Failures in Functional Foods & Beverages: And what they reveal about success

May 2009

The functional foods market is a complex one. Success with a new product or ingredient is rare. This unique 98-page report examines failures by functional brands and ingredients. It sets out the lessons that can be applied by anyone trying to develop an effective strategy for a brand or trying to commercialise nutrition science and offers concise strategies for reducing the risk of failure.!

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Wennström’s Four Factors of Success A simple tool to innovate healthy brands

May 2009

Wennström’s Four Factors of Success is a unique check-list for new product development and brand analysis that takes the guesswork out of food and health marketing. Developed by brand consultant Peter Wennström, and first used in practice in 1997, this is the first time that this practical, concise and easy-to-follow step-by-step guide has been made available in print.

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Gainomax: How to create an expert brand in sports nutrition

March 2009

Gainomax has shown how a brand can successfully broaden the market for a sports recovery drink, reaching beyond serious “elite” athletes to draw in occasional gym goers and other mainstream consumers while maintaining its loyal following among the elite athletes.

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Cranberries: How Ocean Spray made them the world’s most successful superfruit

September 2008

Cranberries’ rise to success as “the original superfruit” is well-known. Less well-understood is that cranberry sales actually declined for several years. That decline was turned around by a focus on innovative new product development and effective brand communications. This 35 page case study shows how Ocean Spray - and other companies in the cranberry field - have already moved cranberry far beyond simple cranberry cocktail.

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Anlene: What makes the world’s biggest bone health brand so successful?

September 2008

Positioned as “the expert in bone nutrition”, New Zealand dairy giant Fonterra’s Anlene brand is the biggest bone-health brand in the world.

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Trends & Strategies in Weight Management: Ten Key Case Studies

August 2008

How do you successfully create, price, position and market weight management brands? How do you market weight management ingredients when there are over 40 different suppliers fighting for space in this embryonic market? This report provides answers to these questions, taken from real case studies of success and failure.

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Superfruit: new book defines strategy for superfruit success

June 2008

Superfruits are the product of a strategy, not something you find growing on a tree. Superfruits are revolutionising the way consumers relate to fruit and fruit-based products and they’re growing their market fast – from 40%-100% every year. And yet just a handful of fruits have crossed over from commodity status to superfruit stardom. This book provides a checklist for superfruit success.

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Probiotics: Successful Strategies from the Global Marketplace

April 2008

This report is written for anyone trying to develop an effective strategy in the challenging and fast-changing area of probiotics. It sets out the seven steps to creating a successful probiotic brand and describes probiotic strategy both in dairy and emerging new segments such as fruit juice and solid foods.

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10 Factors for Success in Energy Drinks – Europe and the U.S.

February 2008

This report sets out the 10 Factors for Success in Energy Drinks - and shows how they can be applied in other beverage categories.

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The Food and Health Marketing Handbook

2008

This Handbook supplies the missing link in food & health marketing - a practical 'how to' manual for strategy development and brand positioning

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