Healthy Marketing Team and CBI arrange FourFactors® Masterclass in Peru to accelerate Nutritional Food Innovation and Export

CBI invited Per Sundelin, an internationally experienced senior HMT consultant, to lead a bespoke FourFactors® Masterclass training focused on food Innovation, marketing and branding. The workshop takes place on September 24th and 25th, in Lima Peru for around 25 Peruvian and Colombia food and ingredients companies

‘We are proud and exited to collaborate with this group of companies, who has not only a range of unique local ingredients at hand, but even more importantly a fantastic opportunity to offer nutrition and health benefits to consumers on the international market. Like many nutrition companies in the world they have the opportunity to be gamechangers – to address consumer requirements for healthy and functional food’ states Per Sundelin

These companies have their own products and brand concepts and will apply HMT’s world leading FourFactors® methodology. The program includes practical cases to improve understanding of trend analysis, category innovation, market entry strategies, brand positioning and consumer segmentation, together with winning brand concept development- all with a deeper understanding of global consumer demands.

The workshop is part of a CBI export-coaching project that supports 25 Peruvian and Colombian food and beverage companies in growing their exports to especially the European market by enhancing their technical and commercial capabilities. A number of the participating companies will showcase their products at events such as SIAL, NOP Scandinavia, ExpoAlimentaria and Hi Europe in the coming months.

‘We believe the masterclass is an excellent opportunity for the food and beverage industry to adjust their consumer-centric process. In the past years the sector has invested heavily in processing technology and food innovation, with HMT´s expertise we believe companies will be able to upgrade their product branding and positioning skills to become even more successful in the European market, states Reindert Dekker, external consultant of the export coaching project.

HMT will also give a presentation about successful market entry strategies of healthy and functional food brands, Wednesday the 26th of September. This speech is as part of the conference program of ExpoAlimentaria Peru, the largest natural food show in South America.

FourFactors® explained

- We work successfully and long-term with innovation in a changing era, says Per Sundelin. Our strategies form the foundation of a robust innovation methodology resulting in gamechanger innovations.

FourFactors® has been developed to be an easy to use consumer-centric tool to map, develop and position successful brands within nutrition and health. It is based on consumer insights and key decision factors at the point of purchase and rests on four pillars: consumer needs, acceptance of ingredients, benefits understanding and brand trust. It also includes a segmentation based on consumers’ attitude to innovation in food and health. For each consumer segment, the FourFactors® suggests a different innovation strategy.