With 2010 came disappointment as the majority of natural antioxidant health claims were not approved by EFSA. However, consumer understanding and interest in the benefits of antioxidants is on the increase; therefore the market is continuing to search for new innovations and developing the future science of antioxidants.

• Understood how to meet consumer expectations of natural antioxidants and raising consumer awareness of their properties
• Investigated how DSM obtained EFSA approval and what we can learn from their success
  

  Peter Wennström

  Peter Wennström, regarded as one of the world’s leading experts in functional and healthy foods marketing and president of the Healthy Marketing Team was invited to be a guest speaker at the conference, organised by Food ingredients Europe in conjunction with the publication, International Food ingredients.

Peter shared how to successfully market natural antioxidants to win over the consumer:

• Establishing whether a formal health claim is needed for an effective marketing campaign
• Determining how the food and beverage markets differ in terms of promoting natural antioxidants
• Escaping “antioxidant” and moving towards the “super foods” tag; is this the best approach?
• Securing the consumer’s trust in the ingredients going forward

Please view key elements of Peter’s presentations:

Want to learn more on how to market natural antioxidants to win over the consumer?

To receive your own complete copy of Peter’s presentations, please contact admin@healthymarketingnews.net