Research And Markets Research And Markets

Kids' Dairy and Snacking: 10 Case Studies in Marketing and Innovation

  • ID: 2082422
  • March 2012
  • Region: Global
  • 48 Pages
  • New Nutrition Business
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  • Canteen Healthy Foods
  • Dean Foods
  • HEB
  • Mothers Cookies
  • Snikiddy
  • MORE

Snacks and dairy products are major categories in the kids' food market – but innovating in kids' dairy is challenging and the market for kids' snack products is extremely competitive. This 48-page report looks at routes to innovation in these categories, including new approaches to distribution and marketing – and in particular, marketing to that powerful and increasingly on-line buying group, mothers.

Snacking is the over-arching trend in food and health, not least in the kids' food market. But the market for healthier kid-specific snacking products is a tough place in which failure is more common than success.

This report outlines the factors for success in kids' snacks – factors that the six companies in our snacking case studies are using to their advantage.

In dairy, too, innovating successfully is one of the most difficult challenges. There is a narrow spectrum within which consumers – specifically, mothers – will accept innovative dairy products. Product developers' innovation efforts in kids' dairy are taking one (or more) of five possible routes, as the four dairy case studies in this report demonstrate.

How to successfully market to mothers: companies are changing the way they market to mothers. Effective marketing to mothers is starting to shift from traditional messaging that was directed at mothers to campaigns that evolve with them – increasingly delivered via social media. Mothers are the strongest-growing group of users of social media – and the companies in our case studies have had success READ MORE >

Note: Product cover images may vary from those shown
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  • Canteen Healthy Foods
  • Dean Foods
  • HEB
  • Mothers Cookies
  • Snikiddy
  • MORE

Executive Summary

Five elements of innovation in the tough world of kids' dairy

A wealth of innovation opportunities

Secrets of marketing to mothers

Dairy Case Studies
Case Study 1: Can Frumoo lure kids back to milk?
Case Study 2: Kraft turns granola bars into kids' dairy snacks
Case Study 3: Schools welcome Dean's reduced-sugar chocolate milk
Case Study 4: Playing a long game with probiotic chocolate milk

Snacking Case Studies
Case Study 5: Crunch makes the difference for freeze-dried fruit snacks
Case Study 6: Snikiddy goes “all natural” and “all family”
Case Study 7: Snacks king Organix aims to take bite out of kids' meals market
Case Study 8: Buzz Strong brings healthier cookies to schools and vending
Case Study 9: Benjoy puts convenience, taste and nutrition at heart of toddler snacks
Case Study 10: Castus cracks Denmark's snack bar market – UK is the next focus


Box 1: Four success factors in kids' healthy snacking
Box 2: Navigating the world of mom bloggers
Box 3: The dos and don'ts of marketing to mothers
Box 4: McDonald's committed to dialogue with mothers


Table 1: Kraft Milk Bite chocolate flavour ingredients and nutrition facts
Table 2: Mojo Milk nutrition facts
Table 3: Funky Monkey Applemon flavour nutrition facts
Table 4: Eat Your Vegetables Sea Salt nutrition facts
Table 5: Buzz Strong “school approved” products – nutrition facts and ingredients
Table 6: Benjoy Crunchy Grapes nutrition facts
Table 7: Ingredients and nutrition facts for Castus fruit bars (strawberry)

Note: Product cover images may vary from those shown
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- Aramark
- Balance for Life
- Be Fruity
- Benjoy
- Boots
- BSM Media
- Buzz Strong
- C&J Nutrition
- Canteen Healthy Foods
- Castus
- Cathedral City
- Chedds
- ClifBar
- ClifKid
- Dairy Crest
- Dan-o-nino
- Danimals
- Danone
- Dean Foods
- Eat Your Vegetables
- Ella's Kitchen
- Facebook
- Finger Lakes Naturals
- Frumoo
- Funky Monkey
- Ganedan BC30
- Ganedan Biotech
- Goodies
- Hero/Schwartau
- Hershey
- International Food Network
- Kraft
- McDonalds
- Mighty Meals
- Milk and Fruit Company
- MilkBite
- Mojo Milk
- Morrisons
- Mothers Cookies
- Munchcups
- Natural Discoveries LLC
- Ocado
- Organix
- Pinterest
- Plum Baby
- Safeway
- Sainsbury
- Selfridges
- Snikiddy
- Target
- Tesco
- The Mom Complex
- Toys R Us
- TruMoo
- Twitter
- Vend Natural
- Waitrose
- Walmart
- Wegman's
- Whole Company
- Whole Foods Market
- YouTube

Note: Product cover images may vary from those shown
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Note: Product cover images may vary from those shown