This year’s Food Review/Symrise New Product Competition gave new meaning to the word energy: innovate and rejuvenate!
With the health trend only gaining in momentum, it’s no wonder most products entered into the first round of this year’s Food Review/Symrise New Product Competition (NPC) having used this as inspiration.
The judges gathered at Foodcorp’s 7th Floor Innovation Centre in Observatory and the first round presented the judges with the challenge of judging six different products all bursting with colour, new packaging concepts and offering a new approach to healthy living.
It was interesting to see the rise in the number of beverages entered into the competition. BOS Ice Tea, Stream Drinks and Chilled Beverage’s Chelé Lite received mixed responses from the judges, despite them doing well on the market.
All three beverages are competing in the health drinks sector, whilst Stream Drinks and BOS have also stretched themselves to encompass the growing functional beverage sector using health promoting ingredients, such as Ginkgo and rooibos, in their formulations.
On the food side, the judges had the pleasure of trying O’Yeah Sweets, an ‘elegant’ sweet manufactured in SA and launched at beginning of the year. Vital Superfruit Select Muesli expands Vital Health’s existing range of health foods. The Woolworths new range of snack bars, include a baobab variation made with muesli, nuts and oats, aims to entre both the functional and convenience foods sectors in SA.
It was noted by all, that despite the economic slump, this year’s entrants look rather promising and nothing had been spared in terms of innovation.
O’Yeah Sweets
Manufactured in SA, O’Yeah sweets are the brainchild of Umit Aydin, an industry businessman, from Turkey. Sweets form an integral part of Turkish culture, and Aydin decided to apply his knowledge to the South African sweets and confectionary industry. Produced with the highest standards in mind, the product is aimed at the South African market –from children to the elderly, lower income brackets and higher income brackets. Flavours include strawberry, apply, pineapple and real chocolate. Each sweet has been wrapped in the highest quality PET wrappers. The product is certified by The South African National Halaal Authority (SANHA), and each pack of 100 sells for R6,95.
Judges Comments
‘The flavour delivery is exceptional and the chocolate has a very real taste. Packaging is colourful and appealing. We cannot believe each pack is sold for such a reasonable price.’
Vital Superfruit Select Muesli Low GI
Developed by Vital Health, this muesli contains three super fruits recognised as good sources of antioxidants. It claims to be wheat free, a source of omega three fatty acids and low GI. Breakfast is the most important meal of the day and a bowl of toasted Vital Superfruit Select Muesli gives you the energy-boost needed for today’s hectic lifestyles. Dried cranberries, goji berries and blackcurrants, also known as ‘super berries’, contain a high concentration of antioxidants. Vital Superfruit Select Muesli is high in dietary fibre and is a source of omega 3 fatty acids. It is suitable for those suffering from wheat allergies and sensitivity. Launched in September last year, it is a locally produced and retails for R49,95 per 500g.
Judges feedback
The judges noted that super fruits are not a new ingredient concept.
‘Vital Health should be aware, that in the current climate, making any claims such as ‘super’ could be legally detrimental.
‘When stating antioxidants are available, it must be shown on the ingredients list how much and in what ingredient these antioxidants exist. If it is not enough to warrant a listing, then it should not be mentioned at all.’
‘Having built a name for itself in the supplements industry, experts should be available to Vital Health and enable them to reinforce the health benefits of this product. Whilst presented with a really nice list of ingredients, the product reads better than it tastes.’
‘The product is exceptionally expensive.’
Woolworth’s snack bars
Woolworth’s have launched three new snack bars. This is an emerging market not only in the functional foods but also the convenience sector. The bars come in three flavours: baobab with muesli, nuts and oats; green tea with mango and peach; and a low GI snack bar with banana, dates and cinnamon.
As a raw fruit, baobab has a rather chalky texture and an extremely tart flavour, but with a little work, the delicious fresh flavour of the baobab was extracted. The fruit is also rich in vitamin C, prebiotics and high in fibre. This flavour was especially difficult to develop because of the high pectin content in the fruit. It is also one of the first products in SA to ‘Quid’ its baobab content which is significant, because this means the baobab is providing nutritional benefits. The Woolworth’s snack bars sell for R9,95 and were launched on the November 2010.
Judges comments
‘Despite understanding Woolworth’s wish to enter this product into both the functional and convenience sector, the RDA is extremely high and the portion size is rather large.’
‘Woolworths usually makes various environmental claims on most of its in-house products but has failed to make the customer aware of this on this packaging. In general, it was thought, Woolworth’s has lost out on a great opportunity to do something very exciting and interesting with its packaging.’
BOS Ice Tea
Bos Ice Tea is a South African beverage company that have created an innovative ice-tea using rooibos, an ingredient that is unique to Southern Africa. It comes in five flavours: peach, apple, lemon, slimming and energy. The rooibos used in the tea is organically grown on a farm in the Cederberg. The company endeavours to promote all natural flavours and ingredients. BOS Ice Tea work towards sustainable production practices. The product is available in Woolworth’s and Pick n Pay country wide and retails for an average of R15 each.
Judges comments
‘This is a brave new entry in an over saturated market. It has certainly come from nowhere and grown remarkably since its launch in 2010. It’s a product that creates fascination and intrigue.’
‘The product does rest most of its success on the image and the presentation and this will sell this product but the rooibos flavour delivery is far too subtle.’
‘Because organic rooibos is the main ingredient, the product should taste like rooibos. The carbonated ice-tea is extremely innovative for SA. It may end up becoming an impulse purchase rather than developing a following/brand-loyalty.’
Chelé Lite mixers
Chilled Beverages first developed this product in 2005 and it was launched in 2006. However, the product did not gain traction. Noticing a gap in the market, Chilled Beverages re-launched Chelé Lite mixers at the beginning of this year. With a new look and formulation, Chelé Lite is SA’s first sugar-free range of mixers endorsed by the Diabetes Association and meets the criteria of the Glycaemic Index Foundation of SA (GIFSA). It sells at most retail stores around SA for R4,95 per can.
Judges comments
‘Despite it being a first for SA it is not very innovative but praise must be given for grasping the opportunity to fill a gap in the market.’
‘The new packaging design is conventional and the product will fit in well with others of its kind. It does not stand out. It’s the kind of product that will be purchased no matter what, because it’s sugar-free.’
Stream Drinks
This innovative functional beverage is really a first for SA. Stream Drinks have created a drink that can ingenuously incorporate natural functional ingredients into your everyday regime. The innovation is in the cap as well as the uniquely moulded bottle. The unique dispensing cap retains the integrity of the functional ingredients (vitamins, plant extracts and other nutraceuticals) and it promises the consumer that what they see is what they get.
Stream Drinks come in five flavours each aimed at a specific market segment. McStreamy is the ultimate women’s drink with anti-aging and weight loss benefits. XStream is an energy drink. UpStream is for everyday vitality. LoveStream will awaken your senses and SlipStream aims to keep you focused.
Judges comments
‘The whole concept is innovative and the bottle is beautiful and really sets it apart. However, it could be mistaken for a cosmetic. No calories are significant for a lot of people but it is extremely difficult to disguise the taste of a lot of the ingredients.’
‘Weight-conscious people will buy it despite the taste.’
‘The cap does set the product apart, but it is not functional - it would be really nice if it were turned into a sports-cap.’
A general note to all entrants
When developing a product be aware of the new Disinfectants, Foodstuff and Cosmetics Act coming into affect next year on 1 March. The Consumer Protection Act, which came into effect at the beginning of April this year, is also putting tremendous pressure on the food industry. To get your products up to legal scratch do your research and know the law!
Please don’t hesitate, writing to Food Review and letting the team know what you think of the products entered into this year’s NPC. I am also sure that all entrants will be really happy to have your feedback.
