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Fonterra Develops Award Winning Niche Product
Fonterra Develops Award Winning Niche Product
A joint effort by Fonterra’s two business units, NZMP and NEW ZEALAND MILK, helped the company win two awards at the Massey University Food Awards 2002.
Fonterra won the Trade New Zealand Export and New Zealand Institute of Food, Science and Technology Specialty Products awards for the same product, FERNLEAF 1+.
FERNLEAF 1+, for children aged one to three, was manufactured by NZMP and was developed and marketed by NEW ZEALAND MILK. It is one of NEW ZEALAND MILK’s GUMP (Growing Up Milk Powder) products that are designed to cater to the nutritional needs of a consumer throughout their life span.
In announcing the awards, in Auckland on October 7, the judges said the New Zealand dairy industry continued to lead exporters in new product development.
They said FERNLEAF 1+ had a well-targeted market niche and was another added-value functional food product.
“The product incorporates leading edge technology, including an excellent food safety system. A formal team approach, from market concept to development, is an outstanding feature of the New Zealand dairy export industry,” the judges said.
NEW ZEALAND MILK Product Development Manager Eileen Boyte says it is only 18 months since FERNLEAF 1+ was launched and it is already in more than 13 international markets.
“We are very pleased with the rapid market expansion the product has had. It means that the payback for product development is much quicker.”
She says 4500 tonnes of FERNLEAF 1+ were sold in the 2001/02 year, netting Fonterra more than US$19 million. FERNLEAF 1+ is designed to give one to three-year-olds the specific vitamins and minerals they need and dissolves readily in water.
Since the launch of FERNLEAF 1+ some of the markets have also launched FERNLEAF 3+ and FERNLEAF 6+. These products join the range of other targeted nutritional products including ANLENE Regular, designed for 19 to 50 year olds, ANLENE Gold, for the 51 plus age group, and ANMUM for pregnant women.
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