. will be watched with great interest.25 billion ($50 million/€33 million). Health (see related story on offerings from across the Atlantic.n u t r i t i o n . short order. 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. European Internet.breve don’t feel any difference. Zott Jogolé.79).079 new with functional ingredients.589 n e w n u t r i t i o n B u s i n e s s bars and spreads.032. Certainly the progress of this in-store sampling. must be patient. Crussh. This makes them exciting long term ingredients. amongst others. van Poppel. “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.n uandi D. the DHA in Amaze is Zola before him. measured dose ofpopularity of Further evidence of the rising year-old health food supplement brand. a new brand nationwide in Turkey since February. Unilever Turkey possible in trans and saturated Unilever is one market shows. which tracks to appear at vitamins A. but who really knows? Personally I think the future is bright. Bifiene is packaged in a 100ml Tetra Pak.” developing world. Unilever has debuted Amaze. In the UK now there are about six smoothly magazines. D.n u twilltbe rolledo m n e Amaze r i i o n . as only products with marketed in Japan since 1978 and was the 9th-biggest digestive health can create. practical and useful source of analysis and insight into the global nutrition business.4% 6.” Note that while Sparky’s 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. We try to address that with a goji. The company also One able greatest myths that has hindered an argument which.-If u t r i t i o n .646 knowledge there is no similar in Germany. c o m plant better. “TV’s a take off in Britain.” And.518 “The only is with the name The equivalent to 10% of those Amaze. a very profitable new Much of Danone Actimel’stranslates as “Actimel biggest juice companies.99 ($3.510 11.40).such asin something thatwas found at this year’sin 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.: Perhaps the most has become. a premium price strategy. which over by innovations and healthy eating “Undoubtedly there will be more entrants chain. but when 42. according to Nutrition the many managed to maintain market leadership in the by it licenses from Valio Dairydo not sell yoghurt.5% – a One of the biggest failures in the dramatic since independent research has category. LGG for the German Actimel TV-spots alone. delicious. I hope. extending to just 15 stores. A is currently made up of “The kids. Despite being first-to-market in Europe.829.330 kid-specific fortification of existing After establishing Bifiene in the Netherlands. trying The Waitrose deal transformed açaí from on earth and it had an instant impact on me “Berry supply is always a potential Superfoods’ Wild Açaí berry “daily shot”.in markets Aimed at to brands to in the to boost the mood priced at €0. BeVerAGes CAse stuDY 22 most B e V e r a g e s supermarketss 300ml bottles for £1. Note that the figures for Campina Vifit for the years 2001-2004 refer only 5.” says McCall.666. “the first berry-based a much more dominating tactic than using juice company in Europe”. used what “There are also. contains all the usual antioxidant suspects most concerned about their digestive health • Amaze is truly science-based: Unilever help save the rainforest’. blood interest in ensuring the mental w w w.048. Bifiene is a milk drink with the active ingredient Bifidobacterium breve Yakult.Unusual suspects:describes Monkey kicked things off last year.new-nutrition.73).” van beverages. “It’s not possible that the market will continue to get excited forever and ever about every new food that emerges every couple of months. calling them “botox in a fully integrated to cover press advertorials.maRKet shaRes has gone to great lengths to thethe USare describedmarket. 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. market share. race is on! product. mental development in kids before creating Earth’s Bounty Superfoods: Touted company promotional material and as an thankful that they do not have to dip too as wellness or balance. DHA w w. called simply Yakult.134 22. they first time (see picture). we believe. Wien of Yakult Germany.3% 28. with the biggest he in the following way for New Nutrition Business: Another potential hurdle is supply. the brand attained vitamins are generally well absorbed. 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. Vifit was Campina’s last maintained drop compared to the 20% growth rate in followed by Nestlé’s LC1 As elsewhere in Europe.3% 46.536 5.080.9% while the daily-dose sector romped ahead.922 51.49 It’s not a question of getting a dose of daily goodness into their contain no artificial sugars. embracing new. Our table 4. This reality is nowhere better – in the US market (seethe nutrition and mental sells for a hefty £1.medical seriousness. The Japanese2002 have been the may appeal. ifas a result of a tagline “feel your inner strength”.63/€2.29 ($4. covering brands.200 11. Fashion Week were reportedly swearing The marketing campaign for Amaze is has low bioavailability. or similar products. By 2003.macronutrients South America. Despite and many other countries.” Jeremy butter. company to in the Turkishfruit popular in Poppel says. which entered the Dutch market in 2000. sales still holds a director Volker 30 dairy brands In 2006.748 million) Turkish parents have a keen 69.000 companies in 42 countries use New Nutrition Business as a practical tool to help them do business. THE FUTURE OF AÇAÍ IN THE UK brand of açaí juices in its stores nationwide in locals drinking a “weird purple. it seems that they’ve appeal for mental the same thing back iron. 100% juices Açaí Goji Gold table 2 . 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. Indeed. not only out-antioxidant pomegranate. probiotic market was divided between Nestlé a sole sellingits heritage and match the brand communication with medical professionals absorption. and antioxidants.212. 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. But now we’re at the treats.92/€2. is the prime mover behind the optimum be kids. according to some sources.98 for the brand and for Amazon. the big niche and a growing one. with LC1ain the lead. BRAZILIAN EPIPHANIES healthy little berry but if harvesting it meant company’s founders whilst on a beach in innovative. Vifit’s active f r u i t c a s e Açaí 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? Açaí & Pomegra 1 litre (15% nate ) Açaí & Stra 330m wberry l (25% ) Açaí & 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. straight-up açaí/raspberry blend from rival In our Actimel. among its “exotic. competitor. population and we know that 2005 69. 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. innovative products and has £1. Yakult has something of a to aid children’s mental development (see and Hyper stores in February. cacao nibs and coconut butter. national rollout to follow.” admits Yafi.1% has also been reputation for conservatism andLight – a low-sugar A fifth brand. high energy West. mental development. models at London products which is a good early sign. All the bars come with chocolate and pressure-lowering and the like are all Business açaí-based products Netherlands giant:2005. The can compete with Danone. whose company also markets a juice made from another buzz berry: goji.and omegaas in Asia and such as protein Unilever’s forthcoming the specifically designed. but now w w w. Americans want extreme three “superfoods” now offered by the 15opaque plastic bottles. with lactoferrin. company is hoping to revive its further but.702 Yakult of drinkable be doing has been designed to deliver a dose of 33% SUPPLY Bounty’s Açaí Juice is one in a range of website.257. Sparky Sambazon and Zola. Aristo Health Inc.196. The me-too brands from Germanon cholesterol-lowering 5.” says Poppel.38 offering country. campaign “The brand is fundamentally targeting confirmed in a bioavailability study using açaí companies While the UK market has a history of sells in Sainsbury’s.” claimed the German according to ACNielsen Media Research. The product launch has generated a “Turkey represents a good bridge between Perhaps Yakult’s strategy is development. In addition. Waitrose and Tesco for obtained from other products. we The German dairy market is ruled effectiveness. every two thirds of probiotic products’ sales are Yakult was able to take a 7% market share. one of the two Athough privately-held Swiss-based Hero w w w.035 belief3. with B. the berry was really only available concoction. I think I’m incredibly problem.809. Nutty Açaí & Lime rather Danone What’s more.277 willspecifically developed to support by the shots. 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.com Last year.5% 79. foods is that products that offer heart health companies also saiddevelopment .8% 65. On average. Açaí also contains orange. on page 9).907. where the product has been marketed – albeit under a different brand name – since 1978. company ($0. five years after the first in the USYafithere is every the pomegranate boom are determined to make national – told NNB.42 “In less than four weeks.n of Açaí 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 . Price a 4-pack for £1. It dominates the world’s most-researched probiotic and Yakult sell bacteria. the market had nearly doubled to it’s only likely emphasised the distinguishing this brand.45/€4. Unilever aged the only the Amaze range mental wellbeing andadults. suggests that their Amazon popularisation of Dyanmic Health Laboratories Inc. a man who has no doubt that açaí will advertising to print-based media. Yakult established a lot of Turkish kids increased.73 selling huge influences on McCall when he was inspiration for Green & Kerley’s Açaí & launch of the first “specially-developed” food Horizon (the 900-pound which were launched in 140 Tesco Extra 5. n e w . 2001 87.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.853. €142.053.270. and what he and more important. It requires careful forward planning By Paul Vincent to be launched in a 100ml daily dose bottle. n e w . he adds. product to be found anywhere in Europe or “We knew in the beginning that we can be heated to spoon over fruit.85 ($3. c o m biggest Dutch dairy groups and one of the has declined to comment on its brand’s world’s biggest dairy companies. hit the a clear point of difference and are clearly 4. it has never threatenedindiVidual bottles sold each yeaR. Bifiene’s message is a and drinks not sustainable and organic and fair-trade. While water-soluble for £1.5% 25. I have let Furthermore.984. mind function. and UK for better digestive health. ActiFruit provides a The only Dutch dairy company competing perfect alternative.183. of all the key micronutrients that sciencethe world. The packs are sold in threes and retail at Albert Heijn. In offers an Açaí Juice Blend which contains many companies’ strategies in functional and less measuRed in numbeR of very little on paid advertising. through ads to help mothers understand “original UK açaí superjuice drink” and the that their – from the people who buy our products to demand. In 2006. Now. the company says. as well as the growing popularity of But by the end ofof bugs they’re actually consuming. intrusion of private labels. Yakult’s. won’t become 2004 52. Danone’s progress of their kids.29 April 2007 April 2007 expensive fruit and as such has a higher retail price point which may inhibit its growth. products new Health Claim Regulation will lead to a two existing brands – one called Miru-Miru.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 WHO’s brand. or cooled “healthy living” at Natural Products Expo 2 RIDING THE MEDIA WAVE established probiotic market. that’s in Europe.49Dright anditdietary advice. New Nutrition Volume 12 Number 6 Business Yakult starts its European fight-back Yakult Honsha. as it is in Japan. There are after all limits on supermarket shelf space. c o m B u s I N E s s Açaí & Raspberry 1 litre (20% ) Daily 4x100ml Shot (12% ) Detox Smo 250m othie l Original Juice Orange 1 litre Açaí & 330m Mango l (12% ) Açaí & 330m Mango l (25% ) Açaí & 1 litre Mango (12% ) Orig 330m inal l (20% Unilever tries a European success model to revive a failing US market ) .225 The German market is driven by the and had reached €190 million ($254 million) holistic viewpoint of innerthe Rise Yakult medium. vitamin C to enhance iron absorption was of in 1994 its 250ml Natural Detox Smoothie which point of health benefit that 2. 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”. nearly 70% 2005 69. Expo supplement below: energy vitamins B-1.803 products ranging from “superjuices” fatty acids. Fuelled by the market potential. the other Bifir. 2003 into18. c o m w and w . Aristo. “We of Finland. Danone debuted ActimelThe Netherlands is also home to one of flavour gut functionality. evidence of by European 77.w . and Rise of the netheRlands 2001 15.952 926. which along with açaí contains maca. 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. raspberry and blueberry.744 But this 553. Like • The brand is the first of its kind – foods “If you can do this at a level that’s the Premier Organics company umbrella.158. through to celebrity and health it is across the Atlantic. put Yakult in to promotional budget. like Happy Monkey. innovators in probiotics. n e w n u t B u s i n e s s Butter: Amazon Bliss which lists açaí 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. the juice bar market is small. popularity in the US. Weathering ($6.: product.469 4 messages. the rainforests of the Amazon in Brazil”. Poppel told NNB. products will make a difference formulate Amaze to ensure the sitoseterol [sic] that helps with physical stress. which specialises in the provision the managingrange. We choseHamish of a form McCall. Continued from front page lunchbox snacks flavourings or colours.” he told April 2007 20 “I think that typically the UK follows the NNB. then 37.055.5% 12.393.708 3 DHA. As a result of this research Amaze AÇAÍ IN INCREASINGLY ABUNDANT as a “natural energy superfood”. n eriseu t r i t i o n . equivalents.926. Launched in the Netherlands in February.8% 34. of “superfood” director platform 2002 product of several years research by Unilever 16. Campina was performance.1% 10. c o m Unilever emphasises that it and varied Journal.” “Of course the bubble could burst. blend comes in 1-litre cartons to the 1-litre and half-litre cartons of its product – the company didn’t in 2000 and represent. While the UK market for açaí products is still in its infancy –ofthe first bottledtrends. have been going well. bioavailability of nutrients is Artisana’s concern for older Açaí’s 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%). The reaction thus far has been AÇAÍ FLAVOUR OF THE MONTH AT NATURAL PRODUCTS EXPO WEST running pomegranate juice companies. it “The found products is helped as nutrition bars and “There’s no doubt açaí is one very and organic stores like Fresh & Wild. This is 21 The Berry Company.84/€4. Europe’s biggest and longestyear later. 7-bottle for strategy at strict anything innovative pack longer controls – Müller Dairy licences the üller ller 2005. As a subscriber to New Nutrition Business you get individual access to our website.832 4. great tasting” beverage “from Expo West 1994 – and twelve years later as well asbottle and almost jumped on their bandwagon.20) and 1-litre cartons for £3. which With Bifiene. But environmental relationships with the country similar. The effectiveness of adding like the State company HOW DO YOU PRONOUNCE THAT? has recently squeezed 35 açaí berries into packaging. Yakult is second either positioning of his brand. Although plastic bottles have become the standard container for daily-dose dairy products in Europe. % açaí drink and four in 10 claim a positive attitude When the company finally introduced LC1 in to salami-slice start. iodine açaí will fix their problem Natural Products promotional material the juice is described as pomegranate.414 11.828. as one 5. in pRobiotic daiRy dRinKs in the netheRlands. 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 Europe’s most innovative daily doseYakult scored far one year later with a less complicated health and general attractiveness.360 products. P Wonderful. the world’s biggest marketer of digestive health products. supplied by Ocean Nutrition Canada (ONC). The new can make Amaze a success in and a website. Innocent’s Detox Smoothie is says Yafi. with a dose bottle until 2005. companies. plant sterols niche category has lost ground todaily doseYakultwith over 75% can be found in around Baltes when asked about the probiotic Danone.605 mothers understand the essentials in kids’ epiphany in Brazil.” As well as foods”.646.62 the US. can now beAmazein food products suchby the inclusion of also in butters. It will be a niche 2005 that has The 42. it chose the niche and dominate it – but the fact that Yakult wasof the of pRobiotic daiRy dRinKs in the netheRlands. 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. used a only one year. it’s one McCall sees as more of a strategic challenge trends. collagen.” the concept of foods to improve mood and making kids’ brain development into a of if.Retail sales (in euRos) of pRobiotic daiRy dRinKs in the netheRlands.72/€2.” “Iron is a key brain nutrient that often (£) chopping Brazil.456 increasing in is a nation for anthocyanins & essential Omegas – the good Wellness Nutrition Bar. 1999 Nestlé had been and summed up the spirit of wellness in a website and TV infomercials to help whose CEO is interviewed on page 15. even is LGG (Lactobacillus Goldinheavily built which €390 Danone Actimel. He summed up his business and most people still ask for ‘ackai’ or something “This should therefore make a massive “I hope [açaí] grows as rapidly as has been in frozen pulp form in trendy juice bars. ingredients.5% 20. which After Happy They are easier to swallow than 34% market share – far higher than in at 7%. The Açaí & 2001-2006. bringing learnt enough about functional promoted with scientific messages about probiotics player inYakult with only one attribute: associated its home market.Unfortunately.” and organic stores. current pomegranate market. I find it impossible to argue with Yafi: expect açaí and goji to catch on in a big way this year in the UK. reader/consumer to what’s out there. says their new bars contain “super. as has already happened Europe relates to your immune system”. is bringing one of the most successful of its home-market brands to Europe in a bid to boost flagging sales. simple one: a daily dose of probiotic bacteria you’re building marketing that says it’s great of nut butters made from “organic liveMonkey.” containing the fruit went on interest from US in terms eating and fashion juice “There has been considerable sale only last year. 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. consumers foods”.085.5 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”. TV advertising and direct and we added extra vitamin C to boost iron the Bliss açaí in the UK. The UKtopress the C a in e s t u consider a social responsibility alert Y ($2. November 2005 NNB). While LC1 was brand-loving probiotic market.49/€3. Sales figures (in 2002 18. intake of dairy products. 2003 Tropicana Original Orange Juice is included as a comparison only. and.726 traditionally high consumption of dairy by 1998. wasn’tcontinuous – almost ten years after point-ofits leadership from Aldi’s private label. companies will next turn 2006*Turkey. E & K. only is the small Brazilian to import açaí into the UK. capabilities are more told that “Açaí contains “Consider lifestyle magazines. responds precisely to this need –what is fast-becoming single one has now a column on eating generated by daily dose drinks. preservatives.939 1. which saw a significant increase in an “all-natural. n e w n they do. with iron. a premium price and closely to kids’ products are going to like that extra benefit.49 ($2. the daily dose bottle format size: a 200ml bottle which had less missed an opportunity to regain market share.475. but when. initial consumer response has been in Sainsbury’s for £2.balance. told Source: ACNielsen Amaze lunchbox nibbles and fortunes with the We just hope that Unilever’s failure to see the market share had shrunk to 5%.85).well.n u t r i t i o n . Earth’s “age-defying superjuice” on the company’s real problem their own pockets to spread Berry Company. delivering a dose of at least one billion bacteria per 100ml package. the Netherlands is the only country where Yakult has had any enduring success.mediocre consumer research). by far the most expensive açaí beverage available. the relentlessdaily dosefor Actimel has propelled it to market leadership and transformed the probiotic support concepts.51/€2.new–nutrition. 2001-2006.” Described17) “Rich in Antioxidants”. Happy Monkey The social and environmental benefits Already four other7açaí-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.88/€2.96 Sambazon and Zola are no longer alone in what is fast-becoming a very crowded and sells for £2. at retail prices.386. “Rather than the a successful European packaging format to the cholesterolfoods to recognise that success strains of bacteria. These healthy fatty acids aid features in a line which also includes Nutty pill-poppers.525 Unilever products 7. • Bioavailability – an issue which is Vying for attention in they are amino acids needed for energy in the body.” “I do however believe that açaí and goji can cement their positions as regular fixtures in most European supermarkets in the years to come as they possess great taste. seeking 2005 28. from competitors such as Aldi. does a little good all round to make sure you have the stocks to meet Containing açaí. van açaí berries and red grape juice table 1 .040. at least four other beverages have been launched. even though it is one until Danone’s Actimel. banana and strawberry. was launched last paid advertising because it’s unbiased. around €110 million ($147 million) – a staggering 800% growth over 2001 – mostly driven by the extremely aggressive and effective marketing of Danone Actimel. in Germany grew just 0. 7. Bifir had been w w w.” PRICE COMPARISON OF AÇAÍ-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 Açaí company’s two the local communities that harvest the berries 8 As we forecast in the December 2006/ can expect to appear in kids” in Turkey.6% some (one bottle for each – which has a brand) and the Fit & Aktiv brand from Bauer.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. the €75 tactic (see media campaign to benefits from • bifiene V: distributed in supermarkets and convenience stores. B12 and E. impact in a marketplace increasingly won the case in America.