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Failures in Functional Foods and Beverages

  • June 2014
  • -
  • The Centre for Food & Health Studies
  • -
  • 117 pages

12 reasons brands fail and 10 rules for success

The smartest people know that studying the failures of others teaches us how to succeed. Examining the most common mistakes that companies make enables you to avoid them – and increases your chances of success.
This is the 3rd edition of our massively popular and unique Failures report. A fully-updated analysis, featuring 10 completely new case studies, it incorporates the latest thinking about what causes failure and what cultivates success.

This 117 page report analyses 22 detailed case studies of brands that failed or “stumbled”, and sets out clearly:

• The 12 most common causes of failure
• The 10 Golden Rules for Success

Companies big or small can learn and apply the lessons of failures of the last 17 years.
At New Nutrition Business we are the worldwide experts in understanding the causes of success and failure in functional foods and beverages. No one has done as much research or created as many case studies on this subject.

Categories we cover in this report:

• Dairy
• Beverages
• Snacks
• Breakfast cereals
• Vegetables

Health benefit platforms covered by the case studies:

• Heart health
• Bone health
• Digestive health
• Immunity
• Joint health
• Beauty
• Energy
• Weight management

Table Of Contents

Failures in Functional Foods and Beverages
1. Why do we need to understand failures?
1.1 Why study failures?
1.2 What does failure mean?
2. Ten Golden Rules for Success in healthy foods and beverages


Case Study 1: Good Belly - trial and error key to innovation success
Case Study 2: Red Bull fails in energy shots
Case Study 3: Pomegreat - a lesson in staying power


Case Study 4: Novartis Aviva - a “family” of functional foods
Case Study 5: Nesfluid another failure for Nestle's nutrition ambitions?
Case Study 6: Nestle's prebiotic breakfast cereal
Case Study 7: Minute Maid Heart Wise - a lesson about the crowded world of heart-health
Case Study 8: Unilever pro.activ blood pressure-lowering dairy drink
Case Study 9: Danacol UK - cholesterol-lowering and omega 3
Case Study 10: Sirco fails to fly despite a health claim in Europe
Case Study 11: Danone Essensis beauty food
Case Study 12: Delamere Dairy - milk and joint health
Case Study 13: Emmi LactoTab - energy and coenzyme Q10
Case Study 14: Emminent - energy from dairy
Case Study 15: Enviga - sales collapse for Coca-Cola's calorie-burner
Case Study 16: Naturally Gorgeous - failing to differentiate weight management
Case Study 17: Whole Water - protein into water doesn't go
Case Study 18: Super-antioxidant Booster Broccoli fails to justify premium price
Case Study 19: Frito-Lay's fruit and vegetable snack brand ambitions fall to earth
Case Study 20: Lipton Linea - green tea fails to convince as a weight management drink
Case Study 21: Omega-3 - technology fails to fly as hoped
Case Study 22: Nestle Nesvita - competitive price and big marketing spend can't make a me-too succeed


Key reasons for failure
10 golden rules for success
Chart 1: The product lifecycle model
Chart 2: Mistakenly aiming at the mass market is a common cause of failure
Chart 3: Clear benefits and easy-to-understand ingredients key to success in mass market
Chart 4: New brands year 1 sales performance (all brands)
Chart 5: Fiber One's ever-rising sales show the value of an expert brand
Chart 6: Conceptual framework and analyses for making healthier choices
Chart 7: New brands vs brand extensions
Chart 8: Price comparison for Simply Great Pomegreat 1L juice, UK (£)
Chart 9: Prebiotic communications yielded little growth for Nestle
Chart 10: The rise of Yakult Pretio and the decline of Calpis Ameal S
Chart 11: The decline and fall of Flat Earth
Chart 12: Nesvita sales values compared
Table 1: Ingredients and nutrition facts for Nesfluid Renforce and Protect
Table 2: Booster Broccoli nutrition facts
Table 3: Sulforaphane content for Booster Broccoli vs conventional broccoli
Table 4: Health benefits of Nesvita


Arla Foods
Bevmark Consulting
Cereal Partners
Danone Actimel
Danone Activia
Danone Danonino
Danone Essensis
Delamere Dairy Top Life Prime Time
Emmi Emminent
Emmi LactoTab
Fonterra Anlene
Fonterra Clear Protein
Fonterra Whole Water
Frito-Lay Flat Earth
General Mills
General Mills Fiber One
Kelloggs Special K
Lipid Nutrition
Lipton Linea
Minute Maid Heartwise
Muller Vitality
Multiple Marketing
My Muesli
Naturally Gorgeous
Nestea Enviga
Nestle Nesfluid
Nestle Nesvita
Next Foods
Novartis Aviva
Pom Wonderful
Red Bull
Simply Great Drinks Company
Symphony IRI
Tip Top Up
Unilever Flora pro.activ
Vital Vegetables Booster Broccoli
Whole Foods Market
Wholesome Valley Foods Barnana

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