The globally leading system for consumer & brand driven innovation in food & health
How to become a winner in the healthy marketing game?
80% of new product launches fail within 12 months. We’ll show you how easy it is to improve the hit rate by learning the FourFactors® of Success.
Peter Wennström has developed the FourFactors® of Success to give you a practical ‘back of an envelope’ checklist that takes the guesswork out of food and health marketing.
Factor 1: Need the Product?
Who? When? Why?
Factor 1: Need the Product?
Who is the product intended for? When will they consume it? Why will they consume it? This factor is the basic propostion for the whole brand.
Factor 2: Accept the Ingredient?
Awareness, Interest, Trend
Factor 2: Accept the Ingredient?
What is the level of consumer awareness of and interest in your ingredients? Which trends may help stimulate interest in and demand for your kind product or its ingredient?
Factor 3: Understand The Benefit?
Physical, Intellectual, Emotional
Factor 3: Understand The Benefit?
How well does your target consumer understand the benefit your brand offers? The three levels of benefits – physical, intellectual and emotional – are vital to make your brand successful.
Factor 4: Trust The Brand?
Identity & History, Promise, Image
Factor 4: Trust The Brand?
This is the key factor for understanding why some brands have been successful and others haven’t. The brand must be a credile provider of the benefit it promises to offer.
The FourFactors® Brand Acceleration System
The FourFactors® Brand Acceleration System is an interactive, actionable, and inspiring framework for consumer and brand driven co-innovation. It has been successfully applied in more than 60 countries on 6 continents.
Fuelled by global best practices and case studies and facilitated by experienced HMT senior consultants, the FourFactors® Brand Acceleration System:
- Connects trends with categories, brands and consumers in one visual model that helps you to find the sweet spot for innovation.
- Facilitates step-by-step decision making
- Creates actionable results
- Creates team alignment and serves as one language across functions
The FourFactors® is today the globally leading tool for consumer and brand driven innovation in nutrition, health and wellness.
Learn More About The FourFactors®
Latest News
5 trends in sports nutrition and
how to make them work for your Brand (with actual examples!)
Sports nutrition market entry strategies need to be hyper- tailored to your key segment in order to make your innovation a success. The HMT can help you get from science to market and in this article we highlight 5 trends mapped out across the consumer maturity stages and how to make them yours.
Read More
Food and mood:
Consumer motivations behind food choices related to mental wellness.
New HMT research in cooperation with Masters of Applied Cultural Analysis (MACA) at Lund University.
Read More
OhPops! :
New Brand Creation Start-Up
On a mission to create the perfect vegan protein snack
Read More
The Mind of the Flexitarian Consumer
The consumption and production of animal proteins (i.e. meat and dairy products) are one of the most environmentally harmful food products. Despite this, the meat consumption is rising globally. However, the number of flexitarians is increasing as well. But on which motives and perceptions do flexitarians base their food choices? How can we understand the […]
Read More
We are now officially launching HMT Creative as an extension of our services
This turns HMT into a one-stop-shop agency for international brand building in food and health. We take you from consumer trends to market entry strategies; from brand positioning to brand communication and design including advice on nutritional labeling and claims.
Read More