In the UK nearly two thirds of men and over half of all women are overweight.

The number of people who are now clinically obese has trebled in the last 20 years. What has already become an epidemic in the United States has forced its way up the agenda in this country for a number of reasons:
  • The great British sweet tooth
  • The growth in snacking
  • A breakdown of formal meals
  • A fondness for carbohydrate and fatty foods
  • Parental anxiety
  • Sedentary leisure pursuits
  • The decline of sport in schools

    Public opinion and more notably press and government attention are swinging away from social observation and towards the attribution of blame and the steps that might be taken to resolve the issue. A number of leading food manufacturers have just given evidence to a parliamentary select committee.

    Over the last few months Haines McGregor have been working with major UK brand owners to develop strategies in readiness for potential threats. The obesity issue is set to become one of the most influential market factors within packaged food.

    Potential defence strategies in relation to this issue may include

  • Product reformulation
  • Packaging communication strategy
  • Product development
  • Brand positioning
  • Communication strategy
  • Sponsorship strategy
  • PR strategy
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