Is there a place for 100% fruit juice in healthy nutrition and in future fruit and vegetable promoti

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Is there a place for 100 fruit juice in healthy
nutrition and in future fruit and vegetable
promotion campaigns?

• Morten Strunge Meyer
• IFAVA and Danish Cancer Society
• AIJN General Assembly
• Copenhagen, 28 April 2006

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Current role of 100 Juice

• Included in many official recommendations for
  fruit vegetable with some restrictions
• Convenience at its maximum The easiest and
  fastest serving

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Excellent results
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European Market Data
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100 fruit juice 25-99 nectars
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Thank You

• 100 fruit juice has an important role for two
  reasons
• Increased intake of fruit and vegetables
• Convenience

Thank You!
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Prediction

• 100 juice may not remain included in the
  national fruit and vegetable recommendations in
  all future

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The obesity epidemicShow the CDC film
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Health paradigm shift

• From
• Fruit and Vegetables are healthy because they
  supply important nutrients and phytochemicals
• To
• Fruit and Vegetables are healthy because they
  contain few calories and leaves less room for
  unhealthy foods

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100 fruit juice and obesity
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National Cancer Institute

• No difference was observed in the overall caloric
  intake of the two groups.

Troiano et al. Am J Clin Nutr. 200072(suppl)1343
S53S cited inMF Jacobson. Liquid Candy - How
Soft Drinks Are Harming Americans Health.
Center for Science in the Public Interest.
Washington, D.C. June 2005.
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Danish overweight adults
70 of the sugar came from fluids. Energy from
fluids fools your appetite regulation.

• Raben, Vasilaras, Møller and Astrup. Am J Clin
  Nutr. 2002767219.

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Harvard Nurses Study
Fruit drinks also promoted weight gain.
Schulze et al. JAMA. 200429292734 cited inMF
Jacobson. Liquid Candy - How Soft Drinks Are
Harming Americans Health. Center for Science in
the Public Interest. Washington, D.C. June 2005.
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Future health campaign
per week

• Max ½ liter of soft drinks
• -campaign

We need your help in securing new good taste, low
calorie and healthy alternatives to soft
drinks. Health campaigns need support from
industry.
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Trends

• A. ELIZABETH SLOAN
• Fewer calories, multiple benefits, and
  risk-reducing foods for kids will drive growth in
  the 36-billion U.S. functional foods market.

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Healthy trend

• Half of the most-successful new U.S. consumer
  food and beverage brands of 2005 offered
  better-for-you benefits

Slim-Fast Optima Frito-Lay Light salty snacks
Nabisco 100 Calorie Packs Krafts Carb
Well Coke C2 mid-calorie carbonated soda
Gatorade Lemonade Budweiser Select Cherry
Vanilla Dr Pepper
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2005 sales increases

• Diet soft drinks continued to gaina larger share
  of the carbonated beverage business.

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Market Growth in Europe
Market Shares in of Newcomer Productswithin
the European Soft Drinks Market
13.2 17.3 BN. Liters
Source WILD Market Research, 2005
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New Category New Name

• Fewer or no calories
• Excellent and natural taste
• Healthy and pure image
• Thirst quenching (new market)
• Single servings as the popular water bottles
• Be more innovative than just dilution
• Save the juice name for juice (A.I.J.N. lead)
• Go easy on artificial sweeteners

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20
0
40
0
0
7
60
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Near water No or Low Cal
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43
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Mineralbrunnen ÜberkingenJuice 0-3
Vöslauer Balance Juice 1
Adelholzener, Just 5 Juice ½ - 2
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Driver Functional
Added omega-3
Low GI
Added botanical extracts Ginger, Schizandra,
Sarsaparilla, Siberian Ginseng, Angelica, Milk
Thistle, Rosemary, Ginkgo, Mallow, Artichoke,
Aloe Vera
Added vitamins minerals
Added soy
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Carbonated low fruit drinks
ECKES Granini Fruchtprickler60 Juice
FeelGood SPRITZ10 Juice Fruit Sweetener
Throncroft Healthy Thirst55 Juice Herbal
Extracts
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Shots
Very high in both convenience and calories
Bad Schwartau Fruit 2 Day Fruit
content 100 54-56 kcal / 100 ml
Knorr Vie Fruit content
95-99 65-85 kcal / 100 ml
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Your opportunity Benzene

• There is no good reason to add ascorbic acid to
  soft drinks, and those that may have ascorbic
  acid naturally in them (juices) should not use
  sodium benzoate as a preservative. So it is
  really very easy to avoid the problem.

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New regulation

• New regulations may be need
• Are you ready to pin point needed changes?
• Use I.J.A.N. to build consensus
• Health sector is ready to support you on this
• Less than 100 juice is not likely to be included
  in national FV recommendations any time soon
  but its a must for public health

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Is there a place for 100 fruit juice in healthy
nutrition and in future fruit and vegetable
promotion campaigns?
Thanks to Jochen Heininger, Wild Germany Find
these slides on 6omdagen.dk/foredrag
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IFAVA International Fruit Vegetable Alliance
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IFAVA mission statement

• To encourage and foster efforts to increase the
  consumption of vegetables and fruit globally for
  better health
• By supporting national initiatives, promoting
  efficiencies, facilitating collaboration on
  shared aims and providing global leadership.
• All based on sound science.

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IFAVA International Fruit Vegetable Alliance
Global Leadership Strategy and Policy Scientific
Clearing House Media Resource Fundraising Guidance
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