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oodman Fielder is the second largest manufacturer of
Fresh & Flavoured milk in New Zealand, says Trish
Whitwell, Marketing Manager Meadow Fresh. Their
stable of brands include established brands - Meadow
Fresh, Naturalea and Tararua Dairy Co. Recently,
Goodman Fielder have expanded their award-
winning Puhoi Valley brand into the Premium Milk segment.
One of the key consumer trends Goodman Fielder are seeing in
the NZ milk market is the growth of protein-enriched milk products.
Globally, one of the top three trends in dairy is protein*. Whitwell says:
“Goodman Fielder is leading innovation of protein-enhanced products
in the Fresh Milk market with three new products brought to market
in last 12 months. Meadow Fresh launched Protein Boost (2L & 1L) in
March 2014, with twice the protein of original milk. Goodman Fielder
also launched a range of protein-enriched Fresh Flavoured Milks under
the Tararua Dairy Co brand - Chocolate was launched in November
2014 followed by Coffee in July 2015. This range has been hugely
successful with Tararua Dairy Co now growing at 58.4% in value and
48.8% in volume (Aztec data, MAT to 20/09/15 - Total NZ Grocery).”
The other key trend in the milk category is the growth of natural and
traditional milks. “These trends have resulted in a growth in organic milk,
full cream milk and non-homogenised milk. Organic milk is growing at
60.9%, full cream milk at 28.9% and non/partially homogenised milk at
29.3% (Aztec volume data, MAT to 20/09/15),” explains Whitwell.
“Goodman Fielder has capitalised on these trends with the launch of its
well established premium dairy brand Puhoi Valley into the organic milk
segment. The new Puhoi Valley range is made up of three organic milks
Pure Homogenised, Whole Milk Non-Homogenised and an innovative
new product to the New Zealand market: Half & Half. Popular in other
countries, Half & Half is a blend of milk and cream that adds a touch of
indulgence to cooking, baking and hot drinks,” says Whitwell.
Yoghurt & Dairy Desserts
Goodman Fielder is also the second largest Yoghurt and Dairy Dessert
manufacturer, explains Whitwell. “Within Yoghurt, the key trends
include the growth of Greek style yoghurts and the on-going growth of
premium indulgent yoghurts,” she explains.
She adds: “Greek style yoghurts are in growth due to the combination
of health credentials and indulgent taste and texture that they deliver.
Following the successful launch of Meadow Fresh Greek style yoghurt
in a 1kg tub in 2014, Meadow Fresh launched Greek Centres in April
2015. Greek Centres is a range of single serve Greek style yoghurts
with a generous centre of fruit. Meadow Fresh Greek style yoghurts
have grown at 390% (Aztec data, Value growth, MAT to 20/9/15).
Meadow Fresh will be adding a Natural 175g product to the range in
“Within the Adult Indulgence segment, Puhoi Valley has continued to
offer on-going flavour renovation to maintain consumer interest. This year
Puhoi Valley has launched a new ‘Special Batch’ flavour in its 450ml range
- Elderflower & Pear, and has also launched the popular Puhoi Valley
Black Doris Plum flavour into a 200g single serve,” says Whitwell.
*Source: Key Trends in the Business of Dairy Nutrition Report BY New Nutrition Business October 14
Fonterra is proud to be bringing Kiwis some of their much-loved
brands, including TipTop, Anchor, Fresh n’ Fruity, Mainland, and
Kapiti. A spokesperson told FMCG Business: “Across our dairy
portfolio we have seen competition intensify. In this environment,
sustainable growth cannot be driven by price, but through
developing brand equity, and value-add innovations.”
In the past year, Fonterra has delivered this through its new product
developments, which primarily fall under the labels of ‘Everyday
premium’ or ‘Better-for-you’ products. The latter refers to consumers’
search for higher quality food, healthier options, and functional
ingredients such as added vitamins, or probiotics.
Aligned with ‘Better-for-you’, was the May launch of Anchor Organic
milk. The spokesperson explains: “While competitor’s organic milk
has primarily targeted the premium space, Anchor Organic is about
making organic milk more accessible. Anchor Organic milk also gives
the consumer greater assurance, because it can be traced from the
fridge to the farm it came from. This is because Fonterra oversees the
end-to-end process, unlike some organic brands that use third parties.”
“Another beverage development hitting shelves in November, is
Mammoth brand’s new protein range – in chocolate or coffee variants.
Dairy product suppliers reveal new trends and the latest product launches.
24 FMCG BUSINESS - NOVEMBER 2015
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