Our product, Ernest Bakes, is recreating the original Ernest Adams slice range into a snackable, biscuit version.
_____________________
The brand is responding to people wanting bakery made food, conveniently sold in supermarkets. Because Ernest Adams already is an established and trusted baked food brand, our brand will play off this and emphasise it through a more appealing packaging style and supermarket placement.
Also under this, we are going to include some gluten free flavours in our brand, as Ernest Adams already does this. As you can see below, Gluten Free has become important to consumers in the last could of years.
from: http://www.ibie2016.org/wp-content/uploads/2013/11/Consumer-Trends-and-Drivers-PPT.pdf
http://www.euromonitor.com/baked-goods-in-the-us/report :
A large factor in this will be the growing demand for gluten-free diets.
http://www.lantmannen-unibake.com/en-US/SBS/Inspiration/Market-Trends1/
#3 On-the-go trend continues, especially among young people: The on-the-go trend that we have seen in previous years continues at about the same level as before with about 13% saying that they eat more on the go than they did a couple of years ago. The strong driver of the on-the-go eating habits is the UK where one in five says that they tend to eat more on the go than they did before.
The habit to eat meals and snacks on the go is most widespread among young people under 35. In this group one in four says that they eat more on the go than they did a couple of years ago, and the trend is the same for all countries.
#5 Value is more than price: In general, good quality is valued more than price when consumers shop baked goods. In 2013, 58% of consumers said that they stress quality more than price when buying bread.
_____________________
Another trend that our brand is responding to is the trend of two brands collaborating to create one brand. We won't be totally emphasising this through our packaging, but we will show this with our promotional piece and the placement of this within the supermarket.
Evidence:
http://www.trendreports.com/article/brand-collaboration Brand collaboration has become an increasingly popular way to supercharge innovation. Even the most successful companies have benefited from participating in a joint project or venture with another complementary brand, and consumers are increasingly more receptive to the collaborative approach.
_____________________
We are also keeping the health trend in mind by having a range of flavours that go from fruity and less indulgent, to decadent and chocolatey. This offers a range of flavour to account for different people's preferences.
Evidence:
http://www.euromonitor.com/baked-goods-in-the-us/report
- Despite being marketed to wildly different consumers, health-oriented as well as indulgent products were key areas for stimulating growth in 2013. On the health-oriented side of baked goods, breads that feature whole grains, high fibre or other health-minded qualities continued to resonate with consumers who wished to lose weight or maintain a wholesome diet. In cakes and pastries, however, companies introduced more indulgent varieties to appeal to the tastes of younger consumers, who tend to enjoy intensity and decadence in their snacks and dessert products.
http://www.preparedfoods.com/articles/111006-new-product-trends-in-baked-goods
Fruity Goodness
Fruit is getting a closer look, as shown by Kraft Foods Nabisco brand Newtons Fruit Thins, an extension of the popular Newtons brand closer to a traditional cookie than a Fig Newton. Featuring real fruit, Fruit Thins contain whole grains and come in flavors such as Blueberry Brown Sugar and Cranberry Citrus Oat. (For more statistics on Nabisco’s new Newton Fruit Thins, see “Snacking Market Far From Saturated,” page 85.)
No comments:
Post a Comment