Educate yourself on nutritional labelling on food products

1. Jenny Loi
May Wee
Chew Mei Fang

2. Food Product Category
Spreads

3. Target Age Group
Middle Aged Adults
• Age 50-69
• Males and Females
• Responsible for purchasing own food
• Mostly literate and educated
• Declining physical activity

4. Target Age Group
Middle Aged Adults
• High blood cholesterol
• Cardiovascular diseases; Coronary heart disease
• Diabetes mellitus
• Osteoporosis (females especially)
• Hypertension
• Cancers

5. Target Age Group
Middle Aged Adults
• Control calories intake
• Restrict total fat intake to less than 30% of total
energy intake
• Restrict saturated fat intake to less than 1/3 of total
fat intake
•Restrict sodium to less than 1500mg per day

6. Product Category: Nutrition by Stealth
Margarine
Omega-3 Fatty Acids
• Made from canola oil (omega-3 source)
• Reduced fat
• Reduced salt
• Fortified with fish oils (omega-3 source)
• Lemon flavoured

7. Product Category: Nutrition by Stealth
Health Benefits
• Studies have shown omega-3 fatty acids helps to:
• Lower blood pressure
• Lower blood cholesterol / LDL
• Maintain good heart health
• Plant oils (canola oil) contain -3 in the form of α-linolenic acid (converted to DHA
and EPA in the body)
• Fish oil contain omega-3 in the form of DHA and EPA
• Studies shown that DHA and EPA have better beneficial effects to heart health

8. Product Category: Nutrition by Stealth
Reasons for Stealth:
• Omega-3 perceived to impart fishy smell/taste in foods
• Plant sources of omega-3 i.e. canola oil do not have fishy smell
• Proposed to add fish oil to existing margarines
• Lemon flavour added to eliminate fishy taste of fish oil
• Proposed to add fish oil to existing margarines
Disadvantages of Stealth Nutrition:
• Consumers who are looking for such benefits in product
would not be informed

9. Product Category: Nutrition by Stealth
Marketing Strategies
• Healthier Choice Symbol
• Nutrient claims
•“Cholesterol free”
•“Trans fat free”
•“Reduced fat”
•“Lower in sodium”
• Nutrient function claim
• “Omega 3 helps to maintain good heart health. This product is a good
source of omega 3”
• Should be approved claim, as it is established

10. Product Category: Nutrition by Stealth
Marketing Strategies
1. “With a tinge of lemon freshness”
 Link to refreshing taste of the margarine
 Associate as starting the day fresh, with a refreshing
margarine as breakfast
2. Slogan – “Goodness of fat”
 Bring forward the idea that the margarine contains some
goodness and may be beneficial for health
 Highlights the benefits of adding fish oil
3. Premium product
 Addition of fish oils increases the cost of raw materials and
thus selling price of product
Marketed as premium gives the impression as exceptional
quality
 Consumers more willing to pay higher price for it

11. Product Category: Altered Levels of
Macronutrients/Essential Micronutrients
Margarine
Health Benefits
• Prevents oxidation of
LDL-cholesterol
• Prevents oxidation of
cells and/or lipids
• Reduces risk of cancers
• Increase selenium
intake in countries with
selenium-poor soil
Vitamin C
Vitamin E
Selenium

12. Product Category: Altered Levels of
Macronutrients/Essential Micronutrients
Advantages over Similar Products
• Typical margarine is reduced in fat, cholesterol, trans fat, sodium
• Can be improved by both reducing and increasing other nutrients at the same time
• Combination of anti-oxidants
• Synergistic effects among vitamin C, E and Selenium

13. Product Category: Altered Levels of
Macronutrients/Essential Micronutrients
Marketing Strategies
O3
1. Triple-Antioxidant Logo
“Combination of Antioxidants:
Works in synergy and harmony in
combating harmful radicals in your body”
 Similar to Actigen-E concept in Milo
“Acts as a slow-release agent,
promoting the optimal release of
energy from the carbohydrates,
proteins and fats in foods”

14. Product Category: Altered Levels of
Macronutrients/Essential Micronutrients
Marketing Strategies
2. Education and Sampling Activities at Supermarkets
• Promoter to increase sales of products as well as educate consumers
• Briefly let target age group know the functions and benefits of antioxidants
• Most consumers only know that antioxidants are good but not why
• Sampling of product to prove that fortification does not affect taste

15. Product Category: Functional Ingredients
Strawberry
Jam
Cranberries
(Flavonoids)
Health Benefits
• High amount of Flavonoids in
Cranberry
• Flavonoids present in Strawberry
• Source of antioxidants
• Studies proved that Cranberries
and Flavonoids help in lower risk of
CVD
• Cranberry contains Polyphenols
• Flavonoids and Phenolic Acids
• Flavonoids: Quercetin,
Kaempferol and Myristin

16. Product Category: Functional Ingredients
How Flavonoids Work:
• Flavonoids inhibit the oxidation modification of LDLs
 By Inhibiting the LDL hydroxylation or preventing oxidation of
the α-tocopehrol in Lipoprotein
• Blocking LDL oxidation may decrease the formation of atherosclerotic
plaques and reduce arterial stiffness
• Lower risk of CVD

17. Product Category: Functional Ingredients
How Flavonoids Work:
•Flavonoids inhibit oxidation of LDL-C and reduce the thrombotic
tendencies
•Lower cholesterol level
•Treatment of hypercholesterolemia
•Flavonoids inhibit the PDE that destroys the cAMP
•Inhibition result in increasing flow of water from blood into the
tubular cell - escape into the urine
•Removal of water lowers the blood pressure - lowers hypertension

18. Product Category: Functional Ingredients
Marketing Strategies
Increasing consumer awareness of flavonoids is important
 Free samples given out by promoter
 Attract consumer attention and then introduce them
with the benefits of flavonoids or antioxidant
 Advertising
 Leaflets or Flyers

19. Conclusion
• Although a great partner, health benefits need not always require
intensive marketing
• Encourage consumers to still eat a variety of foods and maintain active
lifestyle , and not to depend on any particular food even if it has
additional health benefits
• Omega-3 fatty acid (nutrition by stealth) is chosen as priority product
Main health concern is hyperlipidemia, and omega-3 FA are
presumably more effective than antioxidants
Least conflicts with legislation

20. Questions and Answers
Thank You!