Home' FMCG Business : FMCG OCT 2015 Contents Strawberry and Orange. The unique and convenient slim line tin will
fit perfectly in pockets, handbags, desk drawers and car consoles and
is an excellent option when you need a burst of freshness.”
Chupa Chups have a sugar free alternative to their famous lollipop
delicious, creamy, strawberry Cremosa.
Young says: “Werther’s Original also has sugar free options of its
iconic butter candies available in both bag and a convenient flip
top box pocket/purse pack. These options are great for the health
Equal & Naturals
Among new products launched in New Zealand in the last 12 months
is Equal Spoonful (113gms). “Equal Spoonful has closed the granular
gap in the Equal portfolio, and is performing well,” says Tracey McKay,
Senior Brand Manager, NZ Sugar Company Ltd.
She explains: “The Equal brand continues to be the number one
sweetener brand in New Zealand at 30.1% value share. Equal Tablet
Refill 500s is the top selling SKU across all sweeteners. Naturals was
launched in 2014, and is now the fourth largest brand at 8.7% value
share. Total Merisant share is 38.7% value share.”
She adds: “The sweetener segment is experiencing small growth at
0.7% dollars MAT, driven off the popularity of stevia. Stevia sweetener
penetration has grown quickly over the past two years and is now 31.2%
of the total category. Stevia penetration is now in line with other global
markets, and we should see growth slow. Tablets continue to dominate
all sweetener format types at 55%, followed by granular at 25%.”
Source: Aztec MAT to 9/8/15
Wilson Consumer Products markets the Sucaryl and Sugromax brands
of intense sweeteners and distributes the Weight Watchers brand in
New Zealand. Both Sucaryl and Sugromax have been around for many
years in New Zealand.
“Sucaryl and Sugromax are the only brands to use sweeteners
sodium cyclamate and saccharin and are therefore the only ones with
this great flavour profile,” comments Susan Harvey, Marketing and
Business Development Manager.
She adds: “Sucaryl and Sugromax are also the only brands to offer
a liquid format, which not only dissolves almost instantaneously
in beverages, but it retains its sweetness once baked. These liquid
sweeteners are really the only economical option for people who,
for medical reasons, need to remove sugar from their diets. Both
Sugromax and Sucaryl have vibrant and modern new pack designs,
reflective of their different target markets.”
Harvey says: “Sugromax is sugar free and ideal for diabetics. It
offers real value for money and the liquid is double the strength of
other sweetener types - meaning a little goes a long way. The new
pack designs reinforce Sugromax’s value for money offering and food
imagery adds taste appeal.
“Sucaryl packs have also been updated and the focus for this brand
is on a low calorie lifestyle positioning - perfect for those who are
trying to lose weight by reducing calorie intake. The bright new pack
design is reflective of the fact that consumers want to feel good about
their sweetener choice and feel like they are not on a diet.”
Harvey adds: “Sucaryl will be launching two new on-the-go tablet
dispensers. This convenient tin style pack is perfect for taking with
you in your handbag as it won’t get squashed.
“Wilson are pleased to announce the launch of Sucaryl Stevia
tablets. We have been working for quite some time on perfecting the
flavour profile of these tablets. New Sucaryl Stevia tablets have a great
flavour and are the perfect on-the-go lifestyle choice.”
Wilson also distributes the Weight Watchers brand in the sweetener
category. For obvious reasons this brand works well for those who are
watching their weight.
What are the consumer trends in this category? Harvey says: “Taste
is a very important factor when selecting a sweetener type. Just think
of Coke, Diet Coke and Coke Zero – all have slightly different tastes
and most people have a preference. The sweetener type used has a
huge impact on the flavour profile and which variety you prefer. It is
the same for intense sweeteners.
“Some consumers are now looking for natural sweeteners, which
has seen sales grow for stevia based products. Over the past few
years, flavour profiles of stevia have improved, making this sweetener
ingredient less bitter and more enjoyable for many people. Some
people have a strong aversion to bitter foods,” she says.
“The main use for intense sweeteners is hot beverages,” explains
Harvey. She adds: “About one third of people buy sweeteners on
advice from their doctors (to manage diabetes or weight issues).
“Currently about 200,000 are diagnosed with diabetes in NZ and
100,000 people are undiagnosed. Sucaryl and Sugromax are more
likely to be recommended by doctors as they are suitable for all
applications (hot drinks and baking),” says Harvey.
If you are trying to manage diabetes, cutting out sugar doesn’t mean
cutting out on the things you love. With fewer calories than sugar
and completely fructose free, Natvia lets you enjoy the sweeter side of
life. From sweetening your morning coffee, to baking yummy muffins
and now with Natvia’s new Icing Mix, you can even have your cake
and frost it too! Natvia makes healthy baking simple. Aside from
the great taste Natvia has some other great benefits too: it is low GI;
100% natural; diabetic friendly; fructose free; has 97% fewer calories
than sugars and no bitter aftertaste. Natvia is available at Countdown,
Pak’nSave and New World stores.
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36 FMCG BUSINESS - OCTOBER 2015
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