Exotics and health - new trends in NPD

- Last updated on GMT

Related tags: Alcoholic beverage

According to Datamonitor, health angles and exotic flavours are
increasingly used by manufacturers to position new confectionery
and alcoholic products.

Health angles and exotic flavours are increasingly used by manufacturers to position new confectionery and alcoholic products, states market analyst Datamonitor​ this week. According to its product tracking database, WIN, health is the buzz word for the UK confectionery market this year. Key players like Cadbury Trebor Bassett, Nestlé Rowntree and Dunhills Haribo are bringing out more "responsible" lines for children and parents alike. Some of these products trade on their "lightness", others on their natural ingredients such as fruit. Kellogg's Real Fruit Winders, launched at the beginning of 2001, have already been joined by a number of similar products. Nestlé Rowntree's Fruit Sqoosh is part of a new range from the company which broadens the Rowntree brand name into dairy with fromage frais, yoghurts and a drinking yoghurt. Fruit Sqoosh are "stretchy" fruit rolls aimed at children and teenagers. Intended for older children, the new Organix raspberry & apple bar from Organix Brands is a low-sugar, organic alternative to traditional cereal bars. Its wrapper is decorated with images of fresh fruit to highlight its natural content. Also playing the fruit card is Cadbury Trebor Bassett, whose new strawberry edition of Cadbury's chocolate Buttons is flavoured with real fruit. This claim is made prominently on the bag in an attempt to reassure parents increasingly uneasy about food additives. Turning to drinks Datamonitor reports that this year the range of liquid refreshments available is broader than ever and includes some interesting new flavours and ideas. New from UDV, which pioneered the PPS (premium packaged spirit) category with the Smirnoff Mule brand, is Archers Aqua, a four-strong range of pre-mixed based on Archers Peach Schnapps. The orange, cranberry, lime and peach varieties are presented in party-friendly 275ml bottles and aimed at young women. The Bacardi Breezer range welcomes a new variety in the shape of cranberry, also presented in a long-necked 275ml bottle. The rum-based drinks are targeted principally at young women and contain 5 per cent alcohol. Federation Brewery's Vodka Venom range of pre-mixes has also been extended with cranberry and blueberry varieties. Marketed as a fun alternative to beer, the drinks are aimed at young adults and, in keeping with the prevailing category trend, sold in 275ml bottles. Beverage Brands has added Original Vodka Blue to its WKD pre-mix range. It contains 5.5 per cent alcohol, is aimed at men and comes in a distinctive blue bottle with an extra-long neck. For those determined to drink enough to warrant a hangover, Nutritek of South Africa have launched SOBA in the UK. The powdered drink is formulated with zeolite, a volcanic mineral that absorbs alcohol from the bloodstream. Meanwhile, the vitamins and fructose in the drink help restore the body's balance.

Related topics: Markets and Trends

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