Good food business
Marketing recipes for exploiting today's mature attitude to eating
Janice Wilson
The healthy foods bandwagon now touches most consumers, and shows no sign of stopping. Most food markets have been affected - some dramatically - It all started a decade or so ago with a handful of bean freaks, salt avoiders and addictive haters. This paper identifies the established dynamics of the phenomenon, the logical positions open to a brand, and some of the psychological aspects (double standards, inconsistency) that chequer consumers' good intentions. An invaluable chacklist for anyone engaged in food marketing, it also considers how...