The new regulatory context in Europe related to food communication is restrictive but is also an opportunity for industrials to rethink their communication strategies or innovate differently. When nutrition or health claims are not enough, alternative strategies have to be developed. Different aspects can convey health messages: the ingredient itself, but also the product’s environment, the brand image, the institutional commitment to nutrition, or the use of emotional claims¨, consisting in focusing on imagination and emotions in order to suggest a health message. Scientific studies are also an important and impacting way to highlight a product’s benefits, especially when communicating to healthcare professionals or industrials. So then there are multiple axes of differentiation that leave space to creativity, making of the regulatory constraints a springboard to boost innovations.
Who Should Attend and why
Who - Marketing managers, general managers, R&D managers in the following industries: food, nutraceutical ingredients, nutritional supplements.
Why - Because regulation is a key driver and decision makers need to be informed about solutions to go on with innovation and communication in nutrition.