Salad Bowl Branding Welcome! Salad Bowl Branding provides briefings on America's shifting specialty food markets, the changing tastes of consumers, demographic and industry trends and growth opportunities in the consumer packaged goods sector. Learn More about us.
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 http://www.chobani.com/ To develop a product launch strategy we were asked to try The 17 Day Diet. After 3 months, it has changed our eating habits for the long term. Chobani Greek Yogurt is a big reason for that.
When polled, we found that most of our group thought they would not be able to live without eating pasta, bread, rice and many other carbohydrate rich products. For some, these types of foods are part of their culture, a flavor of their heritage, which posed other challenges.
However, after a lifetime of eating starchy foods, trying a higher protein, pro biotic and low fat eating choice was very inciting. Our office began eating more cottage cheese, Kefir and Greek yogurt, especially Chobani.
We started with the plain and immediately noticed its unique thick, rich and creamy texture. Nothing like any yogurt on the shelf. This was a new flavor profile. And the packaging was elegant and clean with a unique profile using fine product illustration. Shortly after their demand exceeded production we hear that Dannon launched a copy cat line, albeit with a slightly slender profile.
The familiar “fruit on the bottom” concept so successful in the past is re-energized. Some may choose to stir it up. But many of us enjoyed the taste so much we ate it one slow spoonful at time with the tip coated in fruit on the bottom.
The brand has grown rapidly with a complete line of popular fruit flavors. We hear that Big box orders are up and the larger packs are selling out.
Thanks to the makers of Chobani for becoming part of a healthier lifestyle choice for our team and for inspiring new appreciations for authentic, specialty imported foods.
Visit the Chobani site: http://www.chobani.com
Get Chobani coupons: http://www.chobani.com/coupons
 US consumers are generally not confident in the safety of the food supply according to a new study published in the journal of Food Quality and Preference.
Despite numerous food safety messages, the rate of foodborne illness in the United States in on an alarming rise. The CDC estimates that about 50,000 Americans become ill each year from pathogens in the foods they eat. Further, almost 400,000 are hospitalized with 3,000 passing from the illness.
The new study involved testing the perceptions of consumers and their reactions to the numerous food safety messages being used by the government, the food industry and food educators.
The result was that consumers found food that was irradiated or genetically altered to be considered less safe. Foods that were local grown or harvested were considered more safe. So a boon to the local farmers’ market.
Natural and organic foods fared well in consumer perceptions as being safe, so long as proper food handling procedures were followed.
Surprisingly the study also revealed that consumers feel that they are immune to foodborne illnesses, thinking that they are less likely to become susceptible to illness than others.
For those companies and brands that tout the safety of their products, like B&W Watercress, for example, consumers are willing to spend an extra 12% on those food products.
The least trusted were the ethnic foods. Consumers felt that imported foods have the potential of being less safe than foods prepared in the US.
With this new insight, food marketers who work with imported brands should add phrases to their packaging or their websites to assuage this concern.
Read More: http://www.foodnavigator-usa.com/Science-Nutrition/Study-sheds-light-on-consumer-food-safety-behaviors
 Nutella® is the brand name of a hazelnut flavored sweet spread registered by the Italian company Ferrero at the end of 1963. The recipe was developed from an earlier Ferrero spread released in 1949 created by Mr. Pietro Ferrero, a pastry maker and founder of the Ferrero company. The original recipe, Gianduja, was a mixture containing approximately 50% almond and/or hazelnut paste and 50% chocolate.
At the time, there was very little chocolate because cocoa was in short supply due to World War II rationing so Mr. Ferrero used hazelnuts, which are plentiful in the Piedmont region of Italy (northwest), to extend the chocolate supply. Taxes on cocoa beans also hindered the diffusion of conventional chocolate.
Pietro Ferrero owned a patisserie in Alba, in the Langhe district of Piedmont, an area known for the production of hazelnuts. He sold his first batch of 300 kilograms (660 lb) of “Pasta Gianduja” in 1946. This was originally a solid block, but by 1951 Pietro started to sell a creamy version as “Supercrema”.
This original form of Nutella® was actually made in loaves and wrapped in tinfoil so it could be sliced and placed on bread for mothers to make sandwiches for their children. But many children, as you could imagine, would throw away the bread and only eat the Gianduja!
In 1963, Pietro’s son Michele revamped Supercrema with the intention of marketing it across Europe. Its composition was modified and it was re-named “Nutella®”. The first jar of Nutella® left the Ferrero factory in Alba on 20 April 1964. The product was an instant success and remains widely popular. The estimated Italian production of Nutella® averages 179,000 tons per year.
Nutella® has become the most popular chocolate hazelnut spread in Europe and is sold in over 75 countries. In Italy, Nutella® is eaten often at breakfast as standard fare. Today, you can usually find it in American grocery stores right next to the peanut butter.
The original creamy chocolaty hazelnut spread, made with over 50 hazelnuts per jar, contains no artificial colors and no artificial preservatives. Nutella® is spread-ably delicious on whole wheat, multi-grain and bakery breads, bagels, English muffins, waffles and even an aroused body part for those so decadent.
 The Nutella® Web site makes the case that getting kids to eat something for breakfast is better than having them skip that meal, and that Nutella can make whole-grain toast more appealing to kids. The site suggests pairing Nutella-spread toast (or whole-grain waffle) with strawberries and skim milk for a “balanced” breakfast. Their make-a-breakfast application shows how different combinations of foods stack up, nutrition-wise, and how they can fit into your daily requirements.
Nutella’s Nutrition Facts panel makes clear that the product contains fat — a 2-tablespoon serving has 200 calories, half of them from fat. (None of its fat is partially hydrogenated or of the “trans” variety.) All a person has to do is to look on the back of the jar to learn that much, and to see that Nutella® contains a significant amount of sugar, too — 21 grams per serving.
Having gotten hooked on the creamy confection when I lived in Italy, it was clear that it wasn’t a ‘health’ food (despite containing hazelnuts, cocoa and skim milk). Most sane adults would agree that Nutella® is a delicious and occasional indulgence that should be consumed in moderation. Eating too much Nutella® will surely put on the pounds if you don’t exercise and eat a balanced meal. Though there are always a few who blame the product advertising for their own lack of personal responsibility.
When used in moderation with complementary foods, Nutella® can indeed form a part of a balanced meal. Besides its amazing hazelnut taste, Nutella® does not contain any hydrogenated oil or trans fat. In fact, just 1 tablespoon is a good amount to serve. My kids have often started their day with this authentic Italian breakfast by spreading Nutella® hazelnut on a variety of bakery goods, usually whole wheat or multi-grain bread. I also have them add a glass of 1% milk and juice or fruit to get the right fuel to start their school day!
Nutella® was first imported from Italy into the U.S over 20 years ago, in 1983, mainly in the Northeastern part of the country. The popularity of Nutella grew steadily over the next 10 years, and demand became so strong that the Ferrero company decided to build a plant in the U.S., in Somerset, NJ.
Since then, Nutella® has been sold in the peanut butter aisles in grocery stores, warehouse clubs and mass merchandisers all across the United States. Nutella® is marketed across the globe and outsells all brands of peanut butter combined worldwide!
If you have never bought Nutella®, you must! There are a few imitation products on the market, but after tasting many, Nutella’s unique recipe is the best by far.  Nutella® has also been used to great success as a baking ingredient.
Try this Nutella® Bread recipe we made if you’re in the mood for a delightfully moist dessert:
Nutella® Bread Recipe
For more information and quick breakfast ideas that include Nutella®, visit the official site: http://www.nutellausa.com/
Mangia Bene! – SBB
An article in AdvertisingAge by Tommy Thompson sheds some much-needed light on today's cultural markets in the U.S–most especially on the fact that while they may be of the same ethnic backgrounds, that is where many of their similarities end.
But, as Thompson points out, many of today's marketers are the last to know. Arguing that targeting as large a group as the 45 million Hispanics currently in the U.S., he explains that profiles based solely– and far too simply –on benchmarks like "Hispanic Adults ages 18-49" doesn't adequately reflect these groups' wants, needs, views or preferences.
And while Thompson's piece focuses on the Hispanic market, with the surging growth rates across multiple cultures and ethnicities, his counsel provides a cautionary tale across all market segments.
According to Thompson:
"The reality is that the Hispanic consumer is not a homogeneous group and
therefore these types of broad statements won't work for most brands in
today's changing environment. In order to effectively connect with
today's Hispanic consumer, we must understand that there are
sub-segments united by common interests that make the whole. Let's say
there are niches within the niche.
There are in many ways vast differences between the
consumer of Mexican decent in San Antonio vs. one in Sacramento vs. one
in Dallas or one in New York (yes, there are Mexicans in New York).
Most importantly, there are differences in the strategies and tactics
that a brand should use to reach them and engage them.
The reality is there are many factors that our Hispanic consumers are exposed to that
shape who they are, what they like, what sports they play or watch,
what they consider entertainment, what brands they buy and the list
goes on, but you get the point.
Our job as marketers is to find the common thread that unites as many
consumers as possible so that we can be effective and efficient with
our client's dollars."
In this era of mass-market fragmentation, when marketers start digging deeper to better understand the various (and highly varied) new niches of consumers, their intelligence will pay off in both profits and competitive advantages. Innovating in specialty foods is an especially ripe opportunity due to two key reasons: first, it's clear these micro niches need to be better understood and, thusly, better served. And, second, specialty foods are not only being enjoyed by their niche of origin, but by mainstream audiences. Given that sales of specialty foods are up 17% over the last two years, compared with only 4% for overall food sales, we're already seeing success resulting from better targeting and branding.
Indeed markets are changing– as are the micro-markets within them –which begs the question for today's marketers…is your branding changing, too?
In the $75 billion-dollar specialty foods market, forecast to grow by 50% over the next decade while other food sectors remain relatively flat, an insightful new report has just been released. And for food and beverage companies, there’s A LOT to like about it.
Today’s Specialty Food Consumer 2008, developed by the National Association for the Specialty Food Trade (NASFT) and Mintel International, cites that 56% of American consumers are currently purchasing specialty foods and beverages—offerings the report defines as “distinctive” in taste, such as premium and ethnic products.
With the average specialty foods consumer now spending $115.50 weekly (an 8% increase from 2006 figures) and allocating nearly 23% of their food dollars for specialty products, the findings illuminate a set of lucrative new trends, including:
Youth Segment Drives Demand
The report found that people between 18 and 34 are the most likely buyers of specialty foods. While head-of-household mothers are a prime target for food retailers (and are well represented in this age demographic), brand managers have long held the youth demographic of 18-24 as the “holy grail” of markets for building brand loyalty.
 Moreover, the youth market is especially primed to become “brand evangelists” who discuss new food preferences over the water cooler at work as well as through “online water coolers” like blogs, social networks and Twitter. This pays brands back in spades since this market can act as a veritable sales force.
Americans Want New Tastes… But Tradition Runs Deep
A key finding from respondents was that 86% of specialty foods consumers like to experiment with new recipes; yet 80% said that family food traditions are important to them (with nearly 25% of purchases being imported brands).
This is consistent with the key premise of Salad Bowl Branding that consumers who adopt the traits of American culture do not lose the ties to their heritages, but keep them very much alive through their foods. Moreover, both of these figures signal huge opportunities for brands that leverage innovation as well as those that honor tradition.
Home-based Foods Purchasing On the Upswing 
The report also cites that 6 out of 10 specialty food purchases by consumers are for “everyday meals at home.” Combine that with a weak economy pressing consumers to return to home-based food preparation that is 2/3 less costly than dining out–and we see consumers yearning for more variety that they can create at home.
And while respondents noted “taste and quality” have the most influence on their specialty foods purchases, consumers are no doubt also looking for competitively priced products, too.
So, what does this mean for YOUR brand’s packaging strategy?
In short, specialty foods have achieved mainstream status. No longer only bought by cultural and ethnic markets, specialty offerings are now purchased, adopted and anticipated by wide-spanning segments. In fact, according to Agri-Food, 75% of the sales generated by ethnic foods already come from mainstream customers.
 What these new set of statistics prove is just how vast the opportunities are—in nearly every cultural origin and at nearly every price point—with innovative and traditional food offerings alike. And when we couple these figures with the explosive growth in America’s populations, we find that there’s never been a stronger time for specialty foods and beverages companies to make their mark.
Yet in the average supermarket, housing between 40,000 and 50,000 brands, packaging is your single best shot at grabbing this market’s hearts, minds and market share. But branding doesn’t take luck, it takes a thoughtful strategy.
 We've been covering the trends of Americans favoring more choice and a wider array of specialty foods from ethnic markets whose populations are growing. But it's also a trend in cultural populations with rates that are remaining stagnant.
Take the recent article in the New York Times covering the demand for Kosher foods, a market that is seeing astronomical growth…due to non-Jewish demand.
According to the piece: "Newark does not instantly evoke images of Kosher Central, but a warehouse district on the city’s outskirts has been the home of Manischewitz’s core production since it consolidated three plants into one in 2006. And all those seemingly nontraditional products reflect the way kosher food has become a growth area in a country whose Jewish population is more or less stagnant.
The company says there are now 86,000 kosher-certified products, the market is growing between 10
and 15 percent annually, and more than 14,000 new kosher products have been introduced in the United States and Canada over the last five years.
While those keeping Kosher are pleased with a wider variety, the irony is that the market's fastest-growing segment is non-Jews. Yet this irony is becoming less so, as the article explains: "If Americans increasingly want variety in food, why not more matzo ball soup and
that Concord grape matzo (if not quite the gefilte fish) along with the Thai peanut sauce and Cajun wings?"
As Rabbi Yaakov Y. Horowitz notes, “People drink more Irish ale, they’re more likely to eat a chicken burrito. Why shouldn’t it spill over to kosher food as well?” Clearly, American palates want more variety and, just as the Rabbi explains, its spilling over into every type of specialty food.
Full article located here.
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Chobani Greek Yogurt, Product Review
http://www.chobani.com/
To develop a product launch strategy we were asked to try The 17 Day Diet. After 3 months, it has changed our eating habits for the long term. Chobani Greek Yogurt is a big reason for that.
When polled, we found that most of our group thought they would not be able to live without eating pasta, bread, rice and many other carbohydrate rich products. For some, these types of foods are part of their culture, a flavor of their heritage, which posed other challenges.
However, after a lifetime of eating starchy foods, trying a higher protein, pro biotic and low fat eating choice was very inciting. Our office began eating more cottage cheese, Kefir and Greek yogurt, especially Chobani.
We started with the plain and immediately noticed its unique thick, rich and creamy texture. Nothing like any yogurt on the shelf. This was a new flavor profile. And the packaging was elegant and clean with a unique profile using fine product illustration. Shortly after their demand exceeded production we hear that Dannon launched a copy cat line, albeit with a slightly slender profile.
The familiar “fruit on the bottom” concept so successful in the past is re-energized. Some may choose to stir it up. But many of us enjoyed the taste so much we ate it one slow spoonful at time with the tip coated in fruit on the bottom.
The brand has grown rapidly with a complete line of popular fruit flavors. We hear that Big box orders are up and the larger packs are selling out.
Thanks to the makers of Chobani for becoming part of a healthier lifestyle choice for our team and for inspiring new appreciations for authentic, specialty imported foods.
Visit the Chobani site: http://www.chobani.com
Get Chobani coupons: http://www.chobani.com/coupons