Branding Healthy Foods: Organic, Functional and Whole Foods

Executive Summary
Definitions
Market drivers and limiters
Branding and packaging
Company profiles
Outlook for healthy foods

Chapter 1 Definitions - Organic, Functional & Whole Foods
Summary
Introduction
Organic standards in Europe and the UK
UKROFS
Organic Farmers and Growers Ltd
The Scottish Organic Producers Association
The Organic Food Federation
Soil Association Certification Limited (SA Cert)
Demeter
The Irish Organic Farmers and Growers Association (IOFGA)
Organic standards outside of the EU
Functional foods in Europe and the US
Whole foods
Mixes of organic, functional and whole foods

Chapter 2 Market Drivers & Limiters
Summary
Introduction
Making health claims
Validity of health claims
Is organic food better for you?
Renée Elliott, Founder, Planet Organic
Dr Richard Harding, Food Standards Agency
Craig Sams, President, Whole Earth Foods and Green & Black’s
Patrick Holford, Institute of Optimum Nutrition
Charlotte Reynolds, Swaddles Green Farm
Professor Philip Stott, University of London
Michael van Straten, Nutritional Consultant, Writer and Broadcaster
Shane Heaton, Natural Health
Carol Charlton, Founder of the Organic Cafe multiples.
Tony Combes, Monsanto
Lizzie Vann and Diane Mulligan, Organix
Is functional food better for you?
Craig Sams, Organic Speaker, Opinion Former and Pioneer
Case study - Tropicana orange juice with added calcium
Case study - Aviva Foods
Suzannah Oliver, Editor, www.healthandnutrition.co.uk
Jane Clark, Nutritional Consultant
Ian Marber, Clinical Nutrition Consultant
Renée J Elliott, Founder, Planet Organic
Are whole foods better for you?
Nick Ibbotson, Food Journalist
Ready to eat, tasty and attractive
Benchmarking taste for soy milk products
Flavour Leadership Criteria
Pricing healthy foods
Legal requirements for healthy foods
Organic foods
Functional foods
Whole foods

Chapter 3 Branding & Packaging
Summary
Introduction
Organic, functional and whole food branding
Traditional branding
Countryside
Quality assurance
Health
Innovative branding
Designer
Wacky
Health
Packaging healthy foods
Industry standard
Functional
Future eco
Digital printing
Marketing healthy foods

Chapter 4 Company Profiles - Key Players & Case Studies
Summary
Introduction
Seeds of Change
Benecol
Marks & Spencer - &More Range
Count On Us
Children’s Everyday Eating
Vegetarian
Organic
Whole Earth Foods
Key players in the organic market
Dairy
Horizon
Prepared groceries and convenience foods
Dried goods
Bakery products
Confectionery
Meat
Baby and toddler
Beverages, herbs and spices
Alcohol

Chapter 5 Survey Results & Conclusions
Summary
Introduction
The survey

Chapter 6 The Outlook for Healthy Foods
Summary
Introduction
Organic foods
Pricing organic food
Private label brands
Organic niche markets
Functional foods
Functional food niche markets
Whole foods

List of figures
Figure 4.1: Possible reasons behind Benecol’s failure to meet original expectations
Figure 5.2: How successful in terms of sales do you believe the next ten years will be globally for healthy foods?
Figure 5.3: Does your company plan to launch a healthy food product within the next year?
Figure 5.4: If your company does plan to launch a new healthy product within the next five years, which of these categories will it fall into? (You may select more than one answer)
Figure 5.5: In which territories would you be most likely to launch a new healthy product or maintain an existing one?
Figure 5.6: How influential are the opinions of nutritionists, scientists and health experts when marketing a healthy product?
Figure 5.7: How important are low priced healthy foods to your customers?
Figure 5.8: In your opinion, which food group is most healthy?
Figure 5.9: In your opinion, which food group is likely to generate the highest and most sustainable profits for a healthy food manufacturer?
Figure 5.10: If you had access to information and technology able to prevent or cure any ailment, which disorder would you target with a new healthy food product?
Figure 5.11: Key 'push’ factors when deciding whether to enter a new healthy food market
Figure 5.12: Key 'pull’ factors whendeciding whether to enter a new healthy food market

List of tables
Table 1.1: Principal ingredients used in nutraceuticals
Table 1.2: Principal ingredients used in nutraceuticals, continued
Table 2.3: Comparison of organic vs non-organic produce
Table 3.4: Numbers of US products bearing nutritional claims 1989-1996
Table 4.5: Benecol products