'Good’ grains will be bakery’s top trend, says new report
Ten major trends in food, nutrition and health for 2012 have been noted in the latest edition of New Nutrition Business’s annual trend-spotting report. Grains already benefit from a consumer perception of being “all-natural” and healthy, even when they’re incorporated in highly-processed foods such as breakfast cereals. Many grains also benefit from a perception of a natural and intrinsic health benefits, such as the link between oats and heart health, the report indicates. One example of successful marketing using the “good grains” message has been Belvita, Kraft’s breakfast biscuit brand.
Says Julian Mellentin, director of New Nutrition Business and author of 10 Key Trends, “With Belvita, Kraft has achieved annual sales of €63 million in France since the brand was introduced in 2001, and sales of £21 million in the United Kingdom since its launch two years ago. This has predominantly come off the back of a marketing positioning that highlights the whole-grain content of the product and how this equates to ‘slow release’ energy. It’s a strategy that appears to have succeeded, and Kraft is now gearing up to bring Belvita to the U.S. market in 2012.”