Posts in category "Food and Nutrition Strategy"

Mini Market Strategy: The Big Benefit of Small Plates

Mini Market Strategy: The Big Benefit of Small Plates
Every restaurant you visit these days seems to have a “small plates” menu—each dish consisting of a few bites meant for sharing. These menu offerings encourage diners to be more adventurous, to control portions and calories, and to potentially share several smaller offerings with others. This trend even has its own activist group, the Small... Read more »

Mini Market Strategy: The Era of the Skinny Sandwich

Mini Market Strategy: The Era of the Skinny Sandwich
Sandwiches are experiencing a renaissance in American consumer appreciation. Food Business News reports that 2014 has been one of the best years since the recession for bread sales, and Irene Chang Britt, president of Pepperidge Farm, Inc., attributes this growth to, “the growing popularity of sandwich behavior.” She continues, “In all cases, people are looking... Read more »

Triple Crown Win: Partnership Pays Out for Kellogg, Target and Starbucks

Triple Crown Win: Partnership Pays Out for Kellogg, Target and Starbucks
When Kellogg’s Special K, Starbucks VIA and Target teamed up to offer a special promotion to a key demographic, the results were impressive. Brian Keefe, Senior Vice President and Scott Weller, Director of Client Solutions at Insight Promotions, LLC explain why: “This strategic partnership reaches the status of legend. The program was wildly successful, with... Read more »
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This Mother’s Day, Quaker Has a Sustained Market Advantage with Mom

This Mother’s Day, Quaker Has a Sustained Market Advantage with Mom
When my children were younger, each Mother’s Day I was regaled with a home-cooked breakfast in bed. On a normal weekday, by contrast, I focused on making sure my children had a nutritious breakfast before heading off to school, such as peanut butter on wheat bread or Quaker oatmeal. Like most moms, I believe breakfast... Read more »

Teens Say Ditch the Dinner Table. Snacking is the New Conversation-Starter.

Teens Say Ditch the Dinner Table. Snacking is the New Conversation-Starter.
Teens Prefer Connecting with Parents During Casual Snack-Time, Opening New Marketing Opportunities The most important priority for mom is her relationship with her child, yet the reality is time spent together diminishes in the teen years.  The family dinner in particular comes under pressure with teen’s schedules: extracurriculars, jobs, and long days at school.  All... Read more »

Kraft’s Capri Sun Reaches Kids with Lightning Speed

Kraft’s Capri Sun Reaches Kids with Lightning Speed
The new marketing rhythm is in action with Kraft’s Capri Sun brand, which recently launched a strategic marketing partnership with Nickelodeon and a comprehensive promotional campaign in three months. I caught up with Brian Keefe, Senior Vice President, Insight Promotions, LLC and one of Kraft’s marketing vendors who stated: “This execution was lightning-fast. What normally... Read more »
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For an Attention Boost, Include Food in Your Market Strategy

For an Attention Boost, Include Food in Your Market Strategy
Food sparks interest and brings people together. We recognize this aspect of culture at gatherings of all sorts—weddings, parties, family reunions and even blood drives. Many non-food brands also benefit from building market strategies around the concept of food. Even back in middle school, I remember when giving a presentation in my Spanish class that... Read more »

Can You Feel It? The Market Strategy of Texture Segmentation

Can You Feel It? The Market Strategy of Texture Segmentation
Segmenting with Texture is a Growing Market Strategy Element In the food and beverage market, strategy is becoming increasingly focused on texture. “Over one-quarter (27%) of the best-selling new U.S. foods and beverages launched in 2012 carried a texture claim,” according to the Institute of Food Technologists’ 2013 New Product Pacesetters Report. The common preference... Read more »

Make it About Mom: Positioning Your Brand for Moms of Babies

Make it About Mom: Positioning Your Brand for Moms of Babies
Successfully positioning a product or service to moms of infants and toddlers requires specific recognition and appreciation of Mom’s role. A simplistic focus on the product or service benefit won’t resonate with this market. Your brand will need to make it about Mom. Tylenol has a recent marketing campaign that does a brilliant job of... Read more »
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Some Kids Like it Hot: Bland Isn’t Better When it Comes to Snacking

Some Kids Like it Hot: Bland Isn’t Better When it Comes to Snacking
Spicy Flavor Trend Rewards Brands that Avoid Bland When Marketing to Mom and Kids There’s a tendency to stereotype children as preferring bland flavors—think pasta with butter, Cheerios and applesauce. But children six and older actually appreciate more diverse flavor profiles, proven by the immense popularity of spicy snack foods like Takis and Flamin’ Hot... Read more »
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    Michal Clements

    Michal is co-author of Tuning Into Mom and an experienced consultant. Michal develops winning growth strategies and detailed go to market plans for some of the world’s outstanding organizations including McDonald’s, Gatorade, Abbott, Barilla, Tylenol, Clorox, Key Bank, Eagle Ottawa, Quaker and the Baker Demonstration School.

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