Satiety case study: promoting diet products that aid the feeling of fullness

Published by: Datamonitor

Published: Mar. 19, 2007 - 9 Pages

Table of Contents

DATAMONITOR VIEW

CATALYST

SUMMARY

ANALYSIS

Introduction

Slim-Fast: averting the slowdown of an established diet brand by focusing on satiety

Poor sales due Atkins Diet lead to Slim-Fast refocus and relaunch

Optima given high protein and fiber face life

Partnership with Levi's promotes satiety properties of entire Slim-Fast range with jeans inspired campaign

Further satiety products could emerge from Unilever's licensing of Phytpharm's Hoodia compound

Quaker Oatmeal Weight Control cereal: repositioning breakfast cereals as satiety enhancing

PepsiCo adds dieter specific cereal to Quaker line

Research studies back up claims that oatmeal breakfast cereals promote satiety

Wholegrain content of oatmeal is promoted as providing added health benefits

Satiety products take new direction in Japan

Japanese Jelly Drinks are designed to enhance satiety

Jelly drinks format could help to capture the male dieter

APPENDIX

Case study series

Methodology

Secondary sources

Further reading

Ask the analyst

List of Figures

Figure 1: Unilever's improved Slim-Fast Optima range

Figure 2: Dr. Susanne Holt's Satiety Index

Figure 3: A jelly drink launched by Kanebo Foods in 2006

Figure 4: Coca-Cola entered the jelly drink market in Japan in 2006

Abstract

Introduction

This report on satiety products forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. Each case study provides a concise evaluation of a company that stands out in some area of its strategic operations.

Reasons to Purchase

• Gain insight into the methods used by important industry players to give them a competitive edge
• Identify specific areas for operational improvements
• Capitalize on the knowledge of experienced companies when entering a new niche or market

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