LC1

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LC1 is a brand for probiotic dairy products from Nestlé and is distributed in Switzerland by Lactalis Nestlé Frischprodukte Schweiz AG.

history

According to the manufacturer, after five years of research, Nestlé launched a yogurt called LC1 in autumn 1995 . It was one of the first so-called “ probiotic yogurts”.

Before the introduction of LC1, the yoghurt market was characterized by a large, but no longer growing market in terms of volume, with declining sales due to falling prices. Nestlé therefore wanted to establish a new market segment with LC1. With the market launch, three goals should be achieved:

  • a new segment in the yoghurt market was to be created
  • LC1 should become the leading brand in this segment
  • LC1 should be sold at a higher price than traditional yogurts

These goals were achieved. In the second half of 1996, LC1 had a market share of 67 percent in the probiotic yoghurt segment.

Products and effects

Various probiotic yogurts and yogurt drinks are offered under the LC1 brand. LC1 products belong to the “ Functional Food ” category , as they are said to have a positive effect on digestion.

LC1's products contain bacteria of the Lactobacillus johnsonii La1 strain . A bacterium that is also found in the vaginal mucus of pregnant women. However, there are also critical opinions about the effect of the bacteria. It is controversial to what extent the effect of probiotic yogurts exceeds that of normal yogurts. Because the lactic acid bacteria contained in normal yoghurt also have a positive effect on the intestinal flora. Probiotic bacteria are said to be more resistant and so survive the gastric tract in greater numbers. This should allow more lactic acid bacteria to reach the intestinal tract in an effective form. The studies submitted to the Federal Office of Public Health confirm the effectiveness of LC1. Nestlé is therefore allowed to use the health claim “regulates the digestion gently and naturally”. However, it has not been proven to be more effective than conventional yoghurts.

advertising

Nestlé invested 15 million Deutschmarks in advertising for the market launch, or around 7.7 million euros. LC1 should not be advertised as just another yogurt among many, but as a completely new product. Two ways were taken:

  • On the one hand, brand awareness was created through a hedgehog (the hedgehog is protected by its spines, humans are not, so they need LC1)
  • On the other hand, the effect should be explained via informative advertisements.

This was supported by the packaging that had been unusual for yoghurts (blue yoghurt cups instead of the usual white ones) and the name LC1 , which was unusual for yoghurts and not self-explanatory at first glance . The advertising campaign was designed by the Trust Corporate Culture agency. For the advertising campaign, Nestlé and the agency were awarded the GWA Effie in bronze in 1997 by the General Association of Communication Agencies in the category of consumer goods.

LC1 is advertised with the statement "LC1 gently and naturally regulates digestion" . Originally it was advertised with: "Digestion well, everything is well - LC1 regulates the digestion gently and naturally" . According to an examination by the Federal Office of Public Health, the first part of the advertising had to be dispensed with, while the second part was found to be permissible.

The retired ETH professor Michael Teuber is skeptical of the manufacturer's promises. The impression should not be given that a fundamentally poor diet can be compensated for with a probiotic yogurt alone. He also criticizes the number of participants in some studies.

Web links

Individual evidence

  1. ↑ a b Explanation of the market situation and the advertising strategy. In: gwa.de . Accessed December 4, 2013 (PDF)
  2. ↑ LC1 - Good to know. ( Memento of the original from December 3, 2013 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. Retrieved November 19, 2013. @1@ 2Template: Webachiv / IABot / www.lc1.ch
  3. ↑ Bloomed intestinal flora at spiegel.de , accessed on November 30, 2013
  4. ↑ Article on probiotics on focus.de, accessed on December 13, 2013
  5. ↑ Page no longer available , search in web archives: Health claims confirmed by the Federal Office of Public Health , accessed on December 18, 2013@1@ 2Template: Dead Link / www.bag.admin.ch
  6. ↑ Blooming intestinal flora . In: Der Spiegel . No. 31 , 1996, pp. 108 ( online - 29 July 1996 ).
  7. ↑ Overview of the award winners on gwa.de , accessed on December 4, 2013.
  8. ^ Official website of LC1. Retrieved November 19, 2013.
  9. ↑ Angela Barandun: Nestlé has to change advertising. In: Tages-Anzeiger . April 17, 2012, accessed November 19, 2013.
  10. ↑ Test results for probiotic yogurt at www.oekotest.de, accessed on December 1, 2013.

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