Wennstrom’s Four Factors

02
Apr

If eight out of ten new products fail then there must simply be a major mismatch between consumers and producers. Research into the reason for failure When I created the FourFactors® of Success over ten years ago it was based on analysis of what factors make consumers buy brands in nutrition, health and wellness. The factors are about Need the product, Accept

17
Mar

If you’ve been following HMT for any length of time, or if you’ve attended our workshops, master classes or if you’re a FourFactors® Insider at FourFactors.com, then you’ll know that we’re big fans of Up&Go. Australia’s original liquid breakfast has long been the poster child of the FourFactors® concept development approach. In a nutshell, that’s because the on-the-go

17
Mar

“Ladies & Gentlemen. This is your Captain speaking. The next take off will be a seriously effective in-flight drink.” In recent years we’ve seen a trend away from functional foods towards more natural products. There have been multiple causal factors driving this trend including food scares, the trend towards natural labelling on

09
Mar

When Kellogg’s CEO John Bryant told investors that one reason for the decline of the cereal category is: “I think consumers are changing their views on weight management from ‘reduce calories’ to ‘nutritious foods’.. Then it clearly means that the nutrition trend has reached the mass market and it’s hitting mass-market brands like Kellogg’s and whole categories like cereals and soft

01
Mar

When HMT consultants meet with new clients and brand owners around the world, one of the first questions we get asked is “Does the FourFactors® work everywhere?” Well we’re still working on a definitive answer to that question, but all we can say is that we’ve tested Peter Wennström’s methodology in over 60 different countries and we’re yet to discover

02
Feb

Coke Got Milk!

By Per Sundelin The iconic ‘Got Milk’ campaign retired in 2014, but look whose now got milk as an engine for Business Growth. I spent the last odd years working with food in different shapes, forms and locations. Adding them up is a bit scary, since it getting close to 25… I started as a sales rep for Marabou (today Mondelez), selling brands

25
Nov

If you´re satisfied with a 20% chance of success with your next launch then you should continue with your current agency but if you have higher aims then you may consider reading this…   Once again AC Nielsen publishes a report stating that 8 out of 10 new products fail. And once again I ask myself … why should you be satisfied

09
Sep

Target your growth market consumers with empowering health and wellness benefits that enable them to do more, be more and get more out of life! A growing economy creates a psychology of growth. To fully understand that psychology and its impact on consumer attitude to nutrition, health and wellness, we must put the growth market in to a historical perspective. We

05
Aug

A common mistake we have seen by western FMCG companies entering into emerging markets is not investing in building nutritional relevance for their brands. Many consumers in these growing economies still experience nutritional shortages, either for themselves or for their parents and will look to brands for genuine

30
Jul

How to Increase the Success of your Next Juice Product Launch un Nutrition, Health & Wellness After a successful masterclass before last year's World Juice conference, HMT are delighted to have been invited back to run another pre conference Masterclass at WORLD JUICE

02
Jul

The challenge: The emerging markets of Asia, Eurasia, LATAM & Africa are now the growth markets – but how do you win? What are the rules for success? The answer: The new book “The FourFactors for Growth Market Success: How to innovate successful brands in growing economies”, will lay down the simple rules for success - the dos and the donts

17
Apr

Discover how to accelerate your food & beverage innovation and stay ahead at the ever-popular FourFactors® of Success Masterclass. The FourFactors® is today the globally leading best practice based model for success in food and health marketing and branding. HMT have applied the FourFactors® in 50 countries across all relevant food and beverages categories in five years. The strength of

28
Mar

Are you benefiting from the free boost the right trends can offer your business? If your inbox is anything like mine, Mondays and Thursdays bring a weekly influx of (supposedly) 'new' trends. Call it "trend spotting" or "Cool Hunting" or anything you like, but how can you actually apply trends to accelerate your brand growth? At HMT, we are privileged to

24
Mar

"Are you using "Trend Flow" to build brand success?" These days the world is a connected place. If something is a good idea in one place, it rapidly becomes popular somewhere else. Put simply, ideas travel fast. Good ideas and bad ideas. This is how "Trend Flow" happens. And it's surprisingly predictable. You just need to know where your brands most relevant

26
Feb

HMT are joining forces with DSM in 2013 to accelerate innovation success. In an exciting partnership the two companies will work together to accelerate customer success by combining the power of DSM's Health Benefit Solutions with HMT's FourFactors. This collaboration will deliver a truly

30
Jan

This was HMT's first Masterclass training in 2013 but the 16th FourFactors Masterclass delivered by the HMT for marketers around the world. Additional HMT Masterclasses are planned for later in 2013 in Sweden, Jakarta, Geneva, Singapore, Dubai and London. On 29 January HMT Senior Partner Sam

28
Jan

On Tuesday 22 January, HMT Senior Partner Sam Waterfall presented at Sports Nutrition 2013 in London UK on "How to make your Sports Nutrition product an obvious success". He came back with a new view of the sector and shares 3 essential development areas in Sports Nutrition

19
Dec

Free From Reaches Mass Market

The "Free From" trend has gained a real foothold with consumers in recent years. From early roots in the highly specialised realms of medical food and products serving the needs of the various groups with food intolerances, we can now be certain that the trend has reached the Mass Market. How can we be so sure?

16
Oct

Dispatches from World Juice 12, Barcelona: Are you involved in the juice industry? Listening to the leading players there's a real split between the glass half full and the glass half empty crowds. While some are optimistic, many are downbeat about the low commodity pricing and the way that the high in natural sugar story has been twisted in a

12
Sep

Join Peter at World Juice next month for a pre conference FourFactors® Masterclass and learn How to Increase the Success of Your Next Juice Product Launch. The HMT will be at the World Juice Conference again this year running a pre-conference FourFactors® Masterclass and sharing a best practise based checklist of FourFactors® of success, an easy toolkit to

04
Jul

Skincare Ingredients 2012 - Virtual Conference SHIFTING MARKETS, EMERGING SCIENCE, NEW FORMULAS Skin care is undoubtedly the most technologically advanced and fastest moving category in the beauty industry. In 2010 the category had an estimated value of $88bn, which is forecast to increase to a staggering $102bn by 2015. This is being fuelled by break-neck growth in emerging markets, alongside continuing

16
May

The HMT travel all over the world working with multinational FMCG & ingredient companies, regional heroes, entrepreneurial scientist with a vision and everything in between. The variety of our projects and our global reach gives us the unique ability to extract insights and trends to share with our

28
Mar

Neal Cavalier-Smith, HMT's Director of Consulting has returned from the Developing & Reformulating Healthy Ageing Products in F&B Conference in Amsterdam with his insights and a copy of his presentation. Every F&B company remains fascinated by the ageing successfully opportunity yet no company has yet cracked it. Danone Actimel have tested

17
Feb

For the first time, healthy marketing expert and pioneer of the functional foods category, Peter Wennström will be bringing his MasterClass to the USA at the Engredea Tradeshow this March. Engredea, co-located with Natural Products Expo West, is the ingredient and supply chains' most comprehensive trade show focusing on innovation,

21
Dec

Learn how to be a winner in the market for nutrition, health and wellness! Essential Viewing! In this video you'll see 3 global giants of our industry pulling multi-million dollar launches off the shelves. Join Peter at one of his Four Factors Master Classes and discover how all 3 could have avoided the expense and the pain by applying a

17
Jun

Yesterday Peter Wennström participated in the “Which Strategies to Run your Business With or Without a Claim” session at the NutrEvent Conference in Lille, France. He was joined by food industry colleagues Christophe Ripoll from Naturalpha, Kirsten Brandt from the University of Newcastle and Isabelle Schaller from Kraft Foods – Cadbury. Here

20
May

Bikes. Cycling. It’s all the rage in London, this summer you’d be forgiven for momentarily thinking you’d somehow ended up in Amsterdam. One of the things that’s so fascinating about the new found craze for bikes, is that you can really follow it on our Healthy Marketing Stakeholder Model- our simple consulting model that shows how trends and businesses develop over

15
May

Healthy Marketing Team founder and Marketing Expert Peter Wennstrom today drew a crowd that caused a traffic jam in the aisles surrounding the DSM booth at Vitafoods Europe.   The FourFactors® model is a guide to decoding the consumer’s almost-instant 
point-of-purchase decision when selecting healthy foods /

18
Apr

Learn how to improve the success rate of your NPD with the FourFactors of Success. The masterclass will have a special focus on how to effectively communicate health benefits without claims. Join Peter Wennström, one of the worlds leading experts in functional foods marketing for a masterclass following on from the

18
Feb

Quick Video Update for You: Jeffrey Hyman, Friend of the Healthy Marketing Team and Founder of the Food & Drink Innovation Network (The UK's Best Practice Club for Innovation) speaks to HMT's Sam Waterfall about the upcoming FDIN Seminar: Healthier Brands for a Healthier Business.   It's on the 17th March, here in the UK.