Nutrition based ‘NPD’ - where consumers meet science and brands Damian Edwards R&D Innovation Manager, Masterfoods, Slough FDIN Seminar, Daventry March 15th 2006

Introduction Where consumers meet brands and science Functional foods or well being foods - a new perspective? Responding to key consumer needs Damian Edwards, March 2006

Nutrition based ‘NPD’ - where Marketing and R&D need to be closer than ever before Damian Edwards, March 2006 Live longer, happier and be extremely successful May help to give a small benefit as part of a healthy lifestyle EU Health Claims Directive & EFSA unknowns... Introduction

DE’s ‘schooling’ in Nutrition-based NPD ‘96-’98 Fortification of chocolate spreads (my vitamin and mineral era!) ‘98-’00 Blue-sky Functional Food projects (my bioactives and extracts era!) ‘00-’04 ‘Positive Food Company project ‘04-’05 Well Being & Lifestyle p.s. I won’t be sharing all the detailed ‘insights’…..but I will share some opinions and observations on the topic. Damian Edwards, March 2006

Introduction Where consumers meet brands and science Functional foods or well being foods - a new perspective? Responding to key consumer needs Damian Edwards, March 2006

Where consumers meet brands and science Getting the ‘magic’ right or being in the right place at the right time? Damian Edwards, March 2006

Where consumers meet brands and science Is adding or emphasising ‘functionality’ enough? Damian Edwards, March 2006

Where consumers meet brands and science Claim ‘Iceberg’ Nutrient Nutrient content Nutrient function Enhanced function Risk Reduction Above the surface what motivates the consumer Below the surface the scientific evidence we have Damian Edwards, March 2006

Where consumers meet brands and science RationalEmotional Health maintenance Lifestyle aspirations BEHAVIOUR ATTITUDE I know I need to take care of this I feel good about choosing this I feel this helps me get the best out of my life I understand how this fits with what I need for my health Damian Edwards, March 2006

Where consumers meet brands and science RationalEmotional BEHAVIOUR ATTITUDE Health maintenance Lifestyle aspirations Damian Edwards, March 2006

Introduction Where consumers meet brands and science Functional foods or well being foods - a new perspective? Responding to key consumer needs Damian Edwards, March 2006

Functional foods or well being foods - a new perspective? ‘Well Being is more than just being well. It’s not just absence of illness, it’s also about quality of life’. Well Being is aspirational, is about lifestyle, is about feelings…..the place claims and science don’t usually like to be! Consumer Articulation of Well Being ‘Feeling healthy is feeling active enough to do what I want to do’ ‘well being means a combination of a mental and physical thing. If the two are in harmony it’s the ultimate well being and a lovely feeling’ Damian Edwards, March 2006

ILSI Europe ‘PASSCLAIM’ Definition of Well Being ‘A positive and sustainable state that allows individuals, groups or nations to thrive and flourish. At the level of an individual, well being refers to psychological, physical and social states that are distinctively positive’. Functional foods or well being foods - a new perspective? Damian Edwards, March 2006

Tea matched for your blood type anyone?? Ayurevedic fruit spreads Functional foods or well being foods - a new perspective? Feel good bars Damian Edwards, March 2006

Aloe Vera moves into wellness foods Functional foods or well being foods - a new perspective? Damian Edwards, March 2006

Functional foods or well being foods - a new perspective? Health maintenance Lifestyle aspirations Functional FoodWell Being Food Reformulation of the benefits? Reframe the benefits Damian Edwards, March 2006

Introduction Where consumers meet brands and science Functional foods or well being foods - a new perspective? Responding to key consumer needs Damian Edwards, March 2006

Responding to key consumer needs Claim & Benefit ‘Iceberg’ Food Folklore Food type Nutrient Nutrient content Nutrient function Enhanced function & Well Being Risk Reduction Above the surface what motivates the consumer Below the surface the scientific evidence we have Damian Edwards, March 2006

Responding to key consumer needs Solving the four key tensions: a simple model Taste Relevance Health Trust Damian Edwards, March 2006

Responding to key consumer needs Why change behaviour to buy a new nutrition-based product? Relevant, desirable and valued Clear consumer benefit Reason to believe Reason to buy Reason to buy again ….And it tastes great Damian Edwards, March 2006

Responding to key consumer needs - two contrasting routes Masterfoods USA Health & Nutrition Division: launch & development of a heart healthy chocolate proposition. Promotes a healthy heart formulated to help.. -reduce bad cholesterol -promote healthy circulation Note: this is a US-only formulation Damian Edwards, March 2006

Responding to key consumer needs - two contrasting routes Chocolate pleasure made good for you AHA endorsed health bar Damian Edwards, March 2006

Summary Where consumers meet brands and science Know your target consumer attitudes and behaviours, understand what you want your brand/claim to tap into. Functional foods or well being foods - a new perspective? Keep an eye on Well Being…consumers like it! Be prepared to invest in the supporting science. Responding to key consumer needs Identify and solve the tensions to succeed! Food folklore and cultural values are a great indicator of how to work. Damian Edwards, March 2006