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MARKETER APPROACH “How do I communicate the naturally occurring functional benefits of my product?”

(Orients to Inherently Functional Foods)

START

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?

YES

Reconsider benefit Recognize niche target of those for whom drugs are not working

NO

Is the nutrient’s functional benefit widely desired?

Look for another product

YES

YES (e.g., Omegas)

Does the nutrient have multiple well known functions?

NO

NO

Is your category culturally accepted for functional food claims?

YES

Explore functional play

Nutrient play recommended regardless of food category

YES

NO

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

NO

Is it a product that is in a snackable form or could become so?

YES

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

10

OPPORTUNITIES IN FUNCTIONAL FOODS | THE HARTMAN GROUP, INC.

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