Transcript Document

Health Claims For Children
September 2011
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Presentation Scope
•
This presentation provides analysis of products positioned for
children tracked by the Innova Database globally, also with a
specific focus on the Latin America region.
•
Children’s Products Analysis Overview
– Top Market Categories
– Top Active Health Positionings
• Global
• Latin America
– Top Passive Health Positionings
• Global
• Latin America
•
Children Product Trends & Health Claims Examples
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Insights & Opportunities
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Children’s Products Analysis
Overview
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Global Top Market Categories
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Global Top ACTIVE Health Positionings
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Global Active Health In Decline
Bone health is the only active health positioning to demonstrate growth.
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Latin America Top ACTIVE Health Positionings
Vitamin/mineral fortification is dominant for Latin
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America
Latin America ACTIVE Health Top Market Categories
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Global Top PASSIVE Health Positionings
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Global Passive Health Claims Stabilize
Allergy and no additives/preservatives positionings have shown growth
while other passive health positionings have stabilized or are trending
downwards (slightly).
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Latin America Top PASSIVE Health Positionings
No additives/preservatives and natural positionings are a
lot less used in Latin America compared to globally.
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Latin America PASSIVE Health Top Market Categories
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Latin America Summary
Number of product
launches tracked by
Innova positioned
for children 20072010
Top market categories
2007-2010
Top Companies
2007-2010
Top Health
Positionings 20072010
Argentina
464
Gum
Chocolate
Sugar Confectionery
Sweet Biscuits/Cookies
Dairy Drinks
Arcor
Cadbury
Danone
Nestle
Bagley
Vitamin/Mineral Fortified
Allergy
Gluten Free
Added Iron
Added Calcium
Brazil
807
Sweet Biscuits/Cookies
Chocolate
Sugar Confectionery
Ambient Desserts
Gum
Nestle
Pepsico
Kraft
Pandurata
Carrefour
Gluten Free
Allergy
No Trans Fats
Vitamin/Mineral Fortified
Low Fat
Chile
118
Sweet Biscuits/Cookies
Dairy Drinks
Breakfast Cereals
Yogurt
Chocolate
Nestle
Empreses Carozzi
Dos En Uno
Soprole
Lechera De La Union
Vitamin/Mineral Fortified
Low Fat
Added Calcium
Low Calorie
Low Cholesterol
Mexico
320
Dairy Drinks
Sweet Biscuits/Cookies
Gummies/Jellies
Juice & Juice Drinks
Sugar Confectionery
Nestle
Gamesa
Tiendas
Walmart
Bimbo
Vitamin/Mineral Fortified
Low Fat
Added Calcium
Low Sodium
Low Sugar
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Children Product Trends & Health
Claims Examples
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Vitamin & Mineral Fortification Is Still A Force
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Although vitamin and mineral fortification is in decline globally, it
is still the most popular health positioning for children’s products.
The amount and type of vitamins and minerals used varies from
product to product. Some products will claim a specific health
benefit associated with the vitamins/minerals used, but generally
products simply state that they contain vitamins and minerals.
Mexico: Pet Zoo Lala
Yogurt Drink with
Strawberry Flavor.
Low fat. Reduced
sugar. Folic acid and
vitamin B12 added.
Guatemala: Kellogg's
Choco Pops Cereal de Maiz,
Trigo y Avena con Sabor a
Chocolate: Corn, Wheat
and Oats Cereal with
Chocolate Flavor. With 8
vitamins and 4 minerals
added.
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Including Ingredients For Mental Development
Australia: Nestle Milo B-Smart Chocolate Powder.
Specially formulated for mental development, focus
and concentration. Has iron and iodine for mental
development, Active-B for energy release, Protomalt
for mental and physical activities, and 25% reduced
sugar and fat. National Heart Foundation approved. Milo BSmart gives your child 35% of their daily iodine needs.
India: Kissan Nutrismart Milk Powder:
Vanilla Flavor. Contains Key Nutrients
like iron and iodine which are known to
help improve memory and learning.
100% vegetarian. B-vitamins contributes to
normal function of immune system.
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Omega-3 DHA Is Still Relatively Niche
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The use of Omega-3 for brain health has potential for considerable
growth and can add value in regard to price premiums.
Guatemala: Petit
Crecimiento Nectar de
Manzana: Apple Nectar
for Kids. No added sugar.
No artificial colors. Without
preservatives. Omega 3
DHA. Studies show
benefits in children’s
mental development by
consuming DHA.
Australia:
Vaalia Kids
Vanilla
Yoghurt. Packed
with goodness.
Probiotics for
digestive health.
No artificial
colors, flavors or
sweeteners.
Preservative free.
With Omega 3
DHA for brain
function and
concentration.
Low fat. Low GI
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Inherent Nutrition: Real Dairy Goodness
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Focusing on the inherent goodness of real ingredients for extra
health appeal.
Brazil: Newbread Bisnaguinha: Mini
Bread Rolls. Trans fat free. Quality food.
With milk.
Germany: Kuchenmeister Children's Milk
Muffins. 2 x 75g small milk muffins filled with
chocolate cream. Contains 40% milk!
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Incorporating Vegetables Where Possible
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Vegetables are being increasingly utilized in product formulations
for children.
India: Godrej Tyson Yummiez Dinoz
Veg Nuggets. Vegetable nuggets made
with 5 vegetables.
Brazil: Little Chef! Looney Tunes Macarrao
Alfabeto: Alphabet Shaped Pasta. Rich in
vegetables, vitamins, and minerals.
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Real Fruit & Vegetables For Flavor
Canada: Dare Bear Paws Minis Oatmeal Mixed
Berry Soft Bite-Sized Cookies. 6 x 35g packs of
mini Bear Paws shaped soft bite-sized cookies with
oatmeal mixed berry flavor. Each pack contains 8
cookies. Peanut free. Made with wholegrains. With
real fruits. Trans fat free. Supported by the Heart
and Stroke Foundation.
UK: Planet Lunch Stick & Dip Smooth Tomato
Dip. Planet Lunch Stick and Dip is made from
100% natural ingredients and consists wholegrain
sticks and smooth tomato dip made with real
vegetables.
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Allergy Friendly Products
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Allergy conscious NPD is not slowing down
and is of particular importance for products
targeting children. Front of pack symbols
have emerged to denote a product’s allergy
friendly status.
Canada: Treasure Mills All Natural Brownie
Bars. Ten individually wrapped all natural
brownie bars. All natural. Trans fat free.
Preservatives free. Nutritionally balanced.
School Safe. Made in peanut and nut free
facility.
Canada: Leclerc Soft Baked
Brownies. Certified
allergen control: Absence
of peanuts.
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Gluten Free Is Now Mainstream
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Gluten free claims are widespread for all types of products- even
those you would not assume would contain gluten! Gluten free
symbols are increasingly appearing on front of pack.
Indonesia: Orgran Gluten
Free Farm Animals Rice
& Corn Vegetable Pasta.
Gluten free. Has diverse
nutrition to wheat pasta and
being gluten free also offers
greater digestibility which is
generally better suited to
growing children, the very
unique processes
encompasses traditional
methods to retain the
delicate natural flavor of the
grains.
Argentina: Arcor
Mogul Moras
Berries. Bat shaped
fantasy gummies
filled with berry
flavor. Made with
natural fruits. Gluten
free.
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“Free From” Trend Influence: Low Lactose Claims
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As gluten free claims are now well established, low lactose for
easier digestibility is a potential new focus.
Finland: Valio Kidius Gefilus Banaani
Jogurttia: Low Lactose Banana Flavored
Yogurt.
Finland: Arla Power Cow
Mansikkamaitojuoma: Strawberry Milk Drink.
Only natural flavorings and colorings. Low
lactose. High calcium.
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Getting The Balance Right
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Balanced meal claims by incorporating fruit salad with chocolate
cake in the one product.
France: Les Crocozores
Les Croco Cacao:
Chocolate Cake with Fruit
Salad for Kids. Eating well
makes you happy.
Balanced meal for kids.
Tested and loved by kids.
Simple and authentic
recipes. No additives. No
preservatives. Not too
much sauce, not too much
stuff, and lots of love.
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Reduced Salt Snacks Get The Thumbs Up
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Salty snacks for children are
getting a health makeover.
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A “thumbs up” symbol is used
twice on the front of pack of
this product to indicate the
product contains less salt.
Poland: Cheetos Robalos Corn Crisp
Snacks with Barbecue Flavor. Whole
grain corn. Source of dietary fiber.
40% less salt.
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Reformulations For A Wide Range Of Products
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High percentage reductions of salt/sodium claims compared to
original products are becoming more widespread.
Australia: Kraft My First Vegemite Spread with
Concentrated Yeast Extract. Specially formulated
for children, 1+ years of age. Source of iron,
vitamins B12 and B6. 50% less sodium compared
to original Vegemite spread.
Spain: Lorenz Snack World Junior Farm
Saltletts: Salted Soft Pretzels. Animal
shaped salted soft pretzels, for kids. 30%
less salt than conventional pretzel
products. No preservatives.
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Sense of Simplicity
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The natural trend has been a strong driver
for NPD, with the no additives/preservatives
positioning demonstrating significant growth
for children’s products in most parts of the
world.
Emphasizing
simple
ingredients
contained
within.
Italy: Coop Tortina Pastry Filled with Cherry Fruit.
6 x 36g oven made pastry filled with cherry fruit.
Coop Tortina Cub 4-10 is unique and tasty snack
because it is a snack with a mostly high
percentage of fruit (21.3%), fiber (10.5%), very
low calories (280kcal/100g). No salt and added.
UK: Peter Rabbit Organics Organic
Orange and Raisin Cookies. No added
sugar. Simply sweetened with fruit.
Made using organic palm oil which is sourced
from plantations which are sensitively
managed.
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Latin America Should Pursue Natural
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Children’s products with a no additives/preservatives positioning
are not so common in Latin America. There is huge potential for
NPD innovation using natural colors and flavors and simple and
short ingredient lists.
Brazil: Gomes da Costa Medalhao com Merluza,
Tomate Queijo: Hake Medallion with Tomato and
Cheese Filling. No preservatives. No trans fat. Rich
in protein.
Colombia: Yupis Gigantes Arequi Queso: Corn
Snacks with Cheese and Caramel Flavor. No
preservatives.
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Front Of Pack Tick Of Approval
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Front of pack tick lists either stating what is NOT in the product or
alternatively what the benefits are, is a simple and effective
communication method employed.
Netherlands: Organix Goodies Alfabet
Koekjes: Mini Organic Biscuits. No junk
promise. No salt, sugar or additives
added. Suitable for vegetarians. Gluten-free.
UK: Tesco Goodness 4 Fromage Frais Mousse Strawberry
Vanilla for Kids. Made especially for kids, with parents in mind.
Full of flavor and fun, this Goodness range of product is made
with real ingredients and no artificial colors or flavors.
Goodness is food your kids will love and you will feel good about.
Good source of protein. Ideal for lunch boxes.
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Energy Necessary For Active Kids
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Specific ingredient formulations can be used for energy claims, or
alternatively, general (high) energy claims are used without
reference to any specific ingredients.
Argentina: Cepita
Apple Juice.
Premium. No
preservatives. Made
from 50% apple juice.
Rich in energy.
Malaysia: Nestle Milo Nuggets with ActigenE. Bite-size chocolate nuggets version of milo
energy drink with actigen E in aluminum bag.
Contains a combination of B vitamins and
minerals for sustained energy.
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For A Bone Health Boost
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Bone health is the only active health positioning to be trending
upwards. Calcium and Vitamin D fortification is often used for
strong bones claims.
Italy: Nestle Fruttolo Go! Fragola: Fresh
Cheese with Strawberries. Source of calcium,
proteins, and vitamin D. No colors. No
preservatives.
Australia: Yoplait Go-Gurt Freeze 'n Go Smooth
Fruit Yogurt: Strawberry. Low GI for sustained
energy. With vitamin D and calcium for strong
bones. No artificial colors, flavors or preservatives.
Friendly live cultures. 98% fat free. Gluten free.
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Bone Health Claims Are Not Limited To Dairy
Hungary: Cerbona Disney
Csokolades Gabonapehely:
Chocolate Flavored Cereal
Flakes. With calcium for strong
teeth and bones, and for
proper muscle function.
Brazil: Nestle Passatempo Junior
Biscoito Com Leite: Cookies with Milk
Flavor. Nutri Active: Contains 15%
calcium (recommended daily portion) +
source of magnesium and zinc. Enriched
with calcium, magnesium, and zinc.
Calcium for strong bones.
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Protein Potential?
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Protein has been used in combination with fiber for weight
management for adult products. Could protein be applied more for
children’s products to keep hunger at bay?
Canada: Janes FlatJacks Fully Cooked
Breaded Chicken Breast Cutlets. Fully
cooked breaded chicken breast cutlets. A
delicious hot snack that can fill the
gap after school with high quality
protein that can carry kids to the next
activity. Provides 8 grams of satisfying
protein. Fully cooked. Zero trans fats. Low
in saturated fat.
USA: Can Do Kid All Natural Chocolate Crunch
Nutrition/Energy Bars. All natural chocolate
nutrition bar made of organic ingredients, especially
formulated for kids. Made with 9 grams of
protein and 16 essential vitamins and minerals. All
natural. No high fructose corn syrup. No trans fats.
Gluten free. Organic.
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Protein Claims For All Product Types
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Protein source claims are apparent in products you would not
normally associate as to contain protein.
Brazil: FunClub
Dentadas Jelly Lollies.
Denture shaped jelly
candies in raspberry,
strawberry, and grape
flavor. Protein source.
Zero fat.
Brazil: Mae Terra Ceboloko Organic Onion Flavored
Corn & Rice Chips. With brown rice. Source of fiber.
Roasted without monosodium glutamate. No artificial
coloring. Source of protein, vitamins B and B9, and
sugar. No trans fat. Free from GM
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Less, Low & No Fat Is The Go
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Childhood obesity is a global health issue. Products with a low fat
positioning should increase. Not-so-healthy snacks can be
improved with a reduced fat content.
Italy: Buondi Classico Yeast Proof Cakes.
Individually packed yeast proof cakes. With 45%
less fat compared to classic cakes.
Argentina: Oreo Mini Sweet Cocoa Cookies
with Vanilla Flavored Filling. Only 23% fat.
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Yes For No Trans Fat Claims For Latin America
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Trans Fat free claims have front of pack prominence.
Argentina: Mendia Plain
Pasta Kids! No trans fat.
Nutritious.
Guatemala: Chocorisas Galletas Sabor Chocolate con
Relleno Sabor a Fresa: Chocolate Cookies with
Strawberry Filling. Zero trans fat. Zero cholesterol.
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Low Calorie Claims Have Yet To Really Take Off
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General light and low calorie claims are not so widespread, but
there is potential for growth. 100 calorie or less claims (portion
control packs) however, are increasing in prevalence.
Germany: Werder Feinkost Kinder
Tomaten Ketchup: Low Calorie
Tomato Ketchup. Low calorie tomato
ketchup for children, made with
sweetener, comes in a squeezable
plastic bottle. No added sugar. Low
calories. Made with sweetener.
Gluten free. Lactose free. Contain
natural sugar.
Israel: Magic Time Sammy The Bear
Pancake Syrup: Lite Syrup. 30% fewer
calories than the regular syrup. Low
carb.
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Combating Obesity With Calorie Control
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The 100 calorie (or less) trend is still current and has now found
its way to children’s products. UK: Weetabix Toffee Dazzler Oaty Bars. Five
individually wrapped mix cereal bars with toffee
pieces drizzled with yogurt flavored coating. The
only 90 calorie bar range. Less than half the sugar
of the average kids' cereal or fruit bar. High in fiber.
Low in salt. Free from artificial colors and flavors.
Suitable for vegetarians. Great for lunchboxes.
USA: Lunch Buddies Dinos & Sharks Fruit
Flavored Snacks. A variety pack of dinosaur and
shark shaped snacks with fruit (strawberry, orange,
grape, lemon, and lime) flavors. Naturally and
artificially flavored. Made with real fruit juice.
Excellent source of vitamin C. 100 calories per
pouch.
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Wholegrain Choices Are Well Established
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The benefits of wholegrain are understood by parents and demand
should only increase for products containing wholegrain.
Mexico: Nestle Nesquik Rellenos Crisp
Squares Filled with Creamy Vanilla. Chocolate
flavored cereal made from wheat, corn, and rice.
With vanilla flavored cream filling. Wholegrain.
Brazil:Trakinas Sem Recheio Sabor Chocolate:
Chocolate Flavored Cookies. Made with
wholegrain flour. Contains vitamins and minerals,
energy, and fibers. Zero g trans fat per serving.
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Fiber To Be A New Focus
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Now wholegrain is accepted, high(er) fiber claims will be a new
claims focus for digestive health.
New Zealand: Tasti Milkies Choc
Strawberry Muffin Bars. A creamy
strawberry milkshake flavored filling wrapped
in a soft muffin coating. With fiber. Less
than 10% fat and the Heart Foundation Tick.
Approved by National Heart Foundation.
UK: Kellogg's Coco Pops Choc 'N' Roll Breakfast
Cereal. Contains folic acid. High in fiber. Made with
wholegrain. With fiber from wholegrain wheat and
oats to keep tummies healthy. Added with vitamins and
minerals: vitamin D and calcium for strong bones and iron
to help your immune function.
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On-the-go Breakfast Options Expand
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Products are being positioned for multiple consumption occasions.
Products for breakfast on-the-go is a growing market.
Bulgaria: Danone Danonino Yogurt with
Banana and Raspberry Flavor. Four cups of
(2) banana and (2) raspberry flavored yogurt
for kids. With live active cultures. Suitable for
breakfast.
Spain: Cheetos Merienda Tubos de
Cereales Rellenos de Cacao y Leche:
Cocoa & Milk Cream Filled Cereal Tubes.
Crunchy cereal tubes filled with delicious
cocoa and milk cream. Served in a small
aluminum sachet. Ideal for a sweet snack.
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School Canteen Approved Claims
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If it is approved for school it must be nutritionally sound.
Australia: Tukka Tubz Double Cheeze Blaster
Pizza Top Beef Lasagne. School canteen
green light registered. Eat Clever. Not
Whatever! Real fast food that's good 4 u too.
Snack happiness! Full on flavor in just 5 mins!
USA: Kellogg's Morning Jump Starts Breakfast
To Go. Breakfast kit containing Kellogg's Frosted
Flakes 1/3 Less Sugar, Kellogg's Pop-Tarts Frosted
Blueberry, and Apple and Eve Apple Juice. The kits
meet all federal whole grain, vitamin, and fruit
requirements for elementary, middle and high
schools when served with eight ounces of milk.
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Insights & Opportunities
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Insights & Opportunities
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Stricter health claims regulations and the influence of natural
trends in recent years has resulted in a global decline in active
health positioned products for children.
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Passive health positioned products for children have more or less
stabilized globally, with the exception of the no
additives/preservatives and allergy positionings which have
demonstrated significant growth. The natural and “free from”
trends have fuelled this growth.
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Opportunities for children’s products for Latin America:
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Natural/no additives/preservatives NPD
Use of real ingredients, incorporating fruit & vegetables where possible
Omega-3 DHA and other ingredients for brain health
Calcium and Vitamin D for bone health
Reduced salt, fat, calorie product formulations
Fiber focus for digestive health
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