Keeping up with which fat is “flavour of the month” and which is bad for our health is proving tricky for most consumers. Unless you have a strong understanding of the fundamentals of nutrition, most people rely on a variety of sources when it comes to finding out what we should and should not eat. As manufacturers have successfully changed recipes to be free from trans fats, companies can no longer rely on excuses such as there being no suitable alternative or that it is too expensive/difficult/time-consuming to change. Consumers are growing sceptical about the claims made by big power brands in the food industry, and manufacturers cannot afford to risk their reputation by not taking action. This month’s briefing looks at the rise of essential fatty acids and the fall of the trans fats.

Table of Contents :

Introduction to essential and trans fatty acids

The good fats vs bad fats debate
Recent impact of good fats vs bad fats debate on NPD

The trans fats situation in the US and Denmark

Strengths and weaknesses of involving your brand in the good fats vs bad fats debate
Both are powerful marketing tools
…but will the novelty value soon wear thin with consumers?
Reputation management issues for products still containing trans fats

Marketing strategies employed by brands with omega-3 fortification
Case study: Sparky Brand
Marketing message 1: Heart health
Marketing message 2: Targeting children
Marketing message 3: Brain health and improved concentration
Marketing message 4: Calling all baby-boomers
Even ‘good fats’ get bad press

The future for the good fats vs bad fats debate

List of figures
Figure 1: The building blocks of the omega-3 vs trans fats debate
Figure 2: New food and drink product launches: ‘Omega-3’ vs ‘No trans fats’, 2003-2006 (number)

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