State of global marketing: new international products and how they are marketed

Dairy Foods, Oct, 2004 by Donna Berry

The popularity of "on-the-go" snacking continues to drive overseas frozen dessert marketers to manufacture bite-sized, mini portions that consumers can easily eat between meals. In terms of frozen novelties, many overseas manufacturers are focusing on making products that are refreshing. Thus, many manufacturers are incorporating natural fruit juices into novelties, and others are capitalizing on the increasing popularity of smoothies.

Different or unusual shapes and formats are helping global marketers add interest to frozen novelties. For example, in Japan, Morinaga now offers Choice Biscuit Choco Ice, which is a half chocolate-coated ice cream bar topped with two butter biscuits.

In packaged ice cream, variety is the word. One can find in almost any freezer ice creams that are rich and packed with exotic ingredients. Next to them are products for health-conscious consumers that take the form of being low calorie, low fat and/or low sugar. Lowering carbohydrates has not been very popular overseas, but that is expected to change in the next few years. For a twist, some global ice cream manufacturers offer spicy products, as well as frozen desserts with alcohol.

The potential exists for functional and fortified ice creams, for example, ice cream with added calcium or added probiotic bacteria.

Refrigerated dairy desserts, by far, are a category that U.S. dairy processors can learn a lot from their peers overseas. There are many innovations in this category ranging from overly indulgent, full-fat options, true to the traditional meaning of "dessert," as well as low-fat, low-calorie and low-sugar options, which are targeted to dieters and health-conscious consumers who want full flavor with less calories. Packaging innovations focus on convenience and portability, with containers often including a spoon or fork.

Endorsements from well-known chefs, the inclusion of alcohol and full-fat, full-flavor recipes has led to a strong indulgent dairy dessert segment. Fun flavors such as cotton candy are being used in desserts targeted to children. Ethnic flavors work well in adult desserts, where a host can bring a touch of the exotic to the dinner table.

On the healthful side of refrigerated dairy desserts, there have been some innovations in functional products, which include better-for-you ingredients. Also, fruit desserts typically contain a large percentage of fruit to appeal to health-conscious consumers.

Hope you enjoy this snapshot of dairy innovations from around the world.

European's TRake Their Cheese Quite Seriously

There's no doubt that U.S. consumers' taste buds are changing, and in fact, in recent years have become quite more refined in the way of cheese. It helps that the United States is also now home to quite a few very recent World Cheese Awards winners (see story on page 28). However, nothing compares to the cheese shops in Europe, stores dedicated to those who appreciate only the best cheeses that man can make.

Cheesemaking, much like wine-making, something we have learned to excel in in the United States, is the art of doing as little as possible to interfere with nature. According to Paxton & Whitfield, London, purveyors of cheese for more than 200 years, the finesse and delicacy of cheese that is so enticing is lost with too much interference. Therefore, the best cheeses are made in small quantities by artisan producers, usually using the milk of one farm. Cheesemongers such its Paxton & Whitfield pride themselves on sourcing and maturing only the most exceptional cheeses from around the world.