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Health Benefit Platforms & Strategies in Breakfast Cereals: 17 Key Case StudiesPublished by: New Nutrition Business Published: Jan. 1, 2007 - 89 Pages Table of Contents1. Overview 1 2. The 5 benefit platforms and 5 strategies for cereal brand success 3 2.1 The 5 benefit platforms for cereal brands 4 1. Vitamin- and mineral-fortification (Case Study 5) 4 2. All natural (Case Studies 3, 4, 6, 10, 11, 14, 15 & 16) 4 3. Weight management: An untapped opportunity (Case Study 8) 5 4. Digestive health: Another under-exploited opportunity (Case Studies 9 & 10) 5 5. Heart health: The over-supplied market (Case Studies 1, 2, 3, 4, 6, 11, 12 & 14) 6 2.2 The 5 strategies for cereal brand success 8 Strategy 1: Marketing intrinsic healthfulness (Case Studies 3, 4, 11 & 14) 9 Strategy 2: New category creation (Case Study 17) 12 Strategy 3: New segment creation (Case Studies 1, 2, 5, 8 & 10) 14 Strategy 4: Category substitution (Case Studies 8, 11 & 17) 16 Strategy 5: The functional foods makeover (Case Study 8) 18 3. Ready-to-eat (RTE) cereals 19 Case Study 1: Kellogg and Weetabix vie to create a new segment of the market 20 Case Study 2: Novartis’ short-lived love affair with functional foods 24 Case Study 3: General Mills leads the way to intrinsic heart health 27 Case Study 4: Is whole-grain heart-healthfulness a platform for brand growth or for brand defence? 29 Case Study 5: Maintaining health differentiation when all brands are ‘healthy’ 31 Case Study 6: Unilever and Nestlé unite to bust cholesterol at breakfast 36 Case Study 7: Consumer challenges drive sales growth 39 Case Study 8: Kellogg scores a weight management success 44 Case Study 9: Pro- or pre-? Kashi Co. shifts focus away from fibre 46 Case Study 10: Seeking new points of difference with prebiotic cereals: Nature or nurture? 48 4. Hot oat cereals 52 Introduction: A new Superfood - Oats 53 Case Study 11: A naturally healthy image helps Quaker Oats’ sales surge in the US 57 Case Study 12: Quaker Oats’ Take Heart: An overtly functional brand sells only in niche volumes 64 Case Study 13: Quaker’s Nutrition for Women fails to live up to early promise 66 Case Study 14: Oats’ value-growth outstrips rival cereal products in the UK 68 Case Study 15: An old kids’ brand’s ‘all natural’ make over boosts sales by a third 73 Case Study 16: Nature’s Path leads the way to organic oats-based success 76 4. Liquid Breakfast 79 Case Study 17: Sanitarium invents liquid breakfast 80 AbstractBreakfast cereals were the first category in the supermarket where health became the “standard”, with almost all products vitamin- and/or mineral-fortified. The challenge in breakfast cereals today is not to be healthy - rather it is to offer a health benefit which can create and sustain a genuine point of difference. With 17 case studies covering ready-to-eat (RTE) cereals, hot oat cereals and even liquid breakfast, the 89-page Health Benefit Platforms and Strategies in Breakfast Cereals provides a comprehensive analysis of some of the reasons why some strategies have succeeded and others haven’t in one of the most fiercely competitive of all categories.Get Full Details About This Report >> |
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