RE: Valuing Nutrition6 Aug 2023 21:16
I feel like the value of Nutrition to food businesses, will largely depend on whether THG Nutrition has a strong portfolio of ‘healthy’ products (non-HFSS), that when added to a companies ‘unhealthy’ product portfolio, could massively improve it. Or, whether the food business is within the competitive set and is therefore under threat from THG listings and could lose business.
If a food business has the capability to manufacture THG nutrition products, then it wouldn’t be too difficult to do it. However, trying to displace the market leader, is a move that would need very deep pockets.
I think the real potential and value would be realised once we get listings in the main retailers for everyday food products, not just gym related nutrition products….because at that stage, we’d be on the radar of multiple food manufacturers/brands, concerned about their competitive advantage, or lack of it.
I have said before that the industry has been focussing on reducing negative nutrients like calories, saturated fat etc., and trying to retrofit changes to existing product formulations, rather than focusing on re-imagining what a ‘healthy’ product could look like. The range in Iceland is the result of reimagining what healthy pizza and ice cream can look like, which i feel would be attractive to retailers, but only if the products deliver on flavour and price point, which they do.
So, my personal view is that if THG progress with co-branding licensing deals to launch more THG branded products, then they have a good chance of disrupting the food environment, which would get attention. But, if they agree to manufacture own label products for the retailers, then this will hand the formulations to the retailer and a good part of their competitive advantage and margin, will be eroded. Branded is the only way for me, but that’s just my opinion.