Hitting the Shelves: Global Trends -- October 2008
Recently, products have been positioned to increase vegetable consumption among children. In France, an interesting product is not necessarily for children; instead it presumably targets teenagers or younger adults who do not wish to spend too much time cooking, but want a practical and tasty product to add to their meals. Bearing in mind the target audience, a pasta sauce is the perfect vehicle for this type of claim and positioning. Panzani’s Objectif 5 Légumes range comprises convenient pasta sauces in jars, with no colorants or preservatives, and which can be eaten hot or cold. Providing 50% of the RDA of vegetables per portion, the sauces also benefit from having only 48 calories per portion, appealing to consumers looking to reduce their calorie intake. The range name, “Objective: 5 Vegetables,” is very clear and should appeal, presumably, to consumers looking for quick and easy meal solutions that are also nutritious.