Case 2: Category and Marketing Plans for Differentiating New Healthy Products
Problem: Consumers are looking to battle obesity and rising incidents of diabetes and heart disease. Brands and retailers are looking for ways to give consumers better health, with credible health and nutrition claims, while also differentiating themselves from their competitors.
Health ingredients bring added credibility to a retailer's healthy labeling and own label programs.
Background: Enter a new category of foods products referred to as "Nutraceuticals" active ingredients in conventional foods that provide additional health or nutritional benefits beyond basic levels, leading to possible risk reduction of contracting chronic diseases and now available to retailers for their own label programs. A common example of a Nutraceuticals would be orange juice fortified with calcium to promote stronger bones and prevent osteoporosis. Health ingredients such as these, bring added credibility to a retailer's healthy labeling and own label programs. Working with FTX, Sustainable Innovations has developed a program approach to develop linkages between Canadian ingredient of process technologies and U.S. manufacturers. This involved a detailed needs analysis on U.S. food targets and a sector approach covering dairy, beverage, and other food categories.
Sustainable Innovations has been a key partner in helping us identify retail programs and suppliers that could manufacture our products, and developing marketing programs to communicate unique product benefits"
Sales Director of Biotech Company
- Development of own label functional food lines have become a major driver of customer loyalty and value.
- Cholesterol lowering nutraceuticals were introduced in new own Label Health Programs and Promise ™ drinkable yogurts by Unilever.
- Sustainable Innovations™ is helping retailers to define their health strategy, develop a brand experience, manage a successful project, and maintain an on-going commitment to the brand.
Graham understands formulating and developing products with nutraceutical ingredients and designing a program that works for the manufacturer and retailer"
Healthy Living Director, European Grocer
Sustainable Innovations™ is helping retailers to define their health strategy, develop a brand experience, manage a successful project, and maintain an on-going commitment to the brand. Partnerships for a better tomorrow.
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