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Market and innovation

How should products treated with new processing technologies be marketed? Do you need Novel food approval to sell such products on the European market? We have investigated what information will be most beneficial to use in communication with customers, and have also studied successful innovation processes in the food industry.

Hva vi velger å kjøpe handler blant annet om hva vi vet om matvaren.

Marketing communication for innovatively processed food

Transparency about innovative food processing is a powerful tool in marketing communication strategy. But when does it work the best and how can it attract consumers?

More insight on marketing communication
Mat i ulike pakninger

Worth knowing about Novel food

If you are going to sell new food products that have never been produced before, or that have been produced in completely new ways, you need to check whether or not your product or process requires Novel Food approval from the EU.

Find out more about Novel food

Guide to marketing communication

What information do consumers want?

What to emphasize for Norwegian consumers if you have ...

What information do consumers want?

What to emphasize for Norwegian consumers if you have ...

What information do consumers want?

What to emphasize for Norwegian consumers if you have ...
Ingredienser det er søkt om NF-godkjenning for i 2018 og 2019

Worth knowing about food innovation

What can we expect from new food products and what does it take to get them into the shops?

Research shows that enforced transparency can help the food industry to play well together.

Find out more about food innovation

Test results

Forbruker studerer informasjon på pakningen

What do consumers think about food products treated with new technologies?

See more test results

Publications

Title Year Language Topic Author
Open-Ended Emotive Projection Test: A Nondeterministic Method for Understanding Consumers’ Emotional Reactions to Innovative Food Processing Technologies 2022 English Market and innovation Altintzoglou, Themistoklis; Heide, Morten https://www.tandfonline.com/doi/full/10.1080/08974438.2022.2081644
European novel food, patents and brokers of knowledge 2022 English Market and innovation Sveinung Grimsby, Magnus Gulbrandsen https://www.emerald.com/insight/content/doi/10.1108/BFJ-01-2021-0078/full/html
Radical innovation in a conservative industry. Selected cases of new product development in the Norwegian food industry. 2021 English Market and innovation Sveinung Grimsby https://www.duo.uio.no/bitstream/handle/10852/93964/PhD-Grimsby-DUO.pdf?sequenc…
Consumer reactions to communication about innovative processing technologies in iNOBox 2020 English Market and innovation Altintzoglou, Themistoklis; Heide, Morten https://nofimaas.sharepoint.com/sites/public/Cristin/Rapport%2010-2020%20.pdf?o…
New novel food regulation and collaboration for innovation 2020 English Market and innovation Sveinung Grimsby https://www.emerald.com/insight/content/doi/10.1108/BFJ-02-2020-0154/full/html
See more publications

Contact persons

Themis Altintzoglou

Senior Scientist, Nofima
+47 476 54 471

Sveinung Grimsby

Scientist, Nofima
+47 952 04 118

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