Healthy snacks and beverages for kids

Available formats:	Pricing:
PDF – 58 pages, over 35 illustrations and charts, supported with brand sales data	€200/$295/£190/C$295/A$345/NZ$395/¥23000
ISBN: 978-1-906297-20-6	Publication date: September 2008

About this report

The report begins with a concise 23 page summary of:

• The key drivers in kids snacking
• The rules of successful marketing communications
• The role of packaging innovation
• The key areas of opportunity
• The summary ends with a practical check-list for new product development.

The report then sets out ten detailed case studies of success and failure, based on interviews with the companies concerned and supported with supermarket sales data. The case studies cover bars, baked snacks of several kinds and fruit drinks, and include a range of companies large and small, from Unilever’s kids’ “Brain Food” range to Healtheries rice snacks.

For any company, large or small, looking to create a successful health proposition in kids snacks and snack beverages, this report sets out practical steps  that any company can easily take to create new products or revive old ones – and for reducing risks – that are second-to-none.

CONTENTS

Part I

1. Introduction

2. The future of snacking
2.1 Niche opportunities
2.2 Reinventing snacks to be healthier
2.3 The importance of innovation

3. Natural and “free-from”

4. Packaging innovation – a critical success factor

5. Marketing communications
5.1 Sampling
5.2 Market the health benefit to the mothers
5.3 Taste test
5.4 The role of character merchandising

6. Successful brands are expert brands

7. The scope for added ingredients: calcium, probiotics, omega 3

8. A checklist for success

Part II: Case Studies

1. Healtheries KidsCare
2. Unilever’s Amaze Brainfood
3. Clif Kid
4. Innocent Kid’s Smoothie
5. First Juice
6. Britvic Fruit Shoots
7. Ella’s Kitchen
8. Sunsweet Ones
9. Ocean Spray Craisins
10. Supajus Omega-3 Juice Drink

About the author

Julian Mellentin is one of the world's few international specialists in the business of food, nutrition and health. Julian is the owner and editor of New Nutrition Business, the leading source of industry and market analysis, which has focused solely on researching and forecasting the nutrition business since 1995.

He is also co-author of The Functional Foods Revolution: Healthy people, healthy profits?, the first-ever book on the business of functional foods, now translated into Japanese, and with Peter Wennström of Commercialising Innovation: The Food & Health Marketing Handbook.

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