Light delight

Three portions a day of Flora Pro-Activ Extra Light are all that is needed to significantly lower cholesterol

With revenue from obesity products in the consumer staples sector to reach $1.4 trillion globally by 2012; low-fat options can deliver fuller figured balance sheet

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Brand Central

At a glance: low-fat

• 24% of Ireland’s adult population is obese
• Approximately 300,000 Irish children are overweight or obese; a figure increasing by 10,000 every year
• The World Health Organisation (WHO) estimates that more than 1.6 billion adults are now overweight, in addition to the 400 million adults who are obese
• 44% of global consumers claim to “mostly” understand on-pack nutritional information
• 15% of global consumers always check the nutritional information on packaging
• The Flora pro-activ cholesterol-lowering range is endorsed by the World Heart Foundation
• Flahavans is Ireland’s number one porridge maker with a 64.5% share of the hot oat cereal market
• Experiencing double-digit growth for the past number of years, Low Low is now Ireland’s number two cheese brand
• 7UP Free is Ireland’s favourite lemon and lime drink

The market for low-fat and reduced-sugar foods rose 6.7% in value in 2007, moving up from a 4.7% rise in 2006, claims a report by UK market researcher Key Note. Despite this growth however, researchers anticipate a slow down in the near future as consumers switch to all-encompassing products that are staked on a broader health platform.  

Likewise, Mintel also finds that the healthy eating market is becoming increasingly focused on the good nutrients that foods can deliver, as opposed to merely looking at the bad elements taken out.

In a report entitled Attitudes Towards Healthy Eating (UK, May 2006), Mintel researchers say: “Healthy eating has always been synonymous with choosing low-fat food options, as the origins of healthy eating were in low/lower-fat foods or ‘bad out’. However as healthy eating evolves, the emergence of ‘good in’ will increasingly come to the fore.”

Three portions a day of Flora Pro-Activ Extra Light are all that is needed to significantly lower cholesterol

Plant sterols lower cholesterol

Case in point, the Flora Pro-Activ cholesterol-lowering range, which is endorsed by the World Heart Foundation, is suitable for those wanting to lower their cholesterol and follow a healthy diet and lifestyle. All products in this range contain plant sterols, an active ingredient that’s clinically proven to dramatically lower bad (LDL) cholesterol as part of a healthy diet. Plant sterols can lower LDL by 10 to 15% in just three weeks, when moving to a healthy diet and lifestyle.

Within this range, Flora Pro-Activ Extra Light is a 23% low fat spread. Enriched with plant sterols to help lower cholesterol, three portions a day are all that is needed to provide the optimal intake of plant sterols, (2-2.5 grams) to significantly lower cholesterol. One portion of Flora pro-activ spread is 10g, which is enough for one to two slices of bread. Flora Pro-Activ Extra Light contains vegetable omega three and six polyunsaturated fats and is virtually trans fat free. It is also lower in saturated fat than butter and rich in folic acid, vitamin B6 and vitamin B12.

With a 64.5% share of the hot oat cereal market, Flahavans’ is Ireland’s number one porridge maker

Suitable for a variety of usage at all mealtimes, the versatile spread can be used the same as any other low fat spread; ideal for everything from sandwiches to baked potatoes.

Healthy organic porridge on the go

Flahavans is constantly developing its product range to meet the ever-changing needs of the Irish consumer for a healthy and convenient breakfast. With 64.5% share of the hot oat cereal market, Flahavans’ product innovation ensures it is Ireland’s number one porridge maker.

As part of its successful Quick Oats range, Flahavans has added two new easy to prepare organic products: Organic Quick Oat Sachets and Organic Portable Porridge Pots. These single serving microwavable options provide a quick, warm and nutritious breakfast, which releases energy in the body throughout the cold winter mornings.

7UP Free is Ireland’s favourite lemon and lime drink

Simple preparation in just three easy steps helps make a breakfast full of taste, warmth and goodness. Flahavans Quick Oat Sachets 8 x 35g box with a reusable liquid measure is ready in just two minutes while Flahavans Organic Pot, available in a 40g serving, can be made by simply microwaving or adding boiling water and is ready in just 90 seconds. The cool-to-the-touch exterior makes the organic pot a truly portable product ideal to enjoy in the office or at home.

People are choosing to eat organic porridge as it provides a healthy and nutritious alternative to cold cereals with the added benefit of the natural goodness of 100% organic wholegrain oats. High in fibre with no added salt, sugar or artificial flavourings, colourings or preservatives, these new products are as natural as nature intended, says Flahavans.

A free favourite

As Ireland’s favourite lemon and lime drink, 7UP Free is the natural way for consumers to get a low-fat refreshment without compromising on the taste of a regular carbonated soft drink. Resonating with the health conscious who enjoy an outdoor lifestyle, 7UP returned to its roots this year with the launch of its highly successful “Nature is Closer than you Think” platform. Executed through an extensive integrated campaign across TV, outdoor and in-store, it has been the key driver for the brand right throughout 2008.

The brand’s 100% Natural Flavours also resonated with consumers as 7UP Free continues to grow in the better-for-you category. For those who like to mix the low fat option with some exercise, the brand has also welcomed back its favourite sport, ice-skating, as 7UP Christmas on Ice returns to the RDS and Liffey Valley Shopping Centre and makes its debut in Letterkenny.

Low Low is Ireland’s number two cheese brand, with an extensive range of products

Ireland’s number two cheese

The Low Low brand is one of Ireland’s fastest growing dairy brands. Aligned to the contemporary needs and wants of the Irish consumer, Low Low offers a wide range of dairy spreads and cheese. Low Low’s unique ability to offer healthier, lower in fat foods without compromising on taste is inherent to its success.

Born out of butter spreads, Low Low’s success continues in the cheese category. Experiencing double-digit growth for the past number of years, Low Low is now ranked as the number two cheese brand. Low Low has taken the Irish cheese market by storm, driving growth through innovation, convenience and choice for consumers.

Low Low as a brand receives heavy investment and is supported both above and below the line. Bespoke TV advertisements for both the butter spreads and cheese are heavily aired throughout the calendar year. With the extensive range of Low Low products available, healthier dairy is easier than ever before.

Nutrition labels could become marketing tools

Consumers’ growing interest in nutritional information such as fat content, could provide opportunities for manufacturers to use ingredients as a marketing tool, say analysts.

A global online survey by the Nielsen Company showed that just over half (51%) of shoppers in the US always check the fat content on nutrition labels, while 48% check food labelling for calories, and 43% for trans fats. It also found 21% of US consumers (rising to 25% when they are trying to lose weight) and 15% of global consumers always check the nutritional information on packaging. What’s more, 44% of global consumers claim to “mostly” understand nutritional information.

Deepak Varma, senior vice president, Nielsen customized research, said: “Given that so many consumers are taking time to read nutrition labels, there is a marketing opportunity for food manufacturers to provide consumer-friendly information on labels that may entice shoppers to switch brands at the point of purchase.”

He added: “Food marketers can make relatively low investments in pack and labelling changes compared to advertising and promotions and drive significant sales.”

One example of this in action is the greater frequency of ‘HFCS-free’ claims. According to Datamonitor’s Productscan Online (September 2007), 146 new food and beverage products were launched in 2007 worldwide, proclaiming their HFCS-free status, compared to just 54 products announcing they were HFCS-free in 2006. 

Obesity on the rise despite consumer denial

A new report shows that nearly one in four Irish adults is now obese, but many just think they are overweight. A Department of Health (DoH) commissioned report found that when asked about their weight, more than one third of adults described themselves as overweight and 14% as obese.

However, when true measurements were taken, two out of three turned out to be an unhealthy weight and almost one in four obese. Experts are therefore concerned that obesity and weight problems could swamp our health service in the years to come.

The average daily consumption of foods high in fats, sugar, oils or butter, is more than twice the recommended level of no more than three servings per day.

On the plus side however, 65% are eating five or more servings a day of fruit and vegetables. But they slightly exceeded the recommended servings (2.7) of meat, fish poultry and alternatives.

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