Healthy Drink Research Articles

The case for investment in nutritional interventions to prevent and reduce childhood and adolescent overweight and obesity in Peru: a modelling study

BackgroundBetween 2006 and 2016 the prevalence of overweight and obesity among children and adolescents aged 5–19 years in Peru increased from 22.7 to 27.0%. This investment case quantifies the economic impacts of childhood and adolescent overweight and obesity in Peru. It identifies and quantifies the potential impact of a set of new or expanded interventions that can strengthen current national efforts to prevent and reduce child and adolescent overweight and obesity.MethodsA deterministic Markov cohort model with a societal cost perspective estimated reductions in mortality and morbidity from implementing interventions to prevent and reduce child and adolescent overweight and obesity and the impact in savings in healthcare costs and gains in wages and productivity. Interventions identified through a review of published literature includes a school-based social marketing campaign, exclusive breastfeeding promotion and support, a healthy food and drink policy for school premises, and a 20% subsidy on fruits and vegetables for people living below the national poverty line. The return on investment (ROI) was calculated along with the estimated cost savings associated with the interventions. Analysis was conducted to test ROI sensitivity to changes in the key parameters and assumptions.ResultsBetween 2025 and 2092, the expected combined direct and indirect healthcare costs attributable to child and adolescent overweight and obesity in Peru are 210.6 billion USD. The direct healthcare costs are 1.8 billion USD, and the indirect costs are 208.8 billion USD. Expected savings for all interventions combined is 13.9 billion USD with a per-person savings of 12,089.8 USD. The expected ROI of the four interventions combined is 39.3 USD (30-years), 64.6 USD (50-years), and 164.1 USD (66-years) per one USD invested.ConclusionsThe overweight and obesity epidemic among children and adolescents in Peru requires wide-ranging and expanded implementation of policies to achieve long-term reductions in prevalence. This study’s findings show that the four priority interventions have high ROIs and can be used to guide policy to address the complex interplay of factors that contribute to the obesogenic environment.

Healthy Drinks, Healthy Teeth – Ciunerkaq Tanqigtuq (The Future is Bright): A study protocol for a community-based, non-randomized sociobehavioral trial to reduce added sugar intake in Alaska Native Yup'ik children in the Yukon-Kuskokwim Delta

BackgroundThis study protocol describes a community-based intervention that will seek to reduce added sugar intake in Yup'ik Alaska Native children by targeting reductions in sugar-sweetened fruit drinks. MethodsA two-group non-randomized design will be used to evaluate the intervention in three Yup'ik communities in Alaska focusing on children age 1 to less than age 12 years with a minimum enrollment target of 192 children. Families in the intervention arm will participate in a program consisting of five sessions plus four brief check-ins, all delivered by a Yup'ik Community Health Worker. Modifications to the local store environment will be made to give families a place to purchase sugar-free water enhancers. Families in the delayed treatment control arm will receive no intervention during the main study period. There will be five data collection visits (baseline, 1-month, 3-months, 6-months, and 12-months) that will include collection of survey and dietary data, and a hair and plaque sample from each participating child. The outcomes will be change, from baseline to 6 months, in added sugar intake based on a validated hair biomarker (grams of added sugar/day). We hypothesize children in the intervention arm will have greater reductions in added sugar intake compared to children in the control arm as measured by the hair biomarker. DiscussionThis is one of the first known community-based sociobehavioral interventions aimed specifically at reducing added sugar intake in Alaska Native communities by targeting sugar-sweetened fruit drinks. Trial registrationClinicalTrials.govNCT05219448 (first posted on February 2, 2022).

Utilization of Hibiscus, Tamarind and Carob in Production of Low Calories Healthy Soft Drinks

The demand for carbonated beverages is increasing, offering opportunities to develop drinks with significant health benefits. Beverages containing carob, tamarind and hibiscus offer multiple nutritional and functional benefits and can serve as healthy alternatives to other soft drinks on the market. This is particularly important given the high sugar and calorie content of traditional soft drinks, which has been linked to increased issues associated with obesity, type 2 diabetes, osteoporosis and cardiovascular disease globally. The focus of the current work is to evaluate low-calorie soft drinks made from hibiscus, tamarind and carob and sweetened with erythritol that cater to diverse consumer segments, including diabetics and health-conscious individuals. Hibiscus, tamarind and carob extracts were sweetened with 0.5, 1 and 1.5 g erythritol sugar/200 ml carbonated beverage. The results showed that the alcoholic extract from hibiscus cups gave the highest content of phenols and flavonoids (70.3 mg gallic/g on DW and 7.8 mg catechin/g on DW), followed by carob pod alcoholic extract (19.3 mg gallic/g on DW) and tamarind alcoholic extract (11.6 mg gallic/g on DW). Tamarind gave a higher content of flavonoids (2.3 mg/g) than carob (1.2 mg/g); however, carob pods had the highest antioxidant activity (91.92%), followed by tamarind pulp (87.66%) and hibiscus cups (79.76%). The soft drinks of hibiscus and tamarind sweetened with erythritol at 1.5 g/200 ml gave the best sensory properties compared with control (adjusted by sucrose at 12% brix) and others concentrations used of erythritol sugar at (0.5 and 1.5 g /200 ml carbonated beverage). Carob pods soft drink sweetened with 0.5 g erythritol /200 ml gave the best sensory characteristics compared to the control sample and others concentrations of erythritol sugar at (1 and 1.5 g /200 ml carbonated beverage), which may be due to the high content of sugars in carob. Hibiscus carbonated beverage outperformed tamarind in terms of overall acceptability and carob carbonated beverage was the least acceptable in terms of sensory properties. Carob carbonated beverage recorded the highest antioxidant activity (90.9%) and phenolic content while representing the second highest in terms of flavonoids. Tamarind carbonated beverage ranked second in terms of antioxidant activity (86.0%) and phenolic content although it ranked first in terms of flavonoids. Hibiscus carbonated beverage recorded the lowest content in terms of antioxidant activity (79.36%), phenolic compounds and flavonoids. Hibiscus, tamarind and carob are a great choice for the production of carbonated beverages because they give the beverage desirable nutritional, cosmetic and medicinal qualities. Moreover, the simplicity of production and availability of raw materials allows for the stimulation of the economy by reducing dependence on multinational companies offering unhealthy or industrialized soft drinks.

Slow and steady—small, but insufficient, changes in food and drink availability after four years of implementing a healthy food policy in New Zealand hospitals

BackgroundA voluntary National Healthy Food and Drink Policy (the Policy) was introduced in public hospitals in New Zealand in 2016. This study assessed the changes in implementation of the Policy and its impact on providing healthier food and drinks for staff and visitors in four district health boards between 1 and 5 years after the initial Policy introduction.MethodsRepeat, cross-sectional audits were undertaken at the same eight sites in four district health boards between April and August 2017 and again between January and September 2021. In 2017, there were 74 retail settings audited (and 99 in 2021), comprising 27 (34 in 2021) serviced food outlets and 47 (65 in 2021) vending machines. The Policy’s traffic light criteria were used to classify 2652 items in 2017 and 3928 items in 2021. The primary outcome was alignment with the Policy guidance on the proportions of red, amber and green foods and drinks (≥ 55% green ‘healthy’ items and 0% red ‘unhealthy’ items).ResultsThe distribution of the classification of items as red, amber and green changed from 2017 to 2021 (p < 0.001) overall and in serviced food outlets (p < 0.001) and vending machines (p < 0.001). In 2021, green items were a higher proportion of available items (20.7%, n = 815) compared to 2017 (14.0%, n = 371), as were amber items (49.8%, n = 1957) compared to 2017 (29.2%, n = 775). Fewer items were classified as red in 2021 (29.4%, n = 1156) than in 2017 (56.8%, n = 1506). Mixed dishes were the most prevalent green items in both years, representing 11.4% (n = 446) of all items in 2021 and 5.5% (n = 145) in 2017. Fewer red packaged snacks (11.6%, n = 457 vs 22.5%, n = 598) and red cold drinks (5.2%, n = 205 vs 12.5%, n = 331) were available in 2021 compared to 2017. However, at either time, no organisation or setting met the criteria for alignment with the Policy (≥ 55% green items, 0% red items).ConclusionsIntroduction of the Policy improved the relative healthiness of food and drinks available, but the proportion of red items remained high. More dedicated support is required to fully implement the Policy.

The principal component analysis of antioxidant activities of Songgak, a traditional herbal drink in West Nusa Tenggara, Indonesia

Songgak is a traditional herbal tea of the Sasak Tribe in Lombok Island, Indonesia, formulated to strengthen people's stamina. Songgak is composed of seven kinds of roasted spices: Piper nigrum L., Coriandrum sativum L., Piper retrofractum Vahl, Myristica fragrans Houtt, Syzygium aromaticum, Elaeocarpus grandiflorus, and Helicteres isora. This study aimed to assess the benefits of Songgak and its constituent spices by evaluating their antioxidant activities, total phenolic content (TPC) and flavonoid content (TPC). Antioxidant activity tests were performed on the water extract of Songgak, ethanolic extract of Songgak, and ethanolic extract of seven spices of Songgak including 2,2′- diphenyl-2-picrylhydrazyl (DPPH) free radical scavenging, Trolox equivalent antioxidant capacity (TEAC), and ferric reducing antioxidant power (FRAP) assay. The antioxidant activity using DPPH method showed that the water extract of Songgak has a strong categorisation of antioxidant activity with DPPH IC50 value of 63.78±4.29 µg/mL. The constituent species of Songgak with the strongest antioxidant activity was S. aromaticum. Total phenolic content (TPC) and total flavonoid content (TFC) of Songgak tea were 26.85±4.29 mg GAE/g and 6.99±0.29 mg RE/gram, respectively. The correlation between TPC, TFC, and antioxidant activities was determined using principal component analysis (PCA). The loading plot showed that TPC and TFC were strongly correlated with the antioxidant activity (FRAP method) of Songgak tea and its constituent spices. These results revealed that the presence of flavonoid and phenolic compounds in the seven herbal medicinal plants were responsible for the antioxidant properties of Songgak as a healthy herbal drink. Therefore, consuming Songgak every day can be beneficial for preventing various diseases involving free radicals.

Innovative of cascara as potential in beverage, food and their functional impact: a review

SummaryCascara's beverage and food innovation has sparked interest due to its unique flavour profile and potential health benefits. Cascara drink, which comes from dried coffee pulp husks, offers a distinctive aroma reminiscent of cherry, mango and tamarind. Research has highlighted cascara's high antioxidant content, making it a functional and healthy drink choice. Sensory analysis has shown that cascara drinks exhibit dominant citric acid and black tea flavours with a strong sour aroma, appealing to consumers who enjoy coffee and tea. Furthermore, post‐harvest processing significantly influences the chemical composition of cascara beverages, with different processing methods resulting in varying levels of caffeine, total phenolic compounds and antioxidant activity. This innovation not only offers a refreshing drink but also shows the potential of cascara to be a valuable source of antioxidants with diverse flavour profiles and contributing to the global market.

Product development of gac fruit juice incorporated with lime juice

Gac fruit is widely cultivated in Thailand. It has elevated amounts of phytochemical compounds such as lycopene and β-carotene, with the aril section being the richest in these compounds. Lime juice is a healthy drink that is generally consumed for its nutritive value. The purpose of this study was to carry out an assessment to identify the appropriate proportion of lime for blended lime and gac fruit juice processing. This research consisted of four experiments. Fresh gac fruit juice (as a control sample; 0% and blended gac fruit juice with 5%, 10% and 15% concentrations of lime juice were analysed. Physical properties were examined, including brightness and colour (L*, a* and b* values), as well as chemical properties such as total acidity percentage, pH, vitamin C, total soluble solids, β-carotene, antioxidant inhibition percentage (DPPH assay) and lycopene. For the assessment of microbiological properties, a total plate count was carried out. A sensory evaluation for colour, odour, flavour, mouthfeel as well as overall acceptability was performed by thirty untrained panelists using the 9-point hedonic scale. Concerning the physical properties, it was determined that an increase in the amount of lime juice caused an escalation in external colour, odour and sediments. Analysis of the chemical properties revealed that all treatments were significantly different (p&lt;0.05), except for β-carotene and total soluble solids. The chemical properties showed that lycopene, antioxidant inhibition percentage (as DPPH assay) and β-carotene were within the ranges of 647.32- 650.48 µg/g, 4.23-4.65% and 441.95-444.16 µg/g, respectively; they were not significantly different except for the antioxidant inhibition percentage and β-carotene. An increase in the amount of lime juice caused an increase in the external appearance of vitamin C sediments and total acidity percentage. The findings of the microbiological analysis demonstrated that the total plate count met the standard regulations, while the sensory evaluation revealed that the flavour, mouthfeel and overall acceptability for experiment no. 3 (10% of lime juice) obtained the highest values of 7.37, 6.90 and 7.33, respectively.

KUALITAS ORGANOLEPTIK SUSU NABATI BIJI CEMPEDAK (Artocarpus Champeden) TERSUSPENSI PROBIOTIK BERDASARKAN SUHU PENYIMPANAN

Background: Cempedak (Artocarpus champeden) is a local fruit of Central Kalimantan that is oval with dark yellow and fibrous flesh and has a fragrant aroma when ripe. So far, cempedak seeds have only become organic waste, not used properly. The nutritional and mineral content of cempedak seeds can be used and processed into a healthy drink, namely vegetable milk. Methods: The method used is an experimental method to produce vegetable milk with cempedak seeds which is then carried out organoleptic tests to determine the quality of the aroma and taste of the vegetable milk made. Results: Based on the research carried out, the results showed that the taste quality of vegetable milk of cempedak seeds (Artocarpus champeden) that was most liked by the respondents/panelists was at the temperature of T1=20o C and T2=30o C, which was with a refreshing sweet and sour taste, while for the sour aroma and distinctive smell of cempedak seeds at the temperature of T3=30o C. Conclusion: Cempedak seeds can be used as probiotic plant-based milk with an optimal storage temperature of 30o C to get the distinctive taste, aroma and smell of cempedak seeds.

Implementing healthy food policies in health sector settings: New Zealand stakeholder perspectives

BackgroundIn 2016, a voluntary National Healthy Food and Drink Policy was released to improve the healthiness of food and drinks for sale in New Zealand health sector organisations. The Policy aims to role model healthy eating and demonstrate commitment to health and well-being of hospital staff and visitors and the general public. This study aimed to understand the experiences of hospital food providers and public health dietitians/staff in implementing the Policy, and identify tools and resources needed to assist with the implementation.MethodsA maximum variation purposive sampling strategy (based on a health district’s population size and food outlet type) was used to recruit participants by email. Video conference or email semi-structured interviews included 15 open-ended questions that focused on awareness, understanding of, and attitudes towards the Policy; level of support received; perceived customer response; tools and resources needed to support implementation; and unintended or unforeseen consequences. Data was analysed using a reflexive thematic analysis approach.ResultsTwelve participants (eight food providers and four public health dietitians/staff) were interviewed; three from small (< 100,000 people), four from medium (100,000-300,000 people) and five from large (> 300,000 people) health districts. There was agreement that hospitals should role model healthy eating for the wider community. Three themes were identified relating to the implementation of the Policy: (1) Complexities of operating food outlets under a healthy food and drink policy in public health sector settings; (2) Adoption, implementation, and monitoring of the Policy as a series of incoherent ad-hoc actions; and (3) Policy is (currently) not achieving the desired impact. Concerns about increased food waste, loss of profits and an uneven playing field between food providers were related to the voluntary nature of the unsupported Policy. Three tools could enable implementation: a digital monitoring tool, a web-based database of compliant products, and customer communication materials.ConclusionsAdopting a single, mandatory Policy, provision of funding for implementation actions and supportive tools, and good communication with customers could facilitate implementation. Despite the relatively small sample size and views from only two stakeholder groups, strategies identified are relevant to policy makers, healthcare providers and public health professionals.

81 - Pick me for kids: children's perspectives on healthy food and drink marketing in sport and recreation facilities

81 - Pick me for kids: children's perspectives on healthy food and drink marketing in sport and recreation facilities

222 - Predictors of healthy and unhealthy food and drink sales in Victorian primary schools

222 - Predictors of healthy and unhealthy food and drink sales in Victorian primary schools

Potensi Minuman Probiotik Berbahan Dasar Campuran Buah (Jambu, Lemon, Melon, Bit) Sebagai Minuman Kesehatan

Background; The health of the digestive tract is very important for maintaining the body's immune system, in maintaining the health of the digestive tract there are two components of probiotics and prebiotics are needed. Probiotics are good bacteria that are beneficial for the health of the digestive tract. Probiotics can be obtained through food or drink that has gone through a fermentation process using gram-positive bacteria. Probiotics produce bacteriocins and several compounds needed by the body such as lactic acid, acetic acid, hydrogen peroxide, lactoperoxidase and lipoperoxide, pyridoxine, niacin, folic acid, cobalamin and biotin which are useful for boosting the body's immune system. Objectives; The purpose of this study was to make a probiotic drink with fruit-based ingredients (guava, lemon, melon, beet) as a probiotic product that can be an alternative health drink. Material and Method; This study used an experimental design with a completely randomized design, where there were three formulas that had differences in the addition of sugar (F1: 10% sugar, F2: 20% and F3: 30%). The materials used in this study included: Guava, Lemon, Melon,Beets, Sugar and used the Lactobacillus plantarum bacterial starter. The tests carried out included: organoleptic test, total plate count test and acidity test Results; the organoleptic test results, it was found that Formula 3 was the most preferred with organoleptic qualities: slightly sour, slightly muddy and very red in color. The red color comes from beets. The acidity level of each formula includes: F1 (3.43), F2 (3.39), F3 (3.34). The results of the total plate number test showed that the average total plate number of the product was 1.7 x 10 8/CFU/ml.Keywords: Beets, Guava, Healthy drink, Lemon, Melon, Probiotics

The “healthy = (un)tasty” intuition concerning colour in organic wine labels

AbstractOrganic labels certify a product's commitment to ecological balance. However, the association between organic products and health benefits can inadvertently promote overconsumption, particularly in the case of alcoholic beverages such as red wine. In research conducted with participants from the United States, we demonstrate that consumers implicitly link organic wine with health and pleasure, which is explicitly reflected in heightened purchase intentions and anticipated consumption volume. Interestingly, our findings indicate that these effects are moderated by label colour. Implicitly, red organic labels are associated with a less healthy but tastier drink than green labels. Explicitly, organic labels overall stimulate higher purchase intentions regardless of their colour. Nevertheless, our results highlight a moderating role of label colour. Compared to green labels, red organic labels elicit increased purchase intentions, driven by greater expectations of tastiness associated with the red label. Additionally, red labels convey a perception of higher alcohol strength and an intention to consume wine in smaller quantities versus green labels. Thus, the use of a red label may signal both pleasure and potential danger, facilitating organic wine sales without necessarily increasing consumption. These findings have implications for marketers and policymakers interested in supporting responsible wine consumption.

Brand Awareness : PT Nutrifood Indonesia

Brand awareness is an important aspect for all companies to be known by their target market. This is important to ensure brands can survive the increasingly fierce business competition. In the midst of the increasing number of healthy sachet drink brands that have emerged, each brand needs to show their differentiating side in order to be able to compete. This is what encourages PT Nutrifood to increase brand awareness, one of which is through an event sponsorship strategy. This research aims to find out how PT Nutrifood can increase brand awareness through sponsorship events. This study uses marketing communication mix theory and qualitative methodology with a descriptive case study research type. The data collection techniques used are observation, in-depth interviews, and documentation. In-depth interviews were conducted with four informants: key informants, first informants, second informants and third informants. This study shows that the marketing communication used by PT Nutrifood in increasing brand awareness by using several elements or communication mixes that are interrelated. The results of the study show that event sponsorship activities carried out by PT Nutrifood and its cooperation partners have succeeded in increasing brand awareness.

Awareness, support, and opinions of healthy food and drink policies: a survey of staff and visitors in New Zealand healthcare organisations

BackgroundIn 2016, a voluntary National Healthy Food and Drink Policy (hereafter, “the Policy”) was released to encourage public hospitals in New Zealand to provide food and drink options in line with national dietary guidelines. Five years later, eight (of 20) organisations had adopted it, with several preferring to retain or update their own institutional-level version. This study assessed staff and visitors’ awareness and support for and against the Policy, and collected feedback on perceived food environment changes since implementation of the Policy.MethodsCross-sectional electronic and paper-based survey conducted from June 2021 to August 2022. Descriptive statistics were used to present quantitative findings. Free-text responses were analysed following a general inductive approach. Qualitative and quantitative findings were compared by level of implementation of the Policy, and by ethnicity and financial security of participants.ResultsData were collected from 2,526 staff and 261 visitors in 19 healthcare organisations. 80% of staff and 56% of visitors were aware of the Policy. Both staff and visitors generally supported the Policy, irrespective of whether they were aware of it or not, with most agreeing that “Hospitals should be good role models.” Among staff who opposed the Policy, the most common reason for doing so was freedom of choice. The Policy had a greater impact, positive and negative, on Māori and Pacific staff, due to more frequent purchasing onsite. Most staff noticed differences in the food and drinks available since Policy implementation. There was positive feedback about the variety of options available in some hospitals, but overall 40% of free text comments mentioned limited choice. 74% of staff reported that food and drinks were more expensive. Low-income staff/visitors and shift workers were particularly impacted by reduced choice and higher prices for healthy options.ConclusionsThe Policy led to notable changes in the healthiness of foods and drinks available in NZ hospitals but this was accompanied by a perception of reduced value and choice. While generally well supported, the findings indicate opportunities to improve implementation of food and drink policies (e.g. providing more healthy food choices, better engagement with staff, and keeping prices of healthy options low) and confirm that the Policy could be expanded to other public workplaces.

The Effect of Healthy Boba Pearl Drink on Post-Prandial Glucose

This study was a randomized controlled trial using a repeated experimental design with a pre-test and a post-test control group. The study subjects were women of childbearing age, aged 20‒30 years, with no diagnosed chronic diseases and with baseline fasting blood glucose levels less than 125 mg/dL. Participants were randomly assigned to treatment and control groups. The treatment group received 350 mL of healthy boba drink, while the control group received 350 mL of commercial boba drink. The healthy boba drink was made by mixing 67 mL of fresh milk, 133 mL of soy milk, 1 g of stevia sweetener, 100 g of red dragon fruit, and 40 g of healthy boba pearls. It contained 215 kcal of energy, 8.82 g of protein, 8.90 g of fat, 30.78 g of carbohydrate, and 1,808 g of fiber. Each group had an initial fasting blood glucose levels measurement before the intervention, and postprandial glucose levels were measured at the end of the intervention (one time of intervention). The collected data were analyzed univariately to analyze the effect of treatment on postprandial glucose using the independent t-test. The result indicated that the subjects in the treatment group and 96.2% of the subjects in the control group had fasting glucose levels less than 126 mg/dL. Both participants in the control and treatment groups had postprandial glucose levels less than 200 mg/dL. The mean glucose level was 89.49 mg/dL in the treatment group and 92.57 mg/dL in the control group. The study results showed that the treatment group that consumed the healthy boba drink had a lower average postprandial glucose level than the control group. The statistical test results showed that there was a significant effect of healthy boba drink consumption on postprandial glucose levels in the treatment group (p&lt;0.000). It is concluded that the healthy boba drink intervention had a significant effect (p&lt;0.000) on lowering blood glucose by 5.82 mg/dL after the initial treatment. The results of this study are a major first step for future work to develop a healthier boba drink.

No- and low-alcohol beer and the sponsorship of sport in Australia: An audit of sponsorship partnerships and analysis of marketing tactics.

Alcohol sponsorship of sport is associated with increased alcohol consumption. Little research to date has examined the sponsorship of sport by no- and low-alcohol (NoLo) beverage brands, despite concern that the marketing of these products might be harmful to young people. This study had dual aims: to identify sporting partnerships between NoLo beers and Australian sport, and examine marketing tactics used in social media advertising to promote these partnerships. Our sample included NoLo beers sold online from three large Australian alcohol retailers. First, we performed a qualitative content analysis of partnerships between NoLo beers and sport using publicly available online information. We then analysed the 118 social media posts of NoLo brands linked to these partnerships using a coding framework adapted from the alcohol literature. Of 34 brands, 13 had sporting sponsorship partnerships across a range of spectator and participatory sports. Key marketing tactics identified on social media were activations, time-and event-specific drinking, influencer marketing, competitions, and corporate social responsibility. In particular, NoLo brands aim to disrupt the sports drink market by advertising their products as healthy recovery drinks, or 'sports beers', through activation events. Brands are also using influencer marketing and competitions, two tactics shown to be particularly persuasive for young people. NoLo beer brands strategically align with Australian sports to promote NoLo consumption. As they are classified as soft drinks in Australia, NoLo beverages are not regulated like alcohol. Future discussions around sports sponsorship and advertising regulation must consider NoLo products.

Brand Awareness : Pt Nutrifood Indonesia

Brand awareness is an important aspect for all companies to be known by their target market. This is important to ensure brands can survive the increasingly fierce business competition. In the midst of the increasing number of healthy sachet drink brands that have emerged, each brand needs to show their differentiating side in order to be able to compete. This is what encourages PT Nutrifood to increase brand awareness, one of which is through the event sponsorship strategy. This research aims to find out how PT Nutrifood can increase brand awareness through sponsorship events. This study uses marketing communication mix theory and qualitative methodology with a descriptive case study research type. The data collection techniques used are observation, in-depth interviews, and documentation. In-depth interviews were conducted with four informants: key informants, first informants, second informants and third informants. This study shows that the marketing communication used by PT Nutrifood in increasing brand awareness by using several elements or communication mixes that are interrelated. The results of the study show that event sponsorship activities carried out by PT Nutrifood and its partners have succeeded in increasing brand awareness

Organizational Structure Settlement Research for Healthy Drink Company To Reduce High Turnover Research and Development Team

Organizational Structure Settlement Research for Healthy Drink Company To Reduce High Turnover Research and Development Team

The role of brand anthropomorphism in building brand attachment: The experiment research on beverage brands

The concept of anthropomorphism has been described as a psychological process in which people perceive inanimate agents as humanlike. In the branding context, this approach has been considered as an effective positioning strategy to enhance consumer-brand interactions and create robust brand attachment, which refers to the strength of the bond connecting the brand with the self. Nevertheless, up to date, there are only a few empirical publications studying how and when anthropomorphism affects brand attachment. Filling the mentioned gap, on the basis of a three-factor theory of anthropomorphism (Epley, Waytz, &amp; Cacioppo, 2007), and attachment theory (Bowlby, 1969), the paper provided an underlying mechanism that clarified the intimate relationship between brand anthropomorphism and consumers’ emotional attachment to such brands. The experiment applied in the context of healthy drink brands was carried out to test the hypothesis of the research model. The nonprobability design was adopted, and the sample size was determined in terms of similar previous studies which showed reliable and valid findings. Data was collected from 201 participants, and the Partial Least Squares technique was applied for statistical analysis. The study found that users tend to show greater brand attachment when they are exposed to an anthropomorphic juice brand (vs. a non-anthropomorphic one). The exploratory findings further highlighted the essential role of self-efficacy, self-esteem, sense of belonging, and psychological comfort, that mediated the effects of brand anthropomorphism on brand attachment. The results from this research contribute to understanding the anthropomorphism literature and provide valuable insights for marketing practices in the beverage industry.