Nutrition for Mothers: Healthy Babies, Healthy Markets

Five Key Case Studies in Marketing Foods for Mums

Publication Date	September 2005
Publisher	New Nutrition Business
Product Type	Report
Pages	41
ISBN Number	0-9546522-4-X
Product Code	NNB00001

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Summary

We are what we eat - and we are what our mothers ate when they were pregnant. And the effects of a mother's diet and health while pregnant could shape their children's health status for life. Nutrition science is providing more and more insights into the importance of good maternal nutrition, leading more and more companies to develop products designed specifically for the needs of pregnant and lactating women. In this case study we examine five different examples of products targeting this nutritional need and the different approaches companies have taken. As with all New Nutrition Business case studies, this to-the-point 30-page analysis has been written based on in-depth interviews with the companies concerned to provide you with:

Companies' own views on the key nutritional aspects of pregnancy that they have chosen to target and why
Information on branding and marketing strategies
Understanding of product formats and ingredients chosen
Colour illustrations of products

Content

1. Introduction
2. Strategies in maternal nutrition
3. Case Studies
- Case Study 1: American Mums target of doctor recommended brand
- Case Study 2: Education builds an Asian mothers milk brand
- Case Study 3: DHA the Oh Mama! way
- Case Study 4: Eating for two Mommy munchies
- Case Study 5: Nestle follows Hipp with food for mothers
4. Nutrition Research Studies
- Section 1: DHA
  - Mum's fish consumption has benefits for kids
  - Mother's diet may protect daughters from breast cancer
  - Call for DHA in pre-natal nutrients
  - Changing fat in mothers diet could benefit infant health
  - Mum's DHA means sharper infants
- Section 2: Diet and Children's Long-Term Health
  - Mum's diet while pregnant could malprogram offspring's metabolism
  - Poor prenatal nutrition damages insulin response
  - Studies reinforce crucial importance of a good start in life
  - Mum's diet in pregnancy linked to child's long-term health
  - Breast is best - thanks to adiponectin?
- Section 3: Psychological Factors
  - RStressed snackers: mum-to-be, mood and diet
- Section 4: Micronutrients
  - Pom for mom may help babies brains
  - Iron, folic acid could guard against Down's syndrome
  - Maternal iron deficiency disrupts mother/child interaction
  - Pregnant women not getting enough micronutrients
  - Zinc and hyperglycemia in pregnancy
  - Antioxidants may help prevent birth defects related to alcohol
Section 5: Leukemia
- New research links diet and childhood leukemia risk
- Early diet may play key role in protecting against childhood leukemia
Boxes
- Box 1: Nutrition facts & package label for Ensure Healthy Mom Vanilla Shake
- Box 2: Can George Clooney be bottled?
- Box 3: Oh Mama! label text
- box 4:: Nutrition facts for Mommy Munchies Healthy Snack
Photographs
- Photo 1: Puleva-Mama intended for pregnant and breastfeeding women
- Photo 2: Pregnacare website
- Photo 3: EnsureHealthy Mom's SUV
- Photo 4: EnsureHealthy Mom's Creamy Milk Chocolate Shake
- Photo 5: Anmum -1 Milk drink for pregnant women
- Photo 6: Anmum -2 Milk drink for breastfeeding women
- Photo 7: An excerpt from an Indonesian TV commercial for Anmum
- Photo 8: Oh Mama! pregnancy bars
- Photo 9: Beth Vincent, creator of Oh Mama! pregnancy bars
- Photo 10: Eating for Two's Mommy Munchies bar
- Photo 11: Tammy Krutchik, co-partner of Eating for Two
- Photo 12: Nestle MamAlete Wohlfhltee
Figures
- Figure 1.1: Maternal Body Mass Index
- Figure 1.2: Dutch Hunger Winter Body Mass Index
- Boxes, Photographs and Figures