Dairy Awards Showcase | 2010 by FoodBev Media Ltd

The International Dairy Federation and Dairy Innovation

SHOWCASE

Associate Sponsors

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Contents

Page 14-15

Page 23-25

Page 42-43

Best new ice cream

Best newcomer brand or business

Best new ingredient for dairy foods or beverages

Best new dairy drink (including yogurt drinks and added value liquid milk)

Page 26-27

Page 44-49

Best health education or nutri-marketing initiative

Best consumer marketing campaign - print, online or television

Page 8

Page 19-22

Page 28-30

Sponsor profiles

Global dairy trends review by Zenith International

Best new functional dairy product (including preand probiotic dairy products and whey protein drinks)

Best school milk initiative

Page 50

Page 31-32

Tate & Lyle Sidel

Page 5 IDF Foreword

Page 6-7

Page 16-18

Meet the judging panel

Page 9-13 Best new cheese

Best environmental initiative

Page 33-41

Page 14

Best packaging innovation

Best new spread © dairy innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

IDF Dairy Innovation Awards 2010

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EDITORIAL

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dairy innovation Editor Geoff Platt geoff.platt@foodbev.com

sales@foodbev.com

Senior Designer: Jolyon Edwards

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Designer: Kirstine Henderson

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Designer: Hannah Green

Judging event photography: Jane Harris

FoodBev Media Ltd Group E ditorial Director: Bill Bruce

Product photography: Walter Dirks

The IDF Dairy Innovation Awards Showcase magazine features every entry received in the 2010 awards programme. The information is based on the material submitted by the entrant companies. Every effort is made to verify all information published, but FoodBev Media Ltd cannot accept responsibility for any errors or omissions or for any losses that may arise as a result. Opinions expressed do not necessarily reflect those of FoodBev Media Ltd or the International Dairy Federation.

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DAIRY AWARDS 3

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Dairy news and opinion

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Celebrating excellence in dairy International Dairy Federation Director General Christian Robert

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Spectacular dynamism of the dairy sector globally

he 2010 contest for the IDF Dairy Innovation Awards received an exceptional record number of participants,

which highlighted the richness and diversity of dairy and its development. The number of countries participating was also very high. 170 individual entries from a total of 29 countries took part in one of the most important industry showcases, organised in partnership with FoodBev Media. dairying which confirms its status as one of the most important sectors in agriculture and industry.

Christian Robert Director General, IDF

The IDF Dairy Innovation Awards provided the perfect opportunity for giving higher visibility and exposure to the dynamism and excellence of the dairy sector. It demonstrated the outstanding innovation capabilities, creative skills and ability to operate in a more challenging than ever context. More demanding consumers, the need to have regard for the environment, to ensure food safety and contribute to healthy diets stress the importance of the International Dairy Federation to share experience, best practice and scientific and technological state-of-the art knowledge, and to stimulate

“. . . success stories, new trends, best practices, creative initiatives, inspiring ideas.”

The IDF Dairy Innovation Awards is therefore an excellent opportunity to encourage performance and development

in the whole dairy chain through innovative ideas. The IDF Dairy Innovation Awards is crucial to better leverage the importance of talented innovation to deliver natural, safe, tasty and healthy food. Around the globe there are numerous examples of excellence success stories, new trends, best practices, creative initiatives, inspiring ideas to consolidate the position and foster the expansion of our sector. The IDF Dairy Innovation Awards provides an opportunity for promoting and exploiting the variety of nourishing dairy foods and nutrients in all their forms for all ages.

International Dairy Federation President Richard Doyle

Celebrating dairy innovation around the world

he global dairy industry continues to be well positioned to supply consumers of all ages around

the world with a uniquely strong package, contributing a variety of essential nutrients. The sector is continuously innovating to provide a variety of nourishing foods to a growing global population and the IDF Dairy Innovation Awards provide an ideal platform to demonstrate this continued commitment to innovation.

The IDF Dairy Innovation Awards have created a unique annual snapshot of excellence across the industry. I thank all those in the international dairy industry who have entered this important awards scheme.

For dairy news, opinion and innovations, visit . . .

Founded in 1903, the International Dairy Federation is the preeminent source of scientific and technical expertise for all stakeholders in the dairy chain. IDF is represented in 56 countries and membership is growing. IDF currently accounts for approximately 86% of the world’s milk production. IDF aims to identify, elaborate and disseminate best practice at an international level in order to guide the dairy sector and to harmonise members’ work on a variety of issues along the dairy chain including animal health and welfare, protection of the environment, nutrition, food safety and hygiene and food standards. For more information, visit www.fil-idf.org www.dairy-sustainabilityinitiative.org and www.idfdairynutrition.org

IDF World Dairy Summit Themes and trends from the awards will be presented during the IDF World Dairy Summit in Auckland, New Zealand in November. Participants will be given the opportunity to showcase their marketing activities, and to benefit from international exposure and worldwide visibility. For more information, visit www.fil-idf.org or www.wds2010.com

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Meet the judging panel Click here to subscribe FoodBev Media Group Editorial Director Bill Bruce chaired the judging for the 2010 IDF Dairy Innovation Awards, at the International Dairy Federation headquarters in Brussels, at the end of March. He introduces this special Showcase magazine which previews the outstanding entries in this record breaking competition. 2010 IDF Dairy Innovation Awards attracted over 170 entries from 29 countries in 12 categories.

Bill Bruce Group Editorial Director FoodBev Media Ltd -------------------------------------Bill Bruce was one of the founders of Zenith International Publishing in 2000. As FoodBev Media Group Editorial Director, he is responsible for content across the company’s portfolio, supported by a dedicated and experienced editorial team. Specialising in non-alcoholic beverages from water and juice to functional and energy drinks, Bill speaks internationally on consumer trends, innovation and product launches.

We were delighted when FoodBev Media’s dairy innovation magazine reached agreement to partner with the International Dairy Federation for this important global awards scheme at the beginning of 2010.

Perfect partners Founded in 1903, the International Dairy Federation is the preeminent source of scientific and technical expertise for all stakeholders in the dairy chain. IDF is represented in 56 countries and currently accounts for approximately 86% of the world’s milk production. First published in 2005, dairy innovation is the only bi-monthly magazine to focus on product

innovation in every sector of the international dairy industry. At the launch, dairy innovation Editor Geoff Platt commented: “Innovation in dairy is growing as fast, if not faster than any other sector of the food and drink industry. These awards will be a great platform for us to celebrate excellence and innovation across the global dairy industry - and they will provide an incentive and an inspiration for others in the industry to follow suit.”

International panel Balancing experience in the technical aspects of dairy with consumer marketing, the experienced judging panel was carefully selected to ensure that each and every entry was fairly judged against strict criteria. Our thanks to the panel for their diligence, patience and good humour on this very long day.

Associate Sponsors Our thanks also go to two very appropriate Associate Sponsors: Tate & Lyle and Sidel. Tate & Lyle’s ingredients add taste, texture, nutrition and increased functionality to products that millions of people around the world use or consume every day. That makes the company a good match for an awards scheme designed to celebrate excellence in the global dairy industry. With its long history in serving the dairy industry with new plastic bottling solutions, Sidel is another very suitable associate. Over the past decade, Sidel’s innovations have made a major contribution to PET as an alternative packaging format for the dairy industry. Sidel has also introduced technologies enabling increasingly eco-friendly production.

Christian Robert Director General International Dairy Federation

Esther Renfrew Market Intelligence Director Zenith International

Richard Veit Managing Director, Central and East Europe – Interbrand

Geoff Platt Editor dairy innovation

--------------------------------------Prior to his appointment as Director General of IDF, Christian had an extensive international career in the dairy and related chilled food industry, where he has worked for multinational companies in several locations around the world.

------------------------------------A graduate in International Management and Modern Languages from the University of Bath, Esther joined Zenith International’s Market Consulting team in January 2003. Since then, she has become Zenith International’s dairy specialist.

------------------------------------Richard is responsible for the strategic development of Interbrand’s Fast Moving Consumer Goods practice in Central and East Europe.

----------------------------------Geoff Platt has been reporting and writing about the dairy industry since the early 1980s.

Christian has been active as Director in several trade associations, including: the Belgian Association of Soluble Coffee Manufacturers; and the Belgian Association for the biscuit, chocolate, praline and confectionary industries.

Esther currently heads up the Market Intelligence department at Zenith International - comprising 20 dedicated analysts specialising in both dairy and beverage markets globally.

Interbrand is recognised for being at the forefront of the dialogue on brands and practice of building brands as business assets. Interbrand has 36 offices in 25 countries. It is widely respected for its annual study, The Best Global Brands, and for creating a broader platform for the discussion of brands on the Webbyaward winning brandchannel.com

Geoff moved into journalism in 1974. He set up his own press and PR consultancy in 1982 and began 17 years as a regular contributor to the UK trade magazine Milk Industry. He became Editor of Milk Industry in 1999. In 2005, Geoff joined Zenith International Publishing where he helped to launch dairy innovation magazine.

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Sandra Tuijtelaars Nutrition Officer International Dairy Federation ----------------------------------Sandra joined IDF as nutrition officer in October 2007. She is responsible for the federation’s programme of work in the areas of nutrition and health, food labelling and terminology, and co-ordinates related IDF Standing Committees. Prior to joining IDF, Sandra worked for several years as senior scientific project manager for the European branch of the International Life Sciences Institute where she coordinated many international projects related to nutrition and food safety.

Jörg Seifert Technical Director International Dairy Federation

Caroline Sanders Ingredients Marketing Director Tate & Lyle

------------------------------------Jörg Seifert became IDF Technical Director in 2004. He has overall responsibility for the co-ordination of the IDF Programme of Work in scientific-technical working areas including liaison with key international governmental organisations and IDF partner organisations of the private agri-food sector.

-------------------------------------Caroline Sanders is Ingredients Marketing Director of Tate & Lyle - a world-leading ingredients company, serving a global market from more than 45 production facilities in Europe, the Americas and Asia.

Prior to joining IDF in 1998, Jörg worked in the German dairy industry. He is a food science and technology graduate and holds an MBA.

Gérard Ferrat Business Development Manager - Sensitive Products - West Europe and Africa Sidel ----------------------------------Gérard Ferrat is Sidel Business Development Manager - Sensitive Products - West Europe & Africa. Sidel is a leading supplier of eco-friendly PET packaging for milk.

Caroline holds a masters degree in bio-engineering, food technology and food microbiology. She provides marketing leadership for Tate & Lyle’s health and wellness innovation work.

Gérard is an engineer in food technologies. He promotes Sidel’s solutions packages - from packaging development to turnkey lines - for soft drinks and liquid dairy products.

ASSOCIATE SPONSOR

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DAIRY AWARDS 7

Global dairy trends review Zenith International Market Intelligence Director Esther Renfrew

espite the economic downturn, the dairy industry has still seen growth in the last few years of around 2% a year across the main dairy sectors. Dairy can support and enhance health through all life stages, and consumers are increasingly looking to take a proactive approach to health. While health and wellness is high on the consumers agenda, convenience, indulgence and guilt-free/ethical consumption trends are evident, and taste can never be compromised.

Innovation has been key in sustaining demand and there have been a number of themes around the world, including new products targeting women who are or want to become pregnant, enriched follow-on milk for babies, drinkable yogurts and milk drinks for children. For adults there is an even wider plethora of options such as protein shakes designed for weight management, post workout recover or simply to supplement protein consumption. Other new products include new enriched milks specially designed to address the typical nutritional requirements of men and women respectively. As was clearly demonstrated through the awards, product development is no longer restricted to Western society, with countries that historically had little or no history of consuming dairy products increasingly doing so and at the same time being educated about the inherent health benefits they can bring. Some of the main themes coming out of the awards can be highlighted as follows:

Demographics • Traditionally concentrating on children and women in many new products. • The demographic situation in most Western societies means the older population is increasingly being targeted either in terms of packaging or product.

Convenience • New packaging ideas. • Creating greater convenience from well established products, giving them renewed vitality and

activating renewed interest. Examples include: • Cheese in tubes (page 9) • Feta in pre-formed cubes (page 9) • RakuRaku cube (page 23) • Pouring yogurt (page 19) • Whilst shot drinks have traditionally been part of the dairy landscape with the likes of Danone’s Actimel and Yakult, we have seen the beverage industry adopting this original dairy idea particularly in energy shots. Energy shots have been quite a phenomenon with growth over 85% between 2008 and 2010 according to Zenith’s Energy Shots report. We are now seeing non-liquid shots, for example: • Cheestrings Shots (pages 12 and 39).

Provenance • Consumers are increasingly interested in where their food comes from, for reasons from freshness to environmental awareness, to support for local industry and health concerns. Highlighting provenance allows the creation of a story around the brand, making it more interesting and more personalised to the consumer. The story can also be embellished by ingredients within the brand. Examples include: • Momchilovtsi yogurt (page 24 and 44) • Extra Special Orkney cheese (page 9).

snacking cheese which continues to innovate as the category grows. Greater portion control, extended shelf life, ease of use also greatly aid convenience, for instance: • Peak evaporated milk (pages 18 and 34)

‘Premiumisation’ • Linked to provenance, organic, and simplification: there is increasingly a market, especially in Western societies, for high end products as long as the message is clear, concise and believable.

Functionality • Still a very important factor in many new products based around weight management, muscle tone, satiety, energy levels and general well being. Mostly marketed at women. Use of antioxidants, probiotics, prebiotics, Omega-3, vitamins, whey protein, fibre, calcium. New innovations mean that, while many brands continue to promote lower fat, lower salt, lower sugar, etc - they can increasingly claim to offer the benefit of a taste and mouth feel very similar to the original product. For example: • Green tea and aloe vera ice cream (page 14). • Zenith’s Global Functional Dairy Insights report showed that the value of functional dairy drinks alone would amount to €5.1 billion in 2011, up 74% since 2004.

Packaging • New methods and innovations have helped shape new categories, e.g. pre-packed

• As well as convenience, such examples also allow for the additional benefits of food safety and reduction of wastage. Packaging is an area where companies can clearly highlight their environmental credentials.

Environmental awareness and sustainability • Still an essential issue for all manufacturers led by government regulation and consumer concerns. Can also be advantageous for manufacturers as economies of scale bring costs down, help reduce food spoilage and allow introduction of products into new markets.

Marketing • In a crowded market, the use of an established brand to tweak or extend offering - often develops around packaging, such as: • Cheestrings Shots (pages 12 and 39). Dairy associations and similar bodies continue to promote the health advantages of dairy products with many concentrating their efforts on the young, through innovative school milk campaigns. There certainly seems to be plenty of scope for innovation, both in maturing and emerging markets. www.zenithinternational.com

Functional dairy drinks value shares 2004-2011f

‘Localisation’ • Linked to provenance and environmental awareness: consumers are more willing to support ‘local’ brands, whether on a regional or national basis.

Simplification • Savvy consumers want to know what is in the product and feel comforted if the ingredients are clear, simple and understandable. This can be one of the factors in premiumisation, for example: • Häagen Dazs Five (page 15)

Source: Zenith International

Through the IDF Dairy Innovation Awards, many of these themes were transparent.

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Best new cheese

Well known across Europe for its high quality cream cheese, Alpenmilch Salzburg uses both organic and conventional quality milk from Salzburg in a variety of cream cheese products. In early 2009, it launched an innovation in this segment cream cheese in tubes, under its SalzburgerLand brand. Based on a well proven Alpine region recipe, the traditional manufacturing process at Alpenmilch is crucial for the cream cheese’s high quality and unique taste. The 100g tubes have recloseable caps, which is unique in the cream cheese segment, keeping the product fresh for long periods of time - a real advantage for singles or people with lower consumption. In addition, a star-shaped opening makes food decoration quick and easy. The convenient pack size is also good for picnics and other outdoor use. Torta DolceItalia, from UK retailer Asda’s Extra Special range, is a rich creamy cheese created by pressing together alternate layers of genuine Gorgonzola and Mascarpone, a combination which originates from the Trieste area. Produced in the Piedmont area of Italy,

it is rare in the UK but widely available across Europe. The contrasting flavours of the mild and creamy white Mascarpone with the deep strong blue Gorgonzola complement each other to create a unique and tasty product. While Feta is traditionally sold as a 200g block in the UK, the major use is in the form of cubes on a salad - the classic Greek dish. Asda’s Greek Feta Cubes therefore represents real innovation in this segment and offer the consumer great convenience. The blend of herbs and extra virgin olive oil complement the cheese, bringing more flavour and authenticity to a salad. The sharpness of the cheese contrasts with the mellow flavour of the oil and the mixed herb bouquet. The pack features a snap-on lid, making it good for resealing and storing in the fridge at home. Basil is the perfect complement for Mozzarella, as featured in the classic Italian dish Insalata Caprese. Asda‘s new Mozzarella with Basil brings a new dimension to the continental cheese category, providing the convenience of Mozzarella with basil - the fresh milky taste of the cheese blending with the sweet herby flavour of the basil.

Produced at Britain’s most northerly creamery in Kirkwall, Orkney, Asda’s Extra Special Orkney Mature Cheddar is steeped in heritage. The creamery was originally established in 1946 to use up the milk surplus which became available after the 60,000 service men and women, who were drafted onto the island during the Second World War, were sent home. The quality of this Orkney cheddar is due largely to the fact that it is produced using the dry-

Bill Bruce FoodBev Media

The Best new cheese category received 27 entries from eight countries.

“Provenance and convenience are two key trends in cheese.”

stir method which gives it a deliciously creamy texture, a lovely flavour, and great consistency. It is also down to the Island’s unique climate - and more daylight in Orkney compared with other areas of the UK. All of the milk used in the production of Orkney cheddar comes from the 22 dairy farms on the Island. This cheese is particularly good for cooking

- unlike some other Cheddars - due to its production method which results in less oil being released when melting. Also part of Asda’s Extra Special cheese range, Afon Cleddau is an award winning Cheddar made at the Haverfordwest Creamery in Pembrokeshire, South Wales, using milk from local farms. Set in Pembrokeshire’s rich dairy region, the producers have been crafting award winning cheese since 1930 with time honoured tradition, passed down through the generations. “As a dairy farmer-owned business we know each of our farmers and can therefore guarantee that only the finest quality local milk is used in the production of our award winning cheese.” Carefully matured for up to 15 months, Extra Special Afon Cleddau has a delicate mix of savoury yet sweet notes resulting in its award winning quality. Research has shown that an increasing number of consumers are becoming conscious of the wider ‘values’ in food and are keen to know where their food has come from and that it has been ethically produced believing this will translate into a superior taste benefit. These values are reflected in Extra Special Afon Cleddau - giving consumers across the UK the chance to sample a ‘true taste of Wales’.

Alpenmilch Salzburg; Asda Extra Special DolceItalia; Asda Feta Cubes; Asda Mozzarella with Basil; Asda Orkney Cheddar and Asda Afon Cleddau © dairy innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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DAIRY AWARDS 9

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Best new cheese Asda’s multi award-winning Extra Mature Dutch Gouda, from its Extra Special range is produced at the Steenderen creamery in Eastern Holland by traditional methods. It is matured for 40 weeks to give the distinctive rich caramel flavour which makes it such a find for the cheese expert. The cheese is made from pasteurised cows’ milk and heated until the curd is separated from the whey. The resulting curds are then pressed into circular moulds for several hours, after which the cheese is soaked in a brine solution which aids formation of the rind and helps provide its distinctive taste. The cheese is then dried for two days and is dipped in black wax to give the traditional protective coating. The Gouda is then aged for up to a year to give a rounded rich flavour. The distinctive small crunchy crystals of calcium lactate show that the cheese is aged to perfection. Also from Asda’s Extra Special range is Handmade Cornish Camembert. This cheese has a deep, authentic Camembert flavour and a luxurious, creamy texture. It has won awards across the UK, including Nantwich 2009, and was also a finalist at the World Cheese Awards in 2009. It is hand-made near Newquay in Cornwall, which is at the heart of some of the lushest dairy pastures in the country. The product has moved away

health. Omega-3 fatty acids are also essential for the proper growth and development of the body and play a positive role in low blood cholesterol levels. Since Vita Omega cheese alternatives are made from fresh pasteurised skimmed milk, they also contain proteins essential to the human diet and calcium, which plays an important role in the build up and maintenance of strong/healthy bones.

Saputo

from conventional Camembert presentation in order to remove unnecessary packaging and reduce its impact on the environment. Greek dairy company Mevgal has launched a range of cheese alternatives under the name Vita Omega - flavoured fulltasting products produced with the regular method of cheese production, removing animal origin fat and replacing it with vegetable fat. The vegetable fat used is trans-free, nonhydrogenated and a natural source of Omega-3 fatty acids, contributing to artery and heart

Saputo’s Frigo Cheese Heads is the leading North American string cheese brand accounting for 30.5% of the string cheese volume share. The brand’s core consumer base is comprised of larger families with children across multiple economic levels, and is significantly preferred over competitive products as shown by a 62.9% loyalty rate. This new product delivers 20% more vitamin D, 16% more vitamin A and is an excellent source of calcium. Available in original Superstring and Light String variants, the products deliver a fun name with bold packaging that appeals to kids and has an impactful presence on shelf. A Cheddar not for the faint of heart! - US based Cabot Creamery Co-operative has taken the recipe for internationally-acclaimed classic Cabot Cheddar, and infused it with hot-hot-hot Habanero and

Cabot Creamery Co-operative

Jalapeno peppers. The result is the fieriest, most exciting south-of-the-border Cheddar yet. Starting with the finestquality pasteurised milk produced by the 1,200 New England and New York farm family owners, Cabot’s master cheesemakers apply all the experience of a 90 year Cabot tradition of excellence and centuries old cheesemaking methods - to produce a distinctively smooth, firmtextured and richly marbled Cheddar with eye-catching flecks of bright red, green and orange pepper pieces which are visible through each delicious slice. Schärdinger Kaisertaler, from Austria’s Berglandmilch, is a soft cheese with a particularly smooth melting texture. The natural rind has a natural, fine tracing of red cultures and edible mould that gives it a gentle bite. The mild-savoury Kaisertaler taste results in a delicate cheese indulgence that is delicious with white bread and also goes well on a fine cheese platter.

Asda Gouda; Asda Camembert; Mevgal; and Berglandmilch © dairy innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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Click here to subscribe Schärdinger Die schlanke Linie Bierkäse, from Berglandmilch, is a beer cheese made from 100% Austrian cow’s milk and matured with Austrian Puntigamer beer. The cheese, cut in slices, has a beer-like and spicy aroma with only 7% fat content. The beer cheese is matured for a period of ten weeks and is rubbed with beer - which is how it gains its delicate beer-like taste. Berglandmilch’s Schärdinger Die schlanke Linie Rauchkäse is a finely smoked cheese made from 100% Austrian cow’s milk containing only 13% fat and packed in slices. This variety of cheese is smoked mildly on beech wood, and with its delicate smoked aroma is good for between meal snacks or on rustic cheese platters. This smoked cheese from the

traditional cheese dairy at Feldkirchen in Upper Austria is available in packs of 150g slices on the self-service cheese shelf. Schärdinger Mostkäse from Berglandmilch is a hard cheese with a strong, spicy aroma. After being removed from the brine bath, the cheese is immediately immersed in the best perry from the Mostviertel - Austria’s infamous region, known for its top-quality pear musts - where the perry penetrates the cheese. Next, the cheese is dried and rubbed with red cultures, which are also mixed with perry. During the four week maturation period, the Mostkäse is treated at intervals with this mixture of perry and red cultures. Afterwards, the cheese is washed, dried and cut into blocks ready for sale. This

Berglandmilch Bierkäse; Berglandmilch Rauchkäse; and Berglandmilch Mostkäse

intensive refining with the best perry from the Mostviertel gives the Schärdinger Mostkäse its incomparably strong and spicy flavour. With the velvety consistency of the curd and the

fine holes as well as the hearty, spicy flavour, this hard cheese goes superbly with strong perry and cider. It is also great for cheeseboards and as a tasty snack.

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Best new cheese Fayrefield Foods in the UK has launched a fresh taste of New Zealand with the introduction of rich, mature Cheddar - Kiwi Gold. Launched in October 2009, this new cheese is made in arguably one of the world’s best cheese making dairies, using milk from free-range cows that graze outdoors all year round. The packaging, featuring an image of free-range cows grazing on lush pastures under a snowy mountain peak, evokes the beauty of New Zealand and reinforces the cheese’s natural credentials. The Kiwi Gold brand fills the gap for everyday cheese from New Zealand which was vacated when Anchor Cheese was withdrawn from the UK market. It offers authentic full flavoured Cheddar with a sweet character and the provenance of New Zealand. Fonterra Co-operative Group’s cheese research team has developed a breakthrough in Cheddar cheese, delivering a healthier choice with a full semimature savoury taste profile and a classic firm Cheddar body. This innovation has been achieved in response to consumer demand and calls from nutritionists and regulators for foods that are lower in sodium. Fonterra’s new Savoury (low salt) Cheddar honours the great flavour and quality heritage of Cheddar and yet responds to the global trend and demand for betterfor-you foods - delivering 40%

Fonterra Co-operative Group

Parmalat Canada

less salt. Success in this area of ‘sodium reduction’ is not a simple exercise and is something that cheese manufacturers have struggled to conquer. The secret of the innovation evolves around altering the cheese making techniques, a shift in the culturing process and careful nurturing throughout the ripening stage, which results in a well rounded savoury profile.

sticky texture which is a typical undesirable property of processed cheese. It also has a very rich taste, similar to vintage Cheddar. Each 10g piece is individually wrapped in aluminum foil, so customers can enjoy it on the go, or at home. Ten pieces are packaged in a newly-developed carton with an easy to open resealable lid. Following launch, sales have steadily increased, and this product is now available in more than 90% of retail stores in Japan.

Meiji Dairies Corporation of Japan has developed a new type of processed cheese, called Meiji Hokkaido Smart Cheese. Hokkaido is Japan’s northern island and is the centre of the country’s dairy industry. The carefully selected ingredients include fully matured Cheddar produced in Hokkaido. Many trials were conducted to determine the best combination of emulsifying salts for processing, with the aim of optimising creaming conditions. The product has a desirably crumbly body and smooth mouthfeel - avoiding the

Bel UK has drawn on its cheese making expertise to develop a new range of light, flavoured cheese portions, under The Laughing Cow brand. Deli-Light has been launched with three flavour variants: Blue Cheese, Onion, and Goats Cheese. The range has a new rectangular sleeve and tray packaging format, which is different to The Laughing Cow’s familiar round box of triangles. Research found

that consumers liked the square portions and new pack format, and found the packaging more sophisticated and adult-like, making the range seem special and relevant to them, rather than being just for children. Black Diamond Cheestrings/ Ficello, the Canadian cheese string category leader from Parmalat, introduced new Black Diamond Funcheez in 2009. Available in three fun shapes - Planets & Moons, Dinos and Fish - this new snack cheese is fun for kids and also provides a source of calcium, vitamin A and protein making it an easy choice for parents. FunCheez is designed as an on-the-go snack, in lunches or after school. Funcheez has brought excitement to the category, contributing to total snack cheese performance. Funcheez has contributed 40% to snack cheese volume gains since its launch.

Fayrefield Foods; Meiji Dairies Corporation; Bel UK and Kerry Foods © dairy innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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Click here to subscribe natural cheese - but in a brand new format of lots of little chewy pieces. Every portion of Cheestrings Shots includes 29% of a child’s recommended nutritional intake of calcium. Cheestrings Shots bring more choice and variety to the lunchbox and are available in boxes of six individually wrapped sachets, each featuring a numeric and quirky fact.

Futura Foods Halloumi with chilli; and Halloumi with pepper

Cheestrings Shots, from Kerry Foods in the UK, is described as “the exciting new way to eat Cheestrings” and was launched in late 2009. Cheestrings Shots are “gazillions of yummy little cheese pieces waiting to be shaken and shot back. Simply tear open the individually wrapped sachets, shake and shoot… straight into your mouth!” With the goodness of a glass of milk in every sachet, they have all the same taste and natural goodness of the popular Cheestrings Originals. Each individual sachet is 100%

Tesco Halloumi with chilli, from Futura Foods, is an innovative product that provides a versatile cheese with a spicy punch. Commonly known by people in the UK as a cheese for cooking, Halloumi cheese is the traditional cheese of Cyprus, known for its unique taste, texture and versatility. It is becoming increasing popular in the UK for a number of reasons: holiday-makers replicating their favourite holiday dishes; television programmes inspiring experimental cooking; increasing trends in outdoor cooking; and vegetarians adopting the cheese as a meat alternative. Also from Futura Foods, Tesco Halloumi with pepper is another innovative product that provides a versatile cheese with a piquant flavour. Ideal grilled and served cubed in cous cous, as part of a salad or baked in Mediterranean vegetables.

District Co-operative Plant Kowicz; and Kerry Foods’ LowLow

feedback from consumers to date has been exceptional with a 75% repeat purchase rate amongst those purchasing it off promotion.

Lactalis Deli Inc Brie Towicki Ser Topiony Wedzony, from Poland’s District Co-operative Plant Kowicz, is made from a mixture of ripened Edam, Gouda and Emmental. Characterised by a mild taste and enriched by the effect of smoking, the flesh colour is natural, creamy, uniform texture, smooth and slightly elastic. A brown-golden rind adds to the product’s appearance. The plastic packaging, with easy opening feature, provides excellent protection, while clearly showing the product to the purchaser. Towicki Ser Topiony Wedzony smoked soft cheese is ideal for sandwiches, snacks and to enrich the taste of hot dishes. LowLow cheese, launched by Kerry Foods in the UK in October 2009, is based on the strong consumer insight that whilst other categories in dairy deliver a good balance of betterfor-you products, there is a poor offering in low fat cheese, which rarely delivers on taste or performance. LowLow mature cheese has all the flavour and melt of full-fat Cheddar but because it is made with semiskimmed milk, it has a third less fat. The brand has been in development for over ten years to deliver a taste and texture that is comparable to full-fat cheese. In fact when tested amongst consumers, 84% agreed it was as good as the full fat offering, a real breakthrough for the category. Sales and

President Brie log from Lactalis Deli Inc is a classic French Brie made of cow’s milk. “Its snowy-white edible rind along with its deliciously creamy and buttery taste makes every bite a delightful experience.” At room temperature or heated, on its own, baked, or en croute, Brie log’s buttery and mushroom notes pair well with apricots, apples, berries, pears, quince, pinenuts, pistaccios, olives and more. With its new shape, Brie Log is perfect for crackers or on its own. Wine pairings were also suggested: Champagne, Bordeaux, Sauvignon Blanc, Merlot, Cru Beaujolais, Syrah (Languedoc). Lactalis Deli has also introduced Président Feta Spreadable. Feta cheese is a traditional cheese that dates back thousands of years. Its freshness has always made it perfect for crumbling over salads and eating on its own with olive oil and oregano. Président’s new Spreadable Feta, provides the most versatile way to enjoy the delicious taste of Feta cheese, adding a Mediterranean touch to sandwiches, crackers, pitas and vegetables. Président Spreadable Feta can be used as part of the Mediterranean Diet - and fits into dietary guidelines as suggested by the US government.

Lactalis Deli Inc Président Feta

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DAIRY AWARDS 13

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Best new spread

Best new ice cream

The Best new spread category received five entries from four countries. Butter in a bottle, from Spain’s Corporación Alimentaria Penasanta SA, is designed to make dispensing and spreading butter easier. The product has the texture, viscosity and creaminess to enable it to be packed in a squeezable dispensing bottle with a valve cap. This product can be included among diet products as defined by European legislation - having at least 30% less energy value in comparison to that of traditional butter. It includes butter, cream and dairy proteins with stabilisers. Launched in June 2009, Western Star Spreadable UltraLight, from Fonterra Brands Australia, claims to be the most innovative product launch in chilled spreads since the arrival of sterol margarines in 1998. With just 23.5% total fat, Western Star UltraLight is the lowest fat dairy blend on the Australian market. With 70% less fat than margarine, Western Star UltraLight spreads easily onto bread, crackers and toast, with no taste compromise. As well as surpassing consumer expectations of taste and

The Best new ice cream category received five entries from five countries.

Asda Somerset Farmhouse Butter functionality, Western Star Spreadable UltraLight has driven significant incremental brand share growth for Western Star. From its Extra Special range, Asda’s Somerset Farmhouse Butter is a rich salted butter, churned using specially selected West Country cream to a Clothier family farmhouse traditional recipe. The flavour is clean and characteristic of salted sweet cream butter, has a uniform rich yellow colour, is bright and clean in appearance and without excessive visible moisture. The texture of the butter is close bodied, waxy and free from excessive aeration. The provenance and use of these regional ingredients is what makes it innovative in the UK butter market. Asda Belgian Chocolate Spread is the first to be launched in the chiller fixture in the UK. Chocolate spreads have only ever been available here as ambient grocery

Asda Belgian Chocolate Spread products with recipes based on vegetable fat. The Asda version is a fresh chilled dairy product which has 50% less fat and 50% less calories than an equivalent ambient grocery product. The main selling point, however, is the product itself. The spread has an indulgent Belgian Dairy Chocolate taste, and a delicious ‘melt in the mouth’, creamy texture. The product is designed to appeal to everyone who likes chocolate. Its consistency means it is easy to spread direct from the fridge. Turkey’s Ak Gida has created a new product combining Turkish breakfast favourites - fresh cheese, honey and cream. Fidella Fresh Cheese with Honey and Cream (Ülker Içim Fidella Taze Peynir) combines the taste of cream and the nutritive benefits of fresh cheese with the taste of flower honey. Fidella Fresh Cheese with Honey and Cream is made from pasteurised cow’s milk, pasteurised cream, honey, sugar, flavour and a starter culture.

Corporación Alimentaria Penasanta SA; Fonterra Brands Australia; and Ak Gida

La Femme Green Tea Aloe Vera Ice Cream, from Nanyang Polytechnic in Singapore, is a green tea flavoured ice cream, containing mini pieces of Aloe Vera, creating an interesting new mouthfeel. Green tea is beneficial as it contains many antioxidants and polyphenols. Aloe Vera contains many bioactive compounds which have anti-inflammatory and pro-healing properties. The product is described as “unveiling a unique way to indulge without the guilt!” It is sweetened with sucralose and aimed at active and health-conscious women. Following an extensive piece of research into the UK ice cream tubs market, it became clear there was a real opportunity for an indulgent ice cream treat, at an everyday price point for the whole family to share and enjoy. Asda’s new ‘Loaded’ range of ice cream tubs are available in six flavours including Rocky Road, Chocolate Fudge Brownie, Millionaires and Cheeky Chimp - packed with popular treats such as chewy marshmallow, caramelised pecans and Belgian chocolate chunks, swirled through with gooey sauces.

Nanyang Polytechnic

14 DAIRY AWARDS

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Asda Fully Loaded range Amul of India has launched Cake Magic ice cream, combining “two experiences in one product.” Available in two distinct flavours: Very Very Strawberry; and Choco Delight, the cake is made without eggs and topped with Amul’s popular ice cream. Innovative packaging shows off the product to best effect. The launch was supported as a full nationwide launch with in-store point of sale, press advertising, and onstreet hoardings. Häagen-Dazs Five, from US based Dreyer’s Grand Ice Cream, is a new line of ice cream crafted from only five ingredients in every one of the seven flavours. Based on the discovery that sophisticated, ‘foodie’ consumers are increasingly seeking lessprocessed foods made from as

few, simple ingredients as possible, the launch of Häagen-Dazs Five in March 2009 leapfrogged ice cream category conventions around ‘low fat’, ‘low calorie’ and ‘no sugar added’ claims - and instead created a tempting and unique option to enjoy natural, great-tasting ice cream more often. The benefit idea of known, simple ingredients appeared promising given the Häagen-Dazs brand’s core product attributes of all natural ingredients and an indulgent taste. The HäagenDazs Five concept emerged from quantitative concept testing as a clear winner with strong claimed purchase intent, purchase frequency, and product differentiation. Ultimately seven flavours were created for Häagen-Dazs, delivering

Amul a combination of broadlyappealing classic flavours as well as several, one-of-a-kind flavours for more adventurous ice cream lovers: Vanilla Bean, Coffee, Milk Chocolate, Mint, Brown Sugar, Passion fruit and Ginger. Froothie, from Slovenia’s Ljbuljanske Miekarne, is a natural, healthy ice cream smoothie in a 70cl stick. It has

Dreyer’s Grand Ice Cream

100% fruit, no added artificial colours and aromas and with a low, only 1%, fat content. It is produced from top quality ice cream and from natural fruit concentrates without any additives. The product is aimed at those who pay attention to their health and body weight. Froothie, available in wild cherry strawberry and mango apricot carrot flavours, is classified as one of the products bearing the ‘Protecting Your Health’ sign.

Ljbuljanske Miekarne

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DAIRY AWARDS 15

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Best new dairy drink (including yogurt drinks and added value liquid milk) The Best new dairy drink category received 13 entries from ten countries. 1% Organic Milk from Graham’s The Family Dairy is the first 1% organic milk to be introduced into the UK market and is available nationwide in over 500 Sainsbury’s stores. 1% Organic Milk is low in fat (1%), but retains the rich, fresh, creamy taste of semiskimmed organic milk (1.6% fat). In addition to offering the consumer the reassurance of an organic product that has been produced from cows raised on naturally fertilised pasture certified by the Soil Association, Graham’s 1% Organic Milk provides the additional benefit of containing the essential fatty acid Omega-3 and a high calcium content. Q Chocolate milk was launched in February 2010, by O.Kavli of Norway, and after only one month in the market, sales estimates doubled. Following research with frequent consumers of chocolate milk, Q Chocolate milk was tailored to their preferences, with the emphasis on taste, consistency

and design. Additional flavour testing was also carried out, comparing Q Chocolate milk against the market leaders. The results showed that Q Chocolate milk reached 44% preference in terms of taste. The benchmark products reached 28% each. In other words, Q Chocolate milk is the best tasting chocolate milk in the Norwegian market. Parmalat’s Lactantia brand in Canada has introduced Lactantia PurFiltre organic milk, combining the delicious and natural organic goodness of fresh milk with the benefits and quality of the microfiltered process. The organic milk segment in Canada is one of the fastest growing segments, increasing at +11% nationally year on year. Lactantia PurFiltre organic milk tastes purer and creamier and stays fresher longer (36 days versus 20 days for regular organic milk), thanks to the micro-filtration process that removes 99.9% of all bacteria. Available in 1% and 2% variants in 2 and 4 litre packs, Lactantia PurFiltre Organic milk is certified organic by the QAI (Quality Assurance International) and carries the new ‘Canada Organic’ symbol.

In 2009, Puleva of Spain introduced two new ready to drink products - Puleva Calcium with Coffee Drink and Puleva Calcium with Muesli Drink, both enriched with 40% more calcium than ordinary milk, plus vitamin D. Puleva Calcium with Coffee, features a slight tang of coffee, while Puleva Calcium with Muesli features a combination of milk, fruit and cereals which can be enjoyed any time as a complete nutritional food. Both variants provide 35% of the daily recommended amount of calcium and are designed for on-the-go consumption in leak-proof screw cap ergonomic bottles. Berglandmilch of Austria has launched Schärdinger Die Schlanke Linie Schokomilch a creamy and sweet low fat milk with a delicious chocolate flavour, and Schärdinger Die schlanke Linie Vanillemilch - a vanilla flavoured creamy sweet low fat milk. Both products are lactosefree and have only 0.9% fat. 100g of the slim line product delivers only 47 calories. In an effort to provide consumers with a healthy alternative to breakfast, Aynes Gida San ve

Graham’s The Family Dairy; O.Kavli AS; Parmalat Canada; Berglandmilch Schokomilch and Vanillemilch

Puleva Foods Tic has introduced the first breakfast milk in Turkey in Tetra Pak 200ml Slim pack with straw. Tick Tack is the first and only liquid dairy product in Turkey to specifically target the breakfast consumption occasion. Aynes Tick Tack is a nutritious, and practical alternative for those who do not have time for breakfast or need a snack on-the-run. It is formulated with full fat milk, honey, oatmeal, corn and banana and is fortified with vitamins and minerals. Tick tack provides 33% of daily vitamin and mineral requirement. Its high fibre and protein help consumers feel full while the enriched formula combines nutrition and energy with great taste. Tick Tack targets: children with its high nutritional content and appealing taste; and adults who are looking for convenient options to fit in with their busy lifestyle.

Aynes Gida San ve Tic

16 DAIRY AWARDS

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Best new dairy drink (including yogurt drinks and added value liquid milk) Meadow Fresh Pre-bio milk, from Goodman Fielder Dairy, claims to be the first and only milk in New Zealand with natural prebiotics to support digestion. The natural prebiotics are sourced from the chicory plant, which has been approved for use in foods in New Zealand and internationally. Having a healthy, effective digestive system has many important health benefits such as better absorption of vitamins and minerals, strengthened immunity and increased regularity. Suitable for adults and children over two years old, Meadow Fresh Pre-bio milk, is aimed at the whole family for use on cereal, in hot and cold drinks and in cooking. Yaggo! drinking yogurt, from Elle & Vire in France, claims to be a genuine innovation in the children’s dairy drink segment. It is presented in an on-the-go pack that children find fun to use, making it stand out from rival products. It is also the first standup pouch on the market with a long life (six months), developed by Elle & Vire in collaboration with Pro Aseptic and Amcor - “a real innovation on a shelf usually full of bottles!” The recipe, available in three popular flavours, is suited to the specific needs of children and is a source of iron, calcium, protein, and

vitamins A, D, B2, and B12. Yaggo! is now available in over 100 countries. In Nigeria, evaporated milk is considered the ‘real’ milk and was until recently only available in 170g tins and some exclusive Tetra Paks with more than one serving content. Peak Evaporated Milk, from FrieslandCampina WAMCO, is extra fortified to address local micro nutrient deficiencies. The new single-serve packaging has made this added value liquid milk more affordable for lower income groups throughout the country. Launched in November 2009, Peak Evaporated Milk is produced in 35g sachets which is the average quantity of milk added to one cup of tea. The new purpose-built plant in Lagos is now operating at full capacity producing over 10 million sachets per month, but demand is already outstripping supply for this popular product. Preparations are underway to expand production capacity to meet the growing demand in Nigeria and elsewhere in Africa. New Emmi Caffè Latte Zero is the seventh extension to the successful Caffè Latte range from Switzerland’s Emmi. It delivers a powerful, full-bodied aroma and a taste that’s strong and bitter. Superior quality Arabica coffee is gently hand-roasted to perfection before being ground, made into authentic espresso and then

Emmi ; Ak Gida; and Metro Drinks Ltd mixed with the finest Swiss milk. Each cup of Emmi Caffè Latte Zero contains 110 Arabica beans sourced from Malabar, India, and delivers 110mg of caffeine. Emmi Caffè Latte Zero has no added sugar, no sweetener, is lactosefree and is presented in a 230ml beaker with a novel drinking lid. Turkish people traditionally drink ayran (yogurt) with a meal or on its own and now often mix ayran and carbonated spring water just before consumption for a more refreshing drink. Ak Gida of Turkey has now launched its own ready to drink version of this popular beverage - Içim Pasifik Ayran - as an on-the-go drink in a can. Tunnel pasteurised to deliver a three month shelf-life in the chill-chain, carbonated Içim Pasifik Ayran’s taste originates from the fermentation process. The product is very

Goodman Fielder Dairy; Elle & Vire; and FrieslandCampina WAMCO Nigeria

low in carbohydrates (~%1.3) and fat (~%0.15). Because of this, carbonated ayran may be considered as a good school milk initiative if offered in cafeterias - perhaps in place of similar looking energy drinks in cans. The International Fairtrade accreditation awarded to Herbert’s iced coffee is thought to make it unique amongst readyto-drink iced coffees. Herbert’s is made with Fairtrade coffee, sugar and cocoa sourced from farming co-operatives in sub-Saharan Africa, blended with other natural ingredients and manufactured to shelf stability for 12 months. With only 3.1% sugar, the product is less sweet (and therefore healthier) than most other competitive brands; and because of the quality of the ingredients, the product is also free from additives that are often used to enhance ‘milkiness’ in other iced coffees. Its packaging is designed to convey the African provenance of the ingredients, combined with contemporary shrink sleeve packaging with a high level of shelf impact. The bottle sleeve, produced and part designed by Chadwicks of Bury, has a matt surface lacquer which serves to enhance both the physical and visual impact of the product. The brand has been produced in a single serve format which is ideal for retail as well as the café or deli sector looking to offer a grab-and-go alternative to iced coffee made on site.

18 DAIRY AWARDS

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Best new functional dairy product (including pre- and probiotic dairy products and whey protein drinks) The Best new functional dairy product category received 20 entries from 16 countries. Cacao Naturfibra, from Spain’s Corporación Alimentaria Penasanta SA, is a cocoa UHT milkshake which contains a mixture of two soluble dietary fibres and supplies 40% of the recommended daily amount of fibre. In clinical studies, it has been proven that the intake of a dairy preparation with a supplement of fibre containing 20g of soluble fibres (inulin and digestion resistant maltodextrin), improves the situation of idiopathic primary chronic constipation based on the Rome II criteria. A double blind clinical trial randomised with dietary intervention was carried out on 32 subjects with constipation, according to the Rome II criteria. The subjects (four men and 28 women), with an average age of 47, were randomly divided in two groups. Group A received fibre enriched semiskimmed milk; Group B received semi-skimmed milk. The subjects drank half a litre of milk per day for 20 days, so those who drank the enriched milk had an intake of 20g of fibre a day. At the end of the study, the subjects that presented straining at defecation (p <0.001), sensation of incomplete evacuation (p <0.001), sensation of obstruction in the evacuation (p <0.001) and days between bowel movements, diminished

significantly after the intake of milk supplemented with fibre. BioBest Antioxidant yogurt, from Parmalat Canada, is a 1% low-fat creamy probiotic yogurt that contains a natural blend of fruit extracts and real fruit pieces, known for their antioxidant properties. Each 100g serving of BioBest Antioxidant contains 250 ORAC units, the equivalent of one fruit serving per day. Launched nationally in January 2010, it is the first yogurt targeted specifically to Canadian consumers wanting more antioxidants in their diet. In various surveys, over 57% of Canadians agreed antioxidants were important to them from a nutritional standpoint. BioBest Antioxidant, sold in a convenient multi-pack, is available in four flavours: strawberry, wild blueberry, triple berry and açai berry. BioBest Antioxidant yogurt also contains seven essential vitamins and minerals including vitamin A and D, is a source of calcium, low in saturated and trans fats, and contains no gelatin. Naturally sweetened, BioBest Antioxidant has no preservatives and contains over 1 billion active probiotic cultures per serving

- 500 million cfu Lactobacillus acidophilus NCFM and 500 million cfu Bifidobacterium lactis Bi-07, which contribute to healthy digestive tract flora. UK retailer Marks & Spencer has launched a mix of bananas, dates and oats, with low fat probiotic yogurt, to create a sweet, creamy and satisfying dairy smoothie drink. The health benefits of this smoothie are derived from a strain of friendly bacteria (Bifidobacterium). When eaten in sufficient quantities, probiotic bacteria has been shown to have a beneficial effect on gut health. In addition, the smoothie contains Omega-3, to help maintain a healthy heart and calcium and vitamin D to support healthy bones. A 25cl serving provides 0.2g of long chain Omega-3 PUFA, 44% of the recommended 0.45g daily requirement. UK based Rachels Organic realised that consumers were looking for something more interesting than milk to pour over their cereal and muesli - while existing natural yogurt was considered to be too thick to soften the cereal on its own. Rachels has now created a

Corporación Alimentaria Penasanta; Marks & Spencer; Rachels Organic; and Inner Mongolia Yili Group

Parmalat Canada deliciously mild, lighter textured yogurt designed to pour smoothly over cereals and fruits. The range is made simply using the highest quality pure organic ingredients, with no artificial colours, flavours or preservatives. Naturally high in calcium and essential vitamins, the yogurts also contain special bio-live cultures for digestive wellbeing. Available in three natural flavours; natural, natural with a hint of honey and natural with a hint of strawberry. Changqing Pro-ABB probiotic yogurt, from Inner Mongolia Yili Group Co Ltd, contains a unique probiotic combination of Lactobacillus acidphillus and Bifidobacterium developed independently by Yili. It can keep more than 2x109/100g live and active cultures during its three week shelf life. It is the first physiological functional yogurt proved by clinical trial in China. 400 volunteers were selected to take part in the clinical trial - carried out according to the international Good Clinical Practice - in Beijing and Shanghai respectively. The results were evaluated by specialists of the Shanghai Nutrition Society and Chinese Institute of Food Science and Technology. The conclusion was that the Changqing ProABB probiotic yogurt can improve slight constipation and abdominal discomfort symptoms efficiently, regulate the intestinal microecology, increase beneficial bacterium and decrease harmful bacterium, and promote nutrition absorption in the small intestine after taking the yogurt continuously for one week.

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DAIRY AWARDS 19

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Best new functional dairy product (including pre- and probiotic dairy products and whey protein drinks)

Organic Enyo, from Korea’s Maeil Dairies, is a fermented soft drink similar to drinking yogurt. USDA Organic certified. Only proven, qualified and safe organic ingredients are used. Containing low GI

natural sweetener (0rganic agave syrup), with plenty of Vitamin C. Contains complex Lactobacillus that performs a great support for the intestinal functions. Produced without any antibiotics, pesticides or preservatives.

Geoff Platt Editor, dairy innovation

Inner Mongolia Yili Group’s Pro-kido formula for pregnant lactating women adds a probiotic compound- in particular BID (LGG Living bifidus BB12) to lay a solid foundation for the baby’s healthy growth. The effective absorption of various nutrients enhances immunity, and reduces the chance of infection and allergies in mother and foetus. α-lactalbumin is the human body’s high quality protein source. Pro-kido promotes the generation of antioxidant and immune substances, and helps to strengthen the mother and foetus’s immune system. It also contains whey protein, rich in α tryptophan and cysteine, which can effectively promote the foetal central nervous system and brain development. The product contains a sufficient amount of folic acid and Prebiotics (fructo-oligosaccharide and Galactooligosaccharide) to protect the healthy development of the foetal nervous system and reduce the incidence of anemia during pregnancy and abortion.

“Dairy’s ability to add value through functionality brings wide benefits to consumers.”

Probio Vanilla & Cacao from Bohušovická mlékárna in the Czech Republic features curd cheese, creamy yogurt, probiotic culture, inulin supplement (plant fibres) and 18% of vanilla flavour. Probio is based on a modern and advanced nutritional trend prepared with fresh curd, a live yogurt culture, a pro-biotic culture of bifidus bacteria and inulin, a supplement of pre-biotic fibres, which is completely appropriate for the micro flora of our body. The combination of those ingredients provides a symbiotic environment that reduces the activities of harmful types of bacteria, improves the body’s natural defences and is appropriate for all ages. It does not contain any fibrin. No chemical preservatives are added to this product.

Schärdinger JoghurtTopfennockerl, from Berglandmilch is “the most wonderfully light dessert alternative” - a curd dumpling with only 3.3 % fat and a fine yogurt. Requiring very easy preparation: simply remove the required portion with a spoon or ice-cream scoop from the pot and place it on the plate. Combine with fruity dessert sauces, purée then it is ready. Schärdinger Die schlanke Linie Frühstücks Joghurt Himbeer & Cerealien and Frühstücks Joghurt Müsli & Honig, from Berglandmilch, offers low-fat enjoyment straight from the pot - reduced-fat yogurt and only 0.1 % fat with cereals and 15% fruit content of fine raspberries or muesli and honey. A 100g serving of the small breakfast yogurt contains only 47 calories. Roselle Yogurt, from Nanyang Polytechnic in Singapore, delivers the complementary benefits of yogurt and Roselle - a type of herbal tea that has a tart, cranberry-like flavour. Roselle is rich in vitamin C and minerals which may boost the immune system and can also act as a collagen and antioxidant. Yogurt is rich in potassium, calcium, protein and B vitamins, and contains live cultures of Lactobacillus bulgaricus and Streptococcus thermophilus, which strengthen and stabilise the digestive system. Even moderately lactose-intolerant consumers can enjoy the yogurt

Nanyang Polytechnic’s Roselle Yogurt without ill-effect since much of the lactose is consumed by the bacterial culture. Roselle Yogurt may promote healthy bones and lower blood pressure. The blend gives a smooth texture with a sour note, delivering natural goodness, and is often mistaken for blueberry yogurt. Meadow Fresh Pre-bio Yogurt, from New Zealand’s Goodman Fielder Dairy, contains both prebiotics and probiotics. Achieving a good balance of both pre- and probiotics helps to reduce the presence of harmful bacteria - and helps the digestive system work as it should. Having a healthy, effective digestive system has many important health benefits such as better absorption of vitamins and minerals, strengthened immunity and increased regularity. The launch of Meadow Fresh Prebio Yogurt fills a category gap for consumers wanting an affordable yogurt that can be consumed every day, with added functional health benefits that address growing consumer trends around dietary and digestive concerns.

Maeil Dairies; Inner Mongolia Yili Group; Bohušovická mlékárna; Berglandmilch Joghurt-Topfennockerl; Berglandmilch’s Frühstücks Joghurts © dairy innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

20 DAIRY AWARDS

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Goodman Fielder Dairy; and Meiji Dairies Corporation Meiji Yogurt R-1 from Japan’s Meiji Dairies Corp, is a new and clinically proven functional yogurt containing immunostimulatory exopolysaccharides (EPS). This product was introduced to limited regions of Japan in December 2009 and has since been rolled out gradually to other parts of the country. Meiji Yogurt R-1 is yogurt fermented with Lactobacillus delbrueckii ssp. bulgaricus OLL1073R-1 (1073R-1). 1073R-1 was selected from a group of 139 strains because it produces immunostimulatory EPS. This yogurt is packaged in bright red to emphasise how the body can maintain immune function despite immuno-senescence or stress. The immuno-stimulatory effects of yogurt fermented with 1073R-1 in mice, as well as the effects of EPS alone were investigated. Oral administration of either the yogurt or EPS alone increased natural killer (NK) cell activity and prolonged the survival of mice infected with the H1N1 virus. It was concluded that yogurt fermented with 1073R-1 possesses anti-flu

virus activity, and that this activity results from EPS produced by 1073R-1. Furthermore, it also showed yogurt fermented with 1073R-1 reduces the risk of catching the common cold in healthy elderly subjects in two independent cohort studies. In these studies, the NK cell activity of the subjects who had relatively low NK activities increased this following intake of Meiji Yogurt R-1. The company believes that Meiji Yogurt R-1 is unique and beneficial while helping people to live healthier lives through an enhanced immune system. As well as having the natural advantages of a quality yogurt, Ego Slim & Vital, from Slovenia’s Ljbuljanske Miekarne also includes a combination of pure L-carnitine amino acid and Q10 coenzyme for vitality to help maintain body weight. With daily use and regular physical exercise this combination helps to burn fat and maintain body weight. It also contributes to faster regeneration after physical exercise and supplies essential

Ljbuljanske Miekarne

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DAIRY AWARDS 21

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Best new functional dairy product (including pre- and probiotic dairy products and whey protein drinks) sourced - to qualify for the ‘100% Canadian Milk’ blue cow symbol, and uses only natural flavours.

nutrients to the heart, brains, immune cells and other parts of the body. Ego Slim & Vital is suited to everyone who wishes to increase the efficiency of their diet and, at the same time, maintain vitality. Yogurt Plus Crème Caramel. from Canada’s David Chapman’s Ice Cream, is a delicious low fat frozen yogurt that consumers say looks and tastes just like Ice Cream. This low fat formulation includes 7g of the prebiotic fibre inulin along with a minimum count of 1 Billion Bifidobacterium lactis per serving. Designed to meet the needs of the baby boomer generation, this product is a source of calcium - which is more effectively absorbed by the body due to the presence of inulin. Inulin helps to protect the probiotic cultures Bifidobacterium lactis and Lactobacillus acidophilus from stomach acids to allow more of the culture to survive. The cultures then grow from the inulin and remain in the large intestine to improve gut health. During digestion the inulin aids the body’s absorption of calcium, allowing a better uptake of this important mineral. Yogurt Plus Crème Caramel uses Only Canadian Milk Ingredients locally

“Functional dairy offers a growing Geoff Platt Editor, dairy innovation

David Chapman’s Ice Cream

Pierniczek Torun’ ski, from Poland’s District Co-operative Plant Kowicz, is a dessert product based on cottage cheese. Soft and creamy in texture, with the colour and smell of gingerbread, it is a product that is both attractive and delicious.

range of health and nutrition ‘pluses’ for all consumers.”

This dessert contains cottage cheese nutrients (proteins, lactose, milk fat and other components of milk) and is enriched with cocoa and cherry flavours. The careful formulation of Pierniczek Torun’ ski ensures that this dessert has a light and delicate taste. Pierniczek Torun´ ski is packaged in a clear pot. It can be consumed direct from the pot or served and decorated with whipped cream, chocolate, sauce or liqueur according to taste. Safflower Power, from Old Home Foods in the United States, is the first and only yogurt enhanced with Clarinol CLA (conjugated linoleic acid), derived from natural safflower oil and clinically proven to help increase muscle

tone and reduce body fat. For active people who integrate two 6oz servings of Safflower Power into a healthy diet and exercise programme, Safflower Power will apparently produce visible fitness results in just 8-12 weeks. CLA is widely known in the nutrition and natural foods communities. It has been available as a dietary supplement for more than ten years, but this is the first time it has been used in the US in a yogurt. The FDA reviewed CLA and had no objections, concluding that it is safe for use as an ingredient in certain food categories including milk, yogurt and fruit juice. Mevgal of Greece claims to have created the first yogurt with olive oil, a unique product that is based on the Mediterranean diet. Yolive is a fat-free yogurt with added olive oil (with extra virgin olive oil from Sitia of Crete), plus small pieces of olive which give the product a uniquely spicy taste. The product is accompanied by small wholewheat rusks in a separate container offering a ‘Mediterranean’ flavour. Olive oil has constituted an integral part of the Mediterranean diet for thousands of years while its health benefits are numerous and substantial. The replacement of animal fat with olive oil provides 0% cholesterol, offering consumers an assurance of health. Also Yolive has a high content of mono-unsaturated fatty acids especially oleic acid, which remain stable throughout the shelf life of the product. In an effort to provide consumers with a healthy alternative to

Aynes Gida San ve Tic breakfast, Aynes Gida San ve Tic has introduced the first breakfast milk in Turkey in 200ml Tetra Pak Slim pack with straw. Tick Tack is the first and only liquid dairy product in Turkey to specifically target the breakfast consumption occasion. Aynes Tick Tack is a nutritious, and practical alternative for those who do not have time for breakfast or need a snack on the run. It is formulated with full fat milk, honey, oatmeal, corn and banana and is fortified with vitamins and minerals. Tick tack provides 33% of the daily vitamin and mineral requirement. Its high fibre and protein content help consumers feel full, while the enriched formula combines nutrition and energy with an excellent taste. Tick Tack is targeting children with its high nutritional content and appealing taste and also adults who are looking for convenient options to fit in with their busy lifestyle. The Tick Tack launch was supported with an amusing and informative television advertising campaign supported by print advertising, sampling and POS activities.

District Co-operative Plant Kowicz; Old Home Foods; and Mevgal © dairy innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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Best newcomer brand or business The Best newcomer brand or business category received 12 entries from nine countries. Meiji Dairies Corp of Japan has launched Step RakuRaku Cube a compressed baby milk powder which dissolves quickly in a baby bottle, allowing for the easy preparation of baby milk without spills or incorrect measurement. The company is the first in the world to develop such a product. The technology involves moulding milk powder by low compression pressure; humidification by saturated vapour; and drying the milk powder cube with hot air. No chemical additives are used, so the composition of the compressed milk powder is identical to that of the original milk powder and retains all of its nutritional qualities. The important properties are: ready solubility (complete dissolution by shaking in hot water for ten seconds); and the strength of the product (no breakage during distribution). Although the compression process is similar to the tableting processes for pharmaceuticals or confectionery, the pressure is only 10% of that typically used. The compressed milk powder obtained by such low pressure is initally too brittle for practical use, but the strength is increased by humidification then drying.

Meiji Dairies Corp of Japan has developed a zero-fat yogurt process, which results in yogurt with a taste and texture superior to zero-fat yogurts made by standard processes. This process requires shorter fermentation times and lower temperatures than standard processes. One yogurt produced by this process ‘Meiji Bulgaria Zero-Fat Yogurt LB81 Plain’ was introduced to the market last year and was an instant success with sales of roughly €20 million during the first nine months. Yogurt is beneficial to human health when consumed regularly, however, some consumers do not eat it daily due to concerns about gaining weight. There is a great demand for set yogurt in Japan but the shortcomings of zero-fat plain set yogurt are frequently reduced taste and lower quality. Zero-fat often results in a thin tasting yogurt with a coarse structure and an increase in whey syneresis. Meiji has developed a manufacturing method for excellent zero-fat plain set yogurt using only dairy ingredients (no added sugar, thickeners, stabilisers) and a new fermentation method ‘Reduced dissolved Oxygen Low Temperature Fermentation (ROLF)’, making it possible to manufacture excellent zero-fat plain set yogurt.

Meiji Dairies Corporation RakuRaku cube; and zero-fat yogurt

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Best newcomer brand or business Light whipping cream, from Spain’s Corporación Alimentaria Penasanta, is a UHT diet cream containing only 21% fat. Compared with the traditional whipping cream (35% fat), it has 40% less fat and its overrun is 100% higher than traditional creams. Light cream is a dairy product with a fat content which ranges from 18-30%, while whipping cream has a fat content of between 30-40%. In addition to this, regular light cream cannot be whipped because it does not have enough fat to create the necessary emulsion, and it tends to break apart when subjected to stress and high temperatures. The innovation of this product is based on the development of a good low fat whipped cream. Q Skyr from Norway’s O Kavli, is a low fat yogurt with a core of protein which makes it thick and creamy in consistency. Launched in September 2009, the yogurt met sales targets within two months. Many factors contributed to its success, including the new pack design, with the lids looking like flashing colourful lights on the shop shelf. The aim was to challenge the conventional way of doing things - with smarter packaging, smart content and smart design. In the case of Q Skyr, the instant strong sales results demonstrate consumer enthusiasm, embracing the new product. Consumer research has since shown how well the product met the needs of its target group.

China’s Bright Dairy & Food Co launched Momchilovtsi yogurt in 2009, focusing on the origin of this yogurt as its unique selling point. The Momchilovtsi brand is based on a fable about a mystical village in Bulgaria. In the story, the Nobel prize winner Llya Mechnikov discovered that the number of people aged 100 years old in the village was very high. The villagers had been passionate about eating dairy products for generations, especially yogurt. Research by Mechnikov showed that friendly bacteria in yogurt helps to restrain ageing of the intestinal tract, and is credited with giving these villagers long life. Bright Dairy brought the active probiotics back to China, in a local handmade yogurt. The probiotic ‘L99’ is added into Bright Dairy’s new yogurt brand named Momchilovtsi - after this Bulgarian village. Cono Kassmarkers of the Netherlands, has introduced Beemster fresh cheese sauce using 100% Dutch cheese. Made the old-fashioned way from real Beemster cheese and naturally aged for four months, it is readymade in a convenient shelf-stable pouch. Rich and creamy in flavour, Beemster cheese sauce has far more flavour than powdered cheese sauce and in just five minutes can be served with vegetables, pasta, casseroles, meat and fish. The Beemster recipe remains the foundation for crafting each wheel of Beemster cheese at the dairy. Maturation happens in traditional warehouses

where cheeses are laid out on wooden boards. Temperature and humidity control are very important in achieving optimal ripening conditions. Each wheel is turned frequently and polished with love and care. This process takes a great deal of time and energy but it ensures a perfect texture and wonderful flavour. Beemster’s long history, as Holland’s most renowned cheesemaker, has earned it the honour of being a supplier to the Royal Court of the Netherlands; the highest honour to be bestowed upon a cheese company in Holland. Fonterra’ Co-operative Group of New Zealand has made a breakthrough in Cheddar cheese, delivering a healthier choice, with a full semi-mature savoury taste profile and a classic firm Cheddar body. This has been achieved in response to consumer demand and calls from nutritionists and regulators for foods that are lower in sodium. Fonterra’s new Savoury (low salt) Cheddar honours the great flavour and heritage of Cheddar and yet responds to the global trend and demand for Better-For-You foods, delivering 40% less salt. The secret of the innovation evolves around altering cheese making techniques, a shift in the culturing process and careful nurture throughout the ripening stage, delivering a well rounded savoury profile. Success in this area of ‘sodium reduction’ is not a simple exercise and is

Fonterra Co-operative Group something that cheese manufacturers have struggled to conquer. Salt is an important element in foods and is typically introduced to the manufacturing process as a preservative, to maintain texture and to deliver colour and fermentation control. In cheese it has some additional benefits - controlling moisture levels, regulating starter culture growth and delivering flavour through the ripening process. Tine Dairies of Norway has developed the YT range which translates as ‘perform’. These food and drink products are designed for before, during and after exercise, based on natural ingredients such as milk, water, fruits and berries. Most people want to eat and drink healthily when they exercise, however, most people do not know exactly what to consume to perform at their best. Those who actually do know what to eat and drink have difficulties in fitting this

Corporacion Alimentaria Penasanta; O.Kavli AS; Bright Dairy & Food Co Ltd; and Cono Kassmakers © dairy innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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Tines Dairies into their busy everyday lives. YT is a simple, healthy and accessible alternative. Through multi-disciplinary work between research, product development and marketing, Tine Dairies has developed tailor-made natural products in alliance with nutritional experts in The Norwegian Olympic and Paralympics committee. The composition of YT is based on Tine’s knowledge in the field of sports nutrition and experience of working with athletes. This organisation is a well respected leader in its field and its name acts as a stamp of approval for the efficacy of such products.

- no anonymous delivery drivers! milk&more customers can choose from more than 250 daily essentials to be delivered to their door, from breakfast essentials and lunchbox staples through to cleaning products and of course milk. Key differentiators include free delivery and no minimum order requirements with the added benefit of ordering up till 9pm the night before your next delivery. They can also rest assured they are doing their bit for the environment with 50% of Dairy Crest milk floats being powered by electricity.

UK based Dairy Crest launched its new milk&more service across the country in October 2009. A dedicated online service, milkandmore.co.uk is the online persona of the great British institution that is the milkman. Throughout 150 years, the milkman has evolved from using horse drawn milk carts to being available at the click of a mouse. Customers can now place orders via the easy to use website while still experiencing the personal level of service that is unique to having a milkman. milk&more even tells customers the name of the milkman who will be making all their deliveries

Twaróg Churdy skimmed cottage cheese 1/3kg, from Poland’s District Co-operative Plant Kowicz is made from pasteurised skimmed milk using lactic acid bacteria, which causes protein coagulation. Traditional technology results in a product with a delicate, slightly acid taste and fresh aroma. This cottage cheese has a soft, moist texture making it suitable for slicing. Skimmed cottage cheese can be used on sandwiches and for the preparation of cottage cheese and pastes with the addition of fresh vegetables and fruit or dried herbs. Its nutritional value, taste, variety of applications and also low calorific value make this skimmed cottage cheese suitable

Dairy Crest’s milkandmore

Lactalis Nestlé

District Co-operative Plant Kowizc; and Kerry Foods as part of a healthy diet and may help with weight loss. As a new brand, LowLow from Kerry Foods UK offers consumers the ability to have it all in the world of cheese. With a full fat taste promise, full fat melt promise, but with a third less fat, it can be seen as the ultimate cheese. LowLow is aiming to revolutionise the cheese category, hitting the three key consumer trends of health, taste, and convenience. This unique offering is the first brand that will straight forwardly communicate healthier cheese, and drive this agenda for consumers. This first to market innovation includes a range of convenience products that fit with consumers lifestyles. The brand launched in October 2009 and has already reached $6 million in sales with penetration of 6.5%. Lactalis Nestlé of France introduced La Laitière Feuilleté de Mousse, in France and Belgium in 2009, to meet demand from consumers hoping to indulge in desserts offering new taste sensations. The desserts segment had been

in decline since 2007 and La Laitière’s aim was to redevelop mousse desserts with - a delicate combination of cracking chocolate layers and mousse. A range of three flavours was launched in March: Chocolate Mousse with cracking chocolate layers; Vanilla Mousse with cracking chocolate layers; and Coffee Mousse with cracking chocolate layers Feuilleté de Mousse is a breakthrough innovation, the outcome of five years of development at Nestlé’s research centre. The making of this new dessert is a technological exploit, protected by a patent for the next 20 years. The launch was supported with a massive 360 communications plan including TV advertising, street marketing, in-store events and PR. This new brand has been a huge success: it has already seduced more than 45 million households in France and sales have been double that forecasted. Thanks to Feuilleté de Mousse, the mousse segment in France is now dynamic with a +8% sales growth in 2009. In this market, La Laitière mousses have risen by 19% and gained seven points in market share.

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Best health education or nutri-marketing initiative The Best health education or nutri-marketing initiative category received six entries from six countries. Healthy Days at School, by the Israel Dairy Board, is a continuation of an earlier programme - Sida & Dan - which featured in the dairy innovation Awards two years ago. It is aimed at children aged 4-6 years old. Sida & Dan together make Sidan which means calcium in Hebrew and of course is a mineral that builds bone. Sida and Dan are the main characters of a book of the same name and have now returned as puppets. They send letters to school and each session starts with reading a letter aloud to the children, explaining the activity. There are six activities, which represent a healthy way of living: • Breakfast - the most important meal of the day! • Sports - physical activity. • Food Pyramid games - which explain the various food groups. • Brain challenges - these are individual tasks for the children. • Dairy Bingo • Recycling Some activities invite parents to participate, some are individual and some are designed to be carried out in small groups. The Israel Dairy Board promotes milk, yogurt and cheese as part

Israel Dairy Board

CAPSA - ‘Learning to eat’ Israel Dairy Board of a balanced diet under the logo ‘three a day’. Its mission is to promote good health by reducing malnutrition, obesity and environmental hazards. The ‘Healthy Days in School’ programme was approved by the Ministry of Health, and is presented to kindergartens in Hebrew and Arabic (soon to be published). Spain’s Corporación Alimentaria Penasanta SA (CAPSA) introduced the ‘Learning to eat’ campaign to provide the CAPSA workforce and family with the tools and knowledge necessary to choose their food - based on recommendations to maintain their health, a better life quality, bodyweight control, and prevent disease. A total of 104 employees and family members (71 women and 33 men) took part. The main goal was that every volunteer should know their nutritional

status: weight, metabolism and body measurements. • Nutritional Knowledge: Most workers significantly increased their knowledge of nutrition, and improved the concept they had of certain food groups. • Healthy Habits: It has increased the proportion of people who positively changed their eating habits, increasing their intake of vegetables, fruits, having more daily servings of fruits and vegetables, a higher consumption of fish versus meat, and a decrease in the use of sauces. • Body Measurements: Nutritional assessments were conducted individually and on a bi-weekly basis for four months. Mevgal, of Greece introduced a programme on Dairy Products for Pleasure, Health and Fun in collaboration with the Department of Food Science & Technology of the Agricultural School of Aristotle University

Mevgal

of Thessaloniki. This researchbased nutrition education programme targets different age groups and backgrounds of children and adolescents, and introduces dairy products as part of a healthy and balanced diet. For adolescents, video programmes, powerpoint presentations and personal communication by post graduate students were chosen as the most effective means of conveying nutritional messages, while, under the same objective, interactive games seemed to be greatly appreciated by children aged 8-12 years. The programme was divided into three parts. Part 1 introduced the principles of the relationship between nutrition, physical activity and health by focusing on the unique nutritional advantage of dairy foods - these being the proteins, vitamins and minerals necessary for human growth and development. Plus information on the benefits of dairy foods for improving bone mass and reducing the risk of osteoporosis. In part 2, the major processing steps of Mevgal dairy products are presented, in the context of the evolving Greek dairy industry. Part 3 provides practical advice on food labelling to help young people evaluate the contribution of dairy products to a balanced diet which includes a variety of foods from all major food categories. Moreover, suggestions for making healthy daily choices, concerning dairy foods, are given to maintain long-term good health.

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Click here to subscribe students and schools with the tools and motivation to play 60 minutes a day and consume more low fat and non fat dairy foods, fruits, vegetables and whole grains. Fuel Up To Play 60 is a comprehensive programme orchestrated through social media, an interactive website, a nationwide competition, and in-school programme guides. Fuel Up To Play 60 has already reached 60,000 schools and more than 36 million students.

British Columbia Dairy Foundation

British Columbia Dairy Foundation of Canada has launched an online game for students in grades 6, 7 and 8 called Titanium Chef. Titanium Chef is a role-playing game designed to engage students in building skills to make healthy food choices and meet the recommendations of Canada’s Food Guide. While immersed in the adventures of a ChefBot trying to become the Titanium chef, students explore, practice and self evaluate. Through this adventure they learn to classify foods within the four food groups, to determine serving sizes, assess their own intake and problem solve to make healthy food choices. By helping students gain the skills to make healthy choices and meet DFG’s recommendations, the Foundation is helping them to find ways to achieve the recommended three to four servings of milk and dairy alternatives each day. Parents and teachers have observed improved behaviour outcomes associated with these healthier food choices as a result of game play. www.titaniumchef.ca

US based Dairy Management Inc entered the Fuel Up to Play 60 intitiative. In response to the obesity crisis among American youth, the National Dairy Council (NDC) has established the Child Nutrition and Fitness Initiative (CNFI), a school-based platform for promoting youth health and wellness behind five critical tenets with the aim to: 1. Increase access to fruits, vegetables, whole grains, and low-fat/fat-free dairy products. 2. Increase physical activity and fitness programmes. 3. Boost resources to schools to improve fitness and nutrition. 4. Educate and motivate youth to eat more nutrient-rich foods and beverages. 5. Engage and motivate youth to take action to achieve better fitness and nutrition. A cornerstone of CNFI is Fuel Up To Play 60, an in-school fitness and nutrition programme launched in late 2009 by NDC and the National Football League and supported by the US Department of Agriculture, several large corporations, Newsweek, and the nation’s top health professional organisations. This programme empowers young people to take action in their school and for their own health. The programme provides

Yili QQ Star Children Growth Milk, from Inner Mongolia’s Yili Group, is a liquid milk product aimed at Chinese children aged 4-14 years. The product contains Omega-3 (DHA) and calcium. Chinese children drink powered milk before the age of three. After the age of four, due to physical growth and nutritional needs, they drink ordinary liquid milk. But ordinary liquid milk does not meet their optimal nutrition needs. After researching and investigating the nutritional needs of children in China, it was reported that enhanced nutrition is needed for the best growth and development of children, with a focus on physical and intellectual development.

Inner Mongolia Yili Group The product contains Yili ‘golden’ (premium milk) milk zero, along with Omega-3 DHA, calcium, prebiotics, and honey, it has a delicious taste, so is popular with children and can ensure their nutritional and health needs. According to Chinese National milk Standards, the basic nutrients contained within it, such as protein, fat, milk solids and non-fat milk are in line with pure milk standards, while Yili QQ Star Children’s growth Milk is formulated to be more nutritious and more balanced than pure milk. Since launch in 2009, it has been well received by children. Sales in comparison with similar products’ ranked it first in China in 2009. This year it continues to maintain its leadership position in this sector in China.

Dairy Management Inc

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Best school milk initiative The Best school milk initiative category received 14 entries from nine countries. ‘Healthy Days at School,’ by the Israel Dairy Board, is a continuation of an earlier campaign - Sida & Dan - which featured in the dairy innovation Awards two years ago. Sidan meaning calcium in Hebrew. It is aimed at children aged 4-6 years old. Sida & Dan have returned as puppets. They send letters to schools explaining the six activities, which represent a healthy way of living: • Breakfast - as the most important meal of the day. • Sports - physical activity • Food Pyramid Groups - games. • Brain challenges • Dairy Bingo • Recycling Some activities involve parents, others are individual and some are for small groups. The Israel Dairy Board promotes milk, yogurt and cheese as a part of a balanced diet under the three a day logo. Its mission is to promote good health by decreasing malnutrition, obesity and environmental hazards. The ‘Healthy Days in School’ activity was approved by the Ministry of Health, and is presented to kindergartens in Hebrew and Arabic (soon to be published).

circles and amending relevant regulations. These efforts were financed by the KDC’s ‘School Milk Fund’, funded by taking 0.05¢/pack (200ml) since 2009. Many campaigns have drawn huge interest from the public. For instance, the best online UCC held to commemorate ‘World School Milk Day’ in 2009, recorded 200,000 hits on the Korean web portal. Other campaigns were held such as the ‘Milk Poster Contest’ for elementary schools and ‘the Milk Newspaper Contest’ for middle schools. These campaigns facilitated adding clauses for school milk to the ‘School Meal Act’ and laid the groundwork for expanding milk consumption enormously in schools in 2009. The Korean government also increased the number of lowincome children, who receive free school milk for 250 days a year, to 512,000 adding 138,000. This resulted in 0.5% increase in liquid milk sales - 7,100 tonnes annually.

Since 2009 the Korea Dairy Committee has enhanced public understanding of its ‘School Milk Programme’, holding symposiums in educational

Israel Dairy Board

The School Milk Foundation of Newfoundland and Labrador has developed a new promotional campaign called ‘Go with Milk!’ that promotes milk and encourages school children and their families to get out, get active and have fun with milk. Pupils returning empty specially stickered school milk cartons could claim a free milk coupon and an entry form for a competition with the chance to win a range of prizes including a backyard swimming pool, laptop and digital camera. The Asda Dairy Bus visits primary schools to educate children about how and why cows produce milk, how milk is processed into cheese and yogurt, and why dairy products should be part of a balanced diet. Giving children the information they need to make healthy food choices encourages consumption

School Milk Foundation

Korea Dairy Committee

of a balanced diet. The bus has interactive activities including a life size model cow that can be milked. A free resource to schools, the bus is supported by Asda and dairy suppliers Arla Foods, Cheestrings, Müller and Lactalis. There are also lesson resources, goodie bags and visits from ASDA Dairy Farmers. Following a Dairy Bus visit the number of pupils that knew: • a cow has four stomachs - rose by 46% • a cow must give birth before producing milk - rose by 53% • bacteria added to milk produces yogurt - rose by 31% • rennet added to milk produces cheese - rose by 33% The Dairy Bus has been a great success - being visited by 24,486 children since March 2009, with a further 578 schools attended by 115,161 pupils registered for a visit - enough visits to last until October 2013.

Cool Milk

The Asda Dairy Bus

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Click here to subscribe Cool Milk set out to raise the profile of drinking milk in school through promoting World School Milk Day in the UK. The campaign gained publicity in local trade and media; educated schools and children on the benefits of drinking milk and gave them a knowledge of where milk comes from; 30 local MP’s visted schools to endorse milk drinking. Approximately 10,000 children had additional free milk. There was a ‘Milk: from cow to carton’ poster competition Information on the benefits of milk and semi-skimmed milk was handed out. Publicity was given at the Labour party conference in Brighton. And an advertisement was published within the leading industry magazine ‘Teach Primary’. Tetra Pak China has created a Physical Health Enhancement programme. Enthusiasm in China for drinking milk receded after the melamine incident broke out, with school milk consumption growing at a slower pace in 2008. In 2009, school milk suffered setbacks again following the H1N1 swine flu pandemic. In response, Tetra Pak launched the Student

Physical Health Enhancement Programme and the China School Milk Programme. As a health education event, this programme combined promotion of milk drinking and sports. It was divided into two phases: 1) Compiling physical health enhancement manuals, sharing knowledge on milk drinking, 2) Organising a Sunshine Sports and Recreation Classroom to increase student understanding of school milk and improve fitness through interactive and recreational games. This rich programme not only catered to government policy for improving student health but also helped dairy companies promote school milk. Because of this, it received strong support from government agencies and dairy companies. Surat District Co-operative in India launched ‘Mid Day School Meal’ milk - Dudh Sanjinavi to provide balanced nutrition for local children. Dudh Sanjinavi is a pouch packed flavoured milk fortified with vitamins A and D. This is supplied in insulated boxes maintaining temperature below 8˚C. There is a well established distribution network so that each school receives the milk at the same time. There are 84 primary schools and five residential schools benefiting over 13,000 children. The products is supplied without profit to develop the

physical and mental growth of local children as a corporate social responsibility. Its impact has been considerable. More regular school attendance has been achieved, with greater concentration on learning, and less sickness. The children have benefited from increased physical growth, better eye sight and notable decrease in rickets. The National Milk Mustache - Got Milk? campaign, from US based Milk PEP, teamed with Young Minds Inspired (YMI) to bring a health education programme to over 45,000 health educators and nurses in high schools across the US. The kits feature cool, informative lesson plans and a wall poster to motivate students to be active, eat a balanced diet, and drink milk. This brand new programme uses information found on bodybymilk.com to help teens learn how each of the nine essential nutrients in milk provides a foundation for a balanced diet and fuel for an active lifestyle. Milk’s unique position in schools makes this a great tool for educators to

Milk PEP

Tetra Pak China

Surat District Co-operative

use. Materials have been well received, with calls for additional materials continuing to arrive. DairyLink UK tendered for and won the Northumberland County Council contract to supply schools with milk which started in September 2009. DairyLink sub-contract this distribution to several small distribution dairies all over Northumberland using milk from Robert Wiseman Dairies and a smaller local dairy - Rock Farm. One of the current initiatives is working with the Welsh farmers group Llaeth Cymraig from Carmarthenshire and Highmead Dairies, also in Carmarthenshire, to promote Welsh milk into Welsh schools by tendering for opportunities. In September 2009 British Columbia Dairy Foundation’s Elementary School Milk Programme was relaunched as School Milk BC, an initiative designed to encourage BC’s schools to serve milk to their students. Registered schools commit to serving milk regularly and receive free resources to help eliminate the barriers to offering milk at school, including a milk co-ordinator manual, milk order tracking software and templates, lots of fun prizes for students and access to a grant

BC Dairy Foundation

DairyLink UK Ltd

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Best school milk initiative

In New Zealand, Fonterra Foodservices offered CalciYum UHT flavoured milk, in Australian school canteens, as a healthy snack choice for kids. It was designed as a ‘Green Light’ or ‘Everyday Food’, approved by School Canteen Associations in each state of Australia. It has 50% more calcium than standard flavoured milk, in flavours such as chocolate and strawberry, and a 250ml format, making it a good choice for small appetites. Fonterra Foodservices teamed up with farmer suppliers and Australian schools to launch the CalciYum - Adopt a Cow campaign. Schools stocking CalciYum received a log in for the CalciYum - Adopt a Cow website, where students could learn about the Australian dairy industry and select a cow from photos and profiles, with herd details, location and vital statistics supplied by Fonterra’s farmers. The campaign coincided with one of the worst droughts the Australian dairy industry had seen. In recognition of the hardship Australian farmers

Fonterra Co-operative Group

were experiencing, Fonterra Foodservices also donated $15,000 AUD, on behalf of students participating in the campaign, to the Country Women’s Association of Australia. The CalciYum Adopt a Cow campaign was a great launch pad for CalciYum flavoured milk in McDonalds (and Subway, in Australia and paved the way for the CalciYum Kids Can Do Big Things campaign - launched in retail in 2009. Dairy Management Inc in the US, launched ‘Fuel Up to Play 60’. In response to the obesity crisis among American youth, the National Dairy Council (NDC) has established the Child Nutrition and Fitness Initiative (CNFI), a school-based platform for promoting youth health and wellness with five critical aims: 1. Increase access to fruits, vegetables, whole grains, and low-fat/fat-free dairy products. 2. Increase physical activity and fitness both in and out of school. 3. Boost resources to improve physical fitness and nutrition. 4. Motivate youth to eat more nutrient-rich foods and drinks. 5. Engage youth to develop their better fitness and nutrition. A cornerstone of CNFI is Fuel Up To Play 60, an in-school fitness and nutrition programme launched in late 2009 by NDC and the National Football League and supported by the US Department of Agriculture, several large corporations,

Dairy Management Inc

Newsweek, and top health professional organisations. The programme provides tools and motivation for play 60 minutes a day and encourages low fat and non fat dairy foods, fruits, vegetables and whole grains. Orchestrated through social media, an interactive website, a nationwide competition, and in-school programmes, it has reached 60,000 schools and over 36 million students so far. The American Dairy Association & Dairy Council launched ‘Eat Breakfast, Change Your Life’. New York City’s Department of Health issued

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for the purchase of a fridge. High schools and post–secondary institutions ran the Milk Slam promotion. Students could win 1 of 25,000 prizes when they purchased milk at school during the eight week promotion. In 2009, 625 elementary schools, 194 secondary schools and ten post-secondary schools registered with School Milk BC.

“It’s so important not just to ensure that children have access to milk - but that they also get the dairy habit early in life.”

a report showing that obesity rates in Harlem, had risen to 30% - higher than the state and national average. Access to healthy foods was identified as one of the leading causes and a free school breakfast programme of milk, cereal, and fruit was going unused. Currently, 18.4 million kids eat lunch in school in New York City, while only 8.5 million eat breakfast in school. Launching the ‘Eat Breakfast. Change Your Life!’ initiative in Harlem schools and the community, expanded the number of schools that offered a

American Dairy Association

programme called ‘Breakfast in the Classroom’, which provides a free breakfast to every student without them having to arrive early to eat in the cafeteria. And, since milk is part of those meals, boosting breakfast participation is also a great way to increase milk sales. Breakfast could also include a yogurt or cheese item. In Brazil, Embrapa Dairy Cattle launched a programme aimed at schools. The idea was to raise awareness of the importance of dairy to students up to ten years of age. This involved schools visiting Embrapa, and the Embrapa team going into schools. It has been very well received with 4,536 students from 18 schools participating in 2009. The first student activity is watching the ‘Kitty Mimosa’ puppet show, which emphasises the importance of milk as a food. Subsequently, students visit parts of the milk production chain, and are talked through the process. Then they observe a cow with calf, and the milking process, followed by a demonstration of related laboratory analyses, milk manufacturing processes - yogurt and cheese making and learn of market issues, food conservation and environmental concerns. At the end of the tour, the children enjoy a snack consisting of milk or a milk drink with bread and butter. This tour lasts around three hours. The next day, back in class, the students are asked to draw or write about the field trip, and the five top entries in each category are awarded a prize.

Embrapa Dairy Cattle

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Best environmental initiative The Best environmental initiative category received eight entries from six countries. Corporacion Alimentaria Penasanta SA of Spain entered its detergent recovery system. saying: “Hygiene is an issue of great importance as it is essential to have a high quality, and microbiologically safe, final product. To maintain hygienic conditions, cleaning and periodic disinfection are usually performed by cleaning-in-place (CIP) facilities. This process involves the consumption of a high volume of chemicals (acids, alkalis, disinfectants and detergents), both in the cleaning operations and in neutralising effluents. It also culminates in a high flow of waste waters, which are also expensive to treat. Today it is agreed that those involved in dairy production use an average of 2.6kg of chemical products per 1000 litres of treated milk. Furthermore, these operations also involve high consumption of water. It is accepted that dairy industries generate between 1 and 5 litres of effluent per litre of treated milk. The production of effluents in the above mentioned plant is about 6 million litres per day. The evacuation of these effluents has a high cost, being between €0.90 and 2.40 per cubic metre in EU countries. The high consumption of detergents and water in cleaning operations has forced the development and use of single phase detergents,

Amul - Go Green

which integrate the acid, alkaline and disinfection stages, by which both water and chemicals are saved, as well as saving time - thanks to the removal of the intermediate rinses”. RKW SE, Verpackungsberatung CE Schweig, and Lobetaler Bio-Molkerei, Hoffnungstaler Werkstätten GmbH have developed Lobetaler Bio a product with sustainability at its heart - this being cups and lids made of the new product - a chalk plastic combination. The firm’s chalk packaging weighs on average half as much as the paper/plastic mix used in milk and juice cartons. The chalk is a renewable resource and originates from southern Norway so transports costs are low. It also saves around 15% in energy consumption during production in comparison to conventional cups made of a polypropylene foil or a polystyrene film - as it uses 39% crude oil in comparison to 98% of crude oil. Shipping weight is lower, stackability is higher, the product is stronger and direct printing saves material and transportation costs. Aluminium lids are not being used - instead a chalk plastic film lid adds to the superb environmental credentials of this pot. Amul is making members of Indian milk co-operatives more

aware of global warming with its Go Green campaign. Tree cover is fundamental for rainfall to enhance ground water level, which is a pre-requisite for good animal husbandry. The milk producers of Gujarat understand that tree plantations are essential for dairy development and it is an important measure to halt climate change and global warming. In 2009, as part of the Go Green tree planting campaign, 8.4 million trees were planted, with everyone involved taking an oath to protect the saplings and accept responsibility for successfully growing them into a trees. Trees were planted on farms, home plots and areas set aside in schools and villages. This is a vital first move in scaling this environmental mountain. US based Dairy Management Inc has pledged to reduce green house gas emissions in the dairy industry by 25% by 2020. Under the leadership of the US Dairy Innovation Centre, more than 250 people from each part of the dairy value chain - along with scientists, academics, and representatives from government and NGO’s - gathered to identify opportunities to reduce greenhouse gas emissions and increase business value. Together, they declared the US dairy industry commitment to

Dairy Management Inc

RKW SE - Lobetaler Bio

lead in sustainability and set a goal to reduce greenhouse gas emissions by 25% by 2020. This is the equivalent of taking more than 1.25 million cars off the road each year. Ten projects were launched across the value chain at the beginning of 2009, from production of feed for dairy cattle to processing, packaging and distribution of milk. These represent a commitment by all segments of the dairy supply chain to identify and apply best and next practices, remove barriers to the adoption of technological advances, and implement pilot programmes to test alternative technologies. When fully implemented, they are estimated to reduce greenhouse gas emissions by 12% - nearly halfway to the goal - and generate $238 million in business value. Today, more than 1000 stakeholders are involved in the US Dairy Sustainability Commitment. India’s Surat Districtive Co-operative - Sumal Dairy is using Biogas for cooking plus organic fertiliser from slurry. It is now known that methane gas from animal flatulence and belching has a profound effect as a green house gas on pollution. Using cow dung for methane gas production. Sumal Dairy has established India’s first community based bio gas production plant with an equal pressure distribution system for households in the villages. This

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Best environmental initiative

Nampak Plastics has built on the success of the launch of the world’s first recycled content plastic milk bottle in 2007 to become the first UK company to commercially manufacture the two billion milk bottles it produces each year with 10% rHDPE (Recycled High Density Polyethylene). This goal was reached in January 2010 following a focused team effort throughout 2009 by Nampak, its customers and other key stakeholders. The company now supplies 10% rHDPE bottles to all its UK customers including Arla Foods, Dairy Crest, Robert Wiseman, Yeo Valley and Grahams. Nampak invested in excess of £1.5 million in the project across its seven UK sites during 2009. As well as the overall development of the project, this investment has included modifications to

Nampak Plastics

the blowmolding equipment including the installation of new blending machines, material pipework and new silos to enable the use of rHDPE. The use of rHDPE reduces the industry’s reliance on a finite raw material (Nampak will save 7,000 tonnes a year) and provides an environmentally-friendly and sustainable packaging solution. It is also in line with the UK dairy industry’s commitment to including recycled content in its milk packaging as part of Defra’s Milk Roadmap; with the longterm aim of increasing recycled content up to 50% by 2020.

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is a pilot project in collaboration with the government and villagers. Members of the project are village farmers who keep animals and supply cow dung to the Biogas plant. The dung is individually weighed and payments are made of 25 paisa per kg. Gas produced flows to 121 houses through pipe lines. The slurry from the dung is used for rearing earth worms to produce compost. There are many benefits to the programme: it provides an easy and safe to use fuel for cooking, forests are saved as less trees are cut for firewood, there is reduced pollution from less wood burning and the organic fertiliser is produced for crops.

“Expect more entries in the environmental category in the 2011 IDF Dairy Innovation Awards.”

Netherlands based Cono Kaasmakers Caring Dairy programme began in 2003 as part of Ben & Jerry’s commitment to value led sourcing. From 11 pioneering farmers who developed ambitious sustainable dairy farming practices, to a partnership with the makers of Beemster cheese (known for its grazing programme), the programme now involves about 500 dairy farmers looking after more than 35,000 cows. The heart of the programme is continuous improvement

Cono Kaasmakers

and knowledge. In practice this means organising about 160 workshops for farmers each year. In these workshops, on all issues of sustainability (e.g. climate, animal welfare or biodiversity), the performance of the dairy farms is benchmarked, latest developments are presented by the best experts (e.g. Wageningen University) and possibilities for improvement are discussed. The workshops end with individual action plans for each farmer. The process of implementation, measurement, analysis and re-adjustment of the plans will provide guidelines for Sustainable Dairy Farming Practices. This same approach is also used in initiatives with other supply chain members such as feed suppliers, transport suppliers and veterinarians all contributing to Caring Dairy. US based Ecolab Inc entered its Advantis LT cleaning system saying how Food and Beverage customers experience significant energy costs associated with cleaning equipment at high temperatures that normally operate at or below ambient temperature. The heating and cooling of this equipment for cleaning purposes consumes a significant portion of the overall energy in a processing factory and takes considerable time to complete. Ecolab has commercialised a programme for low temperature CIP cleaning to reduce overall energy use in cheese and fluid milk plants. Traditional CIP cleaning programmes require temperatures of >65°C to

Surat District Co-operative

achieve cleanliness and maintain finished product quality. With Advantis LT, dairy customers can reduce the cleaning temperature to 41-49°C and achieve an equivalent level of cleanliness and product quality. Converting to Advantis LT yields a 50% reduction in CO2 emissions from CIP operations. Carbon Footprint is significantly lower than a traditional CIP programme which cleans at >65°C and is driven by a reduction in primary energy use during CIP cleaning. Total manufacturing plant CO2 emissions are reduced by approximately 5-15% depending on plant size and energy use within the plant. Sustainability Drivers of Advantis LT include: • 50% reduction in global warming CO2 equivalents from CIP operations • 50% reduction in steam required for CIP operations, resulting in total plant savings of 5-15% of total energy spend annually. • Reduction of water during final rinse for cooling equipment.

Ecolab Inc - Advantis LT

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Best packaging innovation The Best packaging innovation category received 24 entries from 18 countries. Alpenmilch of Salzburg entered its Natural Fresh Cream cheese in tubes. The company is well known for its high quality fresh cream cheese with its organic and conventional cream cheeses used in products throughout Europe. Early in 2009, the company launched the ‘SalzburgerLand’ brand cream cheese in 100g tubes. The traditional manufacturing process at Alpenmilch is crucial in creating its high quality and unique taste. The tubes have recloseable caps, a convenience in the cream cheese segment which keeps the product fresh and is an advantage for single consumers or infrequent consumption. In addition, a star-shaped opening to the tube makes decoration of food quick and easy. The handy pack size is also good for picnics and other outdoor use. During 2009 Primoreels of Denmark developed a new lidding system with multiple benefits for dairies, consumers, and the environment. Requiring less manpower, the system also improves the quality of products incorporating sterilised lids as a standard feature. In the system a reel with preformed and printed lids - corresponding to one day’s

production - is mounted in the filling/packing machine. The lids are automatically fed to the lid dispenser passing through an UV-C sterilising unit, and then are separated and dispensed onto the cups. No waste material occurs in production. When printing the Primoreels lids, the surface is completely smooth in comparison to traditional die-cut lids, where the impression of the printed surface is textured. Compared to the traditional die-cut lid system from a stack, it is possible to run the Primoreels system with lid materials as thin as 23 microns, which has a positive impact on the price and the environment. Die-cut lids are traditionally in aluminium or PET material with a thickness of 45-50 microns. Therefore the Primoreels system can lower carbon footprint by up to 55% - when using a 50 micron PET lid - even more when compared to aluminium lids. RKW SE, Verpackungsberatung CE Schweig, and Lobetaler Bio-Molkerei, Hoffnungstaler Werkstätten GmbH have developed Lobetaler Bio a product with sustainability at its heart - this being cups and lids made of the new product - a chalk plastic combination. The firm’s chalk packaging weighs on average half as much as the paper/plastic mix used in milk

and juice cartons. The chalk is a renewable resource and originates from southern Norway so transports costs are low. It also saves around 15% in energy consumption during production in comparison to conventional cups made of a polypropylene foil or a polystyrene film - as it uses 39% crude oil in comparison to 98% of crude oil. Shipping weight is lower, stackability is higher, the product is stronger and direct printing saves material and transportation costs. Aluminium lids are not used - instead a chalk plastic film lid adds to the superb environmental credentials of this pot. The Chocoheart Musical Chocolate pack from Amul of India was designed to celebrate the spirit of love - the individual heart shaped chocolates in red foil signifying love, respect and courage. The award winning aspect is that this elegant red and gold pack plays a love song when opened. Developing the pack design, developing the foil, selecting the song and putting the song into the electronic chip was an impressive team effort. It is important to note that the Amul Chocoheart was one of the best selling gifts in India, this year on Valentine’s day in February 2010.

Primoreels Norway’s O.Kavli AS has created a shapely new packaging for Skyr, with its own visual language in the Norwegian yogurt category. Q Skyr packaging design has broken every convention of design in the marketplace, and branched out into something completely new The cup and lid are now a patented design. As the company says: ”Brand truth alone is not enough. To stay one step ahead in these changing times, brands need to remain constantly desirable.” Q Skyr yogurt was launched in September 2009, and met target sales for 2009 within two months. Many factors contributed to the success of the new product but in particular its design, with the lids flashing like colourful lights on the store shelf and so achieving maximum shelf stand out.

Alpenmilch Salzburg; RKW SE; O.Kavli AS; and Amul © dairy innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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Best packaging innovation peel off the lid. An additional benefit is that the foil lid is kept within the Sensocap, so that there is no extra waste to dispose of. The lid, kept in the Sensocap is also used as a seal when reclosing the bottle.

Netherlands based DSM Specialty Packaging has introduced Pack-Age, a revolutionary cheese ripening solution that makes it possible to ripen Gouda cheese in a permeable foil with a natural taste, texture and rind. The traditional way to produce Gouda, is by coating the cheese after brining and ripening, then drying it to develop the flavour and a hard crust. This alternative method is brining followed by airtight packaging, so that the cheese remains soft, young and rindless. However, both processes have drawbacks in terms of cost, yield, taste and texture. The Pack-Age concept represents a new approach and combines the best of both worlds, resulting in a better taste and texture, higher yield, lower cost, improved efficiency and flexibility. The film’s controlled moisture permeable and gas barrier permeability enables the cheeses to be dried naturally in air during ripening, to develop the cheese’s natural taste and texture. When used in combination with DSM’s Delvocid+, a natural yeast and mould inhibiter, the Pack-Age film provides the best possible protection against the growth of yeast and mould. Ampack-Ammann of Germany has developed the Sensocap - a new closure for bottles or packs, which require a foil seal. The Sensocap is applied by conventional capping systems on to the hermetically sealed bottle. The customer, when opening the bottle for the first time, automatically peels the sealed lid off the bottle by twisting the Sensocap. There is no more need to unscrew the cap first and then

Yaggo! drinking yogurt from Elle & vire in France is a genuine innovation in the children’s dairy drink segment. It comes in an on-the-go pouch pack that children find fun to use, making it stand out from rival products. It is also the first stand-up pouch on the market with a long life (six months), it has been developed by Elle & Vire in collaboration with Pro Aseptic and Amcor. This fun pouch packaging stands out as a real innovation on a shelf full of bottes.

Geoff Platt Editor, dairy innovation

DSM Speciality Packaging

“Convenience, lightweighting and recycling are the biggest trends in packaging.”

Elopak of Norway has introduced Eco, inspired by consumer environmental and price sensitivity, plus global waste reduction. It offers intelligent functional design with a greener and superior package solution for fresh milk products. Eco is designed with two curve panels at the front and side board scoring creating a more ergonomic grip and improved pouring; which is particularly helpful for seniors and children. The new carton has a slightly asymetric and slimmer shape creating a modern looking package with on shelf differentiation and numerous promotional possibilities. As Eco uses lighweight board and caps with a reduced weight of up to 10% this provides CO2 and fuel savings during distribution. It can offer reduced printing and uses up to 15% less materials with lower

Ampack-Ammann GmbH costs and less waste. The Eco has been designed to run within current machine platforms and requires only minor investment. The Eco Activator, which activates the score lines post filling, fits all conveyor systems with only a minimal space requirement. FrieslandCampina and WAMCO Nigeria have developed singleserve sachets of premium quality Peak evaporated milk. Sales of this new product clearly demonstrate the popularity of evaporated milk (Evap) in this format and the colourful strings of sachets catch the eye in the open air markets. In Nigeria evaporated milk is considered the ‘real’ milk and was until recently only available in 170g tins and multi

serve Tetra Paks. Peak evaporated milk is fortified to address local micro nutrient deficiencies. Single-serve packaging has made this added value liquid milk more affordable for lower income groups throughout the country. Peak Evap is produced in 35g sachets - which is the average quantity of milk added to one cup of tea. The convenient sachets also offer benefits in food safety and reduced wastage. The sachets are made of laminated foil developed by FrieslandCampina to withstand high temperatures in the sterilisation process. The unique combination of existing production processes ensures a safe product under harsh tropical conditions, without compromising product quality.

Elle & Vire; Elopak AS; and FrieslandCampina WAMCO Nigeria

34 DAIRY AWARDS

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Best packaging innovation To reduce milk packaging, Dairy Crest and pack manufacturer RPC Market Rasen have launched the innovative reusable Jugit, across the UK. After the prototype was successfully trialled, Dairy Crest and RPC have incorporated feedback of consumers’ practical experiences resulting in the final Jugit design being enhanced - making it more robust, more aesthetically pleasing and easier to use. The Jugit system is a flexible film pack using substantially less packaging material than conventional plastic milk containers. The milk bag system delivers 75% less packaging weight advantage over poly bottles, making it extremely attractive for consumers seeking practical alternative lightweight pack solutions. Traditionally, the main barrier to widespread adoption of milk bags was the means of opening and pouring them. The reusable Jugit was designed to provide easy open, pour and re-close functionality to enable mass consumer adoption of

the bags. The Jugit’s point of difference to traditional jugs is a clasp in the Jugit base that secures the bag in place and a two-part lid with an integral hollow spike attachment, which simply perforates the bag upon closure. The top of the Jugit then flips open to provide a recloseable pouring spout. A detachable handle is supplied to enable greater flexibility in pouring. In 2009, Puleva Foods of Spain revolutionised the world of infant and baby food when it launched Puleva Peques PapiYa!, the first ready to eat baby food, designed for babies from six months onwards. This product comes in a revolutionary, practical and recyclable pack containing 230g - the right amount for babies from six months on. There are three varieties of Puleva Peques PapiYa!: glutenfree cereals, multi-cereal and multi-cereal with honey, sold in packs of two. It is a totally innovative product, because it is ready to eat, and can either be eaten at room temperature

Puleva Foods

or heated in a microwave for just 45 seconds, thanks to its practical packaging. The great advantage of this original product is that it saves time mixing cereals with baby formula milk to prepare the food. Amcor Europe Group Management of Belgijum entered Amcor ReClose designed to meet the need of consumers looking for portion control of cheese products and to reduce food preparation time. Due to lifestyle changes they also wish to keep the product fresh for longer; whilst increased environmental consciousness focuses on

reducing food spoilage and packaging sustainability. Amcor and Arla Foods are both highly committed to social responsibility and particularly sustainability. This was the perfect partnership to launch this new packaging format. Amcor ReClosePET is an intuitive, easy openable and reclosable lidding film, primarily for sliced meat and cheese products. Its userfriendly opening and reclosing features ensure product freshness and improved hygiene, helping to reduce food waste and eliminating the need to re-wrap the product once the pack is open. This combines to make Amcor ReClose PET a consumer

Dairy Crest & RPC; Amcor Europe ReClose; Amcor Europe Aseptic Pouch; Glanbia; and David Chapman’s Ice Cream © dairy innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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Amcor Europe Group has also introduced the Amcor Aseptic pouch. Modern lifestyles lead consumers to look for user-friendly, convenient and time-saving food solutions. Elle & Vire, a part of the Bongrain Group, has responded to this trend by introducing aseptic flexible stand-up pouches for its range of UHT (ultraheat treated) creams. Amcor provides the quadruplex laminate for the pouches which are then filled in an aseptic environment with ProAseptic technology. The aseptic stand-up pouch meets consumers needs as it offers an extended shelf life of 120 days at ambient temperatures for a low acid dairy product. The addition of a spout enables easy use and reclosability for this fully consumerfriendly system. This new pack differentiates in many ways. Its shape clearly stands out on retailers’ shelves and the soft touch plastic surface enables high quality printing effects. Other key benefits include easy emptying and disposal. The pouch can be pressed or crushed to empty the content, so reducing product spoilage and bulk waste volume. Glanbia Consumer Foods of Ireland entered the Avonmore Easy Pour Jug. The company’s

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approach was to put the consumer back in the heart of the process to develop a new best in class solution. This bottle jug design clearly differentiates a product and its functionally offers a superior 2 litre packaging solution that consumers are willing to pay for. It delivers shelf stand out, rebuilds consumer loyalty and reverses the decline of the Avonmore 2 litre pack. Glanbia has spent two years working with its suppliers, the design agency (Touch), and consumers, to design the new ‘Easy-Pour’ Jug. Launched in July 2009 the Avonmore is a jug shaped bottle with a four finger curved handle, offering enhanced holding, lifting and pouring benefits to the consumer. It is uniquely merchandised being ‘sideways out’, not ‘handle out’ for maximum impact.

Bill Bruce FoodBev Media

convenient and environmentally responsible packaging solution. Despite down-gauging of 35%, the film offers similar or superior performance to traditional reclosable films and its high clarity increases purchase appeal. Thanks to its unique sealant layer, Amcor ReClose PET seals perfectly to mono APET base webs, resulting in a total pack weight reduction of 15%. With Amcor ReClosePET, the base web itself is now 100% APET and can be recycled post-consumer use; in other words 87% of the total packaging weight can be recycled.

“Aseptic packaging has created new opportunities in dairy.”

David Chapman’s Ice Cream teamed up with a Canadian packaging supplier to develop an innovative 2 litre round ice cream container and lid that is approximately 25% less weight, fully recyclable and offers a tamper evident lid. Its major competitors have downsized their containers from 2 litres to 1.5 litres and converted their dairy recipe to frozen dessert with vegetable oil. It was important for Chapman’s to maintain the volume size and recipe providing Canadians with 100% Canadian dairy ingredients.

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Best packaging innovation on-trade HORECA sector and thanks to this small 1 kg format may be used by a restaurant or cafe at one sitting. IIlustrated with functional and attractive graphics, the pack’s shape and size aid refrigerator storage.

Many competitors house their ice cream in a rectangular round (scround) container. Chapman has kept the 2 litre round base offering 25% more dairy ice cream. Bel UK has introduced new easy opening packaging for Leerdammer Slices. Available across all variants - Leerdammer Original, Leerdammer Lightlife and Leerdammer Mature - the new packaging includes an easy to open and close, clickable lid which maintains Leerdammer’s fresh taste for longer. There is also a new 225g block format replacing the existing Leerdammer Original and Lightlife wedges. A recent Bel UK survey demonstrated that the new block shape is perceived by consumers as being more convenient than the wedge format and created

higher purchase levels for buyers of hard continental cheese. The District Co-operative Plant Kowicz of Poland entered its cube packaged Fellada cheese. This saladsandwich cheese is a soft, brine flavoursome cheese with a salty taste and interesting texture that is perfect for slicing into cubes. It is particularly attractive as an ingredient and can be used in a variety of salads and sandwiches. Today, nutritionists increasingly suggest light meals with plenty of vegetables and protein. This product is aimed at people who work hard and care for their health and fitness levels. This consumer group is looking for healthier meals when eating out which they are doing on a more frequent basis. The 1kg Fellada cheese is mainly directed to the

Geoff Platt Editor, dairy innovation

Bel UK

The Cheese Company’s new 350g pack of Tickler cheese is wrapped in a non-woven paper laminated to films. Tickler is the first UK food pack to be launched in this type of packaging. Developed by Amcor, this natural matt look packaging

“Resealable packaging to extend freshness has become a major trend for cheese.”

ensures the brand has a real point of difference in the extra mature Cheddar market. The pack design is modern, stylish and has great standout on shelf due to its portrait style and colour palette. The new 350g pack was launched in response to consumer demand for a bigger

pack of Tickler as the current 200g ‘sometimes just isn’t enough!’ The surface of the non woven-paper is slightly textured which helps make this pack unique. The design is applied on a transparent front label to ensure the brown paper effect is maximised. The packaging emphasises the wedge shape of the cheese. The new closure used on The Cheese Company’s 400g block of Cadog Mature Cheddar is a real innovation for cheese. It is the first UK cheese manufacturer to use this Aplix closure. and has met with resounding consumer response in research groups. Intuitively easy to use it only needs to be pressed together to seal. It is not a fiddly closure as it does not have to be aligned precisely to close as do other products in the market. It is even effective with cheese stuck to it. This new closure allows this cheese to be kept fresh once opened and is easy and quick to use. It provides innovation in the cheese category and a real consumer benefit. Friesland Campina in the Netherlands has come up with a new packaging concept for Milner Cheese that convincingly differs from standard Cheese

District Co-operative; The Cheese Company, Tickler; The Cheese Company, Cadog; and FrieslandCampina Milner Cheese © dairy innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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Click here to subscribe shelf impact as does the window on the front, allowing the consumer to see the cheese inside. The package is easy to open and has excellent resealability with a ‘click’, which protects the cheese from dehydration, ensuring complete consumer satisfaction.

Kerry Foods

packages. To fully express the Milner brand the Milner tag is integrated into the structural design of the pack. This Milner tag together with the selected materials and high quality print gives the package excellent

Kerry Foods in the UK entered the recently launched, easy open Cheestrings Shots. Here the company has introduced an exciting piece of new product development adding variety to the popular and much loved Cheestrings. The product is aimed at children and promotes a ‘shake and shoot’ consumption behaviour in which the tiny cheese balls are shaken into the mouth. The pack combines high barrier properties with

easy-opening and allows consumption directly from the pack. This new packaging solution adds to the fun nature of the product. Childfriendly easy opening has been achieved by applying microperforation on the top of the pack. Consumers simply have to shake the pack, tear open and shoot the Cheestrings Shots straight into their mouths. UK based ColorMatrix has used its expertise in liquid dispersions to engineer a PET barrier technology which enables extended shelf life (ESL) for dairy products. This new technology known as Lactra, offers high level light protection whilst minimising any impact on container aesthetics. Lactra is a portfolio of opaque white colourants

ColorMatrix which block the transmission of both UV and visible light through PET to protect key dairy components. Lactra uses an optimised pigment particle size to achieve

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Best packaging innovation

Amcor Europe Contour Perforation

maximum light reflection from minimal product allowing good visual appearance to the final container to be maintained. Usage rates as low as 6-8% are typically achieved with protection assured at wavelengths up to 550nm critical to dairy applications. Unlike alternative technologies, Lactra is compatible with any grade of PET which means maximum purchasing and inventory economies can be achieved. It is easy to implement and includes a range of flexible options which can be adapted according to a customer’s light blocking and aesthetic requirements, machine set up and container type. Amcor Europe Group Management of Belgium has also developed Amcor Contour Perforation - an innovative packaging format used to display Emmi’s Käsplättli cheese. The assortment consists of a tray with four separate sections, each containing a different cheese. The tray is sealed with Amcor Flexibles’ lidding film using the unique Amcor contour perforation technology. Consumers can either peel the complete lid open or, if they want to eat just a single piece, can open just one section. The pack’s lid is a key driver for the launch of Emmi’s new product. Through

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Amcor’s know-how in contour perforation technology, Emmi offers the consumer the choice to either open the whole pack at once or access an individual portion. The innovative multi-portion pack attracts new consumers and creates opportunities for new consumption occasions. The pack style and design clearly differentiate Emmi’s cheese on the shelf. Colours and pictures are enhanced by matt and gloss print effects, while windows increase appetite appeal. Opening indicators in the corner and on the individual sections highlight the convenience features of the pack and make the process obvious to the consumer. The remaining cheese is kept fresh and so the packaging helps to reduce food waste. Amcor’s technology offers the ultimate consumer convenience, while ensuring product freshness is maintained.

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Best new ingredient for dairy foods or beverages

Creamiz, from Tate & Lyle, is an innovative fat replacement starch launched in October 2009 for use in dairy products. Creamiz has been designed specifically to help manufacturers reduce the fat content in products and is made using unique starch modification technology. It typically delivers a 30% fat reduction in comparison to full fat alternatives. Crucially however, extensive testing has shown that the product does so without affecting creaminess. Instead, Tate & Lyle have been able to improve the product texture, creating a rich and full bodied flavour. As a result, manufacturers can improve the nutrient profile of their products while at the same time enhancing taste and mouthfeel. Equally significant, Creamiz can also help to reduce the cost of product formulation. By using less fat, Tate & Lyle has been able to deliver cost savings of between 8% and 10% in its initial prototypes. Creamiz can also frequently be used without major changes to a product’s labelling because modified starches are already included

Tate & Lyle

in a wide range of food and beverages. In summary, Creamiz can help manufacturers create dairy products that are lighter, more cost effective, and taste just as good. Meiji Fresh Cream Ajiwai, from Japan’s Meiji Dairies Corp, has quickly become the best selling sweet cream for catering businesses. It is sold as either 32 or 40% fat in one-litre cartons and was launched by Meiji Dairies Corporation, Japan’s leading dairy processor. Ajiwai cream has an outstanding milky flavour and a clear aftertaste while masking unpleasant odours from cooked egg, fish or vegetables. These features have impressed professional customers and inspired their creativity resulting in brand loyalty nationwide. Ajiwai cream is made through a patented process combining nano-membrane filtration and oxygen removal, prior to skim milk separation and UHT. Ajiwai was designed to be a novel value-added cream aimed at the premium market. Ajiwai has already won praise and large orders from top confectioners and chefs despite a premium price of about 50% higher than other creams. Even the name ‘Ajiwai’ has been used

Meiji Dairies Corporation

in the name of various sweets prepared using the cream. This is the first example we know of where sweets have been used as names for a cream brand. ‘Ajiwai cake roll’ using the whipped cream without added sugar was the best selling sweet on a major e-commerce site for several months last year and still sells well. Meiji Fresh Cream Ajiwai is made using innovative new technology which is something Meiji Dairies’ professional consumers quickly understand and appreciate.

Bill Bruce FoodBev Media

The Best new ingredient for dairy foods or beverages category received seven entries.

“Quality ingredients help to add value to a great raw material – across all dairy product categories.”

Naturex of France has developed Cereboost, a new ingredient for brain health backed by science. The world’s population is ageing. The senior population is growing, undergoing significant changes over the last decade. They are extremely active and devote their lives to activities for which they did not have sufficient time when they were younger, such as travel and hobbies. As a result, they seek to delay

Naturex

cognitive decline. In a recent clinical study, Cereboost demonstrated a significant positive impact on mental function. The study has been conducted by the Brain Science Institute (BSI) at Swinburne University in Melbourne (Australia). The subjects supplemented with Cereboost experienced significant improvement in the cognitive areas of working memory and alertness. Cereboost is a patent pending extract of American ginseng that is perfectly suited to be incorporated into foods, beverages and dietary supplements. Developed for its activity on cognitive performance, it has a specific profile of ginsenosides. These unique characteristics make Cereboost the ultimate ingredient for brain support, for people of all ages. Precisa Spread 03, from UK based National Starch Food Foundation, is a cost-cutting, functional ingredient solution for spreadable processed cheese (SPC) products, such as triangles and spreads. Milk-derived ingredients, such as cheese, butter and skimmed milk powder, make up approximately half of typical SPC products. A proprietary starch-based solution, Precisa Spread 03 enables lower quantities of these expensive ingredients to be used without any sacrifice of eating quality.

National Starch Food Foundation

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Click here to subscribe In trials, the amount of Cheddar cheese used was reduced by 4%, butter by 3% and skimmed milk powder by 2%. These reductions result in double digit percentage cost savings of the total recipe cost. In certain regions, manufacturers may also save on custom duties, where starch is exempt from the duties that are levied for butter, cheese or skimmed milk powder. Furthermore, decreasing the quantities of milk-derived ingredients reduces susceptibility to fluctuations in dairy ingredient prices - a barrier to innovation when margins are tight. Using fewer dairy components in spreadable cheese formulations can impact the creaminess and texture of end products. Precisa Spread 03 overcomes this with its inherent stabilising and texturising functionality. So despite containing less milk powder, butter and cheese, products are as creamy and texturally pleasing. Israel based Anlit Ltd - a manufacturer of food supplements for children has introduced an innovative technology that enables the supply of a combination of excellent sugar-free probiotic and prebiotic carriers, with two years stability and great taste and design. Anlit’s R&D laboratories and production facilities are fully automated with the most advanced technology systems operated by a high-skilled and qualified team of scientists and technicians. Probiotic bacteria are good bacteria that act to regulate the balance of acidity in the intestine, thereby aiding in good digestion. Probiotics help to restore the good bacteria and strengthen the body’s defence system naturally. Prebiotic fibres support the development of probiotic bacteria and enrich the ‘good’ bacteria populations in the intestines. All Anlit’s products are manufactured

under strict health guidelines and top quality controls. Anlit is ISO 9001:2000 certified, HACCP and GMP compliant and all products are natural, kosher, with no artificial flavourings, colourings or preservatives. Clarinol CLA is the original brand of CLA and is an exclusively licensed product of Netherlands based Lipid Nutrition CLA or Conjugated Linoleic Acid is an ingredient that has long been used in supplements to help reduce body fat and increase muscle mass. Now with GRAS approval in the US it offers unique possibilities for dairy manufacturers in the weight management market. Just recently the first dairy product with Clarinol CLA was introduced in the US market. Old Home Foods, Inc introduced Safflower Power yogurt in March 2010. The product name, Safflower Power, comes from Clarinol CLA, which is derived from natural safflower oil. The name is meant to intrigue consumers as well as communicate the power of CLA to help increase muscle tone and reduce body fat. In Europe Clarinol CLA is expected to be approved for use in dairy products via the European Novel Food procedure by 2010 and the claims are under evaluation by the EFSA. Now, with obesity becoming an increasingly important health issue, there’s never been a better time to start offering dairy products that also provide such body weight management benefits. Of all the ingredients aimed at

Anlit Ltd

optimising body composition and weight maintenance, Clarinol CLA is one of the best researched and documented. Studies by renowned institutes clearly confirm that it can play a role unrivalled by any other ingredient on the market today, in producing desired results in terms of reducing fat, improving muscle mass and body shaping. CLA is naturally present in dairy products, but at levels that are relatively low. Clinical human studies have shown that it’s possible to reduce fat and improve overall body composition simply by increasing the quantity of CLA in one’s diet. Clearly, this provides dairy manfacturers with a great new source of untapped market potential, given the growing public concern with weight, health and wellbeing. This has been proven by the enormous interest shown by the dairy industry. From US based DSM Nutritional Products, the Ropufa ‘15’ Omega-3 Kosher Emulsion was designed specifically as the perfect

Lipid Nutrition

solution for enriching dairy products with Omega-3 EPA and DHA. Using a milk protein emulsifier, the Ropufa ‘15’ Omega-3 Kosher Emulsion solves the technical challenges of Omega-3 dairy enrichment through the creation of a sterile, stable and odour-free purified form of Omega-3 EPA and DHA that can be added to the end product just before packaging, and after heat treatment. This has the added benefits of making higher enrichment possible and meeting the extended shelf-life requirements of both refrigerated and shelf-stable milks. By allowing the option of sterile dosing just before packaging, milk producers are not required to use separate production lines for Omega-3 milks. Additionally, Ropufa ‘15’ Omega-3 Kosher Emulsion is also ideal for the fortification of yogurts, cheeses and frozen dairy treats. Made with only natural fish oils, this Ropufa ‘15’ Omega-3 Kosher Emulsion is also suitable for inclusion in organic dairy products in North America.

DSM Nutritional product

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Best consumer marketing campaign - print, online or TV There were 27 entries in the Best consumer marketing campaign category. Amul, of India, entered with the TV talent show ‘Star Voice of India’. India is the world’s largest milk-producing nation and Amul is its largest milk brand. The company offers 43 brands ranging from breakfast milk to end of day desserts such as gulab jamun and basundi. While Amul, with the tagline “Amul - The taste of India,” is the masterbrand, the individual brands each have aggressive sales targets. As a co-operative it was necessary to do justice to all these brands but with a budget for only two. India has 28 states, 18 official languages and 2,000 dialects. The challenge was for seamless integration of brands, while communicating offers and marketing activities across states, religion, age and gender. Bollywood music has been a boundary breaker in India and was identified as the best medium. Star Plus, the largest TV channel, was selected to run a show across India with contestants from each

of these 28 states, featuring a one hour musical talent show on weekends. More than 70% of the total budget was invested in this. Over the 21 weeks of the show Amul touched the lives of 35 million people. Amul sales grew by 28% in 2009. “This was like adding another Cadbury company worth Rs 10,000 million to the Indian food market.“ Juhayna Food Industries is the largest dairy corporation in Egypt, and has the highest market share in the milk, yogurt, fermented milk, and yogurt drink categories. However, by 2008, it was viewed by consumers as a bit old fashioned and less relevant to the new generation. So the company embarked on a full relaunch of the Juhayna brand and its dairy portfolio with the objective of injecting new life into the brands and products. The Juhayna slogan is ‘Life has a beautiful taste’ and the mood and tone of the campaign is young, fresh, active and modern. The campaign opened with a corporate advertisement covering all of the products and focuses on refreshing the brand image. Three months later, Juhayna introduced individual advertisements for each of its product ranges (milk, yogurts, Rayeb fermented milk, and

Zabado flavoured yogurt drink). To maintain continuity a Juhayna ‘family’ was chosen to star in the different adverts with each advert assisting the overall portfolio. The campaign was a resounding success as it has helped provide sales growth in a recessionary environment. Frigo Cheese Heads from Saputo Cheese Inc is the leading US String Cheese brand accounting for 30.5% of the String Cheese volume share. The brand’s core consumer base comprises larger families with children across multiple economic levels, and has a 62.9% loyalty rate. During the 2009 back-to-school time frame, Frigo Cheese Heads partnered with Nickelodeon’s Sponge Bob character giving consumers a chance to win a trip to Los Angeles and visit the Nickelodeon Studios. The campaign objectives were: to drive traffic to the Frigo Cheese Heads website; to create an interactive web presence; and to leverage the entertainment

aspect of the Sponge Bob franchise. Strategies involved banner advertisements on popular Nickelodeon web pages linking to the sweepstakes offering Frigo Cheese Heads for Sponge Bob online games and Sponge Bob trivia questions. During the first week of the promotion, Frigo Cheese Heads String Cheese volume showed a 103.9% lift, and an additional 92.5% lift the following week. The brand still has no 1 position in the string cheese category. Over the past five years, the Farmers Co-operative Dairy in Canada has seen a decline in milk consumption with farmers fighting harder than ever to maintain market share. The co-operative looked for a way to differentiate its brand while creating a stronger connection with consumers. The solution was close at hand: local shareholders are what made them unique from the competition. The farmers who produce the milk are also the farmers who own the dairy. These are neighbours, hockey coaches, teachers, friends. In 2009, Farmers Co-operative

Amul - Star Voice of India

Juhayna Food Industries

Saputo Cheese USA Inc

Farmers Co-operative Dairy

Bright Dairy & Food Co Ltd

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Click here to subscribe Dairy launched the ‘We Are Your Farmers’ campaign. The plan was to strengthen the connection consumers have with the Farmers brand; when you purchase Farmers milk, you are not just purchasing a staple product - you are supporting your own people and the livelihood of local families. Innovation, the environment and community are all used to make local more meaningful. The campaign has been supported by TV, radio, print, online, signage, packaging and other materials. A new line of products, Premium Milks, was launched and supported by this campaign. Throughout 2010, Farmers Dairy has asked farmers to contribute articles to appear on milk packaging, in blogs, on the website, and in photographs on advertising materials, strengthening relationships with consumers. China’s Bright Dairy & Food Company launched a TV advertising campaign for its Momchilovtsi yogurt, which focuses on a mystical place in Bulgaria where people live to 100 years old - thanks to dairy

Lactalis

products. A brand website was launched in July, telling the yogurt’s brand story. News of the website was spread through database and viral marketing to potential customers. The campaign itself began in September, preceded by radio and television advertising a week before. Intensive newspaper advertising appeared in China’s mainstream newspapers throughout the campaign and in-store sampling kiosks were placed in more than 100 hypermarkets. Roadshows were held in the open air and in shopping malls at weekends, combining fun promotions, games and brand education. Sited in high-traffic locations, these roadshows attracted a great many consumers. Lactalis France launched www.enviedebienmanger.fr - offering recipes using dairy products and giving cooking tips to help consumers choose the right recipe and the right product for mealtimes. • ‘je mange équilibré’ - ‘I care how many calories I consume’ • ‘j’improvise vite et bien’ - ‘Help, I need a quick meal idea’ • ‘j’invite et j’étonne’ - ‘I want

Puleva Foods

to impress my friends’ • ‘je partage en famille’ - ‘I am cooking for the family’. For chilled dairy brands, such as La Laitière in France, recipes have shown to be a great way to communicate how to use new products. Last December, with Christmas being the most popular time for cooking, after just eight months www.enviedebienmanger.fr received 460,000 visitors. In Spain the Puleva Foods Omega-3 advertising and marketing campaign ‘People with a good Heart’ encourages consumption of Omega-3. This new campaign centres on three values; health, reliability, and natural products. The main objective is to convince the public that consuming Puleva Omega-3 every day helps reduce levels of cholesterol and triglycerides in a natural and easy way, and ensures they are kept under control. Being made from natural foods such as skimmed milk, Omega-3 and oleic acids, the campaign conveys a healthy lifestyle. The TV and print advertising show people of different ages enjoying healthy eating and sport. The two little

Danish Dairy Board

pats on the heart - the key icon of the campaign - represent ‘people with a good heart’, a positive and optimistic message inviting all consumers to look after themselves. The Danish Dairy Board’s Morning Milk campaign anchors dairy in the breakfast routine. The aim is to ensure that dairy becomes a natural part of breakfast through this new campaign, and that ‘Morning Milk’ will enter the vocabulary in the same way as ‘5 o’clock tea’ and ‘after dinner coffee’. The phrase promises to revitalise a low interest in milk. The visual anchor point of the campaign is an elephant with a cow design, which symbolises how ‘morning milk’ is a new term with a fresh meaning and creates a visual stop and look effect. In 2009, The British Columbia Dairy Foundation launched a sub-brand to the ‘Must Drink More Milk’ campaign called The Weak Shop (www.theweakshop. com) to help teens understand that milk gives you energy. The Weak Shop marks an innovative approach to milk marketing. It is bold, quirky, and instead of

BC Dairy Foundation

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Best consumer marketing campaign - print, online or TV preaching about milk’s health benefits, it drives home the consequences of not drinking enough milk in an offbeat way. The goal is to make milk a more socially relevant beverage choice and encourage its consumption over sugary drink alternatives. BCDF, in partnership with its agency DDB Canada and Rob Johnston, an award winning industrial designer, developed products including Chair Pants, Food Lift, and Wallet Walker for The Weak Shop. To launch the brand and help create buzz, a shop was set up with the products in it. This city centre shop was open for two weeks and created over 835,000 impressions.

without it!’ - drives home the need for butter in our everyday cooking experiences. The impact of the campaign was confirmed by an independent research firm: 80% of people who saw the campaign spontaneously attributed the TV spots to butter (the standard rate is 52%); 81% of people who saw one of the TV spots liked the campaign (23% higher than normal); the recall rate varied between 65% and 71%, depending on the spot, compared to a standard rate of 42%: the spontaneous understanding rate was 73%, compared to the usual 54%. Nielsen also confirmed that butter sales were 1% higher in 2009 than in 2008.

The strategy for the Federation des producteurs de lait du Quebec butter campaign is simple, but highly effective: butter as a core ingredient for enhancing the taste of foods. This campaign has three TV spots using humour to show how butter improves the taste of fish, meat or a simple sandwich. The slogan - ‘Butter, you can’t do

The Federation des producteurs de lait du Quebec cheese campaign showcased the role its cheeses play in everyday life, portraying them as part of life’s precious moments. Last November, the first of four television spots played on Christmases of old, when Quebec cheeses were traditional fayre. The three new commercials

feature a wedding, the purchase of a first home and the start of the weekend after a busy week. In print, illustrations tell life stories and suggest recipes and platters of Quebec cheeses. Bookmarks are placed in magazines and bookstores highlighting storytelling. A billboard advertising campaign runs through the main streets of Montréal and metro stations. The campaign’s visual signature was inspired by road and information signs, made even more convincing by visual elements typical of road signs - such as screws, colour and rust.

forward for the Meadow Fresh brand, which sells milk and yogurt products. Over 24 hours eight different advertisements were shot, forming part of a multi-layered campaign across TV, print, out-of-home, online, dairy signage, truck signage and experiential consumer sampling. After the adverts were shot, the grass was rolled up and donated to a local school, where it was planted around new classrooms. A small gesture to help a local community.

In New Zealand, Goodman Fielder Dairy launched its Meadow Fresh brand campaign in August 2009, by transforming Auckland’s main transport centre ‘Britomart’ into a lush green meadow for the day. 1,250 square metres of grass was laid in the train station - much to the surprise of train goers - with no disruption to transportation services. This campaign was the first of its kind in New Zealand and marked an exciting step

Fonterra Co-operative Group

Fédération des producteurs de lait du Québec - butter campaign

Fédération des producteurs de lait du Québec - cheese campaign

Goodman Fielder Dairy

Glanbia Consumer Foods © dairy innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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David Chapman’s Ice Cream

significantly grow market share and profits from this channel. Avonmore Super Milk from Glanbia Consumer Foods in Ireland is a premium fortified milk (with vitamins A, B, D, E, folic acid and calcium). It has a 25% price premium above branded ‘white milk’ and has become the fastest growing brand in the Irish milk market over the past few years. It holds a +90% share of

Bill Bruce FoodBev Media

Through its ‘Dairy for today’s professionals’ campaign, Fonterra Co-operative in New Zealand specifically targets the consumption of dairy in the out-of-home channel, now accounting for almost 50 cents in every dollar of consumer spend. In 2008, Fonterra relaunched its Foodservice business in Australia. Although its brands are household names, Fonterra as a company was almost unknown in this sector. Following research, Fonterra Foodservices re-established itself as ‘Dairy for Today’s Professionals’ on the basis that for the channel to grow and to increase dairy consumption, Fonterra had to provide its customers with business-building outcomes. As part of the campaign, Fonterra Foodservices commissioned a series of trade advertisements that began with the ‘Cow in the field’ and the ‘Cows in the commercial kitchen’. In 2009, Fonterra built on this campaign with the addition of the ‘Cow in the restaurant’ and the ‘Cow in London’ advertisements. These have directly contributed to a greater awareness of Fonterra Foodservices and its brands and enabled the company to

“The judging panel was impressed by advertising which cleverly mixed positive dairy messages with sheer entertainment.”

Ireland’s fortified milk sector - tracked as one of the fastest growing fortified sectors in any developed global milk market. This success has been driven by re-positioning Super Milk from a niche to more mainstream position. As well as a launch in 2 litre cartons, there has been a new marketing communications programme. Due to Ireland’s lack of sunshine, a common nutritional deficiency is vitamin D (74% of adults and 88% of kids). Super Milk helps solve this problem offering a daily dose of vitamin D. The ‘Let the Sunshine’ campaign was launched in early

Parmalat Canada

2009, supported by TV, radio, print, and TV sponsorship. Following the campaign, consumer perceptions of Super Milk as ‘the most nutritious milk’, and ‘good value for money’, have hit an all time high. Super Milk also won the prestigious ‘Branding Excellence’ award at the biennial Bord Bia Food and Drink Awards in November 2009. Canada’s David Chapman’s Ice Cream is made using 100% Canadian milk. The commercial was aimed at educating the public on the difference between frozen dessert made with vegetable oil and the real ice cream made with 100% Canadian milk. This commercial complimented a superb series of advertisements developed by Dairy Farmers of Canada to promote use of Canadian milk. Parmalat Canada’s Black Diamond campaign entitled ‘Cheesy’s Ultimate Race’ was an integrated consumer marketing campaign. Over 2 million stickers were used in-store and a game card inside Black Diamond Cheestrings Ficello products enticed consumers online to win a Sony PSP each day. It also

Dreyer’s Grand Ice Cream

offered entry to the ‘coolest room in the house’ - valued at over $10,000 in prizes. On-air media on YTV achieved over 11 million impressions, while online support surpassed the previous year by 190%. Over 150 million contest entries were received beating previous promotional entries by 50%. Brand equity was maintained and the campaign overachieved on targets during the promotion. Dreyer’s Grand Ice Cream launched the ‘Häagen-Dazs Loves Honey Bees’ campaign in the US, as honey is behind more than 50% of its all natural ice cream flavours. To heighten awareness, the company partnered with Experience Project, a social networking site with an active 4+ million member community. The engagement page included a ‘Plant a Flower, Help a Honey Bee’ interactive contest in which participants upload photos of themselves planting a flower through Twitter, Facebook and Flickr. The second event was a seven day ‘Go natural and eat natural’ challenge to earn gift certificates. In addition, HäagenDazs was the first brand to use

Kerry Foods - Cheestrings

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Best consumer marketing campaign - print, online or TV EP’s TwitCause to further spread awareness. With expanded reach through Facebook and Twitter syndication, 12,400,000 tweets were sent by the Häagen-Dazs honey bee messaging and $7,000 raised for honey bee research. Overwhelming interest by media such as Forbes, Yahoo! Finance and Reuters amplified the brand’s use of social media around the campaign. Kerry Foods in the UK has reinvigorated the cheese snacks category with Cheestrings Shots through a £5 Million campaign. This communicates the nutritional benefits of Cheestrings while maintaining it as a fun snack that kids love. The campaign went live with a TV burst in January followed in April with the adventures of Mr Strings in two different ads. There is also a big outdoor campaign, brought to life online on www.mrstrings.co.uk with an interactive kids’ game. Ljubljanske mlekarne dairy launched Smuthie - a dairy based smoothie (the first on the Slovenian market) with an innovative campaign to convey its dairy base comprising TV ads,

outdoor and print advertising, promotional activities and online advertising. Smutka Mary (Mary the cow) is the ambassador of the Smuthie brand; has her own Facebook profile and more than 6,100 fans who follow daily updates. She communicates regularly with her fans and sometimes appears live in city centres on a Smutka Celebrity Tour with consumer promotions. This targets the sceptical, urban consumer involving them in a fun, intelligent and ironic way. Planica family ice cream made by Ljubljanske mlekarne is one of the most recognisable brands in Slovenia. In 2009 it celebrated its 35th birthday. To strengthen links with consumers the aim was to enter the Guinness Book of World Records. The campaign took place between May and July of 2009 and was advertised on Slovenian television and radio, and outdoors. On 10 June 2009 the event took place in the capital Ljubljana in co-operation with Bioplast who manufactured the longest ice cream box, and the Jožef

Stefan Institute (which provides the ice cream cooling system). Witnessed by 5,000 people and media representatives, Ljubljanske mlekarne measured the 35.2 metre long Planica ice cream. In September it entered the Slovenian Guinness Book of World Records 2010 as an official Guinness World record holder. The Federation des producteurs de lait du Quebec Campagne Crème campaign promotes the use of cream. While Dairy Farmers of Canada continued to promote its nutritional benefits, the 2009 Cream Campaign emphasised how cream can transform an ordinary dish into something special. The campaign resonated in households across Quebec and cream sales rose by 4.3% in 2009, in comparison to 2008 (according to AC Nielsen). A TV campaign with an aspiring cook, print recipes and a web makeover on www.metsdelacreme.com have all proved effective (IPSOS Descarie) with message recall, appreciation and understanding levels exceeding all targets.

Federation des producteurs de lait du Quebec launched its campaign ‘Milk - a natural source of comfort’. It aims to create a lifelong link between milk and adults, targeting those aged 18-49. The slogan conveys milk’s natural health and well-being attributes. In the TV campaign, a grandmother soothes those suffering the ups and downs of everyday life - emphasising the restorative effects of milk. Ten 60 second prime time slots on radio publicised uplifting stories for download on the www.lelait.com website. Print ads and the website hook into knitting - with bus shelters and columns sporting the 3D hat. Iphone applications of the ‘Knitting Mania’ game allowed participants to test’ dexterity. Bus shelters also had earphone jack sockets so those waiting could listen in. USA based Old Home Foods introduced Safflower Power yogurt in March 2010 with 100% retailer acceptance. The marketing campaign was designed for maximum impact. The product name,

Ljbuljanske - Smuthie

Fédération des producteurs de lait du Québec - cream campaign

Ljbuljanske - Planica

Fédération des producteurs de lait du Québec - milk campaign © dairy innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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Click here to subscribe Safflower Power, comes from the ingredient Clarinol CLA, derived from natural safflower oil. The name communicates the power of CLA to help increase muscle tone and reduce body fat. Safflower Power yogurt helps active women in their quest to look and feel good. The primary visual used in the campaign is the yogurt cup paired with a graphic icon of a spoon with a barbell end, communicating Safflower Power yogurt as fitness tool. Bright orange and yellow colours reinforce the packaging, the safflower theme, and the vitality of the consumer. Headlines such as ‘Change your yogurt. Change your body’ and ‘Look like you work out more than you do’, reinforce the product benefit of reducing body fat and increasing muscle tone. The revolutionary Cravendale Twitter Health Tool is an online device that gives a full health check to the social media generation. By analysing past Tweets, it gives users an insight into what their Twitter comments about food, social lives, exercise habits and so on are saying about the state of their health. Since its launch the

tool has resulted in Increased traffic to the milkmatters.co.uk website by 60%, 900 Tweeters involved and interacting with the brand, increased followers to the Cravendale Twitter channel. With the ability to assess over 240 words, the tool analyses fitness levels and calculates an overall health score, based on individual tweets. Unhealthy words such as ‘chips’ and ‘cigarette’ result in the loss of points, while healthy words such as ‘active’ and ‘calcium’ add points to the user’s score. Tweeters are then able to Tweet their health score, helping to spread Cravendale’s key messages and drive people to the milkmatters.co.uk website. The Cravendale Twitter Health tool was launched in January 2010 and has been used by over 900 ‘Tweeters’. It has increased traffic to the milkmatters.co.uk website by 60% in two months. It also increased awareness of Cravendale’s Twitter channel. The integrated LowLow Mature Cheese campaign launched by Kerry Foods in October 2009 centred around the idea of the Ultimate Cheese. The brief was to get consumers to

notice LowLow mature cheese and understand what makes it relevant to their lives, and to drive awareness and trial. In this busy category what was needed was a creative that was challenging and broke through this clutter. The advert had to deliver strong messages but with high engagement. Results have been exceptional, making a huge impact in the advertising world and with consumers. The advertising Link Test placed it in the top 10% of ads tested in the UK. Communications awareness from the advert is 75. The highest in the cheese category being 17. It had 65,000 hits on YouTube. The UK’s Organic Milk Suppliers Co-operative has developed ‘Go Organic’, a generic campaign, on behalf of the whole organic dairy sector. It takes the belief that ‘organic milk is better’ for granted and focuses on frequency of use and the small cost to consumers of switching to organic milk. Bray Leino generated a carefully crafted TV commercial, well targeted press advertising and PR to carry the message that ‘choosing organic milk is the

simplest and cheapest way to go organic every day’. Creative use of CGI and skilful photography generated eye-catching cow print imagery to let the audience know that benefits to themselves and their families, the cows and the environment would be felt repeatedly and all for less than £1 per week for the average family, making ‘Going organic’ the obvious choice. Maxitone from Maximuscle UK, is the first female nutrition brand on the market dedicated to helping active women support their exercise routines. The Maxitone range, combined with a well balanced diet and exercise, speeds up the process of changing body shape. The range offers a wide variety of products that meet all female needs: weight loss, toning and well being. Maxitone launched in January with 16 products and a £500,000 integrated marketing campaign across TV, gym posters and lifestyle press. The campaign aimed to encourage active women to support their lifestyle and goals rather than the traditional ‘shortcut’ offers that ignore women who already run, go to the gym and are trying to achieve a healthy balance. This campaign has resulted in a massive 105% increase in web visits and an awareness figure beyond expectation at 17% against a target of 5%.

Old Home Foods

Cravendale

Kerry Foods - LowLow

The Organic Milk Suppliers

Maximuscle

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ate & Lyle is a leading ingredients company, serving a global market from more than 45 production facilities in Europe, the Americas and Asia.

Tate & Lyle’s ingredients add taste, texture, nutrition and increased functionality to products that millions of people around the world use or consumer every day.

Over the past decade, Sidel’s continuous innovations have made a major contribution to PET as an lternative for the dairy industry. Sidel has also introduced technologies enabling increasingly eco-friendly production.

Tate & Lyle has a proud heritage with its world leading brands and continuous drive to add value through innovation. Being well known as key partners to the dairy industry through its Single Ingredients and Food Systems businesses, Tate & Lyle gives its dairy customers the edge in fast-tracking products from concept to mass production. The company’s ingredients platforms are centred on nutritive and high intensity sweeteners, texturant starches and include nutritionally beneficial fibres to meet evolving dietary trends. The main focus of Tate & Lyle’s extensive portfolio of food stabiliser systems is to stabilise texture, enhance and extend product properties in various aspects, and to help bring new food products to market quickly and successfully. From the most indulgent pudding brands, through light ranges of milk drinks or ice creams, to the latest fibre enriched yogurt creations - Tate & Lyle brings the ideas, solutions and ingredients needed to deliver an excellent taste, texture and nutrition profile. www.tateandlyle.com

idel has long history in serving the dairy industry with new plastic bottling solutions and is a leading supplier of eco-friendly PET packaging for milk.

The fundamental technological choice from Sidel is the Combi. The solutions are based on the key idea of combining three fundamental functions in a single machine: blow-molding, filling, and capping. The benefits include productive efficiency, low costs, and a greater return on investment. This solution has been widely used for all types of dairy applications, from pasteurised, ESL to aseptic, for white and flavoured milks, drinking yogurts dairy products with fruit pieces, and probiotics.

Predis The Predis technology is the latest breakthrough from Sidel. This is a dry sterilisation of the PET preform which is eco-friendly (no water for sterilisation), practical (no sealing lid) and economical (bottle lightweighting). Predis recently qualified with the most complex application: UHT milk at ambient temperature. It also features great flexibility and allows the personalising of bottle shapes. For consumers, it is both practical and safe. www.sidel.com

For dairy news, opinion and innovations, visit . . .

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