What's trending now? New product innovations make their mark

Kraft Foods claims to be raising the bar in snack¬ing with its new Kraft Milkbite Milk & Granola Bars.

Found in the refrigerated dairy aisle, each Kraft Milkbite Bar combines real milk with whole grain granola and other tasty and nutritious ingre¬dients like fruit or roasted nuts, while providing the same calcium as an 8oz glass of milk.

Innova Market Insights tracked 69 products featuring an "added calcium" claim in 2011, down slightly from the 78 reported in 2010. Positioned as a wholesome alternative to existing bars, Kraft Milkbite Bars are "a deliciously different snacking experience the entire family can enjoy", according to the company.

Kraft Milkbite Milk & Granola Bars are made with real milk and calcium. They are also a good source of vitamin D and fibre, include protein (5g) and whole grains (7g).

Coconut water remains a key beverage trend to watch. Innova Market Insights tracked 178 global product launches featuring the words "coconut water" in 2011 - up slightly from 2010 (176).

The US accounted for 60 of the launches tracked in 2011, followed by the UK (30), a market that has enjoyed a surge in activity.

Recent UK innovations include a new line called Coco Drinks from Cracker, which contain 15 per cent coconut water and are promoted for refresh¬ment.

One variant includes rhubarb, which is a rising flavour that continues to be used in innovative launches. Cracker Drinks make a donation to the Rainbow Trust Children's Charity for every purchase of their drinks.

The first Activia Nectar products have been tracked on the Brazilean market, as Danone enters the healthy juice sector. Offered in orange, grape and peach flavours, Activia Nec¬tar contains selected fruit juice and the natural flavour of the fruit.

The new Activia Nectar mix contains a unique fibre called mixregularis; a combination of fibres that has been developed and tested by Danone.

While the recommended daily intake of fibre is about 25g, Brazilians are reported to only consume an average of 12g per day.

Danone notes that two 200ml servings of Activia Nectar provide about eight grams of fibre, which therefore corresponds to 34 per cent of the recommended daily intake of the nutrient.

The number of tracked new products featuring "added fibre" claims in Brazil remains limited, however, with the country not making the top ten for this type of claim in 2011.

The Netherlands, Mexico and the US each accounted for over ten per cent of tracked launches in 2011, ahead of Australia (6.2 per cent of tracked launches).

The Juice & Juice Drinks category accounted for 12 per cent of launches with "added fibre" claims in 2011, ahead of Dairy Drinks (9.1 per cent) and Plain Pasta & Noodles (8.6 per cent).

Source: Innova Market Insights