SUBSCRIBE

Breaking News on Beverage Technology & Markets

Read more breaking news

 

 
Dispatches from FiE, Paris

Explaining HPP to consumers: How brands use humor, videos and animations to present processing technology

1 comment

By Rachel Arthur+

06-Jan-2016

How to describe HPP? 'Smart brands will have a very clear story, usually in video format or with some fun animations'
How to describe HPP? 'Smart brands will have a very clear story, usually in video format or with some fun animations'
Loading the player...

Consumers want more information about the products they are drinking: from the ingredients in products to the nutritional value. But does this curiosity extend as far as the processing technologies used to create the beverage?

Sjoerd Post, market analyst, Innova Market Insights, says consumers are interested in how products are processed, and their level of familiarity with the technology can affect how easily they accept it.

“Brands are communicating more about how a product is made, what kind of processing technology is used, rather than just the ingredients being used in the product,” he said, speaking to BeverageDaily at Food Ingredients Europe in Paris last month.

“The challenge of course becomes for brands that use HPP technology to explain these benefits to consumers in order to create consumer interest and higher purchase intention. “

‘Bear hug’ technology

High Pressure Processing (HPP) uses pressure, not heat, to deactivate bacteria. It claims to retain the full taste and nutritional content of the drink. But communicating the significance of the technology to consumers is not always easy.

“There are two challenges. First you want to communicate as much as you can on the product – some brands have limited space to do this and will have a simple claim of HPP,” said Post.

“Other brands decide to put a few sentences on HPP, others use symbols to clearly explain what are the benefits and how this technology actually works.

“But a lot of the time, smart brands will have a very clear story, usually in video format or with some fun animations on the website for people who are interested in how this product is made.”

Brands using HPP try to explain the technology in as simple terms as possible, drawing parallels with understandable concepts such as ocean pressure to explain the concept. But some are also turning to humour to convey their message – take for example US brand Juice So Good, which says ‘We like to call it the Minnesota bear hug.’

Using humor

So is humor the best way to explain technical concepts to consumers?

“I think it’s all about being true to your brand,” said Post. “If you have a light and funny brand, and your consumers are young millennials, then of course you should use humor to tell your story.

“[But] It really depends on your audience, the style, what kind of language you should use to explain HPP.”

If the brand doesn’t make the effort to explain HPP, it may find it hard to justify its price tag to consumers, continued Post.

“By not including the communication, a lot of consumers will miss the information about why it is beneficial and why they are paying a couple of pounds or euros extra for this drink relative to one that’s been pasteurized.”

1 comment (Comments are now closed)

Pascalisation®, the communication bridge for HPP

Very interesting article..! Consumers are indeed "afraid" for technology in food. Therefore, for HPP, an industry initiative is started with a consumerfriendlier story with a brand called "pascalisation® ,logo and website.See www.pascalisation.com

Report abuse

Posted by Sander Verberkt
25 January 2016 | 12h272016-01-25T12:27:54Z

UK sugar tax: The big questions

UK sugar tax: The big questions

The UK has announced a tax on sugar-sweetened beverages. But how hard will it...

Explaining HPP to consumers: How brands use humor, videos and animations to present processing technology

Explaining HPP to consumers: How brands use humor, videos and animations to present processing technology

Consumers want more information about the products they are drinking: from the ingredients in...

FiE 2015: Our best bits

FiE 2015: Our best bits

Our teams of journalists were out in force at Food Ingredients Europe (FiE) last...

The taste test: How do you make a probiotic drink taste good?

The taste test: How do you make a probiotic drink taste good?

Probiotic fruit drinks face different challenges to their dairy counterparts - but both face...

‘We try to be one of them’: Tetra Pak exec on vital shopper insights

‘We try to be one of them’: Tetra Pak exec discusses drive for vital shopper insight

Tetra Pak is a B2B company but it invests above the curve in shopper...

Dairy consumers ‘tend to accept’ less package functionality: Tetra Pak

Tetra Pak says dairy consumers ‘tend to accept’ less package functionality

Tetra Pak says it’s vital for its customers to strike a balance between ideal...

Saudi Arabia beverage giant Al Rabie reveals global growth ambition

Saudi Arabia beverage giant Al Rabie reveals global growth ambition

The CEO of Saudi Arabian food and beverage giant Al Rabie Saudi Foods tells...

‘Nice wine, no corkscrew?’ Mirabeau En Provence wins 8m+ YouTube views

‘Nice wine, no corkscrew?’ Mirabeau En Provence solution strikes YouTube gold with 8 million+ views

Mirabeau En Provence owner Stephen Cronk says the desire for a direct consumer connection...

DSM claims craft brewer interest in gluten-free beer enzyme

DSM claims craft brewer interest in gluten-free beer enzyme

DSM Food Specialities claims that, far from being cautious, craft brewers are embracing the...

Rexam targets dairy drinks with cans after MIO success

Rexam targets dairy drinks with cans after MIO success

Rexam tells BeverageDaily.com it is pursuing business in the dairy drinks segment and says...

Could energy drinks be cut out of the EU caffeine claim loop?

Could energy drinks be cut out of the EU caffeine claim loop?

Maria Thijssen

Regulatory affairs manager , Nutritional GSK

Mind, body and spirit: The holistic tea trend

Mind, body and spirit: The holistic tea trend

James Dawson

Founder, Tplus Drinks

Unilever extols the virtues of flavonoids in tea

Unilever extols the virtues of flavonoids in tea

Unilever spoke about flavonoids (dietary compounds) found in tea, wine, cocoa, fruits and vegetables...

Heineken’s next generation smart bottle

‘9 Green Bottles’: Who will design Heineken’s next generation smart bottle?

Nine companies battled it out for a place on Heineken’s Design & Packaging Team...

6 steps to take to “do good” and expand appeal to modern consumers

6 steps companies can take to “do good” and expand their appeal to modern consumers

Modern Americans expect much more from food companies today than they did in the...

Döhler on seeds in smoothies

Smoothies turn to seeds to boost natural positioning

In an effort for products to appear as close to natural as possible, beverage...

Ardagh on beverage packaging crossover innovation

Cross-over innovation: What beverage packaging can learn from other industries

What has chocolate got to do with glass? And what do cars have in...

UAE coffee consumption to reach $112m in 2017

‘Battle of the Baristas’ UAE coffee consumption to reach $112m in 2017

 A total of eight of the Middle East and North Africa’s (MENA) most talented...

Gebo Cermex agility 4.0 and the factory of the future

The factory of the future: ‘From mass production to mass customization’

Today’s factories are focused on producing large quantities in bulk. Tomorrow’s factories will be...

Factory of the future 5 pillars Gebo Cermex

Five pillars for the 'Factory of the Future': Gebo Cermex

Robots, smart technology, augmented reality… what technology is in store for the factory of...

Key Industry Events

 

Access all events listing

Our events, Shows & Conferences...

Products