bake - July 2020 - 26

THE CHALLENGE AHEAD:
Industry pushes for 'full team' effort
Here's an alarming statistic: Only
one of three people believes the
health aspect of food is improving,
according to findings from Puratos.
Alexandra de los Reyes, health and
well-being product management
analyst at Puratos, points out the
challenge before the bakery sector
is crystal clear: "The food industry
has the opportunity to make this
a priority using a full team effort."
Jaina Wald, marketing team lead
at Puratos, explains that the body's
immune system is such a hot topic
today that the issue is becoming the
"new normal." Puratos presented a
bevy of consumer research findings
and actionable strategies during
the American Bakers Association
June 17 webinar, "How to Meet
Consumer Health and Well-Being
Expectations."
De Los Reyes is an associate

26

product manager for Puratos and
leads the health and well-being
category in the United States. In
2019 she spent a year working at
Puratos' headquarters in Belgium,
where she joined the Puratos health
and well-being team and helped
drive the approach globally.
Wald is head of US marketing
for Puratos USA. Her focus is on
creating world-class marketing
plans to serve customers across
all channels. She joined Puratos in
January 2019 to head the chocolate category, with responsibility
for marketing strategy, innovation,
planning and activation
Puratos, with 9,000 employees
worldwide, boasts more than 1,100
research and development staff and
93 innovation centers worldwide,
with products available in 100 countries. "Wherever you are in business,

we are very much close by," Wald
says. "Insight and innovation are at
the core of everything we do."
Puratos US enters 41 years in
operation and has six innovation
centers, Taste Tomorrow (a leading
global bakery, patisserie and chocolate consumer survey), Sensobus,
regional innovation centers, and
new business model programs. And

New findings reveal
key consumer
PRIORITIES :
Manage finance better
Eat healthier
Be more active
Lose weight

Bake Magazine Digital Special Report  3 | Volume 1 | bakemag.com

JOHN UNREIN

BY J O H N U N RE I N


http://www.bakemag.com

bake - July 2020

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