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The Functionality Factor
By: Meredith Hollihan, Mintel
Posted: April 20, 2009
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An interesting brand from the beauty food group comes from a US chocolate confectioner named Frutels, which has launched Acne Care Chocolate. This premium line of “all-natural” dark chocolate touts a formula that claims to deliver powerful antioxidants and micro-nutrients to enhance the clarity of skin from the inside out. Frutels asserts its chocolate guards the body against stress, calms hormonal changes, strengthens the body’s reaction to simple sugars, and improves the body’s immunity—factors that can all lead to acne breakouts. The manufacturer’s use of an indulgent treat to combat acne is unique and almost counterintuitive considering candy has long been thought to cause pimples.
From on-the-go offerings to extensive superfruit ingredient lists, foods and beverages promising functional benefits continually launch in more innovative formats. Pairing inherently healthy products with functional attributes is a strategic move for manufacturers aiming to capture demand from the health-conscious. This specialized product segment shows opportunity for expansion; the functionality trend can expect to broaden within the coming months by treating other untapped ailments that have yet to be addressed in a food or beverage offering.
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