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7 Outstanding Companies in Functional & Health-Enhancing Foods

Published by: New Nutrition Business

Published: Feb. 1, 2008 - 97 Pages


Table of Contents


Introduction

The 7 companies’ brand strategies

1. Danone: The world’s first health-focused multinational?

Case Study 1: Digestive health: Activia - the world’s No.2 digestive health brand

Case Study 2: Beauty: Essensis - a yoghurt to ‘nourish your skin from the inside’

2. PepsiCo: From soft drinks and salty chips to fruit drinks and healthy snacks

Case Study 3: Healthy snacking: ‘Impossibly good’ Flat Earth soars in first year

3. Unilever: Re-focusing on healthy lifestyles

Case Study 4: Fruit: Knorr Vie - the first daily dose of fruit and veg

Case Study 5: Kids’ nutrition: Amaze - the first specially designed kids’ brain food range

4. Emmi: Europe’s most innovative small dairy company?

Case Study 6: Beauty: Emmi’s bold plan to beautify Europe

5. Innocent Drinks: A new category creator in Europe

Case Study 7: All natural: Selling the natural functionality of fruit

6. Pom Wonderful: A new category creator in the US

7. Yakult Honsha: A focused strategy in probiotics and digestive health

Case Study 8: Digestive health: The secrets of the original little bottle’s success

Case Study 9: Blood pressure strategy: Blood pressure-lowering pays off for Yakult

Abstract

Our latest report, 7 Outstanding Companies in Functional & Health-Enhancing Foods provides insights into the strategies of the most outstanding companies in the field of food and health - insights that anyone can apply to their own business.

The seven featured in this report were chosen because they met these three criteria:
  • strategies in nutrition and health are the most advanced and the most successful
  • strategies that best illustrate the future direction of functional foods
  • companies from whom the most can be learnt about how to be successful in the business of food and health
Our selection includes some large companies with diverse portfolios (Danone, Unilever, PepsiCo) as well as very focused companies (Yakult and Pom Wonderful) and an entrepreneurial startup (Innocent). Common to all these companies, despite their very different starting points, is a demonstration of how to be successful in food and health.

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