Commercialising food innovations combatting diabetes type 2

By Amanda Allvin

The potential market for food and beverage products combatting diabetes type 2 is high, as this is one of the most common diseases in the world. But how can companies and brands succeed in this highly regulated market? What are the key success factors for market success, and which are the commercial barriers?

During the spring of 2018, Healthy Marketing Team have recruited two students from the Faculty of Engineering at Lund University to perform their master thesis on the highly relevant topic of preventative foods for diabetes type 2 and hyperglycemia. Dag Bengtsson and Anna Schenning research will aim at identifying the success factors and barriers when commercialising  these kind of products. Why do some succeed and others not?

One obvious limitation for these kind of solutions is of course the difficult situation with receiving authorized health claims, which have an overall limiting effect on the market for preventive foods.

– We are going to look at several aspects of commercialising these kind of products, such as legal requirements, health claims and how science can be leveraged and explained to consumers in a comprehensible way, says Anna Schenning, master student in Chemical Technology.

– We hope that by identifying commercial success factors, we will contribute to an increased rate of health and preventive food innovations, says Dag Bengtsson, master student in Biotechnology.

This result would of course not just be positive for brand owners, but also for individuals and the society as a whole, since it would mean lowered healthcare costs and increased quality of lives for many people.

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