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kraft touts wonders of stevia for new crystal light entry
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kraft foods is preparing to give consumers another taste of stevia.
the food giant is launching crystal light pure fitness, which it claims is “the first nationally available low-calorie fitness beverage” made using the all-natural sweetener. (stevia, also used as a sugar substitute, comes from a plant grown in south america and asia.) support includes tv plus print ads in glamour, us weekly and people magazines this month touting the drink mix’s lack of artificial ingredients. pure fitness contains truvia, a brand of stevia introduced by food producer cargill, and which coca-cola also uses in beverages like odwalla and sprite green.
kraft’s launch is the company’s first major entry into a new, fast-growing category. it comes after the food and drug administration approved the use of stevia as a sweetener in late 2008. (prior to that, stevia was primarily found in dietary supplements, though the fda banned it from commercial use for health reasons.) since then, sales have taken off. for the year ended july 2009, dollar sales of stevia-enhanced foods, beverages and tabletop sweeteners sold in food, drug, mass and natural supermarket channels hit $100 million. sales—primarily fueled by new product introductions—are estimated to reach $2 billion in the u.s. by 2011, per market research firm mintel.
kraft hopes to capitalize on that growth. roxanne bernstein, refreshment beverages marketing director at kraft, said the product targets someone who is “very health minded, is looking to avoid artificial sweeteners as much as possible” and is also physically active.
tv ads, by mcgarrybowen, show women boxing, swimming, running and drinking pure fitness, which contains electrolytes like sodium and potassium. tagline: “new crystal light. water your body.” spending on the campaign was not disclosed. kraft spent $40 million promoting crystal light in 2009, per the nielsen co.
kraft is not the only company to flood the stevia-infused fitness drink category. coca-cola earlier this year launched vitaminwater zero, a line that contains both electrolytes and truvia. and pepsico is rolling out stevia-sweetened g2 natural in berry, citrus mango and orange pomegranate at whole foods next month.
for its part, kraft experimented with a truvia-sweetened low-calorie drink mix last year, under its nature splash brand. the latter was sold only in whole foods stores as well.
though a latecomer, kraft still sees room for others in the segment. consumers, bernstein said, are looking for more naturally derived ingredients, and the shift also taps into an industry and nationwide trend to cut more sugar from americans’ diets.
the beverage portion of that category continues to grow. in 2008, there were 66 skus of drinks made using stevia or any of its commercially derived forms. in 2009, it was double that number.
so far this year, there have been 101 new stevia drinks introduced, per datamonitor, a research firm that tracks new products.
kraft’s launch, however, stands out in that it’s sold in a dry mix form. that aisle of the grocery store is particularly cluttered, and crystal light’s use of stevia in drink mixes may actually help to propel sales for the brand, said lynn dornblaser, director of cpg trend insight at mintel. “that category is enormous, and here is something that has a point of difference,” she said.
Source :fpc.unl.edu
Date :
11
April
2010
Category :
restaurants and Food industrie
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pepsico inc. plans to cut the sodium found in each serving of its key brands by one-fourth in five years, the company announced monday, as the industry deals with pressure from the government and health-conscious shoppers who want more options. the maker of frito-lay chips and pepsi drinks announced several nutrition goals monday at the start of a two-day investor conference. the company also set two goals for the next 10 years: to cut the average added sugar per serving by 25 percent and saturated fat per serving by 15 percent, in addition to adding more whole grains, fruits, vegetables and low-fat dairy into its array of products.
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consolidated sales volume is up by 9.9% to 302.9 million unit cases in 1h10 from 275.6 million unit cases in 1h09. international operations constituted 25.7% of total volume. turkey volume turkey operation’s volume was up by 10.3% to 225.2 million unit cases in 1h10. unit case volume in turkey increased by 9.9% to 137.7 million unit cases in the second quarter on the back of sustained growth in all major categories.
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the live one-day event called drinks ingredients 2010 virtual conference and expo will be taking place on thursday 27 may. organised in association with beveragedaily.com and nutraingredients.com, the virtual trade show is an online event that allows visitors to network, attend conferences, and visit suppliers without having to book flights or hotels. virtual versions of trade shows and conferences are becoming increasingly popular as marketing budgets come under pressure in the recession and it companies develop new and improved platforms for online events.
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another study has linked tv viewing to increased incidence of childhood obesity, but this time the researchers also pinpoint a higher risk of the children developing hypertension. published in the december issue of the american journal of preventive medicine, the new study adds further clout to the well-documented observation that excessive television viewing harms kids' health both by encouraging sedentary activity and promoting the consumption of junk foods.
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junk food adverts targeted directly at kids must be banned if the uk is to seriously tackle the issue of childhood obesity, claims an mp. as a result, a bill has been proposed that would prohibit the marketing to children of those foods that are "detrimental to the health, well-being or educational performance" of children. these include foods that may not be exclusively children's foods, for instance crisps, sugary soft drinks and chocolate bars, but which are aggressively marketed to them.
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Coca.Cola
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PEPSI
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Mars
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Mumika
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Chika
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several of the nation\'s 
eu approval for 
coca-