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Peterborough UK
08:47 on Wednesday
7 March 2001


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Positively Peterborough

A great tasting alternative to milk!

Peter Bradley, Chief Executive SO GOOD INTERNATIONAL

This month sees the launch of a new chilled SO GOOD - the first healthy alternative to milk, in the chilled dairy cabinet that combines versatility, convenience and a great taste!

New chilled SO GOOD, from SO GOOD INTERNATIONAL, a joint venture company between DuPont Sciences and Sanitarium (The Australian Health Food Company), will be available in 750ml cartons through ALL the major multiples including Tesco,J Sainsbury, Waitrose, Asda, Safeway, Morrisons, Somerfield, Kwiksave and independent retailers via NISA, with a RRP of 99p.

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....

  1. actively lowers LDL (bad) cholesterol by 13%2

  2. helps build strong bones and

  3. 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.

January 2001




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