The Rise of Essential Fatty Acids and the Fall of the Trans Fats

Publication Date	March 2007
Publisher	Just Food
Product Type	Report
Pages	21
ISBN Number	not applicable
Product Code	AJF00002

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Summary

Keeping up with which fat is "flavour of the month" and which is bad for our health is proving tricky for most consumers. Unless you have a strong understanding of the fundamentals of nutrition, most people rely on a variety of sources when it comes to finding out what we should and should not eat. As manufacturers have successfully changed recipes to be free from trans fats, companies can no longer rely on excuses such as there being no suitable alternative or that it is too expensive/difficult/time-consuming to change. Consumers are growing sceptical about the claims made by big power brands in the food industry, and manufacturers cannot afford to risk their reputation by not taking action. This month's briefing looks at the rise of essential fatty acids and the fall of the trans fats

Content

Introduction to essential and trans fatty acids
- The good fats vs bad fats debate
- Recent impact of good fats vs bad fats debate on NPD
The trans fats situation in the US and Denmark
- Strengths and weaknesses of involving your brand in the good fats vs bad fats debate
- Both are powerful marketing tools
- ...but will the novelty value soon wear thin with consumers?
- Reputation management issues for products still containing trans fats
Marketing strategies employed by brands with omega-3 fortification
- Case study: Sparky Brand
- Marketing message 1: Heart health
- Marketing message 2: Targeting children
- Marketing message 3: Brain health and improved concentration
- Marketing message 4: Calling all baby-boomers
- Even 'good fats' get bad press
The future for the good fats vs bad fats debate
List of figures
- Figure 1: The building blocks of the omega-3 vs trans fats debate
- Figure 2: New food and drink product launches: 'Omega-3' vs 'No trans fats', 2003-2006 (number)