From healthy food to indulgent

"Let food be the medicine and medicine be the food", Hippocrates. 

In Mexico 60% of children between 0-12 years old, weigh 90 kg  on average , which is known as childhood obesity.

The environment is a main factor, it´s common in most corner stores to observe a wide variety of junk foods or rather indulgent foods.

Hance, if there is healthy food, why is it not consumed regularly? This is due consumer perception like it is very expensive, lacks flavor or simply they dislike it.

This project has as main goal to change this kind of perception through  products image innovation plus the support of an showy advertising campaign.

It is time to change the perception of food to enhance a healthier future.

Competing within the market for an indulgent food, by developing a product, packaging or advertising campaign with healthy attributes that meets one of the following attributes of indulgent foods: availability, price and / or flavor.

The proposed market segment is the alpha generation together with their parents, specifically with a medium socio-economic level. All this to consider that the current generation is the one that should be educated to make better choices.

Change the perception of healthy foods through market analysis even at points of sale. Considering the color of the packaging, type of food, advertisements, even the area on the shelf. Thus, generating a market strategy for any healthy product that requires competing within the indulgent food line.

The segment to be treated is very general, it can be anyone who has a craving for indulgent food. To have a greater impact on society and in the future, the alpha generation and their parents were defined as the base market.

The innovation of our process is based on its design, since a general advertising campaign is obtained so that any healthy product or one that just enters the market has the opportunity to compete.

At this moment there is a multidisciplinary team of 8 people