And Thy Food Shall Be Thy Medicine: Trends in Functional Food and Beverage Marketing
This research report identifies, reviews and discusses significant and relevant trends within the booming functional food and beverage category. As the functional category grows to outpace traditional food and beverage sales, functional products often live or die by their marketing. Knowing how to avoid the 80% product failure rate requires familiarity with the particular product development needs and consumer mentality of functional foods.
About the Author
Jeff Hilton is co-founder and partner of Integrated Marketing Group (IMG), a marketing and branding agency servicing a national and international clientele. He has been recognized by Advertising Age as one of America’s Top 100 Marketers and has more than 28 years of broad-based business experience, including 18 years spent within the natural health products industry with leading companies such as Nature’s Way and Nutraceutical Corporation. Hilton has also worked at several major national agencies, where he guided the marketing efforts of numerous recognized consumer brands including Continental Airlines, Mrs. Field’s Cookies and Major League Baseball. |
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