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NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

By Shane Starling at FI-Asia in Jakarta, Indonesia , 16-Oct-2014
Last updated on 19-Oct-2014 at 00:07 GMT2014-10-19T00:07:05Z

NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion
NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion
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From tea yoghurt to coffee fruit energy, portable water enhancement  to Milo’s brand expansions, Mintel shared category-busting innovation at Food Ingredients-Asia in Jakarta, Indonesia, this week.

“It incorporates the refreshing and reviving elements of tea with the satiety elements that you would get from yoghurt,“  said Mintel insights manager for Australia-New Zealand, south east Asia and India, Jane Barnett, of Kirin’s ‘Teagurt’ tea yoghurt in Japan.

While the product may not survive long-term in fad-driven Japan, the innovation would fuel on-the-go breakfast developments in other markets.

Kraft-Mondelez ‘Mio’, a water-flavouring sachet that had expanded to deliver electrolytes and carbohydrates for sports enthusiasts, was performing well in the US and had seen take-up elsewhere including squash player Robinson’s in the UK.

“I think this one’s got legs,” said Barnett.

Kona-Red employs caffeine-free coffee fruit in a high-antioxidant energy drink while Nestlé chocolate-based granule drink, Milo, was pushing into cereal bars, chocolate, ice cream and more.

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