How to get consumers excited about better-for-you solutions

Disruptive marketing in the confectionery category, case Valio Bettersweet™

With the confectionary industry facing challenges posed by the health & wellness megatrend, we’ll take a look at how to communicate about better-for-you solutions in a way that truly resonates with consumers. We’ll take a closer look at the Valio Bettersweet Solution and what insights drove us to our chosen concept. We will discuss what we discovered with the help of artificial intelligence (AI) and market understanding. In this episode, you will receive actionable tips on how to succeed in future-proofing your product in the face of a changing world.

Watch this 20 min episode to learn more:

  1. INTRO: Health-conscious consumers demand a combination of indulgence and healthiness from confectionery and chocolate products. Food industry is facing pressure from governments alike.
  2. PROBLEM: Consumers love their treats, but have the better-for-you solutions managed to satisfy them?
  3. INSIGHT: Case Valio Bettersweet™: How to reach consumers and communicate about better-for-you solutions in a way that resonates and engages.
  4. BUSINESS DEVELOPMENT: How to future-proof your product with the help of Valio’s innovative solution

Featured speakers:

  • Mikko Santonen - Creative Strategist, TBWA\Helsinki, Mikko Santonen is a Creative Strategist at TBWA\Helsinki. Mikko has comprehensive experience working with Finnish and international brands alike, with strong focus on brands operating in the food sector. Mikko is an expert in bringing category issues into focus and solving them with the help of data and consumer understanding.

    Mikko Santonen

    Creative Strategist, TBWA\Helsinki
    Mikko Santonen is a Creative Strategist at TBWA\Helsinki. Mikko has comprehensive experience working with Finnish and international brands alike, with strong focus on brands operating in the food sector. Mikko is an expert in bringing category issues into focus and solving them with the help of data and consumer understanding.


  • Laura Paikkari - Creative Director, TBWA\Helsinki , Laura Paikkari is a Creative Director at TBWA\Helsinki. Laura has over 15 years of experience in leading creative work with Finnish and global brands, especially in the FMCG industry. She has a passion for finding new and disruptive ways to solve marketing challenges especially by utilizing new technologies.

    Laura Paikkari

    Creative Director, TBWA\Helsinki
    Laura Paikkari is a Creative Director at TBWA\Helsinki. Laura has over 15 years of experience in leading creative work with Finnish and global brands, especially in the FMCG industry. She has a passion for finding new and disruptive ways to solve marketing challenges especially by utilizing new technologies.


  • Tuula Hietanen - International Marketing Manager, Valio , Tuula is a marketing professional with long experience in brand marketing, concept creation and product management. Today her focus is on creating business value for food and beverage customers.

    Tuula Hietanen

    International Marketing Manager, Valio
    Tuula is a marketing professional with long experience in brand marketing, concept creation and product management. Today her focus is on creating business value for food and beverage customers.


Want to learn more?

Olga Halme

Customer Development ManagerContact our specialist for additional information, technical support and co-creation projects.

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Valio Bettersweet™ for better products

Valio Bettersweet™ is a service solution that enables natural sugar reduction in any milk chocolate product. Without touching chocolate’s taste or texture. Not. One. Single. Bit.

Read more

AI and product development

Case social chocolate and Valio Betterseet™. Valio set out to future-proof the chocolate industry facing challenges posed by the health & wellness megatrend. At the heart of this endeavour was a combination of the latest artificial.

Watch the episode
Solutions
Chocolate and confectionery
Insights
Future-Proof Milk Chocolate Is Here, Developed by Valio Bettersweet™ Solution and an AI
Insights
White paper: Meet the demand for better-for-you chocolate and confectionery with Valio Bettersweet™ solution