Nutrition based ‘NPD’

- where consumers meet science and brands

Damian Edwards

R&D Innovation Manager, Masterfoods, Slough

FDIN Seminar, Daventry

March 15th 2006

Introduction

Where consumers meet brands and science

Functional foods or well being foods - a new perspective?

Responding to key consumer needs

Damian Edwards, March 2006

Nutrition based ‘NPD’

- where Marketing and R&D need to be closer than ever before

Damian Edwards, March 2006

Live longer, happier and be

extremely successful

May help to give a small benefit as part of a healthy

lifestyle

EU Health Claims

Directive & EFSA

unknowns...

Introduction

Introduction

DE’s ‘schooling’ in Nutrition-based NPD

‘96-’98 Fortification of chocolate spreads (my vitamin and mineral era!)

‘98-’00 Blue-sky Functional Food projects (my bioactives and extracts era!)

‘00-’04 ‘Positive Food Company project

‘04-’05 Well Being & Lifestyle

p.s. I won’t be sharing all the detailed ‘insights’…..but I will share some opinions and observations on the topic.

Damian Edwards, March 2006

Introduction

Where consumers meet brands and science

Functional foods or well being foods - a new perspective?

Responding to key consumer needs

Damian Edwards, March 2006

Where consumers meet brands and science

Getting the ‘magic’ right or being in the right place at the right time?

Damian Edwards, March 2006

Where consumers meet brands and science

Is adding or emphasising ‘functionality’ enough?

Damian Edwards, March 2006

Where consumers meet brands and science

Claim ‘Iceberg’

Nutrient

Nutrient content

Nutrient function

Enhanced function

Risk Reduction

Above the surface

what motivates

the consumer

Below the surface

the scientific

evidence we have

Damian Edwards, March 2006

Where consumers meet brands and science

Rational Emotional

Health maintenance

Lifestyle aspirations

BEHAVIOUR

ATTITUDE

I know I need to take care of this

I feel good about choosing this

I feel this helps me get the best out of my life

I understand how this fits with what I need for my health

Damian Edwards, March 2006

Damian Edwards, March 2006

Damian Edwards, March 2006

Where consumers meet brands and science

Rational EmotionalBEHAVIOUR

ATTITUDE

Health maintenance

Lifestyle aspirations

Damian Edwards, March 2006

Introduction

Where consumers meet brands and science

Functional foods or well being foods - a new perspective?

Responding to key consumer needs

Damian Edwards, March 2006

Functional foods or well being foods - a new perspective?

‘Well Being is more than just being well. It’s not just absence of illness, it’s also about quality of life’.

Well Being is aspirational, is about lifestyle, is about feelings…..the place claims and science don’t usually like to be!

Consumer Articulation of Well Being

‘Feeling healthy is feeling active enough to do what I want to do’

‘well being means a combination of a mental and physical thing. If the two are in harmony it’s the ultimate well being and a lovely feeling’

Damian Edwards, March 2006

Source: European Journal of Nutrition vol.44, supplement 1, June 2005

ILSI Europe ‘PASSCLAIM’ Definition of Well Being

‘A positive and sustainable state that allows individuals, groups or nations to thrive and flourish. At the level of an individual, well being refers to psychological, physical and social states that are distinctively positive’.

Functional foods or well being foods - a new perspective?

Damian Edwards, March 2006

Tea matched for your blood type anyone??

Ayurevedic fruit spreads

Functional foods or well being foods - a new perspective?

Feel good bars

Damian Edwards, March 2006

Aloe Vera moves into wellness foods

Functional foods or well being foods - a new perspective?

Damian Edwards, March 2006

Functional foods or well being foods - a new perspective?

Health maintenance

Lifestyle aspirations

Functional Food Well Being Food

Reformulation

of the benefits?

Reframe the benefits

Damian Edwards, March 2006

Introduction

Where consumers meet brands and science

Functional foods or well being foods - a new perspective?

Responding to key consumer needs

Damian Edwards, March 2006

Responding to key consumer needs

Claim & Benefit ‘Iceberg’

Food Folklore

Food type

Nutrient

Nutrient content

Nutrient function

Enhanced function & Well Being

Risk Reduction

Above the surface

what motivates

the consumer

Below the surface

the scientific

evidence we have

Damian Edwards, March 2006

Responding to key consumer needs

Solving the four key tensions: a simple model

Taste

Relevance

Health

Trust

Damian Edwards, March 2006

Responding to key consumer needs

Why change behaviour to buy a new nutrition-based product?

Relevant, desirable and valued

• Clear consumer benefit

• Reason to believe

• Reason to buy

• Reason to buy again

….And it tastes great

Damian Edwards, March 2006

Responding to key consumer needs - two contrasting routes

Masterfoods USA Health & Nutrition Division: launch & development of a heart healthy chocolate proposition.

Promotes a healthy heart

formulated to help..

-reduce bad cholesterol

-promote healthy circulation

Note: this is a US-only formulationDamian Edwards, March 2006

Responding to key consumer needs - two contrasting routes

Chocolate pleasure made good for you

AHA endorsed health bar

Damian Edwards, March 2006

Summary

Where consumers meet brands and science

Know your target consumer attitudes and behaviours, understand what you want your brand/claim to tap into.

Functional foods or well being foods - a new perspective?

Keep an eye on Well Being…consumers like it! Be prepared to invest in the supporting science.

Responding to key consumer needs

Identify and solve the tensions to succeed! Food folklore and cultural values are a great indicator of how to work.

Damian Edwards, March 2006

Damian Edwards, March 2006