Sweeteners Rising: Who's Talking & What's Next?
Session Track: Sugar Reduction: Consumer Trends
Session Date: Friday, March 21, 2014; 11:45 a.m. - 12:15 p.m.
Consumer fervor about salt, sugar and fat in the modern diet is only gaining momentum in the global marketplace, in part through social media channels. This session will focus on the consumer meta trends around sweeteners including preferences for natural categorization and clean labels along with the rise of blended sweetener product offerings in the marketplace. It will also identify the sparks of emerging sweetener trends such as use of monatin or other “forgotten” sweeteners. Marketing case studies, which include a social media audit, will be shared to examine the relationship between credible sweetener messaging as related to weight management, positive nutrition and healthier snacking. Comparisons between a stealth health approach and more overt messaging will also be explored.
Rachel Cheatham, Foodscape Group, LLC
Dr. Rachel Cheatham is the Founder & CEO of the Foodscape Group, LLC, a nutrition strategy consultancy which gathers intelligence from the scientific and food policy realms combined with consumer insights to craft communication strategies that help businesses and brands market healthier foods, beverages and snacks. Her background includes a unique combination of hard science training in the biobehaviors of obesity merged with marketing and media creativity. Previous positions include work as a commercial television producer, Director at the International Food Information Council (IFIC), and Senior Vice President, Director of Nutrition Science Communications at Weber Shandwick, a global public relations firm. Dr. Cheatham holds a doctorate in nutritional biochemistry from Tufts University where she is also an adjunct Professor of Nutrition and Food Marketing teaching to students online globally. She is a Professional member of the Institute of Food Technologists, a member of the Academy of Nutrition and Dietetics and member of the American Society of Nutrition.