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How to get consumers excited about better-for-you solutions

Insights

How to get consumers excited about better-for-you solutions

Disruptive marketing in the confectionery category: the Valio Bettersweet™ case.

Expert Insights by Valio is a series where we explore nutritional research and trends — and how they can be translated into successful and innovative products.

With the health and wellness megatrend challenging the confectionery industry, we will discuss more effective ways to communicate about better-for-you solutions.

In this episode of Expert Insights, we will take a closer look at the Valio Bettersweet™ Solution and what insights drove us to our chosen concept. We also will go over what we discovered using artificial intelligence and our own market knowledge.

In this episode, you will receive actionable tips on how to succeed in future-proofing your product in a changing world.

Watch this 20 min episode to learn more:

1. INTRO: Health-conscious consumers and public-spirited governments demand that the confectionery and chocolate industries provide better-for-you options.

2. PROBLEM: Consumers love their treats, but have the better-for-you solutions managed to satisfy them?

3. INSIGHT: Case study: Valio Bettersweet™. How to communicate about better-for-you solutions in a way that resonates with consumers.

4. BUSINESS DEVELOPMENT: How to future-proof your product with the help of Valio’s innovative solution.

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Featured speakers:

Mikko Santonen

Creative Strategist, TBWA\Helsinki
Mikko Santonen is a Creative Strategist at TBWA\Helsinki. Mikko has comprehensive experience working with Finnish and international brands alike, with strong focus on brands operating in the food sector. Mikko is an expert in bringing category issues into focus and solving them with the help of data and consumer understanding.

Laura Paikkari

Creative Director, TBWA\Helsinki
Laura Paikkari is a Creative Director at TBWA\Helsinki. Laura has over 15 years of experience in leading creative work with Finnish and global brands, especially in the FMCG industry. She has a passion for finding new and disruptive ways to solve marketing challenges especially by utilizing new technologies.

Tuula Hietanen

Tuula Hietanen

International Marketing Manager, Valio
Tuula is a marketing professional with long experience in brand marketing, concept creation and product management. Today her focus is on creating business value for food and beverage customers.

Want to learn more?

Katriina Leigh

Katriina Leigh

Customer Development Manager Chocolate, Confectionery and Cocoa
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Valio Bettersweet™ for better products

Valio Bettersweet™ is a service solution that enables natural sugar reduction in any milk chocolate product. Without touching chocolate’s taste or texture. Not. One. Single. Bit.

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AI and product development

Case social chocolate and Valio Betterseet™. Valio set out to future-proof the chocolate industry facing challenges posed by the health & wellness megatrend. At the heart of this endeavour was a combination of the latest artificial.

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