Salad Bowl Branding

Briefings on Americas shifting specialty food markets, the changing tastes of consumers, demographic trends and growth opportunities in the consumer packaged goods sector.
Melting Pot vs. Salad Bowl

Bellino Premium Confectionery Line

Bellino Premium Confectionery LinePackaging Design Case Study

Diluted after years of design interpretations, the brand packaging design agency, Arcanna Inc., unified the packaging stance of this fine foods line and created an upscale brand image using metallic gold printing, colorful satin backgrounds and elaborate product photography.

Read more about this food and beverage packaging design project.

Are Private Labels and National Brands equal?

The price difference between National Brands and Private Labels has fallen significantly over time, possibly because Private Labels are increasing in both quality and market share relative to National Brands.

Private Labels are now promoted heavily, and promotions are more likely to occur in product categories with a large number of competing National Brand brands, suggesting that in many cases, Private Labels are priced and promoted to maximize market share within product categories.

Over the past two decades, private label food products have grown steadily in sales and often directly compete for market share with national brands. This competition lowers prices and  increases product choices for consumers.

This report analyzes the relationship between private label and national brand product prices and in-store promotions for two major U.S. grocery store chains during the 2007-2009 recession and the year following the recession (2010). Retailers promote private label products (offer price discounts) strategically in response to national brand pricing promotions to protect private label market share during national brand promotions.

However, the extent of the retailer response varies widely across supermarket departments and is also affected by both the density of food stores and the market share of supercenters within a market area. These findings hold true regardless of the state of the economy, although the magnitude of the interaction between national brands and private labels differs in times of recession and recovery.

Download the full report by the FDA (PDF)

Chobani Fat Confused?

Chobani Greek YogurtGreek yogurt has experienced a wonderful growth in the past few years.

Some say that the 17 Day Diet is partly responsible for that expansion. And Chobani is leading the pack. While Dannon is trying to catch up, hoping their recent Superbowl ad empowers women to invigorate their sales. Yet none of the leading brands are actually “real” Greek yogurt. From a fine foods or specialty foods perspective, that means the product should be imported.

Greek yogurt should be exactly that… yogurt that is made in Greece. Otherwise, it’s American – or Greek Style. In this case  it’s a misnomer.

Our in store research with 25 customers in Foodtown and Stop n Shop has shown that consumers are confused as to what REAL Greek yogurt actually tastes like. Thankfully there is OlympusUSA, who is under going some growing pains themselves. It’s a premium product with a big price, but our internal flavor comparisons rank it the best. Unfortunately the import costs and unfavorable exchange rate take their toll as only a few higher quality stores carry the brand.


But back to consumer confusion… several of our respondents asked “What is the large number on the package mean?” It seemed like a straight forward answer – it is the fat content.  And while it is the percentage of fat, either 2% or 0%, the Nutrition Facts format on the package does not agree.

So we called Chobani directly at their customer service line and were very pleased to speak with someone immediately. While Denise was very helpful and knowledgeable about the line, she stumbled with her explanation of what 2% meant. But the Chobani Greek Yogurt coupons she sent us were most appreciated.

It appears that while 2% does connote the amount of fat in the container, it is not directly related to the percent of daily value listed on the Nutrition Panel.

“It say’s 2%, but the package shows 4% total fat… what’s that all about?”, questioned one respondent who was buying a multi-pack container of Chobani.

Chobani Nutrition PanelWe agree that while the packaging is very distinct, it lacks a statement that clarifies this claim. And that’s what it is, a claim. Last I checked the  FDA’s ruling on nutrition content claims {21 CFR 101.13, Subpart D of part 101, and parts 105 and 107. 21 CFR 101.13(b).}, the team at Katz has some quick packaging updates to do.

But we salute Chobani‘s explosion to +$900 million in annual sales since its 2007 startup with their version of original Greek yogurt.  Now that’s Salad Bowl Branding at its best.

Walmart's new nutrition claims confusing consumers?

Walmart Great For You FOP LabelWalmart’s new Great For You logo will now go on all in-house branded products that meet the company’s nutritional criteria for ‘healthy’ foods. But is this new label making it more difficult for consumers to understand nutritional values?

Their criteria is similar to that of the Institute of Medicines’ which issued a recent nutrition rating system report advising the F.D.A what should be included on the proposed front-of-package nutrition labels.

Since the F.D.A has not yet acted on the Institute of Medicines (IOM) report, Walmart, like some other retailers, have jumped the gun and are now developing their own front of package nutrition labeling formats.

Front-of -Packaging nutritional labeling, also know as Nutrition Keys, was designed to help consumers understand if a food is all natural and healthy. It is also a tool for brand packaging developers and savvy brand marketers to avoid putting negative information on package labels.

By highlighting the positive aspects of their product ingredients, brands are drawing red flags away from their line. Research has shown that red flags, such as high fat, high cholesterol and high sugars, are “don’t buy me” signals that many of today’s consumers use to make up their mind during purchase.

The question is, with so many different formats – including the primary Nutrition Facts label – are customers really getting the truth about the products they are buying?

Markets are Changing... Is your brand marketing strategy?

Over the next decade the demand for authentic specialty foods is slated to increase by a staggering 50%. Do you know how to reach these new consumers?
Today’s opportunities reside in creating brands that are tailored to the intricate tastes of cultural segments, not mass audiences. Finding new methods to promote and market your food and beverage product using great packaging combined with traditional in store, social media, search engine marketing, pay per click advertising and other consumer research tools can be critical in building national distribution and increasing unit sales.

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