2. “ With EFSA’s negative ruling on health claims, is your business going down?” Question to HMT from UK Journalist
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4. 1.The disconnect between health claims and consumers 2. The clash between basic communication rules and health claims 3. The impact on research, development and innovation. 5. The way forward for your brand – with or without health claims How to apply a brand led health claims strategy
13. So how can you communicate successfully to a consumer who doesn´t care, doesn´t trust, doesn´t undestand and most of all doesn´t have time to listen to you?
15. 2. The clash between basic communication rules and health claims
16. Why your brand is your most important asset. Because first impressions last…
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18. Your brand is the ‘space’ you occupy in the mind of the consumer That space is your starting point!
19. Brand stems from the Nordic word ”Brander” meaning to burn a mark.
20. 3. The impact on research, development and innovation
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23. And this was also good news Great taste with no nasties..
24. But this was not what you nor anybody else expected from Coke..so it failed. If you want vitamins and minerals there are other more trusted choices… like Vitamin Water eg.
25. 5. The way forward for your brand – with or without claims. And the impact on research, development and innovation
34. Experts in helping brands respond to changing attitudes in nutrition, health and wellness. We work around the globe (25 countries in 2009) Specialise in brand positioning and product innovation / renovation in food, ingredients and pharmaceuticals. We are global implementation partners to HealthFocus Peter Wennstr ö m The Four Factors TM Brand Analysis System Food & Health Marketing Handbook Who are we?
35. What we do: Better targeted brands, faster to market! (and optimise effort and investment) We can improve your performance! And then make sure you stay on target! By getting the fundamentals right!
Technology stakeholders The ones motivated by tehcnology. This group puts funcitonal before food and will see the products in a medical context.
HealthFocus®Segment : Healers Lifestyle stakeholders The people who will be first to try out new benefits. This is a group who will Support the concept of functional foods and health-enhancing foods of all types provided that they work in the context of their lives and support their identity of being a front-runner HealthFocus®Segment : Disciples, Investors, Managers
Mass market stakeholders Will only be motivated by food benefits and they will wait until functional foods is clearly estabilshed in a normal food context. The health aspect is firmly secondary to the food. HealthFocus®Segment : Investors Managers, Strugglers, Unmotivated