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Recent Case Studies Protein message puts insects on road to “normal” As consumer education challenges go, this is surely one of the toughest. Persuading Western consumers that eating insects is not only good for the environment and for health but palatable too could take decades. But if change is going to start anywhere, it’s with the lifestyle consumers who love a new food trend – and that’s exactly who three bug-based start-ups are targeting. read more Good connections = success Two of the most important elements of your strategy, whether you are marketing ingredients, creating a new brand or reviving an old brand, are: read more Innovating beyond consumers’ imaginings is key to success Most industry executives will dismiss the idea of using insects as an ingredient as “too weird”; as something that consumers “will never accept” or accept too slowly for it to be commercially interesting. read more Slimfast slide underscores Unilever’s failed weight management strategy We all make mistakes. But some people and companies make more spectacular mistakes than others. Unilever’s purchase and subsequent management of the Slimfast brand is one of the biggest failures of the last 15 years – and certainly the biggest failure in the weight management market. Indeed, Unilever’s weight management strategy has exceeded even the impressive failure of Nestle’s weight management strategy. read more Slow “squidgy” energy delivers fast revival for old brand How do you breathe new life into a traditional food, sold under a 75-year-old brand, which has falling sales and a strong image as an afternoon snack for grandmother? The story of Soreen shows how an old brand can be revived with an energy message and convenient formats and drive impressive sales growth at premium prices – even against the background of a weak economy. read more A healthy protein product for our time Having repositioned itself on its protein benefits, meat-substitute Quorn – made from soil fungus – is enjoying growing sales and a global presence in 15 countries. Its success is also down to new product development efforts geared towards delivering Quorn in forms that are familiar and acceptable to consumers, and now, for the first time, it has introduced snacking options for Quorn consumers. read more Tea can’t stretch to chocolate Stretching a brand too far is one of the most common causes of failure. Yet senior managements are fond of brand extensions, despite abundant sales data that shows that more often than not they have modest sales – or more usually fail. Even successful brands like Honest Tea have found limits to how far a health brand can go. read more Talking Rain: the 25-year “overnight” success story The business press is full of stories of people who created start-up brands, quickly achieved massive success and within a few years sold out for breathtaking sums of money. But such “overnight” successes are rare. A far more realistic story is that of drinks company Talking Rain – many years of hard work and investment that eventually pays off. read more

Letting traditional foods inspire you could be your smartest strategy

If you think that breakfast biscuits are a new and exciting phenomenon think again. Breakfast biscuits – a French invention – will be 65 years old in 2015.

The phenomenal success of Belvita Breakfast Biscuits in Europe, the US and elsewhere is rightly hailed as an example of a simple innovation – taking the humble sweet biscuit and reinventing it as a convenient, on-the-go breakfast food.

Key to that reinvention is the promise of “sustained energy” – a marketing message backed by a regulator-approved health claim, based on the starch used in the biscuits. It’s a starch which has been demonstrated to have a very clear positive effect on maintaining steady blood sugar, without unhealthy blood sugar spikes.

Belvita’s success has led to a host of me-toos and given birth to a category worth around $500 million in retail sales in 2013.

The current incarnation of Belvita appeared in France under the brand “LU”, almost 15 years ago. At the time LU belonged to Danone. Today it is part of Mondelez.

But the message of a biscuit for breakfast wasn’t new. The picture above shows an advertisement for LU biscuits from 1953. The ad hangs on the wall of our Lyon office.

The French text explains that it is “breakfast food”. It was a message which was very successful in the 1950s. The brand dropped the tagline in the late 1960s and it took until almost 2000 before LU returned strongly to its breakfast roots.

Taking what’s traditional and re-making it has proven itself to be one of the most successful strategies you can follow. Greek yoghurt – for example – is a simple story of introducing a traditional Greek food to Americans, for whom it was new and exciting.

If you want to be successful, why not have some fun and let yourself be inspired by old products and old ads? It might be a more productive and more enjoyable way to spend your day than spending a fortune on consultants.

Read more on the blog

Juian Mellentin

Industry Events

7th Protein Summit 2014
Bridge2Food is delighted to present the 7th Protein Summit to focus on creating sustainable opportunities in the protein food and feed value chains.

Date: 18-19 September 2014

Location: Rotterdam, The Netherlands

Weblink: http://www.bridge2food.com/events/ingredients-platform/protein-summit-2014/summary.html

Benefiq 2014 International Rendezvous on Health Ingredients

Date: 23-25 September 2014

Location: Quebec City Convention Centre, Quebec, Canada

Weblink: http://www.benefiq.ca/en/?page_id=54

Hi Europe & Ni The 360° perspective of the health, natural and nutrition industry

Date: 2-4 December 2014

Location: Amsterdam RAI, The Netherlands

Weblink: http://www.foodingredientsglobal.com/hie/home

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12 Key Trends in Food, Nutrition & Health 2014

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