How has social media changed food marketing?

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The rise of social media has led to a shift in the way consumers view food brands – and the way that food brands interact with their customers, according to experts speaking on the side lines of Food Vision in Cannes.

Sophia Nadur, founder and director of Ideas 2 Launch, said people often were no longer willing to listen to food companies or governments for information about food.

“People don’t do that anymore,” she said. “They go on Doctor Google.”

Nevertheless, it is still important for food companies to communicate with consumers, said Adrian Moss, managing director of Focus Business Communications. He pointed out that it was often not possible – or prudent – to hold information back.

About half of all retail purchases are influenced by digital in some way, according to Mabel McLean, research and advisory lead at L2. Therefore “digital investment isn’t just about e-commerce purchases,” she said.

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