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Case Studies in Strategy, Marketing and Innovation Kids Nutrition Report Issue 60 2017 Kids Nutrition Report Case Studies in strategy, marketing and innovation Published by ISSN 1744-5450 IssUE 60 2017 © New Nutrition Business 2017 1 www.new-nutrition.com Kids Nutrition Report Issue 60 2017 Published by New Nutrition Business The Centre for Food & Health Studies Crown House 72 Hammersmith Road London W14 8TH UK Telephone +44 207 617 7032 Fax +44 207 900 1937 www.new-nutrition.com Asia-Pacific Office: PO Box 21675 Henderson Auckland 0650 New Zealand This edition printed June 2017 © The Centre for Food & Health Studies Limited 2017 Trademark notice: Product or corporate names may be trademarks or registered trademarks and are used only for identification and explanation, without intent to infringe. British ibrary Cataloguing in ublication ata. catalogue record for this case study is available from the British ibrary. ISBN: 978-1-906297-58-9 All enquiries: Miranda Mills Editor Crown House, 72 Hammersmith Road Julian Mellentin New Nutrition Business uses every possible care in London W14 8TH, UK [email protected] compiling, preparing and issuing the information Phone: +44 (0)20 7617 7032 herein given but can accept no liability whatsoever in Fax: +44(0)20 7900 1937 connection with it. [email protected] Dale Buss, New Nutrition Business, 6390 Cherry Tree Ct, Payment by Mastercard, American Express and Visa Rochester Hills, MI 48306, USA. © 2017 The Centre for Food & Health Studies Ltd. Tel: 248-953-2701 accepted. Conditions of sale: All rights reserved; no part of this [email protected] publication may be reproduced, stored in a retrieval For 1 year at $1,175/€895/£745/¥ 95,000/ system, or transmitted in any form by any means, A$1,330/NZ$1,550/C$1,175 (4 issues). Crown House, 72 Hammersmith Road, electronic, mechanical, photocopying, recording or For 2 years at $1,995/€1,525/£1270/¥ 162,000/ London, W14 8TH, UK. otherwise without the prior written permission of A$2,250/NZ$2,550/C$1,955 (8 issues). Tel: +44 (0)20 7617 7032 Fax: +44 (0)20 7900 1937 the publisher. The Centre for Food & Health Studies does not participate in a copying agreement with any All including first class or airmail postage, net of any bank transfer charges. Copyright Licensing Agency. Photocopying without PO Box 21675 permission is illegal. Contact the publisher to obtain Published 4 times a year by Henderson a photocopying license. This publication must not be The Centre for Food & Health Studies Auckland 0650 New Zealand circlated outside the staff who work at the address to ISSN 1464-3308 All rights reserved, photocopying of any part strictly which it is sent without the prior written agreement of prohibited. the publisher. © New Nutrition Business 2017 2 www.new-nutrition.com 3 Kids Nutrition Report Issue 60 2017 Contents EDITORIAL The case for whole milk is adding up .................................................................................................13 CASE STUDIES MARKETING CASE STUDY Creating lifelong customers from health-oriented moms ................................ 4 STRATEGY CASE STUDY School nutrition a “great opportunity” for healthier brands ............................... 9 DAIRY CASE STUDY Passion for cheese turns into sweet snacking range .............................................14 START-UP CASE STUDY MySuperFoods maintains steady growth ........................................................18 STRATEGY CASE STUDY Success with sneaky vegetables ....................................................................22 BEVERAGE CASE STUDY Brewing up exotic tea....................................................................................25 Nutrition News ...................................................................................................................................27 New Products listing ..........................................................................................................................30 Important Notice ................................................................................................................................35 Order Form ........................................................................................................................................39 Subscribe ..........................................................................................................................................40 Companies and brands in this Issue A Cup of Jo ................................................................. 7 Mintel ........................................................................1 AccelFoods ........................................................... ,4 Monogram Capital Partners .....................................4 AquaBall.................................................................... 12 MySuperFoods ...........................................1,1,0,1 Auckland University of Technology ......................... 13 OBE Organic Beef .................................................. , Baby Center ................................................................ 4 Once Upon a Farm ..................................................... Back to the Roots ...................................................... 12 Ozark Mountain Poultry ........................................... 11 Bossi Kids Tea ......................................................, PepsiCo ..................................................................... 10 Chickentopia ..........................................................,11 Safe + Fair ................................................................. 10 Coca-Cola ................................................................. 10 Sargento ....................................................................14 Cow Candy ................................................14,1,1,1 Skeeeters .................................................................... 10 DairyFood USA ................................................... 14,1 Somma Food Group.......................................... ,11,1 Emil Capital Partners ................................................4 Sparkling Ice ........................................................ 10,11 Enjoy Life Foods ......................................................., Spork & Ladle ........................................................... 20 GreenPurse PR ............................................... 4,,,, Stew eonard’s ........................................................., Harris Teeter .............................................................4 Stonyfield arms ......................................................... Hasbro ....................................................................... 17 Talking Rain......................................................... 10,11 HEB .......................................................................... 4 Target ........................................................................4 Kashi ......................................................................... 12 Walmart..................................................................... 4 Kellogg ...................................................................... 12 Wee Isle Dairy ........................................................... 13 Kidfresh ...........................................................,,4 Well + Good ................................................................ Kroger .......................................................................4 Whole Foods Market .........................................,1,1 Mind Body Green ....................................................... 2 © New Nutrition Business 2017 3 www.new-nutrition.com Kids Nutrition Report Issue 60 2017 Marketing Case Study Creating lifelong customers from health-oriented moms A pregnancy and new baby often prompts a change in womens’ shopping habits as they focus on giving their baby the best start in life. PR/Communications consultant Lisa Mabe discusses quick-start ideas to help brands to create lifetime customers from new moms. By KAREN RATERMAN. Mothers have always been a driving force behind “These first-time moms represent a window the success of brands and retail outlets. But with of opportunity for both retailers and brands to the emergence of the natural, organic and healthy catch a customer on the cusp of a new life stage products segments, moms, especially new moms, preferably while they are still pregnant, and who have become the ultimate gateway consumer for they can potentially keep as loyal customers for a brands and retailers aiming at this category. There long time to come,” Mabe said. is plenty of data that underscores their importance, ew moms and pregnant women become super according to isa Mabe, founder of reenurse focused on being healthy for their developing infant , a specialty research and public relations and this changes their criteria, not only for the foods consultancy. they eat, but also across product categories, such “Connecting with pregnant and new moms as the chemicals used in clothing they purchase for (0 of whom are millennials) is a gateway to a themselves and their infant and the personal care super-motivated type of consumer, many of whom products they use. “Many stop coloring their hair become new converts’ into natural and organic or painting their nails to try to limit the amount of products,” she told Kids Nutrition Report. einforcing potential toxins on their body,” she noted. this idea, the Baby Center’s 01 State of Modern ge doesn’t really
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