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.
With our unique expertise and knowledge in marketing and nutrition and health claims, we were perfectly placed to support AAK in positioning their product as credible and evidence-based.
After in-depth consultation to understand the product, we identified opportunities for nutrition and health claims. We also advised on product reformulation in order to enable further claims opportunities. Where evidence-based and legally compliant claims could not be made, we developed factual statements about ingredients. Additionally, we reviewed the ‘wish list’ of claims that AAK wanted to make, and tweaked existing promotional copy to ensure regulatory compliance.
Our team also conducted a scientific literature review to identify the role of the product in different dietary patterns, as well as its role in health and disease. The conclusions from this research were then used to inform consumer marketing.
Finally, we compared the product nutritionally against competitor high-fat products. Based on the findings, we developed a handbook of comparative claims for AAK to use in their consumer marketing.