Glucerna 'Sweetens' Food Options

From 1980 to 2004, the number of Americans with diagnosed diabetes doubled to 14.7 million, per the Centers for Disease Control in Atlanta. The Journal of the American Medical Assn. estimates the total population of diagnosed and undiagnosed diabetes sufferers as 29 million adults (Brandweek, Oct. 30, 2006).

In 1998, Glucerna helped to pioneer specially formulated nutritional products for people with diabetes via shakes and snack bars. Now, the division of Abbott's Ross Products, Columbus, Ohio, will expand its product line and also embark on a brand relaunch with reformulated products and more convenient packaging.

Brand umbrella and product-specific ads, via Gotham, New York, in diabetes and general interest titles will support the June relaunch, when the spate of products is expected to get full distribution. Items include a three-SKU line of cereals (such as Crunchy Flakes 'n Raisins and Crunchy Flakes 'n Strawberries), with other food categories to follow; and reformulated shakes, meal and snack bars that contain new blends of slowly-digested carbs plus chromium picolinate (for maximum insulin efficiency). Shakes, formerly in metal cans, will come in portable, reclosable PET bottles.

Print touts, "Glucerna will spike your taste buds. Not your blood sugar." Tag remains: "Smart nutrition for people with diabetes." Media spend is expected to exceed last year's budget, which was

$9 million, per Nielsen Monitor-Plus.

A 2006 study from Mintel, Chicago, said the diabetic sector "is an underserved food market," citing room for growth in categories like frozen dinners and entrees. Kraft, Nestlé and J.M. Smucker entered the food for diabetics category relatively recently. Brian Woo, Glucerna director of marketing, said his is the one brand that's always focused on diabetic consumers. "The Glucerna equity was and will continue to be specifically designed for them," said Woo. "We've built our business around the nutrition needs of diabetics. We have a medical and clinical research heritage that sets us apart from other food companies."