Leveraging the Regulatory Framework of Natural in Communications and Marketing
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Leveraging the Regulatory
Framework of Natural in
Communications and Marketing
About Me!
Senior Regulatory Affairs Specialist with Nestle UK, responsible
for providing regulatory expertise to the food, cereal and food
service business divisions. Previously worked at the Food and
Drink Federation in the Scientific and Regulatory Affairs Division
focusing on food ingredient and additive issues.
What is “Clean Label”?
Natural ingredients only?
Is it just about
what’s on back of
pack?
Does nutrition form part of
clean label?
Familiar (traditional?) processing
Familiar known ingredients, no “surprises”
No additives?
Kitchen cupboard
Goes beyond the ingredients list
What is “Natural”?
Processing All Natural
Source
All natural ingredients
No artificial flavours, colours or preservatives
Flavourings are only ingredient regulated on natural (in EU)
“Real” ingredients
Current Regulatory Status
• Except for general requirements of trading practices
acts, Regulatory authorities around the world have no
set definition for “clean label” or key elements such as
“natural”.
• Officially recognised Guidance exists but not in every
country and is variable in requirements.
UK
• Major focus for company communications &
reformulation.
• Strong drive from “own brand”.
• Very influential media.
• FSA Guidance on “Criteria for use of…..Fresh, Pure,
Natural etc… (2008). Responsibility Deal.
• FDF Working Group on Natural
Guidance (2010)
At all levels – local to global – companies are also
formulating their own internal guidance on “natural”
and “clean label”.
Marketing Drive
• “Natural” statements = standard requirements.
• Product differentiation.
• Expanding natural to total look and feel.
• Pushing boundaries.
• Regulations may prevent
other types of claim.
Finding Equilibrium
• There can be ups and
downs in finding
opportunities to truly
leverage natural in product
packaging and comms.
Alignment is key!
Still room to play!
Marketing Push Regulatory Pull
What could you do? Ideas!
• Promote/claim on key ingredients,
• Use pictorials,
• Tell the story,
• Simplify and rejig ingredients list (as possible),
But please don’t…….
• Interrupt the ingredients list,
• Show images or claims which can’t be substantiated.
Plan, Plan, Plan
• Very important to think about the required claims up front
and plan them into a project.
• Don’t try to retro-fit claims to a product which has
already been formulated or re-formulated…..
Related Documents
