In their ambition to create value, producers of hi-tech products have been blinded by their technology. This approach is as common in functional foods as it is in computers, argues Peter Wennstrom, Scandinavia's leading brand consultant and instead of creating value many companies have eroded the value of their technology. But there are some well-signposted routes to success and he identifies the four key success factors for functional foods. What do the names Wap, Gprs and Bluetooth say to you? Do they make your heart beat faster and your palms sweat? Well probably not. But if I say beta glucans, omega 3 and stanol ester you'll probably react with a great interest. You may even be enthusiastic.
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