Ben’s Original is launching a new product innovation based around heightened consumer interest in gut health.

The Mars Food brand’s ready-to-heat 10 Medley is a mix of 10 different grains, vegetables, legumes and herbs. SKUs include Chinese Style Five Spice, Caribbean Style, Smoky Southwest and Tomato & Herbs.

According to Eric Huston, general manager of Mars Food and Nutrition Canada, the line was designed to provide a diversity of plants and fibres, a key to a healthy and resilient gut, in a convenient pouch that’s ready in 90 seconds.

Huston tells strategy point-of-sale assets include floor stands, display header cards with Ben’s Original 10 Medley branding and shelf wobblers.

In addition, consumers can also expect to see displays and shelf tags in stores. “We will also have national demand creation through paid social to educate the consumer about Ben’s Original 10 Medley and its benefits,” he says.

The packaging was created by the Mars Food and Nutrition internal marketing team in collaboration with JKR, Sterling and SGS Co.

“Each pouch features a distinct image to help consumers easily identify the type of plants and fibres included in the four unique flavours,” Huston says.

Given the focus on gut health benefits, communicating the nutritious blend of 10 different grains, vegetables, legumes and herbs on the pack was a priority, Huston says. Also, the brand wants consumers to see how convenient the product is, informed by insights that many consumers feel overwhelmed by the time required to make nutritious meals in the kitchen.

“While our latest innovation was created with a broad audience in mind, Ben’s Original 10 Medley targets a more health-conscious consumer, looking for a tasty and convenient way to add more fiber and/or diversity into their diet,” Huston says. “We saw interest in gut health, including consumers who were reactive to resolving existing gut health issues, such as bloating, and indigestion and those who were proactively looking after their gut seeing it as essential to their health.”

For Ben’s Original 10 Medley, Mars worked with Weber Shandwick as its PR agency, EssenceMediacom for its communication plan, The&Partnership and EG+ for creative assets and The Mars Agency for shopper marketing materials.