Is key for a food product. No matter how many 'bells and whistles' the packaging may have, if it doesn’t taste great, the consumer will not buy the product again. This is particularly important to note if you play in the 'better 4 you' space.
I wasn’t around when the Mango Bar was developed. The product was said to be pioneering in the ice cream industry for introducing an ice cream style product with lots of real mango puree. It resonated with consumers, growing from strength to strength over the years to being the much loved classic it is today. However, being first to market however doesn’t guarantee long term success.
Growing up in southern Queensland, it was a special treat to be allowed to tuck into a fresh mango. The nature of the growing season meant this experience was short lived. With the launch of the Mango bar; Weis managed to freeze that moment in time, and bring it to you all year round in a convenient portion. Magic!
No Magic involved. New products simply cannot reach the market without great teamwork. From the grower picking the fruit, to the operator packing the bars on the line everything needs to work like clockwork to make it happen.
A new product, innovative or otherwise, can ‘hit the shelf running’. However, sales can stall if the quality is inconsistent or doesn’t match the “promise” of the packaging. Consumers will gravitate towards a product that they can trust will taste the same, time after time.
There are many challenges facing brand owners today. Rising costs of inputs, droughts, perhaps increased competition to name a few. As brand owners, one must choose a path. Having clear product values help establish the ground rules for the space your product plays in. This doesn’t mean you are locked in. Product values can be adapted to respond to changing consumer needs. However, staying true to your product values, in the face of obstacles helps maintain quality and helps to deliver the consistency that consumers are looking for.
Product development is a challenging endeavour. However with good strategy and great execution a business can certainly increase the chances of achieving a successful launch for the long term, in a highly competitive landscape.
Stewart Eddie (Bapp Sc Food Science & Technology) is Director and Principal Food Tech at ASKAFOODTECH PTY LTD; a food technology consulting company that inspires, educates, and serves food producers with an ambition to grow and manage risk. Living with a severe food allergy and being a food technologist, Stewart is uniquely placed to help your food manufacturing business with your allergen management planning. If you would like more information on the services that ASKAFOODTECH PTY LTD can provide, please
contact us.
A purpose driven leader who has accumulated extensive hands-on experience in all aspects of developing and industrialising new products.
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