Markets, opportunities, rules and messaging
Danone and Yakult are way out in front of the rest and spending millions to keep the sector in the public eye. But the EU health claims system’s mass rejection of pro-and prebiotic health claims is forcing change upon marketing and scientific strategies. How are these players responding? Are health claims really that important?
Julian Mellentin, Jess Halliday
Julian did his undergraduate degree at Oxford University and his MBA at Manchester Business School and worked marketing branded products across Europe, based in the Netherlands, for 10 years before founding this company. He has practical experience of marketing branded products in most European countries.
Julian Mellentin is co-author of Functional Foods Revolution, Healthy People, Healthy Profits? the first-ever book on the business of functional foods, now translated into Japanese. He is also co-author with Peter Wennström of Commercialising Innovation: The Food & Health Marketing Handbook. In addition, Julian is co-author of Superfruit, the first book ever to set out the marketing and science criteria for success in the area of fruits marketed with health benefits.
Jess Halliday is senior editor of FoodNavigator.com. Over the past twelve years she has worked in print, broadcast and online media in both Europe and the United States, and has specialized in the food industry since 2005. She is currently completing an MSc in Food Policy at City University London. Jess lives in a small village famous for figs near Montpellier, France.