>>recently launched better-for-you brands tested

Better-for-you took a more practical note during the last 12 months, with a number of new products introduced that offered consumers easy to understand benefits. In an environment where everyone is inundated with often contradictory messages of how to improve diet, health and wellbeing, consumers have seemed most responsive to products that deliver a proven and believable benefit.
Drinks, milks and yogurts that claim to reduce cholesterol have seen increased levels of acceptance, stimulated by the introduction of new brands into the market. This acceptance is not just evident among older consumers more acutely aware of health problems, but also among younger consumers who simply like the taste. While they currently claim they would only buy occasionally, the potential for regular usage is growing. Partly this results from a growing acceptance of thicker, yogurt and fruit-based drinks in general. Ratings for new yogurt drinks, fruit and yogurt smoothies have all risen over the past 12 months, in the case of yogurt further enhanced by probiotic claims.
It is not as difficult to steer consumers towards new healthier alternatives if the path to change is similar to current behaviour - the health benefit reassures as an added bonus. But, when a favourite taste is involved, then perceptions are more difficult to change. Heinz Baked Beanz is a good example. A 25% reduction in salt and sugar levels flagged up on pack led to rejection by some adult respondents. But the juniors loved them - clearly a good way to change the nation’s tastes in the long term. On Heinz Tomato Soup, a similar reduction in salt and sugar has evolved over time and was not indicated on the pack. When re-tested, the soup returned to the top of the category ratings.
Danone’s entry into the cholesterol-busting market is targeted at the over-40s, those most interested in buying after trial. ‘Easy to drink’ and ‘not too sweet’, the price will restrict usage to an occasional basis for most.

Some could not see the point - ‘I would either buy decaff or normal’. Many thought taste would be compromised. But, once sampled, this coffee met the high standards expected from the brand.

This calcium-enriched milk could find a niche, particularly among older women. It may also have wider appeal given its fresh, creamy taste, but would need promotional activity to generate trial.

The 25% lower sugar and salt content might reduce the flavour appeal for adult Heinz loyalists, but kids loved this variety and all were keen for their mums to buy it. A great way to encourage kids to eat healthier food.

With 25% less salt and added barley fibre, this product can help to reduce cholesterol levels. Strong appeal for a sizeable minority who gave it the accolade ‘it tastes like normal bread’.

Would-buy intention rose strongly after trial of this fruity, fresh tasting and creamy yogurt. Health perceptions were strongly enhanced by the probiotic yogurt and cranberry and ginseng additions.
Will consumers stomach healthy varieties of key brands? Cambridge Fast Foodfax asks shoppers for their views
Put to the test: six recent launches (maximum score 50)Danacol - Strawberry Drink Overall score: 36 Category average: 30
Nescafé Half Caff Overall score: 31 Category average: 30
Rosemary Conley’s Supa Skim Fat Free Milk Overall score: 36 Category average: 30
Heinz Baked BeanZ - Reduced Sugar & Salt Overall score: 28 Category average: 30
Hovis Best of Health Overall score: 33 Category average: 32
Ocean Spray Probiotic PLUS Yogurt Cranberry, Redcurrant & Ginseng
Category average: 39
Produced for The Grocer by Cambridge Fast Foodfax®, an independent standardised new product testing service where a sample of 50 consumers rate new products across 10 key performance measures. Maximum score 50. Details on www.fast-foodfax.com.