1. The Four Key Success Factors for
Successfully Marketing Natural
Antioxidants
Peter Wennstrom
President HealthyMarketingTeam

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 and supplements.
We are global implementation partners to HealthFocus
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. 3 Common questions when you re entering the
Health and Wellness market
Brand New
1. How to create and launch the right new idea?
Brand Direction
1. How to choose Where to Play in the category?
Brand Rescue
1. How to deal with a failing brand

5. And one common first step:
HealthCheck your brand
1. How to critically diagnose how your brand
is doing in Health and Wellness

6. The Four Key Success Factors for
Successfully Marketing Natural
Antioxidants

7. Tell you what I will tell you
Understanding how the right food and beverage
category can help you promote the benefits of
antioxidants
Learning how to communicate the health benefit
with or without health claims
Escaping antioxidant and moving towards the
superfood tag is this the best approach?
Trusting the brand securing the consumers trust in
the brand going forward

8. The Four Key Success Factors for
Successfully Marketing Natural
Antioxidants

9. Need the product
MileHigh an exceptional antioxidant drink for
high flyers
MileHigh is the UK s only exceptional antioxidant
drink made with red grapes, cherries, aloe vera
and ginger. It was developed by Stuart Roberts and
Richard Hammond as a result of their joint interest
in flying. Richard had worked in aviation for 15
years and Stuart, was a professional nutritionist.
Stuart believed that he could apply his health and
fitness expertise to creating a drink that would
improve general wellbeing for all life styles and life
stages from pregnancy to ageing to recovering
from a stressful journey.
Richard and his cabin crew colleagues put the
drink through its paces and received an
overwhelmingly positive response.
The drink was launched as Mile High in 2008.

10. Need the product
Trust the brand?
The drink was launched as Mile High in
2008 but re-branded in 2010 following
consumer feedback that the name was
limiting its potential and acceptance as a
mainstream, everyday, lifestyle drink.

11. Need the product
Trust the brand
UK . September 2008 UK . 2010
A drink that would improve general Re-branded following consumer feedback
wellbeing for all life styles and life stages that the name was limiting its potential
from pregnancy to ageing to recovering and acceptance as a mainstream,
from a stressful journey. everyday, lifestyle drink.
WHY WAS THAT POSSIBLE?

12. Understand the benefit
Accept the ingredients?

13. Antioxidants and consumers:
Awareness, interest and trends

14. Antioxidant-rich foods - increasing
awareness and interest

16. Antioxidant Benefit supported by other
categories

17. Antioxidant ingredient communicated by
other food categories

18. Then next thing that happens is that we start to
see signs that connects to antioxidants
in mass market categories
Lipton: Tea Flavanoids
Responding to regulation
You will see the Tea Goodness seal on many
LIPTON® Tea packages. The Tea Goodness seal
signals that the tea contains "a specific level
of" tea flavonoids. You can find the flavonoid
content per serving on all packages with the
Tea Goodness seal.
* Tea is not a substitute for fruits or
vegetables, which provide a wide range of
nutrients such as vitamins and minerals.
Please consult your doctor regarding a
diet/nutritional plan that is right for you.

19. a product with caffeine immediately delivery
antioxidant benefits without even saying it

20. So antioxidants are good for me
where can I get one?

21. Drinking a 250ml bottle of AOk every day is a
quick, easy and delicious way to ensure that you
supplement your daily antioxidant needs.
AOk Drinks are designed to help you take control of your health and wellbeing. Small
changes to your diet and lifestyle each day will help you to feel and look better.
Drinking just one 250ml bottle of AOk provides the recommended daily amount of
antioxidants, which have a major impact on our wellbeing and are vitally important in
maintaining optimum health, helping to render free radicals harmless to the body.

22. Understand the benefit
Need the product
Trust the brand
Accept the ingredients

23. Antioxidants and superfruits

24. When is a
fruit a
Superfruit?

25. When it s full of antioxidants..

26. Superfruits are
supported by
science
Reference:
Mellentin J & Crawford K,
How to create and market
superfruit, (In Press)

27. And written about everywhere!

28. Hard to see the wood
for the trees??

29. Antioxidants and superfruits in a
strategic perspective

30. Understand where you are playing in
health and wellness
The market for any health and wellness benefit is developed in
three stages. Each stage is a playing field with its own set of
rules. Your need for a Health Claim will depend on where you play.
©2010 Healthy Marketing Team Four Factors® Brand Analysis system
The life cycle of health is introduced in the Food & Health Marketing Handbook by Wennström and
Mellentin and commercially applied by the Healthy Marketing Team

31. How to position antioxidants and
superfruits in the market place?

32. Stage 1: The technology/medical stakeholders.
They need the health benefit. They have a real
problem.
Cholesterol
Consumer belief:
Antioxidants prevent cancer
Antioxidants prevents CVD
Is the concept accepted by the
medical community?
MASS MARKET
STAKEHOLDERS
©2010 Healthy Marketing Team Four Factors® Brand Analysis system

33. 2. The Lifestyle stakeholders.
These are the early adopters and they want new
benefits with a fit to their beliefs
Extremely interested:
Antioxidants 19%
Superfruits 14%
Is the concept liked by
trendsetters and key opinion leaders?
©2010 Healthy Marketing Team Four Factors® Brand Analysis system

34. 3. The Massmarket stakeholders just want tasty
and healthy everyday foods that they understand.
Awareness:
Antioxidants 83%
Increase #1:
25%
Is the concept understood
and accepted by
everyone?
©2010 Healthy Marketing Team Four Factors® Brand Analysis system

35. Three playing fields for antioxidants and
the benefits of fruit and vegetables
As a functional As a superfood As food
ingredient
I need to prevent I want to live I am normal. Five servings of fruit a day are good
or cure disease. healthy for you
©2010 Healthy Marketing Team Four Factors® Brand Analysis system

36. Three stakeholders,
three strategic platforms giving direction
to innovation, marketing and
communication:
Technology (Medical) benefits :
Problem-solution, scientific proof, real need, education
Lifestyle benefits:
Led by trends and new beliefs, about
being first, better, authentic etc
Mass (Standard) benefits:
Led by normality just doing the
normal/right thing, everyone knows
The FourFactors ® Brand Analysis System

37. Superfruit strategic summary:
1. The new , fast-growing superfruits are all in the lifestyle area.
2. Even established niche fruits are building a health and nutrition platform in this
area.
3. They are niche products that sell in low volumes but command premium prices.
4. Lifestyle consumers willingly embrace health messages about these new fruits.
SUPERFRUITS FRUITS
TIME

38. Superfruit : Marketing strategy
Fruit + convenience + strong brand differentiation + lifestyle benefits
+ health benefit = premium pricing
SUPERFRUITS FRUITS
TIME

39. Need the product
Understand the benefit
The right food and
beverage category Communicate the health
can help you promote benefit without health
the benefits of claims
antioxidants
Trust the brand
Accept the ingredients Trusting the brand
Antioxidants are securing the
closely linked to consumers trust in
superfruits the brand going
forward

40. Our Blog
www.HealthyMarketingTeam.com

41. Thank you!
For more information:
www.healthymarketingteam.com
peter@healthymarketingteam.com

42. Global experts in health and wellness marketing.
In 2010 alone supporting our clients on the ground in 25
countries. Combining expertise and experience we help
them to understand:
What is happening?
Global consumer trends and data
Global market and category development
Why is it happening?
Consumer drivers and true motivations
Product success and failures explained
How to make it happen for your brands?
Category direction/Innovation pipeline
Brand Acceleration
Concept Development
Brand Development
Brand Management