Healthy products also need promotion

Health consciousness has been the most important trend in recent years. Manufacturers are adapting to changes in consumer preferences and hyper markets often allocate separate shelf space to healthy products. Functional foods with specific health benefits are increasingly popular. One of the best known places where innovation has been pursued since 1980 in close collaboration with food manufacturers is the research laboratory dedicated to Diet and Nutrition at the University of Pécs. As Prof. Dr. Mária Figler, head of faculty has told us, their research teams which has achieved notable success in recent years, is composed of a physician, four agricultural engineers, and a chemist. – We have developed patents like soft drinks based on whey or permeate, powdered milk suitable for the production of recombined dairy products, heat treated cheese or pro-biotic kephyr products. – Special eggs are the result of intensive research. We are experimenting with fodder which allows larger quantities of valuable substances like vitamins or unsaturated fatty acids to be deposited in eggs – says Rita Dornai, brand manager of Farmtojás. Packaging has been the most effective communicational tool for promoting their eggs, as this is the surface which is inevitably present when a shopping decision is made. According to Lajos Hetyei, managing director of Eisberg Marketing Kft, their excellent quality salads and dressings practically sell themselves to health conscious consumers. They rely on in-store tools primarily, with a large part of their marketing budget dedicated to shelf services. Their floor stickers have also been very effective. Sometimes the absence of something can be used for promoting a product. The „made without added E”-logo of Nádudvari Élelmiszeripari Kft appears on all milk products manufactured by the company. According to János Galambos, managing director, their prize game where the first price was a visit to the plant has also been equally successful. The absence of preservatives and reduced oil content is communicated by Univer in their ads promoting their salads. All sugar and allergenic substances have also been removed from their baby foods last year. The „Csupajó” trademark is not only used on packaging, but in all communications related to the product, including POS tools. The packaging of Pötyi sweetener has been renewed recently. The primary intention of DunaPro Zrt in developing a new design has been to link the product to a relaxed and happy atmosphere. Apart from sweeteners, Pötyi products also appear among sugar products. Food labels have changed recently. According to decree 1924/2006/EK of the EU Council, all statements related to health must be scientifically documented and comprehensible for “average” consumers. Both the manufacturer and retailer bear responsibility for the claims made on labels. According to Márta Szilágyi, managing director of Royal Brinkers Hungary Kft, PR is a very effective tool for promoting products intended for health conscious consumers. Their unique Holland Premium margarine variant made with fibre is the result of intensive R+D. In the opinion of Alexandra Kilián from Biopont Kft, education and information are essential for organic and health foods. Education is also the most important element in the sales promotion activities related to Joya soy drinks. Mona Hungary Kft has been forced to explain what soy beans are to consumers. Sometimes, consumers are encouraged to try healthy products by one of the lifestyle programs like those seen in the “Big Loss” TV show. At present, nearly 100 products of 15 manufacturers are sold with the Weight Control logo of Alexandra Béres.