Detox days

With the government's Change 4 Life adverts constantly appearing on our screens it's clear that healthy eating is a trend that is here to stay. Even during the recession, consumers are wanting healthier products. And the New Year brings with it the annual January detox.

Chris McDonough, marketing and R&D director at Müller Dairy, says: "It's fair to say that healthy eating in general is now fairly high on most consumers' agendas. More than two thirds (67%) of consumers claim that health is a priority in their life, and there has been an increase in the proportion of consumers claiming to eat five portions of fruit and vegetables a day up from 32% in 2005 to 41% in 2009.

"But the focus is very much on a balanced diet rather than cutting out some products altogether. The majority of consumers (83%) take the view that no foods need to be avoided entirely, just some need to be eaten in moderation.

"Healthy eating does undoubtedly come to the fore in consumers' minds and purchasing behaviour in January/February partly to compensate for their over-indulgence at Christmas and New Year, and also as part of the round of New Year's Resolutions."

Müller has introduced a new addition to its single pot range of fat free Müllerlight yogurts. Müllerlight yogurt Orange with Chocolate Sprinkles is being launched in a single pot. Until now it has only been available as part of a Müllerlight with Chocolate Sprinkles lines 6-pack

The Müller Bio Yogurt Corner is being launched at the end of the month. It has evolved from the Müller Healthy Balance Corner and the aim is to highlight the brand's credentials as a low fat bio yogurt all from natural ingredients.

McDonough says: "There is a noticeable increase in healthier food purchased post-Christmas as consumers seek out lighter, healthier food. At the same time, manufacturers of these products know consumers' thoughts are turning to healthier options, so you'll see high levels of marketing and advertising support for brands which are associated with a healthy, balanced diet.

"For wholesalers and retailers it's a winning combination. It's a phenomenon that they should really be taking advantage of during the first four to eight weeks of the year and they should be adjusting their stock and range to reflect this seasonal New Year swing to healthier products."

Bryan Martins, customer development controller of Danone Dairies says, that early in the year is when consumers look to healthier options. "Consumers are making health a trend even through the recession. Yogurt fits well into this with 60% of consumers saying that is why they buy yogurt."

Danone has added to its Activia range with the launch of single pots. The 165g pot is available in strawberry, cherry, raspberry and peach fat-free yogurts. Danone is aiming to appeal to younger consumers, 25-45 year olds, and allows people to pick and mix the flavours rather than buying multipacks. The launch will be supported by a £3.5m marketing campaign, including TV.

Angela McGee, senior brand manager of Danone Dairies, says: "We know that Activia sales over-perform among women in the 45+ age group who suffer from digestive discomfort. However we know that younger people can experience similar symptoms, so we have launched Activia is a pack format that is relevant to this age group. We believe that the single pot will attract younger consumers to the Activia brand. The packaging format gives great flexibility to convenience retailers as the product can be merchandised on the standard yogurts fixture or among grab and go products such as sandwiches and chilled snacks."

Martins adds that depots should have a healthy area with similar products to try to impact retailer behaviour in store.

There are also plans for Activia in the later part of the year and Actimel will take part in TV sponsorship.

Rosie Tapp, innovation and research manager a Bel UK, says: "The New Year presents a big opportunity for wholesalers with consumers even more focused on a healthier lifestyle. After indulging at Christmas, thoughts often turn to calories and portion controller foods and retailers can cash in on this by stocking the most popular healthier snacks.

"Bel UK's range of light cheeses demonstrates the importance the company puts on developing products to meet consumers needs in this case products which are lower in calories and fat. To meet consumers needs it's becoming increasingly important for retailers to stock healthier snacking alternatives for those who value both nutritional content and 'food on the go', particularly at this time of the year.

"The Laughing Cow and Mini Babybel are perfect for healthier snacking occasions as the convenient portion size means they are also relevant for consumers who want to follow a balanced diet."

Nick Stuart, commercial manager at UBUK, says: "With a total value of over £32m in impulse, it is clear that healthier biscuits are providing significant results for wholesalers. We recognise this and, with the reduced saturated fat ranges and nutritional upgrades, we expect the segment to continue to show strong growth throughout 2010."

UBUK has reduced a further 50% in saturated fat from McVitie's Digestives, HobNobs and Rich Tea variants. Adverts to communicate this will run for six weeks starting in February.

A Crispy Slices Cherry flavour has been added to the go ahead brand.

Stuart says: "The go ahead brand continues to grow at a terrific pace providing wholesalers with significant sales and profit opportunities. Consumers are continually demanding healthier snacking options and the go ahead lines can be consumed conveniently, pleasurably and without guilt, making the brand the UK's leading healthier biscuit snack brand."

He adds: "The healthier eating trend is not a passing phase; it's part of our way of life. UBUK recommends wholesalers include a dedicated healthier fixture or, if space is at a premium, incorporate healthier alternatives into existing category displays alongside the standard products.

"The wholesale channel is an area of great importance at UBUK, as it is one of the primary means to reaching symbol group members, independent retailers, publicans and caterers looking for healthier products that will generate incremental sales. United Biscuits healthier ranges have enjoyed a great year and strong growth in impulse, driven by sales within the wholesale channel. go ahead is now worth over £56m."

Caroline Kellett, category manager at Warburtons, says: "Even during challenging economic times, consumers are still looking to maintain a healthy and balanced diet. While they are cutting down on unnecessary purchases, they continue to buy core staple products such as bread and continue to look for quality products from manufacturers that they can trust, such as Warburtons. Consumers are increasingly looking for solutions that suit the whole family."

Warburtons Weight Watchers bread saw the launch of the Weight Watchers Thick Slice White last year. The company has also introduced Wholegrain Goodness to its 600g range, which contains 56% wholegrain.

Kellett adds: "For Warburtons the wholesale channel is important as it allows us the opportunity to offer our products to retailers who we do not deliver to. Just as we deliver direct to store daily we also deliver direct from our bakeries to wholesale depots every day so customers have fresh products."

PepsiCo has added a 99 calories or less banner to its single serve for its Quavers, Wotsits, Squares and French Fries packs. According to PespiCo, these four brands are worth £117m and growing at 9% year on year.

Delphine Haas, marketing manager for Walkers Snacks, says: "Over half our consumers are adult, primarily women and it is a little known secret among a small group of them that these much loved brands happen to be lower in calories. With health still firmly on the agenda, there is a huge growth opportunity in letting a lot more people in on their secret."

The PepsiCo Snack a Jacks brand is also aimed at women and has less than 10% fat per pack. The Hot Tomato and Smokey Bacons flavours have been added to the range along with Sweet Chilli and Berry.

Jenny Watson, marketing manager for Snack a Jacks, says: "Snack a Jacks are perfect for consumers who are concerned with health but still enjoy to snack as they provide a healthier alternative to other products currently on the market."

Last year PepsiCo launched its Paw Ridge brand for children from Quaker.

Sean Summers, marketing director of Quaker, says: "The children's cereal market is in growth and we know from our research that mums are looking for a breakfast cereal that meets their health and convenience needs but also has the taste and appeal to make their children want to eat it. We are very proud of the fact that Paw Ridge meets all of those criteria and its nutritious, convenient and tasty credentials will deliver incremental sales and continue to drive growth in the cereals category."

Ed Culf, marketing director for General Mills UK, says: "It's in times like this that brands like Green Giant really come into their own. In less certain times, consumers want products they can rely on, so they seek out brands they know and trust. Green Giant has been providing British families with vegetable goodness for almost half a century with its ever popular sweet corn range. Now we've brought that longstanding heritage to the soup category, with Green Giant Soup, where we are providing busy mums with a convenient way for them to enjoy tasty, wholesome and nourishing soup."

Green Giant soups offer another way for consumers to have their five-a-day and offer less than 130 calories per serving.

According to General Mills, almost three quarters (73%) of British children like to eat sweet corn and it is versatile and can be used in a range of recipes.

Andy Foweather, sales director of General Mills UK, says: "Green Giant's track record of successful and memorable TV advertising, its health credentials, plus its long-standing heritage ensure it is well placed to deliver against the needs of today's shoppers. Green Giant is the UK's number one sweet corn brand, having generated £43.7m in value sales last year. The brand accounts for almost two-thirds of total sweet corn sales but data shows that Green Giant is even more important within convenience where its market share increases to more than 82%."

Heinz is embracing the New Year diet season with Heinz Salad Cream which has a message on pack that it has 66% less fat than mayonnaise. The message will be on approximately 600,000 packs of 460g Original Heinz Salad Cream.

Lynsey Hurst, senior brand manager of Heinz Ambient Dressings, says: "This is the first time we have stamped the 66% less fat message on our Heinz Salad Cream bottles. It is one of the nation's best loved sauces, but few consumers fully appreciate the fact it has so much less fat then mayonnaise. The new design will generate standout on shelf and appeal to people who are looking for help with New Year diets. Consumers will be reassured that they can carry on enjoying one of their favourite treats."

Sean Uprichard, chief executive officer of Suso, says: "Suso has gone from having no distribution within the foodservice sector this time last year, to having agreed national distribution with all the national foodservice providers alongside incredibly strong uptake in the regional wholesale channel.

"Those wholesalers that commit to educating their own teams about the Suso product and brand, and who look to pass our information and testimonials on to school caterers via brochures and flyers, see the best sales results which can be as much as 50 cases per outlet per week."

He adds: "There is a big education and awareness job to do about Suso in schools because it is a fizzy drink albeit one that is healthier for us. A fizzy drink in a can has all manner of negative connotations attached to it, so it is critical to find space in brochures and sales material to communication the unique and relevant aspects of Suso."

Suso is made from carbonated fruit juice and has no preservatives, artificial colours, artificial flavours or sugar added. It can also count as one of consumers five-a-day.