Wild About Promoting Healthy Eating? - Oldways · 14 Frozen fruit and veggies are just as healthy...
Transcript of Wild About Promoting Healthy Eating? - Oldways · 14 Frozen fruit and veggies are just as healthy...
Wild About Promoting Healthy Eating?
A Shopper Marketing Solution To Increase Frozen Fruit Health Perceptions
Oldways 2013 Supermarket RD Symposium
© 2013 Food and Wellness Group
Set up for Today’s Discussion
• Who is the Food and Wellness Group?
• Our belief in the power of Supermarkets as “the architects of choice”
• A Healthier Shopper Marketing Solution for Frozen Fruits and Veggies
• A Merchandising Tactic To Connect Frozen Fruit To Everyday Health
• Discussion Time
© 2013 Food and Wellness Group
Who is the Food and Wellness Group?
Helping brands, companies and organizations develop, launch, and grow their businesses through Health-Advantaged Marketing™ solutions. We are purposed and passionate about our social responsibility and business partnership role, to positively impact the health and wellness of people and our planet.
Health-Advantaged marketing™
© 2013 Food and Wellness Group
4
!
© 2013 Food and Wellness Group
!
9
“Supermarkets are the architects of choice” -RD’s are their healthy choice advisors-
© 2013 Food and Wellness Group
10
4 Simple Observations That Could Lead Us To A Healthier Place
Healthier Sales. Healthier Customers. Healthier Image.
The Healthy Place Proposition
A Healthier Shopper Marketing Solution for Frozen Fruits and Veggies
© 2013 Food and Wellness Group
11
Eat More Fruits and Veggies for Better Health. The need to increase consumption of fruits and veggies (in all forms) is the urgent consumer dietary guideline message and health prescription. Shoppers are hearing it from all sides.
#1 The Universal Health Message
© 2013 Food and Wellness Group
12
Healthy Fresh Fruits and Veggies are together. Supermarkets do a good job of merchandising fresh produce, in The Produce Department, where colorful, healthful fruits and veggies are displayed together in eye-appealing fashion.
#2 Fresh Fruits and Veggies are… “So Happy Together”
© 2013 Food and Wellness Group
13
#3 Frozen Fruits and Veggies are… “Strangers in the Night”
In the Frozen Department, the equally healthy and more convenient form of produce, frozen fruit and frozen vegetables are generally
merchandised separately.
Veggies There Fruit Here
© 2013 Food and Wellness Group
14
Frozen fruit and veggies are just as healthy as fresh.Yet Frozen Fruits are located in the Dessert or Topping section with whipped topping and
pie shells, not categories that inherently support the perception of frozen fruit as a healthy dietary choice for daily use.
Toppings/Fruit/Desserts
#4 Where’s the frozen fruit? “Looking for love in all the wrong places”
Nutritional Score - Nuval
© 2013 Food and Wellness Group
15
The Healthy and Convenient Frozen Produce Section To capitalize on the health and wellness trend, specifically the emphasis on eating more fruits and veggies, and to leverage the positive health perception of frozen fruits and veggies, a new section that includes both frozen fruits and veggies should be created and “shopper marketed” under a health and convenience solutions banner.
The Healthy Place Proposition “Reunited and it feels so good”
© 2013 Food and Wellness Group
16
Concept Sketch #1
The Healthy Place Proposition
© 2013 Food and Wellness Group
17 CONFIDENTIAL: To be shared with Dole customers only
Concept Sketch #2
The Healthy Place Proposition
© 2013 Food and Wellness Group
18 CONFIDENTIAL: To be shared with Dole customers only
Concept Sketch #3
The Healthy Place Proposition
© 2013 Food and Wellness Group
The Future: Health and Convenience Driven Shopper Marketing © 2013 Food and Wellness Group
20
Encourage More Shoppers to Visit Your Convenient Healthy Place
How Do You Cross Sell Milk and Frozen Fruit?
Connect Frozen Fruit To Everyday Health
The Health Connection Proposition
© 2013 Food and Wellness Group
High Awareness of Calcium, Vitamin D and Antioxidants
Berries Are Hot!
Wild Blueberries Are Really Hot! Recognized For Antioxidant & Health Leadership
Dianne Sawyer on Brain Health
Martha on the Power of Blue
© 2013 Food and Wellness Group
Dr. Mary Ann Lila on Dr Oz. Cancer Protection from the
“Wild”
Champions of Frozen Berry Health
© 2013 Food and Wellness Group
Supporters of Healthy Research
© 2013 Food and Wellness Group
The Frozen Berry Friends of FNCE
© 2013 Food and Wellness Group
The Health Connection Proposition
Making Everyday Health, Taste, Convenience Connections i.e Vitamin D & Calcium + Antioxidants= Smoothie Health
© 2013 Food and Wellness Group
Connecting The Milk Case
© 2013 Food and Wellness Group
To The Freezer Case
© 2013 Food and Wellness Group
Let’s work together and make sure… Supermarkets can be the architects of HEALTHY choice
Discussion Time!
“Supermarkets are the architects of choice”
© 2013 Food and Wellness Group