According to a statement, this is to highlight the company’s ‘unique perspective on delivering good taste in food and beverage products at a time of great need by the industry’.
“Food manufacturers are struggling with the challenge of maintaining taste in foods containing lower levels of salt, sugar and fat,” said Dr Adam Anderson, research & development director, Kerry Ingredients & Flavours EMEA. “Our customers tell us that consumers are increasingly dissatisfied with the taste of products that have been formulated (or reformulated) with lower salt, sugar and fat profiles.”
This ‘taste backlash’ has been highlighted by the recent decision of a major US soup manufacturer to increase the salt level in its soups after an earlier, much publicised reduction resulted in a slump in sales.
“We firmly support industry efforts to reduce salt, sugar and fat levels in food in line with medical evidence demonstrating the health benefits that result,” said Anderson. “However, manufacturers are facing real challenges in maintaining taste and consumer satisfaction while making these reductions.
“What’s needed is a holistic perspective to taste, looking across the whole food matrix, which encompasses flavours and other taste ingredients options, which is very much the approach we take.”
The goal of the new global campaign is to make food manufacturers aware that Kerry offers new and effective, alternative ways to achieve good taste.
The taste campaign is backed by a six-figure, three-year global advertising push. The advertising campaign, created by Saatchi & Saatchi X (part of the Saatchi & Saatchi advertising group) will be aimed at food and beverage purchasing, R&D and marketing managers.
These will run initially from September 2011 to the end of January 2012 in key food trade media outlets, featuring high-quality x-ray images of food ingredients unified by the strapline ‘No one sees taste like Kerry’.
The advertising copy will urge readers to talk to ‘Someone who knows food as well as they know science’.
Source: Kerry
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