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Nutraformulate 2014: Using Co-Creation to help the world of Functional Foods

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Next year Brand Genetics is delighted to have been asked to give a keynote presentation at the 2-day Nutraformulate conference, the UK’s only functional foods event. It’s a fascinating topic – the  functional food and drinks market is growing fast; Mintel forecasts that in the UK alone it will be worth £1 billion by 2016, up by 32% on 2011.

However, it’s not without it’s challenges, not least making complex science consumer relevant. As such we will be talking on ‘The Power of Co-Creation: working with consumers to win in market’: in which we hope to share our learnings and approaches to creating brands and benefits that the audience really cares about – in short a message that is meaningful, relevant and remarkable.

We believe that co-creation – that is working with consumers, customers and experts to develop and refine ideas – is the best way to ensure that the story you tell and the products you create add real value to your target audience’s lives. This is particularly relevant for more technically led industries like functional foods, and others such as healthcare and pharmaceuticals, technology – even finance. 

Our talk will share insights and practical tips on how – done right – co-creation can help businesses grow by being more consumer relevant, and draws on Brand Genetics’ experience of spotting opportunities and developing innovative new products and brands with clients including ABInBev, Bacardi, Britvic, GSK, Muller, Reckitt Benckiser and Sara Lee.

So if you’re interested in the world of Functional Foods then Nutraformate (and hopefully the Brand Genetics talk) should be on your agenda for next year – and the good news is it’s free to attend. We hope to see you there.


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