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How to find “white space”? in the market

Finding the gaps in the market, the opportunities for new or modified products that satisfy a new or unanswered consumer need is the aspiration of many brand owners. However, many of these “gaps” in the…

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Problems with on pack messaging? Then you need to understand this…

On-pack is often our best opportunity to communicate with our consumers. The pictures, the colours even the packaging that we use speak volumes about who we are. Yet we are often quite constrained by the…

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Why is advertising missing the mark?

I have been away on holiday so was a little late in coming across  Michaela Jefferson’s article in Marketing Week (7th July): Cannes-winning film ads ‘lack potential to drive long-term brand growth’ I was unsurprised,…

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Why Psychology is the key to getting your flavour right

Read almost any report on improving food or drink products or developing new ones such as plant-based meat and dairy alternatives and they will, quite rightly, tell you that getting the flavour right is vitally…

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Getting emotional about plant-based

I was reading Kerry’s recent “Stepping up Taste in Plant Based” reports which they compiled along with MMR and Vitamin T (see Kerry’s full report). They are excellent giving some great insights into the subtleties…