Tea, cereal cash in on antioxidant labels

by Jeff Gelski
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The dollar sales of liquid tea products labeled for their antioxidant benefits reached $35,311,011 for the 52 weeks ended Nov. 5, 2005, a dramatic increase from less then $3 million in the previous 52-week period, according to ACNielsen Label Trends. The sales covered U.S. food, drug and mass merchandiser stores, excluding Wal-Mart.

Bag tea and ready-to-eat cereal products with promoted antioxidant benefits were also profitable. Sales of bag tea with the benefits jumped 193.5% to $30,602,075. Sales of R.T.E. cereal with antioxidant benefits listed on the packaging reached $60,989,869, an increase of 17.9% from the previous 52-week period.

Results of the antioxidant statistics appeared in the Jan. 16 issue of the e-mailed newsletter "Facts, Figures & the Future." The newsletter said, "Nutritional supplements, R.T.E. breakfast cereals and tea appear to have taken over the antioxidant trend. Lipton, having developed and marketed the ‘AOX Seal’ effectively, was able to establish in the minds of shoppers the health and black tea connection."

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