7:00 REGISTRATION AND MORNING COFFEE
7:50 CHAIRPERSON’S OPENING REMARKS
8:00 MACRO TRENDS IMPACTING THE BETTER-FOR-YOU CATEGORY
Better-for-you foods and beverages are growing faster than the overall market and this session will provide an overview of key demographic, economic, political and social forces that are shaping the way consumers purchase foods and beverages.
Marketers will learn where to position products in the fastest-growing categories as well as overcoming challenges toward entry. Examples of foods and beverages that evolved from niche into mainstream and the characteristics that enabled this
development will provide a framework for future successful product positioning.
- Large-scale forces that are changing consumer behaviors
- Key drivers of emerging product trends
- Strategies for greatest results
David DeSouza, Executive Vice President
Former General Manager Kashi Co., Director Kellogg Co.
8:45 USING CONSUMER RESEARCH TO POSITION HEALTHIER FOODS AND BEVERAGES
In order to effectively market better-for-you foods and beverages, marketers must first analyze research on the evolving span of values and choices embraced by today’s consumers, which will ultimately provide a guide for how to best position
products and communicate desired attributes. At a high level, this presentation will analyze consumer trends on the growing interest in the health benefits of foods and beverages and marketers response to those interests, from adding nutrients to incorporating “free from” declarations on packages. With that data delivered, the presenter will then discuss how organizations can utilize this information in developing future marketing plans that leverage health benefits to
increase market share and sustain growth.
- Analysis of current consumer views on health attributes
- Capitalizing on the mainstreaming of health and wellness
- Messaging that supports consumer values and attitudes
David Sheluga, Director Consumer Insights| Marketing
Former Director ConAgra Foods, NPD Group, Keebler Co.
9:30 TRENDS IN BETTER FOR YOU INGREDIENTS AND NUTRIENTS AND THE IMPACT ON MARKETING STRATEGIES
Consumers continue to push the boundaries looking for food and beverages that provide benefits over and above basic nutrition that can either reduce the risk of disease or support good health. Key attributes currently garnering consumer attention give marketing executives an inside view of emerging trends to guide development of foods that will outpace conventional category growth. Identification of niche but rapidly growing categories in the marketplace provides a platform for future innovation in the healthier food and beverage segment.
- Keeping up with trends-influential sources of information
- Responding to consumer interest in protein, fiber and whole grains
- Beyond the basics- future trends fueling growth
Julie Nargang, Vice President Marketing and Innovation
AZTECA FOODS, INC.
10:15 COFFEE AND NETWORKING BREAK
10:45 ACQUIRING BRANDS: STRATEGIES FOR SUCCESS
Food manufacturers interested in benefiting from better-for-you categories often buy existing brands instead of creating new ones. This session will explore the marketing strategies that support the acquisition of an existing brand. Efforts to capitalize on the strengths and overcome challenges associated with integrating acquired brands into the existing portfolio of an established company will be demonstrated by real-life product examples as marketers learn the nuances of expanding categories in the better-for-you market.
- Balancing consumer perceptions of the product vs. the company
- Maintaining attributes of niche products
- Retaining values and authenticity of the brand
- Challenges with developing separate marketing strategies
Joel Warady, Chief Sales and Marketing Officer
ENJOY LIFE FOODS
11:30 IMPLEMENTING THE RIGHT MARKETING MIX FOR HEALTHIER FOODS AND BEVERAGES
A proliferation of products, consumer desires, sales channels and communication vehicles represents challenges for food marketing executives in identifying the best marketing mix to meet objectives of increasing market share, sales and profits in healthier product categories. Marketers gain insights through case studies highlighting best practices that achieved desired results for manufacturers. Furthermore, demonstrating differences between marketing conventional and better-for-you foods and beverages offers strategies to employ previously successful campaigns to new categories.
- Emotions vs. reasoning in marketing health attributes
- Increasing the depth of communications through social media
- Channel influences on the selected marketing mix
- Meaningful differentiation in product marketing & message
Andy Horrow, Partner and Chief Marketing Officer
Former CMO Mike’s Hard Lemonade, former CMO Tropicana/PepsiCo
12:15 LUNCHEON FOR ALL ATTENDEES, SPEAKERS AND SPONSORS
1:15 MARKETING HEALTHIER FOODS & BEVERAGES THROUGH PACKAGING
Packaging and graphics are effectively employed to support positioning of better-for-you foods and beverages and supply an additional dimension that simultaneously attracts attention and informs consumers. From clean labels to maximizing the value of limited real estate on the panel to package design, this session provides a practical means for marketers to deliver better-for-you messaging directly to the consumer at point of sale. Furthermore, executives showcase the latest packaging technology that provides other consumer benefits such as recyclability, sustainability and green technology which further enhances the better-for-you positioning.
- Selecting packaging that resonates with today’s consumers
- Effective graphics that communicate health benefits
- Integrating consumer insights into the design process
Kaitlin Barton, Director of Communications & Marketing
2:00 CLEAN LABEL MARKETING INITIATIVES TO SATISFY CONSUMER DEMAND
As consumer attitudes towards the health implications of certain foods have evolved over time, marketers have followed suit by working with product development teams to reduce the number of ingredients and update labels to address these trends. Clean labels and associated claims are a marketing response to current consumer desires for natural, simple, and minimally processed foods that food manufacturers both large and small can implement through product reformulations and targeted consumer messaging. Marketing executives will learn what essential descriptors such as simple or fresh need to be included and what elements should be avoided to trigger consumer acceptance of the product.
- Marketing clean labels to support consumer interests in health
- Negative “free from” claims and effect on consumers
- Future marketing claims to address evolving consumer attitudes
Jonathan Walters, Director Sales & Marketing
2:45 COFFEE AND NETWORKING BREAK
3:15 ALL NATURAL CLAIMS: CHALLENGES TO MARKETING
Marketing executives who position products as all natural need to combat consumer confusion and ambiguity gain insights into best practices for marketing successful and dependable all natural products. An update on consumer interpretations provides insight into this complex food category for more effective marketing solutions. Case studies that highlight the issues enable marketers to stay ahead of the ever-changing consumer and legislative perceptions of all natural claims.
- Tailoring all natural claims for the target audience
- Consumer views on inclusion of GMO’s, HFCS and other ingredients
- Case studies on marketing of successful all-natural products
Laura Klibanow, Marketing Director
4:00 CLEAN LABEL MARKETING: A SUCCESS STORY
Marketers will gain insights into a successful company founded on delicious products using 5 or fewer real food ingredients and offering high quality protein to appeal to today’s consumers. In addition, various elements of the marketing mix including third party endorsements are addressed to discover triggers for authenticity and believability. Furthermore, overcoming challenges as a small start-up as well as identifying key success factors provide a window into effectively
marketing healthier foods.
- Understanding the target consumer for healthier options
- Importance of “free from” claims in marketing
- Gaining credibility through testimonials
Peter Spenuzza, CEO
4:45 ADDED SUGARS: MARKETING DIALOG ON LABEL CHANGES PANEL
The addition of added sugars to the nutrition facts panel is intended to help consumers make healthier choices but has caused concern among food and beverage marketers regarding challenges with consumer understanding of the information. Through a panel discussion marketing and association representatives provide perspectives on the consequences for marketing communication, address consumer reactions and behavior and outline strategies to embrace the added sugars declaration. Specific examples of labels with added sugar declarations and associated marketing efforts to endorse the change will provide a framework for a successful transition with consumers.
- Consumer interpretations of added sugars on the label
- Clarifying information to influence consumer choices
- Embracing the change through integrated marketing campaigns
Jaime Scholl, BALDWIN RICHARDSON FOODS
Richard Wegener, FAEGRE BAKER DANIELS LLP
Jack Heffern, Business Development Director, MONK FRUIT CORP.
Laura Klibanow, IMBIBE