A working day: Reshma Patel, marketing manager at Yakult UK and Ireland

Q. What in your background prepared you for your current role?

Early in my career, I worked in various retail roles – from customer service and space planning to market analysis and category management. This really helped me gain perspective from a consumer point of view, but also hone skills in communication, creative storytelling and ensuring a data driven approach to projects.

Q. How has Yakult changed over the years, in terms of marketing for the gut?

Yakult was the first probiotic on the market, so early marketing focused on setting the scene and educating consumers and buyers about the difference between good and bad bacteria. At the time, it was considered a novel food, and the brand developed the concept of “friendly bacteria” to support communication.

I actually came across Yakult and probiotics while studying food science at Reading University, back when gut health and the impact on overall wellbeing were not widely understood concepts. Fast forward, 30 years since Yakult launch in the UK, research in the area of gut health has exploded, and there are many products in the market.

However, many consumers still don’t fully understand the concept, so as a brand the educational part is still vital. One of the biggest challenges today is the fragmented media landscape, so reaching and engaging a wide audience means using multiple channels and tailoring messages to audiences with shorter attention spans and competing information.

Q. What do you see as the biggest issue going forward for gut health, both in the UK and Ireland and further afield?

For the scientific community and brand managers it will be credibility and miscommunication. Social media has enabled everyone to have a voice, however not all information is verified or up to date, making it harder for consumers to know what is true. The same goes for trends, which may go viral but might not necessarily be backed by scientific research and might not be good for you.

However, as a brand known for its gut expertise, Yakult sees its role as helping consumers navigate the facts while innovating new ways to support their wellbeing.

Q. What other issues do you think Yakult is addressing? 

As a company we recognise that wellbeing goes beyond the individual; it extends to the environment. That’s why we are putting plans in plans to make our products and services more sustainable, which is important to both our consumers and our company.

In the area of microbiology, our scientists and along with independent institutions are investigating how bacteria play a role in wellbeing outside of gut health and across different applications. A great example is the Yakult Space Discovery Project which explores the effects of L.casei Shirota bacteria on the International Space Station – researching the impact on the immune system and intestinal microbiota of astronauts.

Q. What big celebrations are planned for this year for the brand? 

Yakult is celebrating its 90^th anniversary this year. Our founder, the Japanese scientist, Dr Shirota developed Yakult in 1935, after selecting and cultivating the friendly bacteria L. casei Shirota, which is in every little bottle today. To mark this, in the UK we will be sponsoring New Scientist Live in October. This event is a perfect fit for Yakult, allowing us to showcase our gut health expertise with a science-led partnership that engages, educates and excites our consumers.

Q. What do you consider your greatest challenge/achievement?

One of my proudest achievements has been building a team that thrives on creativity and cross-team collaboration. Marketing is never a solo effort and helping my team grow and succeed has been very rewarding.

Q. What does a typical day look like for you?

No two days are exactly the same! It not a role for those who like structure as every day is different. It’s about juggling short-term projects while keeping an eye on long term objectives that drive brand equity. On average, I’m in five to seven meetings a day, covering a wide range of topics, from research to drive future projects, to implementing plans on a current activity. I work with a great team that I can trust, and my main goal is to help steer the team in the right direction, with an eye on the future.

Q. Outside of work, what are your hobbies/interests?

I love swimming and can be found at my local leisure centre or in the pool while on holiday. Not only is it a great way to switch off and great for overall wellbeing. but it’s great for the gut too. Yakult are sponsors of the FINA World Swimming Championships since 2005, and I’m lucky to have bumped into a couple of professional swimmers who have kindly given me some awesome tips along the way- although I’m no dolphin yet.