# 19 99-105 View full article

УДК 339.138:004.9:664

DOI: https://doi.org/10.36887/2415-8453-2025-4-19

Volikov Volodymyr,
Candidate of Science in Economics Lead Engineer,
Institute for Single Crystals of National Academy of Sciences of Ukraine,
https://orcid.org/0000-0002-4107-6277
Shevchenko Yevhenii,
individual entrepreneur,
https://orcid.org/0009-0002-2883-865Х

JEL classification: M31, O32, O33, L66

Published: 19.12.2025

The article aims to provide a theoretical justification and develop methodological recommendations for forming an optimal set of digital strategic marketing tools to promote innovative food products, using a patented method for preparing a long-shelf-life culinary dish as an example. The research was conducted in the following sequence: (1) a theoretical framework was developed and key market trends and characteristics were identified; (2) a consumer profile was created, and major influencing factors were determined; (3) selection criteria for digital tools were substantiated; (4) methodological recommendations were developed and tested; (5) the results were summarized. It is substantiated that the success of promoting an innovative food product depends on digital tools’ ability to rapidly build trust, reduce psychological barriers, and ensure supply chain transparency. It was established that for innovations of the “long-shelf-life dish” type, the key barriers remain the fear of preservatives and distrust of extended expiration dates – barriers that can be overcome through visual demonstrations of sterility and safety, which increase consumers’ willingness to make a trial purchase. Methodological recommendations for forming an optimal set of digital tools were developed, including: a four-stage strategic framework (theoretical foundation, consumer perception, tool selection, and efficiency modelling); a system of selection criteria comprising eight parameters (trust building, barrier reduction, targeting accuracy, return on investment, primary data collection, channel synergy, response flexibility, and impact on food behavior); a practical five-question checklist; a six-step promotion algorithm; and a score-based evaluation of ten digital tools using eight criteria: (1) trust/transparency; (2) barrier reduction; (3) targeting accuracy; (4) return on investment; (5) primary data collection; (6) synergy/modelling; (7) response flexibility; (8) impact on food behavior. Practical recommendations for using digital tools include QR codes, AI chatbots, influencer marketing, AR filters, and AI targeting. The highest overall scores (8.4–8.7 out of 10) were obtained by QR codes with production-process video, AR tasting experiences, and AI targeting. The results form a basis for further research on integrating artificial intelligence and augmented reality into the marketing of long-shelf-life food products.

Keywords: digitalization, digital technologies, marketing strategy, digital platform, digital marketing, marketing forecasting.

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Volikov Volodymyr, Shevchenko Yevhenii. . Application of digital tools in promoting an innovative product in the food industry. The journal "Ukrainian Journal of Applied Economics and Technology". 2025 / #4. 99-105pp. https://doi.org/10.36887/2415-8453-2025-4-19

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Volikov Volodymyr, Shevchenko Yevhenii. "Application of digital tools in promoting an innovative product in the food industry". The journal "Ukrainian Journal of Applied Economics and Technology". . https://doi.org/10.36887/2415-8453-2025-4-19

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