Failures in functional foods and beverages: and what they reveal about success

The functional foods market is a tough one. Success with a new product or ingredient in this harsh and demanding market is very rare. In fact, failure is far more common than success and most products sell on a niche basis with very few ever graduating into the mass market. This unique 98-page report examines brands and ingredients that have either been withdrawn from market or have notperformed as well as expected. It sets out the lessons that can be applied byanyone trying to develop an effective strategy for a brand or trying to commercialise nutrition science. INDICE: PART 1 RULES FOR SUCCESS The Seven Golden Rules for success in functional foods and beverages - First, get the basics right Rule 1: Successful brands are expert brands Rule 2: Offer a relevant benefit and be a credible brand - Offer a credible brand Rule 3: Aim for a benefit the consumer can feel- In hard times products without immediate benefits could see sales fall - Abright future for satiety and sports? - If they can't feel the benefit - show it to them - Justifying a premium price in hard times Rule 4: Remember thatan ingredient is not a point of difference Rule 5: A future of niches - focuson value, not volume - Focus on premium pricing in your niche Rule 6: Differentiate using packaging design Rule 7: Open new categories and segments - don't be a me-too - New category creation - Brand extension or new brand? PART 2CASE STUDIES Cereals - Novartis Aviva - a "family" of functional foods - Nestlé's prebiotic breakfast cereal - Quaker Oatmeal Nutrition for Women Dairy- Unilever pro.activ blood pressure-lowering dairy drink - Danone Essensis beauty foods - Danacol UK - cholesterol-lowering and omega-3 - Delamere Dairy- milk & joint health - Emmi Lacto-Tab - energy and CoQ10 Beverages - Enviga - sales collapse for Coca-Cola's calorie burner - Naturally Gorgeous - new benefit not enough - Unilever Adez soy protein fruit juice - Minute Maid Heart Wise - a lesson about the crowed world of heart health - Sirco - heart health puts juice in an ultra-niche - Danone Activ - water & bone health Market failure - Omega-3 - technology fails to fly as hoped

• ISBN: 978-1-906297-26-8
• Editorial: Woodhead
• Encuadernacion: Rústica
• Páginas: 98
• Fecha Publicación: 01/05/2009
• Nº Volúmenes: 1
• Idioma: Inglés