Marketing Nutrition: Soy, Functional Foods, Biotechnology, and Obesity (The Food Series) - Hardcover

Brian Wansink

Hardcover

ISBN 10: 0252029429 ISBN 13: 9780252029424

Publisher: University of Illinois Press, 2005

Synopsis

Although encouraging people to eat more nutritiously can promote better health, most efforts by companies, health professionals, and even parents are disappointingly ineffective. Consumer confusion has lead to floundering sales for soy foods; embarrassing results for expensive Five-a-Day for Better Health programs; and uneaten mountains of vegetables at homes and in school cafeterias. Brian Wansink's Marketing Nutrition focuses on why people eat the foods they do, and what can be done to improve their nutrition.

Wansink argues that the true challenge in marketing nutrition lies in leveraging new tools of consumer psychology (which he specifically demonstrates) and by applying lessons from other products' failures and successes. The same tools and insights that have helped make less nutritious products popular also offer the best opportunity to reintroduce a nutritious lifestyle. The key problem with marketing nutrition remains, after all, marketing.

About this title

Book Description:

The ins and outs of the marketing of food

From the Author:

Marketing Nutrition – Making it Easy to Eat Healthy Although encouraging people to eat more nutritiously promotes better health, many companies, health professionals, and even we as parents are less effective than we could be. Misunderstanding consumers has lead to floundering sales for soy foods, modest results for costly nutrition programs, and mountains of uneaten vegetables in homes and in school cafeterias. The objective of Marketing Nutrition (University of Illinois Press, 2005) is to change this.

This is not simply a Marketing 101 rehash applied to nutritious foods. It is based on dozens of studies conducted by the interdisciplinary research team at Cornell University’s Food and Brand Lab. The book identifies 14 real problems – such as "Nutrition Turn-off," the 5-a-Day frustration, De-marketing obesity, and targeting nutritional gatekeepers – and answers these problems through specific studies. The findings are broken down into what their implications are for brand managers, dieticians, health care professionals, and public policy officials. Some of these findings show . . . -- To change eating habits, target the cooks, not the consumers -- What are the best ways to introduce new foods into a diet -- How a "Clueless Cook" can make foods taste better in less than a minute -- Who are the three types of cooks who lead trends and opinions -- What type of health information is most effective -- How what nutrition label information is most effective

About this edition

• Publisher: University of Illinois Press
• Publication date: 2005
• ISBN 10: 0252029429
• ISBN 13: 9780252029424
• Binding: Hardcover
• Number of pages: 224