FourFactors® MasterClass
Thursday 21 June, 2012. 9:00 – 16:30
Amsterdam, The Netherlands
Cost: £350 GBP

REGISTER YOUR INTEREST

Peter Wennstrom will share a checklist of FourFactor® of success, an easy toolkit to direct successful brand innovation. Leading companies including Coca Cola, Unilever, Danone and Nestle have participated in this training which is fast becoming a global industry standard.

In just 1 day the MasterClass will teach you the difference between success and failure for innovating healthy brands by helping you to identify your category playing field and the rules for your target consumer. Using real market case studies you will walk away with rules for successful brand innovation and tools to guide you through the process.

The event is part of a global programme, enabling brands to:

• Health-check products
• Understand the factors behind success & failure
• Calculate success of new product development
• Decode consumer motivations
• Direct your innovation to the right positioning in the market

The FourFactor® MasterClass event has this year alone has been delivered in Singapore, United States and Indonesia.

Registration to the MasterClass can be done through PayPal or by emailing Jennifer Hargreaves directly with registration and credit card details.
 

When I started The HMT we set out as our mission to be agents of change for the nutrition industry. Today this mission is more relevant than ever as we have observed 5 global ‘game changing’ forces re-shaping the food and beverage landscape.

The HMT invite you to join us on this journey, to stay ahead of the curve and to uncover opportunities for innovation and growth by understanding what each Game Changer can mean for your business.

5 Shifting Global Forces – HMT Observed “Game Changers”

1. People – we’re getting more older/younger
   Strategy: Lifestage Nutrition
   Examples: Healthy ageing, infant nutrition, maternal nutrition, men’s health
   Application: Emerging markets or developed markets

 

2. Resources – are getting scarce
   Strategy: Sustainable Nutrition
   Examples: Traceability and transparency, intelligent sourcing and selection

 

3. Food – is for health and wellbeing
   Strategy: Functional and Preventative Nutrition
   Examples: Healthy living and empowerment, from treatment to prevention for society

 

4. Production – natural and sustainable
   Strategy: Natural Nutrition
   Examples: Whole food, real food, raw food, live food

 

5. Science – for a smarter future
   Strategy: Reinventing food production and processing to meet future demands for natural, nutritious, sustainable and tasty nutrition
   Examples: Cold pasteurisation, communicating supply chain

Companies and brand owners must be willing to challenge preconditioned opinions and shift paradigms or risk playing catch up.

The HMT have a 3-Step innovation process to help guide you to success.

1. Identify emerging trends and the innovation space that those trends are directed at
2. Explore the opportunity through your consumer, your category and your competencies
3. Evaluate the impact each of the 5 Game Changers will have on your strategy. Challenge the status quo!

Contact us if you want to future check your business against Game Changers!

The variety of our projects and our global reach gives us the unique ability to extract insights and trends to share with our friends and clients. And we love doing it!
 
For that reason we are now offering Insight Presentations on Demand – you demand, we deliver. For £350 an HMT consultant will present to your team (up to 20 members) one of our developed presentations via Webex. All you need is an internet connection and a coffee!

As Malcolm Forbes said

The best vision is insight”

Here is a snapshot of our presentations.

1. Three Global Innovation Barriers? How to make them work for you!
2. BRIC Markets – Innovation Strategies and Breaking the Rules.
3. The Four Rules for Winning with Fortification
4. How Sweet it is – Rules of Stevia Marketing
5. Transparency in the Supply Chain: A Mind Once Stretched Can Never Reshape – How to position your whole supply chain.
6. Opportunities for Functional Dairy in Europe – with or without health claims.
7. How to Communicate Health Benefits Successfully – with and without health claims.
8. The Ageing Opportunity: Success will come to those who wait!

In person with Lynda Searby

Founder of branding consultancy the Healthy Marketing Team, Peter Wennstrom talks about failure and success factors in functional foods marketing, the impact of EU health claims regulation on innovation and emerging platforms for functional foods.

Access the full article > IFi Interview with Peter Wennstrom April 2012

About the event (from FDIN)
It seems that as an industry we’re always on the back-foot being blamed for making people fat and shortening their lives, but here’s our chance to get on the front-foot and run with a really good way-of-eating which ticks all the health boxes and is delicious and convenient.

So why The Mediterranean Diet and why now … because our researchers tell us that The Mediterranean Diet is a perfect point where scientific understanding meets consumer needs. And when it makes headlines like “Mediterranean Diet can add 15 years to life” we know it’s something worth looking into.

Consumers already know a healthy diet means eating more salad, fruit, veg, beans, fish and white meat. They also think they should eating less red meat, dairy and carbs … but they don’t yet realise that these life-style trends are the essence of The Mediterranean Diet.

And they also don’t know that really robust euro-science is proving that eating and drinking the Mediterranean way reduces cancer, stroke, diabetes and heart problems.

Not only that but a Mediterranean Diet is easy to follow, tastes wonderful and has a lower impact on the planet so it’s bang on trend. So with all of this in mind, how can we capitalise on the trend and turn it into a successful product launches and revenue?

Sam Waterfall’s presentation will consider in his presentation:

CAPITALISING ON THE MEDITERRANEAN DIET – FROM TREND TO REVENUE.
• Previous food trends and how you can use them to profit.
• How to position your Mediterranean Diet concept.
• How to test your Med Diet concept before you launch.
• Transparency and sustainability – when and how to use them (and when not to).
• 4 Rules for successfully commercialising a trend (3 case studies).

If you are interested in attending or would like to receive a copy of his presentation from the event, please contact Jeffrey Hyman at the FDIN. To get in touch with our Healthy Marketing Team of experts, please email, call us or pop by our new London digs!

Tel: +44 (0)20 3384 0790

Address:
1 Sekforde Street
Clerkenwell
London EC1R OBE

HMT have recently returned from speaking at The 10th Annual World Food Technology & Innovation Forum. You won’t be surprised that the pulse of that event was beating was on the creation and launch of winning new ideas. What you would have found surprising is the sheer volume of new ideas. Not just ideas in labs, but ideas reaching the market.

When you consider this alongside side the enduring 80/20 statistic for launch success, you have to ask the question “How far should you innovate?”

At HMT we work with Food & Beverage and ingredients manufacturers worldwide helping them to position their brands and launches into the successful 20%. Our experience strongly suggests that the answer to the question “How far should you innovate?” depends significantly on where you intend to position your launch into the market. While some consumers are seeking your new idea, others are enraged at even the smallest change to ‘their’ brand.

With this in mind, I was impressed with the simplicity of latest move from Coke. Beyond its scales and global prowess, Coke is instructive for many reasons. Not least because while we’ve seen various flavour innovations over the years including Cherry, Lemon and Lime, the reality is that in most stores you can only buy 3 types of Coke: Classic, Diet, Zero.

When your brand is familiar to and loved by so many, pushing flavour changes is rarely successful. But what works is leveraging consumer understanding to make packaging and portions better fit their busy lives.

So what is Coke’s “Brand Appropriate” Innovation?

Pack size. Yes pack size. Hardly ground breaking. Yet 100% “Brand Appropriate”.

By introducing a slightly smaller can, Coke are giving you less of the same. Less of the same means:

> More affordable
> More permissible
> More feel good about enjoying “the real thing” without compromise

It’s on trend, so simple and yet … you get Less Coke!

But wait it gets better…

No one grew their business by selling you less. So here’s the genius part: Your new, more affordable, more permissible, more feel good, less Coke can comes in an 8 pack! So Coke complete their genius slam-dunk by trading you up to feel better and healthier by buying MORE of LESS.

And now the Coke brand can reach more occasions when new health trends mean it may have otherwise been rejected.

To find out how far you should innovate your brand, contact HMT, specialists in “Brand Appropriate” innovation. sam@thehmt.com

Every F&B company remains fascinated by the ageing successfully opportunity yet no company has yet cracked it.

Danone Actimel have tested a 50+ proposition in one country and it doesn’t seem to have gone further.

Perhaps this is because people don’t want to be talked to as OLD (we ALWAYS think old was 15 yrs older than we are).

Clearly the opportunity for brands is to EMPOWER consumers to go on living the life they love (rather than try to sell them cures for being old).

At the conference a number of F&B companies were talking about the “45+ market”. Marketeers always want to target younger consumers and wider ranges of age, but at 45 consumers are not yet ready to think about ageing! The magic number for women is 51.4 (average menopause age) and 51.7 for men (average age of first reporting erectile dysfunction). So… target us in our mid fifties and we become ready to accept that change is enevitable… even ready to embrace the move from giving birth to the next generation to being re-born into, and optimising the second half of our life!

51+ is where to start – success will come to those who wait!

You can view Neal’s full presentation below.

The Natural Products Expo West show serves the entire US natural foods industry to you on a plate. Including new and emerging categories in natural supplements and personal care.

The exhibition and the surrounding Engredea and Nutracon conferences were the perfect platform to conduct trend observations and swap learnings with industry colleagues.

Stepping out from the conference and into the streets of Venice and Santa Monica we walked straight into a Lifestyle Stakeholder’s (early adopters) paradise! I got, what I believe to be, a direct look at what will be on shelves across the nation tomorrow. The one big and over- arching trend was that tomorrow is all about going back to yesterday – back to the basics, back to food that has not been ‘messed with’. This trend has been very well illustrated in this Chipotle Commercial (shared by Marc Brush of NBJ).

We are seeing consumer motivations and drivers increasingly shift from finding reasons to believe to eliminating reasons to reject and the message is clear – innovation no longer lies solely in the end product but also in the process.

And here lies the big challenge for today’s processed foods industry. The consumer demands new processes.

So here is a summary of trends from the show floor and from the industry authorities themselves, Nutrition Business Journal… (If you want a more detailed trend overview in house just contact Jennifer Hargreaves):

Times… they are a changing…

The health trend is not only here to stay but it is reshaping the food industry as we know it. Consumers are self-medicating with food and supplements and are generally subscribing to the belief that nutrition plays an integral role in the health of oneself and one’s family. Today healthy food accounts for 24% of US food sales and it’s growing and supplements are overtaking RX drugs (prescribed pharmaceuticals) in sales growth (Source NBJ where healthy foods is defined as natural, functional, organic and green).

Trends in supplement as indicated by NBJ:
1. Ageing
2. Sports
3. Blends
4. Weight and glucose management
5. Multi vitamins
6. Liver load

Trends in health foods as indicated by NBJ:
1. Coconut water
2. Greek yoghurt
3. Kefir
4. Gluten free and allergen free
5. Raw food (sprouted foods)
6. Vegan
7. Kombucha (fermented black tea)
8. Stevia
9. Chia
10. Non gmo

Key Observations from the HMT

Fast Copying
As consumers are trading processed foods for health foods and investors are looking for a piece of the market share, we are seeing more and more ‘fast copying’ of new ideas across the industry.

The market is becoming flooded with new Coconut waters, Greek yoghurts, Stevia products and of course – everything must be Gluten Free, even your cosmetics! How do you position yourself successfully in this crowded market?

Free-From
Free-from and specifically ‘gluten-free’ is one of the fastest growing trends from 2010 with 40% growth.

This growing trend is a direct response to US consumers questioning what’s wrong with our food? Free-from began with fat-free and sugar-free but has since evolved to allergen-free, lactose-free and gluten-free. All without managing to be taste-free! Free-from is clearly the best selling additive on the market today!

Raw
The really interesting observation for me was the concept of raw and whole food. This positioning establishes a positive choice as a new category of food, as opposed to the negative “free-from”. This new categories is defining how foods should be made from the start. Very clever indeed!

Leapfrogging
I took this trend directly from NBJ and the quote from Mark Penn as I thought it so accurately described what we have been seeing in our work across the emerging markets.

As these BRIC countries go through their transformation, I think they’re going to leap into these trends much faster than we did in the United States, which means that companies involved have a burgeoning international market that could really become astronomical”

-Mark Penn, Microtrends

Essentially they are leapfrogging years of bad choices and tapping into trends from today.

We live in exciting times with many opportunities for successes ahead of us. Let us help you get it right!

The Healthy Marketing Team will be kept busy in Anaheim with the FourFactors® MasterClass at the Engredea Tradeshow, a presentation on Healthy Ageing Solutions Today and Tomorrow at Nutracon and conducting a Business Workshop on Translating Science into Messaging at the trade event! Peter’s recognised global expertise in Functional Food and Ingredient Marketing has also seen him invited to participate as a judge for the NutrAwards.

Jennifer Hargreaves, Marketing and Development Manager for HMT will also be attending the event with Peter and both are available for meetings. Please contact directly for availability.

FourFactors® MasterClass
7 March, 2012. 9:00am – 5:00pm
Pre-Show Education Program: Engredea Tradeshow
Hilton Anaheim Hotel
Cost: $595 US

Register HERE

Peter Wennstrom will share a checklist of FourFactor® of success, an easy toolkit to direct successful brand innovation. Leading companies including Coca Cola, Unilever, Danone and Nestle have participated in this training which is fast becoming a global industry standard. The FourFactor® Master Class is a unique opportunity to learn the difference between success and failure for innovating healthy brands in one day, using real market case studies. The event is part of a global program, enabling brands to:

• Health-check products
• Understand the factors behind success & failure
• Calculate success of new product development
• Decode consumer motivations
• Direct your innovation to the right positioning in the market

The Engredea MasterClass event is part of a global program, recently delivered in Beijing, Moscow, London, Geneva and Singapore.

Registration to the MasterClass can be done through the Engredea Website or by emailing Jennifer Hargreaves directly with registration and credit card details.

Healthy Ageing Solutions Today and Tomorrow
Healthy Ageing Track: Nutracon Conference
8 March, 2012. 4:00pm – 4:45pm
Hilton Anaheim Hotel

Healthy ageing solutions today and tomorrow – how to position your brand successfully with the FourFactors. Peter’s presentation will consider:
• Not one size fits all
• Who are your healthy ageing consumer stakeholders – what are their attitudes to ageing?
• What is the cultural context – your society’s attitude to ageing?

Translating Science into Messaging; How to communicate health benefits to your target consumer
Engredea Education Track
10 March, 2012. 2:00pm – 2:45pm
Engredea theater, Booth 110

This session will look at:
• Does your consumer really care about the ingredient, science or health claims?
• Consumer segmentation and what motivates your target consumer?
• How to communicate Health Benefits.
• Rules for success!

NutrAwards – still time to vote!

The NutrAward program was created over 10 years ago, to reward and recognize companies that are investing in rigorous and measurable scientific studies to prove the efficacy of their proprietary ingredients, products or technologies. The NutrAward winners are selected based on a weighted vote from the selection committee (including Peter Wennstrom), as well as by cumulative votes of registered Engredea and Nutracon attendees. You may still have time to VOTE!