Strategic advice for the food and beverage industry

Dunkin’ into the protein trend

Posted on:
October 22, 2018
Julian Mellentin

If you are a brand that is synonymous with sugar-rich, high-carb indulgent bakery products you can respond to shifting consumer trends either by doubling-down on sweet indulgence or you can reinvent yourself. American fast food giant Dunkin’ Donuts has chosen the reinvention road.

Dunkin’ Donuts is side-stepping sugar concerns and making a connection to the protein trend with its newest launch, which debuted in early October.

The All You Can Meat sandwich is a breakfast option which includes all of Dunkin’ Donuts breakfast meats – and delivers a whopping 31 grams of protein per sandwich.  Protein-motivated consumers often worry less about fat than traditional consumers – which is just as well, as the sandwich also contains 56 grams of fat.

Featuring two strips of bacon, two slices of ham and one sausage patty, it is served with egg and American cheese on an oven-toasted croissant.

The All You Can Meat sandwich provides two key needs that consumers are looking for in breakfast foods – long-lasting energy and something that keeps you feeling full for a long time. The 800 calorie sandwich is repeatedly described as “hearty” and at $4.49 per sandwich, it is likely to sustain you longer than a $0.99 donut.

The All You Can Meat sandwich also saves consumers from what many – particularly Millennials – despise: compromising. In a world of ‘create your own’, ‘mix and match’ and ‘unlimited toppings’, consumers are simply not used to having to choose between one option or the other; they want to have it all. And with the All You Can Meat sandwich containing bacon, ham, sausage and egg, they can. Dunkin Donuts hint at this themselves when promoting the product: No longer must ordering a breakfast sandwich force a furious compromise over which one and only one classic meat to enjoy”.

The launch of All You Can Meat comes shortly after Dunkin’ Donuts revealed that in January 2019, they will be changing their name and dropping the ‘Donuts’ part to become known as simply ‘Dunkin’. Might this be the first of many steps in the chain’s change of identity, from a sugar and carbs indulgence brand to something else?

By Mikaela Lindén

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Magnum goes vegan

Posted on:
October 17, 2018
Julian Mellentin

In September 2018, Unilever-owned Magnum launched two vegan versions of the popular ice-cream in Sweden and Finland. Plant-based eaters there, estimated at around 6-9% of the population, are now able to enjoy Magnum Classic and Magnum Almond, based on pea protein.

Vegan Magnum Classic contains 1.6g of protein per 100g and 28g of sugar, while the regular Magnum Classic contains 3.6g per 100g and 27g of sugar.

The product has also launched in the UK, where the vegan ice-cream market is thriving and includes other popular brands such as Ben & Jerry’s and Cornetto.

Magnum Vegan is described as “a luxurious vegan alternative” and promoted as being “100% pleasure”. In the UK, the product is promoted exclusively on a vegan platform whereas in Sweden, Magnum also bills it as an option for people sensitive to milk.

Magnum Vegan retails in the UK at a nearly 100% price premium compared with other Magnums. When compared to other vegan ice-cream sticks on the market, the price premium is nearly 50%.  Will the price tag put vegan pleasure seekers off? Probably not. Magnum Vegan gives ethically-concerned consumers an opportunity to indulge in a real classic from the ice-cream aisle, and that is likely to go a long way.

by Mikaela Lindén

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NNB talks personalised nutrition in Lübeck

Posted on:
September 25, 2018
Julian Mellentin

What are the key drivers behind personalised nutrition? And how can companies respond to consumers’ demand for tailored solutions?

These are some of the questions that NNB’s research manager Joana Maricato explored at NEWTRITION X, the first international industry summit dedicated solely to personalised nutrition.

Held in the historic German city of Lübeck on 12 September 2018, and organised by the foodRegio e.V. industry network, NEWTRITION X gathered decision makers from the food industry, particularly those working in the innovative fields of development, nutrition, health and wellbeing, to discover the latest findings and the potential of personalised nutrition.

Personalisation has been identified as one of the key trends in the business of food, nutrition & health. It is all about consumers “taking back control” of what they buy, eat and do – people want to feel more empowered and confident to create their very own healthy eating patterns.

One of the lessons emerging so far is that the tech and apps aspect of personalised nutrition is the easy part compared to the challenges of delivering personalised foods.

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