Unilever 2007 Annual Report Download - page 23

Unilever Annual Report and Accounts 2007 21
Report of the Directors continued
Operating Review – Categories continued
Recent developments include Amaze Brainfood – a range of
nutritious snacks and drinks that are specifically designed to
support mental development in children. The 2006 launch was
the result of a €40 million, four-year R&D project. Already selling
well in Turkey, Amaze is expected to launch in India in 2008.
We have also developed a breakthrough technology that includes
the use of Ice Structuring Proteins (ISP) in ice cream. This enables
a wide range of ice cream innovations, including significantly
healthier options and better quality ice cream. Ice creams that
contain ISP are available in a number of countries in the Americas
and Asia Africa regions. For Europe, regulatory approval is being
sought under the EC Novel Foods Regulation.
In the kitchen, new Sunlight hand dishwashing liquid keeps
working on the sponge for longer because it turns to gel on
contact with water. Its ultra-concentrated formula uses less water
in the production process and less packaging. It is being rolled out
in eight countries. And the environmentally friendly lightweight
design and fast-drying formulation of our new roll-on deodorant,
launched under the Rexona, Axe and Dove brands, also proved
popular with consumers.
This year also saw the simultaneous launch in a number of
countries of Clear anti-dandruff shampoo with superior anti-
dandruff active delivery technology. Its formulation is based on
one common ‘chassis’ with add-on refinements for different scalp
and hair types.
Brands with missions
Our brands have the power to change people’s lives for the
better.
The second-biggest preventable killer of children in the world is
diarrhoea, and yet simple hand-washing with soap can cut
diarrhoeal diseases significantly. In 2007, in partnership with
UNICEF, we piloted an education programme for schoolchildren in
Uganda highlighting the importance of hand-washing with soap,
underpinned by our soap brand Lifebuoy. Coupled with this, the
Unilever Marketing Academy helped develop health promotion
campaigns in Kenya, Tanzania and Uganda. During the year the
brand grew by 9%.
Throughout the year, our Goodness of Margarine campaign
spread the message in Europe that margarine contains essential
fats and vitamins helpful in maintaining a healthy heart. The
results were excellent and the campaign is rolling out further in
2008.
The Family Goodness spreads brand is raising funds as part of our
three-year partnership with the World Food Programme (WFP) to
provide nutritious school meals for children living in poverty. We
are also sharing our nutrition and hygiene expertise and helping
WFP develop a school education campaign as well as review the
need for fortified foods.
Meanwhile, a major healthy eating campaign, Knorr Eat Colour,
encouraged consumers to eat colourful vegetables, with the help
of a range of new colour-themed products. The campaign was
based on the insight that vegetables’ bright hues indicate the
presence of different beneficial antioxidants.
The Dove Campaign for Real Beauty made strides in its mission to
raise the self-esteem of women. By the end of 2008 the Dove
Self-Esteem Fund aims to have reached 1 million young girls in 20
countries through partnerships with organisations such as the
Eating Disorders Association and Girl Scouts of America. Sales of
Dove products are growing rapidly.
Our Dirt is Good positioning – which is used across countries on
our main brands including Persil, Omo and Skip – is also
flourishing. It promotes children’s learning and development
through physical activity – while the brands’ innovative
formulations mean parents don’t need to worry about getting
their children’s clothes clean after outdoor play.
Other highlights in 2007
Unilever took a historic step in 2007 when it committed to buying
all its tea from sustainable, ethical sources – transforming the tea
industry and improving the crops, income and livelihood of 2
million people across three continents. Lipton, the world’s largest
tea brand, and PG Tips, one of the UK’s leading brands, became
the first to carry the Rainforest Alliance logo, showing they meet
the independent organisation’s strict sustainability criteria –
covering areas such as wildlife protection, water conservation and
fair treatment of workers. The first certified tea was supplied to
restaurants and the catering trade in Europe; all Lipton tea bags
sold globally are expected to be certified by 2015.
One of our top priorities in 2007 was the simultaneous launch of
Clear anti-dandruff shampoo in a number of countries – China,
Russia, Brazil (three of the biggest hair care markets in the world),
the Philippines, Pakistan, Egypt and Arabia. The brand has an
innovative formula with superior anti-dandruff active delivery
technology and is our first major Asian hair brand mix to go
global. Its success shows the power of a centralised, consistent
global approach to packaging, formulation and marketing. Clear
shampoo is now winning consumer preference in all its markets
and there are plans to consolidate growth while continuing its
global roll-out in 2008.