Case study
New Product Compliance and Positioning for AAK
The Brief
AAK, a specialist producer of oils and fats, developed a new cooking fat product which they wanted to position as research-driven and innovative and we were asked to develop their brand positioning.
Our Approach
With expertise in marketing and compliant nutrition and health claims, HRS Communications supported AAK in positioning their new product as credible and evidence-based, strengthening its market position.
Through in-depth consultation, we highlighted potential claims and advised on reformulation to create additional opportunities. We also reviewed AAK’s ‘wish list’ of desired claims and refined existing promotional copy to ensure regulatory compliance. Where evidence-based and legally compliant claims could not be made, we developed factual ingredient statements to support product messaging.
To build credibility, our team conducted a scientific literature review to assess the product’s role in dietary patterns and in health and disease. These insights were then applied to inform consumer marketing.
Finally, we compared the product nutritionally against competitor high-fat products. We created a handbook of comparative nutrition and health claims for AAK to use in consumer marketing.
“Working with HRS [on our Nutrition, Health and Botanical Claims] has really allowed us to expand on our articulation for a brand we are currently working on. Nothing was too much for Harriet and the team and the quality of work we received has been invaluable to us.
HRS was briefed to pull together approved health messaging on one of our products, that we would use when taking the product to market. Having HRS complete this exercise has distilled confidence in ourselves for when we use the messaging on our comms and provides additional selling points we may not have known otherwise.
They also assisted by creating some fantastic customer profiling which really allowed us to ‘know’ our customer, what their interests are, what their lifestyle is etc, and how our product becomes more than relevant to them. All work was created and produced in good time and the briefing / communication process throughout has been more than efficient. We would certainly recommend anyone thinking of working with HRS to do so!”
Our people
We are a highly skilled team of individuals from diverse marketing, communication, and healthcare backgrounds. This allows us to truly offer your business a full-service approach for all your nutrition and medical communications needs.
