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Carla Ogeia Research Analyst - GNPD Consulting Services 19th October 2005

Omega 3: More than just cod liver oil. Carla Ogeia Research Analyst - GNPD Consulting Services 19th October 2005. Omega 3: more than just cod liver oil. Naturally rich in/enriched with omega 3 Ham & cheese; biscuits; milk & cereal; eggs; and much more…. Omega 3: more than just cod liver oil.

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Carla Ogeia Research Analyst - GNPD Consulting Services 19th October 2005

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  1. Omega 3:More than just cod liver oil Carla OgeiaResearch Analyst - GNPD Consulting Services19th October 2005

  2. Omega 3: more than just cod liver oil Naturally rich in/enriched with omega 3 Ham & cheese; biscuits; milk & cereal; eggs; and much more…

  3. Omega 3: more than just cod liver oil • Launch activity • Sources • Benefits & positioning • What future?

  4. Global introductions by category (%) Jan 2003 to Sep 2005

  5. Global introductions by category (by year)

  6. Global introductions by category (by year)

  7. Global introductions by region

  8. Omega 3: more than just cod liver oil • Sources • Naturally rich in… • Fish oils vs. vegetable sources • Benefits & positioning • Heart health introductions • Brain function introductions • Age positioning • What future?

  9. Naturally rich in... Bimbo’s Multigrain Linseed bread, containing wheat, rye, sunflower, sesame, linseed and oats, Mexico Carrefour’s Margarine riche en Oméga 3, formulated with colza (rapeseed) oil and fish oils, France

  10. Naturally rich in... Rose Acre Farms’ Essensia Speciality Eggs, from vegetarian fed chickens with a patented feeding plan, containing 600mg of omega 3 per egg, USA Carapelli’s Olys, fruit and cereal oil (maize seed, rice, wheat germ, hazelnut and blackberry), naturally rich in vitamins and omega 3, Italy

  11. Naturally rich in... Covi’s Paul & Louise Hake meal, with rice and basil, France Lox Enterprises’ I Love Salmon Salmon XO Sauce, made from fresh salmon from Australia, Singapore

  12. Fish oils vs. vegetable sources - fish oils Biomedical Laboratories’ IQ3 Brainstorm, cereal bars with 3.1% micro-encapsulated tuna oil, UK Atlantic Pacific Foods’ Seachange Omega-3 Spread, formulated with 2% fish oil and 42% Australian canola oil, Australia Sudowia’s O! partially skimmed milk enriched with refined fish oil, Poland

  13. Fish oils vs. vegetable sources - rape oil and algae Marie-Groupe Uniq’s St Hubert Source d’Oméga 3, natural yogurt with 3.85% rapeseed oil, France Momo’s Veggie Kitchen’s Mo’Rainbow Veggie Fish, containing omega 3 from microalgae, USA

  14. Fish oils vs. vegetable sources - flax seed Bimbo’s Bimbo Activ range, fortified with flax seed oil for omega 3; antioxidants; and calcium, Spain Life Choices Natural Foods’ Chicken Nuggets with a multigrain coating, including flax, Canada Barilla’s Barilla Plus pasta range, formulated with ground flaxseed, USA

  15. Fish oils vs. vegetable sources - hemp MotherHemp’s organic bar with apple & cranberry, low in saturated fat, dairy free and with no artificial colours, additives and flavours, UK Nature’s Path Foods’ Hemp Plus Brownie Mix, with an organic, vegetarian and whole wheat formula, Canada

  16. Heart health benefits (by category)

  17. Heart health benefits Unilever Bestfoods’ Promise Buttery Spread, formulated with ‘Heart Health Essentials’, claimed to help maintain a healthy heart, USA Beatrice Foods’ Omega 3, enriched milk claimed to reduce the risk of heart disease, Canada

  18. Heart health benefits Yagua’s Happy Heart Balls, chocolate covered malty orange balls, enriched with soy isoflavones and omega 3. Low calorie indulgent treat with a clear heart health claim, Netherlands

  19. Heart health benefits + lowering cholesterol Peerless Holdings’ Smart Balance Olive spread, with natural plant sterols and enriched with omega 3, Australia Kyrönmaan Juustomestarin’s Julia 10, cheese formulated with rapeseed oil, rich in omega 3 and with cholesterol reducing properties, Finland

  20. Heart health benefits + lowering cholesterol Nestlé’s Omega Plus with ActiCol, milk powder with added plant sterols to help lower cholesterol, Malaysia Mastellone’s La Serenissima SereCol, partially skimmed milk with phytosterols and fish oils, Argentina

  21. Heart health + other benefits Microfluid Biotechnology’s OmegaFluid, a sugar-free omega 3 based drink with an apple and ginger flavour, France Hero’s Bien Estar Omega 3, tomato juice with added omega 3 and vitamin E, as well as prebiotic fructooligosaccharides, Spain

  22. Brain function benefits (by category)

  23. Brain function benefits (by region)

  24. Brain function benefits Neilson Dairy’s Dairy Oh! Partly skimmed milk with DHA omega 3 and said to support the development of the brain, Canada Gizindo Primanusantara’s Promina Nasi Tim, sachets of rice with chicken and corn for babies, formulated with omega 3 to promote healthy development of the brain, Indonesia

  25. Brain function benefits St Ivel’s Advance enriched with Omega 3, fortified milk said to play a part in brain function, enhancing learning and concentration, UK Gold Circle Farms’ Cage Free DHA Omega 3 eggs, containing high quantities of DHA, vital for proper brain function, USA

  26. Products for children Country Life’s Kids Omega DHA Powdered Drink Mix, said to support the brain, nervous system and eye functions, USA Natural Fruit & Beverage Co’s Supajus, orange juice with Pacific tuna fish oils, named ‘The Think Drink’, UK

  27. Products for children Nestlé’s P’Tit Yoco Oméga 3, fruit fromage frais with omega 3 to help brain development, France Springer Mountain’s Doc Hollywood Champion Bites, chicken nuggets with GEN-SPEC breading containing 0.4g of omega 3 per serving, USA

  28. What future for omega 3? • Increasing number of products and categories being enriched • More advanced claims being used in conjunction with the regular omega 3 benefits • help to lower cholesterol • low fat, sugar, calorie, etc. to aid slimming • maybe in the future blood pressure reducing claims • More products targeted to improve brain function in the West, mainly in products for children • Opportunity for products targeted at seniors (50+) • Fortification in indulgent products

  29. Chocolate and ice cream anyone? Nestlé’s Real Dairy Omega-3, ice cream range available in Natural Vanilla, Milk Chocolate Fudge and Neapolitan varieties, Canada Ecco Bella Botanicals’ Health by Chocolate beauty bar, infused with cranberry seed oil for omega-3 fatty acids, USA

  30. Presented by: Carla Ogeia Research Analyst, GNPD Consulting Services cogeia@mintel.com 0207-606-45-33 www.gnpd.com

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