NOW AVAILABLE in PDF ONLY

How to bring science to foods and beverages

Commercialising Innovation: The Food & Health Marketing Handbook, published by New Nutrition Business, provides a strategic summary of the last ten years of functional foods.

The Food & Health Marketing handbook identifies the success factors:
- the five strategies to enter the market
- the four factors for successful brand positioning

And introduces the Functional Foods Marketing Model illustrated with 20 fully analysed case studies. And when you buy the Handbook you will be entitled to a new case study free online at www.thehandbook.info

In a competitive world how do you take your technology to market so that it’s your product that wins at the point of purchase? This Handbook tells you how to get the best out of the science and the health benefits of your ingredients or products. It uses a wealth of detailed case studies, market data and consumer research to help you create success.

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The Handbook presents several proven practical tools:
The Hi-Tech, Hi-Touch, Science Push or Consumer Pull model
The Functional Foods Marketing Model
The Five Strategies
The Four Factors of Success

Used together they enable you to:
Develop your strategy
Identify your target consumer groups Pages from The Food and Health Marketing Handbook
Develop the best-possible positioning for your brand
Develop an integrated communications strategy

Printed in full colour, The Food & Health Marketing Handbook includes:
Twenty-two detailed case studies with a new case study available online every month!
Fifty charts, figures and tables in full colour
Over 60 full colour illustrations of products and advertisements
A summary of the key points at the end of each chapter.

To read a review of the handbook click here (750Kb PDF format)

Case Studies included in The Food & Health Marketing Handbook
	Case study 1 Cholesterol-lowering spreads, the U.K. and Finnish experiences compared
	Case study 2 Yakult – A Japanese company launches Europe’s ‘battle of the little bottles’
	Case study 3 Danone Actimel - Creating a new category in Europe
	Case study 4 General Mills whole grain heart health success
	Case study 5 Tropicana - Leveraging the healthiness of orange juice – and substituting for milk
	Case study 6 Lycopene and five-a-day the Heinz way - A Global Study
	Case study 7 Silk - Creating a new category in soy milk
	Case study 8 Gatorade - Sports drinks come of age
	Case study 9 Red Bull – Taking the mainstream market by the horns
	Case study 10 Emmi Energy Milk, a Swiss success story
	Case study 11 Novartis’ Aviva: A failed leap into the mainstream
	Case study 12 Danone Activ U.K. – adding bone health to expand the water market
	Case study 13 Marks & Spencer - Own Label comes to functional foods
	Case study 14 Sainsbury’s shows the Way to five
	Case study 15 Innocent Drinks - Success in health convenience
	Case study 16 Up & Go - Inventing liquid breakfast in Australia
	Case study 17 De Winkel - Giving an old brand new life in New Zealand
	Case study 18 Perrier - Leveraging hidden brand values and new ingredients to revitalise an old brand
	Case study 19 Japan - Near water, a new category in functional drinks
	Case study 20 Adams Bodysmarts – Pfizer’s functional confectionery flop

Not only do you get these 20 detailed case studies by you will be sent a password giving you access to a website where you can download a ten additional case studies in PDF keeping you up-do-date with the latest developments.

Since publication new case studies have been uploaded to the website and are waiting for you to download.
	Case study 21 Revitalising an old nutritional brand through the power of consumer pull
	Case study 22 Lowering Finland’s blood pressure
	Case study 23 Marketing a healthy lifestyle
	Case study 24 Using new process technology to leverage oats nutritional assets into a new category of foods
	Case study 25 Leveraging milk’s nutritional assets in Finland and the UK
	Case study 26 Orchard Maid: Innovation in science and packaging creates an on-the-go product with retailer appeal
	Case study 27 CalciYum: Health and indulgence for kids down-under
	Case study 28 Naked ambition

‘This handbook appeals to us as a tool for a number of reasons... it has been written as a practical, hands-on, ‘how to’ guide... based on real-world observations of what real companies are doing. Its authors, Julian Mellentin, and Peter Wennström, are two of the world’s leading analysts of the nutritional business. They have written this handbook... to present to you the success models and analysis tools that will help you successfully:

choose strategy
position your brands and
predict the future development of your category’

Jacquelyn Paul, General Manager Nutritional Centre of Expertise, Tetra Pak International

NOW AVAILABLE in PDF ONLY

Ordering Information

ONLY US$185/EUR150/GBP100/A$240/ NZ$250

To order simply email orders@new-nutrition.com or Clare.Laker@new-nutrition.com

Or download an orderform below:

CLICK HERE TO ORDER THE HANDBOOK - using Adobe Acrobat Reader which you can download for free

Please complete the form and either Fax it or mail it to the address shown on the form.

If you have any difficulties with these procedures please email: Miranda.Mills@new-nutrition.com

If you requre any further information please contact: Clare.Laker@new-nutrition.com

Publication of The Food and Helath Marketing Handbook has been made possible by the sponsorship of Tetra Pak