Morning must-haves

The re-launched All Bran range is being marketed as an everyday digestive health ally for women aged 35 plus

With consumers increasingly keen to start their day in the best possible way, manufacturers are increasingly providing convenient options that fulfil their health needs

Brand Central

7 September 2011

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Within the breakfast category, health has become an increasingly important concern for consumers who are keen to boost their bodies and brains ahead of what they know will be another busy day. According to Alex Beckett, senior food analyst with market researcher Mintel: “Breakfast cereal makers must continue to work on their credentials in this area. And there is evidently a consumer demand for healthier formulations, too. Large minorities of consumers listed health-related issues as the most important factors, with sugar the most important factor for nearly half (45%) of cereal eaters.”

Reinforcing the importance of eating a proper breakfast, an impressive 97% of parents also make sure that their children get breakfast before they head out the door in the morning, according to a recent Kellogg’s survey.

One segment that has shown strong growth as a result of striving to meet consumers’ health-related concerns is the healthy biscuits market. This sector is currently worth €7.8m and has grown by 15% over the past year (AC Nielsen MAT May 2011). Furthermore, despite the recession, the out of home breakfast market is still worth an estimated €13 million per week (Source: Bord Bia Out of Home Dining 2010).

The re-launched All Bran range is being marketed as an everyday digestive health ally for women aged 35 plus

Feel All-Bran new

Kellogg’s has revealed plans for a complete overhaul and re-launch of its 90 year old All-Bran brand. Under the plans, which are part of a global initiative by the company, All-Bran will be marketed as an everyday digestive health ally for women aged 35 plus and will expand its portfolio to address the taste needs of this audience.

In addition to the launch of a tasty new high fibre cluster cereal – All-Bran Golden Crunch – Kellogg’s Bran Flakes and Sultana Bran will move under the All-Bran banner alongside the original shred product.

The range will be supported by a multi-media campaign under a new marketing strapline of “Feel All-Bran New” to give it a new feminine positioning as a breakfast solution to everyday digestive discomfort, to help women feel revitalised ready for the day ahead.

The re-launch focuses on the benefits of wheat bran fibre – a key ingredient in the All-Bran range – which is one of the few fibres currently approved by the EFSA for digestive health claims.

All-Bran Golden Crunch, a light and crunchy multi-grain cereal oven-baked for a golden crunch, is being positioned as a “taste” product in the portfolio and Kellogg’s believes this new high fibre cereal offering will also help bring thousands of women into the brand.

Donna Byrne, brand manager Kellogg’s All-Bran, said: “Digestive health is a booming need state and there is a clear role for the breakfast occasion to provide a compelling solution to this need. We see a great opportunity with All-Bran as research tells us 70% of women suffer from digestive discomfort and one of the best solutions to help prevent or combat symptoms is wheat bran fibre – yet four out of five people are not getting enough because they find it difficult to incorporate it into their daily diets.
“In the past All-Bran has been known as an acute digestive remedy for older people and with this re-launch we hope to change consumer perceptions and make it easier for women to incorporate wheat bran fibre into their diets. Particularly through the launch of our new tasty high fibre cereal Golden Crunch we aim to drive penetration and achieve significant growth marking a new age for Kellogg’s second oldest brand.”

The good life

Lifeforce believes its Original Irish Mueslis are synonymous with wholesome, healthy eating.

Lifeforce’s mueslis are a good source of dietary fibre and contain no added salt or sugar and taste as nature intended.

Lifeforce Original Irish Mueslis are easy to prepare and are tasty with both cold and hot milk. Made from the finest Irish grown oats and specially selected nuts and fruits, Lifeforce Original Irish Mueslis taste as nature intended without artificial additives or table sugar.

Lifeforce Original Irish Muesli is available in 1.5kg and 750g packs. Lifeforce Honey Muesli is available in a 750g pack, while Lifeforce Gluten Free Muesli is available in a 500g pack.

For more information on the Lifeforce range, contact your Lifeforce rep or telephone 041-9870300.

Packed full of taste and goodness

Flahavan’s, Ireland’s favourite porridge oat company, continues to drive development in the oats category with its focus on quality and innovation. Flahavan’s has launched a new Multi-Seed Porridge as part of its Quick Oats range to meet the evolving needs of consumers for a healthy breakfast.

The new Multi-Seed range is available in sachet, portable porridge pot and bag formats and combines Flahavan’s porridge oats with sunflower, flax, pumpkin and hemp seeds to provide an additional tasty and healthy boost to breakfast time.

Flahavan’s Quick Oat Sachets are ready in just two minutes while Flahavan’s Multi-Seed Pot is ready in just 90 seconds

The new seeded range is a source of Omega 3 fatty acids, protein and fibre.

Flahavan’s Multi-Seed Porridge contains no added salt, sugar or artificial flavourings, colourings or preservatives and is completely natural.

Flahavan’s Quick Oats Multi-Seed Sachets (10 x 40g) and Quick Oats Multi-Seed Portable Porridge Pots, which come in a 40g serving, have a crunchy texture which consumers enjoy. Simple preparation in just three easy steps helps make a breakfast packed full of taste and goodness.

Flahavan’s Quick Oat Sachets, which come with a reusable liquid measure, is ready in just two minutes while Flahavan’s Multi-Seed Pot, can be made by simply micro-waving or adding boiling water and is ready in just 90 seconds.

The cool-to-the-touch exterior makes the Multi-Seed pot a truly portable product ideal to enjoy in the office or home. These single serving dual microwavable and hot water options provide a quick and nutritious breakfast, which releases energy in the body throughout mornings.

According to John Noonan, sales and marketing director: “The new range is an exciting development for us as it introduces a new segment, creating more interest in a growing hot oats category.”

Brand manager Dolores Whelan comments further: “The launch of the newest member of the Flahavan’s Quick Oats porridge family – Multi-Seed, will see the start of a number of high-impact, consumer focused activities, including national radio promotions and consumer engagement activities…The company will also drive its on-line presence through its Facebook page and the launch of its new website”.

Flahavan’s is Ireland’s favourite porridge and has a loyal Irish customer base with over three million servings of Flahavan’s consumed nationwide each week.

Flahavan’s is proud to support Love Irish Food – an initiative led by Irish manufacturing brands seeking to promote Irish food and drink brands in Ireland.

Baking for breakfast since 1835

Johnston Mooney & O’Brien has been feeding Irish families for centuries; since 1835 in fact. With such a strong heritage Johnston Mooney & O’Brien has introduced a wide family of variants to the portfolio over the years offering consumers the choice of how best to start their day.

Following the success of Goodness of Both, Johnston Mooney & O’Brien launched The Goodness of Oats in July 2011 to meet a consumer demand for diverse and healthy breads. Known for their nutritional quality, there is a growing consumer interest in oats as an ingredient in a number of food categories. Goodness of Oats captures this interest; it is a tasty, wholesome bread with all the goodness of oatmeal.

Toastie is Johnston Mooney & O’Brien’s number one variant and is enjoyed daily in thousands of homes across Ireland. Containing closed top slices perfect for toasting and supported this year with a TV, radio, outdoor and press campaign, Toastie continues to be one of Ireland’s favourite breakfast essentials.

Johnston Mooney & O’Brien’s Farmhouse Brown Wholewheat bread has recently re-launched in a re-sealable pack ensuring maximum freshness and eliminating waste.

Just what the doctor ordered

Dr. Schär is one of the leading suppliers of gluten and wheat free foods. Its brands, DS-gluten free and Glutafin, are available to buy in the Republic of Ireland in major food retailers including Tesco, Dunnes, Superquinn and SuperValu.

Michelle Shinn, retail brand manager at Dr. Schär, said: “The free from consumer base has out-grown it niche status, it is estimated that approximately one in 100 people in Ireland have coeliac disease and can’t eat gluten, while around 3% suffer from a food allergy or intolerance, so it is important for retailers to take notice.

“Breakfast is a really important meal of the day yet free from consumers often struggle to find breakfast options which are of a high quality and taste good. As the market leader in gluten and wheat free food, we are committed to innovation and are proud to provide a variety of options from breakfast cereal to bread.

“The free from category offers attractive profit opportunities for retailers who get the right mix of brands, products, display and promotions, and as category captain for Tesco ROI, Dr. Schär is always looking for new and innovative ways to drive the sector forward.

“Availability of gluten and wheat free breakfast goods is a key concern for many consumers with 70% of free from shoppers* saying they would go elsewhere if a retailer did not stock the DS-gluten free products they liked and trusted.

“Tesco ROI recently extended distribution of our breakfast range of DS-gluten free Sweet Breakfast Rolls, DS-gluten free Cornflakes and our DS-gluten free loaves to make them more widely available to free from shoppers.

Boyne Valley Honey is Ireland’s most popular honey brand

“For convenience stores, a few simple changes can make all the difference when it comes to attracting this potentially lucrative audience. The most cost effective way to make provisions for free from customers is to introduce a selection of staple essentials.

Dr. Schär is looking forward to continuing to drive the free from market forward with further innovation and product development.

*(Source: DS-gluten free consumer survey 2011)

A real honey

Boyne Valley Honey has been available to Irish consumers for almost 50 years and is the most popular brand of honey in Ireland. Boyne Valley Honey is 100% pure and natural. It is available in a range of formats from the 250g Bizzy Bee kid’s squeezy right up to the 907g jar. The 250g squeezy has been specifically developed with young consumers in mind and features the ‘Bizzy Bee’ character.

The latest launch, Boyne Valley Manuka Active 18+ Honey, is available in 250g jars. Manuka Honey is one of the key drivers of growth in the honey category with consumers recognising the various health benefits.

Mother knows best

Bonne Maman, the premium French jam has full distribution throughout Ireland and has seen an impressive 25% growth year to date. For many years Bonne Maman has been the uncontested leader in its market with a continuing strategy to sustain growing consumer demand.

Bonne Maman believes that through its unique design and ‘home made’ image, that it is the only jam brand that really stands out in-store and appears attractive to the consumer. Irish consumers are trading into premium offerings in jam with an emphasis on quality and Bonne Maman jams boast a minimum of 50% whole fruit per 100g of jam product.

Bonne Maman is available in strawberry, apricot, blackcurrant, blackberry, raspberry, peach, damson plum, berries and cherries, wild blueberry, orange marmalade and mandarin marmalade flavour. Bonne Maman Jams are a 100% natural product and are free from preservatives, flavouring and colouring.

Bonne Maman states that the brand’s success will continue into 2011 with a heavyweight national promotional campaign.

Ideal biscuit for breakfast

Belvita Breakfast is a revolutionary range of biscuits from Kraft Foods and the only biscuit that has been specially designed for breakfast.

The healthy biscuits market is worth €7.8m and has grown by 15% over the past year (AC Nielsen MAT May 2011). In less than a year since the launch, Belvita has gained 7% share of the market with two core variants; Milk & Cereal and Fruit & Fibre.

Belvita Breakfast biscuits are a tasty and convenient breakfast alternative designed with busy mornings in mind. Made with wholegrains, rich in cereals, a source of fibre, and containing a selection of important vitamins and minerals. When eaten as part of a balanced breakfast the biscuits are scientifically proven to regularly release carbohydrates over four hours to keep you going all morning.

Since the initial launch of Belvita in 2010, two additional variants have been added to the range; Belvita Honey & Nuts and Belvita Crunchy Oats.

Kraft Foods is proud to announce the latest addition to the range, new Belvita Yogurt Crunch. This new addition will be launching in the Irish market over the next few weeks. Belvita Yogurt Crunch is a new format with a creamy live yogurt filling.
To support the Belvita brand, the company will be investing in TV advertising, in-store sampling and price promotions to drive brand awareness and trial over the coming months.

Pierre’s Breakfast Roll is still the number one breakfast option from the hot counter, within the retail convenience channel

Breakfast roll still a hot counter hit

The out of home (OOH) breakfast market is worth an estimated €13 million per week*. The key target audience for out of home breakfast is the lucrative ABC1, 25-34, working males who are looking for convenience, value for money and specific menu items. Frequency within the breakfast day-part is high, with consumers buying twice per week out of the home.

Within the retail convenience channel, Pierre’s Breakfast Roll is still the number one breakfast option from the hot counter. The combination of pork sausage, bacon, pudding, hash brown and sauce on a crusty demi baguette is irresistible and taps into the needs of the core target audience.

For retailers looking to tap into this loyal breakfast customer base, Pierre’s advises stocking up on other morning time favourites such as Pierre’s Jambon, Sausage Rolls and Hash Browns.
*(Source: Bord Bia Out of Home Dining 2010)

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