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Copywriting considerations for food and drink brands

Food Matters Live Masterclass
Wednesday 22 September 2021 | 10am – 1pm | £99 + VAT


Did you know…

The average attention span is now 8 seconds, 1 second less than a goldfish and 4 seconds shorter than it was in 2000.

(Source: Upland)


Year-over-year growth in unique site traffic is 7.8x higher for content marketing leaders compared to followers (19.7% vs 2.5%) (Aberdeen).


43% of consumers tend to purchase products from high purpose brands more than from their low purpose competitors (


Content marketing costs 62% less than traditional marketing and generates about 3x as many leads (Content Marketing Institute).

This Masterclass:

In this masterclass, we’re joined by two award-winning Registered Dietitians, and copywriters; Harriet Smith and Dr Kathryn O’Sullivan. They will explain key copywriting considerations for food and drinks brands. Drawing on their food industry and health writing backgrounds, they will convey the importance of evidence-based and industry-compliant copy, with a particular focus on Great Britain Nutrition and Health Claims legislation. They will talk about the importance of a content strategy, brand writing guidelines and an internal quality control process. This masterclass will include plenty of interactive workshops and breakout sessions so that you can put your knowledge to good practice.



By the end of this masterclass, will:


Be aware of the key components for a compelling, engaging and informative article. Understand the different types of copywriting opportunities available to start-up brands andthe importance of a content strategy, brand writing guidelines and a quality control process.


Understand how to make nutrition and health claims within copywriting that are in line with the GB legislation and the importance of evidence-based and industry-compliant copywriting. 


Recognise the value of collaborating with Qualified Healthcare Professionals for copywriting.

Lightbulb with desk of people
Content Overview

Target Audience

Understand how best to interact with your target audience through copywriting – from lead generations to industry magazine editorials to social media copy, all whilst complying with industry and legal standards. 

Tone & style

It’s not what you say, but how you say it. Learn about some of the biggest do’s and don’ts of copywriting for food and drinks brands. We’ll share real-life examples of brands doing it well. 

Personalised feedback

An opportunity to put your questions to our expert panel of health writers and regulatory experts. 

Your valuable outcomes

Knowledge is power

You will be armed with the necessary toolkit in order to effectively createcompelling, engaging and informative articles.

Up-to-date on current affairs

Successfully navigate GB legislation and be able to appropriatelymakenutrition and health claims within copywriting which will attract your target audience.

Reputation king

You will now be able to become more competitive when it comes to your brand’s marketing communications to convey exactly what makes your brand desirable.

Recognise Opportunities

Capitalise on the valuable copywriting opportunities which are unique to start-up brands and learn how you can win from the success of these.



Meet you speaker

Harriet Smith, Founder, award-winning Registered Dietitian, health writer

Harriet Smith was awarded a first-class Bachelor of Science (with Honours) degree in Nutrition and Dietetics from King’s College London, and she is registered with the British Dietetic Association (BDA) and Health and Care Professions Council (HCPC). 

As an industry-leading health and nutrition writer, Harriet has over seven years of experience writing for consumers, industry and the national media. 

She was a columnist for the Complete Nutrition (CN) Magazine, the UK’s leading clinical, medical and health nutrition publication for 13,000 healthcare professionals, and the magazine awarded her the ‘Writer of the Year’ award in 2018. 

Harriet prides herself on producing high-quality written materials, securing media coverage and ensuring that her client’s messages are scientifically accurate. 

Meet your speaker

Dr. Kathryn O’Sullivan, Nutrition Scientist and Registered Dietitian, specialising in public health communications 

Dr. Kathryn O’Sullivan holds a B.Sc. in Human Nutrition and a Ph.D in clinical medicine from Trinity College Dublin, and has over 25 years of experience working in the food industry and academia. 

With 10 years international experience working for the Kellogg Company throughout Europe and the Middle East markets, Kathryn now works as an independent nutrition consultant providing expertise in nutrition science, marketing, communications and regulatory affairs to international food companies. 

She occasionally lectures at universities and health conferences, and has published extensively in peer reviewed journals, healthcare and consumer press. 

Kathryn has a special interest in EFSA Nutrition and Health claims. 

In her spare time, she works as a ceramicist. 

Connect with your speaker

Photo of Harriet Smith - Featured Speaker at Food Matters Live

Harriet Smith

Founder, award-winning Registered Dietitian & health writer, HRS Communications

Photo of Kathryn O’Sullivan - Featured Speaker at Food Matters Live

Kathryn O’Sullivan

Nutrition Scientist & Registered Dietitian, HRS Communications