CREMe Nutrition day in London

[Cronan McNamara (Creme)]

We enjoyed a very succesful launch of CREMe Nutrition in London in associtation with Purely Nutrition this month. The discussion with the group of industry nutritionists was very active and productive and it clarified a few points which I would like to share with you here.

This information will make it much easier for you to understand how your organisation can work with and benefit from our CREMe Nutrition service.

CREMe Nutrition is a unique online statistical modelling tool which allows you to simply and easily map food and nutrient consumption patterns for a wide range of different population and demographic groups. This allows for;

* Improved targeting of nutrition strategies via more accurate nutritional mapping of consumers by key brand and/or demographic data
* Improved understanding of nutritional deficiencies leading to health problems in geographic regions and demographic groups.
* Improved validation of health claims via accurate assessment of population or sub-population exposure to individual nutrients and/or other components of food
* Improved targeting on nutritional messaging and increased potency of PR and communications messages both internally and externally

CREMe Nutrition boasts a number of unique and innovative features over other conventional analysis packages. These features include;

* Easy to use statistical modelling to allow for uncertainty and variability in a dataset which will improve the accuracy of your data analysis
* Optional bioavailability data fields for improved accuracy in measurement of nutrient exposure
* Easy to use Monte Carlo modelling to handle the missing data within your dataset to yield higher accuracy in your results
* Access to and use of UK market share and brand loyalty databases for detailed brand level food consumption data
* Access to and use of detailed UK population and demographic data for enhanced nutritional mapping across a wide range of population sub-groups
* A network of nutritional consultants available to work on projects with you

Example of how our services can be accessed by Industry:
Purely Foods decided to reformulate a number of products in their "feel good" range to reduce the salt content, but first of all they wanted to know what impact this reformulation would have on the salt intakes of their customers.

They hired a nutritionist on a project basis from Purely Nutrition who was trained in CREMe Nutrition TM to run the project for them and to answer this, and other similar queries. By using CREMe Nutrition TM they were able to prove via a scientifically validated model that this reformulation would mean a significant reduction in the salt intakes of their female customers in the 20 - 30 age range, and a slight decrease in the salt intakes of their customers in the Greater London area. They also found that no other sub-groups of the UK population were significantly affected by the re-formulation.

The Purely Nutrition nutritionist ran all analyses in partnership with the client and then interpreted the findings in a full and detailed report format. The expertise of the nutritionist allowed them to interpret the findings and make some further health claims in terms of the impact of the level of salt reduction on the health of Purely Foods customers.

Purely Foods were able to use the information in order to further decide whether or not to continue with re-formulation, which products would most benefit the customers from re-formulation and within PR and communications both internally and externally.

For more information on CREMe or if you would like to know if CREMe could help with your piece of work. please contact Sorrell on +44 (0)1423 858123.