Two-day conference helps food professionals gain practical insights into what it takes to develop and market healthful foods successfully
Newswise — Food products are evolving to meet the needs of health-conscious consumers who demand new products that aim to promote better health, increase longevity, and prevent the onset of chronic diseases. Presented by Food Technology magazine, Wellness 10, March 24-25 in Chicago, addresses six of the most rapidly growing industry application areas associated with healthful foods: applied science, consumer research/trends, innovation & new technologies, marketing & packaging, product development, and regulations.
Now in its third year, the conference will convene experts from industry, academia, and government to explore the changing food and beverage landscape. The conference will address key market drivers such as greater consumer health awareness and the potential for premium pricing—both of which fuel growth in the functional foods market. Sustaining this growth will hinge on manufacturers’ ability to focus on food qualities, market effectively, target the appropriate segments, and align with the wider consumer health agenda.
Highlights of Wellness 10 are as follows:
Wednesday, March 24
Gainers & Waners: Up-and-Coming Markets and MessagesWhat are the current health and nutrition trends in today’s market? Keynote speaker and Food Technology contributing editor Dr. A. Elizabeth Sloan of Sloan Trends, Inc., will provide an overview of the up-and-coming functional food and beverage opportunities, discuss a trend-tracking system separating sustainable trends from fads, and explore product positioning within the functional foods arena.
Consumer Panel: Let’s Hear It from the MomsListening to the needs and wants of consumers is fundamental to success in any industry, and the health and wellness marketplace is no exception. Join Lu Ann Williams of Innova Market Insights for a thought-provoking, moderated discussion from a panel of primary household shoppers in the Chicago area. Gain insights into how these consumers make healthy food choices for their families.
Learning about Connected InnovationIn today’s competitive marketplace, how can you accelerate the innovation efforts already taking place within your company by tapping into the vast experience that exists outside of your company? In this session, Dr. Mike Antinone, a senior R&D manager of Connected Innovation at General Mills, will discuss business rationale, best practices, potential challenges, and new tools that will allow you to move from a model of invention to one of connection.
Thursday, March 25
Change the Food to Change the Consumer? Applying Behavior Change Theory to Healthful Food Product Development How do you reconcile the need to change consumers’ nutrition behavior with developing successful wellness related food products? The key is to understand what motivates a consumer to adopt a new behavior. This session’s leaders, Dr. David Allison of University of Alabama at Birmingham and Dr. Kantha Shelke of Corvus Blue LLC, will explore how behavior change science can be applied to food product development to create an environment that is conducive for healthful behaviors and to encourage the purchase of wellness products.
Functional Foods in a New Era of FDA EnforcementFunctional foods continue to be a rapidly growing segment of the consumer food market. However, the sale of these products must be approached with increased caution because the U.S. Food and Drug Administration (FDA) has sharply increased its enforcement activities. Through practical examples of currently marketed products, Anthony Pavel, an attorney with K&L Gates LLP, and Shanon Trueman, an analyst at Nerac, Inc., will discuss the application of FDA regulations of these foods and applicable advertising law principles. In addition, participants will gain a firm grasp of FDA’s increased focus on enforcement and gain a better sense of the types of data needed to support health claims for functional foods.
Reformulating Products to Nutritionally Improve Foods Targeted to Children Addressing childhood obesity continues to be a public health priority. As a key player in the solution, the food industry is offering healthier choices for children. At this session, Adelaide Geik, a registered dietitian at Edelman, Elaine Kolish of the Children's Food and Beverage Advertising Initiative, and Dr. Yeonhwa Park of the University of Massachusetts will discuss case studies that demonstrate how each sector has addressed such challenges. In addition, participants will learn how food scientists might participate in national policy discussions involving the food supply and food accessibility and how they affect children.
Future of Food & Health: Consumer Attitudes about Food in the Age of Health Care Reform Reducing the cost of health care has become a major priority for the government, employers, and consumers. Food and nutrition will likely play a key role in future discussions about how to reduce health-care-related costs. Dr. Roger Clemens of the University of Southern California, Jessie M. Pavlinac of Oregon Health & Science University, and Wendy Reinhardt Kapsak of the International Food Information Council will offer insights into Americans’ top health concerns and their attitudes toward foods that provide benefits beyond basic nutrition. In Thursday’s closing session, opportunities for new technologies as a means to reduce the risk of disease, such as nutrigenomics, will also be discussed. Research and business strategies that assist in helping consumers achieve optimal health will be presented and the possible evolution of health care toward a prevention model will be explored.
For more information about Wellness 10 or to learn more about any of the sessions listed, contact Jeannie Houchins, MA, RD, 312-604-0231, [email protected]
The Institute of Food Technologists (IFT) is a nonprofit scientific society. Our individual members are professionals engaged in food science, food technology, and related professions in industry, academia, and government. IFT's mission is to advance the science of food, and our long-range vision is to ensure a safe and abundant food supply, contributing to healthier people everywhere.
For more than 70 years, the IFT has been unlocking the potential of the food science community by creating a dynamic global forum where members from more than 100 countries can share, learn, and grow. We champion the use of sound science across the food value chain through the exchange of knowledge, by providing education, and by furthering the advancement of the profession. IFT has offices in Chicago, Illinois, and Washington, D.C. For more information, please visit ift.org.
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