Marketing - Burgen® Soy-Lin™ (Tip Top® Bakeries)

Burgen® Soy-Lin™, produced by George Weston Foods, was the first soy and linseed bread to be sold in Australia and could be considered the first most complete functional food available to consumers.

Why was the product developed?

• A study published in the British Medical Journal in 1990 showed that phytoestrogens in soy and linseed could have a significant impact on menopausal symptoms1.
• Consultation with nutrition professionals suggested that a food product that contained significant concentrations of phytoestrogens from soy and linseed could be used as an alternative, or in addition to, Hormone Replacement Therapy (HRT).
• Consumer research indicated that some women do not want to use HRT and would prefer to achieve similar benefits by consuming an inexpensive food product.
• Phytoestrogens, such as lignans (in linseeds) and isoflavones (in soy) may help to reduce the risk of hormone-related cancers.
• Linseeds are also high in omega 3 fatty acids (alpha linolenic acid). Studies suggest that omega 3 fatty acids found in plant foods may help to reduce the risk of heart disease.
• George Weston Foods Limited therefore saw an opportunity to develop a suitable product containing a significant quantity of phytoestrogens and omega 3 fatty acids for the Australian diet.
• Bread was considered the most suitable product since it would be perceived as a substitution food, rather than an addition to the total diet of weight conscious post menopausal women.

How was the product developed?
In 1994, George Weston Foods Limited, the Monash Medical Centre and the Royal Women's Hospital (Melbourne) collaborated in a study on the effect of phytoestrogens in soy, linseed and wheat on menopausal symptoms.

After extensive product development, George Weston Foods developed a bread which supplied a significant quantity of phytoestrogens for study participants to consume each day. The double blind, randomised controlled trial confirmed that soy and linseed, consumed as soy and linseed bread, are of benefit in the relief of menopausal symptoms in post-menopausal women2.

The chosen formulation involved careful consideration of the study's research results. The balance of soy, linseed and wheat had to be carefully calculated to optimise the phytoestrogen level as well as omega 3 fatty acids. It was also extremely important to achieve maximum flavour and overall product acceptability.

The final product

Physical appearance

• Burgen® Soy-Lin™ , is a fermented style bread containing kibbled soy, linseed and kibbled wheat.

Nutritional value

• A good source of phytoestrogens (4 slices of Soy-Lin per day provides
• 220 mg of isoflavones and lignans)
• A good source of omega 3 Fatty acids (4 slices contains 3.5 g alpha linolenic acid)
• Low Glycaemic Index (36)
• High in dietary fibre (4.4 g per serve)
• Contains 10% of the RDI for Calcium
• Contains 10% of the RDI for Phosphorus
• Good source of folate
• Contains no artificial colours or flavours
• Meets the National Heart Foundation criteria for sodium, fat, sugar and fibre.

Packaging

• Burgen® packaging is distinctive, has standout and suits the unique feel of Burgen® as well as reflecting its heritage and premium quality. The package is focused on conveying taste and ingredient cues. A large amount of the bag is left clear so the consumer can see the bread.

Labelling

• The following nutrient and health claims are made on the package:

1. Folate health claim
   Soy-Lin® contains 160(g of folate per serve. As it contains more than 40 (g of folate per serve, it is eligible to make the following folate health claims:
   "Contains Folate for a Healthy Baby" and " Increased maternal folate consumption in at least the month before and 3 months following conception may reduce the risk of neural tube defects in babies. A serving of this food contains 40% of the 400 (g** per day intake of folate recommended for women of child-bearing age."
   "** The RDI for adults is 200 (g of folate per day. It is recommended that women consume a minimum of 400 micrograms per day in at least the month before and at least the first 3 months following conception."
   As per recommendations from ANZFA, the following statement consistent with healthy eating is included on the package "Enjoy a wide variety of foods".
   
   
2. Glycaemic Index (GI) = 36
   
   
3. Phytoestrogens:
   Total: 137 mg/100 g Per serve: 109 mg
   Total Isoflavones: 27 mg/100 g
   Total Lignans: 110 mg/100 g
   
   
4. Cholesterol
   Meets the requirements for "Cholesterol Free" or "No Cholesterol" claim.
   
   
5. Dietary Fibre
   High In Fibre.
   
   
6. Iron
   Contains Iron.
   
   
7. NHF Heart Tick
   Complies with the requirements of the NHF.
   
   
8. Nutrition Information Panel

Since the above nutrient and health claims are made on the package, the following nutrition information panel is provided:

Marketing

Target group

• Female shoppers 45+ years old
• People with reasonably high disposable incomes
• Smaller households of 1-3 people
• Older singles and adult households
• "Taste seekers".

Positioning

• Taste, Health*, Indulgence
• "The tastiest treat- MY BREAD".

As the product has continued on the market, scientific research has proven further benefits in consuming soy and linseed products, which is why the product is referred to as a multifaceted functional food. Evidence suggests that phytoestrogens may help to relieve the symptoms of menopause and reduce the risk of developing hormone-related cancers (breast and prostate). Soy protein has also been shown to reduce blood cholesterol levels.

Branding

• A name that reflects taste, quality ingredients and health
• Burgen® suggests heritage and authenticity
• Has small German/European bakery associations.

Strategies

Advertising & Promotion

• Major launch in 1997 through TV and print with a definite focus on Soy-Lin® and the health properties associated with the brand.
• In 1998/99, the message shifted towards a greater focus on taste with the "Love Bites" and "Hot Love" campaign, a highly targeted national campaign featured on billboards, buses/trams, magazines and radio.
• Magazines also featured recipe card inserts in "Vogue Entertainment and Travel" and the "Daily Telegraph Food and Wine" section.
• A more recent advertising message, "Once Bitten, Forever smitten", reinforces the "my bread" positioning.

Public Relations

• Public interest in Burgen® Soy-Lin® was initially generated by announcing the menopausal benefits of Soy and Linseed at the International Congress on Menopause in Sydney 1996.
• Much activity focused around the launch of Burgen® Soy-Lin® in 1997.
• Launch of Soy-Lin® received a huge media reception gaining nationwide coverage on TV, radio and in print media.
• The product was featured on Australian Television by interviewers and principal medical researchers about the potential nutritional benefits of soy and linseed.
• Leaflet information was developed for GP distribution nationally.
• Rosemary Stanton, a high profile nutritionist, was used to interface with the media as a recognized and trusted nutrition expert interviewed for television, radio and published articles for print.

In-store activities

• "Flavour of the Month" in-store product sampling, aimed at building consumer awareness of the Burgen® range, involved:
  • Distribution of a variety of Burgen® gourmet sandwiches inside supermarkets.
  • Gourmet sandwich recipe cards
  • Burgen® sampling booths with uniformed demonstrators
• Point-of-sale material included off-location display units, posters, wobblers and shelf strips.

Distribution

• Available in grocery and convenience stores in all states except Tasmania and Northern Territory.
• Geographic and demographic analysis is considered when ranging products in stores whereby areas with a greater concentration of white collar, high disposable income earners would feature a wider product range.
• All major supermarkets range the Burgen® Soy-Lin™ variant.

Success of the product

• Australian Institute of Science and Technology (AIFST) awarded George Weston Foods the 1998 Food Industry Innovation Award for Burgen's development and launch.
• When Burgen®Soy-Lin™ was launched it generated unprecedented interest and by early April 1997 accounted for 5.3% volume share of the total bread market and 23.4% of the grain bread category (Jorgensen et al 1998).
• A 2% increase in the value of the total bread market was recorded suggesting increased bread consumption.
• At its launch, the concept behind the research and the resulting product, Burgen®Soy-Lin™, captured the imagination and interest of the general public, the medical profession and the media. Burgen®Soy-Lin™ received overwhelming acceptance for its organoleptic acceptability and ease of incorporation into the everyday diet.
• There was a significant demand from women looking for an alternative to, or something to complement, their hormone replacement therapy. According to Jorgensen et al (1998, p. 298), Burgen®Soy-Lin™ created its own category by fulfilling a need in the community to easily incorporate a (functional) food, which is high in phytoestrogens and omega 3 fatty acids, into the diet without requiring a substantial change in eating habits.
• Other main competitors, including Riga, as well as hot bread shops, have subsequently developed soy and linseed breads.
• Burgen® is a niche brand which appeals to a small section of the bread market. Due to its size and density it does not have mainstream appeal.
  It is used as a health bread for its health benefits by a large number of women over 50 years.
• It appeals mainly to adults due to the ingredients used in each variety.
• Soy-Lin™ is generally eaten toasted for breakfast or as a snack.
• Current Volume Share of Market:
  • Burgen® dominates the heavy bread segment.
  • The Burgen® range currently holds 66% volume market share.
  • Major competitor is Vogels who have a similar product offering.

References
1. Whalqvist M, Wilcox G, Burger HG, Medley G. Oestrogenic effects of plant foods in postmenopausal women. British Medical Journal 1990;301:905-6;1990.

2. Dalais FS, Rice GE, Murkies AL, Bell RJ and Wahlqvist ML. Effects of dietary phytoestrogens in post menopausal women, Climacteric 1998;1:124-129.

3. Jorgensen K, Suter DAI, Thomson WK, Dalais F, Rice GE and Wahlqvist ML. Burgen®Soy-Lin™: development of an innovative functional staple food. Food Australia, 50 (6):1998;297-299.

For Further research

Additional links

• Glycaemic Index
• Antioxidants and Phytoestrogens
• Dietary fibre
• Folate
• Fortification
• Food legislation
• Bread Manufacture
• Marketing