SUBSCRIBE

Breaking News on Food & Beverage Development - EuropeUS edition | APAC edition

Trends > Marketing

Marketing

Marketing

Manufacturers use numerous tools for positioning their products on the market, including on-pack symbols and claims, innovative advertising campaigns, and social media. The focus of food marketers may be firmly on the bottom line - but they are under increasing pressure to keep an eye on ethics too.

EU Pledge vows to keep pace with kids’ food marketing

Arla Foods’ has become the latest food manufacturer to join the EU Pledge - an initiative that promotes responsible food marketing to children that already boasts Nestlé, Unilever, Mondelez, Mars and Coca-Cola...

Nestlé launches Shreddies marketing campaign that reflects modern life

Nestlé’s latest brand campaign, created by McCann London, moves away from knitting grandmothers after seven years to embrace a new ‘Shreddie or Not’ attitude.

How food makers can build trust in the food chain

UK consumers place less trust in the food chain today than they did five years ago: How can the food sector reverse this trend?

Soup-To-Nuts Podcast: Tweaking ads to show cooking with kids makes brands relatable

Images of mom preparing dinner alone in the kitchen for her busy family have been a staple in food and beverage marketing for decades, but new consumer research from the...

Should Europe follow in UK footsteps with childhood obesity strategy?

As the UK’s childhood obesity strategy turned one last week, health campaigners lined up their critiques of the first 365 days. However, the government managed to sidestep any bad press...

Exclusive interview

Danish Crown CEO on the 'perfect' Chinese market

Danish Crown has tapped into China’s booming e-commerce market as it boasts the “perfect combination” of factors needed to fuel economic growth, CEO Jais Valeur exclusively told this site.

Making tea trendy: How can the category appeal to millennials?

Functional teas, specialty teas, and indulgent products will help the tea category appeal to millennials against a backdrop of overall falling tea volumes, according to Mintel. 

Interview

How food innovators can leverage e-commerce to drive NPD

Food manufacturers are often unsure of how to integrate e-commerce objectives into their models but, when done right, it can be a boon for innovation, sales and marketing, Nick Kirby, Bridgethorne’s e-commerce director, tells FoodNavigator....

Fake food and alcohol seizures at EU borders jump

Customs authorities detained more than 41 million fake and counterfeit products at the EU's external border in 2016 with a value of more than €670m.

Ireland brings in new rules on selling food online

Ireland’s Food Safety Authority has set out new guidelines stating the kind of information that food firms must provide when promoting or selling food online.

Does healthy food need a marketing makeover? 'Indulgent' descriptions make people eat more vegetables

‘Hold the green beans but pass the sweet sizzlin’ ones.’ Using indulgent words to describe vegetables makes people eat more of them – even if there is no difference in...

'We're the first product that dreams of impeaching the US president'

German start-up Smuus mixes food, politics & tongue-in-cheek marketing

German start-up Smuus has an original concept with its fruit and vegetable smoothies for yoghurts, desserts, bread, meat and cheese. But the campaign for its peach-flavoured product, which promises to...

Does the future of sustainable eating lie in plant-meat blends?

Could be the future of sustainable eating be plant and meat protein blends? We put the question to three experts at this year's IFT.  "There’s an untapped market there," says one...

Brands go for ethical certification to protect reputation, not maximise profits

Food manufacturers sign up to traceability schemes like Fairtrade and Certified Sustainable Palm Oil (CSPO) to improve their supply chains and traceability rather than bump up the price of their...

Tougher advertising rules for marketing unhealthy foods at children come in to effect tomorrow

Strict rules banning adverts for high in fat, salt and sugar products in all children’s media come into effect tomorrow (Saturday 1 July), after numerous health campaigners called for tougher...

Coca Cola partners urged to stop marketing Capri-Sun drink to kids

Campaigners in France have demanded that Coca Cola European Partners stops marketing its Capri-Sun drink to children, as pressure grows on EU food and drink companies to ditch the use...

Europol: False organic certification continues to be major problem for food industry

Counterfeit certification labels, such as fake organic or protected designation of origin (PDO) labels, continues to be a major problem for the European food industry, according to a report by Europol....

Industry giants unite to eradicate forced labour in global supply chains

Brands such as The Cola-Cola Company, Unilever and Tesco have shared their stories on how they eradicated forced labour in their global supply chains in a recently published report.

New €7 m project aims to ensure all European aquaculture businesses are sustainable and competitive

A new research project, funded by the European Commission, is hoping to create a more innovative, sustainable and competitive space for aquaculture businesses.

Mars brand perception takes hit but expected to recover after recall

Mars’ recall of chocolate for potential Salmonella is unlikely to bring long term damage in the eyes of consumers, according to YouGov.

New variant of Queen’s favoured crispbread Ryvita could be top three bestseller

Ryvita is rolling out Three Cheese Thins throughout the UK in July, with Estefania Boerr, senior brand manager at the crispbread producer, expecting it to become a top three selling...

Eight companies chosen for PepsiCo Nutrition Greenhouse

PepsiCo announced today the eight European nutrition start-ups it has chosen for the first Nutrition Greenhouse programme, offering one winning company €100,000.

Has Europe experienced a diet revolution? Mintel thinks so

The free-from market has grown considerably in the last few years and data is not showing a slow in interest, according to Mintel.

Healthy eating policies ignore sustainability of food

European countries are failing to integrate sustainability into policies to promote healthy nutrition, according to the European Public Health Association (EUPHA).

UPDATE

European Court of Justice says purely plant-based products can’t use dairy names

The Court of Justice of the European Union in Luxembourg today announced purely plant-based products cannot, in principle, be marketed with designations such as ‘milk’, ‘cream’, ‘butter’, ‘cheese’ or ‘yogurt’,...

Key Industry Events