BY DOUG DESJARDINS BRAND
One of the downsides to dieting is the inevitable loss of nutrients dieters suffer when they cut back on calories, a loss that leads to problems ranging from fatigue to an inability to concentrate. And it’s a problem Kellogg Co. is targeting with a new line of enhanced water launched under one of its best-
CATEGORY TOTAL
PRIVATE LABEL
AQUAFINA
GLACEAU VITAMIN WATER
DASANI
POLAND SPRING
PROPEL
ARROWHEAD
DEER PARK
NESTLÉ PURE LIFE
CRYSTAL GEYSER
PERCENT SALES*
CHANGE
8.0%
18. 1 - 7. 4 94. 8 - 3. 6 - 7. 2 - 1. 6 -0.4 - 8. 1 18. 9 - 2. 5
$4,178.3
682.9
485.5
448.3
441.7
247.4
191.6
181.3
136. 4
123. 6
105. 4
*in millions
Source: Information Resources Inc. for the 52 weeks ended May 18, 2008, for food, drug and mass, excluding Wal-Mart
known brands.
Kellogg moved from the cereal aisle to the bottled water aisle—among other new categories—last year with its Special K20 Protein Water. The water is packaged in 16-ounce bottles that contain just 50 calories and deliver 5 grams of protein each; the protein comes from whey, a milk-based product. With just a few bottles a day, dieters can get the protein they’re missing with a minimal amount of calories.
The water comes in three different flavors: lemon twist, strawberry kiwi and tropical blend. Special K20 was launched last November in conjunction with Special K Protein Snack Bars and Special K Protein Meal Bars, the first products developed by the company’s new health and wellness division.
“Consumers have told us Special K cereal bars and snacks are important to them for breakfast and snacking,” said Mark Baynes, senior vice president of marketing for Kellogg’s morning foods division. “These new protein-fortified Special K products can help consumers stay on track throughout the day as they pursue their shape-management programs.”
Kellogg also has added to the line with a powdered Special K20 Protein Water mix. The water mix comes in four different varieties, including iced tea and pink lemonade. The individual packets are designed for a 16-ounce bottle of water and deliver 5 grams of protein and 5 grams of fiber per packet.
BY ANTOINETTE ALEXANDER
Most people would like to have whiter teeth, but not everyone has time to wait for the strips to perform their whitening magic. That was the thinking behind the development of Listerine Whitening Quick Dissolving Strips.
The product, from the Johnson & Johnson
BRAND SALES* PERCENT
CHANGE
CATEGORY TOTAL
CREST WHITESTRIPS
CREST WHITESTRIPS PREMIUM
CREST WHITESTRIPS PREMIUM PLUS
LISTERINE WHITENING
AQUAFRESH WHITETRAYS
PRIVATE LABEL
REMBRANDT
PLUS WHITE
ORAL B REMBRANDT
KLEAR ACTION WHITENING LIGHT
$240.7
64. 4
36. 6
30. 3
29. 2
27. 9
20. 9
10. 6
6. 3
4. 8
2. 9
- 9.0%
- 14. 1
- 18. 7
- 11. 9
N/A
129. 1
- 2. 8
- 6. 8
2. 7
- 35. 9
- 22. 9
Healthcare Products division of McNeil-PPC, is unique in that it dissolves on teeth within five to 10 minutes on average, leaving a mint taste in the mouth. There is nothing to remove, and no rinsing or brushing is required after use. The strips promise noticeably whiter teeth after two weeks of use.
While the teeth-whitening segment has been the catalyst for much of the growth in the oral care category in recent years, some beauty shoppers have found traditional whitening strips to be inconvenient to use.
According to a study conducted for the makers of Listerine, the majority of Americans surveyed believed that having white teeth makes them feel healthy and attractive, but 72 percent of those surveyed had not tried whitening strips. One-third of those surveyed said that traditional whitening strips seemed too inconvenient to use.
The poll results are based on a national telephone survey of 1,028 Americans age 18 and older.
Earlier this year, Procter & Gamble filed a lawsuit against Johnson & Johnson claiming that the Listerine Whitening Quick Dissolving Strips violate P&G patents.
The lawsuit seeks to stop J&J and McNeil-
*in millions
Source: Information Resources Inc. for the 52 weeks ended May 18, 2008, for food, drug and mass, excluding Wal-Mart
PPC from making, selling and importing any products that infringe on P&G’s patents on teeth-whitening products. It also seeks recovery of damages.
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