The new chilled SO GOOD answers an
increasing demand for a great tasting, healthy alternative to milk
here in the UK. In fact, in a recent study on health aware consumers,
JRA Research noted that 87% of them would welcome a healthy
alternative to dairy milk.
The new chilled SO GOOD is based on soya
protein, enriched with vitamins and calcium, and is the first milk
alternative to offer consumers three major health benefits that are
supported by over 100 published scientific studies1. The new chilled
SO GOOD product....
actively lowers LDL (bad) cholesterol
helps build strong bones and
helps to maintain a healthy heart.
So compelling is the evidence that the US
FDA (Food and Drug Administration) last year permitted a health claim
that states '25 grams of soya protein a day as part of a diet low in
saturated fat and cholesterol, may reduce the risk of heart disease.'
Sales of soya foods have recently soared
in the US, Canada, New Zealand and Australia. In the US, following the
FDA's approval of the heart healthy claim for soya protein, sales of
soya-based foods are heading for a 25% increase on last year according
to some estimates3. This trend is set to hit the UK in 2001.
Commenting on the launch, Andrew Leslie,
UK Business Director for SO GOOD INTERNATIONAL says, "The new
chilled SO GOOD presents a unique opportunity for retailers - the UK's
first healthy alternative to milk that is great tasting and provides
all the benefits of soya protein. Evidence from Australia and the US,
where the soya product sector was estimated to be worth $2.56 billion
at the end of 2000 (set to rise to $3.67 billion in 2002)3, shows that
our new SO GOOD chilled product offers retailers a tremendous
potential for profit growth."
SO GOOD INTERNATIONAL is helping to
revitalise the chilled dairy section of supermarkets by educating
consumers about the health benefits of soya and by making them more
accessible via great tasting new products. "Our aim is to
encourage more people to include soya as part of their healthy diet,
which will inevitably add value to this category for all UK
retailers", says Leslie.
The launch will be supported with a £6
million marketing programme, including a TV campaign, featuring 60's
icon Twiggy, which breaks on February 5th. Other marketing support
includes in-store promotions, POS materials, sampling and
merchandising and public relations activity, targeting both consumers
and healthcare professionals.