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Strategies for Blood Pressure Lowering Products: Lessons from Europe, the U.S. and Japan

Published by: New Nutrition Business

Published: Jun. 1, 2006 - 56 Pages


Table of Contents



Key Point Summary

1. Introduction: the blood pressure lowering opportunity

2. Strategies in blood pressure lowering - what can you do?

3. Europe: dairy takes the lead as a platform for blood pressure control

Case Study 3.1 Evolus

Case Study 3.2 Pro.activ - Unilever ties up a Japanese innovation

Case Study 3.3 Yoplait and Multibene

4. America: adding benefits to breakfast cereal and marketing fruits’ intrinsic health benefits

Case Study 4.1 Marketing the intrinsic benefit of orange juice

Case Study 4.2 Bananas and other fresh fruit

Case Study 4.3 Quaker Oats

Case Study 4.4 Kellogg

5. Tough times in Japan’s blood pressure lowering business

6. Ingredient technologies for blood pressure control

6.1 Peptides

6.2 PanSalt and MultiBene

7. Nutrition Research Studies

7.1 The DASH diet

7.2 Dairy, fruit and vegetables

Boxes

1.1.1 Some blood pressure facts

1.1.2 Abundant evidence for potassium’s benefits

3.1.1 Emmi Evolus: Ingredients and Nutrition Facts

3.1.2 Evolus nutrition profile compared to “regular” products

3.1.3 Iceland scores a world-first

3.1.4 Flora Pro.activ at-a-glance

3.1.5 Yoplait Lower Blood Pressure and Cholesterol: Ingredients and Nutrition Facts

4.1 FDA gives go-ahead for a blood pressure health claim

4.4.1 Kashi Heart to Heart: Ingredients, Nutrition Facts and Package text

5.1 Sales of FOSHU products

Photographs

3.1 Evolus, Kaiku and Becel Pro.activ blood pressure lowering products

3.2.1 Becel Pro.activ

3.2.2 Flora Pro.activ website

3.3.1 Yoplait Essence Lower Blood Pressure and Cholesterol

3.3.2 Yoplait Healthy Heart

4.1.1 Tropicana website

4.1.2 Tropicana Pure Premium

4.3.1 Quaker Oatmeal’s Take Heart Package

4.4.1 Kellogg’s Smart Start Healthy Heart Package

4.4.2 Kashi’s Heart to Heart Package

5.1 A selection of blood pressure lowering products by Calpis

5.2 Becel Pro.activ

6.2.1 Caesin DP Peptio Drink

6.2.2 DMV’s C12

Tables

2.3.1 Examples of foods in the Europe and U.S. that are marketed on a blood pressure control benefit

4.2.1 The potassium benefits of commonly eaten fruits and vegetables

5.1 Blood pressure controlling FOSHU market

5.2 Ameal S brand products

5.3 Major FOSHU products for blood pressure

Figures

4.3.1 Take Heart Golden Maple: Nutrition facts

4.3.2 Windows from Quaker Oats’ website

5.1 Sales of “Ameal S” brand

Abstract

Any company involved in the marketing and sales of blood pressure lowering products will be aware that hypertension is, for most of its sufferers, an invisible problem making the job of reaching potential consumers a complex one. This case study offers strategic options for delivering blood pressure lowering products to market. As well as seven case studies which explore various blood pressure lowering products and strategies developed and used in Europe, the US and Japan, this case study also contains:
  • Information about blood pressure lowering ingredient technology and relevant nutrition-related research
  • Strategies for creating awareness of blood pressure lowering products
  • Suggestions for capturing the blood pressure lowering opportunity
  • Communication rules for navigating a “niche” product domain
  • In-depth analysis of strategies for marketing blood pressure lowering products based on interviews with companies in Europe, the US and Japan
  • Plain English explanations of recent research into blood pressure lowering diets and foods
  • Colour illustrations as well as tables and charts detailing the blood pressure lowering market products, pitches and science


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