Strategic advice for the food and beverage industry

Danone embraces provenance and e-commerce

Posted on:
July 11, 2018
Author:
Julian Mellentin

Provenance, naturalness and newness are three of the elements that are well-proven to be a strong way to get consumers’ attention, freshen up their interest in your category and connect to some of the strongest growth trends.

These three are the key components of the now well-established Dairy 2.0 strategy, which is about taking a traditional, everyday dairy product from one country and introducing it in another country where the product looks new, exciting and different.

Greek yoghurt is one of the most successful and high-profile examples. Back in 2007, an entrepreneur took Greek yoghurt and took it to American consumers as something new and exciting. Greek’s thick, satisfying texture was a revelation to Americans, who had previously been accustomed to thin, overly-sweet yoghurts. This pleasurable eating experience coupled with the novelty factor – people are food explorers now, restlessly hunting for new and interesting eating experiences – helped make Chobani’s Greek yoghurt into a $1.7 billion, market-transforming success.

Another example is Icelandic Skyr, which has become a success in Sweden, Denmark and the US, where the Siggi’s brand has built a $200 million annual sales business – at premium prices – on the back of its Icelandic identity.

Danone has now embraced the strategy, with its launch in the UK in June of The Danone of the World, a new brand and a new range of five yogurts and fermented milks inspired by ‘authentic’ recipes from around the world.

The range includes:

  • Greek-inspired Straggisto yogurt
  • High-protein Icelandic Skyr
  • Lebanese-inspired Laban
  • Indian-inspired Lassi drink
  • A savoury Turkish-inspired Ayran drink

Cleverly, the range isn’t going into mass distribution right away in the big retailers but is being launched exclusively in Ocado, an online retailer with a strong base of higher-income, food explorer customers.

It’s a great way for Danone to experiment with new product ideas, find out what sells and what doesn’t and what refinements brand and products need before going to mainstream grocery.

Whatever category you are in, making your products different, giving them a connection to some provenance and trying them out in alternative channels – and particularly e-commerce – is a strong way to reduce your NPD risk and maximise your chances of success.

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The world of food mashups gives us Donuts 2.0: Doshi’s

Posted on:
April 26, 2018
Author:
Ann Eshaw

Easy, quick, healthy: the sushi donut – or “doshi” – has it all. In the wonderful world of food mashups, there are winners and there are losers. The sushi donut is an all-star.

Don’t worry, they’re not sushi-flavoured donuts, nor are they sushi deep-fried and rolled in sugar.

Sushi donuts made the news when a vegan food blogger Sam Murphy shared her latest creation on Instagram: simply the components of sushi formed into the shape of a donut. Murphy’s creation was vegan – using the ingredients sushi rice, black sesame seeds, ginger, wasabi, cashew mayo and avocado – but now sushi donuts incorporating fish, shrimps, and more are popping up all over Instagram.

Even though the sushi donut made the news in 2016, the media is not done talking about it and more and more restaurants worldwide are catching on. Square Fish in Toronto serves tuna, salmon, shrimp or veggie doshi for $8-10. A restaurant called Sushigroove in Indonesia has also introduced sushi donuts. California’s Sushi Donut has taken the donuts to the next level: they dye the sushi rice with crazy, rainbow colors.

Seems like the “doshi” is not going anywhere anytime soon, but we’re on the lookout for the next big trend in food mashups…and we’ve already found one. We’re not even halfway through 2018 and this year has already a viral food mashup: the tacro.

San Francisco bakery Vive La Tarte introduced a taco-croissant hybrid in January and it has taken Instagram by storm. Selling for $12 a pop, you might think it’s a bit pricey for a croissant with taco fillings. But apparently they taste delicious, and more importantly, they’re incredibly photogenic.

Will it be as good as the “doshi”? Only time will tell. One thing is for sure, food mashups are the trend that won’t die.

By: Ann Eshaw

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New Nutrition Business featured in Japanese health and sports magazine

Posted on:
March 26, 2018
Author:
Julian Mellentin

A major Japanese magazine covering health and sport, Tarzan, featured an NNB case study of Green Giant in their March edition.

The publication focused on Green Giant products that use cauliflower as an alternative to traditional rice and potatoes, and are an example an emerging trend of swap-ins of finely chopped veggies for carbs in many traditional applications.

You can see a snippet from Tarzan below.

The original NNB story was published in the January 2018 issue, and our subscribers can read it here: https://www.new-nutrition.com/nnbArticle/display/304

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