Peter Wennstrom presented alongside Kirsten Brandt from University of Newcastle, Isabelle Schaller from Kraft and Christophe Ripoll from Naturalpha on Which Strategies to Run your Business with or without a claim? The session was a part of the NutrEvent Conference hosted by the EBD Group on 16 June 2011 in Lille, France.

1. How to communicate health benefits
without a claim
Peter Wennström
President & Expert Consultant
Healthy Marketing Team
Peter@HealthyMarketingTeam.com

2. Who are we?
Experts in helping brands respond to changing attitudes in
nutrition, health and wellness.
We work around the globe (25 countries in 2010)
Specialise in brand positioning and product innovation / renovation
in food, ingredients, supplements and OTC pharmaceuticals.
Peter Wennström author of FourFactors of Success
Peter Wennström The Four FactorsTM Brand Analysis System Food & Health
Marketing Handbook

3. What we do:
Better targeted brands, faster to market!
(and optimise effort and investment)
We can improve your By getting the And then make
performance! fundamentals right! sure you stay on
target!

4. Ingredients? Products? Benefits? Consumer?
Categories?
A claim is just one of many factors…

5. Introduction to the FourFactors®
Wennström's Four Factors of Success
©2011 Healthy Marketing Team

6. What is scary about this…
The six second, six centimeter
rule…
The decision whether to pick your
product or move the hand 6cm to
a competitor may be the result of
just a six-second evaluation!
Every shopper stands in front of
the shelf making a complex mental
calculation with everything she
knows about the product…
…the secret is to know what makes
up her calculation.

7. Is this right?

8. This can’t be right?

9. This is not right.

10. Getting it right!

11. The value chain starts IN THE MIND OF
THE CONSUMER at point of purchase
Who needs Understand
the product? the benefit?
Accept the Trust the
ingredient? brand?

12. Motivation vs Permission
Consumers are motivated by
needs and benefits
Ingredients and brands provide
permission to buy

13. Your consumer has many reasons to reject

14. The FourFactors ® tools will help you ask
the right questions.

15. Remember Popeye …

16. Factor 2:
Accept the Ingredient
Haagen-Dazs took the confusion out of their ingredient list by making it very
simple. In a time where the consumer is overwhelmed with added
ingredients, fortification and health claims, they capitalised on trends like
‘less is more’, ‘free-from’ and ‘back to basics’ to launch a product that was
very easy for the consumer to understand and accept.

17. Factor 3:
Understand the Benefit
Activia targeted constipation and digestive irregularity. They have a product
where you are able to FEEL the benefit and were able to communicate that
through demonstration. They did this through imagery in the form of a
slimed waist and yellow arrow. They also conducted a “two week challenge”
to test the ‘felt’ benefit.

18. Factor 4:
Trust the Brand
All Four Factors need to be aligned to increase your chances of success. The
consumer trusts the Coca-Cola brand to deliver them pleasure…

19. But does the consumer trust the brand to
deliver them health…?
No! The Coca-Cola Light Plus product was withdrawn from the market after a
year.

20. Thank You
Strategic Direction in Health and Wellness
Peter Wennström
President & Expert Consultant
www.Healthy Marketing Team.com
Peter@HealthyMarketingTeam.com