Hitting the Shelves: Global Trends -- September 2008
Around the world, more manufacturers are designing food and beverage products with higher nutrient contents to help consumers reach their daily recommended servings. Convenience claims are often paired with these products, as they provide a sufficient amount of healthy ingredients and nutrients in one item. Introduced to the U.K. in April, Nature’s Plus Red Lightning Bar is a true Superfood with its abundance of all-natural vitamins and minerals, probiotics, amino acids, enzymes and phytonutrients. The Red Lightning Bar takes an interesting approach in positioning itself as a health-by-color product, hence the word “red” in the brand’s name. Because most health-by-color products in the West have been generally seen in beverage or soup forms, Red Lightning warrants recognition for implementing the concept into its snack bar offering. The bar's main “red” ingredients are pomegranate, noni, mangosteen, açaí and goji berry. These components are generally seen as healthy and exotic Superfruits for their rich nutrient and antioxidant levels. In addition, the product is positioned as having as much fiber as two bowls of salad, quite a high quantity for a snack bar, but it further communicates the healthiness of the product to consumers.