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 is what he had to say…

The session drew a strong crowd as health claim strategies continue to be a complex issue for many European companies.

A key take away from the session was the need for regulatory authorities to shift from ‘Illness thinking’ to ‘Wellness thinking’.  This message was clearly articulated by fellow panelists and industry professionals.

The future approach should be aligned with a nutritional approach – viewed from a multi factorial and holistic stance. At present health claims are derived from a pharmaceutical perspective and is based on illness alone. Food and nutrition however, is about maintaining wellness, a far more complex and subjective equation. Participating in thissession and hearing the varying perspectives from my fellow panelists, the audience and even twitter, was a definitely a highlight for me.

Our FourFactors® approach is about understanding what makes up the subjective equation in the mind of the consumer; to purchase a product, or not? This is also a multi-factorial approach withconsumer understanding at the heart.

If you attended the session, I thank you for your contribution, please find the presentation linked in this blog. If you would like more information about the Healthly Marketing Team’s FourFactors® approach, please do contact me directly.

Peter Wennström