Breaking the Mold: From Indulgent to Healthful

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Breaking the Mold From Indulgent to Healthful
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Lets Look at How We Might Do This!

• What is a Model for Strategic Thinking?
• What about the Past/Present?
• What about the Future?

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Consumer-Business-Technology Model

• Strategic Fit
• Brand/Marketing Fit
• Sales/Channel Fit

• Need
• Credibility
• Price/Value

• Science/Research Base
• Capability to Execute
• Cost Effectiveness

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Some Past Learnings

• TASTE MATTERS---dont design products ONLY to
  meet a fad/trendlow/no fat, sugar free, etc.
• Success requires great taste!!
• PRODUCTS WILL BE SHORT-LIVED UNLESS THEY TASTE
  GOOD!
• TASTE WILL NOT BE COMPROMISED!!!

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Indulgence Can Shift to Healthy!The Consumer
will Lead the change!

• Dining out was initially only indulgent but now
  healthy menu options are available meeting the
  consumer need
• Fast food has moved to add healthy options and
  portion sizes
• Portion sizes are changing to become more in line
  with healthy diets

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The Paradigm Is Shifting!

• Research (Genomic, medical, nutrition, etc) is
  discovering how foods effect our health and
  longevity the media is helping
• Public Health Issues (i.e. Medical costs, etc.)
  are major national issues and obesity/diabetes
  are key points of focus
• What to eat and how much to eat is always in the
  news!

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More Paradigm Shifts!!

• Demographics are shifting baby boomers are
  seeking wellness, rapid growth of ethnic segments
  is underway, etc.
• Life quality is improving and wellness is on
  everyones mind (Employers are encouraging
  wellness to control health costs!-discouraging
  obesity, encouraging exercise.)

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Technology is Changing

• The research affecting health is progressing
  exponentially
• Nutritional ingredients (functional
  foods/nutriceuticals) are being identified and
  commercialized for use in foods/supplements
• Process technologies can change the quality of
  foods making them more healthfulless fat, more
  taste and mouthfeel, better stability, less
  process taste, nutrient loss

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What About Frozen Desserts for the Future?

• While Past performance is NO guarantee of FUTURE
  performancethe industry has done well
• Responses to consumer desire for Fat and
  Carbohydrate Reductions were quick and
  effectiveTaste still reigns however
• Consumer Desires for Healthy Fruits were met
  particularly by Novelties

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Where Might this Lead?

• Industry Manufacturing Technology is generally
  flexible allowing rapid innovation of new
  formats, flavors.
• Ingredient, Equipment, and Packaging Suppliers
  see the need for innovation and for investment in
  its support

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Where Might this Lead?

• The consumer is learning more about
  caloriesOpportunities for the 100 calorie
  item?
• Consumers are concerned about Portion size as it
  impacts caloriesOpportunities for new pack sizes
  with greater portability and convenience?
• Fruits and Vegetables Opportunities to include
  them in products? Maybe whole grains?

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Where Might this Lead?

• Dairys Healthy Perception should
  increase---Protein/Calcium and the 3 dairy
  servings per day (lower fat) recommendations are
  Opportunities for the right products
• The Focus on EXERCISE how can frozen desserts
  fit into that growth area?? Snacks-on-the go?
  Snacks for re-energizing? New formats and
  packages/ new channels? (think Chugs!!)

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Summary

• The consumer is the boss
• Taste is never compromised
• The C-B-T Model is constantly shiftingAnticipate
  the shifts!!
• The move to Healthy is occurring and frozen
  desserts can capitalize on the moveIndulgence
  will still exist!
• The Devil is in the Details!!

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Thank you!!Any Questions??
Rich Benson Benson Consulting 847-732-3782
cell richbenson_at_comcast.net
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Consumer-Business-Technology Model

• Strategic Fit
• Brand/Marketing Fit
• Sales/Channel Fit

• Need
• Credibility
• Price/Value

• Science/Research Base
• Capability to Execute
• Cost Effectiveness