When it comes to marketing products in the natural channel it seems like there are as many strategies as there are products; but just like how not all products resonate with all consumers, not all marketing strategies do either.
The shining star of Greek yogurt, Chobani, has figured out the ‘four screen world’ of teenagers and Millenials, giving food and beverage marketers a case study on how to connect with these key demographics, says a marketing expert.
The term ‘antioxidant’ should be banished from food labels and replaced with more specific claims about the health benefits of the phytonutrients and other ingredients in question, according to one leading academic.
The convergence of food and supplements combined with other factors such as convenience is driving the move towards simplicity, a trend that is not only here to stay, but also represents 'the future', says Jeff Hilton from the Integrated Marketing...
The functional foods industry is ready to enter a new era, in which manufacturers increasingly partner on science and consumer education, according to a co-founder of Integrated Marketing Group.
