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Eight Key Case Studies in Kids’ Nutritional DairyPublished by: New Nutrition Business Published: Jan. 7, 2006 - 48 Pages Table of Contents1. Introduction: 1 2. Strategies in kids’ nutritional dairy - what can you do? 2 2.1 Packaging innovation - a critical success factor 4 2.2 Communication strategy 4 2.3 Ingredient strategy: calcium, probiotics and omega-3 7 3. Adding value with health ingredients: Calcium 10 Case Study 1: Calcium for kids down-under 10 Case Study 2: Successful little rascals 14 4. Adding value with health ingredients: Probiotics 20 Case Study 3: Danone Actimel - reinforcing a position in mothers’ minds 20 Case Study 4: A daily dose of health with Everykid 23 5. Adding value with health ingredients: Omega-3 26 Case Study 5: Nestlé Munch Bunch - omega-3 brings new benefits to a probiotic brand 26 Case Study 6: Omega-3 brain-boost milk gets off to a flying start 31 Case Study 7: Danone chooses omega-3 for brain development 35 Case Study 8: Mothers’ omega-3 interest prompts US dairy debut 37 Ingredient Lesson 1: Have the science to substantiate the benefit 34 Ingredient Lesson 2: Dominate a niche first & expand from there 35 Ingredient Lesson 3: Plan for commoditisation & falling prices 36 Ingredient Lesson 4: Don’t be a me-too producer 37 Ingredient Lesson 5: Avoid me-too benefits 34 5. Ingredient case studies 39 Case Study 8: The US sterols market: Dairy, juice & cholesterol lowering 40 Case Study 9: Lactoferrin: A failure to make immunity relevant 45 Case Study 10: Lutein: Eye-health benefit not relevant in food 50 6. Exploding the myth of pharma companies as players in functional foods 53 AbstractThe diary industry, more than any other, is rising successfully to the challenge of better kids’ nutrition, capitalising on dairy’s excellent health credentials and successfully putting kids’ health at the heart of business. Omega-3s, probiotics and calcium offer more opportunities for both innovative kids’ dairy products and innovative marketing than other ingredients and it is in these three areas that the most significant success stories are being made. In this case study New Nutrition Business looks at eight different examples of products marketed successfully with one - or more - of the above ingredients, examining in detail the different approaches companies such as Danone, Nestlé and Puleva have taken. Using companies’ own views on the key nutritional aspects of children’s health Eight Key Case Studies in Kids’ Nutritional Dairy provides branding, marketing and pricing strategies for kids’ dairy products. The case study also analyses aspects of various strategies explaining which have worked and why. The 48-page report contains 19 colour illustrations and 7 tables of market data.Get Full Details About This Report >> |
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