THE BRAND INCUBATOR

TRENDS AND DEVELOPMENTS IN FREE FROM

CLAIRE NUTTALL

21ST NOVEMBER, 2018

Tastes just as good

on all levels

Inferiorities in

experience overcome

1.Ironing out the organoleptics

Taste and texture Anomalies in experience Visual Fit with ‘normal’ usages

2.‘Super safe’

Wherever you are Make it obvious, no guesswork All 14 allergens

3. Mass premiumisation

Beyond the basics Upgrading affordably Mainstream food trends, not just free from Inspiration everyday

4. Targeted specific offerings

Kids and teens Nutrition needers Convenience Protein segments

5. Category leading not following

Benefit based creativity Category breakthroughs Technological news Packaging / Format innovation

6. Normalisation over nutrition

Familiarity of taste, visual appeal Price that fits the existing category Formats that are known and appear everyday

7. Naturally nutritious

Living food Gut and digestion friendly Natural at the core Conveniently healthy

8.Free lifestyles Inside and outside Beyond the food Sustainable in every way No waste

9.Ethnic originality

Ethnic free from World ingredients rediscovered Ancestral free from Cultural norms made available to wider groups

10.Time for full integration

THE BRAND INCUBATOR

THANK YOU…

CLAIRE.NUTTALL@THEBRANDINCUBATOR.CO.UK

In summary….

Understanding the changing attitudes of health and wellness-seeking consumers The size of potential health seeking target segments – not so niche these days Aspirations and drivers for healthier behaviours - how they have changed in the past couple of years alone Times of day and key occasions for being healthier The challenge of making the claims you want to make and the risk you take if you mislead A few problems areas yet to be solved via healthy innovation