wild about promoting healthy eating? - oldways · 14 frozen fruit and veggies are just as healthy...

Wild About Promoting Healthy Eating?

A Shopper Marketing Solution To Increase Frozen Fruit Health Perceptions

Oldways 2013 Supermarket RD Symposium

© 2013 Food and Wellness Group

Set up for Today’s Discussion

•  Who is the Food and Wellness Group?

•  Our belief in the power of Supermarkets as “the architects of choice”

•  A Healthier Shopper Marketing Solution for Frozen Fruits and Veggies

•  A Merchandising Tactic To Connect Frozen Fruit To Everyday Health

•  Discussion Time


Who is the Food and Wellness Group?

Helping brands, companies and organizations develop, launch, and grow their businesses through Health-Advantaged Marketing™ solutions. We are purposed and passionate about our social responsibility and business partnership role, to positively impact the health and wellness of people and our planet.

Health-Advantaged marketing™


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“Supermarkets are the architects of choice” -RD’s are their healthy choice advisors-


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4 Simple Observations That Could Lead Us To A Healthier Place

Healthier Sales. Healthier Customers. Healthier Image.

The Healthy Place Proposition

A Healthier Shopper Marketing Solution for Frozen Fruits and Veggies


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Eat More Fruits and Veggies for Better Health. The need to increase consumption of fruits and veggies (in all forms) is the urgent consumer dietary guideline message and health prescription. Shoppers are hearing it from all sides.

#1 The Universal Health Message


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Healthy Fresh Fruits and Veggies are together. Supermarkets do a good job of merchandising fresh produce, in The Produce Department, where colorful, healthful fruits and veggies are displayed together in eye-appealing fashion.

#2 Fresh Fruits and Veggies are… “So Happy Together”


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#3 Frozen Fruits and Veggies are… “Strangers in the Night”

In the Frozen Department, the equally healthy and more convenient form of produce, frozen fruit and frozen vegetables are generally

merchandised separately.

Veggies There Fruit Here


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Frozen fruit and veggies are just as healthy as fresh.Yet Frozen Fruits are located in the Dessert or Topping section with whipped topping and

pie shells, not categories that inherently support the perception of frozen fruit as a healthy dietary choice for daily use.

Toppings/Fruit/Desserts

#4 Where’s the frozen fruit? “Looking for love in all the wrong places”

Nutritional Score - Nuval


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The Healthy and Convenient Frozen Produce Section To capitalize on the health and wellness trend, specifically the emphasis on eating more fruits and veggies, and to leverage the positive health perception of frozen fruits and veggies, a new section that includes both frozen fruits and veggies should be created and “shopper marketed” under a health and convenience solutions banner.

The Healthy Place Proposition “Reunited and it feels so good”


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Concept Sketch #1



17 CONFIDENTIAL: To be shared with Dole customers only

Concept Sketch #2



18 CONFIDENTIAL: To be shared with Dole customers only

Concept Sketch #3



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Encourage More Shoppers to Visit Your Convenient Healthy Place

How Do You Cross Sell Milk and Frozen Fruit?

Connect Frozen Fruit To Everyday Health

The Health Connection Proposition


High Awareness of Calcium, Vitamin D and Antioxidants

Berries Are Hot!

Wild Blueberries Are Really Hot! Recognized For Antioxidant & Health Leadership

Dianne Sawyer on Brain Health

Martha on the Power of Blue


Dr. Mary Ann Lila on Dr Oz. Cancer Protection from the

“Wild”

Champions of Frozen Berry Health


Supporters of Healthy Research


The Frozen Berry Friends of FNCE


The Health Connection Proposition

Making Everyday Health, Taste, Convenience Connections i.e Vitamin D & Calcium + Antioxidants= Smoothie Health


Connecting The Milk Case


To The Freezer Case


Let’s work together and make sure… Supermarkets can be the architects of HEALTHY choice

Discussion Time!

“Supermarkets are the architects of choice”


wild about promoting healthy eating? - oldways · 14 frozen fruit and veggies are just as healthy...

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