The Food and Health Marketing Handbook

Whether you are in NPD, R&D,
marketing or strategy development,
this is the tool to help you build a
successful business

Choosing a personal path to health

Part 1

The last ten years of food & health marketing have provided some key lessons for the industry.

CHAPTER 1
There is now an established ‘best-practice’ which can be used to grow new and existing brands from the niche to the health mainstream.

A decade or more ago most consumers shared a similar view about what “healthy eating” meant, but that view has buckled under the weight of media attention given to the subject of food and health. For example, in the year 2000 alone, magazines in the United States published more than 20 billion pages of editorial content on food and health!

CHAPTER 2
We examine how consumers’ views of what ‘health’ means have fragmented, with a wealth of different messages clamouring for their attention. Here’s just a small selection of the different choices consumers have:

high-protein, low-carb	wheat-free
vegetarian	gluten-free
all-natural	dairy-free
Mediterranean diet

The challenge for food manufacturers is to navigate their way through this maze of conflicting consumer knowledge and beliefs to find the best possible position for their brands.

‘This handbook appeals to us as a tool for a number of reasons... it has been written as a practical, hands-on, ‘how to’ guide... based on real-world observations of what real companies are doing. Its authors, Julian Mellentin, and Peter Wennström, are two of the world’s leading analysts of the nutritional business. They have written this handbook... to present to you the success models and analysis tools that will help you successfully:

choose strategy

position your brands and

predict the future development of your category’

Jacquelyn Paul, General Manager Nutritional Centre of Expertise, Tetra Pak International