New model for traditional food brands is flawed

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“The biggest surprise this year is that the consumption of packaged food has remained high despite the return of mobility and the winning back of customers by catering establishments. This according to Robert Moskow, senior analyst at investment bank Credit Suisse.

My questions are whether this drinking behavior is due to three issues: the need so many of us have to relax due to the pandemic and eat comfort foods, using this time to indulge themselves more than ever or simply that these traditional brands had a sufficiently strong supply chain to maintain or increase their presence on store shelves or promote their products via e-commerce? Is it a question of availability – or of desire?

According to the NPD Group, customer transactions at large restaurant chains were stable compared to the same period last year, but down 12% compared to the same period in 2019. What is the effect on consumers who eat at home?

Is it easier or more rewarding to reach that Pop Tart to start the day?

Ipsos reports that more than half of all American adults say they cook more now than before the pandemic. When we see these “cooking at home” reports, let’s face it. It’s a global identifier that covers everything from home cooking to heating a meal in the microwave, and yes, even pulling down that lever on the toaster.

Basically, we’re seeing a lot of marketing activity from some of our more well-known food brands.

Campbell’s Goldfish Crackers have teamed up with McCormick & Company’s Frank’s RedHot to launch a hot sauce flavored cracker. TikTok placed Goldfish on its very first Culture Driver list for its #GoForTheHandful challenge, which featured dancer and choreographer Taylor Pierce and Dallas Mavericks center

Boban Marjanović, who can put 301 Goldfish crackers in the palm of his hand. The campaign, supported by ads on other channels, garnered more than 10 billion views in three days.

Not to be outdone, Coca-Cola presented its first American TikTok challenge with the help of Grammy-nominated artist Khalid. From December 19-21, 2021, Honey Bunches of Oats launched a TikTok challenge under the hashtag #MakeABunchHappen, designed to encourage users to bring joy to the world by volunteering, donating, or surprising a friend. Wow! What a beautiful countryside! A project that we hope has been successful enough for the brand manager to pursue and extend it. After all, these kinds of campaigns do well in these times to bolster our sanity and goodwill (as we’ve seen exemplified in Honda TV commercials). MondelÄ“z’s Oreo and Sour Patch Kids have surpassed one million followers on TikTok – by far the biggest snack brands on TikTok.

We can only hope that 2022 brings us innovation in the products themselves – which go far beyond the hype and ever-growing demand to rely on subscriber metrics; in the long run it may not make sense. Food and beverage reformulations that offer better ingredients, better health and nutritional profiles are the real ways to boost consumer confidence and long-term sales. Especially since our buyers are faced with higher prices and product shortages.

Are we focusing on the long term, will you?


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