Elderly people who have made a New Year’s resolution to improve their diet need to put eating more fruit, vegetables and oily fish at the top of their list.

According to a new study published in the journal Neurology, elderly people with higher levels of vitamins B, C, D and E and omega-3 fats in their blood perform better on tests of mental acuity and show less brain shrinkage typical of Alzheimer’s disease. These nutrients come from eating a wide range of fruit, vegetables and oily fish, or fortified foods and supplements.

This first study to measure actual blood nutrient levels, rather than basing its findings on less precise data from food questionnaires, also shows that unhealthy diets produce the opposite result: a decline in cognitive performance.

With a third of aging consumers concerned about mental decline, food products aimed at boosting mental sharpness are fast entering the market. These ‘senior nutrition’ ingredients present a huge global opportunity for the food industry with demographics firmly on its side.

Not only is it estimated that 2 million + people will be over 65 years old by 2035, interestingly, brain ageing may kick in earlier than we thought. A study published in the BMJ shows that brain function can start to deteriorate as early as 45.

]]> http://www.kaizo.net/2012/01/06/benefits_of_vitamins_and_healthy_oils/feed/ 0 http://www.kaizo.net/2011/10/31/design-icon-fitbit-brings-in-kaizo-for-uk-launch/ http://www.kaizo.net/2011/10/31/design-icon-fitbit-brings-in-kaizo-for-uk-launch/#comments Mon, 31 Oct 2011 16:00:20 +0000 Rhodri Harries http://www.kaizo.net/?p=2390 Fitbit, the iconic US brand behind the American ‘must have’ fitness and wellbeing range, has chosen Kaizo to spearhead its launch in the UK.

The brand has already taken the US by storm with it range of fitness trackers which sync to personal web pages that monitor, manage and motivate those looking to get fitter and healthier. The brand was recently listed as one of the top 30 iconic design leaders in the US by Fast Company magazine, adding to a list that includes Apple, Nike and Starbucks.

Gareth Jones, VP and European General Manager for Fitbit, said:

“Fitbit’s range is designed for today’s social generation, from twentysomethings to mums to empty nesters, we provide 24/7 support, motivation and in depth information that really works. Kaizo’s role will be to establish us as the brand of choice across these segments.”

“Our strategy will focus a great deal on word of mouth and recommendations that drive sales, an area we feel Kaizo really excels in. We were also impressed by their combined track record in the consumer electronics and the fitness and wellbeing markets.”

Fitbit’s personal online pages include a range of social feature to help motivate on the go and with friends including a mobile app, social messaging, and achievement badges fully synced with all social media platforms.

Rhodri Harries, MD of Kaizo, said;

“This is a new way for people to help monitor and maintain fitness and wellbeing, one which is very much in tune with today’s consumer. This is a brand that has the capacity to change attitudes to fitness– how we exercise, eat, and also rest.  Expect to see it, experience it and share it soon!”

Fitbit will be available in January from major etailers and retailers. The appointment follows a comprehensive UK pitch process.

The account will be led by Harries and Account Director Kate Howe, ex Head of Communications at the Fitness Industry Association. Kaizo’s experience includes Flip Video, Panasonic, Grid -10 and House of Marley on the consumer technology space and Flora/ Becel and Institute for Scientific Information on Coffee, in the health and wellbeing sector.

The lecture is held annually in memory of Tom Olsen, a former Sunday Telegraph journalist, with the aim of focusing on the themes of freedom and responsibility.

This year it features Bob Satchwell, Director of The Society of Editors.  The title of the lecture will be “Hacked off with the Media – an unholy alliance of Press, Police and Politicians?”

The event takes place tonight at 6.30 at St Bride’s Church off Fleet Street.

According to research carried out by the Food and Drink Federation [http://www.fdf.org.uk/news.aspx?article=5504], shoppers continue to be confused by the difference between ‘use by’ and ‘best before’ – both of which are set to stay. The former states when a perishable food is no longer fit for consumption; the latter gives information about the quality of non-perishable food products [http://www.bbc.co.uk/news/uk-14926429].

Reducing unnecessary food wastage is a goal we should all share and DEFRA’s guidance is a bold step in this direction, by removing stock rotation information that is of little use to consumers.  However, it appears there is still a big job to be done to make food labels crystal clear and meaningful to the end customer. It’s a challenge we communicators should rise to and not simply leave to the regulators.

Fast forward to Thursday morning and there I was, snuggled tightly between the Lesbian, Gay, Bisexual and Transgender society and the Live Music society, manning a stand at Freshers Fayre and reminiscing back to my own Uni days a couple of years ago (give or take a few years perhaps…).

The activity was for carpooling client BlablaCar, who is looking to engage the student community and get them using its brand new Campus page, where students can go online to book lifts throughout the UK and even Europe with other students at their Uni.

After much designing of games, signs and leaflets, we were all set to go. To be honest, the day didn’t get off to a good start: after a particularly stressful journey involving the M25, we finally arrived to find out the guest wi-fi was playing up. We weren’t to be beaten though so, armed with leaflets, promises of prizes to be won and a voice ready to cut through the noise, we walked out from behind our stand and began grabbing the attention the new student community.

We’ll soon find out if the event was a success but, in the meantime, here are my top tips for a happy Freshers Fayre:

Give something away
An on-stand competition where students don’t have to think too hard gives you the chance to get your point across.

Sweets are your best weapon
Most of the stands had some kind of shiny edible goody to hand to lure people in. A selection of lollypops, tin of roses or multi-pack of crisps will suffice, though a refreshing drink could be good too – checking out all the stalls is thirsty work.

Don’t just stand there
Lots of people were huddled behind their stands but those in front of the desk actively looking for recruits got the most people to check out their wares.

Be a high flyer
The brighter the better, flyers get people to take info away with them.

Check your power
If you’re bringing a laptop or iPad, double check you have power and that the wi-fi will definitely be working. Lesson learnt.

Elena Groothuizen from Innova Market Insights highlighted how ageing well is a priority for the estimated 2 million + people who will be over 65 years old by 2035. Consumers, and consequently food manufacturers, have identified the importance of healthy eating for healthy aging, and as many as 40% of consumers say they make food choices for health reasons.

Top of the list of concerns for the aging consumer is loss of physical health, including mobility and vision, followed by a decline in mental health and cognition. Food manufacturers have responded swiftly and the bone health market for food products and supplements is well-developed. Because the aging population wants to stay active, helping them to maintain mobility has been a key focus, whether it’s products aimed at the prevention and/or management of osteoporosis or osteoarthritis.

With a third of aging consumers also concerned about mental decline, products aimed at boosting mental sharpness e.g. enriched with omega-3, are fast entering the market.

Two interesting things are happening from a communications perspective:

• We are witnessing the merging of food and pharmaceutical products as a two-way process. Specialised products which once upon a time were aimed at a specific condition for example, are now being re-packaged, with very little change to the product formulation but with new claims, to appeal to the mainstream consumer looking to age healthily and gracefully. At the same time, mainstream food products are also being re-vamped to appeal to older adults seeking a particular age-related benefit.
• And of course, food manufacturers are facing growing regulatory pressure for proof of efficacy. Because ‘proven’ on the packet is so powerful for the end consumer, regulators are now more than ever scrutinising the scientific basis of claims.

‘Senior nutrition’ food products present a huge global opportunity for the food industry with demographics firmly on its side. What we now need are more clinical trials for ingredients and products that aim to help people age well, delay debilitating age-related conditions and alleviate existing ones. Further insights into marketing challenges for healthy aging products will be covered at the Healthy Ageing 2011 Conference next month. Watch this space…

CCI utilises PR, advertising and promotional activities to communicate the positive attributes of U.S. cotton and cotton products to consumers, retailers and the textile trade, while also promoting the COTTON USA Mark as a sign of quality. For further information http://www.cottonusa.co.uk/.

Stephanie Thiers-Ratcliffe, CCI Marketing Manager, said:
“COTTON USA is an internationally licensed trademark for premium U.S. cotton-rich products. It inspires trust and embodies quality in all items made using U.S. grown cotton. Kaizo will be tasked with both promoting the Mark and helping us attract more UK retailers such as existing licensees Marks and Spencer and Christy Towels.”

Rhodri Harries, Managing Director of Kaizo said:
“Our strategy focuses on creatively highlighting moments where only the best and highest quality will do when it comes to home and fashion. Multi-layered, multi-media and integrating media, digital and experiential, our aim is to bring the cotton story to life for potential licensees as well as the target consumer demographics, including women 25 to 45.”

GetTaxi is GPS based taxi ordering and dispatch service today enabling businesses to order London Black Taxis online, through a personalised company web portal and via a mobile app at a fraction of the cost of the traditional taxi account charges. The service is signing up an average of 300 drivers per week, and is on track to exceed its target of 2000 drivers by the end of the year, offering a footprint of taxis in central London every bit as a widespread as the traditional taxi services.

For further information visit www.gettaxi.com

]]> http://www.kaizo.net/2011/08/11/gettaxi-hires-kaizo-for-uk-launch/feed/ 0 http://www.kaizo.net/2011/07/28/successful-mbo-marks-new-opportunities/ http://www.kaizo.net/2011/07/28/successful-mbo-marks-new-opportunities/#comments Thu, 28 Jul 2011 08:41:43 +0000 Rhodri Harries http://www.kaizo.net/?p=2329 Delighted to announce that as of yesterday we are now wholly owned by our existing management team following a successful MBO.

Whilst we remain the same business in the same premises with the same teams, our new independence highlights key attributes we feel bring a fresh perspective to communications’ challenges targeting consumers and businesses.

We’re impartial, whether advising on media choice or brand direction; self-sufficient, so no sub teams and silos to add complexity and cost; free thinkers, so great ideas flow and are encouraged; and now importantly self-governing so we’re able to offer a flexible approach to your PR and earned media budgets.

We thank all our clients, including Truvia®, Flora/ Becel, Cisco, CA Technologies, Unilever, mxData, Johnson and Johnson, Serco, and Elsevier, for their continued support and look forward to a successful future together.

Whilst we remain the same business in the same premises with the same teams, our new independence highlights key attributes we feel bring a fresh perspective to communications’ challenges targeting consumers and businesses.

We’re impartial, whether advising on media choice or brand direction; self-sufficient, so no sub teams and silos to add complexity and cost; free thinkers, so great ideas flow and are encouraged; and now importantly self-governing so we’re able to offer a flexible approach to your PR and earned media budgets.

We thank all our clients, including Truvia®, Flora/ Becel, Cisco, CA Technologies, Unilever,mxData, Johnson and Johnson, Serco, and Elsevier, for their continued support and look forward to a successful future together.