Culture Freak
January 1999
Logic Problem #4
Product Development
Statement:
If the new trend
among food marketers is so-called "nutraceutical" brands (products
that contain certain healthful ingredients and claim to achieve
specific affects in the human body); and herbs such as St. John's
wort, ginko biloba, and echinacea have become increasingly popular
as dietary supplements for the promotion of mental and physical
health; and the superpremium ice cream category started in the hey-days
of Häagen-Dazs and Ben & Jerry's still sells well; and
millions of people who suffer from depression self-medicate by eating
ice cream; then American consumers would buy my Cream of Life™
herbally enhanced ice cream line. Suggested flavors:
Love and Happiness™ — double chocolate
ice cream with chunks of fudge, dark chocolate, and daily supplements
St. John's wort and ginko biloba. "Eat your sadness away."
Health Hound™ — ginger peach ice
cream with echinacea, ginseng, and coltsfoot.
Detox™ — vanilla ice cream with golden
seal, and eldeberry (methadone version available by prescription).
Hangover Hash™ — coffee & heavenly
hash flavored ice cream with vitamin B complex and golden seal.
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Brandweek
March 1999
Ben & Jerry's Enters Wellness Arena With Herbally Spiked
Icy Smoothies
— by Stephanie Thomson
Ben & Jerry's is hoping to capitalize on the popularity of smoothies
and herbal botanicals in the beverage category as well as provide
its own version of an on-the-go home meal replacement with the introduction
of a line of Ben & Jerry's Frozen Smoothies, which it will support
this summer in radio ads, extensive sampling and FSIs in women's
magazines touting the products as "A New Kind of Cool."
The new frozen smoothies,
which feature a blend of healthy ingredients ...and herbal botanicals,
are intended to parlay consumers' ... willingness to pay top dollar
for premium beverages into a new ready-to-eat frozen smoothie category.
"Consumers [are] looking
for a product that's naturally good for them, something they can
eat on the go for a quick snack or meal," said director of product
marketing Mary Lou Kelley. "Especially with Ben & Jerry's kind
of funky, counterculture personality, it's a perfect fit for us
to do smoothies..."
Flavors include:
"Raspberry Renewal: "an energizing blend of raspberries, yogurt
and ginseng" "Strawberry Banana Manna" with chamomile, "Tropic of
Mango" with echinacea, and "Chai Tea Latte" with five spices.
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