Abbott feeds adult protein need through Ensure Max Protein
Abbott on Tuesday introduced Ensure Max Protein, a 150-calorie nutrition drink with 30 grams of protein and 1 gram of sugar in an effort to meet the protein need of most adults. More than 1-in-3 adults over the age of 50 aren’t getting the protein they need daily, according to the latest National Health and Nutrition Examination Survey data from researchers at Abbott and the Ohio State University.
To help promote the brand Abbott signed “Grey’s Anatomy” actress Kate Walsh. “As we age, our bodies change and so do our nutritional needs. In the last several years, I have made it a priority to understand exactly what my body needs to function at its best,” Walsh said. “Even with my busy lifestyle, I’ve improved my eating habits by finding simple ways to incorporate protein into my diet so I have energy to take on the day. I love that I can now have Ensure Max Protein on the go, and be confident that my body is getting the right amount of protein it needs.”
Abbott’s Ensure Max Protein comes in two flavors, including milk chocolate and café mocha. The café mocha flavor includes 100 milligrams of caffeine from Colombian coffee extract, which is as much as one cup of coffee.
“Abbott has always been about nourishing adults and helping them live stronger, healthier lives powered by the latest advances in science,” Abby Sauer, a registered dietitian at Abbott, said. “For Ensure, helping adults reach their health goals comes in all forms – whether managing an illness or maintaining strength and energy. Our newest formulation – Ensure Max Protein – delivers strength in a bottle, so adults can stay active and tackle life’s demands.”
Starting this month, Ensure Max Protein will be available nationwide at most major retailers and online.
CHPA debuts marketing conference
What keeps marketers up at night? Officials at the Consumer Healthcare Products Association believe that there is so much information out there that the industry needed a marketing conference to sift through the information and, yes, help marketers sleep a bit better at night.
The two-day 2018 CHPA Marketing Conference, set for July 16 and 17 in Philadelphia, is one that organizers said will be filled with education and networking opportunities for OTC marketers looking to figure out how best to activate their target audiences across today’s fractured media landscape. Organizers said that the summer event would give attendees enough time to incorporate new learnings into the coming year’s media plans.
Companies are facing a constantly shifting retail landscape that’s drawing fewer and fewer trips each year from a divergent consumer base with an age range from Gen Z to baby boomers.
“We can help address these issues by continuously educating ourselves and ensuring we utilize all of the resources available to us,” said Jennifer Moyer, vice president of marketing and sales at Clarion Brands and one of the event’s organizers. “People today — of all ages — are engaged in their health and wellness as never before. From wearables and apps to understanding ingredients, people want knowledge, transparency and meaningful information on how to live a better and healthier life.”
Helping consumers, especially younger consumers, identify products that solve their immediate needs is a white-space opportunity for health and wellness, according to John Dowers, president of Wellspring Pharmaceutical. “The key to marketing to millennials is to present content that is ‘authentic’ with elements that are close to them,” he said. “My experience with Gen Zeros is that you need to deliver your message in 8-to-10 seconds in multiple places, and make sure they know what’s in it for them.”
Learning how to activate consumers is only part of the educational offerings that organizers said will be in play at the event. “The July conference will help marketers develop a playbook for the modern day,” said Ben Fishman, director of brand marketing at Emerson Group. “Attendees will take away from this conference the trends and challenges that impact our business, and ideas about how to capitalize on those trends or solve those challenges.”
SPINS enhances nutrition data capacity with FoodFacts
SPINS on Monday acquired FoodFacts, a consumer awareness platform for transparency into nutrition data, ingredients, allergens and sensitivities. The acquisition brings to SPINS FoodFacts’ proprietary product health rating system and consumer-facing iOS application.
“From the moment I met the FoodFacts team, I knew their passion and vast collection of assets would accelerate our mission to help consumers live healthier and more vibrant lives,” Tony Olson, CEO of SPINS, said. “Consumers are demanding to know what is in the products they buy, and they lack unbiased, holistic sources for that information. SPINS is rising to that challenge, helping our clients meet and exceed shopper expectations around transparency.”
SPINS will now be able to add FoodFacts’ nutrition data dictionary, algorithms for coding complex intolerances and product health scoring, as well as its consumer profiles, recommendation engines and patents into its portfolio, the Chicago-based data insights company stated.
That will accelerate accessibility of better-for-consumer products in North America, SPINS noted. The insights will provide retailer and brand clients a more in-depth understanding of how their own products are perceived by consumers with in search of improved wellbeing.
“I started FoodFacts Inc. with the idea that our database could provide users with information about the foods they are eating,” Stanley Rak, founder of FoodFacts, said. “With SPINS leading the way, FoodFacts’ mission now has the potential to reach every consumer in North America and beyond.”
Enhanced solutions leveraging these new assets will be available to SPINS clients this spring, the company reported.