June 2011 Prepared Foods-- SuperPharm, a leading drugstore chain in Israel, has launched Wellness, via its private label, Life. Wellness is a product line of breakfast cereals and nutrition bars claimed to be high in protein and with double the fiber content of competing products. Items in the line are fortified with seven vitamins and iron, and come in three flavors: Grain, Wheat and Rice; Grain, Wheat and Rice with Dark Chocolate; and Grain, Wheat and Rice with Red Fruits (containing antioxidants). Each 100g serving of Wellness provides more than 60% of the RDI for iron and more than 28% of the RDI for vitamin B12. SuperPharm has invested almost $1 million in the line and its positioning. Usually, large amounts of fiber affect a product’s taste and texture, but, with the Wellness line, SuperPharm claims to have surmounted the taste challenge by creating a unique and proprietary balance of soluble and insoluble fibers that provide flavor and appeal in every bite.

In October 2010, the European Food Safety Authority (EFSA) recommended new food guidelines concerning calcium and vitamin D, which are needed for normal growth and development of bones in children and adolescents. Tnuva, the leading dairy company in Israel, has followed these guidelines and launched Milk V for children. Milk V has double the calcium content of standard dairy milk and contains the highest level of vitamin D in the Israeli market, per the company. Milk V is important for children’s growth and development. According to Tnuva research, one of the most important health benefits for young consumers is bone health--essential for normal growth in children. pf

--Liat Simha,  principal, MARKETARGET, Israel, ls@market-targets.com