This thesis summarize information about Salvia hispanica, known as Chia and Lycium barbarum/chinense, known as Goji, which are plants that provide seeds and fruits used as superfoods. The theoretical part of the thesis is divided into a general description, content substances, health effects, history of use of these plants and an overview of studies with their use. Studies are focused on the study of antioxidant effects, anti-cancer effects, the influence of use superfoods on metabolism and diseases, and studies on the use of these superfoods in common foods. The practical part of the thesis focused on knowledge into superfoods among the population and the rate of their use. The results show that knowledge about superfoods, including chia and Goji, is good, as well as the use of superfoods in the population. Chia and Goji are currently the most widely used superfoods. Less than a third of respondents observe the positive effects of using superfoods. This thesis presents information to potential consumers why they should include superfoods in the diet.

Hoy en día, existe una tendencia mundial a consumir alimentos saludables, que no tengan insumos artificiales -como preservantes o aditivos- y que sean bajos en azúcar. El Perú no es ajeno a esta tendencia, pues se aprecia que existen cada vez más consumidores que buscan lo más natural posible. En este contexto, los superfoods son una alternativa importante, pues se trata de alimentos naturales que cuentan con altos niveles de nutrientes. El presente proyecto toma en cuenta esta tendencia para proponer una bebida saludable elaborada con superfoods peruanos, bajo la marca Superfoods Drinks. La investigación realizada muestra que en el segmento de personas de 18 a 55 años del NSE A, B y C1 es de 54.9% de los cuales el 11% está interesado en consumir saludable y que su demanda por bebidas saludables y naturales no está siendo satisfecha por la oferta actual, lo que explica el alto grado de aceptación de nuestro producto. Para la puesta en marcha del proyecto se necesita una inversión inicial de S/ 191,693, financiada con S/ 111,693 mediante un préstamo bancario y S/ 80,000 con aporte de inversionistas, que se estima recuperar en el cuarto año de la operación. / Nowadays, there is a global trend towards consuming healthy foods, that don’t contain artificial ingredients -such as preservatives or additives- and don’t have added sugar. Peru is part of this trend, as there is a growing number of consumers that opt for more natural products. In this context, superfoods are an important alternative because they are a natural foodstuff that has a high concentration of nutrients. The present project takes this trend into account and proposes a healthy drink prepared with Peruvian superfoods, under the brand Superfoods Drinks. Research shows that in the segment of people aged 18 to 55 of social economic level A, B, C1 there is 54.9% and about 11% of this people is interested in eating in a healthy way, and whose demand for healthy and natural drinks is not being satisfied by the current offer, which explains the high level of acceptance of our product. To start up the project we need an initial investment of S/ 191,693 that will be funded with bank loans -S/ 111,693- and by investors -S/ 80,000-, and that is expected to be paid back by the fourth year of operations. / Trabajo de investigación

El presente proyecto presenta la idea de negocio llamada Nuggets 7 Heaven que se basa en la producción y comercialización de nuggets de 7 semillas (quinua, chía, avena, kiwicha, linaza, cañihua y maca negra) pre cocidos. Este producto se destaca por su innovación debido a que se trata de una nueva alternativa de alimento para aquellas personas que cuentan con un interés en la alimentación saludable. El público objetivo en el cual se enfoca dicho proyecto es hombres y mujeres de Lima metropolitana de 18 años a más que pertenecen a los sectores económicos A, B y C con un estilo de vida saludable debido a que encuentran pocas opciones de alimentos saludables pre cocidos y estarían dispuestos a pagar por el valor agregado que ofrece este producto. Estos nuggets tienen una sola presentación en caja de 8 unidades. El plan operacional explicará los procesos necesarios para llevar a cabo una producción eficaz desarrollando una relación dinámica con los proveedores y otros socios claves. El plan de marketing establecerá los lineamientos oportunos para establecer una relación con los clientes potenciales a través de estrategias de marketing tradicional y digital, estableciendo como canales de venta las redes sociales, página web y ferias. Finalmente, el análisis de la viabilidad del proyecto se desarrolla en el plan financiero el cual mostrará todos los ingresos y gastos proyectados. Esta idea de negocio plantea una inversión inicial de S/ 25 mil soles y reinversiones anuales posteriores de S/ 10 mil soles cada una. / This project presents the business idea called Nuggets 7 Heaven which is based on production and marketing of pre-cooked 7-seed nuggets (quinoa, chia, oats, kiwicha, flaxseed, cañihua and black maca). This product stands out for its innovation because it is a new food alternative for those who have an interest in healthy eating. The target audience for this project are men and women from metropolitan Lima aged 18 and over who belong to economic sectors A, B and C with a healthy lifestyle because they find few healthy precooked food options and they would be willing to pay for the added value that this product offers. These nuggets have a single presentation in a box of 8 units. The operational plan will explain the processes necessary to carry out efficient production by developing a dynamic relationship with suppliers and other key partners. The marketing plan will establish the appropriate guidelines to establish a relationship with potential customers through traditional and digital marketing strategies, establishing social networks, websites and fairs as sales channels. Finally, the analysis of the viability of the project is developed in the financial plan which will show all the projected income and expenses. This business idea involves an initial investment of S / 25 thousand soles and subsequent annual reinvestments of S / 10 thousand soles each. / Trabajo de investigación

The aim of this thesis is to define the contribution of functional foods for human health and formulate an effective introduction procedure of functional foods for the regional food market using marketing mix tools. The practical part is done in cooperation with ALIMPEK al. s r. o. The company is trying to introduce a new product to the customers (bread, which contains modified flax) and present its health benefits. Questionnaire survey confirmed, that the consumers are aware of the impact that food has on human health and are inquiring its specific effects. The source of the information that affects the customers mostly is the internet (unprofessional publications) and etiquette of the product. Consumers are aware that flaxseeds are beneficial to health, but they could not list the specific effects. It was further found that consumers do not know the composition of the bread they buy. Based on the data and information gathered, possible solutions that could lead to increased consumption of selected functional foods were proposed.

The master thesis is concerned with the effect of the clame superfood and its impact in consumer behaviour. The aim of this thesis is to find out how consumers perceive the phenomenon of superfoods and how this claim effect their consumer behaviour. The theoretical part of the thesis defines and explains the terminology related to the key term superfoods such as functional foods, superfruits and organic foods. Subsequently the thesis edentifies the rules of a food labeling with the emphasis on health and nutrition-related claims. The thesis then examines the recent development of the superfoods market with its trends either from the local and the global point of view. The theoretical part is ended by the analysis of the methodology The Six Elements of Superfruits Success, which defines the six elements leading to a successful business strategy in a field of superfoods industry. The empirical part of the thesis shows the survey results of the effect of the clame superfoods and organic foods on products and its impact in consumer behaviour in the Czech Republic. The thesis then deals with the case study Jeřáb (a product containing a superfood). The thesis draws up a draft proposal for a new communication strategy of Jeřáb with the emphasis on the fact that Jeřáb is a product containing a superfood.

El presente trabajo a realizar se basa en la viabilidad, escalabilidad y pertinencia del método científico respecto al producto “nuggets a base de cushuro, lentejas y quinua” con la finalidad de llevarlo al mercado para satisfacer las necesidades del público objetivo y suprimir el problema encontrado. Una alimentación balanceada a lo largo de la vida ayuda a prevenir enfermedades y es aquella que contribuye con alimentos nutricionales de cada individuo. Asimismo, nos enfocamos en aportar con la oferta y comercialización de productos saludables dentro de Lima Metropolitano, debido a que existe una escasa oferta de productos sanos en el país por el elevado costo de fabricación y porque la mayoría son importados. Se quiere dar a conocer el producto como innovador y sobre todo resaltar su valor agregado mediante las propiedades nutricionales que contienen estos súper alimentos encontrados solo en esta región del Perú. En la actualidad existen empresas que comercializan este tipo de productos, los que tienen mayor impacto en el mercado en su mayoría son los competidores indirectos que elaboran nuggets convencionales a base de pollo. No obstante, hay una industria reducida que fabrica alimentos saludables y las comercializa, enfocados en un segmento pequeño de la población, la cual paga más por productos diferenciados y sanos. Así que, nuestra propuesta es satisfacer a ese segmento de personas que, apuesta por un producto nutritivo, accesible al precio y agradable al consumirlo. / The present work to be carried out is based on the viability, scalability and relevance of the scientific method with respect to the product "nuggets based on cushuro, lentils and quinoa" in order to bring it to the market to satisfy the needs of the target audience and eliminate the problem encountered . A balanced diet throughout life helps prevent diseases and is one that contributes with nutritional food for each individual. Likewise, we focus on contributing with the supply and marketing of healthy products within Metropolitan Lima, due to the fact that there is a scarce offer of healthy products in the country due to the high cost of manufacturing and because most are imported. It wants to publicize the product as innovative and above all highlight its added value through the nutritional properties of these super foods found only in this region of Peru. There are currently companies that market this type of product, the ones that have the greatest impact on the market, the majority are indirect competitors that make conventional chicken-based nuggets. However, there is a small industry that manufactures and markets healthy foods, focused on a small segment of the population, which pays more for differentiated and healthy products. So, our proposal is to satisfy that segment of people who are committed to a nutritious product, accessible at a price and pleasant to consume. / Trabajo de investigación