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THE BRAND INCUBATOR
TRENDS AND DEVELOPMENTS IN FREE FROM
CLAIRE NUTTALL
21ST NOVEMBER, 2018
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Tastes just as good
on all levels
Inferiorities in
experience overcome
1.Ironing out the organoleptics
Taste and texture Anomalies in experience Visual Fit with ‘normal’ usages
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2.‘Super safe’
Wherever you are Make it obvious, no guesswork All 14 allergens
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3. Mass premiumisation
Beyond the basics Upgrading affordably Mainstream food trends, not just free from Inspiration everyday
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4. Targeted specific offerings
Kids and teens Nutrition needers Convenience Protein segments
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5. Category leading not following
Benefit based creativity Category breakthroughs Technological news Packaging / Format innovation
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6. Normalisation over nutrition
Familiarity of taste, visual appeal Price that fits the existing category Formats that are known and appear everyday
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7. Naturally nutritious
Living food Gut and digestion friendly Natural at the core Conveniently healthy
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8.Free lifestyles Inside and outside Beyond the food Sustainable in every way No waste
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9.Ethnic originality
Ethnic free from World ingredients rediscovered Ancestral free from Cultural norms made available to wider groups
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10.Time for full integration
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In summary….
Understanding the changing attitudes of health and wellness-seeking consumers The size of potential health seeking target segments – not so niche these days Aspirations and drivers for healthier behaviours - how they have changed in the past couple of years alone Times of day and key occasions for being healthier The challenge of making the claims you want to make and the risk you take if you mislead A few problems areas yet to be solved via healthy innovation