Dr. McDougall’s Right Foods continues to launch convenience foods that play to health-conscious consumers. Its most recent addition was its line of
Asian Entrées – ‘
platefuls of delicious Asian favorites like Pad Thai, Teriyaki, or Kung Pao Noodles or Indian Masala Lentil Rice Pilaf.’ The products are easy to prepare – just add water and microwave. They are priced at $11.94 for a case of 6 (1.9 oz cup).
‘Indulge yourself with fresh summer peaches and organic oats every day. We've combined sun-sweetened peaches and nutritionally powerful, non-narcotic hemp seeds to create a taste that will have you craving more. This creamy, high-fiber breakfast also gives you a hefty dose of protein, Omega-3, and Omega-6 essential fatty acids for a nutritious start to your day. And it's all in a package that lets you customize the sweetness and sodium levels the way you like them.’
In a nice touch, the products contain brown sugar in a separate sachet so you can choose your sweetness. Its oatmeal cereals are priced online at $14.94 for case of 6 (3.0 oz cup).
‘Aromatic curry, sweet raisins, and crunchy almonds combine with a medley of brown and wild rice to make a delicious healthy snack or meal. Like all Dr. McDougall's Right Foods, this vegan cup meal contains no saturated fat or cholesterol.’
Priced online at $14.94 for a case of 6 (2.6 oz cup), they run with the claim ‘We’ve done the chopping and measuring for you.’
The Right Foods website claims that Dr. John McDougall is one of the‘founding fathers of natural wellness. A best selling author and board-certified internist he has been writing and speaking about the effects of nutrition on health for over 30 years. ‘
The company states that Dr. McDougall’s Right Foods is the nation’s leading natural meal cup brand.
A nice idea, but perhaps one that assumes consumers are lazier than they are comes from LifeIce, ‘the first: All Natural, Freeze & Eat, Bite-Sized Ices’.
Essentially, LifeIce is a prepared pack of ready to freeze cubes. They offer
four flavors, Berry Bite, Chocolate Crisp, Citrus Chomp and Green Grind. All at $6.99 online for 4 FL OZ, 2 trays totaling 48 cubettes.
LifeIce claims some health benefits. For instance, for its Berry Bite, it says:
‘Adding to the LifeIce power base of coconut water and agave, Berry Bite is jam packed with blueberries, blackberries, black currant and even the exotic Asian Superfruit, Yumberry. It’s a healthy frozen treat that nourishes and delights.’
LifeIce has a nice idea but there are few barriers to entry. They claim that ‘After two years of research and development, the ‘cubette’ was born’, but it’s hard to see how they can build a robust franchise on this.
With its ready-to-eat meals, GoPicnic is hoping to tap demand for convenience. GoPicnic first launched in November 2006 as a shelf-stable meal box solution to the costly fresh food service, available for purchase onboard major U.S. airlines. In January 2011, GoPicnic introduced eight new ready-to-eat boxed lunches for the retail market, which are available at nationwide grocery, specialty, and mass merchandise stores, as well as online.
The boxed lunches were featured at the show and may find traction. They certainly have some flavorful options (‘Gold Star Edamame Kale Dip & Plantain Chips’, anyone?), and are gluten-free, but the packaging looks tired and cluttered and on opening the package you’re greeted with an apparently random selection of five individually-wrapped food items. Kraft’s Lunchables, launched in 1988, dominate kids to-go lunches and it’s not clear who GoPicnic is targeting; the packaging would have little attraction to kids but the offering is too cluttered to appeal to adults.