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New food review: chewing the fat in the gum market
Nov 23, 2009 (Datamonitor via COMTEX) --
This month's roundup of innovative new food products finds that healthy eating is taking an interesting turn. A new gum has been launched that is designed to lessen fat deposits around the neck just by chewing, while a new pasta line unusually contains probiotics. Meanwhile, Marmite has introduced a savory cereal bar, showing that this sector is still a popular choice for brand extensions.
Lotte Shoji has launched the Lotte Green Gum chewing gum in Japan in a Slim Box package that is designed to fit easily into the user's pocket. The gum is marketed in an unusual manner, with the company claiming that it is ideal for kamu training, which is said to be a chewing exercise aimed at improving the function of the jaw muscles, and for losing excessive fat from around the mouth and neck area. This sounds like a unique, and easy, way to target one aspect of obesity.
Also designed to enhance consumers' healthy eating regimes is the Racconto Essentials Digestive Health All Natural Pasta from Racconto. Launched in the US, this is a dry pasta product that contains probiotic ingredients, an unusual addition for a non-dairy product. The pasta contains GanedenBC30, a patented probiotic strain developed by Ganeden Biotech. The pasta, which comes in Penne Rigate, Rotini and Rigatoni versions, is said to provide 2g of the nutrient per serving. This is another sign that probiotics are advancing beyond dairy, and could potentially give the probiotic foods trend a big lift if consumers accept the ingredients in non-dairy products.
Over in the UK, Unilever Bestfoods has added a cereal bar extension to its Marmite brand. Touted as "the world's first savory cereal bar", the Marmite Cereal Bar has a signature Marmite yeast extract flavor, contains 93 calories and is rich in B-vitamins and fiber. This could open the door for other savory flavors in the snack bar market.
Another unusually flavored snack bar has been launched in the US by Trader Joe's. The PB&J Bar contains potato chip pieces mixed between a filling of raspberry jam, peanut butter and chocolate, with the ingredients said to provide the bar with a sweet and salty, and smooth and crunchy consistency. Crushed potato chips certainly make for a very novel ingredient for this new snack bar.
Meanwhile, Yamasa Shoyu has launched the Yamasa Sendo no Itteki-branded soy sauce in Japan. The product is presented in an innovatively styled pouch, which has a specially made aperture that contains a thin film to keep the inside airtight after opening, helping to protect the soy sauce against oxidation spoilage. This enables the product to retain its freshness for up to 70 days after opening, and could signal a whole new market for pourable sauces in pouches.
Finally, Kellogg is planning to reintroduce its famous Corn Flakes breakfast cereal in the UK with its brand name embellished on each individual flake. This is to prevent counterfeiting, so that consumers know that the cereal they are eating is genuinely Kellogg's. Now that the technology with which to do this is available, other similarly embellished goods are likely to appear in future.
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