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Beyond Claims: Translating consumer associations into functional success
In a landscape where claims are limited and sometimes technically challenging to deliver, we’ll explore in this NPD roundtable how to responsibly launch functional food and beverage products by letting familiar ingredients sell the benefit without claim. Together, we’ll unpack consumer perceptions, how ingredients trigger “health meaning,” and how flavor, texture, and sensory design are crucial for creating consumer-loved functional solutions. We’ll use real examples that show how to frame benefits through associations, context, and design while keeping legal teams comfortable.
Speakers
In partnership with
