marketing

Lessons from the kale fairytale

Posted on:
Thursday, August 10th, 2017
Author:
Julian Mellentin

Kale was once the ugly duckling of the vegetable world. But it surprised everyone by blossoming into one of the coolest. After initial success in America, kale has even spread its wings in Europe – you can buy high-protein kale quark in Finland and kale popcorn in France. According to IRI, sales of products with […]

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How do you appeal to health-conscious moms?

Posted on:
Wednesday, July 26th, 2017
Author:
Julian Mellentin

Moms have always been a great force behind the success of food and beverage brands, but now they have become the ultimate gateway consumer for companies aiming at the natural, organic and healthy products segments – especially if they’re first-time parents. Lisa Mabe, founder of GreenPurse, a specialty research and public relations consultancy, says they […]

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Video: Personalisation and lifestyle consumers

Posted on:
Wednesday, May 31st, 2017
Author:
Julian Mellentin

Personalisation (Key Trend 4) is all about consumers taking back control of their diet, and becoming their own experts. As diet and health choices are increasingly seen as a personal matter, we enter another stage in the slow death of the “one size fits all” approach. There are two types of consumers that connect to […]

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