X hits on this document

29 views

0 shares

0 downloads

0 comments

9 / 11

START

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)

Beverage

Food

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

YES

NO

NO

YES

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.

9

Document info
Document views29
Page views29
Page last viewedMon Dec 05 03:31:20 UTC 2016
Pages11
Paragraphs284
Words2376

Comments