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Unilever to Spread Magnum Vegan Reach As Trend Set to Mainstream In Food and Beverage Innovation December 2018 - 2019 February Volume 17 ISSN 1570-9108 DOUBLE ISSUE Unilever to spread Magnum Vegan reach as trend set to mainstream in 2019 Unilever has introduced its Magnum suitability going forward, with plant-based Vegan ice cream to Australian markets milks and meat substitutes already rapidly with more European markets to follow this moving into the mainstream. year, as the trend towards reformulating The rise of veganism is indicative classic items in vegan forms accelerates. of a growing theme towards mindful At launch, Unilever, described it as a consumption. “velvety plant-based product” that provides Animal welfare and environmental “a creamy experience without the need concerns form clear goals among the for dairy.” “A first for the Australian following of such a strict diet. Vegan market, the 100 percent dairy-free range products are increasingly associated to will feature two of the brand’s signature ethical packaging (50 percent), organic flavors…allowing vegans the opportunity (31 percent), gluten-free (34 percent) and to enjoy and share a moment of pure GMO-free (27 percent) (CAGR 2014-2018). pleasure,” the company said. In 2018, 60 percent of all products with Last year, two new vegan versions vegan claims were reported in Europe. of the popular Magnum ice cream bars continued on page 3 were launched in Sweden and Finland. TOP MARKETTop SUBCATEGORIES market subcategories OF FOOD & BEVERAGES of food LAUNCHES & beverages WITH A “VEGAN” launches CLAIM (GLOBAL, 2018) Magnum Vegan Classic and Magnum with a “vegan” claim (Global, 2018) Vegan Almond, which are European Vegetarian Union approved, are made 6 from a pea protein base and covered in smooth dark chocolate. “The Magnum Vegan launch in Finland 4 4.9% and Sweden has been a huge success and 4.0% 3.8% launches in more European markets will 2 2.9% 2.9% follow this year. Additionally Cornetto Vegan, which offers a great alternative to a classic Cornetto, was launched in several 0 Cereal & Energy Bars Meat Substitutes Dairy Alternatives Drinks Chocolate Blocks Fruit-Based Snacks European countries and is currently Source: Innova Market Insights available in the Netherlands,” Erin Godbold, Senior Global Media Relations Contents in this issue Manager at Unilever tells Innova. “As in Source: Innova Market Insights, 2019 our European markets, we’re delighted Top ten trends 2019 summary report to be able to offer Australian consumers Clean label remains key and a running theme throughout our 2019 who choose not to consume dairy products list – in fact it has become a given. But it is the plant-based trend that has truly captured the limelight in the last couple of years and which the pleasure of Magnum in time for their is only going from strength to strength. It is driven by both health, 2019 summer,” she notes, confirming that sustainability and animal welfare concerns. the products uses the same formulation as 04 in the European products. There is a growing popularity for new ISM 2019 show review product development on a vegan platform, Consumers are on a big and broad journey of discovery and the with a 35 percent increase in product sweets and snacks sector is benefiting. They are moving out of their comfort zone to explore bolder flavors and multi-sensory food launches recorded with a vegan claim experiences. At ISM 2019 in Cologne, Innova Market Insights reported in 2018 from 2014, according to Innova how 19 percent of US consumers have increased their consumption of Market Insights. 22 confectionery because “there is more variety & novelty available.” The leading market sub-categories in 2017 for vegan claims on a global basis Plant-based start-up opportunity are cereal & energy bars (4.9 percent), Plant-based alternatives to animal proteins and crop gene editing tools are among the most promising areas for food technology meat substitutes (4.0 percent), and dairy investment right now, but the highly exciting field of cellular alternative drinks (3.8 percent). agriculture may be just too far down the horizon for traditional venture There should be no slowing down capital investors. This is according to Niccolo Manzoni, Co-Founder for new product innovation with vegan 35 and Managing Partner of Five Seasons Ventures. Contents International news Start-up investment Editorial 01. Unilever to spread Magnum 36. Venture capital investor: Chief Editor: Robin Wyers Vegan reach as trend set to “The time for food tech is now” Email: [email protected] Editorial Director: Lu Ann Williams mainstream in 2019 40. The start-up pecking order: An Tel: +31 26 319 0652 Senior Analysts: Norma Sarma, 21. New Bock Chain beer engages industry view Photography: Maura Tates through TE-FOOD technology 42. Success for a clean label, plant- Founding editor: Michael Heasman PhD. based yogurt alternative Contributing editors Matthew Havers, Dr K.C. Baby, Top ten trends 2019 Tom Woerndl, Adam Bass 04. Introduction Innovation strategy Subscriptions & administration 05. The Adventurous Consumer 44. Innovation: How to satisfy an For subscription information or questions: Tel: +31 26 319 2000 07. The Plant Kingdom overly demanding society Fax: +31 26 319 0659 E-mail: [email protected] 08. Alternatives to All Annual subscription fee 09. Green Appeal Product labeling Published 10 times a year 12. Snacking Definitive Occasions 46. Portion sizes: a question of 1 year: €915/ US$980 2 years: €1595/ US$1700 14. Eating for Me perception Publisher: Patrick Mannion Email: [email protected] 15. A Fresh Look at Fiber Tel: +31 26 319 200 17. I Feel Good Packaging innovation Innova Market Insights 18. Small Player Mindset 48. Metal packaging innovation: Velperweg 18, 6824 BH Arnhem, The Netherlands 20. Connected to the Plate adopting a can do attitude Tel: +31 26 319 0650 49. Amcor capsule design Fax: +31 26 319 0659 ISM 2019 review simplifies wine bottle opening E-mail: [email protected] 22. Ruby, vegan and reduced www.innovadatabase.com sugar trends theme amid a sweet Product development strategy Innova (ISSN 1570-9108) is published ten times per year by Innova Market Insights BV, discovery mission 50. Making what people want ©2018. All rights reserved. Reproduction in whole or in part without written permission is strictly prohibited. The editors and authors have compiled this document with great care. Innova wish to point out that no warranty is made to the accuracy or completeness of the information in this document. Companies in this issue A. Loacker 33 Decocino 22 Kellogg’s 6, 11, 16, 17 Ritrama 49 ABC 11 Dr. Klaus Karg 28 Kim’s Chocolates 33 Roelli Roelli 24, 31 ADM 19, 41 DSM 15 King Monty 27 Royal Fassin 34 Albert Heijn 11 Eat Natural 31 KKR 8 Sabinsa 17 Alfred Ritter 30 Elizabeth Shaw 29 Kraft Heinz 19 Saltillo 34 Aptar 15 Farm Brothers 26 Libeert 25 Saltwater 49 Ardgah 48 Felfoldi 28 Lucky Supermarkets 8 SC Heidi 33 Arjuna Natural 17 Firmenich 20 Lutti 34 Seeberger 29 Arla Foods 16 Five Seasons Ventures 35 Maestrani 27 Sly Nutritia 32 Auchan 21 Frankonia 32 Mars 19 Stella 33 Barry Callebaut 5, 25 Fruitfunk 29 McCormick 7 Synthite 45 Beyond Meat 19 Frunix 34 McDonald’s 3 Tesco 7, 47 Beyond Meat 38 General Mills 19 Memphis Meats 35 Toms Confectionery 32 Brads 16 Givaudan 3, 19 Mixfit 15 Tony’s Chocolonely 11 Brinkers 34 Givaudan 43 Mondelez 46 Trolli 26 Buhler 43 GNT 18 Moo Free Chocolates 27 Tropic Biosciences 35 Byron Bay 27 Greggs 7 Nestlé 43 Unilever 1, 7, 11 Campbell Soup Co. 14 Guylian 33 Nestle 5, 10, 11, 19 Upfield 8 Cargill 11 Habit 14 Newtrition 28 Velamints 30 Carlsberg 49 HEJ Natural 34 Noi Sirius 33 Veldhuyzen 7 Ceres Organics 17 Helwa 27 Novelty Food 27 Vermeiren 31 CERIA Brewing 48 HPW 24 Ocean Spray 28 Viba Sweets 25 Chocolat Bernrain 27 IBM 21 Peck Drinks 40 Viome 14 Chocolat Mathez 32 IBNX 48 PepsiCo 48 Waitrose 7 Coca-Cola 3, 11 Impossible Foods 19, 38 PepsiCo 6, 11 Walmart 21 ConAgra 13 Ingredion 19 Perfect Day 19 Wilmar 10 Coppenrath 31 Ingredion 7 PEZ 30 Yofix Probiotics 42 Corona 49 Jealous Sweets 28 Poppies International 32 Crown 48 Karma 15 Quorn 38 Danone 19, 41 Keef Brands 48 Ripple Foods 19 2 December 2018 – February 2019 International news continued from page 1 ‘going vegan in January’ has moved into the Latin America, albeit still a small market, mainstream. This is evident not only in the experienced an annual average growth of array of media and press coverage, but also 79 percent (CAGR 2014-2018). with the number of brands, restaurants and An analysis of the fastest growing nuts businesses that are creating new products & seeds tracked in global dairy alternatives and menus with a flexitarian, plant-based or launches (CAGR 2014-2018), found cashew vegan customer in mind.” (41 percent), almond (31 percent), walnut She notes how brands offering vegan- (17 percent), sesame seeds (13 percent) and friendly versions of old favorites will help hazelnut (12 percent) to all be trending. as many people as possible make the The Economist’s “The World in 2019” transition to a vegan lifestyle in a more predicts that veganism will be the most accessible way. popular topic of the new year, declaring “From artisanal vegan cheese, to 2019 “the year veganism goes mainstream.” plant-based ready meals available in According to the report, 25 percent of supermarkets, to 100 percent vegan menus Americans 25 to 34 years old identify as at traditional eateries – being vegan has vegan or vegetarian. US sales of vegan never been easier and we are excited to foods rose 10 times faster from January see a move away from a focus on animal to June 2018 than food sales as a whole, products, as businesses take heed of formulation in the gummies space.
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