Upload
others
View
0
Download
0
Embed Size (px)
Citation preview
A Case Study in promoting
healthier food choices
2
3
Healthy spheres of Influence
Government
Social/Cultural Retailer
Brand
4
Government
Cultural/Society
5
Retailers
6
Brands
7
Brands
8
Brands
9
Timeline for JF Rabbit
Refreshed packaging using community input
Brand born on limited budget
Raised funds for launch Our first customers
Spreading the word
2015 2016 Mid - 2016 Autumn - 2016
Summer - 2017 Autumn - 2017
10
Consumer Trends
- 63% of adults try to eat healthily most of the time. - 28% of adults have too much sugar in their diets and actively seek alternatives. - 19% of millennials shunning booze altogether and 66% don’t consider it important to their social lives.
- 3 in 10 under 25s have tried to adopt a clean eating diet.
- A NutriBullet was sold every 30 seconds at Christmas.
* Zero Proof Pioneers. The Grocer, 10/12/2017 ** Mintel Attitudes to Healthy Eating Feb 2017 *** Real Business Report Jan 2017 **** Nielsen Scantrack Grocery Multiples 52 w/e data to 31/12/16
11
Key Lessons
Flavour
Benefits
Branding
Price
12
Flavour – ‘Healthy must be tasty’
13
Communicate the Benefits
14
Brand
15
Price
16
Results and future challenges
- Independent distribution nationwide including Wholefoods, Budgens and Revital - Distribution through contract catering into some of the UK’s biggest offices including
Goldman Sachs and… - European Export
17
THANK
YOU!