Product Brand Communication of Healthy Snacks

Abstract

The consumption of snacks is increasing and eating habits have shifted towards snack-typeeating habits. For this reason, new snack products are constantly being introduced to the market in different product categories. People are also more interested in a healthy diet, but it is difficult for them to identify and choose healthier options. Because health communication is limited, companies help consumers make decisions by building health brands on their products. We interviewed five marketing and communications executives from different food companies about how companies strive to create an image of health for their products without a formal health claim.