The news of having been selected among the 2 finalists of the innovation awards in one of the most important fairs in the world of nutraceuticals and health ingredients, Food Ingredients 2017, is for us a recognition of the work we are doing in the definition of a new approach to the market of nutraceuticals.
Regardless of whether or not we win the innovation award, the ideas we are launching into the market are helping the nutraceuticals and health ingredients sector question how it should give value to the final consumer.
For us, it is a pride to be one of the protagonists, albeit humbly, of this beginning in the generation of a new paradigm.
Until now, the sector strategy for launching products has been based on selling product characteristics and its supposed benefits for the consumers of the product. This ‘product-centric’ strategy had as key decision-makers the R & D and Purchasing departments, defining the products to be launched on the market in accordance with scientific evidence or based on people’s general beliefs.
The value proposition of the Company is a change of strategy which involves a profound transformation versus what has been done until now. The aim is to focus the attention on what the consumer actually experiences as well as the management of that experience while consuming the product. This is done by establishing a dialogue with each consumer in order to make it as pleasant as possible for the individual and a unique, easy and simple experience of product consumption.
Monteloeder believes that the best way to approach the market is to make a tight partnership with our B2B clients and leverage their value proposition, which includes an ingredient that is scientifically supported. This will result in the delivery of a ‘customer experience-centric’ marketing strategy.
Traditionally the companies that promoted functional ingredients, supplements or nutraceuticals in the different market where specialist in identifying the necessities in the market and develop product and the traditional market strategy to put it on the market. And sell it in physical stores or through internet.
In the new approach, the aim is to focus the attention on the whole consumer journey using mobile technologies as an additional information and interaction channel in the awareness and r&d phases. Trigger and facilitate the purchasing of the product and to manage what the consumer actually experiences while consuming the product or other products that he/she may be interested.
Arturo Lizón Nordström, Ph.D
Chief Executive Officer
