«NOVEL FOODS» PROMOTION TECHNOLOGIES

Abstract

Today’s world is in the state of transition from the era of modernism
to postmodernism which is characterized by the shift of values, patterns as well as the appearance of new ideas. One of such ideas is the concept of «novel food». This term was coined in the Western discourse at the dawn of the new century. The relevance of the topic is explained by the growing intensity of «novel food» promotion at a global level. The promoting technologies and instruments are reviewed in this article. According to the author, the marketing of this concept goes beyond the traditional marketing framework and represents a matter of academic interest having a significant potential for further research.