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Contents
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Introduction 3 The Rise of Man Made Food 4 - 8 Food labelling and Sugar 9 - 11 5-A-Day 12 - 15 8 Decades of Diet Trends and Social Media 16 - 20 The Healthy Eating Trend 21 - 24 Healthy Food Packaging: What’s on the Market? 25 - 28 Existing Consumers 29 - 32 Meet the Consumers 33 - 38 Big Idea: “Project: Smoothie” 39 - 50 Route to Consumer 51 - 64 Creative Outcomes 65 - 66 Final Creative Outcome 67 - 75
Illustrations 79 - 83 References 84 - 88 Bibliography 89 - 91 Appendix 92 - 118
Fig. 48 Fruits, 2016
Conclusion 76 - 78
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Introduction
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his report demonstrates the interpretation of the title ‘social media and consumer perception of healthy food’. It explores the different dynamics of the food market analysing the way they sell their products to the consumers, and how the millennial generation currently desire and are interested to eat more healthily. This report analyses consumer behaviour towards ‘healthy eating’ showing how the millennial generation define and what they think is ‘healthy eating’. “It was right to target fizzy drinks rather than other sources, such as chocolate bars, because people did not realise just how much sugar was in such drinks.” – (Oliver, 2015). One of the topics explores if consumers are aware of nutrition labels and terms such as; traffic light labels, percentage based labels and 5-A-Day. In today’s society people are quick to follow trends due to the use of social media; one example is Instagram. In the early 2000’s when Instagram doesn’t exist until October 2010, images of ‘healthy food’ are probably less appealing to the consumers than they do now with the trend of ‘healthy eating’ becoming more mainstream. “Mainstream consumers have become more health conscious in the last decade and if the booming success of retailers such as Whole Foods Market are any indication, the trend is just hitting its stride.” – (Simmons, 2013)
This report will discuss how social media is used to conduct promotions, advertisements and celebrity endorsements and how consumers react to this kind of interaction from not only brands within the market, but also celebrities, chefs and known experts. Through the use of primary and secondary research, it has come across that the millennial generation are more interested to eat healthy now, due to the impact of the trend ‘healthy eating’. The ‘healthy eating’ trend has impacted the market significantly now making it more mainstream, with different factors including the way consumers react and how they utilize the trend. This thesis aims to highlight the effect of ‘healthy eating’, not just with consumers but also with the market. Also exploring the implementation of food advertisement, how they are portrayed, and if actual facts for the nutrition labels are being given to the consumers to gain knowledge and understand what they are eating. Primary research is made using various ways including gathered questionnaires to gain feedback from consumers, interviews with a few industry experts and discussions from a focus group, and secondary research within the market and industry looking at brands. With gained knowledge from the research, part of this report is focused on ‘The Big Idea’, which is set out to highlight an opportunity or a gap in the market. This then leads to the Creative Concept and Execution.
The Rise of Man Made Food
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Fig 2. Processed Food, 2015
5 “People are programmed to put on fat, and there are a lot of food out there now, but the wrong kind.” – (Colquhoun, Bosch, and Ledesma, 2012)
6 The making of processed food known as ‘man made food’ started back in 1910 “The utilisation of the advances in engineering and in computer and information technology has turned a labourintensive industry into a capital-intensive industry. Mechanisation of fruit and vegetable processing started in the 1910” – (Welch and Mitchel, 2000) and has continuously been developed and manufactured, to sell to the consumers currently. The argument is that these types of foods are not to be regularly consumed; otherwise it would cause a variety of health related problems. “Man made food tricks your body into thinking you’ve got specific nutrients but then your body stays hungry for nutrients.” – (Colquhoun, Bosch, and Ledesma, 2012). Figure 1 shows the method used to conduct an experiment analysing millennials eating habits, figure 2, 3 and 4 shows the insights gained from the social experiment. “Highlights their impact on risk factors for developing long term health factors.” – (Statistics on Obesity, Physical Activity and Diet: England, 2015). The key findings and statistics from the 2013 ‘Statistics on Obesity, Physical Activity and diet’ shows that 26% men and 24% women were obese, 41% of men and 33% of women were overweight. These statistics implies the amount of people with poor diet, which made them reach the point of obesity.
The connection with obesity and poor diet can be combined with different factors including: too much of the unhealthy processed food and not enough nutrients. “The Millennial generation has poor health habits, including inactivity and poor nutrition, which contribute to the early development of overweight and obesity.” - (Barkin et al., 2010) “We often lack full understanding of the natural and human conditions under which our food is produced and are short of full knowledge about who controls the various steps along the supply chains for the most basic and intimate resources necessary for human survival.” – (Clapp, 2012). The need for our body to absorb nutrients has been completely forgotten, by substituting fruit and vegetable into something that lacks nutrients. Currently the food industry contains brands and companies that produce unhealthy food, which are chemically manipulated to make the food taste and look better. The food industry is worth multi billion pounds that has its own science resources to identify what is needed and appeals to the average consumer.
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Fig. 3 Statistics, 2014
Fig. 5 Statistics, 2014
Fig. 4 Statistics, 2014
Fig. 6 Statistics, 2014
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Fig. 7 Statistics, 2014
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Food Labelling and Sugar
Fig. 8 Sugar, 2014
10 The sugar tax has been introduced starting the year of 2018, cans of fizzy drinks will be 24p more expensive than usual. “There will be two bands - one for total sugar content above 5g per 100 millilitres and a second, higher band for the most sugary drinks with more than 8g per 100 millilitres. Analysis by the Office for Budgetary Responsibility suggests they will be levied at 18p and 24p per litre.” – (Triggle, 2016) Sugar is one of the bad ingredients included in today’s modern diet, this is because it causes carbohydrates cravings and other health related problems like diabetes. “Sugarsweetened beverages have been shown to contribute to weight gain in both adults and youths, and are associated with chronic health consequences including risk for obesity, diabetes, cardiovascular disease, and fatty liver disease” – (Ventura et al., 2009). Companies that sell fizzy drinks tend to cater for their consumers but on a marketing perspective only. This means they cater for whatever change the industry faces, such as different types of consumers undergoing different phases of change; for example more health conscious consumers. “Marketing is an important component of the industry chain, used to generate demand and build consumer loyalty.” – (ChangeLabSolutions, 2012). From the use of secondary research it is apparent that the objective of these companies is to make customers buy the product that can last long, and make a lot of profit for the company; these manufacturers fund the studies that are given to regulatory agencies. Although companies aim to make profit, their reputation is a big deal and they don’t want to be portrayed as brands helping obesity increase.
“For food and drinks companies, rising obesity rates present a conundrum. Companies have a duty to their shareholders to make money. All big food companies are working hard to sell more products to more of the world. Many unhealthy products are very profitable. But companies do not want to be vilified for helping to make people fatter. The spectre of government regulation looms large.” – (The Economist, 2012) “Many firms are now conflicted, continuing to hawk unhealthy products yet also touting elaborate plans to improve nutrition.” – (The Economist, 2012) this quote relates to how the media and marketing works with food companies. Using a focus group as a primary research for this report, it is apparent that 5 out of 11 people (see appendix 13) don’t read the nutrition label, and the rest ‘sometimes’. This means half of the focus group was unaware of the contents or ingredients of what they are eating. Using a study that researchers from Minnesota have conducted, it clearly states that people don’t read the full nutrition label, but only read the top part. “When the nutrition contents label was presented in the centre, subjects read one or more sections of 61% of the labels compared with 37% and 34% of labels among participants randomly assigned to view labels on the left and right hand sides of the screen.” – (BBC News, 2011). The problem found in this research is that people were too lazy to read the whole nutritional label, the solution would be to provide a simple and clearer nutrition label to consumers, so that they don’t feel pressured and overwhelmed by the amount of information the label contains.
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Fig. 9 Varieties of Sugar, 2015
5 A Day
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Fig. 10 Fresh Fruit and Vegetables, 2015
13 5-A-Day is a national campaign recommended by the World Health Organization. “WHO aims to increase fruit and vegetable consumption through targeted campaigns and programmes. Sufficient quantities of fruit and vegetables should become part of the daily diet in all countries.” – (World Health Organization, 2003). This recommends that everyone should at least have five portions of fruit and vegetable a day (400g of fruit and vegetable per day). “Fruit and vegetable intakes in the UK remain below recommended levels and amongst the lowest in Europe.” – (Ashfield-Watt, et al., 2004) in connection to the previous topic in this report titled ‘The Rise of Man Made Food’, previous research and analysis shows that high volume of junk food has replaced fruit and vegetable in some diets. This doesn’t necessarily imply that everyone has ignored fruit and vegetable, but it implies that due to the high volume of takeaway restaurants or an incredible amount of food chains such as McDonald’s, it is a lot easier for people to take the cheaper and convenient option. “Trends between 2000 and 2012 were stable. When classifying foods by convenience, ready-to-eat (68.1%) and ready-to-heat (15.2%) products supplied the majority of energy in purchases.” – (Poti et al., 2015) people would go for a ‘convenient’ factor due to diverse reasons such as time, money and also laziness. Observations from different analysis of ‘convenience’ and the relation of processed food comes across as relevant to why there is an increase of processed food purchases compared to fruit and vegetables. This only proves that today’s food industry caters to the consumers for what they need (convenience, to sell and to make revenue) but not what the customers nutritionally need for their natural diet.
Human beings are programmed to naturally want fruit and vegetable, this started out 1.8 million years ago where humans only hunted and gathered the only food resources they can find at that time. This term is called ‘hunter gatherers’. “Food has played a major role in human evolution” – (Milton, 2000) stated in her research that hominoids (humans fossil ancestor) are genetically conservative and therefore were insignificantly affected by the hunter-gatherer phase of human existence. In connection to the focus group conducted for the primary research (see appendix 13), the people involved were asked a series of questions in relation to healthy eating. One of the questions was ‘what are the most important factors in making your food and beverage choices?’ in which they had a multiple choice of ‘taste’, ‘price’, ‘health and nutrition’ and ‘convenience’. 9 out of 11 people answered ‘taste’, 5 out of 11 people said ‘price’, 6 out of 11 people said nutrition and 9 out of 11 people said convenience. This result strongly suggest that people are more likely to purchase food that are healthy, convenient and with a good price.
“Cultural behaviours buffered huntergatherer biology from many selective pressures related to diet that other species must resolve largely through genetic adaptations… For example, the proportions of the modern human gut appear to reflect the fact that many foods are “pre-digested” by technology in one way or another before they even enter the human digestive tract” – (Milton, 2000)
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Fig. 11 5-A-Day, 2016
8 Decades of Diet Trends and Social Media
Fig. 12 Dieting, 2015
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Throughout the years diet trends have become more and more popular, through the use of social media. “Facebook now has more than half a billion users, and Twitter has become a popular way for everyone from everyday Joes to celebrity sports stars to keep friends and fans updated with the latest news. And, lately, produce companies and supermarket dieticians are finding that these Web 2.0 tools can be an excellent way to reach out to customers and stay current with industry news.” (Enis, 2010) Social Media is an important tool to communicate with the consumers as Enis mentioned in his article. There are a lot of ways a brand can promote itself, using videos or uploading images everyday on social media platforms, to let people know of their products or creations. One good example is ‘Tasty’ this is a page on Facebook that has now become well known for the videos they upload everyday of varieties of food they cook. Not only do they cook but they also share their ingredients and recipes and a step-by-step guide included in their videos. They launched their brand in 31st July 2015 and have a YouTube page with 269,469 subscribers. Millennials are becoming more active on Social Media. “Social networks are an extraordinarily important part of Millennials’ digital lives, in part because social networks have become much more than a way to connect about personal matters.” – (American Press Institute, 2015).
According to the American Press Institute “Facebook dominates as a social media platform for news and information” – (American Press Institute, 2015). This is because Facebook has excellent tools within it that can help share contents, and communicate with everyone. Using questionnaires for primary research about 7 out of 11 people said that they don’t let Social Media influence their eating habits. Whereas 4 out of 11 people said if they see an advert, an image or videos of food posted on Instagram, it influences their cravings. The analysis is that occasionally people go on Social Media due to trends they choose to see, but occasionally they don’t approve of what Social Media promotes about Healthy Eating.
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Fig. 13 5-A-Day, 2016
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Fig. 14 Diet Trends, 2016
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Fig. 15 Dieting, 2014
The 21 Healthy Eating Trend
Fig. 16 Healthy Eating Trend, 2016
The healthy eating trend has dominated the social media this current year of 2016, and has become popular. “These trends explore how consumers’ evolving priorities, opportunities from advancements in functional formulation and the almost inescapable reach of technology will affect food and drink in the coming year.” - (Zegler, 2016). Social media is a key part in today’s society, not only is it used for communication it is also used for promotion. “Last month, Waitrose boss Mark Price concluded that social media has led to dramatic changes in the way we now perceive food” – (The Factory, 2014) A lot of new and upcoming brands use social media to upload videos, images and even live tutorials of how to cook food which is a clever way to endorse the brand (refer to fig. 17) The most appealing point about these brands, are the way they consider consumers’ needs, it is quick and simple to watch a video no longer than 3 minutes that would help viewers cook a meal that is 30 minutes long. Facebook and Instagram are currently two of the most used apps for viewing content “Market leader Facebook was the first social network to surpass 1 billion registered accounts and currently sits at 1.59 billion monthly active users. Eighth-ranked photo-sharing app Instagram had over 400 million monthly active accounts.” – (Statista, 2016). This has changed the way millennials discern their food they engage and connect; whether it’s going to a new restaurant, or searching and finding out information on ingredients, they have become ‘foodies’. “They are thrill-seekers who crave heightened eating experiences such as intense flavours and extreme textures.” – (Millennial Marketing, 2016).
Millennials seek convenience, taste and price. “Young Millennials are value-seekers, and while they are among the top users of quick service restaurants and convenience store food service, they’ve noted that they’d still like to see more affordable options on menus.” – (Mintel Group Ltd 2016) and it changes the way the food industry connects with their consumers. One example is Instagram; this app is a way to share people’s point of views by capturing images and videos and sharing these contents to their friends or followers. A few health conscious celebrities use instagram as a way to share their healthy diets and exercises (refer to fig 18). “As the popularity of photo sharing apps continues to rise, more and more businesses and marketers are using Instagram.” – (Elleray, 2016) this helps them promote the lifestyle they think is ‘healthy’, and helps to inform millennials of how to eat healthily. This type of communication is great as it is a free way to gain information on what viewers need to know about food. Arguably some people say they are being mislead with information that is considered ‘exaggerated’, and therefore is not a way millennials ‘need’ to eat. “Not all nutrition information found on blogs is accurate, giving the consumer science-based nutrition advice, which may lead to inaccurate or misleading information.” – (Ensle and Brill, 2014) this only shows the strengths and weaknesses of content sharing and information on social media.
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Fig. 17 Tasty, 2016
Fig. 18 Hemsley Hemsley Instagram, 2016
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Fig. 19 Smoothie Bowls, 2015
Healthy Food 25 Packaging: What’s On The Market?
Fig. 20 Healthy Snacks Packaging, 2015
Following on from the trend, the healthy food market has become niche. “Increasing health consciousness has been one of the most important stimulating factors for rapid global growth of the nutraceutical and functional food industry.” – (Basu and Thomas, 2007) due to the millennials becoming more and more health conscious “packaging attributes are considered to have an influence on consumer purchase decisions for food and, as a consequence, also on its consumption.” – (Koutsimanis et al., 2012) the market adapts to their needs, resulting in packaging changes. Packaging has been considered aesthetically by the industry, to make sure they cater for the right target consumers. “Any representation in labelling or advertising that states, suggests, or implies that a relationship exists between consumption of a food or an ingredient in the food and a person’s health” – (International Markets Bureau, 2009) Packaging or branding creates an impact on the product, and assures the consumers that the product they are purchasing is of a good value and provides what it advertises on the labels. “Millennial consumers look for five key attributes when picking a single portioned package off the shelf; how the package looks, how easy it is to hold and carry, how easy it is to drink from, whether it can be resealed and how environmentallyfriendly it is.” – (Tetra Pak 2016) millennials are impulse buyers but they also like quality, convenience and most importantly healthy food, this is caused by the timeless trend that is called ‘healthy eating’. “Yes, millennials still prefer cheaper food, and want it to be convenient. But they are also more willing to pay for fresh and healthy food, and are willing to go to great lengths to find it.” – (Hoffman, 2012)
One example of a good health beneficial product is coconut water, this product has been known for such a long time in many countries but has only become mainstream within some developed countries like the United Kingdom. “Coconut water contains a variety of nutrients including vitamins, minerals, antioxidants, amino acids, enzymes, growth factors, and other nutrients.” – (Fife, 2007) coconut is not only consumed for the water it contains, it can also be used as an oil (liquid or hard) to cook food as an alternative to unhealthy oils such as vegetable oils. Vegetable oils contain saturated fat, which can help increase cholesterol level “Vegetable oils are bad because they contain very high levels of polyunsaturated fats” – (Konie, 2015) and as a current health trend coconut oil is said to be a better option due to its health benefits.
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27 “Coconut oil is easily absorbed by the body and increases absorption of certain vitamins and minerals and other important nutrients. This would also hold true for coconut milk, coconut meat, whether wet or dry, such as flaked or grated coconut.” – (Newport, 2013)
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Fig. 21 Coconut Water, 2015
Existing 29 Consumers
Fig. 22 Millennials, 2014
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To further understand the healthy eating market and its consumers, primary research was conducted using a questionnaire (see appendix 12). The question used was “what is the most important factor you consider when purchasing food and beverages?� This questionnaire was given to twenty people, and the aim of this research is to be able to categorize twenty people into what type of factor they prefer or consider. Not only would this research help increase of understanding of what consumers want, it would also benefit for the Big Idea.
Using the primary research conducted for this part of the report, it has helped categorize the twenty people (Nutritarians and Hearty Eaters) that have chosen their preference from the three choices given to them (see appendix‌). Convenience is a factor that relates to both healthy eaters and non-healthy eaters depending on what they eat, where they get it and how they get it; therefore the categories were split into two (Nutritarians and Hearty Eaters). Almost half of the people chose taste over the other two factors, which indicates that flavour and the taste of the product is important. The second pick is convenience and for the healthy market it is vital to have a product that is easy to make or easy to eat, and 20% prefer a healthy choice for their food.
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Fig. 23 Existing Consumers Questionnaire, 2016
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Fig. 24 Millennials, 2015
Meet 33 the Consumers
Fig. 25 Fruit Bowl, 2015
Natasha 23 is the CEO of her own business
called “Fresh Minter” she can be referred to as the ‘Nutritarian’ and she likes to eat healthy. This diet is perfect for Natasha as it is completely in sync with her work schedule, and she has plenty of time to plan her meals in advance. Natasha has a lot of followers on Instagram on Facebook, keeping them up to date of her meals and exercises. Natasha also follows Madeleine Shaw as she knows that she is a great inspiration to follow when it comes to healthy eating. For breakfast Natasha would have half a bowl of granola porridge with peanut butter along with hemp protein powder and coconut milk. She works as a waitress from 12pm-11pm so for lunch she would have berry plant protein smoothie with apple, chia seeds, ice, hemp protein, variety of berries and vanilla plant protein) alongside 50g almonds. During her shift of 12pm-11pm she would consume 3 litres of water. And finally for dinner she would have a spicy vegan curry with salad. Natasha occasionally won’t have enough time to have a break when she’s at work, therefore she would have tea and cake, ideally Natasha would want to eat healthy, but due to not having enough time she would choose tea and cake for convenience. This indicates that convenience factor can be integrated with healthy eating or healthy snacks. In order to understand and gain more information of the chosen consumer’s eating habits, it was requested for Natasha to provide at least 3 days worth of food diary starting Saturday to Monday. (See appendix 14)
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Fig. 26 Natasha Minter Consumer Profile , 2015
36 Mark 20 is a blogger and a part time estate
agent. He can be referred to as the ‘Hearty Eater) he also likes to eat healthy, but occasionally he would be too lazy and tired to make a healthy meal. Mark follows a lot of fashionistas and a few healthy people, but he also likes to follow Taste and The Naughty Fork for guilty pleasure as these are more focused towards unhealthy meals. Following on from seeing photos of hearty meals on instagram, Mark would crave to have chocolate. This habit doesn’t always happen but when he has time he would have a strawberry, blueberry, apple and water smoothie for breakfast. Followed by a salad for lunch containing grilled chicken, full fat salad dressing with some croutons. Not noticing that salad dressing can contain high amount of calories, he mistakenly thinks it as a healthy option. This portrays how the consumer lacks an understanding of nutrition and what is healthy.
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Fig. 27 Mark Black Consumer Profile , 2015
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Fig. 28 Healthy Ingridients, 2015
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Big Idea Project: Smoothie
Fig. 29 Smoothie Abigail Santos, 2016
Due to research findings and insights from questionnaires conducted for this report, it has been decided that the healthy food market is in need of more convenient healthy food on the go. Other factors such as price and taste are also considered, and the aim of this big idea is to be able to cater for the consumers that essentially wants to eat healthy but can’t because there aren’t enough quick healthy meals or snacks out there currently, this is also to do with working, studying and other factors that would lead to choosing the wrong option (unhealthy food). Using the questionnaire given to the twenty consumers about what factor they would choose when it comes to purchasing their food and beverages, (see appendix 15) and also the insights found from the context part of the report, it is apparent that consumers want something tasty and convenient. Another great way to enjoy taste and convenience would be to add health to it “most people know we should be eating more fruit and veg. But most of us still aren’t eating enough.” – (Food Standards Agency, 2010). Using the quote and the insights from the focus group conducted (see appendix…), it’s been decided that smoothies would be great to incorporate with the convenience, taste and affordability factors. People tend to struggle to eat fruit and veg “The most striking deficiency was fruit and vegetables (not including potatoes). In many of the diaries, fruit would rarely – if at all – be consumed by any household members over the course of a fortnight. The most likely source of fruit was in orange juice or squash and the type of orange “juice” was usually of minimum nutritional quality (for example, Sunny Delight).” – (Hitchman et al., 2002)
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Fig. 30 Project: Smoothie Innovation Curve Abigail Santos, 2016
The Big Idea is to create an innovative, affordable and convenient healthy smoothies sold in vending machine called “Project: Smoothie”. This idea sprouted as the focus group was conducted “I prefer the smoothie because it’s quick and it fills you up. It’s also really healthy and if you’re doing work you can just have it on the side and it’s convenient.” – (Smethurst, 2016 Appendix 16) This brand will create varieties of smoothies from fruits to vegetables infused with coconut water with added chia seeds and a dash of citric flavour (lemon). The reason to these added ingredients is the fact that lemon helps to preserve the fresh pressed fruit juice (see appendix 36), maintaining its nutrients and vitamins for at least 5 days. Coconut water hydrates and chia seeds give protein. Not only is it affordable, it is also tasty and fast to make. This brand gives the chance to help people who wants to eat healthy and don’t have the time or income. To incorporate with this idea, I have created a brand that will make healthy smoothies to go into air tight refrigerated vending machines, this is also to do with preserving the product and prevent any air from entering the vending machine as much as possible to maintain the freshness of the product. Compared to the typical vending machines you see in universities, malls or offices where the only items you can purchase are coca cola, Fanta and other sugary drinks that are bad for you, this vending machine will provide all the healthy nutrients your body needs by blending varieties of fruit and vegetables into one cup, filling you up without feeling bloated and makes you feel healthy and radiant.
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Fig. 31 Project: Smoothie SWOT Abigail Santos, 2016
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Fig. 32 Project: Smoothie Perceptual Map Abigail Santos, 2016
Project: 45 Smoothie Branding
Fig. 33 Project: Smoothie Branding Abigail Santos, 2016
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Project: Smoothie’s tone of voice is inspired by the brand Vita Coco’s “never from concentrate” slogan. “I like vibrant colours, when I think of smoothies I think of colours.” – (Barr, 2016 Appendix 16). It is vital for the brand to represent fresh and healthy contents, so that consumers can feel that they can rely and trust the brand. “We saw a rise in character personalities used to represent or endorse the brand. Betty Crocker, Uncle Ben, Mr. Clean, the Jolly Green Giant, and Tony the Tiger all gave consumers the comfort of a personality presenting the product.” – (DuPuis and Silva, 2008)
47 Brand Essence The Vision: To create an impact within the healthy food market with innovative, healthy and affordable products and aspire to become a trustworthy and reliable brand for the consumers.
Values: Creative – Colourful, Consistent, Healthy Quality – Fresh, Affordable, Innovative Fun – Timely, Vibrant, Playful
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“In a lot of ways, branding is simply telling a story.” – (Tungate, 2005)
49 Current fashion trends and trendsetters such as Kylie Jenner and Cara Delevingne have inspired the use of colour for the brand. Using what they are wearing, I took inspiration from the colours used for their photoshoots, and the products that were advertised by the two celebrities. In addition, an image of the famous LED platforms by Chanel have been added to the collage, this is because technology is now being incorporated with garments and accessories and decided that this would be a good source of inspiration “the machine has been about progress and the future” – (The Met, 2016). Also adding that Chanel’s new LED platforms comes in varieties of vibrant colours which inspired the editing of my branding to play around and incorporate vibrant colours and produce a few edits. Giving the fact that for inspiration females have been used to created an inspiration moodboard, it is stressed that the brand is targeting both male and female, and that the moodboard was used for colour palette inspiration for the branding and packaging of Project: Smoothie only.
Project: Smoothie is a brand that promotes healthy drinks, and although this is the case, the use of colours is vital as it is still a smoothie brand. This is highlighted on the focus group (see appendix…). Initially there has been some experimentation of a few edits creating two moodboards showing the difference between vibrant bold colours and pastel cool tones. The difference is that the pastel cool tones still show vibrancy, fun and playfulness to the brand, making it appealing and approachable for the consumers. The pastel colours were chosen for the making of the logo, and the initial idea is to create different coloured labels for each individual flavours.
Fig. 34 Project: Smoothie Inspiration Moodboard Abigail Santos, 2016
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Route 51 to Consumer
Fig. 35 Consumers, 2015
52 “Although the youngest members of this 16 – 34 year old group are still financially dependant on their parents, the Millennials are forming strong brand and retail-format preferences, and they report an intentional influence on the behaviours and brand choices of their family and friends, and even complete strangers.” – (Barton et al., 2012)
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Target Consumers The main consumers this big idea is focusing on are the millennials (male and female 16 – 40 years old). This is due to the insights found, highlighting that these are the best target consumer for this concept. For primary research a small focus group has been conducted, to further justify the execution and gather information of what the target consumers would want to see in terms of a product and packaging. Furthermore the ideas generated for the execution are all based on the insights found throughout the secondary and primary research conducted for this report.
Project Smoothie: The 5-A-Day Challenge The aim of this challenge is to be able to help out people who struggle to eat healthy, and also to promote healthy snacking. As highlighted on the focus group “to be honest I don’t really eat healthy, and the snacks I snack on are definitely not healthy but that’s only because most shops and stalls sell unhealthy snacks and it’s hard to access healthy snacks without having to walk somewhere far from where you live.” (Gray, 2016 Appendix 16) consumers like Becky are the main reason why it is appropriate to produce and conduct a challenge that the brand can develop and use as a connection with the consumers.
What to do? The customers can collect 10 bottles of any Project: Smoothie flavours and returns them by post to gain 3 free bottles of any chosen flavours. Not only can the brand recycle the bottles returned by the customers, they can also help out by making people reach that 5-A-Day challenge; each smoothie bottle contains at least 2 of your 5-A-Day, drinking 10 would count as your 5-A-Day. The smoothies contain no additives and flavourings, and instead they are 100% raw, not from concentrate and only contains natural sugar from the fruits and vegetables used to make the product. The objectives of this challenge is to hope that people continue to eat their 5-A-Day, and to also make profit with the products at the same time.
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“Eating a variety of fruit and vegetables will give you plenty of vitamins and minerals. For example, many are naturally high in folic acid, vitamin C and potassium. Fruit and vegetables are also a good source of fibre and other substances, such as antioxidants. All these nutrients are important for your health.� – (NHS Live Well, 2003)
Product and Price
“Many product managers purport that business marketing is all about superior products and services, offered at competitive prices.” – (Goetzfried, 2013)
Using varieties of colours developed for the packaging of the brand, an emotional or knowledge of the colours associated to fruits is important. It was vital to associate the pastel colours used to create a link with what type of fruit people associate with what colour. For example, strawberry is pink and mango is yellow, so that it is easy for the consumers to choose which flavour linking with the knowledge of colours and fruits. Project: Smoothie is made out of 100% pressed juice, containing no additives and flavourings, it is coconut infused with added chia seeds to hydrate and satisfy; lemon has been added to the flavour in terms of the fruit being so citric which helps to preserve the nutrients and keep it fresh.
The intended price for this product reflected from the focus group feedback. When asked how much they would pay for a healthy smoothie in a vending machine, most people mentioned that they were willing to pay £2 and the least amount was £1.50 “I’d go for between £1.50 to £2” (Carr, 2016 Appendix 16) Highlighting the consumers’ feedback the most reasonable price would be £6.60 per bottle. This is due to the costs of the individual ingredients needed to make one Project: Smoothie drink (see appendix 40) With the consumers in mind and also the competitors, it is important that the price point is honest and reasonable to both compete and please consumers. Product costs is shown below (see appendix 40):
A glass bottle is also used to store the smoothies, as it helps with natural preservation alongside the citric flavour that is lemon. Glass bottles are also easy to recycle and can be re-used. Only fresh fruit and vegetables are used. Highlighting the focus group comment “to be honest I’m allergic to nuts so the bag of nuts are just a no go for me, so for people who have dietary requirements like me I would rather go for the smoothie, the snack bar I’m not really that interested. I tend to go for something that fills me up like I said before.” (Smethurst, 2016 Appendix 16) the fruit smoothies will be vegan friendly, as it is important to cater for consumers who have dietary requirements. This is a vital piece of information the consumers need to know; the brand is all about promoting healthy eating and encouraging the consumers to eat 5-A-Day. By consuming 10 bottles of Project: Smoothie the consumers are essentially having their 5-A-Day with the smoothies containing 2 of your 5-A-Day in each bottle.
Ingredients – equivalents to 5 Project: Smoothie bottles Apples 2kg Lemons 1kg Strawberries 1kg Young Coconuts 5kg (box of 9) Chia Seeds 1kg Apples = £1.50 per kg Lemons = £1 per kg Strawberries = £2 per kg Young Coconuts = £19.99 for 5kg (box of 9) or £4 per kg Chia Seeds = £6.99 per kg Total Cost = £32.99 Bottles made = 5 Total Cost/Bottles made = £6.60 Final Price Per Bottle = £6.60
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57 Product Placement Project: Smoothie will be sold in airtight refrigerated vending machines. This idea came from the insights throughout the writing of this report, and the focus group conducted. The idea also surfaced from the fact that fruit and vegetables are fresh produce, which can easily expire due to its freshness. The concept of adding lemon is to help preserve the smoothie naturally without adding any unhealthy preservatives. Coconut will then be infused to quench thirst with added chia seeds to give protein for satisfaction, with the feeling of being nourished. “The placement of vending products shows promise in increasing healthier purchases. The sales of healthier foods and beverages can be increased by placing them in prime locations within a vending machine.” – (Nemours health & prevention services, 2010).
The focus group highlights the fact that they need a product that “fills them up” and a product that is convenient. With this in mind the product will also be healthy to add on to a few factors considered. Aan airtight refrigerated vending machine would be a great idea to sell the smoothies, as it is convenient and easily accessible with the help of preserving the smoothie. These vending machines will be placed in universities, offices, and malls. For the first 5 days out of 3 months of promotion a few will be placed in the streets to be able to give the brand a chance to be tried and tested by the public. Along the vending machines would be the advertising campaigns of the new smoothie brand, which will show the variety of flavours and packaging of each individual bottle. The image (refer to fig. 36) shows how the smoothie bottles will be placed inside a vending machine, and how the customers can purchase.
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Fig. 36 Project: Smoothie Vending Machine, 2016
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Promotion The target consumers that were chosen are used to technology and are well adapted. Social Media and Print Campaigns are the most appropriate for a starting brand, not only are these good for advertising; they are also a good use of releasing contents to the consumers with a tendency to go viral. The aim of Project: Smoothie is to promote an affordable, tasty, convenient, and healthy fruit and vegetable smoothies with zero additives and 100% fruit and vegetable juices. To connect with the consumers and be able to provide a healthy product for their everyday need, quick snacking on the go using smoothies. “Without the knowledge of the principles involved in the use of fresh-raw vegetable and fruit juices, one would naturally ask: “Why not eat the whole vegetable and fruit instead of extracting the juice and discarding the fibers?” The answer is simple: solid food requires many hours of digestive activity before its nourishment is finally available to the cells and tissues of the body. While the fibers in solid food have virtually no nourishing value, they do act as an intestinal broom during the peristaltic activity of the intestines, hence the need to eat raw foods in addition to drinking juices.” – (Walker, 2003) In terms of promotion, the consumers will be targeted through the use of social media and print campaign (advertising). This is due to the fact that people are well aware of social media. “Much of the concern has come from data that suggest adults age 18-34 so called Millennials do not visit news sites, read print newspapers, watch television news, or seek out news in great numbers. This generation, instead, spends more time on social networks, often on mobile devices.” – (gijon-yajaira, 2015).
Social Media has a lot of videos out currently that are mostly about animals. This is because people have some attachments to cute animals, which is why these videos tend to go viral as they get shared by the first person that shared it plus their friends, until it goes viral. “Characterized by a lifelong relationship with technology, these ‘digital natives’ are consuming media in ways that have changed the entire landscape of marketing.” – (Camacho, 2016). With the hope of the product becoming well known by the consumers, the use of social media will help elevate the brand while posters of Project: Smoothie is being advertised in the streets where the vending machines are located. The vending machines and posters will be located in an area where a lot of people walk by, to be able to show the brand and introduce it to the public. Before any advertisements, the product will be launched to be able to gain maximum publicity using a press release. Any information given on this press release will also feature on key newspaper and magazine companies such as The Metro, Glamour, InStyle UK and Waitrose Kitchen with a photograph of Project: Smoothie. The video of the press release will also be available on various websites which will be linked onto the new Project: Smoothie website on www.projectsmoothie.co.uk. In addition to this, the print campaigns will then occur after the press release, and will be advertised through various social media platforms such as Facebook and Instagram.
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Fig. 37 Project: Smoothie Facebook, 2016
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Fig. 38 Project: Smoothie Vending Machine, 2016
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Plan and Measure “The challenge is to select the right mix of promotional activities to suit your particular time – and to then use it correctly to achieve a result. The combination of tools you use will depend on the target audience, the message you wish to communicate and the budget you made available.” - (The Chartered Institute of Marketing, 2009) In addition, a timetable for the Project: Smoothie campaign has been created to be able to see how and when the campaign ignites. A plan and measure is used to be able to identify when certain promotions can be released depending on which month. On this table (see fig. 39) it shows how the Project: Smoothie campaign starts. For the first two months starting from January and February 2017, a sample drop of different flavoured smoothies will be given out for free to the public outside of universities, train stations and malls. This is so that the brand can target busy areas to be able to gain information of what the consumers think of the product. After this stage, a press release will occur in Nottingham Trent University held at 12pm 1st March. Newspapers and Magazines mentioned under “Promotion” of this report will attend the press release, to be able to gain information on the new products to feature onto their newspapers and magazines. Furthermore a video of the press release will be live on the website (www.projectsmoothie.co.uk) after the event which will be arranged on the 2nd March to be available to view by the public.
And for April, the social media accounts are open to the public and these will be accounts from Facebook and Instagram. Alongside the social media promotion are the advertising campaigns that will be standing next to the vending machines which will be released at the same time as the print campaign, furthermore this is when the brand will introduce the 5-A-Day Challenge which will be posted on both Facebook and Instagram with a detailed explanation of how to join in. Both social media and the print campaign will occur during the months of April, May and will finish on the 30th June 2017. The vending machines will still be available until August 2017 alongside the 5-A-Day Challenge.
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Fig. 39 Project: Smoothie Plan and Measure, 2016
64 “By taking the time to develop and implement an appropriate promotional mix, you will stimulate your target audience to buy your products or services – and manage this within a budget you can afford.” – (The Chartered Institute of Marketing, 2009)
Creative 65 Outcome Project: Smoothie
Fig. 40 Project Smoothie Creative Mock Ups, 2016
66 “The most beloved brands are based on an idea that is worth loving. It is the idea that connects the Brand with consumers. And under the Brand Idea are 5 Sources of Connectivity that help connect the brand with consumers and drive Brand Love, including 1) the brand promise 2) the strategic choices you make 3) the brand’s ability to tell their story 4) the freshness of the product or service and 5) the overall experience and impressions it leaves with you.” – (Robertson, 2013) The creative outcome for the execution is an important part of this process. It is the outcome of all the secondary and primary research insights, highlighting what is concluded and most importantly what the target market want. For this part of the report examples and mock-ups of the creative outcomes are shown and the purpose of this is to highlight the varieties of way the brand itself has been edited, to be able to reach the final outcome.
Project: Smoothie is a brand that promotes smoothies made out of 100% pressed fruit and vegetable juice infused with coconut and added chia seeds, with no additional sugar but the natural sugar from the fruit and vegetable itself. It was important for the brand to look vibrant and playful, but be healthy at the same time. The idea behind the pastel colours (see fig. 40) is to make the brand look approachable, in reply to the consumer feedback gained from the focus group. “I like vibrant colours, when I think of smoothies I think of colours. Also like what the others said I don’t like scary packaging that would make me not buy the product.” – (Barr, 2016 Appendix 16). Designing the brand and promoting it as a healthy option to the consumers, without making it look too serious. The idea process is to create a brand that is playful and eye catching, which is why the outlines of different fruits have been added right next to “Project: Smoothie”. Pastel colours have been chosen in regards to the idea of fruit and vegetable association, to make it easier for the consumer to choose what they want without sometimes having a look. This also comes under the convenience factor.
Final 67 Creative Outcome The final creative outcomes are shown on this page, these are the individual bottles made with different fruit or vegetable drinks. As highlighted, bottles were chosen as the material for the smoothie container as it helps preservation. The colours used for the packaging are link to the contents of each individual bottle. After looking at different fonts, the font used for the logo is chosen by its playfulness and also sophistication. It was important to use a font that would represent Project: Smoothies brand personality “In consumer markets the product and its packaging is a very important tool in not only selling the product (e.g .off the supermarket shelf) but also in communicating brand values.” – (B2B International, 2013) With the hope that this would capture the audience and make them want to purchase the product. Highlighting what was mentioned in the focus group (see appendix 16) it was considered to not make the packaging too “daunting” but subtler which can leave an impact on the consumer.
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Fig. 41 Project Smoothie Execution, 2016
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Fig. 42 Project Smoothie Execution, 2016
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Fig. 43 Project Smoothie Execution, 2016
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Fig. 44 Project Smoothie Execution, 2016
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Fig. 46 Project Smoothie Execution, 2016
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Fig. 45 Project Smoothie Execution, 2016
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Fig. 46 Project Smoothie Execution, 2016
75 “Perhaps the most powerful mental shortcut available to the consumer is branding. Branding on packaging allows us to quickly and efficiently select from a huge array of products. Specifically, branding draws consumers attention to certain products; it allows them to recognise familiar products and serves as a cue for retrieving stored information from memory about those products.” – (Leighton and Bird, 2012)
Conclusion To conclude, secondary research highlights the rise of man made food, and how it is affecting Millennials health. Sugar is also a big part of today’s society as celebrity chef like Jamie Oliver battles to get sugar tax, this for any sugary drinks that are out in the market. After this research it has been found that the sugar tax has been granted. Following up on the secondary research, it shows that the current food market is overflowing with unhealthy and processed food in the market “The packaged food market is expected to bring in revenue by 2020 of $3.03 trillion, the report indicates, registering a compound annual growth rate (CAGR) of 4.5 percent from 2015 to 2020.” This statistics show the growth of unhealthy food within the current market, and the desperate need to substitute these unhealthy foods into healthy foods. Furthermore Millennials showed a lack of understanding when it comes to reading the food labels. “The introduction of a consistent system has proved problematic partly because of the difficulty of getting industry leaders to agree on the labels and because mandatory regulations require agreement on a European level.” – (Triggle, 2013) a new labelling system has now been introduced, which provides different coloured labels for salt, fat and sugar.
Healthy eating is becoming a trend for the Millennials. This is due to the change of lifestyle they are adapting to, and it is now becoming more of a choice rather than a short-term diet. This is because of the health benefits proven scientifically, and information from newspapers, magazines and most importantly online “Millennials will believe nutrition information when it makes sense to them and whether it can be found from multiple sources.” – (Greenblum, 2014). Furthermore, the secondary research highlighted that millennials are very adaptive when it comes to technology. Social Media is one of the tools used by millennials to communicate with each other, and also to gain information. “Millennials don’t look at technology as an extra. They expect to be able to use it in all aspects of their lives, including at home, in the community, and on the job. They are becoming a primary consumer and the essential customer at work.” – (Papas, 2015)
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77 The secondary and primary research has highlighted some key insights that helped develop the Big Idea. The process has led to creating a brand called “Project: Smoothie� which sells 100% pressed fruit and vegetable infused with coconut water and added chia seeds with a squeeze of lemon, containing no additives with only natural fruit and vegetable sugar content. To help the smoothies maintain nutrients from the ingredient used, citric acid has been used that came from lemon which makes it a natural preservative. The design process for the branding of Project: Smoothie came from the consumer feedback gained from the focus group conducted for this report, specifically for the creative concept and big idea. Pastel colours have been used to create a vibrant but subtle packaging, enough to be eye catching for the consumers. The design has been considered to make sure it is sophisticated at its best, and promotes healthy eating without the packaging being too overwhelming. The colours of the packaging determine what flavour content is inside the bottle, this is due to the idea of linking a colour to a fruit, for example red for strawberry. Vending machines were introduced as product placement and also as part of the big idea; the focus group and questionnaires highlighted the key importance of taste, convenience, affordability and health. Another additional information is the 5-A-Day challenge, which will automatically appear on the screen when the person has finalised their purchase. A gentle reminder of returning 10 bottles would gain you 3 free bottles of any flavour of your choice. Project: Smoothie will continue being sold in vending machines, alongside the 5-A-Day challenge to keep encouraging consumers to eat healthy. The next step would be to introduce the brand to the market, while consistently developing the brand further and the possibility of opening its own Project: Smoothie bar.
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Fig. 47 Healthy Salad, 2016
Illustrations 79 References Bibliography Appendix
Illustrations Figure 1. Title Page Abigail Santos (accessed 12th May, 2016) Figure. 2 Processed Food available at: www.fitlista.com (accessed 12th May, 2016) Figure. 3 Statistics available (accessed 12th may, 2016)
at:
http://consumerfed.org/wp-content/uploads/2014/04/Millennials-Tuesday-GREENBLUM.pdf
Figure. 4 Statistics available (accessed 12th may, 2016)
at:
http://consumerfed.org/wp-content/uploads/2014/04/Millennials-Tuesday-GREENBLUM.pdf
Figure. 5 Statistics available (accessed 12th may, 2016)
at:
http://consumerfed.org/wp-content/uploads/2014/04/Millennials-Tuesday-GREENBLUM.pdf
Figure. 6 available at: Statistics available at: http://consumerfed.org/wp-content/uploads/2014/04/Millennials-Tuesday-GREENBLUM. pdf (accessed 12th may, 2016) Figure. 7 America Loves junk Food available at: www.medicaldaily.com (accessed 12th May, 2016) Figure. 8 Sugar available at: thedailycoin.org (accessed 12th May, 2016) Figure. 9 Varieties of Sugar available at www.bonappetit.com (accessed 12th May, 2016) Figure. 10 Fresh Fruits and Vegetables available at: thedailycrisp.com (accessed 12th May, 2016) Figure. 11 5-A-Day available at: blog.hellofresh.co.uk (accessed 12th May, 2016) Figure. 12 Dieting available at: tbrnewsmedia.com (accessed 12th May, 2016) Figure. 13 Social Media Graph available at: https://www.americanpressinstitute.org/charts/millennials-19/ (accessed 12th May, 2016) Figure. 14 Diet Trends Abigail Santos (accessed 12th May, 2016) Figure 14. Cabbage Soup Diet available at: www.youtube.com Figure 14. Scarsdale Diet available at: www.pinterest.com (accessed 12th May, 2016) Figure 14. South Beach Diet available at: www.lordssouthbeach.com (accessed 12th May, 2016)
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Figure 14. Raw Food Diet available at: rawfoodlife.com (accessed 12th May, 2016) Figure 14. Praying For Weight Loss available at: www.youtube.com (accessed 12th May, 2016) Figure 14. Atkin’s Revolutionary Diet available at: www.bbc.co.uk (accessed 12th may, 2016) Figure 14. Low Carb Diet available at: www.anitabean.co.uk (accessed 12th May, 2016) Figure 14. Maple Syrup Diet available at: www.dietpillsbuy.co.uk (accessed 12th May, 2016) Figure 14. Clean Eating Diet available at: www.popsugar.com (accessed 12th May, 2016) Figure 14. Clean Eating available at: sarahmaekerspilo.wordpress.com (accessed 12th May, 2016) Figure. 15 Dieting available at: bostinno.streetwise.co (accessed 12th May, 2016) Figure. 16 Healthy Eating Trend available at: stylecaster.com (accessed 12th May, 2016) Figure. 17 Tasty available at: theodysseyonline.com (accessed 12th May, 2016) Figure. 18 HemsleyHemsley instagram available at: https://www.instagram.com/hemsleyhemsley/?hl=en (accessed 12th May, 2016) Figure. 19 Fruit Smoothie Bowls available at: theodysseyonline.com (accessed 12th May, 2016) Figure. 20 Healthy Snacks Packaging available at: www.weareonfire.co.nz (accessed 12th May, 2016) Figure. 21 Coconut Wateravailable at: www.belfastvibe.com (accessed 12th May, 2016) Figure. 22 Millennials available at: www.solutionstalk.com (accessed 12th May, 2016) Figure. 23 Existing Consumers Questionnaire Abigail Santos (accessed 12th May, 2016) Figure. 24 Millennials available at: www.bakeryandsnacks.com (accessed 12th May, 2016) Figure. 25 Fruit Bowl available at: www.funzine.hu (accessed 12th May, 2016) Figure. 26 Natasha Minter Consumer Profile available at: https://www.facebook.com/freshminter/?pnref=lhc (accessed 12th May, 2016)
Figure. 26 Natasha Minter available at: https://www.facebook.com/freshminter/?pnref=lhc (accessed 12th May, 2016) Figure 26. Natasha Minter available at: https://www.facebook.com/freshminter/?pnref=lhc (accessed 12th May, 2016) Figure. 26 Natasha Minter available at: https://www.facebook.com/freshminter/?pnref=lhc (accessed 12th May, 2016) Figure. 26 Fresh Minter available at: https://www.instagram.com/freshminter/?hl=en (accessed 12th May, 2016) Figure. 26 Fresh Minter available at: https://www.instagram.com/freshminter/?hl=en (accessed 12th May, 2016) Figure. 26 Fresh Minter available at: https://www.instagram.com/freshminter/?hl=en (accessed 12th May, 2016) Figure. 26 Fresh Minter available at: https://www.instagram.com/freshminter/?hl=en (accessed 12th May, 2016) Figure. 26 Avocado Salad available at: www.beachbody.com (accessed 12th May, 2016) Figure. 27 Gabriel available at: lookbook.nu (accessed 12th May, 2016) Figure. 27 Smoothies available at: www.buzzfeed.com (accessed 12th May, 2016) Figure. 27 Sushi available at: www.popsugar.com (accessed 12th May, 2016) Figure. 27 Pizza available at: ottopizza.wordpress.com (accessed 12th May, 2016) Figure. 27 Vanilla Chia Seeds Pudding available at: www.purelyb.com (accessed 12th May, 2016) Figure. 27 Beach available at: www.philhillphotography.com (accessed 12th May, 2016) Figure. 27 Beers available at: brooklynbrewshop.com (accessed 12th May, 2016) Figure. 27 Chicken Wings available at: metro.co.uk (accessed 12th May, 2016) Figure. 27 City available at: untappedcities.com (accessed 12th May, 2016) Figure. 27 Blogging available at: www.telegraph.co.uk (accessed 12th May, 2016) Figure. 27 Smoking diet available at: www.bbcgoodfood.com (accessed 12th May, 2016)
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Figure. 28 Healthy Ingridients available at: www.thelifestyleedit.com (accessed 12th May, 2016) Figure. 29 Smoothie Abigail Santos (accessed 12th May, 2016) Figure. 30 Project: Smoothie Innovation Curve Abigail Santos (accessed 12th May, 2016) Figure. 31 Project: Smoothie SWOT Abigail Santos (accessed 12th May, 2016) Figure. 32 Project Smoothie Perceptual Map (accessed 12th May, 2016) Figure. 33 Project: Smoothie Branding (accessed 12th May, 2016) Figure. 34 Project Smoothie inspiration Moodboard Abigail Santos (accessed 12th May, 2016) Figure. 35 Consumers available at: www.chipsaway.co.uk (accessed 12th May, 2016) Figure. 36 Project: Smoothie Vending Machine Abigail Santos (accessed 12th May, 2016) Figure. 37 Project: Smoothie Facebook Abigail Santos (accessed 12th May, 2016) Figure. 38 Project Smoothie Instagram Abigail Santos (accessed 12th May, 2016) Figure. 39 Project: Smoothie Plan and Measure Abigail Santos (accessed 12th May, 2016) Figure. 40 Project Smoothie Creative Mock Ups Abigail Santos (accessed 12th May, 2016) Figure. 41 Project Smoothie Execution Josh Smethurst (accessed 12th May, 2016) Figure. 42 Project Smoothie Execution Josh Smethurst (accessed 12th May, 2016) Figure. 43 Project Smoothie Execution Josh Smethurst (accessed 12th May, 2016) Figure. 44 Project Smoothie Execution Josh Smethurst (accessed 12th May, 2016) Figure. 45 Project Smoothie Execution Josh Smethurst (accessed 12th May, 2016) Figure. 46 Project Smoothie Execution Josh Smethurst (accessed 12th May, 2016) Figure. 47 Healthy Salad available at: www.marieclaire.co.uk (accessed 12th May, 2016) Figure 48 Fruits available at: www.huffingtonpost.co.uk (accessed 12th May, 2016)
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Reports: gijon-yajaira (2015) Millennials report FINAL. Available at: http://www.mediainsight.org/PDFs/Millennials/Millennials%20 Report%20FINAL.pdf (Accessed: 8 May 2016). Goetzfried, R. (2013) McKinsey marketing and sales practice. Available at: https://www.mckinsey.de/sites/mck_files/files/ b2b_branding.pdf (Accessed: 9 May 2016). Greenblum, M. (2014) UNDERSTANDING MILLENNIAL EATING BEHAVIOR Available at: http://www.consumerfed.org/pdfs/ Millennials-Tuesday-GREENBLUM.pdf (Accessed: 22 April 2016). Hitchman, C., Christie, I., Harrison, M. and Lang, T. (2002) Inconvenience food the struggle to eat well on a low income. Available at: http://www.demos.co.uk/files/inconveniencefood.pdf (Accessed: 4 May 2016). International markets bureau (2009) Consumer trends functional foods. Available at: https://www.gov.mb.ca/agriculture/ market-prices-and-statistics/food-and-value-added-agriculture-statistics/pubs/consumer_trends_functional_foods_en.pdf (Accessed: 28 April 2016). Koutsimanis, G., Getter, K., Behe, B., Harte, J. and Almenar, E. (2012)Influences of packaging attributes on consumer purchase decisions for fresh produce. Available at: http://www.sciencedirect.com/science/article/pii/S0195666312001687 (Accessed: 28 April 2016). Newport, M.T. (2013) Coconut Oil Dietary Guidelines and Suggestions. Available at: http://www.coconutketones.com/pdfs/ DietGuidelinesForCoconutOil2013.pdf (Accessed: 28 April 2016). Nemours health & prevention services 2 SAMPLE POLICIES (2010) Available at: https://www.cspinet.org/new/pdf/ HealthyVendingGuide.pdf (Accessed: 9 May 2016). NHS Live Well (2003) Just eat more. Available at: http://www.nhs.uk/Livewell/5ADAY/Documents/(activities-health)-5-a-daywhats-it-all-about[1].pdf (Accessed: 9 May 2016). Pew Research Centre (2010) Millennials confident connected open to change Available at: http://www.pewsocialtrends. org/files/2010/10/millennials-confident-connected-open-to-change.pdf (Accessed: 9 May 2016). Tetra Pak (2016) Packaging Up Millennial Success. Available at: http://www.agf.nl/nieuws/2016/0308/Millenials.pdf (Accessed: 28 April 2016).
The Chartered Institute of Marketing (2009) 0 minute guide how to achieve an effective promotional mix. Available at: http://www.cim.co.uk/files/promotionalmix.pdf (Accessed: 9 May 2016). World Health Organization (2003) FRUIT AND VEGETABLE PROMOTION INITIATIVE / A MEETING REPORT / 25-27/08/03. Available at: http://www.who.int/dietphysicalactivity/publications/f&v_promotion_initiative_report.pdf (Accessed: 26 April 2016).
Books: B2B International (2013) The Marketing Mix and Building a Brand Promotion Clapp, J. (2012) Food. Polity Press. DuPuis, S. and Silva, J. (2008) Package design Workbook: The art and science of successful packaging. United States: Rockport Publishers. Fife, B. (2007) Coconut water for health and healing: A natural sports drink and health tonic. United States: Piccadilly Books,U.S. Tungate, M. (2005) Fashion brands: Branding style from Armani to Zara. United Kingdom: Kogan Page. Walker, N.W. (2003) Raw vegetable juices: What’s missing in your body. Health Research.
Documentaries: Hungry for Change (2012)
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Abigail Santos Fashion Communication and Promotion Negotiated Project FASH30108 Word Count: 8,531