A weight off your shoulders

The Weight Watchers from Heinz range of frozen ready meals offers an extensive range of tasty recipes

With being overweight remaining a the key health concern, manufacturers have created mealtime options that are both tasty and nutritious and keep calories to a minimum in order to help your sales stack up

Brand Central

18 December 2012

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AT A GLANCE: HEALTHY FOODS

Ireland’s obesity rates are on the rise, with 39% of Irish adults currently overweight and 18% obese
Mintel predicts the UK’s weight management market will grow by 7% to reach £1.7 million by 2016
In 2012, Hermesetas introduced the SteviaSweet brand of sweetener that uses the natural ingredient of Stevia, which is achieving growing consumer awareness
Donegal Catch selects only 100% natural fish fillets for its product ranges
Avonmore Milk is Ireland’s number one milk brand and the second largest grocery brand in the country
Avonmore Milk has launched new and improved Avonmore Slimline Milk now with added iron
The Irish Universities Nutrition Alliance (IUNA) at UCC and UC, has revealed that women aged 18-50 years have higher iron requirements; yet 61% of women in this age group had inadequate iron intakes
61% of women say being overweight is a key health concern
Weight Watchers from Heinz is the leading brand in the frozen ready meal sector with 34.3% volume share of the total frozen ready meal market which is valued at €15 million (Source: TNS Sept 2012)

With Ireland’s obesity rates on the rise – with 39% of Irish adults currently overweight and 18% obese – weight management products are frequently uppermost in consumers’ minds. Reflecting Irish trends, market analyst Mintel predicts the UK’s weight management market will grow by 7% to reach £1.7 million by 2016. Furthermore, 50% of consumers claim that "most of the time" they eat carefully to help control their weight.

The most successful manufacturers and brands are promoting a ‘be good to yourself’ message, through eating healthily and choosing options that are both nutritious and tasty yet don’t pile on the calories. Instead of focusing on deprivation, these brands are advocating eating sensibly and exercising in order to gain a positive experience of achieving an ideal weight goal.

The Weight Watchers from Heinz range of frozen ready meals offers an extensive range of tasty recipes

Healthy option in minutes

Weight Watchers from Heinz is the leading brand in the frozen ready meal sector with 34.3% volume share of the total frozen ready meal market which is valued at €15 million (Source: TNS Sept 2012). Manufactured in Dundalk, County Louth, the Weight Watchers from Heinz range of frozen ready meals continues to drive the category with convenient meal solutions in both traditional and ethnic varieties. The range has everything to offer consumers who are seeking to lead a healthy lifestyle but who expect not to compromise on taste.

The Weight Watchers from Heinz frozen ready meal range offers an extensive range of market leading recipes such as Chicken Tikka Masala, Creamy Chicken & Mushroom Pasta and Ocean Pie.

Proving that consumers can still have the naughty treats that they love, Weight Watchers from Heinz also offers a range of frozen desserts including recipes such as Belgian Eclairs and Double Chocolate Brownies.

Weight Watchers from Heinz Lunch Boxes, in two tasty varieties, Creamy Mushroom Rigatoni with Green Peas and Chicken Penne Pasta in a Smokey Tomato Sauce, offer tasty, convenient, savoury snacks in five minutes from the microwave, made with high quality ingredients and packed in convenient packaging ideal for lunch or snacking occasions.

Continuing to bring innovation to the frozen ready meals category, the recently launched the Weight Watchers from Heinz Steam & Serve range offers a range of steam cooked meals in innovative bag packaging. Just put the bag in the microwave and owing to its steam technology it’s ready to eat in just a few minutes. There are three varieties in the range: Chicken Chop Suey with tasty long grain rice and vegetables; Sweet Mango Chicken with tasty yellow rice and vegetables, and Salmon in a Sweet Soy Sauce with tasty long grain rice and vegetables.

All products within the Weight Watchers from Heinz range exclusively feature the Weight Watchers Pro-Points value per serving on pack.

Hermesetas sweeteners are available in a variety of different formats

Sweet success

In a tough economic environment where consumers are looking more and more for good value, Hermesetas Mini Sweeteners is a good tasting, good value brand that claims to offer great taste but at a much lower cost per 100 tablets than its main competitors – Canderel and Splenda. As a result, Hermesetas states it is finding that as consumers search for better value, they are finding it in Hermesetas. Sales have been strong in a tough economic environment and Hermesetas Mini Sweeteners continues to be a mainstay in the Irish sweetener market. In addition to Mini Sweetener Tablets, Hermesetas Granulated also provides good value and good taste, in particular for those who are into home baking and cooking, which the brand is finding is an increasing activity. Consumers recognise that Hermesetas Granulated can also be used as a substitution for sugar in hot beverages and for sprinkling on cereals, porridge or on fruit or favourites like fruit pies and crumble.

In 2012, Hermesetas introduced the SteviaSweet brand of sweetener that uses the natural ingredient of Stevia. Stevia is increasing in awareness and sales are growing in both SteviaSweet Tablets and Granulated format. The benefit for the trade is that SteviaSweet adds greater value at premium prices and therefore grows the category. Sales will not be as high as mainstream sweeteners, at least not for a number of years yet, however the Hermesetas experience from international markets shows that their growing importance stems from the greater cash sales added to the market – as consumers trade out of sugar for health and lifestyle reasons.

Donegal Catch’s Natural range offers healthy and filling lunch and dinner meal options

As for ranging, Hermesetas recommends that retailers provide a choice of brands and formats i.e. tablets, granulated. When space is restricted such as in convenience / smaller stores, the brand advises ensuring that you keep in your range the higher selling products such as Hermesetas Mini Sweetener 300 which delivers a low price, convenience pack – always a favourite, and a larger pack for the greater volume and value drive consumer i.e. Mini Sweetener 600 or 1200.

As well as an ongoing favourable price versus competitors the brand is aiming to provide added stimulus to sales via regular price promotions.

Naturally tasty

At Donegal Catch it is all about the fish. The brand selects only 100% natural fish fillets to deliver an authentic, natural, tasty meal.

In the Donegal Catch Natural range, the brand offers only whole prime Natural Atlantic Salmon and Cod fillets which provide healthy and filling lunch and dinner meal options.

The Natural range is ideal for helping consumers stay on track and the company has worked with Weight Watchers to compile a Pro-Points plan by product.

Donegal Catch has worked with Weight Watchers to compile a Pro-Points plan for its products

New Slimline Milk launched

Avonmore Milk, Ireland’s number one milk brand and the second largest grocery brand in the country has launched new and improved Avonmore Slimline Milk now with added iron. The move represents an introduction of iron along with other key nutrients which include folic acid, vitamin D and vitamin C to help increase vitality and guard against fatigue, with all the goodness and taste of Avonmore Milk.

The addition of iron is potentially very significant to Irish consumers following on from the publication of a report from the Irish Universities Nutrition Alliance (IUNA) at UCC and UC, which revealed that women aged 18-50 years have higher iron requirements; however, 61% of women in this age group had inadequate iron intakes.

In addition, being overweight remains the key health concern among the Irish population, especially women – recent research from Avonmore Slimline Milk revealed that 61% of women state being overweight as a key health concern. New Avonmore Slimline Milk, now with added iron, means that consumers can lose the fat but not the goodness.

Avonmore Milk has introduced a new and improved Avonmore Slimline Milk with added iron

The introduction of New Avonmore Slimline Milk is devised to support Avonmore’s ongoing nationwide growth strategy as well as drive the extension and appeal of its value added milk portfolio. This new launch will be supported by a significant brand marketing campaign including the Avonmore sponsorship of the weather on RTÉ, further supported with below the line, digital activity and a PR education and awareness programme.

Avonmore Slimline Milk is available nationwide now in 1 litre and 500ml formats.

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