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Baby Food and Drink - US - May 2010

One of the primary responsibilities of parents is providing the proper nutrition during the first crucial years of their children's development. The overwhelming majority of parents look to baby food manufacturers to provide the right types of foods for their developing babies. This creates the opportunity to develop stronger bonds than are typically present between consumers and the brands they use.

Baby food and drink is a multi-billion dollar category and while it is somewhat recession-resistant because it is a necessity for most, the economy is forcing families to stretch their food dollars and search for maximum value. This report is focused on providing insights on the following topics:

  • How the recession stifled US birth rates in 2008, directly impacting the baby food and drink category in 2008-09
  • The strategies that baby food manufacturers use to tap into parents’ passions regarding the welfare of their children and how this influences competition and brand loyalty
  • How race, income and gender impact the baby food and drink market
  • What innovations the leading companies are implementing to fend off competition...including parents who prefer to make their own baby food
  • How companies position themselves as partners with parents and connect with them through advertising, web marketing and social media
  • The impact of consumers’ attitudes toward private label and name brands, key product attributes, brand loyalty, concern over growth hormones, organic/natural products and other factors that concern purchase

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising clips
                • Social Media
                  • Abbreviations and terms
                    • Abbreviations
                      • Terms
                      • Executive Summary

                        • Dollar sales retreat in 2009
                          • Private label present but with minimal impact
                            • Medical community’s influence on buying behavior
                              • Convenience of supermarkets a strong draw
                                • Birth rates and recession driving market behavior
                                  • Significant changes to the WIC program in 2009 have and will affect formula and baby food market
                                    • Baby food market is very competitive
                                      • Convenience and value are primary considerations for shoppers
                                        • Innovation a big part of the baby food and drink category
                                        • Insights and Opportunities

                                          • Develop multicultural line of baby foods
                                            • Get parents to warm up to frozen baby foods
                                              • Baby food delivery service
                                                • Develop premium private label lines
                                                  • eSell baby food in larger multi-unit packaging
                                                    • Create line extensions focused on specific nutritional needs
                                                      • Leverage medical community’s expertise as an informational resource
                                                      • Inspire Insights

                                                          • Feed Your Child and Others Across the Globe
                                                            • What’s it about
                                                              • What we’ve seen
                                                                • Implications
                                                                  • Text4baby
                                                                    • What’s it about
                                                                      • What we’ve seen
                                                                        • Implications
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • Dollar sales retreat in 2009
                                                                              • Private label present but with minimal impact
                                                                                • Sales and forecast of baby food and drink
                                                                                  • Figure 1: Total U.S. retail sales of baby food and drink, at current prices, 2004-14
                                                                                  • Figure 2: Total U.S. retail sales of baby food and drink, at inflation-adjusted prices*, 2004-14
                                                                                • Walmart sales
                                                                                • Competitive Context

                                                                                  • Key points
                                                                                    • Consumers believe one thing but do another
                                                                                      • Parents look to familiar name brands
                                                                                        • Medical community’s influence on buying behavior
                                                                                          • Baby food is huge business
                                                                                            • Prepared adult food eats into store bought baby food sales
                                                                                            • Segment Performance

                                                                                              • Key points
                                                                                                • Baby formula drives the category
                                                                                                  • Baby food and snacks only segment to grow share
                                                                                                    • Sales of baby food and drink in FDMx, by segment
                                                                                                      • Figure 3: FDMx sales of baby food and drink, by segment, 2007-09
                                                                                                  • Segment Performance—Baby Formula

                                                                                                    • Key points
                                                                                                      • Infant formula highly dependent on birth rate
                                                                                                        • Breastfeeding advocacy groups curtail sales
                                                                                                          • Sales and forecast of baby formula
                                                                                                            • Figure 4: FDMx sales of baby formula, 2004-14
                                                                                                        • Segment Performance—Baby Food and Snacks

                                                                                                          • Key points
                                                                                                            • Sales steady and set to rebound
                                                                                                              • Innovation and changes to WIC keeps segment moving forward
                                                                                                                • Sales and forecast of baby food and snacks
                                                                                                                  • Figure 5: FDMx sales and forecast of baby food and snacks, at current prices, 2004-14
                                                                                                              • Segment Performance—Baby Electrolytes

                                                                                                                • Key points
                                                                                                                  • Baby electrolytes falling out of favor
                                                                                                                    • Sales and forecast of baby electrolytes
                                                                                                                      • Figure 6: FDMx sales and forecast of baby electrolytes, at current prices, 2004-14
                                                                                                                  • Segment Performance—Baby Juice

                                                                                                                    • Key points
                                                                                                                      • Baby juice lack of support from medical community hinders sales
                                                                                                                        • Sales and forecast of baby juice
                                                                                                                          • Figure 7: FDMx sales and forecast of baby juice, at current prices, 2004-14
                                                                                                                      • Retail Channels

                                                                                                                        • Key points
                                                                                                                          • Convenience of supermarkets a strong draw
                                                                                                                            • Drug and other outlets see slight improvement in share
                                                                                                                              • Sales of baby food and drink, by channel
                                                                                                                                • Figure 8: Total FDMx sales of baby food and drink, by channel, 2007 and 2009
                                                                                                                            • Retail Channels—Supermarkets

                                                                                                                              • Key points
                                                                                                                                • Sales at lowest levels since 2004
                                                                                                                                  • Profits low on baby products but could pay off in long run
                                                                                                                                    • Supermarket/food stores’ sales of baby food and drink
                                                                                                                                      • Figure 9: Supermarket/food stores’ sales of baby food and drink, at current prices, 2004-09
                                                                                                                                  • Retail Channels—Drug and Other

                                                                                                                                    • Key points
                                                                                                                                      • Birthrates and affordability drive sales
                                                                                                                                        • Exclusive product rights drive consumers to specific retailers
                                                                                                                                          • Drug and other stores’ sales of baby food and drink
                                                                                                                                            • Figure 10: Drug and other stores’ sales of baby food and drink, at current prices, 2004-09
                                                                                                                                        • Retail Channels—Natural Foods Supermarkets

                                                                                                                                          • Key points
                                                                                                                                            • Baby food a small part of natural foods supermarkets
                                                                                                                                              • Natural channel sales of baby food and drink
                                                                                                                                                • Figure 11: Natural product supermarket retail sales of baby food and drink, at current prices, 2008-10
                                                                                                                                                • Figure 12: Natural product supermarket retail sales of baby food and drink, at inflation-adjusted prices, 2008-10
                                                                                                                                              • Baby food outsells formula in natural channels
                                                                                                                                                • Figure 13: Natural supermarket sales of baby food, by segment, March 2008 and March 2010
                                                                                                                                              • Leading baby food and drink companies in natural supermarkets
                                                                                                                                                • Figure 14: Manufacturer brand natural supermarket sales of baby food, 2008* and 2010*
                                                                                                                                              • Natural channel sales of baby food and drink, by organic content
                                                                                                                                                • Figure 15: Natural supermarket sales of baby food and drink, by organic, 2008* and 2010*
                                                                                                                                            • Market Drivers

                                                                                                                                              • Key points
                                                                                                                                                • Recent WIC program changes have and will impact performance of formula and baby food segments
                                                                                                                                                  • Specific changes to the program “food packages”
                                                                                                                                                    • U.S. birth rates decline across most race groups
                                                                                                                                                      • Newer moms more likely to be expecting again
                                                                                                                                                        • Figure 16: Moms currently expecting, April 2008-June 2009
                                                                                                                                                        • Figure 17: Moms currently expecting, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                      • Good value more important than brand loyalty
                                                                                                                                                        • Popular additives face potential ban in U.S.
                                                                                                                                                        • Leading Companies

                                                                                                                                                          • Key points
                                                                                                                                                            • Baby food market is very competitive
                                                                                                                                                              • International markets an important part of the mix
                                                                                                                                                                • FDMx sales of baby food and drink by manufacturer
                                                                                                                                                                  • Figure 18: Manufacturer FDMx sales of baby food and drink in the U.S., 2009* and 2010*
                                                                                                                                                              • Brand Share—Baby Formula

                                                                                                                                                                • Key points
                                                                                                                                                                  • Abbott Nutrition and Mead Johnson at top of baby formula market repackaging their brands
                                                                                                                                                                    • Melamine scare potentially impacting sales
                                                                                                                                                                      • Manufacturer and brand sales of baby formula
                                                                                                                                                                        • Figure 19: Selected FDMx brand sales of baby formula, 2009* and 2010*
                                                                                                                                                                    • Brand Share—Baby Food and Snacks

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Nestlé’s Gerber acquisition paying dividends
                                                                                                                                                                          • Beech-Nut making progress but not a threat
                                                                                                                                                                            • Organics not a major factor yet
                                                                                                                                                                              • Manufacturer and brand sales of baby food and snacks
                                                                                                                                                                                • Figure 20: Selected FDMx brand sales of baby food and snacks, 2009* and 2010*
                                                                                                                                                                            • Brand Share—Baby Electrolytes

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Private label a factor in this segment
                                                                                                                                                                                  • Competition from the sports beverage world
                                                                                                                                                                                    • Manufacturer and brand sales of baby electrolytes
                                                                                                                                                                                      • Figure 21: Selected FDMx brand sales of baby electrolytes, 2009* and 2010*
                                                                                                                                                                                  • Brand Share—Baby Juice

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Juice is the smallest of the baby food/drink segments
                                                                                                                                                                                        • Manufacturer and brand sales of baby juice
                                                                                                                                                                                          • Figure 22: Selected FDMx brand sales of baby juice, 2009* and 2010*
                                                                                                                                                                                      • Brand Qualities

                                                                                                                                                                                        • Overview
                                                                                                                                                                                          • Similac using new packaging to promote its functional baby formula brands
                                                                                                                                                                                            • Influence on the category
                                                                                                                                                                                              • Enfamil looking to tap into awareness of probiotics
                                                                                                                                                                                                • Influence on the category
                                                                                                                                                                                                  • HappyBaby looks for consumers to warm up to frozen baby food
                                                                                                                                                                                                    • Influence on the category
                                                                                                                                                                                                    • Innovations and Innovators

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • GNPD data
                                                                                                                                                                                                          • Baby savory meals and dishes have most sub-category product introductions
                                                                                                                                                                                                            • Baby food/drink product launches 2005-10
                                                                                                                                                                                                              • Figure 23: New product launches, by subcategory, 2005-10*
                                                                                                                                                                                                            • New product claims lean toward no additives/preservatives and organic
                                                                                                                                                                                                              • Figure 24: Top baby food/drink product claims/positioning, 2005-10*
                                                                                                                                                                                                            • Shelf stable is most popular storage type
                                                                                                                                                                                                              • Figure 25: Storage type across baby food and drink products, 2005-10*
                                                                                                                                                                                                            • Baby fruit products, desserts and yogurts
                                                                                                                                                                                                              • Baby snacks
                                                                                                                                                                                                              • Advertising and Promotion

                                                                                                                                                                                                                • Overview
                                                                                                                                                                                                                  • Gerber unveils new campaign
                                                                                                                                                                                                                    • Enfamil Premium Lipil
                                                                                                                                                                                                                      • Figure 26: Enfamil premium lipil/”our triple advantage” September 2009
                                                                                                                                                                                                                    • Gerber Graduates Yogurt Melts
                                                                                                                                                                                                                      • Figure 27: Gerber graduates yogurt melts, “Start Healthy. Stay healthy. “, March 2009
                                                                                                                                                                                                                    • Gerber DHA
                                                                                                                                                                                                                      • Figure 28: Gerber DHA, “Start Healthy. Stay healthy. “, May 2009
                                                                                                                                                                                                                    • E-commerce presence
                                                                                                                                                                                                                      • Moms that order baby food online
                                                                                                                                                                                                                        • Figure 29: Moms that order baby food online, by household income, November 2009
                                                                                                                                                                                                                      • Web marketing
                                                                                                                                                                                                                        • Social media
                                                                                                                                                                                                                        • Social Media Trends in Baby Food and Drink

                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                              • Discussion of manufacturers and brands
                                                                                                                                                                                                                                  • Figure 30: Total baby food related mentions, by brand, April 2009-April 2010
                                                                                                                                                                                                                                • Trended total baby food mentions by brand
                                                                                                                                                                                                                                  • Figure 31: Trended total baby food related mentions, by brand, April 2009-April 2010
                                                                                                                                                                                                                                • Major feature discussions
                                                                                                                                                                                                                                  • Trends in major feature discussions
                                                                                                                                                                                                                                      • Figure 32: Total baby food related mentions, by primary topic, April 2009-April 2010
                                                                                                                                                                                                                                    • Discussion of market features around key manufacturers and brands
                                                                                                                                                                                                                                        • Figure 33: Baby food feature discussion, positive and negative, by company, April 2009-April 2010
                                                                                                                                                                                                                                        • Figure 34: Baby food feature discussion, positive and negative, by brand, April 2009-April 2010
                                                                                                                                                                                                                                    • Household Consumption of Baby Food and Drink

                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                        • Formula usage
                                                                                                                                                                                                                                          • Figure 35: Formula and breast-feeding among moms, by age, November 2009
                                                                                                                                                                                                                                          • Figure 36: Formula and breast-feeding among moms, by household income, November 2009
                                                                                                                                                                                                                                          • Figure 37: Liquid/powdered formula usage, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                                                                                        • Baby and toddler food usage
                                                                                                                                                                                                                                          • Figure 38: Baby and toddler food usage; by age, April 2008-June 2009
                                                                                                                                                                                                                                          • Figure 39: Baby and toddler food usage; by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                                                                                        • Usage frequency
                                                                                                                                                                                                                                          • Figure 40: Baby food and drink usage frequency, April 2008-June 2009
                                                                                                                                                                                                                                          • Figure 41: Baby food and drink usage frequency in total each week, by age, April 2008-June 2009
                                                                                                                                                                                                                                          • Figure 42: Baby food and drink usage frequency in total each week, by household income, April 2008-June 2009
                                                                                                                                                                                                                                        • Frozen/refrigerated baby food usage among moms
                                                                                                                                                                                                                                          • Figure 43: Frozen/refrigerated baby food usage among moms, by age, November 2009
                                                                                                                                                                                                                                          • Figure 44: Frozen/refrigerated baby food usage among moms, by household income, November 2009
                                                                                                                                                                                                                                      • Nutritional Resources Sought and Utilized by Moms

                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                          • Sources and tools utilized to obtain nutritional information
                                                                                                                                                                                                                                            • Figure 45: Baby nutrition sources/tools used by moms, November 2009
                                                                                                                                                                                                                                            • Figure 46: Primary sources/tools by nutrition sources/tools used by moms, by age, November 2009
                                                                                                                                                                                                                                          • Nutritional supplements used
                                                                                                                                                                                                                                            • Figure 47: Nutritional supplements used by moms, by age, November 2009
                                                                                                                                                                                                                                        • Baby Food and Drink Brand Usage

                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                            • Brand loyalty and private label/store brand usage among moms
                                                                                                                                                                                                                                              • Figure 48: Brand loyalty and private label usage among moms, by age, November 2009
                                                                                                                                                                                                                                              • Figure 49: Brand loyalty and private label usage among moms, by household income, November 2009
                                                                                                                                                                                                                                            • Brands in use/used in the last year
                                                                                                                                                                                                                                              • Figure 50: Brands of liquid/powdered formula in use/used in past year, by household income, April 2008-June 2009
                                                                                                                                                                                                                                              • Figure 51: Brands of baby foods/baby cereals/juices in use/used in past year; Gerber and Beech-Nut, by household income, April 2008-June 2009
                                                                                                                                                                                                                                              • Figure 52: Brands of baby foods/baby cereals/juices in use/used in past year; other brands, by household income, April 2008-June 2009
                                                                                                                                                                                                                                          • Consumer Behavior Regarding Baby Food and Drink

                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                              • Reasons for using baby/toddler food
                                                                                                                                                                                                                                                  • Figure 53: Reasons moms use baby/toddler food, by household income, November 2009
                                                                                                                                                                                                                                                • Attributes of baby/toddler food that matter to moms
                                                                                                                                                                                                                                                  • Figure 54: Attributes of baby/toddler food that matter to moms, by age, November 2009
                                                                                                                                                                                                                                                • Store-bought versus from-scratch baby/toddler food usage
                                                                                                                                                                                                                                                  • Figure 55: Baby and toddler food usage (store-bought vs from-scratch) among moms, by age, November 2009
                                                                                                                                                                                                                                                  • Figure 56: Baby and toddler food usage (store-bought vs from-scratch) among moms, by household income, November 2009
                                                                                                                                                                                                                                                  • Figure 57: Store-bought vs from-scratch baby food usage among moms that buy store-bought, by age, November 2009
                                                                                                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                                                                                                  • Enthusiasts
                                                                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                                                          • Pricers
                                                                                                                                                                                                                                                            • Demographics
                                                                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                                                                  • Moderates
                                                                                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                                                                          • Cluster characteristics
                                                                                                                                                                                                                                                                            • Figure 58: Baby food and drink clusters, November 2009
                                                                                                                                                                                                                                                                            • Figure 59: Baby nutrition sources/tools used by moms (primary), by baby food and drink clusters, November 2009
                                                                                                                                                                                                                                                                            • Figure 60: Baby nutrition sources/tools used by moms (secondary), by baby food and drink clusters, November 2009
                                                                                                                                                                                                                                                                            • Figure 61: Reasons moms use baby/toddler food, by baby food and drink clusters, November 2009
                                                                                                                                                                                                                                                                            • Figure 62: Attributes of baby/toddler food that matter to moms, by baby food and drink clusters, November 2009
                                                                                                                                                                                                                                                                            • Figure 63: Brand loyalty and private label usage among moms, by baby food and drink clusters, November 2009
                                                                                                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                                                                                                            • Figure 64: Baby food and drink clusters, by age group, November 2009
                                                                                                                                                                                                                                                                            • Figure 65: Baby food and drink clusters, by household income, November 2009
                                                                                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                                                                                          • Custom Consumer Groups

                                                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                                                • Moms currently expecting
                                                                                                                                                                                                                                                                                  • Figure 66: Moms currently expecting, by Mosaic cluster, April 2008-June 2009
                                                                                                                                                                                                                                                                                • Formula and baby food/drink usage
                                                                                                                                                                                                                                                                                    • Figure 67: Formula and baby food/drink usage; by Mosaic cluster, April 2008-June 2009
                                                                                                                                                                                                                                                                                  • Usage frequency
                                                                                                                                                                                                                                                                                    • Figure 68: Baby food and drink usage frequency in total each week, by Mosaic cluster, April 2008 - June 2009
                                                                                                                                                                                                                                                                                    • Figure 69: Baby food and drink usage frequency, by sector, by Mosaic cluster; April 2008 - June 2009
                                                                                                                                                                                                                                                                                    • Figure 70: Baby cereals usage frequency in last seven days, by Mosaic cluster; April 2008 - June 2009
                                                                                                                                                                                                                                                                                    • Figure 71: Baby juice usage frequency in last seven days, by Mosaic cluster; April 2008 - June 2009
                                                                                                                                                                                                                                                                                • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                                                                                    • Baby food/snacks
                                                                                                                                                                                                                                                                                      • Consumer insights on key purchase measures – baby food snacks
                                                                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                                                                          • Figure 72: Brand map, selected brands of baby food/snacks, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                                                                            • Figure 73: Key purchase measures for the top brands of baby food/snacks, by household penetration, 2009*
                                                                                                                                                                                                                                                                                        • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                                                            • Figure 74: Primary sources/tools by nutrition sources/tools used by moms, by household income, November 2009
                                                                                                                                                                                                                                                                                            • Figure 75: Nutritional supplements used by moms, by household income, November 2009
                                                                                                                                                                                                                                                                                            • Figure 76: Reasons moms use baby/toddler food, by age, November 2009
                                                                                                                                                                                                                                                                                            • Figure 77: Attributes of baby/toddler food that matter to moms, by household income, November 2009
                                                                                                                                                                                                                                                                                            • Figure 78: Store-bought vs from-scratch baby food usage among moms that buy store-bought, by household income, November 2009
                                                                                                                                                                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                                                                                          • Abbott Laboratories
                                                                                                                                                                                                                                                                                          • Albertsons Inc.
                                                                                                                                                                                                                                                                                          • Amazon North America
                                                                                                                                                                                                                                                                                          • American Institute of Food Distribution
                                                                                                                                                                                                                                                                                          • Beech-Nut Nutrition Corp.
                                                                                                                                                                                                                                                                                          • Bristol-Myers Squibb Company
                                                                                                                                                                                                                                                                                          • Centers for Disease Control and Prevention
                                                                                                                                                                                                                                                                                          • Dannon Co
                                                                                                                                                                                                                                                                                          • Dean Foods Company
                                                                                                                                                                                                                                                                                          • Duane Reade, Inc
                                                                                                                                                                                                                                                                                          • Facebook, Inc.
                                                                                                                                                                                                                                                                                          • Food and Drug Administration
                                                                                                                                                                                                                                                                                          • Food Marketing Institute
                                                                                                                                                                                                                                                                                          • Gatorade
                                                                                                                                                                                                                                                                                          • Gerber Products Company
                                                                                                                                                                                                                                                                                          • Greenfield Online
                                                                                                                                                                                                                                                                                          • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                                                                                                                          • HJ Heinz Company
                                                                                                                                                                                                                                                                                          • International Food Information Council Foundation (IFIC)
                                                                                                                                                                                                                                                                                          • Mead Johnson & Company
                                                                                                                                                                                                                                                                                          • National Public Radio Inc.
                                                                                                                                                                                                                                                                                          • Nestlé USA
                                                                                                                                                                                                                                                                                          • Organic Trade Association
                                                                                                                                                                                                                                                                                          • Peapod
                                                                                                                                                                                                                                                                                          • Perrigo Company
                                                                                                                                                                                                                                                                                          • Private Label Manufacturers Association (PLMA)
                                                                                                                                                                                                                                                                                          • Publix Super Markets
                                                                                                                                                                                                                                                                                          • Safeway Inc
                                                                                                                                                                                                                                                                                          • Stonyfield Farm
                                                                                                                                                                                                                                                                                          • Supervalu Inc
                                                                                                                                                                                                                                                                                          • Target Corporation
                                                                                                                                                                                                                                                                                          • The Hain Celestial Group, Inc.
                                                                                                                                                                                                                                                                                          • The Kroger Co.
                                                                                                                                                                                                                                                                                          • TreeHouse Foods, Inc.
                                                                                                                                                                                                                                                                                          • Turner Broadcasting System, Inc.
                                                                                                                                                                                                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                          • U.S. Bureau of the Census
                                                                                                                                                                                                                                                                                          • U.S. Department of Agriculture
                                                                                                                                                                                                                                                                                          • USA Today
                                                                                                                                                                                                                                                                                          • Walgreen Co
                                                                                                                                                                                                                                                                                          • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                          • Washington Post Company (The)
                                                                                                                                                                                                                                                                                          • Whole Foods Market Inc
                                                                                                                                                                                                                                                                                          • Winn-Dixie Stores
                                                                                                                                                                                                                                                                                          • Wyeth

                                                                                                                                                                                                                                                                                          Baby Food and Drink - US - May 2010

                                                                                                                                                                                                                                                                                          £3,174.67 (Excl.Tax)