Brands could face a new sugar tax and restrictions on marketing sugary foods from January, but some are already showing the best response is to offer healthier options that research shows consumers want.
The food and drink industry has rejected calls from Public Health England (PHE) to introduce tighter marketing regulations around sugary products, including the controversial “sugar tax” that would see an increase in the price of high sugar products.
Jamie Oliver has joined forces with Leon to take action on sugary drinks and is urging other brands to do more to improve public health.
When Cigdem Kurtulus took on the top marketing job at Reckitt she introduced a marketing hub to encourage collaboration across all markets as she says you can’t enforce a “digital transformation mindset” without first changing the infrastructure.
Marketing Week reveals the top 10 marketers in consumer goods, technology and luxury, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Consumers’ enjoyment of food is influenced by what they see and know in advance, and while flavour-focused messages improve perceptions, health-based ones actually harm them.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here