In
this 32-page issue, NBJ examines the evolving strategies in
functional foods, now a $17.2- billion segment of the nutrition industry.....
Excerpt from overview….
Multinational
food corporations are chastened but not disheartened in their quest for success
in functional foods. “After some initial missteps, food companies are back in
the trenches with functional foods,” said Dondeena Bradley, a principal of the
consulting group
Health Business Partners Consulting LLC (Providence, R.I.), echoing the view of
other executives interviewed for this issue.
One reason for the
disappointments, which include Ensemble, Intelligent Quisine, and Benecol (by
Kellogg, Campbell’s and McNeil, respectively) has been unrealistic
expectations, consultants agreed. “Now management expectations are more
realistic,” said Bradley. “They’re realizing that leveraging health is
more complex and calls on different tools—from concept to marketing—to get
them into the marketplace.”
And a significant marketplace it still is. NBJ
estimates U.S. sales of functional foods were $17.2 billion in 2000, growing 7%
over 1999. Beverages represent the largest product category (see table on p.3)
and beverage and cereal companies the largest players (see top company list on
p.5). While a number of trends have supported consistent growth of functional
foods, the $17.2 billion total is still only 3.5% of the U.S. food market...
Following chart is one of the many detailed data breakdowns presented in this issue... copyright
2001, Penton Media Inc.
TABLE OF CONTENTS:
Functional Foods V: NBJ examines evolving strategies in
functional foods, now a $17.2-billion
segment of the nutrition industry; data on sales by category; the debut of
NBJ’s list of top functional foods companies; summary of initiatives by
multinationals 1-9
Pharma and OTC companies pick and choose
nutraceutical niches........ 10
Joint Juice defines the glucosamine beverage category.....
11
Kellogg launches heart healthy cereal and women’s bar.............
12
Altus Foods test markets Take Heart snacks and
cereals, in addition to 12-SKU
W.I.N. brand for women. Quaker gives women their own oatmeal..
13-14
Minute Maid and Disney forge juicy joint venture
for fortified kid’s drinks..... 14-15
PepsiCo’s Tropicana makes health claims look
easy; SoBe expands distribution 16-17
Raw material companies take responsibility for soy
through consumer marketing,
new technology and health claims (Cargill, ADM, Central Soya, Schouten
USA)............. 18-23
Ocean Nutrition Canada gains GRAS status for fish oil
complex.................. 24
Q&A with fish oil company Denofa, Norway’s fifth biggest
public company..... 25
M&A
Update: Review of deals in functional foods
26-28
Companies Featured Include:
AC
Nielsen, Altus Foods Group, American Heart Association, American Menopause
Foundation, Archer Daniels Midland, Arcirca Inc., Baylor College of Medicine,
Beverage Digest , Bionutrics, Boca Burger, Bon Coeur,
Burrill & Company, CAG Functional Foods,
Campbell’s Soup,
Cargill, Central Soya Company, Clearwater Fine Foods, Coca Cola, Cold
Fusion Foods, ConAgra, Cyanotech, Danone, Devine Foods Inc,
Disney, Emerald Seed, Ethical Specialty Products, FoodWise Inc., Fobes
MediTech, Galaxy Nutritional Foods, General Mills, General Nutrition Companies, Golden Temple Inc., Green Mountain Coffee,
GumTech International, H.J. Heinz, Hain-Celestial, Hauser, Hayashibara
International, Health Business Partners, HealthCentral, HealthFocus
International, Heinz, Helios Nutrition, Horizon Organic Dairy, Imagine Foods
Inc, International Food Information Council, International Vitamin Corp.,
Inverness Medical Technology, IRI, Johnson & Johnson, Joint Juice, Kao Corp,
Kellogg, Kraft,
Leiner Health Products, Mad River Traders Inc., Mattsen & Co., McNeil
Nutritionals, Mead Johnson, Minute Maid, Monarch Beverage, Nantucket Nectars,
Naturade, Natural Alternatives International, Natural Health Trends, Natural
Marketing Institute, Nature’s Path Foods Inc, Nestle, North Castle Partners,
Novartis, Nu Skin Enterprises Nutrition, Ocean Nutrition Canada Ltd., Odwalla,
Omni Nutraceuticals, Organic Valley, PepsiCo, Pfizer, Pharmaceutical Marketing
Brands, Pharmanex,
Procter & Gamble, Protein Technologies International, Quaker Oats,
Raisio Group, Roche Vitamins Inc, Rocky Mountain Ginseng, Ross Laboratories,
Royal Numico, SoBe Beverages, Soyatech, Spins, St. Joseph’s University, Stake Technology,
Stone Foundation for
Sports Medicine and Art, Stonyfield Farm,
Sunrich, The Danone Group., The Hain-Celestial Group, The Stone Clinic,
Titan Coffee & Distribution, Tropicana, United Soybean Board, Vitasoy,
Vitawarehouse.com, Walt Disney, Weider Nutrition International, White Wave, Worthington Foods, Wrigley, Zoe Foods
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