Mutrition goes Fi Europe, visitor & voice

Visiting the Fi Europe with a voice as panelist around clean label vs nutrient fortification I'm gearing up for a promising event. Let's share some thoughts around this topic.
Are we sacrificing nutrition for marketing?

Being active as a Mutritionist this is a great question to coin and challenge the marketing & nutrition approach I'm taking with Mutrition.

From a 'yes it does' point of view I'd say;

• The shorter the ingredient list is, the believe is; the better it is
• The simpler the wording is of ingredients is; the more acceptable it is
• Clean label is about perception not so much about what it actually is
• Those nutrient fortifications that add to the ingredient list, making it less clean; those will compete with the forces of promotion

However, clean label vs nutrient fortification is not necessarily dependent on eachother;

• Only some nutrient fortifications are related to explicit label notification = nutrient fortification can be done whilst label remains clean
• Some nutrient fortifications have marketing functions as well (enriched with..) = fortification for marketing
• Some nutrient fortifications have longstanding acceptance among population and considered part of clean label (spreads with Vit A, D and iodized salt)

In practice I've published a few blogs that touch on this topic before.

Chokay, 0% sugar added (and no sweeteners)

A brand and tagline that promise a nutrient rich product that is also free of unnaturals like sweeteners, hence be clean label = best of worlds?

https://www.mutrition.nl/l/gezondlekker-in-de-praktijk-chokay/ 

Gnocchi, clean on label but in reality not so clean

Fresh gnocchi in the restaurant is considered clean label, packaged shelf stable gnocchi is not so clean label. The latter became however the benchmark, convenience & price dominant over clean label and nutrient content together?

https://www.mutrition.nl/l/clean-label-in-gnocchi/ 

100% peanut butter, nutrient rich product in itself with added proteins

Here's an example of a category that intrinsically is nutrient rich e.g. proteins and have protein fortified peanut butters for the sake of marketing although clean label is at the heart of the category positioning (100% peanut butter).

https://www.mutrition.nl/l/peanut-butter-protein-content-claim/ 

Enough food for thought around this topic and clearly the panel will provides us guidance and direction around the challenge of clean label vs nutrient fortification.

Together with Laura Shulman and Steve Osborn we're looking forward to this discussion 3 December 10.55 AM at the Innovation Hub. See you there?

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💡 Start je week met een mix van marketing & nutrition perspectief
😉 Benader je marktvraagstuk vanuit de Mutrition gedachte
🔗https://www.mutrition.nl/blog-mutrition-maandag