Satiety case study: promoting diet products that aid the feeling of fullness

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Satiety case study: promoting diet products that aid the feeling of fullness
Company Profile, March 2007, 236 €

Description

IntroductionThis report on satiety products forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors.
Each case study provides a concise evaluation of a company that stands out in some area of its strategic operations.ScopeHighlightsReasons to PurchaseGain insight into the methods used by important industry players to give them a competitive edge Identify specific areas for operational improvements Capitalize on the knowledge of experienced companies when entering a new niche or market

Sommaire

DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 3
Introduction 3
Slim-Fast: averting the slowdown of an established diet brand by focusing on satiety 3
Poor sales due Atkins Diet lead to Slim-Fast refocus and relaunch 3
Optima given high protein and fiber face life 3
Partnership with Levi's promotes satiety properties of entire Slim-Fast range with jeans inspired campaign 4
Further satiety products could emerge from Unilever's licensing of Phytpharm's Hoodia compound 4
Quaker Oatmeal Weight Control cereal: repositioning breakfast cereals as satiety enhancing 5
PepsiCo adds dieter specific cereal to Quaker line 5
Research studies back up claims that oatmeal breakfast cereals promote satiety 5
Wholegrain content of oatmeal is promoted as providing added health benefits 7
Satiety products take new direction in Japan 7
Japanese Jelly Drinks are designed to enhance satiety 7
Jelly drinks format could help to capture the male dieter 8
APPENDIX 9
Case study series 9
Methodology 9
Secondary sources 9
Further reading 9
Ask the analyst 9
List of Figures
Figure 1: Unilever's improved Slim-Fast Optima range 4
Figure 2: Dr. Susanne Holt's Satiety Index 6
Figure 3: A jelly drink launched by Kanebo Foods in 2006 7
Figure 4: Coca-Cola entered the jelly drink market in Japan in 2006 8