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Overcoming the Limitations ofAuthorities in Health andWellbeing Dairy MarketingWorld Dairy Conference London,27 January, 2...
Content          Emmi – Who we are          EFSA – Who they are (and what they do)          Recall from this morning:     ...
And you will learn…  …what we feed our vampires in Switzerland.
Who we are Sales 2009                                      CHF 2,619 million (2008: CHF 2,671 million) Net profit 2009    ...
Where we work and liveWorld Dairy Conference 2011, London, Philipp Siebrecht            Page 5
Where we work and liveWorld Dairy Conference 2011, London, Philipp Siebrecht            Page 6
Our vision                Independent and successful in open markets           The most innovative European premium dairy ...
What we aim forVision                                      Independent and internationally successful dairy in           ...
Rise in growth: Sales trends 2002 - 2009    In CHF million    2,750                                                      ...
Broadly based product portfolio: Sales figures 2009                                                           Other produc...
A history full of innovation, to be continued.                                                                            ...
Our 4 brand pillars                       Emmi Swiss Indulgence             Emmi WellbeingWorld Dairy Conference 2011, Lon...
Who deals with EFSA, the European Food Safety Authority?       In the past 12 months,       who of you has heard about,   ...
Who is EFSA and what do they do   European Food Safety Authority      - Risk assessment for EU member states re. food and...
EFSA bringing more clarity into the jungle of health claims       Regulation 1924/2006: Started in December 2006, issued ...
More of Regulation 1924/2006World Dairy Conference 2011, London, Philipp Siebrecht   Page 16
More of Regulation 1924/2006World Dairy Conference 2011, London, Philipp Siebrecht   Page 17
Scroll all the way to Chapter III (Nutrition Claims) and Chapter IV: Health ClaimsWorld Dairy Conference 2011, London, Phi...
Nutritent Profiling and Health Claims – lets take a closer look.       "Health Claims are prohibited unless they are perm...
What was supposed to happen then:       Article 13.1: "Lets confirm existing text book knowledge."       Article 13.5: "...
What really happened: "Send us the claims":  40.000 claim applications were sent to EU Commission and on to EFSA. Sorted...
Results up to know:       3 batches of health claims published so far (Jan. 2011):             Art. 13.1,: 4638 general h...
What do we have to do now?           So far, nothing has changed.           EFSA recommendation needs to be adapted by E...
Health Claims are just one element of your Marketing toolbox.      Most important: have a good health claim on your pack! ...
Age and sex are rather vague consumer clusters and donot sufficiently focus on behavior.        • Weak description of a co...
Know what market you play in – regardless of the health claim     regulation.          Recall from Neal Cavalier-Smiths pr...
Behavior-based consumer typology instead of"female, 40+."   Healers and Disciples                                     Stru...
What kind of claiming in what market segment?  Typical technology stakeholder consumer insight:  "I want it clinicaly prov...
What kind of claiming in what market segment?  Typical technology stakeholder consumer insight:  "I want it clinicaly prov...
What kind of claiming in what market segment?  Typical lifestyle stakeholder consumer insight:  "I have 100 things on mind...
What kind of claiming in what market segment?  Typical mass market consumer insight:  "I dont have a problem.  And besides...
How you can get started: some general advice.    Allow trendy ingredient/substance to imply your function claim:    Guaran...
Summary    Do not get distracted from your Marketing job by the     EFSA-discussion.    Know what market segment you are...
Thank you!Contact details:Philipp Siebrecht+41 79 788 6577Philipp.Siebrecht@emmi.ch
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Wordl Dairy Conference 2011, Emmi Presentation About Health Claim Discussion

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Wordl Dairy Conference 2011, Emmi Presentation About Health Claim Discussion

  1. 1. Overcoming the Limitations ofAuthorities in Health andWellbeing Dairy MarketingWorld Dairy Conference London,27 January, 2011Philipp Siebrecht,Group Brand Manager WellbeingEmmi Switzerland
  2. 2. Content Emmi – Who we are EFSA – Who they are (and what they do) Recall from this morning: Health in Marketing How can you apply it to your brand
  3. 3. And you will learn… …what we feed our vampires in Switzerland.
  4. 4. Who we are Sales 2009 CHF 2,619 million (2008: CHF 2,671 million) Net profit 2009 CHF 75.3 million (2008: CHF 58.7 million) Net profit margin 2.9% (2008: 2.2%) Headcount 3,525 (as at 31 December 2009) (full time equivalents) Volume of milk 904 million kg (2008: 963 million kg) processed in 2009 CEO Urs Riedener (since March 2008)World Dairy Conference 2011, London, Philipp Siebrecht Page 4
  5. 5. Where we work and liveWorld Dairy Conference 2011, London, Philipp Siebrecht Page 5
  6. 6. Where we work and liveWorld Dairy Conference 2011, London, Philipp Siebrecht Page 6
  7. 7. Our vision Independent and successful in open markets The most innovative European premium dairy – consumers favourite choice for real premium Swiss indulgenceWorld Dairy Conference 2011, London, Philipp Siebrecht Page 7
  8. 8. What we aim forVision  Independent and internationally successful dairy in open marketsMarket positioning  The leading Swiss company for cheese and milk products  The leading company for Swiss cheese worldwide  One of the leading premium dairies in EuropeGrowth  2 – 3% (innovations, acquisitions and gains in market share)Profitability  2 – 3% net profit marginShareholders’ equity  Equity ratio of at least 40%World Dairy Conference 2011, London, Philipp Siebrecht Page 8
  9. 9. Rise in growth: Sales trends 2002 - 2009 In CHF million 2,750 2,693 2,619 2,500 2,501 2,335 626 2,250 587 675  2009 slight decline of -1.9% 2,027 509 2,000 1,879 1,926 1,750 444  Switzerland -4.9% 414 447 1,500 1,389  International 7.9% 1,250 256 1,944 1,000 1,914 2,067  Organic -4.4% 1,826 1,583 750 1,465 1,479 1,133 500 250 0 2002 2003 2004 2005 2006 2007 2008 2009 Abroad SwitzerlandWorld Dairy Conference 2011, London, Philipp Siebrecht Page 9
  10. 10. Broadly based product portfolio: Sales figures 2009 Other products and Powder/concentrates services 3.3% (CHF 85 million) 6.4% (CHF 169 million) Dairy products Fresh cheese 28.5% (CHF 746 million) 5.2% (CHF 135 million) Cheese Fresh products 35.1% (CHF 919 million) 21.5% (CHF 564 million)World Dairy Conference 2011, London, Philipp Siebrecht Page 10
  11. 11. A history full of innovation, to be continued. Swiss Müesli GalaAloe Mousse MinicolVera Benecol Création Yoghurt Lucerne Choco Latte Yogodu 20021996 2003 2004 2005 2006 2007 2008 2009 Aktifit Winzer Emmi Caffè Latte Zero Kaltbach Le Gruyère SwissAlp Käse Energy Milk MC Neil Benecol Drink Kaltbach Raclette Mozzarella Emmi Caffè Latte Lassi Luzerner Yogi Drink Tigre 21 World Dairy Conference 2011, London, Philipp Siebrecht Page 11
  12. 12. Our 4 brand pillars Emmi Swiss Indulgence Emmi WellbeingWorld Dairy Conference 2011, London, Philipp Siebrecht Page 12
  13. 13. Who deals with EFSA, the European Food Safety Authority? In the past 12 months, who of you has heard about, worried about or been in contact with EFSA ?World Dairy Conference 2011, London, Philipp Siebrecht Page 13
  14. 14. Who is EFSA and what do they do  European Food Safety Authority - Risk assessment for EU member states re. food and feed. - Provides scientific advice and clear communication on existing and emerging risks. - Exists since 2002.  Important: only risk assessment. Risk management done by European Commission, European Parliament and EU Member States.  „EFSA’s independent scientific advice underpins the European food safety system. Thanks to this system, European consumers are among the best protected and best informed in the world in regards to risks in the food chain.“World Dairy Conference 2011, London, Philipp Siebrecht Page 14
  15. 15. EFSA bringing more clarity into the jungle of health claims  Regulation 1924/2006: Started in December 2006, issued 20.12.06, corrected 10 days later:  Please read quickly:World Dairy Conference 2011, London, Philipp Siebrecht Page 15
  16. 16. More of Regulation 1924/2006World Dairy Conference 2011, London, Philipp Siebrecht Page 16
  17. 17. More of Regulation 1924/2006World Dairy Conference 2011, London, Philipp Siebrecht Page 17
  18. 18. Scroll all the way to Chapter III (Nutrition Claims) and Chapter IV: Health ClaimsWorld Dairy Conference 2011, London, Philipp Siebrecht Page 18
  19. 19. Nutritent Profiling and Health Claims – lets take a closer look.  "Health Claims are prohibited unless they are permitted."  Health Claim may be made if: referring to a nutrient or other substance for - growth, development, functions of the body, psychological or behavioral functions, slimming, reduction of hunger… (so whenever something is happening)  Based on generally accepted scientific evidence and  Understood by the average consumer.  Nutrient profiling: Maximum level of sodium, saturated fats or sugar exceeded  no health claim can be made. Goal: Protect and inform consumers by assuring them - that health claims are backed by science - that they are not made on unhealthy products.World Dairy Conference 2011, London, Philipp Siebrecht Page 19
  20. 20. What was supposed to happen then:  Article 13.1: "Lets confirm existing text book knowledge."  Article 13.5: "Please, send us your request (and substantiation) for a "new" health claim." (Send list to your EU-member state who will send them to us) Deadline: 31.01.2008 EFSA will issue recommendation (within 5 months or 6 at the most). EU commission will adopt a community list of permitted health claims by 31.01.2010 Member states can ask for revision, based on scientific evidence, after consulting with EFSA. Last but not least: EU Commission shall maintain a community list of approved and rejected health claims.  Not covered in Article 13: childrens development and disease risk reduction (covered in Article 14).World Dairy Conference 2011, London, Philipp Siebrecht Page 20
  21. 21. What really happened: "Send us the claims": 40.000 claim applications were sent to EU Commission and on to EFSA. Sorted out, double counts deleted. Net: 4637 health claims Some 2000 health claims too superficial  sent back to EU-Commission in Jan. 2009. Feedback with added info from member states re-submitted Nov. 2009 Last set of 452 health claims submitted in March 2010. Processing of requests takes a bit longer than expected Results issued in batches - Advantage: inform the consumer as quickly as possible about risks. - Dissadvantage: unfair distortion of competition…World Dairy Conference 2011, London, Philipp Siebrecht Page 21
  22. 22. Results up to know:  3 batches of health claims published so far (Jan. 2011): Art. 13.1,: 4638 general health claims were received : 1745 health claims published 355 accepted 1390 rejected Art. 13.5: 45 protected, "new" health claims were received: 27 health claims published 3 accepted 24 rejected Art. 14: 268 children and health risks claims were received: 77 health claims published 21 accepted 56 rejected 2 more batches with 2000+ claims expected for mid 2011World Dairy Conference 2011, London, Philipp Siebrecht Page 22
  23. 23. What do we have to do now?  So far, nothing has changed.  EFSA recommendation needs to be adapted by EU commisson.  EU Commission need to draft legislation  Member states need to put in country law (maybe in 2012)  …and enforce law after transition period (maybe 2nd half of 2012).  Quote from a manager in the health and wellness industry from 2008: "So I guess well just have to wait with our Marketing until 2012." WRONG !World Dairy Conference 2011, London, Philipp Siebrecht Page 23
  24. 24. Health Claims are just one element of your Marketing toolbox. Most important: have a good health claim on your pack!  Target the right consumer in the right way with the right product.  And please, no average consumer!World Dairy Conference 2011, London, Philipp Siebrecht Page 24
  25. 25. Age and sex are rather vague consumer clusters and donot sufficiently focus on behavior. • Weak description of a consumer: female between 16 and 40 with small kids. • Better: Female worker, stressful job, maybe children to cook a dinner for, a husband, constantly looking for ways to make life more convenient for the family but not compromise on health for her loved ones. Has friends over for dinner once per week. Wants to do the grocery shopping on her way home from work… She is most likely a “Manager” • Let’s call this lady Andrea for now.World Dairy Conference 2011, London, Philipp Siebrecht Page 25
  26. 26. Know what market you play in – regardless of the health claim regulation. Recall from Neal Cavalier-Smiths presentation this morning: Source: Wennström/Mellentin: The Food and Health Marketing Handbook www.thehandbook.infoWennstrom’s Four Factors™ and the FourFactors® Brand Analysis system (The three stakeholder curve) ©2010Healthy Marketing Team. Reproduction ONLY by written consent from SimonG@HealthyMarketingTeam.com World Dairy Conference 2011, London, Philipp Siebrecht Page 26
  27. 27. Behavior-based consumer typology instead of"female, 40+." Healers and Disciples Strugglers and Unmotivateds Investors and ManagersHealth Focus® Consumer Segmentation World Dairy Conference 2011, London, Philipp Siebrecht Page 27
  28. 28. What kind of claiming in what market segment? Typical technology stakeholder consumer insight: "I want it clinicaly proven. Show me the results." Advice: Make sure you explain everything in detail. Have your clinical studies ready – in best quality. Use ingredients that really, really, really, have an effect.World Dairy Conference 2011, London, Philipp Siebrecht Page 28
  29. 29. What kind of claiming in what market segment? Typical technology stakeholder consumer insight: "I want it clinicaly proven. Show me the results." Movie from Kaiku Benecol. www.kaiku.esWorld Dairy Conference 2011, London, Philipp Siebrecht Page 29
  30. 30. What kind of claiming in what market segment? Typical lifestyle stakeholder consumer insight: "I have 100 things on mind, need 27 hrs. in the day, not 24. I need quick and healthy solutions that fit into my day and the day of my loved ones." Advice: Pick up what they know already and advance. And only nutrients they are sort of aware of (like omega-3, probiotics, superfruit such as goji or cranberry).World Dairy Conference 2011, London, Philipp Siebrecht Page 30
  31. 31. What kind of claiming in what market segment? Typical mass market consumer insight: "I dont have a problem. And besides, I think health is a matter of luck, anyway" Advice: Highlight what they are already aware of and use nutrient claims. And only nutrients they are aware of (like calcium and vitamins) EFSA: not an issue! Movie from Emmi Energy Milk. www.emmi-energymilk.chWorld Dairy Conference 2011, London, Philipp Siebrecht Page 31
  32. 32. How you can get started: some general advice. Allow trendy ingredient/substance to imply your function claim: Guarana, Goji, Ginseng, Polyphenols and more. Include vitamins/minerals with pre-approved generic claim (possibly alongside more “alternative” ingredients.) Vitamins, Zinc, Calcium, Magnesium, Iron etc… Don’t claim – use official recommendations like Part of your five-a-day, 100% RDA, But avo id "miss and "va lea Recommended by the Swiss Heart Foundation… gue hard ding" claims" Use transitional brands and trademarks (until 2022 if used prior 2005, Art. 27) Slimfast, Aktifit, Muscle-milk, Activia, … Don’t claim an effect – use language and images Yin-yang, zen stones, Running person, Owl etc.Only general advice.Emmi does not take any liabilities. Please consult with your regulatory affaires department for further clarification. World Dairy Conference 2011, London, Philipp Siebrecht Page 32
  33. 33. Summary  Do not get distracted from your Marketing job by the EFSA-discussion.  Know what market segment you are playing in.  Substantiate with data and then be pragmatic – dont wait until 2012.  Above all: be consumer-centric in all you do.World Dairy Conference 2011, London, Philipp Siebrecht Page 33
  34. 34. Thank you!Contact details:Philipp Siebrecht+41 79 788 6577Philipp.Siebrecht@emmi.ch

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