The change at our supermarkets

Over the past 18 months I’ve noticed that more and more shelf space is being taken up by new products that have a more functional or health image.

Late last year Plant & Food Research along with its partners released a range of salad mix bags, each aligned with a different health target. The vegetables being used in these products have been produced with naturally high levels of nutrients, containing at least 25% of your daily antioxidants (vitamins). What does “produced with naturally high” mean? All the way from seed to supermarket, the vegetables have been carefully managed. For example picking the seeds with the highest nutrient levels and following the ideal growing and storage conditions required to keep these nutrients high. 

More can be found here:http://www.vitalvegetables.co.nz/. Currently, they are retailing for around $4, $1 more than the standard bags in recognition of its premium or functional positioning.

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Pic 1 & 2: Vitalbones Salad Mix & Vitalimmunity coleslaw mix

The word ‘antioxidant’ is also becoming more prominent on product packaging, both in the name of the product and/or as part of the additional labelling. Traditionally these are berry based products however some products are utilising the vitamin content to also claim an antioxidant message.

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Pic 3, 4, 5 & 6 (clockwise): Sunsweet antioxidant blend of dried fruits, Hubbards cereal with ‘antioxidant rich berry fruit pieces , Sujon’s AOK Smoothie drink, Uncle Tobys antioxidant cereal and bulk walnuts with omega 3s.

Labelling is also moving more functional. So rather than just a health halo around the word ‘antioxidant’, ‘omega 3’,‘natural’ or ‘organic’, a number of products actually target in on specific health and wellness targets. 

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Pic 7, 8, 9 & 10 (clockwise): Nice and natural nuts for focus and for your outer glow, bulk pumpkin seeds for men’s health, Uncle Tobys sports cereal.

 

graeme@graemefielder.com

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