Sports Nutrition Hits
the Cereal Market

Products that claim to enhance sports performance or to provide the user with more energy have been popular in recent years, entering a variety of food categories such as sports bars.

Product Launch Analytics has reported on a new sports nutrition product that claims to be the first sports-focused breakfast cereal, leading the market into new territory.

The sports cereal, called Rokit Fuel Sports Cereal, has been developed by Rokit Fuel.

Launched in the US, the product is said to be high in protein, carbohydrates and fiber, which are all substances that people need when undertaking energetic activities. While a few breakfast cereals are promoted around sports, none appear to have adopted a "sports cereal" positioning like this one.

Also marketed as having a healthy makeup is Dalmau Fibra Edulcorante con Efecto Saciante, a new sweetener recently released in Spain.

The sweetener is said to have a satiating effect, which appears to be a new positioning for this type of product. Each sachet of the product is said to substitute 10g of sugar, to contain only two calories, and to make drinks creamier.

Meanwhile, Blue X has recently started distributing the Pub Corn Alcohol Flavored Popcorn in the US. Offered in Beer, Pina Colada and Irish Cream varieties, the popcorn follows on from other alcohol-flavored snack launches such as beer-flavored potato chips.

Moving onto savory food launches, King Cuisine has launched the All About Food Dressing in the US, which comes in an innovative bottle.

Available in Sweet Pepper, Basil and Balsamico (balsamic vinegar) flavors, the dressing is presented in a convenient pump device that allows the user to garnish and set the dosage easily. This provides the product with useful functionality.

The Big Prawn Company has launched a range of seafood meals in snap pots.

The Breakers product comes in King Prawn, Crayfish and Prawn varieties and contains the seafood in one part of the pot and a sauce in the other. The yogurt style pot is unusual for this type of product, enabling people to eat it on-the-go more easily.

Finally, Monterey Mushrooms has introduced Monterey Sun Bella Clean & Ready Fresh Mushrooms in the US, which consists of ready sliced mushrooms that have been ripened in natural sunlight. Having been exposed to natural light, the mushrooms are said to retain a high amount of vitamin D.

The company claims that about five mushrooms will provide consumers with their daily vitamin D requirements. The sun ripening process appears to be a new approach in this market.

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Source: Datamonitor Expert View, January 20, 2009