Whether it is immune support with digestive benefits in a breakfast cereal, an energy boost in a drink or snack for the afternoon, or improved relaxation for the evening, consumers are looking for new solutions to their health concerns. When communicating these benefits to consumers, however, companies must be wary of regulatory limitations as well as of the level of knowledge and understanding consumers have of specific ingredients and their health benefits. As proven by the EIT Food project ‘Developing a Digital Toolkit to Enhance the Communication of Scientific Health Claims’, consumers in Europe not only have difficulties in understanding the approved list of health claims, but also do not trust the scientific language being used.
During this panel discussion, our experts uncover how best to communicate health benefits to consumers, the type of information they are seeking and where they are looking for it, as well as how to phrase marketing communication properly, taking linguistic and cultural differences within Europe into consideration.
Prof. Rodney Jones, Professor of Sociolinguistics, University of Reading
Prof. Rodney Jones is a linguist interested in health communication. He is the Principal Investigator on the EIT Funded Project: Health Claims Unpacked: Developing a digital toolkit to enhance the communication of scientific health claims.
Izabela Tańska, Food Law Advisor, CEO, IGI Food Consulting
Izabela is a Food Law Advisor with 20 years of experience interpreting and applying food law specializing in food labelling and advertising. She is the founder and lecturer at the Summer School of Food Law. Izabela carries out consulting and training projects in close cooperation with inspections, research institutes and industry organizations. Author of over 50 publications on food law and co-author of the book "Nutraceutical and Functional Food Regulations in the United States and around the World", 2019. She promotes healthy eating habits, especially among her four children.
Mike Hughes, Head of Research and Insight, FMCG Gurus
Mike Hughes is Head of Research and Insight at FMCG Gurus and has over thirteen years’ experience of analyzing consumer attitudes and behaviours across the food, drink and nutritional supplement sectors.
Aurore de Monclin, Managing Partner, The Healthy Marketing Team
With over 15 years of experience in healthy marketing, and having worked in more than 20 countries from US to Kazakhstan, Aurore de Monclin leads brand positioning and innovation projects for medical nutrition, food, beverage and ingredient clients. She brings a global perspective and practical expertise on how to understand customers’ health needs and develop better targeted brands, faster to market.