Our approach for satiety benefit Case study. Vitalinea Acceleration Unit - 13th September 2006 Content Why is satiety worth for a weight management brand

Our approach for satiety benefit

Case study

Vitalinea Acceleration Unit - 13th September 2006

Content

Why is satiety worth for a weight management brand ? Consumer need Nutritionists view

Our approach : Shape Lasting satisfaction Concept Product execution & reason why Scientific & consumer proofs on the benefit

Communication & business results






It’s a consumer need !

A major benefit for weight conscious women

Better control of appetite

“Sometimes I just can’t stop snacking throughout the day. I wish I could more easily resist the urge to keep snacking.”“When I feel full I know I am less likely to snack on fatty, high calorie foods”

Avoid caloric but non satisfying snacks

“When I’m in a healthy eating frame of mind it’s important to find things that help me avoid fatty, high calorie snacks which just leave me feeling hungry again!”“Often when I’m feeling peckish, I nibble on snacks which give me a quick fix, but leave me feeling hungry again soon after.”

Discomfort causes by hunger feeling

“When I’m eating healthily I sometimes find I don’t feel satisfied for very long.”“I love low fat yogurts which are not only healthy but tasty too. However, they don’t seem to satisfy me for very long.”


‘Eating for sensation is just so satisfying but it is always so full

of fat’

‘I want something satisfying – so I

feel full in a good way’

‘I want a product which satisfies me for

longer’

A major benefit for weight conscious women

To make it short…


It is supported by nutritionists !

Prevent over-eating is key ! To decrease food intake, necessity to reduce people hunger and permit them to enjoy eating and be conscious of eating.

"Many diets have a bad compliance because people are hungry,

even in high protein diets“ Dr. Fricker

Food company can contribute a lot - always considered as helpful partner if active in this field.

How to decreaseintakes ?

How to decreaseintakes ?

Reduce physiological hunger: Increase satiety power of products Fractioning daily food intakes with healthy snacks (ex: EAT: Egg Apple and Thirst) Eat mainly low energy dense foods

Satisfy psychological hunger: Propose variety of products, way of consumption and pleasurable foods (anticipate on all pleasurable foods : for sweet but also savoury “lovers)

Increase awareness of eating: Educate people to be conscious of eating. It is important to take a pause for eating Design products requiring attention to eat


A great way to promote good habits too !






Shape Lasting Satisfaction

Often when I’m feeling peckish, I nibble on snacks which give me a quick fix, but leave me feeling hungry again soon after.

New Shape with Lasting Satisfaction is a unique yogurt range that keeps you satisfied for longer.

That’s because it contains a unique combination of natural fibres and proteins that have been developed by Danone to keep you

satisfied.

Shape with Lasting Satisfaction is recognisedby UK nutritionists as a good option to help avoid unhealthy snacking; and in a study, 80% of women felt satisfied for longer.

And of course it is 0% fat, really fruity and delicious too!

Source: TNS Omnibus Tested September 2005

+ 29% purchase intention vs current on Shape users+17% purchase intention vs current on non users


An efficient and credible reason why …

Viscous soluble fibre (eg in apples, beans)

absorbs water, thereby increasing stomach distension and slowing stomach

emptying

Guar gum (galactomannan from Indian cluster bean) Protein

- increase in satiety-signalling hormones (CCK and GLP1)- postprandial increase in circulating amino acids


… in an efficient & credible yoghurt !

Spoon-able yoghurt

Thick texture & pieces to chew

Low in energy, high in nutrients

100g : 64 kcal, 6,6 g proteins, 0g fat, 2g fibres, 190 mg calcium

Scientifically proven !!


PROSPECTIVE CONSUMPTION

APPETITE

Physiology EnvironmentPsychology

HUNGER

FULLNESS

DESIRE TO EAT

Interaction between biology and environmentInteraction between biology and environment

Individual factors External factors

FACTORS

3 PARAMETERS:

1)Subjective appetite (or motivations to eat)

2) Food intake

3) Food preferencesFood cravings

ENERGY , VOLUME, WEIGHT

MEAL/SNACK

FREQUENCY , INTENSITY OF THE URGE TO EAT

SWEET/ SAVOURY

Our scientific approach : markers

http://images.google.fr/imgres?imgurl=http://www.ramadaexpress.com/images/dining_buffet.jpg&imgrefurl=http://www.ramadaexpress.com/dining_buffet.aspx&h=255&w=222&sz=24&hl=en&start=1&tbnid=8PE8MHUrSHPymM:&tbnh=111&tbnw=97&prev=/images%3Fq%3Dbuffet%26svnum%3D10%25


Target population : normal- to overweight healthy 18-45 year-old and non restrained

females

Design :

within-subject, cross-over design : each subject consumes all products including the control

tested in the study (1 week between each test = wash-out)

Appetite sensations are measured through VAS

standardised BREAKFAST

200 kcal

Subject departure

Subject arrival at the clinic

Food intake is measured

TEST SNACK 70 - 80 kcal Ad libitum

LUNCH

time8.30 10.30 12.30

Our scientific approach : experimental design


When compared to control, SHAPE

• significantly increased fullness

(top right panel)

• significantly decreased hunger (bottom right panel)

• significantly decreased prospective consumption and desire to eat (data not shown)

Control = a marketed fat free yoghurt

snack

HUNGER

25

50

75

100

0 60 120 180 240

time (min)

after snackbefore snack

p=0.2 P<0.01

Not at all

Very

Control productShape

breakfast

FULLNESS

25

50

75

100

0 60 120 180 240

time (min)

after snackbefore snack

p=0.2 P<0.001

Very full

Very empty

Our scientific approach : some results


Satiety benefit is perceived by Spanish consumers after 14 days of use of

Saciactiv vs control !!!

7 women out of 10 declare to feel confident in

their ability to control their appetite

A benefit perceived in real life conditions :


Saciacti

vControl p

On average, how much hungry have you felt after eating a snack?

5,4±1,3

4,2±1,4

<0,001

On average, how much satisfied have you felt after eating a snack?

5,4±1,3

4,2±1,5

<0,001

On average, how full have you felt after eating a snack?

5,2±1,4

3,7±1,4

<0,001

On average, how great was your desire to eat something else after eating a snack?

5,4±1,4

4,1±1,8

<0,001

Saciacti

vControl p

I often had cravings for sweet or fatty foods during the last 2 weeks.

2,7±1,1 3,1±0,9 0,006

I often gave in to these cravings. 2,4±1,0 2,9±1,1 0,001

I often ate something unhealthy as a snack 2,6±1,0 3,0±1,1 0,002

I felt confident in my ability to control my appetite.

3,7±0,9 3,3±1,0 0,019

I have often been distracted by constantly thinking about food.

1,9±0,9 2,0±01,0 0,8 (n.s.)

I often felt regaining energy after eating the yoghourt.

3,4±0,8 3, 1±0,9 0.016

I often felt myself better after eating the yoghourt.

3,7±0,7 3,2±0,8 <0,001

I often felt pacified (soothed) after eating the yoghourt.

3,5±0,7 3,1±0,9 <0,001

I’m satisfied with my daily diet of the past 2 weeks.

3,8±0,7 3,4±0,8 0,001

After 2 weeks of consumption, consumers felt less hungry and better capable of controlling their appetite compared to baseline. 12 items significant on 13 in total !

A benefit perceived in real life conditions :






Communication Shape LS

Communication Saciactiv


Dedicated website

www.danoneshape.com


At the end, a success !

Launch in April 2006 Status May 07 : 18,8 M packs sold & worth 19,4 M£ (source Nielsen)


Key learnings

A very relevant benefit for both consumers & KOLsA benefit delivered by relevant & efficient ingredients combined in an adequate product’s matrixA tangible benefit, not over-promising and scientifically demonstrated.

THANKS !


Key contributors

DANONE UK Vincent LANG – Claim manager Birgit FERTSCH – Development manager Jennifer GARRY – Regulatory manager Jessica WORLEY – Shape Marketing manager

DANONE Spain Marta OLMOS – Health Marketing manager Jose Enrique SOLER – Development manager Antonio MATEOS – Regulatory manager Claire PINEL – VITALINEA Marketing manager

DANONE Research team Anne LLUCH –Scientific manager Diane L’HEUREUX BOURON – Scientific manager Karine TOCCHET – Global Product Manager VITALINEA

Documents

Our approach for satiety benefit Case study. Vitalinea Acceleration Unit - 13th September 2006 Content Why is satiety worth for a weight management brand