MARKETER APPROACH “How do I communicate the naturally occurring functional benefits of my product?”
(Orients to Inherently Functional Foods)
Select a base nutrient in your product that has positive functional benefits
Is the nutrient already associated widely with one or more positive health benefits?
NO (e.g.,anthocyanins, L-theanine)
Is it a benefit that prescription drugs succeed in delivering?
Reconsider benefit Recognize niche target of those for whom drugs are not working
Is the nutrient’s functional benefit widely desired?
Look for another product
YES (e.g., Omegas)
Does the nutrient have multiple well known functions?
Is your category culturally accepted for functional food claims?
Explore functional play
Nutrient play recommended regardless of food category
Motts chose a nutrient play wisely, because most consumers understand that antioxidants are “good for you,” but not many can name more than 1 or 2 specific health benefits tied to them. Trying the pick the “right benefit” would have narrowed the reach of the concept, when antioxidants are a very broad nutritional category who breadth is better tapped by signaling the nutrient itself
Is it a product that is in a snackable form or could become so?
Planters chose a functional play for a category not widely accepted for functional delivery but whose iconic status as “snack food” makes it easy to offer products with mainstream claims of inherent health benefits
OPPORTUNITIES IN FUNCTIONAL FOODS | THE HARTMAN GROUP, INC.