The document discusses how brands can apply a brand-led health claims strategy in light of EFSA's negative rulings on health claims. It notes that EFSA's rulings have made companies realize they have neglected their most important asset - their brand. It recommends understanding where the brand fits in the health and wellness landscape, and which type of stakeholders it can target, in order to determine the right health claims strategy without undermining the brand.

1. Discover the risk of letting EFSA run your business – and the reward of listening to consumers. How to apply a brand led health claims strategy. Peter Wennström President& Expert consultant HealthClaims Conference Brussels 1 December 2010 Consumer data is ©Health Focus International Allother content including Wennstrom’s Four Factors™ and the FourFactors® Brand Analysis system (The three- stakeholder curve) ©2010 Healthy Marketing Team Reproduction ONLY by written consent from SimonG@HealthyMarketingTeam.com

2. “ With EFSA’s negative ruling on health claims, is your business going down?” Question to HMT from UK Journalist

4. 1.The disconnect between health claims and consumers 2. The clash between basic communication rules and health claims 3. The impact on research, development and innovation. 5. The way forward for your brand – with or without health claims How to apply a brand led health claims strategy

5. 1. The disconnect between health claims and consumers

6. Meet your consumer who…

7. Meet your consumer who… … doesn’t care about you!

9. “ I’m often confused about what to eat in order to stay healthy” All data ©2010 Health Focus International – reproduction prohibited 2010 data now available from Health Focus® Contact Sam@HealthyMarketingTeam.com FRANCE 2008: 33% One third of consumers are confused about how to eat healthier 2000 2003 2005 2008 Germany 24% 24% 20% 23% Netherlands 28% 13% 21% 13% France 26% 35% 40% 33% UK 34% 31% 27% 18%

10. And you are not making it easier for them..

11. I’m tired of experts telling me what is good for me… All data ©2010 Health Focus International – reproduction prohibited 2010 data available from Health Focus® Contact Sam@HealthyMarketingTeam.com UK 2008: 50% Half of consumers are tired of experts! 2000 2003 2005 2008 Germany 38% 37% 35% 49% Netherlands 43% 45% 45% 51% France 43% 43% 45% 39% UK 46% 49% 55% 53%

12. I don’t believe you! Don´t tell me what is good for me… Almost half of consumers distrust claims! All data ©2010 Health Focus International – reproduction prohibited 2010 data now available from Health Focus® Contact Sam@HealthyMarketingTeam.com UK 2008: 48% Strong agree / agree UK 2008 Germany 2008 France 2008 Netherlands 2008 Poland 2008 I don’t believe many of the health claims made on food packages 48% 44% 43% 42% 52%

13. So how can you communicate successfully to a consumer who doesn´t care, doesn´t trust, doesn´t undestand and most of all doesn´t have time to listen to you?

14. “ There is already too much to chose from”

15. 2. The clash between basic communication rules and health claims

16. Why your brand is your most important asset. Because first impressions last…

18. Your brand is the ‘space’ you occupy in the mind of the consumer That space is your starting point!

19. Brand stems from the Nordic word ”Brander” meaning to burn a mark.

20. 3. The impact on research, development and innovation

23. And this was also good news Great taste with no nasties..

24. But this was not what you nor anybody else expected from Coke..so it failed. If you want vitamins and minerals there are other more trusted choices… like Vitamin Water eg.

25. 5. The way forward for your brand – with or without claims. And the impact on research, development and innovation

26. “ ” Hard to see the wood for the trees??

28. Stage 1: The technology/medical stakeholders. They need the health benefit. They have a real problem. MASS MARKET STAKEHOLDERS Cholesterol ©2010 Healthy Marketing Team – Four Factors® Brand Analysis system Is the concept accepted by the medical community?

29. 2. The Lifestyle stakeholders. These are the early adopters and they want new benefits with a fit to their beliefs ©2010 Healthy Marketing Team – Four Factors® Brand Analysis system Is the concept liked by trendsetters and key opinion leaders?

30. 3. The Massmarket stakeholders just want tasty and healthy everyday foods that they understand. ©2010 Healthy Marketing Team – Four Factors® Brand Analysis system Is the concept understood and accepted by everyone?

34. Experts in helping brands respond to changing attitudes in nutrition, health and wellness. We work around the globe (25 countries in 2009) Specialise in brand positioning and product innovation / renovation in food, ingredients and pharmaceuticals. We are global implementation partners to HealthFocus Peter Wennstr ö m The Four Factors TM Brand Analysis System Food & Health Marketing Handbook Who are we?

35. What we do: Better targeted brands, faster to market! (and optimise effort and investment) We can improve your performance! And then make sure you stay on target! By getting the fundamentals right!

39. Our Blog… www.HealthyMarketingTeam.com