Increasing consumer health concerns about processed drinks and snacks have led to responses from Mars, Dolmio, Coco-cola and Arnott’s. Market pressure has prompted a range of responses from these giants of the drinks and snacks sector and with mixed results.
Mars and Dolmio are now recommending consumption of their product weekly or occasionally – a big change from ‘a mars a day’. Coca cola have committed to product integrity but moved to lower soft drink prices in response to the increased competition from water and coffee. Arnott’s have taken a different approach and changed the ingredients on “Shapes”, earning a health star rating by removing salt and saturated fat, but sparking a customer backlash.
Market pressure is calling for action and it remains a challenge to respond to potentially aspirational health concerns, while maintaining a strong food business.
It will be difficult for the snack food giants to become healthy quickly and maintain their core customers. It does seem like they will be drawn into more complicated offers and brands to cater for what appear to be quite different sets of needs.