Bryan Tracy
Chief Executive Officer Superbrewed Food
Seminars
Thursday 25th June 2026
Positioning Ingredients as an Evolution of Food: Defining a New Category in Nutrition
12:15 pm
- Move beyond “alternative” comparisons to position ingredients as category-defining innovations
- Target high-value markets, like sports nutrition and lifestyle beverages, where consumers pay for both functionality and health benefits
- Communicate multi-functional value to end consumers: nutritional benefits, satiety, and enhanced performance, creating premium market differentiation
