Marketers are working to give a healthier glow
to many products perceived as not so good for you
by increasingly nutrition-conscious consumers.
Soft-drink brand 7Up this week
announced that its original 7Up is now "100% natural"
— following a reformulation to eliminate an
artificial preservative.
"Everything that remains in
the can is from a natural source," says Kelli Freeman,
marketing vice president. The label does not apply
to the diet and other varieties.
TV ads beginning May 8 will
show 7Up cans as fruits or vegetables, being picked
or pulled from the ground.
The Cadbury Schweppes brand
is not alone in seeking a healthier image. Coffee,
chocolate and gum marketers are also among those
with efforts going to highlight their benefits.
Health-conscious consumers
have made foods and beverages with natural and organic
labeling or FDA-approved health claims a $44 billion-a-year
business, according to market researcher Mintel.
The number of new products making health claims
is up 44% since 2003, it reports.
"Healthy lifestyles are a sticking
point for consumers today," says Mintel analyst
Lynn Dornblaser.
Among better-for-you efforts:
•7Up. Though not
claiming specific health benefits, the new 7Up also
has nearly 50% less sodium and is trying to revive
sales down 6.5% last year, according to Beverage
Digest. "We heard from consumers consistently
that they are trying to make better choices," Freeman
says.
•Wrigley. The
chewing gum maker opened the Wrigley Science Institute
last fall. It is supporting 10 studies in China,
the USA and the UK to follow research indicating
that gum chewing may help dieting, stress reduction
and concentration. Findings are expected by year's
end, spokeswoman Kelly McGrail says.
•Dunkin' Donuts.
The chain — a big coffee seller — recently
sponsored a media event at which nutritionists discussed
studies indicating that caffeine could reduce the
risk of Parkinson's disease. "We aren't planning
on 'coffee is good for you' in our advertising,
but we felt it was important to level the playing
field," says John Gilbert, vice president of marketing.
•CocoaVia. Online
sales of Masterfood's chocolate treats with high
levels of cocoa's natural flavanols have been strong
enough that a national rollout is coming. Flavanols
— also found in fruits and vegetables, red
wine and tea — have been linked with heart
health.
By July, the seven varieties
— which also have fewer calories than sister
brands M&Ms and Snickers — will be in
stores nationwide. Ads touting "real chocolate taste,
real heart health" are due in the fall.
"We're going into full production,"
spokeswoman Marlene Machut says. "Consumers are
still interested in everyday treats and indulgence,
but there is growing demand for healthy products."
