Antioxidants Conference presentation 2011

The Four Key Success Factors for Successfully Marketing Natural Antioxidants

Peter WennstromPresident HealthyMarketingTeam

Experts in helping brands respond to changing attitudes in nutrition, health and wellness.

We work around the globe (25 countries in 2010)

Specialise in brand positioning and product innovation / renovation in food, ingredients and supplements.

We are global implementation partners to HealthFocus

Peter Wennström The Four FactorsTM Brand Analysis System Food & Health Marketing Handbook

Who are we?

What we do:Better targeted brands, faster to market!(and optimise effort and investment)

We can improve your performance!

And then make sure you stay on

target!

By getting the fundamentals right!

3 Common questions when you’re entering the Health and Wellness market…

1. How to create and launch the right new idea?

1. How to choose “Where to Play” in the category?

1. How to deal with a failing brand

Brand New

Brand Direction

Brand Rescue

And one common first step:

1. How to critically diagnose how your brand is doing in Health and Wellness

HealthCheck your brand

The Four Key Success Factors for Successfully Marketing Natural Antioxidants

Tell you what I will tell you

• Understanding how the right food and beveragecategory can help you promote the benefits of antioxidants

• Learning how to communicate the health benefitwith or without health claims

• Escaping antioxidant and moving towards the superfood tag – is this the best approach?

• Trusting the brand – securing the consumers trust in the brand going forward

The Four Key Success Factors for Successfully Marketing Natural Antioxidants

Need the product…

MileHigh – an exceptional antioxidant drink for high flyers

MileHigh is the UK’s only exceptional antioxidant drink made with red grapes, cherries, aloe veraand ginger. It was developed by Stuart Roberts and Richard Hammond as a result of their joint interest in flying. Richard had worked in aviation for 15 years and Stuart, was a professional nutritionist.

Stuart believed that he could apply his health and fitness expertise to creating a drink that would improve general wellbeing for all life styles and life stages – from pregnancy to ageing to recovering from a stressful journey.

Richard and his cabin crew colleagues put the drink through its paces and received an overwhelmingly positive response.

The drink was launched as Mile High in 2008.

The drink was launched as Mile High in 2008 but re-branded in 2010 following consumer feedback that the name was limiting its potential and acceptance as a mainstream, everyday, lifestyle drink.

Need the product…… Trust the brand?

UK . 2010

Re-branded following consumer feedback that the name was limiting its potential and acceptance as a mainstream, everyday, lifestyle drink.

Need the product…… Trust the brand

UK . September 2008

A drink that would improve general wellbeing for all life styles and life stages –from pregnancy to ageing to recovering from a stressful journey.

WHY WAS THAT POSSIBLE?

Understand the benefit……Accept the ingredients?

Antioxidants and consumers:Awareness, interest and trends

Antioxidant-rich foods - increasing awareness and interest

Antioxidant Benefit supported by other categories

Antioxidant ingredient communicated by other food categories

Then next thing that happens is that we start to see signs that connects to antioxidantsin mass market categories

Lipton: Tea Flavanoids

Responding to regulation

You will see the Tea Goodness seal on many

LIPTON® Tea packages. The Tea Goodness seal

signals that the tea contains "a specific level

of" tea flavonoids. You can find the flavonoid

content per serving on all packages with the

Tea Goodness seal.

* Tea is not a substitute for fruits or

vegetables, which provide a wide range of

nutrients such as vitamins and minerals.

Please consult your doctor regarding a

diet/nutritional plan that is right for you.

…a product with caffeine immediately delivery “antioxidant” benefits without even saying it

So antioxidants are good for me……where can I get one?

Drinking a 250ml bottle of AOk every day is a quick, easy and delicious way to ensure that you supplement your daily antioxidant needs.

AOk Drinks are designed to help you take control of your health and wellbeing. Small changes to your diet and lifestyle each day will help you to feel and look better. Drinking just one 250ml bottle of AOk provides the recommended daily amount of antioxidants, which have a major impact on our wellbeing and are vitally important in maintaining optimum health, helping to render free radicals harmless to the body.

Accept the ingredients

Need the product

Understand the benefit

Trust the brand

Antioxidants and superfruits

When is a fruit a Superfruit?

When it’s full of antioxidants..

Reference: Mellentin J & Crawford K, How to create and market superfruit, (In Press)

Superfruits aresupported by science

And written about everywhere!

“”

Hard to see the wood

for the trees??

Antioxidants and superfruits in a strategic perspective

Understand where you are playing in health and wellnessThe market for any health and wellness benefit is developed in three stages. Each stage is a playing field with its own set of rules. Your need for a Health Claim will depend on where you play.

©2010 Healthy Marketing Team – Four Factors® Brand Analysis system

The life cycle of health is introduced in the Food & Health Marketing Handbook by Wennström and Mellentin and commercially applied by the Healthy Marketing Team

How to position antioxidants and superfruits in the market place?

Stage 1: The technology/medical stakeholders.They need the health benefit. They have a real problem.

MASS MARKET

STAKEHOLDERS

Cholesterol

©2010 Healthy Marketing Team – Four Factors® Brand Analysis system

Is the concept accepted by the medical community?

Consumer belief:Antioxidants prevent cancerAntioxidants prevents CVD

2. The Lifestyle stakeholders.These are the early adopters and they want new benefits with a fit to their beliefs

Extremely interested:Antioxidants 19%Superfruits 14%

©2010 Healthy Marketing Team – Four Factors® Brand Analysis system

Is the concept liked by trendsetters and key opinion leaders?

3. The Massmarket stakeholders just want tasty and healthy everyday foods that they understand.

©2010 Healthy Marketing Team – Four Factors® Brand Analysis system

Is the concept understood and accepted by everyone?

Awareness:Antioxidants 83%

Increase #1:25%

I want to live healthy

Three playing fields for antioxidants and the benefits of fruit and vegetables

I need to prevent or cure disease.

©2010 Healthy Marketing Team – Four Factors® Brand Analysis system

I am normal. Five servings of fruit a day are good for you

As a functionalingredient

As a superfood As food

Three stakeholders, three strategic platforms giving direction to innovation, marketing and communication:

Technology (Medical) benefits : Problem-solution, scientific proof, real need, education

Lifestyle benefits: Led by trends and new beliefs, about

being first, better, authentic etc

Mass (Standard) benefits: Led by normality – just doing the

normal/right thing, everyone knows

The FourFactors ® Brand Analysis System

TIME

1. The ”new”, fast-growing superfruits are all in the lifestyle area.

2. Even established niche fruits are building a health and nutrition platform in this area.

3. They are niche products that sell in low volumes but command premium prices.

4. Lifestyle consumers willingly embrace health messages about these new fruits.

SUPERFRUITS FRUITS

Superfruit strategic summary:

TIME

SUPERFRUITS FRUITS

Superfruit : Marketing strategy

Fruit + convenience + strong brand differentiation + lifestyle benefits + health benefit = premium pricing

Accept the ingredientsAntioxidants are closely linked to superfruits

Need the productThe right food and beverage category can help you promote the benefits of antioxidants

Understand the benefitCommunicate the health benefit without health claims

Trust the brandTrusting the brand – securing the consumers trust in the brand going forward

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www.HealthyMarketingTeam.com

Thank you!

For more information:[email protected]

Global experts in health and wellness marketing.In 2010 alone supporting our clients on the ground in 25 countries. Combining expertise and experience we help them to understand:

What is happening?• Global consumer trends and data • Global market and category development

Why is it happening?• Consumer drivers and true motivations• Product success and failures explained

How to make it happen for your brands?• Category direction/Innovation pipeline• Brand Acceleration• Concept Development• Brand Development• Brand Management