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Food & Nutrition |
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Health Benefit Platforms & Strategies in Breakfast Cereals
17 Key Case Studies
Publication Date January 2007
Publisher New Nutrition Business
Product Type Report
Pages 89
ISBN Number not applicable
Product Code NNB010
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Summary
Breakfast cereals were the first category in the supermarket where health became the "standard", with almost all products vitamin- and/or mineral-fortified. The challenge in breakfast cereals today is not to be healthy - rather it is to offer a health benefit which can create and sustain a genuine point of difference.
With 17 case studies covering ready-to-eat (RTE) cereals, hot oat cereals and even liquid breakfast, the 89-page Health Benefit Platforms and Strategies in Breakfast Cereals provides a comprehensive analysis of some of the reasons why some strategies have succeeded and others haven't in one of the most fiercely competitive of all categories.
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Content
- 1. Overview
- 2. The 5 benefit platforms and 5 strategies for cereal brand success
- 2.1 The 5 benefit platforms for cereal brands
- 1. Vitamin- and mineral-fortification (Case Study 5)
- 2. All natural (Case Studies 3, 4, 6, 10, 11, 14, 15 & 16)
- 3. Weight management: An untapped opportunity (Case Study 8)
- 4. Digestive health: Another under-exploited opportunity (Case Studies 9 & 10)
- 5. Heart health: The over-supplied market (Case Studies 1, 2, 3, 4, 6, 11, 12 & 14)
- 2.2 The 5 strategies for cereal brand success
- Strategy 1: Marketing intrinsic healthfulness (Case Studies 3, 4, 11 & 14)
- Strategy 2: New category creation (Case Study 17)
- Strategy 3: New segment creation (Case Studies 1, 2, 5, 8 & 10)
- Strategy 4: Category substitution (Case Studies 8, 11 & 17)
- Strategy 5: The functional foods makeover (Case Study 8)
- 3. Ready-to-eat (RTE) cereals
- Case Study 1: Kellogg and Weetabix vie to create a new segment of the market
- Case Study 2: Novartis' short-lived love affair with functional foods
- Case Study 3: General Mills leads the way to intrinsic heart health
- Case Study 4: Is whole-grain heart-healthfulness a platform for brand growth or for brand defence?
- Case Study 5: Maintaining health differentiation when all brands are 'healthy'
- Case Study 6: Unilever and Nestl unite to bust cholesterol at breakfast 36
- Case Study 7: Consumer challenges drive sales growth
- Case Study 8: Kellogg scores a weight management success
- Case Study 9: Pro- or pre-? Kashi Co. shifts focus away from fibre
- Case Study 10: Seeking new points of difference with prebiotic cereals: Nature or nurture?
- 4. Hot oat cereals
- Introduction: A new Superfood - Oats
- Case Study 11: A naturally healthy image helps Quaker Oats' sales surge in the US
- Case Study 12: Quaker Oats' Take Heart: An overtly functional brand sells only in niche volumes
- Case Study 13: Quaker's Nutrition for Women fails to live up to early promise
- Case Study 14: Oats' value-growth outstrips rival cereal products in the UK
- Case Study 15: An old kids' brand's 'all natural' make over boosts sales by a third
- Case Study 16: Nature's Path leads the way to organic oats-based success
- 5. Liquid Breakfast
- Case Study 17: Sanitarium invents liquid breakfast
- Photographs, Tables, Charts & Boxes
- Photographs
- 1. Nature's Path Organic Instant Hot Oatmeal
- 2. Nestle's and General Mills' Shredded Wheat
- 3. Nestle's and General Mills' Shredded Wheat
- 4. General Mills' Cheerios
- 5. General Mills' Trix
- 6. Sanitarium Up&Go
- 7. Kellogg's Smart Start Healthy Heart
- 8. Novartis' Aviva's.'complete family' of functional foods
- 9. Quaker Oats' Breakfast Cookies
- 10. Kellogg's Special K Protein snack and meal bars
- 11. Weetabix' Oatibix
- 12. Weetabix' Oatibix packaging
- 13. Nestle's and General Mills' Shredded Wheat
- 14. Kellogg's Optivita
- 15. Novartis' Aviva's.'complete family' of functional foods
- 16. Novartis' Aviva product range
- 17. General Mills' Trix
- 18. General Mills' Cheerios
- 19. General Mills' Total
- 20. Kellogg's Smart Start Healthy Heart
- 21. Kellogg's Smart Start Soy Protein
- 22. Promotional material from Unilever's and Nestle's.'Cholesterol-busting Breakfast'
- 23. Nestle's Shredded Wheat package promotions for.'Cholesterol-busting Breakfast'
- 24. Promotional material for Kellogg's Special K
- 25. Promotional material for the.'2-week Actimel Challenge'
- 26. Kellogg's Special K Protein snack and meal bars
- 27. Kashi Vive
- 28. Weetabix' Weetaflakes
- 29. Kellogg's Rice Krispies Multi-Grain
- 30. Nestle's Shredded Wheat
- 31. PepsiCo's Quaker Oats
- 32. Ready brek
- 33. Quaker Oats' logo
- 34. Quaker Oats' Breakfast Cookies
- 17 Case Studies in Breakfast Cereals
- 35. Quaker Oats' Take Heart
- 36. Quaker Oats' Nutrition for Women
- 37. Quaker Oats' promotional material
- 38. Weetabix' Seriously Oaty
- 39. Elovena's Hetki porridge oats
- 40. Weetabix' Ready brek porridge oats
- 41. A Stoats Porridge Bar
- 42. Nature's Path Organic Instant Hot Oatmeal
- 43. Nature's Path EnviroKidz Panda Puffs
- 44. Sanitarium Up&Go
- Charts
- 1 Prices of the latest release RTE cereals in Sainsbury and Tesco supermarkets
- 2 Pricing comparison of UK breakfast cereals in.2000
- 3 Cheerios' sales and total ready-to-eat cereal market.2001-2006
- 4 Quaker Oats' hot oats sales.2001-2006
- 5 Quaker Oats' sales of top brands.2001-2006
- 6 Quaker Oats' RTE oats sales.2001-2006
- 7 Quaker Oats' breakfast/cereal/snack-bar sales.2001-2006
- 8 Take Heart sales.2005-2006
- 9 Quaker Nutrition for Women sales.2001-2006
- Boxes
- 1 Pre-.and probiotics
- 2 Cornflake commercial comes in for criticism
- 3 Cheerios' on-pack messages
- 4 An unhappy history in functional foods
- 5 The KashI./.Kellogg relationship
- 6 Oats facts
- 7 Quaker Oats' on-pack messages
- 8 Quaker introduces healthly breakfast cookies
- 9 Finland and Sweden first with an oats health claim
- 10Finns top the oat-consumption charts
- 11Would you like porridge with your latte?
- 12Building a kids' brand for parents seeking simplicity not science
- 13What's in Up&Go
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