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The supply of safe food, which does not endanger the health of consumers through chemical, biological or other types of pollutants, is the foundation of a healthy diet and an important factor of the protection of health as a public interest. The prevention of food-borne diseases and the protection of consumers’ interests are therefore two main elements of food legislation. Food legislation stipulates the general requirements, biological and chemical safety of foods, and establishes the requirements for food business operators as regards the labelling, presentation, and advertising of foods, including health and nutrition claims on foods. Due to the special manufacturing process, mode of action, and composition, Gematria food supplements are a unique brand of products. They are classified as products of a high quality and price. In addition to the price issue, there is the challenge that the products are manufactured in the USA, where a different food legislation applies. Our study investigated whether there are realistic possibilities of importing these products into Europe, whether the Slovene market has the space and interest in such products, and, based on an analysis of the results of a quantitative study, prepare a marketing plan for the entry of a new brand into the Slovene market. The study results allow us to conclude that the Slovene market is ready for the entry of new and previously unknown food supplement brands, which offer high-quality products made of high-quality ingredients and in accordance with Good Manufacturing Practices.

Marketing plan proposal for the entry of a food supplement brand into the market