What is my category?
Harder: Not culturally accepted delivery category (rice, soda, beer)
Best option is to communicate naturally occurring functional nutrients to prevent “frankenfood” reaction
BRAND MANAGER APPROACH “What can I add to my base product to get a functional halo?”
(Orients to Enhanced Functional Foods)
Easier: Culturally accepted delivery category (yogurt, smoothies, bars)
Potions: (water-based beverages, smoothies, yogurt drinks) Sky is the limit here
Authentic beverage category (e.g., milk, fruit juice)
What added nutrient would offer a unique function in the category?
Uncle Ben’s picked the wrong category, associated almost exclusively with fresh meals at home as a delivery device for flavor, not health benefits
Does the functional benefit compete with successful prescription drug claims?
Will it trigger concerns about taste?
Pick a new ingredient/ category
Go to market with knowledge that only those for whom pills haven’t worked are the likely target
Go to market aggressively
Go to start of final flow chart
Ocean Spray built on an accepted functional foods category — fruit juice — adding well known vitamins which are unlikely to trigger taste concerns
OPPORTUNITIES IN FUNCTIONAL FOODS | THE HARTMAN GROUP, INC.