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)
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
Is there a desired go-to-market functional benefit that competes in the consumer’s mind with prescription drug claims?
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
If not unique, can you make a stronger claim?
Do consumers associate the nutrient with any other function?
Do consumers widely associate desired go-to-market functional benefit with the nutrient?
Explore functional play
Functional play recommended
Will it trigger concerns about taste?
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