NIE Columns
Redefining Crisis Communications as “Communicating”, A Marketing Communications Makeover
The term “crisis communications” sounds big and scary. It makes you think of a recall of a dangerous product, FTC (Federal Trade Commission) problems or an attack by an attorney general. It requires preparation and thoughtful, informed handling, and should not be taken lightly. I’ve seen a shift in the impact of communication, however, and ...
Protein Demands
Innovation drives protein’s appeal to a wider audience. Consumers are becoming increasingly aware of the value of adding protein to their diet, whether it is related to satiety effects, weight management or a more balanced diet, said Brent Petersen, associate director of research at California-based Glanbia Nutritionals. “Diversification isn’t the only approach we can see ...
Simple Additions
Clean and natural are now the rule for added food colorings and flavorings. In response to the growing health awareness and food safety concerns, consumers are now inclined to seek authenticity in their choices and therefore are seeking products with simple, natural, non-GMO (genetically modified organism) or recognizable ingredients. This has led to the “clean ...
Putting the FUN in Functional
People love to eat tasty foods and they demand healthy convenience foods. Here are some ingredients that deliver both experiences. As any trade media editor will attest, their inboxes serve as caches of exciting new launch releases. Over time, these releases show distinctive trends. For example, healthy foods used to tout what they were without ...
Building Trust Through Transparency
We have a running joke here at The Shelton Group about using the title “Strategically Disrupting the Transparency-Synergy Paradigm, Authentically.” Indeed, transparency has officially entered overused buzzword territory, and often means as little as all those other buzzwords. But we’re still highlighting it in the work we do for our clients, because they are all ...
The Role of Protein in the Growing Functional Food Market
Consumers are increasingly focused on the healthfulness of their food. While taste and price perennially top the list for consumers in choosing a food or beverage, 71 percent of consumers are interested in the healthfulness of a product, an increase of 10 percent from 2012 to 2014, and a 15 percent jump since 2010. Weight ...
Can Content Marketing Really Grow Sales?
Way back in 2001, well before the practice of providing content to potential customers had a name, I was fortunate enough to work for a company whose marketing program still stands as one of the finest examples of growing sales with content. What type of cutting edge company arrived so early to the content party? ...
Recipe for Change: Clean Labels
What was described as a trend only a few years ago has now become a major focus area for many consumer packaged goods (CPG) R&D groups. In consumer research conducted by MMR Research Worldwide and Ingredion Incorporated, it was found that nearly 80 percent of consumers across 11 countries surveyed (France, Germany, Italy, Spain, U.K., ...
Eco-friendly Practices: Fifty Shades of Green
“Going green” not too long ago was a bit rudimentary like one shade, say jade: recycling glass, plastic and cardboard, using energy-saving lights, even carpooling with co-workers. But now, it’s morphed from just jade into 50 shades of green—which encompasses use of multiple new technologies to conserve resources while simultaneously being allowed to maximize growth ...
Facility Growth Review
Growth is healthy, notably in an industry that is seeing more and more consumers enter through trial and become loyal. The dietary supplement industry is, and has been for quite a long time, one of those continual growth industries with no signs of abatement. Discovery, research and development plus increased media exposure (mass and social) ...
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