Getting Fortified Foods into Mouths

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"Getting Fortified into the Mouths of the Populations" from the Regional Conference on Micronutrient Fortification of Foods 2013 (10 ~ 11 October 2013 in Bangkok, Thailand)

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Getting Fortified Foods into Mouths

  1. 1. Getting fortified into the mouths of the population. PABLO PERVERSI VP FOODS UNILEVER.
  2. 2. TRENDS OUR WORLD IS CHANGING FASTER THAN EVER BEFORE 2
  3. 3. UNILEVER SUSTAINABLE LIVING PLAN DOUBLE THE BUSINESS HALF THE ENVIRONMENTAL IMPACT.
  4. 4. UNILEVER SUSTAINABLE LIVING PLAN COMMITMENT TO NUTRITION. Commitment to nutrition
  5. 5. NUTRITIONAL COMMITMENT NUTRITION PILLARS Reducing salt levels Reducing saturated fat Improving heart health Reducing trans fat Providing healthy eating information Reducing sugar Improving employee health and nutrition Reducing calories Future challenges
  6. 6. MALNUTRITION AND FORTIFICATION THE BIG PICTURE Number of undernourished will rise to 1.25bn by 2025. Challenge is mainly within D&E 2bn people globally are deficient in a micronutrient. 18mio lives are impaired due to deficiencies. 1.7mio lives are lost every year due to Vitamin A or Iron Our key challenge continues to be to bring solutions that are affordable to the bottom of the pyramids in D&E worlds.
  7. 7. DEMOGRAPHIC PYRAMID UPWARDLY MOBILE CONSUMERS IN SEA. LSM 13+ 5% LSM 10-­12 10% LSM 7 -­9 14% 25% 24% 26% 47% 23% 2011 2020 LSM 4-­6 LSM 1-­3 8% 18% By 2020 there will be 375 million Middle Class Homes By 2020 40 million will have moved to cities and have lost access to their fields
  8. 8. KNORR / CONTINENTAL TASTES GREAT WITH SUSTAINABLE SOURCING. 8
  9. 9. CHANGING HABITS. MAKE HEALTHY THE PREFERRED CHOICE
  10. 10. MICRONUTRIENT FORTIFICATION IN VN. What is the consumer need? looking for new ways to add more nutrition to the food my always child eats Clear Veg Soup with Meat Clear Veg Soup
  11. 11. RIGHT POSITIONING. TRON Contains Shinbone, Tenderloin, & Marrow for TronVi meals VIT A. With Added Vitamin A for delicious & healthy meal
  12. 12. EDUCATE, REVEAL & SHARE Education on Vit A Deficiency Government publications, Nutritionists, Dieticians and Food Bloggers education around Vit A deficiency in Vietnam. Share the Content with content partnerships. REVEAL  NEW  PRODUCT SHARE the SOLUTION Build  awareness  of  product  through   TV,  Visibility  materials  in  stores.   Engage with Consumers to share thier solutions to healthy Tron Vi. Use  Digital  Media  and  social  Media   to  leverage  use  of  Healthy  &   Delicious  Soupy  Recipes. Share their recipes of how to make regular dishes healthy. Support  education  with  Digital.
  13. 13. SUPPORT FROM MINISTRY OF HEALTH & NIN.
  14. 14. ROLE OF COMMUNICATION. Digital PR Social
  15. 15. BLUE BAND: GROWING Insight: Mums want to grow great kids and they do not want to miss an opportunity. Every opportunity is a good opportunity to add nutrition. Mums worry is how to make their kids better. Spreading Cooking Baking
  16. 16. 60% OF KIDS DO NOT HAVE BREAKFAST!
  17. 17. LABELING IS A SOURCE OF EDUCATION. WE ALL NEED TO WORK TOGETHER ON THIS. Energy (GDA) FOP Big 8 5x GDA
  18. 18. CONCLUSIONS The world is changing fast and malnutrition & fortification are key challenges for D&E at the bottom of the pyramid. Top dish approach is a way of achieving fortification targets with high penetration. Communicating this to change consumer behaviour is paramount. It is difficult to do this without behavioural change. The collaboration of all organizations in order to make this change is essential.
  19. 19. THANKS.

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