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R&D-DRIVEN APPROACH “I have a proprietary functional nutrient, what do I make with it?”

(Orients to Enhanced Functional Foods, Scientifically Functional Foods)

NO (e.g., plant sterols)

START

Is the nutrient easily related to a popular category of nutrition? (i.e., Omega-3 = healthy fats)

YES (e.g., Omegas)

Select culturally accepted delivery category where the nutrient would fill a white space

NO

Is there a desired go-to-market functional benefit that competes in the consumer’s mind with prescription drug claims?

YES

Go-to-market advice:

Benecol has an overly scientific, medical halo and tries to compete with cholesterol-reducing medication in a non-dosable category (condiments) in which consumers have difficulty tracking how much they’ve consumed

Choose beverages, because consumers see them as dosable

Likely consumer target are those for whom pills haven’t worked

Ingredient play recommended, unless the benefit is completely unique in the category

YES

If not unique, can you make a stronger claim?

YES

Do consumers associate the nutrient with any other function?

Do consumers widely associate desired go-to-market functional benefit with the nutrient?

NO

NO

Explore functional play

Functional play recommended

YES

NO

Will it trigger concerns about taste?

8

OPPORTUNITIES IN FUNCTIONAL FOODS | THE HARTMAN GROUP, INC.

Activia chose a functional play wisely, because probiotics were not widely associated with digestive health when it launched

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