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Vital foods, functional ingredients

Online workshop – Members Only

24 September 2020 | 15:00 - 17:30

The COVID-19 pandemic has triggered consumers’ interest in immunity and vitality and the question is whether this will continue in The New Normal.

Proteins delivering building blocks for muscle and bone tissue and boosting the immune system are at hand. Solutions for improving health and immunity are being developed. Healthy indulgence with the focus on added proteins, probiotics, healthier fats, gluten-free products and the use of natural products is a dominant trend that is expected to continue, even when the coronavirus is under control. Since plant-based is related to healthy aspects of food, vegetarian and vegan alternatives are hot.

Interest in health supporting foods and drinks, the so-called vital foods, is not a hype but an fast-growing trend.

Vital foods, a health perspective

Based on the above defined consumer needs, food ingredient manufacturers are challenged to deliver innovative functional ingredients to support the actual or perceived value of vital foods.

Over the past years this has been a quest for many of them as health claims have to come with substantial clinical evidence.

However, should the food industry thus withhold innovative functional ingredients from the market place?

In that case consumers will lack the possibility to consume food with perceived health aspects and the society as a whole will miss out on possible solutions to increase overall health and decrease health related costs!

IFFI facilitates an online panel discussion with experts in vitality and health ingredients. Experts and IFFI members will address the following questions:

From which functional ingredients consumers and food manufacturers will benefit? And how can these vital foods be positioned in terms of ‘perceived health’?

The online event is hosted from the IFFI studio by using Zoom.

15.00 – 15.10 hours

Welcome & introduction

Halbe Vogel, Secretary at IFFI

15.10 – 15.55 hours

Vital Foods

Peter Wennström, Founder & Senior Consultant at The Healthy Marketing Team

15.55 – 16.10 hours

Q&A about Vital Foods

16.10 – 16.20 hours


16.20 – 16.50 hours

Functional Ingredients

Jaap Harkema, Marketing Manager Good Food Ingredients at Avebe

16.50 – 17.05 hours

Q&A / discussion

17.05 – 17.15 hours


Halbe Vogel, Secretary at IFFI

At the start of the 2,5 hour workshop some experts in the field of innovation in ingredients share their considerations with respect to functional ingredients.

Peter Wennström

Founder & Senior Consultant at The Healthy Marketing Team

Peter is the founder and lead consultant at HMT. With over 25 years of experience in international brand management and consultancy in nutrition, health and wellness, he set up HMT in 2007 with the mission to bring healthier brands and healthier business to its customers in the global nutrition industry.

Peter is regarded as one of the world’s leading experts in food and health marketing. He has authored several books and industry guides on the subject, including the latest FourFactors® for Growth Market Success book with the combined experiences of HMT’s senior consultants.

Peter Wennstrom

Jaap Harkema

Manager Business Development at Avebe

A true industrial marketeer equiped with 20+ years of experience in creating healthy, nutritious and eco-friendly foods with high value ingredients. Jaap has developed new value propositions and concepts of potato proteins and unique texture solutions based on potato starch and potato protein.

Healthy, nutritious and eco-friendly foods is the prime focus area for growth in Avebe’s strategy until 2023, driven by booming consumer awareness for health, sustainability and animal welfare.

Jaap Harkema

The online workshop is for Members Only. Innovation and marketing professionals of the IFFI member companies can share insights regarding the increased interest in vital foods and functional ingredients necessary for innovative solutions.


For Members Only, participation is covered by the membership fee. *

  • please register after login

* IFFI members are employed by the IFFI member companies


Online event hosted from the IFFI studio.


Not applicable.


24 September 2020
15:00 - 17:30
Event Category:


Online event


+31 (6) 254 333 96