Jeff Hilton, BrandHive co-founder and chief marketing officer, has been selected to lead the “Global Trends in Functional Food and Beverage Marketing” session at Vitafoods Europe 2014 on May 7, at 13:05. Selected by the Vitafoods Executive Advisory Board, Hilton will join the lineup of international expert speakers contributing to the educational conference at the global nutraceuticals event in Geneva, Switzerland.
Hilton’s session is geared towards presenting executives of finished product and ingredient brands with a global perspective of the rapidly growing functional food and beverages marketplace with a focus on category trends at the manufacturer, supplier and consumer levels. Attendees of the session will learn how to leverage key elements in the continuously changing functional sector such as trending ingredients and consumer health interests, plus better understand the difference in functionality demands between generations such as Baby Boomers and Millennials.
“The worldwide functional food and beverage category is unique in the way that the market has continued to grow throughout the global economic recession, yet still carries a remarkably high 80% failure rate for new products,” said Hilton. “Research has demonstrated that the demand for functional foods exists, but without a proper understanding of the market, many brands are missing the mark when it comes to a successful launch.”
Hilton has been recognized by Advertising Age as one of America's Top 100 Marketers and has 35 years of broad-based business experience, including over 20 years spent within the natural products industry. Hilton is the recipient of Nutrition Business Journal’s Personal Service Award in recognition for his multiple outreach efforts including editorial contributions, pro-bono work and webinar and speaking engagements within the healthy lifestyles industry.