Global trends

Prepared Foods, August, 2003

Best known for its baby food and milk formulas, Hipp is venturing into the "good-for-you" adult breakfast cereal market with the German introduction of Hippness Crisp. The line of products is vitamin and mineral fortified, with some items also offering functional properties. Varieties include chocolate & nut with lecithin; probiotic strawberry & raspberry; and apple & cranberry with vitamins A, C and E.

Breakfast cereal companies continue to launch new shapes and formats within breakfast cereals to maintain interest and perhaps encourage home consumption. The latest new format is an extension of the Kellogg's Frosties brand (sugar frosted corn flakes). The brand has now changed format again with the French and Belgian introduction of pillow-shaped cereals (made with oats, rice and wheat) filled with chocolate and topped with a "tiger stripe" design. (Tony the Tiger is the brand's cartoon character emblem.)

The "breakfast on the go" market continues to boom. Cereal companies have done much to add impetus to the segment with numerous breakfast cereal branded snack bars and bite-sized snacks (e.g., Kellogg's Nutri-Grain Minis, Weetabix Minibix On the Go!). Now, in the U.K., leading cookie company McVitie's (United Biscuits) is extending its range of products with its new McV a:m breakfast snacking range which includes Cereal Bites (pillow-shaped apricot filled cereal pieces), Muesli Fingers, Morning Slices, Cereal Bars and Breakfast Muffin Bars.

An interesting and continuing development in the beer market is the emergence of "spirit beers." These are beers blended with a touch of spirit, such as whisky, vodka or even tequila. This trend has taken place mainly in Europe, predominantly developed by niche companies. However, the trend has moved to Australia, taken up by mainstream company Carlton & United Breweries. The product in question is called Cold Shot and is a 6% alcohol by volume beer and vodka blended drink, described as made with the refreshing taste of Carlton Cold and the smooth finish of imported, triple-distilled vodka. The product has been developed following research indicating consumers no longer have one drink of choice, tending to switch from beer, wine and spirits, and pre-mixed spirits.

Launching a New Product?

If so, contact Allison Enright at Mintel International Group, 213 W. Institute Pl., Suite 208, Chicago, IL 60610. Call 312-932-0600, fax 312-932-0474 or e-mail aenright@mintel.com. Information in this column is from the Global New Products Database, the premier source of global product intelligence, published by Mintel International Group.