America’s Naturals, an innovator in natural energy supplements, today announced that it will host a session at Vitafoods Asia focused on clean label energy alternatives for the active nutrition marketplace. The presentation will be led by America’s Naturals Chief Operating Officer, Kathleen Brock, and Jeff Hilton, Co-Founder and Chief Marketing Officer of BrandHive.

“We’re so excited to share our new product development efforts in the ever-changing market for active nutrition,” said Brock. “As the average, health-conscious consumer focuses more on wellness through activities and fitness, energy supplements become a vital part of nutrition for more than just sports enthusiasts.”

Brock and Hilton’s session will help attendees better understand the most common market segmentation criteria for active adults and how to effectively message to audiences based on target audiences, specifically focusing on baby boomers versus millennials.

“Millennials are very interested in authenticity and transparency—in fact they demand it,” said Hilton. “Interestingly, baby boomers are taking cues from their younger counterparts and becoming increasingly aware of what it means to know what’s in your supplements.”

The presentation will also include a case study on the marketing approach behind America’s Naturals’ energy shot, NERGIA, including how to work with brand ambassadors, cycling teams and racing sponsorships. Brock and Hilton will also speak about a market trend toward healthier, better-for-you supplements.

The presentation will take place Friday, September 2 from 12:00-12:30 p.m. at Centre Stage.

About America’s Naturals

America’s Naturals formulates and distributes premium dietary supplements under the brand names Family Flora and NERGIA. They are available in retail stores nationwide. For more information visit www.americasnaturals.com.

BrandHive, a leading healthy lifestyle branding agency providing high level strategic planning and branding expertise to consumer packaged goods and value-based ingredient companies, today announced that its co-founder and partner, Jeff Hilton, was invited by Vitafoods to present and chair educational events at the upcoming Vitafoods Asia trade show on September 1-2, 2016 at Asia World-Expo, Hong Kong.

Vitafoods Asia trade show presents a unique agenda, which has been specifically tailored to meet the particular needs of the functional nutrition, nutraceutical and health supplement industry. The program focuses on applied science for the purpose of successful product development and business growth strategies and is officially supported by and co-developed with Food Industry Asia (FIA), International Society of Nutraceuticals and Functional Foods (ISNFF) and Frost & Sullivan. Hilton will be presenting sessions during the “Bringing your Product to the Asian Market” stream and chairing the second day of the conference.

Hilton’s first session, “Trends Shaping the US marketplace for Healthy Products and Ingredients”, will be an informative session on core trends in the US marketplace, including co-branding, personalized healthcare, millennials, convergence, consumer shopping patterns and popular ingredients and health indications. The presentation will take place on Thursday, September 2, 2016 at 14:00-14:30.

Hilton’s second session, “Effectively Marketing Your Science to the Consumer”, will address key marketing strategies to make science more consumer-friendly, as well as techniques to improve retention and relevance providing attendees with practical, usable approaches that can be easily implemented. The presentation will take place on Thursday, September 1 at 16:30-17:00.

Vitafoods Asia is the only event in the region dedicated exclusively to ingredients and raw materials for nutraceuticals, functional food and drinks, and dietary supplements. It attracts over 170 international exhibiting companies and 3,000+ visitors from across Asia Pacific. For more information, please visit www.vitafoodasia.com.

Jeff Hilton, BrandHive’s co-founder and chief marketing officer, will present on the Center Stage at this year’s SupplySide West conference in Las Vegas, Nevada on October 4-8, 2016. The world’s leading ingredient and solutions tradeshow brings together global participants in the health and nutrition marketplace for an in-depth exploration of the industry’s latest trends and innovations. Hilton’s session, “What’s the Buzz on Innovative Ingredients?,” will take place on Thursday, October 6th at 2:30-3:00 p.m. For more information, please click here.

Hilton will host an interactive session with representatives from three leading ingredient suppliers, including Balchem, Gencor and OmniActive Health Technologies. The discussion will be centered on how branded ingredients with clinical science and proven efficacy can achieve “buzz” within the supplement and functional food industries. Session participants will learn how to select supply chain partners with the greatest opportunity for long-term success. The discussion will include insight into the business of three distinct and successful B2B companies within the industry.

Join Hilton and other SupplySide West’s global participants in the animal nutrition, beverage, cosmetics, dietary supplements, sports nutrition, food and pharmaceutical industries for a memorable four day event featuring in-depth education tracks, summits, Q&A panels, workshops and VendorBriefs that focus on the latest trends and innovations in the industry. For more information, please click here.

BrandHive, a leading healthy lifestyle branding agency for consumer packaged goods and value-based ingredient companies, has been named as the agency of record for Quantum Health Products, Inc., developer of natural, science-based products that improve quality of life, and address common daily health needs of consumers.

BrandHive is working with Quantum Health on a comprehensive communications program to help build awareness and stimulate brand trial in the North American market for Quantum Health brands, including Buzz Away Extreme, Lip Clear and Thera Zinc. The program includes web design, advertising, paid search, public relations and social media initiatives, as well as strategic planning.

With over 30 years in business, Quantum Health is recognized for both its high-quality, effective products, as well as its exceptional customer service. Driven by the desire to remain progressive and responsive to its customer’s needs, Quantum Health pursued the expertise of BrandHive to help establish educational and consumer engagement strategies that highlight its natural approach to insect bite protection, cold sore treatment and immune health support.

“We’re grateful for the opportunity to work with Quantum Health, a company firmly committed to the quality and efficacy of its products, and who advocates for the health and safety of its customers, ” said Jeff Hilton, chief marketing officer and co-founder of BrandHive. “Quantum’s quest to help consumers by addressing everyday health needs with proven, natural solutions, is reflected in the strategic and creative direction of our communications efforts.”

For more information on Quantum Health Products, Inc., please visit www.quantumhealth.com.

Jeff Hilton, BrandHive’s co-founder and Chief Marketing Officer, will co-present with Imbibe’s Executive Vice President, Andy Dratt, at this year’s Institute of Food Technologists Annual Meeting and Food Expo. The event will take place on July 16-19, 2016 in Chicago, Illinois and will bring together brand owners and supply partners to explore insights into branding, new technology, and trends related to packaging.

Hilton and Dratt’s session, “Quenching the Marketplace Thirst for Innovative Packaging,” will offer real-world case studies on how brands and packaging manufacturers are shifting their attention to the power of creative design and innovative beverage delivery forms as a way to command consumer attention and educate product benefit. The speakers will present examples of how packaging can make or break a new brand on both the physical or virtual shelf and how brand manufacturers can best address consumer’s interest in value, convenience, and traceability.

Hilton and Dratt’s session will take place on Tuesday, July 19th at 10:30 a.m. to 11:30 a.m. in the Food Expo Forum. As one of the largest gatherings of food science and technology professionals, IFT is an important community event. For more information on the conference, please click here.

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I remember back in the 1990’s sitting in meetings at Nature’s Way talking about the potential of the functional food and beverage sector, which at that point was in its infancy. Now, over two decades later, we are in the ramp up to significant expansion of the category with new products entering the market on an almost daily basis. A simple walk down the beverage aisle of Whole Foods provides an excellent example of the proliferation that has occurred. The sheer volume of functional beverage entries is both staggering and intimidating. Even more sobering, probably 50 percent of those brands won’t be on the shelf one year from now. The beverage isle is a brutal retail battleground where brands either thrive or die. Functional food brands have not yet proliferated to the extent that functional beverages have, but based upon a review of marketplace activity and trends, many more functional food product introductions are on the horizon. And the key driver here is the consumer, believe it or not. In survey after survey, consumers have stated that they prefer their health and wellness to result primarily from what they eat and drink on an ongoing daily basis, so it is not a huge leap to expect expanded growth for these once vertically niched market segments.

This article seeks to identify, review and discuss some significant and relevant ingredient and formulation trends in these growing categories.
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Jeff Hilton, co-founder and partner at BrandHive, will discuss the evolution of CPG branding at the World Tea Expo at the Las Vegas Convention Center next week. Retailers, food and beverage manufacturers, grocers and other industry representatives will attend the expo. Hilton’s presentation will take place on the final day of the event as part of the expo’s core conference seminars.

Hilton’s session, The Evolution of Branding, takes a closer look at how the traditional branding paradigm has shifted control from marketers to consumers. In an environment where consumers have become “publishers” and content creators, Hilton provides guidance around how to manage that opportunity in successfully marketing functional teas and other beverages.

“The traditional To Do’s of marketing have drastically changed,” said Hilton. “Opportunities made available through channels including video, digital content and social media have allowed consumers to customize brand offerings to their tastes and timeline. This has resulted in a new marketing approach characterized by Concept, Content, Connection, Community, and Continuity.”

The World Tea Expo cites growth in tea consumption at well over 80 billion servings in 2015. As the third largest importer of tea in the world, the United States is primed for tremendous market growth. This year’s World Tea Expo will mark the 15th anniversary of the event.

Hilton’s session is scheduled for Friday, June 17th at 8:00-9:30 am. For more information on Hilton’s session or the conference, please visit: http://worldteaexpo.com.

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BrandHive, a leading healthy lifestyle-branding agency, recently finished production of their latest video project for Buzz Away Extreme from Quantum Health. At just under two and a half minutes long, the story for the video educates viewers about certain implications associated with mosquito bites and the safe and proven solution delivered with Buzz Away Extreme. Andy Yorkin, Account Director overseeing strategy for Quantum Health, believes the timing of the video release is perfect: “The video is very timely considering the Zika virus outbreak coupled with a growing interest amongst today’s consumers to find more natural alternatives to chemical-based products.”

 

With close client collaboration, BrandHive developed several concepts to tell the Buzz Away Extreme story. After careful consideration of current events, the concept was chosen that tells a narrative of the safe and natural insect repellant to defend against mosquitos, ticks, flies, gnats and no-see-ums along with the associated health concerns. With BBQ and picnic season upon us, the timing couldn’t be better.

 

Since 1981, Quantum Health, based in Eugene, OR, has been producing and marketing the safest and effective natural products to address everyday health concerns including cold sores, immune support and bug bite protection. Today the company offers more than 60 scientifically formulated products at leading retailers throughout the United States and Canada, including Buzz Away Extreme® DEET-free mosquito and tick repellent and Lip Clear® Lysine + Coldstick and cold sore treatment products. All products are manufactured under strict quality control standards.  www.quantumhealth.com

As a preview to VitaFoods Europe, I want to share a few thoughts on building consumer awareness for branded ingredients.

The Opportunity

Thought leaders and others in the manufacturing and supply chain sectors of the healthy, natural, organic space are beginning to reach consensus that the best way forward to future growth and market success is founded in a partnership strategy or approach. By that, I mean that true innovation in today’s market space requires R&D focus and capabilities that many smaller entrepreneurial companies do not have at the ready. Likewise, there are a host of ingredient suppliers who either serve as brokers/marketers or simply do not have an R&D pipeline for new product discoveries or technological innovations. So the increasingly logical approach is to share that overall responsibility and combine resources to discover, foster and cultivate new ingredients and technologies with implications for improved human health. This increased collaboration allows brand owners and branded raw material suppliers to mix and match their IP to create something greater than the individual contributions might suggest. Now more than ever, successful product introductions, particularly in niche markets, come from a vibrant combination of expertise where players are less silo-driven and more collaborative. In short, you can play in my sandbox, and I will play in yours. Nowhere is this opportunity more pressing than in building consumer demand and awareness for new products and the ingredients, features and benefits driving them. That is very much a shared responsibility with shared accountability in today’s marketplace and brand owners expect legitimate suppliers to actively play a role in consumer education and building demand at the consumer level. Long gone are the days of selling raw ingredients at $X per kilo and good luck with that. The supplier of the near future must approach brand owners with a much more comprehensive approach which addresses consumer positioning, value proposition, and proposed messaging to support ingredient claims. In addition, growing suppliers are also now expected to participate in consumer education and outreach.

The Challenge
Consumer outreach is not cheap. We all know that. It also requires detailed planning and execution and is often beyond the wheelhouse for many ingredient suppliers who focus on B2B communications. So the hurdle is related to both financial concerns and lack of expertise. Yet the expectation lingers, and smart and savvy suppliers are seeking a way forward.

An Approach
May I suggest that the correct path of thinking for a raw ingredient supplier is to outline a program of cost-effective, guerilla-style tactics that can assist in the brand-building process at a reasonable budget. The primary goal here should be to 1) educate consumers about the branded ingredient and 2) send them back to your brand partners to purchase at retail or online.

Tools for consideration include:

– Social media: Choose 2-3 platforms and establish a presence for your branded ingredient. Create a content calendar and post regularly. Feature your brand partners in posts and send consumers back to your Web site or a landing page where participating brand partners are highlighted with live links to their web sites. You can outsource this function for a few thousand dollars a month. You should also allocate some money to purchase social media advertising, boost posts, etc.

– Event sampling: Pick a few key markets for your brand partner and arrange to sample your ingredient (with a card attached leading the individual to a local retailer where the product is sold). Getting included in goody bags for half marathons, yoga retreats is relatively inexpensive and often the sponsoring organization is looking for samples and will gladly include you at no charge.

– Blogger outreach: There are literally thousands of blogs in the “blogosphere” to choose from. Many of them are focused on health and wellness issues or specific disease conditions like obesity, heart health and diabetes. Reach out to prominent bloggers with an offer to supply them with free product samples to try provided they will post in their blog about the experience. You can also encourage them to plan a giveaway or blog promotion built around your ingredient and it’s benefits. Many bloggers will provide coverage for free if they like the product, and those who charge for a review are usually quite reasonable.

There are other ideas but these will give you a starting point. Give up the idea that you need to spend hundreds of thousands of dollars on print, online and broadcast advertising which you can’t afford, and start thinking about small ways that you can help get the word out through more localized, guerilla tactics. Reaching the consumer is s joint effort between brand owners and suppliers. Suppliers don’t need to do all the heavy lifting, but they need to actively help share the load.

BrandHive’s, Jeff Hilton, has been invited to participate in an additional panel session at this month’s Vitafoods Europe, on May 10-12, 2016 at Palexpo, Geneva, Switzerland. The panel will explore the future for the Sports Nutrition market and the steps required for manufacturers and suppliers to drive quality, safety and consumer trust within the industry

PARTICIPANTS: Shane Starling, Senior Editor, Food Ingredients EMEA/APAC (Chair), Jeff Hilton, Chief Marketing Office and Co-Founder of BrandHive, David Trosin, Director of Business Development, Dietary Supplements, NSF International, USA, Dr Adam Carey, Chair, European Specialist Sports Nutrition Alliance (ESSNA), UK
PANEL SESSION: Raising the Bar: Driving quality, safety and consumer trust in sports nutrition
TIME: May 10, 2016, 11:00-11:40 AM
PLACE: Centre Stage

Hilton’s other sessions at Vitafoods include:

• “What the personalised healthcare consumer trend means for manufacturers and suppliers?” – Tuesday, May 10th, at 16:40 – 17:00 at the Life Stages Theatre.

• “Addressing opportunities in the expanding active nutrition marketplace” – Tuesday, May 10, 2016 at 12:45-13:05 at the Vitafoods Centre Stage.

• “Leap-frogging: How branded ingredient suppliers can build consumer awareness on a limited budget” – Wednesday, May 11, 2016 at 09:30 – 09:55 as part of the paid Conference Proceedings.

For more information on these sessions, please visit http://www.brandhive.com/buzz/2016/04/brandhives-hilton-to-lead-diverse-discussions-at-vitafoods-europe/.

Vitafoods Europe is the leading exhibition for the nutraceutical, functional food and drink dietary supplements industries. The event is expected to attract 900 global suppliers showcasing thousands of innovative products while providing strategic direction and expertise for operating a strategic business. For more information, please visit http://www.vitafoods.eu.com/.