‘Healthier options’ keep npd at top of big brands’ agenda

Fanta: Coke has now reformulated the drink so that it is made of real fruit juice and contains less sugar

Leading brands, including Kellogg and Coca-Cola, are continuing to plough investment into new product innovation, despite the recession pushing up prices of ingredients, according to a new report.

Significantly, many of the new recipes are focused on improving brands’ health credentials by reducing fat, calories, sugar and salt levels.

The Food and Drink Federation “Recipe for Change” report conducted by Mintel, reveals that the economic downturn is not translating into a “health crunch”.

It found that nearly 250 reformulated products were launched in the first six months of the year, comparable to the same level during the same period in 2008.

In the snacks market, for instance, the report found that PepsiCo has reformulated its crisps and repositioned its Wotsits brand as an oven-baked snack now containing 25% less fat than in 2005.

Similarly, United Biscuits has reformulated its McVitie’s biscuits to contain 50% less saturated fat, while maintaining their taste.

In the soft drinks market, Coca-Cola has reformulated Fanta, which is now made of real fruit juice and contains 30% less sugar, and is free from artificial flavours and colours.

Britvic, in addition, has reformulated its Tango, J2O and Fruit Shoot brands.

Other brands credited in the report include Kraft Foods for its Light Philadelphia and Dairylea ranges; Mars Food for its Dolmio and Uncle Ben’s sauces; McCain’s frozen products; and Nestle

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here


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