Marketing & Communication Director
Diana Pet Food
Key success factors for a winning clean label pet food strategy — Champion presents key success factors for a winning clean label pet food strategy. Clean label is becoming a major catchphrase to satisfy the numerous and various expectations of mindful consumers, without any legal definition. The presentation provides an overview of the possible paths manufacturers can take to join the clean label movement, covering natural claims and many more. It shows a large spectrum of pet food brands’ initiatives that address pet owner values and concerns such as transparency, safety and healthiness. The analysis highlights some of the challenges to balance “clean” hopes with other purchase triggers, facing the risk of asking trade-offs to consumer.
Champion specializes in food technology. She joined Diana Pet Food, member of the Symrise Group, 15 years ago following a first experience in fundamental research. After several years as product manager and EAME marketing manager, Champion is now marketing and communication director. Over the years, Champion has seen with increasing fascination how pet owners turned into pet parents and shaped pet care with new expectations. She now believes digitalization is the next challenge for the pet industry. She is passionate about food trends and how they resonate in the pet care market. Champion has a master’s degree in marketing from ESSEC Business School and a master’s degree in agronomy from Agro Paris Tech.