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On Wednesday 15th February, 2012 Neal Cavalier-Smith teamed up with Phillip Siebrecht, Group Brand Manager Wellbeing from the Emmi Group to discuss Capitalising on “Soft Claims” in the Dairy Sector at the FoodNews® Dairy NPD Conference.
Even though the dust is beginning to settle in the wake of EFSA regulation, Health Claim implications on marketing strategy continues to be much talked about in the food industry.
As Neal observed in his presentation, one very large dairy success story has been the $700m growth of sales from US Greek yogurt company Chobani – a success acquired without using a health claim!
This gives us heart that there is more to marketing milk than what you can pour into it! Below is a link to download Neal’s presentation and to view it on slide share.