Develop a Brand-specific Nutritional Strategy
Be smart with your NPD with realistic nutritional criteria. Learn lessons from other brands and engage key opinion leaders such as nutritionists, dietitians and health journalists.
When The Food Doctor had a major rebrand in 2018, Azmina was brought in to help shape the strategic direction of the brand.
She was integral to the ingredients, nutritional content, health claims as well as the nutrition messaging and marketing of a range of products including bagels, wraps and snacks.
Azmina was involved in the nutrition strategy for innocent drinks over several years. She brought in experts from her range of networks to debate issues around free sugars, nutrient density and balanced nutrition messaging. Azmina chaired a series of multi-disciplinary expert roundtables, represented the brand at conferences, wrote features in professional magazines and conducted in-house training on nutrition trends.
“She is inspiring to be around and this is evident through the wonderful network of fellow professionals, who clearly hold her in very high regard. An absolute pleasure to work with.”
David Balmer, Managing Director