By Julian Mellentin, Director, New Nutrition Business11.11.21
If someone had told you back in 2015 that by 2021 the meat snacking category would be 300% bigger than the entire plant-based meat substitutes category—and growing twice as fast—you likely wouldn’t have believed them.
Nor would you have found it easy to believe that in 2020 one of the 10 most-successful new product launches in America would be an ice cream (Rebel) that is 25% dairy fat, sports the catchphrase “Embrace the Fat,” and is eaten as part of a weight management diet.
You may also have found it unbelievable if someone had told you whole milk would increase its sales by $1 billion between 2016 and 2021—and that would be the exact same dollar sales increase as the plant-milks market.
Equally improbable would have been the idea that General Mills, best known for selling low-fat grain products, would launch a line of snack bars (Ratio) that are 41% fat—and that it would be a success.
All of these possibilities defied what was back then the conventional wisdom of our industry—and all of them have ha
Nor would you have found it easy to believe that in 2020 one of the 10 most-successful new product launches in America would be an ice cream (Rebel) that is 25% dairy fat, sports the catchphrase “Embrace the Fat,” and is eaten as part of a weight management diet.
You may also have found it unbelievable if someone had told you whole milk would increase its sales by $1 billion between 2016 and 2021—and that would be the exact same dollar sales increase as the plant-milks market.
Equally improbable would have been the idea that General Mills, best known for selling low-fat grain products, would launch a line of snack bars (Ratio) that are 41% fat—and that it would be a success.
All of these possibilities defied what was back then the conventional wisdom of our industry—and all of them have ha
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