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How to launch winning healthy food products
Introducing the Four Factors
Neal Cavalier-SmithManaging Director
How to launch winning healthy food products BRANDS
Introducing the Four Factors
A simple story...• From functional ingredients...
...to superfoods
Four factors for Superfood brand success • Who needs the product?• What do they understand about the ingredient?• How do they relate to the benefit?• How will they trust the brand?
How you can make it happen for your brands!• A case study• Innovating branding & communication for success
What is the Healthy Marketing Team?
Consumer data and insights
From HealthFocus comes all the data and research upon which we base our insights and knowledge – it´s about real consumers and their
attitudes to health. Head office in Florida. European
office in Sweden.
Brand strategy and design
From Design Bridge come a select ’Healthy Marketing’ team to bring
the insights to life; including expert brand strategists and multi-award winning creatives picked from 160 people in London, Amsterdam and
Singapore.
The Healthy Marketing Team was created to answer our customers’ need for an integrated approach to get better targeted products faster to market.
HFI the first main-shopper survey in 32 markets: regular surveys yield trended data
Years conducted
Years conducted Years
conducted Years conducted
Argentina 2000 2003 2005 Germany 2000 2003
2005 2008 Mexico 2000 2003 2005 2008 Spain 2003 2005 2008
Australia 2000 2003 2005 2008 Greece 2003 Netherlands
2000 2003 2005 2008 Sweden 2003 2006
Brazil 2000 2003 2005 2008 India 2000 2003
2005 2008 Norway 2003 2006 Thailand 2003
Canada 2005 2008 Indonesia 2003 2008 Philippines 2003 2008 Turkey 2003
China 2000 2003 2005 2008 Italy 2003 2005
2008 Poland 2003 2005 2008 Ukraine 2003
Denmark 2003 2006 Ireland 2007 Portugal 2003United
Kingdom2000 2003 2005 2008
Finland 2003 2006 Japan 2003 2008 Russia 2003 2008 USA 8 waves since 1990
France 2000 2003 2005 2008 Malaysia 2003
SaudiArabia
2003 2008 Venezuela 2003
Country, region or trend reports & bespoke data available from [email protected]
How to get from Consumer Data to Brand Success
real shopper preferences & attitudes
segmented trends and
. insights
strategic direction creative briefsconcepts & tactics
research-ready brands & execution
brand acceleration
Over the years Design Bridge have worked for pretty much all the A-brand owners and countless healthy propositions…
The perfect partner to bring your healthy brand or concept to life on-shelf
A simple story…
kjhdfa
…from INGREDIENT to emotional BRANDing
Who is this?
I’ll reveal all later...
The really super superfoods are the ones which catch the awareness curve at just the right moment and use branding to own their niche.
Our analysis of succesful (and less succesful) launches has shown that there is not a single critical factor for success, but rather, a number of factors need to be in balance.
Although the science starts the ingredient moving, it is the branding which makes the difference between surfing-the wave and getting washed away...
Super superfoods
...as aisle by aisle, the supermarket goes from functional, to emotional we superfood technologists need to learn to find our place on the curve, and how the consumer is ready to see our benefits.
It’s about the space your brand occupies
in the mind of the consumer... does she:
Need the product?
Accept the ingredient?
Understand the benefit?
Trust the brand?
These are the four key success factors for healthy brand positioning
The science is THERE... But the trick is to build the benefit of the science into your concept, in a way the consumer understands, and that is hard to copy.
We’ve built an integrated model for the positioning of brands with health benefits, it’s called the FourFactors™ model…
Position your brand with the FourFactorsTM
Position your brand for success
Introducing the FourFactorsTM for brand success:
1 . Who needs the product (target group)2. Accept the Ingredient3. Understand the Benefit4. Trust the Brand
Wennström´s FourFactorsTM is a trademark of WICD
Factor 1. Need the product
Who? When? Why?
The first factor focuses on the lifestyle needs of the consumer and perception and relevance of the product as food in his/her life.
Up& Go, Liquid breakfast, handheld, to be consumed on the go.
Factor 2. Accept the ingredient
Who knows what? What do they know? The second factor is based on consumer knowledge and awareness of the chosen ingredient.
Factor 3. Understand the benefit
How do they understand the benefit? Is it relevant to their lifestyle?Its breakfast stupid!
The health benefits of the ingredients are easy to understand.
The total benefit of the product is a healthy breakfast in a hurry.
Factor 4. Trust the brand
The fourth factor is the key factor. Is the brand a credible provider of the benefit?
Up&Go, a brand from Sanitarium, the Australian market leader in healthy breakfast products.
FourFactors Communication
What if you don’t balance all four factors?
Many propositions are led by one factor only, but except for brand, unless they are able to tie-up supply of the particular superfood, they expose themselves too readily to market entrants leveraging the same factor.
Let’s look at some examples…
Single factor propositions
1 . Who needs the product (target group)
2. Accept the Ingredient
3. Understand the Benefit
4. Trust the Brand
Single factor propositions
1 . Who needs the product (target group)
2. Accept the Ingredient
3. Understand the Benefit
4. Trust the Brand
Single factor propositions
1 . Who needs the product (target group)
2. Accept the Ingredient
3. Understand the Benefit
4. Trust the Brand
Single factor propositions
1 . Who needs the product (target group)
2. Accept the Ingredient
3. Understand the Benefit
4. Trust the Brand
In superfoods, it’s the brand which captures consumer-pull ...by the time the ingredient hits public consiousness your science is going to be like your competitors’ but a balanced FourFactors brand can give a distinctive, defensible benefit-led position.
Is this the only smoothie brand?
The secret…
Is to start with the consumer,.
The FourFactors, combined with market analysis and consumer data force you to build a strong balanced brand, coming from the consumer angle, rather than the producer, the scientist, the supermarket or whatever ...
…a ten minute tutorial!
How to build a superbrand
Four steps – FourFactors!
So how does this work in practice?
We use a simple form for the model and it can start in any of the four factors…
Brand, Benefit, Ingredient, Need
In the case of a superfood, we are starting with the ingredient…
“What are the trends and who knows what?”
Let’s look at a real case-study from this year… “Rosehips”
Ingredient?
DSM Nutritional Products, an ingredient company with no end-consumer products came to us with the rights to market a rose-hip with proven benefits for Arthritis sufferers – 82% effective – but as you know, having the clinical data means nothing if the market is not ready for you… so we checked…
Rosehip = 447,000 hits in Google
– roughly double that of Acai or Goji and only 10% behind Pomegranate
People know it as a source of vitamin C and antioxidants, and in Scandinavia as a jam or soup – Rosehips are ready to become a superfood, but not known for the benefits we need!
Who needs the product?
Who, when why?
Since we can’t talk to them as sufferers of arthritis and pain, the key to this proposition is to make a brand which balances the benefits they seek with their understanding of the ingredient.
Analysis of Health Focus data showed joint-sufferers to be a demographically diverse group (although predominantly older and with “grandchildren”) so instead of demographics we selected a motivational segment “managers”..
.
managersdisciples investorshealers strugglers unmotivateds
health involved unmotivated
HealthFocus motivational segments
Managers 43% in UK
• Make healthy choices for daily health benefits.
• Are proactive.• Focus on feeling good and
looking good.• Have a strong sense of control
over their health.• Will not compromise taste or
convenience for health benefits.
Managers tend to be:• Younger – under age 50.• Have some college or
more education.• Married, with children,
exercise regularly.
HealthFocus® Segment:
Manager language… what it does for me today
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…a benefit-led FUNCTIONAL FOOD (Unilever)
Benefits?
Physical
The clinical studies clearly show reduction in pain… but we can’t talk about pain on a food or supplement – its too close to ‘disease’ – flexibility though we can discuss.
Intellectual
The anti-inflammatory properties are well understood but again hard to talk about… and talking about ‘natural’ was a safety factor, but did not add to a consumer’s sense of efficacy
Emotional
Health focus consumer data and focus groups showed managers look for everyday health benefits like being able to get up normally and get on with everyday activities:.
How can they Trust the Brand?
Identity and history
The brand is new to them so we need an identity they can immediately link to flexibility – and will stick in their mind
Brand promise
A new dawn where they wake up and their joints don’t limit their everyday activity
Brand image
From Health Focus Data we understood the importance of
• Natural
• Speedy
• Effective
• Proven .
So this is how we built a FourFactors brand…
i-flex video
All boxes ticked…
A brand which ticks all the boxes will be more powerful than one which just comes from a single factor.
You can start the model from any factor, and there are some brands who never get further than that –
but low awareness of any superfood is a challenge, and just as it reaches critical mass you tend to find many brands hitting the market with the same science, so getting all FourFactors into play at once can help you build a distinctive and defensible brand
Insert i-flex image
Four factors in balance...
Need the Product Mum needs kids to eat dairy Accept the Ingredient 100% natural -Its fruit, not flavouring!Understand the Benefit Mum -fruit is healthy +tick-list Kids, Dinosaurs are yummy (and games inside pack)Trust the Brand Little stars feel naturally healthy and I trust Muller to bring me yoghurt
Payoff: 2nd production line in months
...for mother and child
Four factors in balance...
Need the Product Everyone needs daily fruit and veg Accept the Ingredient Fruit and veg, everyone needs!Understand the Benefit 50% of your daily needsTrust the Brand Vie – life!
...for mother and child
The FourFactors
Who Needs the ProductWho, When, Why?
Accept the IngredientWhat do they know? Trend?
Understand the BenefitPhysical, Intellectual, Emotional
Trust the BrandBrand Identity, Brand Promise, Brand Image
And finally – who was the teaser ad?
And finally – who was the teaser ad?
Not Benecol, but Quaker –who are leveraging the healthy superfoods trend to put new life into a brand even they used to market as ‘old-fashioned’!
Leveraging all four factors
• Need – One in two• Benefit – NEW – “Nature’s way to lower cholesterol”• Ingredient – On-trend superfood : Oats• Brand – Trust Quaker for wholesomeness
Heart health message has shrunk but
become specific
Just for fun – ”supergrain” positioning ad...
