ReportersNotebook — Consumables, 7/11/11
SUPPLIER NEWS — Post Foods has expanded its Pebbles cereal lineup with a limited-edition flavor. New Pebbles Boulders Stone Age caramel apple now is available on store shelves nationwide. Each serving of the new cereal, which features caramel-flavored boulders and dinosaur bones, contains 110 calories and 16 g of whole grains, while providing 10 essential vitamins and minerals, Post said. Post said it will continue to introduce more limited-edition Boulders flavors throughout the year.
Kraft Foods is boosting its marketing efforts for its Stride gum brand with a new campaign. The “Be Ridiculously Long Lasting” campaign, which runs through Oct. 12, aims to create the record for the “longest lasting streak of long-lasting records,” posting a record-breaking video daily on its Facebook page, YouTube channel and a Record Setter Web page for 100 days. The campaign also encourages consumers to upload their own attempts to break the records posted by Stride — such as the most hopscotch hops in 30 seconds while piggybacking an adult and the most table tennis balls bounced into cups in one minute. At the end of 100 days, the final 100 record holders will win a cash prize of $500 for their long-lasting achievement.
Keebler has introduced a wholesome sweet treat. New Keebler granola fudge bars feature oats, rice, honey and real Keebler fudge, and are a good source of fiber and whole grains, the brand said. Keebler granola fudge bars are available at retailers nationwide in the granola bar aisle for a suggested retail price of $3.09.
When it comes to yogurt, it’s all Greek
Yogurt and yogurt drinks have become a powerhouse category, with Greek-style yogurts boosting category sales. Mintel International Group estimated that category sales reached $4.4 billion across all three channels in 2010, and there is still room for growth.
Mintel research showed that incidence of use increased over the last five years. Nearly 60% of American adults said they eat yogurt an average of 7.5 times a month. With per capita annual yogurt consumption in the United States only a fraction of what it is in Europe, the category is “far from saturated,” according to the market research firm.
“Prospects for continued growth appear solid,” Mintel recently reported on the category. “The segment will maintain its steady rate of growth over the next five years, fueled by increasing interest in healthier eating and continued heavy marketing support from major corporations.”
General Mills and Groupe Danone dominate the market. Growth of the latter’s Activia and Danimals brands gave Groupe Danone a lead over General Mills last year. Danone also has gained traction with its Stonyfield Oikos and Dannon Greek yogurts.
Greek yogurt brands helped smaller companies make solid gains in the category last year. Chobani, made by Agro Farma, and Fage have seen increases of 200% and 65%, respectively, over last year.
New products also have helped propel the yogurt category. Mintel reported that new product introductions “picked up substantially in 2010 in both the refrigerated yogurt and drinkable yogurt segments.”
The article above is part of the DSN Category Review Series. For the complete Yogurt Buy-In Report, including extensive charts, data and more analysis, click here.
Delivering on a ‘fresh’ message
Delivering fresh food to underserved communities doesn’t necessarily mean giving up shelf space.
In April, retired Sysco chairman and CEO Rick Schnieders launched MoGro with his wife, Beth, out of concern about growing rates of obesity and diabetes. MoGro is a mobile grocery company that currently delivers fresh produce, meats, dairy, canned goods and staples to Native American communities in New Mexico. The company currently has one truck that serves two communities per day, but hopes to expand so that it can serve six communities per truck. Produce comes from a variety of local and regional suppliers, and the company partners with La Montanita, a five-store natural food retailer.
MoGro is not the first to take the supermarket concept on the road. In Naples, Fla., a Chabad-Lubavitch rabbi launched Kosher on Wheels, which delivers kosher meat, dairy, baked and canned goods in a 28-ft. trailer to observant Jewish families that otherwise would have to drive all the way to Miami.